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multicultural marketing

MillerCoors: Brewing Authenticity and Respect for Latino Consumers

Posted by Mark J. Miller on May 6, 2014 06:23 PM

May the Fourth be with Cinco de Mayo. Yes, there's a lot of real-time marketing going on this month, from brands tapping into Star Wars fever to U.S. marketers getting their arriba!-time marketing on for Cinco de Mayo—not Mexico's Independence Day, as Digiday rightly points out.

Multicultural marketing is always to be approached sensitively, as MSNBC found out this week, to its chagrin. Sadly, Cinco de Mayo has become an excuse for every frat-boy gringo to pull on a sombrero and holler random Spanish exclamations after downing their tequila. Like the shot girls, this version of the holiday is a fiction, a bastardization of the holiday that was originally created to honor underdog Mexican fighters who defeated French soldiers who had more bodies, better equipment, and finer training way back in 1862. 

Those fighters, now mythologized and celebrated, have become symbols for oppressed Latino workers in America. Now the holiday that celebrates them has become oppressive as young drinkers enter the bars of America and play out every Latino stereotype imaginable. Fortunately, smart brands are looking beyond the stereotypes—including Coors Light, in its first-ever line extension.Continue reading...

media brands

NBC, Xerox Serve Up Branded News Bites in New Native Ad Effort

Posted by Sheila Shayon on March 3, 2014 11:44 AM

NBCUniversal and Xerox have partnered on an industry-first, a one year deal to bring consumers “30 Seconds to Know,” a cross-platform video series that explains complicated topics in quick bites of information. 

Curated for each network including NBC News, MSNBC, CNBC, NBCSN and Golf Channel, the video snapshots of the day’s headlines might answer, “Why does the price of gas fluctuate?” “Are Black Holes dangerous?” and “How should you analyze your golf round?”

“People today consume content on the go. They want easy, digestible information to become better informed about wide ranging topics,” said, Seth Winter, EVP, News and Sports Ad Sales Group, NBCUniversal, in a press release. “Simplifying how audiences consume news pairs well with Xerox’s commitment to help businesses simplify the way people work. And, we are able to scale the multiplatform initiative across our newly formed ‘Live Programming’ group and reach audiences wherever they consume content.”Continue reading...

media brands

MSNBC Debuts New Partnership with Vocativ on Ronan Farrow Daily

Posted by Sheila Shayon on February 26, 2014 11:52 AM

MSNBC has partnered with digital news startup Vocativ in a concerted effort to attract younger viewers who turn to Twitter and Facebook for their news rather than traditional "prime time" outlets.

“Vocativ navigates the Deep Web to make sense of the 80 percent of the open Internet that search engines don't reach: public social media posts, open databases and records,” according to the site. Targeting digital natives in their 20s and 30s, Vocativ, launched in October 2013, is a mash-up of big journalism and smart, proprietary technology with a brand promise to champion citizen journalism.

“It is an additional tool for us,” Phil Griffin, president of MSNBC, told the New York Times, “and who knows where it is going to go for the entire NBC News group.”

Vocativ doesn’t have a traditional journalism pedigree, as founder Mati Kochavi also started global security and intelligence provider AGT International. Kochavi was inspired by the Arab Spring when social media created a tech platform for citizen journalism, leading Vocativ to be born out of data-mining technology that is more often used by governments and the military.Continue reading...

brand news

In the News: Microsoft, Saks, Facebook and more

Posted by Dale Buss on January 31, 2014 09:33 AM

In the News

Microsoft reportedly preparing to name its cloud chief Satya Nadella as new CEO and contemplating removing Gates from Chairman role. 

Saks plans to push harder at high and low ends of luxury market.

Facebook mobile ad boom adds $3.2B to Mark Zuckerberg’s wealth as social network announces news app, Paper. 

Amazon may raise Prime membership price as stock drops on disappointing earnings report.

Anthem blames Obamacare for hiking premiums. 

BMW assesses demand as i3 buyers face six-month wait.

Beyonce is now the focus of a university course. 

Burger King tests chicken-and-waffle sandwich.Continue reading...

brand news

In the News: A-B InBev, Volkswagen, General Mills and more

Posted by Dale Buss on January 20, 2014 09:35 AM

In the News

A-B InBev pays $5.8 billion for Korea's largest brewer.

Volkswagen goes on offensive to bolster US product lineup.

General Mills files patent to cut salt and fat in dough.

Chevrolet endangers effectiveness of Manchester United deal by pulling back from Europe.

Dropbox value hits $10 billion.

EPrize rebrands itself as HelloWorld.

GM runs risks in how much new CEO Barra is symbolic.

GMC undergoes an overhaul.

Geely dismisses any concerns about Volvo management.

Hongqi's revival efforts are dashed by low sales in China. 

IBM revives efforts to sell low-end server unit, likely to Lenovo.Continue reading...

brand news

In the News: Apple, MSNBC, NFL and more

Posted by Dale Buss on September 6, 2013 09:13 AM

In the News

Apple tests iPhone screens as large as six inches, reports say. 

MSNBC hires Alec Baldwin as host.

NFL targeted by radio ads from Native American tribe protesting 'Redskins' name. 

Bud Light kicks off NFL effort as Pizza Hut plans Times Square football-and-pizza party.

Facebook delays video ad launch again amid user-experience concerns and draws fresh scrutiny over privacy.

Ford may let CEO Alan Mulally leave sooner than planned, report says; is Microsoft his next stop? The company also announced a new luxury car brand for its European models. 

GlaxoSmithKline sees setback in skin-cancer vaccine effort.

Keebler has its elves building "tiny doors" across America in new campaign.

Landry's to debut casual Morton's Grille.

McDonald's tests tiered dollar menu.Continue reading...

brand news

In the News: Facebook, Apple, General Mills and more

Posted by Dale Buss on August 5, 2013 09:25 AM

In the News

Facebook hires first CMO from Google.

Apple, Samsung and tech world are thrown by Obama administration intervention into trade ruling.

General Mills creates character to pitch Toaster Strudel as cold-cereal sales lag.

AB InBev defends Budweiser Black Crown performance.

AMC is at a crossroads.

Bass updates penny loafer for the next generation.

Cadillac hits pricing ceiling with ATS.

Citigroup expands "Thank You" loyalty events.

Cox Communications introduces Netflix-like personalized TV experience. 

Denny's looks beyond breakfast with new marketing strategy.

Ford taps Mustang history in videos.Continue reading...

brand news

In the News: Ford, KKR, Nasdaq and more

Posted by Dale Buss on May 30, 2013 09:26 AM

In the News

Ford joins European car-sharing sector as demand surges.

KKR lands former general David Petraeus for private-equity firm.

Nasdaq to pay $10 million fine for botched Facebook IPO.

Airbus and Boeing split a $17-million widebody-jet purchase by Singapore Airlines.

Apple shifts supply chain away from Foxconn to Pegatron.

Associated Press and New York Times resist meeting with US Attorney General Eric Holder on leaks investigations.

BMW will recruit trainees from Spain's pool of young jobless.

Carnival Cruise Line launches ad-agency review.Continue reading...

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