News (Noticias) Tagged ‘Hyundai’

Consorte Media, the leading provider of online marketing solutions targeting the Hispanic market, today announced that Consorte CEO Alicia Morga will speak at the upcoming MultiCultural Media Expo, the nation’s largest multicultural marketing event to be held at the Los Angeles Convention Center March 11-12, 2008.

Morga will speak on a panel entitled “Dynamic Media Landscape - Clients and Media Respond to Demand for Digital”, which will take place on March 11 from 3:50 to 5:00 pm. The highly informative panel will also include the following panelists: Benjamin Chen, Chairman and CTO, Mochila; Jose Villa, Founder & President, Sensis Agency; Don Moore, Google; and Jose Marquez, Director, Mun2 Digital.

The third-annual 2008 MultiCultural Media Expo will welcome hundreds of multicultural marketing experts and cover a wide range of subjects relating to multicultural media and marketing. Agenda topics include: allocating multicultural marketing budgets; emerging research; mobile marketing; sports marketing; family-friendly content and brands; radio as a vehicle to reach multicultural audiences; digital media; social networks; and separate 101 sessions on multicultural marketing.

The Expo also will include an exhibit floor featuring companies and solutions that address multicultural marketing needs. This year’s confirmed speakers, exhibitors, partners and sponsors include multicultural specialists from Admixture, AEG, Arbitron, Briabe Media, Captura Group, Cheskin, Chinese Biz News, Clear Channel Katz Advantage, Comcast, Community Connect, Conexion 360, Consorte Media, cruz/kravetz: IDEAS, E. Morris Communications, Ethnic Print Media Group, ethos ege, FedEx, Google, Gospel Music Channel, Grapevine Star Entertainment, Hispanic Trending, Hot Studio, Hyundai Motors, Latin3, Latino Print Network, Latin Vison, Los Kitos, Luminacion, MakeItFlashy.com, Mun2, NAMIC, New American Dimensions, Plural & Partners, PR Newswire, Radio Wave Marketing, RC Fontis, Schramm Sports & Entertainment, Sensis Agency, Sí TV, Terra, Tierra Natal, Tyloon, Vibes Media and Wal-Mart.”*

*From: http://www.prweb.com
Traducido: usando Google o Altavista/Babel Fish

Philadelphia will be the first stop on a U.S./Canadian speaking tour by factory workers and labor organizers from the “free trade” zone of Valle Hermoso, Mexico. Seeking to expose the brutal truth about the deteriorating state of workers rights on the Mexican border, the speakers will give a free presentation to the public on Thursday, March 6th, 7:00 PM at Studio 34 (located at 4522 Baltimore Ave in West Philadelphia/University City). The event will be preceded by an 11:00 AM protest at a Hyundai dealership on 754 Baltimore Pike, Springfield. (Hyundai orders auto equipment from Key Safety Systems.)”*

*From: http://www.infoshop.org
Traducido: usando Google o Altavista/Babel Fish

Fundacion Ayudame a Vivir, a Guatemalan non-profit organization that raises money for cancer treatment of underprivileged children, today announced it raised more than US$2.6 million (Q20,252,400) during a three-month campaign entitled “Unete Para Salvar Ninos Con Cancer” Mega Lottery. The lottery included prizes consisting of ten Hyundai automobiles and three homes in Guatemala. The announcement was made by Maria Eugenia de Mata, president of Ayudame a Vivir.

Ayudame a Vivir created its Unete Mega Lottery campaign in 2001 to fund the Unidad Nacional de Oncologlia Pediatrica (UNOP), a hospital that specializes in the treatment of cancer for children and adolescents. Consequently, Ayudame a Vivir and its Unete Mega Lottery have become the largest non-governmental supporter of the UNOP comprising 40 percent of the UNOP’s annual operating budget.

“We were thrilled to have the support and financial assistance of many corporate sponsors, including long-standing contributors Juan Jose Gutierrez, president of Pollo Campero, and Dionisio Gutierrez and Juan Luis Bosch, co-presidents of Corporacion Multi Inversiones,” said de Mata. “These corporations were instrumental in the success of this campaign. We are extremely pleased with the results.”

According to de Mata, Ayudame a Vivir recently concluded its fundraising efforts in El Salvador, which secured more than US$250,000.

“The foundation also has plans to begin fundraising efforts in the United States, with the hope that Ayudame a Vivir can make a difference for children in need of cancer treatment throughout the world — bringing hope to children and families who are unable to pay for treatment,” de Mata said.

About Ayudame a Vivir
Ayudame a Vivir, which was founded in 1997, has made a tremendous impact on cancer treatment in Guatemala. Through its efforts, Ayudame a Vivir has played a role in helping professionals increase child cancer survival rates in Guatemala from 10 percent to 70 percent, and has helped treat more than 2,500 childre”*

*From: http://www.hispanicprwire.com
Traducido: usando Google o Altavista/Babel Fish

THE LAGRANT FOUNDATION (TLF) is now accepting applications for a quarter of a million dollars ($250,000) in scholarships, which will be awarded in the 2008/2009 academic year. The scholarships are for ethnic minority students pursuing an undergraduate or graduate degree in advertising, marketing or public relations.

In 2008, TLF will be celebrating its 10th year and awarding 36 scholarships. Scholarships will be awarded to 22 undergraduate students in the amount of $5,000, and 14 graduate students in the amount of $10,000.

“Since its inception in 1998, THE LAGRANT FOUNDATION has awarded $520,000 to 100 exceptional minority college students,” said Founder/Chairman, Mr. Kim L. Hunter. “In 2008, TLF will celebrate 10 years in existence. I’m humbled by the undivided support from corporations, agencies and individuals who have supported the Foundation and my dream of increasing the number of minorities in advertising, marketing and public relations. It is indeed a dream come true!”

TLF scholarship requirements are as follows: student must be of African American, Asian/Pacific Islander, Hispanic/Latino or Native American descent; must have a 2.75 GPA if undergraduate or 3.2 GPA if graduate; must be seeking an undergraduate or graduate degree at an accredited college or university; must be enrolled in one of the three programs mentioned above; and must make a commitment to maintain contact with TLF for assistance with professional development.

“It’s great to see the level of success THE LAGRANT FOUNDATION has achieved since it was established just 10 years ago,” said Bill Imada, chairman and CEO of IW Group, a board member of TLF and advertising industry specialist. “When I meet the future leaders of our industry, representing a myriad of backgrounds, cultures and ethnicities, I can see firsthand that the Foundation is making a significant impact.”

Donors who have contributed $5,000 or more in cash or in-kind are:
Abbot Foundation, Aetna, American Express, Bank of America, Castells & Asociados, Council of Public Relations Firms, Coca-Cola Company, Deloitte, DDB, Draftfcb, Edison International, Fleishman-Hillard, Flowers Communications Group, General Electric, Golin Harris, GMAC, Heyman Associates, Hill & Knowlton, Hyundai, IBM, IW Group, Johnson & Johnson, Ketchum, MS&L, Macy*s, McCann Erickson, Nordstrom, Ogilvy PR, Pitney Bowes, Porter Novelli, Ruder Finn, Toyota, Union Bank of California, Verizon, Waggener Edstrom, WaMu, Waste Management, Weber Shandwick, WellPoint, Wells Fargo. American Airlines is the official airline of THE LAGRANT FOUNDATION.

Applications may be obtained through THE LAGRANT FOUNDATION’s website, www.lagrantfoundation.org, or by calling Programs Manager Ericka Avila at 323.469.8680, ext. 223 or erickaavila@lagrant.com. Applications must be submitted to THE LAGRANT FOUNDATION by Friday, February 29, 2008 for consideration.

THE LAGRANT FOUNDATION is a nonprofit 501 (c)(3) organization whose mission is to increase the number of ethnic minorities in the fields of advertising, marketing and public relations by providing scholarships, career development workshops, professional development, mentors and internships to African American, Native American/Alaska Native, Asian/Pacific Island American and Hispanic/Latino undergraduate and graduate students. For more information, please visit www.lagrantfoundation.org. “*

*From: http://www.hispanicprwire.com
Traducido: usando Google o Altavista/Babel Fish

Auto Mujeres al Volante, the number one automotive authority for US Hispanic women, has selected the 2008 Chevy Malibu “Car of the Year for Woman”.

The top ten FAMA Autos are: Chevy Malibu, Lexus LS 600, Jeep Liberty, Toyota Tundra Sport, Honda Accord, Mercedes Benz SLK 350, Chevrolet Corvette, Mazda MX 5, Cadillac CTS, BMW 3 – Series. A special Humanitarian Award will be presented to OnStar for saving lives.

“The FAMA Autos awards are becoming a staple in the automotive industry and we are pleased to award the 2008 Chevy Malibu for stepping up to the plate with this impressive vehicle,” said Ileana Muñiz, editor-in-chief of FAMA Autos. “Our audience depends on us to honor the new models that best demonstrate overall superiority, significance and value, and the 2008 Chevy Malibu stood out in each of those categories for its outstanding engineering, impressive capability, price and safety, the number one concern of all woman especially mothers.”

When selecting the award FAMA-Autos considered what today’s US Hispanic women are looking for in a car. The number one requirement is safety, followed by looks, interior room, and of course the mechanics of the automobile.

The award, to be presented during the 2008 Detroit International Auto Show, The Malibu, made by GM won from a field of 5 significant vehicles such as the Toyota Camry, Nissan Altima, Honda Accord, Hyundai Azera. The Award is chosen by the editors of FAMA Magazine and the readers of www.fama.us, this year 12,600 votes have been casted.

The Malibu, with a base price of $19,995, is a sign of GM’s transformation to building world-class automobiles.

Last year’s winner was the Saturn Aura. “*

*From: http://www.hispanicprwire.com
Traducido: usando Google o Altavista/Babel Fish

LatinWorks announced the addition of new members to its award winning creative team. The new hires come on the heels of several recent wins for the agency, including Hyundai Motor America and Batanga.

Catherine Albritton, a recent graduate from Texas State University with a degree in Communication Design, signed on as Art Director. She is currently assigned to NetSpend, U.S. Cellular and Hyundai. “*

PeopleEnEspanol.com, the official website of People en Español magazine, unveiled its fresh new look today featuring original content in Spanish and English. The site, first launched in 2003, has become the premier destination for Hispanics seeking the hottest celebrity news and photos. Beginning today, the site will now have new features including: channels for news, movies, music, TV, video, photos and style; entertainment and fashion blogs and more.

In April, PeopleEnEspanol.com became a bi-lingual site providing users with exclusive breaking news in Spanish and English. The website’s traffic has grown rapidly ever since and last month it garnered nearly 10 million page views, up 218% year-over-year.

With the latest enhancements on PeopleEnEspanol.com, the website broadens its audience reach to include movie, TV and music channels where users can check out reviews of the latest films, DVDs, albums and telenovelas, along with exclusive celebrity interviews. The site will also partner with movie studios and television networks to feature exclusive trailers and behind-the-scenes interviews from upcoming films and TV programs. And all news stories on the website will now appear in Spanish and English. With just a click of a button, users can determine their language of choice to read about the hottest celebrity scoops.

Building on one of PeopleEnEspanol.com’s most popular sections, the photo channel will now feature more celebrity photo galleries — updated daily — and will also include video clips. To get caught up on the most popular scoops of the day, users can click through a live-time ranking of the top five most-read stories of each day.

New advertisers to PeopleEnEspanol.com include AT&T, with an online and mobile platform, Ford, Hyundai, Berlex, Oil of Olay, Anheuser Busch, Mexican Tourism Board and Clinique.

“With our unparalleled access to the Hispanic entertainment community, we’re now able to deliver more exclusive scoops, photos, videos and breaking news — a broader variety of daily content — to our readers with the new PeopleEnEspanol.com,” says Peter Castro, editor of People en Español. “We’re bringing our readers more of what they crave — exclusive celebrity news.”

“We are able to offer advertisers a great vehicle to reach Hispanics online at all levels of acculturation — whether in English, Spanish or both languages,” says publisher Jackie Hernandez. “PeopleEnEspanol.com is the ultimate site for cultural relevance with today’s Hispanics.”

PEOPLE en Español was launched in 1996 as a special issue, and today has become the top-selling Hispanic magazine in the United States. Published 11 times a year, PEOPLE en Español’s guaranteed circulation is 500,000 and reaches six million readers every month with its editorial mix of Hispanic and popular entertainment, fashion and beauty trends, and compelling human-interest stories. PEOPLE en Español delivers original editorial content that captures the values, contributions and impact of today’s Hispanics in the U.S. For daily news, photos, blogs, exclusive behind-the-scenes video and celebrity scoops, visit www.peopleenespanol.com — now available in English.”*

Grupo Gallegos won Best of Show at the 9th Annual Advertising Age Hispanic Creative Advertising Awards presented in cooperation with the Association of Hispanic Advertising Agencies (AHAA) Friday evening in New York. The Long Beach, California-based Hispanic agency was the biggest winner of the evening picking up five other awards for Comcast (a TV Gold, two TV Silvers, a Radio Silver, and a Multimedia Bronze), as well as Gold and Silver TV awards for Energizer batteries and the California Milk Processor Board.

The Best of Show winning spot, titled “Ketchup,” pitches a Comcast Triple Play package for broadband, phone and cable service positioned as so attractively priced that your wallet is grateful. In the spot, the grateful wallet makes a bizarre leap off the table to shield its owner from flying ketchup. “The judges picked a Best of Show that showed that price promotions, which usually aren’t very creative, can be winners if they are based on a clever idea,” said Laurel Wentz, Advertising Age’s international and multicultural editor.

This year’s competition drew a record number of entries, 718, evaluated in the following categories: television, radio, magazine, newspaper, out-of- home, multimedia, nontraditional/guerrilla marketing, interactive and direct marketing. Two new categories were added this year, Bicultural and English- speaking Hispanics to reflect the growth of marketing efforts toward English- speaking Hispanics as well as the Spanish-dominant. The new Beyond Hispanic category recognizes that Hispanic agencies are increasingly being tapped by marketers to do broader multicultural efforts or general market work, such as the LatinWorks spot starring Carlos Mencia for Anheuser-Busch’s Bud Light, which debuted on the Super Bowl this year.

“We continue to raise the bar in creative excellence,” said Jackie Bird, AHAA chairwoman and president of WingLatino. “The quality of our work just keeps getting better and better as exemplified by the amazing work showcased during the ceremony. We are breaking barriers and using traditional advertising in interesting ways to connect with the multi-dimensional Hispanic consumer. We are demonstrating that we aren’t creating great Hispanic advertising, we are creating great advertising that just happens to target Hispanic consumers.”

The panel of judges was chaired by Aldo Quevedo, president and chief creative officer of Dieste, Harmel & Partners. The jury was composed of four creative talents: Quevedo; Juan Oubina, creative director, Grupo Gallegos; Andres Ordonez, VP-creative director, Zubi Advertising; and Paco Olavarrieta, creative consultant, and three senior marketers Graciela Eleta de Cacho, VP- multicultural development organization for North America, Procter & Gamble Co.; Isaac Mizrahi, director-multicultural marketing, Sprint; and Daniel Villarroel, director-multiethnic marketing, Maybelline New York and Garnier.

For the first time, a separate jury judged the fast-growing interactive category and included judges Rick Marroquin, CMO, Batanga; Fernanda Romano, executive creative director, Lowe Worldwide; Priscila Aviles Jamison, senior director, ethnic brands-creative, McDonald’s/U.S. marketing.

The awards show followed AHAA’s fall conference and was organized by Dieste, Harmel & Partners. The gala featured the El Dí­a de Los Muertos theme from the conference and was co-hosted by actors Manny Perez and Genesis Rodriguez.

A special report on the Hispanic winners is featured on AdAge.com and the winning work can be viewed in the November 5th issue of Advertising Age.

The complete list of Ad Age’s 2007 Hispanic Creative Advertising Awards winners follows.

TELEVISION GOLD — Entertainment/Media: Comcast Triple Play “Ketchup”, Grupo Gallegos, Long Beach, CA — Grocery Products: Energizer e2 Lithium “Immortal,” Grupo Gallegos, Long Beach, CA — Non-Alcoholic Beverages: Calif. Milk Processor Board “Ley de Gravedad”, Grupo Gallegos, Long Beach, CA — Non-Alcoholic Beverages: Calif. Milk Processor Board “Suenos” “Risas” “Ley de Gravedad” campaign, Grupo Gallegos, Long Beach, CA SILVER — Alcoholic beverages: Heineken “Lluvia,” The Vidal Partnership, New York — Automotive: Volkswagen “Confrontation,” Creative on Demand, Miami — Entertainment/Media: Comcast Triple Play “Pedro” Grupo Gallegos, Long Beach, CA — Entertainment/Media: Comcast Triple Play “Ladron”, Grupo Gallegos, Long Beach, CA — Grocery Products: Clorox-Glad Force Flex Trash Bags “Trash Tamer”, Dieste Harmel & Partners, Dallas — Non-Alcoholic Beverages: Pepsi-Sierra Mist “Cash Register”, Dieste Harmel & Partners, Dallas — Non-Alcoholic Beverages: Calif. Milk Processor Board “Suenos”, Grupo Gallegos, Long Beach, CA — Technology/Communications: Sprint “Silencio”, The Vidal Partnership, New York — Travel: Continental Airlines “Taller”, Bromley Communications, San Antonio, TX BRONZE — Automotive: Volkswagen “Kung Fu” “Timbales” campaign, Creative on Demand, Miami — Entertainment/Media: MTV “Calle,” La Comunidad, Miami — Grocery Products: Clorox Disinfecting Wipes “Hide and Seek”, Dieste, Harmel & Partners, Dallas — Technology/Communications: Sprint “Todo Sobre Mi Familia”, The Vidal Partnership, New York — Travel: Continental Airlines “Espanol” campaign, Bromley Communications, San Antonio, TX TV (PUERTO RICO) SILVER — Retail/Fast Food: Radio Shack-Memory Card “Gobernadores”, Draftfcb, San Juan, PR BRONZE — Grocery Products: Unilever-Ragu “Hindu”, JWT San Juan — Public Service: Alzheimer’s Foundation “Polaroid”, BBDO Puerto Rico RADIO SILVER — Comcast Cable Latino “Media Naranja”, Grupo Gallegos, Long Beach, CA BRONZE — Tecate “Virus Estornudo”, Grupo Gallegos, Long Beach, CA — Comcast Cable Latino “Diga”, Grupo Gallegos, Long Beach, CA NONTRADITIONAL/GUERRILLA MARKETING SILVER — Personal Music “Paisa”, Alma DDB, Miami BRONZE — Personal Music “Directions” campaign, Alma DDB, Miami — Personal Music “Voice Over” Alma DDB, Miami NONTRADITIONAL/GUERRILLA MARKETING (PUERTO RICO) GOLD — Amnistia Internacional “La Casa del Horror”, JWT San Juan SILVER — Toyota Yaris “Manijas”, Badillo Nazca Saatchi & Saatchi, San Juan MULTIMEDIA/INTEGRATED BRONZE — Comcast Triple Play “Mosca”"Ketchup”"Ladron” campaign, Grupo Gallegos, Long Beach, CA NEWSPAPER GOLD — Procter & Gamble-Tide “Stains Attack: French Fry, Jam, Soup”, Conill NEWSPAPER (Puerto Rico) BRONZE — Amnistia Internacional “John Wayne Gacy”"Ted Bundy” “Pee Wee Gaskins” campaign, JWT San Juan OUT OF HOME SILVER — Procter & Gamble-Tide “Messy Things: Coffee, Ketchup, Wine”campaign, Conill OUT OF HOME (Puerto Rico) GOLD — Verizon Wireless “Llamadas Interrumpidas: Mucho, Busca, Conmigo” campaign, Badillo Nazca Saatchi & Saatchi, San Juan MAGAZINE BRONZE — Clorox-Pine Sol “Sniff”, Dieste Harmel & Partners, Dallas MAGAZINE (Puerto Rico) SILVER: — PR Alzheimer’s Foundation “Forgotten Animals: Fish, Cage” campaign, BBDO PR BRONZE: — Toyota FJ Cruiser “Laberinto”, Badillo Nazca Saatchi & Saatchi, San Juan BEYOND HISPANIC GOLD: — Anheuser-Busch Bud Light “Class,” LatinWorks, Austin, TX SILVER: — Chicago Latino Film Festival “Cowboys,” Lapiz, Chicago — Katrina Foundation “Bin Laden”, La Comunidad, Miami BRONZE: — Xtra Pine “The Cleaning Hunk” Ole, New York — 1-2-3 Divorce “I don’t” “Leave the Bride” “Why Wait”, Dieste Harmel & Partners — Katrina Foundation “Picture in Picture” campaign, La Comunidad, Miami BICULTURAL/ENGLISH-SPEAKING HISPANICS (No Gold) SILVER: — Mun2 “Fences, Dream, Quiz Show” campaign, La Comunidad, Miami — Mun2 “Snoop Dogg Knows Best” campaign (1st 3 spots only), Mun2 BRONZE: — Toyota Motor Sales “Mundoyaris”, Conill, Los Angeles — [view at www.conill-ideas.com/mundoyarisdemoespanol] — Mun2 “Hotline Weird Callers” campaign, Mun2 INTERACTIVE: INTERACTIVE/WEB SITE GOLD: — McDonald’s “LoMcximo,” Alma DDB, Miami (View at www.iclatinamerica.com/app/lomcximo) SILVER: — Toyota Motor Sales’ “Yaris Music Lab,” Conill (View at conill-ideas.com/musiclabespanol) INTERACTIVE/BRANDING SILVER: — Art Basel Invitation, La Comunidad, Miami (View at www.lacomu.com/artbasel) BRONZE: — Sprint “Sprint Center”, The Vidal Partnership, New York (View at mediakit.adage.com/hispanicawards/vidal/sprint.html) INTERACTIVE/ONLINE AD BRONZE: — Hyundai “Respect,” Alma DDB, Miami (View at www.iclatinamerica.com/app/respect) DIRECT MARKETING GOLD: — Verizon FIOS campaign, La Agencia de Orci, Los Angeles BRONZE: — American Honda Motor, “Guataburger”, “Bersache”, “SiGuerld” campaign, La Agencia de Orci, Los Angeles About AdAge:

Advertising Age is the most trusted brand of news and intelligence on advertising, marketing and media, delivered however and whenever our community wants to consume it. Ad Age platforms include the weekly publication and real-time Web site; electronic newsletters; live events and conferences; streaming video, audio webinars, podcasts, blogs and more. Advertising Age is published by Crain Communications, Inc.

About AHAA:

The Association of Hispanic Advertising Agencies (AHAA) is the national organization of firms that specialize in marketing to the nation’s 46 million Hispanic consumers: the most rapidly growing segment of the American population. AHAA promotes the strength of the Hispanic marketing and advertising industry to the private and public sectors. AHAA agencies offer a unique blend of cultural understanding, market intelligence, proven experience and professionalism that deliver Hispanic market success for clients. AHAA agencies help organizations gain market share, increase revenue and grow profits by building the bridges and delivering the messages to reach America’s Hispanic consumers, who together have an estimated buying power of more than $930 billion. Visit www.ahaa.org/ for more information. “*

“HYUNDAI MOTOR AMERICA HAS NAMED Patricia Romero national manager of multicultural marketing for the company. Romero will be responsible for all ethnic marketing and advertising in the United States for the Fountain Valley, Calif. automaker. She will report directly to Chris Perry, senior national manager of marketing communications.”*

“Hyundai Motor America has partnered with one of the nation’s leading experts and advocates for financial empowerment and small business development as well as best-selling author, Louis Barajas. Celebrating his second published book, Small Business, Big Life in May 2007, Hyundai is hosting the book signing tour and financial and entrepreneurial empowerment workshops at the annual conventions of the leading Hispanic advocacy, professional and business organizations as well as higher education associations representing Hispanic-serving institutions in the country.

Louis Barajas is a premier example of the American dream. Born in East Los Angeles and the son of Mexican immigrants, Mr. Barajas began his financial and small business career in his teens by helping his father and mother with their wrought iron business. He graduated from UCLA in 1984, received his MBA from Claremont Graduate School in 1987, and attained a Certified Financial Planner designation from the Denver College of Financial Planning in 1990. After years of experience at major accounting and financial planning firms, he returned to East Los Angeles in 1991 to form his own financial and business planning firm. Louis wished to make a difference within the Latino community he grew up in, hard-working men and women who, because of a lack of information or understanding, often had limited financial choices that kept them from achieving the success, security, and significance they deserved.

Hyundai admires the personal and business accomplishments Mr. Barajas has achieved throughout his career and the significance and overall impact he sets on all those who have the opportunity to read his books, listen to his speeches or participate in one of his workshops. “At Hyundai, we are proud to encourage good thinking and align ourselves with programs that benefit communities in which we live and do business,” said Alma McMaster, National Manager of Diversity Relations for Hyundai Motor America. “The Hispanic Market has contributed tremendously to Hyundai’s success in the United States and we are proud to partner with Mr. Barajas as he launches his second book.”

The tour was launched during the annual convention of The National Council of La Raza (NCLR), the largest and most influential Hispanic civil rights and advocacy organization in the U.S. The annual conference and Latino Business Expo were recently held this year in Miami, Fl.

As the program continues to tour the country, Hyundai expands the positive echoing effects of Mr. Barajas inspirational and motivational words through the book signing tour offering thousands of consumers complimentary signed copies of his most recent published book and powerful workshops for Hispanic entrepreneurs. “Hyundai recognizes and applauds the work and success of Louis Barajas and is proud to unite with individuals and organizations that help to enrich the local communities we do business with,” states Walter Rodriguez, Diversity Relations Manager for Hyundai Motor America. “We share his passion and mission to improve opportunities for Hispanics throughout the country.”

Hyundai recently sponsored the 28th Annual Convention and Business Expo of the California Hispanic Chamber of Commerce (CHCC) on August 22 - 26, 2007 in Long Beach, CA. The CHCC is the premier and largest regional Hispanic business organization in the nation representing the interests of over 600,000 Hispanic-owned businesses in the state of California. The chamber promotes the economic growth and development of Hispanic entrepreneurs through its network and support of over 60 local Hispanic chambers and business associations throughout the state.

Louis Barajas offered “The Journey to Financial Greatness for Small Business Owners” workshop in both English and Spanish complimentary to the public thanks to the support of Hyundai. The workshop helps individuals and business owners attain their financial goals through the proper implementation of wise financial and business strategies. Louis Barajas personally conducted the workshops and guided all participants through his proven 10 steps required to achieve financial greatness.

Houston, Texas was home for the 18th Annual Conference and Career Expo for the National Society of Hispanic MBAs (NSHMBA), the third event Hyundai sponsored in conjunction with the book tour visit with Louis Barajas. The conference took place on October 4 through 6 with attendance exceeding 7,000 Hispanic MBA professionals and students participating in informative workshops on current business issues and professional development; as well as host of one of the preeminent career expos in the country providing strong network opportunities among members and students, academic institutions and corporate participants.

Hyundai’s Hispanic Financial Empowerment Program will reach the Midwest on October 20, 2007 during the 21st Annual Conference of the Hispanic Association of Colleges and Universities (HACU) taking place in Chicago, IL. As this year’s theme, “Championing Hispanic Education Success: A Imperative for the 21st Century,” Hyundai’s Hispanic Outreach program reinforces this goal with workshops conducted by Mr. Louis Barajas as well as complimentary signed books to attendees that will provide the right tools for their financial success and educational goals.

Continuing the commitment and support of providing resources for Hispanic entrepreneurial empowerment, Hyundai will be sponsoring the 2007 National Minority Supplier Development Council Conference and Business Opportunity Fair at the Miami Beach Convention Center. The NMSDC has made great strides in providing increased procurement and business opportunities for minority-owned businesses. Hyundai together with Louis Barajas will provide complimentary signed books at the business opportunity fair on Monday October 29, 2007.

“At Hyundai, we believe partnering with qualified, experienced and value-driven suppliers regardless of race, ethnicity, gender or size will foster the business advantage required to succeed in this market,” states Keith Duckworth, Executive V.P. General Affairs for Hyundai Motor America. “Additionally, we recognize a diverse supplier pool allows us to take advantage of new perspectives, unique talents and cutting edge ideas. We are committed to search for the most professional and diverse business partners.”

Hyundai Diversity Relations’ objective is to foster an environment in which diversity is explicitly recognized as a fundamental part of not only the company’s internal infrastructure, but in all aspects of the company’s business operations including community outreach and philanthropic efforts. The alignments and programs established this year will help enrich communities nationwide and contribute to the overall economic health of the nation.

HYUNDAI MOTOR AMERICA

Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through more than 750 dealerships nationwide. “*

“In celebration of Hispanic Heritage Month, observed from September 15 through October 15, XM, the nation’s leading satellite radio service with more than 8.2 million subscribers, will kick off its tribute to the best in Latin music one day early on September 14 with a live, exclusive concert performance by rapper Pitbull. The special month-long line-up will feature some of today’s hottest stars, as well as honor some of Latin music’s pioneers and legends, across Latin XM channels FUEGO (XM 90), VIVA (XM 91), AGUILA (XM 92), and CALIENTE (XM 94).

Highlights of the month-long Hispanic Heritage celebration include:
– Exclusive, live concert performances by rapper Pitbull, Latin Grammy nominated Willy Chirino, multiplatinum recording artist and Grammy-winner Gloria Estefan, Colombian Latin pop rock band Aterciopelados, and reggaetón superstar Daddy Yankee
– Day-long musical tributes to Latin music greats Vicente Fernández and Hector Lavoe
– Mini concert marathons featuring live performances by Shakira, Ricky Martin, Alejandro Sanz, and Luis Miguel
– Various genre-specific programming blocks dedicated to norteña, ranchera and mariachi music
– Night-long marathons showcasing the best in Dominican, Puerto Rican, Cuban music and much more.

“Latino artists have made tremendous contributions to the world of music and XM is proud to honor them and their fans with a diverse offering of exclusive and live showcases of the genre’s best during Hispanic Heritage Month,” said Jesus Salas, senior program director for XM Radio. “Ranging from reggaetón, salsa and ranchera music to merengue, Latin rock and regional sounds from across the Americas, XM’s Hispanic Heritage celebration is sure to delight enthusiasts of Latino music, sounds and culture all month long.”

Following is a partial broadcast schedule of XM’s Hispanic Heritage programming (all times Eastern):
– PITBULL LIVE XM PERFORMANCE (Fuego XM 90) - Friday, September 14 at 8 p.m. – An exclusive XM performance by rapper Pitbull recorded last year during which he talks about his new album and plans for continued success; encores will air on September 15 and 19.
– NOCHE CUBANA CON WILLY CHIRINO (Caliente XM 94) - Saturday, September 15 at 7 p.m. to 12 midnight - Cuban Artist Willy Chirino offers listeners a complete airing of his Latin Grammy-nominated live CD/DVD from the James L. Knight Center in Miami.
– DIA DE VICENTE FERNANDEZ (Aguila XM 92) - Sunday, September 16 (Every Hour) - XM celebrates Mexican Independence Day with highlights of the musical legend’s life and his most famous hits.
– GLORIA ESTEFAN PRESENTS NEW ALBUM (Caliente XM 94) - Tuesday, September 18 at 7 p.m. - Gloria gives a very intimate sneak peek of her new album “90 Millas,” with insights on the making of the album, the stars with whom she collaborated and its significance to her culture.
– NOCHE DE CONCIERTO (Viva XM 91) - Saturday, September 22 from 7 p.m. to 12 midnight - Live concert song performances by mega Latin stars including Shakira, Ricky Martin, Alejandro Sanz, and Maná.
– ATERCIOPELADOS LIVE PERFORMANCE (Viva XM 91) - Saturday, October 13 at 7 p.m. - Colombian Latin pop rock Aterciopelados visits XM studios for a live performance and thought-provoking interview.
– HECTOR LAVOE DAY (Caliente XM 94) - Saturday, October 14 from 8 a.m. to 4 p.m. – Featuring a hit song every hour from legendary salsa singer Hector Lavoe.
– DADDY YANKEE Artist Confidential (FUEGO XM 90) - Monday, October 15 (All Day) – Daddy Yankee shows off his improvisational artist talent in front of a live audience from XM’s performance theatre in NYC and talks about his new album, his life, his start and the battles he’s faced to get where he is today.

Complete programming information for XM’s Hispanic Heritage Month lineup, including detailed broadcast schedules, is available online at www.xmradio.com/latino .

In September 1968, Congress authorized President Lyndon B. Johnson to proclaim National Hispanic Heritage Week. The observance was expanded in 1988 to a month-long celebration (Sept. 15 – Oct. 15) during which America celebrates the culture and traditions of U.S. residents who trace their roots to Spain, Mexico and the Spanish-speaking nations of Central America, South America and the Caribbean. Sept. 15 was chosen as the starting point for the celebration because it is the anniversary of independence of five Latin American countries: Costa Rica, El Salvador, Guatemala, Honduras and Nicaragua. In addition, Mexico and Chile celebrate their independence days on September 16 and 18, respectively.

About XM:
XM (NASDAQ: XMSR) is America’s number one satellite radio company with more than 8.2 million subscribers. Broadcasting live daily from studios in Washington, DC, New York City, Chicago, the Country Music Hall of Fame in Nashville, Toronto and Montreal, XM’s 2007 lineup includes more than 170 digital channels of choice from coast to coast: commercial-free music, premier sports, news, talk radio, comedy, children’s and entertainment programming; and the most advanced traffic and weather information.

XM, the leader in satellite-delivered entertainment and data services for the automobile market through partnerships with Ferrari, General Motors, Honda, Hyundai, Nissan, Porsche, Subaru, Suzuki and Toyota is available in 140 different vehicle models for 2007. XM’s industry-leading products are available at consumer electronics retailers nationwide. For more information about XM hardware, programming and partnerships, please visit

“LatinWorks has been selected to lead national Hispanic marketing and advertising efforts for Hyundai Motor America.

A national Hispanic campaign including broadcast, print and interactive elements is expected to launch next month.”

“Hyundai Motor America HMA announced today that it selected LatinWorks as its national Hispanic marketing and advertising agency of record. The selection was announced following presentations by five agencies at HMA’s national headquarters in Fountain Valley, Calif. last week.

“Hyundai understands the importance of the Hispanic market and with the addition of LatinWorks as our marketing partner, we are strengthening our commitment to this community,” said HMA Vice President of Marketing Joel Ewanick. “We believe that their strategic understanding and proven creative abilities will move Hyundai’s relationship with the Hispanic community further.”

The agency will begin working immediately on national Hispanic advertising for Hyundai. The first campaign is expected to appear shortly in Internet, broadcast and print media.

LatinWorks, known for its creative body of work, has recently been recognized across the industry, winning the prestigious Bronze Lion Award at the 2007 Cannes Lions International Advertising Festival and three creative awards for internet campaigns from the Interactive Media Council.

“We are thrilled and honored to work with Hyundai Motor America at this very important time for its brand,” said Sergio Alcocer, president and chief creative officer of LatinWorks. “There is a great opportunity to share its fantastic product stories and help elevate Hyundai’s image in the Hispanic market.”

Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through more than 750 dealerships nationwide. “

“A group of five Latina marketing agency principals from throughout the country today announced the formation of the Latina Agency Alliance (LAA), a coast-to-coast network of advertising, marketing and communications services targeting the Latino market.

Yvonne “Bonnie” Garcia, owner of San Antonio-based Market Vision, spearheaded the LAA concept. Other members of the network of independently owned Latina companies are Coco Corona, president, BY DESIGN Multimedia, a Hispanic marketing, special events and production company located in Vallejo, Calif.; Zully Gonzalez, president, LatinSolutions, Inc., Long Beach, Calif., an event marketing and promotions agency; Gabriela Neves, owner, LatinFactory, Inc., a New York City-based events and experiential marketing company; and Pat Pulido-Sanchez, president & CEO, Pulido Sanchez Communications, LLC, Chicago, a strategic marketing communications agency.

The alliance will provide a framework to pursue new business opportunities, share capabilities and resources, refer clients, mentor young Latinas who hope to start their own companies, and collaborate on solutions to business issues each of the Latina-owned firms faces daily.

“Corporate America sometimes bases decisions to allow companies into pitches on revenue alone,” Garcia said. “Our alliance agencies have the talent, creative energy and track records to participate in pitches. Now our combined resources – both revenue and human – will provide us the opportunity to make it into RFP’s where the bar is set very high, precluding smaller shops from making the cut.”

The agencies offer a range of marketing services including strategic planning, advertising, promotions, experiential events, retailtainment, Web marketing strategies, public relations and corporate communications. The alliance will strengthen the agencies’ presence in the marketplace, with offices in San Antonio, Los Angeles, San Francisco, Chicago and New York City; an employee base of 75; and access to a pool of 3,000 brand ambassadors.

The group met in San Antonio in June at an informal Latina Agency Alliance Summit to design a structure that would benefit each of the companies.

“Each of us began on her own with our individual vision of success. Now with five Latinas working together, our combined vision is laser-focused on becoming one of the largest Latina-owned and operated agency resources in the country,” said Garcia.

“We each have areas of strength, both from a skill set and regional perspective,” said Corona. “This is a great opportunity to expand our scope of work and influence on the Latino marketplace.”

“Given the rapid growth and diversity of the Latino market across the country, Corporate America needs to be poised to communicate its message, image and brands effectively using innovative new media tools such as Web marketing and social networks,” said Pulido Sanchez. “This alliance will enable us to broaden our reach and capabilities across the nation.”

“Our group includes some of the most creative and strategic events and marketing thinkers in the business,” said Gonzalez. “We are passionate about our work and about the impact we can make on the Latino marketing industry.”

Neves agreed, adding, “One of the elements we share is that we are all seasoned Hispanic marketing professionals who are used to being very hands-on in our work. We can bring clients a level of comfort because they know that senior people are working on their business.”

Each of the network member firms has worked informally with Market Vision for several years as a minority supplier. “I admired their work ethic, tenacity and most of all, their entrepreneurial spirit and desire to succeed,” Garcia said.

LATINA AGENCY ALLIANCE MEMBER AGENCIES

Market Vision
Market Vision is a Latina-owned marketing firm specializing in Hispanic-targeted advertising, promotions, experiential marketing, events, media planning/buying, community outreach and public relations. Market Vision’s clients include ACH Food Companies, Inc. (Mazola Oils), The Coca-Cola Company, Continental Airlines, Copa Airlines, Fisher-Price(R), General Mills, and Miller Brewing Company . Yvonne “Bonnie” Garcí established the agency in 1998 after 22 years in corporate marketing, including 15 years directing corporate Hispanic marketing initiatives at The Coca-Cola Company and Stroh Brewery. Market Vision is based in San Antonio, with offices in Atlanta, Dallas, Chicago and New York. For more information, visit http://www.mvmas.com or call 210-222-1933.

BY DESIGN Multimedia (BDM)
Founded in 1992, BY DESIGN Multimedia offers a full range of marketing services, bilingual promotions staffing, event planning, community outreach and multimedia production. Owner Coco Corona has over 25 years experience in marketing, events and public relations/community outreach. She is a former board member of the US Hispanic Chamber of Commerce and chair of the USHCC Foundation. BDM clients include Coca-Cola NA, Comcast Cable Latino, Time Warner Cable, Adidas, Disney, Fisher-Price, Daimler-Chrysler, Univision, Telemundo, Market Vision, Schramm Sports & Entertainment, Latin Sphere, PuraVida Marketing, Perspectiva, and EventProStrategies. BDM has offices in Vallejo and San Francisco, Calif. For more information, contact Corona at 707-644-4218.

LatinFactory
LatinFactory, Inc., based in New York, is a minority-owned-and-operated agency specializing in integrated marketing and event-marketing campaigns. The agency creates in-culture event/entertainment/lifestyle brand experiences that have an impact on the streets, at retail, or anywhere consumers live, work and shop. Majority owner Gabriela Neves, a native of Brazil, is fluent in English, Portuguese and Spanish. LatinFactory has worked with clients such as Chase Bank, Kraft Foods Inc., Wise, Evian, Fisher-Price, Daimler Chrysler and TÚYo Mobile. For more information, contact Neves at 212-242-2417 or write info@latinfactory.com.

LatinSolutions
LatinSolutions, Inc., of Long Beach, Calif., is a minority-owned and operated, full-service event marketing and promotions agency that specializes in the development and execution of marketing concepts and strategies that effectively target and reach the U.S. Latino market. Los Angeles native Zully Gonzalez founded LatinSolutions in 2003 after working in corporate positions in promotions and marketing. LatinSolutions has worked with major corporations such as American Airlines, The Coca-Cola Company, General Mills, DaimlerChrysler, Hyundai, Giromex, Universal Pictures and Verizon Wireless on event, entertainment and promotional programs. The firm employs approximately 1,500 full-time and contract employees throughout the U.S. For more information, visit http://www.latinsolutions.com.

Pulido Sanchez Communications, LLC
Pulido Sanchez Communications is a strategic marketing communications firm that can provide insights and activation programs that capture and mobilize the Latino market. The firm has networks in place at the local and national level to build upon existing relationships, whether business to business, business to community, or business to consumer. Company principals have over 25 combined years of experience in senior-level positions at Fortune 100 companies such as Anheuser-Busch, Apple Computer and Exelon. For more information, contact Pulido Sanchez Communications at 312-855-0191.

Note to Editors:
1. Between 1997 and 2006, the number of firms majority owned (51% or more) by Hispanic/Latina women increased by 121.3 percent, according to the Center for Women’s Business Research. The number of employees increased 18.6 percent; and sales increased 33.3 percent.

2. See attached profiles of the businesses comprising the Latina Agency Alliance. “

“Hispanic auto dealers, suppliers and national leaders of major Latino business organizations plans to meet with senior representatives of Toyota, Honda, Nissan, Hyundai and BMW this month at the first National Latino Automotive Conference.

It is designed to address business opportunities for Hispanics. “

“Hispanic auto dealers, industry suppliers and national leaders of major Latino business organizations will meet with senior representatives of Toyota, Honda, Nissan, Hyundai, BMW and others on June 11 and 12 in Los Angeles. The first National Latino Automotive Conference is designed to address opportunities for entry and growth for Hispanics amidst traditional concern for inequality within the industry.

A recent survey confirmed that of the more than 27,000 auto dealerships and franchises in the United States, less than 3 percent are Hispanic-owned. In light of the constantly growing Hispanic marketplace, National Latino Automotive Council leaders are determined to jump-start new dealerships and supplier contracts for qualified Latinos throughout the country.

“Five years ago we faced the inequalities and financial hurdles of establishing a base of Hispanic owners and suppliers among the Big Three American auto manufacturers. Today, with the giant market share that foreign car companies enjoy, it is essential that we create a level playing field for qualified Hispanic would-be dealers and those who service the auto industry. Clearly, the timing is right, with Toyota having surpassed General Motors as number one,” said David Lizarraga, Chairman of the U.S. Hispanic Chamber of Commerce and co-chair of the Automotive Conference.

“The $800 billion purchasing power of 35 million Hispanics in the United States should be enough to convince industry leaders that a far greater number of Latino dealerships are in order, and a similar growth in collateral industries that provide products and services for the automobile world is needed,” said Hector Barreto, Chairman of the Latino Coalition.

Lizarraga and Barreto are co-chairs of the conference, sponsored by the growing national Latino Automotive Council. Some 250 current auto dealers and contractors as well as Hispanic business leaders and public officials from throughout the country are expected to participate in candid face-to-face sessions with foreign dealer decision makers.

“This is not a make-nice reception, but a serious meeting with serious people determined to bring about change and to use their market strength and brand loyalty to achieve it,” said Al Pina, Council co-founder.”

“Hyundai Motor America has terminated its contract with its U.S. Hispanic agency, Del Rivero Messianu DDB, Coral Gables, Fla., and will soon begin a search for a successor, according to executives close to the matter.

Del Rivero won the estimated $30 million account in February 2006 after a four-month review”

“Fox Sports en Español will once again offer live and exclusive Spanish-language coverage of the FIFA Club World Cup 2006. Commentators Jorge Ramos and Hernán Pereyra will call all of Club América’s matches; Ramos will call the final alongside Manuel Kun. On-air responsibilities for all other matches will be shared by Pablo Bari, Juan José Buscalia, Sebastián Vignolo, Juan Pablo Varsky, and Javier Tabares.

Previously known as the FIFA Club World Championship TOYOTA Cup, the FIFA Club World Cup 2006 will be played during the month of December in Japan by representatives of FIFA’s six confederations and will crown the world’s best club team. Among this year’s participants are the winners of the CONCACAF 2006 Champions’ Cup, Club América of Mexico; CONMEBOL 2006 Copa Toyota Libertadores champions, Internacional de Porto Alegre of Brazil; OFC 2006 club champions, Auckland City FC of New Zealand; the 2006 UEFA Champions League winners, FC Barcelona of Spain; the CAF Champions League winners, Al Ahly of Egypt; and the AFC Champions League winners, Jeonbuk Hyundai Motors FC of South Korea.

The FIFA Club World Cup 2006 will open in Toyota City on Sunday, December 10, and will feature Al Ahly and Auckland City. Live coverage is set to begin at 5:00 a.m. ET. Fox Sports en Español will also have live coverage of the semifinals, the fifth-place and third-place matches, and the final, which will take place in Yokohama on Sunday, December 17 at 5:00 a.m. ET.

FIFA Club World Cup 2006 Telecast Schedule on Fox Sports en Español*

Quarterfinals
December 10, 2006 Auckland City vs. Al Ahly 5:00 a.m.
December 11, 2006 Jeonbuk Hyundai Motors 5:00 a.m.
vs. Club América

Semifinals
December 13, 2006 W1 vs. Internacional 5:00 a.m.
de Porto Alegre

December 14, 2006 W2 vs. FC Barcelona 5:00 a.m.

Match for 5th place
December 15, 2006 L1 vs. L2 5:00 a.m.

Match for 3rd place
December 17, 2006 L3 vs. L4 2:00 a.m.

Finals
December 17, 2006 W3 vs. W4 5:00 a.m.

* All times Eastern.”

“Sobre Ruedas, one of the leading Spanish-language automotive magazines in the country, named Hyundai Motor America “Manufacturer Sobre Ruedas 2006” in its third Annual Awards Ceremony. Presented at the 36th South Florida International Auto Show held at the Miami Beach Convention Center, this prestigious award validates Hyundai’s commitment to leadership in quality, unsurpassed standard safety and value by continuously listening to vehicle owners, customers and critics.

Hyundai’s impressive 24/7 product launch program, where seven all-new vehicles were introduced in 24 months; the brand’s unsurpassed standard safety, including the standard application of ESC in many of its models, and its continued commitment in offering the industry’s best warranty garnered the company this important recognition. Hyundai Motor America’s strong market penetration as the fourth import brand in the U.S. was also a key factor.”

“Sobre Ruedas, one of the leading Spanish-language automotive magazines in the country, named Hyundai Motor America “Manufacturer Sobre Ruedas 2006″ in its third Annual Awards Ceremony. Presented at the 36th South Florida International Auto Show held at the Miami Beach Convention Center, this prestigious award validates Hyundai’s commitment to leadership in quality, unsurpassed standard safety and value by continuously listening to vehicle owners, customers and critics. “

“Michelle Cervantez, Vice President of Marketing Hyundai Motor America, has been named one of the “100 Most Influential Hispanics” by Hispanic Business magazine in its October 2006 issue. Cervantez, who joined Hyundai Motor America in 2005, is responsible for all Hyundai marketing and advertising in the United States, and plays a pivotal role in the company’s Hispanic marketing initiatives.

“It is an honor to be selected and recognized alongside other exceptional Hispanic professionals and entrepreneurs. Hyundai is clearly a company with great momentum and we are dedicated to extending and strengthening our commitment to the Hispanic market,” Cervantez said. “

“Hyundai Motor America has announced the introduction of a new, original, Spanish-language television spot for the all-new 2007 Santa Fe. The commercial debuted on national Spanish-language network television on September 4, 2006. The spot rounds out Hyundai’s original, Spanish-language campaign, themed Respect, which is already in full gear.

“We are committed to getting the word out to Hispanic consumers that Hyundai has a wide product lineup that delivers high quality and value with segment leading products,” stated Cuban-born Robin Robert, Hyundai Motor America’s National Manager Hispanic Marketing. He added, “The new 2007 Hyundai Santa Fe is impressive, delivering a bold new design, industry leading safety technology, and improved fuel efficiency, staying true to the Hyundai value. The campaign for the all-new Santa Fe symbolizes recognition for our brand and respect for our Hispanic customers.”"

“Hyundai Motor America next month will unveil the second Spanish-language television spot of its “Inspira respeto” campaign, an initiative crafted by del Rivero Messianu DDB, which won the account in February.

“Train,” a 30-second TV commercial for the 2007 Hyundai Sonata, opens with a passenger train traveling at high speed until it comes to a halt at a street crossing to make way for a Sonata preparing to cross in front. The spot was directed by London-based Jorn Haagen of Believe Media.”

“Hyundai Motor America debuts new, original, Spanish-language advertising campaign with a fresh creative approach themed “Respect”. Introduced just prior to the World Cup games, the new Respect campaign is a bold interpretation of Hyundai’s current position in the global automotive marketplace, and mirrors the reverence the brand extends to Hispanic consumers.”