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Casanova, Other Hispanic Ad Shops Eye Census Boost

This year’s census could be a boon for Hispanic advertising agencies, according to industry watchers.

As the Census Bureau gears up for its once a decade count of the population in April, many Hispanic shops are hoping for a repeat from 10 years ago.

Back in 2000, Hispanic agencies saw a swell of interest by companies looking to discuss the results, primarily the growing Hispanic population.

“After the results came out in 2000, I spent the whole summer and fall on a plane making presentations for companies wanting to know what these numbers meant to them,” said Ingrid Smart, chief executive at Costa Mesa-based Casanova Pendrill Publicidad Inc.

Casanova, a Hispanic advertising unit of New York-based Interpublic Group of Cos., has seen more business from large companies looking to market to Hispanics.

“As an industry, our growth has been double-digits for the last five years,” Smart said. “Many companies have realized if they want their sales to grow, they’ll need to increase their attention on Latinos.”

Other Hispanic agencies here include Tustin-based AlPunto Advertising Inc. and newcomer Traffik, which moved from Los Angles to Irvine this month.

A number of Orange County companies started advertising campaigns targeted at Hispanics last year. 2010 might see an even stronger push with the census and with much of the downturn behind companies, industry sources said.

Irvine-based Boost Mobile LLC, the prepaid mobile phone division of Overland Park, Kan.-based Sprint Nextel Corp., is looking to increase its Hispanic marketing.

Boost started its first Hispanic campaign in early 2009. The company is doing more after the results it saw, according to Peiti Feng, manager of media and advertising at Boost.

Hispanic ad agencies have fared better than some of their mainstream counterparts because companies are focusing on the Hispanic market for growth, according to Smart.

Casanova saw some additional work last year with existing clients Minneapolis-based General Mills Inc. and Switzerland’s Nestlé SA, she said.

The work in 2009 led to new assignments for 2010, including a radio and digital campaign for Nestlé’s Hot Pockets brand.

“It is refreshing to see companies recognize marketing to Hispanics is something they must have in their marketing plans if they want to succeed and grow sales,” Smart said.

Orange Label Adds Client

Santa Ana-based Calmont Wire and Cable Inc. is turning to marketing after relying on word of mouth for nearly 50 years.

The wire and cable maker hired Newport Beach-based Orange Label Art + Advertising as its agency of record.

The company hadn’t done much advertising in the past.

“They actually placed ads in some niche publications occasionally but nothing strategically planned,” said Rochelle Reiter, vice president at Orange Label.

The agency is working on Calmont’s logo, positioning and marketing materials.

Calmont makes wire and custom cables for a variety of industries including medical, aerospace, military, robotics and telecommunications.

One of its early successes was developing the technology to produce the first mass-manufactured Hula Hoops for Emeryville-based toymaker Wham-O Inc.

The company generates $6 million to $7 million yearly making custom wire and cables for the aerospace, medical device and industrial sectors. NASA, Chicago-based Boeing Co., Irvine-based Futek Advanced Sensor Technology Inc. and Illinois-based Baxter International Inc. are customers.

In recent years, Calmont has seen business come from Chinese companies looking for development work.

Orange Label expects to launch a redesigned Web site for the wire maker at the annual MD&M West, a medical device and manufacturing tradeshow in Anaheim next month.

The ad shop also picked up some social media work with Hawaii-based Kona coffee grower Greenwell Farms Inc.

The agency worked with Greenwell in the early 2000s on marketing and package design.

Irvine World News

The Orange County Register, part of Irvine-based Freedom Communications Inc., has started an advertising program called Sunday Preferred for the Irvine World News community paper. The Register plans to deliver the Irvine World News to an extra 7,200 homes, for a total of 33,500 papers. Despite the program’s name, the paper won’t actually be produced on Sundays—the Irvine World News is produced on Thursdays and Saturdays. But some homes see delivery of the Saturday paper on Sundays. The Register plans to expand the program to other community papers in the first quarter. “The program is a direct response to feedback from advertisers who have told us they want to reach more households on Sunday,” said Keith Gilpin, vice president of direct marketing and sales operations at Freedom.

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