Sales Leads: DirecTV, Kraft, AFL-CIO, Unilever, Ford, Kleenex, Liberty Tax…

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

  • Kraft
    Tony Vernon, who soon will take over as chief executive at Kraft told the Financial Times that the US grocery company will increase its spending on Hispanic advertising by “double-digits” this year, after tripling its investment in 2011. He says Kraft launched seven new Latino campaigns last year and that most of the advertising budget for Kool-Aid was directed at Hispanics.
  • Kleenex
    A Kleenex initiative recently began targeting Hispanic moms. The bilingual campaign, created by Latin Works, MindShare, Mass Hispanic Marketing, Hispania Public Relations, and Studiocom, was originally focused on getting children to sign up online to be “official sneeze catchers” and persuading parents to buy Kleenex tissues. Children who participated in the campaign could play free games on and received free gifts. After concluding the first phase of the initiative, Kleenex and its agency partners decided to focus on getting moms to join the fight against the common cold. Moms who sign up on the campaign website have the chance to win a $500 gift card and a year's supply of Kleenex facial tissues. Kleenex will also work to attract moms by launching in-store events across the country. It will also add a section to its website devoted to explaining the company's “Sneeze Shield” technology to moms.
  • Unilever
    In an interesting interview with ClickZ, Russel Lilly, multicultural marketing director at Unilever, said that Unilever will continue to reach the Hispanic demographic in 2012 through the Vivemejor platform and other programs by solo Unilever brands. “We will continue to build on the Vivemejor platform elements that work, such as our social media presence and in-store events, while looking to add additional elements that will enhance the consumer's experience via multiple touch points,” Lilly added. Unilever will continue to work with its digital agency the Captura Group for social media, Edelman for public relations, Mindshare for media buying, and Integrated Marketing Services for shopper marketing.

    The AFL-CIO, the nation’s largest labor federation, is launching a new, redesigned “En Español” website as part of a continuous effort to engage with bilingual Latinos.

  • Circuit of the Americas
    Circuit of the Americas, the future home of the Formula One U.S. Grand Prix race in 2012, has launched a Spanish version of its website.

  • Ford
    Ford has signed up as presenting sponsor of Meredith’s ‘Siempre Mujer Music Festival,’ an all-day experiential event that will take place June 16 in Charleston, South Carolina, the company confirmed.

  • Liberty Tax Serviuce
    Virginia-based Liberty Tax Service and Los Angeles-based EC Hispanic Media are partnering to bring Hispanic consumers in Southern California timely, high-value educational content.


For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics. of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).
If you are a Subscriber to the Directory login and access the Directory.

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Marcos Baer @MarcosBaer

Marcos oversees editorial and sales. He is based in Portada's NYC headquarters. Prior to launching Portada in 2003, Marcos worked in both the media and finance sectors. He occupied leading roles at the Spanish edition of The Wall Street Journal, in Spain’s newspaper Cinco Dias and at SwissRe. He is an MBA, and a CFA. Marcos is a print junkie and also loves all things digital media. He also is passionate about everything related to New York City and loves to play tennis.


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