Archive → Agosto, 2010
Ford, General Motors launch new efforts to target minorities with new advertising
Two of the Big Three are looking to boost sales with targeted marketing efforts toward blacks and Latinos.
Ford has announced that it will launch its “ALL IN” campaign, featuring black Ford executives in print, TV and Web ads, as well as CBS sportscaster James Brown. The goal is to show consumers the roles black executives play at Ford.
“Our strategy with the ALL IN campaign was simple – we wanted to share Ford’s turnaround story in a way where we could highlight the “All In” approach that had to come into play as it relates to individuals from all areas of the business coming together to reach common goals,” Shawn Lollie, Ford multicultural marketing manager, said in a company release.
Ford has also launched FordUrban (which, if you say it fast enough, almost sounds like a competitor’s SUV), an site featuring videos of black Ford executives, an e-zine, listings of Ford-sponsored events and some — but not all — of Ford’s product lineup.
So far, it’s a commendable effort, but one question: Do black people drive Mustangs or Explorers, two of Ford’s top-sellers? Apparently not, since the only vehicles featured on the site are the Fiesta, Focus, Fusion, Taurus, Escape, Flex, Edge and F-150. It’s something worth noting.
Meanwhile, General Motors has chosen an Austin, Texas-based marketing agency to entice Latino buyers to its Chevrolet brand.
“LatinWorks is considered one of the most creative agencies in the Hispanic marketing space,” GM marketing vice president Joel Ewanick said. “In addition to their creativity, they also have strong strategic talents.
“They produce results for their clients and we look forward to partnering with them as we tell the Chevrolet story,” he added.
http://www.mlive.com/auto/index.ssf/2010/08/ford_general_motors_launch_new.html
Pew: Latinos lag behind in use of technology compared to non Latinos
Spanish language signage at a cell phone store.
A bird’s eye view of Latinos across the country reveals lower use of technology than that of non Latinos. Also, age and language preference are indicators of technology use. Older Latinos rely on technology less than young ones. Spanish dominant Latinos use of technology is lower than that of English dominant and bilingual Latinos.
More than two thirds (78 percent) of non Latino adults (18 and older) go online compared to 64 percent of Latinos of the same age; and 86 percent of non Latinos use cell phones while 76 percent of Latinos use cell phones.
At the same time, when it comes to the use of technology not all Latinos are equal. United States born Latinos use of the internet and cell phones is higher than that of foreign born Latinos. Latinos born in the United States are much more likely to use technology, especially the internet, than foreign born Latinos, according to a Pew Hispanic Center report released recently. The report, written by Gretchen Livingston, senior researcher, Pew Hispanic Center points to a significant difference between the two groups. The Pew Hispanic Center is a research organization that seeks to improve understanding of the U.S. Hispanic population.
For example, 85 percent of Latinos 16 and older born in the United States rely on the internet while only 51 percent of their foreign born counterparts surf the digital world. When it comes to cell phone use the difference is less marked: 80 percent of United States born Latinos use a cell phone while 72 percent of foreign born Latinos do so.
Sony Vaio J computer.
If we look at technology use among young people in the United States the difference is also clear. Nearly all (96 percent) non Hispanic youth between 18 to 25 years of age surf the internet while only 77 percent of Hispanics go online. Eighty-two percent of non-Hispanics ages 16 and 17 use a cell phone while 72 percent of Hispanics of that age do so. Ninety-four percent of non Hispanics aged between 18 and 25 use a cell phone compared with eighty percent of Hispanics.
If we look at technology use among people 55 and older, there is still a difference between Latinos and non Latinos. Among non Latinos 75 percent use cell phones and 57 percent use the internet while only 60 percent of Latinos in that age group use cell phones and 42 percent use the internet.
When it comes to going online language preference is a key factor. A majority of English dominant (87 percent) Hispanics 16 and older and bilingual (77 percent) Hispanics are more likely to use cell phones than Spanish dominant Latinos (35 percent).
This report was based primarily on the 2009 National Survey of Latinos, conducted from August 5 through September 16, 2009 among a randomly selected, nationally representative sample of 2,012 Hispanics ages 16 and older. The survey was conducted in English and Spanish on landline and cellular phones.
Tribune’s HOY taps Creación Marketing Communications
Hoy, the Spanish-language newspaper in Chicago, part of Tribune Hispanic Media Group, has selected Chicago based Creación Marketing Communications to work on the 2010 communication campaign of their weekend edition ‘HOY Fin de Semana’.
“The deep understanding of the market and insights that Creacion Marketing Communications has, along with the proven success of its leaders, will be key in making our weekend edition, Hoy Fin de Semana the preferred Spanish-Language weekly publication in Chicago and its suburbs.” Commented Alejandro Solorio, Marketing Manager of.
http://hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=30259
ParaRentar.com Launches Mobile Apartment Site in Spanish
(From: www.blog.forrent.com)
According to Gartner, more users globally will access the Internet via their mobile phones than PCs by 2013, and recent data from the Pew Research Center reveals that the U.S. Hispanic market is voracious in its mobile appetites. According to the study, 40 percent of Hispanic adults use their mobile phone to access the Internet. To take advantage of these figures For Rent Media Solutions, a division of Dominion Enterprises (a marketing services company serving the automotive, enthusiast and commercial vehicle, real estate, apartment rental, and employment industries) announces the launch of the ParaRentar.com mobile site. As a product of For Rent Media Solutions, ParaRentar.com is a fully-translated Spanish apartment search site.
“As of June 2010, the ForRent.com mobile site has generated 11 percent of traffic to ForRent.com. We hope to enjoy that same success with ParaRentar.com and the new mobile site.” said Terry Slattery, president of For Rent Media Solutions.
“Hispanic consumers are tech-savvy,” notes Elsa Morales, director of Hispanic Initiatives, For Rent Media Solutions. “According to the Pew Hispanic Center, Hispanics online are younger than the general U.S. Internet population and eight in ten young Latinos, ages 16-25, have cell phones. Through our new mobile site, we are communicating with this technologically advanced demographic in a manner that works best for them.”
The ParaRentar.com mobile site offers many of the same features found on ParaRentar.com. The mobile site also offers a social media share tool, a beneficial feature to the 10.55 million Hispanics (or 45 percent of online Hispanics) now using Facebook. This is according to a comScore Media Metrix study.
http://www.portada-online.com/article.aspx?aid=6607
P&G makes Hispanic-focused launch
In this photograph taken July 19, 2010, Procter & Gamble Co. representatives Dan Jackson, left, and Paul Vraciu, pose with several Gain products at P&G's headquarters building in Cincinnati. Procter & Gamble Co., seeking more sales to Hispanic consumers, is focusing this month's launch of Gain dishwashing liquid on that growing U.S. group. (AP Photo/Al Behrman).
Procter & Gamble Co., seeking more sales to Hispanic consumers, is focusing this month’s launch of Gain dishwashing liquid on that growing U.S. group.
The consumer products maker’s first new hand-dishwashing brand in four decades will soon debut with a marketing campaign led by a Hispanic ad agency. While Gain brand managers expect non-Hispanic households also to be attracted, the campaign underscores that while P&G builds business in emerging economies such as China, India and Brazil, it’s also courting a growing group at home.
“That is the changing face of the consumer, and we need to reach those consumers,” Kirk Perry, P&G vice president for North America, said of U.S. Hispanics. “We think there’s a huge upside to that market.”
Analysts say P&G and household competitors such as Clorox, Colgate-Palmolive and Unilever are offering more products particularly popular with Hispanic consumers and trying to reach them with advertising everywhere from popular Spanish-language TV shows to the bilingual-oriented women’s magazine Latina.
Why? The Hispanic population is growing faster, is younger and is having more babies than the U.S. population as a whole.
“Basically, what it boils down to is demographics,” said Leylha Ahuile, the research firm Mintel International’s senior multicultural analyst. “More households with greater numbers of people; they’re just going to consume more. You have to go where there’s more people.”
Census estimates show that Hispanics accounted for more than half of U.S. population growth last year, growing by 3.1 percent to 48.4 million. That’s nearly 16 percent of the total population.
In some cases, U.S. companies have begun started selling products popular in Latin American countries, such as Colgate-Palmolive’s Palmolive Caprice shampoo and Fabuloso household cleaner, in heavily Hispanic areas of the U.S.
Also, some long-familiar brands have been revitalized because of their appeal to U.S. Hispanics, Ahuile said, citing Unilever’s Suave shampoo and Knorr foods. Knorr offers beans, rice, and sauces such as mole and salsa verde aimed at Latino palates.
“I think it’s part of a growing reality,” said Rochelle Newman-Carrasco, chief Hispanic strategist for the Walton Isaacson marketing company. Instead of Hispanics as a niche “afterthought,” she said, “For more brands, Hispanics are the general market.”
Hispanic consumers helped transform P&G’s Gain laundry detergent in the past decade from a lackluster performer to one of the company’s 22 billion-dollar brands in annual sales. P&G has found that Gain’s scents have helped lure Hispanics, who make pleasing fragrances a high priority, according to demographic research by marketing firm Mintel.
Packages of Gain, with such scents as “Island Fresh,” often have Spanish translations, and P&G has also begun selling Gain in bags, a more familiar packaging of detergent in Latin America, in the southwest U.S.
P&G is also looking to use Gain to draw Hispanics to its Febreze air freshener, adding Gain with “apple mango tango” scent to Febreze air freshener.
Dan Jackson, who manages dishwashing brands for P&G, said the company’s research predicts Gain will draw shoppers who aren’t using its best-selling Dawn brand.
“It’s the first new dish brand in 37 years, so it’s not a decision that was made lightly,” he said. He said Gain dishwashing will be priced at about $2 per 30-ounce bottle, nearly a $1 less than Dawn.
Also, while Dawn advertising usually focuses on grease-cutting and cleaning effectiveness, the Gain campaign by the Chicago-based Lapiz agency highlights smell — “Fantastic scents that no one may resist,” one Spanish-language ad pledges.
http://www.google.com/hostednews/ap/article/ALeqM5gFHTEWVK-MJ3qVRmEfaePWbk3BeQD9HBDROG1
McCormick Names Valentin Ramirez VP – Managing Director for Consumer Hispanic Markets, Americas
(From www.earthtimes.org)
Valentin Ramirez, formerly with the Wm. Wrigley Jr. Company, has been appointed to the new position of Vice President/Managing Director Consumer Hispanic Markets, Americas for McCormick and Company, Inc., (NYSE:MKC) it was announced by McCormick Chairman, President and CEO Alan Wilson.
With Wrigley, Mr. Ramirez was most recently Managing Director-Spain/Portugal. Prior to his seven and a half years with Wrigley, Mr. Ramirez was with Procter and Gamble for 10 years in a number of assignments through the Caribbean and Latin America.
In this new position with McCormick since May, Mr. Ramirez has responsibility for all McCormick’s Hispanic businesses, including a joint venture in Mexico, a business in Central America, a Hispanic subsidiary (Mojave Foods) and export business in the United States, South America and the Caribbean.
“We see significant growth opportunities for our brands with Hispanic consumers,” said Mark Timbie, President – North American Consumer Foods. “Valentin will provide the strategic leadership to capitalize on these growth opportunities.”
Mr. Ramirez holds a Bachelor of Arts degree from Rice University and an MBA from the University of Texas.
About McCormick
McCormick & Company, Incorporated (www.mccormickcorporation.com) is a global leader in the manufacture, marketing and distribution of spices, seasonings, specialty foods and flavors to the entire food industry – retail outlets, food manufacturers and food service businesses.
The Vox Collective Expands Leadership Team
The vox collective announced that Michelle Maldonado, a seasoned marketing and communications professional, is joining the firm as Director of Public Relations. The appointment is part of a series of key executive appointments to expand the agency’s positioning and focus on emerging marketing priorities, including the U.S. and global multicultural marketing; the women’s market, including women of color; digital and social media strategies; cause-related marketing; and branded content. Michelle’s appointment follows the addition in May of marketing veteran Miriam Muléy as Vice President, Client Services & Strategy.
Michelle, who will report to Muléy, brings to the vox collective more than a decade of agency communications experience, working with both the general and multicultural markets, with a specific focus on Hispanic marketing across a range of industries and product categories. She has managed executive-level communications programs both internally and externally, and also has extensive experience in strategic planning and management for media, events and human resources.
“Michelle is a great addition to our team as we expand our own agency’s story, as well the brands we represent. We will leverage her extensive experience in working with clients and agency personnel to ensure that our messaging at all levels remains engaging, dynamic and inclusive, not just for the multicultural segments we target but for the vox collective as a whole as we deepen our profile and expertise,” commented Roberto Ramos, President & CEO of the vox collective.
“From the moment Michelle joined our team, I was struck by her industry expertise and strong strategic and creative multicultural capabilities. She is an important addition to the agency, allowing us to deepen the impact of our PR efforts, while drawing first hand from her innovative thinking and highly creative approach,” said Muléy.
Prior to joining the vox collective, Michelle was the Vice President for Talent, Culture and Communications at Adrenelina LLC, a multicultural marketing and communications agency in association with MDC Partners. In this role Michelle created the agency’s human resources practice and oversaw the development of all aspects of the program from recruitment, to planning, training and retention. In addition to this Michelle has served in a number of PR roles for leading agencies-including Emanate (Omnicom), Winglatino (Grey Global), Edelman PR and The Bravo Group (Young & Rubicam)-managing award-winning campaigns for brands such as Bank of America, Allianz Life Insurance, Forest Laboratories, Kraft Foods and AT&T Wireless. Under Michelle’s leadership, these brands outperformed expectations and impact in the multicultural market.
http://hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=30223
Alberto Torres: “It’s difficult to Convince Advertisers to Target English-dominant Hispanics”
A Q&A with Alberto Torres, one of the owners and editor of Tu Decides (You Decide), a weekly newspaper in the Kennewick area, Washington.
Portada: As a community newspaper publisher what is the rationale to publish a bilingual newspaper?
Alberto Torres: “Even though I was born in Mexico, I arrived at a very early age to the United States an share more characteristics with the second generation Hispanics. I am bilingual but prefer to read in English. I can read Spanish but I am slower and won’t do it if it wasn’t absolutely necessary. I felt there was a large enough gap between the English media and the Spanish media. The stories in English didn’t quite capture our essence and lack the necessary background to make sense. I didn’t see an accurate picture of the Hispanic community but rather what others thought we were like. The Spanish stories tend to focus more on Latin America which holds a special place in my heart but I am more concerned about what is happening in my community here in the United States.
I also found out that beyond filling the gap as a bilingual newspaper in the Pacific Northwest we were able to become a multicultural bridge where we could share stories about each other while removing language as a barrier to understanding each other. Some of our stories are written in English and are translated to Spanish and some are written in Spanish and are translated to English. Take for instance the immigration debate and what is happening in Arizona. If the newspaper was only written in Spanish we would miss the opportunity to share our thoughts with others that can’t read Spanish. In order to create change you need to reach people that are different than yourself. Outside of the Hispanic community people think that we don’t want to learn English and that we don’t want to assimilate. It isn’t good enough to convince ourselves that immigration reform is a good thing for our country but we must also share the positive value that Hispanics bring to this country with people outside of the Hispanic community.
While immigration is an important topic what will probably surprise many readers is that Hispanics are just as concerned about the economy, education, employment, health care and the environment just like everyone else. At the end, we aren’t that different and we want the same things which are the best for our children and our families.
The Hispanic community has gone through many different phases regarding the usage of Spanish and English. There was a time not long ago when it was shameful to speak Spanish and parents were discouraged from teaching their children Spanish. The pendulum swung the other way for a while and it became in vogue to be able to speak a foreign language like Spanish. Currently with the immigration debate the pendulum is now swinging back to the past which I think is very sad for our children.”
Alberto Torres: “It is extremely difficult to convince advertisers of the opportunity to target English-dominant Hispanics. Probably the single biggest misconception about Hispanics is that people think we only read, speak and write in Spanish. I love to listen to Spanish music and movies but I prefer to have the ads in English to understand the new technology terms being offered by cell phone companies, types of policies being offered by insurance companies and the type of financial instruments available at the local banks. Beyond entertainment I prefer to see the special offers in English.
My wife and I have been hired by many companies and organizations to conduct diversity training. The most popular presentation is called “Common Misconceptions about reaching the Hispanic Market.” The top misconceptions are that Hispanic equals Spanish only, that Hispanics are poor, that Hispanics are uneducated, that Hispanics are disadvantaged or at risk, and so many more.
My wife is the president of Expo NW which organizes the Latino Business, Consumer and Career expos (www.ExpoLatinoBusiness.com). We found out that many employers were very hesitant to advertise in Hispanic media because they didn’t want to attract Spanish only speaking employees. The expos are a great way to have a physical representation of the Hispanic community.
The events are designed to showcase the importance of the Hispanic community and how we are a vital part of the economy and business in general. While the Hispanic community is well known for our cultural celebrations/festivals such as the “Cinco de mayo” and “Fiestas Patrias”, we want to be known for more than that. We have a lotmore to offer our community. We want to showcase our economic buying power and our
willingness to open the doors and create opportunities for everyone in the community. The theme of the event is called “Abriendo Puertas” which translates to “Opening Doors”.
There exists a misconception that we are separated by language when the reality is that an overwhelming majority of Hispanics are fluent in English and even more importantly we understand business.”
Alberto Torres: “We print a free weekly newspaper in the Pacific Northwest which covers Washington State and Northeastern Oregon. We are currently printing 20,000 copies weekly and send out an additional 10,000 emailed digital version of our newspaper. We also are experiencing approximately 3,000 downloads from our website (www.TuDecidesMedia.com) of the digital newspaper. The English copies are downloaded more by a factor of 5 to 1 or 80% English and 20% Spanish.”
Portada: What do you think is the size (volume) of the Hispanic advertising market targeting English dominant Hispanics in your market (in % terms of percentage of overall Hispanic market).
Alberto Torres: “My own internal estimate for English dominant Hispanics is between 70% to 80%. I think a unique factor that is often overlooked is the amount of influence that English dominant Hispanics have with the Spanish dominant Hispanics. For instance ever since I was eight years old I have been involved in every purchase my parents have made especially large or complicated purchases. In other words you can try to convince my father to buy something only to find that I have a huge amount of influence over his buying decision. I have chosen his doctors, homes, cars, banks, and even employment. I have filled out every employment application for every job he has ever had and I have filled out every form when he owned his own business. Most people think that I translated for my parents when in reality I have negotiated on their behalf. I am now over 40 years old and to this date my role hasn’t changed and I care very deeply for my parents and their purchases probably even more than my own. I would not risk their money or resources.”
http://www.portada-online.com/article.aspx?aid=6595
Changing Places: Juan Pablo Suarez, Tatiana Koike, John Begert, Alberto Vourvoulias-Bush…
Chief Marketing & Branding Office, SVP at V-Me., recently left the Spanish-language television network. V-Me Media Inc, operates a Spanish-language television network presented by public television stations in the United States and internationally. As Chief Marketing & Branding Officer for V-me, John was responsible for brand development, all on-air and off-air consumer and trade marketing, media and marketing partnerships, press and PR, as well as V-me’s digital initiatives.
Batanga, Inc. announced that Olivia Maloney, former Director of U.S. Hispanic Sales & Solutions for AOL Advertising, was named VP of Sales for the Eastern region. Maloney will be based out of Batanga Network’s New York office and report directly to Chairman and CEO, Rafael Urbina. Batanga last spring made changes in its New York office. In May, Phil Frank, who was based in New York, left Batanga Networks, as we reported here. Maloney comes to Batanga Network from AOL Latino, where she was responsible for all AOL client and advertising initiatives in the U.S. Hispanic space, including audience sales, strategy and ad products. Maloney grew and developed relationships resulting in new Hispanic revenue streams from several Fortune 100 companies.
Juan Pablo Suarez, has been hired as Business Development Director at Media Brands Miami. Until recently Suarez worked in US Media Consulting as Ad-Sales Manager for print in Latin America. Suarez launched US Media Consulting’s Print Media Division in 2007.
Tatiana Koike has been prometed to Ad Sales Director at US Media Consulting. She has been with US Media Consulting for 3 years where she worked as Senior Ad Sales Manager for the Print Division. In addition, she has been responsible to spearhead US Media Consulting’s Brazilian and Argentine clients.
FOXNewsLatino.com, set to debut this fall, has named Alberto Vourvoulias-Bush as its Senior Editor, announced Michael Clemente, Senior Vice President of News Editorial, FOX News. In making the announcement, Clemente said, “Alberto’s extensive experience in the Latino media market will serve as a major asset to the launch of FOXNewsLatino.com this fall.” Vourvoulias-Bush most recently served as Corporate Executive Editor of impreMedia, read related article here, where he planned online, multimedia and print editorial strategy for all impreMedia news brands including La Opinion of Los Angeles, El Diario/La Prensa of New York and their online news sites. He joined El Diario/La Prensa in 2005 serving as its Executive Editor overseeing the growth in the paper’s readership in print and online. Prior to that, he served as Deputy Editor of TIME Magazine’s Latin America Edition and Director, TIME Americas. There he assisted in managing the launch of TIME Magazine’s Spanish and Portuguese language weekly supplements.
Javier E. Gomez is no longer Director of Marketing and Communications at the Latino International Theater Festival of New York, *TeatroStageFest*. Gomez will be moving on with personal projects through his own production company. His first venture will be the New York premiere production of “The Smell of Popcorn”, the internationally-acclaimed play by Puerto Rican playwright José Luis Ramos Escobar. The show, a co-production between World Players Inc. and IATI Theater, runs September 9-19 in New York City.
San Antonio´s multicultural marketing agency Marketvision has named brand marketing veteran Frenchie Guajardo to lead agency innovation. As the new VP of Strategic Innovation, she will work with marketvision’s clients to bring digital and shopper marketing to the forefront of their marketing efforts.
LATV Networks, the 3-year old national Hispanic television network, announced today that it has hired Andres Rincon as an Ad Sales Director based in its New York office. Rincon brings over 9 years of Hispanic Media sales experience to his new position, and will report to LATV’s Vice President of Sales & Distribution, David Morales
Susan Solano Vila was promoted to executive VP, marketing for Telemundo Communications Group. Susan Popper was named to succeed her as VP, marketing. In her new role as EVP of Marketing, Solano Vila will be responsible for the full scope of marketing activities across the Telemundo network and mun2.
http://www.portada-online.com/article.aspx?aid=6589
Farmers Insurance Unveils Latest Spanish-Language Television Campaign Highlighting ‘Right Fit’ Coverage
Actor Edward James Olmos continues his role as Farmers spokesperson
Farmers Insurance will launch its latest national Hispanic TV advertising campaign this coming Monday, August 16, produced by its Hispanic Agency of Record, Accentmarketing.
The new ads are the next installment of the insurer’s “Right Fit” campaign, launched in 2009. They feature a “force field” which represents the customizable Farmers coverages customers can choose to meet their individual needs,
First to launch is “Neighbors”, which uses a dramatization to highlight the difference between having customized coverage that “fits” correctly and inadequate or inappropriate coverage. In the spot, two neighbors boast about their insurance coverage, as represented by their “force fields”. While one has the “right fit” coverage secured with the help of a Farmers agent, the other is not so lucky. Both neighbors have to duck for cover as a tree strikes the not-so-fortunate neighbors’ home, right where his “inadequate” coverage is.
In “Zoom Out” Farmers showcases its multiline product offerings of auto, home, life and business insurance and their customizable coverages available through a variety of different life stages. Beginning in a flower shop, we “zoom out” to see the Farmers “force field” around the business. Then we enter and exit a car, again “zooming out” to reveal the Farmers “force field” and finally we enter and exit a growing family’s home and we see that it, too, counts on Farmers’ customized coverage.
“As more companies draw on Spanish-language media to reach Hispanic consumers, Farmers is taking an entertaining and innovative approach to connecting with this core audience,” said Luisa Acosta-Franco, Vice President of Multicultural Marketing for Farmers. “Our agents work very hard to ensure that customers have the best possible coverage for their life circumstances, and we want prospective customers to know that, as well.”
Continuing in his role as Farmers Insurance Hispanic spokesperson for the fifth year is actor and humanitarian, Edward James Olmos. In the new commercials Mr. Olmos shares with viewers that Farmers agents go through some of the best training in the industry, so they can rest assured that by working with a Farmers agent they can obtain the coverages that fit their lifestyles.
“It was important for us to make an emotional connection with our audience and we did that by showcasing the diversity of Latino life in this country,” said Diana Ocasio, Executive Vice President and Creative Director for Accentmarketing. ”We also wanted people to have that ‘aha!’ moment that makes them think – If they don’t adapt their coverage to themselves, they’ll have to adapt to surprises. These new spots are unique and we feel they will be very impactful within the category.”
Details of “Right Fit” TV Spots
- Title: “Neighbors” and “Zoom Out”
- Agency: Accentmarketing
- Client: Farmers Insurance
- Length of Spots: 30-seconds (:25 / :15 versions available)
- Launch Date: August 16, 2010
- Markets where it will air: National
- EVP Creative Director: Diana Ocasio
- Associate Creative Director: Daniel Stewart
- SVP, Account Group Director: Alice Rivera
- Executive Producer: Rudy Leschhorn
- Production Company: Weird Pictures
- Director: Martin Weisz
- Executive Producer: Cordula Weisz
- Post Production: Giant Steps
- Music: Makeabeat Productions
About Farmers Insurance
Farmers is a trade name and may refer to Farmers Group, Inc. or the Farmers Exchanges, as the case may be. Farmers Group, Inc., a management and holding company, along with its subsidiaries, is wholly owned by the Zurich Financial Services Group. The Farmers Exchanges are three reciprocal insurers (Farmers Insurance Exchange, Fire Insurance Exchange and Truck Insurance Exchange), including their subsidiaries and affiliates, owned by their policyholders, and managed by Farmers Group, Inc. and its subsidiaries. For more information about Farmers, visit our Web site at www.farmers.com.
About Accentmarketing
Established in 1994, Accentmarketing (www.accentmarketing.com) is a full-service Hispanic marketing communications agency with offices in Miami, Los Angeles and Detroit. A certified minority owned business and member of The Interpublic Group of Companies, Accentmarketing employs a multinational and multicultural staff. The agency’s client partners include the American, Farmers Insurance, GobiernoUSA.gov, Chevrolet, the California Association of Realtors, Kaiser Permanente, Brown-Forman and the U.S. Navy.