Posted by Elena del Valle on July 20, 2010
Information provided by our Event Partner
November 4-5, 2010
Miami, Florida
Going on its tenth year, the National Hispana Leadership Institute’s 2010 Executive Leadership Training Conference and Mujer Awards brings together Latinas and NHLI’s accomplished alumnae for two days of cutting-edge leadership and professional development, networking, educational and inspirational keynotes and workshops facilitated by top-level Latinas from across the country.
Visit http://www.nhli.org/sponsors.html for details.
Posted by Elena del Valle on July 19, 2010
A scene in Papas Brujería
Photos, videos: Heineken USA
Heineken USA is relying on Mexican humor and folklore to win the loyalty of Mexican Newcomer consumers, Mexican men between 21 and 34 years of age living in the United States less than 10 years. The beer maker recently launched Tecate Light Papas, a broadcast, out-of-home and retail marketing campaign, including three Spanish language 30-second ads filmed and produced in Mexico City, Mexico, for Tecate Light. Scroll down to watch the three ads in Spanish.
The Tecate Light Papas television commercials, which took three months to film and produce in Mexico, are scheduled to air concurrently from May to September 2010 on Univision, Telemundo, Azteca America and Estrella TV in markets where the beer is available, including Arizona, California, and Texas.
Christian McMahan, chief marketing officer, Heineken USA
“With this installment of Tecate Light’s Papás campaign, we’re creating continuity of two characters that connect emotionally with the brand’s core consumer, Mexican men making a living in the U.S. Most importantly, by incorporating humoristic and visual elements that only they would understand, Tecate Light is further positioned as an authentic Mexican light cerveza that offers them much more than just another light beer option,” said Christian McMahan, chief marketing officer, Heineken USA.
The three spots, peppered with Mexican slang, humor and culture and the brand tagline “Por los que quieren más” (“For those who want more”), feature two Mexican parents whose son, José, lives in the United States and drinks light beers that, according to the ads, don’t compare to the flavor of Tecate Light.
A scene in Papas Garrafon
In one of the ads, for example, the mother, who believes that her son has been cursed into drinking other brands, performs a limpia, or a cleansing, on his portrait. In the second commercial, the parents become clearly agitated as the local water boy walks by the house offering his services, reminding them that their son prefers watered down beers.
A scene in Papas Gringos, the third ad with replacement parents
In the third ad an American couple pretend to be José’s parents and talk to him in a heavily-accented Spanish. Soon his real mother and father appear saying “Since you keep drinking light beer from over there, does it mean you’re also looking to replace us?” The ad closes with the American and Mexican dads comparing their pronunciation of light beer.
The three commercials were directed by Simón Bross, who also help create Tecate’s Anthem 3 campaign released in April 2010 (see Heineken launches new Tecate Spanish language ad campaign targeting men 21 to 34). Adrenalina, the brand’s advertising agency, created the ads; Media Vest’s MV42 Degrees handled the media buy.
Manuel Wernicky, president, Adrenalina
“The Papás have become iconic characters who represent the different mindsets newcomers experience as they straddle two worlds,” said Manuel Wernicky, president, chief ideas officer and managing partner, Adrenalina.
Posted by Elena del Valle on July 16, 2010
Mañana in Cuba
Photos: Tara Inc.
In Mañana in Cuba The Legacy of Castroism and Transitional Challenges for Cuba (Authorhouse, $24.95), a 184-page English language softcover book published this year, Jose Azel, Ph.D. addresses the possible future situation in Cuba, the country of his birth. He examines the issues that he believes afflict the island nation with an emphasis on challenges and opportunities.
In the book, he offers policy approaches based on what he assesses to be the current situation and Cuban mindset on the island he has not seen since his youth. He also discusses the potential benefits he sees for the United States if the Castro ruled nation one day becomes a democracy. And, he explores the concept of Choice Architecture based on “the lessons learned in Eastern Europe.”
“The book is a little history, political science, a little philosophy, psychology, sociology just very multidisciplinary which I think reflects my own thinking,” said Azel. He explained by phone that although much has been written about the past of Cuba this book is novel because of its focus on that country’s future.
The University of Miami logo and the words “Institute for Cuban and Cuban-American Studies University of Miami Coral Gables, Florida” appear at the beginning of the book. One hundred percent of the author proceeds of the book are designated to benefit the Institute with which he is affiliated.
The book is divided into two parts and thirteen chapters. The chapters in Part One are: Cuba: Alternative Roads in an Uncertain Future; Freedom from Fear; Search for Meaning; The First Law; No Le Pidas Peras Al Olmo; Carajo, Somos como Somos; Cuban Informality and Choice Architecture; and The Pursuit of Happiness. The chapters in Part Two are: Personnel Reforms; Institutional Reforms; Political Reforms; Economic Reforms; and Concluding Thoughts.
In his conclusion Azel states that “The most insidious and devastating legacy of Castroism is that Cuban society, living in constant fear, has forgotten how to feel free.” And that “… promoting a Cuban society that relearns how to feel free should be a common denominator of all mañana in Cuba visions.
Author Jose Azel, Ph.D.
Azel left Cuba in 1961 as a 13 year-old political exile in the Operation Pedro Pan, a child refugee program. A senior scholar at the Institute for Cuban and Cuban-American Studies (ICCAS) at the University of Miami he dedicates his time to the in-depth analysis of Cuba’s economic, social, and political state. He has a particular interest in post-Castro Cuba strategies. It took him a year of intense writing to complete the book.
Click here to buy Mañana In Cuba
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Filed Under: Books
Posted by Elena del Valle on July 14, 2010
By Robin Blakely
Partner, Get There Media
Robin Blakely, partner, Get There Media
Photo: Get There Media
So you have a book, you’ve established a Latino following, and now you have your eye on the mainstream marketplace. Here are four key things you need to know to leverage your culture and connections to keep your momentum mobilized.
1. Focus on a different kind of culture.
Stop thinking of your audience as Latino or not Latino. Transcend that way of thinking. Instead, think of your target market as gifted, or funny, or heartbroken, or entrepreneurial. Focus on who they are as clean freaks, or foodies, or mystery lovers, or knitters. Your audience—whoever they are—has a culture of its own that doesn’t have to be described as Latino or non-Latino. Think about the culture your audience shares as a group. Without relying on a description that involves ethnicity, ask yourself:
Click here to read the complete article
Click here to buy PR Therapy
Posted by Elena del Valle on July 13, 2010
HispanicMPR.com/B2B
HispanicMPR.com, a popular online forum and audio podcast for the exchange of information and ideas on business and Hispanic market topics for middle to senior executives, launched a new social media section
FOR IMMEDIATE RELEASE
Jul 13, 2010 – Boca Raton, Florida —To mark its fifth anniversary HispanicMPR.com, an online forum and audio podcast for the exchange of information and ideas on business and Hispanic market topics for middle to senior executives, launched a new social media section.
HispanicMPR.com/B2B or B2B (https://www.hispanicmpr.com/b2b) offers a flexible social media forum for business executives to meet colleagues, seek business opportunities and share news within a community of like minded business oriented people. The new section allows visitors to see public posts. In order to post new content and interact with others users must subscribe. The subscription process is easy and speedy, allowing users to share a professional profile and photo or graphic on the website. Posts may include one photo.
The creation of the social media section was driven by an ever increasing number of requests for article publication. Some of the article requests were unmet due to editorial guidelines or time restrictions. Thanks for the new section subscribers may now share their personnel, event, introduction requests and miscellaneous news announcements and establish business contacts with each other directly at B2B. Months of software development and trials and two months of beta testing preceded the section launch.
Started as a weblog for the Hispanic Marketing & Public Relations book (Poyeen Publishing, $49.95), HispanicMPR.com provides a forum for readers and authors of the book, website subscribers and visitors with an interest in business, marketing, media, communications, public relations, Hispanic markets and related topics to connect, discover the latest Hispanic market news and updates and listen to expert interviews and presentations in an audio podcast. Visitors may sign up for regular email updates, search the website for Hispanic market information; and listen to podcasts on the website’s audio player or download them for convenient listening on their MP3 or iPod players.
The Hispanic Marketing & Public Relations book (https://www.hispanicmpr.com/the-book/) provides 435 pages of information, case studies, graphics, market data and opinions based on the experiences of nineteen U.S. Hispanic market experts. Seventeen practitioners and two university academics, contributed fifteen chapters to the book.
More information on HispanicMPR.com/B2B, the HispanicMPR.com social media section, is available online at https://www.hispanicmpr.com/b2b
Contact:
Elena del Valle
elena@lnaworld.com
Posted by Elena del Valle on July 12, 2010
Denira Borrero, vice president, Operations, Omni Direct, Inc.
Photo: Omni Direct, Inc.
A podcast interview with Denira Borrero, vice president Operations, Omni Direct, Inc. is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, she discusses direct marketing to United States Latinos with Elena del Valle, host of the HispanicMPR.com podcast.
Denira is responsible for online marketing initiatives, client services, and product campaign management. She serves as co-chair, U.S. Hispanic Council and co-chair, Retail Council for the Electronic Retail Association (ERA).
With over 20 years of global marketing and commercial operations experience, Denira has led a number of global product launches using direct-to-consumer, traditional brand marketing, as well as business-to-business models. Prior to joining Omni, Denira led and managed a $300 million global business unit for Johnson & Johnson. She also spent several years in J&J’s Latin American division starting up a new business franchise and launching the company’s first regional eCommerce platform. Denira received an MBA from Columbia University Business School.
The data Denira quoted regarding 75 percent of United States Hispanics that consume media in both languages she sourced from the 2010 Diversity Markets Report by Synovate
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Denira Borrero” 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 it to disk. The podcast will remain listed in the July 2010 section of the podcast archive.
Posted by Elena del Valle on July 9, 2010
Living Trusts for Everyone book cover
Photos: Allworth Press
Since Attorney Ronald Farrington Sharp switched his practice from family law to estate planning he became convinced that for most of his clients advance planning would help them save on after death fees. In legal terminology he believes a trust is better than a will and less expensive too. Many people are familiar with a will but what is a trust?
In his recently published book, Living Trusts for Everyone Why a Will is Not the Way to Avoid Probate, Protect Heirs and Settle Estates (Allworth Press, $14,95), he explains both concepts and the misconceptions involved in each of them. He believes wills benefit attorney and trusts benefit families. Unscrupulous attorneys drive the business of probate and wills in order to make a percent of the monies in the estate when their clients pass away, he says. Instead he proposes readers consider relying on trusts to avoid the probate process and to reduce estate taxes as well as for easier management of their assets for children and disabled heirs.
According to Farrington Rich clients do not have to be wealthy to benefit from a trust. In the 147-page softcover book, he shares ways for readers to avoid expensive legal fees, protect heirs, and settle estates. He discusses the different types of trusts, funding a trust, the role of trustees and guardians, selecting an attorney to draft the trust; what establishing a trust should cost, and who should establish a trust. he explains that there are dozens of trust types. Although he does not specifically focus on trusts from a business perspective many of the issues he raises about wills and trusts likely interest business people and business owners as they refer to the protection and inheritance of estates and assets.
The book is divided into twelve chapters: Trusts and Wills Defined; You Must Have a Trust If; A Comparison: Trusts and Wills; Trust Seminars: A Free Meal, But at What Cost; Watch Out for Attorneys; Trustees; Making Your Trust Work: Funding; You Do Not Need a Trust If; The Many Types of Trusts; Problems with Trusts; Guardians, Powers of Attorney and More; and Trustee Instructions for Death or Disability; and three appendices.
Author Ronald Farrington Sharp
Farrington Sharp is the founder of Ronald Farrington Sharp and Associates Law Firm established in 1975, and owner of the Michigan Law Clinic in Wayne, Michigan and the Great Lakes Legal Clinic in Southeastern Michigan. According to promotional materials, he has prepared over 3,000 trusts and estate plans. Prior to writing this book he authored Winning the Divorce War. He divides his time between Michigan and Florida.
Click here to buy Living Trusts for Everyone
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Filed Under: Books
Posted by Elena del Valle on July 8, 2010
Information provided by our Event Partner
SCENTworld 2010 Conference & Expo
November 17-19, 2010
In it’s third year, SCENTworld remains the only global conference for marketers, brand owners, solution providers, agencies and entrepreneurs that are interested in the power of scent, fragrances and aromas as they are used for non-traditional purposes.
Join us at the Gansevoort Miami Beach Hotel from November 17 – 19 when we discuss the impact that the application of contemporary fragrances, aromas and flavors has in the areas of:
- branding
- marketing & advertising
- product design & packaging
- art & design
- hospitality
- food & beverage
- fashion
For the very first time we will enhance the expo area with a thought-stimulating salon of eight installations by contemporary art practitioners who integrate the sense of smell in their work.
We are delighted to have HPMR as a media partner and we offer the readers of HMPR a $100 discount off the $799 registration fee which includes the opening reception on November 17, two days of presentations on the 18th and 19th as well as the gala event on the night of November 18th.
For further details on the conference please visit the SCENTworld web site (www.scentworldexpo.com) or send an e-mail to info@scentworldexpo.com.
Posted by Elena del Valle on July 7, 2010
Memo Ochoa in an Allstate campaign ad – click on image to enlarge
Photo, videos: Allstate
Allstate wants to win over 18 to 49 year old men who prefer to watch television in Spanish. Toward that end representatives of the Illinois based insurance company dedicated several weeks to filming (and producing) two 30-second Spanish language television commercials in Mexico City, Mexico. Scroll down to watch the two ads, Gloves and Wall, in Spanish.
Work on the ads for an undisclosed budget was the responsibility of several people from Lapiz (production), White House (editing), Absolute Post (post production), CO3 (transfer), Human (music), and Another Country (sound design). Lapiz, under the creative direction of Javier Osorio and Eduardo Cintron, led the conception and production of the TV commercials. Briton Gerard de Thame was in charge of the direction.
The commercials are airing through the World Cup and beyond on Univision, Telemundo, Galavision, Telefutura, TV Azteca, and all their affiliates as well as ESPN and its affiliates. The spots should also stream online on major Spanish language sports sites and ESPN.com.
Gloves first aired May 2010 while the Mexican National Team played in a series of friendly matches throughout the United States. Wall made its debut during the start of the World Cup on June 11, 2010.
According to an Allstate representative, the company that provides insurance products to more than 17 million households has been the exclusive sponsor of the Mexican National Team for the past four years. During that time, Allstate representatives have developed several television ads with a soccer theme including some that have featured Memo Ochoa (Francisco Guillermo Ochoa Magaña), a Mexican football goalkeeper. Although the Mexican National Team is based in Mexico every year they play friendly matches in the United States. Allstate executives hope to take advantage of the game’s popularity to expand the insurance brand among team fans.
Marketers at the insurer believe the ads have resonated well with fans of the Mexican National Team, the sport in general, and among the general Hispanic population in the United States. Allstate also developed print, radio and online advertising in support of this program, linking to its soccer communication platform: Proteccion es la jugada (Protection is our game).
As part of the campaign, Luis Roberto Alves “Zague,” a former Mexican footballer, is scheduled to twitter live from South Africa throughout the World Cup and share blog entries in an interactive website, proteccioneslajugada.com. Through the site it is possible to send messages “via the bleachers,” orchestrate team chants, customize a soccer ball, and place Memo Ochoa’s hair on personal photos.
The Allstate Financial Group, founded in 1931 as part of Sears, Roebuck & Co., sells life and supplemental accident and health insurance, annuity, banking and retirement insurance to individuals and companies through company owned and independent agencies, financial institutions and broker-dealers. According to the company website (KeyMetrics 2009), 27.4 percent of its employees are minority members divided as follows: 16.2 percent of its employees are African American, 8.3 percent are Hispanic, 4.3 percent are Asian and .4 percent are Native American. When it comes to officers and managers the company workforces is 21 percent diverse: 8.6 African American, 7 percent Hispanic, 3.6 percent Asian and .5 percent Native American. In 2009, there was one African American on the company board of directors.
