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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WPP’s MEC is car rental company Hertz new media agency of record in the US, Canada and Latin America. MEC will replace incumbent agency Florida-based FKQ Advertising.The win follows a “media pitch which consolidates media investment, planning, strategy, digital, SEM, SEO, mobile, analytics and insight, and affiliate marketing with one agency,” according to MEC.In 2015, the company reported total advertising costs of US$170 million.
- Coca Cola
Coca Cola is activating the 2016 Rio Olympic #ThatsGold Campaign. Broadcasters NBC and Telemundo are featuring #ThatsGold throughout the Games. Digitally #ThatsGold will be threaded throughout the NBC Olympics website featuring live updates from Rio. All this, will be supported by OOH, Cinema, and Retail activation. The campaign will also be social in nature, featuring a series of three video vignettes, produced in partnership with NBC, that focus on some of the happiest and most triumphant moments enjoyed by athletes. (READ our Interview with Melissa Palacios, Associate Brand Manager, Coca-Cola Brand Team, Adult Consumer Segments)
Toyota continues to celebrate the Corolla’s 50th anniversary across the U.S., and is made a stop at the 2016 “Celebrando Latinas” conference taking place August 6, 2016, at the Hilton San Diego Bayfront in San Diego, California. Toyota is a proud sponsor of the sixth annual conference, which is the nation’s largest Latina-focused event conducted entirely in Spanish. Toyota’s participation will come to life via its Recorriendo Historias themed interactive booth where passersby are encouraged to draw their favorite road trip memories on a canvas-wrapped Corolla, then share their stories, photos and videos on social media for the chance to win prizes.)
Harley-Davidson has selected a customized team from a range of Interpublic Group agencies to handle its global creative, media and digital marketing account.The team is Headquartered in Detroit, with regional hubs in New York, London and Singapore.The newly-created Team Ignite is comprised of creative and strategic resources drawn from a range of IPG agencies. The partnership will also be executed across Harley’s top 12 country markets, which includes the U.S., Brazil, France, DACH region (Germany, Austria, Switzerland), Italy, UK, Australia, India, Japan and China. Publicis Groupe’s Starcom and Digitas are also no longer on Harley’s agency roster.
Ford Motor Company is launching its most aggressive Snapchat ad campaign to-date, centered around the 2016 Olympic Games in Rio de Janeiro, Brazil. However, Ford is not being an official sponsor and is not permitted to use any of the Olympic Committee’s protected phrases.According to Automotive News, the campaign will feature the 2017 Ford Escape crossover , and will consist of more than thirty 10-second Snap ads. The spots will be unmistakably Olympic-themed, without encroaching upon the Committee’s restrictions. The campaign will be an extension of Ford’s recent string of Escape ads which feature the phrase: “Life is a Sport. We are the Utility.”Automotive News reports that Ford is being so cautious with regard to the US Olympic Committee’s list of protected phrases that Digital Marketing Manager Lisa Schoder didn’t so much as use the word “Olympic” at any point during a recent interview. The automaker is being very mindful of What is happening in culture to identify opportunities that align with its brand promise, says Lisa Schoder. Broadcast and digital launch Aug. 5 and will be joined by a Snapchat lens, launching Aug. 13. This is the first time Ford has ever purchased a sponsored lens, according to Mediapost. For 24 hours, Ford’s lens will enable U.S. Snapchat users to paint their face in a red, white and blue design and activate a confetti shower.On Twitter, Ford will share more than 200+ pieces of real-time content based on its SUV brand personality, using emojis and GIFs tied to different sports over the duration of the competition using the @Ford handle.
- Henry’s Hard Soda
Following a strong launch at the beginning of the year, MillerCoors is expanding its Henry’s Hard Soda offerings to include Henry’s Hard Cherry Cola. Now available on shelves nationwide, Henry’s Hard Cherry Cola joins the rest of the Henry’s family of flavors, Henry’s Hard Ginger Ale and Henry’s Hard Orange Soda.The brand is supported with a national, Gen-X targeted marketing campaign that kicked off in January 2016 and features adults who have grown up, but have not grown old. The campaign includes TV, digital media, social media, billboards and point-of-sale marketing.Fans can share how they #LiveHardish by following @HenrysHardSoda on Facebook, Twitter and Instagram.Henry’s Hard Soda is available nationwide at most grocery, liquor and convenience stores in 6-pack 12-ounce bottles and 16-ounce single cans. For specific retail locations, visit the product locator at HenrysHardSoda.com/locator.
Honda is introducing a new integrated marketing campaign to promote the completely redesigned 2017 Honda Ridgeline, now available in dealerships nationwide, featuring creative from the Academy-award nominated stop-motion artist PES. Launching online as a sneak peek ahead of its official debut during the Summer Games in Rio, the multi-channel campaign is led by a new 60-second TV spot, “The Power of Ridgeline,” that showcases the versatility and comfort of the all-new Honda pickup truck.The new campaign features a strong experiential presence, as well as print and out of home media activations, social media programming, digital media and original content that showcases some of the pickup’s most unique features..Honda also has launched a new Hispanic marketing campaign that debuted with the Ridgeline’s official sponsorship of the Univision Deportes’ broadcast of “Campeón de Campeones,” the emblematic Mexican soccer championship match between the winners of the two most recent Liga MX seasons that took place in Los Angeles and aired on Univision. A new Ridgeline Hispanic TV spot, “NO ES NADA” debuted during “Campeón de Campeones,” featuring the all-new Ridgeline as a ‘mid-size truck with a big-sized heart.’ National media will run on network cable, broadcast, and online video within top-rated programming and fall premieres. To create greater impact at launch, the Ridgeline campaign will include portal homepage takeovers, such as on Yahoo! and MSN.
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