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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Executives from two Omnicom Group shops in Austin, Texas, are opening a new multicultural agency together to target Hispanic millennials, called Sibling. The new agency is an effort of Alejandro Ruelas, co-founder, managing partner and CMO of leading Hispanic shop LatinWorks; former LatinWorks Creative Director Rafael “Rafa” Serrano; and GSD&M CEO Duff Stewart.Mr. Ruelas and his LatinWorks co-founder Manny Flores will own a majority share in Sibling, with a 49% stake for GSD&M.Sibling co-founders Mr. Ruelas and Mr. Stewart will keep their jobs at their respective agencies; Mr. Serrano will be fulltime at Sibling.Sibling is likely to function partly as a conflict shop for LatinWorks,one of the biggest Hispanic focused agency, which is already shut out of numerous categories thanks to a client list that includes Anheuser-Busch, Domino’s Pizza, Mars, Lowes, PepsiCo, Kimberly-Clark and Target.
- Sprint-Prince Royce
Prince Royce, award-winning artist and one of Latin music’s fastest-rising superstars, has been rehired by Sprint’s new Hispanic Business Unit. He will work with the company to help develop unique music-related initiatives and programs.Prince Royce got his start as a Sprint employee in New York, working toward his goal of becoming a professional musician. Using the money he made at Sprint, Prince Royce recorded the very demo that helped launch his first album and kick-start his musical career. Prince Royce recently scored a mainstream US hit with his first English-language single, “Stuck On A Feeling” featuring Snoop Dogg. Royce also has a song featured in the “Furious 7” soundtrack, entitled “My Angel” and will soon be releasing “Back It Up” featuring Pitbull, the second single off his upcoming debut album in English, due out this summer. The artist will also be a Special Guest onAriana Grande’s Honeymoon Tour starting in July. Royce has garnered over 150 nominations from the likes of the American Music Awards, Billboard Music Awards, Billboard Latin Music Awards, Premios Juventud, Premios Lo Nuestro, Broadcast Music Awards, the Latin Grammys, MTV Video Music Awards, Latin Songwriters Hall of Fame and the American Society of Composers, Authors and Publishers Awards. In sum, the royal record producer has won 66 awards for his contributions in the Latin music industry.
- Goya Foods
Goya Foods, one of the largest Hispanic-owned food company in the United States, has opened new state of the art and sustainable corporate headquarters in New Jersey as part of a US$500 million global expansion over the past 10 years. The opening of the new facility ensures the retention of over 500 existing local jobs and offers 100 new positions. In addition, the three-year project added 150 on-site construction jobs.Goya’s new center features a 600,000-square-foot warehouse for distribution and 42,000-square-foot corporate office space in Jersey City as well as a renovated 240,000-square-foot production facility in Secaucus, totaling nearly 900,000-square-feet on 58 acres of land. Constructed to provide a net zero carbon foot print, the Jersey City facility will be 100% powered by a solar powered energy system using 12,000 panels on 11 acres of rooftop. The system will fulfill the entire facility’s electrical needs without drawing any energy from the public grid. In total, Goya has 26 facilities throughout the United States, Puerto Rico, Dominican Republic and Spain. In 2014, Goya opened up three new facilities in Texas, California and Georgia.
- Wells Fargo
Wells Fargo is embracing diversity in its new brand effort called “Why I Work.” The first of seven spots that will roll out this week, called “Learning Sign Language,” features a lesbian couple that is learning sign language to speak with a young, deaf girl they’re adopting. The company wanted to create a more personal connection with consumers and highlight why people actually work. Wells Fargo’s effort features everyday people and no products. Instead, the company is pushing products through digital and other campaigns, including “Wells Fargo Works,” which breaks this week and caters to small businesses, and the millennial-focused “Done” push.The ads include: “Sales Department,” about a man running a small business on his own; “Gaby,” depicting a Hispanic family with their own business; “Souvenir,” featuring a real-life father and daughter; and “Waiting,” which is aimed at seniors and highlights Wells Fargo’s retirement business. Two additional spots will break in May for a total of 9 TV ads.The spots close on the brand’s iconic real-life horse-drawn stagecoach, as opposed to the illustration used in earlier ads.Wells Fargo will also encourage people to share their work stories with the hashtag “#WhyIWork.” The company tapped social influencers to highlight workers on Instagram and other platforms, and produced a series of profiles and 30-second vignettes showcasing everyday people in their work environments, like a roller derby marketer in California.Multicultural agencies Muse, Acento and DAE also worked on the push, and Omnicom Group’s OMD, andlegacy agency UM, handled media.
- Bud Light
Anheuser-Busch InBev is facing negative publicity over a Bud Light marketing message scrolled on some bottles that some critics say can be interpreted as contributing to a rape culture.The message states that Bud Light is the “The perfect beer for removing ‘no’ from your vocabulary for the night.” The message is one of more than 140 different sayings printed on bottles as part of the brand’s “Up For Whatever” campaign, which is by BBDO, New York and is aimed at linking Bud Light with spontaneous fun.The brewer apologized for the message, but the damage was already done.
MediaCom has won Tesco’s estimated US $140m media planning and buying, ending the brand’s long-standing relationship with IPG Mediabrands’ Initiative.The GroupM agency is believed to have defeated Initiative, M/SIX and ZenithOptimedia in the review.It brings to an end a 20-year partnership between Initiative and the UK supermarket chain.In January, Tesco appointed BBH to handle its creative account, ending its two-year relationship with Wieden + Kennedy.
Beginning this month, PepsiCo’s Naked Juice ads will begin appearing along paths at a public park in Dallas and in Ft. Lauderdale, Fla. Negotiations are underway to bring branded bike lanes to Boston and Portland, Ore. The approach is part of the “everything is media” strategy pushed by the marketer’s media agency,Omnicom Group’s OMD. No one has targeted bike lanes on this scale, according to OMD.As Naked consumers are “constantly on the go,” the PepsiCO’s thinks that these branded bike lanes are a creative and authentic way to talk to them where they already are. It is also a relatively inexpensive form of advertising. The Naked ads are a “good audience match” for the park because of the brand’s family and health image.
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