ICOM Multicultural: ICOM Multicultural


Slide2: 600 W. Peachtree St. no. 510 atlanta, georgia 30308 404.237.2378 o 404.237.2379 f contact@symmetrygroup.us www.symmetrygroup.us


Slide3: ViVA ViVA ViVA is a full service, integrated marketing, promotions and advertising communications agency specializing in the U.S. Hispanic and Latin American consumer markets  We do what it takes to grow your business in the Hispanic market


Slide4: We opened our doors in 1997 with one client and 1 very motivated “president”. We’ve come a long way since then. We now have 25 employees, annual billings of $32 million, advertising offices in Miami and Los Angeles, media offices in San Antonio and promotional offices in Dallas.  The ViVA Story ViVA is passionate about the Hispanic Market.


Slide5: ViVA’s team leaders come to ViVA with an average of 15 years of agency experience and expertise from great, (and Big) agencies, including DRM/DDB, Bromley Communications (Publicis), Global Hue (IPG), Saatchi & Saatchi, and Leo Burnett making it possible for our clients to work with seasoned, senior-level professionals on a daily basis. The ViVA Story ViVA is directed by senior Hispanic marketing professionals


Slide6: ViVA is woman/minority certified. ViVA is not a publicly-held company and doesn’t have to answer to shareholders, hence keeping costs reasonable for excellent work  The ViVA Story ViVA won an EFFIE for its work on a Uniroyal Hispanic marketing program.


Slide7: Client Experience


Slide8: Category Experience QSR McDonalds Burger King Taco Cabana Church’s Fried Chicken Consumer Electronics Sharp Sony Motorola Samsung Seiko Automotive Uniroyal Chrysler Texaco Diamond Shamrock Havoline Motor Oil Chief Auto Parts PEP Boys General Motors Renault Toyota Exxon Mobile Technology AMD Iomega Xerox OKI Intel Lan Desk CPG – Beverage Coca-Cola Jarritos Sunkist Jugos del Valle CPG - Food Enteman’s Pillsbury Motts Clamato Mission Tortillas Prego Campbell’s Soups Yoplait Quaker CPG Household Fabuloso Fab Ariel OTC Dexatrim Pfizer Tylenol Imodium Lactaid Pepcid AC Beer Budweiser Bud Light Michelob Lone Star Beer Miller Spirits Jose Cuervo Smirnoff Johnny Walker Black Balentines Kahlua Health & Beauty Nivea Neutragena Oil of Olay Pantene Mennen Colgate Zest Financial & Insurance State Farm AIG American Express Advance America Moneygram Vigo Travel & Tourism Sectur de Mexico Avianca Sabre Six Flags Resorts Advantage Conrad Hotels Intercontinental Hotels RIU Hotels Retail Bealls BJ’s Wholesale Club Fashion Bug Marshall’s TJ Maxx Verizon Wireless Telecommunications Verizon Wireless US Robotics MCI AT&T Wireless 1-800 Collect Nokia Cingular B2B Fed Ex DHL


Slide9: Location, Location, Location


Slide10: The ViVA Point of Difference


Slide11: Laying the Groundwork We recognize that “one size fits all” is never the answer. It never was. Through our different divisions, we’re able to solve most any Hispanic market challenge; advertising, media, promotions, marketing and communications.  A one size fits all approach doesn't work in the Hispanic market.


Slide12: Laying the Groundwork


Slide13: Finding Relevance Brand Response Consumer Response


Slide14: Finding Relevance Traditional Media Approach Below the Line Activities (Local market festivals, rec sports, enterainment, promotion, street teams, etc.) Below the Line Media (added-value, on-site, on-air, etc.) Non-Traditional Media (theater, wall murals, etc.)


Slide15: Finding Relevance Below the Line Activities (Local market festivals, rec sports, entertainment, promotion, street teams, etc.) Product Specific (POS, sampling, experiential, sales support, playbooks, ASM, etc.) Traditional Media Activity Below the Line Media (added-value, on-site, on-air, etc.) Non-Traditional Media (theater, wall murals, etc.)


Slide16: As marketing to Hispanic has changed since its beginnings in the early 1970’s, so have we. We operate from the belief that the traditional media first approach is outdated and that three heads are better than one  ViVA Integrated Marketing and Communications ViVA Media ViVA Promotions ViVA² - Hispanic Brand Architects Getting Down To Business Marketing to Hispanics has changed significantly in the last several years.


Slide17:  An integrated, full-service approach to delivering actionable and relevant marketing programs aimed at delivering the Hispanic consumer. Television, radio, outdoor, direct mail, in-store point of sale, interactive, etc. - ViVA is capable.  ViVA Integrated Marketing and Communications


Slide18: ViVA Media  Leads the industry in Hispanic media expertise and understanding. Our strength lies in our strategic thinking, plan customization, effective and efficient buying, media stewardship, and producing and measuring results. 


Slide19: Comprised of a dedicated team of Hispanic consumer and retail professionals, ViVA Promotions provides its clients with programming that captures the essence of the Hispanic market as consumers and shoppers. This group understands Hispanic retail across all channels  ViVA Promotions


Slide20: At ViVA² we evaluate and recommend. Before ads are created, media is planned and samples distributed, we peel back the covers of the U.S. Hispanic market with an eye on the business opportunity for a brand, a category or a channel. We work with marketing teams to bridge the gap between thinking about marketing to the U.S. Hispanic market and taking the first step in doing so . . . or not. ViVA² Hispanic Brand Architects


The Hispanic Consumer…A Growth Target: The Hispanic Consumer… A Growth Target Sources: Nielsen 2005 Universe Estimates; Global Insight (DRI) The Hispanic Consumer in 2005& Projections to 2025 (Released March 2005) Largest Minority Group 42.9 million Hispanics (and counting) A whopping 66% of Hispanics are under 35, while some 20% of the population under the age of five is Hispanic. More of Tomorrow’s Consumers Hispanic population growth accounted for a huge portion of overall population growth from 1990-2000 and will continue to grow. Tremendous Spending Power Income has grown 4x faster than U.S. average. Hispanics are projected to spend $716 billion in 2005. Spend a greater % of disposable income. Younger (median age is 26.4 vs 37.9 for non-Hispanics) and Larger households (3.5 Hispanic HH vs 2.4 Total HH)...acquiring more.


US Population : US Population In 2004 Hispanics represent 1 out of every 7 United States residents In 2020 it is estimated that Hispanics will represent 1 out of every 5 United States residents The annual growth rate for Hispanics is 5.4% vs. 1.3% for the Total US Population


Slide23: Fastest Growing Hispanic DMA’s (Ranked by increase in Hispanic population 2001-2004) Dallas Orlando Salt Lake City Phoenix Ft. Myers Denver Atlanta Palm Beach Houston Las Vegas Chicago Austin Source: Scarborough Multi-Market R2 ’01, R2 ‘04 53% 46% 43% 41% 37% 33% 33% 31% 30% 27% 26% 25%


Slide24: Hispanic Population Growing Faster than the Non-Hispanic Population Source: 2000 U.S. Census, March 2001 Release Total Population Percent Growth 1990-2000


Country of Origin by Hispanic Market: Country of Origin by Hispanic Market Top 8 Markets include: Los Angeles, New York, Chicago, Miami, Houston, Dallas, San Francisco, San Antonio Source: Synovate 2004 US Hispanic Market Report, U.S. Census Bureau


85% of US Hispanics Reside in Just 10 States: 85% of US Hispanics Reside in Just 10 States Source: Claritas 2003 7.4% TX FL NY 8.4% NJ 3.3% NM AZ CO MA 1.2% 19.2% 2.2% 3.5% 1.9% CA 33.5% IL 4.0%


U.S. Hispanic Households are Younger and Larger: U.S. Hispanic Households are Younger and Larger Source: Nielsen 2005 Universe Estimates Larger and Younger Households are in the Acquisition Phase of Life! U.S. Hispanic HH 3.5 Total U.S. HH 2.4 U.S. Hispanic HH 26.4 Non-Hispanic U.S. HH 37.9 Median Age Household Size


Hispanic Market Total Spending: Hispanic Market Total Spending Top Ten Hispanic Markets


The Hispanic ConsumerAcculturation vs. Assimilation: The Hispanic Consumer Acculturation vs. Assimilation On average, Hispanics in the U.S. acculturate vs. assimilate into the U.S. culture. Rather than being absorbed into the main cultural body (assimilation), U.S. Hispanics borrow traits from the U.S. culture (acculturation). The Hispanic immigrant today has a complete Spanish language infrastructure available to them in the U.S., making acculturation a choice versus a requirement. Relatively Unacculturated 25% Partially Acculturated 66% Mostly Acculturated 9%


Language Spoken at Home: Language Spoken at Home Language used mostly at home indicates the language adults are most comfortable with, but also serves as an indication of the acculturation process for the children in the household. Children growing up in households that speak Spanish mostly or both equally are likely to continue to use Spanish in their adult life. Source: Synovate 2004 US Hispanic Market Report 40% Spanish Only 23% Spanish Mostly 21% Spanish & English Equally 8% English Mostly 4% English Only


A Traditional Culture: A Traditional Culture Familismo The family’s needs take precedent over the individual member’s needs Niñismo Children are not believed capable of acting independently until they reach maturity…regardless of the physical and emotional development of the child Machismo Refers to the roles men fulfill according to societal rules and how they view themselves with respect to their environment and other people Marianismo Excessive sense of self-sacrifice among traditional and less acculturated Hispanic women - the more sacrifice, the better mother, the better spouse Source: Santiago Solutions Group, 2004


Hispanic/Anglo Cultural Differences: Hispanic/Anglo Cultural Differences Source: Clorox Hispanic Anglo