AdAge: Hispanic Marketing

Advertising Age - Hispanic Marketing
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.

U.S. Hispanic Shops Are Big Winners at Wave Festival for Latin America in Rio

U.S. agencies Alma and We Believers were the second and third most-awarded agencies at the Wave Festival for Latin America held last week in Rio de Janeiro. (The perennial No. 1 is Brazilian shop Almap BBDO).

That's the best performance yet at the Wave for the U.S. Hispanic market, and includes a Grand Prix in the Design category for We Believers' "Edible Six-Pack Rings" work that won four Lions at the last Cannes Lions International Festival of Creativity. The agency re-thought the plastic rings that hold together six-packs of beer and are often discarded in the ocean where they harm wildlife, by making them biodegradable and safe to eat. (The Wave Festival is organized by Ad Age's partner in Brazil, Grupo Meio e Mensagem).

Besides the Grand Prix, "Edible Six-Pack Rings" picked up two gold awards in the Promo category and two bronze awards in PR and the environmentally-friendly Green Wave category.

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U.S. Hispanic Agencies: Final Deadline to Enter Wave Festival Is March 24

The deadline for entries has been extended for the Wave Festival, a leading ad festival for Latin America that includes the U.S. Hispanic market and Puerto Rico.

The final deadline to enter the Wave is Friday, March 24, 2017. See the Wave's 15 categories and enter here.

Advertising Age is partnering with the Wave, to be held April 5 and 6 in Rio de Janeiro. The regional Wave Festival is organized by Meio & Mensagem, Brazil's top advertising and marketing publication and events organizer, and Ad Age's longtime partner in Brazil.

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Post Zubi Advertising, Joe Zubi Seeks His Next Job

For the first time since Tere Zubizarreta opened U.S. Hispanic shop Zubi Advertising Services more than 40 years ago, there won't be a Zubizarreta at Zubi.

Joe Zubi and Michelle Zubizarreta are planning their next acts after earlier this month selling the family-owned agency started by their mother to WPP's GTB agency network in a deal that brought one of the last remaining significant pieces of Ford Motor Co. business into the holding company.

Rather than an earnout agreement that would keep them at the agency, the two siblings have a brief two-month consulting agreement through next month.

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U.S. Hispanic Shops: Enter 2017 Wave Festival for Latin America by March 17

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.

Entries are due by Friday, March 17, 2017 for the Wave. See the Wave's 15 categories and enter here.

Advertising Age is partnering with the Wave, to be held April 5 and 6 in Rio de Janeiro. The regional Wave Festival is organized by Meio & Mensagem, Brazil's top advertising and marketing publication and events organizer, and Ad Age's longtime partner in Brazil.

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Paco Olavarrieta Joins Hispanic Shop D Exposito as Chief Creative Officer

Paco Olavarrieta, a well-known U.S. Hispanic creative director, is returning to New York as a partner and chief creative officer at independent Hispanic shop D Exposito & Partners, after more than five years at Omnicom-owned Dieste in Dallas.

D Exposito was started in 2005 by Daisy Exposito-Ulla and her filmmaker husband Jorge Ulla, who is chief ideation officer. Ms. Exposito-Ulla, the agency's chairman-CEO, was born in Cuba and entered advertising as a creative at Y&R's Hispanic shop Bravo Group in New York and rose to chairman and CEO of that agency before leaving in 2004.

Mr. Ulla said that D Exposito is a solid independent agency with loyal clients "but today we need a more audacious creative identity."

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Bud Light Ad Will Run on Spanish-Language Super Bowl Broadcast

Another Bud Light spot in the new "Famous Among Friends" campaign from Wieden & Kennedy will debut in the Super Bowl, in Spanish on the Spanish-language telecast on Fox Deportes.

"Family Friends" adds a Hispanic twist to the campaign's friendship theme, with friends given the status of family. The spot takes place at a party, where a voiceover introduces small groups of people enjoying themselves with a Bud Light as the cousins, the aunts and uncles, the compadres, and so on.

"We know friendship is particularly relevant for Hispanic consumers," said Maria Teresa Garcia-Rosell, senior marketing director for Bud Light at Anheuser-Busch InBev. "We know they like sharing an emotional bond with their friends. Hispanics view their friends as family."

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WPP's GTB Buys U.S. Hispanic Shop Zubi Advertising

"We've been able to find a way to match what GTB has done with cultural relevance, to the point where some of our work has gone into the mainstream," Mr. Zubi said.

Within the WPP and GTB structure, Zubi Advertising will report in to Satish Korde, GTB's global chief executive officer. "Zubi does outstanding work and exhibits an authentic culture of extraordinarily talented people," Mr. Korde said in a statement.

"We want to make sure the Zubi agency continues to thrive and grow, and everyone here is excited about where this can lead us," Mr. Zubi said.

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Grupo Gallegos Restructures as Broader Group Called United Collective

The Los Angeles agency John Gallegos opened 16 years ago is pivoting from U.S. Hispanic shop Grupo Gallegos to the more integrated and broadly targeted communications group United Collective.

Over the last few years, Grupo Gallegos has hired more senior execs from the general market, most recently Dave Damman, a former chief creative officer and managing partner at Carmichael Lynch, who joined as co-president and chief creative officer last June. The other co-president, Andrew Delbridge, an Australian, joined from U.S. shop McKinney back in 2012. Neither exec had worked in the multicultural market before.

"Our vision is to be the most culturally-attuned creative collective in the U.S.," Mr. Gallegos said. "We're going beyond multicultural as in ethnic. Music, entertainment, gender, LGBT, ethnicity, all make up the greater culture."

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Ex-LatinWorks President Sergio Alcocer Opens Agency Called Rest of the World

Sergio Alcocer, one of the best-known U.S. Hispanic creative directors, is launching an agency called Rest of the World, in a return to the ad industry following the end of his non-compete agreement with Omnicom Group.

Mr. Alcocer left Omnicom-backed LatinWorks at the end of October 2015 after 16 years at the Hispanic shop where he was president and chief creative officer.

"I always wanted to keep doing advertising, and multicultural advertising is what I love," he said. "Rest of the World is a multicultural mission. I want to bring Latin-inspired creative to the mainstream."

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