• 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 Staff

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