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.

Richards Group
Dallas based Richards Group, an independent general market agency, is looking to expand its presence in the Hispanic market. Richards Group will create a Hispanic specific unit. The Dallas based agency has many clients who also demand Hispanic work. These clients include Metro PCS, HEB, Honeybacked Home and Shamrock Farms.
In 2007, Richards Group was among three agencies whose business is not primarily multicultural and that reported enough revenue from Hispanic work to be included Ad Age's top-50 ranking of Hispanic agencies. Richards Group ranked No. 38, claiming $4.98 million in Hispanic revenue for 2007, accounting for about 3% of Richards´ total revenue.
In 2001 Los Angeles Hispanic Advertising Agency Grupo Gallegos was created and partly owned by Richard Groups´principal Stan Richards. At the time, Richards Group noted that a second office was planned for Dallas and future expansion calls for a third location in Miami.

Post Foods
Post Foods, LLC launched a new Hispanic campaign for their star brand Honey Bunches of Oats. The campaign, executed by The Bravo Group (The Post Foods Hispanic AOR), features :30 and: 15 spots and will be broadcast on national Spanish language television.
Heineken USA announced the launch of a new Hispanic campaign for the Heineken Brand Equity, which extends the reach of its overarching marketing platform — "Give Yourself a Good Name" — in the Hispanic market.   "Demuestra Quien Eres emotionally connects the values of our consumer and the values of the Heineken Brand Equity," said Marime Riancho, Senior Brand Director, Heineken USA.   Created by Heineken Equity Hispanic AOR The Vidal Partnership, the 360 degree campaign will kick off with a series of three television spots featuring respected Cuban actor Nestor Carbonell. Spanish-language broadcast creative executions will be accompanied by digital media, print, OOH, promotions, and on- and off- premise activation.

Kmart has revamped its footwear department to offer a better fit for younger and multicltural consumers.The retailer relaunched the category in February with five new proprietary collections for adults and children. The additions include extensions of women's apparel lines Attention, Jaclyn Smith and Piper & Blue; Protege basketball shoes; and children's footwear through a license with Mattel's Fisher-Price. A four-page feature in Kmart's Feb. 15 circular trumpeted the new lines, which get endcap placement with brand-specific headers in the footwear department. The campaign also includes dedicated TV spots. Kmart is tailoring selection to the same Hispanic, African-American and urban shoppers who have inspired recent apparel lines. Kmart is also looking into "re-profiling" stores according to demographics. For example, stores in heavily Hispanic communities generally carry smaller shoe sizes than those serving African-American neighborhoods.

AutoUpLink (Seattle)
AutoUpLinkUSA, a leading provider of automotive marketing solutions, has named Brian O'Kelly, publisher of a Seattle-based Spanish language car shopping publication and web site (publisher of the Spanish-language car shopper El Carro and web site Carrazo.com), as its newest market partner, for the Seattle market. The opening of its Seattle market marks the 8th new market opened by AutoUpLinkUSA in the last 12 months, including Kansas, Missouri, Florida, Mississippi, Alabama, Chicago, and Philadelphia. AutoUpLinkUSA now services auto retailers in 37 states, providing online inventory listing, publishing and management services to help them drive more revenue from their online and web site vehicle inventories.

The cable provider this month introduced an expanded Hispanic programming package that imports 50 popular Spanish networks from Central and South America.
Current Comcast subscribers receive 20 local access and broadcast Spanish-language channels from Univision, TeleFutura, Telemundo, Azteca America, and Cuencavision networks. Traditionally, viewers who wanted channels from Latin America needed to subscribe to satellite television or special-order a specific channel from their cable operator.

Emerson Climate Technologies announced the launch of its Emerson Blue(TM) Selecto thermostat line, the first Spanish-language-only programmable thermostats. The Blue Selecto can offer Hispanic homeowners the opportunity to save up to $250-300 per year on seasonal energy costs and to control the temperature for home comfort. Emerson has also provided a Spanish-speaking consumer helpline for contractors and homeowners with operational questions.

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 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).


Portada Staff

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