A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
Allstate releaesd its latest Spanish language TV spot, “Bleacher”, featuring Mexican National Team Goalkeeper Memo Ochoa. The ad is the latest addition to Allstate’s campaign featuring Ochoa and communicating that “Proteccion es la jugada” (Protection is our game). It is set to air throughout the year on national Spanish-language networks. Lapiz is the creative agency and Tapestry is the media agency. The ad is set to air throughout the year on national Spanish-language networks, including Univision, Telemundo, FOX Sports, ESPN Deportes and GOL TV among others. Additional marketing and advertising elements of this campaign include another TV spot titled “Calculation”, as well as print and mobile banners, Allstate’s soccer app Kaptura and the dedicated website www.proteccioneslajugada.com, along with online activations; media integrations and social media. This is in addition to the sponsorships of the Mexican National Soccer Team (for the fifth consecutive year); the MLS (third consecutive year); New Futuro (an innovative Hispanic education community providing access to higher education for Hispanics) as well as sponsorships of television entertainment programs including Premios tu Mundo and the Latin GRAMMY(r) Awards, among others.
- Liberty Tax Service
Liberty Tax Service and Los Angeles-based EC Hispanic Media are expanding their partnership to bring Hispanic consumers, high-value educational content. Through the partnership, Liberty Tax Service ~ Una Familia Sin Fronteras, will utilize El Clasificado and other newspapers to reach Hispanic families in 11 different US markets. Liberty Tax Service’s Hispanic Initiative will provide the latest vital fiscal and financial information to the Hispanic community.
IMUSA is launching an exclusive line of Hispanic and ethnic cookware in Target stores nationwide. IMUSA is partnering with Target to create a line tailored to their consumers as there has been a strong interest for Hispanic and Asian cooking tools. With help from celebrity chef ambassadors George Duran of TLC’s “Ultimate Cake Off” and Ana Quincoces of “The Real Housewives of Miami,” each IMUSA product comes with an exclusive recipe card, making it easy for consumers to learn about and create Ethnic cuisine from their very own kitchen. “We are excited about our partnership with Target and hope to reach a new audience with our line of ethnic cookware products,” said Manny Gaunaurd, president and CEO of IMUSA. “These new consumers are instrumental to company growth and we want to eventually bring Hispanic and international cooking to every home.”
- Dolphin Mall
Miami’s mega-outlet retail center, has named MGSCOMM as its agency of record, managing creative and media responsibilities. The agency will develop campaigns – in English, Spanish and Portuguese – targeting local, national and international consumers. Dolphin Mall boasts 240 retail stores as well as dining and entertainment venues.
- Hair Club
Hair Club, North America’s largest provider of all proven hair restoration services, announced the launch of a new Spanish-language and mobile-optimized website to best serve the fast-growing market of Hispanic American consumers. Having been committed to serving the Hispanic market for years, the website is the latest in the company’s customer service and marketing initiatives designed for Spanish-speaking clients, who today represent more than 15% of Hair Club’s ® new business.Further, Hair Club® attributes much of the company’s early-stage growth to the classic television commercials starring company founder, Sy Sperling. Today, Hair Club continues to market its proven solutions through TV, web and radio advertisements. In 2010, Hair Club® piloted a national campaign of new Spanish-language advertising and marketing campaigns featuring Hispanic clients. To date, these advertisements have resulted in over 40,000 new client inquiries.
- Peanut Butter & Co
Peanut Butter & Co, started at national campaign on February 4, 2013. The company is airing a series of three nationally broadcast commercials that encourage consumers to go beyond smooth and crunchy and to step into Peanut Butter & Co.’s exciting world of flavor. The 15-second spots build to a chorus of exclamations – OMG!, Whoa!, Wow!, Yum, and Amazing – all words that are frequently uttered when consumers taste Peanut Butter & Co. peanut butter for the first time. The commercials will air nationally on Cooking Channel and in select markets on a variety of cable networks such as ABC Family, Food Network, E!, and TLC. Promotional contests, coupons, and online advertising will provide additional support to the campaign, which will be fully integrated with all Peanut Butter & Co. social media channels that connect to over 100,000 superfans and followers. Social media participation will be promoted via exclusive Facebook offers and a Twitter hashtag (#tasteamazing).
Vonage has shifted its $150 million creative and media duties from Omnicom agencies to WPP’s JWT and independent Horizon Media. review wouldn’t impact the company’s Hispanic marketing or direct-mail efforts. Vox Profero handles Hispanic; direct mail is handled by an agency inside Harte Hanks.
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