OCTOBER 28, 2011 10:59 PM by StevenBridges
Health Net recently launched its Fall General Market brand advertising campaign in California and Arizona to support the important enrollment period for customers who are selecting a health plan for the January 1 effective date. The advertising consists of Outdoor, 30-second Radio and Online. “It was important to demonstrate that Health Net truly takes a personal and human approach to healthcare and provides affordable and tailored solutions for consumers,” said Robin Burns, Acento Manager, Strategic Planning and Research. The advertising plays up on the power of word-of-mouth via social media where customers spread the news with fun “tweets”. The contemporary ad campaign shows how Health Net is not like other health insurance companies. The campaign closes with the tag line “Way to care” delivering a strong leadership position for Health Net.
OCTOBER 28, 2011 10:49 PM by StevenBridges
As mentioned in Hispanic Market Weekly, AHAA is embarking on a year of change and challenges, adding new board members, lead by incoming chairman Roberto Orci, president of Acento Advertising. “In very few years, we have seen Hispanic marketing go from a nice-to-have to a must-have,” said Orci. “We attribute that to smart client marketers and effective Hispanic marketers.” As he took command of the organization at the conference’s closing on October 13, Orci detailed his “wish list” for AHAA in the coming year. It includes attracting members from other disciplines; expanding AHAA’s board to include representation from the media and marketing industries; and becoming a strong advocate for progress. “It’s better to build an airplane than to build a parachute,” Orci said. Furthermore, Orci said that companies now understand that the Hispanic market is not going to simply assimilate and go away, which means that a targeted approach will deliver long-term benefits. According to Orci, “Companies can’t just pop-in and-out of the Hispanic market as a fad. They must get on the train or risk being left behind and becoming irrelevant.”
OCTOBER 28, 2011 10:48 PM by StevenBridges
On the heals of producing a Times Square Latin music event as part of client Well’s Fargo’s Tú Música, Tú Ritmo Concert, Acento recently executed a concert in Miami and Orlando celebrating Wells Fargo’s successful conversion efforts from Wachovia Bank. The concerts featured a stellar performance by Rey Ruiz at The Fillmore Miami Beach and Tito Nieves at the House of Blues in Orlando. Wells Fargo supported the local community by donating proceeds from the ticket sales to Amigos For Kids in Miami and to the Hispanic Heritage Scholarship Fund of Metro Orlando (HHSFMO). Amigo for Kids is a nonprofit organization that supports underprivileged children and their families and is dedicated to the prevention of child abuse and neglect. The HHSFMO is a nonprofit organization dedicated to providing scholarships to Hispanic students pursuing a college or university degree. The evening also included the participation of Mariana Rodriguez and Gaby Calderon from Telemundo as the MC’s for the evening.
OCTOBER 28, 2011 10:47 PM by StevenBridges
After six months of development, we proudly announce the launch of our new agency website at: www.Acento.com It is the first Hispanic agency site to be optimized for smartphones! We interviewed our clients and other marketers, asked them want they wanted in an agency website and incorporated their feedback which included: executive profiles, client case studies, easy navigation, and new research insights distributed through our social channels… plus our ever-popular Hispanic Market Newsletter. Please check it out… We would love to hear your feedback!
SEPTEMBER 30, 2011 10:14 PM by admin
SEPTEMBER 30, 2011 09:20 PM by admin
Acento President/CEO, Roberto Orci will be sworn in as Chairman of the Association of Hispanic Advertising Agencies at the upcoming AHAA annual conference in Miami, October 11-13. The conference brings together key industry executives and decision makers, including media planners & buyers, account planners, agency principals and creative directors. Roberto’s 30 years in marketing and advertising in Mexico, Canada and the U.S. make him a leader in his field. He currently sits on the Corporate Advisory Board of the Terry J. Lundgren Center for Retailing at the University of Arizona and is on the Board of Directors for Taproot Foundation, the leader in pro bono services.
SEPTEMBER 30, 2011 09:19 PM by admin
Acento client, Jewel-Osco, celebrated Hispanic Heritage Month with its fourth annual VIP reception that honored the culture and significant achievements of the Chicago Hispanic community. The invitation-only signature event, “Sabor de la Herencia Hispana,” recognized the continuous efforts and outstanding contributions made by leaders from the business and non-profit sectors of the Latino community. The event also highlighted the unique flavors and richness of Latin cuisine by showcasing exclusive dishes developed by culinary students from Chicago’s St. Augustine College along with major local Hispanic brands. During the VIP reception, Jewel-Osco honored three social service agencies and awarded a total of $15,000 in grants to Alivio Medical Center, Immaculate Conception Food Pantry, and Aspira of Illinois.
SEPTEMBER 30, 2011 09:19 PM by admin
Three Spanish-language TV spots were recently produced by Acento for client, the California Tobacco Control Program (CTCP). Two TV spots, “Husband” and “Masks” focus on Second Hand Smoke, reminding viewers that non-smokers always have the right to speak up. Elsa Caceres, account supervisor, says these two spots work the second-hand smoke strategy at two levels. “‘Husband’ reminds non-smokers that you can speak up at home, even among loved ones. ‘Masks’ empowers non-smokers to speak up in public and protect vulnerable children.” The third spot, “Addictions,” is based on Cessation, quitting smoking. “With ‘Addictions,’ we wanted people to feel the visceral hold smoking can have on smokers, but less commonly known is that smoking kills more people than hard drugs,” says Caceres. All three TV spots will break in January 2012 as part of a new, integrated campaign for CTCP. Acento’s past campaigns for CTCP have resulted in a drop in smoking prevalence among Hispanics of 50%, and an increase of 39% for calls to the Statewide helpline.
