• Juanita's Foods

Juanita's Foods has announced the launch of its new Back-to-School promotional campaign. The campaign aims to financially help parents and educators in these rough economic times, while aiding in the educational development of tomorrow's leaders.

The Juanita's Back-to-School promotion will award 50 $1000 prizes nation-wide. "This year's promotional campaign has been designed with the economic crisis in mind, as a means of extending a helping hand to our customers during the 2009-2010 school-year" said Aaron De La Torre, Juanita's Foods Co-CEO. 

"One of the primary reasons for the growth of the US Hispanic market is that parents want their children to have the best education possible. Juanita's understands this and is eager to lend a helping hand during these difficult economic times." said Mark De La Torre, Juanita's Foods Co-CEO.


  • Clarins

Skincare brand Clarins launched a campaign for a new product line with the unveiling of its corporate Facebook and Twitter sites. The new Multi-Active Day skincare was released earlier this month and is aimed at a younger demographic for the beauty brand – the under 40-year-old woman – so Clarins decided it was a good opportunity to introduce its first social media efforts.

The initiative is one element of a larger marketing campaign, including advertising and PR, for the Multi-active Day line, which starts at $54. The company would not disclose the PR budget, but Dempsey noted that for the first time, the company is extending a larger portion of its dollars to PR and social media.

This week, the team, including interactive agency Special Ops Media, will promote the launch of the social media platforms and skincare products through an announcement to bloggers, Web sites, and short-lead media outlets. In the future, the new Twitter and Facebook pages will be used to promote initiatives for other lines and highlight additional Clarins projects. In March, the company had announced its plans to expand its PR activity in an effort to reach a wider range of consumers, including a more youthful audience and a Hispanic consumer-base.

  • Howard, Merrell & Partners

Howard, Merrell & Partners, a strategic branding and advertising firm, recently expanded its services with the formation of a Hispanic Marketing Group. The Group will focus on the development and execution of advertising, direct mail, public relations and social media marketing specifically targeted at the Hispanic market.

Portada talked to Jim Cobb, president and CEO of Howard, Merrell & Partners, for more details on the newly formed group, click here.


  • Grupo de Entretenimiento Trimarchi (GET)

Trimarchi Investments has contracted The Group in an effort to reposition their corporate image and TeleRevista Magazine. GET delivers over half-a-million impressions via various properties including, TeleRevista and Punto y Claro, and have TV and radio segments. The Group’s first assignment is to reposition and re-launch TeleRevista, a GET’s core publication that has been in the market for 17 years.

“THE GROUP was selected after a review of agencies turned out that they had the most experience launching brands and they had the most creative solutions to take our brands to the next level”, said Salvatore Trimarchi, GET CEO.


  • Red Cross

The American Red Cross plans to target moms and small businesses with the launch of a cause marketing campaign with Clorox and FedEx to raise awareness about disaster preparedness. The campaign began last September first. The ongoing effort will use social media and traditional media to encourage the public to prepare for emergencies, said Mark Ferguson, officer of corporate partnerships for the Washington-based nonprofit.

The Red Cross is reaching out to trade media, business media, and the major daily newspapers in advance, and has plans for an SMT with national and regional outlets on September 11, led by campaign spokesperson Jamie Lee Curtis. It is also reaching out to mom bloggers, as well as bloggers who cover marketing and advertising and nonprofits, and Spanish-speaking bloggers who have a Hispanic audience, noted Jennifer Lubrani, a media coordinator for the Red Cross' communication and marketing department.

The goal is to reach mothers, with children who are 18 years old or younger, through partner companies like Clorox and FedEx using the Red Cross Web site or social media channels like YouTube, Flickr, and Facebook.

The campaign was coordinated in-house by the Red Cross, said Ferguson. It is not working with an agency.


  • Alpine Access

Alpine Access, the provider of contact center solutions for brand-conscious companies, announced that the company is hiring 400 bi-lingual employees within the next four months. The company is looking for customer care professionals who speak Spanish or Chinese (Mandarin and/or Cantonese specifically) as well as English in order to meet demand from new and existing customers. These bi-lingual positions provide the ability to work from home and can be based throughout the nation.


  • Casa Latino

Casa Latino Franchise Corporation, the network of Hispanic real estate offices, has executed its first regional development agreement with Casa Latino Global Development, LLC.

Based in Celebration, Florida, Casa Latino Global Development, LLC, (CLGD), owned and operated by Joseph and Michael La Rosa, became a franchise owner in late 2008. Now, less than a year later, the company has opened more than a dozen locations in Orlando and has forged an alliance with Casa Latino Franchise Corporation, the franchisor.

Effective immediately, Casa Latino Global Development will be developing teams in the following markets to sell, open and operate new Casa Latino Real Estate offices: Houston, TX, Atlanta, GA, Nashville, TN, Memphis, TN, Baton Rouge, LA, New Orleans, LA, Little Rock, AR, Fayetteville, AR, Raleigh Durham, NC and Charlotte, NC.


  • Miami International Fashion Week

Beth Sobol, president of Sobol Fashion Productions, has assigned Silva+Pardo Advertising as the Special Projects Communication Agency for the 12th edition of the Miami International Fashion Week that will take place from Thursday March 18 to Sunday March 21, 2010 in Miami, FL.

In 2009, over 10,000 designers, models, celebrities, fashion aficionados and fashion media from around the world took part in the 11th edition of this remarkable event. For the 2010 edition, Silva+Pardo Advertising will develop a multiplatform B2B-B2C campaign that will be launched in the final days of September, 2009. This strategy will complement the efforts of The Godoy Oliva Group, which is the Business Developing Consultant to Sobol Fashion Productions.


  • Arrowhead Advertising

Arrowhead Advertising, a company from Peoria (AZ), reported revenue of $1 million in 2005 and is projected to bring in $5.2 million in 2009. Peoria resident Kyle Eng founded the company in 2003 and remains its CEO.

Eng stated: “Our interactive division is the fastest growing area of our company. When we started, we did mostly traditional television, radio and print ads. That changed when we saw more consumers were getting their information through mobile networks. Online advertising is no longer about creating something for just the computer. Something that you see on a 19-inch screen might likely be invisible on a Blackberry or iPhone. We've been able to adapt.”

Arrowhead most important clients are in the automobile industry: Hyundai, Nissan, Chrysler, GP Ford.


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

Write A Comment

Get our e-letters packed with news and intelligence!