A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
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- quiroga Publicidad
Media Buying Agency quiroga Publicidad has opened an office in Orlando, FL targeting the U.S. Hispanic market. quiroga Publicidad has offices in several Latin American countries including Mexico, Colombia and Argentina. The agency’s clients include Nikon, Barcelo Hoteles and Alcatel.
Azteca America announced that it has signed Nissan as presenting sponsor of the Liga MX Games on Azteca stations through March, 2016 in a total of 27 markets. This deal reflects the Station Group’s ongoing efforts to execute national marketing opportunities with local extensions for client partners.
- KIA MOTORS
Telemundo and Kia Motors America (KMA) have partnered on the network’s brand new web series “El Maestro: Unplugged” , which launched on Thursday, May 21. Starring Latin Grammy® winner Luis Enrique, the ten-episode web series follows three up-and-coming artists as he offers advice on how to achieve success in the music industry. Luis Enrique will be featured in the 2016 Kia Sorento and each episode will feature an artist discussing his or her dream of making it in the music industry while taking an inspirational ride in the 2015 Kia Soul. The web series will roll out three new episodes each week, with the finale airing on June 11. This is the first time Kia and TELEMUNDO have partnered for an original web series, which will include on-air promotions and related digital activations.As the official sponsor of “El Maestro: Unplugged,” Kia’s sponsorship will include integration of the 2015 Kia Soul and 2016 Kia Sorento in each episode, a Kia-branded custom landing page for ‘El Maestro’ within Billboard En Español, and weekly social posts highlighting the Kia brand on Facebook, Twitter and Instagram.
Mondelez has kicked off a review of its global media buying and planning business in an effort to consolidate its roster.The agencies competing to share for Mondelez’s global business are the company’s two incumbent global media agency networks, Dentsu Aegis Media and Starcom MediaVest. The groups will seek more business across five regions and multiple snack categories, including the company’s Gum and Candy, Biscuit and Chocolate divisions. Mondelez’s two incumbent regional agencies — PHD for UK and Madison in India have been invited to participate in the review.The review is expected to close by early fall, with appointments effective on Jan. 1.Mondelez, which touts snack brands like Chips Ahoy, Wheat Thins and Ritz, spent US$1.76 billion on measured media globally in 2013, according to Ad Age. In 2014, the company spent us$179 on measured media in the U.S., according to Kantar Media.In 2012, when it spun off from Kraft, Mondelez cut its roster to 4 media agencies from 12.
- Modelo Especial
Constellation Brands has announced that internationally-renowned soccer players Clint Dempsey and Miguel Layún will serve as brand ambassadors for Modelo Especial, a pilsner-style lager brewed for 90 years in Mexico. The brand, which recently became the second most imported beer in the United States, has partnered with Dempsey and Layún as part of its summer marketing campaign, which begins today and centers around the sport of soccer.The summer campaign positions Modelo Especial as the “Official Beer of the Beautiful Game” and offers consumers a chance to win a trip to meet either Clint Dempsey or Miguel Layún and watch them play in a regular season match. Layún, a member of the Mexican national soccer team and star player for Watford, England, joins Clint Dempsey, the U.S. men’s national soccer team captain and Seattle Sounders FC player, to support the brand with a series of activation programs. Both players are expected to play in the 2015 CONCACAF Gold Cup, an international soccer tournament with 12 qualifying nations from North America, Central America and the Caribbean. The Gold Cup takes place in the United States from July 7-26, 2015.
- “para chuparse los dedos”/KFC
KFC has launched a new Hispanic marketing campaign called “ para chuparse los dedos,” created by the Louisville-based KFC Hispanic agency of record, Scoppechio.The campaign announces the return of one of the most famous slogans in advertising history, “Finger Lickin’ Good™.”The new Hispanic work includes TV, digital, radio and out-of-home components to celebrate the Colonel’s timeless menu and the value Hispanic families place on a home-cooked meal. In the television spot, a young mother finds herself hosting a surprise family reunion when loved ones unexpectedly drop by. Stunned yet excited, she realizes she has nothing to feed them— but KFC saves the day. Everyone gathers to enjoy a family meal from KFC, featuring new Kentucky Baked Beans with Pulled Chicken, and, of course, KFC’s Original Recipe® chicken that is always “Finger Lickin’ Good™.”The Hispanic TV spots premier nationally May 25 on Univision, Galavision, UniMas, Telemundo, Fox Deportes, ESPN Deportes and Mun2.
Jessica Alba is coming back for year two of Zico’s “Crack Life Open” campaign. The new summer ad comes as the coconut water category continues to expand beyond the confines of shelves at Whole Foods and into the mainstream. Zico sales increased from US$86 million in 2013 to US$115 million in 2014.Brand Zico spent a little more than US$8 million on measured media in 2014.For the sopt, Zico is expanding its multimillion dollar national campaign to more “digital, custom content and influencer programs across the U.S.” said Zico spokeswoman Amy Driscoll.Zico’s campaign is by David & Goliath, which picked up the account in February after it was previously handled by Butler, Shine, Stern & Partners.The brand is using Ms. Alba again because she juggles so many aspects of her life and is relatable to consumers, said Lorna Peters, Zico’s chief marketing officer, and David & Goliath’s Chief Creative Officer Colin Jeffrey. The ads feature illustrations of floral designs from illustrator Adam Larson that accompany images of Ms. Alba in a white dress set to a blue backdrop. The campaign features lines such as “Feel beautiful on the inside” and “Flourish from the inside out.”The campaign will be supported with print, out of home and digital ads as well as experiential, Ms. Peters said. Zico is owned by Coca-Cola Co.The campaign will be featured through out-of-home, digital and social in addition with its TV spot. We “didn’t want anyone to overthink coconut water,” Mr. Gallego said. “You should find simpler moments in life.”
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