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New CMOs for three companies this week. 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!)

 

After 9 months of search following Joe Tripodi’s departure, Subway has named Carrie Walsh as Chief Marketing Officer for North America. Walsh previously filled the role of SVP, Marketing at Michaels Stores since 2016.

 

 

 

 

Walmart has revealed that Sam’s Club President and CEO John Furner will become the president and CEO of Walmart U.S., effective Nov. 1, succeeding Greg Foran, who will become CEO of Air New Zealand Ltd.

 

 

 

 

 

Lone Thomsen has departed her role as Head of Media and Connections strategy at the Coca-Cola Company to become CMO at he Meatless Farm Co. She has worked with the Meatless Farm’s leadership as a strategic advisor since November 2017.

 

 

 

SiriusXM has combined the chief marketer positions of its Pandora and flagship brands into one role. Former TD Ameritrade chief marketer Denise Karkos will lead the marketing area. Aimée Lapic, Pandora’s CMO since 2017, has left the company.

 

 

 

 

 

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

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.

  • Subway

Healthy fast-food chain Subway has consolidated its entire U.S. and Canadian (North American) media and creative business with Dentsu Aegis Network following a review that kicked off in July. Dentsu Aegis Network North America—which embraces Carat New York, mcgarrybowen New York, Carat Canada and DentsuBos—will be responsible forSubway’s strategy across all channels. The account will be handled out of New York, Toronto and Montreal offices. Carat will handle Subway’s media planning and buying across North America and mcgarrybowen will be responsible for creative. The review did not impact Subway’s specialty, local or international agencies. According to a recent Kantar Media report, Subway spent about US$100 million in the U.S. on measured media in the first quarter of 2017.

 

  • Pandora Jewelry

GroupM’s Mindshare has been assigned Pandora Jewelry media planning and buying in North America, Ad Age reports. The business was previously handled by another GroupM agency, Maxus, which was merged with a third GroupM agency MEC to form a new agency Wavemaker. Since MEC handles media for Pandora Jewelry competitor Tiffany & Co., GroupM sibling agency Mindshare pitched for the Pandora business.Pandora Jewelry spent around US$59 million on measured media in the U.S. in 2016, according to Kantar Media. In addition to Mindshare, a WPP agency, Pandora also uses WPP creative agency Grey.

 

  • MTV

MTV has selected MullenLowe Mediahub as its U.S. media agency of record. Mediahub, will provide offline and digital media planning and buying services. This new relationship adds to Mediahub’s existing partnership with MTV’s Viacom sister brand VH1.The MTV win is Mediahub’s eighth new client win in 2017, following its selection by Chipotle, Rémy Cointreau, Staples and others.MediaPost recently named Mediahub Creative Media Agency of the Year for a second straight year.

 

 

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

  • Publicis Groupe

Publicis Groupe announced that each of its agencies will combine offices in six major U.S. cities: New York, Boston, Chicago, Detroit, Atlanta and San Francisco, Adweek has reported. every Publicis-owned company in those locations will be housed a single building. Publicis agencies include Leo Burnett, Saatchi & Saatchi, BBH, Publicis Worldwide, Spark Foundry, Starcom Worldwide, SapientRazorfish, DigitasLBi and MSLGroup.The moves are not related to any further reorganization or staffing reduction across the Publicis Groupe in North America, according to people familiar with the change.

 

 

  • Goya Foods

Goya Foods, one of America’s largest Hispanic-owned food company, has partnered with renowned artist and one of South Florida’s most vibrant artistic talents, Alexander Mijares. Goya commissioned Mijares to create a one-of-a-kind Goya “Can Sculpture” at the Perez Art Museum as part of Goya’s “Pasión es Goya” campaign and PAMM’s “Second Saturday” activations.Goya has partnered with contemporary art museum PAMM to host “Free Second Saturdays,” which includes hands-on activities and provided free Spanish tours, making sure that everyone in Miami’s diverse population can enjoy a fun day with their families.Goya Foods will also be making a donation of Goya products to charity.

 

 

 

  • Toys 4 Puerto Rico

Lin-Manuel Miranda, Toys“R”Us®, Telemundo, Hispanic Federation, and R.Evolución Latina are partnering to bring toys and smiles to the thousands of children affected by Hurricane Maria this Three Kings Day with the launch of Toys 4 Puerto Rico. The toy drive aims to send 10,000 toys to children throughout the island and begins today online at Toysrus.com/Toys4PuertoRico, with donations accepted until Tuesday, January 2. Hispanic Federation and partner organization R.Evolución Latina will handle the distribution of the purchased items, and ensure that dozens of community partners receive gifts for a mix of ages.As the official media partner, under the banner of its corporate social responsibility initiative, “El Poder En Ti” (The Power in You), Telemundo will make a donation of US$30,000 to the toy drive. The network will also air national and local promos encouraging viewers to donate, in-show segments across network shows including “Un Nuevo Día,” “Al Rojo Vivo” and “Noticias Telemundo,” daily digital and social amplification, and participation in numerous community events to support the drive. In addition, Telemundo talent will participate in the local celebrations to help distribute toys.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Daniela Landa at daniela@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. 12 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-961-9516 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • Dunkin’ Brands

aWjYe13J_400x400The operator of Dunkin’ Donuts and Baskin-Robbins chains signed to partner with Madison Square Garden.  As part of the agreement, the Dunkin’ Donuts brand will have significant ad space during Knicks, Rangers and Liberty games and will also become the official coffee for those teams.

 

 

  • Subway

zGQs55Qp_400x400BBDO has released its first campaign for fast food chain Subway  under the “return-to-roots” message in time for Subway’s 50th anniversary.The ad flashes back to 1965 when founders Fred Deluca—played by his son Jonathan—and Peter Buck opened their first restaurant together. Their focus: Freshness, bucking a zeitgeist of TV dinners and gimmicky restaurant themes to pioneer a now-fashionable aversion to overprocessed foods. Honesty, simplicity and good old American family values are what Subway is really about, the ad suggests, after heavy investment in messaging for its previous tagline, “Eat Fresh.

https://youtu.be/TR8qmmuZvUE

  • Chevrolet ‘Real People’

REvQ1EGD_400x400Chevrolet is promoting connectivity via GM’s OnStar 4G LTE, with a new campaign.Although Chevrolet offers 4G LTE across all vehicles, the new work focuses on Silverado and is the latest in a series featuring truck owners learning that the best-in-class vehicle attributes they may have associated with Ford or Ram are actually Silverado’s. The new ad, part of Chevrolet’s “Real People, No Actors” campaign, shows how connectivity turns Silverado into a mobile office. The Silverado campaign, via Chevrolet’s global agency Commonwealth//McCann, comprises a TV spot in an unusual 45-second format, with a 15-second cut-down. There is also a long-form digital version plus two new Silverado videos on Chevrolet.com. The spot shows several guys invited by Chevrolet to compare the connectivity of the Silverado with that of a Ford F-150.The automaker launched the “Real People” campaign last April, all streamed live on YouTube and at ChevroletBestDayEver.com.

https://youtu.be/WV9-D-o4a4o

  • IPG

IPGlogo_twitter_400x400Interpublic Group is moving its company headquarters to 909 Third Avenue, New York, NY. From the founding of the company in 1961 through 2004, IPG’s offices were located in the Time Life Building at Rockefeller Center. With the move, IPG corporate will share an address with more than a dozen IPG agencies. including DeVries, FutureBrand, Genuine, Golin, Jack Morton, Octagon, Rogers & Cowan and Weber Shandwick.

 

 

  • Discover
    GXUk5dSg_400x400Discover has released its first national TV effort for the “Discover it Miles” card today. The spot illustrates how everyday purchases can allow card members to travel without boundaries. It includes radio, digital and direct channels.Creative was handled by The Martin Agency while Dentsu Aegis Network handled media buying.The spot will also run during the Golden Globes and the Grammy Awards. It will appear throughout Discover’s first-quarter media schedule in both linear and digital video.This is the first national television spot for this specific card.The spot features a modern cover version of the classic song “Don’t Fence Me In” covered by singer/songwriter and YouTube star Nataly Dawn.The spot features both actors and animation.https://youtu.be/UvIM16Myde0?list=PLgi5bkpLKPoy1kZa8pkJzenQ8BxA9Xwwo

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.

Stadium – Subway – Argentina

subwayArgentinean agency Stadium will work with Subway in Argentina. The agency will be in charge of the media buying and planning. Celeste Slaibe is the general manager of Stadium, Florencia Tamame and Constanza Moreno will be in charge of the account (account directors). The creative agency of Subway in Argentina is GDS with Diego García Diaz as creative director.

 

 

BeIN Sports – IMS – US

bein.sportBeIN Sport has chosen IMS to sell national advertising across its portfolio. IMS will be in charge of the media buying and planning opportunities for BeIN Sport and BeIN Sport en Español, as well as BeIN Sport Play, the programmer’s TV Everywhere play for authenticated U.S. subscribers.

Also, IMS will be able to pitch sponsorship and inventory packages around the programmer’s international sports coverage, including La Liga, Spain’s top futbol circuit and home to Messi and Ronaldo, Italy’s Serie A, where Balotelli plays, and France’s Ligue 1, where Ibrahimovic has been hitting the back of the net for Paris Saint-Germain.

Moimstone – Gates Investments – Central and South America

moimstoneMoimstone Corporation has chosen Gates Investments  as Moimstone’s independent marketing agent for Central and South America. Alexandre Hebra, President and CEO of Gates, has over twenty-five years’ experience developing channel and carrier sales in the Americas for technologies similar to Moimstone’s advanced telephony products. According to Moimstone, “Mr. Hebra’s strong relationships in Brazil, Argentina, Colombia, Peru, Chile, Mexico, Costa Rica, Honduras and several major Caribbean islands will allow Moimstone to rapidly develop sales channels, technical support and training in the region”.

Moimstone Corporation is a Canadian technology company principally engaged in the design, development, marketing, and sale of communications equipment.

WellS Fargo – US

wellsfargo -Wells Fargo has picked BBDO as its creative agency after a pitch. Agencies like  TBWA/Chiat/Day Los Angeles, JWT (WPP) and Mullen (Interpublic) were pitching for the account.

Wells Fargo invested US 179 million in 2013 in US, according to Kantar Media. The account will be managed in BBDO San Francisco office.

Invex Banco – Mexico

invex -Invex Banco will work with DDB as its agency of record. DDB will be in charge of all the communication plans for all the Invex´s departments: Banca Privada, Banca de Empresas, Banca de Inversión, Fondos, Fiduciario, Internacional, Infraestructura, Arrendadora and Tarjetas de Crédito.

 

Pedigree – Argentina 

pedigreeKamchatka, a digital Argentinean agency, will be in charge of all the digital actions of Pedigree in Argentina. The agency also handles digital communications for Whiskas.

 

 

Staples – Argentina

staples_logo -Room23 has been chosen as digital agency of Staples in Argentina. The agency will manage digital platforms and social media in the country.

 

Garabatos – Mexico 

GarabatosGarabatos has picked Comunicación Spread as its media buying and planning agency in Mexico. The agency is leaded by María Fernanda Ramírez. Comunicación Spread will also be in charge of the PR of the brand.

 

 

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.

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Armando Gutierrez at 1-800-937-5322 or e-mail him at  armando@portada-online.com
SEE A DEMO OF THE DIRECTORY!

  • Capital One

Roger Garcia has been appointed as Hispanic Brand Manager at Capital One. The Mc Lean, VA, headquartered bank is working on a new Hispanic market strategy. Earlier in his career Garcia worked at Multicultural and Hispanic Marketing functions in companies including Miller Coors and Colgate Palmolive.

  • T-Mobile

T-MobileConill in Los Angeles has lost buying responsibilities for T-Mobile and the buying assignment has been consolidated with a Optimedia in Seattle, a Publicis Groupe agency. Hispanicad reports. (Conill (Saatch & Saatchi) is also owned by the Publicis Groupe).  Media buying for MetroPCS, a unit of T-Mobile will continue to be done by Dallas based TruMC. T-Mobile is currently taking on Verizon Wireless in terms of advertising and an LTE network expansion, arguing that Verizon’s ads on network coverage are misleading. The carrier is making that claim in connection with a major LTE net.

  • Sherwin-Williams

Sherwin-Williams announced the launch of its online Spanish platform www.SWLatino.com focusing on Hispanic homeowners, contractors and designers. Sherwin-Williams will feature tips, how-to articles and color information from leading Hispanic bloggers and Sherwin-Williams color experts. The new site, integrated with Sherwin-Williams Facebook and Twitter accounts, will connect Latino paint and color professionals, homeowners and designers with inspiring content in their own voice.”Tapping into the interests of our Hispanic consumers will enable us to more effectively engage with this community and provide content focused on paint products and color insights in a way that will appeal to this growing market,” says Jason Riveiro, multicultural marketing manager, Sherwin-Williams. “We feel that bringing in third-party experts such as Sonia and home and lifestyle bloggers will help round out the content and create an active channel.”

  • Subway 

subwayFor Subway, unlike digital, TV has proven to be still effective for advertising. The company was able to purchase a US$ 4 million slot the Friday before the Super Bowl, after an advertiser dropped out. However, the price the company paid was even lower than the going rate. It was a move that reflected how Subway is facing the challenges of the competitive landscape in the fast-food business and the rise of social media. According to Subway’s Chief Marketing Officer Tony Pace: “Most digital screens are too small to deliver maximum impact. In our business you can see results pretty quickly with television.”

  •  General Mills

g,millsGeneral Mills  will redirect Some TV Money to Target ‘Micro Markets’ via Digital.According to Chief marketing officer, Mark Addicks, the packaged goods company is changing its strategy and moving away from putting all its ad dollars into reaching mass audiences via TV to targeting what he calls ‘micro markets’ where brands can reach specific audience segments such as expectant mothers, or reach new audiences to advertize Betty Crocker as a dessert brand for barbecues.The company will still do mass appeal TV commercials for brands such as Cheerios, but it may also reach different segments of potential Cheerios customers at a lower cost with messages specifically targeted to their needs.

 

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

      For detailed contact information on 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

      with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory

login

SEE A DEMO OF THE DIRECTORY!

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Nicolas Miranda at 1-800-937-5322 or e-mail him at  nicolas@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.

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Armando Gutierrez at 1-800-937-5322 or e-mail him at  armando@portada-online.com
SEE A DEMO OF THE DIRECTORY!

  • Red Mango

EGC Group has been named Red Mango’s, frozen yogurt and fruit smoothies retailer, marketing and advertising agency. The assignment implies strategy, creative development, LSM (local store marketing) and digital and social media programs for its 220 locations in the USA.The agency’s retail, digital and LSM experience includes Friendly’s, Sterling Optical, Canon,Jiffy Lube, Project Runway and Brother International, among others.So far, the agency has done a LSM product testing of juices, light food, and smoothies as part of the new Red Mango Cafe & Juice Bar concept. Additionally, it has developed a national Valentine’s Day promotional campaign to be launched on February 7.

  • Rumba Meats

Rumba Holiday PromotionMarketVision agency has been chosen to handle total-market digital, social and shopper-marketing promotions for Cargill’s Rumba meats brand.The agency’s initiatives target a diverse consumer base focusing on the cultural insight behind shopper behavior.MarketVision has already designed and carried out digital, social and retail programs for Hispanic Heritage Month and Holiday for Rumba. Rumbameats.com website ,a Facebook page featuring recipes, photo contests and cooking tips, a Pinterest page and a Twitter feed were some of the elements included . The agency has also created a sales e-newsletter and has initiated active food blogger outreach. In February, the agency will launch Rumba’s Black History Month promotion. Agency partner SWEB Development will collaborate with MarketVision’s Rumba work . SWEB Development, a full-service digital agency offering creative digital strategies, graphic design, and development for web, mobile, and social.MarketVision clients include Cargill Meat Solutions, Chrysler Group, ConAgra Foods, Copa Airlines, Hershey’s, Kraft Foods, Mondelez International, Northwestern Mutual, MillerCoors, Centers for Disease Control and United Airlines.

  • SUBWAY®

Univision Communications Inc. and SUBWAY Restaurants have announced a new partnership that will include six integrations of SUBWAY® Restaurants products and restaurants into Televisa’s hit telenovela, “Qué Pobres Tan Ricos” (Poor, But Rich).Custom content pieces featuring Univision actor Raul Gonzalez are also included in the agreement. Rodriguez will deliver SUBWAY® Restaurants selling points through his character in “Qué Pobres Tan Ricos”.Since premiering on January 6, 2014, the TV program is averaging 3 million viewers and ranking Univision as the No. 2 broadcast network among young Adults 18-34 ahead of ABC and CBS.SUBWAY® Restaurants products and restaurants will be seamlessly incorporated into storylines. The first integration will show one of the characters surprising another with a SUBWAY® $5 Footlong. The second, features a mother arriving unexpectedly to a birthday party with a SUBWAY FRESH FIT FOR KIDS™ meal. Other integrations will include scenes inside SUBWAY® Restaurants stores and show characters consuming SUBWAY® Restaurants products. In all, integrations will help Univision reaching Hispanic audiences.“Qué Pobres Tan Ricos” airs from Monday to Friday on the Univision Network at 10 p.m. .

  • AT&T

AT&T is rolling out a series of TV ads featuring actress Sofia Vergara and Univision sportscaster Fernando Fiore.One spot has been titled ‘Golazo’ (Super Goal) and will air in the form of 15-second and 30-second TV ads, features both TV personalities in a living room watching soccer. The ad shows Fernando and Sofia cheering their favorite team after a goal is scored, and then a reference is made to AT&T’s 4G LTE network.
http://www.youtube.com/watch?v=SL20VkDpUaM#t=8
Another similar 15-second spot titled  ‘Mas Confiable’ (Most Reliable) will air from Feb. 3 through the end of the month. Directed by Michael Spiller, these TV spots will bring the chemistry this duo had in the 90s to the screen.The spots were carried out by AT&T in collaboration with BRAVO and Lookout Entertainment director Michael Spiller.

  • MasterCard

Carat has been awarded MasterCard’s media business in the U.S. and worldwide in all markets but Latin America.Universal McCann will retain the business in Latin America.UM has been in charge of global media planning and buying in Latin America since 2010.

  • Heineken

HeinekenHeineken and the UEFA Champions League (UCL) are once again bringing the popular soccer club competition to fans in the United States through various retail elements, from March 1 through May 24.Coinciding with this year’s program launch, Heineken is rolling out a new 16-ounce, three-pack format, designed with permanent UCL creative. Also, at retail, interactive displays and point-of-sale will direct consumers to sign into the UCL mobile site where they can try to digitally match their “Half Ticket” for the chance to win Heineken UCL prizes, such as Adidas-branded merchandise and signed UCL memorabilia. Consumers can also login with Foursquare to earn points every time they “check in” at retail. Additionally, program participants will be automatically entered into a sweepstakes for the chance to win a trip to a UCL match during the 2014-2015 season. Channel-specific cross-merchandising offers on the purchase of relevant items, including salty snacks, meats and ice, will round out the program and provide shoppers with solutions for their at-home viewing occasions, according to the company.”The UEFA Champions League is a proven passion point of Hispanic consumers,” said Belen Pamukoff, brand director for Heineken.”

  • PayNearMe

PayNearMe is growing its reach with a deal to bring its cash transaction network to more than 8,000 Family Dollar locations across the United States.The deal almost doubles PayNearMe’s footprint. Its cash transaction network allows consumers to use cash to repay loans, pay rent, make online purchases, and much more. Consumers can make payments 24/7 in their own neighborhood any of the 17,000 participating 7-Eleven, Family Dollar, and ACE Cash Express stores across the United States.PayNearMe has also closed a $20-million round of financing led by GSV Capital. August Capital, Khosla Ventures, Maveron and True Ventures also participated in the round. PayNearMe will use the funds to continue expansion into existing categories while launching into new vertical markets.


Read previous issues of Sales Leads!

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on 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 with more than 3,000 Leading Agency and Marketing/Advertising Directors. (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.

SEE A DEMO OF THE DIRECTORY!

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Nicolas Miranda at 1-800-937-5322 or e-mail him at  nicolas@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.

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Armando Gutierrez at 1-800-937-5322 or e-mail him at  armando@portada-online.com
SEE A DEMO OF THE DIRECTORY!

  • Tommy Hilfiger 

tommy_hilfiger (1)West coãstiüs, Tommy Hilfiger Spring 2014 global advertising campaign ,will break worldwide in January 2014 as a multi-media program, with an online, print, outdoor and social media presence. It will appear in January 2014 issues, with full print ads running in fashion publications such as Vanity Fair, Vogue, InStyle, ELLE, Glamour, GQ, Details and Esquire. Multi-page inserts will be featured in select issues. Outdoor campaigns will be displayed in main cities like New York, London, Paris, Milan and Hong Kong .

  • MagicJack 

MagicJack, a maker of an Internet voice phone system (VoIP), is looking to build a brand through a message of savings. With the tagline “Do The Math,” the new effort touts the company’s inexpensive offering when compared with more traditional telecommunications companies. The campaign includes new television, radio and print advertising, as well as updated packaging and a redesigned Web site, McDonald says. In addition to running ads on television, SiriusXM Radio, Pandora and Facebook, the brand will also support the effort through aggressive social media outreach, including introducing the hashtag “#magicMath” on its social media platforms. The company is also running Spanish-language advertising to tap into the relatively large Hispanic market that has been using the magicJack product, without any significant marketing to them. The company also recently introduced a Spanish-language site.

  • Pizza Patron 

Pizza PatronAfter 10 years of franchising, Pizza Patrón is suspending its franchise program indefinitely. The company will continue development with some of its existing franchise partners, but will concentrate its growth focus on building company-owned stores. Company officials said the decision was made to ensure high company standards from store to store — the standards of operation, the quality of the products and service, improved marketing execution and more efficient policing of Pizza Patrón’s branding and trademarks. Pizza Patrón also recently signed its first-ever ground lease for a new freestanding prototype.The company estimates a 60-day construction process before it unveils the new freestanding prototype. For now, executives are keeping the address under wraps until the new restaurant’s opening which is anticipated to be sometime around the beginning of April. TruMedia recently took over media planning and buying duties for Pizza Patron.

  • Subway 

The sandwich chain is planning to spend about US $41 million over three years on marketing specifically to kids, which will include TV, digital, in-store merchandising and social media, Ad Age reports. The campaign will launch in February but the first national TV spots, created by MMB, will air in March. The effort will urge kids to consume more fruits and vegetables and will tout new menu offerings. Subway is the first fast food chain to join Partnership for a Healthier America, which is supported by first lady Michelle Obama.

  • Goya

Goya FoodsGoya Foods, the largest Hispanic-owned food company in the United States, has appointed Luis Tejada its vice president of sales. Tejada previously worked at Goya for nine years as a sales account manager.”As we continue to expand Goya’s wellness campaign, Luis will focus efforts on the nutritional benefits of our healthy line of high-quality and affordable products and reaching not only the Hispanic market, but bridging into the general market,” noted Bob Unanue, president of Secauscus, N.J.-based Goya. In his new role, Tejada will oversee Goya’s direct sales delivery (DSD) system of more than 2,200 products, focusing his efforts on strategic development and execution of sales and initiatives, while highlighting the diversity of each of the unique Latin cultures the company serves and meeting those needs from a business perspective. He will also further develop business within the general market while addressing the cross-cultural growth of the evolving U.S. population and the expansion of Goya.

  • REI

Sporting goods and outdoor gear retailer REI is moving its US $40 million ad spending account from OMD, which participated in the review, to SMG’s Spark.

Read previous issues of Sales Leads!

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on 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 with more than 3,000 Leading Agency and Marketing/Advertising Directors. (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.

SEE A DEMO OF THE DIRECTORY!

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Nicolas Miranda at 1-800-937-5322 or e-mail him at  nicolas@portada-online.com

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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Tony Pace (foto) es el Vicepresidente Senior y Director de Mercadotecnia Global de Subway. Siendo él un veterano de la industria de la publicidad – y experto en mercadotecnia deportiva – Pace ha sido pieza clave de varios de los éxitos de mercadeo de la marca Subway desde que se unió a la empresa en 2006. Habiendo trabajado antes como ejecutivo en Young & Rubicam, Pace ha sido instrumental en hacer de Subway la segunda marca más importante en comida rápida (en cuestión de ventas) y la número uno en cuestión de presencia mundial, con restaurantes en 99 países.

Pace también está a cargo del mercadeo hacia hispanos en EUA, asegurándose que la marca llegue a las complicadas segundas y terceras generaciones. Habiendo sido el genio detrás de la famosa campaña de los ‘5 pies’, Pace le dio una entrevista exclusiva a la Corresponsal Senior de Portada, Laura Martínez, acerca de los esfuerzos de la compañía para llegarle a los hispanos y de cómo planea expandir la marca a Latinoamérica. A continuación una transcripción editada:

Portada: ¿Cuándo empezó Subway a buscar llegarle a los hispanos en EUA y por qué?

Tony Pace: “Para serte sincero, no conozco la historia tan bien, pero cuando me uní a la compañía hace 6 años, Subway ya estaba involucrado en una conversación interesante sobre cómo llegarle a este demográfico a nivel nacional. Muchos de nuestros compañeros tenían la perspectiva de que solo en ciertas ciudades se debía de buscar este mercado, lugares como Texas, California, Nueva York o tal vez Chicago; pero no a nivel nacional. Claramente esto ha cambiado. Puedo decirte que a inicios del 2006 hicimos un compromiso fuerte con el mercado hispano de Estados Unidos, uno que solo ha crecido en los años siguientes.”

P: ¿Cuánto de tu presupuesto de mercadeo le das a los esfuerzos para hispanos?

T.P.: “Siendo una compañía privada, no publicamos porcentajes o cifras específicas. Pero te puedo decir que invertimos de manera “substancial” en el mercado hispano de EUA”.

P: En cuanto a hispanos se trata, ¿quiénes son tus principales competidores dentro de la comida rápida?

T.P.: “Yo diría que son los mismos competidores que tenemos en el mercado general; aunque algunos de ellos tengan una estrategia distinta en cuanto a cómo llegarle a los hispanos. Cuando estaba en Young & Rubicam, trabajaba con las personas de The Bravo Group y hablaba con clientes potenciales respecto a ellos. En ese entonces la conversación era más de cómo llegarle a los hispanos de primera generación. Pero ahora creemos que tenemos que ponerle énfasis a los de 2da y 3ra generación, además de a los de la primera, y tenemos que encontrar lo que les llamará la atención para poder conectar con ellos mejor. “

P: ¿Por qué eso es importante?

T.P.: “El otro día mencionaba a los hijos de Bernie Williams (jugador de baseball y cantante puertorriqueño). Bernie habla de la herencia cultural hispánica de sus hijos, pero estos niños también consumen la cultura americana. Es muy importante que la misma marca se comunique de la misma forma con estas audiencias diferentes. No puedes ser una marca distinta cuando te comunicas con la misma gente”.

P: ¿Qué visiones puedes compartir acerca de cómo los hispanos consumen la comida rápida de Subway?

T.P.: “La buena noticia sobre Subway es que nuestro producto está justo enfrente de ti cuando estás decidiendo lo que quieres comer. Tú decides el tipo de pan que quieres, el tostado, vegetales, carne, etc. Hay una gran cantidad de opciones frescas en Subway y los hispanos en verdad lo aprecian. Esto nos diferencia mucho de otros servicios de comida rápida”.

P: ¿Cuál es la mezcla de medios de Subway cuando busca a la comunidad hispana?

T.P.: “Yo diría que no es substancialmente diferente de nuestra mezcla general. Hacemos mucha TV, radio, digital… lo que nos ha enseñado nuestra experiencia exitosa”.

P: ¿Con qué agencias trabajan?

T.P.: “GlobalHue se encarga de nuestra creatividad y Mediacom de la planeación y compra de medios”.

P: Tú eres un experto en deportes y mercadeo. ¿Cómo lo aplicas a la estrategia de Subway y en particular al mercadeo para hispanos?

T.P.: “Desde el punto de vista de medios, hacemos muy buen trabajo en que personalidades del deporte apoyen públicamente a nuestro producto. Pero tiene que ser genuino. Los atletas con los que trabajamos tienen que ser fans de Subway. Hemos colaborado con jugadores famosos de la NFL y la NBA y seguimos nuestro trabajo con Michael Phelps, quien es un verdadero fan de Subway. En el pasado, hemos trabajado con Tab Ramos (jugador de futbol), aunque en realidad seguimos buscando un fan de Subway en la cancha de balompié… definitivamente hay más que podemos hacer en esa área”.

P: ¿Qué hay sobre ‘El Chicharito’? ¿Él incluso tiene un sobrenombre vegetal?

T.P.: “Chicharito sería genial… pero tendría que ser un fan de nuestra marca primero. Eso es algo muy importante para nosotros”.

P: ¿Cuáles son sus planes para Latinoamérica?

T.P.: “Queremos estar tan presentes ahí, como lo estamos en EUA. Somos una compañía de franquicias, así que hay mucha independencia en cuestión de mercadeo en los mercados locales. Pero estamos siempre en la búsqueda de buenos franquiciatarios en la región”.

Tony Pace (photo)  is the SVP global CMO of Subway. An advertising industry veteran –and sports marketing expert– Pace has been behind some of the many marketing successes of the Subway brand since joining the firm in 2006. A former Young & Rubicam executive, Pace has been instrumental in making Subway the #2 QSR brand today (measured by sales) and the #1 brand in terms of locations worldwide, with restaurants in 99 countries. Pace is also charged with marketing to U.S. Hispanics and making sure the brand resonates with the “tricky” second and third generations. Pace, the engineer behind the famous $5 foot long marketing program, gave an exclusive interview  to Portada's Senior Correspondent Laura Martinez about the company’s Hispanic efforts and how he plans to expand the brand to Latin America. An edited transcript follows:

Portada: When did Subway begin targeting U.S. Hispanics and why?

Tony Pace: “ “To tell you the truth, I don’t know the history all that well, but when I joined the company 6 years ago, Subway was already engaged in an interesting conversation about how to go about targeting this demographic at a national level. A lot of our folks had the perspective that only certain markets should be focusing on this market, places like Texas, California, New York or maybe Chicago should be marketing to Hispanics, but not at a national level. This
has changed of course! I can tell you that in early 2006 we made a pretty good commitment to the Hispanic market, a commitment that has only grown in the past years.”

P: How much of your marketing budget do you allocate to Hispanic marketing?
T.P.: “As a privately-held company, we do not disclose percentages, nor specific figures. But I can tell you we invest “substantially” against the U.S. Hispanic market.”

P: When it comes to targeting Hispanics, who are your main competitors in the QSR category?
T.P.: “I’d say they are the same competitors we have in the general market; some of them though might have a different take on how to market to Hispanics. Back in the day when I was at Young & Rubicam, I would work with the folks at The Bravo Group and talk to potential clients about it. Back then the conversation was more about reaching first-generation Hispanics-sometimes called the unacculturated. But now we believe you need to put the emphasis on the 2nd and 3rd generations in addition to the first generation; you have to know what’s compelling and how to best target them.”

P: Why is that important?
T.P.: “I referred the other day to the children of [Puerto Rican ball player and singer] Bernie Williams. Bernie talks about his children’s Hispanic heritage, but these kids also consume the American culture. It is very important that the same brand communicates in the same way to these different audiences. You cannot be a different brand when you are communicating with the same people.”

P: What insights can you share about how Hispanics consume QSR's -Subway?
T.P.: “The good news about Subway is that this is a product that is right there in front of you when you are making your [eating] choices. You decide on the type of sandwich you want; toasted, untoasted; veggies, meat, etc… there is an abundance of fresh foods at Subway and Hispanics really appreciate this.
This is very different from other QSR.”

P: What is Subway's media mix when it targets the Hispanic population?
T.P.: “I’d say is not substantially different from our general media mix. We do a lot of TV, radio, digital… That has shown us the pattern of success.”

P: Which agencies do you work with?
T.P.: “GlobalHue is charged of our creative, while media planning and buying is done through Mediacom.”

P: You are an expert in sports – marketing. How do you apply sports marketing to Subway's strategy? How in particular to Hispanic marketing?
T.P: “We do a very good job from a media standpoint in getting sports personalities endorse our product. But it has to be genuine. The athletes we work with have to be fans of Subway. We’ve worked with famous NFL, NBA players and we continue to work with Michael Phelps, who is a true fan of Subway. In the past, we’ve worked with [soccer player] Tab Ramos, though we’re actually looking for a Subway fan in the soccer field…. There is more we can do in that
area for sure….”

P: What about ‘El Chicharito’? He even has a veggie-themed nickname?
T.P: “Chicharito would be great… But he would have to be a fan of the Subway brand. That’s very important to us.”

P: What are your plans for Latin America?
T.P: “We want to be as prominent there as we are in the U.S. We are a franchise company so there is a lot of independence in terms of [marketing] in the local markets. We are always on the lookout for great franchisees in the region.”

I just finished a two hour marathon of CBS’ fantastic program “Undercover Boss” and felt compelled to rush into my home office to pen this entry.   The last installment this evening depicted a senior level Subway executive working under cover in the field with local franchise managers and workers.   All I can say is, Subway should have hired a consultant to help socialize the meaning of this endeavour.
 
While “Undercover Boss” may purport to be entertainment, it is actually among the most shrewd infomercials ever conceived by television producers.  Essentially the program allows global enterprises to portray themselves as open, honest, and benevolent corporate citizens.  In a time when corporate social responsibility is at the forefront of modern best marketing practices, “Undercover Boss” is brilliant in its power to both entertain and subconsciously compel consumers to value their relationship with the protagonist companies. 
 
I have several takeaways from the program that featured Subway.  First, their chief development officer should be fired immediately.   Keeping him around would be infinitely detrimental for staff morale:  he was slow, took his various hourly jobs lightly, and didn’t really seem all that interested in anything or anyone throughout the hour long program.   My second takeaway was that all the employees were ethnic minorities.  Of the four ‘trainers’ that were attempting to help the C-level leader, there were two Hispanics and two African Americans.  And while I’m unaware of how these antagonists were screened, all four of them were impeccably professional, more than capable, overwhelmingly admirable and infinitely inspirational.   The exact opposite of the protagonist:  a boorish, accidental executive who was also a recovering alcoholic. 
 
What I want to do here is to challenge Subway to leverage the positives of this hour long ‘infomercial’, while diminishing the negatives.  (I’ve already given that prescription above.)
 
So, how to leverage the positives you ask?   One of the workers, a 19 year old Hispanic girl in Orlando, was a very compelling character in this drama.   She was extremely dedicated to her work and to her future.  She challenged the executive to be a better person and most importantly, she suggested that Subway consider adding a “Cubano” to the menu.   This suggestion was given around minute 10 of the program and immediately I thought to myself, here is the golden nugget for the company if they truly want to bring a lift to their business.  
 
The actual workers were the real snapshot for the future of the company.  Their conversations and concerns, their realities, their characteristics are harmonious with those of the people that will be Subway consumers over the course of the next thirty years.  Therefore, their feedback and input is essential to the continued growth and acceptance of the brand by the market at large.  
 
Were Subway to leverage “Undercover Boss” and announce the  release of a “Cuban Sandwich”  later this week,  it would potentially be the news of the decade for Subway.  Today,  the infamous Jared and his ability to lose weight is all but forgotten and in food war reality,  was really never that important.  The future for this brand is to become relevant and to speak honestly to the audience that forms their base. 
 
A Cuban Sandwich, and an acknowledgement to this young and hard working employee would be the golden conclusion Subway’s experiment with CBS.  
 
But do I think that Subway has the mettle to follow through with such a prescription?   Sadly, no.   What I learned during this hour long spiel was that Subway-at the executive level-is about as exciting as their sandwiches: which is to say tired, flavorless, stale and without any hope of providing nourishment in the future.

Kent Kirschner is Executive Managing Director of TRAFFIQ's Latin American team, and acting CEO of The Media Maquiladora.

Univision Radio announced a year-long sponsorship by SUBWAY(R) Restaurants of its Concert Series. Each concert will feature an opening act performance by an up-and-coming artist, sponsored by SUBWAY(R) Restaurants. The partnership also includes the creation and promotion of a branded micro-site entitled "SUBWAY Artistas Frescos(TM)" (SUBWAY Fresh Face Artists(TM)), where listeners can enter to win prizes, including a grand prize trip for two to a Univision Radio Concert Series event over the course of the year.

The micro-site, www.subwayartistasfrescos.com, will allow participants to submit a creative video that incorporates the SUBWAY(R) jingle. Each submission will be judged on uniqueness, creativity, originality and use of the jingle. The top-ten videos will be selected and posted on the site to allow visitors to vote for their favorite submission.

"Partnering with a consumer brand like SUBWAY(R) offers a opportunity to promote our concert series in an artistic manner and we are excited to be able to incorporate the Internet to engage a younger audience," said Gary Stone, president and chief operating officer, Univision Radio.

"Our partnership with Univision Radio offers SUBWAY(R) a opportunity to reach out to our Hispanic youth target market in a fun, creative and culturally relevant way," said Eddie Lindley, SUBWAY(R) senior marketing manager, Multicultural Markets. "Music is always a great vehicle for reaching younger audiences, and concerts all the more so. We look forward to a successful promotion that combines sponsorship of the Univision Radio Concert Series, a SUBWAY(R) jingle-singing contest, and the power of the Internet."

Related Articles:

Univision Realigns News and Entertainment with New Management Structure

SUBWAY® Restaurants Partners with The National Institutes of Health

The partnership was launched at a National PEP (Play More, Eat Right and Push Away the Screen) Rally at the D.C. Armory.

The event featured hundreds of kids, parents, and teachers, along with renowned athletes Laila Ali and Tab Ramos,SUBWAY® Restaurants spokesman Jared Fogle, and  NIH Acting Director Raynard S. Kington, M.D.

The PEP rally got kids moving and taught them about the importance of energy balance and  maintaining a healthy weight. The event featured fun activities and resources based on the NIH's  We Can! science-based education program, a  fast-growing national movement of families and  communities coming together to promote healthy  weight in children ages 8 through 13 through  improved food choices, increased physical activity, and reduced screen time.
 

Fast food chain subway is keen on using event marketing to connect with consumers. At the 2007 Calle Ocho Festival in Miami, the company sponsored Latin-flavored dance/exercise company Zoomba’s bid to hold the largest Aerobics class on record. “There were over a million people at that one,” says Subways multicultural brand manager Eddie Lindley. More recently, Subway partnered with Soccer star Tab Ramos for a speaking tour addressing child obesity in the Latino community.
 
As with the Zoomba partnership, the focus is on Subway’s relatively healthy food offerings as part of an overall healthy lifestyle. “What we try to do with all of our messaging, be that on television, radio, or in live events, is to integrate the core themes of healthy living and wise diet decisions,” says Lindley. He admits that with event marketing, the results are not explicitly measurable. “Interpreting the impact of a given event-driven campaign is definitely more an art than a science,” says Lindley. “But we look at things such as the amount of television, radio, and print coverage an initiative garners. Crucial to any event marketing campaign is that there is some ‘buzz’ created, something that mobilizes and excites.”
 
In the case of the Tab Ramos partnership, Subway is providing financial and logistical support for the launch of the soccer star’s Goal! Foundation, an organization dedicated to fighting childhood obesity. Since retiring from professional soccer in 2002, Ramos has been dedicated to spreading this message of healthy living.
 
Subway’s Eddie Lindley sees the events as a perfect way to convey this message: “When you see someone on television doing a public service announcement, or doing a commercial, you can’t help but wonder, ‘Is this guy really serious about this?’ By contrast, when you see that person in front of you speaking passionately, it is a much more impacting and credible experience.”
 
Apart from events, Subway is quite active in broadcast with its television/radio spend weighted 80:20. Currently the company does no print.

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

For prior Sales Leads US editions, click here.

  • Pepsi

Pepsi and Telemundo’s integration Pepsi announced an integration with Telemundo’s highly-anticipated second season of “La Voz,” the Spanish-language edition of NBC‘s award-winning hit series, “The Voice.” As the show’s first-ever beverage sponsor and prizing partner, Pepsi will take the season two stage by storm, unapologetically celebrating Latin music and the talented phenoms giving everything to become the next big musical superstar. Pepsi will level up the season two “La Voz” prize, bringing the original US$100k grand prize up to an epic US$200K.The integration will span the blind auditions, battle rounds and live performances. It will feature cups branded with Pepsi in the coaches’ chairs and include Pepsi branding across a number of touchpoints: multi-screen presence throughout the season, in-show and out-of-show custom activations on linear and social and prominent thematic storylines woven throughout the season. The integration will also bring to life and feature the newest U.S. Pepsi campaign tagline, “That’s What I Like” (“Es Lo Que Quiero”). Launched earlier this month, the new tagline is the brand’s first in two decades. Pepsi unveiled five new national commercials to launch the new tagline, three of which were developed in partnership with the Pepsi brand’s Hispanic agency, Alma (“DJ BBQ,” “Subway,” and “Lavandería). The spots will air across English and Spanish-speaking properties to reach the brand’s ever-growing fusionista fans, Latinos celebrating and blending their Hispanic and U.S. cultures. OMD is the media agency behinf this effort. For more information on the partnership, check Portada´s recent interview with Esperanza Teasdale, VP & General Manager, PepsiCo’s Hispanic Business Unit Marketing.

  • Dermablend Professional

@Pepsi Latest Integration with@Telemundo, @DermablendPro Selects BODEN & More #SalesLeads @LaVozUS @AFCU @realsaltlake @Ford as its public relations agency of record (AOR). BODEN will be responsible for media relations, executive positioning and thought leadership for the #1 dermatologist recommended coverage brand.Dermablend’s mission is to serve as a tool of empowerment on every skin journey to feel beautiful with and without makeup, uniquely allowing consumers the power of choice. Understanding that inclusion goes beyond skin tone, Dermablend also provides solutions for skin indications ranging from acne to scarring, burns and vitiligo, among many others. Born at the intersection of dermatology and makeup artistry, Dermablend combines high-performance pigments and dermatologist-created standards to create products that are safe for all skin types, tones and conditions.BODEN’s mission is to help brands Lead with Culture™. The independent female-led agency works with brand leaders such as Target, McDonald’s and UnitedHealthcare on building purpose-driven campaigns, led by data and cultural insights.

  • Leidos/MLS

Leidos, a FORTUNE® 500 science and technology leader, announced it has extended its Presenting Partner agreement with D.C. United as the team’s exclusive jersey sponsor through the 2021 season. The agreement extends the reach of the Leidos brand with a savvy soccer audience both domestically and internationally. Additionally, Leidos will support soccer at the grassroots level through jersey sponsorships with various youth soccer clubs in Virginia, Maryland, West Virginia, and Alabama.Under the agreement, the Leidos logo will continue to be prominently featured on the front of the team’s jersey, displayed throughout Audi Field and all of the team’s marketing and media assets. The sponsorship will also enable both Leidos and D.C. United to continue engaging the community and charitable partners through events like Armed Forces Week, a custom program aimed at thanking military members and veterans for their service. With the opening of Segra Field for the Black-and-Red’s new USL Championship affiliate, Loudoun United FC, and the scheduled opening of D.C. United’s new training facility in Leesburg, Va., in Fall 2020, D.C. United and Leidos will have additional touchpoints to engage with local communities and fans.One of the founding clubs of Major League Soccer in 1996, D.C. United are one of the most decorated teams in the United States with 13 domestic and international trophies.

 

JOIN PORTADA’S KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Director Leslie Zambrano at Leslie@portada-online.com.

 

  • America First Credit Union/ MLS

Real Salt Lake is proud to announce a long-term extension to its partnership with America First Credit Union (AFCU). With the extension, America First Credit Union will become the Official Credit Union of Real Salt Lake, Utah Royals FC and Rio Tinto Stadium, and will also have a significant partnership with the 2019 USL Championship title-winning Real Monarchs and the RSL Youth Development Academy.The partnership extension will provide more exclusive America First Credit Union member-only benefits and connectivity with fans, and generate deeper, stronger and better market-wide promotions – including AFCU/Real Salt Lake and AFCU/Utah Royals FC co-branded credit and debit cards. Building on a long-standing partnership between the club and AFCU that has seen numerous activations at Rio Tinto Stadium, including in the America First Credit Union Pavilion, the two Utah community leaders will now extend their relationship to include promotions with the America First Charitable Foundation and the RSL Youth Development Academy.The Ogden, Utah-based institution is one of a handful of credit unions to align themselves with an MLS club. Many credit unions have elected to partner with MLS teams partly because it has historically been cheaper than sponsoring teams in larger leagues. America First has become one of the largest, most stable and most progressive credit unions in the country, and has remained a member-owned, not-for-profit cooperative financial institution. Today, America First has 131 locations, and is the ninth largest credit union in assets in the United States with over US$11.7 billion, and the sixth largest credit union in membership in America with more than 1,071,000 members.

  • Ford

Ford has announced that it has launched a new advertising campaign for the all-new 2020 Ford Escape. The first of the new commercials, an effort of agency BBDO, is called “Built Street Smart,” and it will be running across broadcast, digital, social media and print channels. . The commercial talks about the all-new Escape and the features it offers along with driver-assist technology and hybrid power option.The voice-over actor in the commercial is Brian Cranston. He touts the 2020 Ford Escape Hybrid with its best in class range of over 582 miles per tank of fuel. The commercial also promotes the available Ford Co-Pilot 360 technology and shows the pop-up HUD that comes out of the dash of some models.Ford says that it will have spots debuting later this month specifically for African-American(from Uniworld Group) and Hispanic audiences(from Zubi) celebrating “smart, powerful women,” and Angela Bassett will voice those commercials. One of the models that Ford is most eager to sell is the Escape PHEV.ker.

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

Pepsi announced an integration with Telemundo’s, through which it will become the first-ever beverage sponsor of La Voz, the Spanish-language edition of NBC’s  “The Voice.” As the show’s first-ever beverage sponsor and prizing partner, Pepsi will take the season two stage by storm, celebrating Latin music and the talented phenoms giving everything to become the next big musical superstar. The premiere episode of season two of “La Voz” is set to air this Sunday, January 19th.

 

Esperanza Teasdale
Esperanza Teasdale, VP & General Manager, PepsiCo’s Hispanic Business Unit

The new investment reflects Pepsi’s Hispanic Business Unit commitment to Hispanic Marketing and to “elevate the voice of the Hispanic consumer”, Esperanza Teasdale, VP & General Manager at PepsiCo’s Hispanic Business Unit , tells Portada. “The La Voz sponsorship, which taps into the Pepsi brand’s rich heritage in music and entertainment, allows us to celebrate Hispanic culture and passion points and support the next generation of talented musicians who aren’t afraid to live life their way and chase their musical dreams,” Teasdale adds.

The campaign is focused on Fusionistas who celebrate both the Hispanic and overall American culture.

Pepsi will level up the season two “La Voz”  prize, bringing the original $100k grand prize up to an epic $200K.  The integration will span the blind auditions, battle rounds and live performances.  It will feature cups branded with Pepsi in the coaches’ chairs and include Pepsi branding across a number of touchpoints:  multi-screen  presence throughout the season, in-show and out-of-show custom activations on linear and social and prominent thematic storylines woven throughout the season.

La Voz Sponsorship with the Fusionistas Target in Mind

Teasdale, a half Ecuadorean and half Colombian executive, notes that “Pepsi understands the passion point that Hispanics have with music. It’s in their DNA.” She adds that the campaign is focused on Fusionistas who celebrate both the Hispanic and overall American culture.”

 

“Eso es lo que quiero”

The integration will also bring to life and feature the newest U.S. Pepsi campaign tagline, “That’s What I Like” (“Es Lo Que Quiero”).  Launched earlier this month, the new tagline is the brand’s first in two decades and is inspired by the most loyal Pepsi drinkers, who proudly like what they like and live their lives out loud without worrying about what others will think – whether that’s belting out a song at karaoke, clapping at the end of a movie, or simply enjoying a Pepsi.

Pepsi unveiled five new national commercials to launch the new tagline, three of which were developed in partnership with the Pepsi brand’s Hispanic agency, Alma (“DJ BBQ,” “Subway,” and “Lavandería).  The new ads spotlight various everyday people getting lost in a moment and finding themselves dancing in unexpected places or situations, despite the amused gaze of onlookers.  Each spot is underpinned by a variety of upbeat music spanning hip-hop, dance hall, Latin pop tracks and more. The spots will air across English and Spanish-speaking properties to reach the brand’s ever-growing fusionista fans, Latinos celebrating and blending their Hispanic and U.S. cultures.

This year, Pandora is presenting the ANA Multicultural Marketing & Diversity Conference, which will take place on November 6-8 in San Diego, California. 

 

On behalf of ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM), PQ Media has just released a study titled U.S. Multicultural Media Forecast. According to the results of the study, 95% of the media revenues are concentrated in non-Multicultural media when only 63% of the population base is non-Multicultural, which means there is a huge opportunity for growth.

ANA Multicultural Marketing & DiversityFor twenty-one years, ANA has organized a yearly conference focused on multicultural marketing and diversity. On November 6-8, marketers from Denny’s, Facebook, PepsiCo, McDonald’s, Ulta Beauty, Ford, Facebook, Chico’s BBDO New York, and Subway will share their best practices at the 2019 ANA Multicultural Marketing & Diversity Conference, presented by Pandora. They will share their successful strategies of marketing to multicultural segments, they’ll discuss how they measure ROI of multicultural marketing plans and how they come up with inclusion strategies that create authentic and meaningful impact.

Marc Pritchard, Chief Brand Officer at The Procter & Gamble Company, will facilitate a discussion with other industry disruptors who talk about actions that can help you become a force for equality and inclusion throughout the entire creative world. Just a couple of months ago, in June, Marc Pritchard became the trending topic of Cannes Lion when he said “If you’re not doing multicultural marketing, you’re not doing marketing.” At the ANA Masters of Marketing Conference on October 4, Pritchard shared P&G’s plans to disrupt the industry with first-party data.

Register here!

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

Dunkin’ Brands Group, Inc., the parent company of Dunkin‘ and Baskin-Robbins, announced the addition of FranciscoPancho” Gonzalez as the new Regional Vice President, Latin America & Caribbean. In this role, Mr. Gonzalez will assume responsibility for both brands throughout the region. He will report to Rick Colón, Dunkin’ Brands’ Senior Vice President of Operations and Development.

 

 

General Motors México appointed Alejandro Delgado Chief Financial Officer – GM Mexico, Central America & the Caribbean.

 

 

 

Domingo Lama Astaburuaga has been recently named Linio Chile new Country Manager.

 

 

 

Diego Gerardo Paredes Meneses joins Kimberly-Clark México as senior brand marketing manager.

 

 

 

Subway Argentina appointed Rodolfo Demergasso Marketing Manager, South America. Based in Buenos Aires, he will also lead operations in Subway Chile, Uruguay, Bolivia, Peru and Ecuador.

 

 

 

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

Scribd, the reading subscription service that offers access to the best ebooks, audiobooks, magazine articles and more, announced its new localized reading experience for the Mexico market. Now readers in the country can access a diversified catalog that includes over 60,000 Spanish-language titles from top authors and publishers. The service includes access to all of Scribd’s content and is available for US$8.99 USD a month. Over the past few years, Scribd has seen a significant increase in readers from Mexico and the company has established new relationships with publishing partners to diversify the content offering. Partners include leading Spanish-language publishers such as Planeta, Penguin Random House Grupo Editorial, Anagrama, Sexto Piso and El Colegio de México.The localization efforts for the Mexico market are a key piece of Scribd’s larger expansion strategy in Latin America.

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

Portada is glad to announce Jose Bello has been appointed as Director, Multicultural and Latam at Omnicom’s Icon International Inc. Congratulations, Jose!

 

 

After three years as Senior Director, Total Market at Hearts & Science, long-time Portada collaborator Jose Bello is moving to another Omnicom company: ICON International Inc. ICON helps clients recover value from their underperforming assets in exchange of media. All media purchases made through ICON are at clients’ benchmark pricing and quality; thus, Jose’s mission will be to identify opportunities for clients to consider corporate barter as an efficient way to fund their media investments in multicultural and in LATAM.

Jose is an accomplished veteran in the industry with more than 25 years of experience in marketing, advertising, and media. At Hearts & Science he led the media team in charge of multicultural work for P&G, including the multi-awarded campaign “The Talk”— an effort against racial bias that received 8 Lion Cannes and a Grand Prix, Effies, Reggies, Festival of Media awards, 4A’s, and a TV Academy Emmy Gold Award for Outstanding Commercial in 2018. Prior to Hearts, he was Managing Partner at Mediacom New York where he worked with clients such as Anheuser Busch, MARS, Volkswagen, Subway, Revlon, and Dell, among others. Jose also spent 6 years at Starcom on different roles in Miami, Latam, and a two-year assignment in Russia to manage the Coca-Cola and Novartis accounts.

On his new role at ICON International, Jose will be based out of the newly-opened satellite office in Fort Lauderdale. We wish him good luck in his new endeavors at ICON!