MIAMI: As the strategic lead agency of State Farm's Hispanic initiative, Alma DDB is coordinating efforts of its agency and three others to support various campaigns, including the insurance giant's primary sponsorship of the Billboard Latino Music Awards, set for April 26-28 in Miami.
“This year it [Billboard Latino] has more of a grassroots feel,” said Madeline Perez-Velez, group business director of Alma. State Farm has sponsored the music event for three years running.
That “feel” includes the recent launch of a bilingual Facebook in Spanish and English, which promotes the music show, offers sweepstakes for winning tickets to the Billboard events and concerts leading up to it, as well as Latino musicians.
The awards show airs on Telemundo April 28.
In addition to being the strategic lead, Alma handles creative development, digital creative, TV and radio, and has spearheaded the Facebook Latino page and other social media initiatives.
Axis, a division of Weber Shandwick, is in charge of PR, including blogger outreach; OMD Latino, is handling media planning and buying; and the Wave, the Hispanic division of The Marketing Arm, is in charge of event marketing and activation and consumer engagement of sponsorship.
Perez-Velez declined to discuss the budget, but did say that 20 account executives from the four agencies are involved in the campaigns.