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

  • Curacao
    Curacao, formerly La Curacao, debuted its top to bottom, inside and out transformation repositioning itself for future growth. Shoppers are also being pleasantly surprised with the retailer’s complete makeover. Curacao cites the change in demographics and evolution of Latino shoppers as the principal reasons for the total revamp, its fresh new image and 360 shopping experience. Today’s shopper is different says Jerry Azarkman, Chief Marketing Officer. There have been significant cultural and demographic shifts within the Hispanic community, and also in the neighborhoods surrounding our stores.Latinos are breaking the mold and we’ve seen first-hand the evolution of our customer,  says Ron Azarkman, Curacao Chief Executive Officer.  Our Hispanic consumer market is certainly growing, but it is also evolving and we are committed to keeping in step with them to give them what they want. The company’s transformation includes the extensive makeover at all ten Curacao stores in Southern California and in Phoenix including a new logo, the new interior aesthetics, the ambient music, full-service, knowledge-based sales associates, and bilingual signage to make the shopping experience fun and easy to navigate for everyone.
  • Papa John’s
    Pizza retailer Papa John’s is planning to do increase its Hispanic specific advertising. The company eventually will be utilizing print, digital and mobile advertising. Papa John’s general market agency is Zimmerman Advertising. The Fort Lauderdale, FL, based agency intends to develop a Hispanic expertise.
  • General Motors-Carat
    Joel Ewanick is out as global CMO at General Motors. Alan Batey, vice president U.S. Sales and Service, will assume the role of global chief marketing officer on an interim basis, GM said. GM said Ewanick resigned effective immediately. Some news outlets were reporting that he was forced out.  It was just seven months ago that GM consolidated its global $3.5 billion media agency assignment with Carat after a lengthy review. There has been no announcement related to any changes in Carat’s duties. Previously North American duties were handled by Publicis Groupe’s Starcom.
  • Metrolink – Sensis
    Southern California Regional Rail Administration, also known as Metrolink, awarded a marketing contract to cross-cultural advertising agency Sensis. The contract is for support of ongoing communications and marketing services to boost ridership on the Metrolink commuter rail system. “This is a big win for us,” Sensis President José Villa said. “Metrolink is a major Southern California advertiser that understands the value of our integrated marketing and advertising services. We were selected for our strategic approach, media planning and buying capabilities, and our understanding of the cross-cultural marketplace that is Southern California. Metrolink staff wrote in its recommendation to the SCRRA board of directors, “Sensis demonstrated the ability to develop innovative rider acquisition strategy and measurement programs. Sensis began work on the account July 2, 2012. Dan Tuft will lead the account for the agency.
  • 21st Century Programming
    21st Century Programming based in Long Beach, Calif., has officially launched its Spanish-language website at 21st Century designs and distributes ROM, ROM Express, ROM Recycler, ROM Brokerage and ROM Enterprise recycling industry software. The company says its designed the website to support the needs of recyclers in the Mexican and Latin American markets as well as U.S.-based operations run by Spanish-speakers. Newly translated Spanish-language brochures have accompanied the website launch as well.21st Century says its primary goal of its Spanish-language campaign is to enhance sales and customer support between the U.S.-based company and border customers. To support the campaign, 21st Century Programming says it also has strengthened its Spanish-speaking support, sales and marketing staff.
  • UHealth
    Health, the University of Miami Health System, has selected MGSCOMM to develop and implement multimedia and multilingual campaigns to build brand awareness of South Florida’s only academic-based health system, and its growing line of comprehensive services. As UHealth’s agency of record, MGSCOMM will promote UHealth’s vital role in developing medical breakthroughs and translating them into leading-edge patient care to local, national and international audiences. MGSCOMM will develop campaigns for UHealth’s three hospitals — the flagship University of Miami Hospital, Sylvester Comprehensive Cancer Center, and Bascom Palmer Eye Institute — and more than 30 outpatient facilities in Miami-Dade, Broward, Palm Beach, and Collier counties, which are staffed by more than 1,500 physicians. The UHealth network includes three major affiliated institutions:  the University of Miami at Jackson Memorial Hospital, Holtz Children’s Hospital and the Miami VA Medical Center.
  • Visit Oakland
    Visit Oakland announced its first Campaign for the Multicultural Tourist. Well-known local representatives such as Tim Westergren, founder of Pandora, Goapele, soul/R&B artist, and James Syhabout, Michelin Star chef, participated in the campaign, highlighting their favorite activities, restaurants, neighborhoods and things to do while in Oakland. The representatives come from all different backgrounds and diversities, including Japanese, African American, and Thai. “This is an important time to advertise what Oakland has to offer, as the city was just named the top five destination to visit in the world in 2012 by The New York Times,” said Sima Patel, Chair of the Board for Visit Oakland. The intention of the campaign is to provide an overarching identity for outgoing tour and travel communications, which will be implemented across a variety of media including print, online, video, radio and direct marketing initiatives. The slogan, “Oakland. To Know it is to Love it,” captures the pride that locals have for the city and the importance of getting to know Oakland beyond its misconceptions The campaign is behaviorally targeting those interested in the arts, culture, entertainment and culinary offerings of Oakland, focusing heavily on the cultural festivals happening this summer.


For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics. of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).
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