Sales Leads:ConAgra, Budweiser, Verifone, Amazon, Dr Pepper, Nascar

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.

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  • ConAgra

conagraSpark has won ConAgra’s, the food and grocery products giant, media buying and planning account. Spark already held ConAgra's digital media business, which it won away from MediaCom in 2011. Now ConAgra is again moving its approximate US $150 million ad spending account from incumbent MediaCom, which had handled the reins for more than 10 years. Spark continues to land new accounts after only two years of converting to a major full service agency. Last month it won the US $40 million REI account away from OMD. In the past year it has pulled in more than 15 new pieces of business with expenditures totaling US $800 million.

  • Mondelez

Mondelez plans to spend half its Ad budget on digital By 2016.Therefore, is expanding its social media campaigns to more "challenged" brands such as Trident and its other gums.According to the company’s North American president Mark Clouse, its digital platforms have proven to drive twice the ROI of traditional TV advertising. He pointed to an Oreo promotion on Twitter where free packs were given to the first 20,000 people who sent a tweet to a particular hashtag. He said the Oreo Facebook site has 35 million fans and social media has helped the brand double its sales two years in a row. Expanding ad dollars in digital to 50% in three years would be at the top end of the ad dollar shift.

  • Magna Global

Magna Global has committed about US $100 million of clients’ marketing dollars (including agencies like Initiative and UM) to Google properties, such as YouTube, the Google online display ad network and its mobile platform. It’s the first time Magna has struck such a deal with Google, which last year did similar deals with MediaVest and Publicis digital agencies. Following the deal, Magna gets access to Google ad research data.This deal is similar to that achieved by Starcom MediaVest Group made with Microsoft and its digital properties. All these deals are now including ‘first looks’ at consumer research from the digital platforms that will help the agencies better target their ads for clients.

  • Ram 1500

juanesram 1500The Latin Rock musician Juanes (photo) introduced Ram 1500 latest spanish-language commercial in their extended partnership on the "A Todo, Con Todo" ("To Everything, with Everything") Spanish-language advertising campaign. The new TV spot featuring Juanes' new hit single "La Luz" ("The Light") is the final part of an ad series promoting the 2014 Ram light-duty truck centered on Juanes and his road crew.The new "A Todo, Con Todo" prominently features Juanes performing "La Luz" on stage while also focusing on his road crew's efforts to set up for his concert "once the lights go out." Juanes and his crew relied on the Ram 1500 to move heavy stage equipment from city to city so they can deliver fan-pleasing performances.The 30-second Ram spot, both continues the campaign's emphasis on the values of hard work and determination shared by the brand and Latin cultures, and highlights the innovations of the 2014 Ram 1500.it also highlights the idea of how they have both worked together to deliver a performance for music fans and truck owners alike.Launched in December 2013, "La Luz" is Juanes' latest single of the album "Loco De Amor," scheduled for release on March 11, 2014.The Spanish-language Ram Truck TV ad will run nationally on the Univision and Telemundo networks.

  • Budweiser

rise one budweiserBudweiser launches “Rise As One” global marketing campaign on behalf of its sponsorship of the upcoming 2014 FIFA World Cup Brazil. As the official beer sponsor of tournament, Budweiser has designed a platform under the “Rise As One” thematic, which will serve to celebrate the moments that unite and inspire fans of the game around the world. Budweiser's Rise As One campaign will be unveiled to a national audience with the first new TV spots breaking online on March 5, 2014, which will showcase the passion of fans across the world as they come together to celebrate the tournament. The campaign will have global reach through a unified platform including new television and out-of-home advertising, as well as local market activations and initiatives to engage fans in-store, online and across social channels. Additionally, Budweiser will develop and distribute global broadcast and digital FIFA World Cup related content through strategic media partnerships, the details of which will be revealed in the coming weeks.Furthermore, Budweiser unveiled its unique packaging for the tournament, featuring the iconic FIFA World Cup Trophy coined in 1974.

  • Verifone 

ponte pa lo tuyoVerifone has launched a Spanish-language campaign to get New York City’s green taxis equipped with its proprietary payment systems. The message for the campaign is“Ponte Pa Lo Tuyo”, which in English would be would be “Get with it and start making money”. The campaign includes television, radio and print ads. There are a total of three television and radio spots produced by the Epic Sugar agency , and then broadcasted through multiple TV and Radio outlets in and around New York City. A asingle print ad creative will be advertised over the course of 12 weeks on El Diario in NYC.

  • Amazon

amazon&geicoAmazon signed a digital video ad deal with Geico. Geico, will be presenting sponsor for Amazon’s upcoming pilot season when a new group of series pilots produced by Amazon will be streamed through its Amazon Prime Instant Video service.Geico will run ads on the landing page and 15-second spots streamed before each series. The deal also includes ads across Amazon.com, on the Kindle Fire 'wake' screen and on Amazon-owned site IMDB.com.This ad deal puts Amazon in competition for advertising with other streaming video sites such as YouTube, Hulu, Yahoo and AOL, along with TV networks.

  •  Dr Pepper

los unicosTelemundo Media partners with Dr Pepper to celebrate one of a kind novella talent through a multiplatform campaign.The campaign is aimed at US Hispanics to celebrate Telemundo’s unique relationship with its talent. This partnership features a close look at the personal and professional lives of three Telemundo novela megastars, and their unique stories.The three “Unicos” are: Litzy, one of Mexico’s television and music stars; Carmen Villalobos, one of the most young telenovela actresses, who stars in the upcoming second season of “El Senor de los Cielos”; and Eugenio Siller, Hispanic television’s leading man and star of Telemundo’s new original production “Reina de Corazones.” This campaign is integrated and multifaceted, but everything spins around Los Unicos dedicated custom digital hub. Each of the three stars will be showcased in their own six-part Web series featured on the digital hub, which also includes custom co-branded banners, photo galleries and the ‘Rank It’ tool that lets fans comment on this campaign. The three stars will also promote their stories on their own social media sites and across Telemundo’s social-media pages. This campaign will receive support via on-air promotion during Telemundo’s “Un Nuevo Dia” morning show and its “Titulares y Mas” sports series, as well as through cross-promotional segments on Telemundo's sister cable network mun2's “Reventón” and “mun2 Pop.” Dr Pepper will be integrated in Telemundo’s prime time “Reina de Corazones” series, which will be supported by tune-in messages. Deutsch L.A. is the agency that developed the campaign’s English and Spanish versions for Dr Pepper. The multiplatform campaign includes a 2014 Dr Pepper and Telemundo co-branded calendar featuring 12 Telemundo superstars, which will be distributed by Dr Pepper as a gift, with purchase of Dr Pepper products.

  •  Nascar 

Nascar and ad agency Ogilvy & Mather, New York, will challenge the image of drivers as beer-guzzling good ol' boys as part of a new brand campaign breaking during Fox's telecast of the Daytona 500.This will be Ogilvy's second big campaign for Nascar and will not have a tagline. Instead, all the spots will direct viewers to Nascar.com at the end.Ogilvy's three new brand spots are designed to work together to promote Nascar's new 2014 season. Mr. Johnson, Mr. Edwards and Mr. Kahne , riding bikes, jumping rope and kickboxing as well as shots of three of them and their respective race cars being prepped for the track. "Which is the machine?" asks the spot:

Another 60-second spot will focus on how kids see drivers such as Danica Patrick, Dale Earnhardt Jr. and Tony Stewart as "heroes."Here is the spot:


The last an also 60-second spot called "Change" will highlight the evolution of the sport from its beginnings to billion-dollar present. The spot will feature clips of legendary drivers such as "The Intimidator" Earnhardt as well as a clip of the famous Cale Yarborough vs. Donnie Allison brawl at the Great American Race in 1979 that put Nascar on the map as national TV property. The "heroes and the villains" may change, notes the spot, but Nascar is still Nascar:

As nearly 50% of Nascar fans are women, the spots were first thought for this audience but also to appeal the male audience as well so as it had a serious tone too.

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Start the year on the right foot with Portada's Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Nicolas Miranda at 1-800-937-5322 or e-mail him at  nicolas@portada-online.com


Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

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