Hispanic Marketing & Public Relations Book Flyer

Posted by Elena del Valle on September 13, 2005

Hispanic Marketing & Public Relations Book Flyer

NAHP Launches Interactive Web Site Powered by LatPro.com

Posted by Elena del Valle on September 13, 2005

LatPro CEO and founder Eric Shannon

Ft. Lauderdale, Florida – September 2, 2005 – The National Association of Hispanic Publications, Inc., NAHP, an organization representing Hispanic publications in the United States, and LatPro.com have entered into an exclusive agreement resulting in the recent launch of a newly redesigned and upgraded NAHP website, including a state-of-the-art online career center powered by LatPro.

LatPro.com, an employment website for bilingual professionals in the Americas, developed the new online face of NAHP focusing on enhanced interactivity and expanded services for the association’s membership of over 200 publications. Improvements include password-protected premium areas, secure payment processing, a news center, downloadable documents, and the new NAHP career center.

"The NAHP is always looking for innovative ways to provide professional tools for Hispanic publications and to inform the public about the rapidly-expanding Hispanic print media. This partnership is an integral part of that mission, enabling NAHP to enhance our online presence, improve our Web site’s usability, and add features and services for our online readership," said Lupita Colmenero, president of the National Association of Hispanic Publications.

Leveraging LatPro’s extensive database, NAHP’s integrated career center allows candidates to access job listings, perform advanced database searches and create personalized email "job agents." Human resource professionals are also able to generate qualified candidates through the website. The revitalized site provides resources for NAHP’s member publications and information about upcoming events such as the 2005 Dallas Ad Summit and 2006 NAHP Annual Convention in Las Vegas.

"We are proud to join forces with NAHP in this effort to connect the Hispanic community with the latest information and online tools available through Internet technology," said Eric Shannon, founder and CEO of LatPro.

The National Association of Hispanic Publications, Inc., (NAHP, Inc) is one of the largest organizations representing Hispanic publications at the national level. NAHP, Inc. works with more than 200 member and affiliated publications that share a combined circulation of more than 10 million. Its member publications reach more than 50 percent of Hispanic households in 55 U.S. markets every week. NAHP, Inc. provides professional tools to assist Hispanic publications to more effectively reach their readership. Since 1997, LatPro is a leader in online employment resources for Hispanic and bilingual professionals. With more than 280,000 members and 90 of the Fortune 100 companies using its service, LatPro is one of the largest diversity employment sites.  
 

MMR Offers Advertorial Opportunities for Hispanic Heritage Month

Posted by Elena del Valle on September 8, 2005

Multicultural Marketing Resources, MMR, is selling advertorial space in Multicultural Marketing News Online, its Hispanic Heritage Month online newsletter. From September 15 to October 15 companies with expertise in reaching Hispanics and other multicultural markets, and Hispanic business owners and corporate professionals can place paid editorial style content in MMR’s online newsletter.  

For $350, MMR promises advertisers their message, including a 25-word mini-press release, will reach 10,000 marketing executives and journalists.  Multicultural Marketing News Online is distributed free of charge to over 8,500 marketing executives by email.  Publisher MMR also says the online newsletter reaches 3000 mainstream and ethnic media journalists.

Hispanic PR Wire Offers Free Katrina Relief-Related Distributions

Posted by Elena del Valle on August 31, 2005

FSU Establishes New Marketing Program

Posted by Elena del Valle on August 31, 2005

Program Director Felipe Korzenny, Ph.D.

FSU launched the Center for Hispanic Marketing Communication, which will offer a variety of classes towards a minor or graduate certificate in Hispanic Marketing Communication as well as a certificate program for Hispanics. Marketing to this Hispanic population requires an understanding of language and cultural issues. To lead the effots FSU appointed Hispanic marketing expert and FSU professors Felipe Korzenny, Ph.D. and his wife, Betty Ann Korzenny, who strongly believe a cultural approach is the only way to reach Hispanic audiences effectively. This month, the Korzennys released their new book, Hispanic Marketing: A Cultural Perspective by publishing house Elsevier.

 The professors at the center will teach advertising, consumer behavior, communications and the cultural nuances professionals need to know when catering to the U.S. Hispanic market. Some marketers report a “brain vacuum,” claiming that there are not enough professionals trained to meet the demands of this growing demographic.

“The United States is the second-largest Spanish speaking nation in the world,” explains Korzenny, “and the pace of growth of this population far exceeds the base of true cultural knowledge and understanding of this population among marketing professionals. Hispanics are the most important and fastest growing segment in the U.S. consumer marketplace.”

The growing Hispanic population is profoundly changing the marketing landscape. Hispanic purchasing power is expected to reach $1 trillion by 2008, according to the Selig Center, and the Hispanic population is conservatively predicted to more than double in size by 2050, reaching 24 percent of the total U.S. population, according to the U.S. Census Bureau. The Hispanic advertising industry is outpacing all other sectors of advertising growing four times faster and is now more than a $4 billion industry, according to the Association of Hispanic Advertising Agencies.

The Center offers a graduate certificate program, an undergraduate minor in Hispanic marketing communications and an executive seminar series. The two- to three-day seminars, targeted at decision makers, will be conducted at the University and other locations in the U.S. They are expectd to provide convenient venues for intense learning experiences on the rapidly changing Hispanic market.  The purpose of the seminars, led by FSU faculty and national experts, is to provide participants with in-depth information on the complexities of the U.S. Hispanic market. Seminars will focus on language, acculturation and segmentation and include presentations by experts in academia and business and applied sessions in which participants will use their newly gained knowledge for practical Hispanic marketing.

Graduate Certificate Program

The interdisciplinary program enables students to learn about this emerging market by gaining experience through business and marketing, behavioral theory, modern language, and Hispanic cultural studies. The certificate is comprised of 18 course units, including an Hispanic-related industry residency.

In order to participate students must already be admitted to a graduate program at Florida State University, achieve a cumulative GPA of 3.0 and have competency in Spanish. Hispanic Marketing Communication is a required course. Students must also select Core Courses from the following: Behavioral Science Theory, Business and Marketing Strategy, Hispanic History and Culture, Modern Literature or Practical Language Application. Completion requirements include 18 credits and a residency requirement which prompts students to complete a minimum of six weeks of residency in Hispanic-related marketing or business.

Undergraduate Minor

The interdisciplinary coursework, available to students of all academic areas, provides  students knowledge of attitudes and behaviors that should allow them to successfully plan and execute marketing communications programs directed to Hispanic populations. In order to participate students must fulfill requirements for admission to Florida State University and maintain a cumulative GPA of 3.0 in all coursework. They must also  have competency in Spanish. Hispanic Marketing Communication is a required course. Students must also select Core Courses from the following: Business and Marketing Strategy/Behavioral Theory, Hispanic History and Culture, Modern Literature or Practical Language Application. Completion requirements include 15 credits for communication majors and 12 credits for others. Scholarships available include the Fry Hammond Barr Scholarship in Hispanic Marketing Communication for undergraduate students (up to $2,500) and the Pablo J. Lopez Memorial Scholarship in Hispanic Marketing Communication for undergraduate students (up to $2,500).

Nortec Collective Reaches iTunes Latin Albums Top

Posted by Elena del Valle on August 25, 2005

Tijuana Sessions Vol.3 Album Cover

The Nortec Collective reached the top of iTunes’ Top Latin Albums chart with their new album Tijuana Sessions, Vol. 3.  One day after the release of its sophomore album, Tijuana’s Electronica band topped the iTunes’ Latin albums chart, beating out multi-platinum acts like Shakira, Thalia, and Juanes. The new album Tijuana Sessions, Vol. 3 was released nationally on July 26th.

The Nortec Collective is five artists:  Fussible (Pepe Mogt), Bostich (Ramón Amezcua), Panóptica (Roberto Mendoza), Clorofila (Jorge Verdín) and Hiperboreal (PG Beas).  These musicians created and perform a style of music called Nortec – a fusion of Norteño ("from the North") and Techno, documenting the collision between the style and culture of electronica and traditional Mexican music.  The new album features the first single "Tijuana Makes Me Happy," as well as "Tengo La Voz."  Influential Los Angeles public radio station KCRW was the first station in America to heavily play the album, with additional recent adds at Indie 103.1 (LA), KEXP (Seattle), KPFA (San Francisco), and WERS (Boston).

Nortec Collective members see Tijuana as their home, and as a border metropolis of almost two million people, a major hub of global pop culture on par with Tokyo, New York, LA, and London. Some consider Tijuana as America’s most important switching point, where cultures, cash, languages, styles, laborers, and sounds all migrate into each other, clashing, connecting, merging and marrying. Their Tijuana is Macintosh G5s and bad sewage, digital file swapping, Moby concerts and vaqueros blasting Los Tucanes de Tijuana from their pickup trucks.

The Nortec Collective is not a thing or a genre or a group or a band, but an entire electronic aesthetic. Band members and their fans see it is a convergence of high-tech and low-tech, of North and South, of all things techno with all things norteño, of all the things that are a part of the rural and urban.  The sound of the Nortec Collective is “the sound of the First World in the Third and the Third World in the First.” Nortec Collective music has appeared in commercials for Volvo, Dell, Fidelity Mutual, Edwin Jeans (w/Brad Pitt) in Japan, Nissan, and others.  The track Almada is featured in EA Games’ FIFA 2005, and an interactive book entitled Paso del Nortec. This is Tijuana dedicated to the Nortec phenomenon that was recently released in the U.S.   In support of its new album, the Nortec Collective will be launching a U.S. tour. Later the band will head to Europe and Latin America.

Diana Mera Joins RDS Marketing

Posted by Elena del Valle on August 24, 2005

Diana Mera

(PRLEAP.COM) Starting this month, singer Diana Mera becomes part of the artists’ selection of RDS Marketing, a specialist in marketing, promotion and publicity services for the planning, organization and making of events and celebrity booking for concerts, private & public venues.

Mera is getting ready for the recording of her second album. The artists that belong to the RDS Marketing portfolio go through a very selective process in order to deliver quality and trust to their clientele.

“I am trilled to work with RDS Marketing because I trust their professionalism and I know, we will open a lot of doors,” said Diana.

 http://www.rdsmarketing.com/latin-pop.html

Veteran Reporter Writes Internet guide for Spanish Speaking Reporters

Posted by Elena del Valle on August 23, 2005

Miami, Florida August – 2005 Veteran Hispanic reporter Fernando Escobar Giraldo writes an Internet guide for Spanish speaking reporters in Spanish. Titled La Guia de Internet para Pariodistas (Spanish for The Internet Guide for Journalists) it is meant to facilitate the work of journalists in all fields and in all mass media as well as that of journalism professors and students.

The book and CD ROM contain practical information on Internet use and a comprehensive access guide to more than a million news sources, hundreds of job opportunities for journalists, scholarships, live television and radio from different parts of the world, United States and Latin America universities, front pages of renowned newspapers worldwide, dictionaries, public records, news agencies, mass media, instantaneous translations, and hundreds of organizations related to health and finances.

“It was a two-year investigation. There are wonderful things in this work that are unknown to the majority. And it will not only be useful to journalists but to writers, all types of organizations, investigators, scientists, public officials, economists, medicine professionals, educators, etc.,” said Escobar Giraldo.

Fernando Escobar, a Colombian lawyer and writer who has lived for more than 20 years in the

Bravo Establishes West Coast Division

Posted by Elena del Valle on August 18, 2005

Zulema Arroyo    

New York, NY, August 12, 2005 – The Bravo Group established a West Coast division, BravoWest, created by the merger of its San Francisco and Irvine, California offices. BravoWest will continue to service its California accounts including Mazda, Chevron Products Company, Jaguar, Visa U.S.A., Land Rover, Foster Farms and Paramount Great America.

"The West Coast, in many senses, is the epicenter of the Hispanic market and the new American mainstream," said Gary Bassell, chairman and CEO of The Bravo Group. "Bravo has a longstanding presence and involvement with our communities there, and this is the first of many moves to build more assertively on that legacy."

Due to growth experienced with its California accounts, particularly the automotive brands, Bravo is moving towards building a comprehensive operation providing a full range of integrated marketing services. The new management team for BravoWest will be led by Zulema Arroyo and Christine Hahn. Ms. Arroyo, based in Irvine, has been appointed group managing director and will be responsible for operations and growth of the Irvine and San Francisco Bravo offices while continuing her day-to-day oversight of operations in Irvine. Christine Hahn was appointed BravoWest managing director. She will partner with Ms. Arroyo to aggressively build the consolidated resource and continue to manage the San Francisco operation on a day-to-day basis. The merger will not result in any downsizing or layoffs. Both offices of the new enterprise are in a growth mode.

"There’s a great opportunity for us to expand the competencies we bring to the table for clients locally in our West Coast markets, and explore opportunities for partnerships among those clients," said Linda De Jesús-Cutler, President and COO of The Bravo Group, noting that partnership ideation was already underway by the BravoWest staff.

"The formation of BravoWest will provide all of our clients with access to more resources and higher levels of support. Christine and I are excited about our association and confident about our ability together, along with the team, to develop BravoWest into the premier West Coast Hispanic agency. We’re taking steps to provide nothing less than world-class support to all of our current clients, and all those to come. It’s really a win-win, for all of our clients," said Arroyo.

Christine Hahn

"The consolidation of our teams is complementary in nature," said Hahn. "Today, the importance of bringing innovative strategic and creative ideas to our clients cannot be overstated.  This merger facilitates greater cross-pollination of ideas across our offices, most immediately in the automotive and gasoline categories, and that will further elevate our strategic and creative acuity."

Arroyo joined Bravo in 2002 as the account supervisor managing a Mazda account. In February 2004, she was appointed account director over the multi-million dollar Mazda, Jaguar and Land Rover business and overall Bravo Irvine operations. Arroyo, a Puerto Rico native, began her automotive career in 1996 at Hyundai Motor Finance in a legal capacity. Thanks to her bicultural background, she was promoted in 1999 to head Hyundai Motor America’s multicultural advertising. On the client side, she managed the implementation of Hispanic advertising initiatives that built a successful integrated marketing plan. This plan’s goal was to place the Hyundai brand on Hispanic customers’ shopping lists and to achieve a turnaround in brand awareness and perception, that would increase sales. On the general market side she managed the Hyundai dealer ad association and related projects.

Christine Hahn, previously vice president General Manager for Bravo San Francisco, has worked in Hispanic advertising for 19 years. In 1996, Hahn joined The Bravo Group in San Francisco to manage the Clorox Company account. Later she managed the Chevron Products company. Other key accounts Christine Hahn has managed include Del Monte, Nestlé Ice Cream Company and Visa U.S.A. Previous positions include account supervisor, managing Blue Cross of California and Pizza Hut/Western Region accounts at BBDO/West in Los Angeles, where she helped establish the company’s first Hispanic advertising division, then known as "BBDO Hispanica."

The Bravo Group, a Young & Rubicam Brands company, is a pioneer agency of Hispanic marketing now in its 25th year and a leader among U.S. Hispanic integrated communications agency groups.  Established in 1980, The Bravo Group creates programs that incorporate advertising, research and strategic planning, interactive, direct, promotional and event marketing, media planning/buying and public relations. Recognized in 2005 as one of the two largest Hispanic agencies in the U.S. by Advertising Age, the company is headquartered in New York and has offices in San Francisco, Chicago, Miami. and Irvine, California.

Verizon Hispanic Corporate Ad Campaign Focuses on Latinos in Broadband World

Posted by Elena del Valle on August 17, 2005

New York, NY–(HISPANIC PR WIRE)–August 15, 2005–Through a series of television commercials, print, Internet ads and a unique Web experience, Verizon’s broadband experience promotes to Hispanic consumers the broadband option. The theme of the campaign is "A Todo Lo Que Da" (to the max). The campaign, developed by Verizon’s Hispanic corporate ad agency, La Agencia de Orci & Asociados, mirrors Verizon’s mass market advertising campaign that brings to life the company’s “Richer. Deeper. Broader.” Broadband experience.

The Spanish-language campaign was developed after Verizon asked Latinos in four major markets to share their broadband stories. From meeting people online to making purchases, from learning recipes to creating and sharing their own music, Latinos are spending time online “A Todo Lo Que Da.” Verizon is showcasing their experiences.

“The research we did was invaluable,” said Amy Rubenstein, Verizon vice president of Brand Management. “We found that Hispanics have real and unique online interests and lifestyles. And we developed advertising that would bring these insights to life.”

Four original TV spots created specifically for the Hispanic market provide a glimpse of what consumers do in their online lives, from starring in their own Lucha Libre web movie to competing in virtual DJ battles. The spots, “DJ,” “Window,” “Baseball,” and “Wrestler” create relevant stories that connect with Hispanic consumers, making broadband more tangible for them. Two additional TV spots adapted from the company’s general market campaign reflect "hyper-real" situations to convey the powerful experience.

Four original print executions center on broadband “must haves” for Hispanics: music, sports, entertainment, and online gaming. Through broadband, Verizon executives believe, Hispanics can be who they want to be 24×7. The online component features traditional, rich media and video banners. In addition, Verizon created a Spanish-language broadband Web experience – http://www.atodoloqueda.com – an interactive community of broadband enthusiasts from all walks of life.

The site enables users to create profiles and share their broadband stories by uploading images and videos. Visitors share stories of how broadband is changing their world. Members can also join personal interest groups, such as gaming and music, share favorite links and advice with other members, and learn new ways that broadband can help them explore their interests further.

Verizon’s broadband products and services are featured on the Web site, which was created by Verizon’s interactive marketing agency, R/GA. The Web site acts as a portal and link to various exclusive content promotions and events appealing to the online Hispanic consumer.