Agency

Stanley Works announced its launch of a nationwide Hispanic outreach program called “Hazla en Grande” — which translates to “Make It Big” in English — during its media debut at the 2009 STAFDA convention. The initiative is designed to provide materials that will build knowledge and/or skills among Hispanics working in the construction trades.

With custom branded content and media channels continuing to multiply in North America, the Chief Marketing Officer (CMO) Council and the Custom Publishing Council (CPC) have formed a strategic alliance to study ROI in an area of marketing spend that totaled $33 billion in 2008.

As with many of us who have spent our entire careers on the Internet, I have a bit of media establishment envy. Don’t get me wrong, I love the Internet; I’ve spent the past 10 years analyzing the Web and continue to believe the future is in truly interactive media. Sentiment aside, for the most part Internet professionals have spent much of our careers at the proverbial kids’ table. For far too long the Internet has been relegated to the “experimental” or “emerging media” categories.

Lexicon Marketing’s newest website, www.mundosinbarreras.com, enhances its content to include the Coca-Cola sponsored Latino sin Barreras contest, and welcomes Katie Barberi as one of its newest members.

Orange Advertising Network launched in the US and Latin America to provide a complete portfolio of online marketing solutions.

TaxDiversity released its “Minorities in Tax 2010” study, once again showing that the tax profession continues to lag behind the overall minority US civilian labor force when it comes to hiring, retaining, and advancing minority tax professionals.

The 2009 PR Week / Barkley Cause Survey uncovers that while consumers have decreased spending on charitable giving, 91% expect companies to fill that gap and showcase their commitment to the greater good (up from 86% in 2008). The study also reveals that cause can make strong business sense for brands by increasing trial, loyalty, sales, and even higher prices at the cash register. Download study here.

Univision Communications Inc. announced a strategic alliance with MasterCard Worldwide to introduce two new prepaid financial services, the Univision Prepaid MasterCard Card (Tarjeta Univision MasterCard Prepagada) and the Univision MasterCard Gift Card (Tarjeta de Regalo Univision). These prepaid cards will be available nationally in 2010 and are being developed to provide Hispanic consumers with access to relevant, flexible and valuable financial tools that can be used anywhere Debit MasterCard is accepted.

Julio Cesar Chavez is opening Julio Cesar Chavez Campeones (Champions), a one-of-a-kind boxing-themed restaurant and entertainment venue on November 10.

The notion of brand equity has been common currency amongst marketers for several years. And barely a day goes by without marketing, HR and other departments speaking about the health or value of their brand.