Coors Light Issues Call for Nominations of Emerging Latino Leaders for its Lideres Program

Coors Light has launched a public call for nominations for its national Líderes program, which empowers up-and-coming Latino leaders to go further.

Twelve individuals from the pool of nominees will be chosen to participate in the 2014 Coors Light Líderes program. The 12 Líderes will be announced during Hispanic Heritage Month (Sept. 15- Oct.15), when the public will have the opportunity to vote for the 2014 Líder of the Year. The Coors Light Líder of the Year will receive a $25,000 grant to develop a leadership project benefiting Latinos in his/her community.

“We are eager to kick off our 2014 program and learn about Latino leaders across the country who are passionate about bettering their communities,” says Alberto Senior, community commerce and partnerships manager for MillerCoors. “Coors Light is proud to empower and shine a light on those hard working individuals who are making a positive impact.”

The general public can nominate a candidate at, until June 5, 2014. The criteria for nominations are:

  • The nominee must be:
    • Of Hispanic descent, between the ages of 21 and 39 years old and associated with a 501c3 nonprofit (staff or volunteer).
    • A person in good standing in the community who represents the values of the community he/she serves as evidenced by recognition from a local organization, media outlet or other form of public community support.
    • An emerging community leader who through his/her words and actions exemplifies leadership and who works toward establishing noteworthy improvement in the lives of individuals, communities and organizations.
  • Nominees must actively participate in initiatives that involve leadership development, environmental stewardship, economic development, alcohol responsibility, education or mentoring within their nonprofit.
  • Nominees must not have any history of alcohol-related incidents, such as driving while intoxicated.
  • Nonprofits and the public can nominate a leader. The nonprofit organization the nominee is affiliated with must approve/support the nomination.
  • The nominee’s affiliated nonprofit must:
    • Be a 501c3 organization with a commitment to ethical business and social practices.
    • Have a project or program that specifically benefits the Hispanic community.
    • Align with Coors Light corporate social responsibility commitments; and agree to work with Coors Light.
  • The leader selected as the Coors Light Líder of the Year will win a grant for his/her nonprofit.  The grant must be used as follows:
    • Fund a Coors Light-approved community project which would benefit the Hispanic community and is not related to advocacy issues or serves individuals younger than 21 years of age. 
    • The project will be implemented by the nominee’s nonprofit organization in partnership with Coors Light.

Since 2006, the Líderes program has recognized and highlighted the achievements of emerging Latino leaders through an online public voting competition, a national and local advertising campaign and robust community outreach. This year, Coors Light has partnered with the program to offer enhanced awareness and support in shining a light on Latino community leaders.  Join the conversation at, and on Twitter using the hashtag #CoorsLightLideres.

About MillerCoors
Through its diverse collection of storied breweries, MillerCoors brings American beer drinkers an unmatched selection of the highest quality beers steeped in centuries of brewing heritage.  Miller Brewing Company and Coors Brewing Company offer domestic favorites such as Coors Light, Miller Lite, Miller High Life and Coors Banquet, as well as innovative new products such as Miller Fortune.  Tenth and Blake Beer Company, our craft and import division, offers beers such as Leinenkugel’s Summer Shandy from sixth-generation Jacob Leinenkugel Brewing Company and Blue Moon Belgian White from modern craft pioneer Blue Moon Brewing Company. Tenth and Blake also operates Crispin Cidery, an artisanal maker of pear and apple ciders using 100 percent fresh-pressed American juice. The company imports world-renowned beers such as Italy’s Peroni, the Czech Republic’s Pilsner Urquell and the Netherlands’ Grolsch.  MillerCoors also offers pioneering new brands such as Redd’s Apple Ale, Batch 19 Pre-Prohibition Lager, Third Shift Amber Ale and Smith & Forge Hard Cider.  MillerCoors seeks to become America’s best beer company through an uncompromising promise of quality, a keen focus on innovation and a deep commitment to sustainability.  MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.

SOURCE Coors Light

Sensis Opens Atlanta Office – Third for Agency!

Sensis, a cross-cultural advertising agency with digital at its core, opened an office in Atlanta in response to the growing Latino influence in that region of the country. This is the third location for Sensis, which is based in Los Angeles with an office in Washington, D.C.

“For years Sensis has been tracking the Hispanic population growth of non-traditional markets like Atlanta; Raleigh, N.C. and Charlotte, N.C.,” Sensis President José Villa said. “These markets are rich with Hispanic immigrants who are younger and largely Spanish speaking. They provide great testing grounds for a number of multicultural models being debated in our industry.”

The opening of the Atlanta office dovetails with the Hispanic Millennial Project, a joint research study developed by Sensis and leading market research firm ThinkNow Research. The study looks at younger Hispanics, which are prevalent in the Southeastern United States.

The new office is at 2987 Clairmont Road, Suite 220, Atlanta, 30329. The telephone number is (404) 965-4166.

About Sensis
Sensis is a cross-cultural advertising agency with digital at its core. Founded in 1998, the agency got its start building websites and has since expanded into a full-service advertising agency. The agency’s unique integrated model – fueled by ethnic insights – combines a cross-cultural approach to the general market with core digital capabilities. Focused on performance and measurement, Sensis was built from the ground up to address the foundational changes taking place in the advertising world – the fundamental role of digital media, mainstreaming of multicultural markets, and the transformative impact of social technology. Agency clients include DIRECTV, United Healthcare, the FDA, Metrolink, AARP, the U.S. Coast Guard Academy, Tadin Herb & Tea, and Southern

INVISION Announces Partnership with Rentrak for More Precise Media Measurement

INVISION, Inc., a proven provider of multi-platform advertising sales solutions for the media marketplace, announced a partnership with Rentrak, a leader in measuring movies and TV everywhere, to integrate advanced demographics into DealMaker, INVISION’s integrated suite of ad management, optimization and analytical products. INVISION also announced the release of a new application called ProPost, which will allow clients to better manage and visualize the performance of their campaigns.

“INVISION is moving quickly to harness innovative technologies and forge strategic partnerships that will help us provide unique, adaptable solutions for our growing range of customers,” said Steve Marshall, co-founder and CEO of INVISION. “Through our partnership with Rentrak, INVISION’s customers will now have access to advanced audience data, going beyond age and gender demographics, transforming their ability to maximize revenue. We are also pleased to introduce ProPost, an integrated campaign effectiveness application. This easy-to-use tool with innovative visualization features will simplify and consolidate the manual, often painstaking, process of tracking campaigns and addressing trouble spots.”

“We are looking forward to partnering with INVISION and integrating our TV currency with their tools to maximize ad sales,” said Rentrak’s Corporate President Cathy Hetzel. “We both share the same philosophy that advanced targeting leads to effective planning and client success.”

In partnership with Rentrak, INVISION will integrate advanced data metrics directly into its DealMaker product suite to support intuitive and more precise media measurement. The partnership will give customers the power to use ‘bigger’ data to accurately measure and better monetize ‘smaller’ units, allowing for a strong and flexible competitive advantage in the market.

With ProPost, INVISION customers can visualize the performance of their deals without manual intervention and hone in on problem areas in seconds by identifying both under- and over-delivery. The application integrates with the core of advertising sales ecosystems, providing vital assistance with order management, traffic and CRM. Intuitive and easy to use, ProPost data can be viewed from multiple perspectives, from a single account executive to a nationwide sales team.

Learn more about INVISION’s partnership with Rentrak and its new ProPost technology by visiting INVISION in the CABLENET SPACE at The Cable Show.

INVISION will be providing demonstrations of ProPost and all of its solutions for media companies at the 2014 Cable Show in the CABLENET SPACE April 29 – May 1.

About Rentrak Corporation

Rentrak is the entertainment and marketing industries’ premier provider of worldwide consumer viewership information, precisely measuring actual viewing behavior of movies and TV everywhere. Using our proprietary intelligence and technology, combined with advanced demographics, only Rentrak is the census currency for Video on Demand and movies. Rentrak provides the stable and robust audience measurement services that movie, television and advertising professionals across the globe have come to rely on to better deliver their business goals and more precisely target advertising across numerous platforms including box office, multiscreen television and home video. For more information on Rentrak, please visit


INVISION, Inc. is a provider of multi-platform advertising sales solutions to the media industry. INVISION’s systems are trusted by top media content providers to manage over $13 billion in advertising revenue each year. INVISION develops software to support the ad sales and traffic processes for cable networks, broadcast networks, television syndicators, radio stations, digital publishers, and Hispanic-focused media. With offices in New York, Atlanta, and northern Virginia, INVISION’s clients include: Azteca America, BET, Bloomberg, Bravo, CNBC, DISH, DIRECTV, E! Entertainment Television, Galavision, Game Show Network, G4/Tech TV, TV Guide Network, Hallmark Channel, NBC Universal, ION, Sony Pictures Television, Telemundo, Telefutura, WGN America, Univision, Warner Bros. and The Weather Channel.


TRG’s Francella Chinchilla Named 2014 Hispanic Leader by Embassy of Spain

The Raben Group is proud to announce that Francella Chinchilla, a director at The Raben Group, has been named to the Embassy of Spain’s 2014 Hispanic Leaders Program.

The annual Hispanic Leaders Program was founded in 1998 at the initiative of the U.S.-Spain Council (a private forum to enhance relations between the two countries), it is sponsored by the Fundación Carolina. The objective of this program is to allow future Hispanic leaders from the United States to familiarize themselves firsthand with Spain’s political, economic, social and cultural environment.

Since its founding, close to 180 U.S. citizens of Hispanic origin have been chosen in a competitive selection process to participate in this program. This year the program will take place from March 23-29, 2014. The trip will take place in Madrid and Málaga, and the agenda includes an event hosted by Queen Sofia.

With a background in advocacy, coalition building and strategic planning, Francella Chinchilla helps our clients advance their public policy goals. Francella’s clients include The California Endowment and the National Immigration Forum. She also serves as the National Director of Programs for the Friends of the American Latino Museum.


Lexus Announces Partnership With EMMY-Nominated Music Series “Té Para Tres con Pili Montilla”


The new Emmy nominated show “Té Para Tres con Pili Montilla” will partner with Lexus to release 15  five-minute web-ready episodes on their exclusive online destination,


Created, produced and hosted by Emmy Nominated TV Host Pili Montilla and directed and edited by two-time Emmy Winning director Juan Agustín Márquez,“Té Para Tres” is a place of musical discovery that provides an entertaining, intimate, and spontaneous look at a “day in the life” of today’s most unique and talented new Latino musicians.


The first season was a great success during its run on the Puerto Rican channel WAPA-TV. Since its launch, fans of the host and the show have asked for the show to be made available online for viewers outside Puerto Rico. Through this partnership,, Lexus’ Hispanic lifestyle website, will be the only destination to get this exclusive content starting Monday March 3rd, 2014.


“Lexus has an ongoing commitment to the Latino community,” said Brian Smith, Lexus vice president of marketing, “and we’re excited to bring Té Para Tres to an enthusiastic audience.”  Smith added that “the diversity of current and future Lexus drivers fuels our desire to promote creativity from many different perspectives.”


In a cool and down-to-earth environment, Pili takes the audience through the ups and downs, struggles and triumphs of the lives of the hottest up-and-coming music artists. Viewers get access to exclusive places like recording studios, homes, backstage, and concerts of these rising stars and award winning artists like Draco Rosa, Natalia LaFourcade, Julieta Venegas, La Santa Cecilia, Palenke Soultribe, Astro, Fofé, Indigo and many more.


“Our mission has always been to create a platform where amazing alternative talent can showcase their music and share their story. Juan and I have worked hard to build a space of discovery that expands our audiences’ musical palate and we are thrilled to share our vision with the Lexus community. ” says Pili. “ and the Vida Lexus Presenta events have a cultural connection that aligns with the luxury lifestyles that exist throughout Latino USA.”


About Lexus

Lexus launched in 1989 with two luxury sedans and a commitment to pursue perfection. Since that time, Lexus has expanded its line-up to meet the needs of global luxury customers. In every vehicle, Lexus incorporates innovative technologies, high-quality designs and luxury materials. With numerous models featuring Lexus Hybrid Drive, Lexus is the luxury hybrid leader and is dedicated to developing vehicles that are kinder to the Earth. Lexus’ current vehicles incorporate outstanding driving dynamic characteristics and feature a new design language that includes a spindle grille and distinctive lights, creating a signature look and feel for the luxury brand. In the United States, Lexus models are sold through 232 dealers who are committed to exemplary customer service.


About VidaLexus

Launched in 2009, is an online lifestyle platform that was developed to showcase luxury living in a way that reflects the Hispanic community’s rich cultural contributions to innovation and creativity.  The site contains articles and videos that take a behind the scene look at a wide range of topics and events, including Lexus’ VIP by-invitation-only event series, VidaLexus Presenta.  The Lexus lineup of new models and other Lexus specific information is included, and all in both English and Spanish.


About Pili Montilla-

EMMY award nominated TV host, actress, producer & social media expert, Pili Montilla, has made a name for herself as the “go to” host in the bilingual entertainment world. Her curiosity to explore the deeper side of people has earned her the opportunity to interview everyone from Sandra Bullock to Jenni Rivera to Calle 13, Ricky Martin and Gwen Steffani.

Always immersed in the world of music, this former MTV VJ and the host of LATV’s ‘En la Zona’ and ‘En Concierto’ has built a solid and reputable reputation as a music reporter both in the mass market as well as in the fast growing independent music scene.

Most recently, Pili created, produces and hosts the EMMY nominated music show ‘Té Para Tres con Pili Montilla’ where she spends several days with up and coming musicians as they share their struggles and triumphs in search of making their dream come true: for the world to hear their story and spread their music. Through her interviewing skills and connection with the artist Pili gives her audience an inside, intimate look at the lives of these talented musicians.

Pili is the entertainment reporter and producer for various outlets including Life Funk TV, TradioV and the award winning national shows ‘American Latino’ and ‘Latin Nation’. Other hosting credits include: Fusion, MTV, LATV, MundoFox & E! Latino


About Juan Agustín Márquez-

Juan Agustin Marquez is a two-time EMMY award winning director. He has directed and edited a diverse range of acclaimed cinematic and online productions. His Emmy winning documentary ’100,000′ is an in-depth investigation about the overpopulation of dogs in the streets of Puerto Rico. ’100,000′ has been broadcasted in over 17 countries and has won several film festivals.

In 2012 he won his second EMMY for the short documentary “Los 17″.

Paranormal Activity - Marketing to Latinos

3 Lessons Hispanic Marketers can learn from Paranormal Activity: The Marked Ones

The shriek was heard in the hallway outside the movie theatre.

Paranormal Activity - Marketing to LatinosInside, the unthinkable had just happened to the actress on screen and the audience erupted in fright. As I looked around to scan the crowd, I saw a very diverse Hispanic group watching in terrified delight. As I drove home I wondered if the mostly Hispanic audience was a coincidence, or if there was something larger at hand.

Through my research I found that Paramount Pictures had indeed catered this movie, Paranormal Activity: The Marked Ones, to the bicultural Latino audience. Paramount knew already that Hispanics over-indexed watching their movies, as up to 33% of ticket purchases for their latest movie have been from Hispanics. Additionally, they know that Hispanics go to the movies more often; 9.5 times per year compared to 6.1 times per year for white Americans.

The movie itself was good, and as the shrieking girl could attest, quite scary.  But for a marketer, it was more than that.  There are real lessons to be learned from this movie about how marketing to Latinos has evolved in 2014.  The movie studio demonstrated these lessons visually which for a marketer is a treat, and I have endeavored to detail them here.

The Top 3 lessons provided by the movie for Hispanic Marketers:

1. Have culturally relevant content

A central issue in the movie is in the newly found possession of the star, Jesse, and his family’s struggle to free him of this possession.  For Mexican Americans, this means a trip to the botanica, and possibly a visit to a curandero (healer).  In The Marked Ones, they had both.  By doing this, the movie provided a story that was very real for many Hispanics and something that they can easily relate too.

Read Hispanic marketing lessons 2 and 3 on the Nativa blog.

Paula Kerger, President and CEO of PBS, today announced that Juan Sepúlveda has been appointed PBS Senior Vice President, Station Services following a national search. Mr. Sepúlveda brings to this leadership position over 25 years of experience working with philanthropic organizations, nonprofits, businesses, governments and communities to build efficiencies, find solutions, foster collaboration and nurture innovation.

“In today’s increasingly commercialized and consolidated media landscape, public media stations stand alone as locally managed and locally responsive public service media enterprises offering services that are tailored to the communities that rely on them”

Having earned degrees from Harvard, Oxford and Stanford Law – as well as being the 3rd Latino ever awarded a Rhodes Scholarship – Mr. Sepúlveda has dedicated his career to helping community-focused organizations engage more effectively in their work. In many communities, public television and radio stations are the only remaining broadcasters that are locally owned and operated, and bring together broad national reach and deep local roots to harness the power of media in ways that change the lives of America’s citizens.

As Senior Vice President for Station Services, Mr. Sepúlveda will report to Michael Jones, PBS Chief Operating Officer, and become a member of PBS’ senior management team. His chief responsibility will be to represent the perspective of PBS’ independent member stations in the ongoing management and strategic direction of PBS to ensure that PBS programs, products and services support each station’s connection to its community and audience. He will also work closely with stations, the PBS Board of Directors, station affinity groups and other national public media organizations to focus on issues of sustainability.

“In today’s increasingly commercialized and consolidated media landscape, public media stations stand alone as locally managed and locally responsive public service media enterprises offering services that are tailored to the communities that rely on them,” said Ms. Kerger. “Given that PBS’ mission-driven work depends on the strength of each individual station, I am delighted to have someone of Mr. Sepúlveda’s outstanding experience, commitment and skills take on this key role. His years of guiding successful partnerships between local and national organizations – combined with his entrepreneurial sense and talent for strategic analysis, critical thinking and finding innovative solutions to complex problems – will greatly benefit PBS, individual stations and our system overall.”

“I have been an enormous fan of PBS all my life – the educational, inspiring and informative content is unlike anything else you can find in today’s media landscape,” said Mr. Sepúlveda. “The work I did at KLRN in San Antonio – where I hosted a local Charlie Rose-like show called ‘Conversations’ – was some of the most exciting work I’ve ever done in my life. It was extremely rewarding because in the end it is the independent member stations across the country that makes public media local, responsive and deeply committed to serving all Americans. I look forward to working with my colleagues at PBS and member stations across the nation to find even more ways to meet our essential public service mission.”

Mr. Sepúlveda joins PBS from the Democratic National Committee where he was Senior Advisor for Hispanic Affairs. Prior to that, he served as Executive Director of the White House Initiative on Educational Excellence for Hispanics where he designed and led the first-ever Hispanic Policy Conference along with a series of Hispanic Community Action Summits across the country that brought together representatives of offices and federal agencies with Latino community leaders to build relationships and partnerships to tackle key community issues. His national strategy consulting organization, The Common Enterprise, which grew out of a national Rockefeller Foundation initiative, took him to over 35 states where he worked with communities in urban and rural settings as varied as the Appalachian region in the Southeast and numerous towns in the Deep South to American Indian tribes and Urban Indian communities in the Northwest and Midwest to rapidly growing cities on both coasts and the Southwest and many more places in between. From 2004 to 2009 Mr. Sepúlveda was the host of “Conversations” on PBS member station KLRN, where he also designed and led KLRN’s community advisory board.

A graduate of Harvard College with a B.A. in Government, Mr. Sepúlveda also holds a B.A. in Politics, Philosophy & Economics from Oxford University and a J.D. from Stanford Law School.

About PBS

PBS, with its over 350 member stations, offers all Americans the opportunity to explore new ideas and new worlds through television and online content. Each month, PBS reaches nearly 120 million people through television and over 29 million people online, inviting them to experience the worlds of science, history, nature and public affairs; to hear diverse viewpoints; and to take front row seats to world-class drama and performances. PBS’ broad array of programs has been consistently honored by the industry’s most coveted award competitions. Teachers of children from pre-K through 12th grade turn to PBS for digital content and services that help bring classroom lessons to life. PBS’ premier children’s TV programming and its website,, are parents’ and teachers’ most trusted partners in inspiring and nurturing curiosity and love of learning in children.

Hyundai Motor America Continues Commitment To Diversity During 2014 North American International Auto Show

Hyundai Motor America continues its commitment to diversity and inclusion and the community of Detroit during the 2014 North American International Auto Show.  As part of its diversity outreach while in Detroit, Hyundai will partner with community organizations Focus: HOPE, the 18th Annual Urban Wheel Awards and the Ajamu Group’s Multicultural Media Luncheon.

“At Hyundai, we value highly the communities in which we do business,” said Dave Zuchowski, President and CEO, Hyundai Motor America. “Corporate Social Responsibility and Inclusive Diversity are key parts of our business priorities.  And while we support a variety of activities around the country, we are especially pleased to continue our longstanding initiatives in Detroit during the North American International Auto Show, partnering with Focus: HOPE, Urban Wheel Awards Show, and the Ajamu Multicultural Luncheon event.”

Focus: HOPE and Hyundai Coats for Kids
For the 5th consecutive year, Hyundai to host its annual Hyundai Coats for Kids program in Detroit. Hyundai will make a donation of 1,000 new winter coats to the renowned Focus: HOPE organization.  These coats will be provided to needy youth in Detroit on January 11th.  In addition, Hyundai will present a $10,000 donation to the Eleanor M. Josaitis Fund for Focus: HOPE. This fund honors the late co-founder’s life and her extraordinary commitment to justice and the community development of Detroit. The donation will support the Center for Children’s educational programs.

“Hyundai Motor America is a hero to us and to the thousands of children and young adults that have received the gift of a warm coat over the last five years,” said William F. Jones, Jr., CEO of Focus: HOPE.  “We truly appreciate Hyundai’s generosity – especially this year when the bitter cold weather makes a warm jacket an absolute necessity for every child.   Hyundai is a valued partner in working with us to improve the lives of children in our community through the annual coat distribution and support of our Center for Children education programs.”

2014 Urban Wheel Awards Show
Hyundai continues its longtime sponsorship of the Urban Wheel Awards Show, the “Official Multicultural Event” of the North American International Auto Show.  On January 12th, the annual Urban Wheel Awards Show will be held at the Marriott Hotel, RenCen.  The event celebrates its 18th year of embracing the multicultural consumer and diversity in the automotive industry.  Hyundai President and CEO, Dave Zuchowski will address event attendees. As a part of this year’s Urban Wheel Awards show activities, Hyundai will present a grand prize of a 2014 Sonata SE to one Facebook sweepstakes winner.

“With its long time relationship with Decisive Media and the Urban Wheel Awards Show, Hyundai is committed to recognizing the value of the changing marketplace,” says Randi Payton, President and CEO, Decisive Media.  “Hyundai has demonstrated a commitment to diversity and inclusion in the auto industry.  I applaud their leadership in using social media to help bring expert content to a broader range of consumers.”

Ajamu Multicultural Media Luncheon
For the third consecutive year, Hyundai will serve as the presenting sponsor of the Multicultural Media Luncheon event.  This year, the featured speaker is ESPN analyst Stephen A. Smith.  The multicultural awards program honors the contributions of women and minorities in the automotive industry. Hyundai’s Santa Fe commercial, “Team,” is nominated for Multicultural TV Commercial of the Year.

“Hyundai has been a terrific partner in recognizing inclusion in the auto industry,” says Cheryl Ajamu, CEO, Ajamu Group.  “In particular, we appreciate their support of the Detroit community and the work they do to be socially responsible.”

Hyundai Motor America, headquartered in Costa Mesa, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through more than 820 dealerships nationwide. All Hyundai vehicles sold in the U.S. are covered by the Hyundai Assurance program, which includes the 5-year/60,000-mile fully transferable new vehicle limited warranty Hyundai’s 10-year/100,000-mile powertrain limited warranty, and five years of complimentary Roadside Assistance. Hyundai Assurance includes Assurance Connected Care that provides owners of Hyundai models equipped with the Hyundai Blue Link telematics system with proactive safety and car care services complimentary for three years. These services include Automatic Collision Notification, Enhanced Roadside Assistance, Vehicle Diagnostic Alert, Monthly Vehicle Health Report and in-vehicle service scheduling.

SOURCE Hyundai Motor America

Tequila Herradura names Fallon MInneapolis as the Brands New Agency of Record

This week, Tequila Herradura named Fallon Minneapolis as the  brand’s new global agency of record. The appointment follows an agency review and Brown-­‐Forman’s October announcement adding Fallon to the roster for Woodford Reserve Bourbon. It represents Fallon’s third new-­‐business win in less than two months.

“We are excited about working with Fallon. As a brand with solid growth and a promising future, Fallon’s creative work will be instrumental in making Tequila Herradura the most admired tequila brand in the world,” said Ann Stickler, SVP and Global Managing Director, Brown-­‐Forman’s Tequilas.

Established in 1870, Tequila Herradura is a premium tequila brand. Crafted by Casa Herradura, the brand has a strong reputation of authenticity, quality, exceptional taste, and heritage. The brand is one of the top-­‐selling ultra-­‐premium tequilas in Mexico and has a significant growth potential in the U.S. market, where the ultra-­‐premium tequila category is
experiencing double digit growth rates. Fallon will develop a creative platform and advertising campaign designed to help propel global growth.

“Mexico has remained secret to most people, and as that amazing nation’s premier export, Herradura will blow people’s minds,” said Jeff Kling, Chief Creative Officer at Fallon.

The global work from Fallon is planned to launch in the first half of 2014.

About Fallon:

Fallon Minneapolis is a division of Fallon Worldwide, a part of Publicis Groupe S.A., based in Paris. Fallon Minneapolis’ clients include: Travelers, Nestlé Purina, Woodford Reserve, H&R Block, Comedy Central, IFC, and The Cosmopolitan of Las Vegas Resort & Casino. Fallon Worldwide is one of the world’s most critically acclaimed creativity companies, delivering inventive business solutions for some of the world’s leading brands.

About Tequila Herradura
Tequila Herradura is an ultra premium 100% agave tequila crafted using traditional production methods and fermenting naturally with wild yeast. Crafted by Casa Herradura, one of Mexico’s most historic and renowned tequila producers, Casa Herradura has been hand harvesting, handcrafting and estate bottling fine tequilas from the small town of Amatitán, Jalisco since 1870. In 2007, Casa Herradura was acquired by Brown-­‐Forman Corporation of Louisville, Ky.  Brown-­‐Forman is a diversified producer and marketer of fine quality beverages and alcohol brands.


Dish Network Leads 2013 Top 50 Advertisers List

The top 50 advertisers spent $4.47 billion to showcase their products to the U.S. Hispanic consumer from July 2012 through June 2013, up 12.1 percent from the $3.99 billion during the same time frame a year earlier, according to media monitoring company Nielsen.

Satellite TV provider Dish Network once again led the way, and this year there was little question of the company’s being No. 1 on the list — unlike last year, when Bancorp Inc. almost beat them out. Dish Network spent a whopping $595.49 million on advertising to the U.S. Hispanic population, up 83.9 percent from last year’s $323.88 million and more than twice as much as the No. 2 company, Procter & Gamble. Dish Network’s DishLATINO subsidiary, created in 1999, is one of the nation’s  pay-TV providers, offering Spanish- and English-language programming services aimed at the Hispanic market.

Dish Network has shelled out more than $900 million in advertising to this market since the middle of 2011, according to Nielsen.

Other companies have followed Dish Network’s lead. P&G moved up from the No. 4 slot last year by spending $285.48 million on advertising, up 30.7 percent from the previous time period.

Top 50 Advertisers Chart

Of the top 10 companies on the list, nine increased their spending this period, with finance company Bancorp being the exception.


Spending Spread Across All Industries

Nationwide Mutual Insurance made a giant leap to the No. 3 spot, increasing its ad spend from $80.52 million to $177.89 million, an astonishing 120.9 percent increase. The company was ranked No. 15 on the list last year.

Nationwide wasn’t the only insurance company vying for U.S. Hispanic consumer dollars. Both State Farm ($106.67 million) and Allstate ($50.94 million) made the list as well.

Automotive companies also spent a good amount of money reaching out to the Hispanic audience. Toyota led the way, spending $126.55 million, but Ford was close behind with $122.61 million.

General Motors, Nissan, Fiat, Honda and Kia were also in the top 50 this year.

The consumer products category was well represented. Led by P&G, the industry spent more than $680 million advertising its products to the U.S. Hispanic consumer. Placing in the top 10, Loreal spent $108.82 million, up 21.59 percent from the previous period.

Retailers reached out to the tune of more than $307 million, led by Wal-Mart ($70.47 million), Home Depot ($58.87 million) and Sears ($55.07 million).


Future Looks Bright

This is the third straight year that the top 50 advertisers have increased their spend trying to reach the vital Hispanic market in the U.S. The figure is up an impressive 45.1 percent from the same time period just two years ago, when the total spend on this market stood at $3.08 billion.

Growth in U.S. Hispanic media has tended to outperform the overall ad market. Combine that with the ever-increasing U.S. Hispanic consumer market, and things are looking up for ad spending in 2014 and beyond.


Source Hispanic Business

DOWNLOAD: Ad Age’s 10th-annual Hispanic Fact Pack

Ad Age’s 10th-annual Hispanic Fact Pack, distributed with the July 22 issue of the magazine, shows a very different U.S. Hispanic market than the one we examined a decade ago. This year’s 44-page guide includes the latest rankings of the top 50 Hispanic advertisers, the 50 largest Hispanic agencies and all agencies with media-services revenue above $3 million. Check out data about marketers, 2012 ad spending and demographic trends as well as rankings of top properties in TV, radio, newspapers, magazines, online media and social networking. The digital edition of the Hispanic Fact Pack is available free to view at through Aug. 21, 2013, and will be available for $29 after that.

In our inaugural Hispanic Fact Pack, we reported that 2003 U.S. Hispanic media spending totaled $2.8 billion. That nearly tripled to $7.9 billion in 2012. And Hispanic internet display spending, now at $431 million, wasn’t even measured a decade ago.

Many of the players are still the same–Procter & Gamble Co. is the most important U.S. Hispanic advertiser, spending $246.2 million in 2012—up from $169.8 million in 2003—and Univision remains the biggest Spanish-language media group. But the game is very different.

In the last decade, the fastest growth in the U.S. Hispanic market has shifted from foreign-born immigrants to U.S.-born Hispanics, and that is reflected in media and marketing. New Hispanic media properties, for instance, increasingly target bilingual and English-speaking millennials. Univision and Walt Disney Co.‘s ABC are partnering to launch English-language cable news channel Fusion in the second half of 2013; Univision also is an investor in El Rey Network, an English-language cable channel in the works from filmmaker Robert Rodriguez. In print, Hearst’s English-language Cosmopolitan for Latinas will publish four issues this year.

A look behind P&G’s #WantThatHair Pantene Twitter campaign


( Via eMarketer)

Q&A with:

Kevin Crociata
Marketing Director, North America Haircare
Procter & Gamble’s Pantene

Rotha Penn
Communications Manager, US Haircare
Procter & Gamble’s Pantene

Pantene’s #WantThatHair Twitter program for the Oscars in February 2013 took the kind of unplanned twist that only an agile marketing team can be ready for, according to Kevin Crociata, marketing director of haircare, North America, and Rotha Penn, communications manager, US haircare, for the Procter & Gamble brand. Crociata and Rotha spoke to eMarketer’s Danielle Drolet about the real-time marketing effort for Pantene undertaken during the awards show.


eMarketer: How did you develop #WantThatHair?

Kevin Crociata: One of the key things we keep in mind when deciding if we’re going to enter a conversation is relevance … If you watched the red-carpet show, it’s the hair and the dress that everybody talks about. We wanted to find a way to be a part of that. With #WantThatHair we had an idea and angle for playing with it. If there’s a look on the red carpet and you want that hair, we have a way to get you that hair with our Pantene products.

eMarketer: Can you walk me through how it was executed the night of the Oscars?

Crociata: We had what we called a war room for the event, as well as for the weekend leading up to it. Then in real time as the event was unfolding, we posted and tweeted in reaction to what was going on in the show to take advantage of the multiscreen environment in which women were watching and following the broadcast.

“If there’s a look on the red carpet and you want that hair, we have a way to get you that hair with our Pantene products.”

Rotha Penn: We did something similar for the 2012 Summer Olympics in London, too. For a lot of our brands, when there are these big, real moments in time, we enable a war room with an agile marketing team to sit and monitor the situation and the conversations that are going on and then respond to consumers with relevant content.

eMarketer: What surprised you?

Penn: You can prepare all you want, but sometimes the conversation moves in a different path and you have to be ready for that. That’s why it’s very helpful that you work as an integrated brand-building team. If you saw the Oscars, you probably saw that a lot of men had long hair, so the conversation went to men, which we couldn’t have predicted. But because we were all together in a room, we were able to leverage that conversation and enter into that conversation in a relevant way with our products.


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