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.
- Human Care HSP
Two agencies are partnering to introduce a Pharma Marketing unit. McCann Human Care and sister agency Casanova Pendrill (both owned by Interpublic) are introducing HumanCareHSP. HumanCare claims to be very knowledgeable about the regulatory environment associated with pharma advertising. Advertisers have often found regulatory hurdles to the efficient deployment of Hispanic pharma advertising (including issues such as the translation of indications).
Wal-Mart Stores plans to focus more on reaching the Hispanic consumer, the Citywire reports. Stephen Quinn, executive vice president of marketing for Wal-Mart, told suppliers at the beginning year meeting 10 days ago in Orlando that the retailer’s marketing focus this year is in step with the merchandising goals of localization, being more competitive locally and more keenly focused on Hispanic shoppers. The retailer said last year it planned to ramp up that investment by 100% in the next year or so.The majority of Wal-Mart’s Hispanic stores are concentrated in 8 states including 171 in Texas, 126 in California, 50 in Florida, 36 in Arizona and 33 in New Mexico. More than 800 Walmart Stores across the United States are deemed Hispanic.
- Rooms to Go
Rooms To Go has entered into a multi-year licensing agreement with Hispanic actress and businesswoman Sofia Vergara and plans to launch a home furnishings collection in her name in late fall. According to Furniture Today, the 130-store Top 100 company plans to start “smallish,” said CEO Jeff Seaman. While he declined to disclose the number of pieces or SKUs in the contemporary line, he said it will include living room, bedroom and dining room furniture along with accessories.Seaman said the line should appeal to shoppers across many cultures, not just Hispanic consumers.Terms of the deal were not disclosed.”True to the retailer’s strategy, the Sofia Vergara Collection will be merchandised and displayed in complete room groupings designed to provide customers with inspiration, affordability and ease of shopping,” RTG said in a statement.Vergara will be appearing in RTG’s commercials and other marketing material as well as visiting stores, Seaman said. The retailer – with dual headquarters in Seffner, Fla., and Atlanta and estimated 2012 sales of $1.61 billion – hasn’t chosen all the suppliers for the collection yet, something Seaman said it wants to accomplish at the April High Point Market.
- American Honda Motors
American Honda Motors has concluded its Media Review which began in December. MediaVest was selected as the media agency serving both brands, with RPA selected as the creative agency for the Honda automobile brand and Mullen as the creative agency for the Acura brand. La Agencia de Orci & Asociados will continue to be Honda’s Hispanic creative agency.
As part of Bashas’ Family of Stores’ ongoing restructuring efforts and to position the company for rapid growth, the company has named Edward Basha III as president, CEO and chairman of the company. Jim Vaughn, who recently served as a division president of Albertsons, is joining the company as senior vice president of procurement and marketing.
- Amigo United Supermarket
The Amigo’s United Supermarket franchise is adding a new location in Hereford, Texas, its fourth in the Lone Star State. The new location will bring 125 new jobs to the area when completed by 2014.Amigo’s also has stores in Lubbock, Plainview, and Amarillo, Texas, according to ConnectAmarillo.com.”We know two things. Number one, the population of the state of Texas is growing. Number two, the fastest growing part of that population is the Hispanic population, and that’s especially true in West Texas,” said Amigo’s United Director of Communications Eddie Owens.
Kia Motors wants to become the number one brand among North American Hispanics. To achieve that goal, the firm is increasing its presence in Latino media, Kia’s U.S. marketing director, Tim Chaney, said in an interview with Efe. One sign of this is the recent agreement with Univision to sponsor the beauty competition program “Nuestra belleza latina,” one of the most successful reality shows on Hispanic television in the United States. Chaney told Efe that the South Korean manufacturer is fully immersed in the process of revamping its multicultural communications strategy and emphasized the importance Kia places on the Hispanic community in North America.“The Univision agreement is part of the plan to invest much more money and effort in Hispanic media,” Chaney said. “There’s a great growth opportunity. You can’t be part of the current predominant cultural trend if you don’t invest in the Hispanic market,” he added.
Rick Gomez is Target Corporation’s new senior vice president of brand and category marketing. In 2011, Target ranked 29th among the 50 largest advertisers in Hispanic media, spending $45.6 million, according to Advertising Age. The retailer recently partnered with music produce Emilio Estefan to curate a special selection of movies, music, and books called “Emilio Estefan’s Picks.” Target also tasked Estefan with signing exclusive partnerships with Latin music artists.Gomez used to run marketing at beer giant MillerCoors.
- Crown Imports
Crown Imports toasted another year of strong growth as it outlined its 2013 sales and marketing plans to its U.S. distributor network and select retailers at the Gold Network Summit, its recent annual meeting in Fort Worth, Texas.Last year proved to be a good year for the company, which saw 4.7 percent growth. Its flagship brand Corona Extra increased 2 percent and exceeded annual sales of 100 million cases. Modelo Especial broke the 40-million case mark, up 20.6 percent, and Pacifico was up 8.5 percent, according to the company. The stability and long-term line of sight that our 2012 performance gives our business is exactly what we’ve worked so hard to achieve. And, very importantly, it provides a far clearer roadmap to guide us on our march to fulfill our vision — to capture 20-percent dollar share of the U.S. beer business,” said Bill Hackett, president of Crown Imports.On tap for 2013, the importer will launch new creative campaigns for all the Crown brands, including new Corona Extra “Find Your Beach” TV ads, new creative for Corona Light, and new general and Hispanic market TV ads for Modelo Especial. Pacifico and Negra Modelo will see new TV advertisements in 2013 as well, the company added. (Read our Interview with John Alvarado, Senior Director of Marketing at Crown Imports)
- Phoenix Suns
The Phoenix Suns have launched a Spanish-language website aimed at Hispanics fans. The site features translated content from the English-language Suns.com website.Market estimates show Hispanic fans make up as much as 30 percent of Suns supporters as well as the fan bases of the Arizona Cardinals and Arizona Diamondbacks.“We have received an incredible amount of support from our Spanish-speaking fan base over the years,” said Suns President Jason Rowley. “The new website offers our loyal fans a new channel and a new way to follow the team, in addition to providing our marketing partners a platform to connect with the Hispanic community here in the Valley.”
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