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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.

  • Glaxo Smith Kline

After a review, GlaxoSmithKline announced that most of its global media business will go to units of GroupM and Omnicom Media Group. OMG’s PHD agency is retaining the U.S. business.

  • Amway

AmwayAmway North America’s new national advertising campaign, “We Are Amway,” launched last week touting the benefits of small business ownership. The yearlong television, print and digital campaign focuses on the advantages of owning an Amway™ independent business as an alternative to a traditional 9-to-5 job. Television ads are slated to air in major markets, including New York, Los Angeles, and Miami. Print ads appear in the September issue of People and October issues of Money and Entrepreneur magazines. The campaign also includes a robust digital presence on a variety of entrepreneur-focused websites. The campaign incorporates themes that resonate with today’s entrepreneurs, including emphasizing the opportunity to be one’s own boss, maintain flexible working hours, earn extra income, and pursue one’s own individual goals. This is the fifth time in Amway’s 54-year-history that the company has embarked on a consumer-facing advertising campaign to promote its exclusive products, low start-up cost and 100 percent satisfaction guarantee. “As with past advertising campaigns, the goal is to increase consideration of Amway as a business opportunity, making it easier for our Independent Business Owners to successfully introduce Amway to others,” said Jori Hartwig, Chief Marketing Officer of Amway North America.

  • Allegiant Air

Las Vegas-based Allegiant Air launched its first national television advertising campaign Tuesday, delivering a message that explains its controversial pricing philosophy. The ad is running through September on six channels, with most spots airing in the early evening and during prime time. In addition to focusing on ticket pricing, the ad directs prospective customers to its Internet site since Allegiant doesn’t allow its flight information to be placed on travel websites like Expedia and Orbitz. Allegiant contracted with San Francisco-based Penabrand to produce the commercial and Ocean Media of Huntington Beach, Calif., for the ad buys. Ocean Media has developed a media analytics program to determine which channels and what time slots produce the most traffic to Allegiant’s website. Currently, the ad is being shown on the HGTV home improvement channel, the Do It Yourself network, ABC Family, Travel Channel, Lifetime Movie and Destination America, but Davis said buys could be adjusted through the month based on the analytics and Ocean Media’s feedback.
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  • The Halo Group-Toni Racioppo

Toni Racioppo was named senior VP, media services at The Halo Group, the New York-based branding and marketing communications agency. She previously held posts as senior VP, group director at ZenithMedia, account director at MEC and client communications director at OMD. She also held stints at BBDO and at William Esty.|

  • Del Taco

Del Taco continues its march across Texas with the opening of its first San Antonio restaurant on Sept. 4. It is the first of 25 locations the California-based restaurant retailer plans for the city..”Since we opened in Dallas several years ago, Texans have been loving Del Taco’s combination of fresh, made to order food and great value. We are excited to bring this winning combination to consumers in San Antonio,” said Paul Murphy, CEO of Del Taco. “We look forward to opening more locations and serving the people of San Antonio for a long time to come.” Del Taco’s 25 locations will be a combination of company-owned and franchised restaurants. Del Taco has more than 550 restaurants in 18 states.

  • Land Rover

Land Rover SportsLand Rover is launching an integrated campaign for its 2014 Range Rover Sport that entails inspiration-minded TV spots, an interactive game called “Race the Sun” and iAds. The commercials feature very little copy, letting the viewers focus on breathtaking shots as a Range Rover Sport climbs Pikes Peak. A :30 will debut on broadcast and cable last week, while :60 and :90 versions will appear online. Sister agencies Y&R and Wunderman created the spots, while Mindshare handled the media buying. In terms of TV, the Range Rover will be featured in branded content on weeks-old Fox Sports 1. The programs will entail two drivers competing in all-terrain contests while commandeering a Range Rover Sport. Land Rover is also investing in print this November while zeroing in on the male demographic. Five-page spreads in Wired, Esquire and Car & Driver will feature image-recognition technology that lets readers wave their smartphone over the ad to get more information about the vehicle on their device. Other print and banner ads will run in Architectural Digest, The Wall Street Journal and Robb Report. One example of the copy being planned: “All the Most Dominant Species Start Out in the Wilderness.”

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

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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.

  • Nationwide Insurance

NationwideNationwide Insurance on Saturday kicked off its multiyear partnership with the Dallas Cowboys with media, on-site activation, branding and hospitality at Cowboys Stadium, where the Cowboys will take on the Cincinnati Bengals. Nationwide will also be tagging existing “Join the Nation” TV ads with “proud partner of the Cowboys” language. Cowboys defensive end DeMarcus Ware, meanwhile, will be featured in Cowboys-themed radio, digital and print advertising, sharing his experience as a Nationwide Insurance member. Hitching the Nationwide brand to the Dallas Cowboys star makes sense—to both parties, said  Jerry Jones Jr., executive VP and chief sales and marketing officer of the Dallas Cowboys. “As far as the visibility of the Dallas Cowboys and what we believe our brand means, a lot of our partners use that to leverage and their corporate initiatives. That’s the nature of the sports business—taking that visibility and excitement of our fans and tapping into it with the relationship,” he said, adding that the parallels between how the team and Nationwide view their respective constituents quickly became obvious to both parties. “They have a membership that’s very similar to how we look at our fan base and season ticket-holders—they are really members of the organization. That really tied into how we do things.”Texas and the Dallas Cowboys made sense for Nationwide for a number of reasons, Nationwide Executive VP and CMO Matt Jauchius, told Forbes. Texas is a “massive state with a massive population” and a large Hispanic audience, he said, and “because that’s a growth area for us, it all fell together perfectly,” he said. And the Dallas Cowboys “are the most popular team in the most popular sport in the nation.”

  • Taco Bell:Doritos Locos Taco

To promote its latest version of the Doritos Locos Taco, the QSR enlisted a bunch of YouTube “influencers” from this year’s VidCon conference and asked them to create video content to support the product launch.The videos will be distributed through the creators’ Twitter feeds and Taco Bell will post them on assorted social networks. Digitas worked with Taco Bell and YouTube on the campaign and will assist in digital outreach.Taco Bell has made social media a priority in its marketing of the Doritos Locos Taco line, and the video creators are for the most part targeting the millenials demo. The campaign will also include TV sports and radio ads from Deutsch Los Angeles.

  • Laster Group- Culture Span Marketing

The Laster Group, one of El Paso’s largest advertising agencies, has changed its name to CultureSpan Marketing and will focus more on Spanish-language and Hispanic marketing, the firm announced last week.The firm has launched a new Web site, culturespanmarketing.com, and will promote its “transcreation” creative process, it reported. Transcreation is the term the agency uses to describe the process of taking marketing messages developed for English-speaking audiences and turning them into culturally appropriate messages for Hispanic audiences, it reported.”We’ve been doing this for our clients for many years; now we see this as a strategic advantage for our business given the tremendous growth in the Hispanic market,” Nancy Laster, the agency’s president and co-founder, said in a statement. Its emphasis will be on Hispanic marketing, but the agency also will continue to provide general marketing services to existing clients, it reported.

  • Tecate

TecateBeer brand Tecate and Hispanic digital media company Terra are teaming up to find the boldest men in the United States with the “Are You Hombre Enough?” challenge. The off- and online contest will put consumers 21 and older on the spot to prove they know what it means to be a real hombre, for a chance to win a trip for two to a major sporting event and unlimited bragging rights. Bilingual DEPORTadas journalists will travel across Chicago, Dallas, Houston, Los Angeles and Las Vegas to challenge individuals at select soccer games and boxing matches throughout the remainder of the summer. Sports fans 21 and older will have to demonstrate they are real hombres by participating in a variety of challenges.

  • Del Taco

Seven new franchise groups have committed to developing 39 new Del Taco restaurants across the United States, including central California, Colorado, Georgia, New Mexico, South Carolina and Texas. The company has also announced five new markets for multi-unit development and a search for new franchise partners.The new restaurants will be developed over the next 10 years along with other commitments by franchisees that are already in place and new corporate restaurants. The first ever Del Taco restaurant in Alabama opened earlier this year. The next new market to open will be in Oklahoma, which is scheduled for the end of this year. The new markets where Del Taco is looking to develop multi-units and add new franchise partners include Seattle/Portland (60 restaurants), Houston/San Antonio (65 restaurants), southern Georgia (Macon/Augusta/Savannah, 22 restaurants), Tampa/St. Petersburg, Fla. (44 restaurants), and Charleston, S.C. (nine restaurants).Del Taco, one of the nation’s largest Mexican quick-service restaurant chains, has more than 550 restaurants in 18 states

  • Novamex-IMG

Novamex Licensing has signed an agreement with Novamex to expand its popular beverage brand,  Jarritos, into new licensing retail categories. The brand licensing company will pursue new business opportunities, including apparel and accessories, party supplies, health and beauty products, home furnishings, sporting goods and pool/beach products. . The brand was introduced to the U.S. market in the 1980s. Novamex markets a variety of Mexican food and beverage brands. The company holds the exclusive rights of distribution of these brands in the United States through related companies, partnerships, and long-term distribution contracts. “We are excited to partner with IMG Licensing, the largest licensing agency in the world, to expand our beloved Jarritos brand into products inspired by the Jarritos spirit, wit, and cultural relevance,” said David Flynn, marketing director of Novamex. “Jarritos is an iconic beverage in Mexico and one of the hottest niche beverages in the [United States]. The brand is well positioned to move into new licensing areas, as it continues to grow in popularity with consumers across all demographics,” said Daniel Siegel, vice president of IMG Licensing. “Once the licensing community sees the breadth and depth of contemporary and retro assets Jarritos has to offer, we are confident we will build a licensing program befitting this brand that has been loved for generations.”

  • Lynda.com 

lynda.com, an online learning company, has selected Ocean Media, an independent media planning and buying firms, as its agency of record for television media buying. lynda.com helps anyone learn software, technology, creative, and business skills to achieve their personal and professional goals. With a lynda.com subscription, members receive unlimited access to a library of nearly 100,000 high-quality, current, and engaging video tutorials taught by recognized industry experts. The company — which completed a $103 million investment round led by Accel Partners and Spectrum Equity earlier this year — provides a customizable learning environment for its 2.5 million members. Ocean Media will manage the company’s broadcast media planning and buying, focusing on media acquisition initiatives in TV. Spots will air on a variety of major cable networks, including HGTV, Discovery, DIY, A&E and Golf. “We value Ocean Media’s deep experience with leading online brands, the agency’s focus on return on investment, and the effectiveness of its analytics,” said Erik Tarkiainen, VP of Marketing at lynda.com.

  • Werner

Werner announced the launch of several multicultural marketing initiatives that support the company’s growing base of professional contractors and do-it-yourself (DIY) consumers worldwide.  Recently Werner launched a Hispanic advertising campaign in four key markets, including Los Angeles, San Diego,Phoenix and Las Vegas. Select media included radio, online and out-of-home advertising along with soccer sponsorships. These channels included executions in both English and Spanish aimed at engaging Hispanic customers.”With the growing number of multilingual customers and our global footprint, we are continually looking for supportive ways to ensure our customers have the product information, training and resources they need,” said Chris Filardi, Vice President,Werner Co. “Whether it is French content in Canada, Spanish in the U.S. or Chinese in China, Werner continues to adapt to meet our customers’ needs.” Werner has rolled out a comprehensive multicultural platform that includes support for its Spanish, French, Chinese and English-speaking customers. Recently, the company introduced new Spanish and French websites for the U.S. and Canada. These new websites provide customers with complete product information and product literature as well as a Ladder Finder, which helps end-users select the correct item based on preferred ladder style, height, performance rating and material. Additional multilingual resources include training and safety videos and targeted advertising for leading Hispanic markets in the U.S.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

Join us at PORTADA Mexico!

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.

  • Colgate-Palmolive

Colgate-Palmolive just announced that it has entered into a new mobile marketing partnership with the Hispanic Dental Association (HDA) in order to launch the toothpaste and oral health product company’s “Oral Health Month” campaign, this year. Starting today and running for the length of July, this Colgatemobile marketing campaign will be used to help families with a Hispanic American background to learn more about the importance and practice of proper oral care. The reason that this technique was chosen is that Hispanic Americans are increasingly reachable over smartphone channels using SMS. Within the mobile marketing campaign campaign, recipients of the SMS messages will be encouraged to text their zip code and the word “SONRIE” to the shortcode, 24474. For every pledge that they make throughout July, a local dental health clinic will receive $1.00 worth of products from Colgate, up to a maximum of $10,000 (and a minimum of $5,000), with a maximum of $80,000 worth of products being donated overall.

  • WellPoint

WellPoint, Inc., HolaDoctor, Inc., and Univision Communications Inc announced an exclusive media partnership that will provide valuable information to Hispanics who will be eligible for coverage in the newly formed health insurance exchanges later this fall. Under the partnership, WellPoint’s affiliated health plans in California, Colorado, Georgia and New York will be the exclusive health insurance sponsors of Univision’s Peabody Award-winning initiative “Salud Es Vida” (Health is Life). In addition to sponsored television and radio segments and weekly e-newsletters, consumers in each market will have access to information through monthly community town halls and meetings. Univision, HolaDoctor and the WellPoint plans will also collaborate to create a new online experience, a Health Insurance Center on Univision.com that will provide consumers with information about health insurance available in their communities as well as valuable information about health and wellness. The interactive Health Insurance Center will provide Hispanic consumers a place for information exchange and social support, and will feature trusted community leaders that will share information and guidance.

  • Coca-Cola

Mexican National TeamCoca-Cola announced a new Hispanic marketing campaign that celebrates the passion for the sport, the fans and the 30-year relationship with the Mexican National Team (MNT). The campaign includes a new television commercial titled “Wave,” that speaks to fans who share the love for the sport and the traditions that bring people together match after match. “The creative, developed by created by Ogilvy & Mather, will premiere July 1 on Univision Deportes. “Wave” hits billboards July 15 and print Aug. 14. The “Wave” spot is available for viewing at http://youtu.be/B_ko1hZ0Kog. The campaign also includes events during MNT tour matches across the U.S., and a summer retail program that includes point of sale, My Coke Rewards experience and sweepstakes for Coca-Cola fans. Before the U.S. tour matches, Coca-Cola will also bring to life Club Balón Rojo, experiential soccer workshops aimed to motivate teens to engage in physical activity, and provide them with educational tools to gain access to higher education and empower their communities.

  • Crown Imports-Modelo Especial

Modelo Especial, in partnership with FOX Soccer, will kick off the “Modelo Unido” promotion this summer to celebrate fans’ passion for the game by offering them a chance to win one of two grand-prize trips to Brazil in 2014 to discover fútbol on the world’s biggest stage.
Modelo Especial will roll out special promotional packaging featuring in-pack codes that can be entered online for a chance to win. “Modelo Unido represents an opportunity to celebrate the overwhelming passion our Modelo Especial consumers and soccer fans share,” said John Alvarado, senior director, brand marketing for Crown Imports, the U.S. importer of Modelo Especial. “This summer we will encourage new fans to join our tribe of passionate supporters to discover the beautiful game over the beer that goes best with it, Modelo Especial.” As part of the promotion, fans can visit FoxSoccer.com/Modelo to access soccer-specific content including game highlights, match schedules and other soccer news. The promotion will be supported at retail via a new branded soccer goal display enhancer that ties in with the thematic POS offering.Crown Imports distributes and markets the Modelo portfolio across the entire U.S., including Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria.

  • Crown Imports-Corona Extra

Corona Extra has debuted new creative designed to extend beyond the sun and sand and into the streets and space. The imported beer brand has produced an interactive billboard in New York called “Luna Corona” that uses astronomy to turn the wedge shape of a “waxing moon” into the iconic lime of a Corona.During a window of approximately two hours on selected days this summer, from scientifically identified viewing areas at a New York intersection, the lime-slice-shaped moon seems to rest inside the top of the billboard’s Corona bottle. “This astronomical opportunity aligns perfectly with Corona’s belief that finding your beach can happen however, whenever and, especially in this case, wherever,” said Craig Neely, senior director, brand marketing for Crown Imports, Corona Extra’s exclusive U.S. importer. “The ‘Luna Corona’ execution represents the kind of remarkable experiences our consumers will be seeking all summer long.”Crown Imports distributes and markets the Modelo portfolio across the entire U.S., including Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria.

  • Sensis- New Media Director

Sensis, a cross-cultural digital advertising agency, hired Ken Deutsch to lead its media department.

  • Del Taco

Del TacoDel Taco has added its popular returns Shredded Pork Carnitas product line to its summer menu for a limited time. The carnitas products include Carnitas Taco al Carbon, Carnitas Combo Burrito and — new this summer — Carnitas Loaded Fries.”With a great taste at a great value, these delicious carnitas menu items are unlike anything available in the quick-service category and they are a perfect fit with Del Taco’s strategy of emphasizing the lengths that we go to deliver quality on our menu,” said John Cappasola, chief brand officer at Del Taco.Also, for a limited time, consumers can find a coupon for a Free Carnitas Taco al Carbon with any beverage purchase on Del Taco’s Facebook page. Raving Fan eClub members will receive the coupon via email. The Macho Carnitas Burrito, Primo Carnitas Burrito and Carnitas Macho Nachos are available off menu by guest request, according to the company. Del Taco has more than 550 restaurants in 18 states.

  • ITC

Insurance Technologies Corporation (ITC), a provider of insurance agency marketing, rating and management software and services, announced today it has launched a Spanish language version of TurboRater for Websites, its online website rater. TurboRater for Websites will automatically detect the default language of the browser and, if it is set to Spanish, will automatically switch to the Spanish version. If the browser is not set to Spanish, the online consumer can manually switch it to Spanish from the welcome screen. When prospects complete their online quotes in Spanish through TurboRater for Websites, they will receive an email response from the system in Spanish.

  • New Jersey: Weinberger Law Group expands Spanish-speaking services

To meet the growing needs of both the Hispanic and Latino population in New Jersey, Weinberger Law Group recently added two bi-lingual attorneys to the firm as well as offering Spanish and Portuguese translated information on their website.

 

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

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.

 

  • Thomas Nelson
    Thomas NelsonThe publisher and producer of Christian books, bibles and Videos is introducing a marketing campaign to promote the Spanish-language book “Francisco, el primer papa Latinoamericano” (by Mario Escobar) on the recently elected pope Francis I. The advertising promotional campaign starting on May 7th in the U.S. and Mexico comprehends:
    -Radio Interviews in key Markets (Miami, Puerto Rico, South Texas, Mexico, Los Angeles)
    – TV product placement (Morning Shows – Mexico, Miami, Puerto Rico, Los Angeles)
    – Online Ads (Adwords)
    – Online Ads (Yahoo, Univision)
    – Online Video Ads (Youtube and Pay per view content outlets)
    – “Francisco” will also be promoted through Thomas Nelson direct mailed catalogs.
    Thomas Nelson is the sixth largest American trade publisher and the world’s largest Christian publisher.

 

  • J3/Identity  Edwin Camacho is the new Group Media Director Multicultural Division at J3 Identity. The position was previously occupied by Malena Bustelo who left Identity last fall to join Carat as SVP Group Media Director, Multicultural.

 

  • Open English
    Open EnglishOpen English, the online and off-line English-language school originally founded in Caracas, Venezuela, is going to soon target prospects in the U.S. Hispanic market and Spain. Open English has already done substantial marketing and advertising in Latin America, including in Brazil where it is a top 15 cable Advertisers. Mario Cordon, Open English’s Chief Marketing Officer, will be speaking at Portada’s Latin American Advertising and Media Summit in Miami on June 4-5.

 

  • Absolut Mexico
    Absolut MexicoAbsolut Vodka is bringing its limited edition bottle design Absolut Mexico to the United States for the first time. The bottle debuted in Mexico last year. The release of Absolut Mexico is the latest limited edition offering from the vodka brand and pays homage to Mexican culture and multicultural heritage. This design was created in partnership with Dr. Lakra, one of Mexico’s most renowned contemporary artists and tattooists from Oaxaca, Mexico.  The work of Dr. Lakra has been featured in exhibitions and museums around the world, including the Museum of Modern Art, the Hammer Museum and the Walker Art Center.For Absolut Mexico, Dr. Lakra combines three legendary icons from ancient Mayan culture — Hurakan (Hurricane), Kukulkan (Serpent) and Balam (Jaguar) — and brings them to life on the Absolut bottle through a modern artistic lens that represents Mexico today.

 

  • Del Taco
    Del Taco has opened its first restaurant in Alabama, opening its doors on April 3 in Dothan, the Birmingham Business Journal reports.  The new Dothan Del Taco, located at 4700 W. Main St. in the Publix shopping center, features a 72-seat dining room, Del Taco’s new salsa bar and drive thru that will be open 24-hours.This is the first of 20 Del Taco restaurants planned by Del Taco franchisee and developer/operator Larry Blumberg & Associates which operates 68 hotels in 11 states, representing the Marriott and Hilton brands.  In addition to the first location in Dothan, Larry Blumberg & Associates is planning at least a dozen locations in Alabama including Huntsville, Montgomery, Birmingham and Tuscaloosa. In Florida, the company is planning locations in Tallahassee and Jacksonville. The Del Taco, menu includes Mexican offerings of tacos, burritos, quesadillas and nachos as well as American favorites like hamburgers, crinkle-cut fries and shakes. Del Taco also serves breakfast featuring a full line of breakfast burritos.

 

  • Goya  Foods and Beech Nut
    Goya Foods and Beech-Nut launch a unique joing line of authentic, nutritious latin-flavored babyfoods made with Hispanic moms in mind. The joint announcement was made by Beech-Nut President Jeff Boutelle and Bob Unanue, President of Goya Foods.“Our research shows that Hispanic moms have been waiting for just such an offering, which combines the authentic, traditional Latin flavors Goya is famous for with Beech-Nut’s nutritious, natural ingredients free of preservatives,” said Mr. Boutelle. “Our products are as close as possible to home-made, and that’s very important to Hispanic families.”“The Beech-Nut/Goya line of baby food offers mom the best of both worlds,” Mr. Unanue said.

 

  • Novartis
    Swiss drug maker Novartis is taking a sassy new tack to win converts to its oral multiple sclerosis  treatment, Gilenya. Its “Hey MS, Take This!” campaign shows patients sticking out their tongues with Gilenya capsules on them to show their willingness to fight back against the neurological condition. An image from a video ad from the Novartis campaign for its multiple sclerosis drug Gilenya. The campaign, which begun last week,  is aimed at younger people with multiple sclerosis, a chronic autoimmune disease with symptoms like fatigue, difficulty in walking and blurred or double vision. The campaign will be in national print outlets, including a half-dozen national magazines like People, Shape and Self, and on the Web sites of women’s magazine. A television-style online video will also be available on social media outlets.“MS strikes in the prime of life, and many patients use the Web and social media to connect,” said Dagmar Rosa-Bjorkeson, head of Novartis’s multiple sclerosis unit. “Many are now being diagnosed in their 20s and 30s, and early treatment makes the most impact, so we are trying to target those people who are active and digitally savvy.”Novartis is trying to set the Gilenya campaign apart from other pharmaceutical advertising.All such ads must conform to federal regulatory strictures that consumers receive balanced information that not only includes the drug’s effectiveness but also enumerates its risks in consumer-friendly language. “It’s all about attitude,” explained Mike Devlin, creative director of the campaign’s ad agency, Draftfcb, part of the Interpublic Group, which interviewed the multiple sclerosis patients. Tapestry does media buying and planning. Shortly after Gilenya entered the market, Novartis conducted a smaller marketing effort, with ads in magazines aimed at those with multiple sclerosis as well as a limited placement in national magazines.Its new campaign emphasizes empowered young patients, who use phrases like “No needles for me” and “Take this, you bully” to show their defiant attitude as they cope with the disease.

 

  • Xoom 
    Xoom Corporation, a global online money transfer provider, launched POWR (Pay Only When Received), to Filipino   last month. Today, Xoom announces that the breakthrough initiative is now available to qualifying remitters throughout Latin America and the Caribbean who choose to send with their bank account(https://www.xoom.com/pay-after-received). Xoom claims to be unlike other money transfer companies in that, if the sender pays with a bank account,Xoom will only withdraw the total amount of the money transfer once the money has arrived.”With POWR, we show once again how Xoom is revolutionizing moneytransfers to Latin America and the Caribbean,” says Julian King, Xoom’s Senior Vice President of Marketing and Corporate Development. “When our customers send money and pay with their bank account, Xoom will not charge them until their loved ones get their money.

 

  • Unilever and Northgate Gonzalez Partnership
    Hispanic grocery chain, Northgate Gonzalez Market  and Unilever, have  partnered  to launch a shopper marketing promotion that will  reward consumers who purchase Unilever products with an exclusive performance by  multi-platinum Latin artist, Reyli.

 

  • Esurance
    Esurance has split its media planning and buying responsibilities between Starcom and incumbent Havas Media, following a review, Adweek reports. Starcom will join the brand’s roster in the lead role on strategic media planning for TV, radio, out-of-home, print and digital. Those responsibilities were previously handled in-house. Starcom has also taken on media buying chores for Esurance’s general advertising in TV, radio and out-of-home. Havas, the incumbent on the account, previously handled buying for TV and radio. Out-of-home was handled in-house. Havas Media, formerly MPG, has been on the account since 2005. The agency will retain planning and buying responsibilities for the brand’s direct-response marketing, which includes work in TV, radio and print.Esurance will continue to handle its own digital buying, as well as some tactical digital planning. The other finalists in the review could not be immediately ascertained. Starcom also handles planning and buying for Allstate, which said in May 2011 that it would buy Esurance, a competitor that sells insurance directly to consumers online.

 

  • HSBC
    Mindshare retained the US $400 million global HSBC Account. GroupM (Mindshare’s holding company) defended against finalist Zenith. The decision on the media account comes only a few weeks after HSBC decided to split its creative business among three different agencies. Two of those agencies, JWT and Grey are, like Mindshare, part of WPP. Reportedly, HSBC asked all the new creative agencies to recommend the best media agency and obviously the two WPP agencies recommended their incumbent sibling.

 

  • American Airlines
    American Airlines is cancelled  its direct flights Santo Domingo and Santiago to New York as of April 2. “After careful review of our route network, including performance of individual routes within our global network, American has made the difficult decision to cancel service between New York (JFK) and Santo Domingo (SDQ) and Santiago (STI) effective April 2,  2013″, the company announced. It added that ” American Airlines has proudly served the Dominican Republic for over 37 years. We remain committed to the Dominican Republic and will continue to serve the market through our Miami Hub, where we operate four daily flights to Santo Domingo, three daily flights to Punta Cana (PUJ), one daily flight to Santiago (STI) and Puerto Plata (POP) and one seasonal flight to La Romana (LRM). American Eagle also serves La Romana from Miami.”

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

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