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Posts Tagged ‘Juan Diego Guzman’

Alma Launches Caregiver PSAs for AARP

Miami-based agency Alma and the Ad Council are rolling out a PSA campaign for AARP aimed at the 42 million caretakers in the United States looking after elderly parents or other loved ones, with Alma specifically targeting the one in three Hispanic households which include a caregiver (according to research conducted by Evercare and the National Alliance for Caregiving).

The campaign includes 30 and 60-second broadcast spots, digital, print and radio. In the broadcast spots, the changing roles of families are examined. In “Spoon” for example, a father is shown feeding his daughter at the beginning of the spot, with the grown-up daughter trying to get her father to eat in the next scene. “Bath” takes a similar approach, with both ads ending by directing viewers to aarp.org/caregiving and aarp.org/cuidar.

“As Latinos, caring for our elders isn’t a choice – it’s an inherent cultural responsibility,” said Luis Miguel Messianu, president and chief creative officer of Alma. “It’s a big task to take on and it’s wonderful to have the opportunity to work with the Ad Council and AARP, who provide support to so many generous caregivers. It’s important to remind them that they are not alone in their efforts.” Read more

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Wednesday Odds and Ends

-Goodby nabs lead creative duties for Sonic. link

-Virgin Atlantic signed on as exclusive launch airline advertiser for Rupert Murdoch‘s iPad publication, The Daily.

-Alma DDB welcomed GlobalHue alums Diego Yurkievich and Juan Diego Guzman as SVP/ECD and CD, respectively. link

-Backyard  owner Blair Stribley launched a new production company called Might Film Co. link

-Starwood Hotels expanded its sponsorship alliance with Live Nation.

-Lincoln Center selected space150 as its digital partner.

-TNS appointed former Microsoft exec Tim Isaac as its global marketing director. link

-Mrs. Tom Brady plays “queen of Carnaval” in a new Wing-created ad for Pantene Brazil. link

-Blast Radius and Media Merchants created interactive storefronts for Starbucks in Canada (above). link