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.
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Maxus Americas has been named the Media Agency of Record for Jet.com, an ecommerce startup that is redefining the online shopping experience. Maxus will specifically focus on the TV portion of Jet’s overall media spend, overseeing the planning, buying and analytics. GroupM’s media agency will lead the extensive new multi-channel media plan valued at US$80 million throughout the United States, effective immediately.Jet has been growing exponentially since its launch in July 2015. Under the leadership of CEO and founder Marc Lore, the website has attracted more than 2.4 million members in less than 6 months. Maxus Americas won the business following a review and will be replacing the incumbent agency Ocean Media. The creative portion of the account, which was not up for review, will continue to be handled by R/GA. The account will be managed out of agency’s New York office.
Cinemex, one of the largest group of cinemas in Mexico, has confirmed its expansion plan to increase its market share through a US$100 million investment that will allow to open 25 centers, in addition to analyze the opportunities offered by Latin America. In 2016, the firm expects to open 25 new facilities. For that matter, the company expects to invest about US$100 million this year and around US$500 million the next five years, as part of its growth strategy. Cinemex will open cinemas in the United States (the first in Miami) and will open four other resorts in the US territory: one in Florida, two in New Jersey and one in Illinois, hopefully by 2017. The company has been also evaluating the possibility of entering other markets, primarily in Latin America, where they have received several offers.
- CVS Health
CVS Health has announced strategic partnerships with two national organizations whose mission is to advance the multicultural nursing populations in the United States: the National Black Nurses Association (NBNA) and the National Association of Hispanic Nurses (NAHN). Through these newly formed alliances, CVS Health, will establish workforce development programs and strategies that facilitate multicultural talent acquisition to further develop the company’s own diverse nursing populations through education, training and colleague engagement. CVS Health supports a broad nursing workforce that includes:
- Wonderful Pistachios & Laura Posadas
Wonderful Pistachios has partnered with TV personality, certified master life coach and bicultural motivational speaker Laura Posada. Posada will serve as the brand’s Latina ambassador to promote the health attributes of pistachios and the importance of healthy snacking habits among Hispanics by encouraging healthy living and awareness of the brand and the product’s key nutrition benefits. Posada will kick off Wonderful Pistachios’ 2016 campaign with a variety of consumer and media activities that will allow her to connect with the U.S. Hispanic audience and provide advice on how to eat better and improve overall fitness. This is the first time the brand works with a spokesperson to reach Hispanic sectors.
- H&R Block
Wisin, one of Latin-urban music’s hottest talents, is the star of a new campaign that H&R Block is using to kick off this year’s tax refund season with a bang. The spot announces an early-season promotion during which 1,000 people will win US$1,000 a day from now through February 15, the equivalent of US$1 million a day for the first month of the tax refund season.For the new campaign, created by H&R Block’s Miami-based agency of record MARCA, Wisin re-recorded his hit song Piquete. In this special version of the song, now called Billete (money), the Latin music star encourages U.S. Latinos to file their taxes early and visit H&R Block offices for a chance at the daily drawing.
- Dove Regenerative Nourishment
Dove is unveiling Dove Regenerative Nourishment, the latest addition to the Dove Advanced Hair Series collection, which uses a unique combination of technologies and ingredients to replenish lost nutrients while restoring smoothness and strength. Drawing inspiration from nature, the system is infused with Red Algae extract + Keratin NutriComplex, and repairs the internal structure of damaged hair by directly interacting with the keratin, reconstructing and strengthening hair from within. Dove Regenerative Nourishment products will be available for purchase in mass, food and drug retailers nationwide beginning January 2016.For more information, customers can visit www.Dove.com, or Facebook, Twitter or Instagram.Dove® Hair is a Unilever’s brand.