Agency

Acento, a Los Angeles, California-based independent marketing communications agency, lands strategic planning and creative duties for Alaska Airlines as the carrier’s marketing agency of record.

“They don’t want to learn English” is a favored refrain among today’s anti-immigrant forces seeking to curb new immigration into this country. In an increasingly intense national debate focused on undocumented workers and the porous U.S.-Mexico border, the heated rhetoric emanating from anti-immigrant activists has largely assumed a distinctly Hispanic orientation.

Discovery Networks U.S. Hispanic Group announced the launch of “Moving Forward: Thought Leaders Share Their Views on Issues Facing U.S. Hispanics,” a study available to the public that provides a rich, and timely exploration of the key issues facing Hispanics in the United States by experts and opinion leaders from across the country.

Goya Foods, Inc. this week launches an extensive new brand advertising effort, part of an integrated marketing campaign representing the largest single investment in the history of the company.

Leveraging the huge popularity of Latino cuisine in mainstream American culture, the new advertising positions Goya as the ultimate provider of “authentic” Latino ingredients and foods for various generations of Hispanic consumers as well as a new segment in the general market of enthusiastic cooks with a passion to create, experience and share authentic ethnic foods at the family table.

A client and I attended the 2nd annual immigration rally in Chicago- we were mainly attracted to it by the fact that there would be 150,000 Hispanics participating, and we believed marching along would be helpful in making some sense of the myriad of quantitative data we had recently garnered on Hispanics. The experience was incredibly educational in that it allowed us to confirm things we knew about the market (albeit it wasn’t exactly a representative picture of the marketplace due to the nature of the rally and given that most of the participants were Hispanic Dominant) and led to the generation of some hypotheses regarding the changing dynamic in the marketplace.

With immigration reform still a hot-button issue, LatinoEyes commissioned a study on the heavily debated issue to uncover the opinions of Latinos and non-Latinos alike and the factors shaping their strongly held convictions and perspectives. Designed to provide a unique cross-cultural and cross-generational view, the study also taps into teens (Latino and non-Latino) and underscores the differences – and similarities – between the three divergent segments.

Novamex has assigned the US Hispanic market advertising and marketing responsibilities for Sidral Mundet to Miami based CreativeOnDemand (C.O.D.).

Hispanic marketers and agencies are using Second Life to gain experience in creating virtual worlds to appeal to Latinos, who are more likely to play online games than their general-market counterparts. By Laura Martinez Ruiz-Velasco / Advertising Age.

Coca-Cola North America offers consumers a once-in-a-lifetime chance to meet their favorite telenovela stars as they announce the launch of “The Coca-Cola Telenovela Club” consumer promotion and sweepstakes.