Marketing

Ad spending in Spanish-language media reached $5.78 billion in 2007, up 3 percent from $5.63 billion in 2006, with cable TV showing a 76 percent jump, buoyed by the addition of Fox Sports en Espanol and Telemundo’s mun2 as measured media, per Nielsen Monitor-Plus.”*

Anita Santiago Advertising (ASA) announced today that Sofia Escamilla, Vice President Media Director, and Francisco Letelier, Vice President Creative Director, have been named Managing Partners of the agency, effective August 1, 2008. (Photos and interviews available upon request)

“Sofia and Francisco have made invaluable contributions to the culture of ASA in terms of both strategic leadership and client service. In partnership, they have played instrumental roles in the continued growth of the agency. As an agency, we do not look at media and creative as separate departments; they work together seamlessly in delivering unique integrated marketing solutions to our clients, and that is exactly how Francisco and Sofia work,” said Anita Santiago, founder of ASA. Santiago continued, “Francisco and Sofia are true management partners and this promotion is in recognition of their value to the agency and the vital roles they will play in its future.”

Francisco Letelier is an advertising veteran with over 20 years of experience. He joined ASA six years ago, after working in key creative executive positions at agencies including Leo Burnett in Chicago and La Agencia de Orci in Los Angeles.

Sofia Escamilla joined ASA three years ago as media director. Her distinguished career spans more than 12 years working at agencies such as Western and La Agencia de Orci.

About Anita Santiago Advertising:
Founded twenty one years ago and based in Santa Monica, California, Anita Santiago Advertising is a pioneer in Latino advertising, offering clients a full range of marketing and promotional services. Clients include IKEA, Nielsen Media Research, BBVA Compass Bank, United HealthCare, Picturehouse and See’s Candies. “*

The New York City Commission on Human Rights held a public meeting Monday night regarding the issue of diversity in the advertising industry. A rough count of those sweltering in the close quarters of a conference room on Rector Street showed 27 people in attendance. It’s hard to say what was more discouraging: that of the 27, three were members of the commission, two were lawyers and three were journalists; that of the six white people in attendance, two were members of the commission, two were lawyers and one was a journalist; or that in an industry this size, on an issue this public and this important, a turnout of 20-some-odd people was considered a success. (And before anyone starts griping about other representation, there was one Asian-American woman in attendance and no Hispanics. But let’s be honest: From the start, this has been predominantly a black-white issue.) “*

In a year of political milestones, prepare to add one more to the heap. Come this fall, Spanish-speaking Americans — a community not always paid the greatest attention by presidential candidates — should be just about as sick of political ads as the rest of their compatriots.

With Latinos appearing key to the respective general election strategies of both John McCain and Barack Obama, experts say spending on Spanish-language media is set to shatter the previous record of nearly $9 million, the overall number achieved by both parties and outside groups during the 2004 race between President Bush and John Kerry.”*

Ford’s Flex crossover will star in a mini-novela from Telemundo, the latest effort to target a hot new subsegment of the Hispanic population.

The Flex will debut July 7 in a 22-episode series Amores de Luna. It is considered the first time a crossover has played a pivotal role in an original serial created for TV and the Web, according to the network.”*

Pizza Hut will begin a new Spanish language advertising campaign for Tuscani Pastas featuring real people captured on hidden camera who are surprised by the restaurant-quality of the new dishes.

The new spot, titled “Cooking Show,” was shot in Mexico City, where people on the street were invited to a taping of the new cooking show “Cocina Tuscani.” After watching the chef prepare his specialty pasta dishes, the audience sampled the two pasta styles — Meaty Marinara and Creamy Chicken Alfredo. Only after sampling did the participants learn that the pastas were not created by a chef from a five-star restaurant in Rome, but were instead prepared by Pizza Hut.

“In less than three months, Tuscani Pastas have been an extremely popular addition to our menu and have established Pizza Hut as a leader in the pasta restaurant industry,” said Brian Niccol, Pizza Hut chief marketing officer. “Our new Spanish language ads again capture the strong positive reactions we receive on the quality and great taste of our pasta.”

In April, Pizza Hut introduced Tuscani Pastas, the first restaurant-quality pastas delivered by a national pizza chain. Since the debut, Tuscani Pastas have been a welcome addition at dinner tables across the country, with more than two million units sold in the first month. The launch ad for Tuscani Pastas featured real people being surprised to learn that their gourmet pasta meal at the grand opening of a restaurant was delivered by Pizza Hut.

The hidden-camera concept of real people enjoying the quality of the Tuscani Pastas was carried into the Spanish language television and radio spots. The new spots were created by Dieste Harmel and Partners and will begin airing nationally on June 29.

Among pasta consumers, Hispanic households eat pasta more often than the national average, according to data from Mintel research(1). Hispanic households enjoy a complete package pasta dinner 5.7 times over a 30-day period, compared to 5.0 times for all households and also eat canned/jarred spaghetti or macaroni 2.7 times per month versus 2.2 times for all households.

Tuscani Pastas come in two chef-inspired styles: Creamy Chicken Alfredo and Meaty Marinara, which are delivered right to your door. Both recipes feature rotini pasta and a delicious blend of sauce and cheese that’s added to the pasta before it is oven baked. Each of the Tuscani Pastas is over three pounds and come with a bag of five freshly baked breadsticks.

Tuscani Pastas are priced at $11.99 and can be ordered online at pizzahut.com, or through Pizza Hut’s newest method of ordering, Total Mobile Access, using text messaging or mobile Web on your cellular phone. You can also download Pizza Hut’s new desktop ordering widget and order Tuscani Pastas directly from your computer in just a few clicks.”

Following several unsuccessful attempts over the past nine years to launch the brew domestically, Mexican beer Tecate Light this week will embark on a dual English-Spanish multimedia strategy targeting U.S.-born Hispanic males.

This will be the first time Tecate Light, imported by Heineken USA, White Plains, N.Y., has executed an Hispanic-targeted effort in English, eschewing the traditional belief that all marketing created for a U.S. Latino audience must employ only Spanish messaging. “*

For companies looking to make a move into mobile advertising, it might be good to a get a few bilingual Spanish speakers on staff. While money has already been following Hispanics online for a while, with Hispanic consumer spending expected to top $1 trillion by 2010, and use of mobile phones exploding within the Hispanic market, expect more and more mobile marketing targeted at Hispanics in the coming months.”*

Hispanic Group, la primera agencia de publicidad independiente propiedad de una minoría y especializada en ofrecer estrategias dirigidas a nacionalidades específicas dentro del mercado hispano de Estados Unidos, informó hoy que la campaña “Construye Perú, Compra Perú”, lanzada hace solo un mes, ha generado un gran interés entre los peruanos que viven en Estados Unidos.  De hecho, el anuncio se ha convertido en uno de los videos más vistos en YouTube, a nivel mundial y comerciantes ya han experimentado un incremento en la demanda de productos peruanos.

“En Hispanic Group sabemos que la comunidad hispana en los Estados Unidos no es homogénea y que para ser efectivos en la comunicación de nuestros clientes debemos buscar símbolos acordes con la idiosincrasia de cada uno de los grupos dentro dicha comunidad.  “Construye Perú” es un ejemplo de nuestra creatividad a la hora de generar campañas étnicas efectivas,” dijo José Luis Valderrama, presidente y fundador de Hispanic Group.

La Cámara Peruano-Americana (PERUSA Chamber of Commerce) es cliente pro-bono (de servicio social sin costo) de Hispanic Group y fue así como la agencia de publicidad se involucró en el desarrollo creativo de la campaña “Construye Perú, Compra Perú”.  La misma está dirigida a alentar a los peruanos en Estados Unidos, a comprar los productos de la nación sudamericana.

El anuncio comienza con una simple pregunta: “Tú eres peruano, vives en Estados Unidos. ¿Qué harías por Perú?”. Las respuestas incluyen: construir un puente, una escuela o una cancha de fútbol y finaliza diciendo “elegir productos peruanos, voy a comprar peruano porque cada vez que lo hago le doy trabajo a un peruano”.

El equipo de Hispanic Group desarrolló el concepto creativo y consiguió que el talento musical, Eva Ayllón entre ellos, donara los derechos de la canción para que pudiese ser adquirida gratuitamente a través del web site de PERUSA. Además, la agencia maximizó la visibilidad de la campaña al añadir al plan de medios la utilización de YouTube.

“Nuestro objetivo es llevar el mensaje a la mayor cantidad de personas. La campaña va a través de televisión y prensa escrita, principalmente en medios dirigidos a la comunidad peruana. Entre los auspiciadores de la campaña está Sur Corporation, con sus Canales Sur y Sur Perú. Además, Hispanic Group vio la posibilidad de ayudar a PERUSA al alojar el video en YouTube y la reacción del público ha sido maravillosa,” indicó Valderrama.

En menos de un mes el video “Construye Perú, Compra Perú” ha sido visto por más de 24,000 personas y ya ha sido incluido en la lista de los 80 videos mas vistos en YouTube.  Este sitio en la web es muy popular ya que aloja una gran variedad de clips de películas, programas de televisión, vídeos musicales y vídeos caseros. Lo que significa que el anuncio desarrollado por Hispanic Group ha logrado captar la atención de los visitantes de este sitio aún cuando compite contra contenido de origen muy variado.

Los enlaces a vídeos de YouTube pueden ser también puestos en blogs y sitios web personales.  Muchos de los que han visto “Construye Perú, Compra Perú” ya han transferido el video a sus sitios personales.  Además, la gran mayoría ha dejado mensajes en el blog de YouTube expresando el impacto emocional que ha tenido el ver estas imágenes de su país al estar lejos.

“Logramos nuestro objetivo de maximizar el mensaje ya que hemos llegado a todo tipo de personas, desde peruanos jóvenes recién mudados hasta personas mayores que llevan mucho tiempo fuera de Perú. YouTube ha registrado clicks de todos los estados de la nación Americana, además de países tan lejanos como Sudan y Argelia,” comentó Valderrama.  “Este anuncio es el ejemplo perfecto de que al tocar los botones racionales y emocionales de la audiencia se logra la acción deseada.”

Y es que los mismos visitantes del blog en YouTube se han puesto como meta generar un millón de visitas al video y así fomentar la demanda por productos peruanos alrededor del mundo.  Esto ha desarrollado una oportunidad no solo para el comercio tradicional, sino para el comercio electrónico.  Por ejemplo, muchos han tratado de conseguir, a través de la Internet, las camisetas que usan los protagonistas del video.

Según Javier Payet, dueño de Belmont International Trading Corp., una empresa que ha introducido la marca Belmont en el mercado Hispano y dedicada a la distribución de productos peruanos tanto en supermercados como en restaurantes, ya se ha notado el incremento en la demanda de bienes peruanos. “Por lo general, los peruanos están muy orgullosos de sus raíces y consumen productos peruanos.  Sin embargo, luego del lanzamiento de la campaña quienes no sabían dónde conseguir ciertas marcas, ya han comenzado a procurarlas en tiendas y se está generando una demanda adicional,” afirma Payet.

Esta es la fase inicial de una campaña que contará con un segundo anuncio esta vez dirigido a la comunidad estadounidense invitándole a probar un producto peruano. La iniciativa forma parte de los proyectos que desarrolla PERUSA para aprovechar las ventajas que ofrece el Tratado de Libre Comercio (TLC) firmado en 2007 entre Estados Unidos y Perú.

Para ver el anuncio favor de visitar: http://www.perusachamber.com/

Acerca de Hispanic Group

Hispanic Group es la primera agencia de publicidad independiente propiedad de una minoría que se especializa en ofrecer estrategias a la medida para dirigirse a nacionalidades específicas dentro del mercado hispano de Estados Unidos. La empresa ocupa el lugar #12 entre las Agencias Hispanas de Publicidad en Estados Unidos y está entre las 10 primeras firmas hispanas independientes, según  la lista que publica la revista Advertising Age en el suplemento Hispanic Fact Pack. Con su sede principal en Miami y oficinas en Nueva York y Los Ángeles, la empresa tiene un equipo de 40 profesionales con amplia experiencia en mercadeo, posicionamiento de marca, publicidad, televisión y compra de medios. Hispanic Group se caracteriza, además, por su capacidad única de ofrecer acceso inmediato a equipos locales de investigación de mercado en 42 ciudades de Estados Unidos con más de 700 personas trabajando en campañas específicas según las necesidades de sus clientes.

Youth exposure to alcohol advertising climbed sharply between 2001 and 2007, according to a study released today by Georgetown University’s Center for Alcohol Marketing & Youth.

According to the study, the average 12- to 20-year-old TV viewer saw an average of 301 ads for alcoholic beverages during 2007, up from 217 during 2001 and from 285 during 2006. “*

not Hispanic specific but clearly effect all youth and since 25% of the youth population is Hispanic, it is something to be aware of - Tomas

Casio executives recently decided to introduce one of their products to Spanish speaking Latinos in the United States for the first time. Revolucion NYC won the account with an ad campaign touting the benefits of the EXILIM EX-S10, a thin digital camera, and recruiting television celebrity Lili Estefan, known by her nickname La Flaca, as spokesperson.

“Why don’t we have La Flaca selling another flaca,” said Amy Gomez, managing partner and director, Account Services at Revolucion NYC about the brainstorming session where the campaign was born. “Two weeks after that thought we were shooting in Miami.””*

In what is possibly the largest one-time, cross-platform upfront deal between a Hispanic media agency and a Hispanic TV network in history, Zubi Advertising of Miami and Univision have completed an all-encompassing media advertising deal approaching $80 million.

The deal includes advertising on all three Univision TV networks–Univision, TeleFutura and Galavision–as well as 64 Univision owned-and-operated TV stations, Univision radio stations and the online units of all those properties (plus mobile). It was hammered out by the sales team at Zubi Advertising and by Peter Lazarus, executive vp of network sales at Univision; and Carlos Deschapelles, senior vp of Univision network sales.”*

People who are bicultural and speak two languages may unconsciously change their personality when they switch languages, according to a U.S. study.

Researchers David Luna from Baruch College and Torsten Ringberg and Laura A. Peracchio from the University of Wisconsin-Milwaukee studied groups of Hispanic women, all of whom were bilingual, but with varying degrees of cultural identification.”*

From the press release .DOC

People who are bicultural and speak two languages may actually shift their personalities when they switch from one language to another, according to new research in the Journal of Consumer Research.

“Language can be a cue that activates different culture-specific frames,” write David Luna (Baruch College), Torsten Ringberg, and Laura A. Peracchio (University of Wisconsin-Milwaukee).

The authors studied groups of Hispanic women, all of whom were bilingual, but with varying degrees of cultural identification. They found significant levels of “frame-shifting” (changes in self perception) in bicultural participants—those who participate in both Latino and Anglo culture. While frame-shifting has been studied before, the new research found that biculturals switched frames more quickly and easily than bilingual monoculturals.

The authors found that the women classified themselves as more assertive when they spoke Spanish than when they spoke English. They also had significantly different perceptions of women in ads when the ads were in Spanish versus English. “In the Spanish-language sessions, informants perceived females as more self-sufficient and extroverted,” write the authors.

In one of the studies, a group of bilingual U.S. Hispanic women viewed ads that featured women in different scenarios. The participants saw the ads in one language (English or Spanish) and then, six months later, they viewed the same ads in the other language. Their perceptions of themselves and the women in the ads shifted depending on the language. “One respondent, for example, saw an ad’s main character as a risk-taking, independent woman in the Spanish version of the ad, but as a hopeless, lonely, confused woman in the English version,” write the authors.

The shift in perception seems to happen unconsciously, and may have broad implications for consumer behavior and political choices among biculturals.

David Luna, Torsten Ringberg, and Laura A. Peracchio. “One Individual, Two Identities: Frame-Switching Among Biculturals” Journal of Consumer Research: August 2008.

Public relations practitioners from all areas of the industry and aspiring students gathered at the Alumni Center at UCLA Thursday, June 12 for the Hispanic Public Relations Association’s (HPRA) third annual professional development seminar. The seminar provided a forum for news and industry trends, but also brought to light the networking trends of Latino professionals in their career advancement.

Among the 60 attendees, 53 percent agreed networking was the way to get recommendations or leads for employment. Of those, 47 percent agreed that social media was the way to increase job leads and networking opportunities, citing Facebook and Linked In as sites where they have a professional profile.

While social media may be the new frontier in professional networking, face-to-face interaction remains a strong preference. More than 80% of the seminar’s attendees cited networking being one of the main incentives for attending the seminar. Attendees also cited the seminar’s association with a Latino organization like HPRA as another reason for attending since more than 85 percent noted being a bilingual Latino as a helping factor in their current employment.

“Professional development and networking opportunities for our members are a key component of the mission of HPRA,” said Ivette Zurita, HPRA President. “With this seminar and our ongoing CHARLA program we hope to bring continued education for our members and communications professionals.”

On the professional development side, the half-day seminar featured industry leaders and media experts presenting three insightful workshops on key topics to enhance communications and career-building skills.

The first workshop, “Latino Issues in the General Market Media,” presented strategies and tips on how to place stories with a Latino interest in the general market media. Led by Julio Moran, Executive Director of the California Chicano News Media Association (CCNMA), the panel included: Hector Becerra, Los Angeles Times, East Los Angeles County Bureau Chief; Minerva Navarro, New York Times, West Coast Bureau Reporter; Carolina Garcia, Daily News, Executive Editor; Christie Fajardo, KTTV-TV Fox, Reporter; and Jose Mayorquin, KABC-TV Vista L.A. / Eye on L.A., Producer. The panel presented trends in the news helpful ways to re-position stories with a high Latino interest and make them relevant to General Market media. The panel also stressed the continuous need for bilingual practitioners who can relate to and communicate news agenda items relevant to the Latino community, such as legal immigration.

“It’s important to continue to meet the need for bilingual practitioners, and programs like this seminar and organizations like this [HPRA] can continue to promote the need for this,” stated Hector Becerra, Los Angeles Times, East Los Angeles County Bureau Chief.

The second workshop was a “Crisis Communication Roundtable” that included some of the industry’s leading crisis management professionals presenting case studies and valuable lessons learned, as well as crisis communications plans and tips on how to work with the media during a crisis. The roundtable was led by Manuel Valencia, Partner, Valencia, Perez & Echeveste PR, and included industry leaders such as: Joann Killeen, APR, Fellow PRSA, President, Killeen Furtney Group; Steve Hawkins, Managing Partner, PainePR; and Sebastian White, Spokesperson, JetBlue Airways.

The third and last workshop of the day, “Strategies to Building Your Career and Your Network,” was presented by networking expert Hank Blank and addressed the need and ways to maintain professional marketability by building business relationships.

Leading companies participated in the exhibitor area to showcase new resources to the Communications field. Among the companies in attendance were Cision, PR Newswire, Marketwire, Innovative Productions, UCLA Extension and the College of Communications at the California State University, Fullerton. Special thanks to Cision, RL Public Relations, Sportivo, and Edelman Worldwide for graciously sponsoring the program and PR Week, Tu Ciudad, and Cybelle Wines for donating services.

The event concluded with a dinner that allowed attendees to speak with panelists one-on-one, meet colleagues from the California Southland, and interact with the exhibitors.

The next event for HPRA will be a Political Forum talking about the Latino vote on Thursday, August 21st hosted at and by the Los Angeles Convention Center. For more details about HPRA, please visit www.hpra-usa.org .
“*

A billboard on U.S. Highway 77/83 reads, “Our huevos are bigger.”

The bigger huevos are the subject of a Stripes’ convenient store advertisement for its in-store restaurant, the Laredo Taco Company.

The sign’s clever use of bilingual double entendre has caused quite a stir on this stretch of the Texas-Mexico border, in addition to being a source of amusement for some.”*

“Nuestro Orgullo. Nuestra Cerveza.” That’s Crown Imports’ tagline—which translates to “Our Pride. Our Beer”—for the latest Corona Extra TV and radio campaign, targeting non-Mexican Latinos.

TV ads for the Spanish effort, created by Casanova Pendrill, Costa Mesa, Calif., started appearing this week and will run nationwide. One vignette celebrates Hispanic music and traditions with a San Antonio scene showing Mexican Americans dancing at a fiesta, followed by a wedding in New York featuring a Caribbean-style band, and revelers dancing to Norteña music in Los Angeles. A second spot focuses on sports and features a runner of Caribbean-Hispanic descent racing in a Los Angeles marathon, in addition to Latinos in baseball, boxing and soccer.”*

Corona Extra is to debut a new national advertising campaign highlighting the success Latinos have experienced in the US.

The Spanish-language multi-media campaign features a compilation of spirited vignettes and US landmarks showing how Corona Extra, along with Latino sports, music, and culture, have become an “integral element of the thread of American life”.”*

Greater Cincinnati integrated public relations and marketing consultancy firm Eisen Management Group has been named agency of record (AOR) for the Cincinnati Chapter of the National Society of Hispanic MBAs. The professional organization has hired EMG to develop and implement a new communications program and advocacy initiative designed to awareness, sponsorships and membership.

According to EMG president Rodger Roeser, one of the main thrusts of the campaign will be to build better general understanding of NSHMBA, and to bring a more “human element” to the chapter by sharing the benefits of professional development, networking and education offered by the organization to sponsors, current and prospective membership.

“It’s an incredible group of some of the best and brightest in our city, who are passionately dedicated to building understanding and fostering leadership,” Roeser says. “We as an agency look forward to utilizing our expertise to share those stories with fellow business leaders and the general public.”

NSHMBA Cincinnati chapter president Gema Bahns explained that Eisen was chosen not only because of its success in working with other professional organizations, but also because of the shared passion for their craft between agency and client. “You can see it in their eyes and their actions how much the group at EMG cares about its craft and its clientele,” Bahns said. “We know and appreciate that we are not the largest client in the world, but they make us feel like we are. We are a passionate group of hard working professionals dedicated to something larger than any of us individually, and EMG quickly understood what we needed, and put us into motion to achieve that.”

Roeser explained that the three main communications initiatives as part of the public relations campaign are:

• You need neither be Hispanic nor an MBA to join the chapter;
• it is a powerful networking, educational and sponsorship opportunity for businesses and leaders seeking to learn, profit and reach out to a high level, diverse audience, and;
• that stereotypes regarding Hispanics need to be addressed and overcome.

Roeser said he expects the agency to implement a social media and online campaign, combined with general operations and brand alignment, local publicity, and literature development.

There are currently 200 members of the Cincinnati NSHMBA chapter.

About NSHMBA

The National Society of Hispanic MBAs (NSHMBA) was created in 1988 as a 501(C)(3) non-profit organization. Widely known as the “Premier Hispanic Organization,” NSHMBA serves 32 chapters and 7,000 members in the U.S. and Puerto Rico. It exists to foster Hispanic leadership through graduate management education and professional development. NSHMBA works to prepare Hispanics for leadership positions throughout the U.S., so that they can provide the cultural awareness and sensitivity vital in the management of the nation’s diverse workforce. It’s vision is to be the premier Hispanic MBA professional business network for economic and philanthropic advancement, and its mission is to foster Hispanic leadership through graduate management education and professional development in order to improve society. More information can be accessed at www.nshmba.org.

About EMG

Eisen Management Group is a fully integrated public relations and marketing firm, providing strategic communications and marketing counsel, implementation and brand development. The firm specializes in creating growth opportunities for small to medium sized businesses, governmental and public affairs organizations, professional services, restaurant, retail and CPG. The firm also offers a full suite of in house graphic design, audio design and podcasting. Expert team, with guaranteed best agency rates in a fully integrated, responsive environment. More information can be accessed at www.BestCincinnatiPRFirm.com or by calling 859.291.4302.

-The National Trauma Institute, a non-profit grant making organization that funds short-term trauma research, has hired marketing and public relations veteran Teresa Niño to head its Communications and Legislative Affairs efforts.

Niño most recently headed the Marketing Department for the San Antonio Express-News as well as its Community Relations department and the Express-News Charitable Foundation. Prior to that, she headed the Marketing and Business Development department for the commercial business park KellyUSA for eight years, now known as Port San Antonio and was responsible for their international outreach. Niño was a researcher for marketing Guru Lionel Sosa’s book, “The Americano Dream.” In the 90’s, she was an appointee in the Clinton Administration, serving in the Office of Public Affairs for the Health and Human Services department under Secretary Donna E. Shalala; and was Assistant Press Secretary for Chicago Mayor Richard M. Daley for the City of Chicago in the 80’s. Niño began her professional career as a television reporter in Chicago, Illinois.

“Teresa’s vast experience and expertise in the field of communications as well as her broad network on the political front will play a critical role as we move forward with our national agenda,” said Sharon Smith, Executive Director of the National Trauma Institute. “We are delighted to have Teresa join our team and are very excited about her vision for our growth.”

The National Trauma Institute’s mission is to fund short-term (3-5 years) trauma-related research that will change and improve current practices and procedures and thereby lower the number of deaths due to trauma. Trauma-related deaths are the number one cause of death for people ages 1-44; and trauma-related injuries occur everyday throughout America and cost our country billions of dollars in treatment and rehabilitation. Many Level 1 Trauma Centers throughout the country have closed due to lack of funds. Time consuming and repetitive surgeries, such as those necessary with traumatic injuries, become too expensive for health plans to cover or for hospitals to get reimbursed. The number of casualties and injuries has increased due to the war and the opportunity to learn and implement best practices in emergency situations needs to be researched and proven. As has been shown with diseases such as AIDS and Cancer, when funds are allocated to research, and practices are changed, the number of deaths is reduced.

Niño serves on various local boards and committees and has received numerous awards for her charitable work and leadership. She is a member of the American Marketing Association (AMA), Public Relations Society of America (PRSA), the National Association of Hispanic Journalists (NAHJ) and the San Antonio Association of Hispanic Journalists (SAAHJ). She resides in San Antonio with her husband, Juan A. Sepúlveda, Jr., author of the book, “The Life and Times of Wilie Velasquez: Su Voto es Su Voz,” and their two children, Michael and Victoria.”*

Chase is using its new advertising campaign to reach out to Hispanic consumers with a straightforward message: “Chase. Juntos Se Puede” Chase. Together We Can.

The campaign builds on both Chase’s expanded capabilities to serve Latinos’ banking needs and its Chase What Matters campaign of focusing on what matters most to customers.

“Our commercials show how Chase can help in situations that Hispanic consumers have experienced both in the United States and in their home country,” said Rebeca Vargas, head of the multicultural segment at Chase. “We are also using traditional music in Spanish – including a cha-cha-cha — to deliver culturally relevant messages.”

The campaign, which began June 11, will raise Chase’s visibility as a partner “socio” for Latino consumers to provide consumers with the tools and guidance to better manager their money and achieve their financial goals

The nearly 45 million Latino community is the largest minority and fastest-growing group in the United States.

The two TV commercials use the same dramatic black-and-white approach as the broader Chase What Matters campaign, but the stories were developed specifically for Hispanics:

“Bodeguero” shows a frustrated young Latino who can’t make a purchase at a local bodega because he doesnt have the exact change. Chase shows how its debit card provides access to a customer’s money anytime and everywhere. The spot promotes a Chase checking account that is free when consumers make five debit card purchases in a statement period. The spot’s music is “El Bodeguero” by Orquesta Aragon.
“Letter” shows a Latino man opening a letter bearing bad news: He has overdrawn his bank account by overspending on gifts and dates with his girlfriend. At the end of the spot, he slyly uses his cellphone to check his bank account balance before entering a nice restaurant with his girlfriend. The music used in the spot is Nelson Ned’s “Me pasé de la cuenta” — “I spent more than I should have.”

“Our ‘Letter’ commercial uses humor to show consumers how easy it is to use Chase’s mobile banking to help manage their money,” Vargas said. “It’s relevant to talk to Latinos about this service because they or someone they know may have experienced overdrafts.”

The campaign also includes three radio commercials – focusing on the following topics:

Mobile banking, which also allows customers to request alerts about activity in their accounts;
Free checking with debit card usage, and
Chase as the partner “socio” that is ready to help Latinos to better manage their finances.

This new advertising campaign leverages recent improvements Chase has made for Latino consumers:

The introduction of account-opening documents in Spanish for those customers who select Spanish as their language of preference. Half of all Latinos prefer to discuss their finances in Spanish.
The creation of Rapid Cash, a free money remittance service that allows Chase consumers to send money to Mexico from their Chase checking accounts. In 2007, Mexicans in the United States sent an estimated $23 billion to Mexico.

“We want to become the financial institution of choice for Latinos at all stages of their lives,” Vargas said. “We want consumers to see Chase as the bank that they can trust and with whom they can partner to achieve their financial goals for themselves and their families”

Chase worked with Lapiz Leo Burnett, one of the largest advertising agencies in the United States, to create the TV and radio ads. Log onto www.chase.com/espanol/comerciales to view the ads.”*

The marketer and distributor of a wide range of household appliances (e.g. George Forman and Black & Decker) is planning a multi-million dollar Hispanic campaign this summer. It also narrowed down the search for an infomercial agency to two. An TV, print, digital and direct marketing campaign.”*

Daisy Expósito- Ulla, Chairman-CEO d expósito & Partners, became a recipient of The Excellence in Business Award from The Women’s Chamber of Commerce of New York. The awards ceremony took place Friday, June 13, at a breakfast event at Central Park’s legendary Tavern on the Green. “*

Virginia Madueño, president of Modesto-based Imagen LLC, is one of three women nationwide to be recognized with the National Association of Women Business Owners-Wells Fargo Trailblazer Award.

She will receive $5,000 when recognized at the association’s women’s business conference in Phoenix on Thursday.

“I had no idea I’d be considered. I’m a small business,” Madueño said. “I must be doing something right.”"*