Posted by Elena del Valle on February 2, 2007
Maria Celeste Arrarás joins Hispanic Milk Mustache campaign
Photo: Milk Processors Education Program
Washington, DC– TV personality Maria Celeste Arrarás joined the Milk Processors Education Program (MilkPEP) milk mustache campaign. The popular campaign strives to encourage Hispanic moms to drink milk every day to “maintain their weight and help build lean muscle mass.” As part of the promotional efforts Maria Celeste and her three children sporting a milk mustache appeared in Hispanic ads in print magazines nationwide January 2007.
Promotional materials point to a 2005 study on weight loss in African Americans by MB Zemel, J. Richards, A. Milstead, and P. Campbell that indicates drinking low-fat and fat free milk may be good to develop strong bones, help adults maintain a healthy weight and build toned lean muscle mass; and data from the Centers for Disease Control and Prevention (CDC) indicating that more than one third of Hispanics in the United States are obese.
“I am thrilled to be a part of this campaign because as a celebrity I think it’s important to try to convey useful, health-related information to Hispanics. And that is very important given the high obesity rates amongst Hispanics.” said Arrarás.
Find out how to reach Latinos through TV and Radio campaigns with
“Electronic Publicity and Broadcast Public Relations” audio recording
David Henry presenter
Find out
Click hereto purchase a downloadable or CD audio recording with a presentation on Electronic Publicity and Broadcast Public Relations by David Henry
Although most people focus on what’s on their plate when thinking of maintaining a healthy weight what’s filling their glass may also be important. Milk campaign promoters point to a 2006 study by VS Malik, MB Schulze, and FB published in the American Journal of Clinical Nutrition that indicates that over the past 30 years there has been a significant increase in the consumption of sugary soft drinks while milk consumption has declined. They believe the increase in consumption of calorie and sugar filled drinks may be linked with unhealthy weight gain and high levels of body fat among children and teens.
“We consume a lot more calories from our drinks than we are aware of. Our kids are faced with a lot of beverage choices and we need to help them navigate through these choices. Milk is nature’s ultimate beverage. It’s the only beverage that naturally contains 9 nutrients including calcium and protein that help maintain a healthy weight and builds lean muscle mass,” Arrarás.
Parents are instrumental in teaching their kids healthy eating habits from an early age. Although there were no Latino specific studies cited, promoters pointed to a 2004 study published in the American Journal of Clinical Nutrition indicating that the children of moms who regularly drink milk and make it available at family mealtimes are more likely get enough calcium as they enter adolescence, a critical time for bone growth and development.
Arrarás is an Emmy award winning journalist and one of the best known TV news personalities on Spanish language television. The Milk Processor Education Program (Milk PEP), is funded by the nation’s milk processors, who are committed to increasing fluid milk consumption. The Milk PEP Board runs the national Milk Mustache “got milk?” Campaign, a multi-faceted campaign designed to educate consumers about the health benefits of milk. The tagline “got milk?”(R) was created for the California Milk Processor Board by Goodby Silverstein & Partners and is licensed by the national milk processor and dairy producer groups.
Posted by Elena del Valle on February 1, 2007
Javier Escobedo, Ole managing partner
Photos: Ole
New York, New York — Ole, a New York-based advertising agency focused on the U.S. Hispanic market, is undergoing an organizational restructuring as it enters into its fourth year of operation. The changes include a new creative director and new business unit divisions.
“We have grouped the fastest-growing areas of our agency under strong leaders, ensuring that we maintain our high quality in the multiple services we provide to clients,” said Javier Escobedo, Ole managing partner. “This will further increase client and team satisfaction, paving the way for continued growth by providing our clients with the specialized marketing services they need.”
On the creative side, Paco Olavarrieta, who had been creative partner since Ole’s founding, decided to pursue other interests. He will be succeeded by Carlos “Charly” Tornell who, since early 2006, has been the leader of Ole’s Mexico City creative office. A 15-year advertising veteran, he now takes overall creative director role at Ole while maintaining his duties in Mexico City.
“This office was created via a partnership with local independent shop Oveja Negra, enabling Ole’s clients to benefit from the vast top-notch bilingual and bicultural talent pool available in Mexico,” said Tornell.
Carlos Tornell, Ole creative partner
The new organization will maintain the Strategy & Research Business Unit led by Monica Sanchez who becomes partner. The three new business units and newly promoted business unit directors are: Bruni Topete heading Online, Alternative Media and Language Services; Gabriel Velasco in charge of Planning and Below-the-Line Marketing; and Marlene Roque in charge of Creative Management. Media will continue to be led by Monica Camacho as business unit manager. In addition to their operational responsibilities, each of the business unit directors retains their client management duties and will continue to service their current accounts.
Ole, based in New York City, is an independent, full-service, advertising agency focused on the U.S. Hispanic market. Ole has clients from a variety of industries including retailing, financial services, food, media, household cleaning products and non-profit organizations.
Find out which Latino markets are booming with
“The Next Step: Secondary Latino Markets” audio recording
Presenter Dora O. Tovar, MPA
Click here to purchase a downloadable or CD audio recording with a presentation by Dora O. Tovar on secondary Latino markets
Posted by Elena del Valle on January 31, 2007
Senator Hillary Rodham Clinton
Photo: Clintonsenate.gov
Miami, Florida – According to a survey conducted by Miami-based Encuesta Inc., prospective Hispanic and non-Hispanic voters mentioned Hillary Clinton most when asked, impromptu, whom they would most like to see elected President of the United States in 2008. The findings are part of a survey conducted by Miami-based Encuesta Inc., an independent market research and opinion polling firm.
Only 6 percent of respondents, Hispanics and non-Hispanics, said they would want Barack Obama to be the next president. Among non-Hispanics, 4 percent would choose John McCain, while less than 1 percent of Hispanics named McCain as their choice.
In addition to Obama, Hispanics mentioned several other African-Americans including Colin Powell (3 percent), Oprah Winfrey (3 percent) Condoleezza Rice (1 percent), and Alan Keyes (1 percent). Hispanics named by Hispanics included Antonio Villaraigosa and Bill Richardson, each mentioned by 1 percent of respondents.
The two other names most mentioned by Hispanics were John Kerry (2 percent) and Bill Clinton (2 percent). Among non-Hispanics, after Hillary Clinton, Obama, and McCain, the most mentioned public figures were John Kerry (3 percent), Colin Powell, Condoleezza Rice, and John Edwards (2 percent each).
A similar proportion of Hispanic (65 percent) and non-Hispanic (70 percent) respondents said they would consider voting for a Democratic candidate in the 2008 presidential election. Significantly fewer Hispanics than non-Hispanics would consider voting for a Republican candidate, 34 percent versus 53 percent.
Respondents who indicated they would consider voting for a Democratic or Republican candidate were read a list of possible candidates in each respective party and asked to indicate on a 3-point scale the extent to which they would consider voting for that person. Among democratic candidates, Hillary Clinton was most popular with Hispanics and non-Hispanics. Among Republicans, Colin Powell and Condoleezza Rice were the most popular.
The telephone survey was conducted by Encuesta, Inc. between October 11-30, 2006, among a representative national sample of 300 non-Hispanic and 300 Hispanic adults, in their choice of English or Spanish. According to Encuesta, the sample reflects the U.S. population with regard to gender, age, U.S. citizenship, and voter registration status. The margin of error is plus or minus 4 percent, with a higher margin of error for sub-groups.
The findings are part of a study of the Americanos Poll series that is sponsored by Encuesta, Inc. to compare the U.S. Hispanic and general populations across a range of topics.
Improve your knowledge of the U.S. Hispanic market with
Hispanic Marketing and Public Relations Understanding and Targeting America’s Largest Minority book
Click here to see a table of contents and to buy your copy today!
Posted by Elena del Valle on January 30, 2007
Martha E. Galindo, president and CEO of Galindo Publicidad Inc.
Photo: Martha E. Galindo
An audio recording titled “Hispanic Market Translation Issues,” a presentation and unabridged audio interview with Martha E. Galindo, president and CEO of Galindo Publicidad Inc., is available on Hispanic Marketing and Public Relations.com. In “Hispanic Market Translation Issues,” the 20-year translations veteran discusses translations and the related issues marketing and communications professionals should be aware of when targeting U.S. Hispanics. She also delves deeply into translation issues during a discussion with Elena del Valle, host of the HispanicMPR.com Podcast. The downloadable presentation is available in an MP3 format for $109.95. It can also be purchased in audio CDs for $129.95.
“Professional translations used to be a ‘luxury’ that only certain firms could afford. The growth of the Hispanic population in the United States has changed the way we do business in this country, whether you are targeting the Hispanic population or not. A clear example of this reality is that the United States Post Office uses bilingual (English and Spanish) materials for many of the services they offer regardless of the destination of that piece of mail,” said María Rivera, director of Hispanic Projects, Simmons Research. “Professional translations are now a necessity for any business trying to effectively reach the Hispanic/Latino population in the U.S. and that is a challenge I face every single day.”
During the audio recordings, Galindo discussed the importance and role of translations when producing promotional materials targeting Hispanics; what makes a good translator; the difference between interpreters and translators; when and how to hire professional translators; the importance of hiring a certified translator and who certifies translators; reverse translations and why they are important; machine translations; terminology glossaries and a number of other translation issues.
“Hispanic business leaders have the responsibility to become more knowledgeable about the trade-offs and risks they take when they settle for ‘cheap.’ I wish more Hispanic business developers understood that professional translations are an investment and that reluctance to use their services is leaving the door wide open for competitors to take the lead. Don’t underestimate the value of professional translation services. What you say and how you say it is representative of your organization in any language!” according to Rivera.
Galindo is a native of Mexico with more than 20 years of experience. She holds a Masters in Communications from Michigan State University and has experience in marketing communications, organizational development and international customer service with companies in the United States, Mexico, Argentina and Chile. Galindo discussed translations issues during a recent HispaniMPR podcast. Click here for the Martha E. Galindo podcast.
Discover how to reach Latinos in language today with
“Hispanic Market Translation Issues” audio recording
Presenter Martha E. Galindo
Certified translator and translation company owner Martha E. Galindo explains why it’s important to reach your clients in language to convey your message effectively. She walks you through the ins and outs of translations issues, how to select a translator, what to expect, how to save on translation costs and much more.
Click here to purchase a downloadable or CD audio recording presentation and bonus discussion on Hispanic Market Translation Issues by Martha E. Galindo
Posted by Elena del Valle on January 29, 2007
Mezklah is Angel Garcia and Greg Herhandez
Photos: Mezklah
Los Angeles’ alternative-Latin band Mezklah will make its first official appearance at the South By Southwest SXSW Festival and Conference in March in Austin, Texas. The band’s name, Mezklah, is pronounced similarly to the word for mix in Spanish.
“Being asked to play at SXSW is a stroke of luck,” said vocalist, Angel Garcia. “Our first year at the festival is going to be a crazy trip for us.”
Mezklah consists of Garcia’s vocals and Greg Hernandez’ sonic guitar. The two combine their rhythm with drum-n’-bass, cumbia, trip-hop and afro-Cuban beats to create a distinctive style of music.
“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
These two experts will help you make your Latino family campaign a success. Find out about reaching Latino families, adapting general market messages when targeting Latinos, adapting products and services when targeting Latinos and much more.
Click here to purchase a downloadable or CD audio recording with extended information on Latino Family Dynamics by Brenda Hurley and Liria Barbosa
Band members hand-paint tribal illustrations over their bodies before every show
Their debut, SpiderMonkey, is described in promotional materials as breaking the rules of language and song structure. A video for their single, “Chango Araña” is in the final stages. But don’t call Mezklah a typical Chicano rock band. It’s that kind of pigeonholing that Garcia and Hernandez hope to avoid.
“It’s not that I’m not proud of my heritage because I am. It’s just that once that happens, it creates a void,” said Garcia. “Our music is not just a Hispanic thing -it’s about people, about human beings.”
In the past few years, Mezklah has toured Europe and America, collecting fans along the way. Among them was musician Ry Cooder who asked the group to record a track for a future compilation covering diverse Los Angeles musical genres. Another well known fan is KCRW’s Nic Harcourt, who picked the band from hundreds of CDs to feature on his show, “Morning Becomes Eclectic.”
“Whether you’re playing for five or 500 people, being a performer is like going to church,” said Hernandez. “You have to give it 100 percent of your heart and soul.”
Mezklah’s live performance exhibits the band’s innovative musical flair and the member’s visually artistic side. Garcia draws upon global cultures and rituals to hand-paint tribal illustrations all over the duo’s bodies before every show. To listen to the single “Chango Araña” from the new Mezklah album “SpiderMonkey” click on the play button below.
Click the button to hear the podcast:
Click here to sponsor a HispanicMPR.com podcast
Posted by Elena del Valle on January 26, 2007
El Zahir audio book cover
Photos: FonoLibro Inc.
FonoLibro, a Spanish language audio book company owned by Venevision International, recently announced it will make its products available online via Audible. This will allow FonoLibro customers to download the audio books onto their computers, audio and MP3 players and enabled cell phones.
They can also burn the audio books onto CDs. The versatile format allows “readers” access to books they might not have time for in the traditional printed format. Audible is the exclusive provider of audio books of iTunes, making those products available for download into the popular iPod players.
FonoLibro sells classics titles by Alejandro Dumas El Conde de Monte Cristo, El hombre de la mascara de hierro, and La dama de las Camelias. More recent titles incluye El Código Da Vinci, winner of the 2006 Audies Award as Best Spanish language audio book; and Ángeles y Demonios by Dan Brown.
Malinche audio book cover
Other titles include El Zahir by Pablo Coelho and John Grisham best sellers El Intermediario and El Rey de Los Pleitos. The company also offers a broad selection of self help titles. This month it will release Malinche by Laura Esquivel recorded by Lucia Méndez.
FonoLibro audio books are available at bookstores and on the company website FonoLibro.com. FonoLibro produces and distributes audio books and audio entertainment for Venevision International.
Hispanic Marketing and Public Relations Understanding and Targeting America’s Largest Minority book
Click here for more information and to buy your copy today!
Posted by Elena del Valle on January 25, 2007
Sonya Suarez-Hammond, director, Multicultural Marketing Insights, Yankelovich, Inc. discussed “What’s the next big idea for Hispanic marketing?”
Photo: Angelica Willard/Four Seasons Media
Marketers, communicators and other professionals gathered in Miami Beach for this week’s 13th Annual Blockbuster Marketing to U.S. Hispanic and Latin America conference organized by the Strategic Research Institute. More than 200 people and 15 sponsors attended the conference seeking new business, marketing updates and networking opportunities. They came from California, Colorado, Connecticut, Florida, Illinois, Iowa, New Jersey, New York, Pennsylvania, Texas, Virginia, Washington, D.C., Mexico, Puerto Rico, and Venezuela.
“It reiterates the growing importance to businesses of this market,” said Rupa Ranganathan, ethnic strategist and senior vice president, Strategic Research Institute. “The magic and aha moments come with break throughs.”
The focus of this year’s event was marketing creativity and next steps. Some thirty speakers discussed a number of topics such as immigration, government websites, marketing to youth, emotional branding, beauty brands, remittances, relationship building and viral marketing. Presenters included representatives from MTVTr3s, The Florida Marlins, Pew Hispanic Center, Yankelovich, Inc., Latin Pulse, GTM Latino, Captura Group, Maybelline, and Sony Electronics.
During her presentation during the first day of the conference, Sonya Suarez-Hammond, director, Multicultural Marketing Insights, Yankelovich, Inc. discussed “What’s the next big idea for Hispanic marketing?” She indicated the importance of individual relevance for Hispanics and reciprocity that leads to a two-way dialog.
“The propensity for brand loyalty continues to be high among Hispanics,” said Suarez-Hammond. “Cultural adaptation is now the norm. Today it’s about cultural relevance.”
Presidential nephew George P. Bush, vice president of Acquisitions of Charter Holdings, was a last minute addition to the program. On the second day of the conference, he addressed attendees as part of a sponsored luncheon presentation by ADS Direct Media. He discussed the increasing business opportunities Latino markets offer marketers.
SRI is scheduled to hold a similar event in June in Los Angeles, the 8th Annual US Hispanic Boom.
“A Snapshot of the U.S. Hispanic Market” audio recording
Presenter Michele Valdovinos, vice president, Phoenix Cultural Access Group
Learn from this veteran the essentials to get you started today about the size and composition of the U.S. Latino market; top Hispanic markets in the U.S.; Latino market race and age characteristics; major Hispanic groups; Latino buying power and lots more!
Click here to purchase a downloadable or CD recording of “A Snapshot of the U.S. Hispanic Market” by Michele Valdovinos
Posted by Elena del Valle on January 24, 2007
Jorge Ramos
Photo: RadioCadena Univision Network
Miami, Florida — Univision Television Network News co-anchor Jorge Ramos will join RadioCadena Univision as an exclusive news analyst and commentator January 2007. Univision Radio, a division of Univision Communications Inc. (NYSE:UVN), is a leading Spanish-language radio broadcaster in the United States.
The network plans to featured the Emmy-award winning co-anchor of “Noticiero Univision” (Univision News) in daily news capsules throughout RadioCadena Univision’s programming. Promotional materials promise Ramos will deliver analysis of world news and current events to listeners nationwide.
“We are honored to have Jorge Ramos, one of Hispanic America’s most respected journalists, form part of RadioCadena Univision,” said Gary Stone, president and chief operating officer, Univision Radio. “His keen observations will be an extraordinary complement to RadioCadena’s exceptional syndicated programming.”
“I am excited to use this medium to provide listeners with news commentaries on relevant national and international developments, what’s happening in the United States and their countries of origin,” said Ramos.
Reach Latinos consumers with electronic publicity tools with
“Electronic Publicity and Broadcast Public Relations” audio recording
David Henry presenter
Broadcast publicity expert David Henry shares insights drawn from years of experience to help you target Latinos effectively during this presentation and interview. Find out how: to reach Latinos with electronic publicity; how many TV stations offer news programming in Spanish in the U.S.; which markets have the number one newscasts in Spanish; which markets offer bilingual news TV programming; and much more.
Click hereto purchase a downloadable or CD audio recording with a presentation on Electronic Publicity and Broadcast Public Relations by David Henry
A recipient of eight Emmy awards for excellence in journalism, Jorge Ramos is celebrating his 20 anniversary with “Noticiero Univision” this year. Ramos is described as one of the most successful and influential anchors on U.S. broadcast television. Time Magazine named Ramos one of the 25 most influential Hispanics in America. He has been awarded the Maria Moors Cabot Award by Columbia University and was the recipient of the 2003 David Brinkley Award for journalistic excellence. He is also a syndicated columnist for more than 40 newspapers in the U.S. and Latin America. He has also authored seven best selling books.
RadioCadena Univision has 11 AM stations across the United States. It syndicates national news and talk programming to Univision’s AM stations and other Spanish-language stations not owned by Univision.
Univision Communications Inc. is a United States Spanish-language media company. Its operations include Univision Network, TeleFutura Network, Galavisión, Univision Television Group, Univision Radio, Univision Music Group, and Univision Online. Univision Communications also has a 50 percent interest in TuTv, a joint venture formed to broadcast Televisa’s pay television channels in the U.S., and a non-voting 14.9 percent interest in Entravision Communications Corporation, a public Spanish-language media company. Univision Communications is headquartered in Los Angeles with television network operations in Miami and television and radio stations and sales offices in major cities throughout the United States.
Posted by Elena del Valle on January 23, 2007
Sheba Pearls available on k9Kloud9.com
Photos: K9Kloud9.com
Delta, British Columbia — K9Kloud9.com, an online canine community resource and dog fashion product retailer, is reaching out to Spanish speaking pet owners with the launch of a Spanish language pages on its website. The company is responding to the growing demand from the Hispanic and Latino Community for online shopping in Spanish.
Visitors to the K9 website can shop for dog coats, dresses, shirts, carriers, harnesses, collars, leashes, jewelry, and accessories in English and Spanish. Spanish speakers can access the Spanish pages from the homepage or directly at k9kloud9.com/producto.aspx. Customer service is also available in Spanish.
Dog mini coats from K9Kloud9.com
“We have only just recently launched the translated pages and already we are seeing about 5 percent of our total traffic coming from Spanish speaking markets,” said Ann-Marie Fleming, founder, K9Kloud9.com. “This number is expected to increase significantly over the coming months.”
Fleming based her decision to target Spanish speaking consumers in part on a survey conducted by the Humane America Animal Foundation in Los Angeles, California which showed that just over 14 percent of Latinos had a dog. According to Simmons Research, she explained, while only 8 percent of first-generation Hispanic immigrants own pets, this percentage significantly increases for the third generation, tripling to 24 percent.
In addition to the product lines, dog lovers can also take advantage of the site’s expanding canine community through dog articles, columns, forums and blogs. A canine oriented classifieds section is in the works.
K9Kloud9.com also provides directories for dog breeders, rescues and pet friendly resorts. Visitors can search by breed and location to find the perfect pet or pet friendly destination.
Discover how to reach Latinos in language today with
“Hispanic Market Translation Issues” audio recording
Presenter Martha E. Galindo
Certified translator and translation company owner Martha E. Galindo explains why it’s important to reach your clients in language to convey your message effectively. She walks you through the ins and outs of translations issues, how to select a translator, what to expect, how to save on translation costs and much more.
Click here to purchase a downloadable or CD audio recording presentation and bonus discussion on Hispanic Market Translation Issues by Martha E. Galindo
Posted by Elena del Valle on January 22, 2007
Click here to sponsor a HispanicMPR.com podcast
Rupa Ranganathan, ethnic strategist and senior vice president, Strategic Research Institute
Photo: Rupa Ranganathan
A podcast interview with Rupa Ranganathan, ethnic strategist and senior vice president, Strategic Research Institute, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Rupa discusses the 13th Annual Blockbuster Marketing to U.S. Hispanics & Latin America conference with Elena del Valle, host of the HispanicMPR.com podcast.
Rupa is responsible for a portfolio of 65 conferences in the multicultural marketing, market development in healthcare, branding, e-marketing, relationship marketing, healthcare and disease management areas. Prior to joining the Strategic Research Institute, Rupa was a conference producer for Global Business Research in New York City. Before that she was general manager of marketing and public relations for the Apollo Hospitals Group in Chennai, India.
Rupa received a Bachelor of Arts in Public Relations from Madras University. She has been a multicultural columnist for Retailwire since 2004 and was a judge of the Asian American Advertising Creative Awards for 2005.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Rupa Ranganathan,” 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 2007 section of the podcast archive.
“A Snapshot of the U.S. Hispanic Market” audio recording
Presenter Michele Valdovinos, vice president, Phoenix Cultural Access Group
Click here to purchase a downloadable or CD recording of “A Snapshot of the U.S. Hispanic Market” by Michele Valdovinos
Click the button to hear the podcast:
Click here to sponsor a HispanicMPR.com podcast
