The Bears team with Paco to increase Hispanic fans

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THE CHICAGO BEARS are redefining the way they connect with bilingual and bicultural Hispanic fans by signing with Paco Collective to head the team’s cross-cultural marketing.

This marks the Bears’ first formal partnership with an Hispanic-specific strategic marketing agency.

Paco, celebrating its 10th anniversary, has employed a successful Hispanic hyper-localized strategy for the White Sox since 2010 that runs deep in the Chicago’s heaviest Hispanic-populated neighborhoods. Hispanics represent 28% of Chicago’s population.

The Bears don’t have the same urgency of selling tickets like the Sox do, but the team understands the importance of ingraining it brand with a demographic that yet has to embrace the NFL in a big way.

For the Bears, Hispanics last season accounted for 14% of fans who watched, attended or listened to a Bears game, according to Nielsen. That was the lowest share of Hispanic fans among Chicago’s five major pro teams, trailing the White Sox, 18%, Bulls, 18%, Cubs, 17% and Blackhawks 16%.

TRIVIAL FILMMAKER” about the art and craft of making movies, starts tonight, June 13, at the Music Box Lounge. Trivia creator and emcee is filmmaker Vincent Labriola of Stratovolcano Media, who calls the night “a great excuse to get Chicago filmmakers in the same room, having fun and getting to know each other.”

Prizes include Michael Wiese’s popular TV, film and screenwriting books; desktop and mobile software from Filmakr and Wipster; equipment from iOgrapher; movie tickets and movie posters from the Music Box – all in support of local filmmaking.

“Trivial Filmmaker” will take place on subsequent Monday nights at the Music Box Lounge, 3722 N. Southport, starting at 8 p.m. RSVP here.

A LENS PROJECTION WORKSHOP Tuesday, June 14, presented by VER’s optical technician, Al Collins and consultant Tom Fletcher. It will feature Fujinon’s Premier and Cabrio Series zoom lenses including the new 20-120mm Cabrio. Venue is AbelCine, 2602 W. 16th St, 10-11:30 a.m.

NEW SVP/ECD AT LAPIZ is 20-year advertising expert Luciana Cani, who spent the past nine years as a key leader of Leo Burnett Lisbon. The Brazilian native was an art director at Leo Burnett, O&M and Grey in Sao Paulo agencies. Her work has won prizes at D&AD, Cannes Lions, One Show, Clios, Eurobest and ADCE. She is also a published author and illustrator.

LAUGHLIN CONSTABLE is creating an integrated consumer marketing campaign for new client Acuity, the 90-year old mutual insurance company founded in Sheboygan, Wisc. The campaign will include online banner and video ads, online radio, and social media advertising and a complete redesign of ACUITY’s website.

THE STATE OF VISUAL DESIGN will be discussed June 21 by design leaders VSA’s CEO Dana Arnett and distinguished graphic designer Michael Bierut, Pentagram Partner and long-time colleague of Arnett’s, at the Art Institute. They also will discuss Bierut’s new book “How to…” that showcases more than 35 of his most noteworthy projects.

At Fullerton Hall, Art Institute of Chicago, 111 W. Michigan, 6:30-7:30 p.m. Tickets $15 at the door.

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