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SALES LEADS: P&G, SharkNinja, M8…

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 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 [email protected].

  • 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 [email protected].


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