“Maybe we’re coming at it from all the wrong ways.”
Have you ever uttered that sentence, or one like it? Have you ever had the nerve to completely deconstruct what you’re doing — and admit that you might be doing it wrong? It takes nerve and courage. It’s hard for someone to debunk their own internal mythology, the set of “tried and true” guidelines that have driven lives and careers to date, in order to start over — but that scenario is on the agenda for many right now.
This month, bicultural Hispanics in Los Angeles and Miami will see bilingual Chase advertising directed to them within their favorite English language programs. The 30-second “Traductor” (“Translator”) TV spot announces Chase’s new effort to provide bank statements in Spanish for their U.S. Hispanic clientele.
JC Penney has reassigned Hispanic marketing and buying responsibilities from New York based The Vidal Partnership to Conill for creative and account duties and OMD for buying duties.
Research shows that seven out of 10 companies are actually using social media tools in their marketing efforts, a 37 percent increase from a year ago. However, only one-third report making any changes to products and services based on customer feedback. According to the second annual PRWeek/ MS&LGroup Social Media Survey, which polled 262 US chief marketing officers, VPs of marketing and marketing directors, many companies are listening to what’s being said online, but few are taking action that could allow them to increase return on investment (ROI) and ultimately drive the bottom line.
Available at HispanicPRpro.com
Total advertising expenditures in the first six months of 2010 rose 5.7 percent from a year ago and finished the period at $63.57 billion, according to data released today by Kantar Media, the leading provider of strategic advertising and marketing information. Ad spending during the second quarter of 2010 was up 5.4 percent compared to last year.
Beringer Vineyards is breaking new ground with the announcement of a multi-platform media campaign, developed by Barú Advertising in Los Angeles targeting Hispanic adults, making it the first wine brand to actively invite Hispanics to enjoy wine through a comprehensive marketing campaign.
GlobalHue announced a strategic realignment of its leadership team. As part of the new structure, Don Coleman, founder and CEO, will assume the role of General Manager at both the New York and Southfield, Michigan, offices.
Andrew Speyer – VP Account Planning at Coral Gables based Zubi Advertising will be joining Wing in New York.
Available at HispanicAccountPlanner.com
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
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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.
