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 matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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  • Major League Baseball

MLB spot stillMLB has released its first Hispanic ad campaign. The campaign is called Aquí, with 30 and 60-second spots running on ESPN Deportes.Television commercials are backed with a full digital and social media campaign. Consumers are asked to post their own “aquí” moments to social media Latinworks is the agency behind the campaign. Read more.


  • SC Johnson

CBsvXcdXIAAMKSWSC Johnson has put its global media-buying duties up for review.This follows the company’s January decision to award Omnicom Media Group’s PHD global communications planning duties after a review that also included the media-buying incumbent Maxus, part of WPP.  The planning assignment covers approximately US$300 million in brand expenditures and is managed out of PHD’s Chicago office.The company’s global spend have been as high as an estimated US$1 billion in recent years.Both PHD and Maxus are believed to be in the latest review. A decision is expected later this month. SC Johnson brands include Pledge, Ziploc and Shout, among many others.

  • L’Oreal USA

61400b311f93bad6951aa8e261048256_400x400L’Oreal USA has launched a review of planning and buying for all media, including search, social and programmatic, with a decision that is expected to be reached by the end of the year end. The review comes less than 18 months after the company awarded digital media buying to DigitasLBi from Publicis Groupe sibling Moxie in November 2013.L’Oreal is the seventh biggest U.S. advertiser, with more than US$2.3 billion in spending according to the Ad Age Datacenter. Interpublic’s UM currently handles TV and print buying.WPP’s GroupM has been making gains with L’Oreal Group globally on the media side, with the holding company having already picked up business with the beauty giant in the Nordic region, U.K., Ireland, Southeast Asia, Canada, China, Germany and Latin America in recent years.

  •  GNC

HDzgPzCS_400x400Pittsburgh nutrition company GNC is replacing Carmichael Lynch as the agency of record on its US$30 million account. Taking over for the Minneapolis shop is creative lead Consigliere in Brooklyn, N.Y.; the media planning and buying shop Crossmedia, New York; and digital agency 22squared in Atlanta.The last agency review, which led to Carmichael Lynch’s hire in January 2014. GNC said its new agencies were selected after “a multiple-month review” with undisclosed contenders.

  •  Cheetos

cheetosThe Cheetos brand has announced the return of its Los Cheetahs trick soccer team for a nationwide tour and action-packed 2015. In partnership with the Mexican National Team’s annual U.S. Tour, Los Cheetahs looks to up its game this year in the soccer arena. The tour kicked off on March 28 in Los Angeles at the Los Angeles Memorial Coliseum with global fútbol icon Pável Pardo. This year, in addition to the Los Angeles event, Los Cheetahs will take on Los Jefes in exhibition matches prior to Mexican National Team tour matches in Kansas City on March 31; Orlando on June 27; with additional markets to be announced at a later date. Throughout the season, Los Cheetahs and Pardo will be calling on fans from across the country to share their Los Cheetahs-worthy moves. Fans are invited to capture their most outrageous footwork on video and share with the world on Twitter, Instagram or Vine using both #CheetosFutbol and #entry for the chance to win a trip to a future Mexican National Team U.S. Tour game, complete with the full-throttle Los Cheetahs VIP experience. As an added bonus, the winning video may even debut on the jumbotron at halftime during the game.

  • Acura

imagesCar company Acura, along with Razorfish,  has teamed up with 8 musicians to create a custom soundtrack to introduce the new 2016 ILX to millennials.The eight artists are Kisses, Bear in Heaven, Spazzkid, Starro, Plastic Plates, Bit Funk, Walla and Amtrac.Currently, the tracks are available for download on a campaign-specific Tumblr page and from a SoundCloud playlist page.The Tumblr page also houses a curated selection of social media activity around the campaign hashtag, #ILX2016.The brand has also been promoting the campaign on Facebook and Twitter. The program, which launched last week and runs through March 31, will culminate with the release of a short video with a remix of all eight tracks along with footage of the ILX. In addition, the eight artists involved in the campaign will post on their own social channels to promote the songs and the launch of the car.Here is the new song for the 2016 #Acura ILX.

  • Neutrogena

q_2ixYJX_reasonably_smallJohnson & Johnson’s Neutrogena Naturals is switching up its approach this year for its annual Earth Month campaign by going all-in on digital. This year, the brand is trying something new: a digital-only campaign that promotes water conservation and a new line of environmentally friendly makeup wipes. It will get a lot of help from Kristen Bell’s 1.75 million Twitter followers—as well as its own 34,700 followers. In addition to Bell, Neutrogena has tapped beauty blogger Dulce Candy and bloggers El Diario de la Mode and Honestly Jamie to help spread the word.The crux of the campaign centers around the #WipeforWater hashtag on Twitter and Instagram. Today, Bell will tweet out a video explaining the campaign that the brand will then share on its own channels. This is also the first year Neutrogena is using social media to trigger charitable financial contributions for Earth Month. For every person who pledges to the cause, Neutrogena will donate US$1 to the Nature Conservatory, up toUS $50,000. Paid media will run on Twitter, YouTube and digital video advertising company YuMe’s network to support the campaign.


  • Fetch

fetchMobile specialist agency Fetch, part of Dentsu Aegis Network, has just opened a New York office.For that reason, the agency has hired Melissa Greenberg, a former vice president at social advertising platform SHIFT, to manage the new office. Dentsu Aegis acquired an 80% stake in Fetch last fall with an option to acquire the rest later. Fetch reported 2013 gross profits of approximately US$7.6 million. The London-headquartered shop also has offices in San Francisco, Germany and Hong Kong.Since the acquisition Fetch has signed a number of high-profile new clients including Uber and Expedia. Other clients include eBay and Hotels.com.


  • Juan Valdez

CiVUeRUA_400x400Juan Valdez® Café has selected Newlink America, the South Florida based consulting and international communications firm, to position the brand in the US market. This decision comes at an important time of growth for the Colombian coffee grower, given its aggressive international expansion that kicked off with the opening of two destination cafés in Downtown Miami last year and another 60 stores planned to open in the Florida market alone over the next five years.The international presence of Juan Valdez® currently includes more than 300 cafés in 14 different countries including Aruba, Bolivia, Chile, Colombia, Ecuador, El Salvador, Kuwait, Malaysia, Mexico, Panama, Peru, South Korea, Spain and the US. Miami’s recent openings are an important part of the company’s strategy to gain additional markets for its premium coffees. Capitalizing on the US$18 billion coffee industry in the US, Juan Valdez, with Newlink’s support, also plans to expand across major cities in the US as it appeals to a more discerning coffee consumer.

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 matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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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. 10 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Coca-Cola

imagesCoca-Cola Co. (KO) has bought a 16.7% percent stake of country’s No. 2 energy-drink maker Monster Beverage Corp. (MNST), for US $2.15 billion.  The deal gives Coca-Cola greater exposure to the energy drinks market, one of the fastest-growing segments in the beverage industry. Coke,which already distributes Monster in about half the U.S., plans to expand Monster’s distribution footprint “in a major and meaningful way.” Coke will become Monster’s preferred distribution partner globally, while Monster brands will be the only energy drinks distributed by Coke.

  • Constellation Brands

constellationBrands-Constellation Brands, a leading Mexican beverage alcohol company, has acquired the Casa Noble tequila brand, including its’ trademark and related assets. The agreement is expected to close in September 2014 and is subject to customary closing conditions. Further terms of the purchase were not disclosed. Constellation Brands has all Grupo Modelo brands’ exclusive sales rights in US. This purchase, according to chief executive officer Rob Sands, complements the Mexican beer brands portfolio perfectly to leverage the existing routes-to-market and reach Hispanic consumers. Back in 2013, Grupo Modelo introduced Modelo Especial Chelada in US markets, bringing an authentic Mexican recipe to the brands’ Hispanic consumers. Portada interviewed Jim Sabia, CMO, Crown Imports on that launch.

  • Aeromexico

descarga (1)Aeromexico, has announced the operation of its fourth weekly flight between Merida and Miami, as of November 8th this year, to increase its domestic and international connectivity.This new service will operate on Saturdays and, as the current three frequencies, will be operated with an Embraer 190 airplane configured with 99 passenger seats, 11 in the Clase Premier cabin.Incoming passengers from Miami will be able to take this flight to connect to Villahermosa and Mexico City, and to 44 additional domestic destinations 35 international cities from the Mexican capital city.

  • Acura 

descargaThe official home of luxury automotive brand Acura is launching its new luxury sedan along with a huge marketing campaign The brand TLX model new campaign includes a significant investment in digital video, but no broadcast primetime TV, Ad Age reports. More than one-third of the ad budget will be for digital and Facebook will get another substantial chunk. Acura will also take over major Web portals such as Yahoo and MSN. TV ads will run on platforms such as Hulu and Crackle, and traditional TV spots will air during NFL games and SportsCenter among other cable shows. (see note below about digital marketing and media buying agencies for the Acura brand). This is the Acura’s first major campaign since it was separated from Honda. Here is Acura’s TXL “My Way” video:

  • Hewlett-Packard

descarga (2)Hewlett-Packard Is launching a commercial for its notebook and also tablet Pavillion x360 that is comprised entirely of six-second Vines, the Twitter-owned looping video platform, The Wall Street Journal reports. To carry out the spot , marketing agency Niche had to recruit Vine talent. HP’s creative agency 180LA worked with the talent who had relative freedom to create their own Vines for the commercial.

  • Puma

descarga (3)Puma  is about to launch its’ Forever Faster” marketing campaign featuring its lineup of athletes including sprinter Usain Bolt, the world’s fastest man; men’s soccer star Mario Balotelli; women’s soccer legend Marta; and golfers Rickie Fowler and Lexi Thompson. The kickoff spot is called Calling All Troublemakers, in which the athletes flex their credentials as rebels and rule breakers not on the field, but splashing in a hot tub. They invite viewers to join them .The campaign will begin in North America, Latin and Asia-Pacific and then roll out to Europe, the Middle East and Africa shortly afterwards.Ads, from JWT, include print, TV, digital and social.

  • Burger King

descarga (4)Burger King will offer again is chicken fries after a two-year gap when it dropped them from its menu. To promote the delicious chicken fries, the fast food chain will release a new campaign led by Code and Theory, Burger King’s digital agency, that will include one TV spot. Each Thursday, the chain will rerun a 2005 chicken fries spot. The commercial, originally created by Crispin Porter + Bogusky, was modified by BK’s lead global agency David. BK will focus mostly on digital platforms to market the return.

  • J.C. Penney

descarga (5)National retailer J.C. Penney is releasing the major promotion “Love, Liz Claiborne” to revitalize sales and appeal customers, especially women aged 35-50. Ads will run in magazines such as InStyle, Real Simple, Redbook and People and on AOL, BuzzFeed and Hulu. TV spots may also be added. OMD is Penney’s media agency. Around US $1.1 million were invested to advertise the Liz Claiborne line in 2012, but nothing during 2013 and nothing through the first quarter of 2014.

  • American Honda

descarga (6)Publicis Groupe agency has been selected to oversee digital marketing for both the Honda and Acura brands, after an eight-month review. Digital was previously split among several agencies, including Meredith Xcelerated Marketing, Genex, RPA and Mullen. RPA will continue to handle creative for Honda, as will Mullen for Acura. MediaVest continues as the media agency for both brands.

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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