Agency

Polychronism is kind of a big word. It was pretty intimidating at first. But I fell in love with the word and its many implications as I began to study it and observe the differences between the polychronistic paradigms of Hispanics and the monotonous monochronistic mindsets of us Anglos.

When it comes to targeting the Hispanic market, finding the right words, per se, is only part of the issue when creating an ad. Finding the right code is the bigger concern. While the question of whether to market to Hispanics in English or Spanish is quickly becoming one of the largest debates related to Hispanic marketing, there seems to be one answer that not only circumvents the problem, but it can relate to every U.S. Hispanic’s language preference, proficiency, and cultural experience. This answer is code switching, or as it is more commonly known, Spanglish.

We never have enough time. It’s flying, wasted, or spent. In marketing, we strive to be punctual for meetings and deadlines. So when do we have time to consider time? For culturally sensitive marketers, time is key. When we look to establish an emotional link with a Hispanic consumer, we must consider the elements of culture that control values, thoughts, and behaviors; and time is one of these “dimensions [that] provides the nesting place for archetypes to take root.”

The first batch of Torrent SUV advertising for the Hispanic market launches next week to expand upon Pontiac’s largest Hispanic advertising campaign ever. A new original Spanish language television ad titled “Metamorphosis” featuring the Pontiac Torrent SUV and race car driver Milka Duno began running October 17.

To mark a special day of awareness and prevention against HIV/AIDS in the Latino community, the Latino Commission on AIDS and the Hispanic Federation, along with more than 1000 partners in more than 46 states across the nation, sponsored a myriad of activities and actions on Saturday October 15th to commemorate the 3rd Annual National Latino AIDS Awareness Day. Although October 15th is the last day of Hispanic Heritage Month, it is also the first day of a continuous fight against AIDS in the Latino community.

Sex in print advertisements improves the ad effectiveness for men, including ad-like, product-like, and purchase intent, while it decreases ad effectiveness for women. For both men and women, sexual ads make it less likely that they will recall correctly which brand an ad was promoting.

Tu Ciudad Magazine and New American Dimensions are co-sponsoring a breakthrough conference on October 27, 2005, at the Maritime Hotel in New York City. The conference will provide research-based insights into a rapidly expanding segment of the Hispanic market: English dominant and bilingual Hispanics.

The Association of National Advertisers (ANA), in conjunction with Booz Allen Hamilton, the global strategy and technology consulting firm, released key findings from the second phase of its ongoing marketing organization study. The study found a correlation between the quality of a marketing organization’s practices – or its “health” – and its profit performance versus its competitive frame. The findings showed that nearly 60% of healthy marketing organizations were more profitable than their competition.

Cristina Saralegui, host of Univision’s top-rated The Cristina Show, has been unanimously elected into the Broadcasting & Cable Hall of Fame, which each year honors those who have made significant contributions to the electronic arts. Cristina joins luminaries in the Hall of Fame Roster such as Eduardo Caballero, Johnny Carson, Tom Brokaw, Ted Koppel, Dan Rather, Dick Clark and Jackie Gleason.

The ABSOLUT Spirits Co., Inc. has named The Axis Agency as its agency of record for multicultural marketing. Axis will handle advertising, public relations and event marketing to the U.S. Hispanic and African-American market for ABSOLUT. The agency, a unit of the Interpublic Group of Companies, will lead the account from their offices in Los Angeles, California, in partnership with Grupo Gallegos and LAGRANT Communications.

LifeScan, Inc., a Johnson & Johnson company and the maker of OneTouch Ultra Blood Glucose Monitoring System, today launched a three-city media tour as part of a national news media campaign targeting the Hispanic community with facts and information about the importance of diabetes management and blood glucose monitoring.

Latin Force signs on to introduce Cranium’s newest product to U.S. Hispanics. This version of Cranium’s Spanish-language party game will focus on Latin American culture.