A weekly summary for Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
MillerCoors announced that San Antonio-based Bromley Communications won the competitive pitch to become its Hispanic media planning and buying agency of record. Bromley will lend its Hispanic media planning and buying expertise to MillerCoors within the newly formed dedicated media unit, MC Media.
"Winning with Hispanic beer drinkers is critically important to the success of MillerCoors and that's why we are ramping up our resources in Hispanic marketing," Jackie Woodward, MillerCoors vice president of marketing services, said. Tapestry in Chicago was Miller Coors incumbent shop.
With spending estimated at $400 million, the new MC Media (Miller Coors new Media unit) will be based in Chicago. The table below shows the new structure of Miller Coors creative and media buying/planning process.
Draft FCB (Interpublic)
Hispanic Creative, Planning and Buying
Bromley Communications (all media but digital)
Digital Media Planning and Buying
Digitas (Publicis) and Razorfish (Microsoft)
Outdoor media planning and buying
A Hispanic-owned winery in Washington State is now selling its product.
The new Martinez & Martinez Winery joins the older Hispanic-owned Cañon de Sol Winery in an industry in which racial or ethnic diversity in ownership remains rare.
Martinez & Martinez just released its first vintage, made from grapes purchased from another company’s vineyard, and the winery hopes to make wine from its own grapes within the next two years.
Its co-owner Sergio Martinez, who came to the U.S. from Michoacan, Mexico, started off harvesting grapes in Eastern Washington for Mercer Ranches back in the 1970s.
Witherspoon Marketing Communications (Dallas/Ft. Worth)
Fort Worth advertising and public relations firm Witherspoon recently collaborated with Open Channels Group LLC, lead by Tonya Veasey, on a joint venture to capitalize on a market the former largely has missed for decades.
To break into the multicultural market, Witherspoon and company established a partnership with Veasey, who has been an instrumental part of Fort Worth commerce for more than a decade.
Multicultural consumers – black, Hispanic and Asian – account for 27 percent of the total $155 billion Dallas-Fort Worth income and boast an annual buying power in the tens of billions, according to a recent study by Rincon & Associates. According to the same study multicultural consumers spent about $5.2 billion at area supermarkets, including Wal-Mart, Fiesta Mart, and Saigon Taipei Supermarket.
Concussion (Dallas/Ft. Worth)
Another Dallas/Ft. Worth advertising and Marketing firm launched a partnership with Matador Marketing Group to take advantage of the large and still growing North Texas Hispanic population.
The two companies worked together in the past, said Matador President Luis Caballero, but “less than three months ago we decided to pull the trigger on Matador and say this is an avenue we need to invest in together and move forward.”
The research firm interviewed about 1,400 residents in five languages – English,
Concussion CEO Andrew Yanez, a fourth-generation Hispanic and investor in Matador, said simply translating brands from English to Spanish isn’t good enough.
“I think what a lot of companies do is (focus on) soccer and family,” Yanez said. “There’s a lot more depth to the market than that … Just because there’s a ‘z’ on the end of your name doesn’t mean you’re a full-blown Hispanic. Hispanic isn’t about language anymore.”
American Heart Association – Western States Affiliate
The American Heart Association Western States Affiliate, Burlingame, Calif., chose alPunto Advertising, Tustin, Calif., for a new assignment, to be its Hispanic agency of record. AlPunto will work on a campaign aimed at increasing stroke awareness among members of the Latino community. Spending has not been determined.
Miami based Accent Marketing (through a partnership with Campbell Ewald) is the American Heart Associations’ Hispanic Advertising Agency for the rest of the U.S. territory.
Click here, for detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies. In addition to information on more than 1,800 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).