© Contributed by Rick Millity of The Times of San Diego Innovation Marketing GroupSan Diego-based Innovision Marketing Group announced the formation of its own division, Innovision Español, which will offer digital media, traditional media, web development, design, public relations and film production services. According to the release, Innovación Español will serve the Hispanic community, as well as companies and brands looking to reach Latino consumers and businesses.
Innovision says it has been campaigning for a Latino audience in recent years for clients like Palomar Health, Penske Automotive, Valley View Casino and Fresh Start Surgical Gifts. "The official registration of the section is therefore only a matter of time," the statement said.
“Marketing to certain ethnic groups is very different than marketing to the English-speaking population,” said Rick Militti, CEO and Executive Creative Director of Innovation Marketing Group. “Considerations should include accurate translation of everyday messages, use of jargon, inappropriate satire, values, and more. Our Hispanic Innovation Team is part of the Hispanic community, so the message is much more authentic.”
"Growing up in a Mexican-American family, I've seen firsthand what it's like not to represent someone's culture or language in an ad, and the impact that lack of connection can have on audiences," said Gisele Campos, Senior Vice President . President. . , Senior Creative Director, Innovation Marketing Group. “It was important to me to come up with a story that could relate to the Latin American market and really make sense depending on how the message was conveyed. Publishing announcements in the Hispanic community through Google Translate, with subtitles or simply copying a message in English is no longer enough. I am very excited to bring that authenticity to Latin American marketing."
According to E-Marketer, Hispanic consumers make up about 18.7% of the US population, but according to the Hispanic Marketing Council, only 6% of the industry's total investment is spent in the Hispanic community.
Founded in February 2012, Innovation Marketing Group represents brands in a variety of industries including airports, automotive, fast food, food and beverage, health care, soft drinks, casinos, tribal government, economic development, and non-profit organizations.
Crowe Public Relations has added Visor as a new client
San Diego-based Crowe Public Relations said it had added San Diego-based wellness platform Vizar to its list of healthcare and technology clients. Crowe said he would provide media relations, leadership strategies and creative campaigns to make Visor recognizable.
The free Vizer app motivates users to stay healthy by turning exercise into food and rewards for the community. In each exercise, app users have the option to donate food through the National Food Bank or redeem reward points for partner brand products.
“Vizer brings together various parts of the fitness industry on a single platform that promotes health and wellness and ultimately creates a community that helps its members feel better,” said Anna Crowe, CEO of Crowe PR. “We are proud to work with brands like Vizer, who are leaders in making a difference and promoting health and wellness at both an individual and community level. We look forward to sharing Visor's incredible work and impact as we continue to expand our healthcare and technology portfolio, with a focus on companies we know are changing lives and the world."
“We are excited to partner with Crowe, who shares our vision of improving the health and well-being of everyone in our community,” said Sam Pantazopoulos, CEO of Visor. "In addition to promoting education and raising awareness, the Crow team is using Vizer as an internal workplace wellness tool to improve employee health and wellness."
4.84 billion dollars were spent on advertising campaigns.
AdImpact, a political monitoring firm, said $4.84 billion worth of TV, cable and radio commercials were bought or saved for the midterms. Republican candidates spent or set aside $2.44 billion on presentation time, while Democrats contributed $2.4 billion, according to industry trade publication Inside Radio.
The US cities that spent the most dollars on political advertising included the hotly contested US Senate race ($64.8 million), the Los Angeles mayoral race ($59.2 million) and Phoenix's third-place bid for US government and Senate ($52 million). .7 million).
States where political ads dominate airtime include Pennsylvania ($180 million), Nevada ($151 million), Arizona ($111 million), and Ohio ($91 million).
The states with the most airtime in the gubernatorial races were Texas ($116.30 million), Wisconsin ($77.71 million), Georgia ($65.02 million), Virginia ($73.85 million). ) and Nevada ($70.88 million).
The state with the most lopsided spending was Florida, where incumbent President Ron DeSantis spent about $62 million, compared to about $8 million for Democratic candidate Charlie Crist. AdImpact reports that DeSantis spent and saved about $25 million on Spanish-language television, which means he spent more on Spanish-language ads than Krist spent on English-language ads statewide.
Former President Donald Trump carries a lot of weight among the Republican candidates. AdImpact reports that the phrase "endorsed by President Donald" has been used more than 9,000 times in political statements.
IABC discusses Covid communication strategy
On Thursday, November 10, from 11:30 am to 12:30 pm, the San Diego chapter of the Association of International Business Communicators will host an online Zoom presentation on communication strategies in response to the COVID-19 pandemic. . Attending this presentation is free.
Speakers will be two Scripps Health executives, including Mike Godfrey, Senior Director of Corporate Communications, and Dave Flynn, Head of Corporate Communications. They will discuss how crisis communication techniques have helped deliver important messages to Scripps employees and medical staff, as well as the general public, including safety issues, vaccine availability and testing, misinformation, and conflicting information.
Rick Griffin is a marketing and public relations consultant based in San Diego. His MarketInk column appeared Monday in the San Diego Times.
