Mindshare and Espolòn Tequila Launch Private Marketplace to Raise LatinX and Hispanic Voices
Following the continued success of Mindshare’s Inclusion PMP series, Espolòn Tequila is the official launch brand for the LatinX private market
NEW YORK, 22 November 2021 / PRNewswire / – The LatinX and Hispanic community is one of the fastest growing groups in the United States. It represents nearly 20% of the population.1 and their purchasing power rose to $ 1.9 trillion in 2020.2 Yet this community only receives 6% of the advertising industry spending.3 and is considerably under-represented in the news media.4
Mindshare, the global network of media agencies that is part of WPP, is launching a private LatinX marketplace (known as PMP) to direct media investments to Hispanic and LatinX journalism, artists and creators across the United States. This is the third in a series of Inclusion PMPs that the agency has created to support underrepresented communities in journalism, following on from previous PMPs dedicated to LGBTQ and black communities. Espolòn Tequila is the launch brand for PMP LatinX, using its advertising and media plans to support LatinX journalism and content.
“Espolòn Tequila is not only produced in Mexico, but the brand and the product are, at heart, a tribute to Mexican history and culture, ”says Bernadette Chevalier, Senior Category Marketing Director for Espolòn Tequila. “We’re always looking for ways to support content and voices that are aligned with the brand’s heritage and values. But more than that, it’s important to make the voice of the Hispanic and LatinX community heard, not just for Hispanic Heritage Month, but year round. We are thrilled to be a launch partner for this PMP, and for the continued success we’ve had with other Inclusion PMPs as well. “
The LatinX PMP is launched with 20 publishers across the United States, covering English and Spanish language content. It is focused on the inclusiveness of voices across all generations of the Hispanic and LatinX community, spanning different countries, languages and cultures.
“The Hispanic and Latin population is so diverse and diverse, but deep down we share the same values within family and community,” said Caroline mendez, Senior Associate, Paid Social, Mindshare, who is leading the LatinX PMP launch with a team in the US “As a Latin American member of the media industry, I felt a personal and social responsibility to help to keep the voice of journalists in our community alive, working closely with an interdisciplinary team of colleagues at Mindshare. Together we pride ourselves on fostering good growth both for our clients and for the industry as a whole with offers like LatinX PMP.
“We have expressed very clearly the need for the advertising industry to fund LatinX and Hispanic media in a way that reflects the importance of Latin American communities in this country,” said Iván Adaime, CEO of Impremedia , headquarters of La Opinión and El Diario. “We appreciate and celebrate the actions Mindshare has taken in this regard with the launch of the LatinX PMP.”
The LatinX PMP is a full new addition to the media plan of Espolòn Tequila’s largest “Join the Revolution” marketing campaign, aimed at all game changers and mind revolutionaries who go against the status quo and shake conventions to the bone.
The success of Mindshare’s Inclusion PMP series
Espolòn Tequila is part of the Campari group, which also owns SKYY Vodka. Campari Group SKYY Vodka was the launch partner and first brand when Mindshare launched LGBTQ PMP, the first in the agency’s award-winning Inclusion PMP series. Since then, a number of brands have signed on to help support journalism and content from under-represented communities through PMP LGBTQ and Black Community, and have been successful in doing so. The Inclusion PMP series is a prime example of Mindshare’s “good growth” brand proposition, which drives sustainable and sustainable growth for customers and helps shape society and the world for the better.
This third inclusionary PMP is closely aligned with GroupM’s commitment to supporting under-represented voices and advancing diversity in the media ecosystem as part of its responsible investment framework. As part of this commitment, GroupM earlier this year launched the Media Inclusion Initiative, an integrated investment strategy to support and grow diverse, black-owned businesses and media creators, by initially focusing on black-owned media and creators. And last year, GroupM launched the Multicultural Marketplace, a comprehensive list of publishers owned and / or targeted by Blacks and Hispanics across the United States.
The Inclusion PMP series is an inter-Mindshare team initiative, led by Mindshare Collective, a diversity, equity and inclusion advocacy group within the agency. The group is focused on two areas: creating new resources and conversations around DE&I for employees, and creating digital offerings for clients that make media more diverse, like the launched Mindshare LGBTQ PMPs and Black Community. Last year.
Over the past 18 months, the PMP Inclusion series has won awards at the Festival of Media Global, MMA Smarties, AdExchanger Awards (for best DCI initiative), and more, in addition to contributing to Mindshare’s victories in the world. Campaign Media Agency of the Year, MediaPost Media Agency of the Year and Ad Age A-List Agency.
About Mindshare:
Mindshare is a media services company accelerating the right growth for its clients in the age of transformation. All agencies promise their clients growth, but what Mindshare offers is something different. More than just short-term flash growth, it’s Good growth – long-lasting, diversified and more sustainable over time because it will align your commercial ambitions with the opinions and values of your consumers. To do this, we use the media as a multiplier to drive our clients’ sales and maximize their marketing investments; we use media with the intention of connecting customers to consumers around their values and we seek to understand consumers both through data accuracy as well as through the empathy of humanity. We were the first company created by WPP and today our 10,000 employees operate in 116 offices in 86 countries, helping to drive good growth for our customers, our employees, the industry and the world.
www.mindshareworld.com
Instagram and Twitter: @mindshare_usa
Facebook: facebook.com/mindshareusa
LinkedIn: LinkedIn.com/company/mindshare
About Espolòn Tequila
The story of Espolòn lies at the very heart of Mexican history. Distilled from 100% Weber blue agave harvested by hand in Los Altos, the Highland region of Jalisco, award-winning tequilas are the pride of the San Nicolas Distillery and made in the Mexican tradition with modern techniques. A dream come true for master distiller Cirilo Oropeza, Espolòn pays homage to the legendary rooster and pays tribute to the artists who have inspired the world with their true representations of the rich and rich culture of Mexico. The striking artwork of the Espolòn Bottle features the calavera (skeletons) depicting key moments in Mexican history, and led by the proud rooster, Ramón.
Espolòn, at its heart, is a tribute to Mexican culture. Each bottle’s label captures a different moment of from Mexico history, but all pay homage to a true hero – José Guadalupe Posada. Posada was a 19th century artist and printmaker, a true pioneer and a bit of a rebel. His most famous work, La Calavera (Skulls), made powerful comments on the social injustices of his time. He gave his people a voice and gave the art world a style that continues to influence pop culture today.
1 Source: US Census Bureau: https://www.census.gov/library/stories/2021/08/improved-race-ethnicity-measures-reveal-united-states-population-much-more-multiracial.html
2 Source: University of Georgia Selig Center for Economic Growth: https://news.uga.edu/selig-multicultural-economy-report-2021/
3 Source: Hispanic Marketing Council: https://content-na2.emarketer.com/despite-progress-hispanic-consumers-remain-underserved-demographic-among-many-marketers
4 Source: NBC News: https://www.nbcnews.com/news/latino/latinos-are-newsrooms-hollywood-films-new-govt-report-finds-rcna2148
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SOURCE Mindshare
