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.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Chico’s

Chico’s, the national women’s clothing retailer known for bold prints and styles, aimed at women 45+, announced it has selected The&Partnership as its creative and media agency of record after a two-month account review.The&Partnership will spearhead all aspects of Chico’s brand marketing and execute an integrated campaign to support the brand’s re-launch and broaden the customer base beyond current loyalists. m/SIX, the full-service media agency within The&Partnership and backed by GroupM, will lead all media planning and buying.The first creative work will be delivered for the Spring Summer 2018 campaign.The digital and media portions of the business had previously been with Zimmerman of Fort Lauderdale, Fla.According to Kantar Media, Chico’s spent US$33 million on measured media in 2016 and approximately US$15.7 million in the first half of this year, less than the US$19.3 million it spent during the same period last year.

  • McDonald’s

McDonald’s has consolidated its customer relationship management, marketing business with Omnicom’s RAPP following a review.Teams from the digital shop will join the dedicated unit We Are Unlimited, a Chicago-based agency that came together after Omnicom won a U.S. creative review in late 2016. It joins other Omnicom-owned networks like Analect, Sparks & Honey, Critical Mass, Zocalo and Alma, which handles McDonald’s Hispanic marketing efforts. Last July, the fast food chain consolidated media buying for its regional cooperative marketing groups with OMD, the Omnicom Media Group agency that already handles the fast food giant’s national media assignment.McDonald’s spent more than US$786 on paid media in the U.S. last year, according to Kantar Media.



  • Alaska Airlines

Alaska Airlines has begun a nonstop service between San Diego and Mexico City’s Benito Juarez International Airport. San Diego is the third West Coast city to see nonstop service to Mexico’s largest metropolitan city with Los Angeles and San Francisco added in August 2017. With more than 100 flights a week to Mexico from California, Alaska Airlines offers California flyers more flight options to Mexico than any other U.S. carrier. The year-round, nonstop service marks the ninth destination Alaska serves to Mexico. Other destinations with service from California include Cancun, Ixtapa/Zihuantanejo, Loreto, Los Cabos, Manzanillo, Mazatlán, Puerto Vallarta and Guadalajara. Alaska began flying to Mexico in 1988. The Mexico City flights will utilize Embraer 175 aircraft operated by SkyWest Airlines. Alaska Airlines, together with Virgin America and its regional partners, flies 40 million guests a year to more than 115 destinations with an average of 1,200 daily flights across the United States and to Mexico, Canada, Costa Rica and Cuba.


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!

  • Downey Nissan

Downey Nissan leads the brand in volume sales to Hispanic customers, nearly doubling its sales to this important market segment in 2017. At close of October, Downey Nissan also was the frontrunner in the brand’s Western region in year-to-date overall sales. A look at the faces behind this growth reveals a young, gender- and ethnically diverse team helmed by 31-year-old general sales manager, Nakita Joshi.Based in the Los Angeles metro area, Downey Nissan is on pace to sell just over 4,800 new and used vehicles this year. In April, Downey Nissan moved to a new 55,000 square-foot facility on Firestone Blvd., a bustling thoroughfare that intersects three cities representing a significant Hispanic population. Location and facility are keys to the dealership’s success.Rebecca Galvan is Downey Nissan’s marketing director.In North America, Nissan’s operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing.

  • AARP 

AARP announced the launch of an effort to raise awareness of the daily challenges faced by many U.S. Latino family caregivers, anchored by the release of a Spanish-language documentary, titled Cada Paso del Camino (Every Step of the Way). The film showcases the powerful and emotional stories of four Latino family caregivers, including popular Spanish-language television personality and outspoken caregiver, Marco Antonio Regil.  Ultimately, the documentary aims to start a conversation among Latinos on how to best plan for and manage the family caregiver role. As part of this effort, AARP is also highlighting the resources that are available to Latinos to help them as they take on the demands of this vital role. In particular, the documentary invites viewers to the refreshed AARP Family Caregiving website, aarp.org/cuidar or aarp.org/caregiving in English. There, visitors can gain access to helpful information, learn about local services, join an online community of family caregivers and connect with others who understand caregiving challenges. Latinos make up 21 percent of the estimated 40 million family caregivers in the U.S. providing unpaid care to their parents, spouses, partners and other adult loved ones.

We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

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 Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • AT&T

descargaAT&T has consolidated its creative, digital and media accounts with Omnicom.”We have selected Omnicom via its BBDO and Hearts & Science units to be AT&T’s integrated creative and media agency,” said Lori Lee, senior executive VP and global marketing officer at AT&T  in a statement. MEC is the incumbent for the media account. Multicultural creative has not been affected by the review and continues to be handled by several agencies. Media buying for Cricket, AT&T’s smaller wireless brand, will move to Hearts & Science from MEC. AT&T is the second largest advertiser in the U.S. after Procter & Gamble. In 2015, the carrier spent a total of $3.87 billion on both measured and unmeasured media, according to Kantar Media.

  • Jaguar Land Rover (PR, Sponsorships, Influencers)

descarga (1)Jaguar Land Rover has appointed Havas Formula as its automotive and lifestyle PR agency of record in the U.S., following a competitive review. In addition to media outreach and sponsorship support, Havas Formula will engage relevant influencers.


  • AARP

descarga (3)AARP has taken a new approach to increase brand awareness among Hispanics with the launch of its new, multi-generational Spanish-language brand campaign, “Dedicarte a ti es hacer más por tu familia” (Doing more for yourself helps you do more for your family). AARP bets on original in-language and in-culture creative, at a time where much of Hispanic/Latino advertising is an adaptation of total market campaigns.  The creative uses the voices not only of the Hispanic 50+, but of the people they care about the most to remind them that it’s their time to celebrate life – a life that can be enjoyed through “Salud, Dinero y Amor” (a popular Hispanic saying tied to the cultural concept of a complete, happy life).“Dedicarte a ti” is a 360® multi-channel campaign created by d expósito & Partners, scheduled to run in traditional and digital media through October 31, 2016.Below one of two 30 second campaign TV spots.AARP’s new Hispanic market strategy also includes the change of its existing tagline “Posibilidades a tu alcance”, an adaptation of the total market tagline “Real Possibilities”, to “Juntos es Posible” (Together it is possible). The refreshed approach aims to further build relevance with Hispanics who traditionally feel a strong sense of community and, therefore will be able to illustrate how with AARP’s offerings they can achieve more than if doing the same alone. AARP media agency is Mediacom.

  • sociedAd

unnamedAdvertising veterans Jorge Moya, Carla Trum Mercado and Federico Mejer have founded sociedAD, a new cross-disciplinary agency that offers full-service advertising and public relations capabilities aimed at Hispanic consumers. Clients Include HBO Latino, ITT Technical Institute and MilkPEP. sociedAD is a partnership with Campbell Ewald. sociedAD has dedicated staff of more than 20 Hispanic advertising and PR specialists, including account, strategic planning, media, creative, digital and social media professionals, in New York and Miami, with plans to expand in Detroit and Los Angeles.

  • AT&T/ Red Bull

descarga (2)AT&T will launch “Full Speed,” the fourth installment of AT&T’s “Power of &” campaign to highlight its relationship with the Red Bull Racing Formula One team, according to Mediapost.The 30-second ad highlights how AT&T’s network helps Red Bull Racing transfer data from their race locations around the world back to the AT&T Operations Room in near-real time. The ad was created by BBDO and will air until Sept. 11. In addition to the TV spot, the campaign will also be promoted across AT&T’s digital and social channels. AT&T provides Red Bull Racing with global network and connectivity services.AT&T began working with Red Bull Racing in 2012.

  • Aeromexico

Aeromexico, Mexico’s global airline, has announced the expansion of its service to the south central United States from Mexico City with the addition of Austin to its route network on November 17, 2016, making this its fourth destination in the state of Texas.Austin is the fourth destination Aeromexico serves in the State of Texas, in addition to Dallas/Fort Worth, Houston, and San Antonio. Many large companies are based in Austin, and the capital city is among the major U.S. metropolises experiencing the most significant growth.The addition of this new destination increases Aeromexico’s extensive global route network to meet its domestic and international customers’ growing demand for both business and leisure travel from Mexico and Latin America to the United States.

We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

Join us at PORTADA Mexico!

After 11 years on the job, Gaby Zabalúa-Goddard has resigned from her post as Vice President and Editor of AARP. Her last day in the Washington, D.C. office will be June 30.

“It’s time to put into practice what I’ve been preaching all these years,” Zabalúa-Goddard tells Portada. Upon leaving her post, she will travel to her native Argentina to take a break and spend some time with her parents. And that’s just the beginning of her new life, she says. After Argentina, she will travel to Africa and attempt to climb Mount Kilimanjaro. “I will then relocate for a while in Mallorca, where I will help a Polo Ranch launch their communications strategy.”

Zabalua-GoddardDuring her tenure, Zabalúa-Goddard led all AARP’s bilingual communications efforts with the creation of an expansive platform of multimedia properties (print, radio, online) that today reach millions of U.S. Hispanics -in Spanish and English.

Among her achievements at the organization, Zabalúa-Goddard turned a bilingual newsletter into an award-winning magazine and a series of weekly radio spots into AARP’s first daily, national radio show. Under her leadership, the AARP en español website also broke traffic records.

Dan Marino and Emilio Estefan are brand ambassadors of AARP's Life Reimagined
Dan Marino and Emilio Estefan

AARP today is officially launching LifeReimagined, an online destination aimed at helping the 50-plus demographic reinvent themselves with tools and advice for career, health and relationships.

The website is free for anyone who registers and not just for AARP’s 37 million members nationwide. The effort includes the creation of the Life Reimagined Institute, an “incubator of transformational processes, methodologies and insights housing  the world’s leading experts in personal development, aging and transitions.”

The advocacy group held an event Tuesday night in Manhattan, featuring two of the program’s brand ambassadors: Former football star Dan Marino and music/entertainment mogul Emilio Estefan, who mingled with a group of bloggers and spoke of their careers and life experiences. The event was co-organized by Miami-based ad agency República and AARP’s Hispanic agency of record, d’expósito & Partners of New York.

LifeReimagined is the latest in a series of programs undertaken by AARP to rebrand -or reimagine- itself: “We don’t want to be seen merely as an organization for the elderly,” said Lorraine Cortés-Vázquez, executive vice president for Multicultural Markets & Engagement at AARP. “We are innovative; we are cool and we want to show it.”

The website is currently only available in English, but AARP confirmed it will soon include a “special landing page” in Spanish.


A study presented during this year’s AHAA (Association of Hispanic Advertising Agencies) Annual Conference makes the case for marketing to an often forgotten segment of the Hispanic population: those 45 years or older. “Targeting the Best Hispanic Consumer: A Generational and Cultural Orientation Study”, dives into the differences in buying behavior of Hispanics across: three different generations, as well as how they compare to their general market counterparts.

Hispanic MarketingOne of the study’s findings is that older Hispanics (Hispanic Baby Boomers) are 22%more likely than Hispanic Millennials to travel outside the U.S. Perhaps not surprisingly, due to the nature of the product, Hispanic Baby Boomers are 73% more likely than their Hispanic Millennial counterparts to have life insurance policies.  Another insight is that Hispanic consumers are more likely to travel abroad  than non Hispanics.

The study underwritten by AARP, used Scarborough USA+ (2012) to measure product usage and DoublebaseGfK and MRI (2012) to measure attitudes and conducted a broad field study that tied the findings to key cultural metrics. reveals that Hispanic Boomers, Gen Xers and have significant differences in their consumer behavior.

Marketers that leverage cultural cues by generational segments can create a competitive advantage compared to those who treat all Hispanics as one monolithic segment.

“The study shows us that marketers that leverage relevant cultural cues to its target audience by generational segments can create a competitive advantage compared to those who treat all Hispanics from Boomers to Millennials as one monolithic segment,” said Roberto Orci, Chair of AHAA and CEO of Acento Advertising. “Understanding the degree of cultural duality will particularly help marketers tailor brand messages more effectively.”

Cultural Orientation

In addition to generational differences, the study shows that cultural orientation – how oriented one is to Hispanic culture or to Anglo culture – also has an impact on Hispanics’ buying behavior. There have been significant demographic changes since 1980. Sixty percent of all Hispanics are U.S. born, and there are record numbers of multigenerational and multiracial households in the U.S. Understanding the differences and similarities of each segment of Hispanic consumers can be used to better plan how to reach them with broad reach media as well as more targeted ways to deepen their engagement with brands.
“As millions of Latinos expand across all life stages and more opportunities abound, it requires a mix of broader strategies and tactics to reach them,” said AARP Executive Vice President Lorraine Cortes-Vazquez “. At AARP we aim to make all of our materials and resources culturally relevant to Hispanics over the age of 50.”
New findings on Hispanic buying patterns and behaviors
1. Wireless – All generational segments are 77% more likely to plan to switch wireless plans than their Non-Hispanic counterparts.
2. Entertainment – Hispanic Millennials are 40% more likely than non-Hispanic Millennials to attend opening weekend.
3. Home – Hispanics in total are 40% more likely than Non-Hispanics across all generational segments to purchase furniture.
4. Travel– 26%of Hispanics in total are more likely than Non-Hispanics to travel internationally, especially among Latino Boomers (50%).
5. Family– Latinos over index on purchasing children’s clothing for their families, especially among older Millennials and GenXers.

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