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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!)

A+E Networks has appointed Francisco Guijon as senior VP for the Americas. Guijon will report to Edward Sabin, the executive managing director of international at A+E Networks. Based in Miami, Guijon will be responsible for managing the profitability and expansion of A+E’s  channels and media assets in Latin America and Canada, including the day-to-day relationships with the company’s partners and businesses in the region. He joins A+E Networks from Liberty Global’s VTR Chile, where he served as programming, content and ad sales director.

 

Mindshare Argentina is restructuring and has made some changes:

Consolidating the vice-presidents’ structure, Martín Lammardo will continue leading the new business and international accounts department while Florencia Trigo will be responsible for services and product development. They will both report to Pablo Iesulauro, CEO of Mindshare Southcone.

The planning teams will continue to be led by account managers, who are also responsible for customer service: Mariela Campelo, Yamila Finkelstein, Marcela Fraga, Mercedes Furelos, Samanta Gómez, Erica Macovits, Luciano Palazzo, Miriam Rossi and Camila Urrutia.

Leandro Ferrero will be in charge of the content team, Content +.

Adriana Vigil returns to the agency, after working at GroupM, to support the ideas development and production department. Vigil will be also responsible for marketing and PR.

Mariela Jaimes joins the agency’s trading team.

Andrea Salinas will continue to lead the agency’s operating area.

Microsoft Argentina has appointed Marina Hasson as Partners, Corporate Customers and SMEs Director.

 

 

 

José “Lolo” Longinotti is stepping down as President of DDB Group Southern Cone as from next month. He will be replaced by Fernando Capalbo, who has 25 years of experience in the industry and has been leading OMD Argentina for the last 10 years.

 

 

 

 

Del Campo Global is the recently launched company of Pablo del Campo. After almost two years of “non-compete” Pablo returns to the arena, with this new venture that unites his two biggest passions: advertising and entertainment. Del Campo Global will be dedicated to the development of sustainable content for brands generating strategies and actions created specifically for a client and also where brands will be able to choose to adhere to a specific project, always based on their business objectives and needs. With headquarters in the Palermo neighborhood –Buenos Aires- and with international projection, Del Campo Global is accompanied by director Javier Vázquez.

 

A.M. Best, a global insurance rating and information source, announced that Manuel Agustin Calderón de las Heras has resigned from his position as managing director of A.M. Best to pursue other opportunities.Mr. Calderón de las Heras has been with A.M. Best for the last two years, and in that time has contributed to the success of A.M. Best’s presence in Mexico.Andrea Keenan, senior managing director and head of industry relations, who has served A.M. Best in numerous leadership roles throughout the Americas, will oversee the Mexico operations during the transition period.

 

 

 

Ezequiel Rocino is McCann Buenos Aires new Creative Director.

 

 

 

Wunderman Argentina has announced the appointment of Matías Martty and Tato Lavandera as Creative Directors. They both join the team of creative CEOs Dany Minaker and Patan Tarazaga.

Lavandera has been part of the agency for almost three years.

Martty comes from Grey Argentina, where he was Creative 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.

To subscribe to Portada’s Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

 

  • Mindshare Latam

Mindshare, WPP group media agency, is betting on Latam with a new Southern Cone Hub that includes Argentina, Uruguay and Chile. Each country will continue to operate with its local agency while promoting regional projects with specialists in all services. The agencies will continue developing tools and solutions for customers.

 

 

 

 

 

  • Hyatt

Hyatt Hotels Corporation announced that a Hyatt affiliate has entered into a franchise agreement with Talbot Hotels S.A. for two Hyatt Centric hotels in Lima, Peru and Santiago, Chile. Expected to open in early 2018, the two hotels will mark the introduction of the Hyatt Centric brand to Peru and Chile.Expected to open in January 2018, Hyatt Centric San Isidro Lima will be located on Avenida Basadre in the heart of the San Isidro municipality. Expected to open in February 2018, Hyatt Centric Las Condes Santiago will boast an unbeatable location right in the center of Las Condes. These new additions further demonstrate the strong potential for growth of the Hyatt Centric brand and follows the recent openings of Hyatt Centric Guatemala City in Guatemala and Hyatt Centric Montevideo in Uruguay.

 

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

 

  • Viva Air Group 

Latin American LCC group Viva is considering the launch of new affiliates after placing an order for 50 A320 family aircraft. The 15 A320ceos and 35 A320neos will be used to expand in Colombia and Peru, as well as to support potential start-ups throughout Latin America. The Viva Air Group has expanded much more slowly than initially anticipated since launching VivaColombia in 2012. VivaColombia has shrunk its international network to only four routes, and has also been consolidating its domestic operation, suspending several routes in 2017. However, VivaColombia is still expanding by adding frequencies to existing routes. The group also launched a Peruvian affiliate in May-2017, providing the first LCC option in Peru’s domestic market.The Viva Air Group currently operates 30 routes using 11 A320ceo aircraft in 180-seat all-economy configuration. Viva Air Peru currently operates six domestic routes within Peru using two A320s. Its longer-established sister airline VivaColombia operates nine A320s on 24 routes, including 20 domestic routes within Colombia.The original Viva branded airline, VivaAerobus, operates 68 routes that include 67 domestic routes within Mexico, using 22 A320s.

 

  • Copa Holdings

The Panama-based airline group Copa Holdings is testing out the multi-brand model with its LCC brand Wingo, which launched operations in late 2016 and is now operating 17 short haul routes. Wingo has already captured a 2% share of seat capacity in both the group’s home markets, Colombia and Panama.Copa is following a typical multi-brand strategy by using Wingo to take over unprofitable routes that were previously under the full service brand Copa Colombia, as well as launching new point-to-point leisure routes that would not be viable under its normal two-class full service product.However, Copa has decided not to follow the typical multi-brand strategy of establishing a new airline from scratch; As the first LCC under a Latin American full service airline group, Wingo is an experiment in many respects. Copa could use Wingo to expand in Colombia and Panama as well as potential other Latin American markets while other full service airline groups may be compelled to establish their own LCC brands or subsidiaries.Wingo currently operates 81 weekly return flights using a fleet of four single class 142-seat 737-700s. Brazil’s Gol and Azul are the largest LCC brands in Latin America (based on seat capacity). Volaris is the third largest, followed by Mexico’s Interjet, Viva and Chile’s Sky.

 

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.
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.

Join us at PORTADA Mexico!

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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!)

Mindshare Latin America is making new staff and organizational changes throughout the region. Jorge Guglielmone, the network’s regional CEO, announced the appointment of Dan Reaume and Javier Hidalgo to Mindshare Mexico’s management team.

 

 

 

 

 

Dan Reaume will serve as CEO. So far he served as regional chief client officer for Mindshare, a company he joined in 2003.

 

 

 

 

 

 

Javier Hidalgo has been appointed Managing Director. He will work to build stronger relationships with both media and partners, generate new business  and strengthen ties with GroupM. Hidalgo joined Mindshare in late 2011.

 

 

 

 

 

Pablo Iesulauro was named CEO of the new Mindhsare Southern Cone hub (which covers Argentina, Chile and Uruguay). Still, he will continue in his position as CEO for Mindshare Argentina and will continue reporting to Guglielmone. Natalia Moris (CEO of Mindshare Uruguay) and Carlos Martínez (CEO of Mindshare Chile) will work in partnership with Iesulauro.

 

 

 

 

 

Vanesa Meyer is Visa‘s new VP of innovation and strategic alliances.Vanesa will lead efforts to develop and implement innovations and will manage strategic alliances to bring Visa innovations to its clients in Latin America and the Caribbean. She will be in charge of both The Center for Innovation in Miami and the Innovation Study in Sao Paulo. Most recently,she was Head of Products and Solutions Mastercard Worldwide Geo Central division.

 

 

 

John Raul Forero has been named Regional Creative Director of Ogilvy Latina. Forero, who will also continue in his role as Creative VP of the Colombian office, will replace César Agost Carreño, who from now on will lead operations in Mexico and Miami. Forero has been part of Ogilvy’s team for 12 years.

 

 

 

 

 

Victoria Cole was promoted to Managing Director of Wunderman Argentina. From this new position, Cole will assume responsibility for Wunderman’s general operations at local level, reporting to Juan Pablo Jurado, CEO LatAm.

 

 

 

 

Daniela Kravanja is the new Account Manager at Ignis Media Agency. She will be under Sol Terzi’s general direction. She comes from Mediacom where she held the same position.

 

 

 

 

SalveTribal, ABC Omnicom post-digital agency, announced the promotion of Cesar Toledo to Media General Director. Toledo joined the agency in April 2017. He will now coordinate all media area teams following Adriana Favaro’s departure.

 

 

WPP’s Grey Group has promoted  Michael Houston to the global chief executive officer role.Houston will oversee all of the network’s 430-plus offices and approximately 6,500 employees around the world. His predecessor Jim Heekin, who became CEO of Grey Group in 2005 and chairman the following year, will step into the executive chairman role, effective immediately.

Join us at PORTADA Mexico!

What: WPP’S agencies POSSIBLE and Mindshare have partnered to help brands leverage their media and ecommerce investments across the Amazon ecosystem.
Why it matters: It’s a first-of-its-kind combination of the media planning and buying, data analysis and strategy expertise of Mindshare with the ecommerce, data analysis and creative expertise of Possible.

WPP’S agencies POSSIBLE and Mindshare are launching a new offering to help brands leverage their media and ecommerce investments across the Amazon ecosystem. To continue to meet the needs of clients on such a vast platform, POSSIBLE and Mindshare have teamed up to create the first comprehensive solution for brands across Amazon.

This combined offering will leverage the full media and ecommerce capabilities of both agencies and the wider WPP ecosystem. Pairing the media planning and buying, data analysis, and strategy expertise from Mindshare with the ecommerce, data analysis, and creative expertise of POSSIBLE, both agencies will unify sales, brand marketing, and shopper and ecommerce efforts for greater efficiency and impact.

55 percent of US consumers now begin an online product search on Amazon, and 64 percent of US households are now Amazon Prime members

Together the companies  will offer:

  • Channel strategy, assortment optimization, content development and optimization, and shelf management
  • Media planning, buying, and optimization on Amazon
  • Innovation services focused on building new brand experiences (Dash, Alexa, etc.)
  • Measurement, reporting and analytics that provide a holistic understanding of a brand’s presence and performance within the Amazon ecosystem
  • A centralized source of knowledge and insight focused on Amazon Prime members

“Our clients consistently ask POSSIBLE to be their one-stop-shop for Amazon,” says Frank Kochenash, global SVP of commerce at POSSIBLE. “This partnership allows us to bring brands the deepest expertise across all the levers they need to pull. Mindshare are media experts and we are thrilled to partner with Joe Migliozzi and his Shop+ team.”

Further bolstering this offering, POSSIBLE’s recent acquisition of Marketplace Ignition deepens POSSIBLE’s expertise and experience in all aspects of the Amazon ecosystem, from supply chain and operations, to assortment planning, operational marketing, content optimization, and search management.

Mindshare will bring its Shop+ media and commerce capability, which is already an established Amazon Media Group (AMG) partner and which includes: SEO/SEM, content development, analytics and reporting as well as its status as one of a handful of approved Amazon Alexa developers – allowing Mindshare to create Skills for Amazon’s voice activated AI assistant. Mindshare will also leverage GroupM’s mPlatform capability for programmatic services and will bring this full-service solution to GroupM clients globally.

The offering will be available through POSSIBLE and Mindshare in Seattle, New York, Cincinnati, San Francisco, Los Angeles, Atlanta, London and Singapore.

Amazon has become central to the lives of both consumers and brands. In fact, 55 percent of US consumers now begin an online product search on Amazon, and 64 percent of US households are now Amazon Prime members. This makes Amazon not just a retail giant, but one of the world’s largest media owners.

Join us at PORTADA Mexico!

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Panregional Marketing, particularly South Florida based Panregional Marketing, has undergone substantial changes over the last two years. That is why the agenda of PortadaLat this Wednesday and Thursday in Miami incorporates a stellar session called Panregional Marketing: “Values, Passion and Rationale”. Senior executives from MasterCard, Coty Inc, IPG Mediabrands, Mindshare, Facebook, Viacom and Sony Pictures Entertainment will discuss the challenges, the values and their passions for Pan Regional.

This Thursday, on day 2 of PortadaLat, Pan Regional Media Planning and Buying Pros from the agency and brand world and Senior Sales Executives will discuss the challenges, the values and their passions for Pan Regional. Will their arguments and rationales be strong enough?

PAN REGIONAL MARKETING:
Values, Passion and Rationale

MODERATOR:
Jose Vicente Luque, Head of Media and Agency Relations, Latin America & Caribbean Region
PANELISTS:
Victor Lopez, Head of Digital, Havas Media
Yamileth Bermudez, Media Operations Director, IPG Mediabrands Miami
Paulo Cesar, Head of Trading Latin America, Mindshare
Maria Esther Nieves Garcia, Ad Sales Manager, Sony Pictures Entertainment
Walter La Mendola, VP Ad Sales and Brand Solutions, Viacom
Marco Casas, Head of Agency, Miami, Facebook
Rafael Lopez de Azua, Head of Media & Digital Latam,Coty Inc

Prepare for PortadaLat th Wednesday and Thursday with Speaker Interviews: Pepsi, MasterCard, Latam Airlines, Trivago, Visa…

#PortadaLat is this week! We have added new Ticket Types to Meet Your Needs!

GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8. All sessions, keynotes, networking, food and beverage included! (US$549)
DAY 2: BRAND INNOVATION DAY (June 8)
The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 449!)
VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999).
DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7):
The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199)
Secure your spot and start the PortadaLat journey!

How is video marketing evolving in Latin America? What countries do major video ad buyers see as growing the most and where are the main growth opportunities. These questions were answered by dozens of brand and agency executives targeting the Latin American consumer in our just released 2017 Video Marketing Guide!  Below is a sneak peek with  point of views by Cynthia Evans, Director, Director, Insights and Thought Leadership at GroupM Latin America, Rosanna Saenz, Digital Director, Mindshare Latin America and Martín Carniglia, Data – Insights Director at Havas Media.

Cynthia Evans_100x100BWPerhaps Cynthia Evans, Director, Director, Insights and Thought Leadership at GroupM Latin America (photo), statement is the best reflection of how  video is becoming prevalent: “I wonder if this will even be relevant in five years, the rapid evolution of ‘TV’ into all other media forms is moving so quickly. TV in terms of distribution or delivery mechanic could all be ‘digital’ in five years, if it is not already. In terms of media owners classic linear broadcast TV vs some other digital satellite fed signal the split is already near 60 to 40 percent in terms of viewing eyeballs, in terms of share of viewing linear broadcast TV has decline c. 20 to 25 percent in last five years. So ad dollars will eventually follow consumer eyeballs.”

Strongest Markets: Mexico, Argentina, Colombia

In terms of which markets have the strongest growth, Rosanna Saenz, Digital Director, Mindshare Latin mindshare-sharelogoAmerica, in Mexico City tells Portada that “We see the strongest growth in video in Mexico, Argentina, Colombia and Chile, which is consistent with the general digital activity of these countries.” To Martín Carniglia, Data – Insights Director. Havas in Buenos Aires, the strongest markets are “México, Brasil Colombia and Argentina.”

Potential:  Frequency Cappings, Dynamic Creative and Video Programmatic

Havas Media’s Carniglia points out that “the biggest opportunity relies both in the capacity of setting frequency cappings to expand reach over a certain audience, as well as personalizing messages using dynamic creatives to deliver different versions to each user depending on his previous online behaviour. Mexico City based  Saenz, tells Portada that “definitely there is a huge potential for video programmatic advertising, as it can redefine the way clients and agencies plan their media mix. Very soon clients will be able to see how much more efficient their video investment can be if they buy programmatic video first and then complement the missing TRPs with TV. We can run online video campaigns with the desired campaign effective frequency cap and buy as much reach as possible online, then we will have bought media and impacted a relevant portion of our audience without waste. This is a win-win opportunity for advertisers, for the online media industry and for the consumers”.

DOWNLOAD Portada’s 2017 Video Marketing Guide! The intelligence and forecasts you need. Plus the trends interpreted by major brand marketing, agency and media executives who are shaping the video marketing space.

Challenges: Data Integration and Device Adaptation

According to Mindshare’s Saenz, “The main challenge will be the integration of audience data among video Havas_250x250platforms like Facebook, DSPs and Youtube, in order to avoid unnecessary impacts duplication and be able to plan in the most efficient way. Xaxis, along with its DMP Turbine, is on its path to accomplish this difficult task so its clients have bigger advantages in media execution –and media planning, hand in hand with Mindshare- against their competitors.” Havas’ Carniglia notes that “advertisers must understand that online video requires a different approach to traditional media, nowadays we can create high quality content easier with less budget, and to be timely and relevant is more important. Online Video must be aligned to the context and adapted to each device and user experience.”

The main challenge will be the integration of audience data among video Havas_250x250platforms like Facebook, DSPs and Youtube.

Who will be the Winners?

What media properties will profit the most from the explosive growth in online video advertising? GroupM’s Evans says that it is difficult to predict what type of publishers will benefit the most. “It depends on price and consumer response. Right now social sites are pricing very efficiently and are popular with consumers. Premium inventory is more expensive. As all online video pricing moves toward that of open TV, and consumer favor evolves based on interest and preference, it is difficult to say which online vendor will ‘win'”.

Regarding the fastest growing categories, Evans notes that the “3 categories with richest contextual relevance will tend to evolve in online video fastest, travel, telco, luxury, entertainment. Other fast movers will be those tuned  in to cost efficiency as some online formats produce cheaper CPMs than TV with audio-visual format.”

 

Download the 2017 Video Marketing Guide! and find out what these other brand thought leaders have to say: Luiz Schmidt, Head of Marketing, Latin America & Caribbean, Brown Forman, Jorge Rocha, Digital Lead-Latin America, Publicis (Miami, U.S.), Andrés Mociulsky, Head of Programmatic Buying , Havas Media (Buenos Aires, Argentina), Humberto Cruz , Head of Socialyse, (Miami ,U.S.), Maria Carrasquillo, Senior Marketing Manager- Latin America,  Jarden Consumer/Sunbeam-Oster, (Miami, U.S.), Gerardo Arce, Director General Havas Entertainment (Buenos Aires, Argentina) and Sergio Barrientos, ‎Chief Strategy Officer, M8 (Miami, U.S.) and many more!

OTT Networks like Netflix and Hulu don’t share their data with anyone, David Wiesenfeld, Chief Strategist at Truoptik, a data driven millennial audience and consumer monetization company tells Portada. “Netflix in particular won’t even share viewership numbers for a movie or TV show with the company that licensed them the content. So the data is “walled off” from the industry,” says Wiesenfeld. No wonder that content producers don’t like this. Mexico’s Televisa, for example just announced that it will take off all its content from Netflix at the end of 2016 to launch its own OTT service Blim.

For sure, Netflix and other major OTT networks use the data in-house (e.g. Netflix has created micro-genres to better target prospective viewers). But what about the data coming from OTT streams, the vast majority that are not published branded content networks like Netflix and Hulu? The recently announced partnership between TruOptik and media agency Mindshare pretends to provide an answer. Both companies joined forces to parse television and movie content into behavior-based “micro-genre” graphs that will enable media companies to market content with precision to consumers in more than 150 countries.
“The real valuable data and insight in the OTT ecosystem resides in walled gardens,” says Andre Swanston, CEO of Tru Optik. “Tru Optik’s mission is to organize and activate OTT’s big data’ so media companies can create compelling content and power more effective advertising. The collaboration with Mindshare to create micro-genre graphs achieves this mission.”

Netflix in particular won’t even share viewership numbers for a movie or TV show with the company that licensed them the content.

Anonymized Information on more than 500 million consumers…

Programatico_Happy_2_26_2016_a (2)TruOptik’s and Mindshare”s Micro Genre graph will be able to leverage the world’s largest database of professional media consumption containing anonymized information on more than 500 million consumers (about seven times the number of Netflix subscribers). It consists of over 20 million movie, TV, music, and video game pieces of content. While other companies, like Netflix, have created micro-genres, they have done so with a significantly smaller audience size and title pool. It will be deployed by Mindshare in The Loop, the agency’s proprietary data visualization and communication layer focused on faster and better decision-making.

But what about the data coming from OTT streams, the vast majority, that are not published branded content networks like Netflix and Hulu?

…for Entertainment Companies to Monetize

Basic contextual and geo targeting is no longer sufficient for entertainment companies to monetize their portfolios or inform promotion of specific titles. Micro-genre graphs organize titles into small clusters based on their tendency to be watched by the same consumers. For example, if ‘deadpan comedies with female leads’ and ‘female relationship comedies’ appeal to different audiences, media companies need to know, and micro-genre graphs provide that insight.

Wiesenfield notes that TruOptik and Mindshare “track downloads and streams on consumer supported digital file-sharing exchanges, which are the world’s first and largest OTT Networks, Available content dwarfs the library for Netflix or any other branded OTT network, pretty much every TV show or movie is available pretty much everywhere from the moment it is released. That means media companies can understand demand for their content in countries before it is released.

U.S. Hispanic Application

When it particularly comes to target Hispanic and Latin American audiences, what are the advantages of “micro graphs” versus other tools? There are quite a few, says TruOptik’s Wiesenfeld. The micro-genre graphs would allow an in-depth understanding of both the popularity of genres among Hispanic segments as well as how Hispanics segments tend to group content relative to the population as a whole and relative to each other.
“A simple example would be that Telenovelas don’t even exist as a genre for non-Hispanics in the U.S., but we would expect to find numerous telenovela micro genres among U.S. Hispanics. The really powerful ability would be to understand how genre popularity and groupings differ among different segments of the Hispanic population, based on the factors such as country of origin, degree of acculturation (for U.S.. Hispanic residents), age, gender and so on. This could provide new insight into persistent questions regarding Hispanic content consumption, such as English vs. Spanish Language preference (how does this vary across Hispanic segments? across genres), in what ways are second/third generation Hispanic media patterns different from the general population etc…”

stacey_abreuHispanic Digital Agency Captura Group has hired Stacey Abreu, until recently MD Multicultural at Mindshare. Abreu will have the position of Managing Director and be based in New York.

Ad Agencies are positioning themselves for 2016 as the end of the year approaches. One major announcement, we just learned from Captura Group, is that Stacey Abreu, a major executive until recently at Mindshare, will now be part of San Diego headquartered Digital Agency Captura Group. “As media and technology continue to converge, Stacey brings a unique skill set to Captura Group that will result in innovative solutions for our clients to reach Hispanic consumers across digital channels.” said Lee Vann, Co-Founder and Chief Strategy Officer of Captura Group.

“We are thrilled to have Stacey in our team and are confident that she will bring best-in-class solutions to drive growth for our clients.” Abreu has over 12 years experience leading large-scale multicultural and total market communications, media and Hispanic digital initiatives for companies including Unilever, Kimberly Clark, Kraft, Bacardi, ESPN, ampm and Boehringer Ingelheim.

As media and technology continue to converge, Stacey brings a unique skill set to Captura Group that will result in innovative solutions for our clients to reach Hispanic consumers across digital channels.

Previously, Stacey was Managing Director Multicultural for Mindshare where she oversaw over $70MM in annual media spend and managed a team across New York, Chicago and Los Angeles.

Captura Group provides Hispanic digital strategic and creative services for Kellogg’s, Unilever, Allstate, Bimbo Bakeries, La Costeña, Jumex and others. Abreu will be managing Captura’s growing business by bringing innovative solutions that help Captura clients reach Hispanics across channels.

Check out: Stacey Abreu on the Growth of Hispanic Advertising

What: General Mills has consolidated its global media agency business with WPP’s GroupM, led by its agency Mindshare. This is happening three weeks after it was announced that  Mindshare won the U.S. media business of General Mills.
Why it matters: The move consolidates business that was previously handled by a handful of other agencies and networks.

glogosocial_400x400General Mills has consolidated its global media agency business with WPP’s GroupM, led by its agency Mindshare, as the latter has been chosen to handle its massive U.S. business.

GroupM will support General Mills in Europe and Australia/Asia, and  lead GM’s Yoplait Europe business and a portion of its’ business in Africa, the Middle East and Asia.

The move consolidates business that was previously handled by a handful of other agencies and networks.

General Mills’ brands include: Cheerios, Progresso and Yoplait. The food Giant spent US$866.4 million on measured media in the U.S. in 2014, down from US$893.4 million in 2013, according to the Ad Age DataCenter.In 2013, the company spent US$1.03 billion globally, including its largest market, the U.S.

Montserrat Santaella, International Promotion Manager at  Grupo Posadas, the  largest Mexican hotel company is the latest addition to our Foro Mexico de Publicidad y Medios tomorrow in Mexico City’s Hotel Presidente InterContinental. Other major speakers include Ricardo Rivera, Head of Marketing, Volaris, Eduardo Angulo, Marketing Director México, Unilever, and Edson Noyola, Director, Cerveza Victoria.

Grupo Posadas owns, leases, operates and manages 110 hotels and resorts for 6 different brands in 45 cities in Mexico and the United States. Mexico’s largest hotel company is expanding north of the border, aiming to open up to 10 luxury hotels over the next five years in U.S. cities with large Hispanic populations and ones that attract Latin travelers, The Wall Street Journal reported earlieCopy of foromex15-eblastr this year.
Santaella will participate in a session on how to market Mexican products and services on both a national and international level together with Edson Noyola, Brand Manager at Cerveza Victoria, Javier Chanfreau, CEO, Medula Network and Santiago Duran, Media Strategy Lead – Spanish LATAM, Google.

More details in the agenda.

Tickets are going fast!  Take advantage of the special online promotion (US $199 only!, it costs US$ 249 at the door).

Marketing and Media Stars participating in #PortadaMex include:

  • Ricardo Rivera, Head of Marketing, Volaris
  • Javier Chanfreau, CEO, Medula Network
  • Juliana Sarria, CSL of Strategy and Product, Arena
  • Saul Hernandez, Head of Digital Latin America, Mindshare
  • Eduardo Angulo, Marketing Director México, Unilever
  • Marine Garmrouguian, Head of programmatic Havas Media Group
  • Gustavo Rivera, Director de México, Emerging Markets YuMe
  • Santiago Duran, Media Strategy Lead – Spanish LATAM, Google
  • Edson Noyola, Director, Cerveza Victoria
  • Montserrat Santaella, International Promotion Manager, Grupo Posadas

Topics they will explore

  • 2016 Latin American Online Video Marketing Trends  (Breakfast sponsored by Yume)
  • Marketing to the new Mexican Woman. Marketing how-to’s and Insights from Unilever.
  • Social Ads: “Social Messaging” and how it should be marketed. Opportunities for brands and agencies.
  • México as a brand: Actionable Insights on how Mexican products and services should be marketed in Mexico and internationally.

More details in the agenda.

Tickets are going fast!  Take advantage of the special online promotion (US $199 only!).

Sponsors

Online Video Breakfast Sponsor
YuMe

Silver
Versy

Bronze
Medula

Exhibit Table
La Voz Media Group

To get information on how to participate in future editions of this important event, please call Bob Oliva al  1 (305) 546-1515 or e-mail him at bob@portada-online.com

A speaker roster of all-star Marketing and Media Stars is all set for our fifth annual Foro Portada Mexico in Mexico City’s Hotel Presidente InterContinental on October 13.

C-level Executives of Unilever, Havas Media, Mindshare, YuMe, Volaris, Versy , Google, Medula and  Cerveza Victoria will dissect key themes impacting Marketing in Mexico as well as spot key trends for 2016.

Copy of foromex15-eblastTopics they will explore

  • 2016 Latin American Online Video Marketing Trends  (Breakfast sponsored by Yume)
  • Marketing to the new Mexican Woman. Marketing how-to’s and Insights from Unilever.
  • Social Ads: “Social Messaging” and how it should be marketed. Opportunities for brands and agencies.
  • México as a brand: Actionable Insights on how the Brand Mexico should be marketed in Mexico and internationally.

More details in the agenda.

Tickets are going fast!  Take advantage of the special online promotion (US $199 only!).

Top Marketing and Media Stars participating in #PortadaMex include:

  • Miguel Vera, Director Myriad, México
  • Ricardo Rivera, Head of Marketing, Volaris
  • Javier Chanfreau, CEO, Medula Network
  • Juliana Sarria, CSL of Strategy and Product, Arena
  • Jorge Guglielmone, CEO Latin America, Mindshare
  • Eduardo Angulo, Marketing Director México, Unilever
  • Marine Garmrouguian, Head of programmatic Havas Media Group
  • Gustavo Rivera, Director de México, Emerging Markets YuMe
  • Santiago Duran, Media Strategy Lead – Spanish LATAM, Google
  • Edson Noyola, Director, Cerveza Victoria

Tickets are going fast!  Take advantage of the special online promotion (US $199 only!).

Sponsors

Online Video Breakfast Sponsor
YuMe

Silver
Versy

Bronze
Medula

Exhibit Table
La Voz Media Group

To get information on how to participate in this important event, please call Bob Oliva al  1 (305) 546-1515 or e-mail him at bob@portada-online.com

What: Media agency Mindshare and digital shop Possible have teamed up to create Content+, a new content unit aimed at generating real-time micro-content. Content+ will operate with clients and partners using Mindshare’s data ‘war room’ The Loop, Mindshare’s adaptive marketing engine,  rolled out earlier this year.
Why it matters: Agencies are sharpening their tools as they develop more data assets and devise ways to distribute content, in context, on a real-time basis.

mindshare-sharelogoWPP’s  media agency Mindshare and digital shop Possible have joined forces to create a new unit called Content+, a content group  production hub that brings creative, production, data, technology and media under the same umbrella.

Content+ generates real-time micro-content that “reinvents” how content and distribution work in advertising. It  will develop programs for the programmatic environment as well as native advertising and social media, e-commerce, mobile and video.

Content+ will operate with clients and partners using Mindshare’s data ‘war room’ The Loop, an adaptive marketing engine that  help clients to get rapid marketing responses in real time in fields such as programmatic buying, native advertising, e-commerce, video and mobile.

Content+ generates real-time micro-content that “reinvents” how content and distribution work in advertising.

The new hub is set to launch units in London, Singapore, and Shanghai with further expansion in the coming six months. In North America, Mindshare Entertainment – the network’s branded entertainment and content creation unit – will rebrand to Mindshare Content+ and Entertainment under David Lang, chief content officer of Mindshare NA, management.

“The creation of micro-content is one of our industry’s biggest challenges. Programmatic, SEO and Performance marketing demand a new content solution. Possible is tapped into consumer and digital culture, but just as importantly they understand brands and how to engage with consumers. They are the perfect partner to help us bring our adaptive brand-building vision to life with real time marketing for clients,”  said Nick Emery, global CEO, Mindshare.

“Content+ will allow both Possible and Mindshare to collaborate and harness real-time data with storytelling and content creation when it’s most relevant and likely to be consumed by consumers. Ultimately it is about marketers seeing rapid results that impact their business and brands,” added Shane Atchison, Global CEO, Possible.

Content+ introduction comes after the launch sound-based advertising unit Audio+ and wearable tech capability Life+.

 

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

The Loop –  Mindshare :::  Samsung ::: JWT  Mexico – Banorte, Royal Caribbean, Puma, Coppel and Chimex :::

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at xavier@portada-online.comSEE A DEMO OF THE DIRECTORY!

  • Mindshare 

mindshareWPP’s Mindshare is rolling out its proprietary real-time marketing process, The Loop, to 12 countries across its global network in time for the start of the 2014 World Cup in Brazil beginning June 12.Those countries include Austria, China, France, Germany, India, Ireland, Mexico, the Netherlands, Poland, Singapore, Turkey and the UK. It is also planning to expand an existing agreement with Twitter that will enable select clients in its Loop markets with access to Twitter Live Studio services. The Loop was unveiled in the U.S. earlier this year. Since The Loop’s launch, Mindshare has struck a number of agreements with third parties like Weather Co. and BuzzFeed .

 

  • Samsung 

samsungSamsung is reviewing its creative, digital and media agencies for its US $14 Billion account according to what sources told Adweek. Samsung´s creative business is currently split among agencies including Cheil, 72andSunny, Leo Burnett and McKinney. Digital is currently handled by several agencies including R/GA. Starcom is Samsung’s global media agency. The review process is expected to last three months and involve the company’s business in 65 countries.

  • JWT  Mexico – Banorte, Royal Caribbean, Puma, Coppel and Chimex

JWT has announced new clients in Mexico: Banorte, Royal Caribbean Cruises, Puma, Coppel and Chimex (Sigma).

Verónica Pugliese will be in charge of the Banorte account, María Lezama and Jorge Ruiz will be in charge of the media planning and buying.

Karen Wohler and Pamela Aguilar will be in charge of the Royal Caribbean Cruises account. Also, Maria Aurora Sanabria and Jorge Ruiz will be working on the media planning and buying.

Puma will me managed by Karen Wohler as well and Jimena Macías. Jorge Ruiz will be in charge of the media planning and buying.

Vannya Martinez and Alfredo Espinosa will be in charge of Coppel. Aurora Sanabria, VP of planning is in charge of the media planning and buying.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at xavier@portada-online.comSEE A DEMO OF THE DIRECTORY!

Leading client and agency execs will lead the popular Speed Networking Function tables at our 7th Annual Hispanic Advertising and Media Conference that takes place next Thursday Sept. 26 in New York City. We got confirmation that the following agency executives will be leading a table at our popular Speed Networking Function.

  • Lillian Roman Senior Partner/Associate Director National Broadcast, MEC
  • Laura Willis, Director, Mindshare Multicultural
  • Nancy Griffin, Media Director, Tapestry

7th Annual Hispanic Advertising and Media ConferenceThe speed networking function will take place at 4:45pm of September 26 in the Greenhouse of the Scholastic Building, during Portada’s 7th Annual Hispanic Advertising and Media Conference.
Tickets are going very fast. Register and take advantage of the special combo offer with the Hispanic Sports Marketing Forum (to take place on September 25 in the same venue, only US$ 100 more!).

Other Speed Networking Table leaders include:

  • Maria Fernanda Ordonez, VP Media Director, Red Fuse
  • Ken Solano, Digital Group Media Director, Global Advertising Strategies
  • Andrew Speyer, Managing Director, Wing
  • Javier Quintero, Media Buyer, D’Exposito & Partners
    …and more to be revealed very soon!

Check out the agenda of the 7th Annual Hispanic Advertising and Media Conference (Sept. 26).

Check out the agenda of the Hispanic Sports Marketing Forum (Sept. 25)

About the Speed Networking Function

The purpose of the Speed Networking Function, which will take place at 4:45pm of September 26 in the Greenhouse of the Scholastic Building, is to encourage dialogue between conference attendees and the table leader (a media buyer at an agency or client side corporate marketer). It works in the following way. The table leader waits at the table assigned to him. Once attendees join his table, the table leader provides a 2-3 minute presentation about his company’s marketing objectives and/or the brands he represents as an agency planer/buyer. A 5-6 minute informal conversation between the table leader and the attendees follows. After 8 minute a bell will sound and attendees will rotate to the next table and each table leader will get a new round of attendees. This sequence repeats itself during 8 times. (Attendees will have the chance to choose 2 out of 4 different groups of tables (leaders). Portada staff will hand out different options before the speed networking function starts.)

REINO UNIDO HSBCHSBC has chosen WPP´s Mindshare to handle its global media buying and planning account. Mindshare retains the estimated USD 600 million global account after a review that began last fall.

Mindshare has been in charge of the account since 2004. Earlier this month, HSBC decided to split creative duties among three agencies, including JWT and sibling Grey, both designated as lead agencies. Publicis Groupe’s Saatchi & Saatchi also received an assignment.

The review was overseen by Chris Clark, group marketing director at HSBC, who is overseeing a repositioning of the bank’s marketing strategy. As part of that repositioning the bank has done away with its longstanding tagline, “The World’s Local Bank.” The bank is also reorganizing its marketing division and reassessing how it allocates spending across media.

Three more Blue Chip client side marketers and agency executives confirmed their participation at Portada’s Annual Hispanic Advertising and Media Conference in New York City next week (Sept. 20, 2012).

Norma Lujan , Director, Multicultural Marketing, L`Oréal USA will lead a table at the popular Speed Networking Function which will take place in the afternoon of Sept. 20, 2012. Stacey Abreu,  Associate Media Director, Mindshare and Jose Manuel Montenegro, Media Director, The Vidal Partnership also confirmed their participation at the Speed Networking Function.

If you haven’t’ bought your ticket yet, REGISTER here!

DOWNLOAD the complete program of the Hispanic Mobile Marketing Forum (Sept. 19) and the 6th Annual Hispanic Advertising and Media Conference (Sept 20)!

Daniel Redondo is leaving Mindshare’s Miami office to work at Mindshare in the Dominican Republic. Redondo had been CEO of Mindshare Latin America out of Mindshare Miami for the last two years. Redondo will be replaced by Jorge Guglielmone. Guglielmone began his media career in audience measurement and then joined Zenithmedia where he spent 11 years on different roles and countries, he led the launch of most of Latin America offices. He lived in Argentina, Peru and Ecuador. He relocated to Mexico in 2008 to become CEO for Mexico and Latin America Regional Director at ZenithOptimedia. Jorge joined Mindshare in May 2011.

Daniel Redondo is leaving Mindshare’s Miami office to work at Mindshare in the Dominican Republic. Redondo had been CEO of Mindshare Latin America out of Mindshare Miami for the last two years. Redondo will be replaced by Jorge Guglielmone. Guglielmone began his media career in audience measurement and then joined Zenithmedia where he spent 11 years on different roles and countries, he led the launch of most of Latin America offices. He lived in Argentina, Peru and Ecuador. He relocated to Mexico in 2008 to become CEO for Mexico and Latin America Regional Director at ZenithOptimedia. Jorge joined Mindshare in May 2011.

Daniel Redondo is leaving Mindshare’s Miami office to work at Mindshare in the Dominican Republic. Redondo had been CEO of Mindshare Latin America out of Mindshare Miami for the last two years. Redondo will be replaced by Jorge Guglielmone. Guglielmone began his media career in audience measurement and then joined Zenithmedia where he spent 11 years on different roles and countries, he led the launch of most of Latin America offices. He lived in Argentina, Peru and Ecuador. He relocated to Mexico in 2008 to become CEO for Mexico and Latin America Regional Director at ZenithOptimedia. Jorge joined Mindshare in May 2011.

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.

  • CORRECTION Mindshare-Ingrid Reyes
    Ingrid Reyes has sent us the following comments/corrections to a Portada article (May 3rd)  on Reyes leaving the position of Managing Partner and Multicultural Director North America at MindShare. The ARTICLE STATES:  “Reyes led Mindshare’s Hispanic media buying together with Stacey Abreu Associate Media Director at MindShare”. CORRECTION: Reyes led the Multicultural division for Mindshare North America, overseeing strategic planning for all clients with teams in New York and Chicago that reported directly to her.  Stacey Abreu is part of the Multicultural team, she is an Associate Media Director, and does planning for the Unilever account. (Ingrid led all multicultural business for Mindshare North America, accounts such, as Sprint, Kimberly Clark, CVS, Abbott Pharmaceuticals (Pharma and Nutrition,) BP/Castrol Oil, ARCO, Regions Bank, American Family Insurance, USMC, Rent-A-Center, among many others. Mindshare Multicultural leads clients to connect with U.S. Hispanics, African-American, Asian and LGBT.)” The ARTICLE STATES: “Reyes reported to Gonzalo del Fa, Managing Director, Group M Multicultural and Portada editorial board member.”
    CORRECTION: Reyes was hired by Phil Cowdell, CEO of North America and reported directly to him. The ARTICLE STATES: “However the New York headquartered agency recently lost the Sprint account (the digital part went to Digitas).”
    CORRECTION: Sprint decided to award their business to Publicis agencies without a review, releasing all existing agencies of their duties, including Goodby Silverstein & Partners, their General Market creative agency in San Francisco, Mindshare in NY, their media planning and buying agency for General Market and Hispanic, among other agencies that were also released of their duties.  The business was awarded to Publicis agencies, including MediaVest, Tapestry, and Digitas.
  • Pasta De Lassar
    Pasta De Lassar, the diaper treatment and multi-purpose skin protectant which has been sold in Mexico for more than 45 years, now is available at Walmart,, Kmart, Walgreens Rite Aid and in designated Hispanic stores across the country. The product is specifically formulated for a baby’s sensitive skin and does not contain any added fragrance. Pasta De Lassar also announced the launch of its photo contest called “Mi Bebe Sano y Feliz” (My Healthy and Happy Baby). The contest is dedicated to celebrating happy, healthy babies and participants can enter by visiting http://www.Facebook.com/pastadelassar . The contest is scheduled to run from May 10th, 2012 to June 21st, 2012. The photo contest will award up to three lucky winners with a year’s supply of Pasta de Lassar, a Sears portrait photograph session, a $250 Walmart gift card and a cameo appearance in the Pasta de Lassar TV commercial airing in select markets across the United States. “There is nothing more special to parents than a happy and healthy baby,” said Richard Phillips, Chief Marketing Officer at MarcasUSA LLC, the exclusive importer and marketer of Pasta de Lassar Andromaco in the U.S. Pasta de Lassar Andromaco is the leading multi-purpose skin protectant in Mexico specifically formulated to treat and prevent diaper rash. It is imported exclusively by MarcasUSA LLC and available in the U.S. at Walmart and other major retailers nationwide
  • Retailers in California
    Home Depot, Sears, Kmart, Pleasanton-based Safeway and local chains like Hayward-based Airport Home Appliance, are among California retail chains that recruit bilingual employee with a strong emphasis on Spanish-speakers, the Mercury News reports.
  • Subway
    Sandwich mega-chain Subway said Friday that it has set 2012 development goals of 1,200 North American locations and, toward that end, said a large contingent of company representatives will be in attendance at the International Council of Shopping Centers’ RECon event in Las Vegas, May 20-23. “More than 100 Subway developers, field staff and leasing specialists from all across North America will be attending the event,” said Chris Kan, training and business promotion specialist for Subway Real Estate. “We will be looking for sites and ready to make deals.” Subway said it is exploring opportunities in traditional shopping centers, mall and freestanding locations as well as non-traditional venues such as hospitals, colleges, sports arenas and airports. Since January, Subway has opened nearly 900 new stores in 58 countries, 42 U.S. states and seven Canadian provinces.
  • Denny’s
    Denny’s has developed a new music video targeting Hispanic families, promoting the $4 “Build Your Own Chicken Wraps”, one of many items on its $2 4 6 8 Value Menu. The Chicken “wrap” video was developed by Denny’s US Hispanic Agency, Casanova Pendrill, who has been concentrating its efforts on developing branded entertainment featuring promoted products for the digital environment. After the February launch of the “Skillet Whisperer” video campaign featuring famed Dog Whisperer Cesar Millan, Denny’s has continued to aggressively target the Hispanic market by creating original and shareable content for TV and digital media.
  • Genesis Today, superfruit pioneer and purveyor of one of the nation’s fastest growing healthy food, beverage and nutritional supplement companies, announced the national launch of Renacer SuperFRUITAS, the first truly healthy, superfruit juice developed specifically for the Hispanic market available at Walmart and Sam’s Club in the refrigerated section. SuperFRUITAS contains no artificial ingredients or high-fructose corn syrup and is loaded with nutrients, containing 60 percent less sugar and calories than other leading juice brands.
    “Renacer SuperFRUITAS is committed to the fight against obesity and diabetes by providing a healthy, affordable and delicious superfruit juice for Hispanic families to get the nutrients they are lacking without adding more calories and fats to their diets,” said Erick Recinos, CN, Executive VP and Head of Nutrition of Renacer. “SuperFRUITAS contains absolutely no high-fructose corn syrup (HFCS), which contributes to the development of diabetes, particularly in children. HFCS has the potential to trigger cell and tissue damage that causes the disease, which is at epidemic levels.”
  • Kmart-Sofia Vergara
    Kmart, LF USA (a subsidiary of Hong Kong-headquartered multinational Li & Fung Limited), and Latin World Entertainment Licensing announced the launch of a new home collection by renowned actress Sofia Vergara. Sold exclusively through Kmart, Sofia by Sofia Vergara Home will embody the “Modern Family” star’s signature style of fashion and glamour, coupled with affordability.The expansion of the Sofia by Sofia Vergara brand into Home follows the popularity of the star’s apparel line, which launched exclusively with Kmart stores and on Kmart.com in the fall of 2011. The Apparel collection reflects Sofia’s unique style sensibilities: a modern and fresh approach to providing fashion and sexy styling for every body type at affordable prices. Extremely involved in the design process, Sofia Vergara ensures that each piece in her collection is representative of her personality and essence. Vibrant colors, rich detailing and special attention to quality are just a few of the key product attributes.
  • Nuance Communications
    Nuance Communications Inc., a Burlington company known for its Dragon voice-recognition software, said Friday that its voice technology has been is incorporated into a PlaySay language learning app designed for Apple Inc’s  iPhone, iPad, and iPod Touch devices. “PlaySay is an interactive social gaming app that connects Spanish and English language learners so they can learn useful phrases, practice with a real partner, and improve pronunciation,” Nuance said in a press release. “With Nuance’s Dragon voice recognition and text-to-speech technologies, PlaySay evaluates users’ pronunciation and provides feedback, as well as enables conversations between people who are interested in a fun, social way to learn a new language.”Mobile apps that have taken advantage of the program include Price Check for Amazon, Dictionary.com, the Kraft iFood Assistant from Kraft Foods, and E*Trade Mobile for iPhone, Nuance said.


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