When Mike Wolfsohn and his two partners left Southern California agency Ignited in 2010 to form High Wide & Handsome, they vowed not to participate in competitive pitches requiring contenders to foot the bill for speculative creative work.
The Chicago office of Ogilvy & Mather is adding creative responsibilities for Corona Light and Modelo Especial, brands that had been handled by Goodby, Silverstein & Partners since 2011.
Sure, it's not a coincidence that brands like Hyundai, ESPN, Corona and Dish Network have run general market TV ads in both English and Spanish during the World Cup, but that isn't the whole story. Marketers also have been moved by the high crossover appeal of such efforts and the multicultural nature of the millennials they're trying to reach.
Corona Extra is betting on multicultural marketing, and will use the same creative approach for its Hispanic and general consumer ads, using both Spanish and English.