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Daddy Yankee Partners with Reebok

All this and more, direct from Latino Loop

Published on LatinoLA: December 8, 2005


Daddy Yankee Partners with Reebok


LATINO LOOP is a weekly Latino newsletter brought to you by Cookman International, a full service Latin entertainment company www.Cookman.com

Reebok and Daddy Yankee have formed a multi-year partnership that includes a signature collection of athletic footwear, apparel and accessories called DY which is set to launch in the spring of 2006


AD AGE SURVEYS HISPANIC MARKET ADVERTISERS
And here are some findings:
The greatest number, 65.2%, said they will increase spending online. Almost as many, 62.8%, plan to spend more on events and buzz marketing. Slightly more than half of respondents said they will boost spending on radio and TV. Asked to name the brands they think are doing the most interesting work in the Hispanic market, the top choice was Heineken (13.2%), followed by McDonald?s (12.8%) and Coca-Cola (11.6%).

McDonald?s recent LoMcXimo de la M?sica concert series raised more than $30,000 for the Ronald McDonald House Charities. Three dollars from each ticket sold went to Hispanic American Commitment to Educational Resources (RMHC(R)/HACER(R)) Scholarship Program, the largest high school-to-college Hispanic scholarship program in the nation. ?McDonald?s brought together two passions of the Hispanic community, music and education, in a unique showcase,? said Rick Marroquin, director of marketing, McDonald?s USA. We are ?loving it?
VH1 has named its 50 Sexiest Actresses of the last 20 years. Releasing 31-50 this week, Eva Longoria came in at #41 and Jessica Alba at #44. Look out for No. 30 - 21 coming Friday on VH1.

Puerto Rican rock band La Secta AllStar was just awarded a Gold record for sales of its latest release. Great to see a band that has been kicking around for a while strike it hot.

Leading chisme mag, In Touch Weekly grew its audience by 41 percent since Spring, and it can count Latinas for helping to boost the increase. According to the fall 2005 MRI (Mediamark Research Inc.) syndicated study, the Hispanic In Touch readership grew 67.3 percent during the same period, to 547,000, from 327,000. Based on the total 4.3 million readers, Latinas make up roughly 13 percent of In Touch's readership.

Planeta Networks and Batanga, announced a merger in an all-stock transaction. The merger will create a multimedia online network for Hispanics combining the Planeta Broadband video business with the Batanga Latin music and online radio.
Spanish veteran star Raphael has recently signed with RLM Booking International.

Tustin, Calif.-based al Punto has been selected as the Hispanic agency for Lifetouch Inc. to develop strategic planning and creative development. Lifetouch, which provides professional portraits in schools nationwide, had never worked with an advertising agency before. The rapid growth of the Hispanic population in markets such as Los Angeles made it important to focus on this demographic.

Leading Latin indie label Nacional Records has established a new digital-only E-label, Nacionale. The launch of Nacionale comes on the heels of Nacional Records? growing success in the digital world. Nacional has seen three of its releases hit #1 on iTunes' Top Latin Albums chart, and also recently had the #1 overall album on Emusic ahead of Ray Charles and Coldplay.

Luz Mar?a Castellanos joins mun2 as Consumer Marketing Manager. She recently was at S? TV, where she served as public relations manager.

Fox Pan American Sports hosted its 3rd Annual Premios Fox Sports presented by DHL. It is the only awards program of its kind to recognize the contributions and accomplishments of Latino athletes and personalities from the world of sports both on and off the field. The show is currently scheduled to air on January 8, 2006 in the United States on Fox Sports en Espa?ol and throughout the Spanish-speaking Americas on Fox Sports Latin America

Board-game maker Cranium Inc. is releasing Cranium Latin American Edition, which will be marketed simultaneously in Latin America and the U.S. Hispanic market. The Seattle-based firm partnered with Terra.com and Univision.com to promote the game. Marketing efforts also include endorsements by Latino celebrities.

The Atlanta market recently got its first local Hispanic newscast. Through a deal with WAGA (Fox Television's owned-and-operated station in the market), Atlanta Hispanic Broadcasting (the operators of Georgia TeVe) debuted the market's first 30-minute, Spanish-language newscast on Monday, Dec. 5. The newscast is called Georgia Teve Noticias.

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