Four months after having officially won the account, Acento Advertising this week begins production of new creative work for CenturyLink, the nation’s third largest communications firm offering high-speed Internet, cable TV and long distance. The new campaign will be unveiled in early June.
Donnie Broxson, vp client leadership at Acento, tells Portada the new creative will most likely center on CenturyLink’s 5-year price lock guarantee for its high-speed internet services, a service that is sure to appeal U.S. Hispanics. Acento will be charged with creative services. Media buying will continue to be done by Butler/Till, a Rochester, NY-based media company.
Headquartered in Monroe, Lousiana, Century Link three years ago agreed to acquire Qwest in a tax free, stock-for-stock transaction, creating the third largest telecommunications provider. It has presence in 38 states, though not in big markets like L.A., San Francisco or New York City. Details of the new Hispanic work at yet to emerge, but CenturyLink in March launched a new, English-language ad campaign designed to highlight the company’s advanced network, managed hosting and cloud capabilities.
Prior to Acento, Hispanic creative was done by DraftFCB, which in 2009 launched the first-ever Spanish-language campaign for Qwest.
UPDATE: An earlier version of this article stated the new campaign will air this week. Filming begins this week, but creative will be unveiled in June.
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.
P&G brand Gain is launching its first Spanish-language Internet “novela”. The novela, called “Novela de Amor”, will be launched this Wednesday May 8 on Gain’s Youtube channel (www.youtube.com/Gain). There will be a total of 4 chapters throughout May. Sources at P&G tell Portada that “Aroma de Amor” is being supported with online and mobile banners. For the Online portion Gain is partnering with Maxpoint Interactive, an ad network to distribute the banners driving to the Gain You Tube page. Maxpoint interactive is not only a reach partner, but it specializes in zip-code targeting consumers in key USH DMAs. For the mobile portion, Gain worked with Ads Mobile and Google’s adMob. Ads Mobile has a top Hispanic mobile network where we can reach Latinos through Entertainment and Home focused sites. Our second partner Google ad Mob will enable us to build reach with access to 80K+ mobile app properties.
- Acento – Century Link
Acento has beenselected as Multicultural Agency of Record for CenturyLink, thethird largest telecommunications company in the United States, providing Internet, Voice, TV and managed services to business and consumers in 37 states. Acento will contribute significant category experience andDirect Response expertise for reaching Hispanic consumers. The agency will provide strategic guidance,counsel and full advertising services to the CenturyLink marketing team to ensure breakthrough creative concepts are leveraged across a broad channel mix.
- Zurich Insurance
Zurich Insurance Group, a life and general insurance product company, has awarded Interpublic Group of Cos. its integrated global marketing account after a holding company review.
- Kraft Mac & Cheese
Having scored a hit with the Hispanic campaign it launched last year, dubbed “Sabemos que te va a encantar” (“We know you’re going to love it”), Kraft Macaroni & Cheese has launched a new round of TV spots and other creative focused on driving home the same core message, in humorous fashion: Eating this American favorite doesn’t make Latinos any less Latino. The three new spots all began airing recently, on channels including Telemundo, Univision, Galavision, Azteca, Discovery en Espanol, MTV3, Fox Deportes, ESPN Deportes and Nat Geo Mundo.The campaign also includes targeted radio ads, and in-store point-of-purchase promotions and sampling opportunities. Social media aren’t part of the current Hispanic campaign, but will be key in upcoming efforts, Kraft brand director, Noelle O’Mara, told MediaPost.
- Negra Modelo
Negra Modelo beer will air its first TV spots on the new season of Chef Rick Bayless’ Emmy-nominated series “Mexico: One Plate at a Time.”Two new spots, “Judged” and “Meals,” highlight Negra Modelo’s quality and ability to pair well with a variety of meal options, particularly the Latin flavors that Bayless uses to create his dishes. The new season premiered May 4 on PBS. “Negra Modelo is the lead brand in our robust partnership with Chef Bayless because of the brand’s strong history with quality cuisine,” said Jim Sabia, chief marketing officer for Crown Imports, Negra Modelo’s exclusive U.S. importer. “Our new creative for Negra Modelo showcases how the beer pairs so wonderfully with food, which is reflective of Chef Bayless’ culinary approach.” The partnership between Crown Imports and Bayless includes sponsorship of “Mexico: One Plate at a Time,” as well as Negra Modelo appearing alongside Bayless’ Frontera-branded lineup of salsas, grilling sauces and organic chips for a national promotion, which will be leveraged at retail with POS and value-added promotions supporting Negra Modelo and other brands within the Crown portfolio. Crown Imports and Bayless will also introduce branded food pairings and recipes later this summer which will be featured across brand social media channels.
Bacardi USA has consolidated its media-planning and buying activity to Mindshare following a competitive pitchwith the account estimated to be worth US $130m a year. The shift in Barcardi’s agency roster comes as its new management team continues to stamp its mark on the business. An initiative that has taken place since CEO Ed Shirley took over the company last year
Valeant Consumer Products, a division of Valeant Pharmaceuticals North America LLC, multinational and specialty pharmaceutical company, has recognized the size and growth of the U.S. Hispanic Market as a primary pillar for success for its recently acquired over-the-counter lotion Caladryl®. The brand ranks as the number one outdoor itch brand for Hispanics in the U.S. Recognizing an emerging minority-majority market, Caladryl’s new management team has made a strategic decision to focus more clearly on the Hispanic community with the former Johnson & Johnson product. “We are excited to speak to the Latino consumer in their language about a product they grew up with. Caladryl is a familiar product to the Hispanic community, and we want to foster and embrace that connection through communications developed specifically for this audience, regional Spanish TV, and social media initiatives that will engage our key consumers and drive them to purchase,” states Katherine Salazar, Associate Director of Consumer Products at Valeant Pharmaceuticals. Caladryl® has New York and Denver based cultural agency XL Alliance as its Hispanic marketing partner Caladryl® plans to launch new bilingual creative, shopper marketing programs and digital strategies to support its peak period this summer.
- T-Mobile and Toyota
Telemundo Media announced two branded entertainment agreements with T-Mobile and Toyota for its hit telenovela “Pasión Prohibida.” Telemundo will bring the novela characters into the branded entertainment multiplatform campaigns. Both efforts were developed by Conill, the advertising and media agency partner for T-Mobile and Toyota.As the exclusive wireless sponsor, T-Mobile will empower lead novela characters Bruno Hurtado and Bianca Santillana to become real social media personas, enabling fans to follow their every move and expanding their experience from a one-hour broadcast to a 24/7 telenovela. Bruno and Bianca will interact on a daily basis with fans and with each other, posting status updates, feelings, thoughts and pictures via Facebook, Twitter and Instagram, granting fans unprecedented access to these characters.
Xoom Corporation, a digital money transfer provider, today announced that Mexican radio personality Eddie “Piolin” Sotelo, has become an endorser for the company. Piolin is starring in a series of radio commercials for Xoom and, during his radio show, he provides live shout outs for Xoom.com, advocating how convenient, safe and fast it is to send money home to Mexico and Central America using Xoom. Piolin’s radio show “Piolin por la Mañana” runs weekday mornings on more than 50 Univision and non-Univision affiliate radio stations in the Spanish language format and online. Piolin is also known for his activism in immigration reform, and has often discussed his own experience of immigrating to the United States on his radio program.
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