SALES LEADS: Toyota, Avon, Hoy Health LLC…

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

For prior Sales Leads editions, click here.

  • Toyota

The Toyota Corolla, a perennial top seller among light vehicles in the U.S., is on the way with a new platform and feisty personality. While much of the US car market has swung to the booming crossover segment, not all consumers have backed away from cars. Toyota believes there are still pockets of opportunity for car sales with multicultural groups. African-American, Asian and Hispanic consumerswill be key targets as Toyota looks to maximize the sales potential of the 12th-generation Corolla, said Sam De La Garza, Toyota's senior manager of small-car marketing. The Toyota sedan campaign will have a similar feel to the hatchback's ads, which are based on the "Greater Than" tagline. The brand is also  developing ads that will target African-Americans, Hispanics, Asians and then total market. Although the Corolla ranks 11th overall when looking at the industry as a whole, it sits at No. 2 among Hispanic buyers, trailing only the Honda Civic. It’s No. 6 among Asian buyers and No. 7 for African-American consumers.

 

  • Avon

Beauty brand Avon has consolidated its global media buying and planning business with agency Spark Foundry, following a formal review. Media Buying & Planning were previously handled by Publicis Media agency and WPP's GroupM. From January 2019, Spark Foundry will "hub" the account from London. Key markets outside the U.S. include Argentina, Brazil, Colombia, Mexico, Poland, Russia, South Africa, the Philippines and the UK. Avon spent US$118 million on global advertising in 2017, according to its latest annual report. In 2016,Avon hired Horizon Media as agency-of-record for offline media and activation in the U.S., a move that came after the beauty brand separated from its global parent and became a privately held company in North America.The North American business, which is now majority-owned by Cerberus Capital Management, operates under the name New Avon, but is still known as Avon to consumers and representatives.

 

  • Hoy Health, LLC

Hoy Health, LLC has announced robust channel partnerships and reseller agreements with diverse healthcare and business entities, opening opportunities to bring quality healthcare programs and services focused on primary care to medically underserved and Hispanic populations. Hoy Health is an emerging health-tech company with solutions for individuals and institutional re-sellers that include affordable Rx drugs, chronic condition management programs and telehealth/virtual care. Hoy Health Establishes Key Partnerships Across Multiple, Varied Business Sectors; Meets Primary Healthcare Needs of Medically Underserved.According to Mario Anglada, CEO, Hoy Health. “Hispanics are the fastest growing population in the US, accounting for US$1.7 trillion in purchasing power.” Channel partners and resellers will offer products that span the Hoy Health ecosystem.

 

 

2018/2019 NETWORKING SOLUTIONS. To find out about Portada's new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

 

  • State Farm

Insurance giant State Farm, which consolidated its marketing business with Omnicom early this year, is reviewing its PR duties. According to sources, the process involves the company's relationship with Interpublic’s Weber Shandwick, which has served as State Farm’s lead agency for nearly a decade. As the US's largest property and auto insurer, State Farm has a hefty marketing spend; In 2016, the company reportedly spent US$726m. Along with smaller regional partners, State Farm works with some non-Omnicom shops, including Translation which has produced multicultural-targeted campaigns for the client.

 

 

 

  • Buffalo Wild Wings

Buffalo Wild Wings parent company Inspire Brands announced that it has chosen The Martin Agency as its new creative AOR after a competitive review. The appointment follows a media agency assessment that resulted in Mindshare picking up the account from Horizon Media. Buffalo Wild Wings spent about US$75 million on ads last year, according to Kantar Media.

 

 

 

 

  • Volkswagen

WPP has won Volkswagen's creative account in North America, following a seven-month global agency review. The incumbent in the U.S. was Interpublic's Deutsch. Omnicom will handle Europe and South America. The German automaker will centralize its marketing to be run from four main hubs that it calls "powerhouses." They are based in Berlin, New York, São Paulo and Beijing. VW previously used roughly 40 agencies globally. Omnicom's PHD remains Volkswagen's global media agency.As VW’s “Powerhouse” agency for North America, WPP will handle Digital, Creative, Dealer and Production throughout the United States and Canada, with additional responsibility for Mexico. WPP formed a new entity to handle the account called The VW Partnership. The review covered the automaker's flagship VW brand, not its other nameplates, which include Audi.Volkswagen is the 61st-largest advertiser in the U.S. with US$746 million in spending last year, according to the Ad Age Datacenter.

 

2018/2019 NETWORKING SOLUTIONS. To find out about Portada's new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.


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.

MORE FROM PORTADA


The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

During the seventh edition of the #PortadaMX summit, experts in Influencer Marketing took the stage to discuss best practices surrounding this elusive but undeniably effective tool to reach consumers. Vivian Baron, CEO and Creative Chairwoman at Band of Insiders, presented the panelists: Best Buy Mexico's E-commerce Subdirector José Camargo, Grupo Bimbo's Global Consumer Engagement Lead Giustina Trevisi, Band of Insiders' Influencer Marketing Manager Leonardo Vargas, and Pepsico/Drinkfinity's Director of Business Innovation & Marketing Yamile Elias.


Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts tell Portada the downfall of the storied retailer won’t affect the Sears franchise in Mexico where better merchandising and e-commerce under the management of Grupo Carso, owned by Mexican billionaire Carlos Slim, have built the franchise into a big hit with Mexican consumers. The implications for the U.S. Hispanic Market.