Posted by Elena del Valle on August 25, 2006
“Tree Full of Life” by Sonia Romero (2005)
Acrylic and block printing on canvas
Photo: Sonia Romero
Los Angeles, California — Avenue 50 Studio will present Sonia Romero’s first solo show of paintings, prints and mixed media from September 9 to October 8, 2006 in Highland Park, California. The opening reception will take place Saturday, September 9, from 7 p.m. to 11 p.m. Sonia’s new technique fuses the graphic character of block printing with painting.
The series takes inspiration from the universal idea of the Tree of Life, incorporating early folk art and iconography, children’s stories and fairy tales, and the contemporary urban landscape of Los Angeles. The collection is described as “laden with intensely personal and evocative stories that invite the viewer into a world of rich and quirky imagery.”
Romero is a full time artist. She was part of a recent exhibition in Lyon, France, “Five L.A. Chicano Artists” at Galerie Par-ci, Par-la and “Latino Artists of Los Angeles – Defining Identity,” at the Millard Sheets Gallery. Recent public works include a mural commission and award at the Gene Autry Museum, and the Caltrans Metro Neighborhood Poster Award.
She received her formal education at the Los Angeles County High School for the Arts and her bacheor of fine arts BFA from the Rhode Island School of Design, with an emphasis in printmaking. Romero is the daughter of renowned artists, Nancy and Frank Romero, and the granddaughter of Edith Wyle, founder of the Craft and Folk Art Museum. Additional information is available online at SoniaRomero.com
Posted by Elena del Valle on August 24, 2006
Scene from new Spam Spanish language ad
Photos: Hormel, San Jose Group
Chicago, Illinois — Hormel Foods Corporation will launch its first U.S. Spanish-language television commercial for SPAM®, its well known brand of canned luncheon meat. The 30-second ad, developed and produced by Hormel’s Hispanic advertising agency of record, The San Jose Group (SJG), first aired August 14, 2006. The commercial will be piloted in Los Angeles and supported with outdoor advertising and free-standing inserts.
According to promotional materials, the spot depicts two young professional men on their way home from work in a modern, downtown setting. One of them imagines SPAM® Classic for dinner. His antagonist steals the thought from above his head and runs away with it. After a gymnastic-filled chase scene, the “hero” reclaims his original thought. Upon his return home, his thought turns to reality, when his wife welcomes him with an enticing meal featuring SPAM® Classic. The slogan “Imagínalo. Saboréalo.” (Imagine it. Taste it.) plays against shots of meals that can be prepared with SPAM®.
“The mission of this execution is one of developing not only our brand, but also our category,” remarked Chris Durren, senior product manager, Hormel Foods Corporation. “This commercial will definitely get our target’s attention and help her connect with SPAM® in a culturally relevant way.”
From the Spam® commercial
Although SJG has been working with the SPAM® brand since 2004, this year marks the product’s entrance into Spanish-language television in the U.S. The brand has been in existence since 1937 and enjoys awareness among general market households. According to the company’s research, nearly 77 percent of U.S. Hispanics are non-users of the SPAM® Family of Products. Hormel and SJG hope win over Hispanic women to, especially heads-of-household, with the new commercial.
“We are positioning SPAM® to fit into our target demo’s busy lifestyle,” said George L. San Jose, president and COO, The San Jose Group. “As such, we leveraged a high-energy, urban approach to solicit a curiosity of SPAM® as an incentive to trial.”
George San Jose
Incorporated in 1981 and headquartered in Chicago, The San Jose Group is a consortium of marketing communications companies specializing in reaching the Hispanic and non-Hispanic markets in the U.S. and Latin America.
Hormel Foods Corporation, based in Austin, Minnesota, is a multinational manufacturer and marketer of consumer-branded food and meat products. For the past five years, Hormel Foods was named one of “The 400 Best Big Companies in America” by Forbes magazine.
Posted by Elena del Valle on August 23, 2006
Marla Provencio, co-senior vice president, Marketing, ABC Entertainment
Photo: Marla Provencio/American Broadcasting Companies, Inc., Arenas
ABC Entertainment has selected Arenas as Hispanic agency of record. Arenas will be responsible for Hispanic strategy, media planning and buying, as well as creative targeting of the burgeoning U.S. Hispanic market. Shows selected by ABC for Hispanic targeted marketing efforts are primetime’s “Ugly Betty” and “Desperate Housewives.”
“Bringing Arenas on board, a recognized leader in the field of Hispanic marketing, is an integral part of our strategy to reach the estimated 44.1 million Hispanics in the United States, most of which are bilingual and bicultural,” said Marla Provencio, co-senior vice president, Marketing, ABC Entertainment. “Adding Arenas to our cache strengthens our brand identity in the Hispanic community.”
Santiago Pozo, CEO, Arenas
“We commend the ABC Television Network executives, in their efforts to expand their audience base, for having the vision to aggressively target the U.S. Hispanic market. I’d like to personally thank ABC for their faith in Arenas to deliver more bilingual and monolingual English Hispanic viewers to their shows. I also feel that in winning this account it is a testament to the high caliber of professionals that make up the Arenas team,” said Santiago Pozo, CEO, Arenas.
Based in Beverly Hills, and started 18 years ago by Pozo, Arenas is one of the oldest Hispanic marketing agencies in entertainment. Their client roster has included studios Disney, Universal, Paramount, Warner Bros., DreamWorks and MGM, as well as Universal Home Entertainment, Buena Vista Home Entertainment, PBS and Universal Studios Hollywood.
Primetime Entertainment on ABC crosses various programming genres with hit series like “Desperate Housewives,” “Lost,” “Grey’s Anatomy, ” “Extreme Home Makeover: Home Edition,” “Boston Legal,” “According to Jim,” “George Lopez,” “Dancing with the Stars,” “America’s Funniest Home Videos,” “Supernanny” and “Wife Swap.” ABC Entertainment is part of the ABC Television Network and is managed by the Disney-ABC Television Group, a division of The Walt Disney Company.
Posted by Elena del Valle on August 22, 2006
Grammy nominated gospel rapper Scoob Serious
Photos: GL Media Company
Hispanic Heritage Month doesn’t begin until September 15, but Logo Enterprises and the Zera foundation will present Faith Fighter Live 2006 at El Camino College in Hispanic populated Torrance, California on August 25. The presentation will showcase Holy Hip-Hop performers, all of them Hispanic, in an effort to appeal to the Hispanic market.
“All performers are Hispanic because we want to appeal to the majority of the people in the community of Torrance who are Hispanic,” said Charlene Turner, CEO of GL Media Company. “We want to reach out to Hispanic people and community and to inform them that the Hispanic market is not forgotten by Holy Hip hop.”
Grammy nominated T-Bone
Faith Fighter Live will also attempt to bring the gospel to today’s. Business owners and ministries will perform bible studies and special events focusing on spiritual development for young adults. The event will kick off with Big City of Mind Right Productions leading a bible study meeting. Holy Hip Hop Artist and Grammy nominated T-Bone will headline a concert.
Other artists scheduled to perform include DJ Gabriel, Christside Souljahz and five time Grammy nominated gospel rapper Scoob Serious. A “Rock The Mic” contest sponsored by Gospellinks.com and WePraise.fm will allow audience members to perform with the artists and give them the opportunity to showcase their talents. General admission tickets are $20 and VIP tickets cost $30 each. More information is available at FaithFighterLive.com . — Sergio Carmona.
Posted by Elena del Valle on August 21, 2006
Brenda Hurley, Liria Barbosa Latino Eyes Hispanic market researchers
A podcast interview with Brenda Hurley, vice president, C & R Research and Liria Barbosa, senior research anaylist, C & R Research is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, they discuss the Latino markets and Latino family dynamics with Elena del Valle, host of the HispanicMPR.com podcast.
Since the beginning of her career, Liria has been involved in qualitative research heading a wide range of projects from initial design, recruitment, execution, moderation and analysis to the final written report. Her experience includes studies for service and product categories such as: Household Cleaners, Food and Beverages, Packaged Goods, Automotive, Financial Services, Telecommunications, Internet, Pharmaceuticals, Liquor and Spirits and Health and Beauty Aids. Liria is a graduate of the Burke Institute Intensive Moderator Training Program and has also attended courses at RIVA.
A native of São Paulo, Liria spent several years studying and working in Mexico. She is trilingual and multicultural. Liria has a Bachelor of Science degree in Business Administration majoring in International Business from Barry University in Miami, Florida. Her previous experience included marketing positions with Lucent Technologies, and Cedetel (a Motorola owned Wireless provider in Monterrey, Mexico).
Brenda Hurley, vice president, C&R Research. Since joining C&R in 1994, Brenda has specialized in quantitative research, providing custom research solutions for her clients utilizing both online and offline methodologies. She has extensive experience in concept evaluation, name tests, positioning research, market segmentation, attitude and usage, and tracking studies. Additionally, Brenda was very involved in the development of CRIMSON (C&R’s Multimedia Surveying Network) and has designed and executed countless studies using this system. Her clients represent a wide variety of industries including the restaurant industry, consumer packaged goods and the financial services industry.
Although Brenda regularly works on projects for all types of consumer groups, Brenda focuses much of her time leading C&R’s specialty division, LatinoEyes. Brenda has been conducting research with Latinos in the U.S. for more than ten years and since LatinoEyes’ official launch in 2002, Brenda has been committed to building that division. She continues to work on projects targeting Latinos both in America and in LATAM.
To listen to the interview, scroll down until you see the “Podcast” on the right hand side, then select “HMPR Brenda Hurley, Liria Barbosa” hit the play button or download it 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 August 2006 section of the podcast
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“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
To purchase a downloadable or CD audio recording with extended information on Latino Family Dynamics from Brenda Hurley and Liria Barbosa visit the HispanicMPR.com Resources Section.
Posted by Elena del Valle on August 18, 2006
Emily Rios as Magdalena in “Quinceañera”
Photos: Sony Pictures Classics
Sony Pictures Classics recently released “Quinceañera,” (Spanish for 15 year old girl), winner of the Audience Award and Grand Jury Prize for Best Dramatic Feature at the Sundance Film Festival 2006. According to the film’s promotional materials, the 90-minute “Quinceañera” is a look at what happens when teenage sexuality, age-old rituals, and real estate prices collide. It is described as a “reinvention of Kitchen Sink drama, fueled by the racial, class, and sexual tensions of a Latino neighborhood in transition.”
In the movie, Magdalena (Emily Rios) is the daughter of a Mexican-American family who run a storefront church in Echo Park, Los Angeles. With her fifteenth-birthday approaching, all she can think about is her boyfriend, her Quinceañera dress, and the Hummer Limo she hopes to arrive in on her special day.
A few months before the celebration, Magdalena falls pregnant. As the elaborate preparations for her Quinceañera proceed, her religious father finds out about the pregnancy and rejects her.
J.R. Cruz as Herman, Jesse Garcia as Carlos and Hector Quevedo as Dancing Boy
Forced out of her home, Magdalena moves in with great-great uncle Tomas (Chalo Gonzalez), a gentle man who makes his living selling champurrado (a Mexican hot drink) in the street. Already living with him is Carlos (Jesse Garcia), Magdalena’s cousin, a tough young cholo who was thrown out by his parents for being gay.
The back house rental where Tomas has lived happily for many years is on a property that was recently purchased by an affluent white gay couple (David Ross and Jason L. Wood), pioneers of gentrification in the neighborhood. Carlos quickly attracts the couple’s attention and they soon make him their plaything in an ongoing three-way.
As Magdalena’s pregnancy grows more visible, she, Carlos, and Tomas pull together as a family of outsiders. But the economics of the neighborhood are turning against them. Ultimately, this precipitates a crisis that threatens their way of life.
“Quinceañera” was written and directed by Richard Glatzer and Wash Westmoreland. Cast members include Emily Rios, Jesse Garcia, Chalo Gonzalez, David Ross, and Jason L. Wood.
Posted by Elena del Valle on August 17, 2006
Gloria Cantens Purchon and Belkist Padilla
Photos: Insights Marketing Group, Inc.
Miami, Florida – The RIVA Training Institute, a market research training firm, awarded a Master Moderator Certificate™ to Gloria Cantens-Purchon, qualitative research director, Insights Marketing Group, Inc. (IMG). According to the Insights Marketing Group, this makes IMG home to the only two Hispanic moderators in the U.S. to receive the certification.
Cantens-Purchon was one of nine moderators in the U.S. to earn the certificate. Belkist Padilla, president and founder of IMG, received the the certification before her IMG colleague. Both are bilingual moderators (English and Spanish).
According to Naomi Henderson, founder of RIVA, “simply leading hundreds of groups over 10 or 15 years doesn’t automatically qualify one as a master moderator if new skills have not been acquired and adapted to the ever-changing conditions in the world of qualitative research. The RIVA Training Institute has been conducting trainings in qualitative social and market research for 25 years.”
According to the RIVA website, the company’s staff has trained thousands of researchers and professionals since 1981 through public and custom courses in the skills and techniques of qualitative research. According to Danielle Vontobel, RIVA training coordinator, RIVA course participants benefit from the company’s philosophy of experiential, hands-on learning by writing a moderator’s guide, moderating a focus group, analyzing a transcript or developing a qualitative research practice.
Posted by Elena del Valle on August 16, 2006
By Elena del Valle, MBA, principal, LNA World Communications
Elena del Valle, MBA, principal, LNA World Communications
As part of a national or international franchise chain, franchisee stores are often required to meet certain contractual obligations and standards, offer a set line of products or services, purchase from specific vendors, display pre-approved materials and have a company “look.” In exchange for their compliance with those obligations they reap the benefits of the larger company and its support in the form of an established brand name, negotiated wholesale prices, corporate training, and other advantages that drive their business model.
In spite of the corporate franchise advantages at the end of the day franchisees are responsible for their business success and building a strong customer base. To do this they must understand their local market base and cater to it. For many businesses, especially those offering products and services catering to young audiences, Latinos represent a highly desirable market because they have growing buying power, demonstrate elevated brand loyalty and are superior consumers, spending a higher than average percentage of their income on certain items.
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Posted by Elena del Valle on August 15, 2006
Juan Jose Nuñez, vice president, Operations, StarMedia
Photo: StarMedia
Miami, Florida – StarMedia a Wanadoo company and leader in Internet media for the global Spanish-speaking audience, announced the re-launch of its new woman-themed channel, StarMedia Mujer. Promotional materials promise a new style and expanded content intended to appeal directly to the portal’s existing audience and draw new users.
The new service is the latest in a series of upgrades to the portal. StarMedia recently announced strategic alliances with Hotels.com to launch travel channel StarMedia Viajes, its first and most extensive travel booking engine for Spanish-speaking web users; and also with Voy Music in launching its online digital Latin music service, StarMedia Radios.
“StarMedia Mujer brings a new and welcome touch of glamour to the portal,” said Juan José Nuñez, vice president, operations, StarMedia. “In developing the new women’s channel we’ve implemented many excellent suggestions submitted to us by our users, including the expansion of content generally, particularly in the Fashion & Beauty as well as Diet & Nutrition areas. StarMedia has continually sought to strengthen its brand by developing the relevance and selection of its content; we’re certainly very proud of this latest addition, which we’ll continue working hard to improve, in consideration of our users and advertisers.”
A key feature of StarMedia Mujer is the new “Tu Espacio” (Your Space) section, with family, work, travel and leisure content. Consistent with the portal’s new image and re-design, StarMedia Mujer plans to feature an intuitive menu and navigation meant to allow easy access to its content with a design pallet in lightly shaded orange and gray tones over white.
StarMedia.com is a free-to-web service. According the company, their portals connect more than 20 million Spanish-speakers through the Internet. StarMedia has local operations in Mexico and Spain as well as Los Angeles, Miami and New York in the United States. It is wholly owned by Wanadoo, Europe’s second largest online company and a subsidiary of the France Telecom Group.
Posted by Elena del Valle on August 14, 2006
Sergio Sanchez, director, Hispanic loan and outreach programs, SallieMae
Photo: Sallie Mae
A podcast interview with Sergio Sanchez, director, Hispanic loan and outreach programs, SallieMae, is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses Sallie Mae’s new Hispanic oriented program with Elena del Valle, host of the HispanicMPR.com podcast.
Sergio has been national director of Hispanic loan and outreach programs for Sallie Mae since 2005. Prior to joining Sallie Mae, he was a senior vice president for MiCash, Inc., a Hispanic financial services firm. Before that, he was a vice president for MasterCard International, where he launched products and services supporting major global banks. Before that, Sergio was a director at Europay International in Brussels, Belgium, and he also headed a marketing unit at The American Express Co. in New York.
Sergio holds a B.A. in communications from The American University in Washington, D.C. and a master’s in business administration from Columbia Business School in New York City. Sergio is board president for The Institute for International Mediation and Conflict Resolution, a 501c3 organization. He is a program graduate of the American Bankers Association. Sergio, his wife and two daughters live in McLean, Virginia.
To listen to the interview, scroll down until you see the “Podcast” on the right hand side, then select “HMPR Sergio Sanchez” hit the play button or download it 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 August 2006 section of the podcast.
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