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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- Puerto Vallarta
VRTC was selected as the agency of record for Puerto Vallarta in the United States. Puerto Vallarta is a Mexican resort town located on the pacific Coast in the state of Jalisco. VRTC is a Houston, TX, headquartered agency which also has offices in Los Angeles, CA, and Mexico City.
- Los Angeles Dodgers
The Los Angeles Dodgers announced that Walton Isaacson (WI) has been named the team’s advertising/marketing agency of record for 2013. WI will report to Executive Vice President and Chief Marketing Officer, Los Angeles Dodgers, Lon Rosen. “We’re thrilled to be associated with one of the world’s most iconic sports franchises,” states Aaron Walton, co-founder of WI. “The Dodgers are essential to the lifeblood of Los Angeles, and we look forward to working with Lon Rosen and his colleagues in what is truly an exciting new era at Chavez Ravine.”About Walton Isaacson.
- Chicago White Sox
The Chicago White Sox tapped PACO to provide Latino strategic planning, ideation, and public relations services. PACO will serve as the Latino public relations agency of record for the Chicago White Sox. The overarching goal is to create relevance and brand affinity between the Chicago White Sox and the Latino fan base.
Tampico Beverages Inc. wants to break into the carbonated drink industry, a move the company hopes will ultimately pave the way to expanding into different product categories. Tampico is best-known for selling refrigerated juice products heavily favored by Hispanic consumers around the world, but it wants to be much more, said Scott Miller, Tampico’s chief executive officer. The company will test several flavors of carbonated soft drinks in Chicago and Texas in the second quarter as it tries to steal market share from Jarritos, the top-selling carbonated soft drink among Hispanics in the U.S. Tampico will launch its first national advertising campaign in the form of television spots and billboards this spring to help strengthen brand awareness as it looks to build out its product portfolio. Previous marketing efforts have been more grass roots, such as ”banners at festivals or parades,” Mr. Miller said. “We want to get the message out that we are a national brand,” Mr. Miller said. Once that is accomplished, Tampico will embark on a global advertising program that would include its core markets of Guatemala, Haiti, Mexico, Brazil and Africa.
- Payless Shoesource
Payless Shoe Source assigned AOR responsibilities to Miami based MARCA for the Hispanic & Latin American markets, Adweek reports. Media planning and buying were not part of the review and those responsibilities remain at Publicis Groupe’s Optimedia.
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