Agency

According to Yankelovich’s 2007/2008 MONITOR Multicultural Marketing Study, African American and Hispanic customers are almost twice as likely to “enjoy looking at or listening” to advertising than their peers, but most find current messaging is not relevant.. The study shows that only 25% of African American. Hispanic and Non-Hispanic White consumers feel that today’s marketing is both personally and culturally relevant to their lives. To make brands more attractive to a multicultural audience, brand managers need to implement integrated marketing strategies which address life-stage and personal interests in addition to cultural values.

Hector Orci – Chairman of Los Angeles based La Agencia de Orci has assumed once again the role of Chief Executive Office, a post he had turned over to Dilys Tosteson Garcia at the beginning of 2006.

Under the leadership of Dilys Tosteson Garcia Chief Executive Officer & President, the agency has suffered major losses the Verizon Communications and Allstate Insurance accounts.

The Mexico Tourism Board (MTB) has selected Machado/Garcia-Serra Communications (MGS) as agency of record for media planning and buying in the United States and Canada. MGS will begin working immediately on the $40 million dollar media account to promote the benefits of travel to Mexico among General Market and Hispanic audiences in the United States, as well as consumers in Canada. The assignment of lead media responsibilities for North America concludes an extensive agency search for which MGS publicly bid. MGS was selected over several agencies for compliance in several required areas that included agency infrastructure, credentials of personnel, and overall agency capabilities.

Delta Air Lines’ successful expansion throughout Latin America goes beyond flying from the U.S. to exotic and intriguing vacation spots; it also is about coming home. This sentiment is captured in the airline’s new Hispanic advertising campaign, ¿Hace Mucho Tiempo Que No Vuelves A Casa? (Has It Been Long Since You Went Back Home?).

The Florida State University Center for Hispanic Marketing Communication released today the first study of its 2007 series of reports on the Multicultural Marketing Equation. These studies conducted by Florida State University and DMS Research (an AOL LLC Company) highlight the commonalities and differences among major culturally unique groups in the United States in regards to important marketing issues. The first report of 2007 released today is entitled “Old and New Media Use.” It contrasts the use of television, radio, newspapers, and magazines with the use of the Internet, cell phones, and other new technologies by Hispanics who prefer English (HE), Hispanics who prefer Spanish (HS), African Americans (AA), Asians (A), and Non-Hispanic Whites (NHW).

The National Association of Hispanic Real Estate Professionals (NAHREP) and the National Council of La Raza (NCLR) released “Saving Homes, Saving Communities: Latino Brokers Speak Out on Hispanic Homeownership,” a joint report offering analysis on the impact of predatory lending practices on Hispanic homeownership and an insider’s view on ways to reduce and discourage such practices. The report’s findings and recommendations were derived from roundtable discussions with 56 NAHREP members, who are practicing mortgage professionals in six U.S. cities with high concentrations of Hispanic homeowners.

Tapestry announced the elevation of Elena Marroquin to SVP/Director of Strategy. She had been VP/Director of Strategy for the past five years, leading Hispanic strategy for client Procter & Gamble and overseeing multicultural activity within SMG.

The U.S. Census Bureau released annual data on key social, economic and housing characteristics for the nation, states, and geographic areas with populations of 65,000 or more. Covering topics ranging from language to education, from family size to work commute, the American Community Survey (ACS) provides annual data that help decision makers and planners better respond to change.