SALES LEADS: Mediavest | Spark, Toyota & Juanfutbol , PODS Enterprises…

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

To subscribe to Portada's Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier

For prior Sales Leads editions, click here.

  • Mediavest | Spark

Mediavest | Spark, a full-service media agency under Publicis Media, announced that it is rebranding as Spark Foundry. Separately, Publicis Media recently integrated its Tapestry and MV42 multicultural agencies into their general market agencies.  Since coming together as Mediavest | Spark in March 2016, the agency has welcomed numerous new clients including BEL Groupe (Global), MTV, KFC, Mattel, H&R Block (USA), Expedia (SEA), EuroLoan (Poland), Virgin Mobile (MENA), OnePlus (UK) and Diageo (Australia). It also recently lost Sprint. Spark Foundry aims to aggressively roll out its winning proposition to its 3,500 employees across the world, while amplifying its best-in-class capabilities for clients.

  • Toyota

Univision Deportes announced Toyota has signed on as the first official sponsor of juanfutbol, the social-first soccer channel recently launched on Facebook focused on creating socially-native content for Hispanic millennials. Toyota’s launch sponsorship with juanfutbol, combined with their overall Univision CONCACAF Gold Cup partnership, will provide an exceptional multi-platform experience for passionate soccer fans. Fans can watch all the Gold Cup matches across Univision’s portfolio of networks including Univision, UniMás and UDN, as well as the Univision Deportes App (iOSAndroid), and Univision Now. Juanfutbol will engage fans even deeper with interactive content featuring players that “gave it their all,” bringing fanáticos closer to the action.Together with Toyota, juanfutbol will create interactive branded posts throughout the three-week Gold Cup tournament, pitting North American, Central American and Caribbean neighbors and rivals against each other. Gold Cup includes a total of 25 matches and 12 teams vying for a spot in the playoffs and qualify for the 2021 FIFA Confederations Cup. Juanfutbol will announce the player who “gives it their all” integrating Toyota’s brand messaging and enticing fans to engage with content.As a sponsor of the CONCACAF Gold Cup, Toyota will ignite soccer passions through its “Dale Duro” multichannel communications campaign featuring the Toyota Tundra.

  • PODS Enterprises

MullenLowe Mediahub, part of Interpublic Group, has been appointed  media agency-of-record for Florida-based PODS Enterprises, a storage and moving services, Mediapost has reported.The win follows a review.

NEW PORTADA RESEARCH REPORT: "Content Marketing Initiatives targeting Hispanic and Multicultural Audiences". The report is filled with intelligence for brand marketing executives targeting multicultural consumers - the majority of consumers in many major U.S. markets -  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey's, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to "Research Plus Membership" for only US$ 999 and access this report and 9 more!

  • WPP

WPP continues consolidating its’ agencies. Now, the conglomerate is folding  shopper specialist POSSIBLE into digital and crm agency Wunderman.Some months ago the network also merged media agency Maxus into its larger sibling MEC, whereas Mindshare absorbed Ogilvy’s Neo. POSSIBLE will continue to operate as a stand-alone brand with POSSIBLE Global CEO Shane Atchison reporting to Wunderman Global CEO Mark Read. The combined agencies have more than 9,200 people in 200 offices in 70 countriesThe combination offers clients experience in building and maintaining marketing automation platforms, offshore production, performance media, mobile and CRM, with specializations in customer experience, content, commerce, data and health.  Among the clients the two agencies share is software giant Microsoft.

  • Budweiser

Beginning today, 11 states will see their namesake on Budweiser bottles and cans as part of the brand’s latest evolution of its iconic summer packaging. Available as from July till the end of September, Budweiser’s newest look celebrates the local states Budweiser and its breweries call home.Since 1876, Budweiser has been brewed across America and its new state packaging pays tribute to the 12 breweries that relentlessly produce America’s No. 1 full-flavored classic lager. The packaging will be specific to California (featuring two Budweiser breweries), Colorado, Florida, Georgia, Missouri, New Hampshire, New Jersey, New York, Ohio, Texas and Virginia.To continue the celebration of its local breweries throughout the summer, Budweiser will also host brewery open houses, air unique radio spots in each market, featuring local Budweiser brew masters and/or the brewery’s general managers and present its first-ever “Budland” festival bringing together the best of LA’s local music artists, fashion and food.

  • Alaska Tourism Industry Association 

Anchorage-based Spawn Ideas agency has won the Alaska Tourism Industry Association account including strategy, media buying and planning. The business had previously been held by Brilliant Media Strategies for 30 years.


We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job - Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

Obtain major insights about passion point marketing (Sports, Multicultural etc). PLUS: Get 1:1 introductions with senior brand and agency executives.


Celeste Martorana @celesmartorana

Celeste joined Portada’s team in 2014. Since then, she has been working as an editor for Portada’s English-language website and compiling information for Portada’s Databases.


Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.

Loyalty, Brand Preference and the Economy Segment Traveler  

Loyalty, Brand Preference and the Economy Segment Traveler  

With the tremendous growth of economy segment hotels and low-cost air carriers, hotel and travel companies as well as the airlines, have begun to take notice and adapt to this expanding segment of travelers. To ensure that their brands stand out and become the best choice for these travelers, players in the travel industry are delving deeper into loyalty, personalization and brand preference in the economy travel segment.

Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Jill Leccia, Gatorade Sr. Director of PepsiCo Latin America Beverages, talked to Portada about the process of creating a global marketing campaign that's also aware of consumer's individual needs. Today it is more important than ever for brands to connect with consumers at a personal level while keeping local idiosyncrasies in mind but within a global context.