Agency

Proctor & Gamble, the Cincinnati based package goods marketer will be moving the US Hispanic marketing division back to Cincinnati from Puerto Rico under the new leadership of Edgar Sandoval.

It is expect that many executives from the Puerto Rico division will make the move to Cincinnati, but several of the top management team are opting not to make the move.

This will become the real litmus test to see how a Hispanic Division of the top advertiser in our Industry is able to incorporate the division seamlessly into the mainstream structure, without the sacrificing the momentum, gains and effectiveness of the past model.

Could this be real beginning of the assimilation of Hispanic marketing and advertising into the mainstream Marketing?

Does this project end the era of the specialists?

Ethnic diversity is increasing in most advanced countries, driven mostly by sharp increases in immigration. In the long run immigration and diversity are likely to have important cultural, economic, fiscal, and developmental benefits. In the short run, however, immigration and ethnic diversity tend to reduce social solidarity and social capital.

New evidence from the US suggests that in ethnically diverse neighborhoods residents of all races tend to ‘hunker down’. Trust (even of one’s own race) is lower, altruism and community cooperation rarer, friends fewer. In the long run, however, successful immigrant societies have overcome such fragmentation by creating new, cross-cutting forms of social solidarity and more encompassing identities.

iNSPIRE! announced the agency’s relaunch as an independent, minority-owned firm targeting Hispanics. The agency was part of Dallas-based Moroch Partners.

One of the first things I learned about advertising is to know who you are talking to.

It seems that most creatives have forgotten that.

It looks like they are doing commercials to impress their peers to win awards to be different. Hispanic agencies are forgetting that there is a real consumer that buys the product.

By Nick Mendoza – Mendoza Gomez & Associates

Background Evidence suggests that direct-to-consumer advertising of prescription drugs increases pharmaceutical sales and both helps to avert underuse of medicines and leads to potential overuse. Concern about such advertising has increased recently owing to the withdrawal from the market of heavily advertised drugs found to carry serious risks. Moreover, the Food and Drug Administration (FDA) has been criticized for its weak enforcement of laws regulating such advertising.

After the industry-required 90-day transition period, the MAZDA account completed its exit from its former Latino agency, The Bravo Group, and moved its business to its new AOR, d expósito & Partners in New York.

OP ED: Have you read the opinion piece by Gary Bentz titled “Creativity Is My Culture – Why I Didn’t Open a ‘Hispanic’ Shop” in AdAge.com under the Small Agency Diary blog section? By Gene Bryan – CEO of HispanicAd.com

Hyundai Motor America (HMA) announced that it selected LatinWorks as its national Hispanic marketing and advertising agency of record. The selection was announced following presentations by five agencies at HMA’s national headquarters in Fountain Valley, Calif. last week.

Arbitron Inc. announced the results of a second Portable People Meter pilot test with Mall Radio Network. The pilot successfully demonstrated that the Arbitron PPM system could be used to track the amount of time shoppers are exposed to Mall Radio Network content and commercials while visiting a mall.

Just on the heels of getting $30 million in new financing, Florida based Batanga has assigned Hispanic AOR responsibilities to Austin-based LatinWorks for their internet property and college oriented platforms.

The internet music site held a rigorous agency search under the stewardship if Rick Marroquín – Chief Marketing Officer of Batanga.