Ad Agency

Puerto Rico’s hard-pressed but feisty advertising industry is in no mood to whine. In fact, optimism is the order of the day as yet another challenging year gets underway for ad agencies big and small.

Heineken USA announced the launch of a new Hispanic campaign for the Heineken Brand Equity, which extends the reach of its overarching marketing platform — “Give Yourself a Good Name” — in the Hispanic market. The Spanish-language campaign will showcase ways in which consumers “give themselves a good name” or “show who you are and what you’re made of” through a relevant adaptation for the Hispanic marketplace, “Demuestra Quien Eres.” “Demuestra Quien Eres” will be the overarching platform for all marketing initiatives for both Heineken Lager and Heineken Light for the Hispanic market.

After a lengthy agency search process that included strategic and creative presentations, prepaid and money transfer TransCash Corporation has selected alPunto Advertising of Tustin, CA as its Hispanic agency of record for the TransCash USA Card launch program. The assignment includes strategic planning, creative development, media planning and buying, promotions, retail programs, business to business efforts and a deep grassroots effort.

Creative Civilization announced the addition of two top industry leaders to the San Antonio-based advertising agency as it celebrates its 10-year anniversary.

The American Heart Association has selected independent communications agency, REVOLUCION, to conduct their premier Hispanic public relations initiative in the New York/metro area. The agency will oversee a program entitled HEARTS IN THE HEIGHTS, which promotes the American Heart Association’s movement, Go Red Corazon, with the support of Broadway’s Tony Award-winning Best Musical “In the Heights” and Spanish Broadcasting System’s WPAT-FM 93.1 Amor.

Sensis, a Los Angeles-based interactive advertising agency, is expanding its presence to Washington D.C., to capitalize on the federal government’s new interest in digital communication strategies.

A team of talented graduate students from famed Miami Ad School are cutting their agency teeth on the job while pursuing internships at Dieste—the first Hispanic ad agency to partner in the school’s Greenhouse program.

Rick Marroquin has been named by Nick Brien; CEO, Mediabrands, Interpublic Group of Cos (ICG). the new created position of EVP Managing Director of Media Brands’ Hispanic Center of Excellence. The new unit that will be created and managed by Mr. Marroquin will offer strategic thinking and leadership for clients interested in marketing to Hispanics for ICG’s agencies Universal McCann and Initiative.

Dallas based iNSPIRE! announced that it has been named the national Hispanic agency of record for Boost Mobile, the prepaid division of Sprint Nextel Corporation. Edging out 17 other award-winning Hispanic advertising agencies, iNSPIRE! was chosen for its understanding of Boost Mobile’s consumer target audience and its ability to provide strategic insights that will ‘move-the-needle’ for the prepaid wireless company.

There is a quite battle raging in the advertising industry over who will become the Agency of Record (AOR) for marketers’ social media efforts. With traditional media for delivering advertising declining in reach and effectiveness, and an even greater call for advertising efficiency in a down economy, becoming a marketer’s social media AOR can be a huge win and provide a map to a much-needed new business model and revenue stream for agencies.

A worthwhile campaign for progressive social change — taking responsibility for our actions. We at HispanicAd.com would like to encourage such a campaign amongst the US Hispanic Market. We applaud de la Cruz & Associates in Puerto Rico for their effort in helping to regain a our social conscience. La campaña de servicio público “Respeto”, hoy día mejor conocida como ¿Qué nos pasa, Puerto Rico?, cuenta con tercera fase. La campaña, que lanzó en el año 2005 haciendo un llamado a recuperar nuestros valores, da un leve giro a su mensaje exaltando a aquellas personas que han hecho algo por lograr un cambio con la línea “cada vez somos más recuperando nuestros valores”.

The Miami office of la comunidad announced a new business win from Sony Latin America.

Scope of work includes long-term, strategic, integrated advertising and marketing duties. La comunidad has already executed a High-Definition media campaign for Sony Latin America featuring the James Bond property, and they are now embarking on a new Digital Imaging series of multi-platform campaigns.

Following an extensive RFP process, Association of Hispanic Advertising Agencies (AHAA) marketing committee recommended and the board approved the selection of Sensis, an AHAA member agency, to develop the organization’s new Web site.