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.
- Nascar – Ogilvy &Mather
NASCAR concluded a comprehensive agency review that spanned nearly four months, by selecting Ogilvy & Mather as Agency of Record (AOR) to service NASCAR’S evolving advertising and marketing needs. The agency will help NASCAR and the industry to execute a five-year industry action plan to engage and excite existing fans, while creating new ones. Emphasis will be placed on expanding multicultural audiences. "Significant changes in our ecosystem impacted how we deliver our message and position our brand to existing fans while increasing the appeal of NASCAR to new audiences," said Kim Brink, NASCAR managing director of brand, consumer and series marketing. Ogilvy & Mather will complete a comprehensive on-boarding process in 2012, as the agency prepares to help NASCAR launch a new brand platform at the 55th running of the Daytona 500 in February 2013. Media spending on the brand exceeded $50 million last year—up from about $35 million in 2010, according to Nielsen. Those figures don't include online spending.
- Pizza Patron
Pizza Patron is projecting to double its store count within the next three years, Pizza Marketplace reports. The chain has prime development opportunities available in small and large markets throughout the U.S. as well as international development opportunities in Mexico, Central and South America. "We feel fortunate to be the leading Hispanic pizza brand, and we are very proud of our brand focus. We will continue to use our platform to empower the Latino voice in the U.S. and to fuel our company's expansion," said Victor Vazquez, Pizza Patron franchising manager.
- Bud Light
Bud Light and chef and TV host Aaron Sanchez are teaming up for a new national summer grilling campaign: "Amigos y Carne Asada." Through his partnership with Bud Light, Sanchez will host a series of lively parties, Carne Asada cook-offs and giveaways this year, and will appear in bilingual TV creative, beginning with a :30 commercial titled "Anecdote & Fuel." Additionally, Sanchez will appear in bilingual print, radio, outdoor, digital and point-of-sale materials.
In order to increase its visibility in the Hispanic community, Goodwill Industries International announced that bilingual lifestyle expert Evette Rios has signed on as the organization's first Latina spokesperson.
Southwest Airlines announced the launch of its new national low fare campaign to the Hispanic audience with the objective of helping them recognize how easy it is to connect with their loved ones for real. The “Connect for real” campaign, created and developed by Dieste, Inc., is running nationally on Hispanic broadcast and cable networks. “At Southwest Airlines, we work hard to ensure that being there in person is affordable for everyone,” said Jena Atchison, Southwest Airlines’ Advertising Manager. “That’s why we don’t charge an extra fee for your first two bags or an extra fee just to change your flight. Unreasonable fees are just not in our DNA.” The campaign shows Latinos the importance of connecting with loved ones and creating special memories.
- Kimberly Clark
Ken Champa , is the new Associate Brand Manager II POISE® Brand at Kimberly Clark. Until recently he was Associate Brand Manager Kleenex Brand.
ViSalus – the #1 weight-loss and fitness Challenge platform in North America, announced the appointment of Roberto Gonzalez as General Manager of Latino Markets. Gonzalez is responsible for developing the North American Latino markets and reports directly to ViSalus' President, Paul Noack. Gonzalez will be focused on developing acculturated strategies and support tools to advance The Challenge platform. He will work closely with ViSalus' existing Latino leadership to develop the thousands of current Latino Promoters throughout North America into future international leaders. "Roberto has tremendous experience in international business development, sales and marketing," stated Noack. "His leadership will be instrumental in building ViSalus' Latino opportunity and further developing the company's global vision."
- Tops Friendly Markets (Grand Union – Bryant)
Tops Friendly Markets announced that the company has entered into an agreement with GU Markets LLC, an affiliate of C&S Wholesale Grocers, Inc., to acquire 21 supermarkets located in upstate New York and Vermont. This acquisition will bring the number of Tops stores to 153 and will expand Tops' footprint further into areas of northern and eastern New York State and neighboring northern Vermont. The planned acquisition of the 21 stores follows up on the 2010 acquisition of the Penn Traffic stores. Current plans call for 20 stores to be operated under their current Grand Union banner, and one store to be operated under its current Bryant's banner.
- State Farm-Pandora
Pandora recently launched a video campaign entirely in Spanish, powered by State Farm. The campaign can be found at: www.pandora.com/offthemap and runs through September.
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