• Wendy's

Wendy'sis currently reviewing relationships with Hispanic-specialized agencies and AHAA is stepping in to voice an opinion on the questionable start to the process. The Vidal Partnership is currently the Hispanic agency. AHAA member agencies report that the recently issued Request for Information from Wendy's is being led by the current general market agency, which is overseeing the search. AHAA is working swiftly and proactively to ensure fair practice in multicultural review processes and is collaborating with other organizations to bring attention to the concerns of the industry. Updates will be issued as developments occur.

  • Allstate

The new TV spots by Allstate emphasize the importance of having the best protection and assure viewers that "Con Allstate, estás en buenas manos." ("With Allstate, you're in Good Hands."). The company will do several new spots this year, including one that will launch in coming months titled "Protection.", and two more spots: "Enough” and “Cell Phone”.

The ads will appear in all major Hispanic networks and various Spanish cable networks, according to an Allstate spokesperson. The flight is open-ended, with new ads appearing throughout the year. Allstate also is developing radio and print to support the new TV commercials. Chicago-based Lapiz is the agency of record for Allstate's Hispanic advertising. Allstate was the 25th-largest advertiser in the Hispanic market in 2008, according to TNS Media Intelligence data, with $46.2 million in measured media ad spending. To read an interview with Yvette De Jesús, Marketing Manager Integrated Marketing Communications, at Allstate click here.

  • Pepsi

Pepsi announced the official launch of Yo Sumo, an initiative created to show the world the contributions that Latinos have made to the United States. In the spirit of the 2010 Census, Pepsi is encouraging Latinos to go beyond being counted and begin "to count" by sharing the experiences that have helped shape the landscape of this great country.

To help spark interest and encourage the Latino community to participate in the program, Pepsi is partnering with Telemundo Communications Group across all of its multi-platforms -Telemundo Network, mun2, Telemundo stations and its digital properties- to invite Latinos to join Yo Sumo. Dieste, the lead creative agency created commercials in English and Spanish for TV, as well as a full digital campaign for the website and Facebook.

  • V-me

V-me, the Spanish broadcast TV, has launched the first phase of a consumer awareness campaign promoting the network's engaging music, lifestyle and drama programming to viewers in top Hispanic Markets.

Phase one of this ongoing effort features radio and outdoor advertising in New York, Los Angeles, Chicago, Miami and Houston, with transit ads in New York, Los Angeles and Chicago. Read more here.

  • Beringer Vineyards

Beringer Vineyards, the oldest continuously operating winery in Napa Valley, joined forces with St. Jude Children’s Research Hospital in the fight against childhood cancer as the exclusive wine sponsor for the first annual star-studded Estrellas por la Vida (Stars for Life) gala fundraiser taking place on April 6th, 2010 at the Club Nokia at LA Live, 800 West Olympic Blvd., Los Angeles, CA. 
Taking place Tuesday, April 6 at Club Nokia @ L.A. Live in downtown Los Angeles, Esterellas por la Vida will include red carpet celebrity arrivals, VIP reception, seated dinner, silent auction, world-class entertainment and over 300 friends of St. Jude Children’s Research Hospital. In addition to bringing together L.A. Latinos from all industries, the gala will celebrate the collective pride and achievements of Latinos in Hollywood.

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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