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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
- Human Care HSP
Two agencies are partnering to introduce a Pharma Marketing unit. McCann Human Care and sister agency Casanova Pendrill (both owned by Interpublic) are introducing HumanCareHSP. HumanCare claims to be very knowledgeable about the regulatory environment associated with pharma advertising. Advertisers have often found regulatory hurdles to the efficient deployment of Hispanic pharma advertising (including issues such as the translation of indications).
Wal-Mart Stores plans to focus more on reaching the Hispanic consumer, the Citywire reports. Stephen Quinn, executive vice president of marketing for Wal-Mart, told suppliers at the beginning year meeting 10 days ago in Orlando that the retailer’s marketing focus this year is in step with the merchandising goals of localization, being more competitive locally and more keenly focused on Hispanic shoppers. The retailer said last year it planned to ramp up that investment by 100% in the next year or so.The majority of Wal-Mart's Hispanic stores are concentrated in 8 states including 171 in Texas, 126 in California, 50 in Florida, 36 in Arizona and 33 in New Mexico. More than 800 Walmart Stores across the United States are deemed Hispanic.
- Rooms to Go
Rooms To Go has entered into a multi-year licensing agreement with Hispanic actress and businesswoman Sofia Vergara and plans to launch a home furnishings collection in her name in late fall. According to Furniture Today, the 130-store Top 100 company plans to start "smallish, " said CEO Jeff Seaman. While he declined to disclose the number of pieces or SKUs in the contemporary line, he said it will include living room, bedroom and dining room furniture along with accessories.Seaman said the line should appeal to shoppers across many cultures, not just Hispanic consumers.Terms of the deal were not disclosed."True to the retailer's strategy, the Sofia Vergara Collection will be merchandised and displayed in complete room groupings designed to provide customers with inspiration, affordability and ease of shopping, " RTG said in a statement.Vergara will be appearing in RTG's commercials and other marketing material as well as visiting stores, Seaman said. The retailer - with dual headquarters in Seffner, Fla., and Atlanta and estimated 2012 sales of $1.61 billion - hasn't chosen all the suppliers for the collection yet, something Seaman said it wants to accomplish at the April High Point Market.
- American Honda Motors
American Honda Motors has concluded its Media Review which began in December. MediaVest was selected as the media agency serving both brands, with RPA selected as the creative agency for the Honda automobile brand and Mullen as the creative agency for the Acura brand. La Agencia de Orci & Asociados will continue to be Honda's Hispanic creative agency.
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