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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 . 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 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,, the Kraft iFood Assistant from Kraft Foods, and E*Trade Mobile for iPhone, Nuance said.


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


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