Sidewalk Guerrilla Promotion Targets Media Buyers

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NEW YORK ( -- A week of Hispanic TV upfront presentations kicked off yesterday with a little guerrilla marketing as NBC-owned Telemundo enlisted teams
Telemundo's barricades and traffic cones beckoned media buyers.
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to place white barricades in front of media agencies' New York offices to call attention to the Spanish-language TV network.

"We put ads on traffic barricades and traffic cones, and send our guerrilla marketing teams to place them strategically," said Darren Paul, managing partner for strategy and innovation at Night Agency.

Midtown offices
Mr. Paul said that cones and barricades emblazoned with Telemundo's name were placed yesterday in front of the Midtown Manhattan offices of media specialist agencies OMD, part of Omnicom Group, and MediaCom, owned by Grey Global Group, as well as Bravo Group, the largest U.S. Hispanic ad agency, owned by WPP Group.

More barricades, which Mr. Paul calls "BarricAds," will be lined up today in front of the Beacon Theater, where Telemundo will hold its presentation of upcoming programming, and at Rockefeller Center, the venue for the network's after-party.

In the last couple years the Hispanic upfront presentations, attended by virtually the entire staff of some U.S. Hispanic agencies, have drawn more attendees from general market agencies amid growing interest in the Hispanic market. In 2004, Spanish-language TV is forecast to grow by more than 15% in ad revenue.

Presentations begin
The upfront started yesterday at Latin nightspot Noche with the first appearance by SiTV, a cable network aimed at English-speaking acculturated Hispanics that was started by a Los Angeles-based former standup comedian, Jeff Valdez, in late February. Later that evening, Azteca America, a Spanish-language network owned by Mexico's No. 2 broadcaster, TV Azteca, presented at the Gotham Hotel.

Media executives will be back at Noche today for a lunchtime presentation by Fox Sports en Espanol at lunchtime, then Telemundo in the evening. Tomorrow, market leader Univision presents at 11 a.m. at Lincoln Center in the last big event of the week.

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