Hispanic Marketing

PUNCTURING THE ADVERTISING LANGUAGE BARRIER

NEW YORK (AdAge.com) -- Breaking with the long tradition of producing separate versions of ads for the Hispanic and non-Hispanic U.S. markets, a number of top advertisers such as Coca-Cola Co. and Volkswagen are using a single version of a Spanish-language ad for all markets.

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AUDI TO NAME FIRST MULTICULTURAL SHOP

NEW YORK (AdAge.com) -- Audi of America is expected to hire Garcia 360, San Antonio, as its first U.S. multicultural shop, according to executives close to the pitch.

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INDEPENDENTS DOMINATE HISPANIC AD AWARDS

NEW YORK (AdAge.com) -- New crop of young, creative independent Hispanic agencies scattered around the country are among the big winners in Advertising Age's Hispanic Creative Advertising Awards.

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MOTT'S SHIFTS JUICE ACCOUNT TO DEL RIVERO MESSIANU

NEW YORK (AdAge.com) -- Mott's USA moved advertising for its Clamato tomato cocktail juice to Hispanic agency Del Rivero Messianu DDB, Coral Gables, Fla., part of Omnicom Group.

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NEW HISPANIC AGENCY OPENED BY AWARD-WINNING DIRECTOR

NEW YORK (AdAge.com) -- One of the most-awarded U.S. Hispanic creative directors, Paco Olavarrieta, is opening an Hispanic agency in New York called OLE with Javier Escobedo, a former international marketer who worked most recently at Univision Online.

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HISPANIC MARKETING MAGIC FOUND IN SPANGLISH LANGUAGE MIX

NEW YORK (AdAge.com) -- When pop star Jennifer Lopez appeared at a recent Telemundo presentation to ad agencies and advertisers to promote her new production deal with the NBC-owned Spanish-language network, she spoke briefly in Spanish and described growing up watching telenovelas with her mother and grandmother. Ms. Lopez is typical of many U.S.-born Hispanics who were raised in Spanish-speaking households but live and work in a largely English-speaking world.

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PEPSI'S NEW MULTICULTURAL CAMPAIGNS GO TRIBAL

NEW YORK (AdAge.com) -- Pepsi-Cola Co. is taking aim at the multicultural heart. The cola giant is looking at young ethnic consumers more as tribes bound by shared interests than ethnicity.

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MICROSOFT SELECTS MULTICULTURAL AD AGENCIES

SAN FRANCISCO (AdAge.com) -- Microsoft Corp. has hired two agencies to handle ethnic advertising. The Miami office of GlobalHue will handle duties for African-American advertising, while Houston-based independent Lopez Negrete will work on Hispanic advertising.

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GAP'S OLD NAVY REVIEWS HISPANIC SHOPS

SAN FRANCISCO (AdAge.com) -- Gap Inc.'s Old Navy is searching for an Hispanic agency to develop its first Hispanic-targeted campaign, a company spokeswoman said.

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DIESTE WINS WESTERN UNION AD WORK

NEW YORK (AdAge.com) -- Western Union is in final negotiations with Dieste Harmel & Partners, Dallas, over the company's $10 million account, one of the largest U.S. Hispanic assignments, according to executives familiar with the review.

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SPORTS TEAMS REACH OUT TO HISPANICS

NEW YORK (AdAge.com) -- When General Electric Co.'s NBC brought professional boxing back to the network for the first time in 11 years on May 3, it did so with an eye on the fastest-growing population segment in the country.

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STUDY: HISPANIC YOUTH 'OVEREXPOSED' TO ALCOHOL ADS

WASHINGTON (AdAge.com) -- A group tracking alcohol marketing claims Hispanic youth are exposed to more alcohol ads than non-Hispanic youth.

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GM BREAKS NEW CAMPAIGN TO COURT HISPANICS

NEW YORK (AdAge.com) -- General Motors Corp.'s North American president speaks Spanish in a new corporate TV spot breaking nationally this weekend on Spanish-language networks Univision and Telemundo in a strong bid to reach Hispanic consumers.

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HISPANIC STARMEDIA RETURNS FROM THE DOT-COM DEAD

NEW YORK (AdAge.com) -- After virtually disappearing, StarMedia is back under new ownership. French telecommunications subsidiary Wanadoo, a profitable $2 billion European Internet and online directories business, now plans to project the portal at international Spanish-speaking markets.

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HILL, HOLLIDAY OPENS HISPANIC SHOP

NEW YORK (AdAge.com) -- Hill, Holliday, Connors, Cosmopulos is opening a U.S. Hispanic market agency in Florida. The as-yet-unnamed shop will be run by the former management team of Hispanic agency CreatAbility, Coral Gables, Fla. Jose Lopez-Varela, CreatAbility's former managing partner, will be vice president and managing director of the new uni...

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DEUTSCH, GOTHAM SPLIT $180 MILLION BANK OF AMERICA ACCOUNT

NEW YORK (AdAge.com) -- Bank of America has split its advertising account, worth more than $180 million, between two New York-based agencies within Interpublic Group of Cos. Interpublic's Deutsch will handle creative for the bank's retail operations, while sibling Gotham will handle advertising for business-to-business and wealth management progr...

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HOW HISPANIC CENSUS EMPHASIS HAS HURT AFRICAN-AMERICANS

I'm not quite sure when it began. It might be five, maybe six years ago. Perhaps it was brewing a great deal longer, just under the surface, Marc Stephenson Strachan is managing partner at S/R Communications Alliance in New York. TALK BACK TO ADAGE.COM Respond to our Letters to the Editor section: ...

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KMART SHIFTS MULTICULTURAL WORK TO OTHER AGENCIES

SAN FRANCISCO (AdAge.com) -- Kmart Corp. has moved its multicultural marketing assignments to two independent shops, an executive familiar with the situation said. Chisholm-Mingo Group, New York, has picked up the struggling retailer's African-American advertising, and Cultura, Dallas, was awarded Hispanic marketing. GlobalHue was incumbent The...

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ANA ANNOUNCES MULTICULTURAL AD AWARDS

SAN FRANCISCO (AdAge.com) -- The Association of National Advertisers honored Heineken, Pepsi-Cola Co., Still images from some of the winning TV spots, including Heineken's 'Macarena' (top), Pepsi's 'Brazil' (middle), and Sears' 'Eat Drink Man' (bottom). Sears, Roebuck & Co., General Electric Co. and their ad agencies in the second annual Mul...

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DIESTE WINS PFIZER CORPORATE ACCOUNT

BOSTON (AdAge.com) -- Pharmaceutical giant Pfizer has selected Dieste Harmel & Partners, Dallas, to handle corporate advertising for the Hispanic market after a review, an executive familiar with the decision said. The effort is estimated to be less than $7 million and will begin next year, covering issue-oriented ads as well as corporate and pe...

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