Pepsi to Launch “Live for Now” Campaign with Multicultural Component
In the 1980s Michael Jackson pitched it as “the choice of a new generation.” In 1990 Ray Charles told people they “had the right one, baby.” Now, Pepsi wants people to “Live for Now.”
A multiyear campaign featuring that tagline, as well as various online components, ads and partnerships will roll out globally for the cola brand this year, starting on Monday in the United States.
The campaign is the biggest evidence to date of a renewed focus on marketing at PepsiCo, which has faced pressure from Wall Street to improve North American beverage sales. The company is spending an additional $500 million to $600 million this year on marketing a dozen of its brands, starting with its flagship cola.
Another facet of the campaign is the “Pepsi Pulse,” an interactive website that will feature pop-culture information, entertainment news and original content.
There will also be a version of the Pulse targeting Hispanic consumers called “Mi Pepsi.”
Read the entire article at Reuters.
LG Mobile Preps PR Shift to Porter Novelli
The expected selection of Porter Novelli comes on the heels of a series of reviews the marketer has held, including the LG Display pitch and a pitch for the LG Electronics business.
The mobile win is a step in the right direction for Porter Novelli after a tough year. The firm, smaller than siblings Fleishman-Hillard and Ketchum, has cut a number of positions and lost a raft of senior-level talent in the past several months. In October, 20-year client Gillette dealt the shop a blow when it announced it was moving its account to Ketchum. A few months later, former President Julie Winskie departed after 25 years.
Read the entire article at Ad Age.
Hispanics to Spend $500 Million on Mobile Apps in 2012
Hispanics are early technology adopters, with high spending expected on devices and content
Hispanics are early adopters of both tablets and smartphones, and also more likely than whites to go online using mobile devices. All of that activity will add up to a sizeable pile of cash for device retailers and app stores in 2012. According to December 2011 research by advisory firm Zpryme, adult US Hispanics will spend $17.6 billion on mobile tech devices in 2012, a 30% increase over the previous year. It also estimates that Hispanics will spend $501.1 million on mobile apps by the end of the year.
Smartphone penetration was 51.5% among the survey group, which was comprised almost entirely of mobile owners (just 6.1% said they had no mobile phone). This is slightly higher than eMarketer’s estimated 46.9% smartphone penetration for Hispanic mobile users as of the end of 2011. Also, 19% of those polled owned tablets, higher than eMarketer’s estimate of 12.6% for the same period. The high adoption rates for smartphones and tablets among Hispanics are likely due to the fact that they are on average a young group, and more likely to use mobile devices instead of landlines.
Smartphones were at the top of the list of new mobile devices respondents said they planned to buy over the next six months, at 24%. Another 18% said they planned to purchase a tablet. Top activities performed on a tablet included gaming, search and email. Games were also the leading category of mobile app purchased by Hispanics; according to the poll, nearly half of respondents had bought a mobile gaming app.
Social networking, the fourth leading tablet activity among Hispanics, was the No. 2 online activity overall for the group, and Facebook was the favorite destination.
Twitter was a distant second at 29%, followed by Myspace at 23%. Hispanics are more active on social media than US internet users overall, suggesting there is plenty of potential for marketers to target them on social networks.
One of the Most Ambitious Events to Promote Spanish
As part of its ongoing commitment to extending its culture and arts programs for the Latino community in Los Angeles, California, the University of Guadalajarais organizing one of the most ambitious events ever held to promote Spanish: LéaLA, Feria del Libro en Español de Los Ángeles
This event seeks to encourage reading, promote Spanish-language books and foster recognition of the Latino population, their culture and customs.LéaLA is an initiative backed by the University of Guadalajara at Los Angeles and the Guadalajara International Book Fair (FIL).
SJ Public Relations Receives Top Billing from Chicago Publicity Club
SJ Public Relations (SJPR) earned a Golden and Silver Trumpet Award from the Publicity Club of Chicago’s Annual Trumpet Awards competition. Now in its 53rd year, the awards honor achievement in public relations and communications across the Midwest.
“It is always a great honor to be recognized for the work we do on behalf of our clients,” said George L. San Jose, founder and chief creative officer of The San Jose Group. “That honor is magnified when recognition is received for communication efforts that support an initiative as important as raising awareness of organ donation and driving registration of organ donors. “We look forward to continuing to deliver strong public relations programs that help our clients achieve their marketing objectives.”
The 2012 Rose Parade
To raise awareness about organ donation and add donors to the Illinois Organ & Tissue Donor registry, SJPR and Gift of Hope Organ & Tissue Network (Gift of Hope) launched a nationwide and local media relations campaign with an announced partnership with Alex Rodriguez, brother of the now deceased, former professional boxer, Francisco “Paco” Rodriguez, whose organs were donated after his life was tragically cut short in 2009 from injuries sustained in a title bout. Alex, who served as the GOH spokesperson at the 2012 Rose Parade appeared on a specially created float that featured a “floragraph” portrait of Paco, made entirely of organic floral materials that helped garner attention for Gift of Hope at the parade. To extend the program locally in the city of Chicago and its surrounding townships, SJPR held a press conference that included other well-known speakers and guests followed by a vigil to honor Paco. The program generated more than 156 media placements in top Hispanic and general market media outlets and drove 2,421 newly registered organ donors, earning the agency a Silver Trumpet in the special events category.
National Minority Day Awareness Day
In support of National Minority Donor Awareness Day, a national observance held annually on August 1 to raise awareness of the urgent need for donors and transplants with the multicultural community, SJPR helped the Gift of Hope get the word out about the importance of becoming an organ donor to minority audiences through a targeted, local market media relations campaign and press conference held at Mount Sinai Hospital in Chicago. The media event included a tree-planting ceremony and featured Cook County Commissioner Robert B. Steele as spokesperson for the event, drawing media attendees, professional medical staff and other key influencers including donor recipients and families. Aggressive media relations helped the program garner more than 107 media placements in targeted Hispanic and African-American media outlets and added close to 3,000 new organ donors to the Illinois Donor Registry. SJPR earned a Golden Trumpet in the special events category.
Dave Wong Appointed EVP At Hispanic Marketing Firm Arenas
Dave Wong, who has had a 19-year career in film and TV, will oversee all current marketing efforts for Arenas, which bills itself as the leading Latino film marketing company. Specifically, Wong’s mandate encompasses publicity, promotions, media and creative for such clients as Warner Bros. Pictures, 20th Century Fox, Walt Disney Studios, Icon and Relativity Media.
Read the entire article at Deadline.com.
Hispanics in U.S. Highly Active on Mobile & Social
In the U.S., Hispanic consumers’ usage rates of smartphones, television, online video, social networking and other forms of entertainment make this group one of today’s most engaged and dynamic populations in the digital space, according to Nielsen’s recent State of the Hispanic Consumer: The Hispanic Market Imperative report. Mobile presents a significant avenue of opportunity for marketers looking to reach Hispanic consumers – Hispanic mobile users send or receive 941 SMS (text) messages a month, more than any other ethnic group. They also make 13 phone calls per day, 40 percent more than the average U.S. mobile user.
Social is another platform where Latinos are especially active and rising in numbers. During February 2012, Hispanics increased their visits to Social Networks/Blogs by 14 percent compared to February 2011. Not only are Latinos the fastest growing U.S. ethnic group on Facebook and WordPress.com from a year ago, but also Hispanic adults are 25 percent more likely to follow a brand and 18 percent more likely to follow a celebrity than the general online population.
Other digital findings from the report include:
- Hispanic video viewers are 68 percent more likely than non-Hispanic White viewers to watch video on the Internet, and 20 percent more likely to watch video on a mobile phone.
- Hispanics outpace all ethnic groups in mobile downloads of music and pictures.
- Hispanics are less likely to have Internet access at home compared to the U.S. average (62 % and 76%, respectively), but have increased home broadband use by 14 percent over the past year, which is higher than the 6 percent growth of broadband use in the general market.
For more information on Hispanic consumers, download Nielsen’s State of the Hispanic Consumer: The Hispanic Market Imperative report.
Philip Wilkinson Leaves Entravision
Entravision has announced that Philip C. Wilkinson will be resigning from his position as President and Chief Operating Officer, effective May 31, 2012. Mr. Wilkinson will remain a member of the company’s Board of Directors and has entered into a consulting agreement under which he will continue to advise the company on its strategic and operating plans.
“Philip is a tremendous leader and friend, whose passion and dedication have been instrumental in the creation and success of Entravision,” said Walter F. Ulloa, Chairman and Chief Executive Officer of Entravision. “He has spent his entire career in Latino media and is a strong advocate for the Latino community. We are grateful to him for all his contributions and look forward to benefiting from his continued insights as a director and consultant to the company.”
“Entravision is a great company with a strong management team and terrific employees,” commented Mr. Wilkinson. “I believe it is well positioned to capitalize on the continued growth of the Latino population and I am proud of the leadership positions we have built in our markets. I continue to remain a Director and significant shareholder, and I look forward to my new role which will allow me to continue to advise the company.”
Mr. Wilkinson served as President and Chief Operating Officer since Entravision’s inception in 1996 and has more than 25 years of broadcast experience. From 1990 to 1996, Mr. Wilkinson was involved in the development, management or ownership of the company’s predecessor entities, including the launch of the first Univision television affiliate in San Diego, KBNT, in 1990. From 1982 to 1990, he worked at the Univision television network and served in the positions of account executive, Los Angeles national sales manager and West Coast sales manager. Mr. Wilkinson holds a Bachelor of Science Degree in Business Administration from San Diego State University.
Google cites Acceller as industry leader for U.S. Hispanic Marketing
Editor’s Note: I’ve been working with AdWords since 1999. While I have no doubts this campaign was successful, I would like know more about the budget of this campaign compared to others in the same category…
In a just released case study, Google highlights the industry-leading marketing campaign to U.S. Hispanics by Acceller, Inc., who used Google Ad Solutions to enhance their efforts. By teaming up with Google, Acceller’s engagement with the Hispanic audience resulted in a 400-percent lift in baseline inquiry rate, according to Google. The culturally appropriate shopping experiences and content programs led to leads that were three-to-five times better quality than those generated by traditional programs.
“Acceller has become the leader in Hispanic Marketing for TV, Internet, Phone and other digital home services by employing and optimizing Google’s media offerings and insight,” said David Atkins, Acceller’s Chief Marketing Officer. “The results have been dramatic and far exceeded expectations for both ComcastParaTodos.com and TimeWarnerCableParaTodos.com, as well as several other sites.”
Using Google’s platform, Acceller was able to target incremental U.S. Hispanic markets, while offering appropriate shopping experiences and content packages. By using Google’s Insights for Search, Acceller found relevant keywords for the U.S. Hispanic Market. They created unique ad copy, paired with Sitelinks, and maximized click share.
Since the Google Display Network reportedly reaches nine of every 10 U.S. Hispanics, Acceller created a powerful display strategy with contextual targeting and remarketing. They also used geo-targeting to focus media investment in top Hispanic DMAs.
This campaign’s success was in part due to Acceller’s success in the mobile market. Google reports that Hispanics are 32-percent more likely to have a smartphone than the general population, and 93 percent of U.S. Hispanics use mobile phones regularly. They are also 87-percent more likely to own a tablet than the general population. Acceller ran a holistic mobile strategy, using Google Ad Solution’s Call Metrics to track performance, to tap into this previously untended to market.
No Grand Slam for Miami Marlins’ PR Practices
Rosanna M. Fiske is chair and CEO of the Public Relations Society of America.
When Ozzie Guillén, manager of the rebranded Miami Marlins, inserted the proverbial foot-in-mouth during an interview with TIME magazine, where he stated, “I love Fidel Castro,” I immediately began to question the Marlins’ management strategy.
I thought, “Clearly this guy has no understanding of local politics. Clearly he has no understanding of what so many of us lived through in a Fidel-Castro-Cuban regime. Clearly the Marlins management doesn’t necessarily know what it’s doing to the brand.” I wasn’t alone.
To give you some quick background: What Guillén said is highly offensive to many Hispanics of Cuban origin, especially to those who are older. Cubans did not come to the U.S. looking for a better job or a better economic opportunity. Many lawyers, doctors, engineers, journalists and professionals left their homes, careers and even families because of political oppression and the sheer lack of simple human rights — all attributed to Castro and his followers.
Read the entire article at PRSAY.
HPRA-NY Hosts Event with Jackie Gagne, HBO’s Director of Multicultural & College Marketing
PR Pros to Meet on Tuesday, May 8 at the Offices of MGSCOMM
On Tuesday, May 8, 2012, the Hispanic Public Relations Association’s (HPRA) New York chapter will present “Inside the Mind of the Multicultural Executive,” the latest event under its series of industry discussions “Inside the Mind of…”. This unique and frank dialogue will reveal insights of the multicultural marketing executive featuring Jackie Gagne, Director of Multicultural & College Marketing for HBO. The event will take place at 6:30 p.m. at MGSCOMM, 817 Broadway (at 12th Street), 2nd Floor, New York, NY. Online registration is available at http://www.hpra.camp8.org/events. Registration is required, fee is $15 for HPRA members, $30 for non-members and free for credentialed media.
“Inside the Mind of the Multicultural Executive” attendees will discover the strategic planning processes that one of the world’s largest media and entertainment brands uses to reach multicultural audiences across the U.S. “Inside the Mind of…” is targeted to PR professionals focused on the Hispanic market and designed to uncover the raw and uncensored thoughts of its featured guests: the editor, the brand manager, the blogger and others. The conversation will be moderated by Federico Mejer, Partner and Managing Director of MGS’s New York City office.
Gagne is responsible for the strategic planning, development and creative execution of all marketing and promotional activity targeting multicultural and college audiences. She also serves as the Brand Manager for HBO Latino. Jackie previously served as Director of Direct and Digital Marketing for Six Flags. Before Six Flags, Jackie spent 10 years at HBO, holding several positions in the sales and marketing area.
Transitions Optical Introduces Revamped Spanish-Language Fund Website
Complementing its ongoing efforts to reach Hispanic consumers about their unique eye health risks and the importance of regular eye care, Transitions Optical, Inc. has launched a revamped, Spanish-language version of the Transitions Healthy Sight for Life Fund™ website.
Found at VisionSaludableParaTodaLaVida.org, the site includes a Spanish version of the new, interactive healthy sight risk assessment for consumers. The assessment allows users to enter their age and ethnicity to learn more about their most common eye- and overall-health risks. Printable education materials, tailored to the individual’s results, are available free of charge in both English and Spanish.
The website also includes a page with general eye health information and tips for enhancing and protecting vision, as well as a link to information about the Transitions Cultural Connections™ program, which was created to help educate diverse consumers about their eye health risks and arm eyecare professionals with resources to serve these populations.