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.
Walgreens announced it has selected OMD to be its new media planning and buying agency of record. OMD will be responsible for U.S. and Puerto Rico activity related to traditional, multicultural, digital and mobile media planning and buying. The business will be led from OMD’s Chicago office. “To support our vision of becoming the first choice for health and daily living, we are pleased to select OMD to manage Walgreens key media channels and look forward to working with them,” said Graham Atkinson, Chief Marketing and Customer Experience Officer, Walgreens. “The agency’s expertise across all media channels will help us efficiently deliver our marketing messages in both the evolving retail and healthcare markets.” The media review, which was overseen by consultancy R3:JLB, followed a creative review last year that made OMD’s sibling agency, GSD&M in Austin, Texas, Walgreen’s creative agency of record. The review ends the company’s decade-long relationship with Publicis Groupe’s Starcom. According to Kantar Media, the national pharmacy and retail chain spent $291.8 million on U.S. measured media in 2012, up from $223.9 in 2011.The agency change comes as the national pharmacy chain, which has about 8,000 locations in the U.S., is expanding its offerings, adding: services at its pharmacies and clinics, grocery items and fresh food in stores, enhanced beauty departments and more investment in private label. The first work from OMD is expected to occur in the spring of 2013.
- Cancer Treatment Centers of America (CTCA)
Cancer Treatment Centers of America (CTCA) has hired San Antonio advertising and public relations firm Creative Civilization as its Hispanic agency of record. Creative Civilization will work to build brand awareness for CTCA to Hispanic consumers and will promote various cancer treatment options offered by the hospital network. CTCA cares for patients from all 50 states via treatment facilities in Atlanta, Chicago, Philadelphia and Tulsa.
is conducting a media-agency review. Minshare handles the e-tailers offline media work and MEC supports digital media. Interpublic’s Mullen handles media buying and planning for the company’s Zappos megabrand. It’s unclear whether or not this review affects the digital business or the separate Zappos account. According to Kantar Media, the Seattle-based company and its Zappos.com and Quidsi brands spent $298.8 million on U.S. measured media in 2012. Amazon is an important network TV and magazine advertising buyer. Separately, Amazon announced its first TV ad campaign promoting its fashion offerings. Cathy Beaudoin, president of Amazon Fashion, told Women’s Wear Daily that the company hopes a TV campaign will create greater awareness of Amazon.com’s fashion editorial content and brands. The outlet reported: “The overall campaign spans TV, print, outdoor, online display and social platforms and ties back to a ‘really immersive site experience,’ she said.”
Insurer Nationwide Insurance is reviewing its Media buying and planning agencies. McKinney currently handles media planning and UM handles media buying for the Columbus, Ohio-based insurance company. UM has done media buying since 2001, defending during a review in 2009 when McKinney was awarded the planning and creative account. Both incumbents are expected to defend. Nationwide CMO Matt Jauchius recently said that the company plans to increase its media spending even more in 2013.
Unilever is expanding its sponsorship deal with the Mexican National Soccer team for three more years until 2015. Since 2009 the Mexican National Soccer Team has been sponsored exclusively by Unilever deodorant brand Degree Men. Perhaps because of budget reasons, several food brands have been now added to the roster: Hellmann’s®, Best Foods®, Ragú®, Knorr®, Country Crock®, Bertolli®, Breyers® and Popsicle®.
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