HispMrktWkly_Vol 16 Issue 8

February 27, 2012
Vo l u m e 1 6
T H E
I N D U S T R Y
SR
D A I L Y
N E W S
Issue 8
A U T H O R I T Y
Strength In Numbers
A Special Report on Hispanic Market Research
Most marketers know that customer growth determines
the health and success of their business… and that it’s Hispanic consumers who hold the key to that growth. Unlocking that growth opportunity requires getting to know that
consumer intimately in order to make the right connection
with them.
The quest now for many is to invest their marketing dollars appropriately to capture the fast-growing Latino buying
power, forecast to reach $1.5 trillion in three years.
A key component to doing so: research.
“There’s a big knowledge gap out there in terms of actionable Hispanic insights,” says Frenchie Guajardo, vice president of strategic innovation at MarketVision. “Identifying cultural insights through research, be it proprietary or secondary, allows marketers to go deeper into how Hispanics live,
what their needs are and how they shop.”
That data and insight, researchers concur, are rich territory for brands to make a more meaningful connection with Hispanic consumers.
“As we see more interest in the Hispanic consumer,
there’s a proliferation of research about the Latino segment,”
says Rudy Rodríguez, director of multicultural marketing at
General Mills. “We’re seeing media companies develop proprietary studies to talk about the new Latino consumer and
other major companies like Geoscape are talking about Hispanic diversity.”
While categories like consumer packaged goods have traditionally been the most active in researching the U.S. Hispan-
Highlights:
5 Tony's Return.
One of the pioneers of marketing to U.S. Hispanics,
Tony Dieste returned to
Dieste Inc., the agency he
founded nearly two decades
ago... this time as chairman.
The focus now is on the
"three “D’s”: demographics,
data and digital mobile.
HispanicMarketWeekly.com
6 Wanted: Hispanic
Shoppers.
Packaged foods maker
ConAgra Foods has
tapped MarketVision to
handle Hispanic shopper
marketing and consumer
promotions initiatives
across its brands and retail
activations.
ic market, others including research, cable, telecommunications and direct response, have stepped up their game over
the past few years.
“Research needs are evolving because now more and
more clients want to reach the bilingual, bicultural Hispanic,”
says Ida Chacón, vice president of marketing and commercial
solutions at market research firm Latinum Networks. “Return
on investment continues to be a big research topic.”
Still, there are challenges, particularly when it comes to
budgets and resources. Questions also arise about sample
quality in syndicated research as well as data interpretation
and how best to survey those Latino samples.
“Budgets for research have not grown at the same scale
and pace as the growth of the marketing initiatives themselves,” insists Carlos Santiago, chief strategist of Santiago
Solutions Group. “There is increased pressure to get more
insights, to get more definitive conclusions out of the research
and the market intelligence that clients buy.”
Changing Times, Changing Needs
While years ago most clients were squarely focused on
measuring activity from Spanish-dominant, 18 to 49 year-old
Latinos, a growing and changing market has forced them to
expand the scope and target of their research.
Additionally, the sophistication of those strategies combined with the fragmentation of media channels in existence
today have allowed researchers to really focus on discreet
9 Expanding The
Touchpoints.
As preparations for the
Hispanic television networks’ 2012-2013 Upfront
presentations kick into
high gear, advertisers are
looking at a broad range
of options to reach Latino
consumers.
11 Claudia MejíaHaffner
Claudia Mejía-Haffner has
joined The Jeffrey Group
as managing director of its
New York office, leading its
Hispanic practice. Until
recently, she led the U.S.
Hispanic marketing division
of Hill & Knowlton USA.
© 2012 Hispanic Market Weekly, All Rights Reserved. Do Not Copy or Distribute – Obey Copyright Laws
Fe b r u a r y 2 7 , 2 012
sub segments of the Hispanic population - attitude, behavior, purchasing
behavior, influencers, and propensity
to buy are just some of them.
While these factors combined point
to richer and more in-depth insights,
they pose increased pressure on the
sample and the methodologies.
“This strategy requires each sample
to be of a certain size so that it doesn’t
match margin of error delivered by a
smaller size,” says Santiago. “You also
have to use a variety of mechanisms
and methodologies to speak to that
sample - phone, online, and intercepts
- in order to ensure how robust your
conclusion is.”
In many cases, consumers themselves are impacting how and when
researchers can speak to them. Consumers, including Hispanics, are not as
open to being interviewed by
researchers as they were before.
“The willingness to interrupt
what they’re doing to help you out
that once distinguished Hispanic consumers doesn’t happen as much
today as it did 5, 10 or even 20 years
ago,” says Santiago. “Consumers are
less likely to be willing to go through
an interview process, especially if it’s
a long interview.”
Consumers’ demands that interviews be done on their terms, at their
own convenience, combined with the
proliferation of digital media have
opened a whole new realm in terms
of research.
The Digital Connection
The use of internet and mobile
technologies to survey consumers
have long been associated with English-dominant or English-preferred
consumers, but Spanish-dominant
Hispanics’ increased digital activity
is making them easier to target via
digital methods.
Many in the research industry
point out that social media and mobile
devices have fundamentally changed
the way marketers connect with Latinos online.
“We’re breaking many barriers
thanks to internet penetration,” insists
Latinum’s Chacón. “There’s enough
Hispanic representation online to be
able to conduct research online.”
She recalls that not too long ago
copy-testing of ads by brands and companies would be done through intercepts or phone interviews, an expensive
process that would take six weeks to
field and return results to the client.
Any changes or modifications required
re-testing and another six week process.
“It really handicapped you to go to
market effectively and efficiently,”
Chacón says. “These days, the online
space is allowing us to get more insights
faster and to keep consumers engaged.”
Rodríguez, from General Mills,
highlights the cost-effectiveness of digital research as one of its growth drivers.
“Traditional research was very
expensive, especially for in-person
interviews or intercepts,” he adds.
“New media is allowing companies to
develop new methodologies for online
research; and with most consumers
experienced with social and digital
media, it’s easier to understand the
validity of the research.”
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At General Mills, executives are
focused on ensuring that online samples
or surveys deliver the target consumer
they seek. “Surveys will continue to be
important,” says Rodríguez. “The goal
is to find cost-effective ways of engaging with Latinos that deliver richer
insights than traditional means.”
Capturing Latinos’ digital savvy
and their increased activity on all
things mobile and social, Latinum
recently unveiled “Voz Latinum,” an
online research community with
3,000-plus members.
That the strategy with Voz Latinum
has been to create discussion forms,
akin to an online focus group, where
the research company posts a question
to get consumers commenting and writing. As the sample has grown, consumers now are also posting questions
or bringing to the forum topics that concern them.
“You can show the latest print ad,
or share a television spot with them and
get instant feedback and commentary
from the members,” says Chacón. “People take the time to write paragraphs
rich with insights.”
Among the recent topics Voz Latinum has discussed are the State of the
Union, Premio Lo Nuestro, and the
Grammy Awards.
“The insights are so organic, so rich,
because consumers are talking to other
consumers,” says Chacón. “There’s
more robustness behind the results and
there’s a smaller margin of error.”
Challenges Remain
In addition to the greater budgetary pressures and greater pressures on
the performance of research and what it
needs to reveal to the marketer, companies are faced with increased competition from rivals.
“We seeing pressure from all sides
– the science behind the research, the
research objectives, and even the marketplace,” says Derene Allen, principal
at Santiago Solutions Group. “We
need to be smarter, about both
research and marketing.”
She suggests a “back to basics”
approach with a clear understanding
about the fundamentals of sampling –
identifying the right target segment and
who a brand or marketer want to sam-
ple against; determining the sample
sizes needed to deliver the insights a
client requires to make decisions and to
keep the margins of error low; and asking the right questions.
“We need to help clients understand the Hispanic market and the
nuances of research in the Hispanic
market,” Allen insists. “Research
providers need to step up to help their
clients fill in those gaps.”
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While researchers and clients have
more control over proprietary or customized research, the same can’t be
said for syndicated offerings which
have established samples, selected by
the research firm, and may not be
updated frequently.
“A lot of data sources are updated
more regularly, but the same blind
spots present years ago still exist,”
says Santiago.
One important challenge for marketers and researchers in the Hispanic
market is a lack of purchasing data
from independent supermarkets
across the U.S. Most syndicated
research companies don’t track Latino’s purchases at the dozens of independent markets, convenience stores
and mom-and-pop bodegas in highdensity Hispanic markets.
“These businesses have a solid
place in the purchasing pattern of Latinos, not only the Spanish-dominant but
biculturals too,” insists Santiago. “It’s a
big myth and a big opportunity… but
one has to come up with other research
tactics to understand what’s happening
in those channels and what the opportunities for return on investment activities there are.”
Consumer packaged goods is
one of the categories most impacted
by the gaps in the national supermarket samples.
“How is it possible that a Pepsi,
Gatorade, Frito-Lay or Kraft executive doesn’t know what they’re selling in the Hispanic market?” says
Isabel Valdés, veteran researcher and
author of the just released book WIN!
the Hispanic Market: Strategies for
Business Growth. “That means that
40- to 60-percent of sales to Hispanics
aren’t included in the reports that get
to corporate America and that they
use to set marketing budgets… it’s
killing us.”
A Rosy… But Busy Future
Few doubt that digital media will
drive the growth of Hispanic-focused
research over the next five years. It will
also make researchers and clients alike
dig deeper into consumers’ lives to get
the insights they need.
“In the old days, we used to do
quick in, quick out surveys that we’d
send out to clients,” Chacón recalls.
“Now consumers’ online behavior – the
content they discuss, what their conversations look like – are translating into
very powerful insights for clients.”
Creativity too will take a leading
role, say the experts, but not just in
terms of a new television spot or social
media campaign. Marketers have to
get more creative in how they conduct
the research, how they read into consumers’ online conversations and
social media behaviors.
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The task for some providers of syndicated research is to adapt their samples to fully reflect all Latinos.
“Research on purchasing behavior
is one area where from a national perspective we need better data,” says
General Mills’ Rodríguez. “They need
to improve their methodology and their
reach to really measure the size of the
business opportunity.”
This Week’s News
AGENCIES
Tony's Return
In a surprising move, Tony Dieste
last week returned to the agency he
founded nearly two decades ago... this
time as chairman. One of the pioneers
of marketing to U.S. Hispanics, Dieste
was away from Dieste Inc., now part of
Omnicom Group, for four years.
The focus now, says Dieste, is on
the "three “D’s”: demographics, data
and digital mobile.
"When we first founded the
agency, the premise was to innovate
the space and we took the industry
from small players to what it was
when I left," says Dieste. "We changed
the perception of multicultural marketing and now the industry is in a
place where we can bring a whole new
level of innovation."
Since his departure from the
agency in 2008, Dieste has been active
in private equity markets, serving as
investor, operator and CEO of various
companies, some focused on mobile
platforms and spectrum technologies.
That experience, Dieste recalls,
opened his eyes to new platforms and
technologies and how the world of liberal arts and creativity can be com-
bined with them to create interesting
ideas for clients.
"We have to become commercial
content creators of information that
can be deployed anywhere, at any
time, on any device," he insists. "We
need to be much more dynamic and
put a premium on some of the other
functions that are creating innovations
in the marketplace."
In this new role, Dieste will work
alongside Dieste's CEO Greg Knipp and
president Aldo Quevedo to lead the
Dallas-based agency's next chapter.
“I asked Tony to return to the
agency to bring a tech perspective and
as well as his creative leadership that
is unique in our space," said Knipp.
"Great companies today are being
built at the crossroads of creativity
and technology."
Dieste describes the current state
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of Hispanic marketing as "fun and
exciting" driven by new technology
and advertisers' recognition that Latino consumers are key to their growth.
"Some of the devices we use
today weren't around even two or
three years ago," Dieste quips, pointing out the attention a service like
online message board and social
media site Pinterest has gotten in the
four months since it debuted. "It’s
going to take smart, creative people
with tech savviness to figure out great
strategies and ideas in this next era of
media fragmentation."
During Dieste's absence from the
agency's day to day operations, Dieste
Inc. went through a number of management changes and reorganizations.
The agency completed a repositioning
and rebranding from Dieste Harmel &
Partners to Dieste Inc. and consolidated new disciplines, particularly digi-
tal and experiential.
In 2010, Knipp joined the agency
as CEO, replacing Melisa Quiñoy, who
stepped down after two years at Dieste's
helm (HMW Archives 10/25/10. Arriba/Abajo). She joined Dieste in 2008,
succeeding Warren Harmel.
The agency's transformation
began in 2006 when Dieste became
chairman and chief idea officer and
Harmel took the role of CEO and chief
insights officer. At the time, Quevedo
was promoted to president and chief
creative officer.
One year later, Harmel retired and
Quevedo took the reins of the agency,
working closely with Carmen Baez,
president of Omnicom Group's Diversified Agency Services (DAS). In 2008,
Dieste left the agency altogether.
In the last year, Dieste Inc. tapped
Jim “Wegs” Wegerbauer to lead the
agency’s planning discipline and Paco
Olavarrieta was brought on board as
chief content curator, leading creative
responsibilities for Dieste’s full-service
New York operation.
business imperative for ConAgra,
whose product line includes the
Hunt's, Chef Boyardee, Orville Redenbacher, and PAM brands.
“Creating effective consumer
promotions for the Hispanic market
requires deep cultural insights to
connect the brand to the target's
needs," Laura Puente, ConAgra’s
manager, strategic marketing, said in
a statement.
Executives at MarketVision, which
was selected in a national review, point
out that the key to shopper marketing
is insights and research. Hispanic
focused efforts have come into their
own over the last decade, notes
Frenchie Guajardo, vice president of
strategic innovation at MarketVision.
“As a practice it’s fairly new and
when you add in the Hispanic component it’s also growing rapidly,”
MARKETING
Wanted: Hispanic
Shoppers
Packaged foods maker ConAgra
Foods has tapped MarketVision to
handle its Hispanic shopper marketing
and consumer promotions initiatives.
The San Antonio-based multicultural
marketing shop will lead Latinofocused efforts across ConAgra's
brands and retail activations.
The decision comes amidst a
changing consumer dynamic in the
U.S. which has made U.S. Hispanics a
Forecasts call for the
number of Latinos in
the U.S. to reach 53.8
million by July 2012
Between 2000 and
2010, the Hispanic
population grew by 43
percent, from 35.3
million to 50.5 million
By 2010, Latinos
comprised 16 percent
of the total U.S. population of 308.7 million
The projected Hispanic
population of U.S. will
be 132.8 million by July
2050, representing 30
percent of the total
population
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says Guajardo. “Demand in this type
of strategy is growing across the board
as companies like ConAgra recognize
the growth and importance of the Hispanic market.”
She points out that shopper marketing requires intense collaboration
between the retailer and the manufacturer, driven by joint business
objectives. “The goal is to influence
consumer behavior to drive them to
a specific store and purchase a particular product,” says Guajardo.
“Accomplishing
that
requires
insights into consumer influences
and shopping patterns.”
Omaha-based ConAgra, whose
product portfolio also includes
brands such as Egg Beaters, Reddiwip, Wesson and Healthy Choice,
has been active in the Hispanic market for at least a decade. Over the
last five years, the company also
implemented Customer Connect, a
program that gathers information
from customer interviews, product
purchasing trends and shopper marketing data to price products and
guide marketing outreach.
Hispanics are fast-becoming a
primary indicator for company
growth and they’re having a direct
impact on businesses’ bottom line.
As part of the partnership with
MarketVision, ConAgra will also
intensify its consumer promotions,
initiatives more closely focused on
particular brands. A more established strategy in Latino-focused
marketing, consumer promotions are
designed to drive consumer behavior on a short term basis with specific behavior objectives.
The ConAgra assignment, notes
Guajardo, will include various types
of consumer activations in addition to
programs with retailers. On average,
consumer promotions, include on-air,
online and in-store components. These
include reward programs, giveaways,
loyalty programs and “something as
simple” as an ad in the Sunday paper
with a dollar-off coupon on a particular product.
While companies’ investments in
Latino consumer promotions and
shopper marketing initiatives didn’t
escape the recession, Guajardo points
out that both have fared well given
their impact on the bottom line.
“With both practices you see
immediate results versus traditional
media that have a broader halo
effect where you don’t see a payout
immediately,” she insists. “A large
portion of brand budgets are going
into consumer promotions and
shopper marketing because both
drive short term sales.”
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TELEVISION
Comcast Unveils Latino
Networks
When Comcast finalized its deal to
acquire NBCUniversal last year, it
agreed to an FCC-mandated requirement to increase programming targeting minorities.
Just exactly how the cable giant
planned to do that became clearer
this week, when executives revealed
they would carry four new ethnicowned networks to roll out over the
next few years.
Two entries – “Baby First Americas” and “El Rey” - will target Hispanic audiences. Also in the mix are
“Aspire,” an inspirational network
backed by basketball great Earvin
"Magic" Johnson, and “Revolt,” a
music video outlet from music mogul
Sean "Diddy" Combs.
The first Latino-focused network is
BabyFirst Americas, which was hatched
from an idea by company CEO Constantino "Said" Schwarz. It launches this
April and will aim to help Hispanic parents help their children integrate into
U.S. society.
"When these children are hitting
kindergarten, they’re getting there
with only 25 percent of the vocabulary of their non-Latino counterparts," says Mario Solís-Marich, vice
president of programming at BabyFirst Americas.
He explains that shows on BabyFirst Americas will have three purposes: to educate children, to give parents
tools to engage with children, and to
introduce the total marketplace to Hispanic culture.
"A large percentage [of programming] will be original, just because
there isn't a lot of this type of content
out there," Solís-Marich adds.
There will be some programming
that's acquired and repurposed as well,
such as the Puerto Rican show "Atención Atención," which will air when
BabyFirst Americas launches.
Network executives aren’t revealing the other program already secured,
but it's an animated series featuring a
character that has appeared in books. In
all, the network is developing around
20 new programs at the moment.
The other Latino-focused network
picked up by Comcast is called El Rey,
from filmmaker Robert Rodríguez and
FactoryMade Ventures' John Fogelman
and Cristina Patwa.
Rodríguez says the network will
target an audience similar to those who
take in his movies, which include "El
Mariachi," "Sin City" and "Machete."
"There's really nothing like it on
television, it fills a void for secondand third-generation Latino programming," he adds. "Even though I always
have really strong female characters,
you can describe it as more male programming. If had to point something,
it'd be less Lifetime and more Spike or
Comedy Central."
Rodríguez, Fogelman and Patwa
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have formed Tres Pistoleros Productions, a company that will produce
much of the content El Rey will air
when it launches in 2013 or 2014. The
idea is to create content that fits in the
trio's vision of the network, so others
can create similar programming in
the future.
"We thought, let's lead by example,"
Rodriguez insists. "Let's create some premiere shows that we want so we can let
people know where the bar is set."
Since El Rey will mainly target
younger, male and Latino audiences,
its creators know social media will
play a large role. "We're very
focused on that and we hope to be
someone that really pushes the
envelope," says Fogelman. "Most
channels that exist today were built
in a 1950s linear world. Now we
know people are experiencing life in
a more social way."
Here’s a closer look at the 2012
Upfronts calendar and venues:
May 14
Azteca América
7PM
Top of the Standard
May 15
Univision Communications
Univision, TeleFutura, Galavisión, Univision tlnovelas, Univision Deportes, Univision Noticias, De Película, De Película
Clásico, Telehit, Ritmoson Latino
and Bandamax
Noon
New Amsterdam Theater
For its part, BabyFirst Americas
would also like to integrate social
media into its programming.
"We understand clearly the
importance of the handheld screen to
our community, and we're designing
our shows with that in mind," says
Solís-Marich.
BabyFirst Americas and El Rey
have both secured carriage on Comcast cable, but they're not exclusive
arrangements. Each will seek to gain
further distribution on other cable
and satellite systems.
Executives from both networks
appreciate Comcast's role in fostering
ethnic programming,
Says Rodriguez: "What I like about
it is they didn't just approach it like,
'let's just check this box off' - they were
genuinely excited about it. They liked
the pitch and really stepped up. That
was a very nice surprise."
Discovery U.S. Hispanic
Discovery en Español and Discovery Familia
3:30PM
The TimesCenter
Telemundo Media
Telemundo and Mun2
6PM
Museum of Natural History
May 16
Fox Hispanic Media
Fox Deportes, Utilísima, Nat Geo
Mundo
12:30PM
The event site has not been
announced
Expanding The
Touchpoints
As preparations for the Hispanic
television networks’ 2012-2013 Upfront
presentations kick into high gear, delivering opportunities to connect with a
rapidly changing Latino audience base
are top of mind for both media companies and marketers.
This year, advertisers are looking at
a broad range of options to reach Hispanic consumers. In addition to traditional broadcast and cable networks,
newer offerings include targeted channels that reach a specific audience base
as well as digital media – both online
and mobile.
Agency executives and industry
insiders point out that having eight networks making formal presentations
during upfront week in New York is
testament to the good health of Spanish-language television.
Vme
3PM
The event site has not been
announced
Tr3s: MTV, Música y Más
6PM
The event site has not been
announced
May 17
Estrella TV
Noon
Gotham Hall
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IS LOOKING FOR...
National Sales Director
HMW is looking for a National Sales Director with recent experience managing relationships with
advertisers in the Hispanic marketing and media space. Candidate should be a detail-oriented team
player with excellent written and verbal skills. Good command of spoken and written English is a
must and Spanish a plus.
Specifically, the candidate will:
- Manage and update the advertising schedules in Hispanic Market Weekly and its features.
- Handle advertising traffic (from advertisers/designers to web master).
- Handle account service requests from clients.
- Manage and keep a daily detailed track of all advertising activity.
- Sales support for Publisher, including creating and sending advertising proposals.
- Create and send advertising offers and special communications to HMW’s client database.
Candidate must have experience in, and very current knowledge of, the U.S. Hispanic market and
its principal players.
Ideal location would be Miami, and New York is a good option.
Distribution Director
HMW is searching for a Distribution Director to help expand content distribution. Candidate
will sell and market subscriptions and site licenses to the booming Hispanic marketing industry.
Targeting client side marketers, ad agencies, media companies and more, you will use your good
command of spoken and written English to illustrate how their companies will benefit from subscribing to our services. Candidate will also work on improving our current lists, manage our
subscription renewal process and gather new lists through our network and our very valuable
weekly editorial contacts.
Person must be organized and proficient in closing sales. Experience selling Hispanic media and/or
2+ years experience in business to business outbound telesales a huge plus.
Candidate must have experience in, and current knowledge of, the U.S. Hispanic market and its
principal players.
Ideal location would be Miami, and New York is a good option.
Candidates should send resume to HMW Publisher Arturo Villar, at
[email protected]
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ARRIBA/ABAJO
María López-Knowles has been
promoted to president of GlobalHue
Latino amidst an agency restructuring
that includes two other promotions and
two new hires. In this new role, she will
oversee the New York-based shop.
López-Knowles joined GlobalHue Latino in mid-2010 as executive vice president of client services.
The reorganization at GlobalHue
includes:
Vida Cornelious – promoted to
chief creative officer. She will manage the total creative functioning of
the agency. Until now, she was
executive creative director.
Michael Jacobs – promoted to chief
digital officer, overseeing GlobalHue's digital division as well as its
sister companies. The newlyformed team will focus on platwhich operates in 18 markets throughout the region. He replaces Riccardo
Ferraris who has overseen Grey Latin
America and Grey Brazil since 2009 and
will helm the Brazil agency. Groenendaal will remain based in New York.
In addition to this new assignment,
Groenendaal remains CEO of sibling
agency Wing, which specializes in the
U.S. Hispanic and multicultural markets. Grey created Wing – then
Winglatino – in 2000 by combining the
operations of FOVA and San Juan-based
West Indies & Grey (HMW Archives
8/7/2000. Consolidating).
"He has taken Wing to the next
level of its success and will accelerate
our growth as we unite our Latin American and U.S. Hispanic capabilities into
a powerful resource," Jim Heekin, CEO
of Grey Group, said in a statement.
forms, apps and gaming. Most
recently he was GlobalHue’s executive creative director.
Matt Lee – joins the agency as senior vice president of business
development. Most recently he led
marketing strategy at WaitAway, a
hospitality industry software
developer. Earlier he worked at
digital and direct marketing agency
MRM Worldwide and spent nine
years at TBWA/Chiat/Day in New
York.
Jorge Abascal - joins GlobalHue as
creative director. Most recently he
led a team of art directors and
graphic designers at digital and
direct marketing agency MRM
Worldwide. Previously, Abascal
was creative director at CCA.
Claudia Mejía-Haffner has
joined The Jeffrey Group as managing
director of its New York office. She will
Groenendaal joined the Grey ranks
in mid-2008 to lead Wing upon the
departure of long-time CEO Jackie Bird
(HMW Archives 8/25/08. Jackie Bird &
Alain Groenendaal).
Previously, he spent three years as
general manager of Miami-based la
comunidad and earlier in his career
served as senior vice president of
regional strategy and business development director for Latin America and the
Caribbean at Leo Burnett (HMW
Archives 10/31/05. Arriba/Abajo).
Andrew Speyer was promoted
to managing director of Wing, No. 2 in
command at the New York-based
agency, reporting to Alain Groenendaal. He joined Grey-owned Wing in
late 2010 as head of strategy, overseeing the New York-based agency’s
manage the agency’s Hispanic practice,
leading a client roster that includes
Clorox, Fox Hispanic Media, Johnnie
Walker, José Cuervo, T-Mobile, UnitedHealth Group, and Volkswagen. In this
new role, Mejía-Haffner reports to
agency president Mike Valdés-Fauli.
Mejía-Haffner brings 15 years of
Latino market experience to The Jeffrey
Group. Most recently, she led the U.S.
Hispanic marketing division of Hill &
Knowlton USA overseeing its New
York office. Previously, she was vice
president of The Axis Agency, a Los
Angeles-based multicultural public
relations firm (HMW Archives 3/20/08.
News Briefs).
Earlier in her career, Mejía-Haffner
was senior account supervisor at
DeVries Public Relations and senior
account executive at Edelman.
Alain Groenendaal has been
named CEO of Grey Latin America,
account planning discipline (HMW
Archives 10/11/10. Arriba/Abajo).
A veteran planner, Speyer was previously director of account planning at
Zubi Advertising. He started his career
at Crispin Porter + Bogusky in Miami
and held planning positions at Fletcher
Martin Ewing and la comunidad.
Advertising With
Hispanic Market
Weekly
Reach10,000
Hispanic Market
Decision Makers
Every Week!
11
HispanicMarketWeekly.com
Fe b r u a r y 2 7 , 2 012
Breaking Ads
powered by Media Economics Group/HispanicWebMonitor™
Brand/Campaign:
Advertiser:
First date captured:
Description:
Site(s):
Honda CR-V
Honda Motor Co.
2/14/12
Honda Spanish-language campain for New CR-V.
979LaRaza.com (Los Angeles), Batanga.com, BeisbolMundial.com, BuenaMusica.com, ContigoLA.com, ElDiarioNY.com, FutbolMundial.net, HoyNYC.com, Impre.com,
LaMusica.com, LaOpinion.com (Los Angeles), LaRaza.com
(Chicago), LaVibra.com, Mega.Tv (Miami), Musica.com,
PeopleenEspanol.com, RincondelVago.com (U.S. Hispanic),
Starmedia (U.S. Hispanic), Terra (U.S. Hispanic), Univision.com, Vanidades.com, VistaMagazine.com,
YoSoyRaza.com (San Francisco)
Brand/Campaign:
Advertiser:
First date captured:
Description:
CALottery.com "Scratchers"
California State Lottery
2/13/12
California Lottery Spanish-language ad campaign for "Hot
Streak" lottery game.
Univision.com
Brand/Campaign:
Advertiser:
First date captured:
Description:
Ikea "Aprovecha Los Dias"
IKEA North American Services
2/13/12
Bilingual Ikea "Aprovechas Los Dias"/"Seize the Days" sales
promotion. Sales promotion days are: February 18 - 20,
2012.
Guanabee.com, NocheLatina.com, Univision.com, Utilisima.com.
Site(s):
Site(s):
Brand/Campaign:
Advertiser:
First date captured:
Description:
Site(s):
Gillette "Fusion ProGlide Styler - Estilo Deportivo"/ESPNDeportes.com
Procter & Gamble
2/20/12
Gillette "Fusion ProGlide Styler" promotion "Vota por la
jugada de la liga con mas estilo". Sponsorship of "Estilo
Deportivo" special section on ESPNDeportes.com
ESPNDeportes.com (U.S. Hispanic)
© 2001-2012 Media Economics Group
12
HispanicMarketWeekly.com
Feb r u a r y 2 7 , 2 012
Volume 16 - Issue 8
2332 Galiano Street
Coral Gables, FL 33134
Tel: 305.448.5838
TABLE OF CONTENTS
STRENGTH IN NUMBERS
Fax: 305.728.7001
www.hispanicmarketweekly.com
A Special Report on Hispanic Market Research.............................................................................................1
Publisher:
Arturo Villar
[email protected]
AGENCIES
Editor:
Cynthia Corzo
[email protected]
Tony's Return.
Tony Dieste returned to Dieste Inc., the agency he founded nearly two decades ago..........................5
MARKETING
Wanted: Hispanic Shoppers.
ConAgra Foods tapped MarketVision for Hispanic shopper marketing and consumer promotions...................6
TELEVISION
Comcast Unveils Latino Networks.
Comcast will carry four new ethnic-owned networks to roll out over the next few years.............................8
Expanding The Touchpoints.
Latino networks’ 2012-2013 Upfront presentations are kicking into high gear.................................................9
ARRIBA/ABAJO
María López-Knowles.............................................................................................................................................11
GlobalHue Latino............................................................................................................................................11
Claudia Mejía-Haffner .............................................................................................................................................11
Alain Groenendaal ...........................................................................................................................................11
Andrew Speyer.........................................................................................................................................11
BREAKING ADS
A close-up look at selected new online ad campaigns that have launched
on Hispanic-focused websites......................................................................................................................12
HispanicMarketWeekly.com
Sales Marketing Manager:
Helene Díaz
[email protected]
Web Manager:
Andrew Schwartz
[email protected]
Operations Manager:
Zelena Rivera
[email protected]
Hispanic Market Weekly is published every Monday by
Solmark Media Group, Inc.
Hispanic Market Weekly has no connection to any other
existing newsletter, media group, agency, advertiser,
researcher or network.
The editors are solely responsible to their readers and
to themselves.
COPYRIGHT NOTICE:
It is a violation of federal copyright law to reproduce or
distribute all or part of this publication or its contents by any
means. Hispanic Market Weekly does not license or
authorize reproduction by subscribers or anyone else
without specific written permission. However, multiple copy
or site license subscriptions are available at substantial
savings. Please contact Helene Diaz
([email protected]) at 305.448.5838 for
more information.
Copyright 2012. Hispanic Market Weekly
All rights reserved.
Launched March 24, 1997, HMW has been chronicling
breaking news in the Hispanic marketing and media
industries every week. For our editorial pledge please
visit www.hispanicmarketweekly.com