A big deal that bodes well for integrated Hispanic communications
June 30th, 2008
Posted by Jose Villa
Those of you who follow the Hispanic advertising trades have probably already read about Zubi Advertising's $80 million multi-platform, multi-client media buy on Univision.com.
I think this is a fantastic example of what a lot of forward-thinking professionals in Hispanic advertising have been pushing for many years – truly integrated marketing programs to reach the Hispanic consumer. For too many years, and at too many agencies, Hispanic media strategies have been staid and flat – 360 advertising all too often has meant doing a TV buy coupled with radio and maybe some out-of-home.
Kudos to Zubi and their media team for developing an integrated media buy (albeit only one network/publisher) that includes both traditional (TV, radio) and new media such as online and mobile. I imagine the cost savings they are generating for their clients (such as Ford and American Airlines) will be significant. Hopefully they will continue to pursue additional integrated buys across other media properties.
These types of deals show that the future of Hispanic advertising is bright for agencies and clients willing to push the envelope and the accepted best practices. I hope everyone is taking notes.