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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Multicultural market and/or targeting Multicultural consumers right now.

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  • BEF Foods

descarga-5Bob Evans Farms, Inc.’s grocery products division BEF Foods has appointed IPG Mediabrands’ UM as its’ media agency, according to Mediapost. UM will be responsible for traditional and digital media as well as search and paid social.The appointment follows a competitive review. The assignment does not include the company’s restaurant division which was not part of the review. BEF spent approximately US$3.6 million on ads in fiscal 2015.

 

 

  • Wonderful Pistachios 

richard_sherman_wonderful_pistachios_get_crackinWonderful Pistachios, known for its iconic “Get Crackin’” ads, launched its biggest “Get Crackin’” advertising campaign ever, investing US$55 million to support the largest pistachio crop in history. The irreverent and comedic commercials feature a really big star with the introduction of Ernie the Elephant. This pistachio-loving elephant refuses to work for peanuts and is voiced by WWE Superstar John Cena (“Trainwreck,” Fox’s “American Grit”).In the coming months, eight more commercials will air and pistachio lovers will witness Ernie’s unique take on elephant stereotypes, supermarket shopping, working out, lady squirrels and airport travel.Later this football season, two more spots feature Seattle Seahawks cornerback Richard Sherman schooling Ernie with his best defensive moves—and his famous trash talk—both on and off the field. The newest evolution of the “Get Crackin’” campaign was created by Wonderful Pistachios’s in-house creative team, Wonderful Agency. The campaign will be amplified by print and outdoor advertising, in-store POS, a large-scale digital and social media campaign, and public relations. In addition, Wonderful Pistachios and their new spokes-elephant Ernie are committed to elephant conservation and will soon announce how they will join the herd in protecting the future of elephants worldwide. (Check out our interview today with Adam Cooper, VP Marketing at Wonderful Pistachios).

 

  • Buchanan’s 

c1hjxsbb_400x400Buchanan’s, a luxury Scotch whisky brands, announced the launch of a new, national marketing campaign ­- Es Nuestro Momento. The 360 campaign aims to empower a new generation of Latinos with the belief that their cultural pride is key to unlocking true greatness. The campaign – developed in collaboration with Anomaly – premiered Sunday evening. To help amplify the influence of Latino greatness in culture, Buchanan’s has partnered with global Latin music superstar J Balvin for its Es Nuestro Momento campaign. Balvin embodies the brand’s belief that true greatness comes from embracing who you are and where you come from.Created in 1884 by James Buchanan, one of the great businessmen of his time and a pioneer in the world of whisky, Buchanan’s has more than 130 years of authentic heritage. The brand has long been a favorite among Latinos and is the largest premium Scotch brand in Latin America. The “Es Nuestro Momento” campaign debuted on Telemundo and CNN. It will continue to be brought to life through out-of-home advertising, television spots, digital ads, with dedicated responsible drinking creative, social media, and a consumer contest launching in 2017.

https://youtu.be/wWROLdwEwpY

 

  • Aflac

imageAmerican insurance company Aflac will debute a new ad campaign specifically geared for the Hispanic millennial audience during the Latin American Music Awards on Telemundo.  The new television ad called “Te Ayude” (“Help” in English) will air on Telemundo for the first time tonight during the Latin American Music Awards show and will continue to air nationally on major Spanish language networks through late November beginning on Monday, Oct. 10. The 30-second ad is intended to highlight that “Aflac te ayuda a proteger tu bolsillo” (“Aflac helps you protect your pocket”) from the financial challenges of an unexpected illness or injury.The multi-channel campaign will include local radio in select markets, digital advertising, social media and online videos in addition to the television commercial spot. Aflac worked with Conill Advertising, Saatchi’s U.S. Hispanic agency, on the campaign. Viewers can engage via social media (@AflacDuck) and visit Aflac’s “Winners of the Night” section on www.telemundo.com.

 

https://youtu.be/wTXBa5qj55I

  • Avon

descarga-6New Avon LLC announced the launch of a bold new advertising campaign – “This is Boss Life” – which celebrates the flexibility, freedom and financial opportunity of becoming an Avon Representative. “This is Boss Life” will run on national broadcast, digital, print and radio media in the U.S. beginning in October.The television campaign encourages audiences to take a step beyond their typical 9-to-5 work life and say hello to a new kind of life where they are the boss. The campaign heroine is a passionate woman, stuck in a passionless job – until she discovers a brand new life as an Avon Representative. In the print advertising, Avon Representatives are at the center of the campaign to inspire new recruits through their real-life stories of success. The ads feature: The Millennial, the Momtrepreneur & the Power Couple.The campaign was created in partnership with female-owned advertising agency TERRI & SANDY. Horizon Media led the media planning and buying. The :60 second digital, and :30 broadcast and radio ads began airing on October 7, and print ads will be seen in November and December issues of women’s magazines. Avon’s social and digital channels will be extending the “This is Boss Life” campaign message with custom social media filters, YouTube videos and more.

  • The HERDEZ® Brand

images-1For five consecutive years, the makers of the HERDEZ® Brand, the No. 1 salsa brand in Mexico, have celebrated the Day of the Dead, a culturally rich and historic holidays that resonates among many societies alike. This year the HERDEZ® Brand celebrates the Day of the Dead by encouraging participants to create their own works of art around the holiday through the “Día de los Muertos Celebration Through Art” Contest. One lucky grand prize winner will be selected to receive US$3,000 cash while 100 honorable mention winners will receive a custom sugar skull t-shirt. To enter the “Día de los Muertos Celebration Through Art” Contest participants can download any one or all of four unique Day of the Dead custom page coloring contest designs available exclusively on www.HerdezTraditions.com/DayofTheDead.Once downloaded, participants can customize their coloring sheet, submit their entry via www.herdeztraditions.com and share on their Instagram and Facebook accounts- enticing their followers to vote for them. The entry with the most votes received will secure the US$3,000 grand prize. The contest will run fromOctober 4, 2016 through November 4, 2016.

 

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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. 30 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!

  • General Mills-Shopper Marketing

descargaGeneral Mills has selected 5 WPP agencies to consolidate shopper-marketing duties. The agencies selected include Geometry Global, Rockfish, Kantar Retail, Bravo and Barrows. The company previously used several smaller independent agencies. The WPP shops will provide ecommerce, multi-cultural, display and shopper insights and advertising support for General Mills brands from a creative and digital hub in Minneapolis and regional offices in key retail markets. For creative advertising, the company primarily uses Publicis Groupe’s Saatchi & Saatchi and Interpublic Group’sMcCann Erickson.General Mills brands include Cheerios, Yoplait and Betty Crocker. General Mills media planning and buying is done by Starcom Media Vest. Miami headquartered Media 8 manages the Qué Rica Vida platform, including all digital marketing, social media & content development. M8 also manages multicultural digital marketing for more than a dozen General Mills brands.

  • DishLATINO

descarga (7)DishLATINO has secured Mexican actor and director Eugenio Derbez to star in its new advertising creative, part of the brand’s overall “Me Conviene” campaign. The deal is a first for Derbez in the United States and the first celebrity tie-in for DishLATINO, part of DISH Network Corp. Derbez debuts this week in an integrated digital, TV, radio and print effort geared towards acquiring new customers and connecting with existing ones.The storyline of the new series of television commercials centers on Derbez’s journey to America, starting with the first commercial called “Aeropuerto.” Customers and fans will be encouraged to use #SiempreLatino on Twitter to share their experiences and further engage with Derbez and the new advertising spots.Derbez will interact with the programming and technology of DishLATINO. Throughout the fall and early 2015, DishLATINO will roll out ads portraying Derbez in vignettes of his new life in America.The new ads were developed by MARCA and HAVAS, DishLATINO’s creative and digital agencies, respectively.

 

  • Honda

descarga (8)Audio post facility Tono Studios was tapped by La Agencia de Orci to add its brand of audio magic to two new spots the agency created for Honda’s Summer Clearance Sale.Sound Designer/Mixer Felipe Valencia took the lead on the spots, providing all of the Foley work and sound design on the “Rocky”-like introduction to the first ad, dubbed “Training.” The lead actor goes through a strenuous and comical workout regimen before entering his local Honda dealership drenched in sweat.The second spot, “You Can Do This” involved the creation of background ambiances that supported the primary scene without giving away the punch line of the spot, in which it’s revealed that the character has been inside a car at the dealership.Spots can be viewed below:


 

  • Mitsubishi Motors

descarga (9)Mitsubishi Motors North America, Inc. has launched a national advertising campaign aimed at U.S. Hispanics. The campaign, developed by Grupo Gallegos, will target Hispanic consumers with advertising in TV, print and digital and will run through March 2015.The launch marks the first time since 2004 that MMNA has focused communications on the Hispanic market with a national campaign. The TV spot features footage of each of the three cars with a first-person voiceover sharing anecdotes about his family’s feedback on his car buying decision.

 

  • espnW/ WSF

14104674WGR_BRD-S4L_Logo_Export-01-231x300The Women’s Sports Foundation (WSF) in collaboration with espnW, have announced the “Sports 4 Life” grant initiative, a national effort to increase the participation and retention of African-American and Hispanic girls, ages 11-18, in developmental youth sports programs. Sports 4 Life seeks to effect sustainable improvement to the overall health and development of girls in these communities.The grants will empower organizations to provide coaching, curriculum, equipment, uniforms, transportation, facility rental, tournaments and/or team-building activities, all while fostering the Sports 4 Life benefits. Organizations can apply for grant funding starting today on www.WomensSportsFoundation.org/Sports4Life.Three model programs were selected: PowerPlay NYC in New York, NY ($10,000), Girls in the Game in Chicago, IL ($5,000) and Sporty Girls, Inc., Atlanta, GA ($5,000).The Foundation is currently accepting applications at www.WomensSportsFoundation.org/Sports4Life. The 2014-15 application deadline is December 17, 2014 and grants will be awarded in the spring of 2015.

 

  • Aflac

0Aflac has announced that it launched its first Spanish-language television commercial called “Heights,” which will air nationally on major Spanish-language networks through late November.Aflac has aired four Spanish television commercials to date, but they were adaptations of the company’s English language commercials. “Heights.” The commercial reinforces the theme of “protecting your plans” as the two characters discuss what’s most important to them.In addition to the television commercial, the campaign will be supported by several integration elements including local radio in select markets, digital banners, online videos and more.
https://www.youtube.com/watch?v=Mlwq5eDBvMU

 

  • RetailMeNot

enhanced-14099-1403999535-15RetailMeNot will launch “Cupones Para Ti,” the brand blog’s new Spanish-language channel.The Real Deal blog by RetailMeNot offers readers daily tips and trends for online shopping, as well as exclusive coupons. With the launch of Cupones Para Ti, the website will now lend itself to an entirely different segment of the market – the Spanish-speaking U.S. Hispanic consumer.As part of its new channel, RetailMeNot enlisted Latina fashion blogger and style expert Carmen Odroñez as their newest savings expert. Carmen is the founder of Viva Fashion blog and also a frequent fashion commentary contributor to outlets such as NBC, Telemundo, People en Español and Univision’s Despierta America.Carmen’s debut blog post features her most savvy money-saving shopping tips.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 30 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!

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.

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Armando Gutierrez at 1-800-937-5322 or e-mail him at  armando@portada-online.com
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  • Aflac

Aflac released the new Spanish language commercial “Pep-Talk Soccer” on Sunday, January 19th. The new commercial  takes advantage of 2014 World Cup excitement to deliver an important message to the Hispanic Market. “When an unexpected injury strikes, Aflac can help you stay focused on your goals.”Pep Talk Soccer is the fourth Spanish language commercial that Aflac has produced in the past year. Debuting on Sunday, January 19, it will launch nationally in Spanish language networks in large Hispanic markets including Miami, New York, Los Angeles, Houston, San Francisco and Orlando. It is also scheduled to run up to and through the highly anticipated FIFA World Cup, which begins in June.

  • Sprint

sprint1Sprint, the telecom giant, which spends close to $1 billion on advertising annually is preparing to conduct a review of its agency roster, according to a MediaPost report, quoting the CEO of its parent company SoftBank, which recently acquired Sprint. The review is expected to include media, creative and digital. Team Sprint currently handles the telecom’s advertising and is made up of Publicis Groupe agencies, with DigitasLBi as the lead and Leo Burnett handling creative.Sprint was acquired by Softbank in July. SoftBank CEO Masayoshi Son says Team Sprint’s effects, despite all the ad dollars spent, “have been almost negligible.” Team Sprint was created by Sprint chief marketing officer Bill Malloy in 2011 and he has already announced he is planning to leave this spring.

  • Nielsen

Nielsen has done a campaign that completely focuses on the Hispanic consumer and uses a multimedia approach. Nielsen heavily uses online videos to reach out to Hispanics.The campaign was conducted by Latin3.

  • Superbowl-Advertisers in YouTube and Nestle

SodaStream has a video based around the making of its Super Bowl spot, which features actress Scarlett Johansson. Other brands airing paid teaser spots on YouTube include Axe, Butterfinger, Jaguar, Squarespace, Doritos and Pepsi. The New York Times reported that discussions are currently being held with three additional advertisers for the big game; those teasers may go live next week. Suporbowl ads are very heavily seen on YouTube. Last year Ads for the Super Bowl were watched on YouTube more than 80 million times before the game was played. Commercials uploaded to the video site before the game generated 3.4 times more views on average than commercials released on the day of the game. Nestle’s new Butterfinger Peanut Butter will use the Super Bowl as part of its brand launch. It will also be the first Super Bowl spot for any Nestle USA brand. A teaser video shows a couple in a doctor’s waiting room who are looking to make their lives more exotic, and there are some sexual overtones.

  • Microsoft

Microsoft is undertaking an agency review. The software company spends about US $1.3 billion annually on its U.S. advertising alone. Incumbent agencies include Starcom MediaVest for buying and planning, Razorfish for digital, Wunderman for marketing, and Y&R, Deutsch and Crispin Porter + Bogusky for creative, among others. Microsoft could be looking to pare down some costs, but also to consolidate some of its agency work. The review could also take into account Microsoft’s recent Nokia mobile business purchase.

  • H&R Block

H&R BlockH&R Block is promoting itself for Tax Season through TV ads, Adweek reports. The tax-preparation giant said that—while social media is a fine place to reach the demo—broadcast ads still perform well while targeting young adults. The campaign is kicking off across media channels after debuting a few spots during the NFL playoff games on Sunday. The tagline is based on a study H&R Block said it undertook last year, re-checking 1,200 self-prepared tax filings for consumers to see how many missed out on bigger returns thanks to preparation missteps. More than half of them could request more money from the government, collectively adding up to more than $1 billion, per the brand. In addition to paid media, the “Billion Back” message will adorn windows on H&R Block’s some 11,000 locations nationwide until after tax day (April 15).

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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.

  • Toyota- Scion

This upfront season saw plenty of growth in the auto category, at least if you were selling inventory in the Hispanic market. That’s one of the reasons that Toyota brand Scion saw fit to make its first Spanish-language upfront buy this year. Starting in October, it’ll roll out across Univision’s various properties, including an integration in Gossip Girl Acapulco, Adweek reports. “It is not new for Scion to reach the Hispanic youth,” said Nancy Inouye, national marketing manager for Scion. “But in the past we’ve been targeting the acculturated youth.” Inouye said that the outreach to bilingual Hispanics was a relatively new one for the company. Last year, it began advertising with Univision and this year decided, with agency Zenith Optimedia, to bring the network on board for Spanish-language creative with a comprehensive buy that includes sports, scripted shows and a Q2 buy that will incorporate bumpers branded to Univision’s movie programming.

  • Safeway

SafewaySafeway is teaming up with Food Network host, top-selling cookbook author Marcela Valladolid to create the Marcela Valladolid brand. The new Safeway-exclusive brand offers an assortment of quality and flavorful food products that make it easy for shoppers to bring home a real taste of Mexico.”Growing up in Mexico, I know what real Mexican food is — and isn’t,” Valladolid said. “Hispanic shoppers are important to Safeway and we are excited to team up with Marcela to bring this innovative brand to all our shoppers seeking a real Mexican eating experience,” said Joe Ennen, senior vice president of consumer brands for Safeway. “Marcela has been a fantastic partner for us to work with on our mission to make authentic Mexican foods accessible and approachable for Safeway shoppers everywhere.” Marcela Valladolid products, made exclusively for Safeway, will be on shelves in more than 1,400 Safeway stores nationwide beginning this month.

  • Aflac

Columbus-based Aflac debuted its new Spanish-language television commercial called “Rehearsal” on Spanish television and radio stations in key Hispanic markets.The commercial is the third Spanish-language commercial in 2013, and is the final installment of the company’s “Out of Work Duck” campaign, the company said.
The campaign chronicles the Aflac Duck through an unexpected injury, recovery, and now his quest to get back to work as Aflac’s famous spokesduck, Aflac said in a statement.According to the company, “In this new ad, the Aflac Duck is rehearsing backstage to get the ‘word’ out, using a variety of popular Latin cliches to connect with the diverse Hispanic community, about the company that pays policyholders cash benefits so they can focus on recovery rather than worry about their finances . The ‘word,’ of course, is ‘Aflaaaac!'”
Aflac Executive Vice President and Chief Marketing Officer Michael Zuna said of the campaign, “As the diverse Hispanic market continues to grow, we want to remind all Spanish-speaking consumers about the peace of mind that Aflac policies can help provide.””Rehearsal,” which is targeting all Hispanic adults, will air on Spanish television and radio stations in New York, Miami, Los Angeles, Houston, Orlando, Puerto Rico, and San Francisco, the company said.
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  • Macy’s

This fall in celebration of Hispanic Heritage Month, Macy’s honors Latino-Americans contributions to fashion, music and culture in partnership with Vanidades, a Spanish language women’s lifestyle magazine published by Televisa Publishing and Digital.With special events at select locations across the country, Macy’s is set to commemorate the cultural influence of the Latino community while also paying homage to two international stars and named this year’s Macy’s Icons of Style — singer, actress, author and fashion designer Thalia and Nickelodeon’s animated preschool heroine Dora the Explorer.Macy’s Hispanic Heritage events will take place at select stores across the country. Customers who join the celebration will have the opportunity to take a look Inside Thalia’s Closet and/or meet Dora the Explorer.The celebrations kick off Sept. 20 with a Dora the Explorer event at Macy’s West Covina in West Covina, Calif., at 5 p.m., and continue through Oct. 12.

  • Carnival Cruise Lines

CarnivalA 60-second TV spot will begin running next week on primetime TV shows such as CBS’ How I Met Your Mother and NBC’s Parks and Recreation, as well as on various cable networks, The New York Times reports. It will feature snippets from videos and photos submitted by former passengers, as well as from folks specifically hired to take cruises on Carnival and shoot photos. The campaign will also include digital and radio advertising.
Carnival hasn’t run any TV advertising and only limited digital ads since the February fire that stranded 4,200 passengers and crew in the Gulf of Mexico for five days. Jim Berra of Carnival said the campaign was “designed to accelerate recovery in advance of the wave season in the first quarter of 2014.”

  • Burger King

Fox Sports YouTube and Fox Sports have agreed to jointly sell ads on the sports network’s YouTube channel, the companies said, signing up Burger King as the initial sponsor.As part of the program, which began earlier this month to coincide with the start of the NFL season, Burger King branding and ads appear on the fantasy football-themed section “Inside Fantasy.” The fast-food chain is running pre-roll ads against videos there along with banners promoting its Buffalo Chicken Strips. Its branding is also featured within the videos — on a news desk, for example, bearing the Burger King logo.

  • Bud Light

Univision Deportes, Univision’s sports division, announced that it will produce “Primero y Diez Presentado por Bud Light” (“First and Ten Presented by Bud Light”), a weekly web series jam-packed with the latest and greatest in NFL news, reviews and play-by-play breakdowns, for the NFL’s official Spanish-language websiteNFL.com/Español. The show is available every Friday at 10a.m. ET thereafter, through the close of the NFL season.“Our first season-long, branded effort in partnership with the NFL and Bud Light, ‘Primero y Diez’ marks a turning point for Hispanic American football fans,” said Juan Carlos Rodriguez, president, Univision Deportes. “By providing up-to-the-minute news, analysis and highlights—specially curated for Hispanic viewers, and delivered by commentators from the Univision Deportes family—we are able to provide fans with a more relevant and complete overview of the NFL season.”

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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.

 

    •  Wal-Mart 
      Wal-Mart Seeks Content From Marketers as Part of ‘Print Plus’ Initiative. The retail giant wants brands to supply content, such as recipes and how-to videos, to use in its 80-million-circulation weekly circular. Smartphone users will see the content as they move their phones over the print ads. While some retailers like Safeway have said they may eliminate print circulars, Wal-Mart is still bullish on them. This new initiative will save Wal-Mart money by giving it free content, but it will also benefit marketers with mass print exposure.

 

    •  Experian-OMD
      Experian, the company that markets various credit-analysis products has replaced Ocean Media on the buying side and The Martin Agency, which handled media planning, Ad Age reports. Martin will still handle creative. Ocean Media did not participate in the review, but other media agencies pitching included Starcom, MEC and Horizon Media. This is a sizable media account, with about US $385 million spent on advertising in 2012.

 

    • J.C. Penney
      The retailer will reverse Ron Johnson’s strategy strategy of reducing discounts and put coupon advertising in newspapers again, William Ackman, the activist investor who recruited the ousted chief executive, said last week. Johnson, who was replaced by Myron E. Ullman III on April 8, implemented a pricing strategy that eliminated almost all of the company’s discounts and promotions in favor of everyday low prices. Shoppers shunned the department store chain, and sales sank 25 percent last year.

 

    •  Frozen Food Institute-Roundtable
      The American Frozen Food Institute and the Frozen Food Roundtable, a coalition of freezer-case heavyweights including ConAgra, General Mills, H.J. Heinz, Kellog Co. and Nestlé USA, along with retail behemoth Wal-Mart are pooling their might to launch a campaign that could reach up to US $50 million in spending, AdAge reports.  McCann Erickson is tipped to win the agency review for the push, whose goal is to warm consumers to the frozen-food aisle. The frozen-food players began early this year to build the skeleton of a multi-million-dollar campaign to target baby-boomer, millennial and Hispanic shoppers.

 

    • Mayo Clinic
      The Mayo Clinic has Launched a Spanish-Language Outreach Campaign. Every year, thousands of Spanish-speaking patients travel to the Minnesota-based nonprofit clinic from all over the world for cutting-edge treatment and Mayo has launched a new storytelling campaign to better connect with them. Historias Mayo is a series of Spanish-language video stories about Latino patients and doctors. It’s meant to inform people that Mayo is open to patients from all over the world, regardless of income or language, and that there are doctors and services available in Spanish. The videos feature both unknown figures as well as famous faces, like Mexican race car driver Adrián Fernandez and Venezuelan fencing champion Carmen Militza Perez, who is now a doctor at Mayo.

 

    • Integrated Multicultural Media Solutions
      Longtime media entrepreneur Pluria Marshall Jr. has launched a newly expanded media planning and buying firm that will execute advertising buys across all media – digital, radio, television, newspapers and magazines, officials announced today. The privately owned company, Integrated Multicultural Media Solutions (IMMSD)  now becomes the nation’s only certified, full-service African-American media management company, Marshall said, uniquely positioned to serve the broader needs of advertisers and agencies. “Too often, media agencies lack meaningful knowledge about how to effectively reach consumers in diverse communities – especially black communities,’’ said Marshall, president and chief executive of IMMS. “That’s not a mistake you can afford to make with a black consumer base that’s expected to spend more than $1 trillion on goods and services in the U.S. this year,” he added. Founded in 2012, IMMS is an ideal strategic partner for any advertiser or agency seeking experts in multicultural media planning and buying, Marshall said. Media expert Randy Novak, a top executive at Geomentum/NSA – the nation’s largest hyperlocal media and marketing agency – said the experts at IMMS do what needs to be done to service client needs.
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    • Aflac
      Aflac, the supplemental insurance company in the United States, introduced its latest Spanish language television commercial, Physical Therapy. The funny and informative ad debuts today Monday, April 15, on local Telemundo, Univision, Telefutura and Estrella TV stations in Miami, New York, Los Angeles, Houston, San Francisco andOrlando. It will also air on two television networks in Puerto Rico and on radio stations in all of these same markets. This integrated campaign also reminds consumers to visit Aflac’s latest innovation called the Real Cost Calculator, which provides valuable information to help policyholders and potential policyholders understand the out-of-pocket medical and household costs associated with an individual or family member who is injured or diagnosed with an illness. This innovative tool is being unveiled en Espanol for the first time at Aflac.com/costoreal. “In any language, Physical Therapy sends a very serious but entertaining message about how our policies can help people focus on recovery rather than worry about finances when a medical setback occurs,” said Aflac Executive Vice President, Chief Marketing and Sales Officer, Michael Zuna. 
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    • Group M
      GroupM has created a new unit designed to help beef up the operation’s multicultural offering. It will be led by Gonzalo Del Fa, currently managing director of MEC Bravo, the Hispanic specialist unit at GroupM media shop MEC.
       

      GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

      Learn more about the enormous role Online Video can play in the Latin (Latin America and U.S. Hispanic) marketing space. Book now for our Latin Online Video Forum, a required event for any marketing professional.

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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    • Mars

Mars Chocolate North America introduced M&M’S® Brand’s new integrated marketing campaign called ‘Better With M™,’ which includes a new 30 second television commercial that will air during the first quarter of Super Bowl XLVII.  “‘Better With M’ showcases how M&M’S irresistible chocolate makes moments more fun and delicious,” said Roy Benin, Chief Consumer Officer, Mars Chocolate North America.  “The ‘Better With M’ story is delivered through our colorful spokescandies, whose irresistible chocolate always makes moments even better – be they watching the Super Bowl, baking cookies, gathering the family together for a movie or even tailgating.” In addition to the Super Bowl ad, which was created by BBDO New York, highlights of the year-long ‘Better With M’ campaign include multiple English and Spanish television, print and digital ads, in-store displays, consumer promotions and multiple social initiatives focused on Facebook and the hashtag, #betterwithmms.  The first television ad from the new campaign – starring Ms. Brown – began airing last week.   A cornerstone of the campaign is a new cause-related marketing effort designed to make ‘America Better With M’ by funding the construction of Habitat for Humanity homes across the nation.  As part of the initiative, M&M’S is also encouraging, as well as incentivizing fans to help ‘M-Prove America’ by volunteering at Habitat job sites nationwide.

      • Walgreens and Televisa

Walgreens and Televisa Consumer Products LLC (TCP) are offering a line of over-the-counter and personal care products focused on Hispanic consumers at select stores in the United States. The move is part of an initiative to reach Hispanic consumers and gather insight into the Hispanic community through the introduction of TCP’s health and wellness products. “Walgreens stores serve virtually every customer demographic in the country, and this is another way for us to reach the Hispanic customer, in particular at specific locations,” said Paul Tiberio, Walgreens divisional vice president of inventory strategy and localization. Products include hair care, skincare, cough/cold, and pain/sleep items. Walgreens has recently expanded the availability of these products based on product performance in designated test stores.”We believe our already proven work to promote and offer our products will help our customers build stronger ties to their Hispanic customers and generate additional sales and organic growth for TCP,” added Televisa Consumer Products USA’s CEO Maximo Juda.

  • Red Lobster

Red LobsterRed Lobster, a member of the Darden Family of restaurants and a casual dining seafood restaurant, launched its first Spanish-language advertising campaign. The national campaign is designed to introduce more Hispanic guests to the Red Lobster experience and to highlight the restaurant’s comprehensive menu, which was recently transformed to offer guests more affordable, great-tasting options and greater overall choice and variety. “With the Hispanic population in the U.S. growing at four times the rate of the overall population, the goal of the campaign is to make the brand more relevant to these important guests by reaching them in a more meaningful and impactful way,” said Stewart Marquina, director of marketing, Red Lobster.The first Spanish-language ad, created by WPP’s Wing, is an adaptation of the general market “Real People” advertising campaign that features the “Sea Food Differently” tag. It was created based on Hispanic cultural insights and features the tag “Disfruta un Mar de Sabores” (“Enjoy a Sea of Flavors”), along with Ariana Paz, a real server at the Gainesville, Fla., Red Lobster. Red Lobster is partnering with Univision Communications Inc.To learn more about Red Lobster, to view the ad and to find a local restaurant, visit www.facebook.com/redlobster and the Spanish-language website at RedLobster.com/espanol.

  • Verizon

Verizon is sponsoring the first meeting/symposium of the Center for Hispanic Leadership Atlanta Chapter on January 24 to be held at UPS corporate headquarters and co-sponsored by Verizon.

  • Aflac

AflacAflac, a supplemental insurance company in the United States, introduced its latest Spanish language television commercial, The fresh advertising story begins with a commercial titled Press Conference, in which a “doctor” answers questions about an undisclosed accident that has caused the Aflac Duck to be hospitalized with injuries to his beak and his wing, turning the iconic spokesduck into a policyholder.The integrated campaign seeks to broaden the awareness and understanding of the Aflac brand in the Hispanic marketplace, which is significantly lower than in English-speaking market segments. It will include two attention-grabbing television commercials along with radio and digital activations. In Press Conference, viewers are directed to MejoratePato.com (GetWellDuck.com), where they will find a wealth of information in Spanish about Aflac, its products, and the Aflac Duck. Latinos currently number over 50 million, comprising an estimated 16.4% of the total U.S. population. “With the Latino purchasing power in the U.S. expected to top $1.6 trillion by 2016, we want to raise the relevance of the Aflac brand with individuals whose preferred language is Spanish,” said Aflac Executive Vice President, Chief Marketing and Sales Officer, Michael Zuna . “This campaign will grab the attention of viewers, help educate them about our company in a culturally sensitive way, and prove how Aflac is a vital component of anyone’s financial security.”

  • Alliance Rubber

Alliance Rubber Co. has launched a Spanish-language website to allow more Spanish-speaking distributors to obtain news and information about the company’s rubber bands, office and packaging supplies.The new site is at, http://www.ligasdehule.com. It allows Spanish-speaking consumers to search and compare features and benefits, the company said.

  • American Airlines

American Airlines Inc. unveiled its first new livery and logo since 1968 on Thursday, giving itself a new look only a few weeks before it’s expected to decide whether to merge with US Airways Group Inc. American Airlines said it needed to go ahead with the new look because in two weeks it is introducing a new flagship aircraft, the Boeing 777-300ER, that needs painting. US Airways had no input into the rebranding and didn’t get an advance look at it.To publicize the changes, American kicked off a new advertising campaign handled by McCann Worldgroup. McCann’s FutureBrand unit worked with American on the rebranding. The new design takes the iconic American Airlines eagle — a consistent part of American’s logo and livery for nearly 80 years — off the aircraft’s tail. Instead, a stylized flag of red, white and blue decorates the tail.

  • Houston’s Halloran wins new clients

Houston area marketers are increasing their budgets and plans for expansion in 2013 thanks to a booming energy sector. Hallaron Media, a Houston area advertising agency based in The Woodlands, is enjoying the benefits of this upswing by signing significant new business. Since October, that focus on local industries has paid off with the agency signing on new clients including Vichem Eco Fluids, RSH Engineering, Drilling Technology, Inc., and NexoSolutions. Most of the work includes new website development, branding, digital design and video production. Besides the energy business, Hallaron has also recently signed on new health care work with Cenegenics, Richie’s Specialty Pharmacy and Carrus Hospital in Dallas.

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