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Solomon Romano, right, with members of WellPoint's Marketing Team

WellPoint’s Solomon Romano: “A marketer needs to understand the common values that unite most Hispanics”

#Portada14 speaker Solomon Romano, Multicultural Marketing Strategy Director at WellPoint, Inc will present a case study on “WellPoint’s Hispanic Health Initiative” next Thursday September 18 as part of the 8th Annual Hispanic Advertising and Media Conference. Portada interviewed him to learn about his views on Health Care Marketing and the impact of Obamacare on enrollment of Hispanic consumers.

Tribune Publishing

Tribune Publishing spins off, which Newspapers will it acquire?

The Tribune Co. completed the spinoff of its newspaper business and changed its name to Tribune Media Company separating its broadcasting and entertainment assets from the Chicago Tribune,  Los Angeles Times , six other daily newspapers as well as the Spanish-language daily (Chicago) and weekly (Los Angeles) Hoy and associated Hispanic properties. Jack Griffin, CEO of Tribune Publishing, last week said that the “the overarching objective of his company “is to reestablish growth in the top line revenue”. That includes acquiring newspapers. But which ones?

Association of National Advertisers

Hispanic Campaigns are a Focus of ANA Click Fraud Study

Nasty, nasty bots that suck up ad dollars while leaving brands with phony stats is probably a huge issue for advertisers. How huge? The ANA’s partnership with White Ops in The Marketers’ Coalition aims to identify the extent of click fraud. During the study, campaigns of participating brands will be tagged to allow White Ops to monitor them for fraud. Are Hispanic campaigns included in the effort? If so why?

Dollar Tree

Dollar Tree buys Family Dollar creating biggest Discount Retailer, how will it affect their Marketing?

Discount store chain Dollar Tree is buying  rival Family Dollar Stores Inc for about $8.5 billion, creating North America’s biggest discount retailer with combined 2013 sales of more than US$ 18 billion in total sales and, therefore, surpassing Dollar General’s US$ 17.5 billion. The acquisition has a particular high impact on the Hispanic shopper who tends to leverage the discounter channel more more than the average U.S. shopper.

Programmatic Buying

Mondelez, Heineken,P&G, Kimberly, Kellogg’s, Amex …major clients want direct control over exchange traded platforms

More and more major clients are embracing programmatic buying and, as importantly, they are keen on keeping the data obtained through their digital buys all to themselves. Mondelez just announced a global online video partnership with TubeMogul (press release) The partnership aims at optimizing Mondelez International’s online video advertising strategy – including media planning, buying and ad serving − using TubeMogul’s software.