Agency

Terra Networks announced that Mark Lopez, a
pioneer in the burgeoning Hispanic interactive industry, is returning to Terra as chief operating officer reporting to CEO Fernando Rodriguez,
effective October 15.

Lopez Negrete Communications recently concluded production of Reliant Energy’s new Hispanic creative campaign. The campaign, “Among Friends,” consists of TV, radio and internet buys, and was shot in Houston with a repeat performance by Raul Brindis, Houston’s number one radio talk show celebrity and Reliant Energy customer, as the Reliant Energy spokesperson.

Qwest Communications International Inc. has launched a new, comprehensive Spanish-language educational program called Motivate.Educate.Elevate. to highlight information and opportunities made available by Qwest that reflect important multicultural values.

Sean Martin announced the re-launch of BRANDiosity. The firm, which will offer a suite of newly developed, proprietary services, will help companies identify, prioritize, and seize untapped growth opportunities from the multi-segment marketplace.

Spanish Broadcasting System (SBS) announced that its employees and DJs from its MEGA 97.9 FM and Amor 93.1 FM radio stations will actively participate in the Seventh Annual Gladys Ricart and Victims of Domestic Violence Memorial Walk on Wednesday, September 26 in New York. The march organized by the New York Latinas Against Domestic Violence (NYLADV), intended to raise awareness about domestic violence against women. We applaud the SBS New York activism! We should have more of this type of involvement from all of the companies in our Industry. Encorage this type of behavior!

Nobox Marketing Group has garnered three Outstanding Website WebAwards at the Web Marketing Association’s 2007 competition; the three award-winning Nobox websites (www.ahorracontoyota.com, www.juyirse.com & www.tutuck.com) were developed for Toyota of PR — Nobox previously won three WebAwards in 2005 and 2006, respectively, including Best Automobile Website (also for Toyota) in 2006.

Valerie Romley, Chief Research Officer of Moving Target Research Group, is set to launch her new book, Beyond Translation, The Marketer’s Field Guide to Understanding Today’s Transcultural Consumer, October 29th.

“The key to social influence is identification.” (Korzenny, 63) This holds even truer when considering how to more effectively advertise to certain cultural and ethnic groups, more specifically, Hispanics. As a result, Hispanic Marketing Managers must identify which reference groups are most useful with which specific product types in order to create successful advertising campaigns.

Who one believes himself or herself to be and what reference group the individual feels comfortable using are important factors when making purchasing decisions. As with any group, this concept is important when marketing to U.S. Hispanics.

As we reach adulthood and enjoy the ‘real world’ we sometimes forget the simple lessons in life that were so important in our childhood. One such lesson is along the lines of; before you judge another, put yourself in their shoes. This simple life lesson is often forgotten in the hustle and stress of everyday life. However for a marketer, especially a marketer trying to understand and communicate with the diverse U.S. Hispanic consumer market this lesson can make their work much more successful. By understanding the thinking process behind the consumer’s buying actions, marketers can pinpoint exactly how/when/where to communicate with the consumer.

While many Hispanics share similar customs, values, and attitudes, it is difficult to place all Hispanics into one category. Hispanics in the U.S. come from various backgrounds, thus allowing them to relate to Hispanics as well as non-Hispanics.

Thank you for allowing me the opportunity to share my thoughts and concerns about the negative feedback you have received in response to “Brown is the New Green,” and Phillip Rodriguez’s vision.