Ad Agency

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.

Yakult U.S.A. Inc. unveils its new “Love Your Insides.” campaign for its signature probiotic drink, Yakult, which sells in major retailers primarily on the West Coast. It will kick off this week in 29 major designated marketing areas with a TV spot called “True Love” and will air in both English and Spanish.

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.

To read more CLICK above on El Blog.

According to the New York Times, Burger King has consolidated their marketing duties at Crispin Porter & Bogusky, Hispanic and African American responsibilities are also switch over from Austin based LatinWorks and New York based Uniworld respectively.

L.A. based Arenas Entertainment announced that Sergio Gonzalez has joined the company as VP of Publicity and Promotions. In his new position, Gonzalez will be responsible for the development and execution of marketing campaigns across all platforms for Arenas’ clients.

VSBrooks Advertising won the competitive bidding of the Department of Highway Safety and Motor Vehicles’ campaign directed to Florida’s Hispanic community, on the dangers of distracted driving.

The scope of the RFP includes traditional advertising, digital and direct marketing, media planning and buying, public relations, promotions, and event and multi-cultural marketing.

All is up for grabs.

Wendys International, Inc., part of Wendys/Arbys Group, Inc. named Miami-based Bravo Group as its U.S. Hispanic agency of record. Recognized as one of the leading U.S. Hispanic integrated communications agencies by Advertising Age, Bravo Group will be tasked with creative, planning and strategy to engage and attract the more than 45 million Hispanic consumers in the U.S. to the Wendys brand.

General Motors has assigned the Chevrolet US Hispanic advertising and marketing duties to Austin based Latinworks.

Loyalty programs are enjoying a revival in these economically challenging times. Find out why synchronization with brand strategy is crucial to any customer loyalty program’s success in this paper from Zurich-based Branders Group AG. DOWNLOAD REPORT HERE.

All those conversations, whether in person, via email, on the phone or elsewhere on the web, however, don’t make social site visitors loyal—internet users expressed the least loyalty for such properties, compared with portals or OPA member sites. They were also most likely to say social sites were not a very good fit for their information and entertainment needs.

Available on HispanicPRpro.com