- Procter & Gamble
Procter & Gamble recently launched the website Tucrest.com to promote the toothpaste. The website is written in Spanish-language and includes social networking tools like Mom-bloggers (Rincon de Blogueadores) and Q&A with experts Preguntale a los Expertos. Online videos are also prominently displayed. Tucrest.com partnered with Terra, Univision and Telemundo to promote the property. The health channels of the three media properties display advertising for Tucrest.com. Starcom is P&Gs media buying agency.
- Association of Tennis Professionals (ATP)
The ATP World Tour is rolling out a new digital platform developed with the aid of San Diego-based agency Digitaria. The new ATPWorldTour.com debuted last week and marks the latest result of an ongoing effort to rebrand the global men’s tennis tour from its prior moniker, ATP Tour. The new portal for the sport includes English-, Spanish- and Chinese-language versions of the site.
- BBVA Compass
BBVA Compass announced the launch of its first ever U.S. advertising campaign. The new campaign is the result of a collaborative effort by BBVA Compass and GSD&M Idea City and is the first to support the fully integrated and rebranded BBVA Compass. Each state across BBVA Compass' footprint will see a: 30 television spot. In addition to the television spot, markets across the bank's footprint will see print advertisements also focused on the Build to Order Free Checking(R) product, as well as an array of digital extensions, radio and OOH. Read more here.
- Mercury Media
Mercury Media, a Santa Monica, California based direct response media agency, is opening a Hispanic Direct Response unit.bThe new unit will provide account planning and campaign management services for Hispanic clients, while Mercury Media will handle analytics, media management and tracking for the Hispanic campaigns. Mercury En Español will introduce campaigns that include online, phone and mobile advertising components as well, Miyares said.
Existing Mercury clients started crossing over to the Hispanic market in 2008, when the company first ventured into the arena, Miyares said. The agency's client roster, which has grown from two to twelve, includes Conair, InStyler, Safeway Insurance, Magic Bullet and Youthology. Read more here.