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.
Honda launched a new television and digital advertising campaign in support of the 2013 Civic. Targeting millennials and starring America’s Got Talent host and performer Nick Cannon, the “Best Yourself” campaign celebrates diversity and the drive to achieve success through non-traditional paths. The two-minute long form ‘Best Yourself’ video is currently posted on YouTube while the 60-second commercial will make its national broadcast debut on America’s Got Talent on August 11. Both videos showcase individuals working towards their personal goals interspersed with footage of Cannon driving the redesigned 2013 Honda Civic. In the videos, he provides the narration about the will and ambition to improve one’s self. The campaign’s message is incorporated across digital platforms and initiatives that include a ‘Best Yourself’ social campaign that encourages audiences to share their hopes and plans for taking their lives to the next level using the hashtag #BestYourself on Honda Facebook, Twitter and Instagram pages. Media partners for the campaign include AOL/Huffington Post, Complex Media Network and Ballislife.com with video distribution through YouTube and Visible Measures.
PepsiCo’s Quaker Oats unit has partnered with Univision Communications Inc. (UCI) to launch a new digital destination for Hispanic moms. The Fuente de Energía (Energy Source) destination, part of Univision.com’s Vida y Familia vertical site, is accessible through mobile platforms as well as online. The site features original content including articles, recipes, photo essays, custom trivia and polls, covering health, food and other topics and ideas to help moms keep themselves and their families energized.
T-Mobile announced it has gained 1.1 million customers, including 685,000 contract subscribers, in the second quarter. That compares with a loss of 557,000 contract subscribers, the most valuable type of customer, in the period a year earlier boosted by a big marketing push and its launch of Apple Inc’s iPhone. The uptick represents its largest customer growth in four years. Being able to sell Apple‘s iPhone in April was good for T-Mobile. For the full year, T-Mobile said it expected to add 1 million to 1.2 million contract subscriber. This year T-Mobile also began an overhaul of its network, and started offering lower-cost plans to lure customers from competitors and it also gained extra muscle from its merger with the smaller carrier MetroPCS, which recently announced an expansion into 15 new markets. . T-Mobile’s corporate parent, Deutsche Telekom AG , said it would plow more money into the No. 4 U.S. mobile provider to help it continue to grow.
Tampico Beverages announced the launch of its ‘Act on Impulse’ social media campaign aimed at multi-ethnic young adults in the United States. Known as the “blend master of flavor,” Tampico is curating and diffusing an eclectic mix of creative content and promotions that are designed to celebrate the irresistible nature of its beverages. From now until September 28, 2013, consumers may go to facebook.com/drinktampico, click the “Act on Impulse” tab, and follow the instructions to get impulsive and enter for a chance to win sweet prizes from Tampico’s “Impulsive Prize Room.” The campaign, developed by Roar Media and Macias Advertising, in Miami, will also be supported by online advertising as well as guerrilla videos and ongoing field marketing activities.
Burger chain Jack in the Box is running a summer campaign using the Vine mobile/video application and other social platforms. With digital agency-of-record Struck, the QSR brand has produced 101 videos showing its customers how to “Go Big” — part of the chain’s overall promotional theme touting recent menu additions like its Big Stack, Big Waffle Stack, Loaded Chili Cheese Wedges and Really Big Chicken Sandwich.
Digital Agency Profero has moved its New York office to a larger, newly renovated 13,000 square-foot office on Park Avenue South. The new location more than doubles the office previously occupied by the agency, and responds to increased revenue growth and an expanded team. The agency has experienced new hires in all areas, particularly in the Profero Performance team including media, display, paid search, SEO and social. Profero’s presence in Brazil has also resulted in new business for the New York office. A year after its acquisition of a full service Hispanic shop, Profero NY continues to build its cross-cultural muscle as Vox Profero. With revamped Latin expertise that taps the power of digital, the team is establishing the agency’s footprint in Latin America. Profero clients include ASOS, Barclays, Diageo, Lufthansa, M&S, New York Times, Unilever, Vonage, General Motors and Western Union.
La Agencia de Orci has introduced a new agency targeting the “new general market”. COR was created by Andrew Orci in partnership with Rich Colby, formerly of Colby & Partners. Their new agency has been operating under the radar for about a year, with clients including Cox Cable, Georgia-Pacific, and Sutter Home Winery.
British Airways and Iberia announced that Carat is their new global media partner. The agreement will take effect from October and November respectively. Carat, part of Aegis Media, will manage both airlines’ global media planning and buying – with separate teams working on each account independently. British Airways head of marketing, Abigail Comber, said: “We are delighted to welcome Carat on board. They are a great fit for the brand going forward, to deliver business value.” Iberia’s head of Marketing, Carolina Martinoli, said: “We are looking forward to working with Carat in the many marketing projects we have ahead, from the new commercial initiatives, improved long haul product and the relaunching of Iberia’s brand. They have impressed us with their international reach and knowledge and we are excited about the opportunities ahead.”Carat will join British Airways’ agency roster, which includes advertising agency BBH and digital media agencies 12th Floor and OgilvyOne. They will work on brand and marketing projects, which include the current ‘To Fly. To Serve.’ campaign. Iberia will continue to work with its creative agency Ogilvy and Mather, as well as Ideup and Reprise as digital consultants.
MediaCom won Siemens AG Global Media Account away from PHD. Siemens, the German-based company specializing in energy, technology and health care spent about $46 million on U.S. measured media in 2012, according to Ad Age. Incumbent PHD, a unit of Omnicom, had the global account since 2008. The shift comes as Siemens is beginning a campaign with PHD and DG MediaMind aimed at increasing Siemens brand awareness. HorizonMedia continues as global media agency for Siemens Enterprise Communications, the telecom company, which operates separately. This is the second client MediaCom won away from PHD this summer. In June, Sony selected MediaCom for its global mobile media account.
Balsera Communications has been tapped to be the agency of record for Vme Television, the only public Spanish language television network in the United States. Balsera will be leading Vme’s public affairs and public relations strategies.
- Ellliott Spitzer –New York
The former governor and attorney general went up with his first Spanish-language TV spot of the controller’s race for New York City last week, appealing to an increasingly powerful voting group with Wall Street war stories.
- Abogados de Accidente –New York
Catalina Marketing has started a Spanish campaign for personal injury attorney Kevin Gratt. They have created 3 videos – two videos will be displayed on nyaccidents.info and one will be displayed on brooklynpersonalinjurylawyers.co. The three videos are entitled Abogados de Accidente de Bronx, Abogado de Accidente de Queens, Abogado de Accidente de Brooklyn.
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