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Marketing to Latinos Summit Series

Monday, October 7, 2013

Confie Seguros Acquires Three Insurance Brokerages

HUNTINGTON BEACH, Calif., Oct. 4, 2013 /PRNewswire/ -- Confie Seguros, a rapidly growing national provider of personal lines insurance, today announced the acquisition of three leading insurance brokerages: James S. Sullivan Agency and Advanced Auto Insurance, two strong providers of personal lines insurance located in Western and Central New York; and Family Insurance in Corpus Christi, TX, a local provider of personal lines auto insurance.

The addition of these three agencies is part of Confie's continued strategy to build out its geographic footprint throughout New York State and Texas and solidify its position as a leading national insurance broker.
James S. Sullivan Agency and Advanced Auto Insurance specialize in the delivery and service of personal lines and small commercial insurance products. James S. Sullivan Agency was founded in 1977 and is an independently owned agency operating 16 retail locations in numerous towns across the Buffalo,Rochester and Syracuse Regions with 41 employees.   Advanced Auto Insurance, established in 2001, is a full-service independent agency with locations in downtown Rochester, NY and Greece, NY.  Family Insurance was established in 1990 and serves the Corpus Christi, TX area through its two retail locations.  The staffs and locations of the agencies remain in place to deliver the same professional standards of service that has existed since each agency founding.
Joe Waked, CEO of Confie Seguros, said, "New York and Texas are key growth markets for Confie Seguros.  By adding James S. Sullivan Agency and Advanced Auto Insurance to our existing New Yorkoperations, we now have over 47 locations and 140 employees in New York to service customers and place business with our insurance carrier partners.  Family Insurance builds on our acquisition in Texasearlier this year and we look forward to leveraging our robust pipeline of deals to continue our expansion inNew York and Texas with the goal to be one of the largest providers of personal lines and small commercial insurance.
About Confie Seguros
Established in 2008, Confie Seguros is a leading, California-based national insurance distribution company operating in 17 states and 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 it has annual revenue approaching $300 million with more than 540 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
Mordy Rothberg  / President  
Confie Seguros
Chris Tofalli / Chris Tofalli Public Relations, LLC
SOURCE Confie Seguros

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.

Read full article

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.

Read full article

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:

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