Agency

Media agency Kre8 Media Inc. announced the formation of Kre8 Resultados, a full-service division specializing in direct-response marketing to the burgeoning Hispanic population.

Hispanic soccer fans saw Buscando Coca-Cola, the new ad by Coca-Cola which debuted June 5, 2011, during the broadcast of the 2011 CONCACAF Gold Cup on Univision.

According to new research by Knowledge Networks, the number of Americans now relying exclusively on over-the-air (OTA) television broadcasting in their home increased to almost 46 million, up from 42 million just a year ago. The recently completed survey also found that the demographics of broadcast-only households skew towards younger adults, minorities and lower-income families.

In advance of Father’s Day on Sunday, June 19th, Hennessy will have special Spanish-language point of sale displays at select retail accounts in seven U.S. markets.

One of our senior copywriters on the Draftfcb Chicago multicultural team, Alonso Arias, was selected as one of the five GLOBAL winners of the YouTube Good Works Cannes Lions contest! This 48 hour contest gave creatives between 18 and 28 the chance to win a free trip to Cannes to compete in the Young Lions Film Competition as part of “Team YouTube.” Their challenge was to create a video that drives people to petition world leaders to invest in health care for newborn babies, little children and pregnant moms in struggling countries. View YouTube video HERE.

As infrastructure gets overtaxed, traffic jams are an increasingly anxiety-inducing feature of modern urban life. Recently, Coca-Cola set about to “transform long faces into happy faces” for drivers in standstill traffic in Bogotá, Colombia. The street became an outdoor cinema, with a big screen set up roadside (drivers could tune in to the soundtrack on their car radios) and workers dressed as old-fashioned cinema attendants delivering popcorn and Cokes to cars. Coca-Cola has made these types of fun surprises a habit in its “Happiness” campaign, most recently with the “happiness machine on wheels” delivery truck, handing out free beverages in poor neighborhoods. Available at HispanicCMO.com and HispanicAccountPlanner.com

Ken Deutsch head of Media at Grupos Gallegos and award winning veteran leaves the shop abruptly, this comes on the heels of veteran agency executive Verena Sisa / Director of Account Planning at Grupo Gallegos and award winning strategist leaving the agency to Conill Advertising earlier this year.

While shopping online for consumer packaged goods (CPG) may have come late to the e-commerce party, it is a fast-growing sales channel. In 2010, U.S. online CPG sales reached $12 billion, representing about two percent of all CPG sales. That sales rate is expected to double in four years to $25 billion by 2014. Several market factors and forces are at play making CPG ripe for e-commerce opportunity.

Personalized marketing campaigns demand a lot of work. Marketers must have a database sliced and diced in relevant ways and come up with the right creative for each group. But the payoff can be big, with personalized campaigns outperforming mass-market ones.