A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
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Pharma and packaged-goods giant Johnson & Johnson has selected J3 as its media agency around the world after a quick review across all of its consumer, pharmaceutical and medical-device businesses and brands. Among the shops competing were WPP’s MEC, Omnicom’s OMD and J3, the dedicated J&J group that Interpublic Group of Companies created within UM.J3 previously handled some of the international work, while OMD supported parts of the business in Latin America and Asia, and MEC supported parts of Europe.When the review began, the company said the North American market would not be included. Months later, the company moved its US$1 billion U.S. business from OMD back to J3. OMD had won the business from J3 only a year earlier.J&J reported US$2.6 billion in advertising spending in its 2014 annual report. The company spent US$1.09 billion on measured media in the U.S. in 2014, according to the Ad Age DataCenter. Among its top-spending brands were Neutrogena (US$251.1 million), Aveeno (US$124.5 million), Xarelto (US$113.1 million), Zyrtec (US$93.8 million), Listerine (US$79.2 million) and Tylenol (US$68.3 million).
- American Airlines
American Airlines has appointed MDC Partners’ Crispin Porter + Bogusky andGroupM’s Mediacom as its new creative and media agencies, respectively. The appointments were made following formal review in which CP+B and GroupM’s MediaCom defeated rival pitches from IPG, Publicis Groupe and Omnicom Group. The assignments are global.The incumbent agency was TM, part of Interpublic’s McCann Worldgroup. TM had serviced the account since the early 1980s and did not defend the account. Instead, Martin Agency, also part of IPG, pitched the business.American Airlines spent about US$30 million on ads last year, according to Kantar Media, and that number is likely to increase as the airline has just absorbed U.S. Airways.Read more.
- Pro Ecuador
Pro Ecuador, the trade and foreign investment arm of Ecuador’s Ministry of Foreign Trade, appointed Fineman PR to promote Ecuador and its technology hub, the newly developed City of Yachay, as an emerging technology market for American investors. Yachay, an environmentally sustainable city, is designed to spur new ideas and support the needs of 21st century technology industries. Fineman PR will focus on major U.S. media markets to raise awareness of Ecuador’s investment potential.Throughout the campaign, Mosaico, the Latino and Multicultural Division of Fineman PR, will work closely with Pro Ecuador to share the steps Ecuador has taken toward a knowledge economy growth strategy among potential investors throughout the Bay Area and in key markets across the nation.
Internet-based image publishing service Shutterfly is partnering with actress Maria Canals-Barrera to introduce new Spanish-language features including customization options, Spanish characters, and in-language customer service, all available on Shutterfly.com/mivida. Maria Canals-Barrera, best known for her role as Theresa Russo in Disney Channel’s Wizard of Waverly Place, will appear in a series of “Mi Vida” (My Life) themed online videos where she will showcase how she uses Shutterfly’s new Spanish-language offerings to turn the special moments in her own life into treasured keepsakes.Starting in late October, Maria will appear in four videos showcasing her favorite products, focusing on special occasions and ways to personalize everything from fall season home décor and Halloween trinkets, to Christmas cards and calendars for the new year. The videos will live on Shutterfly.com/mivida.
Cadillac has assigned Condé Nast’s new branded content studio 23 Stories its latest effort “Dare Greatly,” a yearlong digital-only campaign, which will start in November and will be made up by 55 pieces of content, comprised of short- and long-form videos and articles, distributed in eight magazine brands (Architectural Digest, Vanity Fair, GQ, Condé Nast Traveler, W, Details, Wired and Bon Appétit )as well as Cadillac’s digital channels.Articles and slideshows will have a small Cadillac logo beside the byline and videos will either open or close with an intertitle mentioning Cadillac.The campaign is an effort to revitalize the brand and create awareness among affluent millennials, according to Cadillac’s CMO Uwe Ellinghaus.
- Best Western International
In an interview with Portada, Dorothy Dowling, CMO of Best Western International, explains that the hotel chain Hispanic market activation is mostlymostly focused on mainstream media buys in properties that have a large Hispanic following. The initiative has focused on national and regional markets where there is a higher propensity of U.S. Hispanics. These buys include general market TV, as its substantial reach also drives search, digital as well some sports TV properties and radio. There is also a Social Media and Blogger outreach, including bloggers Manny Ruiz and Cesar Milan. Those Best Western partner agencies are Ideas Collide for creative, Allison and Partners for PR and Initiative for media planning and buying.