Sales Leads: Cricket Communications, Mission Foods, Girls Scouts, Conill-Toyota
By Marcos Baer 04/18/2011
• Cricket Communications-Alma DDB
AlmaDDB defended the Cricket Communications account during a review launched in late 2010 and will now work alongside Cricket on a planned national expansion. The Miami-based agency has been Cricket's dedicated Hispanic shop since 2007.
• Mission Foods/Azteca Milling –Vertice Communications
The agency vrtccom (Vertice Communication Corp) with main office in Torrance, CA has been designated by Mission Foods and Azteca Milling to direct the communication strategies as of April 2011. " We are very enthusiastic by this new responsibility that GRUMA international, a worldwide leader among companies specializing in corn flour and tortillas, has awarded us. We have major challenges for 2011 due to all the changes the market has been experiencing. Our company has worked very closely with the consumer to understand their needs and emerging trends. As a result of these findings, we will find a more innovative and attractive communication platform so we can invite them to live new experiences with MASECA and GUERRERO " stated Eduardo Torres CEO and Founding Partner of the agency. Vrtccom has been selected by Gruma Corporation as its agency of record for both brands as a result of its strategic contributions, creative and service that integrates ONLINE and OFFLINE activities to bring the brand to its current and future customers. vrtccom will integrate its three offices located in Torrance, Houston and Guadalajara, Mexico, which helps the agency create refreshing ideas to its proposals, long term vision in the strategies implemented and a business model that combines costs of the United States and Mexico that enable the company to maximize resources.
• Girl Scouts of the USA
Girls Scouts of the USA recently started a national media campaign that focuses on Hispanic and multicultural recruitment. Reaching that market is crucial to the nearly 100-year old organization, which currently counts one in 10 American girls as members. When the organization launched a major rebranding initiative last year, it also developed Spanish-language advertising to target the Hispanic market. Girl Scouts of the USA secured more than $10 million in donated exposure in Spanish-language media ranging from Telemundo to People en Espanol.
• Conill-Toyota partner with Telemundo
Telemundo partnered with Conill on a new multiplatform marketing campaign for Toyota, celebrating the fans of the network's original primetime telenovela, "Los Herederos Del Monte" (The Del Monte Heirs). Inspired by its "Somos Muchos" (We Are Many) social media campaign, Toyota is giving fans of "Los Herederos Del Monte" the opportunity to become part of the movement and interact with other fans through a multiplatform initiative launched on April 12, 2011. Once a week for four weeks, fans that join the movement via branded online and mobile destinations on Telemundo.com will be celebrated through an innovative 15-second co-branded sequence. Airing at the conclusion of an episode, the sequence appears to be scrolling production credits, which are actually the names of those who participated, reinforcing Toyota's message of "We Are Many." The campaign culminates on-air during an episode of "Los Herederos Del Monte" when the fan base impacts the telenovela through an innovative witness stunt. A character will look at the camera after taking a controversial action, as if everyone were watching them, and text relevant to "Somos Muchos" will appear on the screen briefly before the telenovela resumes. "By embedding the campaign message directly into the fabric of the show, we were able to build a deeper level of intimacy between the brand and the audience," said Pablo Buffagni, Chief Creative Officer, Conill. "As usual, our partners at Telemundo did a terrific job of helping us transform vision into reality."
Author Marcos Baer
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