Agency

Women are spending less on microwaves, gifts, hobbies, gourmet coffees, video games, and even organic foods than they did just two months ago. And with the holidays approaching, they are about to get stingier still. But despite this stark outlook, fully 95 percent of all American women feel they will “make it” through the recession and 64 percent feel 2009 will find them financially “better off.”

J. C. Penney Company, Inc. has launched a new Spanish-language Christmas marketing campaign, inviting its Hispanic customers to celebrate the joy of giving with JCPenney this season.

An interesting future for Hispanic marketing in the United States, full of “dualities” and opportunities. The future is indeed bright. While the media propagates bad news as their way of attracting attention, they ignore the positive trends in the economy. Hispanic marketing is one of them.

MillerCoors announced that San Antonio-based Bromley Communications won the competitive pitch to become its Hispanic media planning and buying agency of record. Bromley will lend its Hispanic media planning and buying expertise to MillerCoors within the newly formed dedicated media unit, MC Media. MC Media also consists of Draftfcb, Initiative and Kinetic.

No, they are irrelevance-resistant.

Hard evidence is critically important to any brand case, and an evidentiary overlay can be a tremendous asset in building and communicating a uniquely compelling brand position.

Fully 56% of the public followed news about the economy very closely last week, and as many as 43% listed this as the single news story they followed more closely than any other. In particular, Americans are beginning to focus more closely on the problems facing the U.S. auto industry.

At a meeting of the Association of Hispanic Advertising Agencies (AHAA) Board of Directors on November 7th, Roberto Orcí, president of Acento, was unanimously selected by fellow agency leaders to fill a board member vacancy in the western region.