Ad Agency

As one of the largest and longest-tenured agencies in the Southwest, E.B. Lane has realized nearly a half-century of operational success. The agency is prepared to focus best practices on building Lottery sales to generate much-needed revenue for the state of Arizona. In order to serve the multicultural market, E.B. Lane will utilize its in-house expert, Raices Unidas, and sub-contract with Lopez Negrete Communications. Lopez Negrete Communications, currently with offices in Houston and Los Angeles, will open an office at E.B. Lane in Phoenix.

At the d expósito & Partners they do it like only they know how.

Agencies and industry players all over the country took time out to celebrate Cinco de Mayo. Some friends at d expósito & Partners shared their photos with me, and it looks like they know how to have fun.

Last week, I attended the Forrester Marketing Forum. One particular discussion, led by Forrester analyst Sean Corcoran, got me thinking a lot about the future of Hispanic marketing.

Corcoran’s session, “The Role of Agencies in the Adaptive Era,” centered on the future of agency relationships, particularly digital agencies, in a world where people consume multiple media, trust one another more than they do marketers, connect through social media and let consumers determine what is relevant. By Jose Villa – Sensis

Available at HispanicCMO.com

Luis Miguel Messianu, President & CCO of Alma DDB, was recently honored with one of the highest recognitions of the Latin American advertising industry, the FIAP Hall of Fame.

If by now you still have not returned your Census 2010 form, chances are this message was meant for you: “Open your doors to the Census and the Census will open doors for you”. This message was crafted by d expósito & Partners, one of several agencies working with DraftFCB , and it was leveraged in English, Spanish and other languages due to its power to motivate cooperation with Census enumerators going door-to-door to complete the decennial count.

Antoinette Zel, President of La Comunidad announced the expansion of the agency’s strategic planning capabilities to include Media Services and Connections Planning. La Comunidad has appointed David Lawlor to head the new division under Executive Director of Global Strategy, Richard Monturo.

Simple according to industry insiders, the Media Brands’ Hispanic Center of Excellence insight agency managed Rick Marroquin named Identity has partner up with Universal McCann to handle US Hispanic work across the multiple Chrysler/Dodge/Jeep brands.

Add to this that, Identity works closely with media buying agency Initiative that handles work for Home Depot.

So in conclusion, Rick Marroquin is the common denominator on US Hispanic efforts.

VPE Public Relations was recently named agency of record for Dos y Dos, a live-action television series recorded in Spanish and English for children ages two through seven. Dos y Dos is produced by the Latin American Multimedia Corporation (LAMC).Available at HispanicPRpro.com

I attended the NGLC conference just over a week ago and was thrilled to see a packed room turnout. Fact is, we need more forums like this one where we engage with like-minded individuals and actively discuss the evolution of our US Hispanic industry. I can’t think of another forum that exists where people willingly and openly gather to talk about reaching the totality of the US Hispanic market, not just the Spanish-dominants. Ok, so let’s keep it real. Although the attendee list was extensive — including Senior level Clients (across multiple categories and products), broadcast media partners, digital and mobile companies, researchers, service providers, vendors, General Market media planning and buying agencies — the US Hispanic ad agency presence was a mere sprinkling. By Christopher Campos. Available on El Blog.

Ace Hardware Corporation rolls out its first-ever national Hispanic advertising campaign, created by REVOLUCION. Three 30-second Spanish-language TV spots are airing nationwide on Univision, Telemundo, Telefutura, Galavisión, ESPN Deportes and Fox Sports En Español. Two Spanish-language radio spots also launch this month.

Republica announced it has been selected by the Miami Dolphins and Sun Life Stadium as their agency of record. Republica will develop and implement a national integrated communications campaign for the football team and stadium.

MAGNA, a division of IPG’s Mediabrands, released an updated US Media Advertising Revenue Forecast.

Leo Olper has left his post at Chicago based Lapiz, Mauricio Galvan has left his post as VP Creative Director at New York based The Vidal Partnership, both join Havas Worldwide to help solidify their US Hispanic practice with remnants of the Euro RSCG US Hispanic division. Paco Olavarrieta who worked as an independent Creative Guru and former Vidal Partnership Chief Creative Director has returned to The Vidal Partnership As ‘Acting’ Chief Creative Office.

Got that?

I need the opinion of my Hispanic advertising colleagues.

What would you think of a TV Network going directly to a client of yours – without letting you, the agency, know – to present to them a program that you had already presented to your client? And presenting it as a less expensive option because the client can get it net from the network? Of course trying to mess up the client-agency relationship comes as a derivative of this action.

By: Enrique R. Turegano.

Research reveals that seventy-three percent of consumer product goods manufacturers and 86 percent of retailers place shopper marketing at the top of the list for marketing efforts that deliver meaningful return on investment—but are marketers doing this well in multi-cultural markets?