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.
Wal-Mart Seeks Content From Marketers as Part of ‘Print Plus’ Initiative. The retail giant wants brands to supply content, such as recipes and how-to videos, to use in its 80-million-circulation weekly circular. Smartphone users will see the content as they move their phones over the print ads. While some retailers like Safeway have said they may eliminate print circulars, Wal-Mart is still bullish on them. This new initiative will save Wal-Mart money by giving it free content, but it will also benefit marketers with mass print exposure.
Experian, the company that markets various credit-analysis products has replaced Ocean Media on the buying side and The Martin Agency, which handled media planning, Ad Age reports. Martin will still handle creative. Ocean Media did not participate in the review, but other media agencies pitching included Starcom, MEC and Horizon Media. This is a sizable media account, with about US $385 million spent on advertising in 2012.
- J.C. Penney
The retailer will reverse Ron Johnson’s strategy strategy of reducing discounts and put coupon advertising in newspapers again, William Ackman, the activist investor who recruited the ousted chief executive, said last week. Johnson, who was replaced by Myron E. Ullman III on April 8, implemented a pricing strategy that eliminated almost all of the company’s discounts and promotions in favor of everyday low prices. Shoppers shunned the department store chain, and sales sank 25 percent last year.
- Frozen Food Institute-Roundtable
The American Frozen Food Institute and the Frozen Food Roundtable, a coalition of freezer-case heavyweights including ConAgra, General Mills, H.J. Heinz, Kellog Co. and Nestlé USA, along with retail behemoth Wal-Mart are pooling their might to launch a campaign that could reach up to US $50 million in spending, AdAge reports. McCann Erickson is tipped to win the agency review for the push, whose goal is to warm consumers to the frozen-food aisle. The frozen-food players began early this year to build the skeleton of a multi-million-dollar campaign to target baby-boomer, millennial and Hispanic shoppers.
- Mayo Clinic
The Mayo Clinic has Launched a Spanish-Language Outreach Campaign. Every year, thousands of Spanish-speaking patients travel to the Minnesota-based nonprofit clinic from all over the world for cutting-edge treatment and Mayo has launched a new storytelling campaign to better connect with them. Historias Mayo is a series of Spanish-language video stories about Latino patients and doctors. It’s meant to inform people that Mayo is open to patients from all over the world, regardless of income or language, and that there are doctors and services available in Spanish. The videos feature both unknown figures as well as famous faces, like Mexican race car driver Adrián Fernandez and Venezuelan fencing champion Carmen Militza Perez, who is now a doctor at Mayo.
- Integrated Multicultural Media Solutions
Longtime media entrepreneur Pluria Marshall Jr. has launched a newly expanded media planning and buying firm that will execute advertising buys across all media – digital, radio, television, newspapers and magazines, officials announced today. The privately owned company, Integrated Multicultural Media Solutions (IMMSD) now becomes the nation’s only certified, full-service African-American media management company, Marshall said, uniquely positioned to serve the broader needs of advertisers and agencies. “Too often, media agencies lack meaningful knowledge about how to effectively reach consumers in diverse communities – especially black communities,’’ said Marshall, president and chief executive of IMMS. “That’s not a mistake you can afford to make with a black consumer base that’s expected to spend more than $1 trillion on goods and services in the U.S. this year,” he added. Founded in 2012, IMMS is an ideal strategic partner for any advertiser or agency seeking experts in multicultural media planning and buying, Marshall said. Media expert Randy Novak, a top executive at Geomentum/NSA – the nation’s largest hyperlocal media and marketing agency – said the experts at IMMS do what needs to be done to service client needs.
Aflac, the supplemental insurance company in the United States, introduced its latest Spanish language television commercial, Physical Therapy. The funny and informative ad debuts today Monday, April 15, on local Telemundo, Univision, Telefutura and Estrella TV stations in Miami, New York, Los Angeles, Houston, San Francisco andOrlando. It will also air on two television networks in Puerto Rico and on radio stations in all of these same markets. This integrated campaign also reminds consumers to visit Aflac’s latest innovation called the Real Cost Calculator, which provides valuable information to help policyholders and potential policyholders understand the out-of-pocket medical and household costs associated with an individual or family member who is injured or diagnosed with an illness. This innovative tool is being unveiled en Espanol for the first time at Aflac.com/costoreal. “In any language, Physical Therapy sends a very serious but entertaining message about how our policies can help people focus on recovery rather than worry about finances when a medical setback occurs,” said Aflac Executive Vice President, Chief Marketing and Sales Officer, Michael Zuna.
- Group M
GroupM has created a new unit designed to help beef up the operation’s multicultural offering. It will be led by Gonzalo Del Fa, currently managing director of MEC Bravo, the Hispanic specialist unit at GroupM media shop MEC.
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