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Nuances of culture are important for anyone trying to reach Hispanics, from political candidates to mainstream brands to media.

Fox Buys Majority in National Geographic Magazine and Cable: Will  Climate Change Denial Win?

The 127-year-old nonprofit National Geographic Society has struck a $725 million deal that gives 21st Century Fox a majority stake in National Geographic magazine and other media properties, expanding an existing TV partnership. The agreement will give the company controlled by Rupert Murdoch’s family a 73 percent stake in the new National Geographic Partners venture. The National Geographic Society retains 27 percent ownership. The move shifts the longtime nonprofit flagship magazine into a for-profit venture. The arrangement brings together National Geographic’s magazine with its cable channels and other media businesses.  This is the second major deal announced in the last 10 days which puts together TV and magazine assets, the other one being the acquisition of Meredith Corporation by Media General. National Geographic originally partnered with Fox in 1997 to launch the National Geographic Channel. Officials said aligning the various media brands will help fuel future growth. In the Hispanic market, NatGeo-MundoFox (now MundoMax) ad sales are operated by Fox Hispanic Media. “This expanded partnership, bringing together all of the media and consumer activities under the National Geographic umbrella creates vast opportunities and enables this business to be even more successful in a digital environment,” said James Murdoch, CEO of 21st Century Fox, in announcing the deal. Al Jazeera has another take: Rupert Murdoch’s high-profile purchase of National Geographic — perhaps the most esteemed remaining icon of middlebrow American print culture — has touched off alarms over how the swashbuckling Australian press lord may visit a Fox News makeover on the science monthly…Murdoch’s acquisition of a 73 percent share of National Geographic — for a cool $725 million — is especially troubling to the cause of climate science, since the National Geographic Society (founded as a nonprofit foundation for exploration and research) administers a $1 billion grant program to research scientists.”

A case in point is Pepsi’s new limon flavor. The new flavor was made with the help of Adelante, an employee association at PepsiCo meant to “foster relationships with the Hispanic community,” according to Latinos Health. In order to get the taste right, Pepsi uses 2 percent real lime juice. For now, Pepsi Limon is available only in selected markets in California, Arizona, New Mexico and Texas, as well as Chicago. We can only hope it spreads to the rest of us.

Don’t stereotype lifestyle or spending power

Carlos Garcia_GfkIn fact, marketers still struggle to create messaging that’s truly culturally relevant and nuanced enough to avoid stereotypes, according to Carlos Garcia, senior vice president of multicultural at GfK Media. And this goes beyond not plopping a Spanish icon into a commercial. There are more subtle stereotypes that can keep an ad from resonating.

Garcia told eMarketer that Hispanics are brand-loyal because they want to stick with what they know, so advertisers trying to win them away need to focus on a value proposition, not image advertising. He said, “Be specific. Why should I buy this product? It’s just as good and cheaper, it’s the same price but bigger, it’s better taste, it has more natural ingredients, it has aloe in it, it has more protein, it has something.”

Garcia also noted that, while the Hispanic population as a whole may have below-average household wealth, it is still a viable market for higher-priced goods. He said, “They organize their lives differently. They have different priorities. They are buying high-quality, high-cost electronics. They are buying houses. They are buying appliances. They are doing all these things that the sheer income numbers would suggest are impossible.”

Sweet new hub for Latinas

popsugar latinaSpeaking of mainstreaming, POPSUGAR Latina, a mobile-first hub within the fashion and lifestyle site, aims to better serve the 12 percent of traffic to the main site comprised of Hispanic women. The English-language site will skew the regular diet of celebrity gossip, fitness, fashion and recipes to Latinas. Anna Fieler, executive vice president of marketing at POPSUGAR, told CNBC, “Our intent is to deliver the content in English, focusing on content for the Latina who considers herself to be 100 percent American and 100 percent Latina.”

POPSUGAR has partnered with JCPenney as the sponsor of the launch. In the press release, Eileen Carty, EVP Brand Partnerships at POPSUGAR, said, “Latinas are the fastest growing market in the United States, and this young, family-oriented woman loves to shop and gather information and is connected with her smartphone at a faster rate than any other demographic.”

2016 election could see spending shift

Arturo VargasWhile political candidate have been used to reaching Latino voters via Spanish media, changing demographics may cause them to rethink their media plans for the next election. Arturo Vargas, the executive director of the National Association of Latino Elected and Appointed Officials in Los Angeles, told Aljazeera America that candidates must understand the diversity in language, culture and generations. In 2013, Latinos born in the U.S. made up 65 percent of Hispanic Americans. “[Candidates] need to understand that there isn’t a single Latino profile,” Vargas said.

Candidates shouldn’t simply translate campaigns into Spanish; they’ll need to craft Hispanic-centric messages. “The outreach is not about language,” said Felipe Benitez, the communications and development director for Mi Familia Vota, another voter advocacy group. “It’s not about Spanish or English. It’s about addressing the issues that really matter to our community and listening to our community.”

That could mean more intensive work on platforms and advertising, as well as more thoughtful media plan to reach acculturated Hispennials outside of traditional Hispanic media. Multicultural agencies should clarify their ability to understand this changing audience, while Spanish-language media may need to refine their pitches.

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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. 15  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!

Click here for prior Sales Leads issues.

  • Chrysler

descargaThe Chrysler brand has launched a new multicultural marketing campaign for the all-new 2015 Chrysler 200, featuring acclaimed actor Gael García Bernal (Amores Perros, Y Tu Mamá También, The Motorcycle Diaries). The campaign, which debuted Wednesday, March 4, consists of four national television spots across U.S. Hispanic media – one :60 and three :30 commercials – and also includes digital and social initiatives. Key partners for the Chrysler brand include Univision and Telemundo, for which the brand will be a presenting sponsor of La Voz Kids, a  show for family co-viewing in all of broadcast, regardless of language, on Telemundo. The campaign introduces Hispanic consumers to the all-new 2015 Chrysler 200, giving viewers a close-up view of the Chrysler brand’s class-leading advancements. The story is anchored on the message, “Why choose ordinary when you can have extraordinary?”, and supported with “Un Modelo a Seguir” – a nuanced phrase that in Spanish conveys positive messages such as something that inspires and/or something to pay attention to or follow. (It translates literally to “A Model to Follow,” which in the spot refers as much to the Chrysler 200 as it does to Gael García Bernal).The Chrysler brand campaign was created in partnership with Lopez Negrete. Media buying and planning has been done by IPG Mediabrands. The first spot, “Kid, You’re Not Me,” can be viewed here:

  • Enterprise Rent-a-Car

Rent-EnterpriseEnterprise Rent-a-Car just announced “Vamos Por Ti” (We’ll Come For You) – its first-ever fully-dedicated Hispanic marketing campaign. “Vamos Por Ti” will come to life in TV, radio and digital advertisements, as well as in-store collateral. Advertisements will debut in six pilot markets in Texas and New Mexico, with potential to expand into additional markets later this year. PHD Media Network handles all media planning and buying duties on behalf of Enterprise, and for this campaign, the spot will be seen on Univision and Telemundo networks in six markets – Dallas/Ft. Worth, Houston, San Antonio, Austin, El Paso/Las Cruces and Albuquerque/Santa Fe. There are also digital buys on YouTube, Hulu Latino and Facebook. The campaign began March 2 and runs through April 12. In addition to “Vamos Por Ti,” Enterprise is also debuting a new North American television ad that will launch next week on March 16 across primetime broadcast TV and digital, coinciding with some of the brand’s heaviest media buy. The spot, called “Family Reunion,” uses humor to communicate how often Enterprise employees go above and beyond for their customers. In this particular ad, a young woman asks Enterprise to pick her up from a family reunion, and then introduces family members to her “boyfriend” (a.k.a. the Enterprise employee) who willingly plays along. The “Vamos Por Ti” campaign was developed by Bromley and “Family Reunion” was developed by Cannonball Advertising and Promotion. Read our Interview with Lee Broughton, AVP, Enterprise Brand Marketing, North America.

  • UFC

PINTA Logo (1)Miami based Pinta has been selected as Hispanic agency of record for UFC, helping with marketing efforts, creative public relations, social media, fighter promotions and event support. UFC Ultimate Fighting Championship is the largest mixed martial arts promotion company in the world featuring most of the top-ranked fighters in the sport. Based in the United States, the UFC produces events worldwide.

  • MLB.com

pggGR8TI_reasonably_smallMLB.com At Bat dominated North America in its first three days as excitement builds among baseball fans for the start of Spring Training games today. The new Spanish language capabilities developed for At Bat are part of a larger MLB effort to expand its important relationship with Latino fans.  To further that effort, Major League Baseball has named LatinWorks, the full-service cultural branding firm, as the league’s creative agency to reach Latino fans. MLB will be also handling the media buying.  LatinWorks will direct MLB’s national campaign to emphasize its multicultural diversity and connect with its Latino fans more directly and extensively. There were 193 foreign-born Latino Major League Baseball players, equaling 22.6% of the league, on Opening Day rosters last season, playing alongside many U.S.-born players of Latino descent.LatinWorks’ creative for MLB will incorporate a multi-platform national campaign for the upcoming season, as well as strategic brand activations surrounding MLB Jewel Events including Opening Day, All-Star Game, and Hispanic Heritage Month. The agency’s marketing campaign will be unveiled nationally later this month.In addition to At Bat and its comprehensive bilingual accessibility, Latino fans also will have extensive Spanish-language access to all 30 MLB Clubs through MLB.TV, which will introduce a new audio option in 2015. This technology will give MLB.TV subscribers the ability to switch the live audio feed from the television to Spanish-language radio announcers without disrupting the live video broadcast. MLB buys media in-house.

  • #SinTraducción – Target

Sin-Traduccion1-924x462What do the Spanish words “arrullo,” “sobremesa” and “estrenar” have in common? They all have a starring role in #SinTraducción, Target’s new Hispanic campaign that features words with no English equivalent. A first-of-its-kind for Target, #SinTraducción is a sweeping celebration of moments, traditions and emotions that are treasured by many in the Hispanic culture. Using a number of these untranslatable terms as inspiration, the campaign invites Target’s guests to experience the brand in a more personal way.#SinTraducción, the retailer’s first campaign focused solely on Hispanic guests, launches March 8. Branded with an inviting hashtag, the campaign aims to create a dialogue between Target and its guests on social media.According to Rick Gomez, senior vice president of marketing at Target, #SinTraducción is social by design.

  •  Sensis

sensislogo_2012_400x400Sensis, the cross-cultural agency with digital at its core, will open an office in Austin on March 2 having merged with K. Fernandez Marketing of San Antonio. Karla Fernandez Parker will start immediately as Sensis managing director of Texas.The Austin office, located in a technology corridor, is the fourth office for Los Angeles-based Sensis. Read more.

 

  •  Rick Perry/ Targeted Victory

80rkMI5v_reasonably_smallTexas Governor Rick Perry has tapped Targeted Victory, an audience targeting firm focused on Republican political candidates, to help reach potential voters for a 2016 Presidential run.Targeted Victory is familiar with Presidential races as in the past it worked on the Romney-Ryan campaign in 2012 and brought those same Romney-Ryan supporter audience segments back for the 2014 midterms.Michael Beach, co-founder of Targeted Victory, will be solely focused on the Perry ticket. Targeted Victory may also work with other candidates for 2016..Beach will serve as senior advisor for digital and television optimization for Rick Perry’s campaign. Chris Gulugian, Targeted Victory’s client strategy director, will serve as an advisor for digital and field operations, per a release.

  • Unilever

puJbbfeF_reasonably_smallUnilever has agreed to acquire Ren Skincare for an undisclosed amount, to ramp up in prestige beauty.Unilever said it expects the deal for the 15-year-old skincare brand, founded in the U.K. by Anthony Buck and Robert Calcraft, to close by May after regulatory reviews.The move comes at P&G is divesting, discontinuing or merging 100 brands globally representing 14% of its sales. Smaller prestige fragrance licenses, such as Avril Lavigne’s signature scent, have already been discontinued.Ren had global sales of more than US$110 million last year, Euromonitor estimates.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 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!

Join us at PORTADA Mexico!

 

 

What: After merging with K. Fernandez Marketing of San Antonio, cross-cultural agency Sensis is opening  an office in Austin today March 2.K. Fernandez Marketing Founder, Karla Fernandez Parker has been appointed  Sensis’ managing director of Texas.
Why it matters: The Texas office is Los Angeles-based Sensis’  fourth office after Washington DC, Atlanta and Los Angeles. Texas offers exponential returns and growth for marketers, specially in relation to the Hispanic market.

sensislogo_2012_400x400Cross-cultural agency Sensis will open an office in Austin on March 2 after merging with K. Fernandez Marketing of San Antonio. Karla Fernandez Parker will start immediately as Sensis managing director of Texas.

The Austin-based office, located in a technology corridor, is the fourth office for Los Angeles-headquartered Sensis. In addition, the agency also has an office in Washington, D.C. and most recently opened an office in Atlanta to capitalize on the Hispanic growth in the Southeast.

170a11eA brand engagement and marketing veteran, Fernandez Parker specializes in total market and Hispanic advertising. She founded K. Fernandez Marketing over 18 years ago. She has worked with clients like Proctor & Gamble, Wells Fargo, McCormick & Company, Bank of America, M&M/Mars, and UnitedHealthcare.

“Texas is the exemplar minority-majority state making it fertile ground for our cross-cultural approach,” Sensis founder and President José Villa said. “Austin remains an intersection of creativity and technology, affording us the opportunity to serve clients in ways they’re not used to. Add to that Karla’s expertise in cross-cultural branding and engagement and we’re delighted by the potential Texas holds for us.”

“I’m very pleased to be joining the Sensis Team,” Fernandez Parker said. “With my knowledge of the Texas marketplace from the border to every major metropolitan area and even semi-urban markets, the sky is the limit for the impact we can make for clients by joining forces.”

Sensis has grown in the last 17 years from a company building websites to a strategic marketing firm harnessing the power of digital communications to reach a multicultural world. Texas offers exponential returns and growth for marketers. It is rich with Hispanic families who made their mark on Texas generations ago. Some hold steadfast to their Hispanic traditions while others have embraced the culture of their adopted country. There is also a continued influx of recent immigrants working to adapt to their new environment while still rooted in their countries of origin.

A measured approach is necessary for reaching this diverse and valuable market.

“A measured approach is necessary for reaching this diverse and valuable market,” Villa said. “There is no magic bullet. Karla understands that and we expect our partnership will yield great results for the regional marketers in Texas who are still trying to find the right approach for this ever-growing audience.”

Join us at PORTADA Mexico!

 

 

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