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BUSINESS
September 16, 1993 | ANNE MICHAUD, TIMES STAFF WRITER
Reebok International Ltd., in announcing the shift of its $140-million advertising budget, said it has hired an Irvine agency to target the Spanish-speaking market for the first time. The nation's No. 2 maker of athletic shoes said this week it has hired Casanova, Pendrill Publicidad, an Irvine agency that is among the top three in the nation in its specialty. Competitors Nike and Spaulding also have new ad campaigns that target Spanish speakers.
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BUSINESS
September 16, 1993 | ANNE MICHAUD, TIMES STAFF WRITER
Reebok International Ltd., in announcing the shift of its $140-million advertising budget, said it has hired an Irvine agency to target the Spanish-speaking market for the first time. The nation's No. 2 maker of athletic shoes said this week it has hired Casanova, Pendrill Publicidad, an Irvine agency that is among the top three in the nation in its specialty. Competitors Nike and Spaulding also have new ad campaigns that target Spanish speakers.
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BUSINESS
March 24, 2000 | Lee Romney
MTV has premiered its first Spanish-language ad, joining efforts with the Assn. of Hispanic Advertising Agencies to increase Latino voter registration, the industry group said. MTV's decision to run the Spanish-language public service announcement makes it the first English-language broadcaster to join AHAA's pro bono nonpartisan voter campaign.
BUSINESS
August 13, 1987 | MARY ANN GALANTE
Orange County's largest Latino ad agency has lost a $5-million Pacific Bell Latino account to an Irvine-based newcomer, Casanova Pendrill Publicidad. Pacific Bell reached out and touched Casanova Pendrill last week, rejecting incumbents Mendola Dillon & Asociados of Newport Beach and Bermudez & Associates of Los Angeles. With the Pac Bell account, 4-year-old Casanova Pendrill becomes the county's No.2 Latino shop based on billings. The company said its yearly billings are about $18 million.
BUSINESS
May 5, 1994 | Anne Michaud, Times staff writer
El Pollo Loco--apparently speedier than fast-food competitors who pretend to run for the border--has actually crossed over into Mexico--for its ads. The Irvine-based company has filmed its newest TV commercials at Rosarito Beach. Scenes of busy Mexican streets dominate the 30-second spots, as chefs prepare food in an open-air restaurant.
BUSINESS
January 10, 1996 | LESLIE EARNEST, SPECIAL TO THE TIMES
El Pollo Loco has hired a large national advertising agency to help promote the Mexican-style fast-food chain and its expansion plans. The chain, known for its flame-broiled chicken, said the Los Angeles office of Foote, Cone & Belding will take over its $10-million advertising account. El Pollo Loco needs a "deeper pool of talent" to help it expand across the country and outside the United States, said Lou Franson, vice president of marketing.
BUSINESS
November 6, 1991 | CRISTINA LEE, TIMES STAFF WRITER
In a sign of the growing strength of the Latino market, a record number of companies and individuals is expected to participate in the fourth annual Se Habla Espanol trade show that begins here today. Seventy-three companies and about 1,500 people are expected to attend the show, which continues through Friday and is the largest such event for the Latino communications industry.
BUSINESS
February 9, 1992 | ANNE MICHAUD, SPECIAL TO THE TIMES
About two years ago, Security Pacific National Bank was developing a marketing program geared toward Spanish-speaking customers. It discovered that its motto, "Your bank for life," couldn't be directly translated into Spanish. The wrong translation might imply that a depositor would be serving a life sentence at the big Los Angeles-based bank.
CALIFORNIA | LOCAL
February 1, 2000 | AGUSTIN GURZA
My mother was a stickler for Spanish. She spoke it perfectly and expected the same of us. But what a struggle it must have been to enforce linguistic boundaries around eight children who were rapidly soaking up English from school, TV and rock'n'roll, all without a day of formal instruction in their mother's tongue. Like most children of Latino immigrants, we naturally lapsed into Spanglish, a bastardized brew of both languages.
BUSINESS
October 12, 1993 | BRUCE HOROVITZ
Many U.S. consumers don't know Mexican cheese from beans. Consider: It is only in recent years that many mainstream consumers nationwide could discern a burrito from an enchilada. All of this has made life somewhat miserable for marketing gurus at Cacique Inc., the City of Industry firm that is the nation's biggest Latino-owned maker of Mexican cheese. Cacique makes a dozen different cheeses favored by Latinos--but whose names few Anglos can even pronounce.
BUSINESS
August 31, 1993 | BRUCE HOROVITZ
Walk into the Guess Kids shop on Rodeo Drive and it's hard to believe this is a place where kids go for their back-to-school duds. The store--complete with antique wooden trunks and worn leather saddles--looks like a Western movie set. Hanging from the oh-so-stylish clothing racks are $92 jackets, $60 blue jeans and, for the chic Beverly Hills infant, $39 overalls. Not all parents are whisking their children to designer stores for back-to-school shopping, but a steadily growing number are.
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