FAIRFAX, Va., May 21, 2018 /PRNewswire-USNewswire/
-- The Culture Marketing Council: The Voice of Hispanic
Market (CMC) announced today that Sprint is the winner
of the 2018 CMC Marketer of the Year Award. Sprint joins a
prestigious short list of elite brands that have received the
award, including Ford, McDonald's, State Farm, Toyota, and Walmart.
Alberto Lorente,
multicultural marketing director for Sprint, will accept the award
and discuss the wireless carrier's commitment to the Hispanic
and multicultural market at CMC's 2018 Annual Conference. The
session will take place on Wednesday, June 6 at 9:00 a.m. at the Loews Hollywood Hotel in
Los Angeles.
"On behalf of Sprint, it's an honor to be recognized by the
Culture Marketing Council as Marketer of the Year," said Lorente.
"At Sprint, we are on a mission to deepen consumer connections
through relevant messaging and innovative activations that
highlight Sprint services, products and value."
To be considered for this prestigious award, companies had to
demonstrate a top-down commitment to multicultural marketing and
significant spending commensurate with the opportunity in marketing
efforts targeting Hispanics. Sprint's commitment to the Hispanic
Market has grown over the past few years, driven primarily by a
culture that also values diversity going all the way to the top
with CEO Marcelo Claure, the
first-ever US Hispanic CEO of a major telecommunications company in
the USA, and CMO Roger Solé.
Under the strategic approach of 'promotion through emotion,'
Sprint launched several product/service offerings specifically
tailored to the Hispanic audience becoming the first US provider to
allow customers to pay for a loved one's wireless plan in
Mexico and El Salvador through its initiative with
Movistar. Led by agency-of-record Alma, Sprint created
360-degree groundbreaking initiatives across emotional passion
points in music, sports, and social responsibility. In addition to
partnerships with entertainment platforms Pantaya, Flix Latino and
TIDAL, Sprint amplified its relationship with brand
ambassador Prince Royce,
providing US Hispanic consumers access to unique and relevant
experiences tied to Prince Royce's
"FIVE" Tour. It served as the official wireless sponsor of the 2017
CONCACAF Gold Cup for the sixth year in a row and was a major
sponsor of the "Somos Una Voz" benefit concert, raising funds to
rush food, shelter, medicine, power and communications to those
suffering from the effects of Hurricane Maria in Puerto Rico and Hurricane Irma in Florida. During this time, Sprint also waived
fees for long distance texts and calls for people in disaster areas
to help them communicate with loved ones during this difficult
period. This collection of seamless and strategic efforts earned
Sprint the "ANA Multicultural Excellence Award - 2017 Hispanic
Grand Prize winner," and a finalist spot in the Significant Results
category.
"Sprint has gone beyond marketing to demonstrate its commitment
to the Hispanic community and supported key causes to help the
community in times of need, and that's why they are our 2018
Marketer of the Year," said CMC Executive Director Horacio Gavilan.
Taking place June 4-6 at the Loews
Hollywood Hotel in Los Angeles,
the CMC Annual Conference is the premier multicultural marketing
conference featuring dynamic and interactive sessions with notable
newsmakers, C-suite leaders and top trendsetters in the industry.
This year, the conference will educate the sharpest minds in media,
marketing and communications on how to amp up their multicultural
marketing innovation with the Power of C3:
Creativity, Community and, above all, CULTURE. The new
American mainstream, which is fueled by multicultural
ethnicities and led by the dynamic state of the Hispanic consumer,
is constantly evolving, but the three keys to ensure campaigns
resonate and connect meaningfully with audiences remain the same:
Creativity, Community & Culture.
For more information, visit culturemarketingcouncil.org and
follow the CMC on Facebook and Twitter at @cmchispanic using the
conference hashtag #CMCpowerof3.
About CMC:
Founded in 1996 as the Association of Hispanic Advertising
Agencies, the Culture Marketing Council: The Voice of Hispanic
Marketing is the national trade organization of all marketing,
communications and media firms with trusted Hispanic expertise.
About Sprint:
Sprint (NYSE: S) is a communications services company
that creates more and better ways to connect its customers to
the things they care about most. Sprint served 54.6 million
connections as of March 31, 2018, and
is widely recognized for developing, engineering and deploying
innovative technologies, including the first wireless 4G service
from a national carrier in the United
States; leading no-contract brands including Virgin Mobile
USA, Boost Mobile, and Assurance
Wireless; instant national and international push-to-talk
capabilities; and a global Tier 1 Internet backbone. Today,
Sprint's legacy of innovation and service continues with an
increased investment to dramatically improve coverage, reliability
and speed across its nationwide network and commitment to
launching the first mobile 5G network in the
U.S. You can learn more and visit Sprint at www.sprint.com or
www.facebook.com/sprint and www.twitter.com/sprint.
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SOURCE Culture Marketing Council: The Voice of Hispanic
Marketing