K. Fernandez & Associates, Multi-Cultural Marketing Agency Continues to Lead and Grow Amidst Difficult Economic Times
Agency continues to serve clients with continued breakthrough, innovative marketing solutions
San Antonio, TX — March 30, 2012. While many advertising agencies have succumbed or downsized to tough, economic times due to budget cut-backs and reductions, K. Fernandez & Associates, a full-service, multi-cultural marketing communications agency headquartered in San Antonio, Texas, continues to grow and flourish all while continuing to serve clients with continued breakthrough and innovative marketing solutions. The agency started out 2012 by doing 16 television and 18 radio spots for Affirmative Insurance and immediately after airing the spots, the insurance company began enjoying their best sales in 16 years. “We were presented with a tremendous opportunity to launch a targeted, multi-cultural advertising campaign for Chicago-based Affirmative Insurance and the campaign had to be developed and executed within a matter of weeks.” stated Daniel Schick, President of Razors Edge Direct, General Market Advertising agency for Affirmative Insurance. “K. Fernandez & Associates immediately rolled up their sleeves, helped develop a viable action plan and worked seamlessly together to produce engaging TV commercials and a variety of memorable radio spots – both in English and Spanish. Affirmative was so impressed with the quality of the commercials that they awarded us several new campaigns to work on this spring.”
K. Fernandez & Associates was founded in October of 1996 by seasoned advertising and multi-cultural marketing veteran, Karla Fernandez Parker, who had previously worked for a Hispanic advertising agency as well as a global public relations firm. Born in Brownsville, Texas, she is every bit a "Border Girl" with the resourcefulness to fulfill a dream to serve the Hispanic market via her own cultural background and experience. “I wanted to start an agency with a big heart and big ideas,” said Fernandez Parker. "I love what we do for big clients, but I also love what we do for important causes that are close to home. As the Agency owner I get to decide how we balance our time between Corporate America, and say, saving dogs and cats or raising awareness about aquifer protection. We are so lucky to have such great clients who trust us as experts.” When asked about the agency’s future, she responded that K. Fernandez & Associates is still very much in business and will always remain the agency that is still -- very hands-on, big enough to be successful – yet small enough to care about their clients 24/7. That has been the agency’s mantra and is what motivates them to overcome even today’s tough and difficult economic challenges.
The award-winning agency continues to serve a broad base of national and regional clients with traditional and non-traditional advertising solutions. The agency considers itself to represent the new face of America and is a one-stop shop offering seamless services to their clients. The agency also credits their long-term success to the many dedicated employees who remain passionate about marketing and to the loyalty and trust of their clients who have benefitted from K. Fernandez & Associates expertise. “K. Fernandez & Associates agency staff are talented, bi-lingual marketing experts as they have been instrumental in assisting our company to become more diversified in our marketing approach; especially in addressing and reaching out to our Hispanic consumers.” stated Laura Popp, Marketing Communications Manager with Germania Insurance. “They’ve taught us to explore the Hispanic Market and because of that, we have become more progressive.”
Karla Fernandez Parker has been a past recipient of San Antonio Business Journal’s Entrepreneur of the Year and was recognized as one of the Top 100 Hispanic Entrepreneur’s in the U.S. by Hispanic Trends Magazine. She was recognized with the San Antonio Hispanic Chamber of Commerce’s Emerging Business Achievement award as well. The Agency's case study on acculturation and the Hispanic Grocery Shopper is published in the book “Hispanic Marketing – A Cultural Perspective”, written by Cheskin Research Founder, Felipe Korzenny, Ph.D.
Last year, K. Fernandez & Associates was awarded Platinum and 2 Gold International Hermes Creative Awards for their work on behalf of three of their clients, AmericaTel, Startec and Germania Insurance. Hermes Creative Awards recognize outstanding work in various industries while promoting the philanthropic nature of marketing and communication professionals. Over 4,400 entries from throughout the United States, Canada and several other countries are considered for the Hermes Creative Awards 2011 competition. Entries come from corporate marketing and communication departments, advertising agencies, PR firms, design shops, production companies and freelancers.
In addition to AmericaTel, Startec and Germania Insurance, the agency has handled multiple general market advertising campaigns for clients such as the City of San Antonio Waste Management, American Rice, Bertolli Olive Oil, Texas Association of Realtors, The Scooter Store, National Episcopal Church, TXU Energy, United Healthcare and many others. The agency also continues to provide pro-bono services for the Humane Society of Bexar County SPCA for its pet overpopulation campaign and supports Government Canyon’s volunteer group, Friends of Government Canyon. Per Katherine Bice, Executive Director with the Humane Society, “K. Fernandez & Associates have been long-time supporters of the San Antonio Humane Society and its mission. Over the last 10 years they have gone above and beyond to produce four multi-media campaigns which helped to protect and improve the lives of dogs and cats in our community.”
K. Fernandez & Associates is a member of the Association of Hispanic Advertising Agencies, the San Antonio Advertising Federation, the American Marketing Association and the San Antonio Hispanic Chamber of Commerce. Additionally, Karla has been tapped by leading national advertising and marketing organizations to present successful strategies in multi-cultural marketing.
About K. Fernandez & Associates, www.kfernandez.com: K. Fernandez Associates is a female, minority-owned marketing and multi-cultural advertising agency based in San Antonio, Texas with a satellite presence in Austin, Texas and partner agency in Miami, Florida. Founded in 1996, the Agency’s roster of clients includes national and regional clients in the areas of telecommunications, financial/banking, packaged goods, food and beverage, spirits, youth marketing, retail, commodities, entertainment, governmental, utilities, and non-profit
About Hermes Creative Awards, www.hermesawards.com:
Hermes Creative Awards is administered and judged by the Association of Marketing and Communication Professionals (www.amcpros.com). The international organization consists of several thousand marketing, communication, advertising, public relations, media production and free-lance professionals. AMCP oversees awards and recognition programs, provides judges and rewards outstanding achievement and service to the profession. As part of its mission, AMCP fosters and supports the efforts of creative professionals who contribute their unique talents to public service and charitable organizations. Hermes entrants are not charged entry fees to enter work they produced pro bono. In addition, the efforts of generous marketing and communication professionals are acknowledged through grants and special recognition. AMCP judges are industry professionals who look for companies and individuals whose talent exceeds a high standard of excellence and whose work serves as a benchmark for the industry. Winners are selected from 151 categories in seven forms of media and communications - advertising, publications, marketing/branding, integrated marketing, public relations communications, electronic media and pro bono. About 15% of the entries won the Platinum Award- the organization’s top honor. Nineteen percent won the Gold Award. A list of Platinum and Gold Winners can be found on the Hermes Creative Awards website at www.hermesawards.com.