The Marketing Store Opens Hispanic DivisionThe Marketing Store, Chicago, formalizes its efforts for the Hispanic segment by introducing The Marketing Bodega. The division has its own account management and creative teams, with work for Miller Lite under way. John Burn Marante, a veteran of Heineken and Diageo, is managing director.
Mr. Marante is confident there's room for The Marketing Bodega, especially in a market that is taking note of Hispanic buying power. Several Hispanic agencies have sprung up to cater to this need.
His agency will seek business from outside as well as from The Marketing Store's client base of Nissan, McDonald's Corp., Coca-Cola Co., General Mills and Miller Brewing. The Marketing Store reported combined billings of $500 million from its offices in Britain, France, Hong Kong, Brazil, Canada, Australia and the Chicago headquarters.
The Marketing Bodega's work for Miller Lite involves sending discount coupons to drive traffic to Houston-area stores. The goal is to target high Hispanic density ZIP codes and encourage them to buy the beer.
The agency will offer direct and branding services. Mr. Marante thinks potential exists in direct marketing to Hispanics.
"The Hispanics are not as jaded to direct marketing as the general market, and Hispanics also have far less mailbox clutter," he said. "So in other words, [Hispanic consumers] read our e-mail as a source to base our decisions when it comes to items like a car or an appliance. So we tend to read a lot more, and one of the biggest untapped media when it comes to Hispanics is direct."