Hispanics love sports and watch them live. That is the takeaway from ESPN Deportes' annual upfront presentation on the 44th floor of the famed Hearst Tower in New York City this morning.
Macy's has found a new home for its multicultural marketing account. New York shop Walton Isaacson has landed the business after a review. Annual media spending is estimated at $40 million.
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.
Dialing up on mobile marketing would likely behoove Hispanic-targeting brands, according to a new study from PricewaterhouseCoopers.
Did you know you’re more likely to immediately tell all your Facebook friends about the terrible thing Kim Kardashian just said than you are to tweet during the show about [redacted] dying a horrible death on Game of Thrones?
By now, it’s obvious that targeting Hispanics in the U.S. means more than just translating an ad into Spanish and casting ethnic stereotypes as spokespeople.
There’s an uncommonly large crowd on hand for this taping of SportsCenter, as some 2,000 observers are huddled around as anchor Hannah Storm winds down the 9:30 a.m. segment. Throwing to a taped interview with what appears to be a retired Ivy League linebacker, Storm introduces her virtual guest as Peter McDonough, the chief marketing and innovation officer at Diageo North America.
Sponsor Univision highlighted the importance of targeting a Hispanic audience on the Web at the Digital Content NewFronts in New York. Univision, Telemundo and other companies with substantial Hispanic units announced digital initiatives targeting Spanish-speaking consumers.
Marketers have long preached about speaking to people “in their own language,” but normally only as a metaphor.