- U.S. Army
The U.S. Army issued a request for proposals for its marketing services account. The Hispanic Market will be a key target and it’s a request to the agencies pitching for the job to elaborate a specific strategy to Hispanics. The creative agency for the Hispanic market agency is currently Interpublic’s Casanova Pendrill. The RFP includes traditional advertising, digital and direct marketing, media planning and buying, public relations, promotions, and event and multi-cultural marketing, according to Army Single Face to Industry (ASFI), Acquisition Business Web Site. Read the complete article here.
- Pronto Insurance
Pronto Insurance, a provider of auto insurance in Texas, announces the launch of its newly developed and restructured website due to Pronto¹s exponential growth over the past years.
Along with improving the content, Pronto has added three new tabs updating the site as new products are added and new features are required to keep customers informed. Agency of record, Machete, designed and developed the site.
For Rent Media Solutions, a division of Dominion Enterprises (a marketing services company serving the automotive, enthusiast and commercial vehicle, real estate, apartment rental, and employment industries) announces the launch of the ParaRentar.com mobile site. As a product of For Rent Media Solutions, ParaRentar.com is a fully-translated Spanish apartment search site.
The ParaRentar.com mobile site offers many of the same features found on ParaRentar.com. The mobile site also offers a social media share tool, a beneficial feature to the 10.55 million Hispanics (or 45 percent of online Hispanics) now using Facebook. Read more here.
- Farmers Insurance
Farmers Insurance launched a Spanish-Language television campaign. The new ads are the next installment of the insurer's "Right Fit" campaign, launched in 2009.
First to launch is "Neighbors", which uses a dramatization to highlight the difference between having customized coverage that "fits" correctly and inadequate or inappropriate coverage. In "Zoom Out" Farmers showcases its multiline product offerings of auto, home, life and business insurance and their customizable coverages available through a variety of different life stages.
"As more companies draw on Spanish-language media to reach Hispanic consumers, Farmers is taking an entertaining and innovative approach to connecting with this core audience," said Luisa Acosta-Franco, Vice President of Multicultural Marketing for Farmers.
In July The Bravo Group and Bromley Communications were the finalists in the pitch for Wendy's Hispanic business. The pitch was for all areas but Hispanic media planning and buying, which is handled by MediaVest and MV42. Now Wendy's International, Inc., part of Wendy's/Arby's Group, Inc. named Miami-based Bravo Group as its U.S. Hispanic agency of record.
Bravo Group will be tasked with creative, planning and strategy to engage and attract the more than 45 million Hispanic consumers in the U.S. to the Wendy's brand. Hispanic media planning and buying will remain with MediaVest and MV42. Read more here.
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