Ad Agency

UniWorld Group announced its rebranding. This transition includes a name change — from UniWorld Group to UWG — a website overhaul and the introduction of Culture Labs, an initiative to deeply understand evolving cultural trends that will keep UWG in the forefront of the ever-changing cultural landscape. The rebrand comes on the second anniversary of the leadership of new Chairman and CEO, Monique L. Nelson, who has transformed UWG into an “insight-driven, storytelling agency” for its clients.

Rosemary Kimani joins Sensis as strategic planning director. Kimani brings experience uncovering insights using innovative tools to build strong brand relationships. She will lead the agency’s Strategy and Social Media practices.

Círculo Creativo is pleased to announce the winners for this year’s Young Creatives Contest and Not So Young Creatives Contest.  The brief entailed ideating a TV or Cyber piece for La Cocina VA, a non-profit organization that generates job opportunities for the unemployed through job training in the hospitality and food service industries. The judges panel this year was, as always, comprised of a panel of creatives from outside the U.S. Hispanic market.

Not surprisingly, advertisers believe the integration of campaigns across multiple screens is important and will become even more so, but the effectiveness of these campaigns in maximizing results has been mixed. Our analysis of 45 campaigns measured by Nielsen Cross-Platform Campaign Ratings found that the vast majority of advertisers’ “integrated” TV and online campaigns did not achieve better results than if the TV and online advertising had been planned separately.

República announced that it won a 2014 Appy Award in the best Mapping/Navigation category for the Miami Trolley app.

Seventy percent of media professionals are interested in learning more about cross-device advertising, according to a research study released by Conversant, the leader in personalized digital marketing. The study, which was conducted by independent research company Bovitz, Inc., solicited insight into the planning and buying processes for digital media.

MARCA Miami announced that Henry Gomez has been hired as its Senior Director of Strategic Planning.

Cristy Verdeja Zaldívar has been promoted to Account Manager at the Miami headquarters of Pinta. She previously worked as a Senior Account Executive coordinating a variety of public relations and marketing campaigns for clients including T-Mobile, Nat Geo Mundo and Terra.

America’s milk companies launch Milk Life campaign in Spanish, the new multi-million dollar, cross-platform campaign designed to reinforce how milk’s many nutritional benefits – including high-quality protein – can help power the everyday potential of Latino families.

Dallas based iNSPIRE! announced that Matt Reyes has officially joined the team as Director of Digital & Social Strategy. Matt will lead social and digital campaign development for clients such as Tecate, Indio, and Sprint reporting to iNSPIRE! President, Lonnie Limon.

Trimention Global Communications has been named Eastern Air Lines’ agency of record.  The Miami Beach-based, global creative agency will be at the helm of re-launching this legacy brand with a comprehensive strategic marketing and communications plan.

Grupo Gallegos announced the promotion of Juan Oubiña to the position of Executive Creative Director, where he is based at the company’s headquarters in Huntington Beach, CA, effective immediately. Juan joined Grupo Gallegos in 2005 as a Creative Director and will be reporting to John Gallegos, CEO of Grupo Gallegos.

Buen SaborSelects Pólvora for Multicultural Marketing and Advertisin.

Publicis Groupe S.A. and Omnicom Group Inc. jointly announced that they have terminated their proposed merger of equals by mutual agreement, in view of difficulties in completing the transaction within a reasonable timeframe. The parties have released each other from all obligations with respect to the proposed transaction, and no termination fees will be payable by either party.

Tecate Light announced the launch of a new national ad campaign touting its bold flavor to connect with bicultural Hispanic men 21+ in the U.S. The campaign, which includes English- and Spanish-language television and radio spots and OOH elements in key markets like California, Nevada, Arizona and Texas .

Mosaic Multicultural in Phoenix, AZ  has been named Agency of Record (AOR) for the Southern Arizona McDonald’s Operator Association (SAMOA).

Michael Houston, CEO of Grey North America, announced that Sandra Alfaro has joined Wing, Grey’s leading full-service agency focused on Hispanic consumers, as Managing Director.

Recently the World Federation of Advertisers (WFA) released a report that updated research from 2011 on the status of agency remuneration by marketers. Soon there were many articles written about the fact that procurement is now in many instances the lead negotiator with agencies, with marketers playing a secondary role.  Apparently this is bad — really bad. Qualifications like “marketers take back seat” and “pencil and paperclip buyers control agency remuneration” were some of the kinder descriptions.

Social media management agency, Emoderation, has opened an office in Miami, to serve brands wanting to reach the US Hispanic and Latin American markets.

The Recreational Boating & Fishing Foundation (RBFF) launched the first phase of a 5-year plan to increase awareness of fishing and boating among Hispanics, and engage the fastest growing segment of the U.S. population in these activities. Starting with a new Spanish-language microsite, VamosAPescar.org, and targeted advertising, the campaign aims to motivate the Hispanic audience to partake in the joys of fishing and boating.