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  • Avocados from Mexico

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

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

 

  • Allstate

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

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

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

 

  • Crown Imports

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

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

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

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

 

  • Unilever

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

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

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

 

  • Food Lion

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

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

 

  • JC Penney

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

 

  • Ryan's(R) Grill Buffet and Bakery

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

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

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

 

  • Ford

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

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

 

  • Farmers Insurance

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

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

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

 

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

1. What publications have closed this year and why? 

Three come to mind right away. After two years of delivering news about Mexico to Mexicans living and working in the greater-Atlanta area, El Universal  Gráfico (weekly, circ. 50,000, Spanish) ceased publication. Mexicans living in Atlanta enjoyed boom times until recently, however the collapse of the housing market, the crackdown on illegal immigration and a draught that has crippled the landscaping business have changed that.

Estylo, a Los Angeles based lifestyle magazine, published its last issue in June.  Tu Ciudad, a regional English-language magazine targeting Affluent Hispanics in Los Angeles, which had expansion plans into other markets, closed in June by its parent company Emmis Publishing.

Other companies, like ad sales representative firm Papel Media, have changed their strategy and reduced their size.

2. Is it all bad news?

By no means. Hispanic newspapers and magazines are expanding. Only yesterday, Los Angeles’ El Clasificado announced that it is expanding into San Diego and Ventura County. Some newspapers, including daily newspapers have expanded their circulation. This is the case of Al Dia in Dallas/Ft. Worth which expanded its daily circulation by 80,000 last June.  

Interestingly, Hispanic newspapers often show circulation increases, backing general market trends. For instance, El Diario La Prensa of New York ranked first among U.S. daily newspapers with a circulation higher than 50,000 with a 7.6% increase  to 53,856 copies during the six month period ending March 2008.

Similarly, in November 2007, La Opinión of Los Angeles ranked first in net daily paid circulation growth among the 200 largest newspapers in America for the six-month period ending September 2007, based on the latest FAS-FAX.

There is excitement in the Hispanic print arena. This week a New England entrepreneur decided to convert its weekly Hispanic newspaper Siglo 21 into a daily. In addition, Express Media International, a UK based group decided to start a Florida Weekly targeting Hispanics, and earlier this year, Sea Latino launched a national newspaper in six markets.  

3. These are many launches and expansions. It seems that a line has to be drawn between the malaise of general market print media and Hispanic print ….

Definitely. Several factors explain this. For one, magazine and print advertising has a share of almost 30% of total general market advertising. In the Hispanic market that same share lies below 15%. The base is simply much lower and there still are significant expansion opportunities in terms of both circulation and   advertising in the Hispanic market. There also is a demographic reality, the Hispanic population grows at a much higher rate (and is significantly younger than the average U.S. population).  As Isaac Lasky, Marketing Director, of Al Dia Texas pointed out,Al Dia’s expanded circulation is an answer to the very rapidly expanding DFW Hispanic population. Being the only daily newspaper in the Dallas Ft. Worth metropolitan area we found an underserved market and advertisers told us that a larger circulation was important to reach critical mass and be able to capture this dynamic market segment.”

There is yet another factor. Many publications targeting the Hispanic market are community oriented. Community Newspapers are a sweetspot of the industry with only a slight downturn in advertising revenues: a 2.7% decline for the first quarter of 2008 against the same quarter of 2007. In fact, total ad revenues were up 0.5% (2007 vs. 2006) as compared to the overall industry decline of 7.9% as reported by the Newspaper Association of America., according to second quarter 2008 financial data collected by Suburban Newspapers of America (SNA). In other words, newspapers continue to be a paramount way to connect with the community, particularly on local issues.

4.  But the economic downturn must have affected Hispanic publications…

Definitely, Hispanic newspapers and magazines are also paying the toll.

Publishers surveyed by Portada say that the slowdown has had different effects depending on the market they operate in. Markets in which the real estate crisis has hit particularly hard (Florida, Nevada and Arizona), have had a substantial decrease in economic activity. The real estate crisis has hit them in two ways: On one hand, due to the lower economic activity (particularly in “Hispanic intensive industries” such as construction) general advertising spending has decreased. On the other hand, real estate display and classified advertising, an important source of newspaper revenue, has plummeted. 

Orlando Nieves, general manager of Media General’s Centro Tampa, reports the following: “After a disappointing start of the year, ad revenues have improved in the second and third quarters. The last two months (June and July) showed higher revenues than last year indicating an improvement led mostly by National ROP (+7.6%).  It has been trending better than expected with strong revenue in April and July.  Retail ROP is basically flat versus last year (+1.1%) while preprints have decreased by 25%.  The categories driving growth are Local Health Care, Grocery and Entertainment with a slight improvement in National Automotive.  Real Estate and Employment continue to be the missing piece”.

In some other markets, like California, local business seem to be doing relatively well, but national advertising has declined (particularly the FSI or pre-print business). To remedy this situation, some Southern Californian Hispanic newspapers have talked about forming an alliance to do a Southern Californian print buy, which may be enticing to national advertisers due to the large Hispanic population.  

5.  What Advertising categories are being hit?

Obviously employment and real estate and without a doubt automotive. Lower disposable income has had the effect of reducing demand for cars (for more information read the article on Automotive Advertising in the current Portada issue). Slower Automotive classified advertising has also impacted  Hispanic newspapers. Automotive advertising represents more than 12% of overall U.S. Advertising. The slowdown has impacted magazines that mostly target Men. However, magazines operating in other categories like insurance (State Farm) or fast food (Mc Donald’s) are stronger.

Some recently launched  magazines seem to be fairing well: Chevrolet, Coca-Cola and Mexicana Airlines have bought ads in Spanish-language magazine Constru-Guia al Dia.  

In addition, some national advertisers skip some areas of the country. For instance, companies like Loews and Rooms To Go, have advertised to Hispanics in Texas and California and not been present in markets like Atlanta.

6. How does immigration reform impact Hispanic publications?

The tougher regulations in some states (e.g. Arizona and also Washington DC) have made living and spending more difficult for undocumented Hispanics. This has had a detrimental effect on some businesses which advertise in Hispanic publications. In addition, car dealership advertising has suffered because many states now make it compulsory to be documented in order to get a drivers license.

7. Do independently owned publications have an advantage over newspaper chains that own Hispanic publications?

There is a difference between publications that were started from scratch by large newspaper chains, those that were bought out and those that are owned independently. Hispanic newspapers owned by large chains tend to get a large amount of advertising from advertisers in the sister general market publication, particularly if they were not bought out by them (e.g., Washington DC’s  El Tiempo Latino by the Washington Post Company ) but started from scratch. Independent publications and newspaper groups like Impremedia tend to have more stable businesses because they have an established clientele and a direct relationship with it.

General market chains like Cox Newspapers are having to sell some of their Hispanic properties in an effort to raise money or because they are focusing on other areas (e.g. Cox Newspapers selling Ahora Si in Austin and La Palma in Palm Beach).

While general market newspapers are going through difficulties, and cost cuts often include their Hispanic publications, the leaders of these companies often realize that their Hispanic ventures are a way to tap and learn in a market that in some areas of their footprint amounts to most of the readers (e.g. Belo’s Al Dia in Dallas/Ft. Worth, McClatchy’s La Estrella in Dallas/Ft. Worth and Houston Chronicle-La Voz in Houston etc..).

8. Where does the main opportuniity lie? 

In the realization that print media vehicles targeting Latinos are underutilized by both local and national advertisers. This also applies for digital media. Advertisers need to learn in a sophisticated way how the use of print and digital media increases their ROI.

For Case Studies on Big Box Retail Advertising, CPG Advertising, Healthcare Advertising   and a Special Panel on “How to Increase the share of digital and print media advertising dollars” join us at Portada’s Second Annual Conference in NYC, Oct. 9. (Download the Conference Program here) .

Related Article:

Javier Aldape: Hispanic Print Market in Context

 

Brand

Company

 

Agency

Period

Vehicle

Comment

Tecate Light

Heineken

SMG-NY (planning – buying)

Adrenalina-(Creative)

June 30 -rest of year

English TV: ABC, CBS, FOX and NBC, cable channels (incl. ESPN, History Channel, and Discovery Channel). Spanish TV: Univision, Telemundo and Telefutura Print ads:July issue of Maxim en Español , Radio, out-of-home and POS materials.

Dual-language advertising campaign targeting Mexicans and Mexican-American adults. Throughout 20 markets, Geographical emphasis on the Southwest.

Ikea – Orlando

Ikea

Prospecting a Campaign targeting Orlando Hispanics (Agency is OMD Latino)

TBD

TBD. Wants to reach Orlando and Gainesville College Students.

Advisers to Ikea have suggested bilingual advertising:English message mixed with a few Spanish phrases. Targeting  Puerto Ricans who sometimes prefer English over Spanish.

Naco

Naco

TBD

Ongoing

E-Commerce Partnership between Naco to sell clothing on virtual world site There.com

Companies reached an agreement in order to appeal to the 19 million Hispanics online.

State Farm

State Farm

Ya Es Hora" (It's About Time)- Public Series Campaign

(Hispanic Agency is OMD Latino)

July until Elections

Impremedia and Univision have commited to donate airtime and pages.

Lead sponsor ($1 million) of the largest national campaign thus far to encourage Latinos to become U.S. citizens and register to vote

Grupo Modelo

Corona Extra

Casanova Pendrill

July until end of year

TV: Univision, Telemundo, Telefutura. Radio: in 46 spot markets. Out-of-home, targeted print and retail promotions

Ad spend will be slightly up vs. 2007. Including Emerging Markets.

Pizza Hut

Tuscany Pastas

Dieste Harmel

June 29-Year end

Spanish-language TV and and Radio Spots

Spot, titled "Cooking Show," was shot in Mexico City.

McCain

McCain Campaign

NA

June-July

Spanish-language Radio Ads

Stations in Florida, Nevada and New Mexico

Obama

Obama Campaign

GMMB

Mid-July until Elections

All Spanish-language Media

Nationwide

 

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • DAZN secured Spanish media rights to all Copa América matches, for a reported US$1.69 million. Telefonica Movistar+ was the previous rights holder. Domestic rights to Copa America have gone to Brazilian free-to-air broadcaster Rede Globo, and pay-TV network SporTV.

 

  • The Home DepotThe MLS extended its partnership with the Home Depot until the end of the 2022 season. As part of the renewal, The Home Depot continues to be the exclusive home improvement retailer of the MLS and the Mexico national team and it will be a 2019 partner of Campeones Cup.

 

  • Univision Deportes presented its full roster of sponsors for its 2019 CONCACAF Gold Cup coverage. More than 20 brands from different categories will be part of Univision Deportes’ exclusive Spanish-language coverage. Some of the sponsoring brands are Sprint, Valvoline, Uber Eats, Jeep brand, and AT&T. AT&T, Modelo Especial, Victoria Beer, Corona, Mazda, State Farm, Toyota, Bud Light, Walmart, and Wells Fargo.
    “I’m thrilled to announce that we have surpassed all previous milestones with our Gold Cup inventory,” said Steve Mandala, President of Advertising Sales and Marketing, Univision. “The anticipation for this year’s tournament has been unlike any I can remember, and that excitement has extended to our valued partners who have lined up to be part of the summer’s premier soccer event. We look forward to delivering a best-in-class production and providing wall-to-wall, comprehensive coverage to the country’s most passionate soccer audience.”

Subscribe to Portada’s weekly Sports Marketing Updates!

  • Grey Argentina, together with Telemundo, launched its promotional campaign for the Copa America Brazil 2019. Under the slogan, “The irresistible desire to watch the best in the world,” the campaign features soccer stars Claudio “El Emperador” Suárez and Rolando Fonseca, among others.

 

  • Uber Eats MéxicoUber Eats will become French Ligue 1’s new naming rights sponsor, starting during the 2020/21 campaign. According to French daily newspaper Le Figaro, Uber Eats will pay US$36.1 million over the course of the agreement. “This major agreement reflects the new dimension taken by Ligue 1,” said LFP chief executive Didier Quillot. “We are very proud to be able to count on the support of Uber Eats, a major global brand, to support the development of the French championship.

 

  • Uefa has launched its own free-to-air over-the-top (OTT) service: Uefa.tv. The platform will offer live match streaming from Uefa’s women’s, youth and futsal competitions to relevant markets, as well as on-demand content from the body’s various leagues and events, including the Champions League. It will also include a host of Bundesliga content as part of a new partnership with the German Football League (DFL).

 

  • Toyota USAToyota is launching a multifaceted campaign built around soccer and toughness, as part of its role as the official automotive sponsor of the Concacaf Gold Cup soccer tournament. “This campaign champions the relentless spirit of those unafraid to conquer even the toughest terrains, just like our Tacoma and Tundra trucks,” states Terry Sell, national truck manager, Toyota Motor North America. “From international to home field games, we’re looking forward to an exciting soccer season as we celebrate the determination and toughness of the game, its players and the fans.”

 

  • FC Barcelona extended its global partnership with digital entertainment company Konami through 2023. As part of the deal, Konami will launch a special Barcelona edition of the game Pro Evolution Soccer (PES) series at the club’s shop in its home stadium, the Camp Nou.

Subscribe to Portada’s weekly Sports Marketing Updates!

  • 1.14 million viewers chose Telemundo Deportes’ to watch the opening weekend of the 2019 Copa America. This represents a 132% jump from the 2015 opening weekend. Colombia’s 2-0 win against Argentina on June 15 was Telemundo’s most-watched match of the weekend, notching a Total Audience Delivery average of 1.64 million viewers.

 

  • FIFA Women's World Cup France 2019Sunday’s FIFA Women’s World Cup game between US and Chile was FOX Sports’ most-watched match in the history of the Group Stage of the tournament in the US and most-watched English-language soccer telecast in the country since last year’s 2018 FIFA World Cup Russia final, according to Nielsen Media Research. An average of 5.4 million viewers across its television and streaming sources tuned in for the game.

 

  • Australia and Qatar will be featured during next year’s edition of the Copa America. The two nations, both of which are members of the Asian Football Confederation (AFC), will join the ten South American countries at the 2020 event, which is being co-hosted for the first time by Colombia and Argentina.

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

For prior Sales Leads editions, click here.

 

  • Toyota

Before customers even step foot in a dealership, Toyota has partnered with Conill and 8th Wall to develop an interactive augmented reality (AR) mobile ad unit for the launch of the greater than ever 2020 Toyota Corolla sedan. The immersive web-based experience allows potential customers the ability to bring the car into their own environment, where they can explore the car’s features from the convenience of a mobile device.The Toyota Corolla Sedan web-based AR experience initially appears as a mobile banner ad. Once clicked, the user’s camera is accessed to enable the AR experience, and a Toyota Corolla sedan appears in the user’s environment. The Spanish-language mobile ad unit includes interactive hotspots that highlight three key features of the vehicle: its moonroof, LED headlights and 18-inch alloy wheels. The user is prompted to explore these features up close and can even go inside the car to view its interior in 360 degrees.This Corolla Sedan interactive AR unit is a first for the brand, as it uses 8th Wall technology, meaning the 3D model is interactive, providing users the ability to tap and turn the headlights on, open the moonroof and tap to see the 18-inch wheels turning.The ad unit will be served to customers in the United States with Android devices, with plans to include iOS customers later this year.  

 

  • Palace Resorts

Palace Resorts – the company that sets the standard in five-star, luxury all-inclusive resort accommodations- announced the restructuring of its in-house marketing teams. Palace Resorts, which has previously managed its marketing and public relations efforts alongside some of the best marketing & advertising agencies, has decided to bring its efforts completely in-house, by building a global marketing team.Palace Resort’s various brands market to a variety of segments in the travel space on a global level including direct consumer, travel industry professionals and those selling meetings and incentives. These marketing efforts are done not only in key markets such as the United States & Canada, but also to other international key vital markets that include Mexico, Latin America, the UK, and Japan among others. To maintain synergies across all world markets, it was important to build a stellar team that could accomplish the task of maintaining brand voice regardless of location or market segmentation. This approach allows the brand to have better control of its brand identity on a worldwide scale.The in-house global marketing & public relations structure is comprised of a team of over thirty talented professionals that include, creative, strategy, digital and content marketing, as well as a team of communication pros. Gerardo Garcia, Vice President Sales & Marketing at USA PALACE RESORTS is a member of Portada´s Travel Marketing Board. 

 

 

  • Valvoline

Univision Deportes announced the official roster of sponsors for its coverage of the 2019 Concacaf Gold Cup (“Copa Oro 2019”). More than 20 brands from across categories have signed on to be part of Univision Deportes’ (UD) exclusive Spanish-language coverage of the only international competition this summer featuring the U.S. and Mexican men’s national teams. UD will telecast all 31 matches live in primetime across three networks: Univision, UniMás and Univision Deportes Network (UDN). Additionally, matches will be available on the Univision Deportes app and on UnivisionDeportes.com, with comprehensive coverage provided across the company’s linear and digital portfolio from June 15 through July 7, 2019. Sprint returns to Gold Cup with a 360-sponsorship across linear and digital. The 2019 Gold Cup also welcomes several first-time supporters of the event including Valvoline, Uber Eats, Jeep brand and AT&T. AT&T, Modelo Especial, Victoria Beer, Corona, Mazda, State Farm, Toyota, Bud Light, Walmart and Wells Fargo will activate around the tournament as part of Univision’s partnership with Twitter. Virtual advertising technology will again be seamlessly integrated into this year’s tournament. The innovative virtual executions will be created for Jeep brand, Modelo Especial and Verizon.On Facebook and YouTube, Univision Deportes will launch its local legends branded content series “Tierra de Gigantes” (Land of Giants) Sponsored by Nissan. See Portada´s exclusive interview with Tim Ferrell, Valvoline VP. 

 

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

 

  • Allergan

Global pharmaceutical company Allergan has named Spark Foundry its U.S. media AOR following a review. Spark Foundry will handle  media strategy and planning, content and analytics for the U.S. Longtime incumbent MediaCom did not defend, according to sources. Allergan spent over US$378 million on measured media in the U.S. in 2018 and a little over US$72 million in the first quarter this year, according to Kantar Media.

 

 

 

  • Hornitos® Tequila

Hornitos® Tequila, a premium tequila brand with a history of challenging the status quo, announced a collaboration with multi-platinum award-winning singer and songwriter Prince Royce to inspire fans to take a shot at moving their music career forward. In collaboration with sweepstakes-for-good platform Prizeo, aspiring musicians age 21 and older have the once-in-a-lifetime chance to win one of three mentoring experiences with Prince Royce, including an in-studio session with the singer in Miami. What is required to enter? The bold willingness to take a chance and a small donation to the League of United Latin American Citizens (LULAC), a cause close to Hornitos and Prince Royce alike.To enter, fans must visit www.prizeo.com/hornitostequila now through July 12, 2019 and donate US$10 or more to LULAC, the largest and oldest Hispanic organization in the United States. Donations will support America’s Hispanic population and LULAC’s efforts to empower aspiring Hispanic Americans. Entrants will have the chance to win one of three experiences with Prince Royce. This opportunity comes as part of Hornitos Tequila’s “A Shot Worth Taking” campaign, which seeks to inspire and encourage fans to get out of their comfort zone and take their shot in life.Nearly 70 years later, Hornitos® continues to push the boundaries of tequila making with innovations such as the barrel aged Hornitos® Black Barrel® Tequila and Hornitos® Cristalino.

 

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Aurora Cannabis and UFC locked in an exclusive, multi-year, multi-million dollar, global partnership, designed to advance further clinical research on the relationship between 100% hemp derived Cannabidiol (CBD) products and athlete wellness and recovery. The research will be conducted at the UFC’s Performance Institute in Las Vegas, Nevada.

 

  • State FarmState Farm and League of Legends are extending their partnership through 2021. The deal includes North America’s League of Legends Championship Series; League’s three global events: League of Legends World Championship, Mid-Season Invitational, and All-Star Event; and the League of Legends College Championship presented by State Farm. Financial details for the agreement have not been made public.

 

  • A new partnership makes the Chinese social media platform Weibo serve as the “Official Social Media platform” of UFC throughout the country in a new strategic alliance. The platform will have access to UFC live event content including athlete and executive interviews, fight highlights, fight night results, athlete metrics, fight announcements, and content highlights from the soon-to-open UFC Performance Institute in Shanghai. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

Subscribe to Portada’s weekly Sports Marketing Updates!

A|X Armani Exchange will become the first fashion brand to enter esports, locking in a sponsor with the Italian team Mkers for the 2019-20 season. The team will serve as the global ambassador for the brand and wear a new official uniform at tournaments. “We are proud to be the first e-sports team chosen by a prestigious brand like Armani Exchange,” said Mkers CEO Paolo Cisario in the announcement. Hispanics are nearly twice as likely to buy and wear video game branded apparel, according to a 2014 Think Now Research study

FanDuelFuboTV and FanDuel announced a partnership that will make FanDuel Group the exclusive sportsbook, online casino, horse racing and DFS partner of the live TV streaming service. This is the first deal of its kind between a sports gaming company and a third-party OTT service, it also includes a media buy that will make FanDuel the exclusive advertiser on FuboTV in those categories.

Univision Deportes Network has ranked as the top Spanish-language sports channel among adults 18 to 49 in primetime, with the highest concentration of those viewers among 10 dedicated sports networks, irrespective of language. UDN was also the youngest network among this group, with a median age viewer of 43.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • ONE Championship will have its first ever media tour to the United States from Feb. 25-28. The MMA heavyweight tour will pass through Seattle (Feb. 25), Los Angeles (Feb. 26) and Las Vegas (Feb. 28) with the LA and Vegas events open to the public. As part of the media tour, Johnson, Alvarez, and Northcutt will be hosting open-mat demonstrations in Los Angeles at Clube LA and at Xtreme Couture in Las Vegas.

Subscribe to Portada’s weekly Sports Marketing Updates!

  • DrLupoState Farm locked its first-ever sponsorship of an individual professional esports athlete, signing a deal with Benjamin “DrLupo” Lupo. The captain of Rogue’s Fortnite team boasts 2.9 million followers on Twitch and 7 million followers across all social platforms. Terms of the sponsorship include State Farm support of DrLupo’s livestreams through branded replays, live in-stream stunts and product integrations, event-based remote streams, sponsored giveaways, and social content. “Being given the opportunity to work with State Farm is, without a doubt, huge,” DrLupo stated. “I couldn’t imagine a better company to work with, and I’m excited to see what we can do together in the future.”
  • UFC confirmed an extension of its partnership with Volkswagen do Brazil, in which Amarok will continue to serve as the “Official Car Partner” of UFC in Brazil until 2020. As part of the new deal, Amarok will have logo placement inside UFC’s Octagon at events in the country. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

The Portada Brand-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

  • According to Forbes, ESPN is reportedly in talks with the MLB to extend its media rights for live games, for seven more years. Baseball content is “an enormous part of ESPN’s strategy”, ESPN spokesman Ben Cafardo told the business magazine and explained that Baseball Tonight would continue as part of MLB’s premier-tier events. 31% of MLB players are Latino, according to ESPN.

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

For prior Sales Leads editions, click here.

  • Toyota

The Toyota Corolla, a perennial top seller among light vehicles in the U.S., is on the way with a new platform and feisty personality. While much of the US car market has swung to the booming crossover segment, not all consumers have backed away from cars. Toyota believes there are still pockets of opportunity for car sales with multicultural groups. African-American, Asian and Hispanic consumerswill be key targets as Toyota looks to maximize the sales potential of the 12th-generation Corolla, said Sam De La Garza, Toyota’s senior manager of small-car marketing. The Toyota sedan campaign will have a similar feel to the hatchback’s ads, which are based on the “Greater Than” tagline. The brand is also  developing ads that will target African-Americans, Hispanics, Asians and then total market. Although the Corolla ranks 11th overall when looking at the industry as a whole, it sits at No. 2 among Hispanic buyers, trailing only the Honda Civic. It’s No. 6 among Asian buyers and No. 7 for African-American consumers.

 

  • Avon

Beauty brand Avon has consolidated its global media buying and planning business with agency Spark Foundry, following a formal review. Media Buying & Planning were previously handled by Publicis Media agency and WPP’s GroupM. From January 2019, Spark Foundry will “hub” the account from London. Key markets outside the U.S. include Argentina, Brazil, Colombia, Mexico, Poland, Russia, South Africa, the Philippines and the UK. Avon spent US$118 million on global advertising in 2017, according to its latest annual report. In 2016,Avon hired Horizon Media as agency-of-record for offline media and activation in the U.S., a move that came after the beauty brand separated from its global parent and became a privately held company in North America.The North American business, which is now majority-owned by Cerberus Capital Management, operates under the name New Avon, but is still known as Avon to consumers and representatives.

 

  • Hoy Health, LLC

Hoy Health, LLC has announced robust channel partnerships and reseller agreements with diverse healthcare and business entities, opening opportunities to bring quality healthcare programs and services focused on primary care to medically underserved and Hispanic populations. Hoy Health is an emerging health-tech company with solutions for individuals and institutional re-sellers that include affordable Rx drugs, chronic condition management programs and telehealth/virtual care. Hoy Health Establishes Key Partnerships Across Multiple, Varied Business Sectors; Meets Primary Healthcare Needs of Medically Underserved.According to Mario Anglada, CEO, Hoy Health. “Hispanics are the fastest growing population in the US, accounting for US$1.7 trillion in purchasing power.” Channel partners and resellers will offer products that span the Hoy Health ecosystem.

 

 

2018/2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

 

  • State Farm

Insurance giant State Farm, which consolidated its marketing business with Omnicom early this year, is reviewing its PR duties. According to sources, the process involves the company’s relationship with Interpublic’s Weber Shandwick, which has served as State Farm’s lead agency for nearly a decade. As the US’s largest property and auto insurer, State Farm has a hefty marketing spend; In 2016, the company reportedly spent US$726m. Along with smaller regional partners, State Farm works with some non-Omnicom shops, including Translation which has produced multicultural-targeted campaigns for the client.

 

 

 

  • Buffalo Wild Wings

Buffalo Wild Wings parent company Inspire Brands announced that it has chosen The Martin Agency as its new creative AOR after a competitive review. The appointment follows a media agency assessment that resulted in Mindshare picking up the account from Horizon Media. Buffalo Wild Wings spent about US$75 million on ads last year, according to Kantar Media.

 

 

 

 

  • Volkswagen

WPP has won Volkswagen‘s creative account in North America, following a seven-month global agency review. The incumbent in the U.S. was Interpublic’s Deutsch. Omnicom will handle Europe and South America. The German automaker will centralize its marketing to be run from four main hubs that it calls “powerhouses.” They are based in Berlin, New York, São Paulo and Beijing. VW previously used roughly 40 agencies globally. Omnicom’s PHD remains Volkswagen’s global media agency.As VW’s “Powerhouse” agency for North America, WPP will handle Digital, Creative, Dealer and Production throughout the United States and Canada, with additional responsibility for Mexico. WPP formed a new entity to handle the account called The VW Partnership. The review covered the automaker’s flagship VW brand, not its other nameplates, which include Audi.Volkswagen is the 61st-largest advertiser in the U.S. with US$746 million in spending last year, according to the Ad Age Datacenter.

 

2018/2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • PBCPremier Boxing Champions has inked a broadcasting deal with FOX. The fights will appear on both the broadcast network and FS1, including an annual boxing budget that tops $60 million. The deal will kick off in December and calls for 10 championship-level fights on FOX, with at least another 12 shows on FS1.

 

  • UFC announced a new, multi-year global marketing partnership with Nemiroff to become the first-ever “Official Vodka” Partner. Nemiroff will have a branded presence inside the Octagon at all UFC events, including UFC’s remaining Pay-Per-View events in 2018. Partnership activations will include other promotional opportunities, outside the octagon. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

 

  • La Vida Baseball reported reaching more than six million English-preferred Latinos per month and generating more than 1.2 million monthly video views across all digital platforms. In addition, La Vida Baseball partnered with the Smithsonian’s National Museum of American History and The Hispanic Heritage Foundation to host a special event discussing philanthropy through the lens of Latino baseball.

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  • https://pbs.twimg.com/profile_images/926822334773653505/C1QObiyZ_400x400.jpgThe Dallas Cowboys have announced a partnership with Winstar World Casino and Resort. By doing so, the NFL has become the first American football team to partner with a casino. NFL viewership among Hispanics has increased 28% from 2011 to 2016, according to a 2016 Nielsen report.

 

  • CBS has revealed its plans to stream this season’s NFL Super Bowl for free ‘across more platforms than ever’. Fans will be able to watch the big game without a sign-in through CBS Sports’ website and mobile apps, while the game will also be available on the CBS All Access subscription service.  According to  Forbes, between 2005 and 2015, the total number of NFL Hispanic fans doubled from 750,000 to 1.5 million.

 

  • The Arizona Cardinals announced an 18-year stadium naming rights deal with insurance firm State Farm. It was not revealed whether the deal with State Farm would earn the Cardinals more than the annual US$7.7 million they received from their agreement with the University of Phoenix, which is staying on as an official education partner of the franchise.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Toronto will host the WWE SummerSlam Week in August 2019 with SummerSlam, Monday Night Raw, SmackDownLive and NXT taking place at Scotiabank Arena over four consecutive nights. “We are thrilled to bring WWE’s biggest event of the summer back to Toronto,” said John Saboor, WWE Executive Vice President, Special Events. “We look forward to working with our partners at Tourism Toronto and Maple Leaf Sports & Entertainment to build a blueprint that welcomes our global fan base to the great city of Toronto.”

 

  • Pizza HutPizza Hut is returning for a fourth season as the Official Pizza Sponsor of ESPN College Game Day built by the Home Depot. Each week, Pizza Hut will be onsite with its “House of Pi”, featuring a lounge to enjoy the full Game Day experience.

 

  • Hyundai has become the new presenting sponsor of NBC’s Sunday Night Football Kickoff show and will have the marquee presence leading into the primetime game each week. For the fourth season in a row, Hyundai is the presenting sponsor of the NFL’s Kickoff celebration. According to  Forbes, between 2005 and 2015, the total number of NFL Hispanic fans doubled from 750,000 to 1.5 million.

 

  • Dos Equis, the Official Beer Sponsor of the College Football Playoff unveiled its new television spots featuring coaching staples Les Miles and Steve Spurrier as part of the brand’s “2 Keep It Interesante” campaign.

Subscribe to Portada daily Sports Marketing Updates!

  • Uncle Ray'sMinor League Baseball renewed a multiyear extension of its partnership with Uncle Ray’s as the “Official Potato Chip of Minor League Baseball.” Uncle Ray’s will continue its coast-to-coast expansion with exponential growth anticipated in the coming years. According to MiLB, some 18.3-million U.S. Hispanics designate themselves as fans of Minor League Baseball, behind only the NBA and MLS.

 

  • ESPN Deportes unveiled a new This is Sports Center campaign featuring Lineal Middleweight World Champion Canelo Alvarez and undefeated WBC, WBA and IBO Middleweight World Champion Gennady Golovkin ahead of their upcoming rematch on Sept. 15.

 

  • State FarmPhilips Arena in Atlanta has been renamed after State Farm locked in a deal to snag naming rights to the venue, now called State Farm Arena. The venue is expected to reopen in October as the Hawks celebrate their 50th year in Atlanta.

 

  • The NFL team owners will permit franchises to sell sponsorship deals to casinos that work alongside bookmakers and betting companies. Still, casinos will be prohibited from directly advertising its associated sportsbook in its partnership with an NFL team. According to CNN Money, the NFL’s Hispanic viewership grew by 28% from 2011-2016.

 

  • FanDuel Group and Minute Media are launching The Duel, a fan-generated digital platform focused on fantasy sports and sports betting news and information. The partnership will “blend together authentic, fan-fueled editorial content alongside expert-led video and audio programming for the growing segment of fantasy sports and betting fanatics” across NFL, NBA, MLB, NCAAF, NCAAB, and PGA. The platform will also feature expert audio and video content from popular FanDuel personalities including JJ Zachariason, Jim Sannes, and Brandon Gdula.

 

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • https://pbs.twimg.com/profile_images/976525399285903361/P2GtA01o_400x400.jpgDHL extended its partnership with ESL to expand its presence in the esports market. DHL provides core logistics services to ESL and will be featured on various social media channels, including throughout the ESL One series tournaments. DHL will handle the ESL One series logistics transporting the stage equipment to the venues throughout the series, as well as individual gamer seating. Hispanics are nearly twice as likely to buy and wear video game branded apparel, according to a 2014 Think Now Research study.
  • During Memorial Day weekend, Bud Light presented a new ad that’s part of the ongoing Dilly, Dilly campaign targeting Hispanics. This time, the beer brand is clearly focusing on Hispanic audiences in the lead-up to the 2018 World Cup, by including the soccer tournament and Spanish-language. The ad, which will be followed by other World Cup-themed spots, will run in both English and Spanish and get airplay on Fox Sports and Telemundo, the two networks carrying the tourney in the U.S…
  • State Farm will continue to be the official partner of the NBA 2K League. It will present pregame segments titled Game Mode that capture strategy and insights from NBA 2K League players on Twitch broadcasts throughout the season. “As a longstanding partner of the NBA and the WNBA, State Farm has a proven history of authentically connecting with fans and has demonstrated a commitment to eSports,” said Brendan Donohue, Managing Director, NBA 2K League.

Subscribe to Portada daily Sports Marketing Updates!

  • MARCA ClaroClaro Sports has signed an agreement to become the exclusive broadcaster of Southeastern Conference (SEC) college football games and SEC and Pacific-12 basketball games in 17 Latin American countries. The games will also be available on its digital platform MARCA Claro, non exclusively. Games will be brought to Argentina, Bolivia, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Dominican Republic, Uruguay, and Venezuela.
  • Bud Light will be the presenting sponsor of Wizards District Gaming in the NBA 2K League in 2018. Bud Light will also be a title sponsor for Wizards District Gaming watch parties and will host a tournament open to the public in the Budweiser Brewhouse at Capital One Arena.

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

For prior Sales Leads editions, click here. 

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

  • Walmart

 

After two years as Group Director Multicultural Marketing of The Coca-Cola Company, Javier M. Delgado has started a new position as Senior Director Of Marketing at Walmart.

 

 

 

 

  • White Castle

White Castle, America’s first hamburger fast-food chain, has announced a special new partnership with Puerto Rican singer and songwriter, Gilmarie. The artist’s new song, Make a Bold Move, was co-commissioned by White Castle and is featured in the chain’s new Hispanic national advertising campaign, and downloads of the song will directly benefit her dream of attending Berklee College of Music in the fall of 2018.Make A Bold Move, which was released on International Women’s Day, is dedicated to the empowerment of young Cravers and encourages them to be bold to keep working to achieve their dreams. The song is currently available on iTunes, Amazon, Spotify, Pandora and YouTube.”When we listened to her voice and then heard her story, we just knew we had to support her incredible talent and motivation through this opportunity,” said White Castle Chief Marketing Officer Kim Bartley. White Castle’s new Hispanic advertising campaign will be comprised of many versions of television and radio commercials advertising discount combos including 10 Cheese Sliders for US$7.99 and a three Cheese Slider combo for US$4.99, and the return of Ghost Pepper Cheese for a limited time. After experiencing her glowing personality, the team decided to feature Gilmarie

 

  • Target

Starting April 17 on Target.com and May 20 in select stores, Target is introducing eight new cosmetic brands with more than 150 products designed for medium to dark skin tones, the company said in a blog post this week. The brands are Coloured Raine, EveryHue, Haleys Beauty, Hue Noir, The Lip Bar, Makeup Geek, Reina Rebelde and Violet Voss.”Target recognizes the need for affordable, quality products tailored to multicultural consumers, which is why this first national retail partnership for Hue Noir is so gratifying,” Hue Noir founder and CEO, Paula Hayes, said in a statement.Target has been among the biggest spenders on marketing tailored to Hispanic customers, not least a conspicuous tie-in with the hit show “Jane the Virgin” where the retailer’s merchandise and familiar red bullseye logo is often seen.

  • Ford Motor Company

Ford Motor Company has  launched a global creative review, after 75 years WPP’s dedicated unit Global Team Blue .Given the size of the account, it would seem almost certain that this will be a holding group figh. Ford  annual marketing spend in the U.S. is US$1.2 billion. Excluded from the review are Ford’s China business, public affairs, the U.S. dealer business and Ford’s luxury Lincoln brand, now parked at WPP’s Hudson Rogue, according to the memo. Mindshare looks after media buying for GTB. The review is part of a broader corporate drive to improve efficiencies across the business.

 

 

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!

  • Domino’s Pizza

Domino’s Pizza, one of the largest pizza company in the world based on global retail sales, is launching yet another delivery revolution. Starting today, over 150,000 Domino’s Hotspots are now active nationwide so that customers can receive delivery orders at spots that don’t have a traditional address – places like local parks, sports fields and beaches, as well as thousands of other unexpected sites. Local Domino’s stores around the country have selected these Domino’s Hotspots, which are now locations where drivers can meet customers curbside to hand off orders.Domino’s Hotspots are online-only for prepaid orders on dominos.com and in mobile apps. Once a customer’s location has been determined, local Domino’s Hotspots that are available for delivery will appear on a map for customers to select. Before checking out, customers can leave instructions to help the driver find them.  After completing their order, customers will receive text message alerts about their Domino’s Hotspot delivery progress, including a final text that gives the estimated arrival of the driver at the hand-off spot.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

 

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

For prior Sales Leads editions, click here. 

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

 

  • Mini USA

Mini USA has appointed Crossmedia as its media AOR for its Western Region, Tier 2 account, following a review. Crossmedia will handle both the media planning and buying, as well as the overall strategy for the business covering 34 dealerships in 15 designated marketing areas (DMAs).The account will be managed out of Crossmedia’s L.A. office.

 

 

 

 

  • Sprint

Available now, Sprint customers can receive an exclusive 45-day trial of the FlixLatino app to stream more than 250 recently produced Spanish-language movies, TV series and documentaries on up to three devices at a time in high-definition.FlixLatino, a Spanish-language entertainment streaming service, hosts films, series and shows from many countries such as Mexico, Puerto Rico, Colombia, Peru, Venezuela, Cuba and Spain. Its catalogue includes productions in all genres: action, romance, drama, comedy, mystery, horror, suspense and more.Customers will also be able to enjoy a consistent content refresh with new monthly releases and weekly premieres on Thursdays.Once the trial ends, Sprint customers have the option to enjoy the latest Spanish entertainment at their fingertips with a monthly subscription of US$2.99 that will be billed to their existing Sprint invoice. Cancel at any time by dialing *2 from your Sprint phone.

 

 

  • Gore-Tex

W.L. Gore & Associates has consolidated its global media business for its fabric division with Dentsu Aegis Network following a review, Adweek has reported.Dentsu’s Gravity, Carat and Amnet agencies will work with Gore-Tex—used in brand products from Adidas, Oakley, Patagonia, Converse and The North Face—across the Americas, Europe and Asia-Pacific.W.L. Gore & Associates’ Gore-Tex spent US$1.5 million on marketing efforts in the U.S. last year, according to Kantar Media.

 

 

 

 

  • Amazon Studios

Interpublic Group agency Initiative has been awarded media planning and buying duties for Amazon Studios, as part of an agency consolidation,  Adweek’s Agency Spy reported first. Initiative was already handling Amazon ecommerce media account since 2013.  Laste year, IPG won Amazon account  following a review but the assignment did not include Amazon Studios. Initiative’s Los Angeles office will oversee the account.

 

 

 

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!

 

  • John Frieda® Hair Care

Camila Mendes, leading actress and style star, is the newest influencer to join John Frieda® Hair Care in their mission to encourage women to express themselves through their hair. The Your Hair Talks, Make a Statement campaign is building a community of empowered and self-assured women who all have something to say – starting with their hair.As part of the Your Hair Talks, Make a Statement campaign, Camila will team up with John Frieda® Hair Care to create unique content that speaks to her personal hair story, and how it has played a role in her life. Camila will also join the conversation by hosting events and social activations throughout the year in partnership with the brand.  Born in Virginia to parents of Brazilian descent, Camila was predominantly raised in Miami before moving to New York . Her role on a tv show along with her real-life bubbly personality has made her a fan-favorite—and with 7 million followers on Instagram, she’s cemented herself as a style star to be watched.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

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

For prior Sales Leads editions, click here. 

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

  • P&G

Procter & Gamble Co. has placed its’ North American hair care media business up for review, Adage has reported. Omnicom’s Hearts & Science, which won the business two years ago, is said to be defending in the new review, which also includes Dentsu Aegis Network’s Carat, co-winner in the massive North American media review P&G held in 2015. P&G’s hair care, led by Pantene, Head & Shoulders and Herbal Essences, accounted for US$261 million in measured media spending in the U.S. alone last year, according to Kantar Media. The assignment also covers Canada and Puerto Rico, plus such areas as search and planning not covered by measured media.

 

 

  • SharkNinja

UM, the full-service marketing and media agency network of IPG Mediabrands, has been named the U.S. media agency for SharkNinja, a leader in the housewares industry and creator of the familiar household brands, Shark® and Ninja®. The agency will handle omni-channel planning, strategy, research and analytics for SharkNinja product lines.Led from the agency’s global headquarters in New York, UM will tap into its world-class strategy, research and analytics capabilities to deliver customized media planning services in the United States for SharkNinja, one of Inc. Magazine’s fastest growing companies in America. The news follows a competitive account review that began in 2017. Billings are not disclosed.SharkNinja joins UM’s client list featuring leading brands, including: Spotify; BMW; Johnson & Johnson; Coca-Cola; Hulu and Fiat Chrysler Automobiles.

 

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!

  • Dentsu Aegis Network

Dentsu Aegis Network has acquired Miami-based multicultural marketing agency M8 to become part of global performance agency iProspect as the company aims to expand in Latin America and US. Financial terms of the deal were not disclosed.M8 provides digital advertising services including strategy, creative development, media distribution and data analytics.“For some time, we have wanted to have a presence in Miami, serving Latin America and the U.S. Hispanic market,” commented iProspect’s Latin America president Philippe Seignol; “I believe we have found the perfect team, who share our vision and passion for great creative marketing and digital performance solution.”

 

  • Libros in Español

A new online Spanish-language bookstore is set to launch in the U.S. this month. Libros in Español, an online Spanish-language bookstore, is set to launch will on April 15 in the U.S. with “a couple of thousand” physical Spanish-language titles, according to founder Filipe Silva, all of which will be published in the U.S., Spain, or Latin America. Books will reflect competitive pricing, and customers will receive special offers throughout the year, as well as free shipping for orders of US$25 or more and a Libros in Español membership program that will launch in the near future.According to Silva, his work on the Latin American side of the business at PRH and growing up in a Hispanic community in New Jersey gave him the knowledge needed to make book selections that speak to Hispanic readers across the U.S. In order to provide a good book selection for Hispanic Spanish-language readers in the U.S., it’s necessary to also take into account the local media and current events, Silva told PW exclusively.Libros in Español is a family-owned enterprise. The company has put in place an extensive publicity and marketing plan for the next five years.

  • Bud Light 

Just in time for summer, Bud Light is expanding the brand’s citrus portfolio with a refreshed Bud Light Lime and the addition of Bud Light Orange.Bud Light brewmasters take pride in knowing they make the hardest style of beer to brew – light lager. Beyond the consistent quality beer drinkers have come to appreciate with Bud Light, ensuring that consumer needs are being met continues to be of the utmost importance to the brand. That’s why Bud Light has carefully analyzed the market and put the appropriate rigor into planning this exciting summer launch. To build on this exciting announcement, Bud Light’s new commercials — titled “Earth” and “Taste It” — feature Bud Light Lime and new Bud Light Orange, highlighting how both are brewed with real citrus peels for perfect summertime refreshment. The colorful new packs for Bud Light Lime and new Bud Light Orange feature bright orange and lime details, with accents of real citrus peels. Together these beers form the ultimate citrus combo for a taste that’s unmistakably summer. Bud Light Lime is available nationwide and Bud Light Orange is available nationwide from April through September.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

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

For prior Sales Leads editions, click here. 

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

  • Red Bull

Energy drink Red Bull North America appointed Publicis Groupe’s Starcom USA to handle its’ media business, which includes planning, buying, search, social and programmatic duties following a review. Starcom beat seven year incumbent Carat as well as agency Mindshare. Red Bull spent US$30.2 million on marketing efforts in the U.S. in 2017, according to Kantar Media.

 

 

 

 

  • Fiesta Mart

Mexican retailer Grupo Comercial Chedraui has reached a deal with ACON Investments to acquire Texas-based grocery store chain Fiesta Mart, the company said in a statement on Sunday.The acquisition of Fiesta Mart’s 63 locations strengthens Chedraui’s presence in the U.S. retail market focused on Mexican-American consumers, a fast-growing segment of the market.The company made the purchase through its U.S. unit Bodega Latina.The companies did not disclose the purchase price. Fiesta Mart Inc. is an American supermarket chain based in Houston, Texas and established in 1972 that caters to Hispanic and ethnic customers.

 

 

 

  • Ally Financial

Ally Financial, a bank holding company, has kicked off a review of its creative, media and digital assignments. The financial services company is giving finalists a compensation for their time and effort. Ad Age reported the news first.

 

 

 

 

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!

  • Avrio Health

Walrus has been appointed Avrio Health’s new agency of record for its Slow-Mag and Colace brands. The work was previously handled in-house. Walrus will handle creative, media and packaging design for Slow-Mag and oversee creative for Colace alongside the brand’s media partner Diray Media.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

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

For prior Sales Leads editions, click here. 

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

  • Toyota and Club América

Toyota and soccer team Club América announced their partnership for Tour Águila in the United States to kick off 2018.  As the official automotive sponsor of Tour Águila, the brand will bring the action to fans starting on March 24th in San Diego, California against its rival, Club Tijuana. The Tour consists of a series of friendly matches against some of the most important teams in Liga MX and MLS during the preseason and FIFA dates.  These matches will take place in key Hispanic markets including cities in California and Texas and will be broadcast on Univision Deportes in the U.S. and on Televisa in Mexico. In addition, Toyota will be presenting sponsor of the pre-game Fiesta Futbolera, an interactive Fan Fest celebration of the Club, including a showcase of the team’s championship trophies, Agui the official mascot and legendary player appearances.  Other elements of the partnership include in-stadium content opportunities including live partnership announcements and video, on-field signage, tickets and giveaways. Along with Club América, Toyota will connect with soccer fans at a community level through an association with Alianza de Fútbol, the premier organization in the U.S. dedicated to the support and development of Hispanic amateur soccer.As the exclusive automotive sponsor of Alianza, Toyota will be the title sponsor of the Copita Alianza, a series of youth tournaments that take place from May through October in key Hispanic markets where thousands of children participate.  

  • Ikea

Ikea announced it has appointed Wavemaker to retain its planning and buying business in the U.S. following a global media review that launched in 2016.WPP ‘s Wavemaker will be tasked with driving “deeper integration and innovation” in-store and online across all of the furniture brand’s domestic media channels including data science, multicultural, search engine optimization (SEO) and content offerings, according to the announcement.Ikea spent US$108.2 million on measured media in the U.S. last year and US$106.6 million in 2016, according to Kantar Media. MEC was the incumbent for 11 years.

 

 

  • Amgen

Hearts & Science has been appointed to handle pharmaceutical company Amgen’s US$350 million media planning and buying account, following a review, Adweek first reported. Incumbent agency on the account was WPP’s MEC. Amgen produces medications such as Neulasta and Neupogen. The company ad spend in 2018 will approach US$350 million.

 

 

 

 

  • Modelo Especial

Constellation Brands has announced it has extended and expanded its partnership with the MLS L.A. Galaxy and StubHub Center, making Modelo Especial the official import beer of the club and stadium. The multiyear deal also includes building a Modelo-branded area atop the west terrace. Modelo will also be a lead marketing partner of the team, which will include co-branding marketing materials, fan merchandise, consumer promotions and fan engagements. Previously the Modelo Especial brand was the exclusive import beer sponsor of both the LA Galaxy and their StubHub Center home. Given that the San Diego Chargers are also playing in the StubHub Center these days, ismore Modelo in the offing for sports marketing?

 

 

 

  • McDonald’s

McDonald’s has rolled out  a multimedia Hispanic market campaign centered in Houston that was part of the giant QSR’s January launch of its US$1 $2 $3 Dollar Menu, a key part of its growth strategy, Mediapost has reported.The campaign aimed to connect with Hispanic consumers looking for ways to find value without compromising quality, drive traffic and sales lifts in Houston locations, and support brand affinity among the Hispanic segment nationally by showcasing McDonald’s’ commitment to supporting the Hispanic community, reports Natalie Asorey, a supervisor at the Miami-based Boden agency, which spearheaded the campaign.The campaign “¡Síganme los Buenos! (“Good guys, follow my lead!”)was designed as a test model for adaptation in other key Hispanic markets. it was centered on El Chapulín Colorado — a  Mexican TV character.The campaign included animated social video that teased the brand’s partnership with El Chapulín Colorado, posted on the brand’s U.S. Hispanic Facebook page, McDonald’s Latino, and the local McDonald’s Houston Facebook and Instagram pages.There was also a media tour featuring Roberto Gómez Fernández — the son of the character’s creator and spokesperson for Grupo Chespirito (owner of the character) — and Nelly Quijano, local McDonald’s owner/operator, with national and local general market and Hispanic media outlets.As part of a local media buy, radio and TV spots and influencer content went live on the days leading up to a January 27 takeover event at Quijano’s McD’s location. The team launched a second animated video to announce the campaign that revealed the character and encouraged consumers to try the new $1 $2 $3 Dollar Menu. At the same time, the local giveaway rules were published on the McDonald’s newsroom.

 

 

 

 

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!

 

  • Tampico Beverages 

Chicago-based Tampico Beverages, one of the world’s leading beverage brands that has successfully cornered a niche of multicultural, economic, family shoppers, announced the launch of its brand refresh, including an updated logo, a new look and feel across its family of fruit flavored juice drink products, website and social media channels. To celebrate this milestone and provide consumers with a chance to engage with Tampico’s new brand expression of being “Imaginatively Curious,” Tampico brand ambassadors will be hosting activations in seven major cities across the U.S. starting today. The new logo, with juice droplets emanating from the Tampico name, is designed to symbolize a burst of flavor, with the letter “o” converted to a smile that conveys the fun found in Tampico juice drinks.The brand refresh is simultaneously being rolled out across Tampico’s products and digital properties, including its website, blog, Instagram, Facebook and Pinterest.Tampico will continue its branded activations, “Tampico Tuesdays,” every Tuesday between March 20 and May 1. Brand ambassadors will surprise locals in seven cities with exclusive Tampico wristbands, while accompanied by roaming mobile billboards designed to look like larger-than-life bottles of Tampico. Events will take place in select public spaces in major cities including Chicago, Miami, Los Angeles, Atlanta, Houston, Dallas, and New Jersey.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

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

For prior Sales Leads editions, click here. 

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

  • Campbell Soup Company

The Campbell Soup Company, also known as just Campbell’s, an American producer of canned soups and related products that are sold in 120 countries, has appointed Publicis Groupe to handle its’ creative and media business for many of its brands, following a competitive review, Ad Age first reported. Publicis will handle Campbell’s U.S. retail creative, along with that in Canada and Asia-Pacific. It will also handle Campbell’s digital, tech and consumer promotion business as well as media planning and buying for Campbell globally. Campbell’s incumbent media agency, WPP and GroupM’s MEC (now Wavemaker), which handled U.S. planning and buying since 1999, and global planning and buying since 2006, is out. Among Campbell’s brands Publicis will handle in the U.S. are Chunky soup, V8 beverages, Pace salsa, Prego sauces, Swanson broth and Spaghetti-O’s. It will also do media planning and buying for Pepperidge Farm but not creative. Campbell spends more than US$300 million on advertising in the U.S. alone.

  • Cardenas Markets LLC

Hispanic grocer Cardenas Markets LLC has re-bannered 15 Mi Pueblo stores to Cardenas Markets, following last year’s fusion of the two Hispanic companies, Abasto has reported.Cardenas Markets LLC, headquartered in Ontario, CA, has a total of 54 stores, 47 stores under the Cardenas banner and seven stores under the Los Altos Ranch Market banner. Cardenas Markets LLC is one of the largest Hispanic grocers in the country with stores in California, Arizona and Nevada. Cardenas plans to continue their expansion in California by opening additional stores in 2018.Mi Pueblo has a total of 15 store locations throughout the San Francisco Bay Area, Central Valley and Monterey Bay Peninsula. The supermarket was established in 1991 and is known for providing an authentic Latino shopping experience.

  • Pella Corp.

Window manufacturer Pella Corp. has appointed MediaCom USA media agency of record, according to Mediacom. The firm spent US$14.6 million on measured media last year according to Kantar Media.

 

 

 

 

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!

  • Toyota & Avis Budget Group

Toyota Connected North America, the global technology strategy business unit for Toyota, announced a multi-year partnership with Avis Budget Group, a global provider of mobility solutions, that will add 10,000 Toyota vehicles to Avis Car Rental’s expanding fleet of connected cars. Avis Budget Group will utilize Toyota’s proprietary Mobility Services Platform (MSPF) to enable greater operational and rental fleet efficiency while creating a more seamless rental experience for customers. The Toyota vehicles will deliver increased benefits to Avis customers by tapping into Toyota’s proprietary MSPF, a suite of advanced software and connected services that support mobility businesses. The platform’s telematics data API (application programming interface) will enable customers to receive real-time rental information via the Avis mobile app, which includes virtual odometer readings and fuel levels, and will assist them in locating the vehicle..

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

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

For prior Sales Leads editions, click here. 

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

 

  • Mondelez

Mondelez International, one of the world’s largest advertisers, has named Spark Foundry as one of its’ new partners for MDLZ North America as part of a global media review effort, Adweek has reported. Publicis Groupe agency will handle media buying duties in North America, while VaynerMedia gets the digital and planning portions of the business. According to Kantar Media, Mondelez spent approximately US$210 million on measured media in the U.S. in 2016 and just under US$170 million last year. International consultancy R3 estimates the company spends between $1 billion and US$1.5 billion around the world annually.

 

 

  • Coke, Sprint, VW

Telemundo teams up with Coca-Cola®, Sprint and Volkswagen for the network’s exclusive Spanish-language coverage of the 2018 FIFA World Cup Russia™. Match halftimes and post-games will be presented exclusively by Sprint and Coca-Cola, respectively, and Volkswagen will present the network’s primetime show.As an official FIFA partner, Coca-Cola will be the presenting sponsor of the Telemundo Deportes Post-Game, “El Resumen del Partido,” for all 64 World Cup matches as well as the in-game match clocks. Powerade, also a part of The Coca-Cola Company family of brands, will have brand exposure during the tournament window with socially-led activations.Sprint will work with Telemundo Deportes as the official halftime sponsor of all 64 matches. Volkswagen will bring audiences the best action, highlights and commentary from the tournament as presenting sponsor of the network’s primetime show exclusively dedicated to the FIFA World Cup, airing nightly from 7-8 p.m. ET. Telemundo will offer some 1,500 hours of coverage and according to Adweek, with 100 days to go before the Cup competition begins, the network’s ad inventory is almost 75% sold with more than 20 total advertisers on board. U.S. men’s soccer team failed to make it into Cup competition. While that could hurt Fox’s English-language broadcast in the U.S., there are a number of teams from Spanish-language countries in the Cup that will appeal to Telemundo viewers.

 

 

  • Danone

Yogurt maker Danone has named WPP’s Wavemaker as its’ new media agency in North America, Adage has reported. Carat was the incumbente on Danone’s media business and Spark had WhiteWave’s media account. The assignment covers the Danone portfolio across the United States and Canada.

 

 

 

 

  • Marriott International 

Marriott International has appointed Publicis Groupe’s SapientRazorfish and Spark Foundry as its global media agency of record to oversee all media planning and purchasing. The collaboration with Publicis Groupe will take a performance-driven, customer-centric approach to the art and science of marketing through a dedicated Marriott One Media team working with Marriott’s internal media teams around the world. Pubicis Groupe will optimize international marketing campaigns, personalize and localize targeted media efforts across a diverse set of markets to showcase Marriott’s best-in-class commerce and first-to-market technology. Publicis Groupe will leverage pioneering technology and a forward-thinking approach to reach and connect with consumers at the right moment among established and emerging markets including North America, Europe, China, Africa and Latin America.Over the past year, Marriott has grown to 30 brands with 6,500 hotels located in 127 countries, and more than 110 million members of its loyalty programs – Marriott Rewards, which includes The Ritz-Carlton Rewards, and Starwood Preferred Guest (SPG).

 

 

  • Mazda Motor Corporation & Toyota Motor Corporation

Mazda Motor Corporation and Toyota Motor Corporation have established their new joint-venture company “Mazda Toyota Manufacturing, U.S.A., Inc.” (MTMUS) that will produce vehicles in Huntsville, Alabama starting in 2021.The new plant will have the capacity to produce 150,000 units of Mazda’s crossover model that will be newly introduced to the North American market and 150,000 units of the Toyota Corolla. The facility is expected to create up to 4,000 jobs. Toyota and Mazda are investing $1.6 billion towards this project with equal funding contributions. The new plant, which will be Toyota’s 11th manufacturing facility in the U.S.

 

  • Tempting Paradise by Sofia Vergara

Entrepreneur, actress and Beauty icon, Sofia Vergara, announces the launch of her new fragrance, Tempting Paradise by Sofia Vergara.The latest addition to Vergara’s scent portfolio evokes the lush sensuality of an island paradise, with delectable fruit and floral notes native to Vergara’s vibrant Colombian homeland.Tempting Paradise by Sofia Vergara launches at Perfumania, Perfumania.com and other retailers nationwide March 2018.

 

 

 

 

 

 

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!

  • Squarespace

Language shouldn’t be a barrier for chasing dreams — which is why Squarespace is now available in Spanish! customers can now use the all-in-one platform with custom templates, a fully translated backend editing experience, and seamlessly integrated e-commerce and analytics capabilities, all in Spanish. Additionally, Squarespace’s award-winning support is available 24/7 for our Spanish-speaking customers.

 

 

 

  • Kimberly-Clark

Consumer packaged goods giant Kimberly-Clark has launched a global creative review, Adweek first reported.  The review includes only creative. WPP’s Mindshare, part of its GroupM unit, handles media planning and buying and is not part of the review. Although K-C has increasingly taken programmatic operations in-house.

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

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

For prior Sales Leads editions, click here. 

  • UnitedHealth Group

Horizon Media has been selected to take over media planning and buying duties for health insurance firm UnitedHealth Group. Previously, the account had been partly handled by Periscope.According to Kantar Media, UnitedHealth group, the biggest U.S. health insurer, spent US $151 million on measured media during the first months of 2017. It ranked sixth on the Fortune 500 in 2017.

 

  • Wyndham Hotel Group

Wyndham Hotel Group has named MullenLowe Mediahub to handle its U.S. media planning and buying account, Adweek reports.Previously, Wyndham employed multiple agencies to handle its media account, with the majority of digital buying done by an in-house team. In 2016, Wyndham spent US$28.3 million on measured media in the U.S. and US$10.1 million during the first half of last year, according to a Kantar Media report.

 

 

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

  • Converse

Nike-owned Converse, a skating shoes and lifestyle brand footwear best known for its’ Chuck Taylor sneakers, has kicked off a global media buying and planning review, according to AgencySpy. Converse is said to be looking to consolidate the entirety of that business with a single agency network.Back in 2015, Omnicom snatched Converse account away from Mediavest.

 

 

 

  • Southwest Airlines

Southwest Airlines Co. and The Hispanic Association of Colleges and Universities (HACU) announced applications are open for the 2018 ¡Lánzate! / Take Off! Travel Program. This impactful program, which was recognized in 2015 by the White House Initiative on Educational Excellence for Hispanics, provides roundtrip air travel to selected Latino college students to travel home to see family. Applicants must write a personal essay addressing questions outlined in the application.  In the essay, applicants should demonstrate or discuss socio-economic need such as financial need or cultural considerations.  Applicants must be enrolled in an undergraduate or graduate degree program at least 200 miles from home. Students can submit applications through April 13, 2018, at www.hacu.net. Education advocates and HACU leaders from across the country will form a diverse selection panel this summer to choose the deserving students who will benefit from the 2018 program. In 2017, the panel selected 100 students to receive roundtrip travel from Southwest Airlines®.

  • Post Consumer Brands & MLS

Post Consumer Brands and Major League Soccer (MLS) are kicking off a multi-year sponsorship program that will allow fans to get closer to the game and help celebrate the sport alongside Post’s portfolio of winning cereals.When MLS starts its 2018 season on March 3, Post will serve as the exclusive cereal sponsor and be visible in stadiums at more than 370 MLS games, including national TV broadcasts. According to Roxanne Bernstein, Chief Marketing Officer at Post Consumer Brands “partnering with Major League Soccer is a meaningful way for us to connect with these fans, including Hispanic families and younger millennials, and we look forward to evolving the program with MLS over time.”Throughout June and July, consumers will see the program come to life at select retailers around the country – including limited edition cereal boxes spanning the Post cereal portfolio including Honey Bunches of Oats, Pebbles, Honey Comb and others.

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!

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

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

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

For prior Sales Leads editions, click here. 

  • California Milk Processor Board

The California Milk Processor Board (CMPB) has placed its entire media-planning and buying business with Milner Butcher Media Group (MBMG). The firm also consolidated its creative account with Gallegos United around two months ago.MBMG was already the incumbente on the multicultural portion of the account. CMPB general market media planning and buying was previously handled by Omnicom’s PHD.MBMG has also recently won the Postmates media account,  buying duties for Nokia Health and luxury hospitality company Inspirato.CMPB spent around US$4.4 million on measured media in 2016 according to Kantar Media.

 

 

  • Tecate

Tecate, the official beer of boxing, announces its sponsorship of GGG Promotions’ global sensation, reigning unified WBC, WBA (Super), IBF, and IBO world middleweight champion, Gennady “GGG” Golovkin, in advance of the most anticipated rematch of 2018 between Canelo Alvarez and Gennady Golovkin on May 5, 2018.As the exclusive beer and presenting sponsor for both the first Canelo vs. Golovkin fight and the rematch, this will be the first time in Tecate’s history of sponsoring boxing where two Tecate fighters will go head-to-head. Tecate first entered the ring in 2007 by sponsoring the Oscar De La Hoya vs. Floyd Mayweather fight.Gennady will receive Tecate’s immersive 360-degree marketing muscle and 21+ consumer activations ahead of his 2018 fights.

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!

  • P&G

P&G is planning to cut advertising costs by US$400m by implementing new agency models and reducing the number of agencies it works with by 50%, So far, the company has already reduced ad agency and production costs by US$750 million and expected to save another US$400 million “in the next phase.”The number of agencies went from 6,000 to 2,500 since it began its cost-saving spree in 2015. P&G anticipates a total of US$2bn in savings across marketing productivity efforts through fiscal year 2021.

 

 

  • General Mills

General Mills is said to have acquired Blue Buffalo Pet Products for roughly US$8 billion in cash.The company expects the deal to close by the end of this year.The acquisition would be General Mills first move into the pet food business, which has been a high-growth sector in the consumer industry. Pet food and care remains a point of growth in the consumer industry. In 2017, consumers spent US$20 billion on pet care, US$10 billion of which was on dog food, according to Nielsen.

 

  • Pollo Tropical®

Pollo Tropical®, the quick-service restaurant chain famous for its 24-hour fire-grilled chicken, is ringing in a new era of chicken, adding to its already impressive history of flavorful and crave-able chicken, by launching crispy Pollo Bites. Representing the first step in a bold new platform, Pollo Bites expands the brand’s culinary offerings into the popular crispy chicken category. With the introduction of Pollo Bites—as well as impending menu additions that will round out the new crispy chicken platform—Pollo Tropical® has created an entirely new way for guests to enjoy its Caribbean-inspired, 24-hour citrus marinated chicken. Pollo Bites will soon be joined by other innovative crispy chicken offers that will carry on the fresh and flavorful legacy Pollo Tropical® has established through its special blend of citrus juices and spices.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.