Agency

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.

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.”