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.
The Hershey Co. said it has switched ad agencies after an eight-month review process, hiring New York-based Universal McCann for all of the chocolate giant’s global paid media planning and buying. The assignment includes all paid media, including TV, print, digital and Hispanic for the U.S.–the company’s largest market–as well as Hershey’s growing international businesses. Key growth markets include China, Mexico, India and Brazil. Hershey has previously worked with OMD.
- Pantelion Films/Instructions not Included
Box office hit “Instructions Not Included”/”Instrucciones no incluidas” will expand to about 500 theaters this upcoming weekend and will be marketed to a “crossover” market that includes English-speaking moviegoers in areas with larger Hispanic populations.
- Emirates Airlines
Havas Media has won Emirates’ global media planning and buying account following a hotly contested review. The decision means the account, which is believed to be worth an estimated US $150 million, is no longer with Starcom MediaVest Group (SMG), which had held the business since 2008.
- Newell Rubbermaid
Newell Rubbermaid has begun a review of its global-media-agency business less than a year after bringing on a new chief marketing officer. According to the firm’s financial statements, in 2012 the company reported US $146.8 million in global advertising expenses, plus cooperative advertising or trade-promotion costs of $118.5 million, which were treated as a reduction of net sales under accounting rules. According to Kantar, the company spent U.S. $12 million on U.S. measured media in 2012. Newell Rubbermaid currently employs different media agencies around the world. the move to potentially hire a shop with a multi-region scope is in line with the company’s decision to hire a CMO with a global background.
Vidisco announced the launch of its new website in Spanish. In an effort to cater to the growing demand for Vidisco’s portable Digital Radiography X-ray systems in many Spanish-speaking countries and to improve customer service in these regions, Vidisco created an even friendlier, more in-depth Spanish interface.As Vidisco products are found in over 75 countries around the world, the Spanish website will enable a larger audience to become familiar with the innovative digital X-ray equipment the company offers. Vidisco’s cutting-edge, lightweight digital X-ray systems are offered for the NDT, Security and Veterinary fields and are used for a great range of inspections. Ari Diamond, Vidisco’s CEO, stated: “We are very happy to launch our new Spanish website. We believe there is huge potential in the Spanish-speaking market and want to cater to its needs. Particularly in Latin America, we are seeing an increase in activity as the region seems to express a great interest in new, cutting-edge technologies.”
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