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.
- Anheuser-Busch InBev
Anheuser-Busch InBev is readying major marketing rollout of new Cider.The new brand, Johnny Appleseed cider, has been in development since 2011 and will primarily target drinkers ages 21-27, according to a distributor memo obtained by Ad Age. The memo says the new cider will be supported with “significant marketing support” and described it as a “major new brand launch.” Johnny Appleseed is expected to take aim at Angry Orchard, the cider brand marketed by Boston Beer Co., brewer of Sam Adams.
Hasbro has consolidated the bulk of its global media business at OMD, which was the incumbent in 15 international markets, including Europe and China, sources said.Among the new markets added by the Omnicom media agency is the U.S., which had previously been handled by Interpublic Group’s Initiative.
OMD had already supported the business in more than 10 global markets. It’s now adding the North American business, as well as responsibility in new markets in Asia and Europe. GroupM’s MediaCom, meanwhile, retained the toy maker’s business in Latin America.Hasbro’s annual media spending worldwide is estimated at $300-$350 million. In the U.S. alone last year, Hasbro spent nearly $100 million in media, according to Nielsen.
- Publicis Groupe buys UK’s Walker Media and forms new Media Network
Publicis Groupe confirmed that it has acquired a little more than 75% of media agency Walker Media from M&C Saatchi. Saatchi will retain 24.9% of the agency. Walker, which operates in the UK, will become part of the ZenithOptimedia Group. Walker will remain a separate agency in the UK and be the “cornerstone” for what Publicis said would be a new media network that will sit within ZOG. The idea is to use ZO’s global scale to help Walker better serve clients that need planning and buying services outside the UK. The new network will be launched in 2014. It will be led by Walker chairman Phil Georgiadis. Walker clients include Marks & Spencer, Boots and KFC.
Media shop Initiative, part of Interpublic’s IPG Mediabrands, confirmed that it has been selected as the media agency of record by mattress manufacturer Serta after a review. Initiative’s Serta account team will be based out of the agency’s Chicago office. Serta selected Initiative to manage the overall communications strategy, investment and analytics duties for its various product lines including The Serta Perfect Sleeper and the iComfort Sleep System.The client spends an estimated $30 million annually on ads.The media incumbent was Doner, which continues as Serta’s creative agency of record.
- National Pork Board
The National Pork Board is kicking off “21 Dias de Tradiciones Navidenas” (21 Days of Christmas Traditions) on its Spanish-language Facebook page as part of its efforts to engage with Hispanic consumers during the holidays. The promotion will run Dec. 1 through 21 and will celebrate 21 Latin American countries in 21 days and promote pork consumption to Spanish-speaking consumers. Pork is a staple in the Hispanic culture, especially during the holidays.”This is a fun and engaging way for Hispanic consumers to learn more about other Latin American countries’ pork dishes, customs and traditions,” said Jose de Jesus, director of multicultural marketing at the National Pork Board. “By sharing typical pork dishes, like tamales and pernil with family and friends, it will inspire Hispanics to try something new and creative.”
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