At Univision Communications' upfront presentation, President-CEO Randy Falco posed the question "What's better, more or less?" Mr. Falco was playing the role of the deadpan moderator in a commercial spoofing AT&T's ubiquitous TV campaign in which four small children debate why it's better to have more, or be faster.

In the Univision version, Mr. Falco horrifies the kids with a scenario in which they go into a donut shop but get only half a donut. The kids rant charmingly about ridiculous, mean people who would steal their money by giving them less than they paid for.

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Hispanic consumers will soon say 'hola' to a new family: the Rojos, courtesy of Wendy's.

Hispanic marketers frequently latch on to the idea of family. According to Technomic, a family-friendly atmosphere and authentic and healthful menu offerings are particularly important for Hispanic consumers compared to the general U.S. population.

Most of the spots throughout the campaign will be in Spanish, although Mr. Bahner said that Wendy's will air an ad later this summer "that you will understand whether you speak English or Spanish."

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The U.S. Hispanic market will have a judge after all this year at the Cannes Lions International Festival of Creativity as LatinWorks' Sergio Alcocer was named this week to the film jury.

Mr. Alcocer, president and chief creative officer of the Austin-based U.S. Hispanic shop, was a Cannes judge in 2011 on the print jury.

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Walmart was named the first Marketer of the Year by AHAA: The Voice of Hispanic Marketing at the Hispanic group's annual conference on Wednesday in Miami.

Tony Rogers, Walmart's senior VP-brand marketing and advertising, and Greg Warren, VP-creative marketing, accepted the award by Skype after being stranded in Chicago on their way to Miami.

In its announcement of the new honor, AHAA cited Ad Age's coverage of a Walmart presentation from the October 2012 Association of National Advertisers' multicultural marketing conference, where the two Walmart execs pledged that the company would double its 2013 multicultural ad spending. The move was part of a sweeping initiative to move the company from a silo-like approach and ensure everyone takes full responsibility for multicultural marketing.

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The top five U.S. Hispanic ideas, chosen this week in awards organized by the Hispanic creatives' group Circulo Creativo, include the first abs-building yogurt for men and an environmentally-friendly tent that doubled as a Glad trash bag at Austin's SXSW festival.

If these ideas don't seem particularly Hispanic -- although a Hispanic agency is behind each one -- it's just another sign of how integrated Hispanics have become in what WPP Chief Executive Martin Sorrell, speaking at this week's Association of Hispanic Advertising Agencies (AHAA) conference, called the "new mainstream."

In an advance look at Hispanic work that might do well next month at the Cannes Lions International Festival of Creativity, here are the U.S.H. Ideas awards' top five:

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The final deadline to enter the Wave Festival for Latin America has been extended to April 8. This year agencies from the U.S. Hispanic market and Puerto Rico are participating for the first time in the Wave, a leading ad festival for Latin America.

Advertising Age is partnering with the Wave to help introduce the awards, held April 15-17 in Rio de Janeiro, to Hispanic agencies in the U.S. The regional Wave Festival is organized by Meio & Mensagem, Brazil's top advertising and marketing publication and events organizer, and Ad Age's longtime editorial partner in Brazil.

All judging is done onsite during the festival, by 70 judges from 12 countries. The U.S. will be represented at the Wave next month by Luis Miguel Messianu, president and chief creative officer of Miami-based Alma, who will chair the direct category jury. The other U.S. Hispanic judges on three other juries are Sergio Alcocer, president-chief creative officer of LatinWorks in Austin, Texas; Pablo Buffagni, chief creative officer at Los Angeles-based Grupo Gallegos; and Aldo Quevedo, who joined Richards/Lerma as principal and creative director in December and takes over in April as chairman of the Association of Hispanic Advertising Agencies (AHAA).

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Target has tapped Rick Gomez, an alum of MillerCoors and PepsiCo, as its senior VP-brand and category marketing.

Mr. Gomez will lead marketing for all merchandise categories and brand initiatives, such as exclusive artists and licensing, as well as creative collaborations. He will also oversee multicultural marketing and Target's owned brands, which include Archer Farms and Up & Up. He fills the role vacated by Will Setliff last year.

Most recently, Mr. Gomez was VP-marketing at MillerCoors, reporting directly to CMO Andy England.He was appointed to that role in 2011 and charged with bolstering the brewer's premium light business and putting a new focus on multicultural marketing. Prior to that, Mr. Gomez spent 18 years at PepsiCo and Quaker Oats.

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MillerCoors is searching for a new U.S. Hispanic agency for Miller Lite after parting ways with Lopez Negrete Communications, which has handled the brand for seven years.

"This was a decision to mutually part ways," Rudy Rodriguez, the brewer's senior director for multicultural marketing, told Ad Age. "We really at this point are looking for new ways of continuing to drive growth with this consumer segment."

Mr. Rodriguez, who joined the brewer late last year from General Mills, said MillerCoors would consider several agencies, including Publicis Groupe's Bromley, which handles Hispanic advertising for Coors Light. Bromley "has delivered great work for us," he said, noting that Coors Light's Hispanic business has grown for the past eight years. "We have a high level of respect for them."

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Ending an unusual experiment, Heineken USA will no longer rely on a Mexican-based agency for all U.S. advertising on Tecate. Instead, the importer has selected Inspire, Dallas, to oversee English-language campaigns for the Mexican brand, Ad Age has learned.

The marketer 14 months agoshifted the entire U.S. account to Olabuenaga Chemistri, which has long handled the brand in Mexico. The consolidation seen as a cost-cutting move -- included a limited number of English-language ads as the brand ramped up its strategy of reaching out to acculturated Hispanic drinkers.

Olabuenaga will still handle Spanish-language advertising in the U.S. But the brand was not satisfied with the English spots and tapped Inspire after a review, said Tecate VP-Marketing Felix Palau. "We realized that when a Mexican agency tries to develop English creative, it feels translated," Mr. Palau told Ad Age. "So in all honesty, we were not comfortable with the delivery."

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The call for entries is open for the Wave Festival, a leading ad festival for Latin America that includes the U.S. Hispanic market and Puerto Rico for the first time this year.

Entries are due by April 1, 2013 for the Wave.

Advertising Age is partnering with the Wave to help introduce the awards, held April 15-17 in Rio de Janeiro, to Hispanic agencies in the U.S. The regional Wave Festival is organized by Meio & Mensagem, Brazil's top advertising and marketing publication and events organizer, and Ad Age's longtime editorial partner in Brazil.

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It's never too early to start thinking about the World Cup, just 15 months away.

In a charming new McDonald's spot full of joy and camaraderie, a group of Latino guys are happily playing a hard-fought soccer game at night on a dimly-lit hard dirt court. The only illumination appears to be the tiny, shimmering sparkles of lights from nearby hills that form a breathtaking backdrop to the soccer game.

The court suddenly goes dark, right before the critical game shot is about to be taken, and the men call out for just one more minute. After the light flashes back on and the game finally ends, we see the field has been lit by a McDonald's sign in the adjacent parking lot.

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Lionel Richie's famed 1984 ballad is the centerpiece of Taco Bell's current TV ad, but it's sung as "Hola."

"It's surprising that even 20-year-olds know the song," said Taco Bell CMO Brian Niccol. "They might not know Lionel Richie, but they'll recognize the tune."

Though it seems like an odd song for Taco Bell, especially in Spanish, the ad is introducing its new Cool Ranch Doritos Locos taco, which will be available March 7, and is part of Taco Bell's largest marketing campaign to date. Using what Mr. Niccol called an iconic song translated into Spanish is the latest iteration of the chain's larger "Live Mas" campaign, which is meant to convey Taco Bell's food "not just as fuel, but food as an experience," he said.

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