• Viajes El Corte Ingles – Santa Cruz Communications

Santa Cruz Communications, a public relations agency that specializes in the Hispanic market with offices in Miami and Los Angeles, announced the addition of Spanish leading travel company, Viajes El Corte Ingles, to its client roster. Santa Cruz Communications will provide national consumer and trade media relations support and will be responsible for the coordination and execution of the events surrounding the opening of the company's U.S. headquarters in Miami and the launch of TripCruises.com.

• Sears Holdings – Tu Empresa

Sears Holdings announced the four winners of Tu Empresa, Tu Futuro/Your Company, Your Future Business grant competition. The program was launched last year during Hispanic Heritage Month to encourage small business owners to pursue their dreams of economic prosperity. To help generate interest and support for the contest, Sears Holdings teamed up with Cristina Saralegui, who also launched her Casa Cristina bed and bath collections at Sears and Kmart last year.

• Nestle Aguas Frescas

Nestle USA has introduced three authentic flavored aguas frescas drinks in select markets across the United States arriving in stores in time for summer.

In addition, Nestle® will be deploying a custom-built food and beverage truck, called the Nestle® Aguas Frescas Aguas! Movil

To highlight its traditional origins, Nestle Aguas Frescas will begin a nationwide search for an Authentic New Artist, giving the winner a free trip for two to Los Angeles, $5,000 in cash, and the chance to perform live at a Mexican Independence Celebration in Los Angeles.

• Honda – Orci

“A Civic for all of us no matter how unique we are.” That’s the message Orcí advertising humorously conveys in a new Spanish-language television campaign airing June 1st for the all-new 2012 Civic from American Honda Motor Company, Inc. Orcí is the automaker’s US Hispanic agency of record.

Based on a unified campaign platform that focuses on consumers’ desire for customization and personalization through technology, the spot is based on the insight that while they want to stand out, Latinos are all part of the “collective” with a need to be able to connect and relate with others. It is the first time Orcí has worked with the other Honda agency partners under a unified campaign platform. The campaign includes television, radio, online and cinema advertising. Orcí will be handling the creative and the media planning and buying.

• Polar Trading – Alma DDB

Polar Trading has selected Coconut Grove, FL based Alma as the AOR to manage the Polar Beer brand in the U.S. Hispanic market.

The selection process led by Polar Trading included a review of ten agencies which was then narrowed down to four finalists. Alma stood apart at each stage and will now focus on strengthening communication efforts between the Venezuelan public, as well as expanding its reach into key segments of the Hispanic market.

• Deutsch leaves Grupo Gallegos

Ken Deutsch head of Media at Grupos Gallegos has left the Los Angeles based agency.

• Crest Newspaper Campaign

Detailed article on Procter & Gamble Crest's Hispanic newspaper Advertising Campaign.


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