- PHP Agency
Mostly Hispanic market targeted financial marketing company PHP Agency has closed a US $10.0 million expansion financing round. The round will help the agency accelerate growth and strategic expansion.The Company has differentiated and distinguished itself by recruiting multicultural agents in their 30’s to the life insurance industry. Retired boxer, promoter and entrepreneur Oscar De la Hoya is an investor in PHP Agency.The company was founded in 2009 to expand the availability of life insurance and annuities to the middle class – the Hispanic population being a major targeted segment – and is licensed in 49 states. It has been profitable and fast growing since its inception, generating a trailing CAGR of nearly 50% and a current string of nine consecutive quarters of record revenue.
- Totto
Totto, handbags, accessories and apparel brand, has announced its official launch in the U.S. The Totto brand has managed to make its way into 56 countries.Founded in 1987 in Bogota, eHarmony quizzes Colombia, the brand is available at 600 locations worldwide.Available in December, the T-Track offers GPS locator, a USB charging port, integrated lock, ergonomic design, and more. Another product, the Bunker Pack 3.0 Backpack, features material similiar to that used in bulletproof vests, security buckles, and four hidden pockets, including one with anti-RFID technology, makes it ideal for keeping belongings safe wherever you go.
- Sprint
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Sprint is betting big on influencer paign, and has enlisted influencers such as Latin award winning artist and former Sprint employee, Prince Royce;Venezuelan-American internet personality and actress, Lele Pons; American serial entrepreneur and motivational speaker, Gerard Adams & Fitness guru and YouTube content creator, Bradley Martyn. Each of these influencers has a followership in the millions, making their total reach on Instagram alone a whopping 30 million followers.The campaign is actually a collaboration between Sprint’s Latin and US teams, strategically choosing influencers that hit both markets with plenty of crossover appeal. The storyline is simple, and weaves in narratives that pertain to each influencer’s unique personal brand, explaining how they #LiveUnlimited. The campaign promotes reasons to #LiveUnlimited allowing each of the influencer’s personality to shine through as they share their personal reasons of how and why they #LiveUnlimited. The featured influencers tap into both markets and touch many different passion points and industry verticals.
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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
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- JC Penney stays with OMD
National Retailer JC Penney last fall put the wheels in motion for a potential agency review but that plan did not go through. Incumbent OMD, which has held the media account for 10 years, will stay on board. Last fall, JC Penney did assign national newspaper buying to Minneapolis based media placement firm . Before that Torrance, CA based ACG Communications had handled national newspaper buys for JC Penney for many years. Separately, Penney’s chief marketing officer Debra Berman has left after 19 months with the company. Berman was named senior VP- and promoted to CMO last year. Berman’s mission was to revitalize the brand. A major part of this involved reaching out more to Hispanic consumers. Kirk Waidelich, VP-marketing strategy, and Lynne Bartron, VP-marketing strategy, will oversee the CMO’s responsibilities until a replacement for Berman is named. Penney spent $923 million on U.S. advertising in 2013. Unmeasured media spending increased 15 percent to $492 million; measured spending fell 15 percent to $431 million, according to Kantar Media.