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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- La Costeña/Jumex
The La Costeña and Jumex brands have partnered with Captura Group, a Hispanic digital agency, to launch Mexicorico.com, a new bilingual digital platform showcasing recipes and tips focused on the true essence of Mexican cuisine and food products. Targeting both US Hispanic consumers and general market foodies, Mexicorico.com showcases traditional and contemporary Mexican recipes featuring La Costeña and Jumex products as well as associated cooking tips, ideas, and inspiration. Captura Group is supporting Vilore Foods from a media perspective and MexicoRico.com will be supported through an integrated marketing strategy that includes paid digital and in-store activations in partnership with key retailers. Read more.
- CVS Health
CVS Health has put its media buying and planning account in review, the drug store chain has confirmed.The incumbent, WPP’s Mindshare — which won the account after a review in 2010 — is expected to participate, as is Horizon Media, according to sources. CVS spent US$84.4 million on advertising last year, according to Kantar Media.This move follows several recent changes for the health chain. Last year, CVS announced it was switching creative duties to Omnicom’s BBDO from Havas’ Arnold Worldwide.The chain also decided to stop selling tobacco products.Instead, is also launching a beauty elevation program across several thousand stores that enhances and personalizes the in-store experience.CVS is also refreshing 500 stores with a design that eliminates photo departments to introduce healthy food items.Also, as part of the My CVS Store rebrand, the chain is looking at different “clusters” of demographics, such as Hispanics, to micro-target and tailor store products and messaging to them.These moves are part of a US$200 million consolidation process designed to make the chain more efficient and to identify opportunities.CVS confirmed that it is working with Pile & Co. to help manage the review process. A decision is expected this summer.
Financial services company Citi, which includes Citibank, is about to conduct a global media agency consolidation review.Incumbents include MEC, which has handled Citi’s U.S. media planning and buying since 2007. Both MEC and Starcom MediaVest Group handle regions outside the U.S. Both shops are expected to defend.The firm spent US$1.8 billion on marketing and advertising in 2014 and 2013, according to the company’s latest 10-K SEC filing. The firm did not spell out what portion of that was allocated to media spending.In the U.S., Citi spent US$332 million on ads in 2014 — down about 8% from the US$362 million it spent in 2013, per Kantar.TThe move follows a number of big media agency reviews that are ongoing. Others include reviews by Coca-Cola, L’Oreal, SC Johnson and Visa.
- Coca-Cola’s “Inseparable”
Getting closer to Mother’s Day, Coca-Cola is launching a new video called “Inseparable,” an interactive experience designed to tug at the heartstrings of both mother and child. It celebrates the remarkable, emotional journey of mothers and daughters, and ends with a simple message: “This Mother’s day give mom the gift she wants most. Call her.”The interactive video focuses on the unbreakable bond between mother and child, and takes viewers through the ever-changing, loving, and sometimes tumultuous relationship between mothers and daughters. During the video, viewers can toggle between the perspectives of mother, daughter and grandson allowing them to see through the eyes of each character. Upon finishing the Mother’s Day video, viewers in the U.S. and Puerto Rico are prompted to surprise their mother with a free, 3-minute phone call to anywhere in the world.
- Borden Dairy Company
Borden Dairy Company, parent for LALA brand in U.S. has selected Dieste, Inc. as its advertising agency for its LALA brands. Dieste will manage the brand strategy, digital initiatives, creative and media planning duties for both the U.S. and U.S. Hispanic markets.Read more.
Fisher-Price has introduced the new parenting awards “festival,” The Mommys created by 360i for Mother’s Day. The global social campaign rolling out in 15 countries invites Facebook users to celebrate accomplished moms by “virtually” rewarding them with one of six toy-like trophies — including an airplane with a spoon for a nose (“Super-Sonic Spoon Feeder”) and a toilet on a cake (“Potty Independence”).Each is based on a familiar stepping stone of early childhood. Users bestow an award on friends by sharing it on Facebook with the hashtag #TheMommys. “The Mommys” are part of the brand’s “Best Possible Start” platform centered around early childhood and the idea that kids’ best starts begin with Mom and Dad. The awards, launched last week and running through Mother’s Day, already have had a side effect of nurturing meaningful dialogue between parents on the Fisher-Price timeline. One of the challenges of the campaign for both client and agency has been staying tuned into the fanbase of 2.9 million Facebook users. ”
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