Multicultural Marketing News

Multicultural Marketing News (MMN) is an emailed newsletter, and archived here, with news briefs and mini essays. It also serves to introduce marketing executives to multicultural experts for potential business alliances and journalists with diverse sources. Submit Your News.     Subscribe | Learn More

Castells: ROI-Powered Ideas Fuel Everything We Do

Castells & Asociados is a top-echelon national Hispanic marketing agency for ROI-powered ideas and business integration, with a fully integrated range of digital to traditional services.  Led by dynamic founding President and Stanford MBA Liz Castells, we maintain our core focus on strategic client leadership and business ROI growth with analytics, segmentation, trending, first-in-kind thinking, cultural creative targeting, strategic added value, and dual-language activation. Known as the architects of TransculturationTM, Castells guides clients to address and integrate Hispanic into all the P's for seamless transcultural activation. We link all the pieces for ethnic success, integrated across disciplines, departments and partners for one client goal. We're a hands-on place run with energy, heart and candor, free of egos, layers or borders, and have the advantage of a mix of seasoned lifers and young blood. To find out more, visit our website at www.adcastells.com or contact Cynthia Correa at 213-688-7032, Cynthia@adcastells.com Read more >>

Hispanidad: Hispanic Marketing Expertise in the Heartland

Hispanic marketing is no longer something that's "nice" for a company to do. It's become a business imperative as the spending power of Latinos continues to grow at an explosive rate. This critical consumer market is a complex segment characterized by different generations, diverse countries of origin, and assorted levels of acculturation and language preference. It is unrealistic to expect a single strategy to work for the entire Hispanic consumer market. To reach and influence these consumers takes insight, familiarity, strategy, and creative ability. It takes the right agency: an agency like Hispanidad. At Hispanidad, we offer an experienced, integrated team of Hispanic marketing professionals dedicated to putting the right accent on your marketing so it generates a positive, and profitable, response. A team with the creative talent and comprehensive solutions to get you in, get you noticed, and get you results. Contact Laura Sonderup, Managing Director, at 303-239-5235 or lsonderup@heinrich.com. For more information, visit www.heinrichhispanidad.com Read more >>

Power Media Group - Not Just Another Hispanic Advertising Agency

Hispanic-owned Power Media Group (PMG) is a public relations and advertising agency specializing in creating and implementing all-inclusive Spanish language campaigns that help businesses build lasting relationships with the Latino community. In August 2012, PMG received U.S. Government Registrations & Certifications in four different categories (SBA, D&B, CCR, and ORCA) that will advance the company's growth into the expanding bilingual business world. In addition to traditional campaigns, PMG utilizes innovative grassroots media campaigns that are designed to reach out to the booming Hispanic population that contributes more than $1 trillion to the U.S. economy annually. The agency has won multiple awards and recognitions for its work including 2010 and 2011 ADDY Awards for Excellence in the Website Design and Local Radio categories. Also, in 2010, PMG won the United States Small Business Administration Minority Small Business Champion of the Year Award. The company's clients include Universal Music Latin and Creativa Interiors Primor. To further strengthen its commitment to the multicultural market, in 2011 principals Patricia and Tony Gracia launched the Power Woman Business Center, a non-profit 501 c3 business incubator that reaches out to diverse entrepreneurs who are trying to develop and grow their businesses during these precarious economic times. For more information contact Patricia Gracia at Patricia@PowerMediaGroup.com, 661-505-1009 or visit www.PowerMediaGroup.com Read more >>

Ethnic Technologies, LLC - Hispanic Insight

Ethnic Technologies, LLC, a business solutions provider is the platinum standard in multicultural marketing. The result of over 40 years of continuous ethnic, religious and language preference research, E-TECH allows clients to segment their database by ethnicity, religion, language preference and Hispanic country of origin more accurately and comprehensively than any other approach. The EthniCenter® offers an Assimilation Index, which distinguishes Hispanic individuals based on their ability to speak their Native Language or understand the language of their prevailing culture. E-TECH incorporates a unique approach for the different Hispanic Countries of Origin. After identifying their specific names, E-Tech does a neighborhood analysis using multi-sourced information compiled from our research team. From that data, E-TECH is able to accurately identify the Hispanic individuals' Country of Origin. The incorporation of Enhanced Neighborhood Analytics (ENA) technology in E-TECH Version 8.0 establishes a new and unprecedented level of granularity and completeness in the ethnic marketing industry. The analytics department at E-TECH offers ethnic data appending services and multicultural site analysis reports to provide businesses with an overview of new and existing markets. Contact Candace M. Kennedy-Hess, Sales and Marketing Director at 866-333-8324 ext. 106. Visit www.ethnictechnologies.com Read more >>

Latin2Latin Marketing + Communications: Creating Winning Solutions for Clients

Latin2Latin Marketing + Communications (L2L) is a marketing and PR firm that creates winning solutions for its clients by connecting brands and businesses. L2L's team brings more than 80 years of combined "hands on" experience with in-culture marketing expertise in Health, Education, Entertainment among other sectors. The impressive client roster includes leading organizations such as The Mount Sinai Hospital, Scholastic, and PBS. Recently, L2L launched the proprietary Latin Ready Assessment™, an online tool that evaluates how prepared organizations are to address the rapidly growing Latino market. The results of the assessment allow L2L to provide organizations with a holistic, qualitative and quantitative look at their Latino DNA and ability to successfully market to the Latino audience. Learn more at Latin2Latin.com Read more >>

PM Publicidad Helps Clients Gain Customers by Building Brand Preference Among Hispanics

At PM Publicidad we offer integrated advertising services that allow our clients to transform Hispanic consumers into a loyal customers. Our full service philosophy allows us to produce campaigns across multiple platforms and employ the appropriate tactics for each segment. The PM WaySM is a proprietary process we use to gather and interpret the insights needed to tell culturally relevant brand stories and help clients create lasting bonds with Latino consumers.  From offices in Atlanta, Georgia and Newport Beach, California we help clients understand the U.S. Hispanic segment as it relates to their businesses. Then we create programs that use marketing, advertising and "operational readiness" initiatives to build long-term relationships with Hispanics.  Ergo: brand preference. PM Publicidad has particularly specialized category expertise in areas including Aftermarket Automotive, Telecommunications, Cable Television, Sports Marketing, Experiential Marketing, Direct Response Marketing, and Long-format Video Production. For more information contact Eduardo Perez, President at eperez@pmpublicidad.com or visit www.pmpublicidad.com.   Read more >>

The MyDreamcatcher Ad Network - Connecting your Brand with Multicultural Audiences

The MyDreamcatcher Ad Network provides one-stop shopping for high-quality, targeted multicultural reach. Our team understands the online behavior and preferences of multicultural consumers, and we utilize this expertise to develop impactful online programs for your brand.  Whether through dynamically assembled display ads, video or other rich media, we deliver targeted, relevant messages that drive results. MyDreamcatcher's offerings include audience-buying across the entire digital universe: mobile, tablet, social, email, video, display, and keyword search re-targeting. Regardless of device or channel, MyDreamcatcher will connect with your desired audience, across the cultural spectrum, in English or in Spanish! Contact us to learn more about how we can help your brand meet and exceed your online goals: www.mydreamcatcheradnetwork.com, 646-432-6431, advertise@mydreamcatcheradnetwork.com.   Read more >>

SoundView Broadcasting: America's Innovator in Ethnic Television Broadcasting

Now in its ninth year of operation, SoundView Broadcasting is the US leader in broadcasting South Asian and African television channels in North America. With its own 60,000 square foot broadcast and production facility in Long Island City, the center of New York City's thriving film and television scene, SoundView is a provider of media services to more than 30 popular TV channels. SoundView Broadcasting channel lineup includes, PTV Global, Dawn News, TVONE Global, and AAJTV from Pakistan; Sahara One, Sahara Filmy, Sahara Samay, ABP MAJHA, ABP Ananda, MH1, and UTV Movies from India; NTV, Cine Bangla, Mohona TV, Bangla Vision and Maasranga from Bangladesh; Afrotainment, Afrotainment Movies, Afrotainment Music, TV9ja and A24 from Africa. Creating its own US-based programming and originating new channels, SoundView continues to lead the field, serving the U.S. market's rapidly growing multi-cultural media market. For further information on how to reach out to our highly educated and affluent South Asian and African segment, contact Abbas Hashmi, Head Strategic Alliances at 347-982-6086 or abbas@svbllc.com. Visit www.svbllc.com.   Read more >>

Creative Consumer Research

Whether it's developing new products and services, refining existing ones, or building new marketing and advertising campaigns, senior decision makers across the United States routinely rely upon CCR for insights into their unique markets. Houston's multicultural demographic offers researchers the opportunity to contact an array of cultures and ethnic groups including African Americans, native and foreign-born. CCR can complete surveys in several African dialects reflecting Africa's rich diversity. In addition, CCR's focus on the African American population has provided sensitive and insightful information on a variety of health issues, economic opportunities, shopping behavior, and verbal and non-verbal communication. CCR offices in Houston and Phoenix offer complete field services throughout Texas and Arizona. CCR has large conference-style focus group rooms with one-way mirrors and large client viewing rooms. Taste tests, telephone interviewing, executive surveys, mall intercepts, door-to-door interviewing, mystery shops, store audits, and computer capabilities are available. Bilingual interviewing, moderators, and translators are also available. CCR also offers project management for multicity projects. Our extensive experience includes a wide range of industries: Health Care, Financial Services, Retail, Food & Beverage, Entertainment, Communications, and Travel, etc. CCR completes over 1,500 research projects annually, mainly for other market research companies. Whether you need door-to-door, executive interviewers, focus groups (large or small), multi-language capabilities, etc., your market research needs are served by our staff of more than 60 full-time market research professionals and over 400 interviewers. For more information contact Patricia Pratt, President, 281-240-9646 or ppratt@ccrsurveys.com. Visit www.ccrsurveys.com.   Read more >>

SMSi-Urban Call Marketing Inc.

SMSi-Urban Call Marketing, Inc. and Segmented Marketing Services, Inc. (SMSi) are   multicultural marketing, sampling, promotion and publishing companies specializing in Grass-roots product sampling; Urban Call custom publishing and distribution; Promotion planning and execution; Urban retail merchandising; Field marketing executions, Multilingual community ambassadors, Media relations and placements. The SMSi Community of Networks, founded in 1978, reaches more than 50% of black and Latino consumers in the top 20 national urban markets including churches, beauty salons, barbershops, youth, senior and daycare centers, health centers, entertainment venues and urban retailers. Urban Call custom publications are distributed in the proprietary SMSi networks with brand samples, or independently, and at community venues. Promotion overlays include health expos, festivals, brand sponsored micro sites and seminars.  Relationships with urban gatekeepers and opinion leaders provide access to millions of network constituents. Community access and relationships are leveraged for clients including Procter & Gamble, General Mills, Johnson & Johnson, Aetna, AARP, Sally Beauty, Walgreens, Merck, Johnson Publishing, Magic Johnson Enterprises and McNeil.  For more information contact president@smsi-net.com or visit www.smsiurbancallmarketing.com.   Read more >>