Posted by Elena del Valle on June 11, 2007
Javier Escobedo, managing partner, Ole
Photo: Ole
A podcast interview with Javier Escobedo, managing partner, Ole, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Javier discusses the evolution of the Hispanic advertising business with Elena del Valle, host of the HispanicMPR.com podcast.
Javier started his career in Mexico as an entry-level brand assistant at Procter & Gamble in 1990, working for Zest soap and then for Pert Plus shampoo. His launch of the Pantene line of hair care products in Mexico and Latin America gave him his first glimpse of the international marketplace. Afterwards, as brand manager of Downy fabric softener, he led his first North American marketing team. He continued to rise through the ranks to manage food products, including Pringles and Sunny Delight. He describes his areas of expertise as launching new products profitably and returning struggling brands to a growth and profitability path.
In 1995, he joined Microsoft to lead International Planning for its consumer products in Latin America and Spain. Based in Florida, over the next five years Javier turned the business around, taking it to profitability based on a totally revamped product lineup. This landed him a position leading MSN Planning for the general market at Microsoft’s Corporate Headquarters in Redmond, Washington. Javier has a Cum Laude MBA from the University of Chicago’s Graduate School of Business.
After that his Hispanic roots drove him to the Spanish-speaking market. In 2001, he joined Univision’s Online division in New York as vice president of Marketing. He was in charge of the marketing, advertising, media, customer service and e-commerce functions. Javier feels that the move to the agency side was a natural next step.
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections” audio recording
Presenter Roger Selbert, Ph.D.
Find out
- About Latino buying power growth in the future
- How Latino market growth compares with other markets in the U.S.
- What drives the rise of Latino economic clout
- Who should target the Latino market
- What is the size of the Hispanic affluent market
- If the luxury Latino market is growing
- About Hispanics who earn more than $100,000 annually
Click here for details on “Hispanic Projections”
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Javier Escobedo,” 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 June 2007 section of the podcast archive.
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Posted by Elena del Valle on June 8, 2007
Observatory Series-1
Photos: Jazmin Ferrari and Angela María Ortíz S.
Jazmin Ferrari and Angela María Ortíz S. were curators for the recently opened “Cityscapes, Landscapes & In Between: A Black & White Photography Show” at jFerrari Gallery in Atwater Village, California. The show, which will remain open until July 2, 2007, showcases the work of 10 photographers.
In addition to the curators, the photographers exhibiting are: Ali Farhoodi, Domenico Foschi, Cynthia Frederick, Nathan French, Gerrad Holtz, Walt Jones, Gordon Ownby, and Kristina Schulte-Eversum. There will be 34 photos on exhibit.
Ferrari, a novice photographer and painter, was born in Buenos Aires, Argentina, where she was exposed to a blend of cultures under her father’s powerful influence. A photographer, he inspired her to be unique and have fun with the camera. As a girl, she remembers being more interested in photography, but as an adult her focus turned towards painting.
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“Photography and painting go hand-in-hand for me, photographs and paintings usually work within the same confines of two-dimensionality and stillness,” said Ferrari. “Understanding a sense of the picture plane of a painting helps in organizing photographic space, and vice-versa. Photography is as adept in depicting the subliminal mind, as is painting. They are both equally essential to me.”
“Los Angeles and its surrounding area is my muse,” said Ortiz S. “I have been a freelance art director/graphic artist most of my adult life. I decided about seven years back to concentrate on my photography and at this point, I think I’ve made the right decision. I think my career is moving forward and I’m not looking back. As a Latina artist or just being a woman artist, I do think we have to work harder. Here in Los Angeles, they are so many artists trying to get collectors to see their work. I’m a Latina photographer trying to get my name out there on my own. It’s a challenge, but when someone says, ‘I like your work’, that’s a big reward for me.”
Ortíz S. was born in Colon, Panama, where she spent the first ten years of her life. She was inspired by her roots and the city she lives in, Los Angeles.
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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Posted by Elena del Valle on June 7, 2007
H para Hombres June 2007 cover
Photo: Maya Magazines
In August 2006, Mexican publisher Notmusa, S.A. sought out the highly coveted demographic of affluent young men in the United States by launching H para Hombres, a 200-page monthly magazine targeting Spanish dominant and bilingual Latino men between 18 and 34. To win over the growing masculine audience, they dedicated 60 percent of the magazine’s content to lifestyle, sex and relationships.
Editorial articles also feature beautiful women, entertainment, fashion, sports, gadgets and trends. The profile of the reader they seek is a young and cultivated “slightly mischievous” man. Verena Bormann, assisted by Alfredo Cedillo, is in charge of editorial content.
H para Hombres April 2007 cover
H para Hombres was initially launched in 2000 in Mexico where it now has a circulation of 350,000 and an estimated reach of 1.4 million readers. In the United States, the magazine’s circulation is 55,000 with an estimated pass over rate of 4.5 placing reach at just under a quarter million readers. It is available in the Los Angeles, California; Houston and San Antonio, Texas; New York City; Chicago, Illinois; Atlanta, Georgia; and Miami, Florida markets.
According to promotional materials, the majority of the magazine’s readers are high school or college graduates and 45 percent own a home. Sixty seven percent of the readership is Spanish dominant, 22 percent are bilingual and 11 percent are English dominant. More than 60 percent earn $60,000 or more a year.
Notmusa has been in business for 51 years in Latin America. Other publications in its roster include Veintitantos, Ser Mama, and Notas Para Ti. In the United States, where it is represented by Miami Beach based Maya Magazines, its first publication was TVnotasUSA.
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Posted by Elena del Valle on June 6, 2007
Mitch Golub, president, Cars.com
Photo: Cars.com
Miami, Florida—Terra.com, and Cars.com have teamed up to reach Spanish dominant Latino online consumers. As part of the effort, Cars.com’s complete inventory of more than two million new and used vehicles will appear on Terra’s automotive channel. The two companies hope to attract U.S. Hispanics who prefer to surf the web in Spanish with car related content, tools and services; and provide advertising options for marketers looking to tap into the coveted Hispanic segment. Terra will also feature Cars.com’s private-party listing service, Sell It Yourself.
“Earlier this year, we launched our Spanish-language site, allowing our visitors to search for used cars in Spanish”, said Mitch Golub, president, Cars.com. “In working with Terra.com we are building on our strategy to meet the needs of Spanish-speaking car shoppers.”
The companies believe the Internet offers buyers freedom to search and browse at their own convenience and customize information to fit their needs. In making their Spanish language marketing decision they relied on a recent Synovate survey indicating that more than two-thirds of Hispanic Americans they surveyed identify the Internet as the best resource for making purchase decisions. According to Terra.com, 60 percent of its visitors are online daily and 84 percent rate the Internet as the best media source for automotive information.
Fernando Rodriguez, chief executive officer, Terra Networks USA
“Through our partnership with Cars.com, Terra’s visitors can readily search millions of new- and used-car listings and access robust, easy-to-use tools that help them research, locate and purchase the vehicle they want,” said Fernando Rodriguez, chief executive officer, Terra Networks USA.
Terra Networks is a global Internet group with a presence in the U.S. and Latin America. The group operates websites in the United States, Spain and Latin America. Terra.com is the U.S. Hispanic arm of the Terra Networks group, providing a portal and services to Spanish speaking users.
Cars.com is partnered with more than 200 metro newspapers, television stations and their websites, and advertises vehicles on behalf of 13,000 dealers, classified advertisers and private parties. The company website offers inventory search tools and new car configuration with pricing information, photo galleries, buying guides, comparison tools, original editorial content and reviews.
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 to purchase a recording on marketing to Hispanics online
Posted by Elena del Valle on June 5, 2007
Click on image to enlarge
According to a Pew Hispanic Center analysis of U.S. Census Bureau’s March Supplement to the Current Population Survey and data from the federal Office of Immigration Statistics, the percentage of foreign born residents who became naturalized U.S. citizens increased significantly over the last 25 years. Their analysis indicates that while most naturalized citizens used to be from Europe; by 2005 there were 4.4 million naturalized citizens from Latin America. Latin America with just over one third of all naturalized citizens was the top region of origin for foreign born citizens.
At the same time, of the 8.5 million foreign born residents eligible for naturalization in 2005, 3 million were Mexican. From 1995 to 2005 the percent of Mexicans who became naturalized increased 144 percent, representing the highest increase from any country of origin.
The Center’s report indicates that in 2005 the United States had the highest historical number of naturalized citizens, 12.8 million. From the 1970s to the middle of the 1990s the average number of naturalizations jumped from 150,000 to 650,000. They believe the increase signifies a greater likelihood that eligible residents will choose to naturalize.
The number of unauthorized immigrants showed a conspicuous spike between 1995 and 2005. This means there were increases in the immigrant groups with the closest ties to the country, naturalized citizens, and those with the least attachment, unauthorized visitors.
The Pew Hispanic Center is a non profit initiative of the Pew Research Center. The mission of the Pew Hispanic Center is to improve understanding of the Hispanic population and chronicle their impact on the country.
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections” audio recording
Presenter Roger Selbert, Ph.D.
Find out
- About Latino buying power growth in the future
- How Latino market growth compares with other markets in the U.S.
- What drives the rise of Latino economic clout
- Who should target the Latino market
- What is the size of the Hispanic affluent market
- If the luxury Latino market is growing
- About Hispanics who earn more than $100,000 annually
Click here for details on “Hispanic Projections”
Posted by Elena del Valle on June 4, 2007
Federico A. de Jesús, director, Hispanic Communications
U.S. Senate Majority Leader Harry Reid’s office
Photo: Federico A. de Jesús
A podcast interview with Federico A. de Jesús, director, Hispanic Communications, U.S. Senate Majority Leader Harry Reid’s Office, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Federico discusses immigration reform issues with Elena del Valle, host of the HispanicMPR.com podcast.
Since March 2006 he has worked as spokesperson for Hispanic issues on behalf of the Leader and Senate Democrats. In 2003, he worked as press advisor for Hispanic Media Outreach for House Democratic Leader Nancy Pelosi in Washington, DC. During that time, he helped coordinate, draft and market the Democratic Hispanic Agenda Compromiso Demócrata con el Pueblo Latino, which was unveiled as the joint House/Senate Democratic vision for Hispanic American families.
In 2002, he was legislative correspondent, staff assistant and internship coordinator at Congressman Eliot Engel’s Washington, DC Office. Federico received a Bachelor’s degree from the School of Public Affairs at American University in Washington, DC.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Federico A. de Jesús,” 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 June 2007 section of the podcast archive.
“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
Click the button to hear the podcast:
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Posted by Elena del Valle on June 1, 2007
“Carlos Baron” performance
Photo: Haiku Films
San Francisco, California — California film producer and director Mabel Valdiviezo recently screened “Carlos Baron,” her latest production, on Spark, a KQED and PBS television show about Bay Area artists in San Francisco. The Spanish language film includes English subtitles.
In the 14-minute film, Carlos Baron, described as a Bay Area multicultural theatre evangelist, guides viewers on road trip to Chile to explore love and exile through the poetry of Pablo Neruda after the death of Augusto Pinochet, Chile’s former president . Shadow theatre, music and dance, are said to run a powerful link between Baron’s life and the Nobel poet that inspires his work.
Baron’s play, “Poeta Pan” or “Bread Poet” traces his Chilean roots through the poetry of Neruda. A collaboration with Latin jazz flutist John Calloway, Rafael Manriquez and choreographer Martha Zepeda, calls up comparisons between September 11, 2001 and the Pinochet coup d’etat that occurred 28 years earlier on the same date.
“The first day of production was a pivotal moment in the film. Carlos called me a few hours before the shoot to tell me that Pinochet had died that very morning. Everybody, including myself, was in an altered state when I started filming with my crew the run through rehearsal just before Carlos and his troupe headed to Chile,” said Valdiviezo.
“Why Neruda? It’s beautiful poetry; accessible and a voice of reason and peace in the midst of war atmosphere that exists today,” said Barón. “I want the audience to take away a sense of hope, the sense of collaboration that took place here, the sense that it is possible to do things in lean times.
Produced by Mabel Valdiviezo, “Carlos Baron” is a joint project of Spark and KQED. Valdiviezo is the founder of San Francisco based production company Haiku Films. Her short feature film, “Soledad Is Gone Forever,” was accepted to the Short Film Corner Cannes International Film Market in May 2007. Spark is a magazine TV Show that airs on KQED, a Public Broadcasting System television station.
“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
Posted by Elena del Valle on May 31, 2007
FOR IMMEDIATE RELEASE
Boca Raton, FL – HispanicMPR.com, an online forum and podcast for the exchange of information and ideas on Hispanic marketing and public relations, released a new downloadable audio recording, “Emotional Branding” by Jay Gronlund and Mario Quiñones. The downloadable recording sells for $109.95 and features an interview with and presentation by Latino market experts Gronlund and Quiñones. For a limited time the recording is available on a complimentary basis for those who complete the Visitor Survey. Details on the recording are available online at https://www.hispanicmpr.com/resources/hmpr-products
Gronlund, vice president and managing director, Latin Pulse USA, is a marketing professional with over 30 years of senior management experience in large multinationals and international consulting. Mario Quiñones, president and founder, Latin Pulse, is responsible for the operations of Latin Pulse since July 2000. The company has operations in Mexico, Central America, South America and the U.S Hispanic market.
“Emotional Branding” is the latest addition to the HispanicMPR.com Resources Section launched in 2006. Other presentations by experts and leaders in the field are: “Hispanic Market Overview,” “The Next Step: Secondary Latino Markets,” “Latino Media and Hispanic Media Training,” “Marketing to Hispanics Online,” “Search Engine Marketing to Hispanics,” “Latino Family Dynamics,” “Hispanic Projections,” “Electronic Publicity and Broadcast Media,” and “Hispanic Market Translation Issues.”
Experts include: Joel Bary, CEO and board member, LatinMedios.com; Liria Barbosa, senior research analyst, C & R Research; Alex Carvallo, U.S. Hispanic media manager for Consumer Marketing, Intel Americas; Elena del Valle, MBA, principal, LNA World Communications; Martha E. Galindo, president and CEO of Galindo Publicidad Inc.; David Henry, president and founder of TeleNoticias; Brenda Hurley, vice president, C & R Research; Matias Perel, founder and president, Latin3; Roger Selbert, Ph.D., principal, The Growth Strategies Group; Federico Subervi, Ph.D., professor, School of Journalism and Mass Communication, Texas State University-San Marcos; Dora O. Tovar, MPA, president, Tovar Public Relations; Michele Valdovinos, vice president of Research and Marketing, Phoenix Cultural Access Group.
Started as a companion website 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 to connect, discover the latest Hispanic daily market news and updates and listen to expert downloadable presentations and weekly podcast interviews. Visitors may sign up for daily email updates, search the website for Hispanic market information; and listen to podcasts on the podcast announcement page, the website’s audio player or download them for convenient listening on their MP3 or iPod players.
The Hispanic Marketing & Public Relations book was a 2006 Choice Outstanding Academic Title, the first title in its category to be selected for the prestigious recognition. 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, which benefits the Hispanic Marketing & Communication Association (HMCA), is a volunteer driven nonprofit professional association dedicated to Hispanic marketing excellence. More information is available online at https://www.hispanicmpr.com/
Contact:
Elena del Valle
elena@lnaworld.com
Editors: JPG photos available
Posted by Elena del Valle on May 31, 2007
Marissa Lopez, West Coast assistant manager, Peermusic
Photo: Peermusic
Los Angeles, California – Independent music publisher peermusic promoted Marissa Lopez to West Coast assistant manager, peermusic Latin. Lopez was formerly West Coast creative assistant for the Latin Division. In her new role, she will oversee administrative activities for the West Coast Latin division of peermusic and work closely with talent.
She will be responsible for new artist recruitment, song placement, and maintening peermusic’s existing Latin roster. In addition to nurturing the careers of artists such as Upground, Charanga Cakewalk and Los Pinguos, Marissa will work in tandem with peer’s Spanish-language catalog.
“Marissa has played an integral role in the growth of the Latin Division of peermusic, and in her new role she will continue to keep peermusic at the cutting edge of the Latin industry,” said Yvonne Gomez, Latin creative director for peermusic West Coast and Mexico. “We are so proud of her and feel honored to have someone with Marissa’s talent and unparalleled work ethic as part of the peermusic Latin team.”
Born and raised just outside of Los Angeles, Marissa joined peermusic in 2003. Prior to joining the music publisher, Marissa worked for La Banda Elastica, a Latin rock magazine and marketing firm; where she directed promotions, oversaw LBE Group marketing campaigns for various corporate clients including Bromley Corp., Arenas Group, Tower Records, Watcha Tour and Batanga. She was also executive assistant to the company presidents.
Founded by Ralph S. Peer in 1928, peermusic is a global network of music publishing companies operating from 35 offices in 27 countries. With a quarter of a million country, blues, jazz, pop, Latin, and rock ‘n’ roll titles in the company’s catalogue, peermusic is one of the largest privately owned companies of its kind in the world.
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 to purchase an audio recording about marketing to Hispanics online
Posted by Elena del Valle on May 30, 2007
Nilda Velez, vice president and general manager, MosaicaMD
Photo: MosaicaMD
New York, New York — MosaicaMD launched the first Spanish language radio advertising campaign for Kimberly-Clark Corporation’s Scott bath tissue. Although company representatives declined to disclose results so far, specific budget numbers, percentage of the overall campaign the new effort represents, campaign end date or exact media placements, they indicated this campaign increases their investment in strategic advertising and marketing programs targeting Hispanics.
“As a global billion dollar brand, it is extremely important for us to communicate the qualities Scott Brand offers that address the needs of the Hispanic market,” said Jody Douglas, advertising development manager, Kimberly-Clark. “As research shows, this market already holds the Scott Brand in high esteem and wants to make the best purchasing decisions for their families. Our continuous commitment to providing families’ good value and quality solutions makes the Scott Brand product line a perfect fit for Hispanic shoppers.”
Kimberly-Clark marketers hope the campaign will influence budget conscious Spanish speaking consumers. Their qualitative research indicates these consumers seek value and brand benefits; and that although Hispanic consumers may hold the Scott brand in high regard, some Hispanic consumers describe themselves as “Grab and Go” bath tissue shoppers whose initial purchasing decisions are usually based on trial and error and word of mouth.
The campaign is earmarked to air on Univision Radio in key Hispanic markets. Two 60-second spots began airing April of this year. The first was titled “Long Lasting” in support of Scott 1000 bath tissue; “Decisions,” for Scott Brand Extra Soft bath tissue, followed.
“We are pleased to be instrumental in this newest initiative targeting the Hispanic market and while we worked under very aggressive timelines, we’re proud of what we were able to accomplish and the end-result,” said Nilda Velez, vice president and general manager, MosaicaMD. “MosaicaMD has had a long working relationship with Kimberly-Clark having most recently adapted the Kleenex Brand facial tissue ‘Let It Out’ campaign to Spanish language TV and print. We look forward to continuing to be a resource for them in targeting this very important consumer segment.”
Kimberly-Clark has a presence in more than 150 countries. Company brands include Kleenex, Scott, Huggies, Pull-Ups, Kotex and Depend. In addition to Kimberly-Clark, MosaicaMD offers multicultural marketing strategy and creative services to clients such as Unilever/Best Foods, Johnson & Johnson and Citibank. The agency is a wholly owned WPP company.
Discover how to reach Latinos in language today with
“Hispanic Market Translation Issues” audio recording
Presenter Martha E. Galindo
Translation company owner Martha E. Galindo explains
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Why it’s important to reach your clients in language
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Ins and outs of translations issues
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How to select a translator
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What to expect
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How to save on translation costs
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Much more
Click here to purchase Hispanic Market Translation Issues
