SJG in the News: American Family Insurance Debuts its First Music Licensing Effort with its Current Hispanic Advertising Campaign

Transculturation of “Unique Family” General Market Campaign Features Latin Grammy Award-Winning “No Hay Nadie Como Tu” Song by Calle 13 CHICAGO – (October 28, 2010) – American Family Insurance, in partnership with The San Jose Group, recently debuted its first-ever music-licensing advertising campaign for the Hispanic market. “This popular song was an ideal match for American Family’s “Unique Family” general market marketing campaign and enhances the communication that our product offerings are tailored for each family’s specific needs,” says Telisa Yancy, the company’s advertising director. “The Hispanic audience quickly identifies with Nadie Como Tu’s lyrics. The song allowed us to properly transculturate our campaign and reach an important customer base.” The lyrics of “No Hay Nadie Como Tu” (English: There’s no one like you) complement American Family Insurance’s advertising program aimed to identify with the family that is like no other, whether they are of a different culture or have different needs. The reggaeton song by Calle 13 and Café Tacuba won the best alternative song at the 2009 Latin GRAMMY’s and is a collective mix of Latin music styles. “American Family Insurance understands the complexity of the diverse consumers in the marketplace today and this effort is indicative of their commitment,” says George L. San Jose, COO and president of The San Jose Group. “As a client, the company understands the importance of connecting with consumers at their core and, with Hispanics being a large audience for American Family, this campaign allows the company to do just that.” Along with a television and radio spot, the campaign also includes print and online banner ads to complement the overall unique family branding message American Family Insurance is communicating. The current campaign is scheduled to run through December 2010. To view the creative campaign, click on the link :  http://www.amfamlatino.com/enes/learn-and-plan/videos/default.asp American Family Insurance’s marketing and advertising is an extension of the company’s mission statement: “To be the most trusted and valued service-driven insurance company.” The company markets its products through exclusive agents who get to know...

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Q&A w/ George L. San Jose: Political Advertising and Bill Brady, A Household Name

Even if you don’t know where he stands on issues, Illinois residents have likely heard of Republican Gubernatorial candidate Bill Brady. He is name dropped over and over again in households throughout the state as he’s the focal point of competitor, Pat Quinn’s, “Who Is Bill Brady?” TV advertisements. SJG’s own President & COO, George L. San Jose, comments on the effectiveness of these advertisements. SJGPR: What is your take on Pat Quinn branding himself off his competition’s namesake? GSJ: The campaign conducted by Quinn’s people is the best platform to have ever been created for Bill Brady to tell his story. There are so many negative advertising messages about Brady that no one else knows or remembers anything other than his name and that he’s a millionaire. The campaign stimulates curiosity for people to go and find out who Bill Brady really is. SJGPR: There is a www.whoisbillbrady.com and WhoIsBillBrady Twitter account that are currently being run and funded by Pat Quinn’s campaign team. Is this effective for Quinn’s platform? GSJ: The question should not be who is Bill Brady, but who developed the strategy for this advertising campaign for Pat Quinn? Despite what Quinn may or may not have going on for him in this election, this campaign will surely negatively impact him in more ways than one. SJGPR: What are your recommendations on political advertising strategy or branding a politician? It is best to stick with the party, the person or the platform? GSJ: One idea, one message, keep it simple and tell them again and again. For example, Obama’s campaign all supported the “Change” movement, and it was brilliantly executed. Messaging and content should be about the hope people want to hear regarding the real or perceived problem they have, and the result of how it’s going to be solved for them. Bring it back to the issue, problem and solution platform, not about the bad things somebody else is doing. SJGPR: What is one takeaway from what this campaign...

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SJG Multicultural Facts & Trends

Looking at the marketplace of consumers today, you will find that the marketplace has dramatically evolved in the U.S. from large Anglo demographic to the reality that this country has shifted to a large minority consumer base known as “new majority”. The San Jose Group can state that today’s U.S. multicultural population or the “new majority” is 107.6 million, which translates to be about 35.1 percent of the country’s total population. The interesting germane fact that you as the reader should take away here is that if the U.S. multicultural population were to be given the label as a country—the U.S. multicultural population could essentially be the 12th largest country in the world. With this alarming fact, it is even more imperative to note that 90 percent of U.S. competitors are still NOT devoting commensurate marketing resources to address the specific multicultural segment. The San Jose Group encourages that you post a comment or an opinion on this matter. For more information about this topic please email sjgpr@sjadv.com. For more information about the San Jose Group please visit...

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Q&A with Diego Cantu, Creative VP: Integrated Is As Integrated Does

Don Draper’s Season four plotline in Mad Men consisted in part of an agency finding its own identity. Rather than tweeting, YouTubing, Facebooking, SEMing, etc., Draper’s messaging access was limited to the old school PR routes of word-of-mouth, gossip over an Old-Fashioned and award shows. Essentially, the work spoke for itself. Ad Age recently posted an article, “Mad Men’ Offers Lesson in Agency Branding”. SJG’s Creative VP, Diego Cantu, offers his two cents on the evolving shift in agency branding. SJG: How can an agency stand out to prospective clients? DC:  The only way for an agency to stand out is the work. Everything is so fragmented now and works in silos. Agency capacity is all about output. Integrated is as integrated does. SJG: If you were on the other side what would you look for in an agency? DC: Clients expect an agency to be on 24/7, just like everyone else is on. I’d be interested in them being empathetic, networked, high-speed, highly engaged, proactive and responsive. SJG: Is it best to let the work do the talking? DC: Targets have become blurred and are sniper focused, and mass orientation to the big idea is key. For Hispanic advertising it’s not enough to put a big sombrero and moustache on the guy. It’s not sustainable anymore. You have to have big ideas. The clients pay for things they can’t do, and the only way to stand out is to showcase the work and create the big ideas. For more information about this topic please email sjgpr@sjadv.com. For more information about the San Jose Group please visit www.sanjosegroup.com/main.html Cover Photo Source: s_bukley /...

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The San Jose Group’s Perspective on the Minority is the new Majority

As the release of new U.S. Census information approaches, data that already defines the U.S. marketplace as “majority minority” will be showcased in a brighter spotlight. In fact, already the minority is the new majority among 18- to 44-year-olds in the top 20 U.S. DMAs. Many find this news shocking, but this mix of ethnicities is a reality and makes for the most diverse consumer marketplace to date with a variety of idiosyncrasies. The majority minority along with digital convergence are two of today’s mega trends making marketers rethink how to engage with consumers. Engagement strategies need to go beyond homogeneous or traditional general market insights and shift to insights based on global truths. George L. San Jose, president and COO of The San Jose Group, predicts that agencies that do not embrace the multi-dimensional consumer who shares common links such as lifestyle, socio-economic level, media consumption behavior, etc. with others, regardless of language or ethnicity, will not succeed in engaging the majority minority.  The San Jose Group has been a pioneer and leader of marker segmentation for 30 years in effectively reaching today’s new market called Convergent Marketing Solutions. Something to watch regarding communications will be Chicago’s upcoming mayoral race – both because of the amount of multicultural candidates and because Chicago is a majority minority city. The importance of how messaging is created and the communication delivery will be paramount in motivating and engaging Chicago’s majority minorityto vote while still engaging the Anglo constituency. If you have any questions about this unique perspective, please feel free to direct your questions to Joran Thompson, Public Relations department at The San Jose...

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