Agency

I’ve often said that there are really only a handful of companies that truly get multicultural marketing, and State Farm is one of them. It is not surprising that these few companies also happen to be great marketers. State Farm is not a client but I’ve been one of their customers for nearly 15 years, and their response to the LPGA’s requirement that their tour members possess “effective communication in English” deserves a toast with the finest Tequila. But then again, we shouldn’t be surprised with State Farm when they said they were “flabbergasted” with the LPGA’s announcement. State Farm gets it.

By Manny Gonzalez -abece.

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Based on the 2008 US Hispanic Executive Report by HispanicAd.com and Cyber-Surveys.com, several key findings indicate the importance of e-mail in reaching advertising and marketing decision makers in the US Hispanic Market.

The Association of Hispanic Advertising Agencies (AHAA) filed jointly with the PPM Coalition in an emergency petition for Section 403 inquiry by the Federal Communications Commission (FCC) into the current Portable People Meter (PPM) methodology used by Arbitron, Inc. AHAA’s Board of Directors voted unanimously to support the petition that formally questions the accuracy of PPM sampling and methodology. The PPM Coalition’s petition reiterates many of the same concerns expressed by the AHAA PPM Council in a meeting with Arbitron on Monday, August 18th and previous to that in a written document.

The Human Rights Campaign Foundation released the seventh annual Corporate Equality Index, which rates 583 businesses on a scale from 0 to 100 percent on their treatment of lesbian, gay, bisexual and transgender employees, consumers and investors.

ACH Food Companies has awarded its Mazola Cooking Oil business to Lápiz with media expertise provided by sister agency Tapestry after an open pitch that included four other Hispanic agencies.

Hispanics and Asians remain the fastest-growing national segments of the population, with television households increasing by 4.4 percent among Hispanics and 3.9 percent among Asians over last year, according to The Nielsen Company. In local markets, Nielsen estimates that Los Angeles continues to remain the number one Hispanic market, followed by New York, Miami, Houston and Chicago. Los Angeles also has the country’s largest Asian community, followed by New York, San Francisco, Honolulu and Chicago. New York is the largest African-American TV market, followed by Atlanta, Chicago, Washington, D.C. and Philadelphia.

Infinity Insurance signed on to help Telemundo 52 to provide students of Latino communities the opportunity to receive much needed school supplies and educational resources at West Adams High School.

In celebration of Hispanic Heritage Month, which begins on September 15th, Payless ShoeSource has launched the Payless Inspiring Possibilities Program and will join together with its shoppers to raise money to support the future of Hispanic youth.

A report on the status of the digital build out by full power television broadcasters by the FCC’s Media Bureau shows that over 96 percent of active full power television stations are either fully operational with digital service or are on track to have their full digital service operational by February 17, 2009.

The Federal Trade Commission has charged the marketer of a work-at-home business opportunity with violating federal law by falsely promising Spanish-speaking consumers substantial income for stuffing envelopes. The Commission seeks to prevent further violations and to obtain redress for affected consumers.

The Direct Marketing Association released “Loyalty Programs: A Cross-Industry Analysis of Usage and Effectiveness.” This first-ever report, which focuses solely on loyalty marketing, is designed to provide marketers with a snapshot view of loyalty marketing strategies as a whole, as well as within different industry segments.

Heavy Internet usage isn’t translating into online ad spending.