http://www.hispanictips.com Hispanic & Latino News Redefined - Empowering & Engaging Thu, 16 Feb 2012 15:56:06 +0000 en hourly 1 http://wordpress.org/?v=3.2.1 http://www.hispanictips.com/2012/01/04/pr-sheets%e2%84%a2-and-global-latin-recording-artist-pitbull-launch-national-campaign-targeting-the-hispanic-community/ http://www.hispanictips.com/2012/01/04/pr-sheets%e2%84%a2-and-global-latin-recording-artist-pitbull-launch-national-campaign-targeting-the-hispanic-community/#comments Wed, 04 Jan 2012 17:18:53 +0000 Tomas http://www.hispanictips.com/?p=165865 HispanicTips :: Hispanic & Latino Redefined. Empower Yourself!]]> http://www.hispanictips.com/2012/01/04/pr-sheets%e2%84%a2-and-global-latin-recording-artist-pitbull-launch-national-campaign-targeting-the-hispanic-community/feed/ 0 http://www.hispanictips.com/2011/12/20/hispanic-marketing-best-latino-advertising-campaigns-2011/ http://www.hispanictips.com/2011/12/20/hispanic-marketing-best-latino-advertising-campaigns-2011/#comments Tue, 20 Dec 2011 17:33:47 +0000 Tomas http://www.hispanictips.com/?p=164096 HispanicTips :: Hispanic & Latino Redefined. Empower Yourself!]]> http://www.hispanictips.com/2011/12/20/hispanic-marketing-best-latino-advertising-campaigns-2011/feed/ 0 http://www.hispanictips.com/2011/11/29/pr-grupo-gallegos-scores-ana-awards-for-target-and-scottsmiracle-gro/ http://www.hispanictips.com/2011/11/29/pr-grupo-gallegos-scores-ana-awards-for-target-and-scottsmiracle-gro/#comments Tue, 29 Nov 2011 20:51:11 +0000 Tomas http://www.hispanictips.com/?p=161638 HispanicTips :: Hispanic & Latino Redefined. Empower Yourself!]]> http://www.hispanictips.com/2011/11/29/pr-grupo-gallegos-scores-ana-awards-for-target-and-scottsmiracle-gro/feed/ 0 http://www.hispanictips.com/2011/11/21/ana%e2%80%99s-best-hispanic-campaign-features-a-roach-killing-%e2%80%98chancla%e2%80%99-hard-at-work/ http://www.hispanictips.com/2011/11/21/ana%e2%80%99s-best-hispanic-campaign-features-a-roach-killing-%e2%80%98chancla%e2%80%99-hard-at-work/#comments Mon, 21 Nov 2011 17:00:35 +0000 TomasC http://www.hispanictips.com/?p=161251 Tomás @ HispanicTips from lauramartinez.wordpress.com
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One criteria for winning is a campaign that is both insights-driven and delivers a culturally relevant message. Recognized by the judges as exceeding the criteria with humor, Ortho Home Defense Max Insect Killer spot features an innocent chancla, also known as a flip flop, being used to smash cockroaches before taking on a life of its own, hopping about and spraying Ortho Home Defense.

"After extensive multicultural consumer research, we discovered that people were looking for a solution to an embarrassing situation," said Jim Lyski, chief marketing officer for ScottsMiracle-Gro. "Humor desensitized the bug issue and made the Ortho brand an ally. This campaign was wildly successful with Hispanic consumers and raised our brand preference in markets where it aired. We had several challenges to tackle with this campaign, the biggest being that that Latinos didn't have knowledge about a product that actually prevents insects from entering the home; and this campaign had to not only launch the Ortho® brand to this audience, but also educate consumers on preventive care. "

The Hispanic campaign was created by Grupo Gallegos, an advertising agency in Huntington Beach that specializes in the Hispanic Market. "The work reflects the importance of uncovering a real consumer insight, the type that drives behavior, translating it into an actionable strategy and then finding a creative way to communicate the idea. We are fortunate to work with a courageous client like ScottsMiracle-Gro that is willing to push the envelope creatively", said agency CEO John Gallegos We found that Latinos didn't have knowledge about a product that actually prevents insects from entering the home. We had the large task of making a :30 second TV spot tackle introducing a new brand to this audience and change indoor and perimeter insect control behavior from reactive to proactive; the use of the chancla and humor helped us tell the story and deliver the key points in a relevant and memorable way".

The (ANA) Association of National Advertisers announced the winners of the 2011 Multicultural Excellence Awards dinner sponsored by Arbitron. Now in its eleventh year, the awards recognize ANA member companies and other marketers for their work in producing superior multicultural advertising campaigns that ran between June 2010 and June 2011. The Ortho Home Defense campaign was one of nine category winners. ScottsMiracle-Gro edged out American Airlines and the National Basketball Association in the Hispanic category, while holding court in the competition with Ford Motor Company, PepsiCo, Verizon Wireless and Kraft Singles.

About ScottsMiracle-Gro

With approximately $3 billion in worldwide sales, The Scotts Miracle-Gro Company, through its wholly-owned subsidiary, The Scotts Company LLC, is the world's largest marketer of branded consumer products for lawn and garden care. The Company's brands are the most recognized in the industry. In the U.S., the Company's Scotts®, Miracle-Gro® and Ortho® brands are market-leading in their categories, as is the consumer Roundup® brand, which is marketed in North America and most of Europe exclusively by Scotts and owned by Monsanto. In Europe, the Company's brands include Weedol®, Pathclear®, Evergreen®, Levington®, Miracle-Gro®, KB®, Fertiligene® and Substral®. For additional information, visit us at http://www.scotts.com.

About Grupo Gallegos

Grupo Gallegos was founded in 2001 by California born John Gallegos, who was inspired to start the agency with the idea of integrated marketing strategies for a multicultural audience. Grupo Gallegos leads the Hispanic market with campaigns for ScottsMiracle-Gro, Comcast, Target, Energizer, Fruit of the Loom, California Milk Processor Board (Got Milk?), Bally Total Fitness, and Liberty Mutual, to name a few. The agency's success in revolutionizing how brands communicate with the growing Hispanic market is due, in part, to John Gallegos' mantra: "Look for courageous clients who are willing to challenge convention." Gallegos believes in connecting with Hispanic consumers in a new effective way. The agency's mountain of awards and rapid expansion attest to the effectiveness of their campaigns. Curated by HispanicTips :: Hispanic & Latino Redefined. Empower Yourself!]]> http://www.hispanictips.com/2011/11/14/scottsmiracle-gro-wins-best-hispanic-campaign-award-at-ana-created-by-grupo-gallegos/feed/ 0 http://www.hispanictips.com/2011/11/11/alma-ddb-wins-the-campaign-with-significant-results-grand-prize-for-visit-florida-at-the-ana-multicultural-excellence-awards/ http://www.hispanictips.com/2011/11/11/alma-ddb-wins-the-campaign-with-significant-results-grand-prize-for-visit-florida-at-the-ana-multicultural-excellence-awards/#comments Fri, 11 Nov 2011 17:34:27 +0000 Tomas http://www.hispanictips.com/?p=160391
The agency won in the category of "Campaign with Significant Results" for its work on the VISIT FLORIDA "Your Florida Side" campaign. The campaign produced exceptional results for the state's tourism industry marketing efforts during a sluggish economy coupled with a natural disaster.

"We are thrilled with the success of the 'Your Florida Side' campaign and very proud to be recognized by ANA for our efforts," said Will Seccombe, VISIT FLORIDA's Chief Marketing Officer. "The campaign exceeded our expectations by generating $177 in incremental traveler spending in Florida and $11 in new tax revenue for every $1 in advertising spend."

The 2011 grand prize award recipients were announced at a ceremony held during the ANA Multicultural Marketing & Diversity Conference in Miami Beach, Florida. The ANA Awards, now in its 11th year, recognizes outstanding brand and agency work in producing multicultural advertising campaigns.

"This win represents an example of our commitment to the 'New General Market', to solving client's business problems through strategic depth and creative excellence, and to the well-being of our beloved state. We were definitely on Florida's side," said Luis Miguel Messianu, President and CCO of Alma DDB.

Alma was recognized for producing a winning combination of compelling creative, a strong media mix, market selection and efficient media buying that, year over year, garnered a 47% increase in incremental trips to the state, generated a 48% increase in direct consumer spending and delivered a 20% increase in ROI in 2011. Judges were particularly impressed with the results given that the campaign was active immediately following a period in which an economic recession and a massive oil spill in the Gulf of Mexico had caused the state's share of the US travel market to decline for the first time in almost 4 years.

Agency Managing Director Joe Cronin stated: "This was a great team effort between the client; the agency; The Hester Group and The Rodriguez Group, our agency partners; PR partner Ketchum; and key Board members. We are proud to be a part of that hard working team."

The recognition marks the second year in a row that the agency earned accolades at the ANA Multicultural Awards. In 2010, Alma DDB received the top prize in both the Hispanic and Digital Media categories for its client McDonald's. The same year, Alma DDB was the only Hispanic agency included in the Advertising Age Agency A-List in 2010.

Contact: Olimpia Del Boccio305-662-3154Olimpia.delboccio@almaad.comConnect to us on @almaagency / http://www.facebook.com/AlmaAgency To download Hi Res Images and videos visit: www.almaddbepk.comCurated by HispanicTips :: Hispanic & Latino Redefined. Empower Yourself!]]> http://www.hispanictips.com/2011/11/11/alma-ddb-wins-the-campaign-with-significant-results-grand-prize-for-visit-florida-at-the-ana-multicultural-excellence-awards/feed/ 0 http://www.hispanictips.com/2011/10/31/soft-drink-makers-are-targeting-black-and-hispanic-teenagers-with-sharp-rise-in-advertising-hispanic-children-saw-49-more-ads-for-sugary-drinks-and-energy-drinks-on-spanish-language-television-and/ http://www.hispanictips.com/2011/10/31/soft-drink-makers-are-targeting-black-and-hispanic-teenagers-with-sharp-rise-in-advertising-hispanic-children-saw-49-more-ads-for-sugary-drinks-and-energy-drinks-on-spanish-language-television-and/#comments Mon, 31 Oct 2011 13:36:28 +0000 Tomas http://www.hispanictips.com/?p=159027 Tomás @ HispanicTips from www.dailymail.co.uk
Hispanic & Latino News Redefined. Empower Yourself!]]> http://www.hispanictips.com/2011/10/31/soft-drink-makers-are-targeting-black-and-hispanic-teenagers-with-sharp-rise-in-advertising-hispanic-children-saw-49-more-ads-for-sugary-drinks-and-energy-drinks-on-spanish-language-television-and/feed/ 0 http://www.hispanictips.com/2011/09/29/as-hispanic-targeted-media-properties-look-to-grab-more-dollars-from-the-general-market-chrysler-said-it-is-launching-its-largest-campaign-targeting-the-hispanic-community-ever-for-its-ram-truck-bran/ http://www.hispanictips.com/2011/09/29/as-hispanic-targeted-media-properties-look-to-grab-more-dollars-from-the-general-market-chrysler-said-it-is-launching-its-largest-campaign-targeting-the-hispanic-community-ever-for-its-ram-truck-bran/#comments Thu, 29 Sep 2011 14:42:14 +0000 Tomas http://www.hispanictips.com/?p=154565 Tomás @ HispanicTips from www.mediapost.com
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