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We are gearing up for Portada’s Flagship Annual Hispanic Advertising and Media Conference in NYC on Sept. 20,2012 in New York City’s Scholastic Auditorium with Greenhouse & Rooftop Terrace. Last week the following three heavyweights and top Hispanic market advertisers confirmed their speaking engagement:

 Rodolfo Rodriguez, Multicultural Marketing Director, General Mills (photo)
 Marc Strachan, VP Brand Marketing, Diageo North America (photo)
 Emma Velez Lopez, Director Acquisition Marketing (Advertising US Hispanic), DIRECTV  (photo)

Other already confirmed speakers and panelists include:

Dawn Marie Gray, Senior Marketing  Manager, CVS
Beatriz Mallory , Director, Multicultural Marketing, Johnson & Johnson,Health Care Systems
Ronald Mendez , VP Group Account Director, MPG Diversity
Felix Palau , VP Marketing, Tecate
More path-breaking speakers and thought leaders to be announced soon!

Portada’s Annual Conference can be attended in combination with Portada’s Hispanic Mobile Marketing Forum which takes place in the same venue on the day before (Sept. 19).
Take advantage of the early bird rate here!

The Content: Some themes that we will be exploring include how to:
– best reach Local Hispanic audiences in the era of social networking
– determine the right language to best connect with Hispanics
– use context in your Hispanic mobile marketing campaigns
– implement profitable online video (advertising)
– leverage the power of print FSI’s with mobile coupons
– profit from  Big-Box retail advertising  in 2013
monetize Latin American audiences of U.S. Hispanic websites (and vice versa)
– implement new techniques to profit from the convergence of digital and print media

Twitter: #PortadaConf12

Portada’s Annual Conference (NYC, Sept. 20) can be attended in combination with Portada’s Hispanic Mobile Marketing Forum which takes place in the same venue on the day before (Sept. 19).
Take advantage of the early bird rate here!

Some stories the Latin Advertising and Media World is talking about this week…

» Colombia: A new main character in the region?

Global Trader reports Colombia is blooming in several economic sectors. For example, for Valentine's Day Colombia exported 450 million flowers, accounting for 12% of the $1.24bn annual trade, making the country one of the world’s biggest exporters of flowers.

» America Movil targeting Latin America

Daniel Hajj, CEO of America Movil said "We are really focused on growth, and are going to try to capture new subscribers in Latin America". According to Fool.com, America Movil plans to spend $9 billion in 2012 to bring more data capacity to the growing number of smartphone users in Latin America.

» General Mills returns to the region

General Mills is returning to Latin America. The company is buying Brazilian Yoki for 1.16 billion dollars. According to Investors.com, General Mills exports its Haagen-Dazs ice cream, breakfast cereals and other products to Brazil, but it hasn't manufactured products there since it sold its Forno de Minas snack business in 2009.

» Gorton's Seafood Launches Microsite as Resource for Spanish-Speaking Consumers

Spanish-speaking seafood consumers now have a new resource to assist them in finding ways to get seafood on their plates twice a week, in accordance with the USDA’s MyPlate dietary guidelines. Gorton’s Seafood has launched a new Spanish-language microsite, http://www.GortonsEnEspanol.com, which features information about the company, its products, and family-pleasing recipes, as well as access to English coupons and electronic newsletters.

Some stories the Latin Advertising and Media World is talking about this week…

» Colombia: A new main character in the region?

Global Trader reports Colombia is blooming in several economic sectors. For example, for Valentine's Day Colombia exported 450 million flowers, accounting for 12% of the $1.24bn annual trade, making the country one of the world’s biggest exporters of flowers.

» America Movil targeting Latin America

Daniel Hajj, CEO of America Movil said "We are really focused on growth, and are going to try to capture new subscribers in Latin America". According to Fool.com, America Movil plans to spend $9 billion in 2012 to bring more data capacity to the growing number of smartphone users in Latin America.

» General Mills returns to the region

General Mills is returning to Latin America. The company is buying Brazilian Yoki for 1.16 billion dollars. According to Investors.com, General Mills exports its Haagen-Dazs ice cream, breakfast cereals and other products to Brazil, but it hasn't manufactured products there since it sold its Forno de Minas snack business in 2009.

» Gorton's Seafood Launches Microsite as Resource for Spanish-Speaking Consumers

Spanish-speaking seafood consumers now have a new resource to assist them in finding ways to get seafood on their plates twice a week, in accordance with the USDA’s MyPlate dietary guidelines. Gorton’s Seafood has launched a new Spanish-language microsite, http://www.GortonsEnEspanol.com, which features information about the company, its products, and family-pleasing recipes, as well as access to English coupons and electronic newsletters.

  • Hewlett Packard

Due to a change in strategy at Hewlett Packard, Kathleen Halley’s position as director of Multicultural Marketing at Hewlett Packard has been eliminated, Halley tells Portada.

  • General Mills, Cereal Partners Worldwide

Maria Rodas is the new manager for Que Rica Vida, a General Mills custom publication and website targeting Hispanics, Rodolfo Rodriguez, Multicultural Marketing Director at General Mills, tells Portada that Rodas brings a wealth of marketing expertise to Que Rica Vida. Rodas replaces Ursula Mejia Melgar, who since September 1, is Head of Digital, In-Store and Social Marketing Communication at CPW (Cereal Partners Worldwide) a General Mills -Nestle joint venture which is the world’s number two breakfast cereals producer. Mejia Melgar is based in Switzerland.

  • Texas Organ Sharing Alliance

Marketvision has been named the agency of record for the Texas Organ Sharing Alliance. The agency will develop and launch the nonprofit organization’s first marketing campaign. The campaign will be designed to increase awareness for organ donation.

Marketvision will develop a fully integrated, bilingual campaign to raise awareness of the importance of joining the organ donation registry, particularly in Central and South Texas. The campaign is set to launch in October and will include market research, creative development, digital marketing, branding, advertising, social media and public relations. Read more here.

  • The Latin Box

The Latin Box, Atlanta’s Multicultural Advertising Agency announced that they have launched a full service media buying program for marketers wishing to reach the Hispanic market in the United States. Read more here.

  • Eclipse Marketing Services

Eclipse Marketing Services, Inc. has appointed Melissa Anne Muller as Director of Hispanic Marketing. In this role, Muller will lead the Hispanic Division of Eclipse in developing cost-effective marketing strategies and campaigns specifically for the Latino marketplace; she will collaborate with clients to address their local market needs and opportunities. Joan Coyne, Sr. VP Marketing and Client Services, made the announcement. Read more here.

  • Vida

Vida launched an experimental Hispanic Communications Service in June 2010. Now, after 3 months the agancy is officially changing its service focus entirely to the Hispanic Market. Vida PR & Marketing Group is now focusing solely on creating opportunities and business for its clients in the Hispanic community.

Get access to detailed contact information in our Interactive Directory of Corporate Marketers and Agencies targeting Hispanics.

If you are a Subscriber to the Directory login and access the Directory.

  • General Mills

General Mills Inc. unveiled a re-designed version of its successful, Spanish-language, lifestyle web site for women, QueRicaVida.com, at a Miami gala event attended by more than 100 Hispanic editors, reporters and bloggers from around the country. Read here an interview with Rodolfo Rodriguez, Multicultural Marketing Director at General Mills.

  • The California Lottery

The California Lottery has issued a request for proposals as it opens a review for its ad account, kicking off what is likely to be one of the most closely watched and hotly contested West Coast contests of the year.

The client spent $35 million on ads last year and nearly $100 million in major measured media from 2006-09, according to Nielsen. The contract now up for grabs will run for five years with a two-year extension option. The lottery's current lead creative partner, BBDO West in San Francisco, and its media shop, PHD in Los Angeles, both units of Omnicom Group, are expected to defend, the client said. The shops' contracts expire on Jan. 31, 2011. Reps at BBDO and PHD said their shops would participate.

Several other ad-related assignments, however, are not in review, including Hispanic chores (with Casanova Pendrill); Asian efforts (Time Advertising); African-American outreach (Muse Communications); and promotions (Alcone Marketing).

  • Bromley Communications

Bromley Communications, LLC announced the recent appointment of Lorena Cavazos as media buying director. Cavazos returns to Bromley after various stints at other U.S. Hispanic marketing agencies where she worked on major accounts such as Visa, Domino's Pizza and Wal-Mart.

  • Accentmarketing

Accent Alternative Art Space is a not-for-profit art initiative by advertising agency Accentmarketing. This creative piece of real estate is dedicated to non-commercially driven artwork by emerging and mid-career artists. “Essentially, we want to develop ideas that are outside of the mainstream scope of artists’ commercial galleries while harnessing local talent and culture.” said Cristina Ramos, Account Executive at Accentmarketing. Read the full story here.

  • Miami Tourism 

Miami Tourism has assured tourists that their beaches are 100 per cent oil free. Assurance from Miami Tourism came after beaches in several regions of Florida reported Oil slick and tar balls.

Miami Tourism Chief said that what has happened in other regions hasn't happened in Miami. "We are good to business our beaches are clean and we are hosting tourists from several countries like Germany, Brazil and more." he said.

Miami is hoping that Visit Florida's $25 million ad campaign could help them fight such negativity. Florida Tourism is funding an TV and Internet Campaign that even there are some beaches effected by oil slick and tar balls none of them are closed. This ad campaign will also feature Miami as one of the destination that's ineffective of Oil Spill.

  • Prudential Financial

Prudential Financial (PRU 58.81, +0.62, +1.07%) is launching a new advertising campaign that highlights the company's strength and leadership in today's challenging financial marketplace.

The centerpiece of the campaign will be two new television commercials, called "Evolution" and "Headlines." The spots begun running on Sunday, June 13. They will appear on early morning shows, network news, prime-time syndicated shows, sports and targeted cable news and business channels. A Spanish-language ad will start running later in the summer.

The campaign also includes billboard ads, which began appearing in 15 major markets across the country yesterday, among them Atlanta, Boston, Chicago, Los Angeles, New York and San Francisco. The ads highlight aspects of Prudential's leadership and the confidence our clients place in the company.

In addition, the company has secured home-plate signage during television broadcasts for eight Major League Baseball teams: the Chicago White Sox, Florida Marlins, Oakland A's, Philadelphia Phillies, San Diego Padres, St. Louis Cardinals, Tampa Bay Rays and Texas Rangers. Prudential's signage will get a half inning of TV exposure per home and away game. Prudential will also have digital advertising on Major League Baseball's website for all 30 teams through the end of August and a co-branded presence with MLB on iPad applications and on mobile devices.

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!).

  • Air Europa

Air Europa recently introduced its Miami Madrid flight and soon will be starting to advertise the new route using mostly digital and outdoor vehicles. Read the full article here.

 

  • U.S. Navy

This week, Accentmarketing launched the Navy’s Hispanic branding campaign with “Mi Navy,” a 30-second original TV spot airing in top Hispanic broadcast and cable networks. The campaign, which is an extension of the general market campaign “A Global Force for Good,” launches the Navy’s new Spanish tagline “Al Servicio del Bien,” (Serving the Greater Good) created by Accentmarketing. Read more here.

 

  • General Mills

General Mills will increase hispanic advertising again. Ian Friendly, General Mills CFO  “we're anticipating a rise in multicultural consumers, particularly Hispanics, plus a growing number of aging baby boomers and the emergence of millennials as the next generation with significant influence in the marketplace.” Read about the details here.

  • Partnership for a Drug-Free America

The Partnership for a Drug-Free America and Adrenalina, the multicultural advertising and marketing agency, announced that the two groups have joined forces to create a non-profit Spanish-language multimedia public service campaign aimed at Hispanic families. Read more here.

  • Got Milk

The California Milk Processor Board, the state-market trade group that created the original "Got Milk" campaign, is launching an iteration of its four-year-old California-focused Hispanic-market "Toma Leche" (drink milk) campaign. The new effort, which carries the theme "More than Just Milk" (Mucho Más Que Leche), is the board's biggest Hispanic-market effort to date. It is also the first that uses radio ads.

Steve James, executive director of the board, said that the campaign includes a robust online component, "where we will have a website dedicated to 'Mucho Mas Que Leche'," as well as print for the first time, and special events including pop-up kiosks at malls. "It is much more multifaceted than anything we've done before in the Hispanic market," he says.

Spanish-language radio spots in California broke last week. The campaign will also feature a new Web site and magazine wraps for People en Español, which will be distributed at family doctors' offices starting June.

  • Rent a Car

Rent a Car will launch and integrated campaign, created by Rent-A-Center Marketing Alliance partners RAZOR, Launch Agency, and Hispanic specialist Co. Jones, it will include radio in addition to television, print, interactive and in-store marketing. OMD plans and purchases the broadcast media.

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!).

General Mills just announced its 5 year growth plan. The Hispanic component plays an important role in General Mills overall strategy.

It began a progressive increase of its Hispanic efforts last July. Ian Friendly, Chief Operating Officer of General Mills' US retail operations, said during an analyst meeting yesterday that in FY09 his company increased Hispanic media spending by 70% to USD 66 million and another increase is expected for this financial year. The company intends to grow annual sales by 22.4% from USD 14.7 billion for FY09 to USD 18 billion in FY15.

The plan is to focus on growing consumer segments such as baby boomers, Hispanics, millennial families, and the rising middle class in emerging markets around the world, Brazil included.

The Minneapolis package-food company will increasingly target Hispanic and baby boomers, as Chris O'Leary, Chief Operating Officer of General Mills, revealed at a Consumer Analysts Group meeting in New York yesterday.

On July, the consume- package-food company told Portada that “In 2010 Honey Nut Cheerios will expand its successful Hispanic campaign. We’ll continue to focus on the role Cheerios can play in helping to reduce the risk of heart disease.” The following August the outreach focus on PF efforts and the expansion of its Que Rica program.

In August General Mills announced the renewal and expansion of its existing partnership with Univision Communications, in an attempt to extend its Hispanic marketing platform Que Rica

Finally, last September, at Portada’s Third Annual Hispanic Digital and Print Media Conference, during his keynote speech Rodolfo Rodriguez, Multicultural Marketing Director of General Mills, explained that his company has more than doubled its Hispanic marketing budget and was undertaking more than 15 Hispanic marketing initiatives. (Read more about Rodriguez’s keynote speech here)

Yesterday at the Consumer Analysts Group meeting in New York, General Mills CFO Friendly said “we're anticipating a rise in multicultural consumers, particularly Hispanics, plus a growing number of aging baby boomers and the emergence of millennials as the next generation with significant influence in the marketplace.”

Fiber One, Multigrain Cheerios, Honey Nut Cheerios, Progresso soups and Yoplait yogurt are the main brands among baby boomers. AdAge reports that “what was a $600 million category in U.S. grocery is a $5 billion category today, and the aging demographic is now looking for products that have added health benefits, such as probiotics.”

All these products related to a healthy life are being promoted with a special attention to Hispanic families’ culture, as Rodriguez pointed out during his keynote speech at our conference: “a multi-touch point Hispanic platform that allows us to introduce the General Mills portfolio of brands by establishing an emotional connection with Spanish-dominant Latina moms.”

General Mills is present in China, India and Brazil, which, combined, represent 20% of the global food industry's growth.

  • LISTA

Latinos in Information Sciences and Technology Association (LISTA) has selected Target Latino, a full-service marketing agency based in Atlanta that specializes in the Hispanic market, as its agency of record.  Target Latino will conduct strategic, marketing, public relations and social media marketing efforts focusing on building brand awareness and visibility across LISTA’s target audiences.

LISTA’s national Board of Directors is made up of powerful Latino executives representing a broad cross section of industries and technological functions throughout the U.S. and within their 12 nationwide tech councils.

 

  • Western & Southern Life

Western & Southern Life announced the rollout of an online educational tool that prepares Spanish-speaking consumers for several key life events. The Web site at www.wslife.com/es explains preparations for a variety of major life events that may require financial services. The initial 10 topics addressed on the site are: College, New job or first job, Getting married, Having a baby, Starting a business, Buying a house/mortgage, Retirement, Social Security, Planning your estate, On your own.

Life topics are found under the “Eventos de la vida” tab at www.wslife.com/es. The site also explains the basics of life insurance, annuities and other financial products. Users can share the site with friends via the “Compartir” option.

 

  • General Mills

In an attempt to extend its Hispanic marketing platform Que Rica Vida (What a Good Life), General Mills announced last week the renewal and expansion of its existing partnership with Univision Communications.
 
Univision will help promote Que Rica Vida’s new online and mobile elements as well as on-air sponsored vignettes and special cooking presentations.
 
General Mills will expand its Cocina Hispana, the Hispanic section of Betty Crocker Kitchens, with two new chefs. Chef Doreen Colondres and Cristina Martin del Campo will join existing executive chef Adriana Amione in creating new Hispanic recipes using General Mills products.

 

  • Wal-Mart – Sam’s Club

Wal-Mart’s Sam’s Club is working with the United States Hispanic Chamber of Commerce to launch a nationwide contest, Como Si: Doing Business Today for Tomorrow! The contest will be a promotional vehicle for the chamber as well as the retailer. The participants upload a video on www.comosidoingbusinesstoday.com describing what they have done to “keep up and keep going” in today’s tough economic environment.

Contest winners, 10 in all, get a trip Sam’s Club headquarters in Bentonville, Ark., to learn new ways of boosting their bottom lines by incorporating technology into their businesses. The contest, launched as Hispanic Heritage Month did on Sept. 15, will draw to a close with the announcement of the winners, an event planned for Nov. 15.

The Sam’s Club contest isn’t the only initiative Walmart has developed for Hispanic Heritage Month. In fact its major effort is a program dubbed La Mejor Herencia es una Buena Educación, or the best heritage is a good education, a national campaign, that includes television, radio, print and online advertising designed to showcase Hispanic students as role models with a focus on Hispanic Scholarship Fund/Walmart Scholarship Program recipients.

 

  • National Health Partners

National Health Partners, Inc. (National Health) a provider of discount healthcare membership programs announced that it has entered into an agreement with a major international healthcare company in furtherance of its goal of creating a cross-border healthcare program.

Under the agreement, National Health will be offering the new CARExpress cross-border healthcare program (the CARExpress international program) to people located across the United States, with particular focus on cities and regions containing a large number of Hispanics.

The CARExpress component will address the needs of family members living in the United States while the Hispanic component will address the needs of family members living outside the U.S.

David M. Daniels, President and Chief Executive Officer of National Health Partners, said: “The rollout of this program coupled with the pending rollout of the second stage of our internet marketing campaign will produce a tremendous amount of sales for us.”

 

  • Colgate-Palmolive

In celebration of September's Hispanic Heritage Month, Colgate-Palmolive announces its new scholarship program entitled "Haz la U" or "Make the U." This program, launched in partnership with the Hispanic Heritage Foundation (HHF), aims to award educational grants to eligible Hispanic students pursuing higher education.

From now until October 31, 2009, high school juniors and seniors can apply to Colgate's "Make the U" scholarship program by visiting http://www.colgate.com/hazlau. One grand prize winner will be awarded a one-time $10,000 educational grant and 15 applicants will be honored with a one-time $1,000 educational grant.

 

  • AutoTrader Latino

AutoTrader Latino, the automotive marketplace for the Spanish speaking consumer, will complete the roll out of its mobile car shopping service this month in the United States' Hispanic auto-buyer markets. This service integrates AutoTrader Latino's print and digital products in a unique way.

AutoTrader Latino began rolling out this mobile auto shopping solution in July and will complete the roll out in mid September when the service goes live in Sacramento, California. AutoTrader Latino consists of www.AutoTraderLatino.com, a nationwide, Spanish-language automotive classified site, and AutoTrader Latino classified print magazines distributed in the largest markets for Hispanic-American car buyers and the mobile shopping solution.

AutoTrader Latino increases its reach with print and on-line partnerships with top national and local market print and on-line media targeting the Hispanic-American community. Nationally, provides auto listings on Univision.com's city pages. Major local-market partnerships include Mundo Hispanico, an Atlanta-based general news publication and web site targeting Hispanic Americans in Atlanta and north Georgia. It also provides auto listings in the print publication and Mundo Hispanico's web site.

 

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!).

General Mills is the only Fortune 100 company that substantially increased its Hispanic advertising budget during the first half of 2009. In fact, it grew more than 100%, according to TNS Media Intelligence. It is particularly fitting that the architect of this increase, Rodolfo Rodriguez, Multicultural Marketing Director of General Mills, will be holding the keynote speech at Portada’s Third Annual Hispanic Digital and Print Media Conference. Rodriguez will present best practices on how to connect with the Hispanic consumer and explain why a greater focus on digital media and newspaper/magazine advertising is essential for successful Hispanic marketing.

Under the theme “Getting it Right: Connecting with the Hispanic Consumer” everyone who matters in Hispanic advertising, media, content and research will gather on Thursday Sept. 24 at the Helen Mills, Event Space & Theatre, one of Manhattan’s most unique conference venues.

Another important topic to be covered at this must attend event is the increasing sophistication of the Latin digital media market: Attendees will have the opportunity to learn how Corporate America is increasingly reaching Hispanics through digital media with case studies from Allstate and Comida Kraft(presented by  Marla Skiko, SVP, Director of Digital Innovation, SMG Multicultural), HBO Latino(JohnSantiago, CEO Media 8) and Tortillas Gruma(Steward Severino, Director of Interactive Media at Lopez Negrete).

Other major marketers that will present at the Conference include:  

– John De Armas, VP of WorldDirect and Head of  DirectTVMás.

– Lorena Hidalgo, Manager Hispanic Marketing Wrangler/VF Jeanswear Inc.

– Teresa Iglesias Solomon, VP Multicultural Initiatives, Best Buy

Manny Gonzalez, Hispanic Marketing Director, Hennessy Brand  – Moet – Hennessy USA

Alain Groenendaal, President & CEO, Wing

Brian Lange, Brand Manager, SPLENDA, Multi-Cultural  Marketing, Johnson & Johnson / McNeil Nutritionals

– Monica Morales, Brand Manager, Dr Pepper Hispanic Market

Kristyn Page, Multicultural Marketing Director, Macy's

Rene Ramos, Brand Manager MillerCoors

Andrea Riley, Corporate Brand and Automotive Marketing, GMAC Financial Services

Hector Vallejo, Hispanic Marketing Manager, DeWalt

REGISTRATION:
Secure your spot here:
/conference/registration.aspx?cid=5
1-800-397-5322


PREMIUM SPONSORS
The following companies are premium sponsors of the Third Annual Hispanic Digital and Print Media Conference & Networking Function.
EPMG360 (
http://www.epmg360.com, Hispanic Digital and Print Media Award Sponsor)
Alloy Access (
http://www.alloy-access.com, Bronze Sponsor),
Media Space Solutions (
http://www.mediaspacesolutions.com, Bronze Sponsor),
NxtBookMedia (
http://www.nxtbookmedia.com/, Networking Function Sponsor),
American Airlines (http://www.aa.com/aa/homePage.do, Official Airline)
Sala (
http://salanyc.com, Official Restaurant)

SOURCE: Portada

General Mills es la única compañía importante que aumentó sustancialmente su presupuesto de publicidad hispana en 2009. De hecho, su inversión creció más del 100% durante el primer semestre de 2009, según TNS Media Intelligence. El gestor de este aumento, Rodolfo Rodríguez, director de mercadotecnia multicultural de General Mills, presentará el discurso principal en la Tercera Conferencia Anual de Medios Hispanos Digitales e Impresos de Portada. Rodríguez presentará las mejores prácticas para conectar con el consumidor hispano y explicará por qué una mayor inversion en medios digitales e impresos es una condicion esencial para el éxito del marketing hispano.

Bajo el tema "Haciendo lo correcto: Conectando con el consumidor hispano", los ejecutivos mas importantes de publicidad, medios de comunicación, contenidos e investigación se reunirán el jueves 24 de septiembre en Helen Mills Event Space & Theatre, uno de los centros de conferencias más exclusivos de Manhattan.

Los participantes tendrán la oportunidad de aprender de estudios de caso de publicidad digital de Allstate y Comida Kraft (presentada por Marla Skiko, VP, Directora de innovación digital, SMG Multicultural), HBO Latino (John Santiago, Director general de Media 8) y Tortillas Gruma (Steward Severino, Director de medios interactivos en López Negrete).

Otros importantes ejecutivos que estaran presentes son:

John De Armas, Vicepresidente de WorldDirect y Jefe de DirectTVMás.

Lorena Hidalgo, Gerente de mercadeo hispano Wrangler / VF Jeanswear Inc.

Teresa Iglesias Salomón, Vicepresidente de iniciativas multiculturales, Best Buy

Manny González, Gerente de mercadeo hispano, Hennessy Brand – Moët – Hennessy EU.

 Alain Groenendaal, Presidente y CEO, Wing

 Brian Lange, Gerente de marca de SPLENDA, marketing multicultural, Johnson & Johnson / McNeil Nutritionals,

 Mónica Morales, Gerente de marca de Dr Pepper para el mercado hispano

Kristyn Page, Directora de mercadeo multicultural, Macy's

René Ramos, Gerente de marca de MillerCoors

Andrea Riley, Marca corporativa y mercadeo Automotriz, GMAC Financial Services

Héctor Vallejo, Gerente de mercadeo hispano, DeWalt


INSCRIPCIÓN:
Compre su billete aquí:
/conference/registration.aspx?cid=5
1-800-397-5322


AUSPICIANTES PREMIUM
Las siguientes empresas son auspiciantes premium de la Tercera Conferencia Anual de Medios Digitales e Impresos.
EPMG360 (http://www.epmg360.com, Patrocinador del Premio de medios hispanos digitales e impresos)
Alloy Access (http://www.alloy-access.com, Patrocinador de Bronce),
Media Space Solutions (http://www.mediaspacesolutions.com, Patrocinador de Bronce), NxtbookMedia (http://www.nxtbookmedia.com/, Patrpcinador de la función en red),
American Airlines (http://www.aa.com/aa / homePage.do, Aerolínea Oficial),
Sala (http://salanyc.com, Restaurante Oficial)


FUENTE: Portada

Nicolas Miranda

  • General Mills

General Mills is increasing its Hispanic marketing efforts, mostly through PR efforts,  expanding on its Que Rica Vida program. Both campaigns, relaunching within the coming months, focus on grassroots efforts, media relations, and an increase in digital outreach. General Mills Multicultural Marketing Director, Rodolfo Rodriguez will present the keynote speech at Portada’s Third Annual Hispanic Digital and Print Media Conference, NYC, Sept. 24.

Que Rica Vida Web site, General Mills is also bringing on a chef who will focus on healthy recipes for moms and kids. In addition to the Web site, Qué Rica Vida will be on Facebook, Twitter, YouTube, and Flickr, and Hispania will reach out to bloggers, too.  a custom publication launched by General Mills four years ago, is working with public relations company Hispania PR, and expanding on its partnership with Univision, creating more vignettes for last year's spokeswoman Karla Martínez, a host at the network's Wake-Up America program. General Mills will kick off the campaign in mid-September with a contest, encouraging consumers to submit their favorite recipes involving General Mills products. Building on the success the company had with the recipe section of its

 

  • Allstate

Allstate launched its Spanish-language integrated communication and marketing national campaign. The TV commercials, running on Spanish-language networks, are in tune with the tough economic challenges facing consumers today. Created by Lápiz, the Hispanic shop of Chicago-based Leo Burnett, the ads are part of Allstate's ongoing Hispanic marketing efforts that aim to engage and communicate with the fastest-growing segment of the U.S. population. The company's Hispanic marketing program includes TV and radio advertising, online activations, media integrations, sponsorship of the Mexican National Soccer Team (for the third consecutive year), and sponsorship of television and radio programs including "Premio lo Nuestro" and the Latin Grammy Awards. The company also has created an interactive Web site dedicated to Allstate's Mexican National Team sponsorship, www.proteccioneslajugada.com. There are TV, radio, print, online, community events and sweepstakes tied to this sponsorship. SMG buys Hispanic media for Allstate.

 

  • Wendy's to search for New Multicultural Marketing Agency

Wendy's said it will launch an "integrated communications campaign and a new advertising direction" during the fourth quarter. The next step in Wendy's review process, also to be completed in the fourth quarter, but in collaboration with Publicis Groupe’s Kaplan Thaler, will be selecting new agencies for multicultural marketing, media buying and public relations efforts. Wendy's current lead media agency is Publicis Groupe's MediaVest in New York; The Vidal Partnership currently handles Hispanic ad duties.
Wendy's International recently handed creative duties on its $300 million marketing account to Publicis Groupe's Kaplan Thaler Group. It's a high-profile win for Kaplan Thaler, which adds Wendy's to a roster of clients that include Aflac, Continental Airlines and Trojan condoms. The agency triumphed over a number of shops, including the incumbent, Kirshenbaum Bond & Partners, owned by MDC Partners; Interpublic Group of Cos.' Martin Agency; Publicis-backed Bartle Bogle Hegarty; and West Coast independent Venables Bell & Partners.

 

  • Bishop-Wisecarver

Bishop-Wisecarver Corporation (CA), a manufacturing company specializing in guide wheels and guided motion technologies, has unveiled a new Spanish language web site. Complete with detailed product pages, a library of downloadable product catalogs, 3D CAD files, and a full line of application stories, the new web site is part of the company's extensive initiative to support the needs of its Spanish-speaking customers.

Continuing its effort to establish a stronger presence in the Hispanic and Latin American community, the company has recruited Ricardo Iraheta, a bilingual customer service representative. Ricardo is fluent in both Spanish and English and is available to assist Spanish-speaking customers with their application requirements. Bishop-Wisecarver has also partnered with a bilingual manufacturers' representative firm, RCB International, which offers substantial knowledge in linear motion products and markets. RCB International provides customer service and technical support in the Southern Florida and Caribbean regions.

 

  • Ginarte

Ginarte a Hispanic owned law firm present in the Northeastern U.S. (New York, New Jersey and Pennsylvania) selected New York based D’Exposito & Partners as its Hispanic AOR.

Ginarte and d expósito & Partners started their relationship with a successful first effort last year. As the agency becomes Ginarte's A.O.R., a full advertising campaign hit  the market last week. This campaign, “Ginarte's Angels,” operates on the brand's goodwill with consumers, and the tongue-in-cheek premise, “As if fallen from the sky.”

Television, where Ginarte is known for placing the bulk of its advertising budget, and out-of-home will be part of the Tri-State effort. Additionally, PSA spots will inform consumers about their rights, including workers without legal status who are victims of labor abuse or injuries suffered in work-related accidents.

 

  • TV Watch

TV Watch has launched a Spanish-language section of its web site. TV Watch is the media industry-backed online effort to promote parental control-the V-chip/ratings system in particular-over government control of content. The new Spanish-language section is called TV Control. TV Watch is targeting the 12.6 million Hispanic households.

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 has secured a blue chip roster of clients and agencies who are going to touch upon the most important issues about connecting with the Hispanic Consumer.

Rodolfo Rodriguez, Multicultural Marketing Director at General Mills, will explain in his keynote presentation “Why Digital Media and Social Networking are essential tools to connect with the Hispanic consumer”.


Other top speakers and panelists at the event include:

– John De Armas, VP of WorldDirect and Head of  DirectTVMás
– Colby Atwood, President, Borrell Associates
– Lorena Hidalgo, Manager Hispanic Marketing Wrangler/VF Jeanswear Inc.
– Teresa Iglesias Solomon, VP Multicultural Initiatives, Best Buy
Manny Gonzalez, Hispanic Marketing Director, Hennessy Brand  – Moet – Hennessy USA
Alain Groenendaal, President & CEO, Winglatino
Brian Lange, Brand Manager, SPLENDA, Multi-Cultural  Marketing, Johnson & Johnson / McNeil Nutritionals
– Monica Morales, Brand Manager, Dr Pepper Hispanic Market
Kristin Page, Multicultural Marketing Director, Macy's
Rene Ramos, Brand Manager MillerCoors
Andrea Riley, Corporate Brand and Automotive Marketing, GMAC Financial Services
Rodolfo Rodriguez, Multicultural Marketing Director, General Mills
Marla Skiko, SVP, Director of Digital Innovation at SMG Multicultural
Hector Vallejo, Hispanic Marketing Manager, DeWalt
Teresa Wakeley, Advertising and Media Manager, Volkswagen of America

The Conference is going to take place in the Helen Mills Event Space and Theatre, in the heart of Manhattan in North Chelsea.

To see the events’ agenda, click here.

Early bird tickets are going fast. To register, click here.

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  • General Mills

General Mills plans to increase its Hispanic advertising spending in fiscal 2010, which started on July 1. General Mills executives noted in the company’s earnings call last week that the company will support its established and new items with strong consumer marketing effort. “In 2010 Honey Nut Cheerios will expand its successful Hispanic campaign. We’ll continue to focus on the role Cheerios can play in helping to reduce the risk of heart disease.”
In addition, General Mils is introducing nine new items this summer including new cereals and grain bars, two reduced sodium soups, and new flavors of LaraBar. Consumer marketing accompanying this innovation will include a Yoplait ad targeting the Hispanic consumer.


  • Crown Imports (Corona, Corona Extra, Corona Light, Modelo Especial and Pacifico beer brands)

Corona marketer Crown Imports is seeking a media agency to handle buying and planning for its brand portfolio, which includes the Corona Extra, Corona Light, Modelo Especial and Pacifico beer brands. Cramer-Krasselt, Chicago, handled Media buying and planning on these brands, which were supported with about $80 million on measured media last year. The review of media-only shops will take place later this summer. Crown last month moved creative duties on Corona Light — which has traditionally been aligned closely with the much larger Extra brand — from Crammer Kasselt to Publicis, New York. Casanova Pendrill is Crown Imports Hispanic Advertising Agency.

  • Pantene Pro-V

Procter & Gamble's Pantene Pro-V collaborates with internationally-acclaimed Mexican actress, Ana de la Reguera to launch their new U.S. Hispanic advertising campaign. Wing Latino is Pantene’s Agency for the Hispanic market. The national advertising campaign will appear in Hispanic magazines, TV stations and websites across the United States. Behind the scenes footage of De la Reguera's TV shoot will also be available on Pantene's Spanish website: http://www.pantene.com/espanol

  • Bacardi

Bacardi USA after an extensive agency search has selected Austin based Latinworks to handle US Hispanic marketing efforts for several of its brands.


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!).

General Mills is continuing its Hispanic outreach efforts, most recently with a campaign to educate Hispanic mothers about U.S. holiday traditions, following a report that found many Hispanic families were unfamiliar with certain holidays, including Halloween, Thanksgiving, and secular Easter.

“What the study found was that schools do a good job of incorporating holiday celebrations into the curriculum. As a result, many Hispanic children are more familiar with the holidays than their parents,” says Ursula Mejia-Melgar, manager of multicultural marketing for General Mills and editor of Que Rica Vida (120,000, Quarterly, Spanish), the company’s custom publication. In an effort to educate Hispanic moms about U.S. holiday celebrations, Que Rica Vida is including information and recipes on the upcoming Halloween and Thanksgiving celebrations, and providing tips on safe trick-or-treating. General Mills is also hosting a Halloween event in East L.A. to raise awareness and to expose Hispanic families to the Holiday.

Que Rica Vida’s content comes from a variety of sources: “General Mills has a lot of content that has been developed throughout the years by both internal and external experts. One example is the education-related content that has been developed for our Box Tops for Education program (www.boxtops4education.com). Also, at General Mills we have a dedicated team of scientists, dietitians and nutritionists that develop all the information about Health and Wellness (www.bellinstitute.com),” adds Mejia-Melgar.

A key component of QRV is its coupon section. While Hispanics historically under-index in coupon redemption compared with the general market, Mejia-Melgar claims that her magazine’s readers actually over-index in redemption. She explains this with her assertion that having relevant content surrounding the coupons positively impacts redemption rates.

Florida-based Publicitas sells advertising for QRV.

Related Article: General Mills Re-launches Que Vida Rica( August, 2007)

General Mills has announced the re-launch of its lifestyle publication, Que Vida Rica. The re-launched magazine will feature a new layout and design, and will seek to further tailor content to its Latina audience. Custom Publishing house En español, headed by Michaelle Fastlicht, has developed a new layout (the original layout had been developed by Editorial Televisa). In addition, General Mills has hired Miami based Leading Hispanic Media (owned by Publicitas) to sell advertising to third parties (companies other than General Mills) in Que Vida Rica.

Each issue of the magazine will provide consumers information in four distinct categories that can be paired with appropriate General Mills brands – “Ser Madre” (Being a Mom), “Ser Amiga” (Being a Friend), “Ser Mujer” (Being a Woman) and “Ser Mejor” (Self-Improvement).

The magazine is essentially seeking to re-align itself with its original intent: To offer useful lifestyle information to Latina women in a way that build brand affinity with General Mills’ products.

Related Article: General Mills Launches Coupon-heavy Custom Pub

Consumer Packaged Goods Company General Mills' new custom publication Que Vida Rica (circ. 2 million, two different editions: direct-mail edition is all Spanish, and retail version is bilingual, 3 times a year) will contain many coupons for General Mills products. Coupons distributed within the new publication are to be redeemed to buy Yoplait, Progresso Soups, cereals, cookie dough as well as other categories where Hispanics show above-average consumption.

Most custom publications, including Que Vida Rica, are direct-mailed to consumer households and read by the person in charge of making financial decisions regarding the household, mostly women. Que Vida Rica mostly targets Hispanic women.

In general, marketers say that Hispanics are less likely to redeem coupons than the general U.S. population, mostly because less acculturated Hispanics tend to be less responsive. It is very difficult to get hard data on coupon redemption rates among Hispanics.

However, data obtained by Portada® from consumer packaged goods companies shows that in the northeastern United States, Hispanics have a coupon redemption rate 25% higher than for the general market. In Southern California the redemption rate is 20% lower than for the general market. Differences in redemption rates could be related to differences in the educational levels of Hispanics in these regions.

General Mills will undertake a national advertising campaign in 5 major Hispanic magazines to support its Yoplait (yoghurt) and La Lechera (flakes) brands. The campaign will take place during August and September, Rudy Rodriguez, Director of Multicultural Marketing at General Mills, tells Portada®. Together with Procter & Gamble, General Mills is one of the largest Hispanic print advertisers (particularly Free Standing Inserts).

In 2006, General Mills has made a conscious effort to broaden its appeal to the Hispanic market with the launch of Dora the Explorer cereal and La Lechera flakes brands.

Yoplait's rival Dannon has higher brand recognition among U.S. Hispanics, particularly first general Hispanics who know Dannon from their home country in Latin America. General Mills has conducted several studies to better connect with Hispanic consumers.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

Ken Muench  and Jeff Fox have left their respective posts at Draftfcb to  launch Collider, a strategic marketing consultancy in California.

Gerardo Adame, the general manager of Terra México, has been tapped to replace Fernando Rodriguez as head of Terra.com in the U.S. The company has confirmed Rodriguez’ departure and an official announcement will be made soon.

Ray Chelstowski has been named chief executive officer of the Newspaper National Network LP, a private partnership owned by 25 of the largest U.S. newspaper companies and administered by the Newspaper Association of America. Chelstowski, former senior vice president/national sales and marketing of Digital First Media, is a board director at large of the American Advertising Federation. At Digital First Media, he was responsible for more than $100 million in national advertising revenue against a portfolio of 800-plus print and digital platforms. He also has served as U.S. publisher of The Newsweek/Daily Beast Co. and publisher of both Entertainment Weekly and Rolling Stone.

Hearst Newspapers’ Lincoln Millstein has been promoted to senior vice president and special assistant to the CEO of Hearst Corp., the company announced Wednesday.

ZGS Communications announced that Michael Gillespie has been promoted to Executive Vice President and Chief Revenue Officer for the company. In his new position, Gillespie will oversee all revenues for ZGS’s Television Station Group and its digital portal holaciudad.com. He will continue to lead the ZGS national sales organization and work with station management to strengthen the company’s local sales teams and drive overall performance. Gillespie will report to Ronald Gordon, Chairman and CEO of ZGS.

Univision Communications, Inc. named Sandra Smester senior vice president of programming for the Univision Network.  In this role she oversees the day-to-day scheduling and strategic positioning of all on-air content for Univision Network, one of the top five networks in the country regardless of language. She reports to Alberto Ciurana, president of programming and content for Univision Networks, and is based in Miami.Univision Communications Inc. also announced the appointment of Leonardo “Leo” Ruíz as station manager for Univision Bakersfield, overseeing overall daily management of sales, operations, promotions and community relations. Ruíz will be based out of Bakersfield and report directly to Alberto Mier y Terán, senior vice president and general manager, Univision Los Angeles.

NUVOtv announced that Chris D’Ablemont has been appointed to the newly created position of Vice President, New Business Development Ad Sales. D’Ablemont will report to Craig Geller, Senior Vice President, Advertising Sales of NUVOtv and will be based in the network’s New York office.