Agency

Casanova Pendrill (CP) announced the promotion of Alejandro Ortiz to Vice President, Creative Director. Mr. Ortiz manages all creative developed by the New York office. In addition, Jonathan Jauregui was promoted to associate Creative Director, reporting to Mr. Ortiz.

DirecToHispanic (DTH) announced that former Galavision and Univision.com President, Javier Saralegui, has joined DTH as a strategic advisor.

DishLATINO has secured Mexican actor and director Eugenio Derbez to star in its new multifaceted advertising creative, part of the brand’s overall “Me Conviene” campaign.

The campaign, entitled “Together,” includes both broad market and a new Hispanic initiative, the latter created by Louisville-based ad agency Creative Alliance.

In 2010, eBay embarked on a journey to bring more women into its top ranks. It found that commitment, measurement, and culture outweigh a business case and HR policies.

Impact investment funds, initially created by foundations like Rockefeller, Gates, and the Omidyar network, seek to convert money destined for pure philanthropy to more strategic and business-driven investments.

Aflac announced that it launched its first original Spanish-language television commercial. The commercial, called “Heights,” will air nationally on major Spanish-language networks through late November.

As digital devices take an increasingly prominent place in the lives of US consumers, media use is becoming characterized not by the influence of any single device or platform, but by the simultaneous use of multiple ones.

The one hundred top PR companies have been named by toppragencies.com for the month of October 2014.

Is the end of the pop-up ad near? A September 2014 study conducted by Harris Interactive for Goo Technologies found that 29% of US internet users thought the ad type wouldn’t survive the next 10 years—the highest percentage out of all formats studied. Banners were the second most likely to vanish, according to respondents, cited by 19%.

By Gonzalo López Martí @LopezMartiMiami

• Last week I pointed out a fact which, at least in my humble experience, is a self evident truth: our Latin Catholic inclination to do business with family and/or friends is a recipe for disgruntlement and, eventually, failure.
• Family companies are a mess.
• They always end up mired in bad blood and doom.
• As usual, I got a considerable amount of pushback from my beloved readers.
• Some hate mail too.
• I will concede though that there are exceptions to my theory.

Luis Gallardo, has been named as Chief Executive Officer and a member of the Board of Directors  of Thinking Heads Americas.

With the continued melding of the Hispanic population with the U.S. culture at large, its led to a new buzzword for marketers to use when implementing their advertising strategies: ‘Total Market Approach.

Programmatic technology and precise digital metrics will change the way multicultural marketing dollars are spent, expert says.

Rather, the quintet of marketers at B&C and Multichannel News’ Hispanic TV Summit Marketing Roundtable, “Driving Growth of Hispanic Audiences,” all described a relentless need to refine their methods.

The array of platforms is vast, many of them with as yet unwritten rules. And it’s tricky to make programming broad enough for a wide audience, while also localizing it in a meaningful way for the various Latin American nationalities.

The sports roundtable at B&C/Multichannel’s Hispanic TV Summit didn’t see the abundance of sports as competition for soccer and the eyes of U.S. Hispanic viewers.

A panel of top Hispanic network executives said passion for the game and announcer enthusiasm help drive viewers to watch La Liga MX matches.

With a growing base of younger enthusiasts in the U.S., soccer is poised to make a big splash on television in the coming years.

At the center of the discussion about social responsibility on TV, storytelling and reaching young Hispanic audiences was Los Jets, the NUVOtv docuseries based on Paul Cuadros’ book, A Home on the Field.