A summary for Media Sales Executives, Advertising Agencies and Corporate Marketers to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
The AARP has commissioned New York based D’Exposito & Partners with its Hispanic marketing outreach. A segment of the AARP Hispanic business remains with San Antonio based Hispanic agency Interlex.
República , a multidisciplinary advertising, digital and communications company, announced the promotions of Florencia Contesse as
senior account manager and Jose Cano as account manager in its Communications division. Contesse, who has been promoted from account manager to senior account manager, has extensive experience in reputation management for corporate and consumer clients in the general market, U.S. Hispanic and Latin America. She specializes in corporate, technology, consumer and entertainment communications. Her current client roster
includes Nielsen, Univision Communications and Bupa Latin America.
- Mindshare-Ingrid Reyes
Ingrid Reyes, Managing Partner and Multicultural Director North America at MindShare, has left Mindshare. A Portada reporter called Reyes at Mindshare and was told that “Reyes is no longer with the company.”
- Update on Group M Hispanic Accounts
Mindshare recently won the Abbott and CVS’s Hispanic accounts. However the New York headquartered agency recently lost the Sprint account (the digital part when to Digitas). Mindshare’s sister agency MEC Bravo recently won the Marriott, Energizer and Winn Dixie accounts. Another Group M agency (Mediacom) recently won the Bayer Hispanic account. In addition, Mindshare was recently awarded media responsibilities for RAC (Rent-A-Center) in the U.S. and Puerto Rico. The assignment includes media planning and buying responsibilities for traditional broadcast TV and radio, said Antony Young, CEO of Mindshare North America. The assignment will be handled by Mindshare’s New York office, which will begin work on the account immediately.
- RadioShack with WPP (Wing)
Hispanic advertising shop WING, owned by WPP Group’s Grey Worldwide, is set to start working this year on creative duties for recently acquired client RadioShack. RadioShack in April selected Grey as lead advertising agency of record after a lengthy review. The move means that RadioShack's creative and media duties are now under the same holding company; media planning and buying is handled by WPP's Mindshare, which was not affected by the review.
- International Tennis Federation
The International Tennis Federation has launched a Spanish-language version of its Olympic Tennis Event website as part of the build-up to the 2012 London Olympic Tennis Event at the All England Club, Wimbledon on 28 July – 5 August. The new Tenis Olympico website, www.itftennis.com/olimpiadas, provides Spanish-speaking fans with current news and information in their own language, and will also feature original content in Spanish in the run-up to and during the Games. The website will be supported by Spanish-language social media initiatives on Twitter (@tenisolimpico) and Facebook (tenisolimpicoitf) that will allow fans to interact with the rest of the Olympic tennis community.Tenis Olimpico is the third ITF website to be aimed at a Spanish-speaking audience following the success of the Davis Cup and Fed Cup websites (CopaDavis.com and FedCup.com/es). While there is already great interest in the Olympics in Spain and Latin America, the demand for information is expected to grow further when the Games are held in South America for the first time in Rio in 2016.
- National Credit Union Administration
The National Credit Union Administration (NCUA) announced a Spanish version of Pocket Cents—the free, new, and fun youth financial literacy micro-website unveiled in April. “As part of NCUA’s 2012 strategic plan, we are working to increase knowledge of credit unions in younger audiences. Spanish-speaking children are a growing population that we need to reach as part of these efforts,” said NCUA Board Chairman Debbie Matz. “With useful tips, fun games, and great graphics, Pocket Cents—and now its Spanish version—are raising student awareness of credit unions and assisting kids in planning for sound financial futures.
- Hollywood Branded
Los Angeles-based agency Hollywood Branded Inc. this week announced the launch of its Hispanic Consumer Marketing Division servicing the entertainment, corporate and consumer lifestyle sectors. Hollywood Branded's clients include Showtime, TNT, Fox, Syfy, Hornitos, Jim Beam, Effen Vodka and BlackBerry. "We match the opportunity to the brand by taking into consideration desired demographic reach, market timing requirements and the overall results and takeaways the brand is seeking … Leveraging the overall execution through cross promotion, retail components, media support and social media."
- Targeted Victory (Romney Campaign) – Pulpo Media
Targeted Victory, the company handling online ad buys for the likely GOP presidential nominee Mitt Romney, has partnered with Pulpo Media, a four-year-old Hispanic online ad targeting outfit. Pulpo has agreed to work with Targeted Victory – which also handled online ads for possible VP nominee Marco Rubio's Senate campaign – exclusively, meaning no other political ad firm can work with Pulpo this election cycle. The Republican digital consulting company itself has spent the last four years building up its own data, teasing out online voter segments for targeted online ad campaigns. "Targeted Victory has unique insights through their data strategy to understand voter information or potential areas to influence them for an election," said Justin Kuykendall, CEO and founder of Pulpo. "If we combine that data with [ours on online Hispanics] we can really hyper segment…in key states."
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