• Nestlé

Nestlé Waters North America announced the opening of its first U.S. Nestlé Pure Life Mercado del Agua (Water Store), aimed to the Hispanic community. The Mercado del Agua store celebrated its grand opening on Saturday, November 14, 2009 in the Bronx, New York from 12:30 p.m. – 4:00 p.m. Internationally acclaimed Hispanic TV personality and spokesperson for the Nestlé Pure Life brand Cristina Saralegui will make a special appearance at the store from 1:00 p.m. – 3:00 p.m.


  • Ikea

Swedish furniture chain Ikea has selected incumbent Mediaedge:cia to retain its estimated $95 million U.S. media planning and buying business. The company just completed a six-month global procurement-led review.

Ikea's separate creative search led by Boston-based consultancy Pile + Co. is ongoing. Deutsch, an IPG shop, which handles general-market U.S. ad chores, is participating. So is Anita Santiago Advertising, the chain's Hispanic shop.

Related Article: Should Ikea advertise more to Hispanics


  • Infiniti

Luxury auto brand Infiniti is launching a new marketing campaign that celebrates the brand's 20th anniversary in the U.S., while offering leasing and financing offers. The Web-centric "Limited Engagement Winter Event," running through Jan. 4, includes home page takeovers, in-market behavioral targeting on third-party automotive sites and, in a first for Infiniti, a sneak preview of TV creative on social media sites.

Local print ads will appear in newspapers in nine markets. Infiniti Limited Engagement Winter Event advertising will also run in Asian Indian local newspapers in New York, and Chinese local newspapers in San Francisco and Los Angeles, and will appear on Hispanic Web sites.


  • Patricia Romero – JCPenney

Patricia Romero, former head of multicultural marketing at Hyundai Motor America, will be JCPenney's new director of multicultural marketing starting today.  

At JCPenney, she'll be working with the retailer's U.S. Hispanic agency, Vidal Partnership, and Asian-American shop InterTrend Communications. The company doesn't have an agency of record for the African-American market.

Ms. Romero joined Hyundai two years ago. The carmaker cut its multicultural spending after mid-2008 and has spent very little on the Hispanic market in the last 18 months, so Ms. Romero's job increasingly entailed working on general market and digital efforts at Hyundai.

Before joining Hyundai, Ms. Romero was VP-director of client services at Bumpercar, a Hispanic shop in Los Angeles. Before that, she held marketing posts at DaimlerChrysler and Toshiba, and she led American Honda Motor Co.'s expansion in Latin America.


  • Coors Light – Daddy Yankee

Coors Light and Daddy Yankee are teaming up to promote the artist's release of a new single, "Grito Mundial," as a prelude to the launch of his new album, "Daddy Yankee Mundial," slated to be on the market in early 2010. Coors Light En Exclusiva (In Exclusive) is a series of VIP events taking place in six cities across the country where legal-drinking-age fans will have the opportunity to meet and greet the Latin superstar.

The six-city tour is being supported this year via retail, text messaging and radio promotions that provide opportunities for fans to receive a VIP ticket to meet Daddy Yankee.


  • Maxon Computer

MAXON Computer, a developer of professional 3D modeling, painting, animation and rendering solutions, just launched a new Spanish language version of the company’s website. MAXON’s professional animation tools CINEMA 4D and BodyPaint 3D are used at state-of-the-art production facilities and by freelance artists in over 80 countries worldwide and versions of the software are available in ten languages, including English, German, Spanish, French, Italian, Japanese, Korean, Russian, Chinese and Czech. "The translation of the MAXON website to Spanish makes the whole wealth of CINEMA 4D and BodyPaint 3D related information accessible to around 400 million Spanish speaking people worldwide. Spanish is the official language in over 20 countries and even an official language of the United Nations. We hope to make access to the latest product information, news, customer stories and events now even easier for people in Central and South America and southern Europe." said Harald Egel, CEO and co-founder of MAXON Computer.


  • De Shopping en Texas

In an effort to aggressively promote Texas cities along the U.S./Mexico border and their many shopping, dining, and hospitality options, PMDG Marketing Communications has developed an innovative regional marketing program targeting key markets in Mexico, particularly in Monterrey, Nuevo Leon and Saltillo, Coahuila.

De Shopping en Texas is a strategic multimedia marketing campaign, developed by PMDG, designed to promote sales on Black Friday (the day after Thanksgiving). The campaign includes the delivery of a direct-mail bargain bag filled with money-saving coupons, promotional fliers, bargain booklets, and information and resources about participating sponsors.

The “De Shopping En Texas” program will be promoted through a strategic print campaign that includes El Norte Newspaper’s “Texas y Turismo” supplement. (see related article: Mexican Advertisers and Publishers seek to capitalize on U.S. Markets)


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

Write A Comment

Get our e-letters packed with news and intelligence!