Advertising Age - Hispanic Marketing

Enter: Multicultural Agency of the Year

Mon, 02 Nov 2009 00:00:00 -0500

Ad Age is now welcoming submissions for Multicultural Agency of the Year.

P&G Adapts Its Web Fashion Show for Hispanic Women

lwentz@adage.com(Laurel Wentz) — Mon, 02 Nov 2009 00:00:00 -0500

NEW YORK (AdAge.com) -- In October Procter & Gamble debuted "De Moda," a U.S. Hispanic version of "The Thread," both designed to showcase about half a dozen P&G brands over 26 episodes for "De Moda" and more for "The Thread," which started a year earlier.

Despite Recession, Startup Hispanic Endeavors Grow

lwentz@adage.com(Laurel Wentz) — Mon, 02 Nov 2009 00:00:00 -0500

NEW YORK (AdAge.com) -- Despite the tough economy, new U.S. Hispanic ventures keep opening, and established agencies are raiding general-market shops to build up expertise in areas the Hispanic market still lacks, such as digital.

Ad Spend in Spanish-Language Media Falls by 6.3%, Nielsen Says

lwentz@adage.com(Laurel Wentz) — Thu, 29 Oct 2009 17:32:29 -0400

Ad spending in Spanish-language media monitored by Nielsen fell by 6.3% during the 12-month period through June 2009 to $5.5 billion, according to the market-research firm.

The NBA Launches Its First Major Push for Hispanic Audiences

adadgeeditor@adage.com(Rich Thomaselli) — Mon, 19 Oct 2009 00:00:00 -0400

NEW YORK (AdAge.com) -- The National Basketball Association today launches a season-long, $7 million to $10 million ad campaign aimed at the growing Hispanic market, which the league said accounts for 15% of its total U.S. fan base of 120 million fans.

Hispanic-Media Spending Posts Biggest Decline Yet

lwentz@adage.com(Laurel Wentz) — Mon, 07 Sep 2009 00:00:00 -0400

NEW YORK (AdAge.com) -- Advertising in Spanish-language media fell 6.58% in the first half of 2009 in a decline that is unprecedented in the U.S. Hispanic market but less than half the 15.4% drop Nielsen recorded for the general market compared with the first half of last year.

Univision Out to Make More Spanish-Language Videos Available Online

lwentz@adage.com(Laurel Wentz) — Mon, 07 Sep 2009 00:00:00 -0400

NEW YORK (AdAge.com) -- As marketers and their U.S. Hispanic ad agencies seek more online opportunities, Univision Communications is finally rushing to address the shortage of Spanish-language video.

Hispanic Agency Persuades P&G to Film Dirtier Ad

lwentz@adage.com(Laurel Wentz) — Mon, 07 Sep 2009 00:00:00 -0400

While shooting a typical testimonial spot for Downy fabric softener, U.S. Hispanic agency Wing persuaded Procter & Gamble to take a chance and film an edgier test commercial at the same time.

State Farm Brings Its Band to TV

lwentz@adage.com(Laurel Wentz) — Fri, 28 Aug 2009 15:55:56 -0400

NEW YORK (AdAge.com) -- It all started as a carefully scripted branded-entertainment project last year with the premise that three aspiring Mexican musicians met at a casting call for a State Farm Insurance commercial and formed a band called Los Felinos with the insurance company's support.

Univision to Launch Musical Talent Competition of Its Own

bsteinberg@adage.com(Brian Steinberg) — Wed, 26 Aug 2009 14:21:38 -0400

Univision President-COO Ray Rodriguez to Step Down

lwentz@adage.com(Laurel Wentz) — Fri, 14 Aug 2009 14:54:12 -0400

NEW YORK (AdAge.com) -- In a major generational change at Univision Communications, long-serving President-Chief Operating Officer Ray Rodriguez, 58, will retire at the end of this year, and Cesar Conde, 35, will take over Oct. 1 as president of Univision Networks, the TV division that accounts for about 80% of the Spanish-language media giant's revenues.

MGSCOMM Joins Forces With Reynardus & Moya

lwentz@adage.com(Laurel Wentz) — Wed, 12 Aug 2009 17:31:55 -0400

NEW YORK (AdAge.com) -- Independent Hispanic agency MGSCOMM is merging with another independent Latino shop, New York-based Reynardus & Moya. Based on 2008 revenue, the combined agency would be the 10th largest U.S. Hispanic ad agency, and one of five independent shops in the Hispanic top 10.

Taking Hispanic Marketing Beyond Language, Acculturation

lwentz@adage.com(Laurel Wentz) — Fri, 31 Jul 2009 12:23:08 -0400

NEW YORK (AdAge.com) -- Starcom MediaVest Group is partnering with NBC Universal-owned Telemundo Communications Group on an in-depth Latino-identity study to give marketers more insight into the changing U.S. Hispanic market and help the companies develop relevant content.

As Lines Continue to Blur, Some of Today's Top Hispanic Shops Aren't Hispanic After All

lwentz@adage.com(Laurel Wentz) — Mon, 27 Jul 2009 00:00:00 -0400

NEW YORK (AdAge.com) -- Agencies are trampling the traditional boundaries between general-market and multicultural accounts to win business in a tough economy. Enough, in fact, that seven of the shops in Ad Age's ranking of the top 50 U.S. Hispanic agencies this year aren't primarily Latino shops.

Televisa Doesn't Have U.S. Digital Rights to Shows Aired by Univision

lwentz@adage.com(Laurel Wentz) — Mon, 20 Jul 2009 12:06:37 -0400

NEW YORK (AdAge.com) -- In a victory for Univision Communications in a long battle over who has the U.S. digital rights to the popular shows made by Mexican media giant Grupo Televisa and aired in the U.S. by the leading Spanish-language broadcaster Univision, a U.S. judge ruled that it's not Televisa.

Hispanic Brand Loyalty Erodes During Recession

lwentz@adage.com(Laurel Wentz) — Mon, 20 Jul 2009 11:44:13 -0400

NEW YORK (AdAge.com) -- U.S. Hispanic consumers are more optimistic about their financial future than non-Latinos, but the recession is sharply eroding Hispanics' traditional brand loyalty and fondness for advertising.

La Comunidad Wins $20M Crown Brands Business

lwentz@adage.com(Laurel Wentz) — Mon, 13 Jul 2009 17:10:06 -0400

NEW YORK (AdAge.com) -- Independent agency La Comunidad won Crown Imports' pitch to choose a new U.S. Hispanic agency of record for beer brands Corona Extra and Modelo Especial, an account worth about $20 million.

Toyota and Telemundo Team to Embed Texts in Telenovela Opening

lwentz@adage.com(Laurel Wentz) — Mon, 08 Jun 2009 00:00:00 -0400

NEW YORK (AdAge.com) -- Every night in the opening credits of NBC Universal-owned Telemundo's new Spanish-language telenovela, shot in New York, the heroine Manuela zips through Times Square in her Toyota Venza past the landmark giant electronic billboard. Thanks to Toyota, the Jumbotron flashes a different message texted in by a Telemundo viewer.

Dr Pepper Learns How to Speak a Third Language

lwentz@adage.com(Laurel Wentz) — Mon, 08 Jun 2009 00:00:00 -0400

NEW YORK (AdAge.com) -- Marketers are trying to appeal to the bicultural lifestyle of a growing number of young Hispanics with programs such as Dr Pepper's Vida23, which taps into Hispanic culture's music and mix of languages.

Bicultural Programming for Bicultural People

lwentz@adage.com(Laurel Wentz) — Mon, 08 Jun 2009 00:00:00 -0400

NEW YORK (AdAge.com) -- Time Warner Cable picked Interpublic Group of Cos.' Gotham to handle the New York launch of the cable company's Latino-entertainment package after a five-agency pitch that included at least two Hispanic shops.

Alfonseca Signs on to Chair Jury for Ad Age's Awards

lwentz@adage.com(Laurel Wentz) — Mon, 04 May 2009 00:00:00 -0400

Mike Alfonseca, 38, founder and chief creative officer of Kraneo, an independent agency in the Dominican Republic and a veteran of JWT, Leo Burnett and Young & Rubicam, will chair the jury for Advertising Age's 11th annual Hispanic Creative Advertising Awards.

Tecate Stays True to its Mexican Roots in U.S. Marketing Efforts

lwentz@adage.com(Laurel Wentz) — Mon, 04 May 2009 00:00:00 -0400

NEW YORK (AdAge.com) -- Tecate, which focuses all its U.S. marketing efforts and ad dollars on Hispanics, is the beer for Mexican immigrants. Segmenting that group further, the company launched a beer for the next generation, Tecate Light.

Reaching the Gatekeepers of Hispanic Households

lwentz@adage.com(Laurel Wentz) — Mon, 04 May 2009 00:00:00 -0400

NEW YORK (AdAge.com) -- Jackie Bird, a high-profile U.S. Hispanic-ad-agency exec for the past 20 years, is returning to the industry with an agency called Redbean Society that will target Latinas.

Here's a Word You Don't Hear Much in '09: Growth

lwentz@adage.com(Laurel Wentz) — Fri, 01 May 2009 11:17:38 -0400

NEW YORK (AdAge.com) -- Univision is hoping its message "Still growing!" will stand out in a U.S. ad market still mired in recession.

Study: Latinas Are Technically Savvy, Brand-Loyal 'Chief Household Officers'

lwentz@adage.com(Laurel Wentz) — Tue, 21 Apr 2009 17:23:16 -0400

NEW YORK (AdAge.com) -- Two Hispanic media companies have partnered to tell marketers what Latinas want in an in-depth survey and video ethnographies that explore everything from Latinas' financial worries to their brand-bursting refrigerators and bathroom vanities.

Kozy Shack Launches Latin Product Line

lwentz@adage.com(Laurel Wentz) — Tue, 21 Apr 2009 13:25:58 -0400

NEW YORK (AdAge.com) -- Despite the bad economy, new advertisers are still tapping the Hispanic market as a potential source for growth. Kozy Shack is introducing a Latin-themed product line called Kozy Shack la Tradicional in the ready-to-eat refrigerated-dessert maker's first foray into the Hispanic market.

Agencies, Advertisers Scale Back Hispanic TV-Upfront Activities

lwentz@adage.com(Laurel Wentz) — Mon, 06 Apr 2009 00:00:00 -0400

NEW YORK (AdAge.com) -- One of the spring rituals for Hispanic agencies and marketers has long been a trip to New York in mid-May for the Hispanic TV upfront and a packed week of parties and presentations to herald new programs and start nailing down ad dollars. Not this year.

Tough-to-Swallow Snack Promotion Goes Down Well

lwentz@adage.com(Laurel Wentz) — Mon, 06 Apr 2009 00:00:00 -0400

NEW YORK (AdAge.com) -- Seeking a promotion that would appeal to recession-hit consumers, PepsiCo's Mexican subsidiary Sabritas decided to simply stuff cash into Doritos, Tostitos, Ruffles and other snack packaging.

Marketers Increased Hispanic Media Spending Just 2.5% in '08

lwentz@adage.com(Laurel Wentz) — Thu, 02 Apr 2009 14:03:40 -0400

NEW YORK (AdAge.com) -- Marketers increased their spending on Hispanic media a modest 2.5% in 2008 but cut spending 5.7% in the fourth quarter as the recession deepened, according to a ranking of the top 100 Hispanic marketers compiled with data from TNS Media Intelligence.

Univision's Fourth-Quarter, Full-Year Losses Expand in 2008

lwentz@adage.com(Laurel Wentz) — Mon, 30 Mar 2009 13:51:39 -0400

NEW YORK (AdAge.com) -- Mired in debt and falling ad sales, Univision Communications posted a 7.8% drop in net revenue, to $502.1 million, for the fourth quarter of 2008 and a net loss of $1.99 billion, compared with a net loss of $201.5 million for the same period in 2007. For the full year, the Spanish-language media company reported a 2.5% decline in 2008 net revenue to $2 million. Univision's full-year net loss for 2008 was $5.1 billion, compared with $314.9 million in 2007.