Ad Agency

Effective immediately, Johann Wachs is elevated from Director to Head of Strategy; Michelle Lynn is promoted from Director to Head of Consumer Insight; and Laura Hernandez has joined Carat as Head of Multicultural. Hernandez was previously VP, Connections Director, SMG Multicultural for Starcom MediaVest Group.

El Pollo Loco, is firing up the brand this month through a multi-faceted campaign that includes new television and radio ads, new social media components and new in-restaurant signage.

R. Marañon & Associates Advertising will develop the creative campaign, and a comprehensive market strategy to establish Banah products in the U.S. market.

Burger King has assigned Starcom their $300 plus media buying responsibilities. Tapestry will continue to be the Multicultural AOR for Burger King.

Based in Miami, Da Costa will lead the agency’s Media Department, focusing on Reliant and Goya, but providing key counsel on all media clients. She reports to Andrew Speyer, Wing’s VP, Head of Strategy.

Newlink America was selected as the agency of record for Bacardi U.S.A.’s HATUEY brand, the Cuban style ale that was once the best selling premium beer in Cuba.

Not long ago, display advertising was considered merely a direct-response vehicle. But with the rise of online video, the increasing success of Facebook and ongoing improvements to audience targeting and buying technology like real-time bidding (RTB), media buyers are returning to display with big hopes—and even bigger ad budgets.

Draftfcb Chicago announced that it has been named Multicultural Agency of Record for PACCAR Parts, a Division of PACCAR, Inc., a client since 1992. Formerly working with PACCAR Parts on a project basis for multicultural work—handling creative and translation—Draftfcb was officially awarded AOR status to further develop the client’s cross-channel strategy.

Z Tribeca is entering into a creative alliance with Miami-based Atkins López Martí to develop media expressly for the growing Hispanic market.

Luis Miguel Messianu, President and CCO at Alma, announced the hiring of Hernán Cerdeiro as the agency’s new VP Group Creative Director.

Flowers Communications Group (FCG) appointed Ignacio H. Carrillo as Vice President.

In part 1 of this article, we discussed the importance of addressing gay consumers directly to win customer loyalty. But what is the most effective way to advertise to them? Can you simply run your general market creative or add gay cultural “cues” to an existing ad? Do you need to create a gay-targeted ad? The surprising answer is all of the above…depending on your brand, category, competition, and what is relevant and motivating to gay consumers. An experienced LGBT-targeted advertising agency can help you answer these questions, and successfully add gay consumers to your roster of brand loyalists. But here’s some free advice to help you get started.

Fees continue to be the dominant method of compensating digital agencies, with high proportions of both fixed and labor-based fees. However, these fees are increasingly being supplemented by performance incentives according to a new survey from the ANA (Association of National Advertisers).

Lopez Negrete Communications, Inc. was honored with a Crystal Award on behalf of client MillerCoors. The “Find Your Taste” campaign won the American Marketing Awards (AMA) – Houston Chapter Crystal Award in the category of Advertising (TV Campaign).

Managed health care provider Health Net, Inc. has chosen Acento Advertising to lead the national marketing efforts of its Commercial Health Plan Division.

Len Dugow, President & Chief Creative Officer of acclaimed advertising agency LGD Communications announces the opening of LGD Latino, a new division focused on expanding the agency’s established expertise in hospitality, tourism and real estate advertising into Latino markets.