Agency

Without announcement, Julio Arrieta, a Venezuelan marketer who worked in Mexico, took over the reins of the San Francisco office of The Bravo Group last Monday.

The Public Relations Coalition, an alliance of 23 industry related organizations, announced the findings of its first diversity benchmark survey today. The survey is part of the commitment made at the Coalition’s “Diversity Summit” — held last year — to increase efforts in improving diversity in the public relations and communications fields.

McDonald’s launched a national sweepstakes that will give 11 children the opportunity of a lifetime to meet and escort international soccer players during the semi final and final matches of the 2006 FIFA World Cup in Germany. The program, which runs through April 9th, is in partnership with Univision Communications.

Beck’s and Beck’s Premier Light are set to launch an extensive multicultural advertising campaign focused on the Hispanic consumer. This is the brand’s first fully integrated advertising campaign created specifically for the Hispanic market. The campaign kicks off on March 20 with television, out of home, and radio advertising. All media will launch simultaneously and run into the fall of 2006.

Lápiz Integrated Hispanic Marketing launches a national advertising campaign for Wrigley’s Doublemint TWINS, a new mint introduced to the confectionery market in January 2006 – and not to be confused with the human forms we know as the Doublemint Twins.

Volkswagen rolled out a new creative idea for GTI 2006 model targeting bilingual Hispanics by launching an out-of-home effort in major Hispanics markets. The billboards used the phrase “Turbo-Conjones” in targeting the younger bilingual Hispanic consumers.

A risky, but attention getting bold creative tag line “Turbo-Conjones”.

As part of a strategic effort to reach the Hispanic market, Georgia-Pacific Corp. announced a new integrated marketing program designed to address the needs of the nation’s 2.5 million Spanish speaking construction professionals.

The analysis provides in-depth information about the demographics, spending patterns, and purchasing plans of Unbanked consumers. It also provides details on Unbanked local markets and Unbanked Hispanic consumers.

Despite significant gains in the past 10 years, women executives around the world still face an uphill battle in workplace equality, a new study by Accenture shows.

The study, entitled “The Anatomy of the Glass Ceiling: Barriers to Women’s Professional Advancement,” is based on a survey of 1,200 male and female executives in eight countries in North America, Europe and Asia: the United States, Canada, Austria, Germany, Switzerland, United Kingdom, Australia and the Philippines.

Subjectivity is at the center of marketing and cultural subjectivity is at the core of cross-cultural marketing (Korzenny & Korzenny 2005). The importance of understanding subjective aspects of a culture can not be overstated when considering marketing strategies that are aimed at Hispanics.

A common strategy used in commercials to promote healthy behavior is fear. For example, anti-smoking campaigns have used vivid images depicting damage to the lungs caused by smoking. Now, a new study from the University of Missouri-Columbia finds that adolescents react more intensely and emotionally to these commercials than young adults. The researchers believe these findings may lead to recommendations for the design of more effective messages promoting healthy behavior.