Agency

Its users can’t even agree on what multicultural marketing is.

The Association of Hispanic Advertising Agencies Chairman Jose Lopez-Varela has once gain sent a letter to Arbitron to reiterate:

“It is with great disappointment that I write to you again regarding the concerns of the Hispanic advertising community with PPM. We sent a letter on September 11th clarifying again our issues with the methodology and Hispanic sampling at your request yet we have heard nothing in response to our issues. AHAA has tried in good faith to work with Arbitron, Inc. and communicate our reservations clearly and concisely; however, you and other company representatives have been indifferent and refuse to acknowledge the severity of the consequences that PPM in its current state poses to the Spanish-language radio industry and the U.S. Latino communities.”

Al Garcia-Serra, COO/Co-Chairman, Machado/Garcia-Serra Communications (MGS), has been recognized in the Hispanic Business Magazine Entrepreneur of the Year (EOY) Award, in the Trade Industry category. The announcement was made during the 18th annual awards gala held November 6 in Los Angeles, honoring entrepreneurial excellence in the U.S. Hispanic market.

The Association of National Advertisers (ANA) has announced the winners of the 2008 Multicultural Excellence Awards. Now in its eighth year, the awards recognize ANA member companies and marketers for their work in producing superior multicultural advertising campaigns that ran between June 2007 and May 2008.

A new generation has stepped up to meet the challenge of preserving our environment. These young activists come from all socio-economic backgrounds and from all parts of this country. Unlike prior generations, one thing these mini eco-warriors do have in common is a unified concern about their environment and a profound belief that they can make a difference.

State Farm’s Los Felinos de la Noche brand experience has been named the only Hispanic case in Advertising Age’s 2008 “Marketing 50.” State Farm and its long time Hispanic advertising agency, Alma DDB, share this recognition that highlights the most innovative marketing ideas, the products of the year and the marketers behind them.

After an agency search lasting over 6 months the American Heart Association Western States Affiliate has selected alPunto Advertising of Tustin, CA as its Hispanic agency of record. The agency will be working on a Latino Stroke Awareness Campaign. The assignment includes strategic planning, creative development, media planning and buying and educational program development.

Telemundo announced it will unveil the new www.telemundo.com on January 1, 2009. As part of the network’s digital evolution, the re-vamped site will serve as the online home for all things Telemundo, providing an enhanced entertainment experience for its audience and offering its advertisers and partners unique sponsorship opportunities.

Telemundo also announced a new deal with MSN, which will include distribution of the new Telemundo.com through MSN Latino and other International MSN portals, as well as use of MSN video technology and ad serving.

As I attend this year’s ANA Multicultural Marketing Conference I can’t help but feel like companies and brands are being tested like they have never been before, especially on the ethnic consumer front. I can’t help but wonder how corporate America will deal with the unprecedented intersection–a perfect storm–of an economic tsunami and a burgeoning multicultural marketplace. I am intrigued with the prospect of seeing earth-shattering economic and market shifts leaving certain consumer behaviors and market shares frozen in time. Published by Manny Gonzalez – abece. To read El Blog CLICK above.