The Year in Media: Latin Empire

  By Sarah Mimms and Christopher Peleo-Lazar of NationalJournal

“The growing electoral power of the country’s Hispanic population made itself known in the media world this year. ABC made a big leap in announcing a partnership with Univision to create a 24 hour news network. The planned network could rival cable mainstays and would give ABC its first solid footing in cable news. Univision’s Sunday show Al Punto saw a big ratings boost this year and now rivals the other Sunday shows on initial broadcast numbers each week. The network didn’t get the presidential debate they wanted, but Univision did play host to two presidential forums with each of the general election candidates. As the new network takes shape and candidates from both parties continue to focus on the booming Hispanic population, 2013 promises to be another big year for Hispanic media.”


Read the rest of this story here.

Target selects LatinWorks to lead Hispanic marketing account

In winning the new business, Austin, Texas-based LatinWorks will face a bit of a conflict: It also provides creative services to Marshalls, a Target competitor.

Minneapolis-based Target Corp. (NYSE: TGT) spent $45.6 million on Hispanic media advertising in 2011, AdAge reported. That ranks it No. 29 on the magazine’s list of the top 50 list of biggest spenders.

Target doesn’t name official “agencies of record,” but AdAge notes that Grupo Gallegos, based in Texas, previously did much of Target’s Hispanic advertising work.



Westbound Communications hires Sandra Bernardo to lead multicultural practice

Sandra Bernardo

Westbound Communications Inc. has appointed Sandra Bernardo vice president of the agency’s Orange County office and leader of the firm’s multicultural outreach services.

“As we continue to expand our offerings as a strategic communications agency, the addition of Sandra adds greater depth to our team for both our multicultural and general audience clients we serve,” said Westbound Communications President and CEO Scott Smith.

Prior to joining Westbound, Bernardo worked in the private sector and managed her own public relations consultancy for several years. Her background also includes serving president of the Hispanic Public Relations Association (HPRA) and as vice president for Euro RSCG Magnet, a national public relations agency.

“I am thrilled to be re-joining respected former colleagues and their growing agency to be another building block in generating even more success,” said Bernardo. “The leadership team has built an impressive regional firm that offers strategic and integrated capabilities that I look forward to contributing to by bringing my expertise in consumer, multicultural marketing, public affairs and healthcare.”

Bernardo’s professional work has earned her more than 20 industry awards, many of which recognize successful campaigns with multicultural audiences. Her honors have included several Sabre and PRSA awards and a PR Week Magazine Multicultural Marketing Campaign of the Year nod. Bernardo was also named as “Woman of the Year in Communications” by the Orange County chapter of the League of United Latin American Citizens (LULAC).


Broadcasting & Cable names Univision Communications “Multiplatform Broadcaster of the Year”

Univision Communications has been named “Multiplatform Broadcaster of the Year” by leading trade publication Broadcasting & Cable (B&C). This recognition comes as Univision celebrates its 50th anniversary and in a year of rapid expansion for the leading media company serving Hispanic America. It is the latest honor received by Univision from leading industry publications to wrap up 2012 joining others including Company President, Distribution Sales & Marketing Tonia O’Connor being included on The Hollywood Reporter’s Women in Entertainment Power 100 list; the naming of Univision Radio President Jose Valle as Radio Ink Executive of the Year; EVP and Chief Human Resources Officer Roberto Llamas being honored as one of Hispanic Executive’s inaugural “Top 10 Líderes” list; and inclusion of Univision Communications President & CEO Randy Falco, Univision Networks President Cesar Conde and O’Connor in the annual CableFAX 100 issue. Earlier in the year, Conde was also named one of the top 10 young business stars under 40 by FORTUNE while Executive Vice President, Program Scheduling & Promotions Jessica Rodriguez was recognized as one of People en Español’s“Las 25 Mujeres Más Poderosas” (25 Most Powerful Women). Lastly, worldwide TV icon and star of Univision’s “Sábado Gigante,” Don Francisco (Mario Kreutzberger), was inducted into the Academy of Television Arts & Sciences Hall of Fame, and news anchors Maria Elena Salinas and Jorge Ramos received the NATAS Lifetime Achievement Award.

In the latest edition of B&C, Univision is praised for the Company’s “efforts to expand its programming on TV, online, social media and mobile,” making its content – including 2012 Presidential Election coverage – available across all platforms. This is a result of the Company greatly increasing the number of linear channels offered, expanding the number of digital subchannels being used (via an agreement with Bounce TV), launching the bilingual UVideos Digital Network, and growing its TV Everywhere efforts.

“Being named Multiplatform Broadcaster of the Year speaks to the innovative spirit at Univision and is a testament to the passion, drive and commitment that each and everyone here has for Univision to be the Hispanic Heartbeat of America, entertaining, informing and empowering our audience across platforms – everywhere they live,” said Falco. “It is even more significant that we received this honor to cap off an amazing year filled with achievements, not the least of which is the celebration of a 50-year legacy of serving Hispanic America.”

Dr. Luz Amarilis Lugo honored as aLatino Trendsetter at LatinTRENDS’ 11th Annual Trendsetter Award Ceremony

LatinTrends recently honored Assistant Professor of Medicine Dr. Luz Amarilis Lugo, with a Latino Trendsetter Award at the ceremony in New York City’s Chelsea District. The distinguished award honors accomplished influencers and leaders who make a positive impact on the Latino community.

  Among the honorees recognized at the 11th Annual Latino Trendsetter Awards Ceremony were renowned and acclaimed individuals such as Dr. Rosa M. Gil, President/CE of Comunilife, and The Hon. Nelson Diaz, the first Hispanic Judge in the state of Pennsylvania. In previous years, award recipients have included Javier Farfan, Director of Cultural Branding for Pepsi-Cola, and Monique Manso, Publisher of People En Español.

 Dr. Lugo is an Assistant Professor of Medicine and Infectious Disease Specialist for The Mount Sinai Hospital HIV Clinic in Chelsea, NYC.  In her role, she works tirelessly to treat and spread the word about HIV/AIDS prevention among Latinos, a community that continues to be plagued by this disease.  Among other awards and accolades, Dr. Lugo was recognized as one of “2011 Mujeres Destacadas” (Women of Distinction), a recognition given annually by El Diario La Prensa, the leading Spanish language newspaper in New York, for her work with the community.  Additionally, Dr. Lugo gives back to the community as an integral part of several committees with dedicated volunteerism efforts such as AID for AIDS, a non-profit organization committed to improving the quality of life of people living with HIV/AIDS in Latin America and the Caribbean. Dr. Lugo also serves on the Board of Directors of the Latino Commission on AIDS, a nonprofit membership organization dedicated to fighting the spread of HIV/AIDS in the Latino community.

Entravision Communications Corporation Announces New Brand Identity and Logo

Entravision Communications Corporation, today announced a new brand identity and logo reflecting the company’s focus on providing advertisers and markets with a comprehensive multi-media platform to reach Latino audiences and communities.  The initiative provides an overarching identity for the company’s multi-media platforms, and reflects the continued growth of Entravision’s digital, mobile and marketing services, which complement the company’s core television and radio assets.

“In addition to operating an established portfolio of leading television and radio stations in the nation’s fastest-growing Latino markets, we have also made significant progress in building our interactive assets, which are demonstrating consistent growth,” said Walter F. Ulloa, Entravision’s Chairman and Chief Executive Officer. “Our new logo and marketing initiatives, which follow the recent strategic reorganization of our management structure, aim to support our goal of further strengthening our unique connection with our audiences and the advertisers who seek to reach them.  Our media assets play an integral role in the lives of millions of Spanish-speaking consumers every day, and our new identity reflects the vibrancy of our company and the Latino communities that we serve.”

Entravision’s new logo and its vibrant colors represent the company’s commitment to embracing its Latino audiences, as well as the company’s focus on pursuing new opportunities to provide integrated marketing solutions to marketers and advertisers. The new Entravision logo is a synthesis of three elements: the World, a symbol of the global reach of our company; the Eye, a symbol of the organization’s vision; and the Ribbon, or Serpentina, which is a festive reflection of the company’s deep Latino roots.

Grace Lieblein Named GM Vice President Global Purchasing

General Motors has named Grace Lieblein vice president, Global Purchasing and Supply Chain, effective immediately. In her new role, Lieblein will be responsible for GM’s purchasing activities and supply chain and logistics operations worldwide.

She succeeds Bob Socia, who was appointed president, GM China, and Chief Country Operations Officer, China, India and ASEAN in September. In her new role, Lieblein will report to GM Vice Chairman Stephen Girsky.

“Grace’s track record is a diverse and very successful one that has prepared her well for this critical role,” said Girsky. “Her wealth of experience in product development, manufacturing and general management gives her the insight needed to lead our Global Purchasing and Supply Chain organization and develop mutually beneficial and productive relationships with our suppliers.”

Prior to this appointment, Lieblein had been president and managing director of GM do Brasil since April 2011. She previously was president and managing director, GM de Mexico.

Lieblein, 52, joined GM in 1978 as a co-op student at General Motors Assembly Division in Los Angeles. Since then, she has held a variety of leadership positions in engineering, product development and manufacturing.

Lieblein also was recently appointed to the Board of Directors for Honeywell International, Inc.

Lieblein will manage the global purchasing and supply chain organization from Brazil until she relocates to Detroit early next year. Jaime Ardila, regional president of GM South America will temporarily assume the presidency of GM do Brasil on a temporary basis.

Kim Brycz, who served as acting vice president, Global Purchasing and Supply Chain since October 3, will continue in her role as executive director, Indirect Materials, Machinery and Equipment. 

Veronica Villalpando joins Profero as group account director

 Profero, has hired Veronica Villalpando as Group Account Director for Profero New York. Veronica will work on TRESemmé, Vonage, and Macy’s. Prior to joining Profero, she was the Global Account Director at Ogilvy & Mather working on Dove, and on L’Oreal Skin Care at McCann Erickson. Before working at those networks, she worked at The Vidal Partnership managing Spring’s multicultural initiatives, ATL and digital.

“Veronica brings to the team a sharp eye for business, the intellectual curiosity of a strategic planner and a love for creativity. Her marketing experiences at the global, general market, and Hispanic levels also make her a powerful partner to help our clients grow their business in both established and emerging markets,” says Roberto Ramos, Head of Client Services, Profero / President, Vox Profero.


Profero recently launched Vox Profero to offer the highly sought-after global Latin digital and social know-how to service the thriving US Hispanic and Latin America markets. The move was followed by a flurry of new hires this fall. One of these is Stephanie Provost, who joins Profero as new Head of User Experience, previously User Experience Lead at Poke. 


To address continued growth, the agency also hired Account Executive, Cuauhtemoc Sandoval who hails from R/GA, and EleniKostakis joined the Vox Profero public relations team as Account Coordinator.

Sensis advertising agency adds new key members to DC team

Sensis, a cross-cultural advertising agency with digital at its core, added a key member to its team in Washington, DC. Marketing and advertising veteran Maggie Bergin now leads the agency’s multimillion dollar FDA anti-tobacco campaign.

“She brings a wealth of experience from both large and small agencies, traditional and digital marketing, as well as at regional, national and international levels,” VP Specialized Services Danny Allen said. “Maggie is the right person to bring another level of seasoned experience to our growing Washington office.”

Maggie has 20 years experience in advertising and marketing. Most recently, she was Director of Brand Development for the National 4-H Council. Maggie’s extensive agency experience includes time spent with Arnold Worldwide, McCann Erickson and DDB Needham. Her clients have included Lowe’s Home Improvement, Vaseline Intensive Care, McDonald’s, Little Caesars and Fox Sports.

Maggie has a bachelor’s degree in International Affairs from George Washington University. She is a member of the Ad Club of Washington, Kappa Kappa Gamma, and is an officer with the Thoreau Middle School PTA.

Dania Wasongarz joins Sensis

Dania Wasongarz joins the team as lead strategist and account planner.

“Dania is an experience marketing professional with deep expertise in multicultural branding and communications,” President Jose Villa said. “She will lead a newly invigorated strategy team that will be busy with FDA, OC Fair, Metrolink and Army accounts, among others.”

Dania was most recently communications and marketing manager at Kaiser Permanente. Before that she was in Austin, Texas, a brand strategist for Alma DDB and strategic planning director for LatinWorks.

A native of Mexico City, Dania has a bachelor’s degree in sociology from the University of California, Berkeley along with a master of social work degree from the university. A world-traveller, she is an experienced anthropologic and ethnographic researcher.


Digital advertising company Exponential grows Latin American base, opens new office in Mexico City

Exponential, announced the opening of a new Latin American office in Mexico – its third since launching in the region in early 2012.Operating in 26 countries worldwide, Exponential plans to expand its product suite in Latin America to include audience insights, audience targeting and high-impact engagement products.

Led by Federico Carrera, managing director of Latin America, Exponential, the Mexico City office will offer solutions from the company’s global display advertising division Tribal Fusion and Firefly Video, its video engagement advertising solution.

“Mirroring international trends, online advertising and marketing in Latin America continues to grow through numerous digital devices, bringing a need for more engaging, interactive solutions,” said Carrera. “Our success in this region shortly after opening demonstrates an immediate need and suggests significant opportunities for growth.”

Digital ad spending in Mexico will surpass the $1 billion mark for the first time in 2015, eMarketer reports, with spend expected to grow at rates higher than 30% through 2014.

Dilip DaSilva, founder and CEO of Exponential, said: “Brands everywhere are demanding a diverse digital advertising product suite that cuts through the clutter and differentiates them from the competition, and the Latin American market is maturing rapidly in the same direction.

Our leading technology products help Latin American advertisers reach their ever expanding audiences by delivering the high-impact, high-engagement campaigns they need across display, video and mobile media.”

Smithsonian Latino Center Announces New Members to National Board










The Smithsonian Latino Center announces three new members to its national board of directors. They are Aida Levitan, Ph.D., of The Levitan Group, Christine Ortega of Southwest Airlines and Philip Fuentes of PMAMCD Inc. The Smithsonian National Latino Board is the Latino Center’s volunteer advisory arm. Its members are philanthropists, corporate leaders and accomplished individuals who bring experience, geographical balance, diverse backgrounds and culture expertise to the Latino Center. They advise the director on programming and external relations, assist with outreach and advocacy, and identify and secure financial support.

Levitan is president of The Levitan Group, a Miami-based firm that provides consulting services to national and international companies. She is also president of ArtesMiami Inc., which supports and promotes Hispanic artists and cultural organizations. Formerly, she was president of Bromley Communications, then the number one Hispanic marketing communications company in the U.S. and president of the national Association of Hispanic Advertising Agencies. She was also a member of the National Museum of the American Latino Commission, and in 2011 was named Latina Pioneer of the Year by the Hispanic Women of Distinction Charity of South Florida. She received a Ph.D. in Spanish Literature from Emory University.


Ortega, a native of San Antonio, is based in Southwest Airlines’ headquarters in Dallas, Texas. She provides leadership for and contributes to community outreach initiatives at Southwest Airlines. She has more than 30 years of experience in marketing, public relations and strategic outreach. She began her career in 1980 directing a cable television show and producing cultural programming for PBS in San Antonio. She moved to direct marketing for the Hispanic Association for Colleges and Universities, working on national campaigns to address the Latino dropout rate. In 1989 Ortega joined Southwest Airlines marketing team. Within the Communications and Strategic Outreach Department, Ortega now leads a team in Community Affairs and Grassroots, and is charged with establishing national, regional and local partnerships. She travels the country presenting innovative strategies for media, communications, fundraising and strategic development to companies and community organizations.


Fuentes is president of PMAMCD Inc., a holding company and owner of McDonald’s restaurants in Chicago and Cicero, Ill. His ownership in McDonald’s began when he was 16 years old with an investment of $500 in McDonald’s stock. Currently he is vice chairman of McDonald’s Hispanic Owner-Operators Association and serves on the board of the Cicero Chamber of Commerce and the National Museum of Mexican Art in Chicago. Fuentes has received awards, including the Ronald McDonald Award for extraordinary community service, two presidential citations from the town of Cicero for his community leadership and the 2011 Maestro Award from Latino Leaders magazine.


Children’s Hospital Los Angeles And Toyota Expand National Buckle Up For Life Program To Orange County

Responding to disproportionate risks that African American and Hispanic children face in motor vehicle-related crashes, Children’s Hospital Los Angeles, Toyota and Cincinnati Children’s Hospital Medical Center today announced the expansion of the safety education program Buckle Up for Life to Orange County. Buckle Up for Life – or Abrochate a la Vida in Spanish – is the only national program of its kind. This is the first time the program will be available in Orange County, joining seven other Buckle Up for Life locations nationwide. To view a video about Buckle Up for Life, please click here.

Research analyzed by medical experts at Cincinnati Children’s – a national leader in pediatric and adolescent medicine – shows that, due to multiple factors, African American and Hispanic children are significantly less likely than non-African American and non-Hispanic children to be buckled up in seat belts or car seats.

Key Facts

Motor vehicle crashes are the leading cause of death for children in the U.S. between the ages of 1 and 12.[i]
Three out of every four car seats are not used or installed correctly[ii] and almost 50% of fatally injured children were unrestrained at the time of a crash.[iii]
African American and Hispanic children are as much as ten times more likely than Caucasian children to be unrestrained while traveling in a car. [iv]
In crashes involving fatalities in children under 14, seat belt use is lower among African Americans than among all other race or ethnic groups. [v]
Hispanic children are significantly less likely to be buckled up than non-Hispanic children across all age groups.[vi]

In one pilot city, Buckle Up for Life nearly tripled the number of children properly restrained in seat belts and car seats among the families who participated. [vii] The program was founded and is jointly led by Cincinnati Children’s and Toyota, in coordination with local hospital partners, such as Children’s Hospital Los Angeles.

Toyota and local hospital partners are doubling the reach of Buckle Up for Life
The expansion of Buckle Up for Life to Orange County is part of an effort by Toyota and Cincinnati Children’s to double the program’s reach. The Orange County program joins other new programs in Las Vegas, Philadelphia and Houston. Buckle Up for Life programs are already in place with local hospital partners in Chicago, Cincinnati, and San Antonio, and the program has also been deployed successfully in Los Angeles.

Working in close coordination with local churches, Buckle Up for Life meets people in their own community. The program’s experts work closely with local clergy to reach parents, caregivers and children with critical, interactive and culturally sensitive safety information and expanded access to car seats.