Ad Agency

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.

Coral Gables based VSBrooks Advertising Co-Founders/Managing Partners Diana Brooks and Vivian Santos announced that they have added three seasoned employees to their team as a result of the agency’s rapid growth and expansion. The agency recently hired Creative Director Alejandro Barreras, Executive Marketing & Research Director Cristina Alvarez, and Executive Media Director Edith Nardo.

Media agency Kre8 Media Inc. announced the formation of Kre8 Resultados, a full-service division specializing in direct-response marketing to the burgeoning Hispanic population.

Ken Deutsch head of Media at Grupos Gallegos and award winning veteran leaves the shop abruptly, this comes on the heels of veteran agency executive Verena Sisa / Director of Account Planning at Grupo Gallegos and award winning strategist leaving the agency to Conill Advertising earlier this year.

Polar Trading has selected Coconut Grove, FL based Alma as the AOR to manage the Polar Beer brand in the U.S. Hispanic market.

A Civic for all of us no matter how unique we are. That’s the message Orcí advertising humorously conveys in a new Spanish-language television campaign airing June 1st for the all-new 2012 Civic from American Honda Motor Company, Inc. Orcí is the automaker’s US Hispanic agency of record.

When I was growing up in Mexico City my father and mother always told me not to keep the faucet running because wasting water was bad. Then they told me not to throw things away because some day I can reuse them. I saved cans, jars, bottles, bags, and was very careful not to leave the faucet running while washing dishes or shaving. And, of course, you would not dream of leaving the lights on when nobody was in a room. That was such a waste of electricity. By Felipe Korzenny, Ph.D.

Veteran account planner and previously with Miami based Concept Cafe, Marco Vega has joined New York based The Vidal Partnership as a Partner to lead the Insights teams for account planning and account management.

Mercury Mambo, a Hispanic experiential marketing, sales promotion, and branding agency in Austin, TX has been selected as the Hispanic partner agency for the Hispanic Scholarship Fund’s promotional campaigns.