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- HOT LEAD: AmazonCrossing – “Sin Reservas” Martin Redrado’s Book
Amazon Crossing is looking to advertise a new Spanish-language title on Argentine economics. The title (“Sin Reservas”, by former Argentinean Central Bank president Martin Redrado) is scheduled to be published on Tuesday August 24th and Amazon Crossing wants to start advertising the book soon after.
AmazonCrossing was launched last May by Amazon.com as a new publishing imprint specialized in releasing foreign-language books translated into English. Twenty-five percent of the e-retailer’s revenue comes from media sales, media, including books, music and DVDs, on its websites outside of the U.S. Amazon’s Vice President of Books Jeff Belle, recently told TWSJ.
- Yakult U.S.A.
Yakult, which sells in major retailers primarily on the West Coast, kicked off last week in 29 major designated marketing areas with a TV spot called "True Love" and will air in both English and Spanish. Both versions of the commercials are formatted as 30 and 15 second spots and will be supported by a mix of radio (Hispanic only), online, print collateral and redesign of yakultusa.com website.
Official sales territories include California, Nevada, Arizona, Texas, Colorado and New Mexico, though smaller specialty grocers carry the product across the country and in Canada.
The campaign is the brainchild of El Segundo, CA-based Siltanen & Partners Agency (S&P). Read more here.
- Burger King
Two months after consolidating some major advertising assignments, the Burger King Corporation is paring its agency roster again, this time affecting agencies that specialize in marketing to African-American and Hispanic consumers.
Burger King will consolidate the duties to create campaigns for adults, whatever their ethnicity, at Crispin Porter & Bogusky in Miami and Boulder, Colo., The agency, owned by MDC Partners, is responsible for ads aimed at the general market and has also been creating most ads aimed at black consumers.
The decision means that LatinWorks in Austin, Tex., will no longer create campaigns for Burger King aimed at Hispanic consumers. Burger King had assigned the creative responsibilities for the Hispanic portion of the business to LatinWorks in Junuary 2009. Hispanic media planning and buying responsibilities are handled by Chicago based Tapestry. The accounts are worth a purported $35 million. Read more here.
- The Bank of Dallas
The Bank of Dallas launched a campaign called "Bank on Dallas – It's Safe and It's Smart". The program is designed to help low- and moderate-income Dallas residents establish savings, build credit history, gain access to low-cost sources of credit and invest for the future. The Bank on Dallas goal is to generate at least 25,000 new accounts over a two-year period.
In September, Bank on Dallas fliers on banking products and financial education in English and Spanish will be included in 270,000 water bills.
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