• Sección Amarilla

Seccion Amarilla USA LLC announced its 2009 advertising campaign which has the objective of reinforcing the presence and functionality of its products among its clients and users across the United States.

The extensive outdoor campaign involves various formats boasting a presence in top US Hispanic markets. Seccion Amarilla's campaign was developed in both English and Spanish languages, having as a spokesperson one of the most recognized Mexican soccer players of our times, "Cuauhtemoc Blanco."

"The entire outdoor campaign was produced by the marketing department of Seccion Amarilla and will be supported by an online strategy that targets major search engines used by Hispanics in the US. Furthermore, additional communication strategies will be utilized including, Marketing Intelligence, DM, CRM, BTL and sport marketing," commented Miguel Capriles, National Marketing Manager for Seccion Amarilla USA.


  • CMPB-Grupo Gallegos

For the first time since it started advertising to Latinos in 1994, the California Milk Processor Board (CMPB) — creator of GOT MILK? and TOMA LECHE (Drink Milk) — will launch its first fully-animated spots on Spanish-language television. As part of its 2009 'Legends' campaign, the CMPB will debut two 30-second Spanish-language ads entitled 'Sad Princess' and 'Medusa' to highlight two benefits of consuming milk: relieving premenstrual syndrome or PMS and strengthening hair.

This year's TOMA LECHE ads build on last year's 'Legends' campaign that also used mythical figures. CMPB Long Beach-based advertising partner, Grupo Gallegos, in conjunction with animation house Psyop, produced the ads.


  • The Latino Coalition-Image Direct

The Latino Coalition (TLC), a non-profit focused on helping small business owners of Latino descent, has tapped Image Direct for a new direct marketing campaign. Image Direct was chosen for the work partly due to their successes in working with the US Small Business Administration.

The campaign, called ExitoUSA, will launch at the end of this month and will target 1 million Hispanic small business owners annually through weekly mailings of 20,000.

ExitoUSA mail pieces are sponsored by corporate partners, which use the mailings to offer their products and services to recipients. Corporate partners also are featured online and in opt-in e-newsletters offered to ExitoUSA mail recipients.


  • CVS Caremark en Español

CVS Caremark (NYSE: CVS) today announced the launch of a Spanish version of Caremark.com. The Web site makes it easier for Spanish-speaking CVS Caremark plan participants to engage in their health care by providing them with online information and access to help manage their prescription benefits. Plan participants can access the Spanish Caremark.com Web site via a link on Caremark.com, or directly at http://Espanol.Caremark.com. This launch is the first phase of an ongoing effort to maintain a consistent plan participant experience for both English and Spanish-speaking members.


  • Major League Baseball

(see article published today)


  • Grupo Radio Centro

Casanova Pendrill was selected Grupo Radio Centro’ (GRC) Hispanic Advertising Agency. Casanova will develop advertising and promotions programs to support the launch of GRC’s first radio station in the U.S. Grupo Radio Centro is one of Mexico’s largest radio networks and is owned by Mexico’s Televisa and Spain’s Prisa Group.


  • AeroMexico

AeroMexico, announced that it plans to launch six weekly, non-stop flights on July 6 between New Orleans and Mexico City with connecting flights to San Pedro Sula, Honduras. The route represents the first new international flight service to be announced for New Orleans since Hurricane Katrina and is part of AeroMexico’s aggressive expansion plans for North America. Frank Galan, Vice President, U.S. Division, AeroMexico, said “These flights between New Orleans, Mexico City and San Pedro Sula reflect the strong, historical ties that exist between the people of Louisiana, Mexico and Honduras. We see a very healthy market that will only grow stronger in the future.” The Hispanic population in New Orleans is the fastest growing of any major U.S. city. Following Hurricane Katrina, many Hispanic workers flocked to New Orleans to help rebuild the city. Today, as many as 250,000 people of Hispanic origin reside in southern Louisiana, according to the U.S. Census & Geoscape International (2008).


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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