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.
- Glaxo Smith Kline
After a review, GlaxoSmithKline announced that most of its global media business will go to units of GroupM and Omnicom Media Group. OMG’s PHD agency is retaining the U.S. business.
Amway North America’s new national advertising campaign, “We Are Amway,” launched last week touting the benefits of small business ownership. The yearlong television, print and digital campaign focuses on the advantages of owning an Amway™ independent business as an alternative to a traditional 9-to-5 job. Television ads are slated to air in major markets, including New York, Los Angeles, and Miami. Print ads appear in the September issue of People and October issues of Money and Entrepreneur magazines. The campaign also includes a robust digital presence on a variety of entrepreneur-focused websites. The campaign incorporates themes that resonate with today’s entrepreneurs, including emphasizing the opportunity to be one’s own boss, maintain flexible working hours, earn extra income, and pursue one’s own individual goals. This is the fifth time in Amway’s 54-year-history that the company has embarked on a consumer-facing advertising campaign to promote its exclusive products, low start-up cost and 100 percent satisfaction guarantee. “As with past advertising campaigns, the goal is to increase consideration of Amway as a business opportunity, making it easier for our Independent Business Owners to successfully introduce Amway to others,” said Jori Hartwig, Chief Marketing Officer of Amway North America.
- Allegiant Air
Las Vegas-based Allegiant Air launched its first national television advertising campaign Tuesday, delivering a message that explains its controversial pricing philosophy. The ad is running through September on six channels, with most spots airing in the early evening and during prime time. In addition to focusing on ticket pricing, the ad directs prospective customers to its Internet site since Allegiant doesn’t allow its flight information to be placed on travel websites like Expedia and Orbitz. Allegiant contracted with San Francisco-based Penabrand to produce the commercial and Ocean Media of Huntington Beach, Calif., for the ad buys. Ocean Media has developed a media analytics program to determine which channels and what time slots produce the most traffic to Allegiant’s website. Currently, the ad is being shown on the HGTV home improvement channel, the Do It Yourself network, ABC Family, Travel Channel, Lifetime Movie and Destination America, but Davis said buys could be adjusted through the month based on the analytics and Ocean Media’s feedback.
- The Halo Group-Toni Racioppo
Toni Racioppo was named senior VP, media services at The Halo Group, the New York-based branding and marketing communications agency. She previously held posts as senior VP, group director at ZenithMedia, account director at MEC and client communications director at OMD. She also held stints at BBDO and at William Esty.|
- Del Taco
Del Taco continues its march across Texas with the opening of its first San Antonio restaurant on Sept. 4. It is the first of 25 locations the California-based restaurant retailer plans for the city..”Since we opened in Dallas several years ago, Texans have been loving Del Taco’s combination of fresh, made to order food and great value. We are excited to bring this winning combination to consumers in San Antonio,” said Paul Murphy, CEO of Del Taco. “We look forward to opening more locations and serving the people of San Antonio for a long time to come.” Del Taco’s 25 locations will be a combination of company-owned and franchised restaurants. Del Taco has more than 550 restaurants in 18 states.
- Land Rover
Land Rover is launching an integrated campaign for its 2014 Range Rover Sport that entails inspiration-minded TV spots, an interactive game called “Race the Sun” and iAds. The commercials feature very little copy, letting the viewers focus on breathtaking shots as a Range Rover Sport climbs Pikes Peak. A :30 will debut on broadcast and cable last week, while :60 and :90 versions will appear online. Sister agencies Y&R and Wunderman created the spots, while Mindshare handled the media buying. In terms of TV, the Range Rover will be featured in branded content on weeks-old Fox Sports 1. The programs will entail two drivers competing in all-terrain contests while commandeering a Range Rover Sport. Land Rover is also investing in print this November while zeroing in on the male demographic. Five-page spreads in Wired, Esquire and Car & Driver will feature image-recognition technology that lets readers wave their smartphone over the ad to get more information about the vehicle on their device. Other print and banner ads will run in Architectural Digest, The Wall Street Journal and Robb Report. One example of the copy being planned: “All the Most Dominant Species Start Out in the Wilderness.”
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