But overall, NBC seems to playing true to its new tagline, “.more colorful”. Yes, there is definitely a lot more color and diversity in the lineup than I can ever remember coming from this network.

Undercovers stars an African American couple that run a catering business by day, and work as CIA agents by night.

Outsourced is a comedy that plays on the culture-clash of a white guy who is transfered to India to manage a team of call center employees.

Outlaw stars Jimmy Smits as a latino Supreme Court judge that steps down from his post to then represent the little guy in pro-bono legal cases.

On December 20, hundreds of soccer fans and families in the Los Angeles area came out to support local amateur teams competing in “Copa Chevy” hosted by Chevrolet and the Carson Soccer League. Teams from all over the city competed during two weekends of play, with the final competition held at Dolphin Park in Carson, California. This promotion sought to connect Chevy with Latino consumers through one of their favorite pastimes.  Three new Chevrolet vehicles – Silverado Hybrid, Equinox and Camaro SS – were on location for players, families and fans to interact with.

After taking it for a spin, I would have to say my favorite was the Camaro SS. Let’s just say 6.2L V8 mated with a six-speed manual…very sweet indeed! Pero of course a las mamás les encantó el Equinox: room, luxury and looks was their pitch to other ladies checking it out.  Equally attracting consumers was the Silverado Hybrid, with its powerful engine, towing capacity and estimated 22 MPG, Chevy definitely offers something for everyone. Stunning cars, beautiful weather and non-stop action made Copa Chevy one to remember!

My favorite film was screened on Dominican Night, one of the festival’s most popular night and was written and directed by East LA’s own Cruz Angeles, but set in Brooklyn. It’s a teenage love story between a boy from a Mexican immigrant family, and a girl from Dominican parents. For me it exemplified the richness, commonality, and differences in our culture. If you have a chance to ever catch it, it’s a great movie. Over 125 films, shorts, documentaries and panels were part of Calixto’s dream this 10^th year around. And he was beside himself. The cuchifrito place was gone, but the supporters and love for Latino film were still there, and will still be there for years to come.

Thousands of New Yorkers and tourists got their feet sandy and tested out the game in the middle of Military Island.  Wii Sports Resort lets players enjoy twelve different resort-themed activities, which include archery, jet-skiing, sword fighting and basketball!  The games come with multiple levels and activities, making it possible for any gamer to adapt.  The addition of a new accessory, the Wii MotionPlus offers advanced precision, which allows users to experience the Wii like never before. 

The Axis Agency aided Nintendo with securing significant media coverage in the Hispanic market.   El Gordo y La Flaca, Escandalo TV, Despierta America, EFE, La Alcancia, Mira magazine  and Dulce all enjoyed the tropical getaway in the middle of America’s busiest city.  Even celebrity, Anais, paid a visit to join in the fun!

Wii Sports Resort can bring a vacation getaway straight to anyone’s living room!  So if you’re interested in an economical vacation, active workout and family fun don’t hesitate to buy your one-way ticket for the entire familia to Wuhu Island today.

This past June, The Axis Agency participated in the 2009 E3 trade show, the world’s premiere trade show for computer and video games and related products. By inviting Hispanic media to the NOA briefing, providing personal booth tours, and coordinating interviews with NOA executives the Nintendo team was able to secure great media coverage which included Ritmo Deportivo (Telemundo National show) and SiTV.

Hispanics, especially those who are more recent arrivals, give higher ratings in product surveys than their non-Hispanic counterparts, according to a study designed by Jeffry Savitz, President of Savitz Research Companies and Professor of Marketing Research at the University of North Texas. The study found that Hispanics rate products higher than what they may actually feel. In the study, Hispanics and non-Hispanics were asked to assign a numeric value to five rating labels using a scale of 0-100 with 100 being the best. The rating labels, “Excellent,” “Very good,” “Good,” “Neither Good nor Poor” and “Poor” are common in survey research. Hispanics consistently gave higher marks than their non-Hispanic counterparts to each label except “poor.” The average difference was 5.9 making it statistically significant.

In this landmark study, Professor Jeffry Savitz a graduate of Columbia University, found that Hispanics rated Tylenol 85.7, significantly higher than non-Hispanics at 80.6 implying Hispanics favor the brand. However, after the adjustment of 5.9 points, the ratings were at parity. Among cellular providers, ratings of Verizon, 65.4 and 68.1, were similar. After the adjustment was applied, however, the ratings indicated that Hispanics do not like this provider nearly as much, 59.5 versus 68.1. In the soft drink category, Hispanics rated Fanta 80.0 versus non-Hispanics at 57.6, a highly significant difference. Even after the adjustment the result was still significant implying Hispanics are more favorable toward Fanta.

The results of the study have significant implications on multicultural advertising and marketing as well as which products and services should be offered to Hispanics. “This study finally sheds light on the reason some Hispanic research ends up with faulty conclusions or results. This ‘cultural lift’ must be taken into account,” says Juan Faura, author of two books on Hispanic marketing. “Hispanics are taught from an early age that it is in poor taste or inappropriate to openly criticize or berate when asked their opinions.” Savitz says, “The article discusses levels of acculturation, consumption of Hispanic media and country of origin, but more research is needed to measure the effect of the ‘cultural lift’ on various categories and other factors.”

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