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Casanova Pendrill

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Costa Mesa, Calif.-based Casanova-Pendrill has landed the Hispanic advertising business of Miller Lite.  The news, first reported by Advertising Age, comes after a review that took several months. Prior to Casanova-Pendrill, the Miller Lite account was handled by Houston-based Lopez Negrete Communications.

Casanova Pendrill, which is part of Interpublic Group’s McCann Worldgroup network, ranks as the 16th-largest U.S. Hispanic ad agency and works with clients including General Mills, Ad Council, Nestlé, TurboTax and U.S. Army among others.

Ken Muench

Ken Muench (left) and Jeff Fox have left their respective posts at Draftfcb to launch Collider, a strategic marketing consultancy in California.

Collider, which Muench describes as a consultancy that “connects brands to culture through insights, ideas and innovation,” officially opened on Monday, and it did so with a big client: Taco Bell, which is hosting the new partners at their Irvine, California headquarters before they move to a new office in Santa Ana.

“My departure [from Draft] was cool. It was not bitter at all,” Muench tells Portada. In fact, Taco Bell will continue to do its creative work with Draft, but is already working with Collider in several innovation and strategic marketing projects.

“We do not offer creative services, so we have a very neutral position, and do not compete with advertising agencies,” says Muench, who prior to joining Draftfcb worked at Grupo Gallegos and Casanova Pendrill.

Collider is launching with a staff of 5, including Muench, Fox and 3 planners. The new offices, where the partners plan to move to in a few weeks, are strategically located in an up and coming neighborhood in Santa Ana: Next door to a gay & lesbian bar and upstairs from a tortería.

Two agencies are partnering to introduce a Pharma Marketing unit. McCann Human Care and sister agency Casanova Pendrill  (both owned by Interpublic) are introducing HumanCareHSP, Medical Marketing Media reports.

“Historically, very few pharma companies  have reached out to Hispanics, and if they have, they’ve done so very one-dimensionally,” says Ingrid Otero-Smart, CEO of Casanova Pendrill. “We bring the best of both worlds,” said Otero-Smart. “We know this market intimately and McCann HumanCare knows pharma intimately.” HumanCare claims to be very knowledgeable about the regulatory environment associated with pharma  advertising.  Advertisers have often found regulatory hurdles to the efficient deployment of Hispanic pharma advertising (including issues such as the translation of indications).

Less than 2% of Pharma Ad dollars are spent in the Hispanic market

“You can’t just do your 30-second ad in Spanish and check that box. TV is a part of it, but creating long-term engagement is about more than awareness, more than a single point of interruption”  Otero Smart adds. Currently, less than 2% of pharma ad dollars are spent in the Hispanic market.

Small Space

Perhaps because the sector’s advertisty in the past, there is not a large amount of Healthcare marketing agencies in the space. Last fall, Global Advertising Strategies announced that the acquisition of  Prime  Access (read press release),  to  create an   independently-owned healthcare  marketing agency that focuses on reaching US  Hispanic, African-American,  Asian-American, LGBT, and other diverse US  populations. After the acquisition, both  agencies will “continue to work on over 30  pharmaceutical products across  leading therapeutic categories (cardiovascular,  oncology, infectious diseases,  vaccines, etc) and some of the world’s largest  global brands. Among those are  Merck & Co., Inc. and Novartis  Pharmaceuticals Corporation.”

 

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