News (Noticias) for Marketing & Advertising

Today accentmarketing announced the launch of the Federal Citizen Information Center’s new public service announcement campaign promoting the government’s official information sources in Spanish: GobiernoUSA.gov and 1 (800) FED-INFO.  GobiernoUSA.gov provides easy-to-search access to thousands of official U.S. local, state, and federal government Web sites in Spanish that detail available government benefits and services.  Those who do not have access to the internet or prefer to speak to an information specialist in Spanish can call 1 (800) FED-INFO (1-800-333-4636).

The PSA campaign, titled “Perdido” (Lost), consists of television, print, and radio spots created in Spanish that will be running for one year. Available in different lengths (60, 30, 20, 25 and 10 seconds), the campaign features a floating balloon character to illustrate how lost someone can feel, particularly if they are new to the United States when they try to understand or obtain government services and information.  Upon coming across the GobiernoUSA.gov Website or phone number, the balloon man transforms to a human being, indicating that with this information he is now “grounded” or “enlightened.” The transformation to a human tells the viewer that with the right information you no longer feel lost. The ‘Lost’ concept is also carried through radio and print executions.

“As a Hispanic integrated communications agency, we are thrilled to have the opportunity to develop campaigns that will inform our Hispanic community on how they can gain access to information on the services the US government can provide them and their families as Hispanics settle and thrive in the US,” said Maria Romero, President, accentmarketing.

ABOUT FCIC
For over 35 years, the Federal Citizen Information Center, part of the General Services Administration, has been a trusted one-stop source for answers to questions about consumer problems and government services. Consumers can get the information they need in three ways: by calling toll-free 1 (800) FED-INFO, through printed publications, or through information posted on FCIC’s family of Web sites:
www.USA.gov
www.pueblo.gsa.gov
www.kids.gov
www.consumeraction.gov
www.consumidor.gov

About accentmarketing
Established in 1993, accentmarketing (www.accentmarketing.com <http://www.accentmarketing.com> ) is a full-service Hispanic Integrated Marketing Communications agency with a staff of 70 throughout its offices in Miami, Detroit and Los Angeles. A member of The Interpublic Group of Companies, minority-owned accentmarketing employs a multinational and multicultural staff.  The agency’s client roster includes: the American Heart Association, Alltel Wireless, Brown-Forman, General Motors, Kaiser Permanente, Farmers Insurance, the United States Navy and USA.gov.

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EDITOR’S NOTE

To request hi-resolution photos, TV spots (:60, :30, :20, :15, :10 lengths), radio spots (:60, :30, :15 lengths), print frame grabs and print advertisements, please send an email to aphillips@accentmarketing.com or call (305) 537-2252.



Details of “Perdido” (Lost) TV Campaign:

1. Title:  “Perdido” (Lost)
2. Agency: accentmarketing
3. Client: Federal Citizen Information Center (FCIC)
4. Duration: Yearlong PSA campaign launching on September 1, 2008
5. Length of Spots: :60, :30, :20, :15, :10
6. Launch Date: September 1, 2008
7. Markets where it will air: Nationally
8. Creative Director: Juan Carlos Piedrahita
9. Senior Copywriter: Daniel Stewart
10. Art Director: Andres Henao
11. Account Group Director: Ana Maria Montero
12. Account Supervisor: Idalia San Juan
13. Producer:  Jorge Espinosa
14. Production House: Tunche Films
15. Director:  Cesar Zelada
16. Director of Photography: Antonio Robles, 3D Artist, Tunche Films
    

For more information please contact:

Aïda Phillips
accentmarketing
305.537.2252
aphillips@accentmarketing.com
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US Hispanic teens aged 12-17 represent 2.5 million subscribers, according to MultiMedia Intelligence. This is an increasingly important segment of wireless consumers, with a subscriber growth rate of two to three times that of the overall US teen market over the next 5 years.
“Teens overall are a critical wireless market segment, as initial subscriber and handset relationships can establish lifelong purchasing patterns,” according to Frank Dickson, Chief Research Officer for MultiMedia Intelligence. “Within the teen segment, Hispanic teens have unique wireless usage characteristics.”
Key findings regarding Hispanic teen wireless subscribers include:
– Hispanic teens represent 16% of the overall US teen market.
– By the age of 15, penetration of wireless services among US Hispanic teens is 64% - by the age of 17, the penetration rate rises to 78%.
– The US Hispanic teen is much more likely to use advanced telephony functions than other US teens, but less likely to use their camera phone.
– Like the broader US teen market, Hispanic teens ask their phones to do more, from text messaging to purchasing content and feature a higher overall Average Revenue per User (ARPU).
The report, “Spotlight on the Hispanic Wireless Teen: The 12-17 US Hispanic Teen Wireless Subscribers, Revenue, ARPU and Content” analyzes the US Hispanic 12-17 year old teen wireless market.
This research results from MultiMedia Intelligence’s strategic partnership with Experian. The partnership combines MultiMedia Intelligence’s vast industry expertise, market sizing, forecasting models and databases with Experian’s Simmons National Consumer data on behavior, psychographics, lifestyles, opinions and attitudes.

For more information, visit www.MultiMediaIntelligence.com
or contact
Mark Kirstein
(480) 626-1685
Mark@MultiMediaIntelligence.com.
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NASCAR is one of the top five sports in the U.S., and Hispanics are America’s fastest growing demographic — yet NASCAR has historically underperformed among the Latino population. To show how this relationship can be nurtured by the NASCAR industry — including teams, tracks, marketers, and media companies — Top-25 research firm Knowledge Networks and leading independent sports marketing agency rEvolution will soon release the first nationally representative, in-depth, syndicated study of Latinos’ feelings about NASCAR.
NASCAR itself is one of the charter subscribers to this unprecedented study, which addresses key questions such as:
– What draws in Hispanic fans? What are the barriers to fandom among Hispanics? What are the sport’s main competitors within this population?
– How do Hispanic NASCAR fans compare to other NASCAR fans in how they engage with the sport?
– Which sponsors have generated the most awareness among Hispanic NASCAR fans? How does this compare to other NASCAR fans?
– NASCAR is known for having the most “sponsor-friendly” fans — does this carry through to Hispanic NASCAR fans?
The research portion of the new NASCAR study is being conducted in both Spanish and English on KnowledgePanel(R) — the only online panel representative of all facets of the U.S. population — and KnowledgePanelLatino(SM), which applies KN’s uniquely representative methodology to the U.S. Latino population. Both KN’s and rEvolution’s leadership expect to provide their NASCAR clients with unprecedented data on Latino fans as a means to refining current sponsorship strategies, as well as having better information prior to activating new sponsorships in racing.
“This report will reveal many opportunities for overcoming barriers to growing the Hispanic fan-base and increasing the passion for NASCAR among Latinos who are already fans,” said John Rowady, President of rEvolution. “The rEvolution/KN alliance provides an excellent combination of research precision and consultative understanding of the sport and its sponsorships.”
“We are pleased to be teaming with rEvolution in offering insights and analyses that are unique to our companies — a truly representative look at U.S. Hispanic NASCAR fans, plus unmatched consultative perspective on making the most of a NASCAR sponsorship,” said Patricia Graham, Executive Vice President and Chief Marketing Officer at Knowledge Networks. “Finding the best ways to engage Latino consumers is a top priority for every kind of consumer marketer, and NASCAR has the potential to become a key platform for reaching this important target.”
Last June, rEvolution and Knowledge Networks announced a strategic alliance to deliver the next generation of sponsorship research and consulting services by arming clients with crucial data and strategic insights in order to maximize the ROI of their sponsorship investments.
To find out more about becoming a subscriber to the Hispanic NASCAR report,
contact Patricia Graham (EVP and CMO, Knowledge Networks) at
pgraham@knowledgenetworks.com or (312) 416-3660, or Darren Marshall (Senior
Vice President, Research, rEvolution) at dmarshall@revolutionworld.com or
(203) 894-8991. “

The Hispanic Public Relations Association(R) (HPRA), a non-profit organization founded to advance the careers of Hispanics in the field of communications, celebrated a night of excellence at its annual PRemio Awards & Scholarship Dinner on Thursday, October 2, at The California Club in downtown Los Angeles. The theme for the evening was “Culturas Inspiring Change,” in honor of the rich and diverse cultures that strengthen our foundation and inspire change in our communities.
During the event, HPRA recognized the following outstanding Hispanic communications professionals: Oralia Michel from OMAGEN, Inc. with the Public Relations Award; Agustin Garza from the Los Angeles Times with the Journalism Award; Cesar Millan from the “Dog Whisperer” with the Arts & Entertainment Award and Macy’s West with the Corporation of the Year Award.
“PRemios celebrates the advancement of the public relations field, helps build future talent and honors Hispanic professionals who have exhibited excellence in their respective practices,” said Ivette Zurita, HPRA president.
This year, HPRA set a new standard in communication excellence by honoring the very best in Hispanic public relations campaigns during the PRemios ceremony. The first-ever, HPRA “Hispanic Public Relations Campaign Award” was given in the following categories:
Technology Campaign — Agency: Edelman Multicultural, Client: Zune
Sports Campaign — Agency: Taylor Primero, Client: MasterCard/Bank of America Major League Baseball Card
Non-Profit Campaign — Agency: VPE Public Relations, Client: Ronald McDonald’s House Charities/HACER Scholarship Program
Health and /or Beauty Campaign — Agency: Paine PR, Client: Old Spice
Food and Beverage Campaign — Agency: Ketchum, Client: Beam Global-Casa Sauza
In addition, HPRA awarded $11,500 in scholarships to the following deserving Hispanic undergraduate students pursuing a communications degree at local universities or a career in the field:

1. Rosaura Figueroa — California State University, Long Beach
2. Lizbeth Gonzalez — California State University, Los Angeles
3. Marcella Gutierrez — California State University, Los Angeles
4. Melissa Lambarena — University of California Los Angeles
5. Itzel A. Magana — California State University, Dominguez Hills
6. Mariana Marron — California State University, Northridge
7. Denisse Montalvan — California State University, Dominguez Hills
8. Jennifer Velez, Communications — University of California San Diego
9. Noel Viramontes — University of Southern California
10. Alonso Yanez — California State University, Northridge

Serving as emcees for the evening were Michaela Pereira, KTLA-TV anchor and Carlos Alvares, KLVE-FM radio personality. Sponsors for the event included: Farmers Insurance Group, Southern California Edison, Kaiser Permanente, RL Public Relations, VPE Public Relations, The Walt Disney Company, Goya Foods, and Toyota. Brown-Forman-Tequila El Jimador was the beverage sponsor for the evening.
For additional information about the HPRA PRemio Dinner and/or to schedule an interview, please contact Edna Silva at (213) 253-3733 or edna.m.silva@wellsfargo.com. “

In a bold move that sets a new bar in the Hispanic agency industry, leading advertising agency Dieste is evolving its image with a consumer-infused positioning that inspires a new approach to brand communications, a creative and inspiring logo and an internal talent restructuring. The agency also is adopting Dieste Inc. as its name.

Dieste’s revamp responds to the vision of developing culturally insightful communications solutions that deliver results in today’s fast-paced environment to lay the groundwork for the increasingly pan cultural communications solutions needed to engage the changing demographics.

Under the leadership of CEO Melisa Quiñoy and president Aldo Quevedo, Dieste is breaking down barriers offering transparent access to the agency’s greatest talent. Dieste has an innovative structure without traditional agency organization models to support platform-neutral communications directed only by brand imperatives.

The agency’s vision is reflected in three key changes:

o Brand Leadership: Parting with the traditional account team structure, the agency is now aligned into Brand Leaders: senior talent with portfolio responsibilities organized by areas of expertise who now have full control and accountability for brand initiatives.
o Engagement through Interception: The Interception group focuses on solutions that engage the consumer with the appropriate platform at the ideal time with the right message. All departments focused on communication solutions or disciplines are now organized under the umbrella of Interception so that communications solutions are purely platform neutral.
o Creative and message amplification: Creative directors are now responsible and accountable for the entire creative output of a brand They will work side–by-side with specialists in different communications platforms to ensure that all creative is aligned with strategy and reflects a consistent tone.

“In 1995, we were pioneers in creating communications that effectively reached U.S. Hispanic consumers,” Quiñoy said. “Today, that vision and legacy continues helping us build those relationships in an insightful, meaningful way. But we are evolving to stay relevant and fresh among pan cultural consumers – the next phase of the market.

Dieste Inc.’s brand personality also is reflected in a new logo, inspired by the agency’s philosophy that brands change and adapt when they interact with consumers. “It is a very exciting time for us. We have come of age and broken through as an agency where discipline-agnostic solutions come first, with the right structure to support them and with a very clear goal of keeping that consumer engagement,” Quevedo said.

Dieste has consistently been a market leader and pioneer in advertising and communicating with Hispanic audiences. The agency has worked with some of the world’s leading brands including AT&T, Pepsi and Hershey’s. This year, the company added Heineken, GE, and Hewlett-Packard to its portfolio.

“The Dieste brand was exciting as an industry stalwart, but moving into this direction shines a new fresh light that sets them apart again in the industry,” said Carmen Baez, president DAS Latin America, a division of parent company Omnicom. “The evolved consumer of today will not accept anything other than culturally savvy brand communications and that is what Dieste is all about.”

A new brand website also was unveiled today. The site incorporates tools that capture the new philosophy and elevate the level of engagement with client partner brands, so that they may have access and interaction with agency staffers, the media community and consumers. The website also includes examples of the logo as interpreted by client brands and site visitors.

For more information about the agency, visit www.dieste.com. Also, for a podcast on the agency’s new vision, visit www.latincast.net.

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Dieste, an Omnicom agency, is an industry leading Hispanic marketing communications agency. With its proprietary approach to consumer interception, the agency delivers discipline-agnostic solutions to world class brands including best practices in direct marketing, interactive communications, mass and social media, outdoor and live marketing. Dieste is comprised of a full-service agency in Dallas, with service offices located in San Antonio, New York, Miami and Southern California. Dieste has the biggest direct marketing organization among US Hispanic agencies.”

The Rogers Group (TRG), ranked one of the top independent public relations/public affairs firms in the country and the largest independent firm in Los Angeles, has appointed Marion Pyle as Vice President of its Latino Strategies Group. In her new position, Pyle will provide clients with expertise in Latino nonprofit and consumer branding and marketing, public affairs, community and media relations, as well as digital media strategies.  She also will champion efforts to attract new business and expand opportunities for existing clients to effectively reach Latino markets and consumers.

“Marion has been a friend of the agency for many years,” said Lynne Doll, president of The Rogers Group.  “Her rich, multicultural sensitivity combined with extensive experience in the Latino nonprofit and consumer world will provide strong leadership to our Latino Strategies Group.  With Marion at the helm, we look forward to taking our state and national partnerships with this vibrant community to the next level.”

The Rogers Group has a robust track record of targeted Latino public relations, which has resulted in successful gains for clients including First 5 California, L.A. Auto Show, Bandai, Kellogg Company, and American Honda Motor Co., Inc., among others.

Pyle brings more than 16 years of experience in the fields of integrated public relations, advertising, broadcast media and crisis communications for private and nonprofit sectors.

Born in Argentina and raised in Mexico, Pyle has directed bilingual communications for the Metropolitan Water District (MWD) for ten years, where she created the agency’s first multicultural public information campaigns about water quality issues.  An accomplished writer/producer, Pyle spearheaded the district’s video news magazine “Straight From The Tap,” which broke new ground raising public awareness about environmental, water efficiency and supply reliability issues in California.  The series aired for seven years on select PBS stations, as well as on major public, government and leased-access cable outlets, and won several Telly and PRism awards
as well as other honors in public communications achievement.
“The Rogers Group understands the importance and diversity of the Latino community and the need for cultural credibility to effectively build trust,” Pyle said.  “I’m pleased to head up the Latino Strategies Group effort because TRG does superior work and continues to grow and enhance its wide spectrum of services and resources.”

Pyle’s consumer work for U.S. Hispanic P.R./advertising agency Cruz/Kravetz: IDEAS included CLIO and Belding award-winning campaigns for Kraft Foods, the Mexican Tourism Ministry and La Opinión Spanish-language newspaper. Her other ad agency successes include television and radio campaigns for Toyota, McDonalds, Ralph’s supermarkets and for clients in the health care and financial sectors.

Pyle’s experience also includes bilingual crisis communications for the Metropolitan Transportation Authority (MTA).
She holds a bachelor’s degree in mass media and communications from the Anahuac University in Mexico City and a master’s degree in communication management from the Annenberg School for Communication at USC.

Founded in 1978 and located in Los Angeles, The Rogers Group has earned a nationwide reputation for excellence in communications, specializing in public affairs, strategic planning, brand development, crisis communications, social marketing and government relations. The agency’s full-service in-house Latino Strategies Group provides strategic public relations as well as serving the targeted demographic needs
of specialized clients.

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Participation Exceeds Forecast by 60 Percent
Todobebe, Inc., one of the world’s leading parenting multimedia brands, today announced the results of its second annual Viva la Familia Fiesta program, a multimedia campaign and one-day event targeted to Hispanic mothers and families. Nielsen audit results confirm participation exceeded expectations by more than 60 percent with 10,000 moms enrolling as “party hosts” and an estimated 170,183 attendees joining in celebration of motherhood. The Viva la Familia Fiesta initiative extended its reach far beyond the top Hispanic DMA’s into more than 150 cities to become the largest known national event for families to date.
“This year’s fiesta resulted in a 1,500 percent (15x) participation increase from our inaugural event last year,” said Cynthia Nelson, COO of Todobebe. “The exponential audience growth was even greater than we expected and reflects the excitement in our community for the chance to celebrate together with friends, family and neighbors who are in the same life stage of expecting and raising young children. We are currently in planning to expand the opportunity to allow more families and advertisers to participate in 2009.”
The Viva la Familia Fiesta day was the culmination of a 60-day, multimedia campaign using TV, radio endorsements, digital promotions, magazine, and door to door media to drive event participation, garnering more than 95 million total consumer impressions.
“We wanted to bring our different media together to achieve scale without losing the personal connection we have with families,” said Lois Mosgrove, VP of Marketing. “From television entertainment and in-home experiences to magazine content and online community generation and research, we provided our sponsors P&G, Nestle and the March of Dimes a chance to reach consumers in an entertaining, relevant and integrated way at every touch point.”
To further engage mothers, participating families received special Todobebe and sponsor-branded celebration boxes that included products, special offers, party favors and DVDs with videos and activities. Hosts were also able to use Todobebe’s fiesta website to create their own party pages, invite their friends, participate in daily contests, upload photos and videos and participate in branded activities. In addition, over 4,000 moms submitted their stories for the chance to participate in Todobebe’s “Viva La Familia” TV show, now airing every Saturday at noon on the Univision Network.
In conjunction with Nielsen, Todobebe obtained key quantitative research statistics and demographics about the Hispanic mom market, including brand awareness, retail buying preferences, Internet usage, family activities, household income, family size and more.
About Todobebe
Todobebe is the global family brand and multimedia company dedicated to the adventures of parenting. Todobebe provides expert advice and unlimited child-rearing content to millions of Hispanic families via broadcast, print and digital outlets, as well as promotional events. Founded in 1998, Todobebe has grown to become the trusted resource and partner for advertisers seeking to reach one of the largest markets today.
For more information, please visit client.todobebe.com/corporate. “

Head & Shoulders joins forces with beloved NY stylist Antonio Rosales to offer Hispanic beauty aficionados the secret to beautiful hair by becoming the brand’s first stylist and spokesperson devoted to the needs of the growing U.S. Hispanic market.
Rosales’ warm charisma and down-to-earth personality make him the ideal addition to the Head & Shoulders family. This fall he will join Head & Shoulders’ global stylist Ben Skervin who has served as the only stylist for the brand at the global level.
As part of his new duties, Rosales will also launch a scalp care blog through the revamped Head & Shoulders Spanish website, www.amatucabello.com. This blog, new in its category, features topics ranging from seasonal scalp care to new looks and tendencies. Readers will reap the benefits of Rosales’ expertise working with everyday people as they are able to interact and ask for advice on specific needs.
“I’m very excited for the opportunity to help more people understand what works for their hair,” Rosales stated enthusiastically. “Hair is unique, varying from one individual to the next, but the one thing we know is that to have beautiful hair you need to start with a healthy scalp.”
Rosales, voted among the top ten Hispanic hairstylists in the United States by the prestigious Latina Magazine, is well known and loved for providing straight forward hair care and styling. In addition, he has worked with a variety of celebrities.
“We are very happy to have Antonio onboard as we recognize our Hispanic consumers have unique hair care and styling needs. With Antonio’s expertise and enchanting charisma we expect to make a lasting connection with our consumers,” said Hernan Lopez, assistant brand manager for Head & Shoulders.
Head & Shoulders advanced shampoos start at the source, your scalp, to help you achieve beautiful hair. Head & Shoulders shampoos work together with its conditioners to create a complete hair care system that provides high quality scalp care while not sacrificing the beauty conditioning benefits like the leading cosmetic shampoo.
The proprietary form of zinc pyrithione (ZPT) in Head & Shoulders, effectively increases the coverage of the active ingredient for high quality scalp care and helps to eliminate 100 percent of visible flakes with regular use and helps control scalp sensitivities associated with dandruff such as itchiness, irritation, redness and dryness for beautiful hair.
About P&G Beauty: P&G Beauty products help make beauty dreams real and grooming enjoyable everyday for millions of women and men worldwide. With more than 100 brands available in nearly 130 countries, P&G Beauty delivered sales of more than $22 billion in fiscal year 2006/07, making it a leading global beauty company. P&G Beauty offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including Pantene(R), Olay(R), Head and Shoulders(R), Max Factor(R), Cover Girl(R), DDF(R), Sassoon Professional(R), Wellaflex(R), Rejoice(R), Sebastian Professional(R), Herbal Essences(R), Koleston(R), Clairol Professional(R), Nice ‘n Easy(R), Venus(R), Gillette(R), SK-II(R), Wella Professionals(R), Christina Aguilera fragrance, Escada(R), Hugo(R), Boss(R) and Lacoste(R) fragrances. Please visit www.pg.com for the latest news and in-depth information about P&G (NYSE: PG) and its brands.
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