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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- Baja Auto Insurance
Baja Auto Insurance announced that it has launched a revamped website and powerful new tools to enable people to easily find Baja locations online. Individual Baja locations all over Texas can now be found for insurance-related queries in English or Spanish at Google and other search engines and will sponsor search results throughout a network of Hispanic Internet destinations. Baja’s new mobile website is location-aware so users can find the closest Baja store with just the touch of a button. “Re-launching our website and the new mobile presence was a strategic imperative for Baja in 2013,” said AJ Jamal, Marketing Director of Baja Auto Insurance. Baja partnered with YaSabe – a provider of location-based information for US Hispanics – to manage its online presence in Spanish.
MayTag parent company Whirlpool will spend US $50 million on the campaign for a campaign on Maytag appliances. The campaign, which will initially include digital advertising and an online microsite, was created by Team 180, part of the DigitasLBi unit of Publicis Groupe, which was formed to specifically handle the Whirlpool account.Commercials began online last week and will be more widely introduced via television beginning March 3.
- Unified Grocers
Unified Grocers, the Los Angeles-based retailer-owned cooperative, said it was pleased with the turnout at its first-ever Hispanic marketing events during the first weekend in January, Supermarket News reports. These events are scheduled to continue throughout the year as part of the company’s new marketing initiative.Participating manufacturers sponsor booths for sampling and coupon distribution. Called “Celebremos!” — “Let’s Celebrate!” — the store-front events are scheduled to be held every weekend at various stores in Southern California, Northern California and Las Vegas, with booths sponsored by participating manufacturers for sampling and coupon distribution. General Mills and Nestlé are hosting four booths each at the first few events, though additional booths featuring more manufacturers are being considered for future events.
- Starcom Media Vest Group – Magazine publishers
Starcom Media Vest Group introduced Content@Scale, a platform that uses data to connect brands with relevant content from magazines and distributes it across several channels. Content@Scale allows for total customization and automation and real-time marketing. SMG is aligning its new product with more than 20 publishers, including brands from Time Inc., Martha Stewart Living Omni Media and Glam media.
Honda introduced a new Spanish-language campaign for the 2014 Honda Civic Coupe targeting younger Hispanic adults. The multiplatform campaign, created by Orci, includes appearances by star footballer Rafa Marquez and an infectious techno tune, “Canción de Fútbol” (Football Song), written by Orci and produced by the Spanish electronic music band Kinky. The TV spot, directed by Diego Luna and airing on Spanish-language broadcast and cable networks, shows young fútbol fans listening to the song as they head to a game in their Honda Civic Coupe; they soon notice that everyone around them, including Marquez and thousands of other fans, is singing along to the chorus. The campaign includes online, mobile and social placements. Orci is also handling Honda’s Hispanic Twitter feed, @HondaLatino, which is kicking off the #GolGol campaign.
Separately, Honda launched a digital Agency Review. The Japanese automaker is looking for an agency that can help it become more innovative and target a younger consumer, according to a report in Ad Age. Currently, Honda’s creative agency RPA supports digital marketing and creative for the Honda brand, while L.A.-based Genex handles some digital work, mainly for the Acura brand. Meredith Xcelerated Marketing has also done some digital marketing for the company. In March, 2013 the Honda retained RPA as its creative agency on the Honda business. Boston-based Mullen was awarded Acura creative and Publicis Groupe’s MediaVest tapped as the automaker’s new media agency.
The Jeffrey Group spun off Pinta, a new cross-cultural ad agency that has opened in the U.S. with offices in Miami, New York and Los Angeles.The new agency will focus in the US Hispanic anc cross-cultural markets. It will offer a marketing services including Media Buying/Planning, Digital, Communications, Strategic Planning, Research, Experiential, and Grassroots.
- Brown Forman/Tequila Herradura
Tequila Herradura named Fallon Minneapolis, a division of Fallon World wide, part of Publicis Group, as the brand’s new global agency of record. Universal Mc Cann will continue to be in charge of media buying and planning. The appointment follows an agency review and Brown-Forman’s October announcement adding Fallon to the roster for Woodford Reserve Bourbon. It represents Fallon’s third new-business win in less than two months. Fallon clients include Travelers, Nestlé Purina, Woodford Reserve, H&R Block.
Chevy has moved all its Hispanic Advertising To McCann’s Casanova Pendrill. The shift from Omnicom’s LatinWorks to the IPG specialty agency essentially consolidates Chevy’s Hispanic ad business with its general market advertising that is handled by Commonwealth, McCann’s dedicated agency for the General Motors’ Chevrolet account. For now, Omnicom agency Spike DDB will continue to handle Chevy’s African-American ad business. Carat will continue to handle Chevy media buying and planning.
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Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Nicolas Miranda at 1-800-937-5322 or e-mail him at firstname.lastname@example.org