• DeWalt

During his presentation at Portada’s Third Annual Hispanic Digital and Print Media Conference in New York City, Hector Vallejo, Hispanic Marketing Manager at Dewalt noted that in 2010 his company’s Hispanic advertising will emphasize advertising to Hispanics that are not at their job. Until this year, his company has mostly advertising to construction workers at their job but this will change with new advertising campaigns during 2010. In addition, DeWalt will develop a Spanish-language website and push online advertising.

  • U.S. Census

During his presentation at Portada’s Third Annual Hispanic Digital and Print Media Conference last Thursday, Louis Maldonado, Managing Director of D’Exposito & Partners , the agency that buys Hispanic local media for the U.S. Census, explained the agency’s planning and buying process. Maldonado said that Global Hue is in charge of the national buy for Hispanic, including print, broadcast and digital media. Aproximately 20% of the budget is spent in national advertising and 80% in local markets (12 different markets). D’Exposito is charged with planning and buying local media (local TV, print, digital, out of home). The majority of the budget goes into local TV. Maldonado added that newspapers provide the opportunity to go really deep into each local community and that newspaper advertising will be increased in 2010.

Separately, U.S. Census is using telenovelas to reach Hispanics. Ms. Beltrán, a character in the popular Spanish-language soap opera “Más Sabe el Diablo,” “The Devil Knows Best,” represents one element of the government’s yearlong effort to garner trust among Hispanics, an ethnic group that has been historically wary of the decennial census process. Among Spanish-speaking viewers, the five-nights-a-week dramas are enormously popular, making them a prime way to encourage Hispanics to be counted next year.

  • Kingsford

ESPN Deportes and Kingsford charcoal have introduced “Reune al equipo en casa”, a campaign modeled after “Tailgate at Home”, ESPN and Kingsford charcoal’s general market campaign centered on college football.  “Reune al equipo en casa” aligns Kingsford charcoal with ESPN Deportes’ soccer content on TV and on radio. In addition to multi-platform exposure, the deal makes ESPN Deportes Kingsford charcoal’s exclusive marketing partner at a local level in key Hispanic markets.  OMD negotiated the multi-platform deal between Kingsford charcoal and ESPN Deportes.

For an article on Kingsford’s new Hispanic campaign, click here.

  • L.A. Philharmonic

The L.A. Philharmonic signs of a new approach to engage latinos: bilingual billboards, bus-bench ads, and the Philharmonic’s Web site now features a tour of Walt Disney Concert Hall in Spanish.

“Our goal is to engage [Latinos] and create awareness of the L.A. Philharmonic,” says Shana Mathur, vice president of marketing and communications for the orchestra.

To that end, the Phil hired alPunto, the Orange County–based Hispanic marketing firm, to help shape the organization’s new approach. The efforts include Spanish-language telemarketing and a bilingual brochure that was mailed to 50,000 Spanish-surnamed households that have disposable income.

  • American Airlines

American Airlines launches online interactive soccer game in continuing effort to court America's Hispanic travelers. Fans will have the opportunity to enroll in AAdvantage Program and receive discounts with an online soccer game, the Penalty Challenge, narrated by famed Spanish-language sportscaster Fernando Fiore.

The Penalty Challenge is part of American's continuing campaign to court soccer fans and encourage them to become members of the AAdvantage(R) program, American's travel awards program. The game can be played in English or Spanish at .www.aa.com/soccer


AOL announced that IKEA will work with AOL Advertising to design and execute an online display advertising campaign aimed at informing, inspiring and igniting customers to choose IKEA for their home furnishing purchases. Negotiated by IKEA’s media agency of record, Mediaedge:cia (MEC), this campaign signifies a shift in the company’s advertising approach to include major digital components moving forward.

In a collaborative effort with MEC, AOL will create and launch an IKEA microsite that builds on the content provided within three product areas – bedrooms, living rooms and kitchens. This will allow for deeper brand engagement and messaging and will drive traffic to both IKEA.com and the IKEA stores.  Anita Santiago is Ikea’s Hispanic Advertising Agency of record.


  • Rick Perry (TX)

Gov. Rick Perry’s campaign has hired the Hispanic advertising agency LatinWorks, campaign spokesman Mark Miner said. The Austin advertising agency will be “helping on a number of message delivery issues, including Hispanic outreach.”

This is part of the Republican governor’s plans for reaching Hispanic voters. “We are going to be doing some specific campaign-related measures we’re not ready to announce yet as far as reaching the Hispanic community,” he said. “Issue-wise, we’re talking about the same issues that affect all Texans — jobs, the economy, education.”

LatinWorks’ clients include Bud Light, Burger King, Domino’s Pizza, ESPN, H-E-B and Lowe’s.


  • Hometown Princeton

The nonprofit organization Hometown Princeton launched its autumn advertising campaign last week, urging residents to shop at locally-owned, independent businesses.

Hometown Princeton’s fall campaign involves advertising in local publications, launching the website, posting information in stores, and handing out cards and decals. Hometown Princeton’s next steps involve reaching out to the Latino community with Spanish-language materials while bringing the message to University students and staff as well.


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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