American Heart Association
The American Heart Association has selected independent communications agency, REVOLUCION, to conduct their premier Hispanic public relations initiative in the New York/metro area. The agency will oversee a program entitled HEARTS IN THE HEIGHTS, which promotes the American Heart Association’s movement, Go Red Corazón, with the support of Broadway’s Tony Award-winning Best Musical “In the Heights” and Spanish Broadcasting System’s WPAT-FM 93.1 Amor.

TransCash Corporation
Financial services provider TransCash Corporation has selected alPunto Advertising of Tustin, CA as its Hispanic agency of record for the TransCash USA Card launch program. The assignment includes strategic planning, creative development, media planning and buying, promotions, retail programs, business to business efforts and a deep grassroots effort.

The effort for TransCash will launch during second quarter 2009 in Southern California with a quick expansion expected soon after that.

General Mills
General Mills recently updated analysts about its marketing efforts.The company has staunchly supported consumer-marketing spending increases — 19% in the first half of fiscal 2009, which began in June 2008 .General Mills estimates that its consumer-marketing spending will be up by "double digits" for the full fiscal year. For the balance of 2009, the company said it is planning a broadcast blitz for its cereal brands. General Mills is launching Banana Nut Cheerios, Cinnamon Chex, and Fiber One Frosted Shredded Wheat cereals in the coming months.

Regarding Hispanic targeted advertising, Progresso products such as Menudo are being tested in Texas. Ian Friendy chief operating officer of U.S. retail operations, said the company credits Hispanic-targeted advertising for Honey Nut Cheerios with a 35% increase in year-to-date sales with those consumers. In order to reach Hispanic consumers, General Mills works with ad agencies Bromley Communications and Casanova Pendrill.
But while the bulk of the company's spend remains on TV, Mr. Friendly said in a that it has begun to see significantly higher return on digital investment. General Mills has been diverting funds online, driving traffic to recipe sites such as The company's cooking sites had about 8 million visitors last month. General Mills also recently launched a free Betty Crocker iPhone application, which offers meal suggestions based on what's in a consumer's pantry.

Time Warner Cable
Time Warner Cable is consolidating its in-house and regional media account at Omnicom Group's OMD, Sam Howe, the cable operator's chief marketing officer, confirmed. The company had been looking to consolidate the account after two-thirds of its media had been placed by regional agencies in markets such as Atlanta and Wilmington, N.C. The other third had been handled in-house. Mr. Howe said the cable company has been getting more strategic in its marketing spending both by individual markets and by demographics. Increased competition with Verizon Fios in key markets such as New York have prompted the company to tweak its marketing to reach a broader swath of potential subscribers, such as Hispanic households, which were up 30% on a national basis in 2008.

Pennsylvania Children´s Health Insurance Program
Pennsylvania's Children's Health Insurance Program — also known as CHIP — has launched a new Spanish-language Web site,, to better serve Latinos, who are the state's fastest growing ethnic group. The CHIP program is promoting the new Web site through a partnership with the Philadelphia Dominican Bodega Owners Association. Under it, Latino convenience stores — also known as bodegas — located in the lower North Philadelphia area will distribute information featuring the new Spanish Web site.


Portada Staff

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