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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- Publicis invests US$ 50 million in Verizon’s new Mobile Video Service
Publicis Groupe, the agency holding company of agencies including StarcomMediaVest, Tapestry and Spark signed a one-year ad partnership with Verizon’s new service go90. Under the terms, more than 10 Publicis Groupe clients will spend more than US $50 million on advertising, and will get three months as exclusive advertisers on the service. Publicis and go90 will also look to develop ad offerings and other products together. Go90 launches this week with several content partners including the NFL and Comedy Central. AOL is handling ad sales for go90. AOL-Verizon touted the service at last week’s Adweek New York.
The new Toyota’s Tacoma is part of the company’s latest and biggest campaign to back the 2016 model, which has been overhauled for the first time in a decade. The campaign, called “Play Now”, positions the truck as the choice for dirt-bike racers, off-roaders, snowboarders, and other outdoor adventure seekers. The ads will be supported with Tacoma’s largest media investment in 10 years. The campaign, an effort of Saatchi & Saatchi, Los Angeles, will break in movie theaters on Friday and on TV today. The campaign is more “lifestyle focused” than previous Tacoma efforts, according to the company. Toyota declined to detail spending plans . Toyota spent less than US$1 million in measured media on dedicated Tacoma advertising in each of the past two years, representing a tiny fraction of the more than US$1.2 billion it spent annually across its car and truck portfolio, according to Kantar Media. Tacoma is assembled in Baja California, Mexico and San Antonio.
Paint company Valspar has selected Publicis Groupe’s Spark for media AOR duties after a formal review.Valspar spends an estimated US$50 million annually on ads. Havas Media previously had handled media duties for the company.The agency, part of Publicis Groupe’s SMG network, will handle media planning and buying for the client for both online and offline as well media strategy for all consumer products in North America. The scope of work also includes retail partnership promotions.
Target is undergoing a review that spans programmatic and cross-channel buying as it fine-tunes its in-house digital marketing and buying processes, Ad Age reports. The Minneapolis, MN, headquartered retailer has an in-house programmatic media buying system and is looking for the right partner to maximize data use. Haworth Marketing and Media is Target’s, which is 49% owned by WPP is Target’s media buying agency.
- Jagermeister “Sin Igual”
Jägermeister is continuing “Sin Igual,” it’s first-ever campaign developed to reach Hispanics. “Sin Igual,” which translates to “Like No Other,” launched earlier this year in Houston, Texas, with a distinctive campaign that brought legendary experiences to the community, and is now expanding to Dallas where 1 out of 3 Millennials is Hispanic.This “Sin Igual” campaign showcases the aspirational faces of the Latino Millennial community in today’s new America, now featuring James Koroni, Catalina Monsalve and Joel Isaac on billboards situated in high visibility intersections of Dallas. The Sin Igual campaign is on-going and will continue, diving deeper into the two markets of Houston and Dallas.This is a comprehensive campaign that includes Out-of-Home (OOH), digital, social, a bar tour and a signature influencer event. XL Alliance is the multicultural marketing agency for Jägermeister that leads the development of the strategy, creative and media buying for Jägermeister Hispanic.
- ‘Let’s Give to Kids’
Goya Foods, the largest Hispanic owned food company in the United States, launched the ‘Let’s Give to Kids’ program to raise funds for The Maestro Cares Foundation, a non-profit organization established by Marc Anthony and Henry Cardenas, dedicated to helping homeless and neglected children in developing Latin American countries. For every can of GOYA® Refried Beans sold during the month of October 2015, Goya will donate fifteen cents to help build the Casa Hogar Alegria Orphanage in Toluca, Mexico.The Toluca, Mexico facility, set to open in early 2016, will serve 70 girls in the area, providing shelter and schooling to orphans who previously had access to neither. .
- Aaron’s and “Despierta America”
Aaron’s, Inc., a leader in the sales and lease ownership and specialty retailing of furniture, consumer electronics, home appliances and accessories, is partnering with Univision Network’s “Despierta America,”for its first “Despierta En Tu Nuevo Hogar” (Wake Up in Your New Home) contest that includes a grand prize package which will fill the winner’s home full of furniture, electronics and appliances valued at more than US$24,000.
- Younique Cosmetics & Skin Care
Beauty company Younique brings its groundbreaking cosmetic and skin care brand to the Mexican marketplace.Its flagship mascara product — Moodstruck 3D Fiber Lashes+ — is widely shared on social media due to its demonstrable nature and immediate results. The product gives natural lashes the ultimate beauty boost — boasting an average increase in lash volume of up to 400 percent.*In addition, Younique offers the Mexican consumer a wide range of cosmetic and skin care products in a variety of colors and shades to fit any mood or personality. Huscroft continues. Customers can purchase from the full range of products that Younique offers. In addition, residents of Mexico may now also become a Presenter for the company and receive the exclusive new Product Presenter Kit containing an assortment of cutting-edge cosmetic and skincare products such as Moodstruck 3D Fiber Lashes+, Addiction Eye Shadow Palette, Opulence Lipstick, Precision Pencil Eyeliners and more.