Chevy Targets Hispanic Market

By Tanya Gazdik

DETROIT–General Motors’ Chevrolet division said it will drastically increase advertising and marketing to Hispanic consumers over the next year with the help of its new Hispanic agency of record, Accentmarketing in Miami.

The agency, in which Interpublic Group of Companies’ Allied Communications Group owns a minority stake, is a sister agency of Campbell-Ewald Advertising, Warren, Mich., Chevrolet’s national agency. Accentmarketing prevailed over five other Hispanic specialty shops for the assignment, worth an estimated $10-20 million. Incumbent Lezcano Associates, Miami, did not participate.

Accentmarketing is familiar with the GM marketing approach through its work with Campbell-Ewald on the Florida Marketing Initiative, GM’s cross-divisional grassroots effort to raise awareness of the car company among the Hispanic community in South Florida.

The assignment includes national and regional television and print advertising, marketing plans and media buying. Lezcano, which has had the assignment for two and a half years, focused mainly on South Florida. New initiatives call for a presence in seven of the top 10 Hispanic markets in the U.S., said Jim Jandasek, Chevrolet national manager of passenger car advertising.

‘There’s no doubt in our minds that Accentmarketing really has the resources to meet this growing need,’ Jandasek said. ‘Our intent is to expand the Hispanic marketing initiative at Chevrolet aggressively beyond just South Florida.’

Chevrolet will increase spending on Hispanic marketing, said Jandasek, but he declined to reveal the budget. Money will be allocated in a different way, however.

Instead of Chevrolet as a division earmarking funds for diversity marketing, now individual brand managers will decide how much to allocate to Hispanic-directed efforts in each key market, he said. For example, pickup trucks will be important to emphasize in the Texas markets, while the Malibu and Cavalier will play well in all Hispanic markets.–with Katy Eckmann

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