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Posted by Elena del Valle on January 2, 2007
HispanicMPR – Hispanic Marketing & Public Relations
Posted by Elena del Valle on December 20, 2006
2006 Events
Multicultural Market Intelligence Summit
Register Today with Code: HispanicMPR and SAVE $530 off Registration and Lodging
Registration: $1,650 and Lodging: $85/night (Taxes Included)Event: Multicultural Market Intelligence SummitDate: October 25-27, 2006Location: Miami, FLVenue: Mandarin Oriental Hotel (5 Diamond Hotel)Agenda:Brochure:Registration: 1-888-309-2005
Online: http://www.geoscape.com/conference/registration.aspx
Transform Market Intelligence into Intelligent Marketing
Experience priceless interactions with senior level marketing, media and distribution executives from Fortune 1000 companies throughout the nation and internationally: AAA, ACE Hardware, Allstate, AOL, American Express, Amerigroup, Anheuser-Busch, AstraZeneca, AT&T, Avon Products, Bank of America, Bellsouth, Burger King, Blue Cross Blue Shield, Cendant, CAN, CVS, DirecTV, Fannie Mae, Firestone, FOX, Macy’s, NBA, New York Life, Nextel, Office Depot, Starbucks, State Farm Insurance, Telemundo NBC, Time Warner Cable, Toyota, Univision, USPS, Verizon, Walgreen, Wells Fargo, Yahoo…
Registration: 1-888-309-2005
Online: http://www.geoscape.com/conference/registration.aspx
U.S. Hispanic Marketing Conference
September 26-28, Hilton Del Mar, San Diego, CA
Participants at this event will hear innovative marketing approaches from a fresh speaking faculty as well as the latest “success story” case studies and best practices presented by industry trailblazers.
Speaking companies include:
Attend this event and you can expect:
– Case-study driven presentations
– Marketing experts from a wide array of industries
– Discussion panels providing a multi-faceted view of the market
– Eight brand new workshops offering an in-depth look into important niche topics
– Priceless networking opportunities with your colleagues dealing with the same issues you are facing
Be sure to register early to receive the best early bird pricing. Please visit http://www.ushispanicmarketing.com/ or call 800-882-8684 for full details.
Gold Coast PR Council “How to Reach and Pitch Hispanic Media”
September 19, 2006 Boca Raton, Florida
Carlos Alfaro, editor, Hispanic Trends and Elena del Valle, editor, HispanicMPR.com
This month’s lunch meeting of the Gold Coast Public Relations Council will focus on Hispanic media. During the September 19 meeting, the editors of three Hispanic publications and one website will discuss “How to Reach and Pitch Hispanic Media” with public relations professionals at The Atrium in Boca Raton. Editors Elena del Valle of Hispanic Marketing & Public Relations.com, Carlos Alfaro of Hispanic Trends magazine, Em Mendez of La Palma, and Debbie Ramirez of El Sentinel will explain their editorial operations. The cost for lunch is $15 for members and $20 for guests.
Gary Schweikhart, co-founder and president, Gold Coast PR Council
“Lunch meetings of the Gold Coast PR Council give our members a chance to meet and network with media decision-makers. With the growing influence of Hispanic media in South Florida, this will be a valuable opportunity to find out important information, such as deadlines and the way in which the editors like to receive pitches (by phone or email), even something as important as to whether or not they accept press releases written in English or should we have them translated into Spanish first,” said Gary Schweikhart, co-founder and president of the Gold Coast PR Council. “This is really a great opportunity to get one-on-one with some key editors, so the next time one of our PR professionals call the editor of these Hispanic publications, they can say, ‘Hey, remember me? I met you at the Gold Coast PR Council lunch, and do I have a great story for you…”
“How to Reach and Pitch Hispanic Media” will be divided into three segments. From 11:30 a.m. to 12 p.m. attendees will have an opportunity to network; from 12 to 12:15 p.m., there will be lunch and organizational announcements; and from 12:15 to 1:15 p.m., there will be a presentation followed by a question and answer session.
The Gold Coast PR Council is an independent group of public relations, marketing and communications professionals from Palm Beach and Broward counties. The Gold Coast PR council holds networking and educational lunch meetings, such as this one, on the third Tuesday of every month. More information is available online at GCPRC.com — Sergio Carmona
September 19, 2006 Boca Raton, Florida
Posted by Elena del Valle on December 19, 2006
By Sergio Carmona
Hector Prado
Photo: San Jose Network
The Miami-based creative agency Firefly recently became an affiliate of the San Jose Network, one of the largest marketing communications group serving the United States Hispanic and Latin American markets. Firefly, which also has creative teams in Buenos Aires and São Paulo, joins 25 other affiliated agencies of the network. The agency uses initiatives, as well as emerging trends, to create different personalities associated with their clients’ products.
“Many U.S.-based companies are beginning to realize the rapid transformation of the Hispanic segment,” said Tatiana Vieira, executive director for SJN. “With Firefly as part of the network, we will be able to expand our creative initiatives to offer more approaches to this evolving segment.”
Firefly began as a division of the Miami-based creative shop, The Lab. This past September, one of the company’s co-founders, Hector Prado, spun off Firefly as an independent agency. According to promotional materials, Prado has won over 150 awards in his 17-year career. In the past he was also the creative development director for Zubi Advertising.
Firefly has produced creative initiatives for HBO, American Airlines and Procter & Gamble. In addition to joining SJN and becoming independent, Firefly has also joined SJN’s Creative Board.
Posted by Elena del Valle on December 14, 2006
Robert Herrera, Aide Castro, and Edward Acevedo
Photo: LULAC
New York, New York – The League of United Latin American Citizens (LULAC) presented awards to Aide Castro, Edward Acevedo, and Robert Herrera to recognize their success and community contributions. Developed last year to honor a new generation of outstanding Latinos making a difference in their respective communities, this year’s awards were also presented to three honorees in Chicago, Yanet Bahena, Martin Cabrera, and Jose Rivera; and three in Phoenix, Ana Maria Chavez, Francisco Heredia and Matt Molina. The awards were sponsored by Crown Royal Canadian Whisky.
The award recipients were selected informally from a pool of individuals known to LULAC officers. The selection was based on the individual’s advocacy and commitment to issues of long standing importance to Latinos. Each of the award recipients received a custom-made ring crafted by jewelry designer Michael Spirito, of Exhibitionist, NYC.
“Not only have they been successful in their own life, but they have made a contribution to their community. Another criteria, is that they had not been recognized before,” said Marcos Rincon, executive director of the LULAC National Housing Commission.
Sven Muhlenberg, associate brand manager, Crown Royal; Edward Acevedo; musician Obie Bermudez and; Giovanni Sgro, multicultural brand manager, Crown Royal
Aide Castro is a real estate entrepreneur and salon beauty owner who created Lynwood’s home buying seminars where she offers free credit counseling and helps families achieve their dreams of home ownership. Castro serves as commissioner of the Lynwood Block Grant Advisory Board, and is also a board member of the Lynwood Athletics Community Services. She is a member of the Lynwood Chamber of Commerce and was recently named executive director of the Center for Community and Family Services Inc.
Edward Acevedo is a community activist known for his commitment to enhancing educational opportunities. He is a teacher for special education in the Long Beach Unified School District and is the founder of Open Hands of Long Beach, a grassroots organization devoted to strengthening families through early literacy, anti-gang initiatives, and programs for the elderly.
Robert Herrera is an activist devoted to educating others about human rights. Robert works to improve the achievement level of local youth and has taken a leadership role in gang prevention and immigration reform advocacy. Robert is currently LULAC’s vice president of the Great Long Beach Council 3088 and treasurer of District 7.
The League of United Latin American Citizens (LULAC) is one of the oldest and largest Latino civil rights organizations in the United States. LULAC goals are to advance the economic condition, educational attainment, political influence, health, and civil rights of Hispanic Americans through community-based programs operating at more than 700 LULAC councils across the country.
Posted by Elena del Valle on December 12, 2006
Felipe Korzenny, Ph.D.
Tallahassee, Florida — Beginning in January 2007, the Florida State University Center for Hispanic Marketing Communication will offer an online course in Hispanic Marketing Communication. The center, headed by Felipe Korzenny, Ph.D. is among several higher education centers pioneering education in Hispanic Marketing in the U.S.
“We are proud to satisfy the demand of many marketers in U.S. industry that have requested an online course in Hispanic Marketing Communication,” said Korzenny. “This is the first online offering of its kind and will make the content of our on-campus courses available to anyone in the world with an interest in the subject.”
The 15-week course is recommended for professionals targeting the Hispanic market, or those who would like to launch a Hispanic marketing initiative. The online course is also available to Florida State University students not currently residing in the Tallahassee campus.
Classes begin January 8 and end April 20 for the new course which promises to address language use, Hispanic cultural insights for marketing, research and marketing strategies and case studies. Students who complete the course will receive a certificate of completion. Eligible students can receive three hours of undergraduate/continuing education credit.
Posted by Elena del Valle on November 28, 2006
Bruce Barr, vice president, GfK Omnibus Services
Photo: GfK Omnibus Services
New York, New York — GfK Omnibus Services, a division of GfK Custom Research North America, recently released the results of its Hispanic OmniTel® Retail Study on where Hispanic shopping preferences. According to their findings when asked to name which major store or retailer they felt does the best job of catering to the Hispanic or Latino consumer, Wal-Mart was the top selection at 35 percent. Home Depot was a distant second at 7 percent and Target was third at 5 percent.
The study was conducted October 2006 among 502 Hispanics aged 18 and older nationwide by telephone. Respondents were given the choice of completing the survey in English or Spanish. Asked which factors are most important when deciding where to shop, Hispanic Americans cited the same priorities that other Americans have when choosing retailers such as convenience, low prices, and a wide range of merchandise.
A second-tier of priorities unique to the Hispanic market was cited by about half of Hispanics as “very important,” including store employees speaking Spanish, products relevant to Hispanic consumers and Spanish language signage. Following is a breakdown of factors considered very important in choosing a shopping destination:
Low prices: 75 percent
Convenient location: 69 percent
Wide range of merchandise: 66 percent
Employees who speak Spanish: 51 percent
Wide range of payment options: 49 percent
Products relevant to Hispanic consumers: 48 percent
Spanish signage: 47 percent
Product packaging and labels in Spanish: 43 percent
Owner is a member of the local community: 33 percent
Asked about their retail shopping habits, following is a breakdown of the types of stores respondents say they shop in often:
National discount chain stores such as Wal-Mart or Target: 56 percent
Local stores that specialize in serving Hispanic and Latino customers: 37 percent
National home improvement stores such as Lowe’s or Home Depot: 32 percent
National mid-priced department stores such as Kohl’s, Sears or JCPenney: 23 percent
Electronics, entertainment or appliance stores such as Circuit City or Best Buy: 15 percent
Specialty clothing stores such as the Gap or Old Navy: 12 percent
National upscale department stores such as Macy’s, Nordstrom or Lord & Taylor: 10 percent
Sporting good stores such as the Sports Authority: 8 percent
“The survey shows that mainstream national retailers such as Wal-Mart and Target are highly attractive to Hispanics, but that the key to differentiation stems from meeting and delivering the unique needs of Hispanic consumers,” said Bruce Barr, vice president, GfK Omnibus Services. “To stand out with Hispanics, retailers need to consider offering such things as Spanish-speaking sales clerks, Hispanic-oriented merchandise, and Spanish language signage. Wal-Mart has clearly demonstrated they have taken the next step in their marketing efforts to ensure they have catered to the Hispanic consumer effectively.”
GfK’s Hispanic OmniTel is a monthly survey of the Hispanic American market targeting Hispanic American adults nationwide. Conducted in English and Spanish, Hispanic OmniTel is national telephone omnibus survey that offers to help marketers understand the lifestyles, buying behavior and unique perspectives of Hispanic Americans.
Headquartered in New York, GfK Custom Research North America is a company of the GfK Group. GfK Omnibus Services resides in the GfK Princeton, New Jersey offices. With home offices in Nuremberg, Germany, the GfK Group is the fourth largest market research organizations in the world. Its activities cover five business divisions: Custom Research, Retail and Technology, Consumer Tracking, Media and Healthcare. In addition to 13 subsidiaries in Germany, the GfK Group has more than 130 subsidiaries and affiliates in over 70 countries.
Posted by Elena del Valle on November 16, 2006
Eddie Gonzalez, Chairman and CEO, The Bravo Group
Photo: Young & Rubicam and Wunderman
Miami, Florida — The Bravo Group recently was integrated into the existing Young & Rubicam and Wunderman operations in Miami. The merger results in one of the larger agencies in Miami, with over 70 employees.
“With their combined expertise and success in targeting the U.S. Hispanic and Latin American markets, it is a natural fit to join these operations to better serve our clients,” said Eddie Gonzalez, Chairman and CEO of The Bravo Group. “The synergy resulting from this integration allows the combined teams to be more client-focused while operating more efficiently; at the same time we will be in a better position to compete and win business in Miami and nationally.”
Leading Bravo Miami will be Eric Hoyt, president of Young & Rubicam Miami and Wunderman Miami. Hoyt is an industry veteran with over 20 years in the agency and marketing communications fields, including 17 years with Young & Rubicam and Wunderman in Latin America and the U.S.
“Our focus continues to be superior skills and capabilities for an increasingly complex marketplace,” said Mr. Hoyt. “By evolving and expanding our service offering, Bravo Miami and our entire operation are in a better position to provide integrated communications solutions which generate superior business results.”
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.
Posted by Elena del Valle on November 9, 2006
Turbulence Advertising ad
Photo: Turbulence Advertisting
Miami, Florida – Turbulence Advertising won several Create Awards from Create Magazine, including the Best of Industry in Advertising award for ad copy. The agency was also recognized with Gold awards in the following categories: Advertising Body Copy, Collateral Advertising, Postcard, Self Promotion, Corporate I.D., and Editorial Design Newspaper Cover.
Turbulence received the Self-Promotion recognition for its Corporate ID package and the Editorial Design for Newspaper award for the Manifesto cover design for Miami’s newsweekly, the SunPost. That same entry has also earned the agency awards at the New York Festival, Davey Awards and the Miami Addy’s. Turbulence executives believe the agency’s “open culture” is paramount to its success.
“The Create Awards was launched to showcase the amazing work being done by companies like Turbulence,” said Jerry Brown, publisher and editor of Create Magazine. “Our judges, from multiple creative industries, judged entries based not only on the freshness of the concept/piece, but also its ability to engage the audience. The multiple wins by Turbulence shows that they know how to do that very well.”
Any paid creative work produced for commercial purposes which appeared in the marketplace between January 2005 and June 2006 was eligible for an award. Nineteen judges picked the winners in 10 industries, 40 categories, and 300 subcategories from among 1,500 entries.
“Continuing to be recognized for our work is very satisfying, but even more so when it is acknowledged by industry peers, such as Create Magazine, that truly value the power of great ideas and creativity to solve business challenges,” said Tom Moleta, Turbulence president.
“Ideas happen, but you have to create the right atmosphere and culture to provide smart people the opportunity to generate great ideas,” said Jose Reyes, partner and creative director. “We’re proud that our hard work has paid off, but more importantly, we have fun doing it.”
Founded in January 2005, Turbulence is a “strategic and creative agency, focused and committed to developing breakthrough ideas and solutions to shake things up and move brands to a better place within their business category.” Turbulence’s clients include The Collection, Miami City Ballet, Humana Healthcare, SunPost, Benihana, Doraku Sushi, Ocean Drive magazine, Euphoria Water, Food and Drug Administration and pro bono work for HELP, Inc. and Suited for Success.
First published in 2001, Create Magazine is a quarterly publication that provides creative professionals with an insider’s perspective on the people, news, trends and events that influence the local advertising and creative production industries. With editions in 16 markets nationwide, each issue features articles by local community leaders on the Advertising, Design, Printing, Photography, Film & Video, Animation and New Media industries.
Posted by Elena del Valle on November 7, 2006
Eduardo Perez, president of PM Publicidad
Photo: PM Publicidad
PM Publicidad, an Atlanta full-service Hispanic agency, recently became an affiliate of the San Jose Network (SJN). The three and a half year-old marketing firm is one of 25 agencies in the network of marketing communications firms serving the United States and Latin American markets.
“We now have access to a lot of resources and we have access to a lot of network,” said Eduardo Perez, president of PM Publicidad. “We have the ability to pick up the phone and help people in certain situations or someone who’s part of the network but hasn’t worked for the agency. It gives us additional credibility when we talk to new clients.”
PM Publicidad reaches the Hispanic market through print and broadcast production, event planning and management, media planning, direct marketing, and market research. Its clients include NAPA, Georgia Poison Center, American Society, Arby’s, Georgia Lottery, and others. It has also produced television and radio spots for the Oscars.
“We started from scratch with a lot of people who didn’t have agency experience,” said Perez. “The fact that we succeeded in Atlanta, which wasn’t considered a top Hispanic market at the time we started, is what we’re proud of, succeeding despite challenges.”
Agency executives are also proud of the company’s impact on Atlanta’s fast growing Hispanic community. “We’ve raised the profile of Atlanta. We’re the only full-time Hispanic agency in the city,” said Perez. “This speaks a lot to the importance of Atlanta, where the Hispanics are fast growing and the city has been ranked third in Fortune 500 magazine’s top Hispanic markets. We’ve raised the level of awareness for Atlanta.”
The San Jose Network has affiliate agencies in 25 countries, including the U.S., Mexico, Central America, South America, Puerto Rico and the English-speaking Caribbean. The network started in 1991 as part of the San Jose Group. — Sergio Carmona
Posted by Elena del Valle on November 2, 2006
Happy Birthday Bear card cover
Photo: Lantigua Designs
Weston, Florida – Lantigua Designs, a Florida-based company specializing in Hispanic greeting cards, was chosen to participate in this year’s celebrity gift baskets for the 7th Annual Latin Grammy® Awards. The event, which will take place November 2 in New York City, will be televised on the Univision Network. Some of this year’s Latin Grammys nominees are Shakira, Chayanne, Ricardo Arjona and Fonseca.
“We are very honored to have been chosen for the Latin Grammy celebrity gift baskets,” said Liz Lantigua, creative director and founder of Lantigua Designs, Inc. “This is a great opportunity for all those in the Latin community to know about our products which are so unique and in tune with the Hispanic culture.”
The official talent gift basket will be given to presenters and performers at the Latin Grammy Gift Lounge backstage throughout rehearsals. The famous gift baskets are known to overflow with coveted items ranging from fashion and beauty to electronics and toys. They are chosen and prepared by Distinctive Assets, a company that creates gift baskets for Hollywood events.
Lantigua Designs was created in 2004 to offer Hispanic-themed, Spanish language and bilingual greeting cards that appeal to U.S. Hispanics. The line of cards available is: Birthdays; Dicho Cards based on popular Spanish sayings; All Occasion; Blank Note; Religious; Blank Note Cards such as: Latina and Loving It©, Cubanita That’s Me©, and Kids/Teens greeting cards and party invitations. Lantigua Designs’ cards are available in retail stores in South Florida, New York and Maryland.
