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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- Tommy Hilfiger
West coãstiüs, Tommy Hilfiger Spring 2014 global advertising campaign ,will break worldwide in January 2014 as a multi-media program, with an online, print, outdoor and social media presence. It will appear in January 2014 issues, with full print ads running in fashion publications such as Vanity Fair, Vogue, InStyle, ELLE, Glamour, GQ, Details and Esquire. Multi-page inserts will be featured in select issues. Outdoor campaigns will be displayed in main cities like New York, London, Paris, Milan and Hong Kong .
MagicJack, a maker of an Internet voice phone system (VoIP), is looking to build a brand through a message of savings. With the tagline “Do The Math,” the new effort touts the company’s inexpensive offering when compared with more traditional telecommunications companies. The campaign includes new television, radio and print advertising, as well as updated packaging and a redesigned Web site, McDonald says. In addition to running ads on television, SiriusXM Radio, Pandora and Facebook, the brand will also support the effort through aggressive social media outreach, including introducing the hashtag “#magicMath” on its social media platforms. The company is also running Spanish-language advertising to tap into the relatively large Hispanic market that has been using the magicJack product, without any significant marketing to them. The company also recently introduced a Spanish-language site.
- Pizza Patron
After 10 years of franchising, Pizza Patrón is suspending its franchise program indefinitely. The company will continue development with some of its existing franchise partners, but will concentrate its growth focus on building company-owned stores. Company officials said the decision was made to ensure high company standards from store to store — the standards of operation, the quality of the products and service, improved marketing execution and more efficient policing of Pizza Patrón’s branding and trademarks. Pizza Patrón also recently signed its first-ever ground lease for a new freestanding prototype.The company estimates a 60-day construction process before it unveils the new freestanding prototype. For now, executives are keeping the address under wraps until the new restaurant’s opening which is anticipated to be sometime around the beginning of April. TruMedia recently took over media planning and buying duties for Pizza Patron.
The sandwich chain is planning to spend about US $41 million over three years on marketing specifically to kids, which will include TV, digital, in-store merchandising and social media, Ad Age reports. The campaign will launch in February but the first national TV spots, created by MMB, will air in March. The effort will urge kids to consume more fruits and vegetables and will tout new menu offerings. Subway is the first fast food chain to join Partnership for a Healthier America, which is supported by first lady Michelle Obama.
Goya Foods, the largest Hispanic-owned food company in the United States, has appointed Luis Tejada its vice president of sales. Tejada previously worked at Goya for nine years as a sales account manager.”As we continue to expand Goya’s wellness campaign, Luis will focus efforts on the nutritional benefits of our healthy line of high-quality and affordable products and reaching not only the Hispanic market, but bridging into the general market,” noted Bob Unanue, president of Secauscus, N.J.-based Goya. In his new role, Tejada will oversee Goya’s direct sales delivery (DSD) system of more than 2,200 products, focusing his efforts on strategic development and execution of sales and initiatives, while highlighting the diversity of each of the unique Latin cultures the company serves and meeting those needs from a business perspective. He will also further develop business within the general market while addressing the cross-cultural growth of the evolving U.S. population and the expansion of Goya.
Sporting goods and outdoor gear retailer REI is moving its US $40 million ad spending account from OMD, which participated in the review, to SMG’s Spark.
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