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2016 Hispanic TV Upfront Report
CLOROX COMMITS TO ‘BLEACHABLE MOMENTS’ ... AND ITS HISPANIC MARKETING PLAN
On April 26, Advertising Age reported that The Clorox Company had parted ways with DDB, ending a 20-year relationship. While Clorox did not comment on the decision, a company spokesperson confirms that Miami-based Alma will continue to be Clorox’s Hispanic advertising agency of record.
That’s good news for the Hispanic advertising and marketing industry, and for Hispanic media set to present once again to potential and returning clients why in-language and in-culture messaging is vitally important for brand growth.
With the 2016 Hispanic Upfronts upon us, much has changed in a relatively short period of time. Starcom Mediavest Group in December 2015 lost the Procter & Gamble Co. brand portfolio. Walmart also opted to exit from Mediavest and is reportedly in conversations with Minneapolis-based Haworth Marketing + Media. That’s a direct result from the decision by Target Corp. to place its $500 million+ media business with GroupM, leaving Haworth after 46 years; Target had been a founding client of Haworth.
Meanwhile, multicultural shops including CommongroundMGS, LatinSphere and Bromley have shuttered in the last 12 months. MundoFox, the broadcast network created by Fox Hispanic Networks as an alternative to the telenovela-heavy Univision and Telemundo, ceased operations last summer and was reborn as MundoMax under current owner RCN Televisión. It is presently reviewing its programming strategy for 2017, namely in how it structures its news department, which trimmed several jobs earlier this year.
Change. Disruption. “Total market.”
Maybe they are just “bleachable moments,” given the continued commitment to reaching the diverse Hispanic consumer segment seen by Clorox.
“It’s an exceptionally exciting time for Clorox,” says Eric Reynolds, who serves as the company’s CMO and VP/GM-Europe, Middle East, Africa & Asia.
Reynolds recently spoke at the 20th ahaa annual conference in Miami Beach, Fla. Addressing multicultural marketing and advertising executives, the one-time Brita assistant brand manager noted that it was exactly twenty years ago that Clorox decided to embrace the Latino consumer.
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