Marketers seeking to capitalize on the flourishing Hispanic market need to be more concerned with Hispanic values and less with venue according to the findings of the 2005 Brand Keys Customer Loyalty Index, which examined brand and purchase values of 6,700 Hispanic consumers, aged 21- 59 years of age.
Agency
Volkswagen Latin America @ C.O.D.
Volkswagen Latin America has retained Coral Gables-based marketing communications agency C.O.D (CreativeOndemand), to handle its Spanish-language advertising for its Bora, Fox and Jetta models in Puerto Rico as well as Colombia, Ecuador, Panama, Costa Rica, Honduras, Guatemala, El Salvador, and Nicaragua.
GM Unveils New Hispanic Advertising Campaign.
General Motors Corp. announced the launch of “Sólo GM” a new corporate advertising campaign targeted to the U.S. Hispanic market. “Sólo GM” highlights the company’s leadership in areas including safety and security, innovation, quality and customer satisfaction.
Unilever Foods Expands Relationship With Mosaica.
Mosaica has been named by Unilever’s Foods North America business unit as its advertising agency of record for the Hispanic market. Mosaica will be responsible for all aspects of Hispanic strategic planning, advertising creative development, production and media planning for all of Unilever’s foods brands, including Hellmann’s, Knorr, Ragu, and Shedd’s Spread Country Crock. Mosaica has been handling Hellmann’s and Shedd’s Spread Country Crock since 2002.
National Woman’s Heart Day Health Fairs.
Heart disease is the number one cause of death in Hispanic women, yet few are aware of the threat it poses to their health. All women should be screened for heart disease, since many conditions that put women at risk, such as high cholesterol, high blood pressure, and diabetes, are hard to detect without screening.
Allianz Life Insurance Company of North America @ WING Latino.
WING Latino announced that it will handle all U.S. Hispanic marketing efforts for Allianz Life Insurance Company of North America Allianz Life. The campaign will launch in 2005 as part of a larger multicultural effort that targets insurance agents in Hispanic and Asian American and African American communities. Components of the campaign will include branding through B2B media vehicles, bilingual collateral materials, event marketing, educational seminars, and public relations.
Best Practices Diversity Series Offers Insights.
The Network of Executive Women has launched its 2005 Diversity Best Practices Series with a white paper on the business benefits of gender diversity in management.
Foster Farms & Lifetime TV @ The Bravo Group.
The Bravo Group was awarded business from Foster Farms and Lifetime Television, basic cable’s top-rated women’s television network back in 3rd Q of 2004 and will begin executing for their clients in 2005.
New Formats Edging Out Traditional Supermarket.
The popularity of the conventional grocery store, a mainstay of food retailing for half a century is on the wane. In 1988, traditional grocery formats accounted for nearly 90% of grocery and consumables sales. By 2003, these retailers, which can be found under a variety of banners, accounted for only a 56% share. By 2008, that share is expected to drop to just 49% according to data released at The Outlook for Food Retailing Through 2008.
Nielsen: Brand-Level Commercial Activity For Spot Radio.
Nielsen Monitor-Plus announced an advancement in spot radio coverage. Now measuring more than 50% of all advertising spending, Monitor-Plus is now the only provider of brand-level detail for spot radio in the U.S. With this enhancement, Monitor-Plus has doubled its former measurement.
