LatinVision Media Business News

Friday, August 29, 2014

The Making of “Latinos”

In early November 2004, I was sitting in my Hong Kong office sifting through the results of the just completed elections when I saw that two Hispanics had been elected to the U.S. Senate: a Mexican-American from Colorado, Ken Salazar, and a Cuban-American from Florida, Mel Martinez. Even more eye-popping was the fact that Hispanics had given George W. Bush 43 percent support across the country. As editor of the editorial page of the Wall Street Journal’s Asia edition at the time, I usually wrote about Asian matters, but I decided this time to write an op-ed celebrating all these trends. The result was “Hispanics for Jorge,” published on November 8, 2004

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Thursday, August 28, 2014

Avocados from Mexico plans Hispanic retail promotion

Avocados from Mexico will offer a promotion, Échale al Asador — Toss it on the Grill — at about 1,200 Hispanic retail outlets Sept. 15 to Oct. 15.
Participating stores include chain and independent operations in California, Arizona, Texas, Chicago and Florida.

The program, which coincides with National Hispanic Heritage Month, features a sweepstakes, recipes and a coupon offer as well as in-store merchandising and digital and social media elements.

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Tuesday, August 26, 2014

Packaged Facts: Latino Food Shoppers Increasingly Mirror Habits of American Consumers Overall

Package Facts
ROCKVILLE, Md.Aug. 26, 2014 /PRNewswire-USNewswire/ -- Over the past decade the food buying habits of Hispanics have begun to mirror those of American consumers as a whole, and U.S. marketers must be aware of various emerging trends if they seek to effectively reach the increasingly influential Latino consumer segment, according to Hispanic Food Shoppers in the U.S., a recent report by market research publisher Packaged Facts.
The report can be found at here
"It's become evident that Hispanic consumers are spending a significantly higher portion of their food budgets on packaged foods such as processed vegetables, as well as on frozen and canned meals," says Packaged Facts research director David Sprinkle.  "At the same time, Latino spending on fresh produce and meats has declined in an almost archetypal American fashion." 
There are wide differences in the food preferences of various national groups of Hispanic food shoppers.  Some reflect local U.S. eating habits.  Puerto Ricans and Dominicans, for example, are concentrated in the New Yorkmetro area and are more likely to eat bagels.  Other differences reflect acculturation factors.  For example, Puerto Ricans have a long history on the U.S. mainland and are more likely than other Latino groups to reflect the habits of food shoppers as a whole.  Still other variations are more straightforwardly related to national and regional origins, including the obvious fact that packaged "Mexican" foods and ingredients are most likely to be used by Latinos whose heritage is from Mexico or Central America.  
While there can be significant differences in food preferences within the Hispanic population, a gap between the purchasing patterns of Hispanic and all food shoppers on average also persists.  Hispanic food shoppers have been devoting an increasing percentage of their food dollars to the center of the store, but there are a wide variety of food products that Latinos (with the exception of Puerto Ricans and in a few cases Mexicans) choose not to buy.  These include traditional mainstream American foods such as peanut butter, pretzels and pickles.
And although the Spanish language plays a central role in the broader Hispanic experience in the U.S., data in the report suggest that the direct impact of in-language marketing efforts on Hispanic food shoppers is lessening.  Only 36% remember more about or pay more attention to products and services that are advertised in Spanish.  Nevertheless, Spanish-language advertising and labeling is still worth the investment as a corporate image-building effort, even with highly acculturated Hispanic food shoppers.
Looking ahead, Packaged Facts expects that the continuing healthy growth in the Hispanic population, an improving economy that will lift job prospects for Latino workers, the overall confidence about the future demonstrated by Hispanic consumers and improved marketing and merchandising by food marketers and retailers will contribute to a more vigorous growth rate in Hispanic food expenditures in grocery and other food stores than was seen in the last five years.  As U.S.-born Hispanics account for an increasing share of the Hispanic population, spending by Hispanic consumer units on processed foods and packaged goods in the center of the store is expected to increase at an even faster rate than overall food expenditures  Overall, Packaged Facts forecasts that expenditures by Hispanic food shoppers will reach $86 billion in 2018.  This represents cumulative growth of more than 28% and a compound annual growth rate (CAGR) of more than 5%. 
For more information on Hispanic Food Shoppers in the U.S. and other reports in Packaged Facts' industry-leading catalog of market research reports please visit:
About Packaged Facts – Packaged Facts, a division of, publishes market intelligence on a wide range of consumer market topics, including consumer demographics and shopper insights, consumer financial products and services, consumer goods and retailing, consumer packaged goods, and pet products and services.  Packaged Facts also offers a full range of custom research services.
Please visit Packaged Facts on LinkedIn for more culinary, food packaging, food retailing and foodservice insights.  Follow us also on Twitter and Google+.
SOURCE Packaged Facts

Monday, August 25, 2014

ESN Named Among Nation's Fastest-Growing Hispanic Companies

ARLINGTON, Va.Aug. 25, 2014 /PRNewswire/ -- Engineering Services Network, Inc. (ESN), a leading engineering and IT solutions company in Arlington, VA, announced today that it is among's 100 fastest-growing companies in 2014.

ESN, a Hispanic-owned company founded in 1995 by retired Navy Cmdr. Raymond F. Lopez, Jr., ranked 96th on the list—with an astounding five-year sales growth of 49%. noted that ESN had a compound annual rate of 10.44%, jumping from revenues of $25.8 million in 2009 to $38.3 million in 2013.

Said Mr. Lopez, ESN's President and CEO, "Our efforts to increase our services from Navy-centric offerings to IT solutions have helped ESN expand its customer base to include the Air Force, Veterans Affairs and other federal agencies. Through those changes, we have continued our commitment on providing cost-effective, on-time solutions to our customers."
For years, ESN had ranked among the top 500 Hispanic-owned companies in the U.S. Because of the Great Recession, Hispanic Business whittled the 30-year-old list down to the Top 100 earners.

Although ESN didn't make the list of 100-largest Hispanic-owned companies, ESN ranked on's list of the fastest-growing 100 companies during the last five-year period.
"Despite the decline in company revenues in the last few years, we at ESN have focused on using the opportunities presented by the Great Recession to accelerate our growth, as evidenced in the latest ranking in the Top 100," said Mr. Lopez.

He added: "I look for improvement in the Federal space and to maintain what we have in the Department of Defense. Our new concentration will be on workforce development and to realign our market offerings." The company has about 250 employees in the U.S. and overseas.

About Engineering Services Network, Inc. ESN is a trusted leader in engineering and technology solutions. For nearly two decades, ESN has been proudly standing "Shoulder to Shoulder®" with our military and government customers, delivering critical services for missions that matter. ESN provides our military and government customers with mission-critical services in the areas of: professional management & systems engineering servicescyber security & information / mission assurance servicesnetwork design, integration, & data center consolidation servicesenterprise IT ITIL & ITSM servicessystems development & life-cycle serviceshealth IT services; and acquisition services.
Based in Arlington, VA, ESN has regional and field offices throughout the U.S. and worldwide. Founded in 1995, ESN is ISO 9001:2008 certified and has achieved Software Engineering Institute's Capability Maturity Model Integration (CMMI) Maturity Level 2 for Services v 1.3, and CMMI Maturity Level 3 for Development v 1.3. ESN customers include the VA, U.S. Navy, U.S. Army, U.S. Air Force, U.S. Marine Corps, Military Sealift Command, Department of Health and Human Services and other federal agencies. Visit ESN at  ESN is a VA-Certified Service-Disabled Veteran-Owned Business.

3rd Annual Festival People en Español announces hour-by-hour schedule for free daytime empowerment experience and celebrity meet & greets

NEW YORK, NY (August 25, 2014) –The highly anticipated 3rd annual Festival PEOPLE en Español returns to San Antonio this Labor Day weekend with more talent, performers and celebrity meet & greets than ever before!  Over 30 celebrities and influencers will descend upon San Antonio, TX, this Labor Day weekend for a free, family-fun experience August 30 & 31 at the Henry B. Gonzalez Convention Center.

The expanded daytime events will feature twice as many celebrities, double the amount of meet & greets and nearly double the number of performers as compared to last year’s Festival.   Over two full days, Festival PEOPLE en Español will offer engaging on-site activities for families, youth empowerment programs, free giveaways, and exclusive access to the latest debuts of top television shows, telenovelas and movies.  

The 2014 Festival PEOPLE en Español FREE daytime empowerment experience line-up at the Henry B. Gonzalez Convention Center is as follows: 

·       Saturday, August 30: Mariachi Vargas Extravaganza, Isabel Sanchez, Bishop TD Jakes, Dr. Juan Rivera, Mane de la Parra, Priscila Angel, Gabriel Coronel, Genesis Rodriguez, Miguel Arteta, Cristela Alonzo, Maite Perroni and Chris Perez.
For the full hour-by-hour Saturday program and celebrity meet & greet schedule visit:

·       Sunday, August 31:  DJ Ernie D, Zendaya, Becky G, Matt Hunter, Miguelito, Leslie Grace, Rosie Castro, Eyra Pérez, Las Fenix, Blue Demon, Lena Hansen, Saúl Canelo Álvarez, María Marín, Ana María Polo, Don Francisco, Priscila Angel, Myrka Dellanos, Eduardo Verastegui, Edith Gonzalez and Jaci Velásquez.
For the full hour-by-hour Sunday program and celebrity meet & greet schedule visit:

In addition to the daytime activities, San Antonio’s Lila Cockrell Theater will be transformed on Saturday night, Aug. 30, for the Chicas Poderosas concert powered by Disney, headlined by two of today’s hottest young performers, Zendaya and Becky G.  Concert tickets start at $25, available via Ticketmaster.  

For the latest updates about Festival PEOPLE en Español, join the conversation:, Twitter, Facebook, #festivalpeople.

The 2014 Festival PEOPLE en Español is powered by Disney. Additional sponsors include major sponsors Coca-Cola and Jeep; official sponsors COVERGIRL, HEB, and Strayer University; host sponsors the City of San Antonio and the San Antonio Convention and Visitors Bureau; screening partners ABC, Azteca, HBO Latino and Walt Disney Film Studios; partners AARP, St. Jude and Center for Disease Control; media partners CNN, MusicChoice and Telemundo. 

About Festival PEOPLE en Español:

PEOPLE en Espanol’s annual Festival aims to entertain, inspire and unite Hispanic families around an unparalleled celebration of culture.   Festival PEOPLE en Español has become one of the year’s most-anticipated celebrations of Hispanic culture featuring today's hottest celebrities, expert panels and family-fun activities over Labor Day weekend.

About PEOPLE en Español:  
PEOPLE en Español was launched in 1996 as a special issue, and today has become the top-selling Hispanic magazine in the United States. Published 11 times a year, PEOPLE en Español reaches an audience of 6.9 million every month with its editorial mix of Hispanic and popular entertainment, fashion and beauty trends, and compelling human-interest stories. PEOPLE en Español delivers original editorial content that captures the values, contributions and impact of today's Hispanics in the U.S.   The brand’s social media footprint includes over a 1,000,000 followers on Twitter and over 2.9 million fans on Facebook.  For daily news, photos, exclusive behind-the-scenes video and celebrity scoops, visit

About Time Inc.:  

Time Inc. is one of the largest branded media companies in the world reaching more than 130 million Americans each month across multiple platforms. With influential brands such as TIME, PEOPLE, SPORTS ILLUSTRATED, InStyle, REAL SIMPLE, Wallpaper, Travel + Leisure and Food & Wine, Time Inc. is home to celebrated events and franchises including the FORTUNE 500, TIME 100, PEOPLE's Sexiest Man Alive, SPORTS ILLUSTRATED'S Sportsman of the Year, the Food & Wine Classic in Aspen and the ESSENCE Festival.

Friday, August 22, 2014

Denny's Latino Facebook page speaks Hispanic consumers' language

Denny’s has fostered its relationship with seniors, Millennials and Hispanics by speaking their language, which is why the Spartanburg, S.C.-based brand launched the Denny’s Latino page on Facebook last month, vice president of marketing John Dillon said.

The nearly 1,700-unit chain not only will interact with its Spanish-speaking guests through Denny’s Latino, but also will offer original and curated content meant to entertain and engage a Hispanic demographic that is increasingly active on social media.

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Wednesday, August 20, 2014

Roberto Clemente Jr. to deliver keynote at Hispanic Business Council event

Former Major League Baseball player and sportscaster Roberto Clemente Jr. will be the keynote speaker at the Birmingham Business Alliance's Hispanic Business Council's annual luncheon on September 12.
The BBA will host the event at the Birmingham Jefferson Convention Complex in the East Ballroom.

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Sunday, August 17, 2014

Boston Red Sox News and Rumors: Sox Sign Several Latinos Among International MLB Free Agents

The sport of baseball has always been popular in Latin America.

Some of the greatest players in baseball history have come from Latin American territories such as Cuba, Puerto Rico, Venezuela and many others. The Dominican Republic has been the leading Hispanic country in Major League Baseball in the 21st century, and now, the defending World Series champion Boston Red Sox are looking to reinvigorate their roster with several new Latino prospects.

Red full article

Thursday, August 7, 2014

Univision Rules

Confie Seguros buys three insurance brokerages

HUNTINGTON BEACH, CA, August 6, 2014 – Confie Seguros, a national provider of personal lines insurance, announced today the acquisitions of three insurance brokerages, further solidifying the company’s existing footprint in several key states.

Among these strategic additions is Bower Insurance, an agency in Lockport, New York, providing auto, homeowners and small commercial insurance to the western New York region for over 50 years. Also recently acquired is Guess Insurance Services. Based in Round Rock, Texas, the brokerage operates two locations and has been serving the rapidly growing Williamson County near Austin for almost 20 years. Rounding out the list is the Alliance Insurance Agency, Inc. in Charleston, South Carolina. The agency operates Van Robinson Insurance, which has been serving the greater Charleston area for over 43 years, and Coastal Insurance, a provider of non-standard personal lines insurance.
Confie now operates 48 locations in New York, 114 in Texas and 12 in South Carolina.
Joe Waked, CEO of Confie Seguros, said, “We continue to evaluate perhaps the most robust pipeline yet of quality transactions. We remain highly selective to partner only with those agencies whose quality people, fundamental values and established network of clients will help us broaden our portfolio of services, and further expand our operations in key regions. Confie continues to grow both organically, and the acquisition of local and regional insurance agencies has enabled us to thrive in the most challenging economic environment.”
Over the past 18 months, Confie has grown to a national retail organization with over 550 retail locations.
About Confie Seguros
Established in 2008, Confie Seguros is a leading, California-based national insurance distribution company primarily focused on the insurance needs of Hispanic consumers. The experienced Confie Seguros management team, led by CEO Joe Waked, continues to build Confie Seguros’ portfolio of regional auto insurance brokerages, and today has annual revenue of more than $300 million and over 550 retail locations. The company has leading market positions in California, Arizona, Texas, Florida, Washington, Oregon, New York, New Jersey, Nevada, Illinois, Alabama, Kansas, Wisconsin, South Carolina, Missouri, Louisiana, and Indiana and expects to continue its expansion in those and other states, including Georgia, Virginia and North Carolina. Confie Seguros is a portfolio company of ABRY Partners. For more information about Confie Seguros, please visit

Monday, October 7, 2013

Join Siempre Mujer and NYC’s leading Hispanic cultural institution, El Museo del Barrio, for Día de los Muertos, a celebration of the international holiday

Join Siempre Mujer and NYC’s leading Hispanic cultural institution, El Museo del Barrio, for Día de los Muertos, a celebration of the international holiday.

  •         What: Fundraising event for El Museo’s public arts and education programs
  •      When: November 1, 2013, 8pm – 12am
  •      Where: El museo del Barrio, 1230 Fifth Avenue, NYC
  •      Dress: cocktail/festive attire

There will be an art intervention by Yaocihuatzin, a live performance by Xenia Rubinos as well as DJs David Lipke and Kyra Caruso.

Also enjoy cocktails and hors d’oeuvres and a silent auction with amazing prizes.
Buy tickets now at

·         $150 for Individuals
·         $350 with Young International Circle ($250) Membership
·         $100 for Members
·         $1,500 VIP Table

Contact Lauren Radin for details at

Monday, September 30, 2013

Big brands target Hispanic consumers

Marketing efforts toward Latinos follows shifts in demographics and spending power.

When Fred Diaz joined Nissan in April 2013 to lead the company's day-to-day operations in the U.S., he was pleased by the robust figures that spelled out how much the automaker was slated to spend on ads aimed at Hispanics.

"There was no need for me to do any arm-twisting or insisting that we needed to do more," says Diaz, who had previously served as CEO of Chrysler's Ram Truck division, and is credited with helping build the truck into a popular brand with Hispanic consumers.
Nissan and other big companies, including McDonald's and Walmart, are flexing their marketing muscles to reach the $1.2 trillion Hispanic consumer market. The population will account for about 11 percent of all purchasing power by 2017, according to projections by the Selig Center for Economic Growth.

Hispanic media spending in the U.S. grew to $7.9 billion in 2012, according to Advertising Age magazine, which also reported last year that Walmart set out to double its multicultural marketing as part of an initiative to enhance outreach.

For those efforts, Walmart received the first Marketer of the Year award by AHAA: The Voice of Hispanic Marketing. The retailer spends about $60 million annually to reach Hispanics with ads that many marketers describe as routinely successful.

But crafting a successful ad that resonates with a diverse audience of about 55 million people is not easy. A successful campaign can gain for a company loyal customers from a demographic that skews young. An ad that misses wildly can join the dubious league of famous flops, such as the California Milk Processor Board's "Got Milk?" campaign, which when translated to Spanish unfortunately asked consumers, "Are You Lactating?"

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Sunday, August 4, 2013

State Department Initiative La Idea Seeks Entrepreneurs with Business Partnerships in Latin America

La Idea Announces Extension of Business Pitch Competition Application

New York, NY/Washington, D.C. – July 29, 2013 –Today, the U.S. Department of State, the United States Agency for International Development (USAID) and Accion announced good news for small businesses: the Latin American Idea (La Idea) Partnership will extend its business pitch competition deadline to 5:00pm EDT on September 20, 2013 for U.S. businesses with partnerships in Latin America.

In addition, three randomly selected applicants who meet the original August 1 deadline will receive pro bono legal consultation with Goodwin Procter's Neighborhood Business Initiative, a perfecting your pitch consultation with Miami-based accelerator and incubator VentureHive, a business planning consultation with banking experts, a free domain name from .CO, a year of free web hosting as well as a one-hour website development consultation with StarfishGlobal, and will have their video pitch featured on Interested applicants can find more information and application materials at, including information on the terms and conditions of the free business and legal services.

About the Pitch Competition
The La Idea Business Pitch Competition is an opportunity for partnerships between entrepreneurs in the United States and Latin America to compete for $50,000 in cash and tailored business support services. 10 partnerships will receive a coveted spot in the competition’s finalist event, to be covered by Univision News, La Idea’s official media partner, where they will pitch their business idea live in front of a panel of celebrity judges.

The La Idea Business Pitch Competition is a component of the La Idea partnership, a program that empowers entrepreneurs within the Latin American diaspora to cultivate and grow innovative businesses and startups that will generate employment and economic growth throughout the Americas.

“Trade is not just about large companies, but must include small and medium enterprises that make up so much of the economy of both Latin America and the United States. In the U.S., small businesses have generated the majority of jobs over the past decade, but a striking statistic is that less than one percent of America's 30 million small companies export. And of that one percent, more than half export to one country. So increasing this number is critical for economic growth and job creation. [One] initiative that we've undertaken is La Idea,” said Assistant Secretary of State for Western Hemisphere Affairs Roberta S. Jacobson.

The Need for La Idea
In the United States there are over 2.3 million Latino entrepreneurs opening businesses at twice the national rate—making them the fastest growing entrepreneurial segment in the country.  La Idea hopes to unleash the potential of Latino entrepreneurs and translate their knowledge, expertise, and capital into tangible improvements in Latin America where they have business, family and community ties.

La Idea is a public-private partnership between the U.S. Department of State, the U.S. Agency for International Development, Boom Financial, Inter-American Development Bank, Overseas Private Investment Corporation, Small Business Administration, Univision News, WellSpace, Accion, and FHI 360. Last year it was announced as key initiative of President Obama and former Secretary Clinton.

For more information on The La Idea Business Pitch Competition and free business advisory services for applicants visit

Monday, July 22, 2013

Five Latino-Owned Tech Companies That Are Hot Right Now

To many entrepreneurs around the world, the United States still remains a beacon of opportunity for individuals seeking to launch their own enterprises. Historically, the value placed on progress and innovation by the U.S. has served as a pull factor for migrants seeking a more prosperous economic future for themselves and their families and while many aspects of American life have changed over the decades, this openness has remained consistent and unwavering to the present day.

Indeed, with the increasing diversity of the U.S. population has come an increasing diversity among business owners. One subgroup of Americans particularly successful in opening new businesses—especially in the competitive technology sector—has been the Latino population. If you’re interested in learning more about some of the hottest Latino-owned technology businesses in America today, take a look at the five companies below:

Nearly 17 years ago, founder and CEO David Segura created VisionIT with the goal of growing a global business focused on providing information technology (IT) to top U.S. and foreign corporations. Nearly two decades later, that dream has come true.

Today, VisionIT has almost 1,000 employees and operates 20 offices in the U.S., Puerto Rico, Mexico, and the Philippines. With a focus on IT management, its biggest clients are Fortune 500 companies and federal and state governments. The company has continued to grow its workforce and revenue each year, and projections for the future look promising.

MicroTechnologies, LLC
Founded by Tony Jimenez in 2004, MicroTechnologies, LLC is one of the largest technology companies in the Washington, D.C. area. The initial focus of the corporation was on network integration systems, but it has since branched out into cloud computing and social media management also.

The proximity of MicroTechnologies to the U.S. capital has provided it with the opportunity to work on a number of important government contracts and make valuable business connections in the metro D.C. area. Jimenez has also been recognized nationally as a leader in the Latino business community and as one of the most influential Latino entrepreneurs in the mid-Atlantic region.

Alliance Technology Solutions, LLC
In 2002, Margie Garza-Carlson sought to establish an IT company focused on recruiting and employing the best minority technology specialists in the business, and over a decade later Alliance Technology Solutions has achieved that goal.

The company’s primary concentration is on IT infrastructure design, with the express objective of reducing its complexity and increasing its performance. Today, the company retains a core group of employees who work to achieve that objective; in 2012, it did nearly $12 million revenue and was named the #295 on Hispanic Business’s list of the top 500 Hispanic-owned businesses in the U.S.

Miratek Corporation
Established in 1994, Miratek has grown leaps and bounds under the leadership of founder and CEO Joe Diaz. Operating out of El Paso, Texas, Miratek specializes in hardware and software IT solutions and also provides other technology services, including e-commerce management and GIS/remote sensing services.

Miratek employs nearly 100 dedicated technology specialists working closely with local corporations and government agencies to provide outstanding technology services.

COLSA Corporation
Frank Collazo, a Puerto Rican immigrant, founded one of the oldest Hispanic-owned technology companies, the COSLA CORPORATION in 1980. Over the years the company has evolved from providing exclusively IT management services to now also offering cyber security solutions and software and systems engineering.

Since its inception, COSLA has continued to grow year after year in order to achieve its business objectives; currently, the company employs nearly 900 technology specialists and has plans for further strategic growth in the future.

Maxime Rieman is a writer for NerdWallet, a financial literacy website that provides consumers with information from small business tips to finding cheap car insurance.

Wednesday, April 17, 2013

Latino Culture Takes Center Stage as Brands Work to Appeal to Growing Market

April 08, 2013 | by Sheila Shayon

“The Hispanic community is rapidly becoming the most influential voice in pop culture, business, and politics; their trendsetting impact will make or break the success of those seeking to gain brand popularity, market share and / or win the next election,” Forbes reports

And nothing demonstrates the cultural prowess of the demographic like the upcoming TV upfronts, broadcasters' annual dog-and-pony show where networks tout their upcoming lineups to advertisers. Both Univision—the No. 1 Hispanic network—and Telemundo, coming off its highest-rated January in network history, will hold upfronts on May 14. Univision’s newly rebranded UniMas, formerly TeleFutura and Galavision will also hold their upfronts that day, while Hispanic broadcaster Azteca has slated its presentation for May 13.

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Friday, April 5, 2013

Latinos Locked Out of Fortune 1000 Boardrooms

March 28, 2013 | by Charles Garcia

Latinos are the fastest growing purchasing bloc in the United States.

The Selig Center for Economic Growth estimates that the Latino community is projected to flex its purchasing muscle to the tune of $1.5 trillion dollars by 2015, up from $1.2 trillion today. To give you an idea, if you compare the U.S. Latino purchasing of $1.5 trillion a year against worldwide gross domestic product figures you’ll realize that if Latinos were separate nation they would be the 13th largest in the world.

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Friday, November 9, 2012

Edelman Appoints Sonia Sroka EVP and Group Head, Multicultural Marketing

November 8, 2012, New York, NY — Edelman today announced that Sonia Sroka has joined the firm as executive vice president and group head, in the New York office. 

Leading a team of 15 specialists, Sroka will provide expert counsel to clients across the Edelman portfolio to reach diverse multinational and multilingual audiences. Additionally, Sroka will participate in Edelman’s US Multicultural and Diversity Task Force.

“As the so-called 'general market' becomes more and more culturally diverse, our goal is to make multicultural marketing a more integral part of our communications and consumer engagement strategies," said Adrienne Hayes, general manager of consumer brand marketing, New York. "Sonia has the perfect mix of expertise, passion and vision to help us propel this practice into the future. It's no longer a nice to have for brands, it's a must have." 
Clients represented by the Edelman multicultural marketing team in New York include: Unilever, American Heart Association, Kimberly-Clark, AstraZeneca and Darden Restaurants. 

Recently named one of PR Week's "40 Under 40: Rising Stars", Sroka was recognized as a high-achieving marketing communications executive and trailblazer of diversity and inclusion in the field. In her previous role as a Senior Vice President at Porter Novelli, she established the multicultural marketing group with an emphasis on the burgeoning Hispanic market. During her time at PN she managed global brands such as Procter & Gamble’s Gillette and Crest as well as Sony PlayStation, Hewlett Packard, Bayer, Microsoft and McDonald’s.

She served as chairperson of Porter’s National Diversity Council and last year, the TORCH program which she helped to conceive and manage, won the “Diversity Distinction in PR Awards” from the Council of PR Firms and PRWeek. She also served two terms as the national chair of the PRSA’s Diversity Committee and sat on Omnicom’s Diversity Development Advisory Committee. 

Sroka was also named to Profiles in Diversity Journal’s 2013 Women Worth Watching list, celebrated as a successful female executive who demonstrates outstanding achievements and leadership in her career.

She was awarded the “2012 Multicultural Leadership Award of the Tri-State Area” by the Tri-State Diversity Council for demonstrating leadership excellence, sustaining a record of accomplishments, retaining commendable reputation and exhibiting a commitment to the highest ethical standards and professional excellence. Earlier in 2012, Sroka was named a CSR Professional of the Year by PR News, and a 2011 LATINA Corporate Executive of the Year by LATINA Style magazine, for excellence in corporate leadership, mentorship and dedication to working with the community. 

"I am very excited to join the Edelman family for its innovative nature and rigorous focus on identifying the next economic growth opportunity for clients,” said Sroka. "The potential for brands to expand their offerings to the multicultural market is great. I look forward to working with our clients to help them engage these communities at the strategic level in order to establish loyalty and lifelong relationships.” 

Sroka graduated from California Polytechnic University with a Bachelor of Science in Communications. 

About Edelman
Edelman is the world’s largest public relations firm, with 66 offices and more than 4,500 employees worldwide, as well as affiliates in more than 30 cities. Edelman was named Advertising Age’s top-ranked PR firm of the decade in 2009 and one of its “A-List Agencies” in both 2010 and 2011; Adweek’s “2011 PR Agency of the Year;” PRWeek’s “2011 Large PR Agency of the Year;” and The Holmes Report’s “2011 Global Agency of the Year” and its 2011 “North American Large Agency of the Year.” Edelman owns specialty firms Edelman Berland (research), Blue (advertising), A&R Edelman (technology), BioScience Communications (medical communications), and agencies Edelman Significa (Brazil), and Pegasus (China). Visit for more information.

SOURCE: Edelman

Friday, October 26, 2012

Winning with Hispanics: How to market cars to a growing yet underserved community

The US Hispanic market presents many opportunities yet it remains underserved by the automotive industry and its brands. Many government programs such as the recent ‘Cash for Clunkers’ underperformed with the Hispanic community because of bad marketing, language barriers and a simple disconnection with Hispanic culture. This underperformance has prompted many within the auto industry to question what is being done to make sure that car dealerships and auto brands don’t make the same mistakes with the fastest growing minority group in America.

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Tuesday, October 23, 2012

Focus your Mobile Payments business plan on the most lucrative areas and ensure it is in line with Latin America's latest developments

In conjunction with Mobile Payments Latin America (Dec 5-6, Miami), M for Mobile have released the latest most comprehensive White paper on Mobile Payments in Latin America. The White paper offers you expert insight into the most lucrative areas on mobile payments in Latin America in order to make sure your business plan is on trend and ahead of the game.

Due to the rapid uptake and developments within mobile payments sector, the biggest and most forward-thinking companies are capitalizing on the industry's critical growth phase.  Through a bespoke survey conducted on just under 100 senior level Latin American industry experts, the exclusive 14 page White paper covers the main areas including Regulation, by assessing legal clarity and the rules for your organization.  It discusses security and how to create trust and confidence for the consumer, as well as value-proposition and the commercial value of establishing common goals when marketing your product.  Interoperability is also analysed and the technical advances to overcome this, as well as mass adoption and the operational strategy when building successful relationships throughout the ecosystem.

You will also gain insight into which mobile payment technologies you should adopt (SMS, Direct Carrier Billing, Cloud-Based, EMV chip, NFC, Bluetooth) and insight in to the competing technologies you are up against, time frames for mass adoption and Case Studies on mobile payment initiatives to knowledge from and use in your organization’s strategy.

Click here to view the 14 page exclusive white paper on Mobile Payments Latin America:

Friday, September 28, 2012

Time Warner Cable signs La Comunidad to lead Hispanic marketing efforts

Sept 25, 2012 | by Steve DonohueTime Warner Cable (NYSE: TWC) said Tuesday that it signed Miami-based ad agency La Comunidad to help it target Hispanic subscribers through TV, print, radio, direct mail and out-of-home ad campaigns. 

The nation's second largest cable MSO has increased efforts to reach Hispanic subscribers in several of its key markets, including Southern California, New York and Florida. Next week, it will launch a Spanish-language regional sports network in Southern California called Time Warner Cable Deportes. It has also developed multiplatform programming for Hispanic subscribers, adding 37 Spanish-language channels last fall to an app it has built for Apple's (Nasdaq: AAPL) iPad.

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