A weekly summary for Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Latin consumers right now.

  • Bohemia

Although Bohemia beer has been around in the U.S. market for decades, it has traditionally kept a very low marketing profile. Not anymore. The Heineken-owned Mexican brand is expected to announce this week that it has partnered with the Frida Kahlo estate to launch a Limited Edition Frida Kahlo-themed Bohemia packaging in the U.S. featuring the iconic, world renowned Mexican painter.

Read our interview with Felix Palau, VP Marketing Bohemia Beer at Heineken.

  • BB&T

BB&T is mobilizing its retail banking efforts to launch a comprehensive outreach to its Hispanic neighbors and clients. BB&T developed customized financial tools and services, established partnerships, offered seminars and community-based resources to help meet the diverse needs of Spanish-speaking audiences. These include bicultural and bilingual financial service associates, Spanish-language educational programs, bilingual customer support lines, community partnerships, and advertising and marketing campaigns that connect with Hispanic consumers and small business owners.
"At BB&T, relationships are built by offering personalized attention; providing tools that help navigate a better financial path," adds Jorge Moller, Multicultural Markets manager.  "This approach enables us to create solid relationships with our Hispanic customers who confide in us to make informed financial decisions. One of our best performing financial centers is in Washington D.C. where 2010 Census reports a 21.8 percent increase in the Hispanic population."  

  • Chrysler

Chrysler Corporation/Group is in the process of recruiting for several positions around the U.S. and is looking for a diverse set of applicants. The number of actual positions could possibly range up to 1000 positions in various classifications engineers, marketing, finance, etc. They are specifically targeting qualified Hispanic candidates in several different areas, a lot of them mid to upper level positions in the various departments. Identity, Chrysler agency, is looking to implement a digital display (and possibly search) campaign that will target Hispanic Adults who are currently seeking employment in the fields mentioned.


  • AT&T

AT&T will collaborate with the Mexican group Mana who will participate to the Latin concert tours “Drama y Luz”.

  • MasterCard – Univision Communications Inc.

MasterCard and Univision Communications Inc. announced a partnership with popular Mexican singer-songwriter Paty Cantú to deliver priceless experiences and exclusive access to Univision MasterCard Prepaid Card (Tarjeta Prepagada Univision MasterCard®) cardholders.

  • Red Sox

    The Boston Baseball Team launched a Spanish-language website last Tuesday, complete with video greetings from players David Ortiz and Adrian Gonzalez. Most major league teams, including Kansas City and Seattle, have had separate websites for Spanish-speaking fans for years. Now fans of “Los Medias Rojas” will get their own Web page. Team spokeswoman Susan Goodenow said the team has 300,000 Spanish-speaking fans on Facebook, so this move to court the Spanish-speaking market seemed like a logical next step. The new page will offer translations of feature stories and headlines from the main Red Sox website.

  Blue Cross/Blue Shield of Minnesota

With more than 60 percent of Minnesotans overweight or obese, and many racial or ethnic groups suffering disproportionately from obesity and its related health conditions, Blue Cross and Blue Shield of Minnesota's (Blue Cross) do Campaign now offers its motivational "do" physical activity messages in Spanish. Through television commercials and community programs, Blue Cross' do Campaign has raised awareness about the importance of physical activity and healthy eating since 2004. To download the new Spanish posters visit the do-groove.com website and click on "do at work" and "do posters."

Get access to the Corporate Marketers and Media Buyers cited above and with Portada’s Interactive online directory,  detailed contact information of more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics.

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Portada Staff

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