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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- “All you need is Ecuador”
Ecuador is launching the global tourism campaign: “All you need is Ecuador”. Nineteen cities around the world, seven of them located in Ecuador, will see giant 19-foot letters appear on April 1 at 9 a.m. in emblematic places. These letters, put together, will make up the phrase “ALL YOU NEED IS ECUADOR”, the slogan of this tourism campaign that highlights the tourism attractions this South American country has to offer. The Ministry of Tourism of Ecuador acquired the rights of use of The Beatles’ original song “All you need is love” to be used in promotional pieces .
This initial stage of the campaign consists of a 10-day launch in Paris, Madrid, Sao Paulo, Bogotá, New York, Santiago, Berlin, London, Lima, Mexico City, Amsterdam and Buenos Aires; while the Ecuadorian cities where these letters will appear are: Cuenca, Manta, Loja, Guayaquil, Tena, Santa Cruz and Quito.
Each letter will have a different design representing a product, artistic expression, activity or attraction of the country. These designs were selected by the Ministry of Tourism considering each city’s target audience. Each letter has a quick response (QR) code, a web address and a hashtag (#) inviting the audience to interact with this campaign and find out what the letters mean.
To publicize Ecuador’s tourism attractions, a large-scale campaign was launched on February 28 using social network and digital platforms such as: Twitter , Facebook and the website. The #AllYouNeedIs hashtag used in these platforms has become a global trend that managed to make an impact on 20 million people within a period of less than 15 days.
- Taco Bell
The Mexican fast food chain Taco Bell, has hired a bunch of real guys named Ronald McDonald, the same name as rival McDonald’s mascot, and has them appearing in new commercials where they tout Taco Bell’s new breakfast menu. The commercials were created by Deutsch Los Angeles. Although they do not make any mention of McDonald’s, the commercials are aimed to get people understand that there are more alternatives to their breakfast routine, according to what Taco Bell president Brian Niccol told Ad Age. As said by Niccol, the campaign spending will be more than what the chain spent on its Doritos Locos Tacos launch.
TV spots promoting the wireless carrier’s “Framily Plan,” created by Figliulo & Partners, will introduce the “Frobinsons,” including the patriarch (a hamster voiced by Andrew Dice Clay); an 8-year-old daughter who speaks only French; an African-American grandpa who is a former techie for Jimi Hendrix; and a goth family friend named Gor-Don. The serialized story line will unfold across TV, print and digital and the family will have a dedicated page on the Sprint website. As Sprint is No. 3 in sales among wireless carriers, this campaign is attempted to grab attention and to create more sales.
Here is the spot:
NBCUniversal is reviewing the digital work currently handled by Ignited, El Segundo, Calif., according to Admweek. The assignment covers digital efforts covering NBC broadcast and cable network brands like USA, CNBC, Bravo, Syfy and E!. NBCUniversal spent US $92.3 million on digital marketing in 2013, according to Kantar Media.It cannot be determined which agencies are competing for the account or when a decision will be made. Ignited has been invited to defend, sources said.This review follows an US media agency search triggered by Comcast’s acquisition of NBCUniversal. In July 2011 Publicis Groupe and WPP Group media agencies emerged as the winners.Publicis’s MediaVest and Starcom won the merged company’s cable and theme-park business while WPP was given the rest of what was formerly NBC’s business, including Universal Studios. WPP’s Mediacom continues to work for NBCUniversal overseas.
Vodafone is down to two finalists in its global media agency search: A WPP GroupM team, led by MEC, and a Dentsu Aegis network effort, fronted by Carat, according to adweek. Omnicom’s OMD, incumbent on the Vodafone’s media planning and buying business, was eliminated from the review earlier this month.
Vodafone and OMD have been working together since Vodafone consolidated its global media business with OMD in 2009. OMD went up against Carat and a WPP Group Vodafone team in that previous search. At the time Vodafone’s global media and spending was estimated at US $1.3 billion.
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