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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- MDC Partners – Assembly
MDC Partners announced the formation of Cultura United Agency a new cross-disciplinary marketing firm uniting specialized full-service advertising and public relations expertise with deep insights across Hispanic, African American and Asian audiences. MDC, in partnership with Doner, has structured Cultura United Agency to help marketers and agencies effectively communicate and elevate brands in today’s increasingly multicultural marketplace. All media will be handled by sister agency and media partner Assembly. Multicultural marketing communications executive y Anita Albán Gastelum was tapped to lead Cultura United Agency.
Domino’s Pizza introduced a new ordering option, which combines two new-to-the-world innovations – ordering via tweet and ordering via emoji, specifically the pizza emoji. The ordering platforms are launching throughout the U.S.. Domino’s is the first brand to use an emoji on Twitter to place and complete an order.Customers who add their Twitter handle to their Domino’s Pizza Profile will be able to re-order their Easy Order by simply tweeting #EasyOrder or the pizza emoji to @Dominos. Domino’s will then send their Easy Order through an automated direct message, which customers must confirm. Customers who do not have a saved Easy Order will be prompted to set it up in their Pizza Profile.Ordering through Twitter joins Domino’s list of AnyWare™ ordering options: Samsung Smart TV®, Pebble smartwatch app, Android Wear smartwatch app, Ford SYNC® AppLink™ system and voice ordering with Dom.
Jewelry brand TISSINI has announced the launch of its new line, exclusively designed for the U.S. Hispanic women. TISSINI wants to “give Hispanic women the possibility to generate an additional income stream through a simple hassle-free method for selling fashion accessories. No pyramid schemes or multi-level programs.” TISSINI’s customers have the opportunity to earn 50% of what they sell, period. This business model is primarily offered to women.Why women? TISSINI’s slogan, “Crea tu Mundo” means “Create your World” and speaks directly to Latinas, who are driven women that strive to improve their own lives and particularly the lives of their families.The U.S. Hispanic population keeps growing and TISSINI believes that women need to be empowered so they can ensure a good future for themselves and their families. Latinas are hard workers with a high degree of integrity and TISSINI wants to make sure their customers feel that way. This is why TISSINI’s first product line is jewelry. The goal of TISSINI is to become the preferred company for catalog sales of fashion accessories for Hispanic women. This might as well be a direct challenge in the U.S. to many well-established companies like Avon and Mary Kay who are multi-level and cater to the complexity and desires of women worldwide, not just Latinas.
- Energy Industries Association (SEIA)
The Solar Energy Industries Association (SEIA) has become one of the first national trade associations to feature a Spanish-language section on its website.An Español click-through button is now located just below SEIA’s logo on its home page banner. Among other things, the new Spanish-language section will include a Solar 101 tutorial, information about the solar industry’s diversity efforts and how solar has become one of the fastest-growing industries in America.According to the Pew Research Center, Spanish is far and away the most spoken non-English language in the United States. Today, nearly 40 million people 5-years and older speak Spanish – and that number is expected to grow significantly by 2020, according to U.S. Census Bureau projections.Women account for more than 37,500 solar workers across America – 21.6 percent of the industry’s total workforce – while Latinos and Hispanics make up 16.3 percent.According to industry projections, by 2016, solar will help to displace an estimated 45 million metric tons of damaging carbon emissions – the equivalent of removing 10 million cars off U.S. roads and highways.
- Pepsi Limon
Pepsi is launching Pepsi Limon, a new flavored cola made with just the right amount of authentic lime juice. Handcrafted and inspired by the preferences of Hispanic consumers, Pepsi Limon combines the distinct flavor of Pepsi with a hint of real lime juice resulting in a great tasting cola. Featuring real sugar, Pepsi Limon captures the tart, refreshing taste that Hispanics love to enjoy with their meals and in their beverages.The introduction of Pepsi Limon reinforces PepsiCo’s commitment to growing its diverse beverage portfolio and providing great tasting options for Hispanic consumers. Working closely with Adelante, PepsiCo’s employee association that fosters relationships with the Hispanic community, Pepsi identified the need for a beverage made with real lime juice to deliver for the taste palates of our Hispanic consumer. OMDis Pepsi’s media agency.
- Volkswagen Group
Volkswagen Group has set for a global media agency review.VW Group, which owns both Audi and Porsche, currently works with WPP’s Mediacom in various markets, including the U.S. The shop retained its business after a review that took place a couple of years ago.The upcoming review is likely part of a multi-year routine, according to one industry executive.The company spent US$605 million on U.S. measured media in 2014, according to Kantar Media.The German automaker joins a slew of other larger companies evaluating their media agency relationships.
Chemical company BASF is reviewing its global planning and buying business, now handled by UM. UM has been invited to defend, and the process is expected to stretch through the summer.BASF’s media spend in the U.S. alone last year was more than US$22 million, down from nearly US$29 million in 2013, according to Kantar Media.Since January, more than a dozen marketers that collectively spend a staggering US$7.23 billion in media annually have launched media reviews.The list includes Procter & Gamble, Unilever, Coca-Cola, SC Johnson, Visa, L’Oréal, Citi, 21st Century Fox, Wells Fargo, Coty, CVS, Royal Caribbean and Scotts Miracle-Gro. Sears Holdings’ review of its Sears and Kmart brands also includes media responsibilities.
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