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At the 2019 Portada Event in Mexico City, we had an insightful Q&A session with Germán Villegas, Digital & E-Commerce Manager at Colgate Palmolive Mexico. He shares his know-how for driving growth at the consolidated mega-company, their E-Commerce numbers and investment plans, the future of segmentation strategies, and shares the name of online retailers with innovative tools for marketers.

Interview conducted by Alejandra Velazquez

There’s Always Room for Growth 

Nowadays, consumers look for relatable stories, not product descriptions. Keeping this in mind, we asked Germán Villegas how Colgate Palmolive drives growth for such basic necessities like toothpaste and soap. 

Germán Villegas

“We are touching real, daily consumers by leaving aside the old concepts of “perfect smile” with perfect-looking models. At the Portada Brand Star Committee session (one of the three units of the Portada Council System that met in Mexico City during Portada Mexico), we talked about the importance of reaching diverse audiences, cultures, and minorities to make them feel supported and listened. For example, we’re currently running a campaign that no longer talks about 12 hours of protection, fresh breath, or white teeth. It speaks about positivity. In the ad, a plus-sized woman says “when people say my curves are not attractive, I smile”. We want to transcend Coca-Cola-type messages like “you have to be happy”. We’re focusing on giving visibility to the most effaced members of society. That way, we are much more than just toothpaste. We are an optimistic story.”

Germán Villegas, Digital & E-Commerce Manager at Colgate Palmolive Mexico, will be one of the dozens of brand marketing innovators present at Portada Miami on June 4, 2020. If you are interested in participating in Portada Miami and/or in Portada’s networking and knowledge-sharing platform with brand marketers please contact us here.

We’re focusing on giving visibility to the most effaced members of society. That way, we are mucho more than just toothpaste. We are an optimistic story.

“Growth will happen organically and naturally in time. But beyond expecting things to fall into place, we are experimenting with micro trials now that we can. We are developing segmentation strategies with our clients, learning together about the industry’s ROI, and investing micro amounts. That way, we can learn where to invest more precisely. In other words, we pour money into trials little by little instead of betting millions blindly in the wrong place.”

TV vs. Digital Media: Time to Jump Ship? 

Colgate has always used traditional TV as its strongest media. What are your offline vs. online investment numbers, and has digital won over television? 

We’re closing 2019 with 30% on digital media and the rest is all offline. I believe television is still pretty strong, above 50%. However, we’re trying to invest a little less on TV in 2020. We’re not going straight to digital all the way, but we’re applying our trial and error strategies to see how far we can go, and perform a lot of focus groups to make drastic but informed decisions. 

TV already lost investment this year. I believe the past few years it used to close at 80%, and I think this year it went down to 60%. Next year it might close at 50%. In a few years, there will be very little content produced for TV. The U.S. is already making digital television, which will surely be very attractive to invest in because marketers can program different content for each spectator using digital technology. It might or might not contribute to our television portfolio, but it’s definitely a tendency. “

How do you choose what goes on TV? 

Right now, we’re looking for video production agencies. We’re trying to think digital before TV because we could produce custom-made pieces based on segments. We’ll make many digital pieces for specific targets, and from there we’ll cut a more generic TV ad. We used to make the TV ad and then upload it to the web, but it doesn’t work that way. It’s the other way around. You build a digital strategy based on segmentation. Those measurements help us choose what to show on the much more expensive TV airtime. “

Segmentation Strategies: The Right Message for the Right Ears 

segmentation strategiesTell us more about CP’s segmentation/targeting strategies. Is there room for evolution?

“Massive service providers like Facebook and Google sell us advanced ‘audiences’. These audiences aim to stop segmenting per demographics and switch to consumer attitudes. For instance, no longer targeting “men 30-45 y.o.” and such, but profiles based on passion points. We can segment per sports fans and athletes, music buffs, art followers, etc, and pinpoint a campaign for each. 

We pour money into trials little by little instead of betting millions blindly in the wrong place.

Facebook offers a very interesting product in its portfolio that lets you edit the text of your ad. That way we can sell the same toothbrush by talking about this weekend’s soccer highlights or the newest song from a popular artist. We can write copy as necessary to make it more clickable to the individual seeing it. That’s a great tool. 

A good challenge for future evolution is doing regional segmentation. Since marketing is too separated from the media department, it’s an opportunity for the industry. The brand manager could tell us if sales are decreasing in the south, so we could do our research and see why. That way we could develop specific solutions for localized issues. But right now, we still make advertising for the entire country. “

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

Check out Portada’s Interactive Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at silvina@portada-online.com.

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  • Richemont

imagesSwitzerland-based luxury goods company Richemont has launched a global media agency review, according to MediaPost.The company spends around US$400 million on ads annually, including US$135 million in the U.S.Publicis Media’s Optimedia was the incumbent of the largest portion of the company’s media assignment, including North America. The firm’s brands include Cartier, Montblanc, Baume & Mercier and Piaget.

 

  • Coty

descarga-5Coty has appointed Publicis Media as its lead media agency globally. Publicis Media’s Zenith will lead the assignment which will include the current Coty brands and P&G Specialty Beauty Business* brand portfolio being acquired by Coty, with the transition expected to be completed in October of this year. Publicis Media will work in close collaboration with Beamly, Coty’s internal digital social and programmatic agency. The combined Coty assignment will span sixteen markets, with Publicis Media responsible for strategy, trading, content and data and analytics for Coty whose brands include color cosmetics brands Rimmel and Sally Hansen, and fragrance brands Calvin Klein, Marc Jacobs, and Davidoff, and post the merger will include leading cosmetics brands COVERGIRL and Max Factor, fragrance brands such as Hugo Boss and Gucci, and haircare brands such as Wella and Clairol.

  • el Jimador

4ryoy7cf_400x400el Jimador, #1 selling tequila in Mexico and official sponsor of the Mexican National Soccer Team, is offering soccer fanatics the chance to win a VIP trip with “The Ultimate Fan Experience” as part of the brand’s soccer platform. Now through September 30, fans are invited to enter for the chance to win an exclusive trip to Chicago to watch Mexico’s National Soccer Team take on Panama on October 11, 2016. In addition, winners will have pre-game access to observe player warm-ups on the field. Each winner will receive the trip for two, with round-trip airfare, two nights of hotel accommodation in downtown Chicago, and transportation to the stadium on game day. Fans are invited to enter by texting “Chicago” to 68405 or visiting http://ultimatetrip.eljimador.com/ to complete a submission form. The match will air on UniMás Network LIVE from the Toyota stadium in Chicago on October 11. Ed Carias, senior brand manager of El Jimador, was one of the participants at last week’s Hispanic Sports Marketing Forum (the first day of #Portada16).

 

  • Sofia Vergara & Avon

photo-4-4-512x288Award-winning actress Sofia Vergara and Avon celebrated the launch of So Very Sofia by SofiaVergara, a vivacious new fragrance. The fragrance launched exclusively through Avon. Bold and feminine, the fragrance combines succulent fruits with tropical florals and fragrant herbs for an addictive scent.The scent evolves to reveal a heart of delicate Flor de Mayo Orchid, the national flower of Colombia, Sofia’s native country.Avon fragrances are available exclusively through Avon Representatives. Avon LLC generated over us$1 billion in revenues during 2015, and has nearly 400,000 independent sales Representatives in the United States, Puerto Rico and Canada. Avon features iconic brands such as Anew, Avon Color, Mark, and Skin So Soft, as well as fashion and accessories.

  • Colgate-Palmolive

make-the-u-bannerIn celebration of Hispanic Heritage Month, Colgate-Palmolive announced its third annual partnership with the Hispanic Heritage Foundation (HHF) to launch the company’s Haz la U™educational grant program, now in its eighth year. To promote the importance of education among Latinos and help get them on the path to higher education, Colgate will support the HHF’s Youth Awards program through its community service category, which focuses on community-minded students who have demonstrated excellence in volunteerism and leadership in 10 regions across the nation, totaling up to US$100,000 in grants.Eligible students can apply for grants via Colgate.com/HazLaU through October 15, 2016. Thirty-one Hispanic high school students will be selected by the Hispanic Heritage Foundation to receive the Haz la U™ educational grants to help finance their first year of college.With versions in English and Spanish, her story can be seen on Colgate’s YouTube channel.

  • Brisk® Iced Tea

jeppbevb_400x400Brisk®, the iced tea brand known for its bold flavors, launched the #BriskMode Accelerator Program today, in celebration of Hispanic Heritage Month. #BriskMode empowers aspiring artists to creatively express what their own heritage means to them through art, music and fashion design. The program also provides an online platform with virtual inspiration from influencers in the art, music and fashion fields, and resources that stimulate creative self-expression and provide opportunities for amplified exposure of their artistic passions.The #BriskMode contest entry period opens today, September 15, and runs through Friday, October 7. During this time, budding creatives can visit the #BriskMode website, www.BriskMode.com, to submit art, music and fashion designs to enter for a chance to win a trip to Long Beach, California. The #BriskMode contest is open to U.S. residents who are 18 years of age or older (19 in Alabama or Nebraska).The contest will produce five winners.Creative Director Aerosyn Lex will design a limited-edition T-shirt inspired by his own heritage to commemorate the #BriskMode program.

  • Mary Kay Inc.

1Mary Kay Inc. is breaking ground on a new 480,000 square foot U.S.-based global manufacturing and research and development facility located on a 26.2 acre plot of land in Lewisville, Texas. The new US$125 million building will support the company’s future needs in producing skin care, color cosmetics and fragrances for more than 3.5 million Mary Kay Independent Beauty Consultants in more than 35 countries.The criteria for selecting the new site included employee and logistical considerations, as well as proximity to the company’s other North Texas facilities, including its global headquarters in Addison, a distribution center in Carrollton and a warehouse facility in Dallas.The beauty company employs more than 500 manufacturing and R&D employees and produces up to 1.1 million products per day, of which 57 percent are exported to Mary Kay’s international markets.

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
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Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

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. 30 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!

  • JC Penney

descarga (9)JC Penney has awarded national newspaper buying to Minneapolis based media placement firm Novus Media starting February 15, 2015, Portada has learned. Torrance, CA based ACG Communications had handled national newspaper buys for JC Penney for many years. OMD is JC Penney’s media buying firm for all other media.

  • U.S. Cellular

descarga (3)U.S. Cellular came up with the idea to have ABC’s ‘Shark Tank’ auditions in smaller markets and so, has created a campaign around it titled, “Shark Tank Meets Main Street,” The New York Times reports. Two commercials featuring audition footage will be shown during the Sept. 26 season premiere. There will also be an online video element. The campaign has been created by  Starcom MediaVest Group’s LiquidThread.The promotion will enable the mobile company to focus on markets where it can target small business customers.

  • Gatorade

Screen-Shot-2014-09-18-at-11_opt-665x385Gatorade has released a 90-second commercial salute to New York Yankees superstar Derek Jeter.The commercial shows Jeter surprising fans outside Yankee Stadium to the tune of Sinatra’s “My Way.”The 90-second “My Way” spot  will air on TV for the first time Saturday on the YES Network and Fox.Gatorade will follow that with a full-page print ad, which Carter said was written by Jeter himself, in the New York Daily News and Sports Illustrated on Sept. 28-29. Besides the ad campaign, Gatorade will outfit the Yankees dugout with customized cups, coolers and towels featuring Jeter’s No. 2 in place of the Gatorade “G” during a game on Sept. 22.Jeter was also honored by Nike’s Jordan Brand in a 90-second spot from Wieden + Kennedy in July. https://www.youtube.com/watch?v=xfgS1lvqX8I

  • Disaronno Liquor

descarga (4)The 500-year old liquor brand Disaronno’s parent company Illva Saronno is refreshing the brand with “The Disaronno – Be Originale,” new global campaign under its new advertising and branding agency the Burns Group. Assembly is the media agency. The campaign centers around a new signature cocktail “Disaronno Sour” that highlights the liquor as a mixed drink best shaken. This cocktail is featured in print and out-of-home ads that show a bartender mixing the drink. The ad was shot in Madrid. The campaign is also debuting :20 and :15-second spots airing in the U.S. and key global markets. These ads will air on ESPN2, NBC, VH1, SPIKE, BET, and WGN, among others.

  • GoDaddy

descarga (5)GoDaddy is kicking off its fall campaign during “Monday Night Football” on ESPN, with another spot airing on cable. The commercials, “Stick It” and “Related,” are part of GoDaddy’s most recent attempt to resonate with small business owners.The new ads are based on real small business owners, both women.Produced by its new agency, Barton F. Graf 9000, New York, the two spots use humor to shed light on the tough realities of starting a business. Related StoriesThe campaign’s rollout also includes online and print advertising and social media. As part of the new effort, GoDaddy is increasing its ad spend, though Ms. Rechterman declined to offer specifics. http://bcove.me/0vgx6407

  • Colgate-Palmolive

HazLaU_HeaderIn celebration of Hispanic Heritage Month, Colgate-Palmolive has partnered with the Hispanic Heritage Foundation (HHF) to kick- off of the company’s annual Haz la U™ educational grant program. Now in its sixth year, the Haz la U™ program will partner with the HHF’s Youth Awards program and its community service “track,” which focuses on high school seniors dedicated to helping their communities while maintaining a 3.5 GPA or higher, to award US $45,000 in grants to 30 students.Beginning today through October 31, students can apply for the community service “track” via www.hhfawards.hispanicheritage.org. Thirty high school students will be selected by the Hispanic Heritage Foundation to receive US $1,500 educational grants from Colgate-Palmolive to help pay for higher education.

  • CHEST, Sunovion Pharmaceuticals Inc.

descarga (6)The CHEST Foundation, the foundation of the American College of Chest Physicians (CHEST), with support from Sunovion Pharmaceuticals Inc., has created the “Tome Un Respiro” Spanish-language campaign to raise awareness among Hispanics in the U.S. about the prevalence, treatment options, and disease management of chronic obstructive pulmonary disease (COPD). This COPD awareness campaign offers Spanish-language materials, information, and resources that can be accessed at CHESTnet.org/TomeUnRespiro.

  • Miller Lite

descarga (7)Miller Coors announced that the Miller Lite creative assignment for mainstream has been assigned to TBWA Los Angeles and the US Hispanic Markets portion has been assigned to Dallas based Dieste. Casanova Pendrill handled the US Hispanic Market responsibilities prior to the transfer.TBWA is Miller Lite’s third creative agency since 2012. 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!

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.

  • Colgate-Palmolive

Colgate-Palmolive just announced that it has entered into a new mobile marketing partnership with the Hispanic Dental Association (HDA) in order to launch the toothpaste and oral health product company’s “Oral Health Month” campaign, this year. Starting today and running for the length of July, this Colgatemobile marketing campaign will be used to help families with a Hispanic American background to learn more about the importance and practice of proper oral care. The reason that this technique was chosen is that Hispanic Americans are increasingly reachable over smartphone channels using SMS. Within the mobile marketing campaign campaign, recipients of the SMS messages will be encouraged to text their zip code and the word “SONRIE” to the shortcode, 24474. For every pledge that they make throughout July, a local dental health clinic will receive $1.00 worth of products from Colgate, up to a maximum of $10,000 (and a minimum of $5,000), with a maximum of $80,000 worth of products being donated overall.

  • WellPoint

WellPoint, Inc., HolaDoctor, Inc., and Univision Communications Inc announced an exclusive media partnership that will provide valuable information to Hispanics who will be eligible for coverage in the newly formed health insurance exchanges later this fall. Under the partnership, WellPoint’s affiliated health plans in California, Colorado, Georgia and New York will be the exclusive health insurance sponsors of Univision’s Peabody Award-winning initiative “Salud Es Vida” (Health is Life). In addition to sponsored television and radio segments and weekly e-newsletters, consumers in each market will have access to information through monthly community town halls and meetings. Univision, HolaDoctor and the WellPoint plans will also collaborate to create a new online experience, a Health Insurance Center on Univision.com that will provide consumers with information about health insurance available in their communities as well as valuable information about health and wellness. The interactive Health Insurance Center will provide Hispanic consumers a place for information exchange and social support, and will feature trusted community leaders that will share information and guidance.

  • Coca-Cola

Mexican National TeamCoca-Cola announced a new Hispanic marketing campaign that celebrates the passion for the sport, the fans and the 30-year relationship with the Mexican National Team (MNT). The campaign includes a new television commercial titled “Wave,” that speaks to fans who share the love for the sport and the traditions that bring people together match after match. “The creative, developed by created by Ogilvy & Mather, will premiere July 1 on Univision Deportes. “Wave” hits billboards July 15 and print Aug. 14. The “Wave” spot is available for viewing at http://youtu.be/B_ko1hZ0Kog. The campaign also includes events during MNT tour matches across the U.S., and a summer retail program that includes point of sale, My Coke Rewards experience and sweepstakes for Coca-Cola fans. Before the U.S. tour matches, Coca-Cola will also bring to life Club Balón Rojo, experiential soccer workshops aimed to motivate teens to engage in physical activity, and provide them with educational tools to gain access to higher education and empower their communities.

  • Crown Imports-Modelo Especial

Modelo Especial, in partnership with FOX Soccer, will kick off the “Modelo Unido” promotion this summer to celebrate fans’ passion for the game by offering them a chance to win one of two grand-prize trips to Brazil in 2014 to discover fútbol on the world’s biggest stage.
Modelo Especial will roll out special promotional packaging featuring in-pack codes that can be entered online for a chance to win. “Modelo Unido represents an opportunity to celebrate the overwhelming passion our Modelo Especial consumers and soccer fans share,” said John Alvarado, senior director, brand marketing for Crown Imports, the U.S. importer of Modelo Especial. “This summer we will encourage new fans to join our tribe of passionate supporters to discover the beautiful game over the beer that goes best with it, Modelo Especial.” As part of the promotion, fans can visit FoxSoccer.com/Modelo to access soccer-specific content including game highlights, match schedules and other soccer news. The promotion will be supported at retail via a new branded soccer goal display enhancer that ties in with the thematic POS offering.Crown Imports distributes and markets the Modelo portfolio across the entire U.S., including Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria.

  • Crown Imports-Corona Extra

Corona Extra has debuted new creative designed to extend beyond the sun and sand and into the streets and space. The imported beer brand has produced an interactive billboard in New York called “Luna Corona” that uses astronomy to turn the wedge shape of a “waxing moon” into the iconic lime of a Corona.During a window of approximately two hours on selected days this summer, from scientifically identified viewing areas at a New York intersection, the lime-slice-shaped moon seems to rest inside the top of the billboard’s Corona bottle. “This astronomical opportunity aligns perfectly with Corona’s belief that finding your beach can happen however, whenever and, especially in this case, wherever,” said Craig Neely, senior director, brand marketing for Crown Imports, Corona Extra’s exclusive U.S. importer. “The ‘Luna Corona’ execution represents the kind of remarkable experiences our consumers will be seeking all summer long.”Crown Imports distributes and markets the Modelo portfolio across the entire U.S., including Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria.

  • Sensis- New Media Director

Sensis, a cross-cultural digital advertising agency, hired Ken Deutsch to lead its media department.

  • Del Taco

Del TacoDel Taco has added its popular returns Shredded Pork Carnitas product line to its summer menu for a limited time. The carnitas products include Carnitas Taco al Carbon, Carnitas Combo Burrito and — new this summer — Carnitas Loaded Fries.”With a great taste at a great value, these delicious carnitas menu items are unlike anything available in the quick-service category and they are a perfect fit with Del Taco’s strategy of emphasizing the lengths that we go to deliver quality on our menu,” said John Cappasola, chief brand officer at Del Taco.Also, for a limited time, consumers can find a coupon for a Free Carnitas Taco al Carbon with any beverage purchase on Del Taco’s Facebook page. Raving Fan eClub members will receive the coupon via email. The Macho Carnitas Burrito, Primo Carnitas Burrito and Carnitas Macho Nachos are available off menu by guest request, according to the company. Del Taco has more than 550 restaurants in 18 states.

  • ITC

Insurance Technologies Corporation (ITC), a provider of insurance agency marketing, rating and management software and services, announced today it has launched a Spanish language version of TurboRater for Websites, its online website rater. TurboRater for Websites will automatically detect the default language of the browser and, if it is set to Spanish, will automatically switch to the Spanish version. If the browser is not set to Spanish, the online consumer can manually switch it to Spanish from the welcome screen. When prospects complete their online quotes in Spanish through TurboRater for Websites, they will receive an email response from the system in Spanish.

  • New Jersey: Weinberger Law Group expands Spanish-speaking services

To meet the growing needs of both the Hispanic and Latino population in New Jersey, Weinberger Law Group recently added two bi-lingual attorneys to the firm as well as offering Spanish and Portuguese translated information on their website.

 

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

  • Derma Balance

Derma Balance, a manufacturer of skin care products, has partnered with Mexican Diva Angélica María, to target Hispanic audiences in the United States. The company launches print ad campaigns for Anti Aging Face Creams. Several ads of Derma Balance’s products will appear in magazines such as Vanidades, TV Notas and TV Novelas.

All the products are made in the United States and sold via telephone or online. Derma Balance will soon begin its commercialization and distribution in Mexico and other countries in Latin America.

 

  • SC Johnson

Early in 2010, SC Johnson will launch a Spanish-language version of its WhatsInside site, to make its information more accessible for its Spanish-speaking consumers in the U.S. SC Johnson yesterday announced that it has already completed the task of populating the U.S. site with more than 200 products and their ingredients. The site, www.WhatsInsideSCJohnson.com, now includes 129 SC Johnson air care products and 76 home cleaning products, as well as explanations of the 169 ingredients that comprise these products.

 

  • Colgate-Palmolive

Colgate-Palmolive is promoting diabetes awareness and the importance of proper oral care during November's American Diabetes Month. With approximately 2.5 million Hispanic Americans suffering from diabetes or insulin resistance syndrome (pre-diabetes), proper oral care and oral health education have become increasingly important among this at-risk community.

As part of their multi-year educational collaboration, Colgate-Palmolive will continue to partner with the American Diabetes Association (ADA) to help educate medical professionals and diabetes patients about the association between oral health and diabetes. As part of this year's outreach, Colgate-Palmolive will be targeting Hispanic Americans via in-store activities, educational materials and participation in the American Diabetes Association's 3rd Annual "Feria de Salud Por Tu Familia" ("Health Fair For Your Family"). This national, outdoor festival provides health screenings, cooking demonstrations and diabetes education.

 

  • Component Hardware Group, Inc.

Howard, Merrell & Partners, the strategic branding, advertising and communications firm, has been named agency of record for Component Hardware Group®, Inc. (CHG). For 28 years CHG has been a designer, manufacturer and distributor of plumbing and hardware products for the foodservice, institutional, healthcare and commercial markets. As the agency of record, Howard, Merrell & Partners provides strategic, integrated brand support and tactical execution in the areas of advertising, media buying and planning, market research, interactive, public relations and social media marketing.

 

  • FindLaw.com

FindLaw.com (www.findlaw.com), the legal Web site for free legal information, has launched a new Spanish content center providing free legal information in Spanish.

The new "FindLaw en Espanol" center also features links to online Spanish-language legal resources from the federal government, and a lawyer directory that connects FindLaw.com visitors with experienced attorneys who are fluent in Spanish. The FindLaw Lawyer Directory has Spanish-speaking attorneys in every state. The new "FindLaw en Espanol" center is available at http://espanol.findlaw.com/.

 

  • Time Warner Cable

Subscribers of Time Warner Cable in the city of Los Angeles started enjoying a new addition to the cable company's successful TV channels package "El Paquetazo, last week. On November 11th VeneMovies, a 24 hour, commercial free film channel that broadcasts the best of originally produced in Spanish films entered this community, significantly enhancing the offering of entertaining film channels to the numerous audiences in the area.

VeneMovies (www.venemovies.com), produced by SOMOSTV (a company dedicated to the development of Pay TV channels for the Hispanic Market), offers a selection of films from Latin America (Mexico, Colombia, Peru, Chile, Argentina, Venezuela, Puerto Rico and others) and Spain, all of them of recent production, with attractive casting and urban stories that fit the taste of today's film lovers. Produced with the best standards in the industry, VeneMovies' films combine the most popular genres (action, drama, comedies, romance, etc.) with "behind the scenes" footage and coverage of events all across the United States and Latin America in an impacting on-air presence.

 

  • Coke

Coca-Cola's top stateside marketing executive said that targeting "multicultural" Americans will be paramount for the company over the next decade. North America CMO Katy Bayne said Coke no longer cooks up media plans targeting Hispanics around major events, but hopes to reach them all year. "It is no longer the Hispanic Heritage Month followed by Cinco de Mayo," she said. "We have 12 months of deep connection." Next year, those efforts include World Cup-related promotions targeting Hispanic males and telenovelas for females. Powerade is one brand with resonance among the demo that Coke will emphasize.

A focus in 2010 aimed at moms will be around the new Coke "Mini" can, which launches nationwide in the first quarter. Out-of-home and digital will be critical in the "Mini" debut — with a digital effort carrying a "90-calorie portion control can — for the Goldilocks in all of us" tagline.

 

  • Procter & Gamble

“Very much on our radar screen is what will happen between now and 2050 in terms of the demographics of the U.S. population, where minorities move to a majority," P&G’s CFO Jon Moeller, in a similar fashion to Coca Cola’s comments, said at a recent Morgan Stanley Investor Conference. "We need to ensure we have products and messages and connections with Hispanic consumers, with African-American consumers."

Moeller also reiterated the company's commitment to increase marketing outlays in the current fiscal year, saying that "media impressions" will be up 10% — largely because it has a run of new products and extensions to plug. Categories there include laundry, baby and feminine care.

 

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!).

 

While in the general newspaper advertising market FSI advertising accounts for 50% of the overall advertising volume, for the Hispanic market, FSI activity has a share of approximately25% of the overall Hispanic newspaper market.

Hispanic FSI Activity

1st Half 2005 Ranking

Based on Total # of Hispanic FSI Ads

Company

Rank

2005 (1st half)

2004

2003

Colgate-Palmolive Co

1

1

1

L'Oreal SA

2

4

5

General Mills Inc

3

2

2

Johnson & Johnson

4

3

3

Kellogg Co

5

5

4

McIlhenny

6

6

7

ACH Food Companies

7

9

Hain Celestial Group

WKI

8

Hershey Foods Corp

GE General Electric Co

Chattem

9

7

Revlon

8

Bristol-Myers Squibb Co

9

Nestle SA

11

6

ConAgra Foods Inc

10

8

Source: Marx Promotion Intelligence/TNS Media Intelligence

General market data

According to the The Marx FSI Trend Report, during the first six months of 2005, more than 136 billion coupons were delivered via Free Standing Inserts (FSIs) in Sunday newspapers, up 2.3 percent from the same period one year ago. That is the largest number of FSI coupons distributed in any half year since 1995, when Marx Promotion Intelligence began tracking the FSI industry.

FSIs saw growth in two other key measures: total pages increased 5.9 percent and average coupon face values grew 6.7 percent, to $1.09. Additionally, the average offer duration, which has trended downward over the past several years, increased to 10.6 weeks. These increases indicate that more manufacturers are using FSIs, and that when they do, they are enticing consumers with increasingly attractive promotions.

Sector Activity
The Consumer Packaged Goods (CPG) sector remains the largest user of FSI pages and posted a 3.4 percent increase in page activity through the first half of 2005. The Direct Response and Franchise sectors also posted positive growth. Direct Response, which includes general advertising activity, has been increasing in activity steadily for the past three years. In the Franchise sector, distributed page increases were driven in part by chain restaurants such as Quizno's, Sweet Tomatoes and Pizza Hut and in part by strong increases from ice cream chains such as Cold Stone Creamery and Baskin-Robbins.

Among the top 10 categories, Household Cleaning Products dropped the most coupons in first half 2005, over 7 billion, and posted an increase of 15.0 percent. Eight of the top 10 categories posted increases, lead by Vitamins, up 41.1 percent, and Rug/Room Deodorizer, up 23.1 percent.

Colgate Palmolive inserted the most FSI ads (Free standing inserts) in Spanish-language newspapers during the first half of 2005, according to data provided by Marx Promotion Intelligence/TNS Media Intelligence (see ranking below). L'Oreal USA held the second position in FSI activity, followed by General Mills and Johnson&Johnson.

What: Kantar has released the results of its yearly Brand Footprint report, based on research of 72% of the global population.
Why it matters: In Latin America, 8 of the top 10 brands belong in the food and beverage category. Brands can refer to Kantar’s report to find out what these brands have in common, and why they are so close to the Latin American consumer’s heart.

 

Kantar has released the 2019 edition of the Brand Footprint report, a study of this year’s most chosen fast-moving consumer goods based on research of 72% of the global population; a total of one billion households in 49 countries across five continents, accounting for a staggering 85% of the global GDP.

According to the study, Coca-Cola reigns steady for the seventh year in a row as the world’s most chosen brand, purchased over 5.9 billion times. Stepping on its heels are Colgate, the only brand chosen by more than half of the world’s population (6 out of 10 households globally), and Maggi, raising consumer’s choice up to 7%.

In Latin America, the food and beverage categories dominated the top ten (except for Colgate, at second place, featuring a 89.6% penetration in 2018). Falling behind Coca Cola, the ultimate champion, are staple brands Bimbo and Maggi taking up the third and fifth spot, followed by the soft-drink category represented by Lala, Pepsi, Nescafé, and Tang ranking from 6 to 9, and kitchen basic Knorr at the 9th spot.

The study revealed an important turning point in Latam: the FMCG market has brought its growth to a grinding halt after seeing an 8% volume increase just a decade ago. Consumers are changing their habits and priorities, challenging brands and manufacturers to keep up with their new frames of mind. Health and environmental sustainability have become imperative features of modern products that seek to thrive with the millennial consumer force. The following is a list of the top 10 most-chosen brands in Latin America.

Top 10 Most-Chosen Brands in Latam

RankBrandPenetration, %Consumer choice

(choices by shopper)

Consumer reach points (000)
1Coca-Cola88.2%27.72797
2Colgate91.0%8.2854
3Bimbo32.4%19.3715
4Lala17.8%32.3657
5Maggi63.1%8.9641
6Tang56.6%7.6496
7Pepsi41.6%10.1479
8Knorr57.4%7.2475
9Nescafé41.5%9.4446
10Palmolive59.3%5.4364

Source: Brand Footprint Report, Kantar Worldpanel 2018.

 

A new selection of “Breaking ads Mexico” as tracked by  MexicoWebMonitor™,  a service of Media Economics Group. The campaigns were active between 27 of august and 2 of september of 2012. Below digital campaigns from Tupperware, Banamex, Palmolive and Grupo Modelo.

Tupperware

Advertiser: Tupperware Brands Corporation

Campaign : TutiendaTupperware.com

First date captured: 29/08/12

Language: Spanish

Description: Tupperware consumer micro-site (TuTiendaTupperware.com) in Mexico featuring product info, videos, recipes, etc.  Ads feature tagline “Tupperware Contigo”.

Site: Batanga.com (from Mexico), Vanidades.com (Mexico)

Landing Page: http://tutiendatupperware.com

Banamex

Advertiser: Banco Nacional de Mexico, S.A. (Banamex)

Campaign: Banamex “Best Buy Nueva Tarjeta De Credito”

First date captured: 30/08/12

Language: Spanish

Description: Best Buy branded Banamex credit card.  Special features and benefits include bonus “Reward Zone” points, Best Buy coupons, 0% interest.

Site: Chilango.com

Landing Page: http://www.banamex.com/es/personas/tarjetas_credito/ver_tarjetas/autoservicios/bestbuy.htm

Palmolive

Advertiser: Colgate-Palmolive Company

Campaign: Palmolive “The Naturals – Siente Tu Piel y Tu Alma Cantar” Concurso

First date captured: 31/08/12

Language: Spanish

Description: Contest promoting “The Naturals” Palmolive brand.  Contestants submit digital video of themselves signing and dancing.  Participants can promote their video to friends on Facebook and request “votes”.  Four finalists will form group :The Naturals” for one year, record 4 original songs, and record a video.

Site: EnFemenino.com, Starmedia Mexico

Landing Page: http://yosoythenaturals.com

Grupo Modelo

Advertiser: Grupo Modelo, S.A. de C.V.

Campaign: Grupo Modelo “Beertual Challenge 6” Concurso

First date captured: 30/08/12

Language: Spanish

Description: Grupo Modelo sponsored “Juego de Negocios” (business simulation) managing a virtual beer company “Beertual.” Make financial, marketing, distribution, etc. decisions during simulation.  Prizes include graduate nusiness degree programs at  ESCP Europe Business School, CEU de Madrid, España, and IEB de Madrid, España.

Site: MedioTiempo.com (Mexico), TuAviso.com.mx

Landing Page: http://www.beertualchallenge.com/registry/inscripcion-equipo-estudiantes-simulador-beertual-challenge-6.php?digitalid=X6BC33

Portada presenta una nueva selección de los avisos digitales mexicanos en “Breaking Ads”, recolectados a través de MexicoWebMonitor™ de Media Economics Group. Los avisos estuvieron activos durante la semana del 27 de agosto al 2 de septiembre del 2012.  Esta semana presentamos las campañas de Tupperware, Banamex, Palmolive y Grupo Modelo.

Tupperware

Anunciante: Tupperware Brands Corporation

Campaña : TutiendaTupperware.com

Fecha de capturación: 29/08/12

Lenguaje: Español

Descripción: Micrositio de Tupperware (TuTiendaTupperware.com) en México mostrando información de producto, videos, recetas, etc. Slogan del anuncio: “Tupperware Contigo”.

Sitio: Batanga.com (from Mexico), Vanidades.com (Mexico)

Página destino: http://tutiendatupperware.com

Banamex

Anunciante: Banco Nacional de Mexico, S.A. (Banamex)

Campaña: Banamex “Best Buy Nueva Tarjeta De Credito”

Fecha de capturación: 30/08/12

Lenguaje: Español

Descripción: Tarjeta de crédito de Banamex con la marca Best Buy. Características especiales incluyen puntos de recompensa y cupones a 0% de interés.

Sitio: Chilango.com

Página destino: http://www.banamex.com/es/personas/tarjetas_credito/ver_tarjetas/autoservicios/bestbuy.htm

Palmolive

Anunciante: Colgate-Palmolive Company

Campaña: Palmolive “The Naturals – Siente Tu Piel y Tu Alma Cantar” Concurso

Fecha de capturación: 31/08/12

Lenguaje: Español

Descripción: Concurso que promueve la marca “The Naturals” de Palmolive. Los concursantes suben video de ellos mismos cantando y bailando. Los participantes pueden promover su video con amigos en Facebook y pedir votos. Cuatro finalistas formarán el grupo “The Naturals” por un año, grabarán 4 canciones y harán un video.

Sitio: EnFemenino.com, Starmedia Mexico

Página destino: http://yosoythenaturals.com

Grupo Modelo

Anunciante: Grupo Modelo, S.A. de C.V.

Campaña: Grupo Modelo “Beertual Challenge 6” Concurso

Fecha de capturación: 30/08/12

Lenguaje: Español

Descripción: Grupo Modelo patrocina el “Juego de negocios” (simulación de negocios) donde se puede manejar una compañía virtual de cerveza “Beertual”. Toma decisiones financieras, de marketing y distribución durante la simulación. Los premios incluyen una beca para estudiar programas de negocios en ESCP (Europe Business School), CEU e IEB de Madrid, España.

Sitio: MedioTiempo.com (Mexico), TuAviso.com.mx

Página destino: http://www.beertualchallenge.com/registry/inscripcion-equipo-estudiantes-simulador-beertual-challenge-6.php?digitalid=X6BC33

This week in Breaking Ads Mexico we present the digital campaigns from Banamex, HP, Gerber and Colgate.

The new selection of "breaking ads" through tracked MexicoWebMonitor™ by Media Economics Group was active between April 23 and 29, 2012.

 Banamex

Advertiser (Parent Company): Banco Nacional de Mexico, S.A. (Banamex)

Campaign: "Cuenta Maestra Banamex Visa Platinum"

First date captured:  04/25/2012

Language: Spanish

Description: New credit card service level ("Cuenta Mestra") for clients of Banamex Private Banking ("Banca Patrimonial").

Site (s):  AltoNivel.com.mx, CNNExpansion.com, Quien.com.

 

 

   HP

Advertiser (Parent Company): Hewlett-Packard Company

Campaign: "Renueva y ahorra"

First date captured:  04/27/2012

Language: Spanish

Description: HP Mexico promotion: Trade in your existing printer for any HP Laserjet and receive a rebate worth up to MX $10,000.

Site (s): ElUniversal.com.mx

  

Gerber

Advertiser (Parent Company): Nestle S.A.

Campaign:  "Tengo un bebé Gerber"

First date captured:  04/26/2012

Language: Spanish

Description:   Gerber Mexico contest to choose baby to appear in a Gerber commercial.  Buy Gerber products and register sales receipt/upload baby photo to: MiBebeSano.com.mx

Site (s): EnFemenino.com, RincondelVago.com (Mexico), Starmedia Mexico

 

Colgate

Advertiser (Parent Company): Colgate-Palmolive Company

Campaign: "Luminous White – Quitate los Accesorios y Viaja a Europa"

First date captured: 04/262012

Language: Spanish

Description: Mexico only promotion for Colgate "Luminous White".  Particpants must register at: colgateluminous.com.mx and regustering points earned by attending and participating in various "Luminous White" activities held around Mexico City.  Contest runs April 28 to July 31, 2012.

Site (s): CosmoenEspanol.com (Mexico), Mx.Hola.com, Terra.com.mx

Source:Media Economics Group, ColombiaWebMonitor™
© 2012 Media Economics Group
For more information call 1 (704) 841-2030

Hoy en nuestra sección Breaking Ads, Portada y Media Economics Group presentan nuevamente a las campañas digitales publicadas en México.

Los avisos a continuación aparecieron en medios digitales mexicanos entre el 23 y el 29 de abril de 2012.

Las campañas escogidas a través de MexicoWebMonitor™ fueron:  Banamex, HP, Gerber y Colgate.

 

 Banamex

Anunciante: Banco Nacional de Mexico, S.A. (Banamex)

Campaña:  “Cuenta Maestra Banamex Visa Platinum”

Fecha de publicación: 25/04/2012

Idioma: Español

Descripción: Nueva tarjeta de crédito Cuenta Maestra para los clientes de Banamex de su Banca Patrimonial.

Sitio (s):  AltoNivel.com.mx, CNNExpansion.com, Quien.com.

 

 

 

 

 

   HP

Anunciante: Hewlett-Packard Company

Campaña: “Renueva y ahorra”

Fecha de publicación: 27/04/2012

Idioma (s): Español

Descripción:  Promoción: Cambie su HP usada por cualquiera de las nuevas HP Laserjet y reciba un descuesnto de hasta 10.000 pesos mexicanos.

Sitio (s):  ElUniversal.com.mx

 

 

 

Gerber

Anunciante: Nestle S.A.

Campaña:  “Tengo un bebé Gerber”

Fecha de publicación: 26/04/2012

Idioma (s): Español

Descripción:   Gerber México lanzó un concurso para escoger al bebé que saldrá en su próximo comercial de TV. Comprando los productos Gerber y registrando su código en MiBebeSano.com.mx se pueden subir las fotos de los bebés para el concurso.

Sitio (s):  EnFemenino.com, RincondelVago.com (Mexico), Starmedia Mexico

 

 

 

 

Colgate

Anunciante: Colgate-Palmolive Company

Campaña: “Luminous White – Quitate los Accesorios y Viaja a Europa”

Fecha de publicación: 26/04/2012

Idioma (s): Español

Descripción:  Concurso en México para Luminous White. Los participantes deben registrarse en: colgateluminous.com.mx y obtendrán puntos por asistir y participar en varios eventos y actividades “Luminous White” llevadas a cabo en torno a la Ciudad de México. El concurso se realizará entre el 28 abril y el 31 julio, 2012.

Sitio (s): CosmoenEspanol.com (Mexico), Mx.Hola.com, Terra.com.mx

 

 

 

Source:Media Economics Group, ColombiaWebMonitor™
© 2012 Media Economics Group
For more information call 1 (704) 841-2030

 

 

 

This week in Breaking Ads Mexico we present the digital campaigns from Banamex, HP, Gerber and Colgate.

The new selection of “breaking ads” through tracked MexicoWebMonitor™ by Media Economics Group was active between April 23 and 29, 2012.

 Banamex

Advertiser (Parent Company): Banco Nacional de Mexico, S.A. (Banamex)

Campaign: “Cuenta Maestra Banamex Visa Platinum”

First date captured:  04/25/2012

 

Language: Spanish

Description: New credit card service level (“Cuenta Mestra”) for clients of Banamex Private Banking (“Banca Patrimonial”).

Site (s):  AltoNivel.com.mx, CNNExpansion.com, Quien.com.

 

 

 

 

 

   HP

Advertiser (Parent Company): Hewlett-Packard Company

Campaign: “Renueva y ahorra”

First date captured:  04/27/2012

 

Language: Spanish

Description: HP Mexico promotion: Trade in your existing printer for any HP Laserjet and receive a rebate worth up to MX $10,000.

Site (s): ElUniversal.com.mx

 

 

 

Gerber

Advertiser (Parent Company): Nestle S.A.

Campaign:  “Tengo un bebé Gerber”

First date captured:  04/26/2012

Language: Spanish

Description:   Gerber Mexico contest to choose baby to appear in a Gerber commercial.  Buy Gerber products and register sales receipt/upload baby photo to: MiBebeSano.com.mx

Site (s): EnFemenino.com, RincondelVago.com (Mexico), Starmedia Mexico

 

 

 

 

Colgate

Advertiser (Parent Company): Colgate-Palmolive Company

Campaign: “Luminous White – Quitate los Accesorios y Viaja a Europa”

First date captured: 04/262012

Language: Spanish

Description: Mexico only promotion for Colgate “Luminous White”.  Particpants must register at: colgateluminous.com.mx and regustering points earned by attending and participating in various “Luminous White” activities held around Mexico City.  Contest runs April 28 to July 31, 2012.

Site (s): CosmoenEspanol.com (Mexico), Mx.Hola.com, Terra.com.mx

 

 

 

 

Source:Media Economics Group, ColombiaWebMonitor™
© 2012 Media Economics Group
For more information call 1 (704) 841-2030

 

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

  • Siboney
    New York headquartered Hispanic advertising agency Siboney USA is closing. Employees have received 90-day notice, a source in Siboney tells Portada. Siboney accounts include Colgate-Palmolive.
  • Clorox – Hispanic Nurses Network

The Clorox Company, in partnership with the National Association of Hispanic Nurses (NAHN), announced the launch of the Hispanic Nurses Network, a new healthcare resource for Hispanic families.

  • Wells Fargo
    Wells Fargo announced the addition of Mariela Ure to the Enterprise Marketing team as the Hispanic Segment Business Manager.  In her role, Ms. Ure will coordinate Wells Fargo’s efforts in meeting the needs of the rapidly growing Hispanic market.  Ms. Ure will oversee the delivery of products and services to Hispanic consumers and leverage internal partnerships, channels and key markets to maximize consumer satisfaction. Mariela understands the Hispanic consumer and will spearhead Wells Fargo’s efforts as “America’s #1 small business lender” to Hispanic and women-owned small businesses.
  • United Healthcare
    United Healthcare’s Latino Health Solutions launched a bilingual mobile website that provides health and wellness information tailored to Hispanics’ specific cultural and language needs. The mobile website, which can be accessed by entering m.uhclatino.com on a smartphone browser, offers extensive, culturally relevant health and wellness information, tools and resources in both English and Spanish. “Better health and wellness education leads to better health. With Hispanics leading the charge in using mobile devices to access health information, the time was right for a mobile website that provides hundreds of pages of health information that Hispanics can relate to and can use while they are on the go,” said Russ Bennett, United Healthcare’s vice president of Latino Health Solutions.
  • Crown Imports – Modelo Especial 
    Crown Imports, a beer import JV between Mexico’s Modelo Group and Constellation Brands, confirmed last week that it has begun a multimedia advertising campaign for Modelo Especial, designed specifically for Hispanic consumers in the US. The campaign, which forms part of the 'Descubre lo Especial' ('Discover What’s Especial') program in the country, launched late last month and consists of two, 30-second TV ads. The first TV ad, which can be viewed below, began airing nationally two weeks ago, on Telemundo, Univision, Telefutura, Azteca, ESPN Deportes, Estrella, Fox Deportes, Galavision and Gol TV. Both spots will be supported by radio spots and out-of-home presence. Earlier this month, “For Modelo Especial, the first-ever English language TV campaign will highlight the quality of Modelo Especial and engage the general market consumer. Separate advertising will continue for the Hispanic consumer as well”, Robert Sands, President and CEO Constellation Brands during the recent Q2 2012 Earnings Call. 
  • Mendoza Group
    Mendoza Group, Inc. announced Lisa Fell as its new Director of Client Services. Ms. Fell will be responsible for implementing comprehensive advertising and marketing strategies, including oversight of all creative and media services for Mendoza Group's expanding roster of multicultural clients. Ms. Fell's previous position was Vice President of Operations for MediciGlobal, a clinical trials marketing company.
  • AT&T
    AT&T announced the launch of a new ad campaign with Ricardo Arjona.  AT&T has launched a new ad campaign that brings to life how AT&T devices and mobile technology enhance consumers' daily lives. AT&T has started to air the first Spanish-language commercial featuring the new "It's What You Do With What We Do" campaign line. Titled 'The Shoot', the spot shows how a teenage boy uses his Nokia Lumia 900 device to record Guatemalan singer-songwriter Ricardo Arjona's performance. Later in the spot, the boy hands his mother a Nokia Lumia 900 and shows her the various features, including the Live Tiles and the People Hub. The spot ends with the teenager playing the Arjona video he recorded earlier with his Windows Phone and Arjona giving him a sign of approval. The spot will air during Mother's Day promotional window through May. The second spot is titled 'Beautifully Different Like Your Mom' and will air in time for Mother's Day.
  • Dieste – TXU energy

TXU Energy, a retail electricity provider in Texas, has selected based Dieste Inc. as its Hispanic advertising agency.

  • McDonald’s

McDonald's Hosts Latino Bloggers for a "Chill Evening at Sea" Soiree to Kick Off the Third Annual Hispanicize Conference.

  • AP Spanish – Shmoop

Shmoop Launches AP Spanish Language and AP Spanish Literature Test Prep. Shmoop is a digital curriculum and test prep company that makes fun, rigorous learning and teaching materials.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS!

For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics. of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).
If you are a Subscriber to the Directory login and access the Directory.

New York headquartered Hispanic advertising agency Siboney USA is closing. Employees have received 90-day notice, a source in Siboney tells Portada.
Siboney accounts include Colgate-Palmolive. It is likely that the CPG company decided to part ways with Siboney. Colgate is a leading Hispanic advertiser and has strong ties with Y&R (which may increase the chances of MEC Bravo to get the new account).
A Siboney employee told Portada that she can’t provide information about where the brands Siboney works for are headed to.

Siboney was founded in 1953 by Jose M. Cubas. Historically, it has had a focus on business, personal, and oral care products.  The agency has offices in New York and Miami.  Its current employees include Maria Fernanda Ordoñez, Director of Media Services, and Sr. Copywriter and Carlos Osorio.

  • Volkswagen

Volkswagen of America, Inc. announced a nationwide contest calling on soccer “fanáticos” to express their passion for the game for a chance to win an appearance in a national TV spot during the World Cup. As a long time global supporter of soccer and sponsor of Univision’s broadcast of the World Cup, Volkswagen, together with soccer legends “Ramoncito” Morales and Ramon Ramirez are encouraging soccer fans to create and upload their own “fanistitial” videos documenting their passion for soccer. 

In addition to the user generated ad, Volkswagen will air a series of vignettes and three television commercials during the World Cup, each also aiming to increase familiarity and consideration for the Volkswagen brand and its breadth of models. Volkswagen will also have a significant bilingual digital presence on Facebook, Yahoo en Español and MSN Latino, as well as grassroots efforts at dealerships, MLS games and community soccer tournaments throughout the U.S.

  • Univision

Univision Communications Inc. unveiled its national advertising campaign for its exclusive Spanish-language coverage of the 2010 FIFA World Cup South Africa™. Under the umbrella of “La Pasión del Mundial” (The Passion of the World Cup), Univision is engaging soccer fans all across the U.S. through various promotional efforts in print, outdoor media and in-theater advertising, as well as its own television, radio, online and mobile platforms.

The outdoor campaign includes outdoor billboards and metro stations and bus posters in major markets across the country, including Los Angeles, New York, and Miami. Print advertising will run in major newspapers across the country including New York, Los Angeles, Miami, Chicago, and Houston.

  • Colgate

Colgate-Palmolive Company joined the Hispanic Dental Association (HDA) to celebrate the launch of Colgate's Oral Health Month. In partnership with the HDA, this campaign will strongly target the Hispanic community through bilingual oral health education materials and activities. Read more here.

  • Moen

Moen launched a Spanish language version of its recently revamped English website. Consumers who prefer to browse Moen products and use web based resources en espanol can now log on directly to http://espanol.moen.com.  For the past several years, Moen has supported the Hispanic community through it's Alcanzando Suenos con Moen (Achieving your Dreams with Moen) program that supports affordable housing and home ownership in the US.

  • Infinity Insurance

Infinity Auto Insurance, formally announced Acento Advertising as their 'Hispanic Advertising Agency of Record'. Acento is charged with increasing visibility of the popular Infinity auto insurance brand among acculturated Latinos.

The agency's involvement will include market research, brand marketing, media planning and buying, public relations and event marketing efforts, as well as developing ads and collateral materials.

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!).

Today, Colgate-Palmolive Company joined the Hispanic Dental Association (HDA) to celebrate the launch of Colgate's Oral Health Month. In partnership with the HDA, this campaign will strongly target the Hispanic community through bilingual oral health education materials and activities.

Hispanics bear a disproportionate burden of oral disease in the United States according to a recent report by the U.S. Surgeon General. "Due to language barriers, lack of familiarity and low dental insurance coverage levels, our Latino population continues to experience difficulty in accessing oral healthcare services and education," says Carla Kelly, General Manager, U.S. Multicultural Marketing, Colgate-Palmolive . "With an ongoing need for improved oral health among Hispanic Americans, we tailored our Oral Health Month campaign to address the needs of this ever-growing community."

During Oral Health Month, Colgate's flagship program "Bright Smiles, Bright Futures" will travel throughout the U.S. to provide free oral health education and dental screenings to children via mobile dental vans. "The Hispanic Dental Association is excited to join Colgate-Palmolive in launching this year's Oral Health Month, an annual campaign that supports our organization's mission to improve oral care among Hispanics," said Victor Rodriguez, DDS, President, Hispanic Dental Association.

Changing Places LatAm: people change positions, get promoted or move to other companies. Portada is here to tell you about it.

Latcom has hired Marco Zúñiga as General Manager of Mexico and Central America to strengthen its presence and development of new accounts and operations in key markets.

 

 

 

 

 

VF boosts The North Face team in Latin America. The American group, which also owns brands like Timberland and Vans, has appointed Gina Leon as new general director in the Mexican market, the largest of the group in Latin America.The executive joined VF in 2016 as commercial and marketing director of The North Face in Mexico, and since last September she is responsible for the brand’s subsidiary in the country. The North Face landed in Mexico in 2015 and currently has thirteen single-brand stores in the country.

 

Falabella names Alfredo Leyton Chief Strategy Officer for Linio Group. Chilean retail giant Falabella acquired Latin America eCommerce powerhouse Linio for US$138M in 2018.

 

 

 

Adriana Anido has been promoted to Marketing Director – Oral Care Latam Division at Colgate-Palmolive. Anido will be based in NYC. The executive joined the company in 2000.

 

 

 

(Looking for your next Career move? Check out Portada’s Career Board!)

 

Martin Lammardo is Mindshare Argentina CEO. Prior to this appointment, Lammardo was VP Managing Partner of the agency for almost 7 years.

 

 

 

VITEC announced that Fernando Monetti has joined the company as sales director for Latin America. In this position, Monetti will work closely with VITEC’s broadcast team to foster relationships in the region. He will provide product expertise relative to VITEC’s Ace and Diamond encoder and decoder families as well as introduce the award-winning EZ TV IPTV & Digital Signage Platform to the LATAM market.

 

 

(Looking for your next Career move? Check out Portada’s Career Board!)

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Tech company SAP has appointed Francisco Liguori as the new marketing director. Francisco arrived at the company in 2012.

 

 

 

 

 

 

Almundo has hired Daniel Duarte as their new public relations manager. Duarte had previously worked at Sabre for seven years.

 

 

 

 

 

 

 

Kellogg Company announced that Damián Pirichinsky is the new marketing director of Mercosur: Brazil, Argentina, Chile, Uruguay and Paraguay. He comes from Colgate-Palmolive where he worked from 1995 to 2018.

 

 

 

 

 

 

Hernán Puente has been promoted marketing general manager by Toyota Material Handling Argentina where he started working since 2008.

 

 

 

 

 

 

 

Malouf has hired Aaron Womack as sales director of Latin America. Womack will be responsible for developing and implementing international sales initiatives, with a specific focus on Latin American countries.

 

 

 

 

 

Karisma Hotels & Resorts has announced the promotion of Sasa Milojevic to President of Hotel Operations and CEO of the Mexico and Caribbean region. Previously, Sasa was the Vice President of Hotel Operations for six years.

 

 

 

 

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Nissan LatAm has announced new management changes:

 

 

 

Blanca García joins Nissan Latin America as Regional Communications Director. Garcia joined Nissan Mexico in 2014 as Senior Communications Manager. She will replace María Eugenia Santiago, who led Nissan Mexico’s Communication team for 5 years and Nissan LatAm Communications’ team later.

 

 

 

 

Juan Manuel Hoyos has been appointed Latin America Marketing Director. He will be based in Nissan Mexico City’s offices. Hoyos will be responsible for leading regional strategies and will work together with local teams to implement them in order to strengthen the brand presence in all the markets of the region.

 

 

 

Wavemaker, GroupM’s media, content & technology agency created from MEC and Maxus merger, has arrived in Peru where it will be led by recently appointed CEO Marcel Garreaud. Previously, Garreaud served as Managing Director of Havas Media Peru and Bolivia for 11 years. Wamaker has offices in 90 countries with more than 8,500 employees. Its main global clients are L’Oréal, Vodafone, Marriott, Colgate-Palmolive and Paramount, among others.

 

 

 

 

Coca-Cola has appointed Mexican Eduardo Pérez Eusebio as global director of research, innovation and trends, Marketers by Adlatina has reported. The executive joined the beverage multinational in 1999.Prior to Coca-Cola, the Pérez Eusebio worked for Colgate-Palmolive.

 

 

 

 

Unisys Corporation has announced the appointment of Luis Carlos Rego as Vice President and Financial Services Vertical Leader for Latin America. Rego is based in Sao Paulo and reports to Eduardo Almeida, VP of Enterprise Solutions and General Manager of Unisys for Latin America.

 

 

 

 

Hilton has appointed Kellyn Smith Kenny as marketing director. As of January 29, 2018, the executive will oversee the business marketing strategy for the hotel company and its portfolio of 14 leading brands in the industry.

 

 

 

 

Alberto Llera is Paramount Pictures Mexico new Marketing Director.

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

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • Unilever

Consumer goods giant Unilever has consolidated media and global communications planning with Mindshare Media Agency, according to reports.The move is said to facilitate Unilever’s aim to unify the number of global agencies it works with. Indeed, the personal care giant already employs Mindshare to handle much of its global media-buying activity.WPP-owned Mindshare is said to have been awarded the account from Omnicom’s PHD, which incidentally took over the account from Mindshare in 2012.Operations will take place from the Mindshare London office.

 

  • Aeromexico

Aeromexico, Mexico’s global airline, along with its partner Delta Air Lines, announced the launch of a new route between Portland, Oregon, and Mexico City beginning on December 1, 2017.Portland is one of the fastest growing tech and innovation hubs in the United States, and it is recognized as a major center for entrepreneurship and business development that could attract new investment opportunities with this route.Service on the route is provided with Boeing 737-800 aircraft featuring 160 passenger seas.Thus, Aeromexico and Delta Air Lines restate their commitment to offering high-quality service to more destinations in Mexico and the United States.

 

 

 

  • Conrad Hotels 

Conrad Hotels & Resorts has announced the opening of Conrad Cartagena, the brand’s first hotel in Colombia and third in Latin America.In early 2018, the property will also unveil an additional 159 rooms.Conveniently located 20 minutes from the Rafael Nunez International Airport, Conrad Cartagena offers more than 24,000-square-feet of flexible event space, including a 9,000-square-foot Grand Ballroom and five 500-square-foot meetings rooms.Hilton currently has a portfolio of more than 100 hotels and resorts open and welcoming travelers in Latin America, including 14 properties in Colombia.The company is actively pursuing additional Latin American growth opportunities and currently has a robust pipeline of more than 70 hotels throughout the region, including more than ten projects in Colombia.

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.

 

 

  • WAVEMAKER

Wavemaker, GroupM’s new media agency created from MEC and Maxus merger, disembarks in Argentina. Led by Daniel Coscia, the agency will have Toyota, Musimundo, Colgate Palmolive and Prisma amongst its’ clients. The agency will operate from MEC’s former offices in the neighborhood of Belgrano, in Buenos Aires. Wavemaker has offices in 90 countries and more than 8,500 employees. L Oréal, Vodafone, Marriott and Netflix are among its main global clients.

 

 

 

  • Hilton

Hilton announced plans to welcome the luxury Waldorf Astoria Cancun and the all-inclusive Hilton Cancun resort to the global hospitality company’s growing portfolio in Mexico. Developed by Parks Hospitality and set to open in 2021, the neighboring properties will feature distinct characteristics and amenities across 100 acres of Caribbean beachfront. Hilton currently has a portfolio of more than 100 hotels and resorts open and welcoming travelers in Latin America, including more than 50 in Mexico. The company is actively pursuing additional Latin American growth opportunities and currently has a robust pipeline of more than 70 hotels throughout the region, including nearly 30 projects in Mexico. This year, Hilton has opened seven hotels across four brands in the country, including the in-market debut of the Conrad Hotels & Resorts brand in San Luis Potosi.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm 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.
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