http://www.hispanictips.com Hispanic & Latino News Redefined - Empowering & Engaging Thu, 16 Feb 2012 13:26:39 +0000 en hourly 1 http://wordpress.org/?v=3.2.1 http://www.hispanictips.com/2011/04/06/latinworks-sergio-alcocer-and-lapizs-laurence-klinger-named-cannes-judges/ http://www.hispanictips.com/2011/04/06/latinworks-sergio-alcocer-and-lapizs-laurence-klinger-named-cannes-judges/#comments Wed, 06 Apr 2011 16:23:04 +0000 TomasC http://www.hispanictips.com/?p=121034 Tomás @ HispanicTips from adage.com
Hispanic & Latino News Redefined. Empower Yourself!]]> http://www.hispanictips.com/2011/04/06/latinworks-sergio-alcocer-and-lapizs-laurence-klinger-named-cannes-judges/feed/ 0 http://www.hispanictips.com/2010/10/12/hispanic-creative-advertising-awards-2010-best-of-show-bountys-batalla-lapiz-concocts-a-food-battle-for-pg-paper-towel-brands-winning-radio-spot/ http://www.hispanictips.com/2010/10/12/hispanic-creative-advertising-awards-2010-best-of-show-bountys-batalla-lapiz-concocts-a-food-battle-for-pg-paper-towel-brands-winning-radio-spot/#comments Tue, 12 Oct 2010 16:59:39 +0000 Tomas http://www.hispanictips.com/?p=104128 HispanicTips :: Hispanic & Latino News & Information]]> http://www.hispanictips.com/2010/10/12/hispanic-creative-advertising-awards-2010-best-of-show-bountys-batalla-lapiz-concocts-a-food-battle-for-pg-paper-towel-brands-winning-radio-spot/feed/ 0 http://www.hispanictips.com/2010/10/11/lapiz-wins-best-of-show-at-12th-annual-ad-age-hispanic-creative-awards/ http://www.hispanictips.com/2010/10/11/lapiz-wins-best-of-show-at-12th-annual-ad-age-hispanic-creative-awards/#comments Mon, 11 Oct 2010 14:08:05 +0000 Tomas http://www.hispanictips.com/?p=103570 Lapiz took top honors at Ad Age's 12th Annual Hispanic Creative Advertising Awards winning Best of Show for the radio spot "Batalla" promoting Procter & Gamble's Bounty brand. LatinWorks joined Lapiz as the most awarded agencies with LatinWorks picking up seven awards in four categories for its Cine Las Americas work alone. The winners were announced at an awards gala held Friday night, October 8th in Miami, at the end of the AHAA Annual Conference.

The judges selected the Lapiz ad for Bounty paper towels as Best of Show for its originality, with extra points for creating theater of the mind in a challenging medium and difficult category. The radio spot sounds like a real battle fought by foods that cause messy spills and whose names can be pronounced or chanted to mimic soldiers marching, artillery fire and soaring aircraft, ending with the tagline: "For cleaning battles in the kitchen, choose Bounty."

In addition to the Best of Show, Lapiz picked up three other awards for P&G work with silvers for another Bounty radio spot, "Incompleto;" a magazine ad for Gain detergent; and a TV bronze for the Pepto-Bismol spot "Nice Burrito." Another P&G agency, Wing, won a silver award for the TV spot "Lavadero" for Downy Ultra detergent.

LatinWorks won four gold and three silver awards in the TV, radio, magazine and integrated categories for the Cine Las Americas film festival campaign that mines the bizarre behavior of real Latin American leaders with the brilliant tagline: "If this is our reality, imagine our films." Additionally, they won prizes for Mars' Starburst and Twix brands, Burger King and Parental Control Bar software.

This year's winners demonstrated creative thinking that reflected deep Hispanic insights, which in some cases were then used to also lead general market work: a growing trend for Hispanic agencies. Volkswagen of America and Creative On Demand won three silver awards in the TV, Bicultural Hispanic and Beyond Hispanic categories for Spanish and English versions of "Fake Out:" a humorous spot promoting VW's carefree maintenance, which ran in both markets.

The gold in the Interactive Category went to Conill for its YarisYarisYaris Web site for Toyota, and La Comunidad won three awards in the TV category for MTV, including a gold for "Bird."

The fastest-growing category this year was Direct Marketing. The separate direct marketing jury awarded two golds: one for a State Farm campaign by DraftFCB, which is Hispanic-led but also is being used in the general market, and the other for The Vidal Partnership's "Balon de Troya" promotion for the NFL.

"The creative excellence demonstrated in the winning work — and the entries submitted — is a testament to the growth and evolution of Hispanic-specialized agencies," says Jessica Pantanini, AHAA Chair and COO of Bromley Communications. "No longer is Hispanic taking a back seat, in fact, Hispanic agencies are now leading total market campaigns. AHAA congratulates the winners and the agencies that submitted entries for judging. We continue to raise the bar each year with superior creative and sharper insight that is changing the way advertisers communicate and is delivering consumer loyalty and bottom-line profit for brands."

The 2010 jury of judges included Jury President Icaro Doria, group creative director of Goodby, Silverstein & Partners; Curro Chozas, associate creative director of Grupo Gallegos and president of Circulo Creativo; Carlos Tornell, VP-creative director of Bravo Group; Norberto "Norbi" Zylberberg, creative director of LatinWorks; Maria Bernal, associate creative director of Lapiz; Daniel Marrero, partner, Creative On Demand and AHAA Board member; and Kathleen M. Haley, director, multicultural marketing for Hewlett-Packard Company. The Direct Marketing Jury included: Alberto Ferrer, managing partner, director of direct and digital marketing, The Vidal Partnership; Chiqui Cartagena, senior vice president, multicultural marketing, Story Worldwide; and Vince Andaloro, CEO, LatinPak. The Interactive Jury included: Alberto Ferrer, Chiqui Cartagena and Gustavo Garcia, executive creative director, Media 8 Digital Marketing.

All of the winning work from the 12th Annual Hispanic Creative Awards can be seen on AdAge.com and in a special Hispanic creative report in the Oct. 11 issue of Advertising Age magazine.

About Advertising Age:

Ad Age (www.adage.com), part of Crain Communications, is a multi-platform media brand delivering news and intelligence to the advertising, marketing and media industries, as well as targeted strategies for brand building and messaging in today's complex business world. From the digital community to the entertainment industries, from the Hispanic market to the global stage itself, agencies, media and marketers all turn to Ad Age print, digital and special event brands for the insights and analysis they need to succeed.

About AHAA :

The Association of Hispanic Advertising Agencies (AHAA) is the national organization of firms that specialize in marketing to the nation's more than 46 million Hispanic consumers: the most rapidly growing segment of the American population. AHAA is the voice for the Hispanic-specialized marketing and advertising industry. AHAA agencies offer a unique blend of cultural expertise, market intelligence, creative excellence and proven experience that delivers success for clients. AHAA agencies help organizations gain market share, increase revenue and grow profits by reaching America's Hispanic consumers, who together have an estimated buying power of nearly $1 trillion. Visit www.ahaa.org for more information. Aggregated by HispanicTips :: Hispanic & Latino News & Information]]> http://www.hispanictips.com/2010/10/11/lapiz-wins-best-of-show-at-12th-annual-ad-age-hispanic-creative-awards/feed/ 0 http://www.hispanictips.com/2010/07/08/lapiz-wins-two-gold-lions-for-bounty-and-u-s-hispanic-market/ http://www.hispanictips.com/2010/07/08/lapiz-wins-two-gold-lions-for-bounty-and-u-s-hispanic-market/#comments Thu, 08 Jul 2010 20:25:53 +0000 Tomas http://www.hispanictips.com/?p=89693 HispanicTips :: Hispanic & Latino News & Information]]> http://www.hispanictips.com/2010/07/08/lapiz-wins-two-gold-lions-for-bounty-and-u-s-hispanic-market/feed/ 0 http://www.hispanictips.com/2010/04/13/mauricio-galvan-leo-olper-join-havas-to-build-u-s-hispanic-capability/ http://www.hispanictips.com/2010/04/13/mauricio-galvan-leo-olper-join-havas-to-build-u-s-hispanic-capability/#comments Tue, 13 Apr 2010 21:33:20 +0000 Tomas http://www.hispanictips.com/?p=81944 HispanicTips :: Hispanic & Latino News & Information]]> http://www.hispanictips.com/2010/04/13/mauricio-galvan-leo-olper-join-havas-to-build-u-s-hispanic-capability/feed/ 0 http://www.hispanictips.com/2010/03/02/lapiz-sharpens-offerings-with-addition-of-digital-and-shopper-marketing-practices/ http://www.hispanictips.com/2010/03/02/lapiz-sharpens-offerings-with-addition-of-digital-and-shopper-marketing-practices/#comments Tue, 02 Mar 2010 18:15:29 +0000 Tomas http://www.hispanictips.com/?p=76906 Lapiz, one of the top U.S. Hispanic advertising agencies, today announces the addition of Digital and Shopper Marketing practices to its already thriving advertising services. With the addition of new agency resources, including retail and digital subject matter experts, methodologies and processes, Lapiz can now expand its multiple touch points with U.S. Hispanic consumers to help brands achieve their goals.

"We have a strong reputation of having the most intimate understanding of Hispanic consumers' behaviors, and can swiftly apply that knowledge to our new practice areas to move consumers to action," said Dolores Kunda, president and chief executive officer, Lapiz. "Bringing full capabilities in-house allows for the full breadth of our people's talent to be leveraged so that we continue delivering best-in-class marketing communications for our clients."

With a 2010 Census forecast estimating that 50 million Hispanics are living in the U.S., reaching the community is of utmost importance to many brands' strength, growth and survival. Furthermore, the evolution of a multi-channel marketplace has had substantial impact on the retail market, as customers now balance their purchasing habits between the online and offline world. With a laser focus on Hispanic communities and the belief that marketing efforts need to mirror the way consumers live, Lapiz Digital and Shopper Marketing capabilities provide blended techniques to effectively activate consumer purchasing.

Two seasoned leaders within the Leo Burnett family will drive the respective disciplines:

* Eduardo Alvarez, senior vice president, leads Lapiz Digital. He brings more than 20 years of international experience that spans the globe across Europe, Asia, and the Americas, with expertise in Direct, Database Marketing, and planning of Integrated Marketing Communications. Importantly, Eduardo brings extensive experience working with multinational accounts managing some of the biggest marketing databases in the world.
* Toni Knoop, account director, leads Lapiz Shopper Marketing. Toni offers 15 years of experience, targeted almost exclusively to the U.S. Hispanic consumer, and has most recently led Hispanic marketing initiatives for numerous MillerCoors brands, as well as general market campaigns for MillerCoors' Import and Above Premium brands.


Lapiz currently services a strong client roster that includes such blue-chip brands as U.S. Cellular, Allstate, Procter & Gamble, Kellogg Company, Bush Brothers and ACH Food's Mazola brand.

About Lapiz Hispanic Marketing

Lapiz--which means pencil--is the Hispanic division of Leo Burnett USA. Since its launch in 1999, it has become one of the nation's top Hispanic advertising agencies partnering with such clients as Allstate Insurance, Procter & Gamble, Kellogg Company, Bush Brothers and ACH Foods among others. Winner of more EFFIE Awards (recognizing marketing effectiveness) than any other Hispanic shop in the country, Lapiz has also garnered numerous creative awards including a Silver Lion at the International Advertising Festival in Cannes. It is also a two-time recipient of the O'Toole Multicultural Award for "Agency of the Year" from the American Association of Advertising Agencies (4A's). Aggregated by HispanicTips :: Hispanic & Latino News & Information]]> http://www.hispanictips.com/2010/03/02/lapiz-sharpens-offerings-with-addition-of-digital-and-shopper-marketing-practices/feed/ 0 http://www.hispanictips.com/2010/02/08/lapiz-answers-u-s-cellulars-call-for-new-hispanic-agency-of-record/ http://www.hispanictips.com/2010/02/08/lapiz-answers-u-s-cellulars-call-for-new-hispanic-agency-of-record/#comments Mon, 08 Feb 2010 15:23:55 +0000 Tomas http://www.hispanictips.com/?p=74570 U.S. Cellular, the nation's fifth-largest full-service wireless carrier, has named Lapiz its official Hispanic Agency of Record beginning January 2010. Lapiz, one of the top U.S. Hispanic advertising agencies and a division of Leo Burnett USA, won the business based on a fundamental understanding of human behavior and U.S. Cellular's core consumers, while providing strategic insights and recommendations to strengthen the brand among the domestic Hispanic population, a pivotal audience for the company.

U.S. Cellular was looking for a strategic partner to help them best define and segment their Hispanic customers, while bringing forth strategic insights and fresh creative ideas to resonate with those segments nationwide. As Hispanic Agency of Record, Lapiz will be responsible for strategy and creative related to overall branding for U.S. Cellular and specific promotional advertising targeting the U.S. Hispanic audience.

"In addition to our award-winning network, we believe in connecting with customers in multiple ways," said Dan Schedler, senior director, brand management, U.S. Cellular. "Lapiz will play a creative and significant role in helping us deliver messages to our Hispanic consumers."

As an additional benefit, Lapiz also has extensive insight into U.S. Cellular's biggest market, Chicago, where both companies are based.

"In looking for a strategic partner to support its brand within the Hispanic community, U.S. Cellular recognized similar company values in our approach to putting a brand's purpose at the center of communication," said Dolores Kunda, president and chief executive officer, Lapiz. "We look forward to serving U.S. Cellular, and positioning the company to make an immediate and powerful impact in Chicago and beyond."

About U.S. Cellular

The 9,000 associates of U.S. Cellular believe a wireless phone enhances people's lives and a wireless company should be in the business of bringing people together. U.S. Cellular has a wide range of monthly plans, including those with unlimited nationwide calling, unlimited free incoming calls and options to prepay. The company has a growing catalog of phones like the BlackBerry® Tour and Pearl Flip, and the touch-screen LG Tritan, which offer e-mail and Web access. Based in Chicago, U.S. Cellular is the nation's fifth-largest full-service wireless carrier, serving 6.2 million customers across the country. To learn more about the company visit one of its retail stores or uscellular.com.

About Lapiz Hispanic Marketing

Lapiz -- which means pencil -- is the Hispanic division of Leo Burnett USA. Since its launch in 1999, it has become one of the nation's top Hispanic advertising agencies partnering with such clients as Allstate Insurance, Procter and Gamble, Kellogg Company, Bush Brothers and McDonald's of Chicagoland. Winner of more EFFIE Awards (recognizing marketing effectiveness) than any other Hispanic shop in the country, Lapiz has also garnered numerous creative awards including a Silver Lion at the International Advertising Festival in Cannes. It is also a two-time recipient of the O'Toole Multicultural Award for "Agency of the Year" from the American Association of Advertising Agencies (4A's).

About Leo Burnett Company Inc.

Leo Burnett Company Inc. is one of the world's largest agency networks and the parent company of Leo Burnett and its marketing services arm, Arc. Leo Burnett is a HumanKind communications company. Our approach is simple and singular: we put a brand's purpose at the center of our communications in order to truly connect with people. Then, we activate this human purpose to create what we refer to as "Acts, not just Ads." In doing so, we make a life-long meaningful relationship between people and brands.

We believe when you create value, you create value for your clients. That's why an impressive number of the world's most valuable brands, including The Coca-Cola Company, Kellogg, McDonald's, Hallmark, Allstate, Walgreens, Procter & Gamble and Nintendo work with Leo Burnett. Clients share our purpose-centered approach and, like us, they know that agencies don't create great brands. People do. Aggregated by HispanicTips :: Hispanic & Latino News & Information]]> http://www.hispanictips.com/2010/02/08/lapiz-answers-u-s-cellulars-call-for-new-hispanic-agency-of-record/feed/ 0 http://www.hispanictips.com/2009/09/22/top-honors-for-best-of-show-were-awarded-to-lapiz-and-latinworks-at-the-11th-annual-advertising-age-hispanic-creative-advertising-awards/ http://www.hispanictips.com/2009/09/22/top-honors-for-best-of-show-were-awarded-to-lapiz-and-latinworks-at-the-11th-annual-advertising-age-hispanic-creative-advertising-awards/#comments Tue, 22 Sep 2009 17:52:05 +0000 Tomas http://www.hispanictips.com/2009/09/22/top-honors-for-best-of-show-were-awarded-to-lapiz-and-latinworks-at-the-11th-annual-advertising-age-hispanic-creative-advertising-awards/ Procter & Gamble's Pepto-Bismol TV campaign "Love and Hate" by Lapiz won Best of Show/Campaign with two TV spots showing food behaving badly with the message "Don't let the food you love hurt you." Lapiz also won a gold and a silver award for the individual spots "Empanada" and "Cheesecake."

Cine Las Americas picked up Best of Show/Single Ad for "Estratosfera", a spot that promoted a Latin film festival by featuring a delusional speech by former Argentine president Carlos Menem promising to create space shuttles to make the point "If this is our reality, imagine our films." Other LatinWorks ads from the same campaign, all featuring zany but genuine footage from Latin American leaders' speeches, won silver and bronze prizes for radio spots "Muro" about Mexico and "Coca" (Venezuela) and a TV silver for "Fujishock" (Peru).

LatinWorks also won a silver award for Mars' Starburst spot "Llama," and two silver magazine and one newspaper bronze prizes for Active Life's campaign against childhood obesity featuring fat toys. Lapiz also won a gold prize for Partnership for a Drug-Free America, and a bronze for Chase bank.

The winners were announced at an awards show September 18th in Miami at the Gusman Center for the Performing Arts, and will be featured in a special report in Advertising Age magazine Sept. 21. All the winning work can be seen on Adage.com. Ad Age conducts the Hispanic Creative Advertising Awards in partnership with the Association of Hispanic Advertising Agencies (AHAA).

"The creative excellence honored this year was exceptional," said Gisela Girard, AHAA chair and president of Creative Civilization. "This was truly some of the best work in advertising today. It is remarkable to see the evolution in Hispanic-specialized advertising during AHAA's 11-year partnership with Ad Age. The originality and ingenuity of the ads and campaigns was exciting to watch and is truly reflective of the quality work being delivered in our industry. AHAA celebrates the winners and entrants in this year's Hispanic Creative Advertising Awards."

LatinWorks and Lapiz were the two most-awarded agencies in this year's awards, followed by Grupo Gallegos, JWT San Juan and Conill.

Grupo Gallegos' work for Comcast's CableLatino was a close contender for Best of Show after winning two golds, a silver and a bronze. The agency was also awarded a gold and silver for TV spots for the California Milk Processor Board.

JWT San Juan picked up three gold awards, for Cadbury Adams' long-lasting Stride gum, Amnesty International and the Susan G. Komen breast cancer awareness organization.

Conill won seven awards, including five for Toyota, and an innovative campaign for T-Mobile USA that appealed to soccer fans by letting them text advice to their teams that appeared to be relayed to players on the field in real time.

Other golds went to independent agency Adrenalina for Tecate Light, to Casanova Pendrill for its work on UNICEF's TAP Project and to MTV Tr3s for a humorous spot teaching the MTV Tr3s version of Spanglish.

Awards were also won by Alma DDB, Argus, Beans2Beans, The Bravo Group, CreativeOnDemand, De La Cruz & Assoc., Dieste, Draftfcb Puerto Rico, EJE Sociedad Publicitaria, Scpf, The Vidal Partnership and Zubi Advertising.

This year's jury was headed by Mike Alfonseca, the founder and creative director of independent agency Kraneo in the Dominican Republic, and included Mauricio Galvan, managing partner/executive creative director at The Vidal Partnership and outgoing president of Circulo Creativo; Daniel Marrero, founder of CreativeOnDemand and chairman of AHAA's creative committee; Carlos Tourne, chief creative officer of Dieste; Carlos Boughton, brand director for Tecate equity and Rebeca Vargas, SVP, marketing director, multicultural segment head at JPMorgan Chase. The interactive category was judged by a separate jury of digital experts consisting of Miguel Angel Calderon, creative director of GrupoW in Mexico; Andrea Arnau, director of interactive at Alma DDB and Eduardo Cintron, a creative director at Lapiz.

About AHAA :

The Association of Hispanic Advertising Agencies (AHAA) is the national organization of firms that specialize in marketing to the nation's more than 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 nearly $1 trillion. Visit www.ahaa.org for more information.

About Advertising Age:

Ad Age (www.adage.com), part of Crain Communications, is a multi-platform media brand delivering news and intelligence to the advertising, marketing and media industries, as well as targeted strategies for brand building and messaging in today's complex business world. From the digital community to the entertainment industries, from the Hispanic market to the global stage itself, agencies, media and marketers all turn to Ad Age print, digital and special event brands for the insights and analysis they need to succeed. Aggregated by HispanicTips :: Hispanic & Latino News & Information]]> http://www.hispanictips.com/2009/09/22/top-honors-for-best-of-show-were-awarded-to-lapiz-and-latinworks-at-the-11th-annual-advertising-age-hispanic-creative-advertising-awards/feed/ 0 http://www.hispanictips.com/2009/09/22/lapiz-takes-best-of-show-at-11th-ad-age-hispanic-creative-awards/ http://www.hispanictips.com/2009/09/22/lapiz-takes-best-of-show-at-11th-ad-age-hispanic-creative-awards/#comments Tue, 22 Sep 2009 16:18:33 +0000 Tomas http://www.hispanictips.com/?p=61918 HispanicTips :: Hispanic & Latino News & Information]]> http://www.hispanictips.com/2009/09/22/lapiz-takes-best-of-show-at-11th-ad-age-hispanic-creative-awards/feed/ 0 http://www.hispanictips.com/2009/09/22/hispanic-creative-advertising-awards-2009/ http://www.hispanictips.com/2009/09/22/hispanic-creative-advertising-awards-2009/#comments Tue, 22 Sep 2009 14:44:24 +0000 Tomas http://www.hispanictips.com/?p=61822 HispanicTips :: Hispanic & Latino News & Information]]> http://www.hispanictips.com/2009/09/22/hispanic-creative-advertising-awards-2009/feed/ 0