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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Horizon and Innocean are partnering in a joint venture to create media agency Canvas Worldwide with Hyundai and Kia North America as its first first clients.
- MillerCoors: Henry’s Hard Ginger Ale and Henry’s Hard Orange Soda
MillerCoors, the Chicago-based joint venture best known for Miller Lite and Coors Light, plans to start selling Henry’s Hard Ginger Ale and Henry’s Hard Orange sodas in six packs of 12-ounce bottles (suggested retail price $8.99) and in 16-ounce individual cans to retailers across the country in January. Backed with a national ad campaign that will feature spots on television and digital marketing, MillerCoors is aiming its products at Gen Xers who grew up drinking soda and now have more disposable income to spend on boozy alternatives. Gustavo Aguirre, Associate Brand Manager Coors Light at MillerCoors will be one of the speakers at #Portada15, Portada’s upcoming Hispanic Sports Marketing Forum and 9th Annual Hispanic Advertising and Media Conference in NYC on Sept. 16 and 17.
- Hillary Clinton Campaign
Hillary Clinton has hired an experienced operative to lead Hispanic media for her campaign, adding Harry Reid’s senior adviser for Latino media, Jorge Silva, the campaign has confirmed, the Yucatan Times reports. Silva, who starts working today, is the latest example of the campaign’s focus on bringing on Hispanic staffers and gives it a deeply experienced team in the crucial swing state of Nevada.He developed and implemented Hispanic media strategy in states like Colorado, New Mexico, and some parts of California, in addition to Nevada, as the senior strategist for the Senate Democratic Caucus. Nathaly Arriola, who worked with Silva under Reid and served on Obama’s Hispanic media team during his reelection campaign, said he has been behind the scenes for every major push the Democratic Party has engaged in when it comes to the Latino community during the last four to five years. She said the Obama campaign modeled their Hispanic strategy after Reid’s successful 2010 reelection with a focus on regional and district-specific approaches to Latino media — something the sprawling Clinton operation can make use of.
Wheaties has partnered with a craft brewer to sell a beer called HefeWheaties that will be made by the Fulton brewery in Minneapolis and sold in Minnesota’s Twin Cities market for a limited time, according to Wheaties-owner General Mills.The beer is a Hefeweizen, a style “typically brewed with over 50 percent malted wheat, making it a natural fit for Wheaties,” according to General Mills.Ingredients include malted wheat, malted barley and hops from Germany, the U.S. and Australia.The idea came from Tony Libera, who manages the social media accounts for Wheaties and has a friend at Fulton, according to General Mills.
- LATAM Airlines
Interpublic has created a new agency group led by McCann Worldgroup and IPG Mediabrands to work for LATAM Airlines, which is now the largest airline group in Latin America after the consolidation of the LAN and TAM airlines.IPG won the business after a review, that began in March, which involved five agency holding companies. IPG’s bespoke agency team will be named Graphene and is responsible for global planning, creative, media, performance, social networks and CRM in the 24 countries where TAM and LAN currently operate. Working with Graphene, LATAM Airlines will roll out a new corporate brand image initiative over the next three years.The changes will start to be visible in the first half of 2016.The Chilean-based airline company is not considered a conflict with McCann Erickson client American Airlines, which the agency is defending in a creative review. LATAM and American are both part of the Oneworld Alliance, as is Cathay Pacific, which McCann also handles.The IPG team will include Worldgroup entities Reprise, Cadreon, MRM//McCann and Craft. It will be overseen by IPG svp, managing director Terry Peigh.
Toyota will offer a Summer Music Festival experience through the eyes of Mexican-American singer-songwriter Becky G and Puerto Rican singer-songwriter and musician Raquel Sofia.Powered by the Toyota Corolla, these artists will share their journey through real-time social media content. The series, “Musica y Destinos con Toyota,” kicked-off on Friday, July 31 with Becky G sharing her musical experience at Lollapalooza at Grant Park in Chicago. The iconic festival featured a diverse range of musical acts, including Paul McCartney, Sam Smith and Metallica.During the three-day event, Becky G met with Gogol Bordello, a Gypsy-punk band. Highlights from the meet and greet were shared via Facebook @ToyotaLatino and @BeckyG, and Twitter @iambeckyg. The artist also captured short videos of her adventure through her story on Snapchat, available to followers.Raquel Sofia joins Toyota for the Outside Lands Festival in San Francisco, Aug. 7-9. The three-day festival features performances by Billy Idol, Kendrick Lamar, Mumford & Sons, Axwell & Ingrosso, Twin Peaks and Clasixx, to name a few.Fans can follow highlights of Raquel Sofia’s journey through Facebook (@ToyotaLatino and @raquelsofiamusica), Twitter (@raquelsofia), and YouTube (ToyotaUSA) as she meets performers and festival attendees. =For each post, Toyota will donate US$1 to VH1 Save the Music.Toyota fans at both festivals can share their personal highlights at #VayamosJuntos.
Founders and Executive Producers Diego Luna, Pablo Cruz and Eric Bonniot announced the formation of GLORIA, a multi-platform production studio specializing in branded entertainment.The new production house launched with the signing of two of Mexico’s commercial directors, Rodrigo Valdés and Rogelio Sikander of The Maestros. In addition to Diego Luna and The Maestros, GLORIA’s directorial roster also features writer/director Jonás Cuarón (Gravity), who just finished his latest feature, Desierto, starring Gael Garcia Bernal, Alonso Ruiz Palacios, whose feature Gueros debuted at last year’s Tribeca Film Festival, Mario Munoz (Bajo La Sal), and Fernando Frias.Led by partners Luna, Cruz, and Exec Producer Eric Bonniot (Backyard Productions, A Band Apart), GLORIA is comprised of a team of Latin American directors as well as rising new talent at the culmination of thirty years of storytelling expertise, agency relationships, and branding strategy.With offices in LA and Mexico city, GLORIA’s eclectic mix of directors serves both Spanish and English markets.
Adidas has released the new ad, “Create Your Own,” by agency 72andSunny. The add shows an aspiring football pro leveraging his creative skills to take on some of the sport’s icons including Leo Messi, Gareth Bale, Thomas Muller, Mesut Ozil and James Rodriguez — and even NBA pro Ricky Rubio.Directed by Smuggler‘s Henry-Alex Rubin, the spot goes under the message that athletes need to “unfollow your heroes” and carve out their own path in order to achieve greatness.The new ad is part of the next phase of the Sport15 campaign that began in February with former agency 180 L.A. The new campaign’s focus on “potential greatness” seems to echo recent work for Adidas Originals, created out of Johannes Leonardo, in which Pharrell “passes the baton” of superstardom to up-and-coming artists. The “Create Your Own” ad will be running in more than fifty countries and will live on all channels, paid and owned.
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