SALES LEADS: American Airlines, GSK-Novartis, Target, Nestle…

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.

Check out  Portada's Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Click here for prior Sales Leads issues.

  • MEC BRAVO

descargaMEC has announced the rebranding of MEC Bravo, one of the leading Hispanic media agencies, to MEC Multicultural to reflect the agency’s expansion into broader consumer segments.he agency has created targeted campaign activations for clients such as AT&T, Marriott, KFC, Citi and Campbell’s, and continues to expand assignments with both existing and new clients, including in the beauty and energy sectors.Read More.

  • Dr Pepper

descarga (2)To continue its celebration of curiosity and individuality, especially among the Hispanic community, Dr Pepper hosted a private concert featuring Santos on Wednesday on July 15 as part of its "Dare to Discover" campaign. The exclusive event kicked  off the brand's presence at this year's Premios Juventud and dared fans to discover the unique flavors of Dr Pepper - and life in general. This month, Dr Pepper has chosen two outstanding students to receive US$75,000 in scholarships as part of the "Dare to Discover" campaign, which encourages Hispanic students to follow their dreams and reach for their goals. In addition to the scholarship announcements, the audience was also shown the inspiring stories of the upbringings, passions and aspirations behind each of the winners.Premios Juventud is a Spanish-language television show that celebrates Hispanic youth and recognizes artists in music, film, sports, style and pop culture.

  • American Airlines

VnfmkRNI_400x400American Airlines' global creative and media accounts are up for review as the marketer prepares to retire the US Airways brand after acquiring the rival carrier.American's longtime agencies McCann Erickson, New York, and its affiliate in Dallas, TM Advertising, will defend the creative business. Fellow Interpublic agencies like UM handle American's media internationally and TM works on the airline's U.S. media. Those incumbents will also participate in the review, which AAR Partners is managing. A decision is expected by early October. Global media spending is estimated at US$60 million. In the U.S. alone, American Airlines spent just under US$30 million in media last year, according to Kantar Media.Read more.

  • GSK-Novartis

4f04e6a303341df5bbe81beafdf29f33_400x400 fUQmgECF_400x400GSK absorbed Norvartis' consumer brands, including Excedrin, in a March deal. Now GlaxoSmithKline is conducting a global review of media planning and buying for its consumer healthcare brands.In March, GSK and Norvartis closed on a US$20 billion deal in which GSK absorbed Norvartis' consumer brands and vaccines, and Norvartis took on GSK's cancer drugs.As a result of the deal, GSK employed no less than three media agencies on its consumer business (PHD, MediaCom and Starcom), setting the stage for a consolidation among roster shops. Global media spending on the account approaches US$900 million. Starcom, which previously worked for Norvartis, is not participating in this contest, leaving GSK U.S. shop PHD against MediaCom, which works for GSK in overseas markets, sources said. In a statement, GSK thanked Starcom for its work on Novartis' brands, which include Excederin, Theraflu and Lamisil. GSK's over-the-counter brands include Aquafresh, Sensodyne, Nicorette and Tums.

  • Target

descarga (4)Target is releasing half a dozen new spots starring social media influencers for back-to-school, its second biggest selling season.The effort includes a new tool called "School List Assist" and deals to make shopping easier for parents. The effort aims to establish Target as a one-stop shopping destination during the high-traffic period."School List Assist" is a new tool on Target.com that provides a curated list of school supplies, which parents can order from online for home delivery or in-store pickup. The retailer worked closely with schools across the country to find the common items that parents will be looking for this back-to-school season.Target tested "School List Assist" last year in select markets and is currently running the tool in beta.The retailer tapped social media stars like dancer Maddie Ziegler -- best known for Lifetime's "Dance Moms" series and Sia's "Chandelier" and "Elastic Heart" music videos -- and EvanTubehd, who has a YouTube series about toys and gaming.Ms. Ziegler will star in a denim spot -- airing in August -- in which she performs alongside other young dancers to show off Target's stretchiest denim.The effort makes Target the latest retailer to turn to young, online influencers for its back-to-school push. The six new Target ads begin rolling out on July 19 and each will focus on a different trend and promotion, such as buy-one-get-one offers on licensed products like Star Wars, MInions and Avengers merchandise, and 40% off jeans.The ads also feature a remake of the Jackson Five's "ABC" performed by artist Tori Kelly, who has a strong following of her own on social media. The song will be available for download on Target's website as part of a cause-related push. For every download, the retailer will donate US$5 in school supplies -- up to US$3.5 million -- to the Kids in Need Foundation, a charity it supported during last year's back-to-school effort as well.Target will use social to highlight products and trends throughout the season. The retailer spent US$1.65 billion on domestic advertising in 2014, according to the Ad Age Datacenter.72andSunny led the campaign for Target, while LatinWorks developed Spanish-language ads for the push. Knock worked on the in-store advertising and Haworth handled media.

  • Nestlé

descarga (5)For Nestlé's Coffee-Mate Natural Bliss all-digital campaign, the brand's marketers took over an Irving Farm Coffee Roasters store in New York on April 24 with baristas wearing essentially nothing but body paint.The basement of the coffee shop was the production unit's mission control, as the Nestlé brand and its agency, 360i, watched the reactions of dozens of unwitting customers. Patrons were also surprised to find that coffee was free for the whole day.Nestlé and 360i created a one-minute, 33-second video and a 30-second clip to be pushed on Facebook, YouTube and other digital channels, with paid ads starting in the next few weeks and running through September. Using the hashtag #NaturalBlissCafé, the team hopes to turn heads on social media with an au naturel strategy that's slightly skewed toward millennial consumers.Lastly, Nestlé began teasing the ad on YouTube:

Get ready for #Portada16 on Sept. 14 and 15 in New York City! The Hispanic Sports Marketing Forum on September 14, and the 10th Annual Hispanic Advertising and Media Conference on September 15 will provide you with the best content and unparalleled networking opportunities to succeed in Multicultural America.


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.

MORE FROM PORTADA

Miami Tech Investors Provide LatAm Entrepreneurs with Path to Growth

Miami Tech Investors Provide LatAm Entrepreneurs with Path to Growth

We sit down with Raul Moas, the managing director of Accelerated Growth Partners (APG), a Miami-based angel investor network that provides capital to entrepreneurs in Miami, to discuss the city’s exciting startup scene, and how it has fostered the growth of Latin American businesses.


Ad-Tech Play The Trade Desk IPO’s at Higher than Expected Price

Ad-Tech Play The Trade Desk IPO’s at Higher than Expected Price

California-based ad tech company The Trade Desk, Inc. has officially gone public on The Nasdaq Stock Market.The Trade Desk debuted on the Nasdaq at US$28.75 as opposed to the company’s US$16-to-US$18-per-share projection.


How Brands Can Use Fan-Generated Video Content in Sports Marketing Campaigns

How Brands Can Use Fan-Generated Video Content in Sports Marketing Campaigns

Sports marketing experts talk about what self created fans’ video content represents to them, at Portada’s Hispanic Sports Marketing Forum, held in New York on September 14.