Sales Leads: Oportun, Dr Pepper, HSN, Macy’s…

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12  NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at SEE A DEMO OF THE DIRECTORY!

NOTE: In last week’s Sales Leads Feature, we wrote that Orci is executing the digital media buys for the Honda Hispanic marketing campaign. That is wrong, MV42 is handling the social and digital media buys for Honda, not Orcí.

  • Oportun

Oportun, formerly known as Progreso Financiero, a mission-driven financial services company serving the credit needs of the growing Hispanic market, has announced the closing of a US $90 million equity raise.The financing round was led by Fidelity Management and Research Company. Morgan Stanley served as the placement agent for Oportun.Oportun charges lower fees and interest rates than widely available alternatives. Since its founding, the company has loaned over US$1.3 billion to more than 485,000 customers.The company announced in January that it will transition from Progreso Financiero to the name Oportun over the coming months as it shares the new name with customers and business partners. The name change will be completed by year’s end.

  • Dr Pepper

Ih3bg494_400x400Dr Pepper is boosting its marketing strategies to Hispanics consumers with a number of new or increased marketing programs including tie-ins with soccer star Hector Herrera. Larry Young, chief executive of Plano-based Dr Pepper Snapple Group, outlined several programs aimed at increasing his brands’ popularity among Hispanics.That includes bringing the Peñafiel brand of mineral waters from Mexico to more of the U.S. The drink, which comes in more than a dozen flavors, already is being sold in a few markets in six states including Texas, California and Illinois.The national rollout is expected to begin this month.During the summer, the company will launch a promotion featuring standout soccer players Tim Howard of the U.S. and Herrera of Mexico. The program will include retail displays with ties to the CONCACAF Gold Cup. The company also plans to give “7Up a face-lift that speaks directly to the Hispanic millennial consumer.”Another large marketing program aimed at a broader audience will feature characters from the Avengers movie on cans of Dr Pepper, Diet Dr Pepper, Dr Pepper Ten Cherry and Dr Pepper Diet Cherry. In 2014 the company spent US$473 million on marketing, advertising and sponsorships.Revenue for the year was US$6.1 billion, up from US$6 billion a year ago. (Read a prior article on Dr. Pepper’s Hispanic Marketing strategy).

  • HSN

lcR1bVlC_reasonably_smallMulticultural marketing agency, XL Alliance, will help interactive entertainment and lifestyle retailer, HSN, to expand its reach among America’s fastest growing consumer segment, the multicultural market.The partnership aims to accelerate one of HSN’s strategic objectives, which is to increase the brand’s relevancy by serving the needs of multicultural consumers, primarily Latinas and their families with great products and lifestyle content at a great value. In its new role, XL Alliance will execute a first-time integration of multicultural holidays and celebrations, into HSN’s mainstream programming, merchandising and digital properties. The agency will also develop cross-cultural vendor programs, facilitate total market talent partnerships, and support the curating of merchandising. To further personalize offerings that meet the lifestyle needs of diverse audiences, XL Alliance will implement targeted shopper and CRM strategies with a top-down championing of cultural competency and integration across all functional groups. The new efforts will continue to amplify and maximize HSN’s established partnership with Univision to have “through-the-line” awareness and engagement of the Hispanic audience.

  • Macy’s

Carat is Macy’s Media Agency.5c17fc87efe78e79be51dbbdbc71976a_reasonably_small The retailer is realigning its organization:




H07MNeT1_reasonably_smallMaria Cristina Rios, Director of Multicultural Media Strategy will shift to the role of Director, Consumer Segments – Multicultural. Her role will solely focus on creating strategies to retain and attract new multicultural customers and will report into Customer Analytics.

The responsibility of multicultural media strategy will shift to Linda Tran, Director of Magazine & Multicultural Media Strategy.

Tamara Weston, National Multicultural Marketing Manager, will stay in media in her current role and will now report to Linda Tran as a part of the new structure effective as of February 9.

  • Wells Fargo

N5L2uOTF_400x400Wells Fargo is in the midst of a review to consolidate its media- agency business through one of its primary partners, Omnicom (OMD) or IPG (UM).A decision is expected in late April.The move comes almost a year after Wells Fargo replaced longtime creative agency DDB with its Omnicom sibling shop BBDO after a review. At the time, the company said MRM will continue to lead digital creative, while OMD and UM will continue to serve as media agencies. Omnicom supports traditional media, and UM has handled digital media.Los Angeles based Acento Advertising handles Hispanic media. Wells Fargo is the 70th largest advertiser in the U.S., spending a total of US$610 million in 2013 on advertising and promotion, according to its 10-K. The company spent US$170 million in U.S. measured media in 2013,according to the Ad Age DataCenter, with more than half devoted to network TV, cable TV and digital display.

  •  Montejo

descarga (3)Montejo and Mexican rock band Maná have announced an official partnership that will make the Mexican lager the official Mexican beer sponsor of Maná’s nationwide concert tour set to begin in June 2015. This announcement comes on the heels of Montejo’s recent entrance into the United States in late 2014.As part of the official partnership with Maná and Montejo, additional sponsored activities will include: branded VIP areas at each concert stop, a consumer promotion where one fan will win a one-on-one experience with Maná, branded visibility in Maná music videos and a live concert event set to take place at a brewery in Mexico later this year.

  •  Boehringer Ingelheim

descarga (4)Boehringer Ingelheim Pharmaceuticals, Inc. (BIPI) has announced the launch of ‘Cuida tu Don,‘ a national public awareness initiative featuring legendary entertainer Mario Kreutzberger, better known as ‘Don Francisco.’ Kreutzberger, who has type 2 diabetes, will serve as an ambassador for the initiative and encourage Hispanics with type 2 diabetes to live a lifestyle conducive to staying healthy. ‘Cuida tu Don,’ translated as ‘Take Care of Your Gift,’ is aimed to engage, educate and inspire Hispanics with type 2 diabetes and their families. The initiative provides resources and information in three key aspects of diabetes – nutrition, fitness and treatment options – to the estimated 3.2 million Hispanics in the United States with the disease.One of the main areas of content on ‘Cuida tu Don’ is the webisodes in which Don Francisco, known for his candid interviews of celebrities, conducts an in-depth interview with a person living with type 2 diabetes. The website also shares videos with tips and advice from various experts like a fitness trainer, a nutritionist and Dr. Luis Salmun, executive director of health sciences executives at BIPI.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at SEE A DEMO OF THE DIRECTORY!