Agency

Moroch Latino has named Joe Genova as Director of Hispanic Media Planning. Genova will lead Hispanic media efforts for Moroch Latino’s Verizon Wireless and McDonald’s accounts in 22 U.S. markets.

The Joint Policy Committee on Broadcast Talent Union Relations (JPC), the entity that represents the advertising industry in contract negotiations with the major talent unions, issued a Request for Qualifications (RFQ) for an independent consultant to develop alternate methods to compensate actors for their participation in commercials that appear on television and radio as well as in the growing array of new media.

Talk about Wishful Thinking: The New York Times has taken some voodoo numbers and fuzzy logic to wipe away reality. The most direct target seems to be Univision, almost enough to make you feel sorry for the 800-pound gorilla in the Spanish-language television universe. I am referring to an article which ran in the Times on Mar 9th titled “Changing U.S. Audience Poses Test For a Giant of Spanish TV” written by Mireya Navarro

The number of Hispanic-owned businesses grew 31 percent between 1997 and 2002 — three times the national average for all businesses — according to a new report, Survey of Business Owners: Hispanic-Owned Firms: 2002, released by the U.S. Census Bureau. The nearly 1.6 million Hispanic-owned businesses generated nearly $222 billion in revenue, up 19 percent from 1997.

Has anybody noticed how many Hispanic advertising agencies today do not have the media planning and buying responsibilities for some their biggest accounts? That’s right the trend that has occurred in the general market over the last 10 years towards the consolidation of media into one of the big “media only shops” has also affected the U.S. Hispanic Market.

This season, the job market continues to grow more competitive as job-hunters sharpen their skills and become increasingly sophisticated and proactive in the way they conduct their searches.

After 9/11, America has looked to win the hearts and minds of the world.

Miami-based International Kids Fund (IKF), a program of Jackson Memorial Foundation, will launch its first public service announcement campaign, designed to mobilize local, nationwide and international awareness and fund raising for critically ill children from around the world.

The PSAs, which were produced pro-bono in English and Spanish by advertising agency Conill Advertising Inc., powerfully illustrate a mother’s joy when learning that her child will be saved by IKF and urge the public to support the organization so more kids will have the same chance.

Walking down the street a young 17-year-old wears a medallion of La Virgencita de Guadalupe, the patron of Mexico. Two blocks down in the same neighborhood, a stereo fills a house with Latin beats in the celebration of the neighbor’s daughter’s 15th birthday. On Nov. 2, families get together to visit the graves of their relatives with flowers to remember and honor them. Quinceañeras, big weddings, Semana Santa and Dia de los Difuntos are just a few examples of how much value life, religion, happiness and death has on Hispanics.

In the marketing world, language and the use of words are important in targeting the different types of audiences. However, in the Hispanic marketing world, understanding the significance behind the language of choice when trying to appeal to the diversified Hispanic societies in the U.S is of crucial importance.

The impact of the 43.5 million Hispanics in the United States has become more than evident in today’s marketing and business world. Their purchasing power has become so important in U.S market that they’ve been considered a separate target audience. The interest of companies to target these definite groups must be backed up with prevalent research and data. However, one of the most important aspects is to understand how Hispanics view themselves in regards to the other parts of the American population. One of the recurrent themes seems to be the label they are given: are they Hispanic or Latino?

Dinero vs. Money

“I don’t have everything I love, but I love everything I have”. It might sound like a romantic quote, but when my Venezuelan friend used this phrase, she was trying to explain to me what money represents to her. During our conversation, she tried to explain that money is not everything for her: “Yes, money is good, but is not the most important thing in life.

Telemundo announced it has extended the deadline to apply for the second installment of its successful writer’s workshop “Taller Telemundo: Escritores.” Originally conceived by Telemundo President, Don Browne, this year’s “Taller Telemundo: Escritores,” will offer a curriculum that specifically prepares and retains Hispanic writers interested in writing fiction (drama and comedy) for television and Telemundo’s growing digital media platform. The application process has been extended until April 23, 2006.

Arbitron Inc. announced that it will begin the rollout of the Portable People Meter (PPM SM) system as its radio ratings service in the top 50 markets.

Arbitron Inc. presented a comprehensive set of initiatives to bolster response rates and improve sample proportionality for young men in the company’s diary-based markets.

Nielsen Monitor-Plus announced an increase in spot radio coverage. Now measuring almost 60% of all radio advertising spending, Monitor-Plus continues to be the only national multi-media provider of brand-level detail for spot radio in the U.S.

Apparel and other retailers can expect increased traffic in the stores this Easter, thanks in-part to the holiday falling later in the year. The NRF 2006 Easter Consumer Intentions and Actions Survey, conducted by BIGresearch for NRF, found that 77.6 percent of Americans plan to celebrate Easter, up marginally from the previous year (75.9%). Total Easter spending is estimated to reach $12.63 billion in 2006, a significant increase from the $9.6 billion spent in 2005. This year, the average shopper expects to spend $121.72 on Easter, up from $96.51 in 2005.