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Posts Tagged ‘Heineken’

Going Beyond Your Target Audience with Multicultural Outreach

As we mentioned earlier today, we paid a visit to the PromaxBDA event, where entertainment marketing is the big focus. This morning’s panel discussion, “Targeted Marketing: How to Affect Audience Uptick Through Inclusive Marketing” offered case studies that showed how major brands, Fox Broadcasting , Lifetime, and CNN among them, are reaching multicultural audiences.

Because of this year’s Census numbers, a lot of the discussion focused on how to target Hispanic audiences. However, targeting one group doesn’t mean you’re not reaching others. The examples presented showed how audiences don’t live in a cultural vacuum, and what works with one group may relate to others as well.

In one interesting example, Danny Mandelbaum, marketing brand director for Heineken, said a commercial that had been intended for Hispanic audiences (above) went over so well, it’s now being shown in countries around the world.

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America’s Beer of Choice Is…

Sam Adams! Bud and Bud Light take the numbers two and three spots.

The folks at YouGov BrandIndex crunched the numbers to determine the number one beer choice across the country and in three major cities. With the exception of Chicago, which prefers Heineken (and doesn’t like America or St. Patrick’s Day), Sam Adams was tops with taste buds in the U.S.

For this research, YouGov took a look at scores from the past four weeks. These scores are based on the perceptions of U.S. adults of drinking age. Each day, YouGov interviews 5,000 people for their thoughts on a variety of topics.

The company also looked at spirit preferences. Check it out after the jump.

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Havas Reports Net New Business Up 46 Percent in 2010

Havas announced its 2010 earnings yesterday, reporting a 46 percent increase in net new business over 2009, bringing the total to  €1.9 billion (about $2.64 billion, based on today’s conversion rates). Among the wins were Revlon PR business for Euro RSCG Corporate Communications Middle East and the redesign of FNAC‘s global brand identity by BETC Design. Havas PR firms include Euro RSCG Worldwide PR and Abernathy MacGregor Group.

The company singled out accomplishments in the digital space, with digital accounting for 19 percent of the group’s revenue and key digital wins including Heineken in the U.S. and Unilever, which appointed Euro RSCG 4D as its global digital agency.

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