• Eclipse

Eclipse Marketing Services, a direct marketing service provider for the cable and entertainment industries, has formed a new Hispanic marketing division and named Karen Habib as director of Hispanic marketing to lead it.

Habib's multicultural marketing experience includes previous work with the US Hispanic and African-American markets; she has also worked on campaigns targeting the LGBT and youth segments. Prior to joining Eclipse, she had spent most of her career on the network end, including time at MTV Networks as director of affiliate marketing, but she wanted to experience the agency side of the business, she said.

"Now, with an experienced bilingual staff in place that is intimately familiar with how to connect with the complex Hispanic consumer, we can partner with our clients to develop cost-effective marketing strategies and materials that really resonate in their local markets," Habib noted.



SABEResPODER selected Casanova Pendrill as its first branding agency after a two-month agency search. The announcement was made by Ms. Liliana Salas- Grip, Executive Vice President of Marketing and Corporate Affairs. “We are delighted to be embarking on this partnership with the Casanova Pendrill team,” said Ms. Salas-Grip. “Their fresh approach to ideation and the caliber of the team assigned to our project was a deciding factor in our selection of their agency,” continued Salas-Grip.

“We are thrilled by the opportunity to partner with SABEResPODER to help shape the direction of their brand”, said Ingrid Otero-Smart, President and CEO of Casanova Pendrill. “At Casanova, we are actively looking for new opportunities where we can make a true difference, and this is one of those opportunities”, continued Ms.Otero-Smart.

Ms. Newman-Carrasco will oversee the Hispanic marketing initiatives at Walton|Isaacson. The agency is also handling African-American and LGBT responsibilities on the Lexus brand.


  • Foreign Translations, Inc.

Foreign Translations, Inc. Launches Spanish Language Version of Website. The website will facilitate Foreign Translations, Inc.'s desire to reach the Hispanic market in the United States, Mexico, South America and other Spanish speaking countries of the world. Foreign Translations, Inc. values its multilingual customer base and appreciates the fact that they would like to conduct business in their own native language. This website works to accommodate them.

When creating the new website,http://espanol.foreigntranslations.com, Foreign Translations, Inc. determined to develop a new and unique site, rather then just translate its current English website.


  • Heineken

Heineken is expanding its Mural Arts Series and incorporating this initiative into its overall marketing platforms: "Give Yourself a Good Name," and the Spanish version, "Demuestra Quien Eres." Targeting Hispanic males, the initiative showcases the beer company's commitment to local Latino artists.

In the Bronx, NY, Miami, and Los Angeles, Heineken will install murals, as well as, for the first time, on-the-ground art installations, done by Latino artists who are representative of the Hispanic communities in these areas.

In addition to events in New York and Miami, Heineken is focusing on traditional local media outreach and targeting Web sites like NocheLatina.com and online communities for Latino artists, said Tara Carraro, senior director of corporate communications for Heineken USA. RLPR serves as PR AOR for Heineken Hispanic. The company is hoping that when it comes to social networks and online communities, the outreach will spread organically.


  • Mercury Media

Mercury Media, the Santa Monica, California-based direct response media agency, will target the growing market for direct response advertising aimed at Spanish-speaking consumers with a dedicated specialty practice.

The new practice has two dedicated employees and the company expects to add three to five additional people in the next year, said Marcelino Miyares, Jr., director of Mercury En Español.

The group will provide account planning and campaign management services for Hispanic clients, while Mercury Media will handle analytics, media management and tracking for the Hispanic campaigns. Mercury En Español will introduce campaigns that include online, phone and mobile advertising components as well, Miyares said.


  • Arvizu Advertising

Phoenix based Arvizu Advertising & Promotions Inc., filed for Chapter 11 bankruptcy protection on Friday, the Arizona Republic reports.

The company's client roster has included McDonald's, Wells Fargo, Salt River Project and Bashas' Food City. Ray Arvizu, who started Arvizu Advertising in 1991, said the company has been affected by lower spending among clients. "I felt the best way for our company to move forward was to restructure our debt . . . get us prepared for future years," he said. The company employs 30 workers after laying off 11 last week. The company has between $1 million and $10 million in both assets and liabilities, according to its Chapter 11 petition filed in U.S. Bankruptcy Court in Phoenix.

Under Chapter 11, a company continues operating while it devises a plan to pay creditors. Arvizu's creditors include CBS Outdoor, Clear Channel Outdoor and several broadcasters. Marketers have been hit hard by lower spending by businesses and a decline in print and broadcast advertising.

Click here, for detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies. In addition to information on more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).


Portada Staff

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