http://www.hispanictips.com Essential Hispanic & Latino News :: Relevant, Trusted, Comprehensive and Useful Wed, 25 Nov 2009 23:04:57 +0000 http://wordpress.org/?v=2.8.4 en hourly 1 http://www.hispanictips.com/2009/11/24/lopez-negrete-communciations-garners-top-honors-at-the-54th-annual-art-directors-club-of-houston-awards-show/ http://www.hispanictips.com/2009/11/24/lopez-negrete-communciations-garners-top-honors-at-the-54th-annual-art-directors-club-of-houston-awards-show/#comments Tue, 24 Nov 2009 16:26:36 +0000 Tomas http://www.hispanictips.com/?p=68381 Lopez Negrete Communications, the second largest independent Hispanic owned and operated agency in the country, earned the Gold for its “El Santa Holiday Card” at the 54th Annual Art Directors Club of Houston (ADCh) Awards Show. The agency was also recognized with two Silvers and two Bronzes in the Advertising category for esteemed clients Bank of America, Dr Pepper Snapple Group and Wal-Mart Stores.

“Houston has always had a world-class design community that has been recognized far and wide. As such, the ADCh Awards Show has never been easy to win in – but when you do, it’s a source of great pride and a sense of accomplishment,” said Alex López Negrete, president, CEO and chief creative officer of Lopez Negrete Communications.

The piece which won the ADCh Gold is the agency’s 2008 holiday card. On the cover it depicts Santa Claus with his flowing white beard, red suit and beaming eyes, but with a luchador (a Mexican wrestling suit) mask and cape, posed in a stance ready to take on those on his “naughty” list. The cover of the card reads like a throwback comic book: bright reds and blues, punchy catchphrases in 3-D text, and the kitschy use of apostrophes and exclamation marks. The inside re-imagines the old Christmas jingle “Santa Claus Is Coming to Town” with wrestling slang, while wishing the recipient a happy holiday.

“It’s extraordinarily meaningful to us that the piece that won the Gold was one of the last pieces written by our esteemed friend and colleague, Brett Elliott. This piece has the impish wit that was his mark. It’s a sweet win. I know he’s smiling,” expressed López Negrete.

Along with the aforementioned Gold, the agency also brought home two Silvers and two Bronzes in the Advertising category. “The Sum,” winner of the Silver in Television (non-English) and “Step Up,” “Tango,” “Pickup,” and “School Dance” were Silver award winners for Television Series. All were created for long-time Lopez Negrete client Bank of America. The Bronzes went to Wal-Mart and to Dr Pepper Snapple Group, for the television ads “Wishful Thinking” and “Sevenísima,” respectively.

All winning work was overseen creatively by López Negrete as CCO with the creative department,



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as a whole, led by Vice President/Creative Director Javier Gonzalez-Herba. The “El Santa Holiday Card” team is comprised of Luis Gonzalez, executive creative director; Joshua Patron, associate creative director; Jorge Leza and Mimi Boneta, art directors; Brett Elliott, copywriter; and Miguel Rios, illustrator. The agency’s Bank of America team consists of Gonzalez; Patron; Art Director Gwendolyne Echenagucia; Copywriter Alonso Nuñez; Directory of Broadcast Production Marlo Baker; and Executive Group Account Director Marisol Cruz. The group responsible for Wal-Mart’s Vision Center Bronze award winner is Creative Director Miguel Moreno; Associate Creative Director Olga Reyes; Art Director Karen Kain; Copywriter Pablo Carpintero; Broadcast Producer Claudio Milczewski; and Executive Group Account Director Frank Sendra. And the “Sevenisima” Bronze honor can be credited to Gonzalez, Echenagucia, and Baker.

The ADCh Gold rounds off a successful award season for Lopez Negrete. In 2009 the agency was honored with 45 ADDY® Awards from the American Advertising Federation - Houston, including its sixth consecutive Best of Show, later in the year, the agency was also awarded a coveted ARF David Ogilvy Award – the first multicultural trophy awarded in the history of these awards.

The Art Directors Club of Houston is a nonprofit organization for those involved in all aspects of advertising and graphic design. The ADCh was founded in 1955, and members include art directors, graphic designers, production artists, copywriters, photographers, stylists, illustrators, media producers, and others in related fields, including students and teachers.


ABOUT LOPEZ NEGRETE COMMUNICATIONS, INC.

Lopez Negrete Communications is an independent, Hispanic owned and operated full service agency specializing in Hispanic marketing. Headquartered in Houston, Texas, with a second office in Los Angeles, CA, the company’s billings for 2008 are estimated at $161 million. Since 1985, Lopez Negrete has offered a full range of advertising, marketing and public relations services to industry leaders such as Wal-Mart Stores, Tyson Foods, Bank of America, Visa U.S.A., Microsoft Corporation, Miller Brewing Company, NBC Universal Motion Pictures Group, Azteca Milling L.P., Reliant Energy, Dr Pepper Snapple Group and others. With more than 170 employees, Lopez Negrete is a proven leader in providing fully integrated national Hispanic marketing and communications services. Aggregated by HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=68381 0 http://www.hispanictips.com/2009/11/23/billboards-in-new-brunswick-hispanic-district-give-info-for-help-on-domestic-violence-new-jersey/ http://www.hispanictips.com/2009/11/23/billboards-in-new-brunswick-hispanic-district-give-info-for-help-on-domestic-violence-new-jersey/#comments Mon, 23 Nov 2009 15:05:36 +0000 Tomas http://www.hispanictips.com/?p=68227 HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=68227 0 http://www.hispanictips.com/2009/11/20/la-ene%e2%80%a2be%e2%80%a2a-nba-campaign-targeting-latinos-is-making-big-esplashes/ http://www.hispanictips.com/2009/11/20/la-ene%e2%80%a2be%e2%80%a2a-nba-campaign-targeting-latinos-is-making-big-esplashes/#comments Fri, 20 Nov 2009 17:15:30 +0000 Tomas http://www.hispanictips.com/?p=68108 HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=68108 0 http://www.hispanictips.com/2009/11/20/digital-out-of-home-dooh-effectively-reaches-latinos-on-the-go-few-marketers-truly-utilized-digital-media-when-reaching-out-to-the-hispanic-community/ http://www.hispanictips.com/2009/11/20/digital-out-of-home-dooh-effectively-reaches-latinos-on-the-go-few-marketers-truly-utilized-digital-media-when-reaching-out-to-the-hispanic-community/#comments Fri, 20 Nov 2009 15:58:57 +0000 Tomas http://www.hispanictips.com/?p=68040 HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=68040 0 http://www.hispanictips.com/2009/11/19/coca-colas-top-stateside-marketing-executive-delivered-some-auspicious-words-for-univision-and-bet-this-week-saying-that-targeting-multicultural-americans-will-be-paramount-for-the-company-over/ http://www.hispanictips.com/2009/11/19/coca-colas-top-stateside-marketing-executive-delivered-some-auspicious-words-for-univision-and-bet-this-week-saying-that-targeting-multicultural-americans-will-be-paramount-for-the-company-over/#comments Thu, 19 Nov 2009 17:34:35 +0000 Tomas http://www.hispanictips.com/?p=67966 HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=67966 0 http://www.hispanictips.com/2009/11/19/this-years-hispanicbusiness-magazine-focuses-its-annual-media-report-on-hispanic-owned-ad-agencies-ad-agencies-turn-to-new-media/ http://www.hispanictips.com/2009/11/19/this-years-hispanicbusiness-magazine-focuses-its-annual-media-report-on-hispanic-owned-ad-agencies-ad-agencies-turn-to-new-media/#comments Thu, 19 Nov 2009 16:05:04 +0000 Tomas http://www.hispanictips.com/?p=67848 HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=67848 0 http://www.hispanictips.com/2009/11/18/dieste-breaks-unique-campaign-to-finish-2009-earlier-on-november-30th/ http://www.hispanictips.com/2009/11/18/dieste-breaks-unique-campaign-to-finish-2009-earlier-on-november-30th/#comments Wed, 18 Nov 2009 18:38:58 +0000 Tomas http://www.hispanictips.com/2009/11/18/dieste-breaks-unique-campaign-to-finish-2009-earlier-on-november-30th/ HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=67768 0 http://www.hispanictips.com/2009/11/18/dr-g-c-rapaille-and-accentmarketing-collaborate-to-uncover-the-us-hispanic-collective-unconscious/ http://www.hispanictips.com/2009/11/18/dr-g-c-rapaille-and-accentmarketing-collaborate-to-uncover-the-us-hispanic-collective-unconscious/#comments Wed, 18 Nov 2009 17:21:06 +0000 Tomas http://www.hispanictips.com/?p=67700 Accentmarketing has partnered with internationally renowned psychiatrist and cultural anthropologist Dr. G. C. Rapaille, of Archetype Discoveries Worldwide (ADW), for his most profound Hispanic initiative to date - The Syndicated Discovery Study on Hispanic Culture in the US: Understanding the US Hispanic Community at a Core Cultural Level. This joint venture aims to provide marketers with an in-depth knowledge of the motivating emotional triggers behind the Hispanic community's media choices, its behavioral attitudes, and the meaningful cultural tendencies that will influence how the industry markets (communicates) to Latinos in the US.

To uncover the collective unconscious, this initiative will not employ traditional qualitative research methods. Instead, a unique blend of archetype analysis, cultural anthropology, psychology, and learning theories will uncover the hidden cultural forces that pre-organize the way Latinos behave toward a product, service or concept.

"I don't believe what people say," shared Dr. Rapaille. "People's opinions can change in a minute. Through the code discovery we will dig under U.S. Latinos' 'rational' reasoning to uncover the true emotional and cultural roots of Latinos' opinions and behaviors. Understanding this unconscious foundation gives us the tools to better motivate consumers and improve communications strategies."

"We at Accentmarketing feel that learnings from this study will allow brands to change the paradigm in their favor and connect with Latinos at a profound, gut level to ensure success in the US Hispanic marketplace," stated Maria Romero, President, Accentmarketing. "Together with ADW, we will deliver an actionable code that will outline for participating clients the entry to their Latino target's emotional 'blue-print.'"

Research will be fielded starting December 2009 across the US. For more information, visit www.accentmarketing.com or contact Scott Tonneberger or Maria Romero at Accentmarketing (305.461.1112) or Missy de Bellis at ADW (917.902.2871).

About Dr. G.C. Rapaille

Dr. G. C. Rapaille, of Archetype Discoveries Worldwide (ADW - www.rapailleinstitute.com), authored The Culture Code and has pioneered investigations, whose incisive understanding and coding of the cultural collective unconscious has demonstrated the decisive role culture plays in how people feel about, buy and fall in love with brands. Dr. Rapaille's work has laid the foundation for the brand architecture for an extensive roster of prestigious advertisers such as General Electric, Procter & Gamble, Boeing, L'Oreal and many others.

About Accentmarketing

Established in 1994, Accentmarketing (accentmarketing.com) is a full-service Hispanic marketing communications agency with offices in Miami, Los Angeles and Detroit. A certified minority owned business and member of The Interpublic Group of Companies, Accentmarketing employs a multinational and multicultural staff. The agency's client partners include the American Heart Association, Farmers Insurance, GobiernoUSA.gov, Alltel Wireless, Chevrolet, the California Association of Realtors, Kaiser Permanente, Brown-Forman and the US Navy. Aggregated by HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=67700 0 http://www.hispanictips.com/2009/11/18/hispanic-income-trends-implications-for-marketing/ http://www.hispanictips.com/2009/11/18/hispanic-income-trends-implications-for-marketing/#comments Wed, 18 Nov 2009 16:23:36 +0000 Tomas http://www.hispanictips.com/?p=67626 HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=67626 0 http://www.hispanictips.com/2009/11/16/on-monday-november-16-the-clorox-company-will-launch-a-new-tv-campaign-for-the-hispanic-market-created-by-alma-ddb-in-which-pine-sol-will-put-four-traditional-cleaning-fragrances-to-really-work-so-t/ http://www.hispanictips.com/2009/11/16/on-monday-november-16-the-clorox-company-will-launch-a-new-tv-campaign-for-the-hispanic-market-created-by-alma-ddb-in-which-pine-sol-will-put-four-traditional-cleaning-fragrances-to-really-work-so-t/#comments Mon, 16 Nov 2009 17:48:09 +0000 Tomas http://www.hispanictips.com/2009/11/16/on-monday-november-16-the-clorox-company-will-launch-a-new-tv-campaign-for-the-hispanic-market-created-by-alma-ddb-in-which-pine-sol-will-put-four-traditional-cleaning-fragrances-to-really-work-so-t/ HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=67496 0 http://www.hispanictips.com/2009/11/13/jcpenney-hires-patricia-romero-to-lead-multicultural-marketing-former-hyundai-exec-left-carmaker-amid-shrinking-ad-budget-for-hispanic-market/ http://www.hispanictips.com/2009/11/13/jcpenney-hires-patricia-romero-to-lead-multicultural-marketing-former-hyundai-exec-left-carmaker-amid-shrinking-ad-budget-for-hispanic-market/#comments Fri, 13 Nov 2009 16:03:12 +0000 Tomas http://www.hispanictips.com/?p=67223 HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=67223 0 http://www.hispanictips.com/2009/11/12/manuel-delgado-latino-marketing-more-than-just-spanish-advertising/ http://www.hispanictips.com/2009/11/12/manuel-delgado-latino-marketing-more-than-just-spanish-advertising/#comments Thu, 12 Nov 2009 16:25:53 +0000 Tomas http://www.hispanictips.com/2009/11/12/manuel-delgado-latino-marketing-more-than-just-spanish-advertising/ HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=67046 0 http://www.hispanictips.com/2009/11/11/ethnic-insights-form-foundations-of-mcdonalds-marketing/ http://www.hispanictips.com/2009/11/11/ethnic-insights-form-foundations-of-mcdonalds-marketing/#comments Wed, 11 Nov 2009 15:49:41 +0000 Tomas http://www.hispanictips.com/2009/11/11/ethnic-insights-form-foundations-of-mcdonalds-marketing/ HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=66826 0 http://www.hispanictips.com/2009/11/10/hbo-harley-davidson-rite-aid-arby%e2%80%99s-and-cheetos-use-hipcricket%e2%80%99s-hispanic-mobile-marketing-network-to-most-effectively-reach-the-burgeoning-highly-receptive-hispanic-market/ http://www.hispanictips.com/2009/11/10/hbo-harley-davidson-rite-aid-arby%e2%80%99s-and-cheetos-use-hipcricket%e2%80%99s-hispanic-mobile-marketing-network-to-most-effectively-reach-the-burgeoning-highly-receptive-hispanic-market/#comments Tue, 10 Nov 2009 17:54:37 +0000 Tomas http://www.hispanictips.com/?p=66741 Working with mobile marketing leader HipCricket, major brands and retailers are uniquely and effectively reaching Hispanic customers through permission-based offers and advertisements sent to their mobile phones. As part of the only comprehensive Hispanic Mobile Marketing Network, HBO, Harley-Davidson, Rite Aid, Arby’s, Cheetos and others are reaching a market that is overweighted with mobile phones, has a desire to interact with brands, and has buying power that is projected to exceed $1 trillion in 2010.

Since creating the network in 2008, HipCricket can point to significant successes seen by major brands and retailers, including:

* HBO PPV used HipCricket to drive awareness and purchases of the Mayweather-Marquez fight, and to generate opt-ins for its mobile VIP club. Consumers were asked to text “PELEA” (“FIGHT”) to a shortcode for a chance to win a signed boxing glove and received an SMS message back inviting them to join the VIP club. An impressive 12.9 percent clicked through, and of them, nearly 70 percent opted into the club, giving HBO a valuable database for re-marketing purposes.
* Rite Aid saw a significant increase in store traffic by providing coupon offers when consumers texted “MARCA” (“BRAND ”) to a specific shortcode: a coupon for $3 off a purchase of $15 or more produced a 7.6 percent click-through rate; 2.5 percent clicked on an offer for a $25 gift card given to those who transferred their prescriptions to Rite Aid.

“Without HipCricket, we would not have reached these Hispanic customers,” said Angela Poe, online marketing, promotions and social media manager for The Gary Group, the agency behind the HBO campaign. “We’ve seen firsthand the tremendous benefits of this network, and the large database of opted-in consumers means that we have a valuable asset for remarketing purposes as we look to increasingly reach the important Hispanic market.”

The domestic Hispanic market is fast-growing—four times the rate of the general population, according to the U.S. Census Bureau—and highly lucrative. Like most populations, however, it has increasingly eluded mainstream advertisers using traditional, broad-brush media to reach its members with culturally-relevant messages. The answer has been mobile. Key indicators show mobile, and in particular, SMS, to be the ideal medium for marketing to Hispanics: 32 percent of Hispanic mobile subscribers are interested or highly interested in receiving offers (Mobile Marketing Association); 87 percent of Hispanic households have multiple mobile phones (Mobile Marketing Association), more than half regularly text (Mobile Marketing Association), and text messaging has increased nearly 60 percent year-over-year (comScore).

HipCricket tapped into this market when it launched the first Hispanic Mobile Marketing Network in 2008, and expanded its operations through HipCricket de Mexico, in Mexico City, earlier this year. The network involves more than 70 radio and television stations and brand distribution partners. It reaches Hispanic Americans in more than 40 markets, including 14 of the top 15 Hispanic markets.

The company offers a quick-to-implement, easy-to-measure turnkey solution that empowers marketers with reply-based SMS ads, click-to-call messages, click-through-to-mobile-Web messages, brand messages, and 40-character ad injections into existing content delivery. Unique to the market is HipCricket’s 140-character push messages, which provide 3 ½ times additional creative real estate for marketers to provide compelling mobile messages. Real-time key-performance indicators allow marketers to test, measure and optimize their campaigns on the fly to achieve optimal performance objectives.

“Since we launched the Hispanic Mobile Marketing Network last year, it has delivered tremendous value to our brand as well as retail and broadcast partners, by providing them with a conduit to reach very valuable, loyal customers who are ready to engage,” said Eric Harber, HipCricket President and Chief Operating Officer. “These results represent just the beginning of the capabilities of the network which will continue its rapid growth in the weeks and months to come.” Aggregated by HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=66741 0 http://www.hispanictips.com/2009/11/10/adclickmedia-now-offers-spanish-language-website-ad-placement/ http://www.hispanictips.com/2009/11/10/adclickmedia-now-offers-spanish-language-website-ad-placement/#comments Tue, 10 Nov 2009 16:48:37 +0000 Tomas http://www.hispanictips.com/?p=66641 AdClickMedia, a leader in pay-per-click advertising programs, is now accepting Spanish language websites for placement of Spanish-language advertisements, tapping into a growing global market.

AdClickMedia places relevant ads on client’s web pages that visitors will find value in, increasing the website owner’s revenue. Website owners get competitive rates on each click the websites provide its advertisers. And now Spanish-language sites can increase their impact by placing Spanish language advertisements specifically targeting their audience.

AdClickMedia allows users to customize the ads so that they match the color scheme of the website. And, AdClickMedia is the only program that allows users to get paid by referring new customers. Users receive a 10 percent recurring commission each month for those referrals.

Most ad networks allow only English language websites as a publisher network, but with this new program, AdClickMedia has opened an entirely new revenue source for Spanish-language website owners.

AdClick offers transparent reporting, high payouts, customized ad panels and host of other services that can turn any blog, website, or social networking page into an income source.

Clients can choose between three different types of ads, including photo text ads, interstitial ads (full page ads that show up between website pages), and banner ads.

For more information, go to:
www.adclickmedia.com/m/pub.cgi/adclickmedia Aggregated by HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=66641 0 http://www.hispanictips.com/2009/11/10/skype-appoints-newlink-communications-pr-aor-for-hispanic-latam/ http://www.hispanictips.com/2009/11/10/skype-appoints-newlink-communications-pr-aor-for-hispanic-latam/#comments Tue, 10 Nov 2009 16:45:54 +0000 Tomas http://www.hispanictips.com/?p=66632 HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=66632 0 http://www.hispanictips.com/2009/11/10/is-eva%e2%80%99s-ad-too-racy-the-new-calvin-klein-billboard-in-nyc-featuring-eva-mendes/ http://www.hispanictips.com/2009/11/10/is-eva%e2%80%99s-ad-too-racy-the-new-calvin-klein-billboard-in-nyc-featuring-eva-mendes/#comments Tue, 10 Nov 2009 15:24:23 +0000 Tomas http://www.hispanictips.com/?p=66519 HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=66519 0 http://www.hispanictips.com/2009/11/09/stanley-works-launches-its-hispanic-marketing-campaign-to-help-grow-skills-and-build-knowledge-among-hispanics-in-the-trades/ http://www.hispanictips.com/2009/11/09/stanley-works-launches-its-hispanic-marketing-campaign-to-help-grow-skills-and-build-knowledge-among-hispanics-in-the-trades/#comments Mon, 09 Nov 2009 20:53:04 +0000 Tomas http://www.hispanictips.com/?p=66469 Aggregated by HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=66469 0 http://www.hispanictips.com/2009/11/09/republican-debra-medina-says-shell-be-the-first-candidate-in-the-2010-texas-governors-race-with-spanish-language-tv-ads/ http://www.hispanictips.com/2009/11/09/republican-debra-medina-says-shell-be-the-first-candidate-in-the-2010-texas-governors-race-with-spanish-language-tv-ads/#comments Mon, 09 Nov 2009 16:24:53 +0000 Tomas http://www.hispanictips.com/?p=66378 HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=66378 0 http://www.hispanictips.com/2009/11/06/orange-advertising-network-launches-in-the-us-and-latin-america/ http://www.hispanictips.com/2009/11/06/orange-advertising-network-launches-in-the-us-and-latin-america/#comments Fri, 06 Nov 2009 15:40:52 +0000 Tomas http://www.hispanictips.com/2009/11/06/orange-advertising-network-launches-in-the-us-and-latin-america/ Aggregated by HispanicTips :: Hispanic & Latino News & Information]]> http://js-kit.com/rss/www.hispanictips.com/p=66262 0