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What: Get your tickets to #PortadaNY, Sept. 25 and learn about the best (and the not so great) consumer engagement practices during the 2018 FIFA World Cup. Daniel Keats, Director Consumer Marketing at Sponsorships, Allstate and Alejandro Solorio, Hispanic Marketing Director at Comcast Corporation will dig deep into the matter.
Why it matters: The world soccer tournament is arguably the most important sports event for advertisers, as a myriad of companies looks for the chance to increase brand health. Experts discuss the gist of the Russia 2018 opportunities.

After 2014’s FIFA World Cup in Brazil reached an audience of 3.2 billion people, with over one billion of viewers of the final match between Argentina and Germany alone, the expectations for this year’s tournament were pretty high. For instance, US $600 million bought Telemundo the exclusive rights to broadcast the 2018 and 2022 cups, leaving Univision out of the question. By the way, Telemundo reached 57% of the U.S. Hispanic population during the Russia 2018 World Cup, and Telemundo Deportes’ digital presentation reached 15.5 million unique users, generating a record-setting 130 million livestreams and 1.96 billion live minutes viewed.

Therefore, advertisers are usually enthusiastic about showing their products and services to an audience that has the huge passion point of soccer in common. And this year was more special: it was the most connected World Cup ever. In the cord-cutting era, digital disruption promised an array of ways for advertisers to reach consumers effectively; from in-app real-time push notifications celebrating a goal to interactive content on social media, every brand knew people would be watching in multiple screens, so what could be the best way to engage them? 

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Allstate’s Daniel Keats

As it turns out, FIFA has revealed that Russia 2018 is now the most-engaged World Cup in history, just as previously predicted by all those ready to display an omnichannel marketing arsenal. FIFA managed 7.5 billion engagements across FIFA digital platforms during the World Cup, over 580 million interactions on social media, and extended the number of followers to more than 128 million.

On September 25, you’ll have the chance to learn first-hand from two experts about what went right and what went slightly off during this year’s World Cup. Daniel Keats, Director Consumer Marketing at Sponsorships Allstate and member of Portada’s Sports Marketing Board, will join a conversation with Alejandro Solorio, Hispanic Marketing Director at Comcast Corporation, on what lessons we can all learn about consumer engagement around the most important soccer event.

Comcast’s Alejandro Solorio

Now that the joint bid between the USA, Canada and Mexico has won the right to host the 2026 World Cup, we should be aware of what went wrong this year and start preparing for the opportunities soccer will bring in the future. Don’t miss the chance to get ahead and join the conversation at #PortadaNY. Click on the banner below now!

 

 

 

 

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.

For prior Sales Leads editions, click here. 

  • United Airlines

United Airlines has launched a global media and digital agency reviews, according to Campaign that reported the news first. Wavemaker is the airline´s media incumbent agency while Wunderman handles digital.United spent around US$31 million on measured media in the U.S. last year, according to Kantar Media.

 

 

 

 

  • Rite Aid

After winning Rite Aid‘s AOR account, Havas North America will create a specialized in-house team to handle the account. Rite Aid’s will be run out of the agency’s New York office. MARC USA was the incumbent.Havas Creative, Havas Health & You, TRIPTK, Havas helia and Havas Media will all work on the account. This partnership will first kick off with an integrated marketing campaign in support of the company’s 2018-19 immunization program, beginning this fall. Rite Aid’s ad budget was US$20.5 million in 2017, according to Kantar Media.

 

 

 

  • Allstate

Allstate continues its support of Latino sports and culture with title sponsorship of Alianza de Futbol’s “Sueño Alianza” program.The brand signed on as the title sponsor of Alianza de Futbol’s “Sueño Alianza” program, which provides an opportunity for young Latino soccer players across the country to be scouted by professional clubs for a shot at soccer stardom. Jonathan Gonzalez, who was found by his current club, Monterrey, at the 2013 Allstate Sueño Alianza National Showcase, will serve as the spokesman for the program.Allstate was previously Alianza de Futbol’s official insurance sponsor and a sponsor of the Mexican federation in its activities in the United States.The Alianza de Futbol announcement was part of Allstate high school launch program, to recognize the nation’s top high school juniors and bring them together for an Allstate All-America Cup to be held at the 2019 MLS All-Star Game and televised on ESPNU. In all, 125 male and 125 female players will be named Allstate All-Americans, and of them 40 males and 40 females will be selected to play in the Allstate All-America Cup. The players will be honored at halftime of the 2019 MLS All-Star Game. Allstate´s Director Consumer Marketing-Sponsorships Daniel Keats is a member of Portada´s Sports Marketing Board and Allstate´s Assistant Marketing Manager, Multicultural  Kerina Mora is a member of Portada´s Brand Star Committee.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

 

  • CKE Restaurants

CKE Restaurants, owner of Carl’s Jr. and Hardee’s, has selected LaForce as its PR AOR. LaForce will conceive and produce all consumer-media-facing communications strategies for both brands, including brand storytelling, new menu items and location openings. The firm will also spearhead corporate communication programs comprised of executive and leadership strategies, media relations, and CSR, according to a statement. The agency has helped to launch a range of products including Carl’s Jr. El Diablo Thickburger, Hardee’s Hot Chicken Sandwich, and, across both brands, All Day Sliders.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

What: Allstate continues its support of Latino sports and culture with title sponsorship of Alianza de Futbol’s “Sueño Alianza” program.
Why it matters: Allstate has put a strong foot forward in engaging with the loyal Latino community, particularly among youth.

There are not many major brands who have embraced the Latino culture around sport more than Allstate (@Allstate). Through soccer, that engagement will continue to grow.

Case in point was the company’s expansion into the youth soccer market, not only finding a new entry level into high school soccer with the Allstate All America Cup, but also much deeper into the commitment of cultivating Latino youth through a new title sponsorship with Brad Rothenberg’s co-founded and massively successful youth soccer platform, Alianza de Futbol (@alianzadefutbol). Over the past decade, his organization has held more than 300 events across the country for young players and has sent dozens of them to club teams in Mexico.

The brand signed on as the title sponsor of Alianza de Futbol’s “Sueño Alianza” program, which provides an opportunity for young Latino soccer players across the country to be scouted by professional clubs for a shot at soccer stardom. Jonathan Gonzalez, who was found by his current club, Monterrey, at the 2013 Allstate Sueño Alianza National Showcase, will serve as the spokesman for the program.

…[W]hile many brands still look for answers coming out of the successful efforts to market to Latinos following the World Cup, Allstate has doubled down in identifying the next stars.

Allstate was previously Alianza de Futbol’s official insurance sponsor and a sponsor of the Mexican federation in its activities in the United States.

“It’s great to see brands understand the power of grassroots marketing in soccer, and to see Allstate continue to put dollars and promotion behind this platform puts them in the driver’s seat for engaging with a group that is so brand loyal, the Latino consumer,” said Chris Lencheski, longtime sports marketer and professor at Columbia University. “Grassroots marketing is not always easy, but it is the best way to make sure you are reaching families where they live and work, and by doing these programs Allstate is building consumers for life.”

The Alianza de Futbol announcement was part of Allstate high school launch program, to recognize the nation’s top high school juniors and bring them together for an Allstate All-America Cup to be held at the 2019 MLS All-Star Game and televised on ESPNU. In all, 125 male and 125 female players will be named Allstate All-Americans, and of them 40 males and 40 females will be selected to play in the Allstate All-America Cup. The players will be honored at halftime of the 2019 MLS All-Star Game.

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“For more than a decade, Allstate has taken great pride in its commitment to the soccer community, always with the goal of providing superior protection to the fans and the sport they love.” said Pam Hollander, Allstate’s Vice President of Consumer Marketing in a statement. “The Allstate All-America program was designed to shine a spotlight on the student-athletes who represent the best of more than 800,000 high school soccer players in America. It extends Allstate’s commitment to soccer in the U.S. that started when we became the official insurance partner of Major League Soccer in 2011.”

So while many brands still look for answers coming out of the successful efforts to market to Latinos following the World Cup, Allstate has doubled down in identifying the next stars, and with that identification comes families and great stories. That type of engagement is, as another soccer sponsor likes to say, “Priceless.”

Cover image: credit Alianza de Futbol

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • AudiMajor League Soccer and Audi of America extended their multi-year partnership. With the highest percentage of the millennial audience of any major U.S. sport, the partnership enables Audi to combine its commitment to innovation and technology to engage fans, raise the profile of the game and reach the next generation of young buyers. As part of the agreement, Audi will remain the League’s Official Automotive Partner and the title sponsor of the Audi MLS Cup Playoffs.

 

  • Visa has announced its final results for the FIFA World Cup. The Official Payment Services Partner of FIFA reports that contactless payments accounted for 45% of all Visa purchases in the 11 host cities. Fans from Poland made the most of the contactless purchasing options in-stadium, making 74% of Visa transactions using contactless technology.

 

  • Univision Deportes announced that Univision Deportes Radio is now available nationwide on SiriusXM on channel 467. The lineup will offer “the best in live matches, original content and insightful commentary from a team of renowned sports journalists and analysts and bring more than 350 soccer matches annually to SiriusXM from UEFA Champions League, Europa League and National Team competitions, Liga MX, MLS, CONCACAF, the US Men’s National Team and others.”

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  • Global sports agency MP & Silva has failed to meet payments to multiple rights holders, according to a report from Sports Business. The firm, which is owned by Chinese companies Everbright and Baofeng Group, has apparently defaulted on scheduled payments to England’s Premier League and the European Handball Federation, among others. The agency is also in arbitration with Fifa, over its advisory contract for rights to the 2018 and 2022 Fifa World Cups in Italy.

 

  • Chicago FireMLS team Chicago Fire have announced a multi-year partnership with telecommunications giant AT&T. The deal will see AT&T’s branding integrated through broadcast, digital, video, content and in-stadium exposure, as well as on-site activation at Fire-related events. The company will also present exclusive content and experiences to Fire fans, including a behind-the-scenes series and activations tied to competitive gaming.

 

  • Manchester City has announced their first esports-specific partnership, securing a deal with the gaming headset and audio accessory brand Turtle Beach. The contract sees Manchester City esports players using Turtle Beach’s line of professional gaming audio equipment, as well as other Turtle Beach gear and accessories.

Tom Glick, Chief Commercial Officer at City Football Club, will be a speaker in our upcoming Portada NY conference. Sign up here.

  • UEFA Champions LeagueTurner Sports detailed plans for its upcoming coverage of the UEFA Champions League. On TV, Turner will televise 47 UEFA matches on TNT throughout the season. Meanwhile, B/R Live, Turner’s new premium live sports streaming service will offer fans live UEFA Champions League and UEFA Europa League action, with content branded B/R Football across all platforms.

 

  • Allstate Insurance Company will launch its first-ever Allstate All-America Soccer platform to honor the country’s rising high school soccer stars. In collaboration with MaxPreps, Allstate will identify the nation’s top high school soccer players in their junior year and award the “Allstate All-American” title to an elite group of 125 male and 125 female players. From the total 250 high school players, 40 males and 40 females will then be selected for the unique opportunity to compete in the inaugural Allstate All-America Cup that that will take place in summer 2019 in the city that hosts the Major League Soccer All-Star Game presented by Target.

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Univision Communications, Inc announced that Isaac Lee has decided to step down as Chief Content Officer.  He joined Univision in December 2010 as President of News. Lee will start his own production company.

 

 

 

 

 

Reprise appointed Renee Marquardt as general manager for the US. Marquardt joined Reprise from digital marketing and advertising agency Didit, where she was chief operating officer.

 

 

 

 

 

Marketing veteran Elizabeth Brady has been hired by Allstate as executive VP-chief marketing, innovation and corporate relations officer. Prior to joining Allstate, Brady worked at Kohler, Publicis and BBDO.

 

 

 

 

 

Jon Forsyth has returned to the industry as strategic partner at a new communications network, Troika/Mission Group. Forsyth’s role will include growing the business in the US and the UK, as well as working with clients on strategy.

 

 

 

 

 

The Body Shop has appointed Lionel Thoreau as global brand director and Elen Macaskill as  global customer director. Thoreau joins  from L’Occitane Group and Macaskill held the role of chief marketing officer at The Body Shop.

 

 

 

Zenith has appointed Jos Smyth as  global head of performance. In this role, Smyth’s mission will be to drive performance services for global clients. He joins Zenith from Digitas.

 

 

 

 

 

Liliana Aristizabal has been appointed as senior vice president of eastern region sales by Entravision Communications Corporation. Aristizabal will be based in New York, and will oversee Entravision’s national spot TV, radio and Entravision Solutions on the East Coast.

 

 

 

 

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.

Join us at PORTADA Mexico!

  • Amazon 

Amazon has launched a review of its global media planning and buying accountAdweek has reported. The review has invited media agencies to pitch for the business. The estimated US$1 billion-plus media services account includes North American and other markets worldwide. Incumbent IPG Mediabrands Initiative handles global media AOR, while WPP’s MEC handles U.S. digital media-buying.

  • Ubisoft

Gaming giant Ubisoft has appointed IPG’S UM to handle media planning and buying duties. Ubisoft spends about US$30 million a year on U.S. measured media. The UM office in San Francisco, where Ubisoft’s U.S. operations are based, will oversee the account. UM will also handle data and analytics for the Ubisoft brand. GroupM handles global media for Ubisoft and that relationship so far continues. Among Ubisoft’s gaming products are the Assassin’s Creed, Far Cry and Just Dance titles.The account win is the fourth for UM in 2017, already having won the media business for fashion brand Coach, streaming service Hulu and the B2B division of consultancy Accenture.

 

 

  • Richemont

Luxury-goods giant Richemont has appointed WPP’s MediaCom to handle its US$400 million global media planning and buying business. Publicis Media agencies handled the account.Richemont brands include Montblanc, Piaget, Cartier and Alfred Dunhill.

 

 

  • Subway

Subway has kicked off a formal North America agency review that could include bringing creative and media together. The company hopes to have a new agency or agencies in place by early next year. “We are evaluating all options, including bringing creative and media together, to drive efficiency and effectiveness across channels in a changing landscape,” Subway said. The review includes current agency partners and other agencies and agency families. The review comes three months after Subway hired Accenture’s Karlin Linhardt to the new role of senior VP-marketing, North America. Subway noted that it has long-standing agency relationships, including 17 years with Mediacom, 14 years with MMB and 10 years with Carat.

 

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!

  • Geloso Beverage Group

Leveraging the popularity of two popular Hispanic-inspired cocktail classics, Geloso Beverage Group’s Clubtails brand has launched two new malt based ‘Cocktails in a Can’ under the Clubtails Especial brand. Clubtails was launched in 2012 with four original malt beverage flavors and has since expanded and today features 12 cocktail-flavor favorites.The product appeals to consumers who enjoy traditional cocktail flavors with higher alcohol content that offers a spirit-like finish with the convenience of a can. Clubtails Especial extends the Clubtails portfolio, offering products specifically targeting the Hispanic market with cocktail flavors native to their culture.Clubtails Especial Cuba Libre and Paloma will be available in retail stores where Clubtails are currently sold.

  • Mazda

NBCUniversal Telemundo has created for client Mazda an eight-episode documentary series aimed at Hispanic viewers called Al Bate! (Batter Up!) that features former Major League Baseball Mexican player Ramiro Peña, who is now an infielder for the Hiroshima Carp in Japan.The Spanish-language series will appear on TelemundoDeportes.com starting July 25, accompanied with commercials introducing the new Mazda CX-5. The video’s web page will be co-branded by Telemundo and Mazda.The launch of the series is being preceded by other Mazda marketing materials. In addition to TelemundoDeportes.com, those Japanese materials appeared on Telemundo’s Novelas app and the network’s Facebook Page.NBCU is using premium content to tell Peña’s immigrant story to Hispanic consumers, who want that content wherever they go and view digital media on mobile devices. “This is a way of giving them a different story that is not going to be on television,” she said.Hispanic viewers are also very engaged with sports, and Telemundo research indicates that its viewers are more likely to talk about products they see advertised on the network.

  • UnitedHealth Group

UnitedHealth Group , one of America’s largest health insurance payer, has launched a media agency review. UnitedHealth Group recently issued an RFP calling upon agencies to handle media planning and buying for all of its brands (including UnitedHealthcare) in the United States, according to Adweek.The review remains in its early stages. Agencies from MDC Partners, Publicis Groupe and WPP’s GroupM are involved in the pitch. Omnicom, IPG Mediabrands and Dentsu Aegis cannot participate due to conflicts regarding other health care clients.Independent Minneapolis agency Periscope handled media duties on its most recent campaigns.UnitedHealth Group spending US$242 million on measured media in the U.S. in 2016 and US$44 million during the first quarter of this year, according to Kantar Media.

  • Allstate

As a visible and active supporter of the soccer community, Allstate has renewed its title of Official Insurance Sponsor of CONCACAF, and has wasted no time making a splash with Hispanic fans. Allstate is reaching and connecting with passionate fans is through the new #MalaSuertePrometo campaign, the brainchild of Ad agency Lapiz, which is built on the idea that fans will make crazy promises if it means that their team will win. Built around the 2017 Gold Cup, #MalaSuertePrometo features the sophisticated and clever, yet often mischievous, Mala Suerte character that fans have come to know and love. Through Mala Suerte, Allstate has been challenging fans from its Facebook page to make these crazy promises using the hashtag #MalaSuertePrometo for a chance to win tickets to the CONCACAF Gold Cup final in San Francisco. The campaign includes on-site activations ahead of select Gold Cup matches where fans can fulfill their promises live on camera – everything from fans shaving their heads to wearing crazy outfits – with all footage being shared on Allstate’s Facebook page. For the final match, Allstate will use Facebook Live to broadcast the fulfillment of the winning promise, and it “promises” to be an epic ending to the tournament. (Allstate’s Daniel Keats, Director Sports and Sponsorships and Consumer Marketing Allstate Insurance will be one of the key speakers at Portada’s Sports Forum on Sept. 13.

  • Houston Dynamo

MLS team’s marketing strategy is trying to stand above the crowd in a city with so many sports and entertainment choices. The Houston Dynamo was one of the first teams to join the MLS. It was also the first U.S. team to secure a place in the CONCACAF Champions League, starting in 2008. Portada interviewed Lexie Sidney, Director of Strategic Marketing for the soccer team Houston Dynamo, about the challenges the team is facing in terms of marketing strategies. We also spoke with Alyssa Bruno, Marketing Director for the Colorado Rapids, about what strategies are working the best to grow the team within the MLS.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
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.

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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.

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.

  • Avon

o0qmqhiy_400x400Avon has appointed Horizon Media as its Offline Media AOR to handle all of its non-digital media planning and activation in the U.S., following a review. Horizon will work alongside Creative AOR Terri & Sandy (T&S). Horizon is also Avon’s current media agency in the US.

 

 

 

 

 

  • Allstate 

Allstate Insurance Company has announced the launch of a new Hispanic advertising campaign, “Estar en buenas manos nos da más,” emphasizing the importance of being in good hands.The campaign is the Hispanic iteration of Allstate’s “It’s good to be IN good handsSM,” which launched in May.  The campaign will include new Spanish-language TV and digital spots that convey product and service offerings aimed at making consumers’ lives easier and demonstrating the value of being in Good Hands.To give the campaign a boost, the Hispanic launch leverages international reggaeton singer-songwriter Daddy Yankee. The first spot began airing October 11, highlighting the functionality and benefits of Allstate’s innovative mobile app, Drivewise, including discounts and rewards that consumers can obtain just for driving safely.The “Estar en buenas manos nos da más” campaign rollout will continue into 2017 and be seen across a variety of national advertising and marketing mediums, including television, digital and mobile, online video, social media and radio. The ad campaign was developed by Allstate’s longtime Hispanic agency partner Lápiz USA.

  • Fiesta Mart

nnnFiesta Mart, L.L.C. is continuing on its path to reinvigoration with five Dallas/Fort Worth stores celebrating grand reopenings in October. The first Minyard store to officially transition to Fiesta opened last week at Lake June Road in Dallas; two additional previously acquired Minyard stores and two remodeled Fiesta stores will also host grand reopenings this month. The newly remodeled Fiesta store on Pioneer Parkway in Arlington and the former Minyard on Shady Grove in Irving will both host celebrations October 19.The first 200 customers at each store’s celebration will receive a US$10 Fiesta gift card. Festivities will continue with free prize giveaways during the weekend. The full October schedule is as follows.Ongoing transitions of former Minyard stores will be occurring weekly through January.

  • Jarritos

Director, Diego Jarritos_LogoLuna and Jarritos, the popular Mexican soft drink brand, joined forces to produce Jarritos’ most recent spot, “The Journey“. The short film showcases the struggles, and triumphs of immigrants living in the United States, while establishing Jarritos as a brand that celebrates the very diversity that makes its consumers and this country so great.Luna collaborated with Jarritos, along with agency of record, WALO Inc. because of his belief in the importance of sharing the challenges, triumphs, and unity of the immigrant journey during this season when negative rhetoric seems to be running rampant. Today, Jarritos is the leading brand in the US in the Mexican soft drink category and has become a Mexican cultural icon.

Jarritos - "The Journey"

  • Droga5

c9danqu2_400x400Creative agency Droga5 will add media planning to its capabilities. The new offering will be delivered via Droga5’s communications strategy department led by Colleen Leddy.

 

 

 

 

  • Post Consumer Brands

Post Consumer Brands LogoFollowing a competitive review, Post Consumer Brands announced LatinWorks has been named their new Hispanic Marketing Agency of Record for its Hispanic-investment brands.LatinWorks will lead Hispanic campaign strategy, creative, planning and execution for Post Consumer Brands, beginning work immediately on the Post Honey Bunches of Oats® and Post PEBBLESTM brand cereal franchises. LatinWorks will also be the lead across Post Consumer Brands for Hispanic best practices and corporate learning.The review, which began in July of this year, aimed to find a new agency partner to bring forward strategic planning, thinking and creative campaign development across all mediums.Spark-MediaVest will remain Post Consumer Brands‘ media agency of record.

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
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.
SPECIAL INTRODUCTORY OFFER:
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.

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. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-840-1311 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!

For prior Sales Leads editions, click here.

  • Diageo

descarga (5)Consumer goods companies Diageo, which owns a wide portfolio of world-famous drinks brands, is conducting a global media agency review. The company spends an estimated US$2.3 billion a year on media. Dentsu Aegis Network’s Carat currently handles the largest portion of the assignment, including the U.S., which it won after a review in 2010. The company’s portfolio includes six big global brands: Johnnie Walker, Smirnoff, Tanqueray, Guinness, Captain Morgan and Bailey’s, as well as other regional brands. Diageo spent US$105 million on measured media in the U.S. last year, according to Kantar Media.

  • Western Union

descargaMoney transfer leader firm Western Union is conducting a global media agency review of its US$100 Million Media Business. It is still unknown whether incumbent agency Gravity Media will participate in the review. In the U.S., the company spent around US$20 million on measured media, according to Kantar Media, down from nearly US$40 million in 2014.

 

  • Purina

CiRBQx_WkAA3-u5Nestlé Purina PetCare Company is teaming up with former pro quarterback and current football analyst Brady Quinn and his wife, Olympic gymnast, Alicia Sacramone Quinn to celebrate National Pet Month by asking people to Roll Over Hunger and help feed shelter pets during the month of May. Pet lovers everywhere can participate in the Roll Over Hunger challenge by uploading a photo or video of themselves or their pets rolling over to www.RollOverHunger.com, and sharing their photos and videos on social media using #RollOverHunger. For every photo or video uploaded to the website during the month of May, Purina will donate US$2 to the Petfinder Foundation, up to US$50,000, to feed shelter pets in need. The Quinn’s will host a Twitter chat on Tuesday, May 3 at 3:30 PM ET to share more about the campaign. Pet lovers on Twitter can participate in the conversation and learn more about how to get involved by following #RollOverHunger. Consumers can visit www.RollOverHunger.com to learn more about the initiative and receive a US$10.00 Purina coupon through an instant win game.

  • Allstate

o1jbwvpS_400x400Allstate Insurance Co. is refreshing its tagline after more than 60 years with its new campaign: “It’s good to be IN Good Hands.” The change aims to modernize the 85-year-old brand for young consumers. The effort will include a series of TV spots featuring celebrities including Tim Gunn, Adam Devine and Leslie Jones, all of whom are popular within millennials.The campaign includes four 30-second spots. Leo Burnett worked on the campaign.The ads will run through the remainder of the year. Allstate, which services more than 16 million households and has total assets of US$104.7 billion, plans to support the campaign with social media, digital video and display and streaming radio.

 

  • Western Union/ Azteca America

la (1)Azteca America, which announced at its Upfront last month that it would be incorporating Real-Time Participatory Media (RPM) into its programming, has signed its first sponsor for the service. Western Union, a leader in global payments services, has kicked off a two-week promotion — tied to Mother’s Day — that showcases Azteca’s capability to deliver high-level engagement between viewers and shows. Western Union is sponsoring RPM activities during “Escape Perfecto,” which airs during Azteca America’s popular 7 PM family game show hour, “La Hora Ganadora.” Starting May 4th, viewers were invited to participate in “Celebrando a Mama,” and answered Mother’s Day-themed trivia where they were asked: “What was the best gift you gave your mother?” Western Union’s sponsorship includes a branded quiz capsule, Western Union logo placement and a 30-second Western Union TV spot.

  • Wonderful Pistachios

5x7 Hashtag-v1Wonderful Pistachios announced that Jared Borgetti, soccer player and goal scorer for the Mexican National Team, will serve as the brand’s ambassador for a series of activations in celebration of this summer’s international soccer tournament taking place across the U.S. Borgetti will help build and foster awareness of Wonderful Pistachios as the game day snack among passionate soccer fans, and promote smart snacking during sporting events and active living among U.S. Hispanics. Borgetti will participate in a series of events hosted by Wonderful Pistachios during the most important soccer tournament of Latin America played this summer. During each activation, Jared will sign autographs, interact with fans, present donations to local junior soccer leagues and offer media interviews. Additionally, attendees will have the opportunity to win premium giveaways. The first event will take place in Houston on May 19, followed by San Antonio on May 20 and Los Angeles on June 3. Social media users will also have the opportunity to join in the excitement by following exclusive content produced by soccer enthusiast and social media influencer Jorge Perez known as “Soccer Machine” and following the hashtag.

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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. 15 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!

  •  Cord Media Company-Hollywood Park Casino

descarga (3)Cord Media Company, afull-service agency specializing in resort casinos and home builders,has been retained by Hollywood Park Casino as agency of record for creative design, social media, public relations, television and radio advertising production, as well as media placement.

 

  • Brown-Forman

descarga (5)Brown-Forman has awarded its global media account to Publicis’ MediaVest following a four month review.The agency will replace incumbent UM, which also participated in the final review. Other agencies competing for the account included Maxus and Zenith Media. UM held the account for over a decade. According to Kantar Media the company spent US$52m on advertising in the US in 2013 and works with several brands such as Jack Daniel’s, Chambord, Early Times, Old Forester and Southern Comfort.

  • Coca Cola-Sabado Gigante

descarga (1)Univision’s Sabado Gigante (Giant Saturday) is bringing viewers a special one-hour televised program “La Hora de la Felicidad” (The Hour of Happiness) in partnership with Coca-Cola. The Hispanic holiday campaign “Haz a Alguien Feliz” (Make Someone Happy) will be aired during the special on Saturday, December 6, 2014 from 9 p.m. to 10 p.m. ET on the Univision Network.“La Hora de la Felicidad” will be filled with happiness-themed segments including: “Family Reunion,” “Musical Performance,” “Dream Come True” and “Act of Kindness Story.” Viewers will also have a chance to win a US $100 gift card by tweeting how they are spreading happiness this holiday season through small acts of kindness by using the hashtag #HazAlguienFeliz and the @sabadogigante handle. Post-show footage will be featured on Gigante.com with viewer reactions to the program from key Hispanic markets in the U.S.Coca-Cola will also sponsor a segment on Univision’s morning show, Despierta America (Wake up America), on Monday, December 8, 2014.The fully integrated campaign will feature new TV, print, out-of-home, POS, radio, Delta in-flight and Macherich mall advertising.

  • Tecate and Tecate Light

Tecate's Facebook CampaignTecate’s Manfidence effort on Facebook is backed by a substantial off-line media campaign. The off-line Manfidence campaign includes English and Spanish language :30 radio spots. These spots are aired throughout the sunbelt states including Arizona, Texas and California. The OOH is featured in the same geographic areas and includes situations that any man with confidence and wittiness could face such as “Spend countless hours grooming your chest hair? Blame your Manfidence.” SMV is Tecate’s media buying agency.

 

  • Univision Deportes: Pepsi, Allstate, Jack Daniels…

descarga (2)

Univision Deportes, the sports division of Univision Communications Inc. (UCI) has announced the roster of official sponsors for the inaugural Premios Univision Deportes (Univision Sports Awards). Pepsi®, Allstate®, Jack Daniel’s®, MetroPCS®, Miller Lite® and SNICKERS® Brand have all signed on to support the two-hour presentation honoring top athletes and teams from the leagues and sports that Hispanics care about most. Premios Univision Deportes will take place in Miami and will debut on UniMás on Thursday, December 18th, at 9:00 p.m. ET/PT with a simulcast on UDN (Univision Deportes Network).Pepsi® joins the roster as co-presenting sponsor .  Allstate® will activate an integrated campaign around its own award category “El Mejor Momento de la Mala Suerte” (The Best Bad Luck Moment) with fans voting for ‘La Mejor Jugada de la Mala Suerte en Brasil’ (Bad Luck’s Best Play in Brazil) by selecting their moment of choice among ten videos depicting bad luck moments from this year’s World Cup tournament in Brazil. Videos can be viewed online at univisiondeportes.com/PremioMalaSuerte.Jack Daniel’s® sponsorship includes an on-air integration, titled “Momentos Como Nunca 2014” (Plays Like Never Before 2014).MetroPCS® will present the “What Would You Have Done?” segment.  Miller Lite® will present the Breakthrough Athlete of the Year award. Snickers® Brand will present the Liga MX Champion’s Award. For more information about Premios Univision Deportes, visit univisiondeportes.com/PremiosUD.

  • Nickelodeon

descarga (3)Nickelodeon has shifted its’  media account to Spark, a unit of Publicis Groupe’s Starcom MediaVest Group, after a review. The cable network, a unit of media giant Viacom, spends nearly US$10 million in media annually.Three other agencies, including PHD and Media Storm, competed for the account.The assignment includes planning and buying in both traditional and digital media. Nickelodeon programs include SpongeBob SquarePants, iCarly, Big Time Rush, Fairly Odd Parents, Dora the Explorer, and Sanjay and Craig.Goodby, Silverstein & Partners previously handled the business. Goodby also created ads for the brand, but those responsibilities ended in October. The Omnicom Group shop had worked on Nickelodeon since 2010.

  • Chanel

descarga (4)Chanel has launched an eight-minute film called ‘Reincarnation’ featuring model Cara Delevingne and music star Pharrell Williams to spot its Métiers d’Art event in Salzburg, Austria.The film, directed by Karl Lagerfeld, shows Delevingne and Williams as workers at a hotel who are transformed into Austria’s historic monarchs Emperor Franz Joseph I and Empress Elisabeth.The duo perform a new song written for the ad, ‘CC the World’, while Géraldine Chaplin reprises her role as Coco Chanel, whom she portrayed in last year’s Métiers d’Art film.

https://www.youtube.com/watch?v=wO4-TV6Zckc

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 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!

Portada interviews Georgina Flores, Director of Integrated Marketing Communications for AllState Insurance, about the current #SoyLaMala Suerte World Cup campaign. As Director of Marketing at Allstate Corporation, the largest publicly-held insurer in the U.S., Georgina Flores is responsible for  marketing and Multicultural marketing strategy and communications.

Mexico ya perdio #SoylaMalaSuerte a user posted on Twitter last week when Mexico lost its World Cup playoff match against the Netherlands. Other Twitter users are using the hashtag #EnviaLaMalaSuerte (translated: “Send bad luck” to wish bad luck to teams at the World Cup. For example, Twitter user Arturo Mejia just tweeted to his followers that they should send bad luck to the Netherlands (Holanda) for its Wednesday semifinal match against Argentina:

Georgina Flores, Marketing Manager, AllstateFor the past four years, Allstate’s Mala Suerte has personified the bad luck that can come with not having the right protection. Now, with soccer’s biggest event at stage, the @SoyLaMalaSuerte Twitter handle is providing devoted soccer fans the opportunity to send bad luck to rival teams competing in this summer’s biggest matches. Through spontaneous appearances, @SoyLaMalaSuerte is taking ownership of bad moment events in real-time, like Brazil and Bosnia’s autogoals, tweeting to the delight and frustration of fans and followers.”The new @SoylaMalaSuerte campaign is being supported by organic and paid Twitter campaigns”, Georgina Flores, Director of Marketing at Allstate (photo right) notes. Other paid media components also include TV, digital and print. See the online video and TV spot below:

The campaign also has a print component: The Mexican National Team game program book and and on-site messaging at Mexican National Team matches that took place in Chicago and Boston in early June. “All Mala Suerte/Hispanic soccer social media content is custom developed for the program and in many cases, is executed in real-time. We partnered with Lapiz/Leo Burnett and together we manage the social media pages, including supporting @SoyLaMalaSuerte’s real-time social activation around the World Cup,” Flores asserts.

Language?

#SoyLamalaSuerte

Does @SoylaMalaSuerte or #Envialamalasuerte not restrict the usage of the hashtag to only Spanish-dominant Hispanics as it is written in Spanish?
“We don’t have any restrictions on language use of #EnviaMalaSuerte. We have been receiving tweets in English and in Spanish with the hashtag from people who want Mala Suerte to send bad luck to their rival teams and Mala Suerte has been responding to them regardless of language used,” Flores answers.

 

This is the second of a series of articles about how Fortune 500 companies are leveraging the World Cup in their Marketing Campaigns. The first article was How Chevy leverages Soccer Passion for its new Hispanic campaign.
DOWNLOAD Portada’s 2014 Soccer Marketing Guide compiled in partnership with Soccer.com and AC&M Group.

What: The new Spanish-language advertising campaign “Viviendo en Buenas Manos”  launched on Monday March 10 with a brand commercial introducing consumers to its message followed by commercials highlighting benefits of Allstate insurance. The campaign will be broadcast on national TV, national radio and top online portals, as well as social media.

allstate

Allstate Insurance Company is launching its new Spanish-language advertising campaign “Viviendo en Buenas Manos” (Living in Good Hands). The campaign, introduced last Monday,  is a celebration of the life journey of Hispanics in the United States.

It will launch with a brand commercial introducing consumers to the “Viviendo en Buenas Manos” message, followed by additional commercials that highlight benefits of Allstate auto and home insurance.

The brand commercial “Road of Life,” is the first of the series. It shows the key moments in the journey of Hispanics who come to the US in search of a better life, while emphasizing the hard work and the rewards that later come along with the journey:

There’s another product-focused spot called “Waiting” to debut during the campaign, which shows different situations of people who are waiting to be picked up and highlights Allstate’s claim satisfaction guarantee, stating that: “after an accident, we’ll resolve your claim fast and hassle free or we’ll give you your money back.” Here is the ad:

There are three more TV spots to be launched out to other media this month.Still, they will all continue showing everyday situations and how can those moments stop you momentarily. Highlight, however,  that you can keep on enjoying life if you are well protected.

Developed by Lápiz, a Leo Burnett Agency and led by creative director Maria Bernal and associate creative Directors Jorge Pomareda and Carlos Bretel, Viviendo en Buenas Manos’ will be supported with a best array of tools appearing in national TV, national radio and top online portals, as well as social media through Allstate Latino FaceBook.Tapestry is the media agency in charge of the launching.

“‘Viviendo en Buenas Manos’ is about the pursuit of a better life and it reminds people that while working hard to get to the next level on that journey, they should pause, enjoy and celebrate all of the good things in life that are all around them,” said Georgina Flores, director of multicultural marketing for Allstate Insurance Company.

“Hispanic Americans strive to protect their families and the things that are valuable to them. ‘Viviendo en Buenas Manos’ aims to demonstrate how Allstate can help protect what means most to you so you can make the most of life. That’s living in Good Hands,”Flores added.

What: Fusion, Univision-ABC’s new cable network, has announced the brands it will be partnering with.
Why is it important: The importance of English language is beginning to be recognized among advertisers who want to reach Latino millenials. That is a sign of a major cultural change.

Fusion –the news, pop culture and satire network from ABC and Univision– announced today that several of America’s most recognized brands have signed on as launch partners. Allstate, AT&T, Darden, Disney Parks, Johnson & Johnson Consumer, Kay Jewelers, Rayovac -division of Spectrum Brands-, Samsung, and Toyota are among the advertisers partnering with Fusion, which launched in millions of homes nationwide on Monday, October 28.

All of these brands are aware that marketing for Hispanics doesn’t necessarily mean “Spanish-language marketing“. In fact, Fusion is targeting second and third-generation Hispanics in the U.S., young people who do not like to be considered strictly “Latinos”, but who describe themselves as Americans and want to be addressed as such. Besides, actually, as reported by Pew Research, when it comes to news consumption, a growing share of Latinos prefer English. 90% of Latinos ages 18 to 29 who get their news from television do so in English. When it comes to other forms of entertainment, such as television and music, use of English is higher among younger Latinos.

“Fusion is going to provide quality content that is relevant for a young, digital, and diverse America,” said Catherine Sullivan, Senior Vice President of Sales for ABC News and Fusion. “We are delighted that several of America’s most recognized brands have identified Fusion’s programming as a unique opportunity to reach one of the fastest growing audiences in the country.”

“Hispanic millennial consumers are hungry for content that’s not only engaging, but that they also find contextually and culturally relevant on every screen,” said Lia Silkworth, EVP, Managing Director, Tapestry. “We believe Fusion is an innovative new way to reach this consumer.” Tapestry, a division of SMG Multicultural, specializes in connecting brands with emerging market consumers in the United States.

With a unique mix of original reporting and satire programming that is smart and irreverent, Fusion will inform, empower, and inspire viewers by creating dynamic multi-platform conversations around the most resonant issues facing millennials. Millennials are the most diverse generation in America today, with Hispanics representing one in five adults 18-34. Over the course of the next five years this group is expected to eclipse Boomers at $3.39 trillion in spending power.
About Fusion

Fusion is a news, pop culture and satire TV and digital network. It will engage and champion a young, diverse, and inclusive America with a unique mix of smart and irreverent original reporting, lifestyle and comedic content. Fusion launched in millions of households nationwide on October 28, 2013. Six major distributors are carrying the cable network, including Cablevision, Charter, Cox, AT&T U-Verse, Verizon FiOS and Google Fiber. For more information about Fusion visit fusion.net or follow us on Twitter, @ThisIsFusion, and facebook.com/FusionNetwork. Fusion is a joint venture between Univision Communications Inc. and the Disney/ABC Television Network.

About SMG Multicultural
SMG Multicultural is the largest brand communications organization in the U.S. specializing in Hispanic, African-American, Asian-American and emerging market consumers. Within our three brands -Chicago-based Tapestry and Spark Multicultural and New York-based 42 Degrees at MediaVest (MV42)- we offer a portfolio of strategic services that engage consumers in meaningful ways with some of the top brands across the globe. Whether its media planning and buying, communications planning, performance media, digital communications, data and analytics, branded entertainment, gaming or event marketing, our media experts consistently strive to lead and invent within the multicultural space.

What: Fusion, Univision-ABC’s new cable network, has announced the brands it will be partnering with.
Why is it important: The importance of English language is beginning to be recognized among advertisers who want to reach Latino millenials. That is a sign of a major cultural change.

Fusion –the news, pop culture and satire network from ABC and Univision– announced today that several of America’s most recognized brands have signed on as launch partners. Allstate, AT&T, Darden, Disney Parks, Johnson & Johnson Consumer, Kay Jewelers, Rayovac -division of Spectrum Brands-, Samsung, and Toyota are among the advertisers partnering with Fusion, which launched in millions of homes nationwide on Monday, October 28.

All of these brands are aware that marketing for Hispanics doesn’t necessarily mean “Spanish-language marketing“. In fact, Fusion is targeting second and third-generation Hispanics in the U.S., young people who do not like to be considered strictly “Latinos”, but who describe themselves as Americans and want to be addressed as such. Besides, actually, as reported by Pew Research, when it comes to news consumption, a growing share of Latinos prefer English. 90% of Latinos ages 18 to 29 who get their news from television do so in English. When it comes to other forms of entertainment, such as television and music, use of English is higher among younger Latinos.

“Fusion is going to provide quality content that is relevant for a young, digital, and diverse America,” said Catherine Sullivan, Senior Vice President of Sales for ABC News and Fusion. “We are delighted that several of America’s most recognized brands have identified Fusion’s programming as a unique opportunity to reach one of the fastest growing audiences in the country.”

“Hispanic millennial consumers are hungry for content that’s not only engaging, but that they also find contextually and culturally relevant on every screen,” said Lia Silkworth, EVP, Managing Director, Tapestry. “We believe Fusion is an innovative new way to reach this consumer.” Tapestry, a division of SMG Multicultural, specializes in connecting brands with emerging market consumers in the United States.

With a unique mix of original reporting and satire programming that is smart and irreverent, Fusion will inform, empower, and inspire viewers by creating dynamic multi-platform conversations around the most resonant issues facing millennials. Millennials are the most diverse generation in America today, with Hispanics representing one in five adults 18-34. Over the course of the next five years this group is expected to eclipse Boomers at $3.39 trillion in spending power.

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.

  • Allstate
    Allstate releaesd its latest Spanish language TV spot, “Bleacher”, featuring Mexican National Team Goalkeeper Memo Ochoa. The ad is the latest addition to Allstate’s campaign featuring Ochoa and communicating that “Proteccion es la jugada” (Protection is our game). It is set to air throughout the year on national Spanish-language networks. Lapiz is the creative agency and Tapestry is the media agency. The ad is set to air throughout the year on national Spanish-language networks, including Univision, Telemundo, FOX Sports, ESPN Deportes and GOL TV among others. Additional marketing and advertising elements of this campaign include another TV spot titled “Calculation”, as well as print and mobile banners, Allstate’s soccer app Kaptura and the dedicated website www.proteccioneslajugada.com, along with online activations;  media integrations and social media. This is in addition to the sponsorships of the Mexican National Soccer Team (for the fifth consecutive year); the MLS (third consecutive year); New Futuro (an innovative Hispanic education community providing access to higher education for Hispanics) as well as sponsorships of television entertainment programs including Premios tu Mundo and the Latin GRAMMY(r) Awards, among others.

  • Liberty Tax Service
    Liberty Tax Service and Los  Angeles-based EC Hispanic Media are expanding their partnership to bring  Hispanic consumers, high-value educational content. Through the partnership,  Liberty Tax Service ~ Una Familia Sin Fronteras, will utilize El Clasificado and  other newspapers  to reach Hispanic families in 11  different US markets.  Liberty Tax Service’s Hispanic Initiative will  provide the latest vital fiscal and financial information to the Hispanic  community. 
  • IMUSA
    IMUSA is launching an exclusive line of Hispanic and ethnic cookware in Target stores nationwide. IMUSA is partnering with Target to create a line tailored to their consumers as there has been a strong interest for Hispanic and Asian cooking tools. With help from celebrity chef ambassadors George Duran of TLC’s “Ultimate Cake Off” and Ana Quincoces of “The Real Housewives of Miami,” each IMUSA product comes with an exclusive recipe card, making it easy for consumers to learn about and create Ethnic cuisine from their very own kitchen. “We are excited about our partnership with Target and hope to reach a new audience with our line of ethnic cookware products,” said Manny Gaunaurd, president and CEO of IMUSA. “These new consumers are instrumental to company growth and we want to eventually bring Hispanic and international cooking to every home.”

  • Dolphin Mall
     Miami’s mega-outlet retail center, has named MGSCOMM as its agency of record, managing creative and media responsibilities. The agency will develop campaigns – in English, Spanish and Portuguese – targeting local, national and international consumers. Dolphin Mall boasts 240 retail stores as well as dining and entertainment venues.

  • Hair Club
    Hair Club, North America’s largest provider of all proven hair restoration services, announced the launch of a new Spanish-language and mobile-optimized website to best serve the fast-growing market of Hispanic American consumers. Having been committed to serving the Hispanic market for years, the website is the latest in the company’s customer service and marketing initiatives designed for Spanish-speaking clients, who today represent more than 15% of Hair Club’s ® new business.Further, Hair Club® attributes much of the company’s early-stage growth to the classic television commercials starring company founder, Sy Sperling. Today, Hair Club continues to market its proven solutions through TV, web and radio advertisements. In 2010, Hair Club® piloted a national campaign of new Spanish-language advertising and marketing campaigns featuring Hispanic clients. To date, these advertisements have resulted in over 40,000 new client inquiries.

  • Peanut Butter & Co
     Peanut Butter & Co, started at national campaign on February 4, 2013. The  company is airing a series of three nationally broadcast commercials that encourage consumers to go beyond smooth and crunchy and to step into Peanut Butter & Co.’s exciting world of flavor. The 15-second spots build to a chorus of exclamations – OMG!, Whoa!, Wow!, Yum, and Amazing – all words that are frequently uttered when consumers taste Peanut Butter & Co. peanut butter for the first time. The commercials will air nationally on Cooking Channel and in select markets on a variety of cable networks such as ABC Family, Food Network, E!, and TLC.  Promotional contests, coupons, and online advertising will provide additional support to the campaign, which will be fully integrated with all Peanut Butter & Co. social media channels that connect to over 100,000 superfans and followers. Social media participation will be promoted via exclusive Facebook offers and a Twitter hashtag (#tasteamazing).

  • Vonage
    Vonage has shifted its $150 million creative and media duties from Omnicom agencies to WPP’s
    JWT and independent Horizon Media. review wouldn’t impact the company’s Hispanic marketing or direct-mail efforts. Vox Profero handles Hispanic; direct mail is handled by an agency inside Harte Hanks.

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