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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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • U.S. Army

The U.S. Army has begun a review of all of its marketing services,  see the RFP on the U.S. Army site, The U.S. army is an account with annual media expenditures of close to US$ 200 million that’s now shared by units of McCann Worldgroup, principally McCann Erickson (lead creative) and UM (media). The contest will stretch deep into next year, with the goal of having an agency team on board by March 2016. Casanova Pendrill, which is also a part of IPG like UM, does Hispanic Media buying and planning for the U.S. Army. Lately Casanova Pendrill has also been support by New York city based D’Exposito & Partners for some projects.

    • Kohl’s

Kohl’s kicked off its holiday campaign with an emotionally-charged TV spot, highlighting the magic of the holidays with a father-son moment.The ad is the centerpiece of Kohl’s holiday marketing. It marks a new approach for the retailer, which usually diversifies its brand push during the season. “This year we really wanted to break through and have a strong commitment to the spot that we know will touch millions of hearts,” said Nancy Carruth, senior VP of brand creative at Kohl’s. Zenith Media is Kohl’s media agency.

      • Liberty Tax, Inc.

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Virginia Beach-based Liberty Tax, Inc., parent company of Liberty Tax Service, has launched SiempreTax+, a national tax preparation brand focused on the Hispanic community. Siempre, which means “always”, will provide tax preparation plus a wide array of services and solutions to Spanish-speaking customers, including driver’s license assistance, notary and immigration help, in the language they prefer — English or Spanish.

      • Garnier PEOPLE en Español

descarga (6)Time Inc.’s PEOPLE en Español is celebrating the holiday season with the second installment of Chica, the brand’s English-language insert targeting the modern bi-cultural Latina woman. Chica will appear in the December/January issue of PEOPLE en Español, on newsstands November 14. Garnier® is returning as the exclusive sponsor.Chica debuted earlier this year in PEOPLE en Español’s June issue, as a response to the brand’s key insights on the Hispanic market, and specifically on trends related to acculturated Latinas. This latest installment of Chica features a Q&A with Puerto Rican singer-songwriter, model, actress, producer and writer, Roselyn Sánchez– best known for TV hits Devious Maids and Without A Trace-. The insert also includes PEOPLE en Español editors’ top picks for festive fashion and expert beauty tips for the season.

      • KFC

descarga (7)KFC has launched a new effort named “Festive Feast,” aimed at becoming the official food of the unofficial holidays.The broadcasting execution, entitled “The Calm Before the Storm,” includes both broad market and a new Hispanic initiative, the latter created by Louisville-based ad agency Scoppechio (formerly known as Creative Alliance).In the Hispanic TV spot, a young family is preparing their home for a crowd of guests arriving for the holiday season. A mobile camera goes throughout rooms, following the youngest child as the family hurriedly works in anticipation; blowing up air mattresses, rearranging furniture and arranging mismatched chairs into their dining room.As the family relaxes with a sigh of relief, the mother comes out of the kitchen and surprises them with KFC’s Festive Feast. The spot was shot in Miami by Uruguayan director Guillermo Peluffo.
https://www.youtube.com/watch?v=yjewVdb82LU

      • Nestle USA

NestleVTwitter_400x400After a long-lasting review process that began this spring, Nestle USA cut down its more than 15 digital roster shops to eight, including Dentsu’s 360i, Engine’s Deep Focus, Interpublic’s Huge and WPP’s Grey, as well as independent shops Resource/Ammirati, Threshold Interactive, SmithBrothers and Swift, Inc.Dentsu’s 360i, which is new to the roster, was tapped to handle Skinny Cow, Coffee Mate and Lean Cuisine. Zenith Media is Nestle’s media agency. The shop also won some business for Nestle Waters.Engine Group’s Deep Focus arose with Tombstone, Ovaltine and Edy’s and Dreyer’s ice cream brands. The shop also won some Nestle Waters business. Agency Resource/Ammirati, which already handled Digiorno and California Pizza Kitchen frozen pizzas, added Nestle Tollhouse. The shop also works on some Purina brands.Stouffer’s and Outshine won Swift. Threshold Interactive will handle Butterfinger and Hot Pockets.Huge will support Nescafe, Dolce Gusto and Nescafe Classico. And Grey, the only traditional creative shop, will handle digital work for Haagen Dazs.Including all divisions, Nestle ranks as the 41st-largest advertiser  in the U.S. .

      • True Value

KdNlYQPy_reasonably_smallUM, the IPG Mediabrands media agency, has been awarded U.S. media-buying duties for True Value, a national hardware cooperative. The award came after a formal review.Minneapolis-based Solve will continue to handle the client’s media-planning assignment. True Value spent approximately US $7 million on ads in both 2012 and 2013 according to Kantar.Effective immediately, UM will handle local and national buying duties for True Value, which is headquartered in Chicago. The agency will handle the account from its Detroit office.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

What:  Liberty Tax, Inc. has launched SiempreTax+, a national tax preparation brand that will cater to the needs of Hispanics in the upcoming tax season.
Why it matters: SiempreTax+ will provide tax preparation plus a wide array of services and solutions like driver’s license assistance, notary and immigration help to Spanish-speaking customers.

descarga (1)Virginia Beach-based Liberty Tax, Inc., parent company of Liberty Tax Service, has launched SiempreTax+, a national tax preparation brand focused on the Hispanic community. Carlos Perez has been named COO of SiempreTax+. Even before the launch of the Hispanic specific brand   Liberty Tax had an active Hispanic marketing strategy and media engagement.

Siempre, which means “always”, is an independent brand under the Liberty Tax umbrella that provides tax preparation plus a wide array of services and solutions to Spanish-speaking customers, including driver’s license assistance, notary and immigration help, in the language they prefer — English or Spanish.

One important service will be Siempre’s assistance in helping customers understand the Affordable Care Act (ACA) and their responsibilities under the law. Siempre will host ACA seminars and provide materials in Spanish that will be tailored to specific situations most likely to affect SiempreTax+ customers.

The company will also help non-citizens apply for an Individual Taxpayer Identification Number (ITIN) at no charge. The ITIN not only allows citizens to have a credit card or opening a bank account , but also ,along with filing taxes each year, helps establish a record of residency in the United States.

” When you look at the growth in the Hispanic market and the lack of reliable tax preparation services available to that market, you have to realize there’s an opportunity there to give customers what they need and desire,” said Liberty Founder and CEO John T. Hewitt.

Liberty also said it will open its .offices on Nov. 15, earlier than normal, because it expects more taxpayers will need filing assistance as a result of the federal Affordable Care Act.2014 tax year will be the first in which Americans and legal residents will be required to show proof of health insurance coverage as part of their income tax returns.

@SiempreTax @libertytax

Liberty Tax Service and Los Angeles-based EC Hispanic Media are expanding their partnership to bring Hispanic consumers, high-value educational content. Through the partnership, Liberty Tax Service ~ Una Familia Sin Fronteras, will utilize El Clasificado and other newspapers  to reach Hispanic families in 11 different US markets.  Liberty Tax Service’s Hispanic Initiative will provide the latest vital fiscal and financial information to the Hispanic community. The content will be distributed in Spanish via a value-packed custom publication entitled “Más Dinero” (More Money) and inserted in leading newspapers in Phoenix, San Diego, Los Angeles, Sacramento, Miami, Albuquerque, Boston, Austin, Virginia, Portland and Washington State.

Distribution

Hispanic NewspapersLiberty Tax Service “Más Dinero” newspaper insert will provide fiscal and financial information to Spanish-speaking taxpayers, in addition to valuable information on “Deferred Action”, as well as guidance on how to obtain and properly use an ITIN number.  “Más Dinero” publication can be found at over ten thousand (10,000) distribution points throughout Los Angeles, San Diego and the Central Valley including selected Liberty Tax Service’s retail locations located in high-Hispanic-density locations. In other markets, the publication can be found inserted in leading newspapers the week of February 4th:

  • La Voz Arizona, Phoenix, AZ.
  • Dos  Mundos, Kansas City, MO
  • Vida en el Valle, Sacramento, CA
  • El Nuevo Herald, Miami, FL
  • El Semanario, Albuquerque, NM
  • El Mundo, Boston, MA
  • El Mundo, Austin, TX
  • Tidewater Hispanic News, Virginia Beach, VA
  • El Latino de Hoy, Portland, ON
  • El Sol de Yakima, Yakima, WA
  • El Clasificado – Los Angeles, CA
  • El Clasificado, San Diego, CA

“We were happy to partner with EC Hispanic Media as we launched this program last year.  Given the success of the program we are excited to expand it to 11 markets.  Liberty Tax Service~Una Familia Sin Fronteras is proud to sponsor this terrific educational initiative in alliance with EC Hispanic Media,” commented Martee Pierson, Liberty Tax Service, Director of Diversity Programs & Executive Director of Liberty’s Una Familia sin Fronteras Foundation.  In addition, El Clasificado will co-brand 900 strategically positioned racks throughout Los Angeles and San Diego areas with mini-billboards of Lady Liberty aka Doña Libertad.

As a way to augment the program and build a new point of engagement with Hispanic consumers, Liberty Tax service & El Clasificado will host an educational consumer workshop in the offices of El Clasificado during February 2013. This initiative will allow consumers to learn more about how to obtain the maximum refund possible, new tax laws, careers at Liberty Tax Service and information on the deferred action program.