Edelman announced that its Multicultural practice has been selected by The Latinum Network (TLN) as its PR agency of record. Edelman Multicultural will develop and implement national media and client relations strategies for the company’s peer-to-peer network that focuses on providing solutions for corporations to better meet the needs of the U.S. Hispanic market. The account will be led by the Edelman Multicultural team based in New York City.
Available at HispanicPRpro.com
Zubi Advertising announced the promotions of four media executives, effective immediately, under the new leadership of Isabella Sánchez, Vice President Media Integration.
Laura Marella – Vice Chairman of GlobalHue since 2007 departs the agency.
Ms. Marella has enjoyed a stella career in the US Hispanic advertising industry, previously she was SVP/Chief Growth Officer at Casanova Pendrill.
The vox collective unveiled VoxVentures–a division focused on the creation of products and content for clients, distribution partners, as well as venture capital partners looking to invest in high growth areas.
Check the article from USA Today on Friday titled ‘Kindergartens see more Hispanic, Asian students”. This is why GM agencies are going after the Hispanic market, it makes perfect new business sense for them, the Hispanic market keeps growing and they have more access to CMOs.
The way the economy is and the constant GM advertising budget cuts, who has the most control over advertising budgets? A Hispanic agency that handles 8-12% of the client’s advertising budget or a GM agency that handles 85%+? How many times have we seen a Hispanic agency working on a project and all of the sudden the client calls to stop the project because they have to use the funds for a GM project? Well, GM agencies are no longer asking for an increment to their budget for a special project, they are going after the growing Hispanic market business. Again, it makes perfect sense for GM agencies.
BY Dennis Hernández – N’Contact
Top read more CLICK above on El Blog
Omni Direct, Inc. announced that it was selected as the DR marketing agency to help develop, launch and test Franklin Electronic Publishers’ Interact with English product in the U.S. Hispanic market.
SiboneyUSA announced that Maria Fernanda Ordonez will join the agency as the new VP and Director of Media & Planning Services.
Tracy Decker will be joining MediaVest 42 as VP, Connections Director. She previously was the VP Director of Media Services SiboneyUSA in New York.
Slang, a publisher of videogames inspired by Hispanic culture, announced that is has signed NY-based boutique advertising and creative assets agency the vox collective as its partner in the launch of its upcoming “Lucha Libre AAA Heroes del Ring” videogame.
Hoy, the Spanish-language newspaper in Chicago, part of Tribune Hispanic Media Group, has selected Chicago based Creación Marketing Communications to work on the 2010 communication campaign of their weekend edition ‘HOY Fin de Semana’.
Based on factual occurrences over the last couple of years, where mainstream agencies have earned the right to handle Hispanic responsibilities laced with the recent losses of key accounts like Home Depot, Publix Supermarkets and Burger King to mainstream agencies or hybrids with internal multicultural executives, we have been measured and we have fallen short.
Don’t kill the messenger, understand that we have a problem.
By Gene Bryan – CEO / HispanicAd.com
Top players in our Industry check-in to add their comments.
The New York Times recently ran an article about how certain companies, like Burger King, have begun consolidating their agencies (essentially eliminating their multicultural agencies). The author, Stuart Elliott, notes that this move is “indicative of a trend that has accelerated as younger consumers, who are often less likely to use traditional labels of race and ethnicity, have become more of a force in the consumer marketplace.” By Miguel Gomez Winebrenner
A year ago HR Block assigned their Hispanic responsibilities to Coral Gables based Alma DDB. Those responsibilities are now the responsibility to Coconut Grove based MARCA, according to industry insiders.
What a difference a year makes.
