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What: The winners of the 2018 Portada Awards were announced during an exclusive party at the end of #PortadaNY on September 25.
Why it matters: The winners of each of the five Portada Awards categories are a good representation of successful practices in the marketing and advertising industry.

 

After a full day of panels, speed-networking, delicious food and great views of the Manhattan skyline, Portada was thrilled to close the annual Portada New York marketing conference with an Award Ceremony last night, in which the five Portada Award Winners were announced. The principal of Portada’s non-for-profit partner BOSS NYC, Josh Solomon, kick-started the show. Also present were the sponsors of Portada New York: Adsmovil, AcuityAds, Cultura Colectiva, HCode, Latcom, Oath, Undertone, and VidaPrimo.

 

 

The Winners of the 2018 Portada Awards 

 

Grassroots Multicultural Fan Engagement by a Team, Property or League


NASCAR Latino, “NASCAR Latino Grassroots Influencer Program”

 

 

Best Multicultural Engagement Activation by a Brand with a Team or League

 

American Airlines, “Extending the Culture of Carnaval / When RIO Carnaval meets U.S. Basketball”

 

Best Soccer-Specific Activation in North America

 

Club de Cuervos / Netflix, “Chava en Rusia”

 

Top Brand Marketer Driven by Multicultural Insights


Jorge Inda Meza, Head of Marketing, West Region, Anheuser-Busch

 

Top Campaign Driven by Multicultural Insights


Gallegos United, “El Chavo/Toma leche”

 

 

The juries that chose the winners were composed by members of Portada’s Sports Marketing Board and Agency Star Committee, two units of the exclusive Council System, which is formed by seven units in total, and whose members will have four private meetings in 2019. To find out more about this and other opportunities Portada has to offer, contact sales coordinator Michelle Lopez at michelle@portada-online.com

Portada 2019 Events 

March 15, 2019: Portada Los Angeles -Brands-Sports Summit, Hotel Loews Santa Monica, Los Angeles
April 3, 2019: Data and Content Marketing Forum, New York City
April 12, 2019: Portada Miami:  Hotel EAST, Miami 
September 12, 2019: Portada New York, Yotel New York, New York City 
October 17, 2019: Portada Mexico, Casa Lamm, Mexico City

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Javier Campopiano is rejoining FCB as partner, CCO for FCB Mexico. He will be responsible for leading the office’s creative direction in Latin America and beyond, across its client roster.

 

 

 

 

José María Giraldo has replaced 43-year veteran Tony Gutiérrez as director of American Airlines in Mexico.

 

 

 

 

 

Mariana Fresno Aparicio was named Argentina CEO at Kantar Millward Brown & Kantar TNS. Both companies are a part of Kantar’s Insights division.

 

 

 

 

Kellogg Company has named Anna Consolato as the new regional director of breakfast products. She will head operations in Bolivia, Colombia, Ecuador, and Peru.

 

 

 

 

 

Florencia González Vallejo is the new retail marketing director at NCR Latin America. In her role, she’ll be in charge of retail solutions, as well as strengthening the brand’s position in the market.

 

 

 

 

Which sites do Hispanic users use for their travel planning? How important is each platform, depending on the content offered? On which sites do they decide to make their purchases? Read on for the answers to these questions, drawn from comScore’s May 2017 ranking.

Once again, Hispanic netizens showed their love for travel, or at least their interest in travel options. Seventy-four percent of all users visited travel-related sites during the month of May.

One of this month’s surprises was Matador Network. The travel recommendations site, created by real travelers, joined the ranking for the first time. With 2.1 million unique visitors, it seems to have captured the attention of the Hispanic public with its relaxed tone and varied content.

Source: comScore MMX Multi-Platform, U.S., Hispanic All, Desktop and Mobile, May 2017, Desktop 2+ and Mobile 18+Total Unique Visitors/Viewers (000)
Total Digital Population
   Total Internet: Hispanic All35,505
   Travel26,276
1   TripAdvisor Inc.10,137
2   Expedia Inc.8,274
3   Uber5,913
4   Priceline.com Incorporated3,817
5   Lyft, Inc.2,865
6   MATADORNETWORK.COM2,115
7   Airbnb Sites1,986
8   USA TODAY Travel1,548
9   Southwest Airlines Co.1,459
10   Delta Airlines1,197

Once again, TripAdvisor made the top of our list. This is probably due to the fact that the platform has been skilled at updating itself, becoming a site that offers not only reviews of hotels, restaurants, and attractions, but also price comparisons. Forty percent of users who consult travel content pass through this platform.

U.S. airlines are still present in the ranking. Delta Airlines placed 10th, with 1.2 million users, squeezing out American Airlines (ranked 8th last month). Southwest Airlines remained in the ranking, although it dropped two positions, with 7% fewer users than in April.

Startups continued to show their relevance. Uber, Lyft and Airbnb remain strong month after month, ranking 3rd (with 5.9 million users), 5th (2.8 million users), and 7th (1.9 million users), respectively.

Which sites do Hispanic users use for their travel planning? How important is each platform, depending on the content offered? On which sites do they decide to make their purchases? Read on for the answers to these questions, drawn from comScore’s April 2017 ranking.

It seems that US Hispanics are very interested in travel, with 74% of all users checking out travel-related sites in April of this year.

Source: comScore MMX Multi-Platform, Travel, U.S., Hispanic All, April 2017, Desktop 2+ and Mobile 18+Total Unique Viewers (000)
Total Digital Population
   Total Internet: Hispanic All35,703
   Travel26,554
1   TripAdvisor Inc.11,971
2   Expedia Inc.7,297
3   Uber6,359
4   Priceline.com Incorporated3,703
5   Lyft, Inc.3,005
6   USA TODAY Travel1,722
7   Southwest Airlines Co.1,571
8   American Airlines1,538
9   CNN Travel1,460
10   Airbnb Sites1,386

The ranking shows that when it comes to travel, Hispanic users like to be well-informed. This could explain why TripAdvisor is in first place, with almost 12 million unique visits in April.

The next step for users is to access and purchase the trips they have chosen. This explains why  OTA Expedia came in second, with 7.2 million visits.

Uber claimed the third spot in this month’s ranking, a sign that the start-up’s efforts to remain a market leader in local transport services have born fruit, with 23.7% of Hispanics who consume travel-related content visiting the Uber site.

But the competition isn’t far behind. Lyft gained territory to claim fifth place, with 3 million unique visits.

Meanwhile, two airlines managed to carve out a spot in the ranking: Southwest Airlines ranked seventh, with 1.57 million visits; and American Airlines, eighth, with 1.53 million. It seems that American’s series of travel altercations did not affect its market presence too much.

Finally, it is worth noting that no hotel chain made the ranking this month. While Hispanic users are interested in lodging, they may prefer new alternatives such as Airbnb, whose usage policies continue to be adjusted in accordance with the local laws of each of the locations where service is provided. Even so, the platform received 1.4 million hits.

PortadaLat is next week! Registration: We have added new Ticket Types to Meet Your Needs!

GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8. All sessions, keynotes, networking, food and beverage included! (US$549)
VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999).
DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7):
The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199)
DAY 2: BRAND INNOVATION DAY (June 8)
The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 549!)
Secure your spot and start the PortadaLat journey!

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

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

For prior Sales Leads LatAm editions, click here.

  • Enterprise Rent-A-Car

jjjjjEnterprise Rent-A-Car announced the company has expanded the Enterprise Plus loyalty program into the Caribbean and Latin American markets.Members of the Enterprise Plus loyalty program can now earn rewards and free rental days at locations in Belize, Costa Rica, Guatemala, Mexico, Nicaragua, Tortola, Trinidad & Tobago and Uruguay.Earlier this year, the Enterprise Plus loyalty program was also introduced in Argentina, Paraguay and Curacao. The Enterprise, National and Alamo brands now operate in more than 85 countries, including 30 in Latin America.

 

  • American Airlines

descarga (18)American Airlines Inc. plans to invest US$100 million in an aircraft maintenance center in Sao Paulo, touting it as a sign of confidence in Latin America’s largest economy despite Brazil’s recession and latest political turmoil.The US airline would set up its first maintenance center in South America at Sao Paulo’s Guarulhos airport, and would eventually offer services to other airlines.American Airlines spokesman Josh Freed said the No. 1 US airline by passenger traffic has plans to invest in Brazil but that he could not immediately confirm the amount.Four airports will be auctioned to private concessionaires on March 16 and the state company that manages Brazil’s airports will not take part for the first time.

 

 

  • Havas

hdPbVsbF_400x400Havas will merge global media and creative operationsin an effort to “accelerate integration” and create a “seamless” experience for clients, mandmglobal has reported.Both creative and media operations will become business units under a single regional P&L, with the new organisation to be overseen by former Havas Media Group chief Dominique Delport, who becomes global managing director and chief client officer.

 

 

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • WAL-MART

mmmmWal-Mart plans to invest US$320 million in the Brazilian market over the next three years despite a drop in sales.Wal-Mart’s sales in Brazil dropped by 4.1 percent. Compared to increases by 8.9 percent across Mexico and Central America.The money will go towards re-branding its local branches with a stronger link to the American name.The company’s Brazilian director promises cheaper prices, a wider assortment of products, and more fresh produce. Wal-Mart arrived in Brazil in the mid-90s.

 

 

  • RGC Coffee

descarga (16)RGC Coffee Inc. (RGC), a worldwide supplier of green coffee http://www.rgccoffee.com/origins.html, has announced its new subsidiary, RGC Americas. Based in Bogota, Colombia, RGC Americas will oversee quality, market intelligence and sustainability programs. Colombian based industry experts Steven Diaz and Angela Pelaez have been hired respectively as General Manager and Sustainability Manager.RGC is an industry leader in quality and sustainability, partnering with large, medium and small coffee roasters. Opening the new subsidiary will allow RGC to meet future demands of coffee roasters who have mandated greater accountability and focus on quality.

 

 

  • Martin Audio

descarga (6)Martin Audio, a ccompany that delivers high quality professional loudspeaker systems for Live Sound and Installed applications, has appointed Pro Active Latin America as the company’s sales representative for Latin America and the Caribbean.Based in Mexico City and guided by Owner/Director Berenice Gutierrez, Pro Active LATAM has already built a portfolio that includes Allen & Heath, Ashly Audio and UDG in addition to Martin Audio.

 

 

 

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

 

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Silvina Poirier 347-840-1311 or e-mail her at Silvina@portada-online.com. SEE A DEMO OF THE DIRECTORY!
Click here for previous Latam Sales Leads editions

  • American Airlines

nhnhnAmerican Airlines is now taking reservations and selling regularly scheduled flights between Miami International Airport and five Cuban cities to start in September.Cheaper rates come with caveats, including final approval from the Cuban government for American’s new commercial flights to the island. There is also a minimum stay requirement of three nights or over a Sunday, and travel must be booked by Tuesday to take advantage of the sale. The discounts apply to travel between Sept. 7 and Nov. 15.

 

  • Unilever #unstereotype

descarga (3)Unilever global has unveiled #unstereotype, a campaign to advance advertising away from stereotypical representations of gender.Unilever plans to focus on three key areas of role, personality and appearance.Several Unilever brands have already begun changing portrayals of gender, including Axe’s Find Your Magic campaign, along with work by Dove, Knorr, Lifebuoy and Brooke Bond Red Label’s transgender brand 6-Pack in India.Several of Unilever’s partner agencies including BBH, 72andSunny, JWT, DDB, MullenLowe and Ogilvy, have already confirmed that they will be adopting the new approach with many more likely to follow.Unilever hopes that #unstereotype inspires others in the industry to join us and commit to building brands in a way that puts advertising on the forefront of leading culture with progressive portrayals of everyone.

  • Ariad/ Iclusig®

ariadlogotm_150_biggerAriad Pharmaceuticals, Inc. has announced that it has completed two distribution agreements for Iclusig [® ] (ponatinib) outside of the United States. In Latin America, ARIAD and Pint Pharma International S.A., a company focused on innovative treatments for patients in Latin America with cancer, rare diseases, and genetic disorders, have entered into an agreement for Pint Pharma to commercialize Iclusig in Argentina, Brazil, Chile, Colombia and Mexico. Pint Pharma has received exclusive rights to commercialize Iclusig following regulatory approval in Argentina, Brazil, Chile, Colombia and Mexico (the “Territory”), with the potential of adding other Latin American countries in the future. ARIAD and Pint have agreed to collaborate to submit marketing authorization approvals in the countries in the Territory. In addition, Pint has agreed to sell Iclusig as an investigational product on a named patient basis in certain countries in the territory where permitted prior to regulatory approval.In exchange for these rights, ARIAD will receive upfront and potential regulatory milestone payments totaling US$15 million. ARIAD will also receive more than 50 percent of net product sales in the Territory through a product supply transfer price.

  • Socar

descarga (2)Azerbaijan’s state-owned oil company SOCAR expands its presence overseas, as SOCAR Trading SA – the marketing arm of the company plans to enter Latin American market.SOCAR is involved in exploring oil and gas fields, producing, processing, and transporting oil, gas, and gas condensate, marketing petroleum and petrochemical products in domestic and international markets, as well as, supplying natural gas to industry and the public in Azerbaijan.Three production divisions, one oil refinery and one gas processing plant, a deep water platform fabrication yard, two trusts, one institution, and 23 subdivisions are operating as corporate entities under SOCAR.

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan  347-961-9516 or e-mail him at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Best Western Hotels & Resorts ::: American Airlines – Crispin Porter + Bogusky, GroupM’s Mediacom ::: Johnson & Johnson – J3  ::: InterContinental Hotels Group (IHG)  ::: Gravity 3  :::

Click here for previous Latam Sales leads editions

  • Best Western Hotels & Resorts

5XrEjv1Z_400x400Best Western Hotels & Resorts aims to build 30 hotels in Latin America in the next two years, with an objective of doubling its current number of 15 properties. Best Western Latin American expansion is powered primarily by two countries, Brazil and Colombia. Brazil has 13 hotels in the pipeline in the next 18 months, including four (4) Best Western, Seven(7) Best Western PLUS and Two (2) Best Western PREMIER.Aside from those hotels already in construction, negotiations are underway with some 40 investors for additional projects, including prospects for Vīb, Premier Collection, Executive Residency and PREMIER. Colombia has eight hotels in the pipeline, most of which will be PLUS properties. Locations include the capital city of Bogota, as well as popular beach destinations such as Cartagena, Santa Marta and San Andres. The island of San Andres is a Caribbean hot spot known for its seven visible shades of blue in the ocean. Ongoing negotiations in the region include potential Vīb properties in Bogota and Medellin, Colombia’ssecond-most important city. Best Western Hotels & Resorts aims to secure ten properties in Colombia in the next 24 months. Dorothy Dowling, SVP of Marketing and Sales for Best Western International, tells Portada that most marketing efforts will be targeting the business traveler as well as marketing of loyalty programs. Initiative is Best Western’s media agency.

  • American Airlines

descarga (1)American Airlines has appointed MDC Partners’ Crispin Porter + Bogusky andGroupM’s Mediacom as its new creative and media agencies, respectively. The appointments were made following formal review in which CP+B and GroupM’s MediaCom defeated rival pitches from IPG, Publicis Groupe and Omnicom Group. The assignments are global.The incumbent agency was TM, part of Interpublic’s McCann Worldgroup. TM had serviced the account since the early 1980s and did not defend the account. Instead, Martin Agency, also part of IPG, pitched the business.American Airlines spent about US$30 million on ads last year, according to Kantar Media, and that number is likely to increase as the airline has just absorbed U.S. Airways.Read more.

  • J&J

descargaPharma and packaged-goods giant Johnson & Johnson has selected J3 as its media agency around the world after a quick review across all of its consumer, pharmaceutical and medical-device businesses and brands. Among the shops competing were WPP’s MEC, Omnicom’s OMD and J3, the dedicated J&J group that Interpublic Group of Companies created within UM.J3 previously handled some of the international work, while OMD supported parts of the business in Latin America and Asia, and MEC supported parts of Europe.When the review began, the company said the North American market would not be included. Months later, the company moved its US$1 billion U.S. business from OMD back to J3. OMD had won the business from J3 only a year earlier.J&J reported US$2.6 billion in advertising spending in its 2014 annual report.

  • InterContinental Hotels Group

95b573d1e88dcf1246445d86aef5e213_400x400InterContinental Hotels Group (IHG) has announced the opening of the new-build Staybridge Suites Puebla (Mexico) hotel. The eight–story extended stay hotel includes 129 suites and opens following an investment of more than US $12 million by Hotel Royal Plaza, S.A. de C.V.The Staybridge Suites brand has seen strong growth in Mexico with recent openings in Monterrey, Chihuahua, Guadalajara and Queretaro. This hotel marks IHG’s sixth property in Puebla and the first Staybridge Suites hotel in the city, according to IHG.

 

  • Gravity3

cr570_15Agency Gravity 3 will open a branch in Costa Rica to cater the needs of the entire Central American region. The agency was born in Mexico and has representatives in Colombia and Chile. Costa Rica office will start operating from 1 October.

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. 8 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-961-9516 or e-mail him at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • J&J

descargaPharma and packaged-goods giant Johnson & Johnson has selected J3 as its media agency around the world after a quick review across all of its consumer, pharmaceutical and medical-device businesses and brands. Among the shops competing were WPP’s MEC, Omnicom’s OMD and J3, the dedicated J&J group that Interpublic Group of Companies created within UM.J3 previously handled some of the international work, while OMD supported parts of the business in Latin America and Asia, and MEC supported parts of Europe.When the review began, the company said the North American market would not be included. Months later, the company moved its US$1 billion U.S. business from OMD back to J3. OMD had won the business from J3 only a year earlier.J&J reported US$2.6 billion in advertising spending in its 2014 annual report. The company spent US$1.09 billion on measured media in the U.S. in 2014, according to the Ad Age DataCenter. Among its top-spending brands were Neutrogena (US$251.1 million), Aveeno (US$124.5 million), Xarelto (US$113.1 million), Zyrtec (US$93.8 million), Listerine (US$79.2 million) and Tylenol (US$68.3 million).

  • American Airlines

descarga (1)American Airlines has appointed MDC Partners’ Crispin Porter + Bogusky andGroupM’s Mediacom as its new creative and media agencies, respectively. The appointments were made following formal review in which CP+B and GroupM’s MediaCom defeated rival pitches from IPG, Publicis Groupe and Omnicom Group. The assignments are global.The incumbent agency was TM, part of Interpublic’s McCann Worldgroup. TM had serviced the account since the early 1980s and did not defend the account. Instead, Martin Agency, also part of IPG, pitched the business.American Airlines spent about US$30 million on ads last year, according to Kantar Media, and that number is likely to increase as the airline has just absorbed U.S. Airways.Read more.

  • Pro Ecuador

descarga (2)Pro Ecuador, the trade and foreign investment arm of Ecuador’s Ministry of Foreign Trade, appointed Fineman PR to promote Ecuador and its technology hub, the newly developed City of Yachay, as an emerging technology market for American investors. Yachay, an environmentally sustainable city, is designed to spur new ideas and support the needs of 21st century technology industries. Fineman PR will focus on major U.S. media markets to raise awareness of Ecuador’s investment potential.Throughout the campaign, Mosaico, the Latino and Multicultural Division of Fineman PR, will work closely with Pro Ecuador to share the steps Ecuador has taken toward a knowledge economy growth strategy among potential investors throughout the Bay Area and in key markets across the nation.

  • Shutterfly

8fkr0he2iamnmcrbnr5r_200x200h05X1bSz_400x400Internet-based image publishing service Shutterfly is partnering with actress Maria Canals-Barrera to introduce new Spanish-language features including customization options, Spanish characters, and in-language customer service, all available on Shutterfly.com/mivida. Maria Canals-Barrera, best known for her role as Theresa Russo in Disney Channel’s Wizard of Waverly Place, will appear in a series of “Mi Vida” (My Life) themed online videos where she will showcase how she uses Shutterfly’s new Spanish-language offerings to turn the special moments in her own life into treasured keepsakes.Starting in late October, Maria will appear in four videos showcasing her favorite products, focusing on special occasions and ways to personalize everything from fall season home décor and Halloween trinkets, to Christmas cards and calendars for the new year. The videos will live on Shutterfly.com/mivida.

  • Cadillac

cadillac-dare-greatly-hed-2015Cadillac has assigned Condé Nast’s new branded content studio 23 Stories its latest effort “Dare Greatly,” a yearlong digital-only campaign, which will start in November and will be made up by 55 pieces of content, comprised of short- and long-form videos and articles, distributed in eight magazine brands (Architectural Digest, Vanity Fair, GQ, Condé Nast Traveler, W, Details, Wired and Bon Appétit )as well as Cadillac’s digital channels.Articles and slideshows will have a small Cadillac logo beside the byline and videos will either open or close with an intertitle mentioning Cadillac.The campaign is an effort to revitalize the brand and create awareness among affluent millennials, according to Cadillac’s CMO Uwe Ellinghaus.

  • Best Western International
  • In an interview with Portada, Dorothy Dowling, CMO of Best Western International, explains that the hotel chain Hispanic market activation is mostlymostly focused on mainstream media buys in properties that have a large Hispanic following. The initiative has focused on national and regional markets where there is a higher propensity of U.S. Hispanics. These buys include general market TV, as its substantial reach also drives search, digital as well some sports TV properties and radio. There is also a Social Media and Blogger outreach, including bloggers Manny Ruiz and Cesar Milan. Those Best Western partner agencies are Ideas Collide for creative, Allison and Partners for PR and Initiative for media planning and buying.

What: American Airlines has appointed MDC Partners’ Crispin Porter + Bogusky and GroupM’s Mediacom as its new creative and media agencies, respectively.
Why it matters: The assignments are global.The accounts were held by McCann Worldgroup agencies McCann Erickson and TM.

descarga (1)American Airlines has appointed MDC Partners’ Crispin Porter + Bogusky and GroupM’s Mediacom as its new creative and media agencies, respectively. The appointments were made following formal review in which CP+B and GroupM’s MediaCom defeated rival pitches from IPG, Publicis Groupe and Omnicom Group. The assignments are global.

The incumbent agency was TM, part of Interpublic’s McCann Worldgroup. TM had serviced the account since the early 1980s and did not defend the account. Instead, Martin Agency, also part of IPG, pitched the business.

American Airlines spent about US$30 million on ads last year, according to Kantar Media, and that number is likely to increase as the airline has just absorbed U.S. Airways. It seems that I order to complete its merger with domestic rival US Airways, AA is investing more than US$2bn in integrating IT systems and renewing its product and customer experience. In addition, the company is carrying out a fleet renewal, which the airline claims will give American the youngest fleet of its network competitors.

“We want to capture the enthusiasm and passion our employees have for the future of the airline and deliver that message to our customers with a genuine and unique campaign. We think our employees and our customers will be proud of how CP+B and MediaCom work with us to present American’s brand in the coming years,” said Fernand Fernandez, the A.A’s vice president global marketing.

“From the very start, CP+B and MediaCom showed a clear understanding of American’s assets and opportunities, and it all starts with our 100,000 employees,” added Fernandez.

What: American Airlines has appointed MDC Partners’ Crispin Porter + Bogusky and GroupM’s Mediacom as its new creative and media agencies, respectively.
Why it matters: The assignments are global.The accounts were held by McCann Worldgroup agencies McCann Erickson and TM.

descarga (1)American Airlines has appointed MDC Partners’ Crispin Porter + Bogusky and GroupM’s Mediacom as its new creative and media agencies, respectively. The appointments were made following formal review in which CP+B and GroupM’s MediaCom defeated rival pitches from IPG, Publicis Groupe and Omnicom Group. The assignments are global.

The incumbent agency was TM, part of Interpublic’s McCann Worldgroup. TM had serviced the account since the early 1980s and did not defend the account. Instead, Martin Agency, also part of IPG, pitched the business.

American Airlines spent about US$30 million on ads last year, according to Kantar Media, and that number is likely to increase as the airline has just absorbed U.S. Airways. It seems that I order to complete its merger with domestic rival US Airways, AA is investing more than US$2bn in integrating IT systems and renewing its product and customer experience. In addition, the company is carrying out a fleet renewal, which the airline claims will give American the youngest fleet of its network competitors.

“We want to capture the enthusiasm and passion our employees have for the future of the airline and deliver that message to our customers with a genuine and unique campaign. We think our employees and our customers will be proud of how CP+B and MediaCom work with us to present American’s brand in the coming years,” said Fernand Fernandez, the A.A’s vice president global marketing.

“From the very start, CP+B and MediaCom showed a clear understanding of American’s assets and opportunities, and it all starts with our 100,000 employees,” added Fernandez.

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: American Airlines – Global ::: GSK-Novartis/ Global ::: Farmacias del Ahorro – Carat Mexico ::: “Fiat Happy Hour” – agency Niña ::: P&G – Coty :::

  • American Airlines/ Global

VnfmkRNI_400x400American Airlines’ global creative and media accounts are up for review as the marketer prepares to retire the US Airways brand after acquiring the rival carrier. American’s longtime agencies McCann Erickson, New York, and its affiliate in Dallas, TM Advertising, will defend the creative business. Fellow Interpublic agencies like UM handle American’s media internationally and TM works on the airline’s U.S. media. Those incumbents will also participate in the review, which AAR Partners is managing. A decision is expected by early October. Global media spending is estimated at US$60 million. In the U.S. alone, American Airlines spent just under US$30 million in media last year, according to Kantar Media.Read more.

  • GSK-Novartis/ Global

4f04e6a303341df5bbe81beafdf29f33_400x400 fUQmgECF_400x400GSK absorbed Norvartis’ consumer brands, including Excedrin, in a March deal. Now GlaxoSmithKline is conducting a global review of media planning and buying for its consumer healthcare brands.In March, GSK and Norvartis closed on a US$20 billion deal in which GSK absorbed Norvartis’ consumer brands and vaccines, and Norvartis took on GSK’s cancer drugs.As a result of the deal, GSK employed no less than three media agencies on its consumer business (PHD, MediaCom and Starcom), setting the stage for a consolidation among roster shops. Global media spending on the account approaches US$900 million. Starcom, which previously worked for Norvartis, is not participating in this contest, leaving GSK U.S. shop PHD against MediaCom, which works for GSK in overseas markets, sources said. In a statement, GSK thanked Starcom for its work on Novartis’ brands, which include Excederin, Theraflu and Lamisil. GSK’s over-the-counter brands include Aquafresh, Sensodyne, Nicorette and Tums.

  •  Farmacias del Ahorro/Mexico

BVO7DqTx_400x400From July onwards, the agency Carat Mexico adds the drugstore chain to its portfolio. The agency will be in charge of the  traditional and digital media strategy design, which next year will focus on the e-commerce and branded content areas. Carat Mexico, part Dentsu Aegis group, has clients like Sony, Skype, Hello Food! and DENTIX new Mexican operation.

  • “Fiat Happy Hour” /Argentina

descargaAgency Niña has created a new campaign for Fiat Under the slogan “Fiat Happy Hour” with the aim of alleviating the busiest time of the week. For two Fridays, Illia Highway’s toll were lifted for 60 minutes. Drivers could pass without paying or queuing and get faster to their homes. The campaign was created by Sebastian Reggiani and Guido Donadio, directed by Federico Gianotti and produced by Javier Vera, all part of Niña.

  • P&G / Global

Logo_400x400Procter & Gamble has agreed to part with much of its beauty business,  including brands like CoverGirl, Clairol and Wella, and give those to Coty in an operation of almost US$15 million.With this deal, which includes a total of 43 brands, the plan launched by P&G last year to get rid of 100 brands and 15% of its business in the area is “substantially completed.” When the process is finished, Procter will have given away 93 brands out  of 100. In total, the brands involved in the transfer to Coty had an advertising investment of approximately US$ 300 million in 2014, according to Kantar Media, and were almost all handled by WPP’s  agency Grey. Coty is requesting payment terms of 150 days for all the agencies participating in the global media review. The beauty brands in the agreement had sales of US$5.9 million in fiscal year 2013-2014.

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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  • MEC BRAVO

descargaMEC has announced the rebranding of MEC Bravo, one of the leading Hispanic media agencies, to MEC Multicultural to reflect the agency’s expansion into broader consumer segments.he agency has created targeted campaign activations for clients such as AT&T, Marriott, KFC, Citi and Campbell’s, and continues to expand assignments with both existing and new clients, including in the beauty and energy sectors.Read More.

  • Dr Pepper

descarga (2)To continue its celebration of curiosity and individuality, especially among the Hispanic community, Dr Pepper hosted a private concert featuring Santos on Wednesday on July 15 as part of its “Dare to Discover” campaign. The exclusive event kicked  off the brand’s presence at this year’s Premios Juventud and dared fans to discover the unique flavors of Dr Pepper – and life in general. This month, Dr Pepper has chosen two outstanding students to receive US$75,000 in scholarships as part of the “Dare to Discover” campaign, which encourages Hispanic students to follow their dreams and reach for their goals. In addition to the scholarship announcements, the audience was also shown the inspiring stories of the upbringings, passions and aspirations behind each of the winners.Premios Juventud is a Spanish-language television show that celebrates Hispanic youth and recognizes artists in music, film, sports, style and pop culture.

  • American Airlines

VnfmkRNI_400x400American Airlines’ global creative and media accounts are up for review as the marketer prepares to retire the US Airways brand after acquiring the rival carrier.American’s longtime agencies McCann Erickson, New York, and its affiliate in Dallas, TM Advertising, will defend the creative business. Fellow Interpublic agencies like UM handle American’s media internationally and TM works on the airline’s U.S. media. Those incumbents will also participate in the review, which AAR Partners is managing. A decision is expected by early October. Global media spending is estimated at US$60 million. In the U.S. alone, American Airlines spent just under US$30 million in media last year, according to Kantar Media.Read more.

  • GSK-Novartis

4f04e6a303341df5bbe81beafdf29f33_400x400 fUQmgECF_400x400GSK absorbed Norvartis’ consumer brands, including Excedrin, in a March deal. Now GlaxoSmithKline is conducting a global review of media planning and buying for its consumer healthcare brands.In March, GSK and Norvartis closed on a US$20 billion deal in which GSK absorbed Norvartis’ consumer brands and vaccines, and Norvartis took on GSK’s cancer drugs.As a result of the deal, GSK employed no less than three media agencies on its consumer business (PHD, MediaCom and Starcom), setting the stage for a consolidation among roster shops. Global media spending on the account approaches US$900 million. Starcom, which previously worked for Norvartis, is not participating in this contest, leaving GSK U.S. shop PHD against MediaCom, which works for GSK in overseas markets, sources said. In a statement, GSK thanked Starcom for its work on Novartis’ brands, which include Excederin, Theraflu and Lamisil. GSK’s over-the-counter brands include Aquafresh, Sensodyne, Nicorette and Tums.

  • Target

descarga (4)Target is releasing half a dozen new spots starring social media influencers for back-to-school, its second biggest selling season.The effort includes a new tool called “School List Assist” and deals to make shopping easier for parents. The effort aims to establish Target as a one-stop shopping destination during the high-traffic period.”School List Assist” is a new tool on Target.com that provides a curated list of school supplies, which parents can order from online for home delivery or in-store pickup. The retailer worked closely with schools across the country to find the common items that parents will be looking for this back-to-school season.Target tested “School List Assist” last year in select markets and is currently running the tool in beta.The retailer tapped social media stars like dancer Maddie Ziegler — best known for Lifetime’s “Dance Moms” series and Sia’s “Chandelier” and “Elastic Heart” music videos — and EvanTubehd, who has a YouTube series about toys and gaming.Ms. Ziegler will star in a denim spot — airing in August — in which she performs alongside other young dancers to show off Target’s stretchiest denim.The effort makes Target the latest retailer to turn to young, online influencers for its back-to-school push. The six new Target ads begin rolling out on July 19 and each will focus on a different trend and promotion, such as buy-one-get-one offers on licensed products like Star Wars, MInions and Avengers merchandise, and 40% off jeans.The ads also feature a remake of the Jackson Five’s “ABC” performed by artist Tori Kelly, who has a strong following of her own on social media. The song will be available for download on Target’s website as part of a cause-related push. For every download, the retailer will donate US$5 in school supplies — up to US$3.5 million — to the Kids in Need Foundation, a charity it supported during last year’s back-to-school effort as well.Target will use social to highlight products and trends throughout the season. The retailer spent US$1.65 billion on domestic advertising in 2014, according to the Ad Age Datacenter.72andSunny led the campaign for Target, while LatinWorks developed Spanish-language ads for the push. Knock worked on the in-store advertising and Haworth handled media.

  • Nestlé

descarga (5)For Nestlé’s Coffee-Mate Natural Bliss all-digital campaign, the brand’s marketers took over an Irving Farm Coffee Roasters store in New York on April 24 with baristas wearing essentially nothing but body paint.The basement of the coffee shop was the production unit’s mission control, as the Nestlé brand and its agency, 360i, watched the reactions of dozens of unwitting customers. Patrons were also surprised to find that coffee was free for the whole day.Nestlé and 360i created a one-minute, 33-second video and a 30-second clip to be pushed on Facebook, YouTube and other digital channels, with paid ads starting in the next few weeks and running through September. Using the hashtag #NaturalBlissCafé, the team hopes to turn heads on social media with an au naturel strategy that’s slightly skewed toward millennial consumers.Lastly, Nestlé began teasing the ad on YouTube:

https://youtu.be/Zp2mEY3QtlY

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What: After almost 20 years working with Interpublic’s McCann Erickson and its agency TM, American Airlines is launching a global agency review.
Why it matters: A decision is expected by early October. Incumbent McCann has been invited to participate in the review.

VnfmkRNI_400x400American Airlines is launching a global agency review after almost two decades with Interpublic’s McCann Erickson and its agency TM in New York and Dallas.

McCann has been invited to participate in the review, which is being handled by AAR.A decision is expected by in early October.

In December 2013, American Airlines and U.S. Airways merged , though some operational issues are still being dealt with. In addition, the company announced a few days ago that it is merging all U.S. Airways reservations into the American computer system, with a targeted completion date of Oct. 17. Other steps that still need to be completed include the combining of labor groups, the painting of U.S. Airways’ planes to show American Airlines signage and the selection of uniforms. The US$11 billion merger was first announced in February of 2013.

“We remain deeply committed to American Airlines here and globally and will participate in the review,” said a McCann spokeswoman in a statement.
“As part of a broader objective since we entered our merger with US Airways, we have begun to do our due diligence to evaluate all major partners to ensure we are receiving competitive and effective service provisions” said the company in a statement. “This includes advertising and marketing plans. The competitive landscape of our industry and the advertising industry has changed since the last time we put our business out for bid. We want to ensure we align ourselves with the right agency who understands our goals as the world’s largest airline and can provide the best resources and services to meet our needs globally.”

The statement continued: “We have had a partnership with TM and McCann Worldgroup for more than 20 years, and value all of the great work they have done worldwide for American Airlines. McCann and its office in Dallas, TM Advertising, continues to be an excellent global partner for American, helping us with the recent “Going for Great” campaign launched in New York, Los Angeles and Chicago, as well as Europe, Asia and Latin America with local agency teams engaged on our business.”
In 2014 American Airlines spent US$27.8 million on U.S. measured media, down from US$59.7 million in 2013, according to Kantar Media.

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“Mexico’s LGBT travelers account for USD$9.2 billion of that total”

American Airlines will  sponsor  the lesbian, gay, bisexual and transgender (LGBT) travel business conference and consumer expo even in Guadalajara, Mexico. The event will take place from September 5 – 7.

American Airlines is sponsoring the event for the secont time. This is the 3rd International LGBT Business Expo and also counts with the support of American Express, IBM, Out & Equal, Las Vegas Convention and Visitors Bureau, Tourism Thailand, Guadalajara OVC, Jalisco Secretariat of Tourism, Mexico Tourism Board and Out Now Global.

LGBT Confex is a regional event focused on connecting business with LGBT consumers.

George Carrancho, Manager of Diverse Segment Marketing for American Airlines will lead a  workshop on the continuing growth of global LGBT tourism. He will describe American Airlines long history and commitment to global diversity, and its record serving the LGBT marketplace.

“American Airlines is committed to meeting the needs of all our customers,” Carrancho says. “We are proud to be recognized as the only airline, and only a handful of corporations that have earned a perfect 100% score on the HRC Corporate Equality Index every year. Our commitment to equality and fairness is second to none when serving our customers too, and we are delighted to again support LGBT Confex and the International LGBT Business Expo.”

Ruben Sandoval, CEO of LGBT Confex, said he is looking forward to working with American Airlines to build on their already successful partnership.

“We work very hard with all our sponsors and partners to help them better understand and meet the needs of LGBT people as customers and as employees,” Sandoval says. “American Airlines is an ideal fit with our organization’s ethos as they so clearly share a commitment to connecting with LGBT people in ways that support the community and helps their business. It is a win-win that LGBT Confex is delighted to be able to facilitate.”

Data

The latest market data from the world’s largest LGBT market research program – the ’Out Now Global LGBT2020 Study’ reveal that the global LGBT  air travel market is a big business. The research shows that the top 17 global markets will account for a total of USD$181 billion in LGBT tourism spend during 2013. Mexico’s LGBT travelers account for USD$9.2 billion of that total.

The LGBT2020 study also shows that a significant number of the most popular destinations for LGBT travel are in the Latin America region – including Rio de Janeiro, São Paulo, Mexico City, Cancun and Puerto Vallarta all figuring strongly in LGBT people’s travel plans for 2013.

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.

 

  • Thomas Nelson
    Thomas NelsonThe publisher and producer of Christian books, bibles and Videos is introducing a marketing campaign to promote the Spanish-language book “Francisco, el primer papa Latinoamericano” (by Mario Escobar) on the recently elected pope Francis I. The advertising promotional campaign starting on May 7th in the U.S. and Mexico comprehends:
    -Radio Interviews in key Markets (Miami, Puerto Rico, South Texas, Mexico, Los Angeles)
    – TV product placement (Morning Shows – Mexico, Miami, Puerto Rico, Los Angeles)
    – Online Ads (Adwords)
    – Online Ads (Yahoo, Univision)
    – Online Video Ads (Youtube and Pay per view content outlets)
    – “Francisco” will also be promoted through Thomas Nelson direct mailed catalogs.
    Thomas Nelson is the sixth largest American trade publisher and the world’s largest Christian publisher.

 

  • J3/Identity  Edwin Camacho is the new Group Media Director Multicultural Division at J3 Identity. The position was previously occupied by Malena Bustelo who left Identity last fall to join Carat as SVP Group Media Director, Multicultural.

 

  • Open English
    Open EnglishOpen English, the online and off-line English-language school originally founded in Caracas, Venezuela, is going to soon target prospects in the U.S. Hispanic market and Spain. Open English has already done substantial marketing and advertising in Latin America, including in Brazil where it is a top 15 cable Advertisers. Mario Cordon, Open English’s Chief Marketing Officer, will be speaking at Portada’s Latin American Advertising and Media Summit in Miami on June 4-5.

 

  • Absolut Mexico
    Absolut MexicoAbsolut Vodka is bringing its limited edition bottle design Absolut Mexico to the United States for the first time. The bottle debuted in Mexico last year. The release of Absolut Mexico is the latest limited edition offering from the vodka brand and pays homage to Mexican culture and multicultural heritage. This design was created in partnership with Dr. Lakra, one of Mexico’s most renowned contemporary artists and tattooists from Oaxaca, Mexico.  The work of Dr. Lakra has been featured in exhibitions and museums around the world, including the Museum of Modern Art, the Hammer Museum and the Walker Art Center.For Absolut Mexico, Dr. Lakra combines three legendary icons from ancient Mayan culture — Hurakan (Hurricane), Kukulkan (Serpent) and Balam (Jaguar) — and brings them to life on the Absolut bottle through a modern artistic lens that represents Mexico today.

 

  • Del Taco
    Del Taco has opened its first restaurant in Alabama, opening its doors on April 3 in Dothan, the Birmingham Business Journal reports.  The new Dothan Del Taco, located at 4700 W. Main St. in the Publix shopping center, features a 72-seat dining room, Del Taco’s new salsa bar and drive thru that will be open 24-hours.This is the first of 20 Del Taco restaurants planned by Del Taco franchisee and developer/operator Larry Blumberg & Associates which operates 68 hotels in 11 states, representing the Marriott and Hilton brands.  In addition to the first location in Dothan, Larry Blumberg & Associates is planning at least a dozen locations in Alabama including Huntsville, Montgomery, Birmingham and Tuscaloosa. In Florida, the company is planning locations in Tallahassee and Jacksonville. The Del Taco, menu includes Mexican offerings of tacos, burritos, quesadillas and nachos as well as American favorites like hamburgers, crinkle-cut fries and shakes. Del Taco also serves breakfast featuring a full line of breakfast burritos.

 

  • Goya  Foods and Beech Nut
    Goya Foods and Beech-Nut launch a unique joing line of authentic, nutritious latin-flavored babyfoods made with Hispanic moms in mind. The joint announcement was made by Beech-Nut President Jeff Boutelle and Bob Unanue, President of Goya Foods.“Our research shows that Hispanic moms have been waiting for just such an offering, which combines the authentic, traditional Latin flavors Goya is famous for with Beech-Nut’s nutritious, natural ingredients free of preservatives,” said Mr. Boutelle. “Our products are as close as possible to home-made, and that’s very important to Hispanic families.”“The Beech-Nut/Goya line of baby food offers mom the best of both worlds,” Mr. Unanue said.

 

  • Novartis
    Swiss drug maker Novartis is taking a sassy new tack to win converts to its oral multiple sclerosis  treatment, Gilenya. Its “Hey MS, Take This!” campaign shows patients sticking out their tongues with Gilenya capsules on them to show their willingness to fight back against the neurological condition. An image from a video ad from the Novartis campaign for its multiple sclerosis drug Gilenya. The campaign, which begun last week,  is aimed at younger people with multiple sclerosis, a chronic autoimmune disease with symptoms like fatigue, difficulty in walking and blurred or double vision. The campaign will be in national print outlets, including a half-dozen national magazines like People, Shape and Self, and on the Web sites of women’s magazine. A television-style online video will also be available on social media outlets.“MS strikes in the prime of life, and many patients use the Web and social media to connect,” said Dagmar Rosa-Bjorkeson, head of Novartis’s multiple sclerosis unit. “Many are now being diagnosed in their 20s and 30s, and early treatment makes the most impact, so we are trying to target those people who are active and digitally savvy.”Novartis is trying to set the Gilenya campaign apart from other pharmaceutical advertising.All such ads must conform to federal regulatory strictures that consumers receive balanced information that not only includes the drug’s effectiveness but also enumerates its risks in consumer-friendly language. “It’s all about attitude,” explained Mike Devlin, creative director of the campaign’s ad agency, Draftfcb, part of the Interpublic Group, which interviewed the multiple sclerosis patients. Tapestry does media buying and planning. Shortly after Gilenya entered the market, Novartis conducted a smaller marketing effort, with ads in magazines aimed at those with multiple sclerosis as well as a limited placement in national magazines.Its new campaign emphasizes empowered young patients, who use phrases like “No needles for me” and “Take this, you bully” to show their defiant attitude as they cope with the disease.

 

  • Xoom 
    Xoom Corporation, a global online money transfer provider, launched POWR (Pay Only When Received), to Filipino   last month. Today, Xoom announces that the breakthrough initiative is now available to qualifying remitters throughout Latin America and the Caribbean who choose to send with their bank account(https://www.xoom.com/pay-after-received). Xoom claims to be unlike other money transfer companies in that, if the sender pays with a bank account,Xoom will only withdraw the total amount of the money transfer once the money has arrived.”With POWR, we show once again how Xoom is revolutionizing moneytransfers to Latin America and the Caribbean,” says Julian King, Xoom’s Senior Vice President of Marketing and Corporate Development. “When our customers send money and pay with their bank account, Xoom will not charge them until their loved ones get their money.

 

  • Unilever and Northgate Gonzalez Partnership
    Hispanic grocery chain, Northgate Gonzalez Market  and Unilever, have  partnered  to launch a shopper marketing promotion that will  reward consumers who purchase Unilever products with an exclusive performance by  multi-platinum Latin artist, Reyli.

 

  • Esurance
    Esurance has split its media planning and buying responsibilities between Starcom and incumbent Havas Media, following a review, Adweek reports. Starcom will join the brand’s roster in the lead role on strategic media planning for TV, radio, out-of-home, print and digital. Those responsibilities were previously handled in-house. Starcom has also taken on media buying chores for Esurance’s general advertising in TV, radio and out-of-home. Havas, the incumbent on the account, previously handled buying for TV and radio. Out-of-home was handled in-house. Havas Media, formerly MPG, has been on the account since 2005. The agency will retain planning and buying responsibilities for the brand’s direct-response marketing, which includes work in TV, radio and print.Esurance will continue to handle its own digital buying, as well as some tactical digital planning. The other finalists in the review could not be immediately ascertained. Starcom also handles planning and buying for Allstate, which said in May 2011 that it would buy Esurance, a competitor that sells insurance directly to consumers online.

 

  • HSBC
    Mindshare retained the US $400 million global HSBC Account. GroupM (Mindshare’s holding company) defended against finalist Zenith. The decision on the media account comes only a few weeks after HSBC decided to split its creative business among three different agencies. Two of those agencies, JWT and Grey are, like Mindshare, part of WPP. Reportedly, HSBC asked all the new creative agencies to recommend the best media agency and obviously the two WPP agencies recommended their incumbent sibling.

 

  • American Airlines
    American Airlines is cancelled  its direct flights Santo Domingo and Santiago to New York as of April 2. “After careful review of our route network, including performance of individual routes within our global network, American has made the difficult decision to cancel service between New York (JFK) and Santo Domingo (SDQ) and Santiago (STI) effective April 2,  2013″, the company announced. It added that ” American Airlines has proudly served the Dominican Republic for over 37 years. We remain committed to the Dominican Republic and will continue to serve the market through our Miami Hub, where we operate four daily flights to Santo Domingo, three daily flights to Punta Cana (PUJ), one daily flight to Santiago (STI) and Puerto Plata (POP) and one seasonal flight to La Romana (LRM). American Eagle also serves La Romana from Miami.”

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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.

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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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