A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Multicultural market and/or targeting Multicultural consumers right now.
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Mattel has put its US$150 million media planning and buying account in the U.S. in review.It is uncertain whether Mattel will bring on one or two agencies to handle the business.Publicis Groupe’s Starcom is the incumbent on the media planning account since 2005.WPP’s MindShare currently handles media buying for Mattel in the U.S.
- NHI & DishLATINO
The National Hispanic Institute (NHI) and DishLATINO are joining forces to promote leadership and education among the next generation of young Latinos in the U.S. DishLATINO has begun contributing advertising time on nearly 30 top Spanish language networks to tell the story of NHI and its mission to engage achieving high school and college students in community leadership roles.Founded more than 37 years ago, NHI invests in students through educational programs, civic engagement and an emphasis on community service.The ad spot educating DishLATINO customers about NHI can be found here as it airs (Spanish only) and here with English subtitles. DishLATINO also developed a promotional video for NHI’s use which can be found here.The campaign announced aligns with DISH’s broader corporate citizenship program, DISH Cares, which fosters community engagement with an emphasis on STEM education and workforce development.
- Cargill’s Rumba Meats
Cargill is repositioning its Rumba line of fresh variety meats with an emphasis on Hispanic consumers, a segment of the U.S. population that enjoys and values traditional ethnic food. Each element of Rumba’s new marketing effort – including its packaging, logo, point-of-sale materials, online advertising and tagline – was tested with consumers. Vibrant colors, such as red, blue, yellow and green hues that were selected for Rumba Marketing elements with Rumba’s new look include packaging, a Facebook page (https://www.facebook.com/Rumba Meats), Internet website (www.rumbameats.com), digital banner ads, YouTube, Pandora Internet Radio ads and retail point-of-sale elements. Wichita, Kansas, based agency Sullivan Higdon & Sink is Rumba Meats AOR, including for media planning and buying. (Check out our interview today with Carolina Tabares, Senior Brand Manager Rumba Meats at Cargill).
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Target has released its’ holiday spots from 72andSunny and Team Arrow Partners aimed specifically at Hispanic shoppers, which over-index in Target’s customer base.Its ads include “The Toycracker,” a Broadway-musical inspired spot which stars a little girl, Marisol, and Target’s mascot, Bullseye the dog, as well as a parade of toys you can buy at Target.John Legend and Chrissy Teigen will appear in two four-minute videos airing during ABC’s broadcast of Frozen on Dec.Target will run 16 TV spots throughout the holiday season, and is increasing its TV spend 21 percent over 2015, with a 67 percent increase in Spanish language TV spend.
Miami tourism organization Greater Miami Convention & Visitors Bureau (GMCVB) has appointed VML as its new global marketing agency of record following a formal review resulting in a four-year contract with an additional one year option for the WPP agency, Mediapost has reported. VML services will include brand strategy, strategic planning, media planning and buying as well as creative development.
- Dos Equis
After premiering a trailer of The Most Interesting Man in the World last month, Dos Equis released a full-length commercial today, “Airboat.” The campaign features a more interactive character whose adventures show why he’s different and how he’s gained his legendary status. The commercial also portrays how the creative and character have evolved over the past decade, reflecting the differences of what it means to be interesting to today’s millennial beer drinkers 21 and older.The creative evolution of the campaign, created by Havas Worldwide, is deeply rooted in research that the meaning of interesting has changed over the past decade.The Most Interesting Man can also be seen giving a nod to the sport, and will be featured in two additional football-themed commercials running from the Playoff through the College Football Playoff National Championship on January 9, 2017. The 15-second spots launch November 14.
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