McDonald’s Marketing with a Hispanic-specific media planning initiative,

McDonald’s Hispanic Specific Move, HHS, Chispa, KFC, Facebook, Weee!… And other brands currently targeting the American consumer. Check out our previous sales lead columns.

  • Mc Donald’s marketing approach

McDonald's MarketingMcDonald’s has appointed Canvas Worldwide and Lopez Negrete Communications, a full-service agency based in Houston and owned by Hispanic interests, to manage Hispanic media communications for McDonald’s in the United States This will include media planning, strategy and consumer insights. The partnership between Canvas WW and Lopez Negrete Communications will be known within both agencies as “Navigation Blvd”, which is a nod to one of Houston’s most historic and vibrant neighborhoods, one of Houston’s most historic and vibrant neighborhoods. America’s most diverse cities. Canvas WW will staff the majority of full-time employees working in the company while Lopez Negrete Communications will oversee the Hispanic Consumer Information portion of the account. The account team will be led by Chicago-based Laura Willis.

McDonald’s Marketing: A More Sophisticated Approach to Hispanic Media

McDonald’s decision to create and designate agencies for Hispanic media planning, strategy, and customer information goes somewhat against the trend of recent years where most work specific to multicultural media and Hispanic large corporations were included in their general marketing agency’s scope of work. “We believe this union is going to be a catalyst to transform the way the media plays a vital role in multicultural marketing from a practice too often simplified to a much more sophisticated approach that consumers deserve,” said Jose Lopez Negrete, chairman and chief executive officer of Lopez. Negrete Communications.

McDonald’s decision to create and designate agencies for Hispanic media planning, strategy, and customer information goes somewhat against the trend of recent years where most work specific to multicultural media and Hispanic large corporations were included in their general marketing agency’s scope of work.

According to Lopez Negrete, the alliance between McDonald’s, Canvas Worldwide and Lopez Negrete seeks to “break down old paradigms and siled models in order to create a more realistic and realistic model, fueled by actionable consumer insights, relevant data and analysis in real time , and most importantly, higher levels of collaboration. Mc Donald’s creative tasks are carried out by Wieden and Kennedy, while OMD is McDonalds corporate media agency in the United States In November of last year, McDonald’s announced a new business growth strategy.

  • Department of Health and Human Services (HHS)

DHSThe Biden administration on Thursday unveiled a large-scale effort to encourage Americans to get vaccinated against the coronavirus, launch its first national advertising campaign and the announcement of a national network of community organizations, sports leagues and other leaders to build confidence in vaccines. The Department of Health and Human Services is spending $ 10 million to air four new TV commercials this month, two administration officials told CNN, presenting vaccination as a way for Americans to fight the pandemic and reclaim their lives with the slogan “We can do this.” One of the announcements is in Spanish and another, narrated by Henry Louis Gates Jr., the eminent intellectual, author and filmmaker, is aimed at black Americans. The deployment comes as the Biden administration prepares for the next phase of the U.S. vaccination effort, with vaccines becoming more accessible and more widely available. All adults should be eligible for the vaccine by May 1. bring concerns about reluctance to vaccination in mind. The announcements can be seen below

Beyond television commercials, the administration’s confidence in vaccines campaign revolves around efforts to equip trusted voices with the information and resources to promote the safety and effectiveness of the coronavirus vaccine. Nearly 300 organizations – including doctor groups, sports leagues, rural organizations, labor unions and religious groups – have signed up to be part of this effort, that the administration calls the COVID-19 Community Corps. The HHS and the US Centers for Disease Control and Prevention are also launching new profile picture frames on Facebook to help Americans who have or are considering getting vaccinated to encourage their friends and families. Facebook will promote the frames and encourage influencers to use them, HHS said in a statement.

Social media giant Facebook’s global media account, worth US $ 750 million, is under review, according to media reports. The pitch, which is managed by ID Comms, will see the participation of the incumbents Spirit sharing and Dentsu. The media mandate will include media planning and buying across all Facebook businesses including Instagram, Facebook, WhatsApp and Messenger. Facebook is one of the biggest spenders on advertising, with its ad spend increasing 43% in 2020.
Facebook Creative mandate is managed by several agencies. These included Ogilvy (Instagram), Wieden + Kennedy (Facebook), Leo Burnett (Messenger), BBDO (WhatsApp), and Droga5 (corporate brand). Beyond that, Facebook’s in-house creative agency Creative X works with all brands.

Portada LiveAt this exclusive virtual event on September 22, 2021, brand makers and marketing service providers will share and accelerate their knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To learn more about the virtual networking solutions at PortadaLive involving a myriad of brand makers, please contact Sales Coordinator Enzo Araujo at [email protected]

KFC held the final arguments of its CRM review last week, with Havas, MRM, and Rapp still in the running. The fast food chain is looking for a successor to its current partner, Iris, who was not involved in the process led by AAR.

Pee !Pee !, a leaderg ethnic e-grocer, announced US $ 315 million in a Series D financing led by existing investor DST Global. New investors include funds managed by Blackstone, Arena Holdings and Tiger Global; significantly deepen the company’s capital base. The new capital will be used to further accelerate the company’s geographic expansion with the most efficient execution technology, create a stronger and more diverse product mix, recruit exceptional talent and invest in engaging Asian communities. and Hispanic at large with the state of the art – customization features. “Ethnic communities have been neglected in the online and retail space. We believe the opportunity to provide these rapidly growing communities with access to exciting and affordable groceries is tremendous, ”said Larry liu, founder and CEO of Weee! “We are excited to leverage DST Global and our new investors’ strategic vision for the future of retail and extensive experience building and scaling technology companies to accelerate our mission. ” “Weee! has a unique understanding of how explosive growth can be achieved sustainably in the emerging online grocery space, ”said Rahul mehta, Managing Partner at DST Global. “The team’s focus on merchandising, everyday low prices and a remarkable social shopping approach are what defines Weee! apart, and we are delighted to deepen our support for their mission. While grocery remains the least penetrated retail segment in the e-commerce landscape, the market for groceries for ethnic customers is expected to overtake $ 464 billion by 20301. The current assortment of Weee! includes ethnic ingredients essential to Asian and Hispanic cuisines, targeting an underserved population with growth of over 20% since 20102. Pee ! It currently serves 14 key regions from coast to coast and aims to expand to 30 cities across North America by 2024.

ChispaChispa, owned by Match.com, a dating app designed for Latinx singles, recently hit a new milestone of 4 million downloads just as they announced the official launch of a new feature in partnership with Tragos, a card game for Latinos that will take users’ dating app experience to the next level. Chispa’s user base, which has grown 28% year-over-year (Q1 2020 vs. Q1 2021), can now experience a unique version of the card game within the app. Earlier this year, Chispa surveyed members and found that 56% of Latino users find it difficult to start a conversation on a dating app, and 74% of users said a game would help break the ice when they meet potential matches. With the Chispa and Tragos feature, singles will have smart new conversation starters to tie into responses to a series of culturally relevant questions. “Passing the 4 million downloads mark in just over three years since Chispa’s launch is no small feat and we are proud to be the first dating app for Latinx singles to reach this milestone as we continue to seek innovative and culturally relevant ways to connect our members, ”said Julia Estacolchic, Marketing Director of the Chispa brand. “The partnership with Tragos for this new functionality was obvious to us; We’re excited to have Tragos on board to help us make the process more accessible and entertaining for Latinos by giving them the opportunity to answer a series of light questions that will inevitably spark conversations based on their answers.

Portada LiveAt this exclusive virtual event on September 22, 2021, brand makers and marketing service providers will share and accelerate their knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To learn more about the virtual networking solutions at PortadaLive involving a myriad of brand makers, please contact Sales Coordinator Enzo Araujo at [email protected]

Cathy W. Howerton