Posted by Elena del Valle on May 17, 2007
Tony Sarroca, chief creative office, The Bravo Group
Photo: The Bravo Group
New York, New York – The Bravo Group recently hired Tony Sarroca as chief creative officer. An executive with over 20 years of advertising experience, Sarroca joins The Bravo Group from Prolam Young & Rubicam in Santiago, Chile.
At his previous job he was partner and chief creative officer. In 2001, was voted best creative director in Chile by El Ojo de Iberoamérica. This year the same festival ranked him amongst the top 20 creative directors in the region.
“Bravo’s focus continues to be to deliver outstanding creative work. Tony will be a great asset as the agency’s chief creative officer to build on the incredible momentum that Bravo has had so far this year and shepherd the work for our longtime clients and our recent new business wins,” said Linda De Jesús-Cutler, chief operating officer and president, The Bravo Group.
Prior to his work with Prolam Young & Rubicam he was creative director at McCann-Erickson, where he was responsible for the creative work on global brands such as Coca-Cola, Gillette, Goodyear, Esso and General Motors. Sarroca began his career as a copywriter for AMW/J. Walter Thompson.
The Bravo Group, a Young & Rubicam Brands company, is an agency with over 25 years serving multi-national companies trying to reach consumers within the U.S. Hispanic marketplace. Established in 1980, The Bravo Group creates marketing programs that include research and strategic planning, advertising, interactive/digital, direct, promotional and event marketing, media planning/buying, branded entertainment and public relations. The company is headquartered in New York.
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections” audio recording
Presenter Roger Selbert, Ph.D.
Find out
- About Latino buying power growth in the future
- How Latino market growth compares with other markets in the U.S.
- What drives the rise of Latino economic clout
- Who should target the Latino market
- What is the size of the Hispanic affluent market
- If the luxury Latino market is growing
- About Hispanics who earn more than $100,000 annually
Click here for details on “Hispanic Projections”
Posted by Elena del Valle on May 16, 2007
Mario Quiñones
Photo: Mario Quiñones
New York, New York – Latin Pulse recently released Latin Pulse Internet Research, a new methodology for quantitatively testing Internet marketing initiatives in Spanish in consumer products, financial services, retail and automobile campaigns. The new Internet research service is designed for marketers who want to quickly test a few ideas at a low overall cost, while obtaining results beyond those offered by traditional focus groups. Costs range between $7,000 to test a few issues and $25,000 for a comprehensive test.
The new system, touted for its projectable data, is similar to the Latin Pulse computer based testing and analysis at central locations, except the data collection methodology uses a national, representative panel of U.S. Hispanic consumers and the results are retrieved over the Internet instead of on-site. Projectable data is obtained with a statistical representative sample of the population.
Company researchers believe respondents’ opinions can be projected to the entire population with a very high degree of certainty equivalent to 90 percent. When Latin Pulse tests an ad among a Hispanic sample, their staff believe the results of the ad test will be similar in approximately 90 percent of Hispanics with similar characteristics to those in the sample.
“Researching U.S. Hispanic consumers cost effectively with projectable sample sizes has always been a major challenge for U.S. companies,” said Mario Quiñones, president, Latin Pulse. “Many tend to use focus groups instead because they are viewed as less expensive than traditional quantitative testing, although these qualitative results can be misleading and actual costs of repeated sessions often become excessive. Reaching and testing Hispanic consumers on the Internet has been a particular problem because of relatively low online incidence and difficulties of ensuring a representative sample. However, we have found the right panel to ensure sufficient Hispanic online users, while continuing to use our unique computer controlled methodology.”
The results can be delivered within six to ten days, depending on the complexity and specifics of the sample. According to a company spokesperson, Latin Pulse Internet Research offers a robust data base which reflects the real marketplace; it is quantitative and projectable; and relies on a representative national panel of Hispanic consumers with varied levels of acculturation.
“The big advantage of the Latin Pulse model for Internet testing among U.S. Hispanics is that a marketer can quickly get reliable test results on select ideas which would be projectable, validated by Latin Pulse norms, and usually less expensive than two to three focus group sessions,” said Jay Gronlund, vice president, U.S. managing director, Latin Pulse USA.
Latin Pulse is strategic market research firm headquartered in Mexico City. The company is affiliated with AcuPoll from Cincinnati, and has been using its proprietary research technology for new product concepts, advertising copy and other marketing opportunities in Latin America and the U.S. Hispanic market since 2000.
Reach Hispanics online today with
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
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Click here to purchase an audio recording about marketing to Hispanics online
Posted by Elena del Valle on May 15, 2007
Jessica Fox
Photos: Romance 106.7 FM
Miami, Florida – Romance 106.7 FM recently launched “Happy Hour,” an afternoon radio program in Miami. The new entertainment show airs Monday through Friday from 3 p.m. to 7 p.m. and is hosted by Jessica Fox and Carlos “Caferro” Fernandez Rodriguez.
Carlos “Caferro” Fernandez Rodriguez
Romance 106.7 FM is a Spanish language contemporary adult music station offering a mixture of pop music, ballads, and popular hits from the past decade. In addition to music, “Happy Hour” promoters promise to ease listeners into their evening with wit and humor, select news updates of interest to Miami listeners.
Prior to joining the show, Jessica was co-host of the music video program “Tu Desayuno Alegre.” Touted for his humor, Carlos joined the SBS family in 2002 as show host of Romance’s “Tu Mañana” and “Las 20 Principales” programs.
Discover how to reach Latinos in language today with
“Hispanic Market Translation Issues” audio recording
Presenter Martha E. Galindo
Translation company owner Martha E. Galindo explains
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Why it’s important to reach your clients in language
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Ins and outs of translations issues
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How to select a translator
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What to expect
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How to save on translation costs
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Much more
Click here to purchase Hispanic Market Translation Issues
Posted by Elena del Valle on May 14, 2007
Rupa Ranganathan, ethnic strategist and senior vice president, Strategic Research Institute
Photo: Rupa Ranganathan
A podcast interview with Rupa Ranganathan, ethnic strategist and senior vice president, Strategic Research Institute, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Rupa discusses the 8th Annual Hispanic Boom conference with Elena del Valle, host of the HispanicMPR.com podcast.
Rupa is responsible for a portfolio of 65 conferences in the multicultural marketing, market development in healthcare, branding, e-marketing, relationship marketing, healthcare and disease management areas. Prior to joining the Strategic Research Institute, Rupa was a conference producer for Global Business Research in New York City. Before that she was general manager of marketing and public relations for the Apollo Hospitals Group in Chennai, India.
Rupa received a Bachelor of Arts in Public Relations from Madras University. She has been a multicultural columnist for Retailwire since 2004 and was a judge of the 2005 Asian American Advertising Creative Awards.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Rupa Ranganathan,” click on the play button below or download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the May 2007 section of the podcast archive.
HispanicMPR subscribers receive a $400 discount on the 8th Annual Hispanic Boom conference registration
Reach Hispanics online today with
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Click here to purchase an audio recording about marketing to Hispanics online
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Posted by Elena del Valle on May 11, 2007
Latinos in New England book cover
Photo: Temple
Described as the first comprehensive look at the growing Latino presence in New England, Latinos in New England (Temple, $27.95), examines the impact one million Latinos have had on the region’s culture, politics, and economics. At the same time, the authors look at the effects of the locale on Latino residents, their lives, traditions, and institutions.
Twenty-one contributors dedicated 344 pages to exploring three broad areas: demographic trends, migration and community formation, and identity and politics. They peek at the Latino panorama through oral histories, case studies, ethnographic inquiries, focus group research, surveys, and statistical analyses.
The book also includes information about the “Dominicanization” of the Latino community in Waterbury, Connecticut; the immigration experiences of Brazilians in Massachusetts; the influence of Latinos on New England’s Catholic churches; and the development and growth of a Latino community in Providence, Rhode Island.
Contributors include: Amílcar Antonio Barreto, Yoel Camayd-Freixas, Jorge Capetillo-Ponce, José E. Cruz, Cileine de Lourenço, Ruth Glasser, Phillip J. Granberry, Megan Halloran, Deborah Pacini Hernandez, José Itzigsohn, Gerald Karush, Robert Kramer, Nelly Lejter, Enrico A. Marcelli, Angel A. Amy Moreno, Hosffman Ospino, Adrian D. Pantoja, C. Eduardo Siqueira, Michael E. Stone, and Miren Uriarte.
Book editor Andrés Torres is research associate of the Center for Puerto Rican Studies, Hunter College, City University of New York. Prior to the publication of the book, he was director of the Mauricio Gastón Institute for Latino Community Development and Public Policy at the University of Massachusetts. He is past president of the Puerto Rican Studies Association and is the author of The Puerto Rican Movement: Voices from the Diaspora.
Click here to purchase Latinos in New England
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Filed Under: Books
Posted by Elena del Valle on May 10, 2007
Mariana Ximenes, Murilo Benicio and Priscila Fantin
Photo: Spanish Broadcasting System
Miami, Florida – In late April 2007, WSBS-Mega TV Channel 22 began airing the Brazilian romantic novela series “Chocolate con Pimienta” (Chocolate with Pepper), acquired from television distributor TV Globo and dubbed into Spanish from the Portuguese original. It has been airing in Brazil since 2003. The 170-episode series will air in Miami Monday through Friday, from 6 p.m. to 7 p.m. until December 2007.
“Chocolate con Pimienta is a fiery romantic melodrama that we believe will be a huge hit in Miami, a market known for its exotic tastes and spicy Latin flavor,” said Cynthia Hudson Fernández, chief creative officer and executive vice president, SBS. “TV Globo distributes television content to 130 countries around the world, and ‘Chocolate con Pimienta’ is one of the company’s most talked about series in recent times. The show has resonated extremely well with Latin audiences in several international markets, and South Floridians should prepare themselves for a compelling joyride of TV melodrama that includes a little bit of pepper and a lot of chocolate!”
The series takes place in the 1920s. Scenes showcase Art Deco, Coco Chanel, á la garçonne and the Maxixe (Brazilian tango). The show’s story recounts the saga of Ana Francisca, played by actress Mariana Ximenes. Ana endured a difficult life growing up. As she grew older, the challenges she met along the way strengthened her resolve, turning her into a strong and confident woman in charge of her own destiny. The only void in her life was “the memory of lost love.”
The story unfolds over a seven year period, beginning in 1922 when gangsters from the south kill Ana’s father. From there she moves to the city of Ventura, a town dependent on its famous chocolate factory for survival. Ana moves to Ventura with her grandmother Carmen (Laura Cardoso), uncle Margarido (Osmar Prado), cousins Timóteo (Marcello Novaes) and Marcia (Drica Moraes), and a so-called friend, Dália (Carla Daniel). To help her new family, Ana starts working for Ludovico Canto e Mello (Ary Fontoura), the owner of the infamous chocolate factory. The plot soon thickens as Ana’s love life heats up.
Reach Latinos consumers with electronic publicity tools with
“Electronic Publicity and Broadcast Public Relations” audio recording
David Henry presenter
Broadcast publicity expert David Henry shares insights drawn from years of experience to help you target Latinos effectively during this presentation and interview.
Find out
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to reach Latinos with electronic publicity
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how many U.S. TV stations offer news programming in Spanish
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which markets have the number one newscasts in Spanish
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which markets offer bilingual news TV programming
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and much more
Click here to purchase an audio presentation on Electronic Publicity and Broadcast Public Relations by David Henry
Posted by Elena del Valle on May 9, 2007
Juan José Nuñez, vice president of operations, StarMedia Videos
Photo: StarMedia Videos
Miami, Florida – StarMedia, a wholly owned subsidiary of Orange, launched a Spanish language video sharing channel last week. StarMedia Videos, the new channel, allows users to watch and share original videos through websites, mobile phones and PDA’s. Visitors to the new website’s home page can see 12 videos.
Each video listing includes a descriptive title, author, average rating and the number of times it’s been viewed. Registered users may vote, add to favorites, and copy videos. Some videos for adults 18 and older require visitor registration and a password.
“Now everybody can enjoy and rate videos on StarMedia,” said Juan José Nuñez, vice president of operations, StarMedia Videos. “StarMedia Videos was developed as an open platform for all users; it’s one of a new generation of services and content designed to enhance their online experience.”
According to promotional materials, registered users can also upload an unlimited number of video clips. Content is classified by most recent postings as well as under popular categories: Automotive, Films, Sports, People, Humor, Games, Women, Music and Technology. StarMedia Videos also incorporates a search feature, enabling users to identify and view postings by order of importance, posting date, viewers and rankings.
StarMedia.com is a free-to-web service connecting more than 22 million Spanish-speakers through the Internet including three million in the United States. StarMedia has local operations in Mexico, Spain and the United States (Los Angeles, Miami and New York). Orange is a subsidiary of the France Telecom Group.
Discover how to reach Latinos in language today with
“Hispanic Market Translation Issues” audio recording
Presenter Martha E. Galindo
Translation company owner Martha E. Galindo explains
-
Why it’s important to reach your clients in language
-
Ins and outs of translations issues
-
How to select a translator
-
What to expect
-
How to save on translation costs
-
Much more
Click here to purchase a recording on Hispanic Market Translation Issues
Posted by Elena del Valle on May 8, 2007
“Suegras” host Amelia Vega
Photo: Azteca America
Former Miss Universe (2003) Amelia Vega, hosts “Suegras,” an Azteca America reality show in which 12 women, six “ready to marry” men and their mothers share living space. Suegra means mother in law in Spanish. In the last episode, the winner may ask one of three remaining mothers for her son’s hand in marriage.
Viewers can watch program clips and participant interviews on the show’s website. They are invited to vote via short message service (SMS) and at Terra.com. “Suegras” is scheduled to air Monday to Friday at 10 pm CST for 10-weeks. The last episode will air May 20, 2007.
“Amelia was selected for her exceptional talent, and we expect her national stature and Dominican heritage to serve as a bridge to all Hispanic audiences, especially given the spectacular participants, who represent a broad array of Hispanic American cultures,” said Bob Turner, president, Network Sales, Azteca America.
Participants’ heritage is diverse with representatives from Cuba, Colombia, Mexico, Puerto Rico, Uruguay and Venezuela. According to promotional materials, weekly challenges for the men and women, as well as the potential mother in law participants, reveal motives, habits, and possible conflicts.
Azteca America is a wholly-owned subsidiary of TV Azteca S.A. de C.V, one of the largest producers of Spanish language television content in the U.S.
“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
Find out
Latino purchasing habits and products they favor
Latino family characteristics
Latinos and extended families
Division of duties, responsibilities within the family
Who is decision maker in the Latino family
Who is information provider in the Latino family
Click here to purchase a recording on Latino Family Dynamics
Posted by Elena del Valle on May 7, 2007
“The Chicas Project” cover
Photos: Nacional Records
Nacional Records will release the official soundtrack to the popular mun2 reality show “The Chicas Project,” starring mun2 hosts Yasmin and Crash, May 8, 2007. The soundtrack includes Grammy-nominated artists Aterciopelados, Nortec Collective and Andrea Echeverri, as well as Los Bunkers, The Pinker Tones, Pacha Massive, Sara Valenzuela, Bitman & Roban, Cuarto Poder, and Mexican Institute of Sound. iTunes and eMusic digital editions of “The Chicas Project” soundtrack feature two bonus tracks.
Barcelona duo The Pinker Tones provide the show’s theme song with the high-energy, political parody “Karma Hunters.” The Pinker Tones recently made an appearance at SXSW and are scheduled to be at KCRW’s Sounds Eclectic Evening in Los Angeles, California.
“The Chicas Project” Crash and Jasmin
“The Chicas Project” Official Soundtrack also features previously unreleased remixes from Grammy-nominated Aterciopelados and Mexican singer Sara Valenzuela, as well as new artists like Venezuela’s Cuarto Poder with “Arenita Playita” and Mexican rockers Porter.
“The Chicas Project” airs nationally on NBC/Telemundo’s bilingual youth network mun2. In the show Crash, a west coast rocker, and Yasmin, an urban-flavored youth from New York, take viewers on comedic adventures. The show, in pre-production for its second season, airs Saturdays at 2 pm.
Hear from market researchers about the Latino family in
“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
Find out
Latino family characteristics
Latinos and extended families
Division of duties, responsibilities within the family
Who is decision maker in the Latino family
Who is information provider in the Latino family
Click here to purchase a recording on Latino Family Dynamics
To listen to the single “Karma Hunters” from the new “The Chicas Project” album click on the play button below.
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Posted by Elena del Valle on May 4, 2007
Boca Abajo won first place at Riofest in Harlingen, Texas
Photo: Kirsten Luce
Miami, Florida – Burger King Corporation (BKC) launched a 10-city Latino music talent showcase dubbed “Tu Ciudad, Tu Música SM” to provide aspiring musicians the opportunity to be named the best local band in their city. It began April 21 in Harlingen, Texas and will conclude June 23 in Miami, Florida.
The “Tu Ciudad, Tu MúsicaSM” program will showcase popular local bands. Organizers will pre-select ten bands in each market. These will go on to compete onstage for a chance to win $2,500 in cash and the opportunity to get their music on area radio stations.
Following the launch in McAllen, the showcase will include stops in Dallas, Phoenix, Fresno, Houston, San Francisco, Chicago, New York, Los Angeles and Miami. A panel of three local judges will determine winners of individual competitions based on each band’s live performance, musical talent and crowd cheers.
“Burger King Corporation recognizes the importance of supporting rising talent in local communities,” said Alexandra Galindez, director for Multi-Cultural Marketing, Burker King Corporation. “This year, BKC embraces the diversity within Latin cultures by providing a platform for Latino music’s newest stars.”
“Tu Ciudad, Tu MúsicaSM” concerts are free. As part of the showcase, Telemundo Network Group is offering a national sweepstakes for music fans. The grand prize is a trip for two to attend the final concert in Miami.
According to promotional materials, for the last six years BKC has sponsored promotional musical platforms including “We Sing En Español…And English Too,” a program for middle and high school students.
Confirmed judges include in Dallas, Manuel Tellez of Rock Vivo, Inc., Theresa Jenkins, president, Texas Chapter of the Recording Academy (Grammy), and Enedelia Diaz, music editor, Latino Connection magazine; Fresno, Velvet Galindo of Grupo Gallegos, Arturo Bencoa of Bienvenido a Casa-TV Azteca, and Brenda Pineda of Univision Radio; Los Angeles, Delia Orjuela, assistant vice president for Latin Music, BMI, and Sergio Bursten, music critic, La Vibra; Phoenix, Fuerk Sanchez of Univision Radio-KHOT, Gaby Robledo of Univision Radio-KQMR, and Alberto Duran, DJ, Sky Lounge.
“Emotional Branding: How to capture the heart and mind of the Hispanic consumer” audio recording
“Emotional Branding” was recorded January 2007 during the Strategic Research Institute 13th Annual Blockbuster Marketing to U.S. Hispanic and Latin America conference in Miami, Florida.
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