Insurer Allstate's 2008 multicultural advertising budget was reduced in 2008 compared with 2007. Portada has learned that for 2008, an important component of Allstate's Hispanic advertising will be directed to drive traffic to its new Spanish-language website (http://www.miallstate.com/). An online advertising campaign started earlier this month.
Allstate also plans TV broadcast campaigns this year. At the local level, the company also partly finances co-ops in Hispanic newspapers for Allstate insurance vendors.
Chicago-based Lapiz does creative for Allstate, while media buying is done by Tapestry (Starcom).