Advertising Campaigns: Washington Mutual

Washington Mutual launched a national advertising campaign in radio, television (mostly Univision and Telemundo), print and out-of-home ads to promote features of the new WaMu Free Checking(TM) product that resonate with Hispanic consumers such as free outbound wire transfers, free ATM withdrawals and free checks for life.

The campaign started last Friday and will run in California, Florida, Illinois, Texas, Arizona and Oregon, a spokeswoman in Washington Mutual told Portada®. She added that the campaign has no end date. Washington Mutual's overall (general market and Hispanic) advertising budget is US $100 million.

Hispanic newspapers in which Zubi Advertising,Washington Mutual's Hispanic agency of record, bought advertising include the following (the buy did not include magazines):


Print media vehicles

Los Angeles

La Opinión, Hoy, Excelsior

San Diego

El Latino, Enlace

San Francisco

El Mensajero, Fronteras


El Nuevo Herald, Diario Las Americas


La Raza, Hoy

New York

El Diario/La Prensa, Hoy, El Especial


La Voz de Houston, Semana News, Rumbo-Houston


Bajo El Sol, El Sol del Valle Imperial

Las Vegas

El Nuevo Mundo, El Tiempo Libre


El Hispanic News