Ad Agency

Laura Marella has resigned from her position as S.V.P. /Chief Growth Officer of Costa Mesa-based Casanova Pendrill. She has also resigned from her Board seat at the Association of HIspanic Advertising Agencies.

Ms. Marella has enjoyed a distinguished career in the US Hispanic market advertising Industry,. Her contributions to her agency and our Industry will continue to have a positive impact on our future.

Her future endeavors will allow her to contribute in the non-profit area providing help Hispanics take advantage of educational opportunities.

Industry insiders state that the move is firmly based on finding overall accounting efficiencies in reduction of fees paid for the buying media, not advantageous CPMs, rates, marketing & media strategy performance or ROI.

This is an alarming trend that Hispanic Agencies are challenged by, when their efforts and results are not enough to offset the accounting process when an advertiser is more interested in saving fees than increasing market share.

The Heineken buying at The Vidal Partnership was the last element of Hispanic buying that MediaVest did not handle for Heineken, last year the Tecate brand handled by Los Angeles-based Grupo Gallegos was consolidated.

Can these large media buying units deliver the same Hispanic market know-how & skills, media relationships & partnerships and improve on impressive local, regional and national Hispanic ROI?

At the end of the day … Performance must be the metric. Time will tell.

Arminda Figueroa, founder and President, announced the launch of Latin2Latin Marketing & Communications (L2L) to provide clients with creative marketing solutions that reach the exploding Hispanic consumer segment. L2L offers a wide spectrum of services including marketing plan development and implementation, event planning and promotion, entertainment sponsorships, business development, public relations and talent management.

Miami-based Firefly has assigned media planning and buying to Miami-based Del Cueto Media Group (DMG).

With a packed grand ballroom of The Mandarin Oriental Hotel, the New York Chapter of the Ronald McDonald House Charities/Hispanic American Commitment to Educational Resources (RMHC/HACER) celebrated its 20th Anniversary in a grand way – by awarding $500,000 in scholarships to deserving Latino High School Students. Eighty-one scholarship recipients celebrated their accomplishments with their families, members of the Ronald McDonald House Charities, McDonald’s Owner/Operators and Corporate representatives (local and national) and the New York Hispanic media community.

Miami-based Del Cueto Media Group (DMG) has been assigned all strategic media planning and buying responsibilities for all of New York-based Reynardus & Moya Advertising accounts: Pfizer Pharmaceuticals, Schering-Plough, Wyeth, ITT Technical Schools, The Hispanic Federation and Prestaciones Universales.

DMG will work closely with Zenith Media on the strategic media planning efforts for Schering-Plough’s Hispanic targeted accounts assigned to Reynardus & Moya.

DirecTV has assigned all US Hispanic media responsibilities to Miami-based Del Cueto Media Group (DMG).

The assignment was being handled by MPG in New York. All planning, negotiations and buying for 3Q 2007 going forward will be handled by DMG.

Wal-Mart Stores has ended perhaps the most storied agency-review process ever by giving its $60 million-plus account for multicultural media planning and buying to Starcom MediaVest Group’s 42 Degrees, New York, consolidating duties that had been with the retailer’s multicultural creative shops, according to people familiar with the matter.
By Jack Neff / Advertising Age.

Apple Inc.’s “Get a Mac” campaign, created by Media Arts Lab\TBWA was awarded the Grand Effie at the 39th Annual Effie Awards gala last night at the Metropolitan Pavilion in New York. The Effie Awards honor the most significant achievement in the business of marketing communications: ideas that work. Results from the “Get a Mac” campaign included market share growth of 42%, record sales and cultural influence.

LatinSphere Advertising has matured and is primarily focused around three (3) key areas: strategy, advertising and experiential marketing. These disciplines can work independently of each other, or can complement one another, depending on the Client’s set forth objectives.

MARCA announced the opening of its new headquarters in the Mayfair Center, Coconut Grove. A special launch party on June 6 celebrated the new location.

Lopez Negrete Communications, the second largest independently owned and operated Hispanic marketing agency in the country, has been chosen to steward a public relations brand awareness campaign for Nielsen.