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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- Time Warner Cable
Time Warner Cable is expanding its Unlimited Home Phone calling plan to include free calls to Mexico. Now, TWC Phone customers can make calls, including landline and mobile numbers, for free. With this expansion, calls to Mexico are treated the same as long-distance calls anywhere in the US, Canada, Puerto Rico, Guam and the US Virgin Islands, at any time day or night for one low monthly price. The plan also offers no extra cost including Caller ID, Call Waiting, 3-Way Calling, Selective Call Acceptance, Selective Call Blocking, Selective Call Forwarding, Answer Anywhere, Enhanced 911 and many others. The company will additionaly offer affordable options for making international calls, including its Global Penny Phone Plan, which provides penny-per-minute rates for landline and mobile calls to more than 50 countries.
- Corona Light / Corona Extra
As we reported last week, Corona is planning to expand Corona Light on draft nationally, and to introduce Corona Extra on draft in test markets. We have heard from Crown Imports regarding the marketing around the launch: The launching will be supported with a wide array of tools in each market including National TV, point of sale, social media and brand activation.. Crown Imports will have maximum distribution and promotion activity of Corona light on draft and will continue to promote the brand via in-store signage, particularly in the summertime and around key holiday periods.Crown Imports will have substantial marketing and sales support behind Corona Extra’s test offering to help achieve its goals. Additionally, it will have maximum distribution and promotion activity to complement draft sampling in the on-premise. The marketing behind Corona Extra draft will extend the “Find Your Beach” campaign to introduce this new offering in a way that will help the iconic brand stand out. The timing allows the brand to boost its draft presence in advance of the Cinco de Mayo holiday and the crucial summer selling season. Corona Light draft will also feature in two television commercials during its March rollout and again in the summer selling season with a marketing campaign. Every Corona Light and Corona Extra served on draft will come with a lime right on the glass.
Vice, he youth media company, has produced about 15 unscripted videos in which young people in six cities discuss their creative pursuits, dating habits, and in some instances, mention use of their cell phones, but are not specifically asked about them. The videos are being introduced on Saturday at the SXSW conference in Austin, Texas, and will appear on Tumblr and YouTube. Separate online AT&T commercials have been created using excerpts from the videos.AT&T wants to reach consumers ages 18-34 in a less in-their-face, more casual way, and also hopes to reach millennials who are not TV commercial viewers.
- Taco Bell
Kraft is launching four new Taco Bell products this week: two dinner kits and two seasonings. The Taco Bell Ultimate Taco Night Kit comes in in two varieties — Cheesy Taco Grande and Steak & Cheese Soft Taco Kit, both of which come with Kraft’s Velveeta cheese. (Taco Bell does not offer Velveeta at its restaurants.) The seasonings are Taco Bell Taco Seasoning in both mild and reduced-sodium varieties. Kraft also is launching the first major digital campaign for the partnership called “Bottled Awesome,” which focuses on the sauces and targets the “Taco Bell enthusiast.””Taco Bell sees the power in bringing the brand outside of [the quick-service category] and into retail,” said Adam Grablick, senior Taco Bell brand manager at Kraft. He noted that for Kraft, the partnership is a big opportunity to grow sales because “the mainstream Mexican category is a fast-growing segment.”
The campaign, created by Publicis Groupe’s DigitasLBi, includes display ads for both desktop and mobile devices, and a hefty social-media campaign that includes a @TacoBellGrocery Twitter feed, a Taco Bell Grocery Tumblr page, and Instagram and Vine accounts, along with a Facebook page.
MDC is merging RJ Palmer and Targetcast to form a new media agency called Assembly. Former Carat USA president Martin Cass has been hired to run the new agency as CEO. Steve Farella, previously CEO of Targetcast, will now serve as chairman of Assembly. Michael Nicholas, former chief strategy officer at Isobar, has come aboard as entrepreneur in residence, chief experience officer. Peter Knobloch, former CEO of RJ Palmer, will serve as Assembly’s chief investment officer and oversee media buying. “We’re looking for sufficient scale to be able to compete for larger pieces of business going forward and to be able to bring the same level of sophistication, innovation and outside-the-box thinking that we have in our creative advertising business,” said Miles Nadal, chairman and CEO of MDC Partners.
Budweiser, the official beer sponsor of the 2014 FIFA World Cup Brazil, unveiled an all new partnership with FOX Sports on Wednesday for a groundbreaking documentary series showcasing six of the most unique football stories from around the globe. The new series, which will air in more than 55 countries around the world, is part of Budweiser’s fully integrated, global content series supporting its new “Rise as One” FIFA World Cup campaign.”The FIFA World Cup is such a powerful moment in time which enables the world to join together in celebration of the world’s most popular sport,” said Andrew Sneyd, Global Vice President, Budweiser. “We are delighted to collaborate with FOX Sports on this new series and through the ‘Rise As One’ campaign, to share the many defining moments of football history with the millions of fans around the globe.”
- Mercedes-Benz and Brand USA
PHD, the media agency for Mercedes-Benz USA since 1999, retained its assignment, with annual media spending of about US $320 million. Likewise, MediaCom has successfully defended media responsibilities on Brand USA, which spends about $30 million in media each year. Brand USA is a public-private partnership that aims to bring more foreign tourists to the U.S. The organization launched in 2010 and first hired MediaCom in 2011.In a statement, Roberta Hatchett, Brand USA’s director of advertising and media, said that in the pitch MediaCom “easily demonstrated the most successful combination of global reach, process and strategy.”
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