Advertising Age - Hispanic Marketing
U.S. Hispanic marketing and media news and the best creative advertising: The biggest stories, trends and data in marketers' multi-billion dollar efforts to reach America's most rapidly growing demographic, from Spanish-dominant to acculturated, bilingual Latinos.

McDonald's Snags Multicultural Award at ANA Conference

BOCA RATON, Fla. (AdAge.com) -- One of the most multicultural -- and most applauded -- winners at the Association of National Advertisers' Multicultural Excellence Awards was a general-market spot for McDonald's Corp.

Study: Multicultural Efforts Lack Funding, Internal Support
NEW YORK (AdAge.com) -- In a new survey the Association of National Advertisers conducted for its annual Nov. 16-18 multicultural conference, only 45% of respondents said they are satisfied with the results of their companies' multicultural initiatives, and 26% said they are somewhat or very dissatisfied.

Argentine Adman Vega Olmos Leaves Lowe, Unilever Account for JWT

NEW YORK (AdAge.com) -- Fernando Vega Olmos, a legendary Argentine adman who is one of the leading creatives in the Spanish-speaking world, is moving to JWT from Lowe Worldwide, where he has been the global creative director for the network's growing Unilever business for several years. Last year he became chairman of Lowe's new Madrid-based Lola agency.

The Sweet Sound of Download Revenues

NEW YORK (AdAge.com) -- About 30% of the video entries in a recent Sprint-sponsored contest inviting people to sing like Colombian megastar Juanes were filmed and sent using cellphones rather than laptops or camcorders. That illustrates the oft-made point that Hispanics overindex on mobile-phone technology.

With Trial Coming Up, Economy Is Tip of the Iceberg for Univision

NEW YORK (AdAge.com) -- Spanish-language TV is suffering from the economic downturn along with the English-language networks, but the biggest player, Univision Communications, has other issues to deal with too.

Experiential Media No. 1 Way to Influence Latinos
NEW YORK (AdAge.com) -- Experiential marketing is the medium most likely to persuade Hispanic consumers to buy a product, according to a recent survey commissioned by experiential-marketing company Jack Morton Latino, but respondents had strong opinions about how events should be organized.

How Much Will You Save With a Hybrid? Prius Maps It Out

NEW YORK (AdAge.com) -- Toyota will market the Prius to Hispanics for the first time with Pixelmetro, a web application that measures the distance your computer mouse travels.

BofA, Sears Lead Minority Brand-Preference Survey
NEW YORK (AdAge.com) -- In a survey of multicultural consumers' brand preferences in the Dallas/Fort Worth area, Bank of America was rated the most popular bank, with Chase a not-very-close second among Hispanics, blacks and Asian-Americans.

Finding New Diets in a New Country

NEW YORK (AdAge.com) -- General Mills is expanding its Hispanic-marketing platform Que Rica Vida (What a Healthy Life), which includes a website and magazine about healthful living, with a grass-roots program to offer lessons about nutrition to up to 10,000 Hispanic women at community centers starting recently.

Nissan's Multicultural Account Finds New Home at Omnicom
NEW YORK (AdAge.com) -- Nissan North America is moving its multicultural account to Omnicom Group, to a new agency that will be set up to comply with Nissan's requirement for certified minority ownership and attempt to create a new model for handling multicultural business.

Hispanic Shop Winglatino to Lose Longtime Chief

NEW YORK (AdAge.com) -- Jackie Bird, the longtime president-CEO of Grey Group's Hispanic agency Winglatino, is leaving the agency after 20 years and will be replaced by Alain Groenendaal, who joined joined Winglatino this week. He was formally general manager of independent Hispanic creative shop La Comunidad.

Former Telemundo Exec Zel to Head La Comunidad

NEW YORK (AdAge.com) -- One of the U.S. Hispanic market's hottest creative shops, La Comunidad, will name Antoinette Zel, a well-known former top Telemundo executive, president today. Ms. Zel has never worked at an ad agency.

Hispanic Mags Post Double-Digit Ad Gains, but Not All Are Thriving

NEW YORK (AdAge.com) -- Among Hispanic media, the magazine category is posting double-digit ad-revenue gains, but not every title is growing, and some, such as Tu Ciudad and Estylo, an 11-year-old, bilingual Latin entertainment and style magazine whose final issue was June 2008, are closing.

The Hispanic Fact Pack

NEW YORK (AdAge.com) -- As U.S. ad-spending growth virtually ground to a halt in early 2008, the $4 billion U.S. Hispanic market continued to post small but respectable gains. In 2007, Hispanic ad spending grew 4.2% while the general market was essentially flat at 0.2% growth, according to TNS Media Intelligence. A comprehensive look at how that's being spent can be found in Advertising Age's fifth-annual Hispanic Fact Pack.

People en Espanol Hires TV Exec as Publisher

Canceled Show's Sponsor Scrambles to Save Promo

Telemundo Teams With GMC for Made-for-Web Soccer Reality Series

NEW YORK (AdAge.com) -- It's a long shot. That's a loose translation of the title for a Spanish-language reality series Telemundo Communications Group is creating for broadband -- and General Motors' GMC Sierra truck.

U.S. Hispanic Shops Bring Home Hardware

NEW YORK (AdAge.com) -- U.S. Hispanic agencies picked up two prizes at last month's Cannes Lions International Advertising Festival, including the first Lion for Saatchi & Saatchi's Latino shop Conill.

Terra Targets U.S. for First English-Language Launch

NEW YORK (AdAge.com) -- Eyeing U.S. expansion beyond the Hispanic market, Spanish portal Terra is starting to add English on its Spanish-language site and has picked the U.S. as the first market for the launch of an English-language social-video bookmarking site called Kazivu.

How Being 'There' at Right Time Paid Off for State Farm Musicians

NEW YORK (AdAge.com) -- What if, during the casting of a State Farm commercial, three struggling Mexican musicians with day jobs such as gardening and construction work meet for the first time and form a successful band, get gigs, release a CD, do radio and TV interviews, and live the American dream?

People Meters Causing Static for Advertisers
NEW YORK (AdAge.com) -- Hispanic radio stations and ad agencies fear a huge drop in ratings when Arbitron moves from paper diaries to Portable People Meters to measure radio audiences.

Study Reveals Habits of Hispanic Internet Users
NEW YORK (AdAge.com) -- A groundbreaking study of online U.S. Hispanics done by ComScore for Terra Networks USA in February looked at everything from ethnic pride to video advertising.

Sprint, Nissan Make Big Branded-Entertainment Plays With Soccer Shows

NEW YORK (AdAge.com) -- For aspiring sports stars -- and marketers such as Sprint and Nissan -- the reality show "El Juego Supremo" ("The Supreme Game") could become the "American Idol" of soccer as branded entertainment grows in the U.S. Hispanic market.

Meet Your Hispanic Creative Judges

NEW YORK (AdAge.com) -- Juan Carlos Rodriguez, chief creative officer of Puerto Rican agency Badillo Nazca Saatchi & Saatchi, will chair the jury for Advertising Age's 10th annual Hispanic Creative Advertising Awards.

Univision, Grupo Televisa Will Finally Take Battle to Court

NEW YORK (AdAge.com) -- After years of dramatic threats and endless sniping, leading Spanish-language network Univision Communications and its main program supplier and former shareholder, Mexican media giant Grupo Televisa, will face off in court this week.

Hispanic Shop LatinWorks to Acquire Cultura

NEW YORK (AdAge.com) -- Omnicom Group's LatinWorks will acquire another Omnicom-backed Hispanic shop, Cultura, whose founder, Juan Faura, is returning to consulting. An announcement is expected today. With this deal, brokered by Omnicom's DAS division, all four U.S. Hispanic agencies within Omnicom have undergone major restructuring in less than a year.

Americans Cry 'Racism' Over Absolut Poster

NEW YORK (AdAge.com) -- In a nightmare scenario for Absolut vodka and global agency TBWA, a print ad that ran only in Mexico was picked up by American bloggers, entered the blog-fed news cycle and inflamed U.S. anti-immigration factions, detonating racist comments and calls for a boycott of Absolut.

People en Espanol's Hernandez Departs for Telemundo

NEW YORK (AdAge.com) -- Jacqueline Hernandez, publisher of People en Espanol, is moving to NBC Universal-owned Telemundo Communications Group as chief operating officer, a new post. She will be responsible for both Telemundo, the No. 2 Spanish-language network, and Telemundo's Hispanic youth cable channel mun2.

What Shaky Economy? Hispanic Nets Bet Ad Growth Will Continue

NEW YORK (AdAge.com) -- This year there will be new faces in the Hispanic TV upfront, including young channels Mega TV and V-me, and a few absentees, such as No. 2 Spanish-language network Telemundo. Then there's market leader Univision, roaring into the upfront to lure marketers in a shaky economy with the confident theme "Univision equals your growth engine."

Getting Hispanics to the Polls

NEW YORK (AdAge.com) -- More than 20% more Hispanics are likely to vote this year than in the last presidential election, with about 9.3 million Latino voters going to the polls, according to forecasts by the Tomas Rivera Policy Institute.