Sales Leads: Post Foods, American Heart Association, Pepsi –NEXT, Walt Disney Records…

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

  • Post Foods-XL Alliance
    Post Food's has announced that XL Alliance will be its new advertising agency-of-record in support of Honey Bunches of Oats Hispanic marketing, the Bradington Herald reports. The New York and Denver-based agency will work in collaboration with their current media agency, MV42, Mediavest Multicultural. "We have a strong commitment to the growth of the Post business," said Tony Shurman, Post Marketing Director. "XL Alliance has the right framework and is a great marketing partner to help continue the positive momentum we have achieved within the multicultural community." In its new role, XL will evolve its incumbent assignment as Hispanic digital and social media marketing agency to include advertising, cross-channel planning and shopper marketing for Honey Bunches of Oats. Liliana Gil, cofounder and Managing Partner of XL Alliance; an executive who departed from Johnson & Johnson three years ago to join partners Enrique Arbelaez, Manny Fields and Armando Martin as cofounders of the agency.  In addition to Post Foods, XL serves a roster of clients that includes Kroger Co., Valeant Pharmaceuticals, Diageo, among others.
  • American Heart Association - Interlex
    The American Heart Association is working with Interlex to conduct branding, awareness and attitudinal research to develop a new positioning strategy for the American Stroke Association Brand. "For the past few months we've been deep into the research phase, conducting both quantitative and qualitative studies across General, African American, Asian American, Hispanic, South Asian, and Native American segments," said Interlex President and CEO Rudy Ruiz. The goal, according to Ruiz, is to help the Association build a brand platform and communications strategy which is universally appealing and multicultural at the core. "This is a national initiative," said Ruiz. "The American Heart Association/American Stroke Association is very committed to improving the health of all Americans. And since minority segments are often disproportionately impacted by stroke, it is very important that they reach these audiences in meaningful, motivational ways."The San Antonio-based shop joins the Ad Council, Grey Worldwide, and Omnicom's Cone Communications on the AHA/ASA roster of agencies.

  • Yahoo! En español – Toyota Prius
    Yahoo! en Español launched a new blog, “Vida Ecologica” sponsored by Toyota Prius v, presenting tips on how to live an environmentally-conscious life.

  • American Airlines – Q’VIVA
    American Airlines and Q'VIVA! The Chosen have teamed up with the show's producers to offer fans a chance to win a unique VIP experience to attend a live Q'VIVA! performance in the United States.
  • Walt Disney Records
    Walt Disney Records will be releasing two Song & Story titles and a collection of Disney Princess songs in Spanish for the very first time.  The label will also release the Spanish language digital soundtracks for Beauty and the Beast and The Lion King.  All five albums will be released tomorrow March 20, 2012 wherever music is sold, digitally and physically. "We're thrilled to offer Spanish-speaking families an additional way to experience the magic of Disney music in their native language," says Cathleen Taff, SVP/GM, Disney Music Group. 
  • Pepsi NEXT
    Starting March 26, cola lovers everywhere will be invited to get a first taste of new Pepsi NEXT, a new beverage which intends to be a game changer in the cola category and the first to deliver real cola taste with 60% less sugar than Pepsi-Cola. "We're on a mission to get consumers to experience the real cola taste of Pepsi NEXT for themselves," said Angelique Krembs, Vice President TM Pepsi Marketing.
    Promotions around the launch will include:
    - A Walmart sampling program hitting 800 Walmart Supercenter stores across the country, beginning March 26 through the end of April. Consumers can visit to find the nearest Walmart store for their risk-free trial of Pepsi NEXT.
    - In-market sampling for consumers to try Pepsi NEXT for free across 40+ cities nationwide between the end of March and August 2012.
    - A TV ad spot, created by TBWA/Chiat/Day, featuring an excited young couple recording their first interaction with Pepsi NEXT, meanwhile missing the "unbelievable acts" of their baby in the background, from dancing to handstands. This 30-second spot will begin airing nationwide on March 26 on prime-time and cable networks, and will be complemented with online and radio advertising.
    - A digital application on inviting users to "taste" Pepsi NEXT online.
    - Targeted and relevant Hispanic advertising and grassroots marketing.


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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