Mirror Mirror on the Wall, Who Is the Prettiest of Them All?
Yahoo! Inc. and People en Español launched the fifth annual Bello 51 program to discover a previously unknown Hispanic beauty who will be featured in People en Español’s “50 Más Bellos” (50 Most Beautiful) issue. The Bello 51 consumer contest provides Yahoo! en Español users with the opportunity to submit their photos and vote for the most beautiful, with one lucky winner receiving the title of People en Español’s “51st Most Beautiful” person. http://www.51bello.com
Designed to creatively engage young, bilingual, and bicultural Hispanics, Bello 51 offers marketers seamless brand integration. This year’s sponsors are Maybelline New York, Garnier, and 7UP. Maybelline New York and Garnier have participated in Bello 51 since inception, and will be the exclusive sponsor of Bello Style, a feature beginning in March where readers can use a rating scale to determine the wardrobe that the winner wears during the Bello event.
“This annual contest commands a high level of user engagement and it’s something our readers look forward to all year long,” said Monique Manso, publisher of People en Español. “Along with Yahoo! en Español and our partners Maybelline New York, Garnier, and 7UP, we are able to deliver a first-class experience that benefits all of our audiences and brands.”
“7UP, through the Bello 51 franchise, supports consumers in their quest to be the 51st Mas Bello and is proud to celebrate what makes Latinos unique. This property is refreshing, just like 7UP,” said Olivia Vela, director of multicultural marketing for Dr Pepper Snapple Group.
People en Español‘s signature “50 Most Beautiful” issue brings together the 50 most popular Hispanic celebrities in TV, film, and music. The Bello 51 search provides a unique opportunity for a non-celebrity to be featured in this glam-packed issue. For official rules and eligibility in English: http://es-us.omg.yahoo.com/bello51/rules/ In Spanish: http://es-us.omg.yahoo.com/bello51/reglas/
Can social media reveal your race? US program targets Hispanics
Summary: On the Internet, no one knows you’re a dog but they might know your race. The search is on for racial signals – thanks to the US government.
Dana Oshiro, publishing analyst at advertising network NetShelter, poses an interesting question: “How do you determine race and ethnicity online? “
This question arose from her recent attendance at the White House Hispanic Community Action Summit in San Jose, CA where plans were discussed on how to use social media and online marketing to target the Hispanic population. The goal is to offer programs that will raise the number of Hispanic students in colleges by 4.5 million over the next ten years.
Read the entire article at ZDNET.
Kerri Allen to Lead INFUSE, Cohn & Wolfe’s Newly Branded Multicultural Division
Communications agency Cohn & Wolfe has launched INFUSE, an expanded and newly branded Latino and multicultural communications practice to help clients better understand specific market segments and reach them in fresh, relevant ways. The branding of the agency’s four-year-old multicultural practice comes in response to growing demand for culturally relevant campaigns and the hiring of Vice President Kerri Allen, who will lead and grow the new practice, reporting to US Consumer Lead Liz Beck.
Cohn & Wolfe INFUSE will provide cross-cultural expertise in branding, community relations, cause marketing, consumer insights and consulting to reach Hispanic, African-American, Asian American and LGBT communities. By utilizing Cohn & Wolfe’s extensive global network of offices — most notably in Asia and Latin America — the INFUSE team will have touch points throughout the world, providing invaluable on-the-ground knowledge sharing. Some of the practice’s newest clients include a major luxury spirits brand, a beloved household food item and a worldwide consumer hygiene brand.
“To effectively communicate with multicultural audiences today, brands must understand and leverage cultural nuance—that is, provide communities and consumers with ‘in-culture’ messages that resonate with their unique experiences and values. Cohn & Wolfe has been successfully doing this for years and bringing Kerri on board to drive the INFUSE brand will give us a strong platform to showcase this market-demanding strength,” says Liz Beck, US Consumer Lead.
Leading the practice is Kerri Allen, who joins Cohn & Wolfe with more than a decade of experience in multicultural communications as a bilingual PR practitioner and globally published journalist. Allen currently sits on the Executive Board of the Hispanic Public Relations Association and formerly served as Chair of PRSA’s Multicultural Communication Section. She was named HPRA’s Member of the Month in October 2011 and Produ.com’s “Mujer de la Semana” (“Woman of the Week”) in April 2010. Prior to Cohn & Wolfe, Allen was the Director of Public Relations for integrated marketing agency Revolución, where she launched the public relations practice, oversaw new business development and management of key accounts including AOL, Ace Hardware, American Heart Association, Casio America and HBO. She is a former fellow of The New York Times Institute for Journalists and a recipient of a Jerome Foundation grant for writing and criticism.
“The latest census data shows that the U.S. is globalizing at breakneck speed, with more than 50% of national births now taking place to ‘minority’ parents. Multicultural is quickly becoming the central core of the U.S. consumer base. This is how businesses will grow and succeed in the years to come,” said Kerri Allen, “Cohn & Wolfe is dedicated to cutting-edge communications and is infusing every aspect of our business with a fresh understanding of America’s changing cross-cultural reality.”
National Latina Business Women Association Elects Suzanna Sanchez as Board President for 2012
The National Latina Business Women Association (NLBWA) is pleased to announce the election of Suzanna Sanchez as National Board President. The election took place during the Board of Directors bi-monthly meeting held in December and is effective on January 1, 2012. Sanchez will serve a two year term and will oversee the operations of the National Board of Directors, focus on growing the organization, aligning partnerships and supporting the development of chapters across the country.
Suzanna brings a solid foundation of national and international corporate experience and the entrepreneurial insight that will benefit the organization in setting the tone for infrastructure development and sustainable growth opportunities. Ms. Sanchez is the president and founder of Savvy Solutions Inc., a company specializing in improving clients’ performance and growth by developing integrated business and new media solutions for new market entries that support ancillary portfolio offerings and revenue business models.
Suzanna will replace outgoing President Cecilia Mota, who has completed her term and will continue to serve on the Board of Directors. As President from 2009-2011, Cecilia tirelessly served the organization and had many successes. She was instrumental in redefining the organization’s bylaws and establishing an office in Downtown Los Angeles for the organization.
“Cecilia has served NLBWA for seven years with dedication and passion that has not only benefited the organization but has also earned the respect of many,” stated Sanchez, “there are not enough words or thanks that can be said for all her time and effort.”
Ida Chacon Joins Latinum Network as VP of Marketing & Commercial Solutions
Latinum Network has hired former Procter & Gamble executive Ida Chacon as Vice President of Marketing and Commercial Solutions. In this newly created role, Chacon will lead a team of experts that will work with each one of Latinum’s more than 75 corporate clients to develop marketing solutions. She will also leverage the network’s reach and access to fuel commercial collaboration initiatives amongst the brands and companies inside the network.
Chacon joins Latinum with more than 13 years of experience in multicultural marketing and brand management. Prior to joining Latinum Network, Chacon led Procter & Gamble’s Center of Expertise, where she was responsible for defining and deploying P&G’s overall ethnic strategy, managing creative advertising agency relationships and consulting on specific brands and projects.
Chacon’s extensive multi-cultural marketing expertise will be well suited to her new responsibilities of supporting Latinum’s clients’ marketing needs, leveraging our peer-based platform for best practices and sharing and accelerating Latinum’s commercial platform of enabling partnerships to increase overall marketing ROI for all of Latinum’s clients.
During her career at P&G, Chacon led the company’s first successful U.S. Hispanic scale program “Avanzando con tu Familia,” a multi-brand outreach initiative to help enhance the home life, traditions, education and health of Hispanics in the U.S.
“Avanzando was P&G’s first attempt to connect with the U.S. Hispanic consumer and the community,” Chacon recalls. “Joining Latinum allows me to bring all of that experience full circle as we empower more than 75 companies to do the same.”
After graduating from the University of Puerto Rico with a B.A. in Finance, Chacon received an MBA from the University of Wisconsin-Madison School of Business where she was a Consortium for Graduate Studies in Management Fellow.
Wilde Media Launches New Targeted at American Bi-Cultural Latinos
Wilde Media Network, a new national cable television network aimed at American bi-cultural Latinos, is officially available online at WildeMediaTV.com and will be available in major media markets on television by 2013.
Wilde will target English-speaking, American bi-cultural Latinos ages 18 to 49. The network will provide programming dedicated to entertaining and informing today’s English-speaking Latino audience. With original programming from game shows and reality TV, to cooking and travel shows, Wilde will deliver quality programming that celebrates Hispanic American culture for the whole family to enjoy. Its first original program, The Georgette Miller Show, will officially launch digitally on Sunday, February 5, 2012, providing viewers with real-world information on personal finance, bankruptcy, and tips for living a debt-free life.
“Latinos are the fastest growing segment of the U.S. population, yet when you turn on the television, there is a lack of quality programming all in one place that speaks to this audience,” said Emilia Andrews, CEO and founder of Wilde Media Network. “Being Hispanic in America today means more than speaking Spanish, and Wilde has created programming that celebrates this culture in a way that resonates with today’s Hispanic American population.”
Wilde’s line-up will include 70 percent original programming all shot in high-definition by Beholder Productions. In addition to The Georgette Miller Show, WildeMediaTV.com will feature Hideaways, a travel show hosted by Claudia Gallelli; and IMPACT, a business-focused newsmagazine program. The network is currently in negotiations with major distribution partners for its upcoming cable television launch in 2013.
Born in the U.S. to Argentinian immigrants, Andrews is a leader in broadcast television and has received dozens of awards as a producer, executive producer, and program creator. She is a judge for the National Gracie Awards, is a Silver Council Member of the Telly Awards, and serves as a board member of the Alliance for Women in Media.
To learn more about Wilde, please visit WildeMediaTV.com.
LatinWorks Becomes Five-Time Winner; Ad Age’s 2011 Multicultural Agency of the Year – Congrats!
Austin, Texas-based advertising agency LatinWorks has been named Multicultural Agency of the Year by Advertising Age and Creativity, marking the fifth year in row that the agency has been recognized by these leading industry publications for its outstanding work.
Founded in 1998 with a vision to engage the booming Hispanic market in an authentic, progressive way – a departure from pervasive stereotypes and conventional wisdom – LatinWorks has grown from a small agency of just two individuals into the most awarded multicultural agency in the United States over the last four years, with 135 of the most talented marketing professionals from the U.S. and Latin America and an impressive client roster.
Last year was a pivotal year for LatinWorks: the agency launched its own proprietary groundbreaking research to explore the new Hispanic social context more deeply. The insights gleaned from this research have allowed the agency to take its work to new heights, not only by powering the creativity behind its marketing solutions, but also by better guiding the strategic foundation that clients need to connect with the new transcultural consumer in more effective ways.
Building off the success of its award-winning client work in 2011, LatinWorks has continued expanding its industry footprint at a steady pace through new business wins and organic growth. With a tailored approach to new business, the agency has strategically selected certain types of business opportunities, working for clients whose brand challenges are exciting opportunities for the agency and clients who share its belief in the power of strategy and creativity as the key pillars for developing effective marketing solutions.
The Multicultural Agency Award winner was announced as part of the Advertising Age and Creativity annual A-List Special Report issued on January 23, 2012. LatinWorks was selected by the editorial staff at Advertising Age and Creativity from hundreds of submissions from agencies representing the U.S., Canada and countries around the world to determine this year’s winners. To read about LatinWorks and the 2011 Agencies of the Year, visit AdAge.com: http://adage.com/article/special-report-agency-alist/latinworks-ad-age-s-multicultural-agency-year/232238/.
NEW 360i Report on Hispanic Digital Influencers [REPORT]
Editor’s Note: You can download the full report HERE.
360i recently released a new report, and the first post in a series, about Hispanic Digital Influencers. Here’s a blurb from the post, as well as the key findings. Download the full report using the link above.
Today, we’re launching the first in a series of reports exploring the role social media plays in the lives of Hispanics living in the United States. Reaching and engaging this population has become increasingly important to marketers over the past decade. The growth of this population presents both the promise of reaching a dynamic and engaged audience – armed with ever-increasing purchasing power – and the challenge of understanding the cultural nuances of a demographic with unique digital behaviors.
Key Findings— 360i Report on Hispanic Digital Influencers
- 72% of Hispanic digital influencers choose to communicate in English. And, since Hispanic influencers who communicate in English tend to share more promotional content and equity content rather than personal anecdotes (which are favored by those who communicate in Spanish), there is a ripe opportunity for brands to enter conversations in a valuable way.
- General population influencers demonstrate more diversity in what motivates the types of content they share. Hispanic Influencers are primarily motivated by shared cultural ties, and they express culture in four distinct ways. It’s important for brands to understand the specific mindset of the influencer they are trying to reach so they can tailor their approach accordingly.
Hispanic influencers include photos in 54% of their posts and links in 65% of posts. Brands should keep this in mind, and include such content and assets in their outreach.
- Informative Mindset (63% of posts analyzed): to inform/educate readers on their area of expertise (topics: cuisine, child raising techniques, language, etc.)
- Creative Mindset (23%): Learning through blogging and sharing
- Personal Mindset (8%): Seeking companionship from readers by detailing their life journeys of assimilation and acculturation
- Awareness Mindset (6%): Recognize social and cultural challenges breakthroughs and accomplishments, and seek to spread awareness about these issues among the community
- Roughly 33% of images posted tie back to recipe creations, coinciding the cultural importance of meals to the Hispanic Community.
- 25% of shared links are promotional, driving back to brand or product websites.
Making Technology Work for You
Editor’s Note/Disclosure: We’re a happy user of nRelate And a special thank you to Mark Macias of 3MMediaGroup.com, and a featured HPRB contributor, who coordinated this special piece by Oliver Wellington – co-founder of nRelate.com – for us!
Did you know there are roughly 300 to 400 million English blogs on the web? With staggering numbers like that, you might think it is getting harder to get your website noticed on the Internet.
But actually, it’s getting easier to find and recruit new readers, thanks to advancements in technology.
One of those advancements comes from my company – nRelate, based in New York City. We developed a free software plugin that allows publishers to syndicate their material over the web and if they want, earn money from advertisers.
Larger publishers, like CNN and New York Post, have been marketing their content using a similar technology for years, but it was only recently that this world of content marketing was opened up to smaller publishers.
If you haven’t heard it yet, pay close attention to that phrase “content marketing” because it will be the buzzword for 2012.
Content marketing is pretty much what it says – marketing your content. You market your company. You market your product, so why aren’t you marketing your content? Our plugin allows publishers to market their content on the web to other readers using technology.
Some of our nRelate publishers have seen a spike in traffic within weeks after installing our plugin. One Spanish website, cuentosinfantilescortos.net, installed the nRelate plugin about 5 weeks ago and since then, their Click-through-Rate (CTR) has spiked by 13 percent. Another Spanish website, www.hormigacocinera.com, installed the nRelate plugin about two months ago and is approaching 8.5 percent growth. Other publishers who installed our plugin have seen a rise in roughly 5 to 20 percent in page views.
You don’t need to be a CIO to install the nRelate plugin. It’s so simple a fourth grader can install our WordPress plugin and over 20,000 publishers are already running our software.
This just reinforces the growth and potential for marketing your content as a publisher or even advertising your product as a business. The content marketing industry as a whole is skyrocketing and it will only continue to grow as publishers and businesses learn of it.
In 2011, nRelate grew more than 1000 percent across several metrics – website installations, widget impressions, click-through-rates, clicks per second. Those statistics may just seem like jargon, but if you need to market a business or website, those statistics need to become a component of your online marketing strategy. You use technology everyday. Now put it to work and start marketing your content.
Oliver Wellington Bio
Oliver Wellington is the co-founder of nRelate – a content marketing company based in New York City. Under his leadership, nRelate has grown from a small startup into a technology company that now services more than 19,000 publishers across the web. Before nRelate, Oliver worked in business development and management in the entertainment industry. Oliver earned his MBA from Babson College with a focus on Entrepreneurship and a BA in Psychology at New York University
Sonia Sroka of Porter Novelli Named One of the Top LATINA Executives of 2011 – Congratulations!
An award-winning bilingual, bi-cultural marketing and communications leader based in New York City, Sonia Sroka directs all aspects of strategic planning for Porter Novelli’s Hispanic marketing practice, which she played a central role in developing. Responsible for overseeing daily operations of the practice, Sroka has created and managed Hispanic campaigns for national and global clients including Gillette, Hewlett Packard, Sony PlayStation, Timberland PRO, SOYJOY, Pfizer, Merck, Bayer, and the Federal Deposit Insurance Corporation, among others. Before joining Porter Novelli in 2006, Sroka was instrumental in the development of Axis, Weber Shandwick’s multicultural agency. During her tenure, she developed and managed integrated marketing initiatives for Coca-Cola, American Airlines, Kraft and SC Johnson, among others.
Prior to that, Sroka was on the public relations and marketing team in Los Angeles for Telemundo, and was a member of the communications team at Univision’s flagship station, KMEX-TV Channel 34 in Los Angeles. A passionate advocate of developing the next generation of female leaders, Sroka serves as a mentor at the Young Women’s Leadership Foundation of East Harlem, which partners with school districts, parents and community leaders to create single-gender public schools and college access programs across the country.
Clorox Launches “Hogar + Sanito en Tres Pasitos” Campaign
Campaign to Include Musical Video Vignettes, Performed by Television Personality and Singer Minerva Borjas
To help Hispanic families kick-off their new year, The Clorox Company, in partnership with Spanish TV network Vme, has launched a campaign to encourage germ prevention, entitled “Hogar + Sanito en Tres Pasitos.” The program aims to help families create a healthier home by following three simple steps: receiving a flu shot, washing their hands and disinfecting surfaces. The campaign also includes a specially commissioned song called “Hogar + Sanito en Tres Pasitos”, composed by children’s music author, Suni Paz and performed by Vme’s TuBebe host, Minerva Borjas, as part of two musical video vignettes featuring Minerva and the characters from the famous Spanish cartoon series, “Las Tres Mellizas Bebes.” The vignettes are airing on Vme and Clorox® Latino’s Facebook page from now through March 2012.
“We thought the ‘Hogar + Sanito en Tres Pasitos’ song would be a unique and fun way for parents to entertain and teach their kids how to help keep the flu and cold viruses away,” said Jay Stilwell, marketing manager at The Clorox Company. “With this educational campaign, we hope to reach millions of Hispanic families as part of Clorox’s commitment to help create a healthier home for families across the country.”
In addition to recommending the flu vaccine and the use of disinfecting products, such as Clorox® Disinfecting Wipes, the campaign acknowledges that washing your hands frequently and for at least 20 seconds, can significantly reduce the spread of the flu virus.
The Clorox “Hogar + Sanito en Tres Pasitos” vignettes feature Venezuelan singer, Minerva Borjas, who is already known in the parenting world thanks to her TV show TuBebe, where she offers practical tips and helpful information for current, soon-to-be and new parents.
“I’m very excited to be part of this great initiative and share the ‘Hogar + Sanito en Tres Pasitos’ song with the little ones,” said Minerva Borjas. “As a mother, I know that our children’s health is our top priority, so what a better way to teach them to stay away from the flu than by singing and miming the key prevention steps together.”
As part of the launch of the campaign, Minerva will make a surprise appearance at an elementary school in Miami to teach children the new song and the importance of following the tres pasitos to maintain a healthy home.
The “Hogar + Sanito en Tres Pasitos” campaign will run through the end of the flu season in March. For more information and to see the vignettes, please visit www.hogarmassanito.com or go to the Clorox® Latino Facebook page at www.facebook.com/cloroxlatino.
GM Selects The Vox Collective as Hispanic Agency
General Motors has selected New York advertising and communications agency, The Vox Collective, as its U.S. Hispanic public relations agency for 2012 following an extensive review of agency capabilities in public relations, corporate communications, and public affairs before the rapidly expanding Hispanic market.
“The Vox Collective demonstrated a genuine understanding of our company’s priorities,” said Eric Peterson, GM vice president of Corporate Diversity. “At GM we’re focused on making meaningful connections with the Latino community.”
As GM’s Hispanic communications agency, The Vox Collective is tasked with developing and delivering an integrated Hispanic initiative that incorporates Chevrolet, Buick, GMC and Cadillac products and brands in a holistic manner and that resonates with the Latino community, Peterson said.
“We’re delighted to be joining a global company that understands how important the Hispanic market is to the future of their business, and we’re ready to help GM expand its efforts to connect with Latinos in a unique and compelling way,” said Vox Collective President, CEO and Cofounder Roberto Ramos.