American Honda


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.

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  • Sprint

pantene1-1Telecom giant Sprint is reviewing its media planning and buying assignment for the first time in 10 years. Last year, the company conducted a review for its’ creative AOR business won by agency Droga5.Media planning and buying incumbent since 2011 Mediavest is said to defend in the upcoming review.Alma continues to be Sprint’s Hispanic creative agency.

  • Honda

oxmaw2ms_400x400Santa Monica-based agency RPA has regained American Honda US$600 million media account. (for Honda’s corporate, automotive and Acura.) Publicis Groupe’s Mediavest was the incumbent on the account. RPA will officially incorporate media buying and planning for Honda in mid-March. In 2013, the car company awarded media duties to MediaVest following a review. In 2016, it began a new review.Orci, which retain the multicultural assignments, will continue to be Honda’s creative agency.Honda spent US$580 million on ads in the U.S. in 2015, in support of both its Honda and Acura nameplates, according to Kantar Media.

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  • Tyson Foods

descarga-10Mindshare has been awarded Tyson Foods U.S. media planning and buying business following a review that includes marquee brands Jimmy Dean, Ball Park, Hillshire Farm and Tyson Brand.IPG Mediabrands’ BPN was incumbent for three years. Tyson Foods spent over US$135 million on paid media in 2015, according to Kantar Media.


  • Fiesta Mart 
Fiesta logo (PRNewsFoto/Fiesta Mart, L.L.C.)

Houston-based Fiesta Mart LLC has announced the opening of their South Richey store on Wednesday, January 11. This new location will feature a Scratch Bakery where everything is baked in-store, an expanded product selection and a full-service Carniceria and kitchen offering traditional, home-cooked dishes.The grand opening event will begin with a ribbon cutting ceremony followed by a live Mariachi performance, and guests can enjoy complimentary cake to celebrate. The first 200 customers will receive a US$10 Fiesta gift card!In 2016, Fiesta embarked on a path of reinvigoration to improve customer experience within their 70 stores in the Houston, Austin and Dallas-Fort Worth markets.

  • The Carrolls Restaurant Group, Inc. 

bvax-wsv_400x400 kcljvctv_400x400Holding company Carrols Restaurant Group, Inc. was upgraded by Zacks Investment Research from a “sell” rating to a “buy” rating in a note issued to investors on Thursday. CARROLS RESTAURANT GROUP, INC., operating through its subsidiaries, including Carrols Corporation, is one of the largest restaurant companies in the United States. The Company operates three restaurant brands in the quick-casual and quick-service restaurant segments with over five hundred company-owned and operated restaurants in 16 states, and several franchised restaurants in the United States, Puerto Rico and Ecuador. Carrols Restaurant Group owns and operates two Hispanic Brand restaurants, Pollo Tropical and Taco Cabana. It is also the largest Burger King franchisee, based on number of restaurants, and has operated Burger King restaurants since 1976.

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What: Agency RPA has regained American Honda US$600 million media account.
Why it matters: The Honda media assignment is returning to RPA after four years.

oxmaw2ms_400x400 rclwjes6_400x400Santa Monica-based agency RPA has regained American Honda US$600 million media account. Publicis Groupe’s Mediavest was the incumbent on the account.

In  2013, the car company  awarded media duties to MediaVest following a review. In 2016, it began a new review.

RPA remains a key creative partner with Honda—a partnership that began four decades ago—although creative duties were not part of this review.
RPA, Mullen and  Muse Communications (African-American targeted creative) and Orci, which retain the multicultural assignments, will continue to be Honda’s creative agency in each subsegment. In 2013, it was decided that they would report directly to American Honda rather than through a single agency.

Honda spent US$580 million on ads in the U.S. in 2015, in support of both its Honda and Acura nameplates, according to Kantar Media.

“This move speaks to the shift toward agency rebundling, and RPA’s ability as an independent, holistic agency to align strategy, creative, media and production (including digital) all under one roof. We are pleased to have added these responsibilities in order to help all Honda automobiles achieve continued business growth in the years ahead,” said Bill Hagelstein, President, CEO, RPA



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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 10 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Coca-Cola

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

  • Constellation Brands

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

  • Aeromexico

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

  • Acura 

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

  • Hewlett-Packard

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

  • Puma

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

  • Burger King

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

  • J.C. Penney

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

  • American Honda

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

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

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.

      • Human Care HSP
        Two agencies are partnering to introduce a Pharma Marketing unit. McCann  Human Care and sister agency Casanova Pendrill  (both owned by Interpublic)  are introducing HumanCareHSP. HumanCare claims to be very  knowledgeable about the regulatory environment associated with pharma advertising.  Advertisers have often found regulatory hurdles to the  efficient deployment of Hispanic pharma advertising (including issues such as  the translation of indications).


      • Walmart
        Wal-Mart Stores plans to focus more on reaching the Hispanic consumer, the Citywire reports. Stephen Quinn, executive vice president of marketing for Wal-Mart, told suppliers at the beginning year meeting 10 days ago in Orlando that the retailer’s marketing focus this year is in step with the merchandising goals of localization, being more competitive locally and more keenly focused on Hispanic shoppers. The retailer said last year it planned to ramp up that investment by 100% in the next year or so.The majority of Wal-Mart’s Hispanic stores are concentrated in 8 states including 171 in Texas, 126 in California, 50 in Florida, 36 in Arizona and 33 in New Mexico. More than 800 Walmart Stores across the United States are deemed Hispanic.


      • Rooms to Go
        Rooms To Go has entered into a multi-year licensing agreement with Hispanic actress and businesswoman Sofia Vergara and plans to launch a home furnishings collection in her name in late fall. According to Furniture Today,  the 130-store Top 100 company plans to start “smallish,” said CEO Jeff Seaman. While he declined to disclose the number of pieces or SKUs in the contemporary line, he said it will include living room, bedroom and dining room furniture along with accessories.Seaman said the line should appeal to shoppers across many cultures, not just Hispanic consumers.Terms of the deal were not disclosed.”True to the retailer’s strategy, the Sofia Vergara Collection will be merchandised and displayed in complete room groupings designed to provide customers with inspiration, affordability and ease of shopping,” RTG said in a statement.Vergara will be appearing in RTG’s commercials and other marketing material as well as visiting stores, Seaman said. The retailer – with dual headquarters in Seffner, Fla., and Atlanta and estimated 2012 sales of $1.61 billion – hasn’t chosen all the suppliers for the collection yet, something Seaman said it wants to accomplish at the April High Point Market.


      • American Honda Motors
        American Honda Motors has concluded its Media Review which began in December.  MediaVest was selected as the media agency serving both brands, with  RPA selected as the creative agency for the Honda automobile brand and  Mullen as the creative agency for the Acura brand.  La Agencia de  Orci & Asociados will continue to be Honda’s Hispanic creative agency.


        • Bashas
          As part of Bashas’ Family of Stores’ ongoing restructuring efforts and to position the company for rapid growth, the company has named Edward Basha III as president, CEO and chairman of the company. Jim Vaughn, who recently served as a division president of Albertsons, is joining the company as senior vice president of procurement and marketing.


      • Amigo United Supermarket
        The Amigo’s United Supermarket franchise is adding a new location in Hereford, Texas, its fourth in the Lone Star State. The new location will bring 125 new jobs to the area when completed by 2014.Amigo’s also has stores in Lubbock, Plainview, and Amarillo, Texas, according to ConnectAmarillo.com.”We know two things. Number one, the population of the state of Texas is growing. Number two, the fastest growing part of that population is the Hispanic population, and that’s especially true in West Texas,” said Amigo’s United Director of Communications Eddie Owens.


      • Kia
        Kia Motors wants to become the number one brand among North American Hispanics. To achieve that goal, the firm is increasing its presence in Latino media, Kia’s U.S. marketing director, Tim Chaney, said in an interview with Efe. One sign of this is the recent agreement with Univision to sponsor the beauty competition program “Nuestra belleza latina,” one of the most successful reality shows on Hispanic television in the United States. Chaney told Efe that the South Korean manufacturer is fully immersed in the process of revamping its multicultural communications strategy and emphasized the importance Kia places on the Hispanic community in North America.“The Univision agreement is part of the plan to invest much more money and effort in Hispanic media,” Chaney said. “There’s a great growth opportunity. You can’t be part of the current predominant cultural trend if you don’t invest in the Hispanic market,” he added.


      • Target
        Rick GomezRick Gomez is Target Corporation’s new senior vice president of brand and category marketing. In 2011, Target ranked 29th among the 50 largest advertisers in Hispanic media, spending $45.6 million, according to Advertising Age.  The retailer recently partnered with music produce Emilio Estefan to curate a special selection of movies, music, and books called “Emilio Estefan’s Picks.” Target also tasked Estefan with signing exclusive partnerships with Latin music artists.Gomez used to run marketing at beer giant MillerCoors.


      • Crown Imports
        Crown Imports toasted another year of strong growth as it outlined its 2013 sales and marketing plans to its U.S. distributor network and select retailers at the Gold Network Summit, its recent annual meeting in Fort Worth, Texas.Last year proved to be a good year for the company, which saw 4.7 percent growth. Its flagship brand Corona Extra increased 2 percent and exceeded annual sales of 100 million cases. Modelo Especial broke the 40-million case mark, up 20.6 percent, and Pacifico was up 8.5 percent, according to the company. The stability and long-term line of sight that our 2012 performance gives our business is exactly what we’ve worked so hard to achieve. And, very importantly, it provides a far clearer roadmap to guide us on our march to fulfill our vision — to capture 20-percent dollar share of the U.S. beer business,” said Bill Hackett, president of Crown Imports.On tap for 2013, the importer will launch new creative campaigns for all the Crown brands, including new Corona Extra “Find Your Beach” TV ads, new creative for Corona Light, and new general and Hispanic market TV ads for Modelo Especial. Pacifico and Negra Modelo will see new TV advertisements in 2013 as well, the company added. (Read our Interview with John Alvarado, Senior Director of Marketing at Crown Imports)


    • Phoenix Suns
      The Phoenix Suns  have launched a Spanish-language website aimed at Hispanics fans. The site features translated content from the English-language Suns.com website.Market estimates show Hispanic fans make up as much as 30 percent of Suns supporters as well as the fan bases of the Arizona Cardinals and Arizona Diamondbacks.“We have received an incredible amount of support from our Spanish-speaking fan base over the years,” said Suns President Jason Rowley. “The new website offers our loyal fans a new channel and a new way to follow the team, in addition to providing our marketing partners a platform to connect with the Hispanic community here in the Valley.”


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