Agency

Next week is Advertising Week in New York, a week-long extravaganza that covers every aspect of the media, marketing and advertising worlds. In its program guide, the organizers say they put together a program to help us all “stay a step ahead of shifts and evolutions – before they become revolutions.” And yet this year, when the Census is expected to reveal a huge demographic shift from the graying and the browning of America, the Advertising community continues to just give lip service to what is no doubt a multicultural revolution upon us. By Chiqui Cartagena is the SVP of Multicultural Marketing at Story Worldwide.

CLICK above on El Blog

This month, bicultural Hispanics in Los Angeles and Miami will see bilingual Chase advertising directed to them within their favorite English language programs. The 30-second “Traductor” (“Translator”) TV spot announces Chase’s new effort to provide bank statements in Spanish for their U.S. Hispanic clientele.

Some of today’s greatest success stories in branding blend ingredients from the three kinds of marketing media: paid, owned and earned. Paid media is advertising inserted next to another’s content; owned media is brand-created content; and earned media is getting someone else to provide content about a brand.

Available at HispanicCMO.com

Forty-one percent of Americans say they have purchased a product in the past year because it was associated with a social or environmental cause (41%), a two-fold increase since Cone first began measuring in 1993 (20%). But even as their purchasing power grows, consumer appetite for socially conscious shopping has yet to be satiated. A full 83 percent of consumers want more of the products, services and retailers they use to benefit causes, according to the new 2010 Cone Cause Evolution Study, the nation’s only 17-year benchmark of cause marketing attitudes and behaviors.

ANA (Association of National Advertisers), joined by the American Association of Advertising Agencies (4A’s) and the American Advertising Federation (AAF), has filed a brief calling on the U.S. Supreme Court to review a case involving restrictions on alcohol beverage advertising in university publications. These sweeping restrictions are almost certain to violate the First Amendment.

On September 18, hundreds of excited fans lined up in the middle of Times Square to get into a private concert with the Big Boss, Daddy Yankee thanks to BudLight. After months of cross-promotional efforts that integrated radio, retail promotions and an aggressive digital and viral campaign, BudLight’s “Nueva York en Privado con Daddy Yankee” turned into a BIG hit for fans… but most important the brand made a BIG impression with the Latinos in Nueva York.

So maybe some of you heard that Ali- the latest Bachelorette on ABC’s reality show about finding your mate on television chose “Roberto” from the crowd of men vying for her heart? I’m not a viewer, but the headline due to his name did catch my eye on the Aug 6th People magazine cover which I just got to read this week!! So I read further and it turns out that not only is he Hispanic and bilingual- but that the Bachelorette herself learned some Spanish in order to ask Roberto if he would accept her final rose (the prelude to an engagement.) When asked about this moment in People Ali responded, “I wanted it to be special.” By Christine Clavijo-Kish – Senior Vice President, Multicultural Markets at PR Newswire

CLICK above on El Blog

Even in a challenging and rapidly changing marketplace, lower-income shoppers will generate $115 billion in incremental spending during the next decade. However, they are one of the most misunderstood, ethnically-diverse and underserved shopper segments in the United States. To help retailers and manufacturers truly grasp the behavioral and attitudinal differences across five key lower-income micro-segments, SymphonyIRI Group, Inc. is releasing its fourth annual research report, “The Lower-Income Shopper Report: Serving Lower-Income/Multicultural Shopper Micro-Segments.”

Dell announced that Karen Quintos, a marketing executive at Dell for more than 10 years, has been named senior vice president and Chief Marketing Officer, reporting to Michael Dell, chairman and CEO.

Available at HispanicCMO.com

JC Penney has reassigned Hispanic marketing and buying responsibilities from New York based The Vidal Partnership to Conill for creative and account duties and OMD for buying duties.