Join Us at the Marketing in Multicultural America Summit, NYC, March 5

SALES LEADS: Mondelez, Dunkin’ Donuts, Perfetti Van Melle…

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.


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

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Daniela Landa at [email protected].


  • Mondelez

Snack and beverage multinational Mondelez has put its US$200 million North America media planning and buying account up for review. Carat, which won the account in 2015, is the incumbent and will participate in the review, Ad Age reports. The account had previously been handled by Starcom MediaVest. In addition to handling North America media, Carat also does media planning and buying for Mondelez across much of Europe. In all, Mondelez spends about US$1.5 billion marketing its products around the world, according to Greg Paull, co-founder and principal at consultancy R3.



  • Dunkin’ Donuts

Dunkin’ Donuts has launched a creative review. Hill Holliday has served as the Dunkin’ Donuts’ creative agency of record since 1998. Hill Holliday also handles media buying and planning for the brand, which is not part of the review. It’s not immediately clear whether the incumbent accepted the brand’s offer to defend in the review. A spokesperson for Hill Holliday directed inquires back to the client.




  • Perfetti Van Melle

Perfetti Van Melle, the maker of Mentos, Airheads and other candy and gum brands has appointed Havas Media as its U.S. media agency of record, Adweek reports.The review included incumbent Carat. Out of its Boston office, Havas Media will develop strategy, insights and digital content to promote Mentos and Airheads nationally.Perfetti Van Melle spent around US$29.5 million on measured media in the U.S. last year and over US$10 million in the first six months of 2017, 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!

  • Ana G. Mendez University System

Agency, Latin2Latin Marketing + Communications, (L2L), has been named the U.S. agency of record (AOR) for Ana G. Méndez University System (AGMUS), a pioneer and leader in dual-language education with campuses in Orlando, Tampa, South Florida, Dallas and Maryland, as well as a culinary school in Washington, D.C.Other high-profile clients recently joining the Agency include Trustbridge Hospice, Latinarrific, Novus Shoes, GYM GUYZ Fort Lauderdale, Elements Massage Fort Lauderdale, The Surgery Center at Doral, Dr. Doggie-Victor Oppenheimer, MARC Institute and South Florida Symphony Orchestra. These are in addition to existing partners, including Badia Handto Shoulder Center, Hispanic Unity, Northwell Health-Lenox Hill Hospital, OrthoNOW Orthopedic Urgent Care Center and PBS Kids.As the AOR for AGMUS in the United States, L2L is responsible for building awareness and driving enrollment for both the university and its unique dual-language model of higher education.  L2L embarks on a further expansion of services by acting as the U.S. marketing arm of Puerto Rican and Latin American corporations and organizations seeking expertise in the United States.

  • CMPB

The California Milk Processor Board (CMPB), creators of the iconic got milk? campaign and its Spanish-language counterpart Toma Leche, are making the holiday season bright with fun family activities, milk and snacks and the popular El Chavo characters dressed as Los Tres Reyes at retail locations across California beginning Dec. 8 through Dec. 21 and from Jan. 4 to Día de Los Reyes (“Kings Day”) on Jan. 6.At participating retail locations, grocery shoppers preparing for the holidays will be able to enjoy a quick snack paired with milk at Toma Leche sampling stations, and partake in celebratory holiday activities including arts and crafts and a Rosca Spin Wheel for a chance to win prizes including Toma Leche and El Chavo tote bags, notebooks and more. Customers at more than 120 Vallarta Supermarkets, El Super, Northgate, Arteaga’s and La Preciosa retail locations throughout California, including Los Angeles, Bakersfield, Fresno, San Diego, San Francisco, Salinas and Sacramento, will be treated to a holiday snack paired with a glass of milk while they shop for holiday meal essentials. The most-watched show on Mexican television, El Chavo was known as a courageous kid in and out of trouble, who entertained generations of fans across Latin America.

  • Amazon

Major ad agency holding companies Publicis, Omnicom and WPP plan to increase their ad spending with Amazon to upward of $800 million, collectively, according to a Wall Street Journal report, citing sources. The Journal says WPP, which currently spends about $200 million annual with Amazon on behalf of its clients, could increase that by 40% to 50% in 2018. Likewise, Publicis also currently spends about $200 million and plans to boost its ad spending to about $300 million next year. Omnicom, which spends about $100 million, is expected to double that amount next year.In the U.S., Amazon expects to generate US$1.65 billion in ad revenue in 2017 and that amount is projected to increase to US$2.35 billion in 2018, according to eMarketer estimates.



2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Daniela Landa at [email protected].

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