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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.

 

  • Petco

Petco announced it has selected New York-based Horizon Media as its strategic media agency of record in support of the company’s ongoing retail and marketing transformation efforts.The selection follows just weeks after Anomaly was named the company’s creative agency of record, and was the result of a review process initiated in the Fall of 2018 and managed by MediaLink.Horizon will begin working with Petco immediately to deliver fully-integrated media planning and buying across paid channels and strategic integration with both Anomaly and Edelman, Petco’s PR agency of record. Petco is a leading pet specialty retailer with more than 50 years of service to pet parents. The brand operates more than 1,500 Petco and Unleashed by Petco locations across the U.S., Mexico and Puerto Rico.  

 

  • Avocados From Mexico

Avocados From Mexico (AFM), is taking shoppers’ party spreads to the next level with its Guac Nation program. The No. 1 selling avocado brand in the U.S. is teaming up with RITAS and TABASCO® Brand to help consumers savor winning flavors during the Big Game. The program runs through February 3, 2019, and will offer 360 support to inspire avocado consumption and lift sales. Avocados From Mexico will also be returning with its fifth annual Big Game commercial on February 3. Guac Nation seamlessly ties-in to support AFM’s established shopper communications platform, Savor Every Moment. During the week of the Big Game last year, increased avocado consumption helped retailers reach a 4-year sales high of US$58 million2 of all commodities. With millions of consumers hosting Big Game parties, this serves as an opportunity for high avocado consumption. Guac Nation is leaning into that excitement and engaging shoppers as they prepare for game day, making avocados the star player on their shopping lists.

 

  • Chevron

Chevron, the second-largest integrated energy company in the United States, has put its global media planning and buying business in review. WPP has been the brand´s incumbent for 16 years.  Two unnamed competitors will be pitching against the incumbent, aacording to a party close to the review . WPP currently handles global media for three of the world’s four largest fossil fuel companies, according to Adweek. The latter review resulted in the formation of dedicated unit Team Energy, which consists of Ogilvy, Grey, VML, Mindshare, Essence, SocialLabs and Landor.>

 

 

 

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.

 

  • Procter & Gamble

P&G is bringing more of its media planning and buying in-house in an effort to cut costs and improve profit margins, as well as bringing its marketers closer to the consumers they serve. There was not a formal review but an internal bid process, in which Incumbent media shops Hearts & Science and Carat and P&G’s own in-house team participated, according to Adweek. Procter & Gamble’s in-house agency has taken over a larger share of its media business in the US. P&G categories at stake included fabric care, oral care, feminine care, personal healthcare, home care, skincare and baby care. P&G spent US$2.75 billion on paid media in the U.S. in 2017 and just over US$2 billion from January to September 2018, according to Kantar Media.

 

 

  • Electronic Arts

American video game company Electronic Arts — which develops and publishes games like FIFA, Madden NFL and The Sims —has placed a big part of its´media business in-house while launching a media agency review to find a strategic external media agency partner.The marketer will handle digital, including search, social, programmatic and digital out-of-home; while its outside media agency will handle linear, broadcast and out-of-home media. All strategy and planning will continue to be led in-house.Incumbent Publicis Groupe’s Starcom will participate in the review.

 

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.

 

  • Avocados From Mexico

Avocados From Mexico (AFM), the number-one selling avocado brand in the U.S., will be showcasing their new robust year-round shopper communication platform, initiatives, and partnerships at the upcoming PMA Fresh Summit Convention & Exposition in Orlando, Florida, at the Orange County Convention Center from October 18-20, 2018.The brand is launching its “Savor Every Moment” shopper communications platform.AFM will be launching its new year of national shopper marketing initiatives strategically designed to make 2018–2019 a resounding success. The lineup of partnerships includes CPG brands Ritas®, Tabasco® Sauce, Smithfield® Bacon and Tostitos® Tortilla Chips to support Fall Football, the Big Game, the Basketball Championships and Cinco de Mayo. AFM’s national shopper activity will be reinforced with efforts that spotlight big opportunities, like salads. This Fall, AFM will be highlighting the #2 usage occasion for avocados, with a salad-inspired digital hub. A first ever for produce, this e-commerce targeted site will incorporate shoppable salad recipes that initiates user generated content, recipe review capabilities and partnerships with Fresh Gourmet and The Incredible Egg.AFM will also be partnering with The Incredible Egg to focus on registered dietitian outreach, to connect with consumers by supporting Heart Health and National Nutrition Months as nutrition is the top category driver for avocados.

 

  • American Express

American Express announced it has selected IPG/Universal McCann (UM) to support its strategic media planning and buying globally, ending 20-year Mindshare relationship. This announcement follows the completion of a global media agency review that the company initiated in June of this year. Beginning January 2019, UM will work across American Express and in collaboration with its creative agencies to help the company deliver its new global brand platform, “Powerful Backing.” Launched earlier this year, “Powerful Backing” is focused on communicating all the ways American Express backs its customers in life and business to help them thrive.MediaLink, a strategic advisory firm led by digital experts Michael Kassan and Wenda Harris Millard, managed the review.In the U.S. last year the firm spent US$295 million on measured media according to Kantar Media. 

 

 

  • Intel Corp.

Santa Clara, California-based technology company Intel Corp. has appointed a Dentsu Aegis Network solution called “Team Intel” as its global media agency of record.The company´s new media team will handle digital, social, programmatic, search, offline media and analytics and will be staffed by people from the networks’s shops including Carat, Merkle and Amnet. The team will work closely with creative agency McGarryBowen and Intel’s other creative shops. Intel will continue to work with incumbents iProspect and Cardinal Path for search and digital marketing.OMD has been the incumbent since winning the brand´s media business back in 2008. The Team Intel relationship will handle hundreds of campaigns across more than 20 countries and the team will be located in regional hubs in Los Angeles, London, Singapore and Beijing, the holding company said in a statement.Intel Corp spent an estimated US$86 million in the U.S. in 2017, according to Kantar Media.

 

  • United Airlines

United Airlines has awarded its global media business to Dentsu Aegis Network following a review that began this summer. Carat will handle media planning and buying, Merkle targeted marketing and 360i social media. The airline’s creative agency of record is Dentsu-owned mcgarrybowen, which retained the account in 2016 after a closed review. The brand´s Ad spend was nearly US$220 million in 2017, according to the company’s annual report for that year.

 

 

 

 

2018 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.

 

 

  • GSK

Publicis Media has been awarded pharma giant GlaxoSmithKline US$1.7 billion global media assignment.The firm’s last global media review was in 2015 when it divided the assignment between incumbents Mediacom and Mindshare and Omnicom Media Group’s PHD.Publicis Media has created a dedicated agency unit for the account. GKS spends US$1.8 billion on advertising in 2017, per its annual report for that year.PHD handled the U.S. media work while GroupM shop Mindshare managed media in APAC and Latin America.

 

 

 

2018 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.

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.

For prior Sales Leads editions, click here. 

 

 

  • Avocados From Mexico

Avocados From Mexico (AFM) is kicking off fall football season and gearing up for Hispanic Heritage Month with a targeted line-up of retail promotions, continuing to grow the category while encouraging avo-lovers to “Savor Every Moment” with complementary products for every occasion.The brand is making a stronger connection with shoppers at retail with the launch of its new communications platform, “Savor Every Moment.”   To celebrate the “Savor Every Moment” launch and highlight the fall football season, AFM returns with the “Tastiest Tailgate” program, in partnership with Lime-A-Rita®. The program aims to inspire fans to throw the tastiest, most original, crowd-pleasing tailgate and home-gate feasts with the ultimate go-to’s for any game day celebration: creamy AFM guacamole and an ice cold Lime-A-Rita®. Kicking off on September 16th, National Guacamole Day, Avocados From Mexico will be distributing approximately 700,000 coupons via Facebook to recognize the promotion period and to help encourage consumers to celebrate the holiday. Running through December 31st, the “Tastiest Tailgate” program offers 360° campaign support to increase sales, lift and inspire avocado consumption through store merchandising, consumer savings, in-store radio, digital support, and retail-specific programming.

  • Lexus

Lexus has released its´“A Product of Mastery”  national campaign for its seventh-generation ES luxury sedan. The campaign includes hero TV spot, “Stolen,” created by AOR Team One, and  another 30-second TV spot dubbed “Why Bother.” A series of three digital videos, which will run on paid social and digital this fall, focus on elements of the new ES. Walton Isaacson created original TV spots for black, Hispanic and LGBTQ audiences. IW Group handled the adaptions and translations of the general market creative to target Chinese, Korean, and Asian Indian segments via traditional and non-traditional media, including in-language paid search, streaming, and social, according to the automaker.The national TV spots will air during high-profile prime-time, cable, late night and sports programming. Digital elements include a homepage takeover on The Hollywood Reporter in conjunction with the Emmys, digital and app banners on Yahoo Sports, and segments on ESPN’s Fantasy Focus Football podcast, according to Mediapost. Print ads will run in high-end lifestyle and home design publications. Out-of-home will include high-profile video placements in Capital One Arena (Washington, D.C.) and Times Square.The campaign will run through Oct. 31.

https://youtu.be/P2_2E_k6UPQ

  • Ford

Ford Motor Company has awarded lead creative duties on its upcoming Fall brand campaign to Wieden + Kennedy, the company confirmed.This news comes as the automaker nears the end of a review that was launched in April and encompasses the most visible portions of its massive global advertising business. The review is still active and expected to close in the fourth quarter of 2018. Ford is not only one of the world’s largest advertisers, it is also the holding group’s biggest client.WPP has been Ford’s primary advertising partner for 75 years. The holding group later combined teams from JWT, Y&R, Wunderman, Ogilvy, MEC and Mindshare to create a dedicated Ford division called Team Detroit, which then became Global Team Blue(later GTB). It now maintains 49 offices around the world. GTB handles creative and media for Ford. The competitive review, which kicked off in April, does not include media but  creative, brand strategy, creative and design.

 

 

2018 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.

 

 

  • Ulta Beauty

Ulta Beauty, one of the largest beauty retailer in the United States, has unveiled a new campaign, which includes a video featuring a diverse cast of different ages, ethnicities, sizes and genders and the tagline “The Possibilities Are Beautiful,” Ad Age reported. The effort replaces an “All Things Beauty, All in One Place” platform launched by the brand in 2015, and aims to redefine how beauty is portrayed.The campaign launches with 60-, 30- and 15-second national TV commercials and a 30-second Spanish-language version. Longer spots to run online will include a male makeup artist and male fashion designer. Featuring more realistic images of beauty is part of Ulta’s strategy to increase sales and continue to grow its loyalty membership base, which now numbers nearly 30 million and has helped the brand stand out, according to Ad Age. The latest campaign is Ulta’s first with McCann New York, which it selected for creative duties in November after a four-month review. The retailer tapped MullenLowe’s Mediahub for media, and previously worked with Mullen on creative. The company rolling out Spanish-language versions of the new spots might help win over Hispanic consumers, who are frequently under-served by marketers and over-index on cause-related purchases.

  • Beauty Pie

Beauty Pie, a beauty buyer’s club that sells luxury-made makeup for drugstore prices, has appointed The Beyond Collective agencies, Above+Beyond and Yonder Media, as the brand’s first creative and media AORs respectively following a competitive review. This account assignment will introduce Beauty Pie’s first traditional advertising both in the UK and the U.S. The media for the digital launch will be managed by Above+Beyond’s sister agency Yonder Media, run by Ed Cox formerly of Havas Media.

 

 

 

2018 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.

What: Avocados from Mexico made another big splash with its fourth Super Bowl ad.
Why it matters: Rather than launching a specific product, AFM highlighted the versatility of avocados and looked to connect with consumers on a broader scale.

The usual Super Bowl mix of commercials has beer, movies, some tech and… Avocados. Yes, Avocados From Mexico (AFM) returned to the multi-million dollar ad extravaganza for the fourth consecutive year, trying to find its way among the big brands during the world’s most-watched sporting event.

Avocados From Mexico (@AvosFromMexico), the wholly-owned subsidiary of the Mexican Hass Avocado Importers Association (MHAIA), again used not just the Super Bowl spot, but future NFL Hall of Famer Tony Gonzalez (@TonyGonzalez88) as a spokesperson, to amplify their message during Super Bowl week in Minneapolis.

The spot, tagged #GuacWorld, landed in the middle of USA Today’s Ad Meter for the game, at 33, ahead of bigger spends for traditional brands like Tide, CocaCola and Michelob Ultra. However the goal for AFM is to be in the game and engage with consumers going forward for event in 2018, not for launching one product.

“The strategy of a business like Avocados for Super Bowl is different than a traditional consumer brand,” said veteran marketer Chris Lencheski. “People on Super Bowl Sunday actually have their product in hand already. It’s a reminder to the consumer that Avocados are different and should be a staple going forward and in that vein the ad becomes a launching point for the rest of the spring, when people are thinking parties and healthy snack alternatives. It’s a big spend, but one that works for them to cut through the clutter.”

Bringing Gonzalez, who starred in the NFL for over a dozen years with the Kansas City Chiefs and Atlanta Falcons, into the mix during Super Bowl week as their spokesman also gave AFM an added media boost.

“Over the past three years, our groundbreaking Big Game campaigns have been an overwhelming success,” said Alvaro Luque, president of Avocados From Mexico. “This year, we are excited to further build on that momentum with another integrated campaign that reminds consumers that avocados are a highly versatile and great tasting fruit, perfect both inside and outside the bowl – from sandwiches to burritos to wraps and salads.”

AFM launched its first Super Bowl ad in 2015, bringing the world “Draft Day,” a humorous, star-studded spot depicting Mexico as the origin for the avocado during a pre-historic, football-styled “first draft ever” of plants and animals. In 2016 they unveiled “Bounty of Earth,” a hilarious, out-of-this-world experience set in an interplanetary museum where aliens highlighted how the Mexican avocado is “Always in Season,” among other unique Earthly treasures. In their 2017 ad, “#AvoSecrets,” a secret society leader is troubled, as humankind figures out that Avocados From Mexico have good fat – a precious secret the society is supposed to protect.

Bringing Gonzalez, who starred in the NFL for over a dozen years with the Kansas City Chiefs and Atlanta Falcons, into the mix during Super Bowl week as their spokesman also gave AFM an added media boost. Although not in the spot, Gonzalez, now an analyst for FOX Sports, was able to weave the AFM messages into multiple appearances in and around Radio Row at the Mall of America, using his own Avocado recipes as a hook around the football talk. That gave AFM an even bigger presence in smaller markets around the Big Game, and extended their media exposure well beyond just the spot, which debuted midway through Sunday’s game on NBC.

There is always risk with a massive one time spend for nontraditional brands during Super Bowl. But by combining with a spokesperson prior and then using the ad to amplify a bigger play into the social world for the spring and summer, Avocados From Mexico is able to score where other brands fail; by being in the Super Bowl conversation, and presenting an opportunity to its partners that keeps the product top of mind and growing as consumer choose snacks for the spring.

https://youtu.be/ijVLdH5dt-c

What: Ivonne Kinser, the digital strategy & innovation director at Avocados From Mexico and Portada Sports Marketing Board member, talks about the brand’s upcoming marketing strategies, and how sports might be among them.
Why It Matters: While Avocados From Mexico has advertised during the Super Bowl since 2014, the spots were not a part of a larger sports marketing strategy.

In February, Avocados from Mexico surprised the marketing world by launching its campaign #AvoSecrets during Super Bowl LI. In addition to showing the spot during the game, the marketing team also launched the campaign on digital media and the brand’s social channels with the support of GS&M, Havas Media and Richards Lerma.

Ivonne Kinser
Ivonne Kinser, Digital Strategy & Innovation director at Avocados From Mexico

“The Super Bowl is part of our consumer strategy, but we don’t see this yet as a sports marketing strategy. It’s just a great platform to reach our consumers,” Ivonne Kinser, Digital Strategy & Innovation Director at Avocados From Mexico, told Portada.

After all, the Super Bowl is about much more than sports. “Our decision wasn’t based upon a sports marketing strategy; we just wanted to be were our product is being consumed,” Kinser added.  But she admitted that “there have been internal conversations among the marketing team to introduce our content into sports.”

According to the member of Portada’s sports marketing board, Avocados from Mexico has 80% of the U.S. avocado market share, which is partly thanks to Mexico’s year-long avocado production.

Our decision wasn’t based on a sports marketing strategy, we just wanted to be were our product is being consumed.

Given the success of Mexican avocado in the U.S., Avocados from Mexico launched out of Irving, Texas, in 2013 as an effort to unify the whole industry behind one commercial direction.

Image result for avocados from mexico brand

“The Super Bowl is an event where commercials have become as important as the game itself,” said Kinser. “But only a few of the brands that advertise are actually in front of the consumer when they see the ad.” Think chicken wings, beer and of course, avocado in the form of guacamole. For that reason, Avocados from Mexico has been buying advertising time during the Super Bowl games since 2014.

There have been internal conversations among the marketing team to introduce our content into sports.

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Football kids Free PhotoIf Avocados from Mexico is to push harder into sports marketing, they still don’t have a strategy to do so. But given the brand’s interest in reaching mothers who buy avocados at the supermarket, Kinser said they might bring some sponsorships to children’s soccer schools. Doing this they would also be a way to further engage Hispanics.

“We are in the process of examining everything we have done, what has worked and how we can continue strengthening our strategy. I do see sports marketing as a pillar in the future, but it will need a bigger investment,” Kinser said.

Last year, Avocados from Mexico for the first time advertised in the Super bowl, the first ever fresh produce brand to do so. AFM has decided that it will be advertising again at next weekend’s Super Bowl. It will be present in CBS English-Broadcast but decided against doing so in ESPN Deportes, which has the Spanish-language Super Bowl rights. Ivonne Kinser, head of Digital Media and Strategy at AFM, tells Portada that the main reason behind not advertising in ESPN Deportes is because AFM’s Hispanic target, (the “Nueva Latina”) is bilingual and bicultural so “we are already talking to them with the English spot in the Anglo outlet.” A look at what AFM plans in connection with next weekend’s mega game.

1007092449_c6925da254_z“Our 2015 Super Bowl digital campaign was very successful. We were top #2 in the list of Super Bowl Second-Screen champions, in a list comprised of some of the savviest digital brands across several industries. This year, we are replicating our 2015 digital media strategy, but making it even stronger adding some new media partners,” says Kinser.

We are replicating our 2015 digital media strategy, but making it even stronger adding some new media partners.

AFM’s 2015 spot was a play on the company’s “Always There” campaign, highlighting the fact that come rain or shine, ski season or beach weather, avocados are available.
As for the 2016 digital strategy and execution, Kinser notes that “our new digital agency Richards Lerma joined the game this year with a very creative idea that will definitely make our brand stand out of the Game Day social clutter.
Audiences will be able to participate in a very engaging story. “We are putting #AvosInSpace and giving away a lot of great prizes along the ways to the users that help us throughout our journey, which is already featured in the website avosinspace.com and audiences can follow all the way through February 14th.”

Hispanic Specific Efforts

Regarding Hispanic specific marketing in relationship with AFM’s Super Bowl ad, Kinser notes that “We are engaging our group of 10,000 Hispanic Brand Ambassadors who will go out in social media spread our #AvosInSpace message across their networks. We are also leveraging our social media (Spanish) platforms to engage our Hispanic audiences with the story.

AFM works with social influencers including including IZEA, Mom It Forward, and ZEFR, Fit Men Cook, AKA, Kevin Curry among others.

Agencies that partner with AFM include Havas Media, including Arnold Worldwide, as AFM’s media agency for the general market. Inspire is Hispanic AOR agency and the digital AOR is Richards Lerma in Dallas.

CHECK OUT: Into Avocados from Mexico Digital Marketing: From ibeacon technology to Periscope and more.

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. 10 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!

  • Kentucky Fried Chicken

flLRwyCl_reasonably_smallKFC has launched a new Hispanic broadcast initiative aimed to bring back the slow and savory into lunch with KFC’s “US $5 Fill Ups.” Airing nationally through January 18th, KFC is helping adults; including Billennials (Hispanic millennials) pamper with five lunch alternatives.The spot, which has been entitled “Almuerzo” (the Spanish word for lunch), was created by Louisville-based ad agency Scoppechio. Media buying decisions were taken by MEC Global. Media was bought nationally for:
Univision (UNI), Galavision (GALA), UniMas (TEFN),Telemundo (TMG), Azteca (AZTA), Fox Deportes (FSW), Espn Deportes (ESPD), Mun2 (MUN), Discovery en espanol (DESP) and Estrella TV. (ESTR)

  • Progreso Financiero

descargaProgreso Financiero, a mission-driven financial services company serving the credit needs of the growing Hispanic market, will soon be named Oportun.The company will adopt its new name over the coming months as it shares the name “Oportun” with customers and business partners. The name change will be completed by year’s end.Read more.

 

  • Avocados from Mexico

descarga (4)Avocados from Mexico has extended its Guac Fiesta campaign to reach the Hispanic trade in key markets.The program has been designed to drive consumption of Avocados From Mexico through aggressive retail promotions in key Hispanic markets during the height of the NFL season and through to the Super Bowl.The Guac Fiesta Hispanic program is running until the 1 February in California, Arizona, Texas, Chicago, New York and Miami, targeting 1,000 Hispanic chain stores and independents.The program will feature a mobile sweepstakes and an AFM coupon offer that also gives shoppers a fun new recipe to try. Additionally, the campaign will include digital and social media, merchandising, and trade and consumer public relations efforts.

  • General Mills

descarga (5)General Mills Inc., creator of Hispanic digital platform,Qué Rica Vida, has announced the launch of “Celebra lo Rico”, a new multi-episode branded web series (10) that will empower Latinas living in the U.S. to celebrate their culture and connect through the experiences and inspiration of three dynamic food bloggers. The series began airing on the Qué Rica Vida YouTube channel today, and will continue through Mother’s Day, with a new episode available every other Thursday.The web series will be supported with extensions across Qué Rica Vida’s online ecosystem, including QueRicaVida.com, the QRV Facebook page, and weekly e-mail newsletters.The Celebra lo Rico series was created and produced by Canela Creative, and directed by RAVA Films. “We are exploring various paid content distribution partners, as well as advertising on GeneralMill’s other owned platforms (including BettyCrocker.com, Pillsbury.com and Tablespoon.com) todrive traffic to the Qué Rica Vida YouTube channel,” Natalia Ortega, Media Site planner at General Mills tells Portada.

  • Cheerios

N5B5zvrj_400x400The Cheerios “How To Dad” campaign has made its US debut after appearing in Canadian ads all year. The U.S. version of the spot is quite similar to the version running in Canada, except that the U.S. spot plugs Honey Nut Cheerios, while the Canadian ad is for Peanut Butter Cheerios. Rather than reshooting the spot, General Mills simply refreshed Honey Nut Cheerios boxes.Below the U.S. ad followed by the Canadian version:

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 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!

 

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. 40 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!

  • Turner Broadcasting

thHorizon will handle media buying for all Turner networks, including CNN, TNT, TBS, Cartoon Network and Turner Sports, among others. Incumbent MediaVest, which handled the account since 2010, was not invited to defend. Dennis Camlek, senior VP, Turner Media Group, and an agency veteran who worked at both Horizon and PHD, was involved in the decision to select Horizon. This is the second major piece of business that has shifted from Starcom MediaVest Group to Horizon this year, following Burger King’s $250 million account.

  •  Kohl /Dreamworks

descargaThe retailer Kohl’s will introduce a new line of clothing for teen girls, developed in association with AwesomenessTV, a unit of DreamWorks Animation, which wants to branch out into the merchandising business. To promote the clothing, AwesomenessTV developed a scripted video series featuring two of its stars that will highlight the clothing. Kohl’s will buy ads on the channels and Awesomeness will get royalties on Kohl’s in-store sales of the clothing line.

  •  Avocados from Mexico

descarga (1)Avocados from Mexico is releasing its 2014-15 retail promotional activity this Hispanic Heritage Month with “Échale al Asador” (Toss it on the Grill), a fully integrated program for Hispanic accounts. The program will feature a mobile sweepstakes and a coupon-recipe savings offer as well as digital, social media and in-store merchandising. This is the first Avocados From Mexico mobile program that will be targeted to Hispanic consumers. Consumers will be able to text to win to enter in the sweepstakes, access the coupon and grilling recipes from their mobile device.

  •  Hyundai

descarga (2)For its fourth year as NCAA college football sponsor, Hyundai , is returning with an integrated campaign advertising the brand’s car lineup by an effort that focus around the 17 college football programs it sponsors through IMG College. The campaign comprises TV, print, radio, digital, and social media as well as YouTube and social food network Tastemade.The campaign was developed by via Innocean U.S.A, Hyundai’s agency of record.It includes a national TV spot and a number of regional ads to air in college markets where Hyundai-sponsored teams are located. The spots air during the 18 SEC on CBS national games. The regional team-sponsorship arrangement includes Tastemade making a 13-episode “Grill Iron” series on YouTube about each schools’ epicurean habits around football. At the end of the regular season, Hyundai will host a cookoff in Los Angeles with the season’s best chef selected by the viewing audience at Tastemade’s studio.

  • Starwood

descarga (3)Starwood Hotels & Resorts is releasing a US $30 million advertising campaign to expand its Starwood Preferred Guest (SPG) loyalty program into the business-to-business market. The SPG Pro program builds on the company’s consumer-facing initiative that already skews towards tech-savvy members.Starwood’s digital media plan centers around the company’s first LinkedIn ad buy designed to attract business professionals on the social site. In addition to LinkedIn, Starwood is also buying promos on Facebook and will boost YouTube and Twitter content. Leading up to the program’s launch in October and throughout the year, Starwood will post new videos on YouTube that leverage all nine of the company’s hotel brands to show real customers’ stories.On Twitter, Starwood has started the new hashtag #spgpro to expand the Twitter and Instagram efforts for the consumer-facing program.The hotel chain claims that 50 percent of global bookings are made by SPG members.Starwood its counting on its sales team to pick top business customers to be the faces of the campaign across different categories.

  • Jack Daniel’s

Jack-Daniels_Few-and-Far-Between_thumbnailJack Daniel’s new digital campaign called “The Few and Far Between” centerpiece is a website that houses stories gathered from across the country that the brand refers to as tales of “mischief, revelry and whiskey.” The campaign has been developed by Arnold Worldwide and digital production company MediaMonks. The site captures 30 stories from New York City, Santa Monica, Calif., New Orleans and elsewhere using a variety of storytelling methods, including audio, video and the written word. Some of the stories involve Jack. The brand will promote the site with paid digital ads, including a partnership with Vice. A photo contest hosted on the Jack microsite asks viewers to submit photos under pre-written headlines. The winning image will be made into an ad featured in Vice.

  • GE

hqdefaultGE will unveil a two-minute TV spot called “The Boy Who Beeps,” during the opening game of “NFL Thursday Night Football”, the introduction of its fall campaign for “Language of Industry.” The spot is being presented more of a film than as a commercial and is designed to show the evolution of GE’s two-year-old Industrial Internet business. In the spot, also created by BBDO New York, a baby is born and communicates by beeping. As the story unfolds, the boy grows up and learns how to manipulate machines with his beeps — changing the channel on the TV, moving toy cars, even changing traffic lights. GE will continue to use the two-minute format during other NFL games, NHL games and “Saturday Night Live. “It will also create a series of 30-second spots, print ads, content-marketing partnerships and social-media campaigns to tell the story of the Industrial Internet. The company declined to provide details on the campaign’s budget.

  • Rock Health

descarga (4)Rock Health, which provides funding for health-care technology start-ups, rolled out a new campaign to recruit tech-savvy entrepreneurs into the health-care field.The integrated campaign, created by BBDO San Francisco, uses emotional appeal to connect with digital entrepreneurs.The campaign, unveiled at the Health Innovation Summit in San Francisco Aug. 21, will move on to other health-care events and will be promoted online through social media and banner ads.In the ads, Rock Health uses iconic images from popular social media and digital companies , without directly naming these companies.

  • Metro Newspaper Advertising Services
    Roxanna Rivas is the new Business Development Director for Multicultural at New York City based Metro Newspaper Advertising Services. Metro Newspaper Advertising Services does multicultural newspaper ad placements for major companies including A&TT and Allstate.

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 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!

 “To drive retail sales, build the avocado category and sustain our strong brand momentum, Avocados from Mexico commits more funds to marketing support than any other avocado organization in the U.S.”  according to a written statement to The Produce News from Eduardo Serena, marketing director of the Avocado Producers & Exporting Packers Association of Michoacàn, commonly known by its acronym APEAM.

For the 2012-13 season, “our fully integrated marketing program targets both general market and Hispanic consumers,” Mr. Serena said in the statement. That program includes television and radio advertising in selected markets, national print advertising, consumer promotions, online and mobile advertising, public relations, social media engagement and in-store retail merchandising.

The organization’s “fall-winter advertising blitz” this year will feature new creative content for its general and Hispanic market television spots that will debut in November. “The spots feature celebrity Chef Jamie Gwen for the general market and Chef Pepin for the Hispanic market,” Mr. Serena said.

Throughout the month of October, Avocados from Mexico is building on the Spookamole campaign that was launched last year. “As Halloween continues to grow as a major holiday with increased spending,” the campaign is seeking “to position rich, creamy avocados as a must-have Halloween party food,” he said in the statement. At the same time, the campaign is “extending efforts to the Hispanic market in celebration of Dia de los Muertos.”

The campaign will reach consumers through “a festive consumer sweepstakes, a full-page FSI that was delivered to more than 13 million households” on Oct. 7, “Facebook ads and a microsite with special guacamole recipes, party drinks and Halloween-themed dishes; an eye-catching E-blast to the general and Hispanic markets; [and] the re-launch of the Avocado Dress-Up game with mobile format and kooky-spooky Halloween costumes for the Avocado Amigo characters,” he continued.

Another fall promotion from APEAM is called Better Baking with Avocados from Mexico. According to the written statement, “consumers are becoming more health-conscious and aware of what they eat. But one thing they don’t want to sacrifice is great taste and flavor. Avocados are a great substitute for foods that are higher in saturated fat. With their mono and polyunsaturated good fats, avocados give consumers the same rich creamy texture but with less saturated fat and calories, regardless of where they were grown, and that is what retailers can leverage.”

For the 2012 holiday season, “Avocados from Mexico is helping retailers increase sales by showing consumers that they can bake better by substituting avocados for butter or oil in brownies, cookies, cupcakes and other favorites. The results are rich, moist, guilt-free goodies,” Mr. Serena said in the statement.

The Better Baking promotion message is being spread through a consumer sweepstakes on Facebook in December; a full-page FSI featuring the sweepstakes on Dec. 2 that will reach more than 13 million consumers; online and mobile ads on popular food sites in November and December; “eye-catching in-store signage in thousands of retail locations placed by third-party suppliers;” a targeted E-blast in November that will reach more than 450,000 consumers; and an outreach to influential food bloggers.

In December, “Avocados from Mexico will launch a promotion centered on the popular Hispanic celebration of Posadas, featuring celebrity Chef Pepin to support this beloved holiday tradition,” Mr. Serena said in the statement. “Hispanic consumers will be reached through online and mobile advertising, blogger outreach to influential Latino bloggers, a special online coupon offer on the AFM Spanish website and more.”

 “To drive retail sales, build the avocado category and sustain our strong brand momentum, Avocados from Mexico commits more funds to marketing support than any other avocado organization in the U.S.”  according to a written statement to The Produce News from Eduardo Serena, marketing director of the Avocado Producers & Exporting Packers Association of Michoacàn, commonly known by its acronym APEAM.

For the 2012-13 season, “our fully integrated marketing program targets both general market and Hispanic consumers,” Mr. Serena said in the statement. That program includes television and radio advertising in selected markets, national print advertising, consumer promotions, online and mobile advertising, public relations, social media engagement and in-store retail merchandising.

The organization’s “fall-winter advertising blitz” this year will feature new creative content for its general and Hispanic market television spots that will debut in November. “The spots feature celebrity Chef Jamie Gwen for the general market and Chef Pepin for the Hispanic market,” Mr. Serena said.

Throughout the month of October, Avocados from Mexico is building on the Spookamole campaign that was launched last year. “As Halloween continues to grow as a major holiday with increased spending,” the campaign is seeking “to position rich, creamy avocados as a must-have Halloween party food,” he said in the statement. At the same time, the campaign is “extending efforts to the Hispanic market in celebration of Dia de los Muertos.”

The campaign will reach consumers through “a festive consumer sweepstakes, a full-page FSI that was delivered to more than 13 million households” on Oct. 7, “Facebook ads and a microsite with special guacamole recipes, party drinks and Halloween-themed dishes; an eye-catching E-blast to the general and Hispanic markets; [and] the re-launch of the Avocado Dress-Up game with mobile format and kooky-spooky Halloween costumes for the Avocado Amigo characters,” he continued.

Another fall promotion from APEAM is called Better Baking with Avocados from Mexico. According to the written statement, “consumers are becoming more health-conscious and aware of what they eat. But one thing they don’t want to sacrifice is great taste and flavor. Avocados are a great substitute for foods that are higher in saturated fat. With their mono and polyunsaturated good fats, avocados give consumers the same rich creamy texture but with less saturated fat and calories, regardless of where they were grown, and that is what retailers can leverage.”

For the 2012 holiday season, “Avocados from Mexico is helping retailers increase sales by showing consumers that they can bake better by substituting avocados for butter or oil in brownies, cookies, cupcakes and other favorites. The results are rich, moist, guilt-free goodies,” Mr. Serena said in the statement.

The Better Baking promotion message is being spread through a consumer sweepstakes on Facebook in December; a full-page FSI featuring the sweepstakes on Dec. 2 that will reach more than 13 million consumers; online and mobile ads on popular food sites in November and December; “eye-catching in-store signage in thousands of retail locations placed by third-party suppliers;” a targeted E-blast in November that will reach more than 450,000 consumers; and an outreach to influential food bloggers.

In December, “Avocados from Mexico will launch a promotion centered on the popular Hispanic celebration of Posadas, featuring celebrity Chef Pepin to support this beloved holiday tradition,” Mr. Serena said in the statement. “Hispanic consumers will be reached through online and mobile advertising, blogger outreach to influential Latino bloggers, a special online coupon offer on the AFM Spanish website and more.”

Avocados from Mexico marketing program will launch in March with a fully-integrated Spring campaign aimed to further increase avocado consumption and build market demand during the peak avocado consumption season that begins with March Madness and culminates with Cinco de Mayo.

The Spring program will kick off with new Spring creative general market and Hispanic consumer radio, television and online advertising in the top avocado consumption markets of Dallas, Houston, San Antonio and Chicago. The intense broadcast efforts will air for a total of 6 weeks between March 15th and May 2nd, and is expected to generate more than 300 million target impressions. In addition, Avocados from Mexico will be outreaching to consumers through marketing, in-store promotions, print ads in popular publications Nationwide and merchandising efforts. To tap into the immediate excitement of March Madness, Avocados from Mexico is offering special basketball themed POS Cards and supporting retailer specific display contests to encourage in-store displays and boost overall sales during this key promotional time period.

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.

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  • CenturyLink

CenturyLink, a global communications and IT services company, has engaged cross-cultural agency Pinta to tap the burgeoning Hispanic market. The scope of work includes advertising, digital content creation, media buying, social media management, public relations and activating the agency’s proprietary in-store platform, Bodega Media®.

 

  • Southwest Airlines

Southwest Airlines has appointed Media agency Spark Foundry, part of Publicis Media, as its’ new paid media agency following a review that included various agencies. Dallas-based Camelot Strategic Marketing & Media was the incumbent for about 30 years.The Company spent more than US$230 million on advertising last year according to its annual report. The agency will handle media planning and buying, data and analytics, measurement and performance and content marketing.

 

 

 

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!

  • Mexico Tourism Board

The Mexico Tourism Board unveiled a new global campaign, “A World of Its Own,” in New York City. The campaign represents the next chapter in Mexico’s global tourism positioning and promotion and focuses on the vibrant experiences that keep visitors coming back to Mexico and its hundreds of destinations, time and again. The “A World of Its Own” positioning highlights the sheer scale and diversity of Mexico’s tourism offering and comes at a time when Mexico has climbed from the 15th (2012) to the 8th most visited country in the world (source: UNWTO), outpacing the global industry average in growth, by several times.The multi-faceted global marketing campaign will begin to roll out immediately, with its first phases focused on the visitmexico.com website, digital and social media programs, and public relations efforts. Advertising, promotions and events in partnership with the tourism industry, and Mexico’s many destinations, will begin rolling out across global markets in October.  A new digital platform will launch in December, allowing for interaction with the “World Of its Own” video, with 360-degree views of Mexico experiences and a Mexico bucket-list building tool for consumers.

  • Tequila CAZADORES

Tequila CAZADORES®, a 100% blue agave premium tequila, debuted a new limited-edition blanco bottle, reimagined by legendary tattoo artist Mister Cartoon in honor of Día de los Muertos. The hand-rendered bottle design features Mister Cartoon’s signature fine point style, nodding symbolically to the Día de los Muertos traditions Mister Cartoon values most. Available nationwide, the Mister Cartoon X Tequila CAZADORES Día de los Muertos bottle will hit shelves in mid-September, ahead of the November holiday.  Mister Cartoon has also created a set of skull bandanas – inspired by illustrations from the limited-edition bottle – that will be available through MisterCartoon.com/shop with 100% of proceeds from sales going towards disaster relief in Mexico.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
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.

 

  • Continental Airlines

Read an article (premium content) on Continental Airlines Digital Strategy and its merger with United Airlines.

  • Dodge

The Dodge Brand marks its return to multicultural marketing and advertising with a new TV campaign, "Secret Door," aimed at the Hispanic market. The TV campaign features two 30-second spots, as well as a 60-second spot, which will be broadcast exclusively during the 11th Annual Latin GRAMMY(r) Awards where the Dodge Brand will serve as the exclusive automotive sponsor.

The Dodge Brand also will be on the green carpet and at the official Latin GRAMMY after-party delivering coverage of Dodge's participation with photos and videos that will be posted live on the Dodge Brand Facebook page and blog, and with live tweets from the Dodge Brand Twitter handle (@dodge).

  • TD Bank

The Cherry Hill, N.J. and Portland, Maine-based bank has tapped The Vidal Partnership to handle Hispanic creative and media buying duties to grow its business among this fast-growing population.

  • Drugfree.org

The Partnership at Drugfree.org unveils TV and radio spots as part of its 2010 national Spanish-language multimedia public service and prevention campaign aimed at thwarting drug use among Latino youth.

Hispanic parents are the targets of the messaging, which builds on the nonprofit organization's "Habla Con Tus Hijos" ("Talk with your Kids") initiative. Creative work, including a planned digital effort, is by Adrenalina, a multicultural advertising and marketing agency that is part of Kirshenbaum Bond Senecal + Partners (KBS+P).

  • Avocados

The Mexican avocado industry is powering up its Avocados from Mexico advertising campaign from November through January, as volume this season is projected to reach 330,000 tonnes.

The ad campaign is again being endorsed by well-known US chefs, while the award-winning print campaign will continue with fresh exposure in major magazines nationwide, including People and Sunset.  In addition, banner ads, eblasts, ad words and social media are planned to draw thousands of consumers to find recipes and more at the Avocados from Mexico website.

The website will also encourage consumers to enter the Avocado on Top Sweepstakes (taking place in California, Chicago and Texas) in November and participate in the Guac Rocks Facebook promotion in January.

  • Fujifilm

Fujifilm North America Corp. will embark on a national, multi-pronged digital camera advertising campaign for the 2010 holiday selling season, extending the reach and scope of Fujifilm’s branding campaign that began this summer, as well as continue its momentum in growth of digital camera business. The new campaign includes a new Hispanic ad (featuring Z70). Ads will be seen on national network and cable television, from Nov. 14 through December 22, featuring the FinePix HS10 and S-Series digital cameras.

  • Dr Pepper

Dr Pepper and recording artist Pitbull have joined together for Dr Pepper's "Vida 23" campaign. Pitbull will be the spokesman for the 2011 campaign. The campaign will include TV, online, out-of-home advertisements, radio, in-store activity and a mobile tour. The 2011 campaign was developed by the Hispanic advertising agency Lopez Negrete of Houston, Texas.

Get access to detailed contact information in our Interactive Directory of Corporate Marketers and Agencies targeting Hispanics.

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  • Avocados from Mexico

The Avocado Producers and Exporting Packers Association of Michoacán (APEAM)  announced plans to launch a fully-integrated marketing program to increase consumer purchase frequency and market demand for Avocados from Mexico during the Fall/Winter Season. Recent research indicates that consumers are getting into the avocado habit year round and Mexico is prepared to be the primary source. The Avocados from Mexico Fall/Winter Marketing Program will feature new general market and Hispanic consumer radio, television and online advertising in the top avocado consumption markets of Dallas, Houston and San Antonio, Texas and Chicago, Illinois and will air from November 9, 2009 through February 7, 2010 and reach over 99MM consumers.

In addition, Avocados from Mexico are teaming up with celebrity chef and author, Rick Bayless to reach millions of consumers through the PBS show “Mexico—One plate at a time." The first of thirteen segments will air on stations across the country beginning in September. The promotions will also be supported with online newsletters, banner ads on target websites and customized retail displays with free celebrity chef recipes.

 

  • Allstate

Allstate, the insurance sponsor of the Mexican National Soccer Team (MNT), is launching a promotion awarding the winner, and a guest, an all-expenses-paid trip to Dallas to watch a ‘Tricolor’ game, on September 30. The winner will be accompanied by Mexican soccer legend Luis Roberto Alves.

The multi-channel promotion, where consumers can participate online, on-site at the Allstate booth at Futbol Fiesta in Atlanta and San Diego, and by texting, marks Allstate’s third year as a sponsor of MNT and the company’s involvement with Alves. Allstate has built out a dedicated Website to MNT and is doing public relations and community events in conjunction with the team.

Allstate, which spent $50 million on Hispanic print, TV and cable in 2008, per Nielsen, has also just released the latest spot in its "Affordability" campaign. The spots are running on Spanish language networks like Telemundo and Univision as well as Spanish cable outlets like CNN en Espanol. Allstate’s agency is Publicis Groupe's Lapiz, with its corporate sibling Tapestry (SMG), handling media chores.

 

  • Crown Imports

Independent agency La Comunidad won Crown Imports' pitch to choose a new U.S. Hispanic agency of record for beer brands Corona Extra and Modelo Especial, an account worth about $20 million. La Comunidad beat two other Latino shops, independent Zubi Advertising and Conill, Saatchi & Saatchi's Hispanic agency, in a three-month review for the business, which will involve leading strategic planning, creative development and production for the two brands.

The previous agency was Interpublic Group of Cos.' Casanova Pendrill, based in Costa Mesa, California. Jim Sabia, executive VP of marketing for Crown Imports, led the review. In a statement, he credited La Comunidad's win to the agency's insight-driven creative ideas across multiple media platforms. Hispanic media buying will still be handled by Cramer-Krasselt, Corona’s Chicago based general market agency.

Both Corona Extra and Model Especial have been increasing their ad budgets for the U.S. Hispanic market. Corona Extra, the No. 1 imported beer in the U.S. and the sixth biggest beer brand overall, spent $9.3 million in Spanish-language media in 2008, up from $7.7 million in 2007, according to TNS Media Intelligence.

Crown Imports, is a joint-venture between Constellation brands and Mexican brewing giant Grupo Modelo. 

 

  • Unilever

Unilever’s ViveMejor (“Live Better”) program continues to evolve. Now in its third year, the multi-brand campaign addresses the personal care and cooking needs of Hispanic women through such avenues as expert advice and valuable coupons from popular Unilever brands.

This year’s program features new talent and a variety of consumer touch points, including national television integrations on morning and evening shows shown on Spanish-language television network Univision, public relations outreach, print advertorials in best-selling Hispanic magazines, direct mail, and retail events in the top Hispanic cities across the United States.

Moreover, as part of Unilever’s sustainability mission, all content from the ViveMejor magazine is now available online at ViveMejor.com.

 

  • Food Lion

Three Alamance County stores are among 13 Food Lion locations in the Triad – a region in North Carolina consisting of the area around the cities of Greensboro, Winston-Salem and High Point – who will market to the area’s growing Hispanic population.
Food Lion stores on North Church Street and Harden Street in Burlington, and on Roxboro Street in Haw River, will participate in the Sabor Latino campaign, which translates to “Latin Flavor.”

The effort will fill shelves with 1,000 Hispanic foods, including bolillo rolls, tres leches cakes, boniato and jicama. The store on Harden Street, which also fronts Maple Avenue, now contains an aisle stocked wholly of Latin-style canned beans, rice, sauces and tortillas.The Salisbury-based grocery chain announced the campaign Friday in Winston-Salem. Stores in Asheboro, Winston-Salem, Biscoe, Dobson and Yadkinville are also included in the marketing campaign.

 

  • JC Penney

JC Penney wants a big bite of America's back-to-school bucks, and has unleashed its latest teen marketing in kids' favorite places – Facebook, movie theaters, concerts, cell phones and TV. The campaign also includes Hispanic TV and was created by Saatchi & Saatchi New York, T3 and Razorfish.

 

  • Ryan's(R) Grill Buffet and Bakery

Ryan's(R) Grill Buffet and Bakery, a 225-store unit of Buffets, Inc., announced the launch of the brand's first system-wide marketing effort. The integrated campaign was created by marketing agency of record Schafer Condon Carter (SCC) and features original music and a proprietary jingle.

The integrated campaign is part of Ryan's system-wide branding effort to help re-define and distinguish the casual dining chain's unique brand personality and restaurant experience. Television (:30 and :15) and radio (:30) spots will run beginning in July.

The marketing effort will also include digital, direct, in-store, and a proprietary scratch card game. The campaign will also include Hispanic versions of key elements. Ryan's will also launch an employee marketing effort that features ring tones, screensavers, videos, and musical greeting cards.

 

  • Ford

The Telemundo Station Group has once again partnered with Ford Motor Company for the Amores de Luna franchise, with its second installment to feature the new 2010 Ford Fusion. Amores de Luna 2: Nuevos Caminos will be produced by Telemundo Studios as a branded TV, online and mobile advertising campaign. The mini-series will air following the late local newscast on Telemundo’s KVEA-Los Angeles, WSCV-Miami, KTMD-Houston, KXTX-Dallas and WSNS-Chicago.

The 20 three-minute episodes will air over a period of four weeks. Following their on-air premieres, the episodes will become available online via an exclusive Amores de Luna microsite. A La Mano, Telemundo’s local mobile initiative, will promote Amores de Luna content on cell phones and mobile devices. Ford has also added two new properties to this franchise, a cross-promotional campaign on Telemundo’s cable network Mun2 and digital platform HolaMun2.com.

 

  • Farmers Insurance

Farmers Insurance Group announced it has launched its latest Hispanic advertising campaign titled "Force Field" that includes TV, radio and rich media – all produced by U.S. Hispanic Agency of Record Accentmarketing.

“Force Field' is a visual representation of finding the right fit when it comes to providing individualized insurance coverage that's right for each person," explained Luisa Acosta Franco, Farmers Vice President of Multicultural Marketing. "The visuals allow consumers to quickly capture a message of personalized protection and demonstrate different ways that getting the wrong insurance coverage can be ineffective, insufficient, excessive, or over-priced."

Based on the right fit concept from "Force Field", the radio campaign includes :30 and :60 second versions while the digital campaign is composed of rich media banners that include user-activated banners, videos banners and expandable video boards, that will direct consumers to Farmers' in-language website, .http://www.segurosfarmers.com

 

Click here, for detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies. In addition to information on more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).

What: Hass Avocado Board, the group dedicated to endorsing consumption of Hass Avocados in the U.S., has selected Grupo Gallegos as its digital and social agency of record (AOR).
Why it matters: Grupo Gallegos will lead the charge in bringing out-of-the-box strategic solutions, content creation and creative engagements to promote Hass Avocado consumption nationally.

CaalZmX-_400x400Independent creative agency Grupo Gallegos has been named the digital and social agency of record (AOR) for Hass Avocado Board (HAB), the agriculture promotion group dedicated to endorsing consumption of Hass Avocados in the U.S. The appointment followed a consultant-led review.

Grupo Gallegos will lead the charge in bringing out-of-the-box strategic solutions, content creation and creative engagements to promote Hass Avocado consumption nationally. The agency will be utilizing its digital and social capabilities to target all consumers within the U.S., including health and wellness professionals who may not be aware of the nutritional benefits of avocados.

As part of its partnership, Grupo Gallegos will leverage HAB’s Love One Today® campaign, the group’s food and wellness education program that encourages Americans to include fresh Hass Avocados in everyday healthy eating plans. Grupo Gallegos efforts will promote the campaign, as well as complement and support the nutritional message of all members of the avocado industry, including California Avocados, Avocados from Mexico, Avocados from Chile and Avocados from Peru.

The agency will launch work in the latter half of May tied to Love One Today, and will continue to work closely with HAB to launch additional creatively-led digital and social media efforts throughout the year.

“We are energized the Hass Avocado Board trusted us to bring fresh and creative ideas we’re confident will yield great results,” said John Gallegos, Founder and CEO of Grupo Gallegos. “We share a mindset of valuing culture and creativity, and look forward to further elevating the board’s business by engaging today’s multifaceted consumers in innovative and impactful ways.”

“Grupo Gallegos impressed us with their ability to infuse creativity in the way they position brands to succeed in today’s rapidly-evolving consumer landscape,” said Gina Widjaja, Director of Marketing and Communications at Hass Avocado Board. “There is no doubt the agency is the right partner with the right creative vision to aggressively move us toward putting digital and social media at the center to how we communicate with our target consumers.”

More about Avocado Marketing:
How Avocados from mexico’s new Superbowl Ad Targets the Nueva Latina
Into AFM’s Digital Marketing: From beacon technologo to periscope and more!

Avocados from Mexico, (AFM) the not-for-profit organization that markets the Mexican Hass Avocados Importers Association and The Association of Growers and Packers of Avocados From Mexico, has an original digital marketing profile. To target both the overall U.S. population and the Hispanic population AFM has used relatively new digital media vehicles such as Periscope and iBeacon Technology. Additional projects include two soon to be launched Content Marketing platforms as well as digital and off-line integrations. We talked to Ivonne Kinser, head of Digital Media and Strategy for AFM.

The Digital Marketer, the Brand and its Agencies

Ivonne KinserKinser, joined Avocados from Mexico in 2014 as the Head of Digital Media and Strategy. At AFM she oversees the strategy on all things digital keeping the company on the cutting edge of the Web across the organization’s four business segments: Hispanic market, general market, retail and food service. She has a cross-market approach. Kinser works with Havas Media, including Arnold Worldwide, as AFM’s media agency for the general market. “Inspire is our Hispanic AOR agency, including traditional media planning and buying, and we will announce very soon a new partnership with a group that will become our digital AOR,” she says.

The profile of the Avocado Consumer: The “Nueva Latina”

Kinser notes that AFM targets the “Nueva Latina”, who falls into two groups based on acculturation, demographics and psychographics. The Nueva Latina is ambitious, optimistic and enthusiastic about their chapter in life. She is progressive and has big dreams and a “can-do” attitude. In my space (digital), this Nueva Latina is a heavy mobile user, always connected, and very social. They use internet daily and is more likely to research and purchase products online, so when it goes to our media mix, digital is definitely a very important piece of it.” Kinser adds that Hispanics are heavy consumers of avocados because avocados are part of their roots and their heritage. It is not a novelty for them but more a tradition. Our Hispanic marketing challenge is not to raise awareness about avocados, but to develop a message that enables and inspire the Nueva Latinas to reconnect with their culinary roots by adding some avocado to the dishes they like the most, no matter what they are. The versatility of the avocado is the perfect attribute to support that message as one that is genuine, honest, credible, and well supported.”

Our Hispanic marketing challenge is not to raise awareness about avocados, but to develop a message that enables and inspire the Nueva Latinas to reconnect with their culinary roots.

4 Content Marketing Platforms: Retail and Food Services to be Launched

Content Marketing

AFM has 4 marketing platform, (websites), and multiple social platforms. Kinser notes “”Regarding our marketing platforms, we have one for each of our four market segments: The Hispanic market website AguacatesdeMexico and the general market website Avocados from Mexico were launched at the beginning of this year and at the end of last year respectively, and the retail and the food service websites will be launched within the next couple of weeks.” Kinser believes that catering to each segment with customized and relevant content to address the specific needs of each of them” is a key component of a successful content marketing effort. “Although some information such as avocado nutritional benefits and avocado uses is consistent across all platforms, there are some sections and specific content within each website that is developed for each of the segments based on the unique insights of each. In fact, the platform that we built for the Hispanic market is a dual language platform because our target, (the New Latina, is for most part bilingual and bi-cultural). Those are the kind if insights that we took in consideration when we developed the platforms strategy.

Off-Line and Online Integrations: The Super Bowl Ad

superbowlHow does AFM integrate its online marketing (paid, owned and earned) with its off-line marketing efforts? According to Kinser, “The keyword is “consistency”. We have a digital strategy in its own, which is based on digital intelligence and data gathered from the millions of interactions with our users across our multiple owned and earned platforms, but as part of our holistic plan we also support offline messages across our four segments: retail, food service, Hispanic and general market.”
A relevant example that comes to Kinser’s mind is the digital platform that AFM created around its TV spot during the Big Super Bowl Game in February. “We leveraged an event of such magnitude to create a 360 digital platform around it, which not only increased the reach of that TV message, but that it also ranked our brand as the top #2 among the top 10 (digital) performers of the Big Game. A significant accomplishment considering that we are a relatively new organization competing in that category with pretty big players in the digital space such as Toyota, Nissan, Dove and Anheuser-Busch, among others.”
She adds that The Beacons platform, explained below, is another example of digital and off-line integration. “We leveraged our capability to communicate directly with our customers while they are shopping in-store in any of our retail partners, to support the POS, print and radio messages.”

Join us at PORTADA Mexico!

Digital Innovations: Using I-Beacon Technology ….

Patrick Leddy of Pulsate

AFM recently became the first produce brand that leveraged the iBeacon technology to establish a permanent communication channel with millions of shoppers in 250 locations across the U.S. Kinser explains that “Bluetooth beacons are essentially tiny sensors that send out signals which, when picked up by mobile devices, can trigger specific actions in apps. Beacons are typically powered by a coin cell battery that can last for up to two years. The signals only work with apps designed for specific beacons.” She adds that “AFM deployed 280 (branded) store displays equipped with a battery powered iBeacon to grocery stores throughout the US, and launched our beacon app iAvocado. So customers with the AFM iAvocado Mobile Application (both Android and Apple) can receive targeted recipes, videos, or coupons delivered directly to their phone when they walk within 50-feet of an AFM grocery store display. The content that is delivered to the customer is managed through a Content Management System that is hosted on Amazon Web Services. Our media agency can monitor resulting analytics including when a customer download the app, is near a beacon enabled grocery store display, visited an AFM webpage from the application, watched a video, or redeemed a coupon.”

Bluetooth beacons are essentially tiny sensors that send out signals which, when picked up by mobile devices, can trigger specific actions in apps.

To drive iAvocado app downloads AFM partnered with Inmobi, a mobile-first customer engagement platform to launch a geo-fenced mobile campaign. “Through our retail division, we partnered with some of our clients including Superfresh, Pathmark, A&P, Food Basics, Best Cellars, Waldbaums and Food Emporium to deploy our Beacons platform in-store, in specific locations within their chains. This initiative is part of our long-term mobile strategy that aims to strengthen our communication with our consumers by providing them the information and offers that they want, where and when they want them and need them”,  Kinser says

…and Periscope.

In April , Avocados From Mexico, by the hand of its agency of record Arnold Wordwide (Havas), became the first produce brand to engage their fan base and the world using Twitter’s new Periscope live-video streaming platform. When asked on whether there was a Hispanic specific targeting component in the Periscope campaign, Kinser answers that “when we experiment with new platforms we take a market agnostic approach. In those cases our segmentation is a behavioral one. We target communities of early-adopters with high affinity with the platform we are testing, whether they fall into the Hispanic segment or the General Market segment.”

Join us at PORTADA Mexico!

AFM, Inc., the marketing group recently created to manage the advertising budget of the brand Avocados from Mexico, has appointed Ivonne Kinser as Head of Digital Strategy and completed a world-class marketing team. Kinser will report to AFM’s president Alvaro Luque.

IvonneKinser_PhotoAFM, Inc., the marketing group recently created to manage the US $47 million advertising budget of the brand Avocados from Mexico, has appointed Ivonne Kinser as Head of Digital Strategy. Kinser, who brings more than 15 years of digital marketing experience to the table, will report to AFM’s president Alvaro Luque – a CPG veteran. In her role as the Head of Digital Strategy, Kinser will oversee “all digital things” for all four business segments of the brand: general market, multicultural market, retail, and food service.

Previously, Kinser was the director of digital marketing at Haggar Clothing Co. She has also held key roles at some of the most respected advertising agencies in the region such as T:M Advertising (McCann Erickson), The Richards Group, and Richards/Lerma in Dallas, as well as top brands and Fortune 500 companies including American Airlines, The Home Depot, Unilever, HEB, and Metro PCS, among many others.

According to Kinser, who is returning to CPG (Consumer Packaged Goods) after several years in the apparel and retail categories, “CPG is a fun and very creative category. Being part of a well-grounded group that promotes innovation and embraces top-of-the-line technology makes it even more exciting. In addition, a product that holds a leadership position in its industry, with a 70 percent market share, and a marketing budget that grows steadily YOY, It’s definitely a dream combination.”

Kinser becomes the latest addition to what Luque refers to as an “A+ world-class marketing team,” which he has assembled within the past year. His team comprises a group of seasoned marketers coming from top brands within the category. The robust program of the Avocados from Mexico brand yields 1.5 billion media impressions and encompasses the development and launch of four new websites this year.

U.S. Travel Association, Nutrabolt, Schuman Cheese, Asos, Sambrazon, Opry Entertainment and  … and more Sales Leads.

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  • U.S. Travel Association

U.S. Travel AssociationThe U.S. Travel Association has launched a new campaign dubbed “Let’s Go There,” which was designed to get Americans excited about planning their next vacation. As part of an industry-wide collaboration of more than 75 businesses and organizations, the U.S. Travel Association is demonstrating the personal benefits of travel planning and welcoming back customers who want to hit the road now or in the future. Research during the development of the Let’s Go There campaign found that 97 percent of respondents say having a trip planned makes them happier, while 82 percent reported it makes them “moderately” or “significantly” happier. The coalition includes American Airlines, American Express, the American Resort Development Association, Chase, Delta Air Lines, Disney Parks, Expedia, Hilton, Hyatt Hotels, the Las Vegas Convention and Visitors Authority, Loews Hotels & Co, Marriott International, the South Dakota Department of Tourism, United Airlines, Visa, Visit California, Visit Spokane and World Cinema, Inc.

“The Let’s Go There campaign aims to tell travelers: When it’s time for you, we’ll be ready,” U.S. Travel Association President Roger Dow said. “There is pleasure in planning travel, and when the moment is right, the industry is committed to being well-prepared for the safe return of travelers.” The effort from Dentsu Mcgarrybowen and Publicis Groupe will extend into 2021. Media includes CMT, Cooking Channel, ESPN, Freeform and National Geographic Channel. Two spots will air on ESPN’s “Monday Night Football” Sept. 14. and be featured on top television stations such as CMT, Cooking Channel, ESPN, Freeform and Nation.

 

  • Nutrabolt

NutraboltPortada Council System member Rajaa Grar has been named Chief Digital Officer at Nutrabolt. Nutrabolt is the largest independently owned sports nutrition platform in the world, with retail sales exceeding $500 million. Since launching in 2002, Nutrabolt’s vision has been to innovate, inspire, and make products that maximize human potential. Grar is responsible for driving e-commerce and digital revenue growth in the U.S. and globally across Amazon, E-tail, and DTC businesses. She is also tasked with developing and leading a company wide digital transformation by providing best-in-class digital and omnichannel customer experiences connected to Nutrabolt’s consumer brands (C4, Cellucor, and Xtend). Prior to her position at Nutrabolt, Grar was Vice President of Marketing,  Head of Brand, Growth & Performance Marketing at Snap Kitchen.

 

  • Asos

Fashion brand Asos has launched a campaign on TikTok in the UK and the US to expose users of the social media platform to content featuring its products. The campaign, made in collaboration with tech marketing agency Byte, involves the creation of a TikTok challenge with the hashtag #AySauce, which asks users to post a 15-second video showcasing three outfits of their choice. John Mooney, brand creative director at Asos, said: “We’re always evolving our content, social media strategy and channel focus to ensure we’re staying relevant to our fashion-loving, 20-something customers. “TikTok is a growing part of that mix, and we’re excited to see how our social content team can engage our customers in new ways through the #AySauce hashtag challenge over the coming weeks.” The brands also aims to reach around 219 million people on the app through partnerships with TikTok influencers across the US and UK.”

Portada LiveJOIN US AT PORTADA LIVE, OCT. 14, 2020

To find out about Portada’s new virtual networking solutions at PortadaLive 2020 involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Sambrazon/Opry Entertainment

    Media buying and planning agency USIM, which last week picked up media services for organic Acai brand marketer Sambazon, has also been named the media agency for Opry Entertainment Group. Opry Entertainment  portfolio of brands includes Country Western brands like the Grand Ole Opry, Ryman Auditorium, WSM Radio and Ole Red. The account is estimated to be bill more than US $3 million annually, and includes media planning and buying. The account was previously handled in-house

  • Coldwell Banker

Real estate brokerage Coldwell Banker, part of the Realogy portfolio of brands, is in the midst of the implementation of an inclusive ownership program. “We’re focusing on growing awareness among industry reporters and influencers talking about the program and connecting with various organizations / associations”, Jason Riveiro, Director, Global Development & Growth Markets at Realogy, tells Portada (check out the complete interview!)

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  • Schuman Cheese

Schuman CheeseIn its latest major brand effort for Cello®, Schuman Cheese is serving up the message: delicious cheese isn’t hard to find, if you know what to look for. In partnership with Partners + Napier, Schuman Cheese is rolling out its latest campaign, Cheese Confidently. Mike Currie, Director of Marketing at Schuman Cheese notes that “There are a lot of people who love specialty cheese but don’t consider themselves experts and crave guidance from brands so they can better navigate the category. We want people to know that they don’t have to be a cheese connoisseur in order to enjoy premium cheese confidently. All they have to do is look for our distinctive black label.” According to the press release, Cheese Confidently includes programmatic online video, social media, digital couponing and DFSIs, SEM, point-of-sale, and a partnership with Instacart.

  • AFM

Avocados from MexicoAvocados From Mexico (AFM) is kicking off the fall season with two new promotional campaigns designed to elevate engagement and increase basket ring within grocery stores. This fall’s Hispanic Heritage programming features a new partnership with Takis® Snacks, a salty snacks brand, as well as a first-time contest from October through December in which consumers can win a new house worth $500,000, along with other prizes. Both promotions bring the flavor of fall snacking fun to grocery stores and consumers with eye-catching displays, consumer savings, a strong loyalty program, and digital and social engagements. This iteration of AFM’s “Flavor with Heritage” campaign runs from Sept. 13 through Oct. 18.  Given the popularity of Takis® Snacks across multiple segments, the promotion will be implemented in grocery stores to also attract a “crossover shopper appeal.” Digital and social support will boost the program. “We’re proud to celebrate the many flavors of Hispanic Heritage in partnership with Takis® Snacks which, like AFM, has strong appeal to the Hispanic market and beyond,” said Stephanie Bazan, Vice President of Trade and Market Development for Avocados From Mexico. “Our digital and social media activations, in-store merchandising, coupons, and sweepstakes to win a free year’s supply of Avocados From Mexico are a fantastic way to spice up sales during Hispanic Heritage Month and celebrate National Guacamole Day on September 16.”and in-store displays for retail.

 

 

Sales Leads US: 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 US editions, click here.

  • American Express 

Financial services company American Express has entered its 26th year of partnership with the United States Tennis Association (USTA). The brand will provide Card Members and fans with access to a variety of benefits and experiences at the USTA Billie Jean King National Tennis Center including the US Open American Express Fan Experience, Card Member Lounge and Centurion® Suite.In addition to these interactive spaces, Card Members can access exclusive benefits with the tap of a contactless-enabled Card or digital wallet.This year, American Express is also giving over 100 tickets and hospitality packages to select small business owners in the New York metro area, providing unrivaled access to one of the city’s most premiere events – an experience traditionally reserved for larger businesses – so they can bring someone who has had their back, host an existing or prospective business customer and network with peers to learn along the way. A survey commissioned by American Express found that when Small Business Owners were asked what would help in landing a business meeting with a new or existing client, nearly half choose organized networking events.In addition, various small businesses will be showcased throughout the American Express physical spaces and marketing on-site, providing added exposure for these growing businesses.The one-of-a-kind US Open American Express Fan Experience will return to the US Open, immersing fans in a world where New York City meets tennis. Open to all, guests who visit the space located just inside the East Gate can participate in a variety of interactive experiences that mirror the famous sights and sounds of the US Open’s hometown – New York City.

  • Voss Water

Voss Water, a Norwegian-based brand of bottled water,  has appointed New York-based agency iFuel to handle creative as well as media planning and buying services. 

 

 

 

 

 

 

  • Northgate González Market 

Hispanic supermarket chain Northgate González Market has partnered with renowned chef Marcela Valladolid and former Major League Baseball player, “Titan” Adrián González, for the launch of its´ “Every Visit Has a Story” campaign, Abasto Hispanic reported. Both Valladolid and Gonzalez will be sharing their love for food and their experiences through videos and photographs when they go shopping at the Southern California premiere Latino grocery store.Growing up around expert and traditional cooks in Tijuana, Mexico, Marcela was raised to be passionate about food. Adrián González is a former Major League Baseball player. He was born in the United States, but was raised in Tijuana, Baja California, México, until 1990. 

 

  • Grupo Rodilla

Grupo Rodilla, the leading Spanish Restaurant franchise, has selected Zubi as its Advertising Agency of Record supporting its launch in the US market. Zubi, WPP’s iconic segment oriented and growth hacking brand will provide full service integrated marketing programs for Rodilla. The company declined to disclose the size of the account. Rodilla is the chain of informal, artisan, healthy and quality restaurants since 1939. Founded thanks to the entrepreneurial and innovative spirit of Antonio Rodilla, it has 157 restaurants throughout Spain that are a meeting point for all citizens.

 

  • Café Bustelo

The J. M. Smucker´s Café Bustelo, the legacy espresso-style coffee brand, is making its US national debut in a vibrant new ad campaign, blending modern and traditional Latin imagery and music in a celebration of the brand’s heritage. Since 1928, Café Bustelo’s bold flavour and iconic, colorful packaging have been both known, and loved, in Latin communities across the country. Now, for the first time ever, the brand is available nationwide. The new ad campaign is titled, ‘Café Bustelo Estuvo Aquí’ (Café Bustelo Was Here), and debuts September 2nd on Univision, VH1, Travel Channel, Ion, Nick at Nite, and others, with a spirited 30-second broadcast commercial as the creative centrepiece. Additional campaign elements include online, digital banners, social, OOH, and radio.The campaign is the first creative work for the Café Bustelo coffee brand from PSOne, the Publicis Groupe’s Power of One team, a bespoke solution for The J.M. Smucker Company.

 

  • Bojangles

Resultado de imagen para @Bojangles1977Bojangles’ Inc., a Southeastern United States regional chain of fast food restaurants, specializing in cajun seasoning, fried chicken, and buttermilk biscuits, appointed EP+Co new creative agency of record, effective October 1. The scope of work includes traditional advertising capabilities, in-store marketing, social content, brand strategy and planning. Bojangles’ ad budget totalled to US$3.09 million during Q1 2019 and US$13.07 million during 2018, according to Kantar Media.

 

 

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

  • Chevron |

WPP’s Wavemaker is finally retaining energy company Chevron global media business. The brand has extended its global strategic media and buying services partnership with the agency for the next three years.The assignment follows a lengthy review.WPP has handled media duties for Chevron for over 16 years through its former agency, MEC. Wavemaker was created when WPP merged MEC with its Maxus agency in 2017.Chevron spends about US$60 million on measured marketing globally per year, according to Global data consultancy COMvergence.

 

 

  • Avocados From Mexico

Kevin Hamilton has been the head of Brand for Avocados From Mexico since its creation in 2014. But following a company re-organization, Hispanic marketing has fallen also under his leadership. This is an exciting time for AFM as the consumption of Mexican avocados continues to raise to record levels, (2.5 Billion pounds in the US alone).

 

 

Sales Leads US: 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.

Sales Leads US: 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 US editions, click here.

  • Nationwide Mortgage Bankers 

Nationwide Mortgage Bankers, an independent mortgage lender, has introduced its mortgage service that provides information regarding best homebuying practices to persons who speak Spanish. This platform, Americasa, was created to educate the Latino community on the best mortgage options available to them. In the U.S. today, there is a lack of information related to mortgage borrowing available to Spanish speakers. NMB saw an opportunity to better serve Spanish-speaking person’s by developing a Spanish language resource for potential borrowers to fill this gap and provide educational resources surrounding the mortgage process. According to a 2017 survey by the U.S. Census Bureau, 41 million people in the U.S. speak Spanish at home. This makes Spanish the second most common language spoken in the nation. Of this number, only 59.9% speak English “very well,” according to the same survey. This means that 40.1%, or over 16 million people, may have trouble reading information when it is written in English. Especially with the verbose language of the mortgage industry, there’s a clear need for materials that accommodate native Spanish speakers. That’s where Americasa comes in.With increased accessibility of knowledge through NMB’s Americasa, Spanish language speakers can feel empowered to learn more about the mortgage lending process.

 

  • Novartis 

NovartisSwiss multinational pharmaceutical company Novartis has consolidated its´ US$600 million global media buying and planning account with Publicis Groupe, following a review. GroupM, Omnicom and Havas also participated in the review.Novartis global media business is worth around US$550 millions, with the account covering 50 markets around the world.

 

 

 

 

  •  CVS Health

CVS HealthAmerican retail pharmacy CVS Health Corporation (previously CVS Corporation or CVS Caremark Corporation) consolidated the majority of its US$160 million U.S. media buying and planning account with IPG Mediabrands´ UM following a review. The review followes the completion of CVD’s merger with health insurer Aetna.UM will handle all media duties for both CVS and Aetna. Digitas will handle paid search. CVS spent about US$126 million on measured in 2018. 

 

 

 

  • Deezer 

Resultado de imagen para global music streaming platform Deezer is bringing fans even closer to their favorite artists with the launch of a brand new ‘Deezer Originals’ in Spanish.Global music streaming platform Deezer is bringing fans even closer to their favorite artists with the launch of a brand new ‘Deezer Originals’ in Spanish. The channel will offer fans access to exclusive content and special commentary from their favorite acts – all in Spanish. Now for the first time ever, fans around the world can listen to popular hispanic artists provide insightful commentary about their own albums. Artists like Natti Natasha, Juan Luis Guerra, Abraham Mateo, Kany García and Mau y Ricky reflect on each song from their individual albums in “Track by Track.”Fans can also discover artist curated playlists in “Playlist of my Life.” Featured artists like Alejandro Sanz share why they have selected each chosen track. The new Deezer Originals in Spanish also include “Deezer Sessions”, where fans can listen to a live recorded version of songs from Latin artists including Justin Quiles and Javiera Mena, as well as the “Rock Colombia” podcast, with round table discussions about Rock development in Colombia.  All exclusively on Deezer.‘Deezer Originals’ in Spanish can be found in the Latin channel, as well as on the Exclusives channel and is available globally for all Deezer users. Deezer connects 14 million monthly active users around the world to 56 million tracks and is available in over 180 countries worldwide.

 

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

  • MegaMex Foods

Resultado de imagen para MegaMex FoodsMegaMex Foods partnered with Utz Quality Foods to manufacture, market and distribute certain Herdez branded tortilla chips and pork rinds to retailers across the United States, Abasto Hispanic has reported. Utz will be bringing multiple varieties of Herdez tortilla chips and pork rinds to market, including: Regular, Chili Lime, and Hot & Spicy pork rinds as well as new and improved Herdez white, yellow and blue corn tortilla chips.“The vision of MegaMex Foods is to bring the spirit of Mexico to every table,” according to Ryan Michaelis, president and CEO at MegaMex Foods. MegaMex Foods, a joint venture between Hormel Foods and Herdez del Fuerte, S.A. de C.V., is a provider of many leading Mexican food brands throughout the United States across the retail, club, food service and convenience store channels.

 

  • Avocados From Mexico

Texas-based Avocados From Mexico has come up with a number of promotional opportunities to help its retail customers move more Mexican avocados during that time. AFM’s new programming is designed to help customers drive their sales of avocados through eye-catching football thematic displays, point-of-sale materials, consumer savings offers, demos and digital support, according to Stephanie Bazan, AFM’s vice president of market development. Its Flavor with Heritage in-store event is planned for September in conjunction with Hispanic Heritage Month, and Avocados From Mexico’s Tastiest Tailgate promotions will kick off Oct. 15. The brand is also partnering with Bud Light in 2019. According to Bazan, Football is the No. 1 sport in the country, so it was a natural fit for Avocados From Mexicoto align its marketing program with the sport.

  • Craft Latino

Craft Latino, the Latin arm of Craft Recordings, will unveil the first batch of vinyl reissues to be released since the Fania catalogue was acquired by Concord in 2018. Cut from the original analog masters by Kevin Gray at Cohearent Audio, these four LPs offer an exciting and intriguing sample of Fania’s salsa magic. There’s Alma Con Alma — an electrifying collaboration between Cuban powerhouse Celia Cruz and timbales king Tito Puente. Released in 1968, The Hustler is the second album by visionary producer Willie Colón and his partner in crime, Puerto Rican singer Héctor Lavoe. The Fania All Stars’ double-LP set Live At Yankee Stadium captures the label’s own mega-orchestra recorded in concert at the height of its powers — an album that was inducted into the National Recording Registry in 2003. Lastly, Celia & Johnny, the Queen of Salsa’s 1974 artistic tour de force, in collaboration with Fania co-founder and flautist Johnny Pacheco, is a salsa masterpiece that will be available exclusively through Vinyl Me, Please Classics as the October Record of the Month!Strategically designed as an ideal introduction to the Fania aesthetic, and timed to coincide withHispanic Heritage Month, the releases also illustrate the label’s breadth.

 

  • UC Davis Health

Innocean has won the media account for UC Davis Health. The agency will provide media planning and buying and will be tasked with developing an efficient communications plan to reach UC Davis Health’s diverse audiences.

 

 

 

 

Sales Leads US: 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.