Posted by Elena del Valle on January 14, 2008
Liria R. Barbosa, research director, C&R Research
Photo: C&R Research
A podcast interview with Liria R. Barbosa, research director, C&R Research is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Liria discusses Hispanics’ perspectives on advertising with Elena del Valle, host of the HispanicMPR.com podcast.
Liria joined C&R in 2005 bringing with her tri-lingual and multi-cultural moderating and analysis expertise. A native of Sao Paulo, Brazil Liria spent several years studying and working in Mexico. At Cultural Access Group, as well as at Synovate, she was responsible for multi-ethnic qualitative studies focusing on U.S. minority, Latin America and Caribbean markets.
Liria has experience working with household cleaners, automotive, financial services, telecommunications, pharmaceuticals, alcohol beverages and health and beauty aide projects. She has moderating experience in English, Spanish and Portuguese.
Liria has a Bachelor of Science degree in Business Administration majoring in International Business from Barry University in Miami, Florida. She has also attended courses at the Burke Institute and Riva.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Liria Barbosa,” 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 January 2008 section of the podcast archive.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
A video message in Spanish from one of our sponsors
Posted by Elena del Valle on January 11, 2008
Click on image to enlarge
Photos, videos: Revolucion Hispanic Communications
According to the Administration for Children and Families, 300,000 children enter the United States foster care system each year. There are currently 514,000 children in the foster care system and 115,000 of these are available for adoption. At the same time, the majority of those in foster care are children of color and 15 percent of the children waiting to be adopted are Hispanic.
To address this issue and encourage Spanish-speaking Latinos to consider adoption from the U.S. foster care system, Revolucion Hispanic Communications and the Ad Council joined efforts to create the agency’s first pro bono Spanish language public service ad (PSA) campaign for AdoptUsKids. The new PSAs highlight the emotional and psychological rewards of adoption by showcasing everyday special family moments.
The tag for the campaign, created in partnership with the U.S. Department of Health and Human Services Administration for Children and Families with the Collaboration to AdoptUsKids, is Completa una vida. Completa la tuya. (“Complete a life. Complete your own.”). Scroll down to watch three new AdoptUsKids public service announcement videos.
Click on image to enlarge
“I am confident that this new campaign will remind the Hispanic community that there are every day rewards with adopting a child and providing them with a loving home,” said Peggy Conlon, president and chief executive officer of Ad Council.
The new adoption ads were distributed to more than 28,000 media outlets nationwide on Wednesday, December 12 through donated media space. The multi-media program includes Spanish-language television, radio, and print public service announcements (PSAs) issuing a national call-to-action in the messaging itself.
“Adoption messaging has been focused traditionally on creating an emotional connection to the children,” said Federico L. Mejer, chief strategy officer at Revolucion. “However, the adoption experience is extraordinarily powerful for the adoptive parents as well, and we felt that the most compelling approach to promoting adoptions among Latinos was to focus on the parents’ sense of fulfillment.”
Find out which Latino markets are booming with
“The Next Step: Secondary Latino Markets” audio recording
Presenter Dora O. Tovar, MPA
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“You can’t really draw a comparison between general market and Hispanic advertising and media. When we produce PSAs for the Hispanic community, we develop culturally relevant ads that are based on consumer insights with the target audience,” said Ellyn Fisher, director of Corporate Communications of Ad Council, when asked how Hispanic announcements are received compared to how general media announcements are received. “We also distribute the PSAs and conduct outreach specifically to the Hispanic media market, which is a much smaller universe than the general market media. Our Hispanic ads receive generous support from the Hispanic media.”
Revolucion’s team on the PSA campaign included Mejer, Alberto R. Rodriguez, chief creative officer; Roberto Alcazar, executive creative director; Henry Alvarez, art director; Mercedes Leonard, executive producer; Patricio Diaz, studio producer; and Amy Gomez, vice president and account director. Film and editing crew included directors Roberto Alcazar and Pedro Castro, who also served as director of photography; Nicolas Entel and Frank Linkhoff, executive producers; Javier Perez Ravan, editor; Rob Filomena, composer; Luis Felipe Itemera, engineer. The ads were produced by Red Creek Productions with post-production by Xposure Productions and music and sound by Razorhead Productions.
“Our focus was to try to identify those little moments in life that really matter,” said Alcazar. “It’s not graduation day or Christmas morning that these kids are longing for; it’s moments like the Sunday visit to the pizza place with Dad that gives life its meaning.”
Revolucion Hispanic Communications is a seven year old Hispanic-owned brand-communications agency based in New York City. The Ad Council is a private, non profit organization that relies on volunteer talent from the advertising and media industries to deliver social messages to Americans.
The Collaboration to AdoptUsKids is a multi-faceted, five-year, federally funded project to recruit families to adopt the children waiting in foster care for permanency. The Administration for Children and Families is responsible for a variety of activities that promote the economic and social well being of families, children, individuals and communities.
“Beyond the 30 Second Spot” audio recording
Listen to a 105-minute discussion
Panelists Ivan Cevallos, Hunter Heller, Kitty Kolding and Cynthia Nelson
Our panel of national experts discuss
• Challenges of measuring the impact of the 30-second ad spot
• Innovative tools are useful to reach Latinos
• Changes in marketing to Hispanics
• On which market segment are the changes most relevant
• Effects of technology and time shift on consumer behavior
• Role of multi-screens
• Getting started
• Tips for marketing professionals
Click here to find out about Beyond the 30 Second Spot
Posted by Elena del Valle on January 10, 2008
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Posted by Elena del Valle on January 10, 2008
Ad with Cuban Vince Eupierre, a Burger King franchisee
Click on image to enlarge
Photo: Burger King Corp.
Burger King Corp. launched a print ad campaign highlighting its diversity and inclusion initiatives nationwide. The “Real People, Real Success” campaign focuses on BKC’s diverse employees, suppliers and franchisees. The first ad from the campaign appeared during the National Council of La Raza 2007 national conference in Miami.
Republica, BKS’s designated agency for diversity issues, developed the marketing and communications initiative for Burger King Corporation. According to a BKC spokesperson Burger King representatives are “still finalizing our media plan but we will be putting ads in such publications as Poder and Hispanic Enterprise. Currently the ad campaign does not have an online component.”
The campaign consists of a series of real-life testimonials of Hispanic, African American and Asian franchisees and suppliers. One ad is a stylized black-and-white portrait that highlights a Cuban-American businessman who began as a Burger King restaurant employee and now owns almost 40 of the hamburger chain’s restaurants. Another ad showcases an African American businesswoman who is one of BKC’s largest suppliers.
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
-
Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
-
Discover what questions to ask, steps to take to be a Best in Class company
Click here for information on “Best in Class Hispanic Strategies” audio recording
“BKC is committed to showing its support for a diverse workforce and business partnerships,” said Cirabel Lardizabal Olson, director of inclusion and external affairs, BKC. “One of our biggest strengths is our respect for inclusion, which helps reflect the demographics of our market today and our customers’ reality.”
The Burger King system operates more than 11,200 restaurants in 50 states and 69 countries and U.S. territories worldwide. According to promotional materials, 90 percent of Burger King restaurants are owned and operated by independent franchisees. No information was available on the number of Hispanic owned franchises.
According to the Burger King website, the company supports Hispanic Heritage Council, Hispanic Association on Corporate Responsibility (HACR), League of United Latin American Citizens (LULAC), National Council of La Raza (NCLR), and U.S. Hispanic Chamber of Commerce (USHCC).
Listen to Cesar Melgoza discuss
“Changing Latino Landscape” audio recording
Presenter Cesar Melgoza, managing director, Latin Force Group
Find out about
• How demographic, social, political and economic factors affect Latinos
• Number of Hispanics in U.S.
• Hispanics as a percent of the mainstream population
• Number of Puerto Ricans in Puerto Rico
• Hispanics, including Puerto Rico, as a percent of U.S. mainstream
• Number of Asians and African Americans
• Estimated size of Hispanic market by 2012
• Percentage growth of new Hispanics per year
• Number of counties where Latinos are majority
• Areas of significant Latino growth
• Area of U.S. with a 950 percent Latino growth
• Role of acculturation
• Hispanicity segmentation
Click here for information on the Changing Latino Landscape
Posted by Elena del Valle on January 9, 2008
Ana Ortiz
Photos,video: Comcast
Comcast, the Hispanic Federation, League of United Latin American Citizens (LULAC) and the National Association of Latino Elected and Appointed Officials (NALEO) Educational Fund, launched “Our Time to Vote,” a year-long, non-partisan voter education and registration campaign designed to increase voting in Hispanic communities with cable access. Scroll down to watch a video of the Hispanic oriented public service announcement.
“Comcast recognizes that broader participation in the democratic process is important for our nation, and we are very pleased to launch this partnership to pursue that goal,” said David L. Cohen, executive vice president, Comcast. “This campaign reflects the cable industry’s commitment to strong local communities and to active public citizenship.”
Part of an estimated $5 million multicultural campaign, the program consists of four public service announcements (PSAs). One of the ads features Hispanic entertainers and leaders including George Lopez, Ana Ortiz and Janet Murguía, president and chief executive officer of National Council of La Raza (NCLR), encouraging Hispanic audiences to register to vote. In addition to the ads, the program established two nationally available voter education resources, OurTimeToVote.com webpage and a voter information resources hotline.
George Lopez
The PSA, recorded at this year’s NCLR Alma Awards, will air prior to the 2008 primary elections in Comcast, Time Warner, Cox Communications, Inc. and Bright House Networks markets. A series of “Get out the Vote” spots will run from September 1, 2008, through November 3, 2008, prior to the general election.
“Hispanic voter participation is critical to the election of the next President of the United States and other key leadership positions,” said Congressman Joe Baca, chairman of the Congressional Hispanic Caucus. “If our community is going to have a say, now and in the future, on the issues that matter most to us, we must show our empowerment at the polls. This type of unique partnership serves as a great example for other corporations to replicate.”
“Voting is one of our most sacred responsibilities, as we nurture and advance our democracy with every vote cast,” said Congresswoman Illeana Ros-Lehntinen. “Being able to vote and not participating in the process is tantamount to giving up your right on deciding what public official will govern our affairs. I applaud Comcast for their continued leadership in our community and throughout the nation.”
The Comcast Foundation awarded grants to the following national Hispanic organizations to help support their voter outreach efforts: the Hispanic Federation, League of United Latin American Citizens (LULAC) and National Association of Latino Elected and Appointed Officials (NALEO) Educational Fund.
Hispanic Marketing and Public Relations Understanding and Targeting America’s Largest Minority book
“A must resource for practitioners/professionals expecting to reach US Hispanics; also valuable for college programs in marketing, public relations and communications. Highly recommended.”
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Click here for information on the Hispanic Marketing & Public Relations books
The Hispanic Federation is a membership organization of more than 94 Latino health and human service organizations that focuses efforts on voter education and registration programs during election cycles. The Comcast Foundation grant will assist the Hispanic Federation’s efforts to educate the public on the importance of voter participation through civic participation workshops, forums and other civic activities, expanded voter registration efforts and voter mobilization on Election Day.
The League of United Latin American Citizens (LULAC) is one of the largest and oldest Hispanic organizations in the United States that works 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 councils nationwide. The Comcast Foundation grant will support the LULAC Democracy Initiative, whose goal is to increase participation rates by immigrant and Latino voters in the 2008 elections.
The National Association of Latino Elected and Appointed Officials (NALEO) Educational Fund is a Latino civic organization that promoters U.S. citizenship among Latino legal permanent residents and advocates increased access to the American political system. The Comcast Foundation grant will help to support NALEO Educational Fund’s “Ya Es Hora, Ve y Vota” (“Now is the Time, Go and Vote”) campaign.
“Latinos across the nation are eager to make their voices heard and participate fully in the American political process,” said Arturo Vargas, executive director of the NALEO Educational Fund. “Comcast recognizes this, and we are proud to be partners with them as the NALEO Educational Fund embarks on its largest voter outreach and education effort to date.”
“‘Our Time to Vote’ is designed to bring a wide range of diverse Americans into the voting process,” said Susan Gonzales, corporate senior director of Federal and External Affairs and vice president of the Comcast Foundation. “As a company dedicated to diversity, we are pleased to make this contribution to broadened civic engagement in the African American, Asian American and Pacific Islander and Hispanic communities.”
Comcast focuses its diversity efforts on attracting and retaining a multicultural workforce, developing a diverse supplier group, offering a wide selection of multicultural programming and pledging significant community investments.
Posted by Elena del Valle on January 8, 2008
Charles Gregson, chief executive officer, PR Newswire
Photo: United Business Media
Video: PR Newswire
British company United Business Media bought Miami-based HispaniMark, LLC on behalf of PR Newswire. UBM bought the Florida company from its founders for an initial cash outlay of $5.5 million and the promise of $3 million more based on performance payable over the next three years. Scroll down to watch video news release of Dave Armon, chief operating officer, PR Newswire.
HispaniMark, expected to have revenues of $2 million in 2007, owns Hispanic PR Wire, LatinClips, and Hispanic Digital Network as well as two other companies not mentioned in the sales announcement. UBM executives expect the acquisition to meet the company’s 8 percent post-tax cost of capital acquisition criterion in its first year of ownership.
“The acquisition of Hispanic PR Wire, LatinClips and Hispanic Digital Network is in line with PR Newswire’s mission to enhance our multicultural services in the U.S. and internationally through a combination of organic development and acquiring leading companies,” said Charles Gregson, chief executive officer, PR Newswire.
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
-
Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
-
Discover what questions to ask, steps to take to be a Best in Class company
Click here for information on “Best in Class Hispanic Strategies” audio recording
In July 2007, PR Newswire purchased Notilog, a Latin American Spanish- and Portuguese-language electronic media monitoring and analytics firm. PR Newswire executives hope the newly acquired companies will help it penetrate the growing Hispanic market in the United States and Latin America.
Hispanic PR Wire, a news release distributor, generates 70 percent of HispaniMark revenues. Prior to the purchase, Hispanic PR Wire offered distribution in partnership with BusinessWire, Black PR Wire and USAsian Wire. LatinClips offers media monitoring services and Hispanic Digital Network is an Internet advertising network for U.S. Hispanic newspapers, magazines and media portals. As part of the buy-out, four senior staff members from the three companies HispaniMark sold PR Newswire will stay on board, Christine Clavijo-Kish, Bill Gato, Dalia Paratore Salazar and Manny Ruiz.
“For Hispanic media it’s going to be a great ride because we have believed in the power of Hispanic media for seven years,” said Christine Clavijo-Kish, formerly chief executive officer of LatinClips; now senior vice president, Multicultural Markets, PR Newswire. “And we have built resources around delivering news, monitoring news, creating websites for Hispanic media.”
Christine Clavijo-Kish, senior vice president, Multicultural Markets, PR Newswire
Company executives hope the combined forces of PR Newswire and Hispanic PR Wire will reach more than 3,000 unique media outlets and websites that have an interest in Hispanic news. According to PR Newswire, there are 30 wire services and news syndicates, 550 TV shows, 175 cable and satellite TV shows, 1,000 Spanish language radio shows, 875 newspapers, 625 magazines, and an untold number of websites targeting Latinos in the United States.
PR Newswire Association LLC sells electronic distribution, targeting, measurement and broadcast services for tens of thousands of corporate, government, association, labor, non profit customers. United Business Media, a business media company, employs 5,000 staff in 30 countries. The company has two principal areas of business activity: PR Newswire and CMP & Commonwealth, a business to business event, publications, online media and business information services company.
UBM is listed on the London Stock Exchange. In 2006, the company reported continuing businesses generated revenues of almost £740 million with continuing operating profit of £137 million.
Posted by Elena del Valle on January 7, 2008
Demian M. Bellumio, president, Hoodiny Entertainment Group, LLC
Photo: Hoodiny Entertainment Group, LLC
A podcast featuring an interview with Demian M. Bellumio, president, Hoodiny Entertainment Group, LLC, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses his company and Cyloop with Elena del Valle, host of the HispanicMPR.com podcast.
Demian is the founder and president of Hoodiny Entertainment Group (“Hoodiny”), an entertainment company focused on U.S. Hispanic, Latin America, and Spain markets. Through its three business units, Cyloop.com (formerly elHood.com), Hoodiny Interactive and Hoodiny Productions, Hoodiny assists some of the leading Spanish language media companies in the monetization of their content and adoption of media delivery platforms. In 2007, Hoodiny completed a $10 million financing round. The company has operations in Miami and Los Angeles in the United States as well as Madrid and Buenos Aires.
Prior to founding Hoodiny, Demian was vice president of corporate finance and development at Terremark Worldwide, Inc., a provider of internet infrastructure services in the U.S., Latin America and Europe. While at Terremark, he executed over $200 million in financing transactions, including a $45 million secondary offering, an $80 million senior debt financing and an $86 million convertible note financing. Demian also was responsible for developing and managing a $60 million corporate budget and coordinating investor relations’ activities.
“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. Receive a free downloadable copy by completing our Visitor Survey.
Click here for your free copy of Emotional Branding
Demian is a founding member and shareholder of BroadSpan Capital, Ltd., an investment banking firm that specializes in Latin America and the U.S. Hispanic market, with offices in Miami and Rio de Janeiro. Prior to BroadSpan, Demian worked for the Latin American division of Barclays Capital, the investment-banking arm of Barclays Bank PLC.
Demian, born in Buenos Aires, Argentina, received a B.B.A. in finance, international business and marketing from Florida International University (FIU) in 2000. He is a member of FIU’s Dean’s Council, the College of Business Administration’s principal advisory board.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Demian M. Bellumio,” 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 January 2008 section of the podcast archive.
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
• What affects their online behavior
• What influences their purchases
Click here for information on “Marketing to Hispanics Online”
Posted by Elena del Valle on January 2, 2008
Thank you for your support in 2007! We hope you had a productive year and wonderful holiday season. Now that we have bid 2007 farewell, we are ready to welcome the New Year.
Here are some tips to help you start the year well and ahead of the curve:
Visit our website frequently. While there you can leave comments and email us suggestions for future articles and HispanicMPR.com podcast program guests. HispanicMPR.com is the only website and podcast dedicated to helping you stay informed with original content about Hispanic marketing and public relations issues.
Invite your friends and colleagues to sign up for our daily updates. It’s easy. All they have to do is add their email address to the top of the HispanicMPR.com homepage. They’ll thank you for it.
Make sure you explore our Podcast and Resources sections which are chock full of Guest Articles and exclusive downloadable audio recordings from national experts and newsmakers from across the country.
We look forward to hearing from you and keeping you informed in 2008!
Hispanic Marketing & Public Relations
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Posted by Elena del Valle on December 31, 2007
Los Tres
Photo: Nacional Records
Chilean rockers Los Tres recently released their first studio album in five years, “Hagalo Usted Mismo” (“Do It Yourself”), a follow up to the band’s 2001 “Freno de Mano.” The first single in the album, “Camino,” received heavy airplay in Mexico and Chile. Scroll down and click on the play button to listen to “Camino.”
“Hagalo Usted Mismo” is described as combining melodic rock with traditional Chilean folkloric influences and instruments, as well as classic rock sounds, while the single “Camino” has an upbeat, vintage rockabilly sound.
The album, produced by Joe Blaney (The Clash, Prince, Charly Garcia), was recorded earlier this year in New York City and features drummer Steve Jordan (Bob Dylan, The Rolling Stones, Eric Clapton, Aretha Franklin). Emmanuel del Real from Café Tacuba produced and mixed several of the songs.
The collaboration with Café Tacuba was a natural step after the success of Tacuba’s four-song EP of Los Tres covers “Vale Callampa” which brought Los Tres back into the spotlight and introduced the trio to an international audience. Del Real accompanied Los Tres before 30,000 fans in Santiago, Chile and at Vive Latino in Mexico City.
Los Tres, originally formed in Concepcion in the late 1980’s, is Alvaro Henriquez (vocals, guitar, piano), Angel Parra (lead guitar) and Roberto “Titae” Lindl (bass).
“Beyond the 30 Second Spot” audio recording
Listen to a 105-minute discussion
Panelists Ivan Cevallos, Hunter Heller, Kitty Kolding and Cynthia Nelson
Our panel of national experts discuss
• Challenges of measuring the impact of the 30-second ad spot
• Innovative tools are useful to reach Latinos
• Changes in marketing to Hispanics
• On which market segment are the changes most relevant
• Effects of technology and time shift on consumer behavior
• Role of multi-screens
• Getting started
• Tips for marketing professionals
Click here to find out about Beyond the 30 Second Spot
Click on the play button to listen to “Camino.”
Posted by Elena del Valle on December 24, 2007
DJ Bitman
Chilean DJ Bitman, formerly known as Bitman & Roban, released a new album and a radio single,“Shine,” recently featuring a mix of electronic, funk, hip hop, Latin and lounge music. In “Latin Bitman,” his music matches bilingual lyrics and Latin electronica.
The album follows the 2006 debut of “Musica Para Despues de Almuerzo,” which received airplay on t stations like Indie 103 and KCRW in Los Angeles, KEXP in Seattle and KUT in Austin. Since the release of “Musica Para Despues del Almuerzo,” and in the past year his music has appeared in EA Games’ FIFA 2007 video game and the “La Mujer de Mi Hermano” soundtrack.
DJ Bitman is José Antonio “Toto” Bravo. This is his first release as DJ Bitman, following three releases as Bitman & Roban, “Musica Para Despues del Almuerzo,” “Robar es Natural” in 2002 and “Hurtos” in 2000.
Click on the play button below to listen to DJ Bitman’s song “Shine” from the “Latin Bitman” album:
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
• What affects their online behavior
• What influences their purchases
Click here for information on “Marketing to Hispanics Online”
