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.Nestle's El Mejor Nido

Nestle USA, under its El Mejor Nido ("The Best Nest") platform, celebrates the new school year with an back-to-school program featuring free backpacks filled with Nestle products and school supplies  a Favorite Lunch Box contest, and a free downloadable, bilingual book. "Our El Mejor Nido Back-to-School program is designed to provide support and inspiration for Latino families" said Juan Carlos Motta, head of Nestle's Emerging Markets division. "We've created a terrific program that celebrates the start of the new school year and helps both families and their schools." The El Mejor Nido Back-to-School program focuses on key multicultural elements of language, food and family.

  • JC Penney
    JC Penney is investing heavily in what Mr. Johnson calls "traditional traffic-driving means." The retailer has 30 newspaper inserts planned for the back half, including eight in August alone. By comparison, it ran just 11 inserts during the spring season, Adage reports. To free up money for those investments, the retailer is cutting back on TV. The tone of its TV ads has also shifted, with a focus on brands, products and pricing, rather than lifestyle.

  • Dunkin’ Donuts 
    Xavier Turpin is the new multicultural Director at Boston based national retailer Dunkin’ Donuts. Before his current position, Turpin worked at Vertis as Director Multicultural Communications. 

  • Rite Aid
    Univision Enterprises announced that Rite Aid has been added to the pharmacy network for Univision Farmacia. Effective immediately, all Rite Aid stores nationwide will accept the Univision Farmacia card which provides prescription discounts to members of the program. 

  • Wendy’s
    One of Wendy’s main initiatives is to increase the company's presence in the Hispanic market. "We have a major opportunity to increase our relevance among Hispanic consumers. It's an important sales opportunity," Emil Brolick, Wendy’s CEO, said during the company’s second quarter 2012 conference call.

    Wendy's is continuing to see positive signs from its turnaround strategy, called "A Cut Above," with a second quarter same-store sales increase of 3.2 percent at North American company-operated stores. Wendy's will accelerate remodeling plans in 2013, continue to improve its customer service scores by training "five-star" employees, have a more consistent presence in the Hispanic market, optimize restaurant utilization by driving awareness of its late-night day part and offering more morning day part access. Wendy's two-tiered advertising campaign – featuring Wendy Thomas in one series of ads and a character named "Red" in another – has resonated well with consumers and has provided a "holistic impression" of the brand, Brolick said. He added that the Wendy Thomas and Red campaigns work together to tell the Wendy's story – Wendy is about family values, quality and freshness, while Red presents better choices and products.

    Additionally, Wendy's new mobile app has already yielded an increase in consumer engagement. Since its July 16 launch, the My Wendy's app has 26,000 users, and time spent with the app is three times longer than time spent on the Wendy's website. The company acquired 30 franchised Wendy's units in the Austin, Texas market during Q2; and the company acquired 24 franchised Wendy's units in Albuquerque, N.M. during July.

  • Nascar

    NASCAR announced Tuesday the addition of three executives to key roles on its Brand, Consumer and Series Marketing team to help increase the sport's appeal to youth, Gen Y and Hispanic fans. Greg Downey has been named senior director brand and consumer marketing; David Zane will join as director, brand marketing; and Joseph Machin will assume the role of director, multicultural marketing. NASCAR recently 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.

  • MARS Advertising
    Shopper Marketing Agency MARS Advertising is strengthening its Multicultural Shopper Marketing Capabilities. MARS has hired former Diageo and Mary Kay executive Lisa Feder to lead the effort and expand the agency's focus on the growing multicultural population, with a special emphasis towards understanding the Hispanic Shopper.

For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics. of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).

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Portada Staff

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