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.
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].
- Ulta Beauty
Ulta Beauty, one of the nation’s largest beauty retailer, has appointed Interpublic Group’s McCann as creative AOR and Mediahub as media planning agency. The company reported total advertising costs last year of US$212.7 million last year, according to its 2016 annual report.
Nissan and Univision Communications Inc.(UCI) have extended their partnership for a third year, expanding the live concert tour element of the partnership to a series of performances by Latin GRAMMY® and GRAMMY® award-winning artist Juanes under the Nissan Presents: Road to Innovation Tour. The multiplatform program is once again integrated into Univision’s annual broadcast of The Biggest Night in Latin Music®, the 18 Annual Latin GRAMMY Awards® as the official automobile sponsor. A new addition is the Road to Innovation concert tour, which this year included eight cities through November 14, and featured performances by Juanes in Chicago, Dallas, Las Vegas, Los Angeles, Miami, New York, Phoenix and Washington, D.C. In addition, the 360◦ promotional campaign – including social media influencer elements featuring Nissan vehicles – encourages customers to participate for the opportunity to attend the 18th Annual Latin GRAMMY Awards in Las Vegas on behalf of Nissan. To maximize the Juanes concert tour, all DJ sets and refreshment areas were branded with the names of Nissan vehicles. A native of Colombia, Juanes is a multiple award-winning singer, songwriter and guitarist, who has captured the hearts of millions of followers around the world including the U.S. and Latin America. Both Nissan campaigns are supported by a combination of UCI television, radio and digital elements in addition to local crew remotes and on-site activations and promotions. An original Facebook video series also integrates music and Nissan vehicles driven by a social media influencer.
- Mazda North America
The Univision Creator Network (UCN) has partnered with Mazda North American Operations (MNAO) for a new digital and social campaign that connects Hispanic American consumers with the brand’s core values. In the digital video series, UCN influencer Alan Estrada visits Hiroshima and takes his fans on the adventure of a lifetime. The creative concept for the Mazda campaign was developed by Bravo, a full-service Hispanic marketing and advertising agency, and Univision. The videos are shared on Estrada’s social platforms and Univision’s social pages, driving increased engagement and awareness.
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!
- Payless ShoeSource
Payless ShoeSource, an U.S. specialty footwear retailer, has outlined several key initiatives as part of the Company’s ongoing transformation. These actions will increase efficiencies across domestic and international operations and allow Payless to reprioritize the business to focus on the customer, accelerate and expand its e-commerce business, and invest in future growth. As part of an initiative to redesign its organizational structure and better align resources, the Company is streamlining its corporate headquarters. According to Martin R. Wade, III, Interim Chief Executive Officer and Chairman of Payless, the brand is piloting a new pricing strategy and have launched Hispanic marketing in the U.S., to reach an important and currently under-served portion of its’ customer base. In addition, the brand has brought in a new Chief Strategy Officer and identified strong talent within the organization leading to several promotions, including our new Chief Financial Officer.
- Goya Foods
Goya Foods, one of the largest Hispanic-owned food company in the United States, expands its North American Processing Center in Brookshire, Texas by adding 324,000 square feet of production warehouse, distribution warehouse, production office and auxiliary buildings.As the only Hispanic food company that offers consumers an entire line of low sodium, organic, diet and sugar-free products, Goya’s expansion of its cutting edge, high-tech facilities will maintain its mission to produce affordable products without sacrificing taste to national and global markets. The expansion of this facility will help reach new consumers and strengthen the Goya brand throughout the United States and internationally including Latin America, the Caribbean, Europe, Africa, and Asia. The expanded facility, with an expected completion in 2018, will also feature a total of 29 new dock doors for domestic and international distribution.
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].