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

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  • El Pollo Loco

descargaFire-grilled chicken chain El Pollo Loco announced it has selected Vitro as its creative agency of record following a competitive review. Vitro will oversee all research, strategy, production, and integrated communications across television, radio, digital, and out-of-home.AAR Partners, a national agency search consultancy, managed the agency search process.El Pollo Loco  chicken restaurant chain uses fresh ingredients inspired by Mexican recipes. With more than 445 company-owned and franchised restaurants in Arizona, California, Nevada, Texas and Utah, El Pollo Loco is expanding its presence in key markets through a combination of company and existing and new franchisee development. The chain selected Harmelin Media, a results-focused, full service advertising, media planning and buying agency, as its media agency of record the past April. AAR Partners also managed the search process.

  • Electrolux

descarga-3Electrolux has appointed VML as its lead creative and digital agency in North America for its Electrolux and Frigidaire brands, following a review. VML pulled together a team of sibling WPP shops to support the company across media, in-store and brand activation and PR.The review was managed by The Burnett Collective and included brand advertising, digital, media, public relations, CRM and in-store marketing. VML  team of agencies to support the business included Geometry for brand activation and in-store, MediaCom for media planning and buying and Cohn & Wolfe for PR. DDB was Electrolux’s North American incumbent for creative and digital duties for the past 10 years. Weber Shandwick handled public relations and Zenith Media handled the media strategy .

  • ampm
descarga-2Conill has been awarded U.S. Hispanic marketing duties for leading convenience store chain ampm. The assignment was the result of a competitive agency review. As Hispanic agency of record, Conill’s scope includes strategy, creative, social media and digital communications.For nearly 40 years, ampm has been serving customers through a network of over 980 locations across Arizona, California, Nevada, Oregon and Washington. The franchisee-based retailer is proud to be among the first U.S. convenience stores affiliated with retail fuel stations.
  • USAA

descargaPublicis Groupe team, including Razorfish, Saatchi & Saatchi and others within the network, has been appointed to handle The United Services Automobile Association (USAA) integrated marketing, communications and media after a company review.In addition to Razorfish, the team includes Saatchi & Saatchi, MSLGroup, Mediavest|Spark and Prodigious. The team will be responsible for creative and content development, marketing, advertising and media buying, social media, corporate responsibility, PR and issues and crisis management.USAA’s previous agency partners work will be transitioned to Publicis Groupe by the end of the first quarter of 2017, except for WME/IMG, which will continue working on sponsorship-related activities.USAA, headquartered in San Antonio, Texas, spent about US$135 million on U.S. measured media in 2015, according to Kantar Media.




  • Medical Alert

medical_alert-twitter-icon_400x400Harmelin Media has also been appointed media planning and buying agency for Medical Alert, a long range personal and medical alarm. Harmelin Media will design Direct Response TV campaigns in an effort to increase orders across multiple products.







cughnunwaae6ozxLast October 11 commemorated Dulce de Leche Day and NESTLÉ® LA LECHERA® invited consumers to join the celebration by creating special moments for their loved ones inspired by Dulce De Leche and sharing recipe creations via social media platforms with the hashtag #DulceDeLecheDay.     The versatility of this ingredient can transform your favorite recipes, from sweet treats like a Dulce de Leche cheesecake or alfajores, to innovative savory creations like Dulce de Leche glazed ham or seared scallops with Dulce de Leche mole sauce. For more NESTLÉ® LA LECHERA® Dulce de Leche recipe ideas consumers are invited to visit Nestle’s El Mejor Nido and follow La Lechera’s FacebookPinterest and Instagram pages.





  • Chipotle

proxyChipotle Mexican Grill is rolling out a weekly show on Snapchat called “School of Guac” to target 13-24-year-old college students. The show is hosted by young performer Lorena Russi with a The Daily Show-like setup. Each minute-long episode is after-school special meets variety show meets satirical news program. Vice-owned agency Carrot Creative worked with Chipotle to create it.Chipotle plans to roll out 10 episodes of “School of Guac” first.


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.
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.

              • Motorola
                Google-owned Motorola has appointed Publicis Groupe’s Digitas to handle global media duties, sources told MediaPost. Those duties, which were shifted without a formal review, had previously been handled by WPP’s Mindshare. The latter agency had handled the account for the past eight years. The company spent an estimated $550 million on ads worldwide in 2011, according to sources.
                • CDC
                  CDC (Center for Disease Control) just announced the newest HIV testing campaign  campaign under the CDC Act against AIDS initiative REASONS/RAZONES. The bilingual campaign is the agency’s first national effort to encourage HIV testing among Latino/Hispanic gay and bisexual men, who are among those hardest hit by HIV in the United States. The campaign also includes information about accessing fast, free, and confidential HIV testing. The campaign’s bold images will appear in mobile and online advertising, national and local print and outdoor/transit advertising and will be the focus of a media relations effort to generate print and broadcast news stories. The campaign asks gay and bisexual Latinos “What’s your reason?/¿Cuál es tu razón?” for getting an HIV test through a series of campaign materials that feature men sharing their personal reasons for getting tested for HIV. REASONS/RAZONES uses images of family, friends, and partners to emphasize a strong sense of self, family, and community.
                  • JAKKS Pacific
                    U.S. toymaker JAKKS Pacific, Inc. announced a deal with Televisa and Univision Communications to further expand its licensing relationship for the “El Chavo” brand. As part of this new agreement, JAKKS will have rights to manufacture, distribute and market consumer products inspired by “El Chavo,” the highly popular comedy series that airs in the U.S. and in Spanish-speaking countries worldwide. Currently the North American Master Toy licensee, JAKKS will now have rights to various product categories that extend well beyond toys. These categories include party supplies, back-to-school, home décor and bedding, housewares, health and beauty and apparel accessories. The most-watched television sitcom in Mexican history, “El Chavo” was made famous by comic Roberto Gómez Bolaños over four decades ago.
                • Lexus
                  To launch the new 2014 Lexus IS sport sedan, the automaker week debuted several new TV spots last week, including Intense, targeted to Hispanic audiences. The new spots “celebrate the independent spirit of the IS,” and were produced to appeal to different audiences: Two general-market spots (Crowd and Color Shift) were created by Lexus’ agency of record, Team One. Two other spots, targeting African-Americans and Hispanics, respectively were developed by the automaker’s multicultural agency Walton Isaacson.
                  • ampm
                    Convenience store retailer ampm is sponsoring Alianza de Futbol events in California and Arizona. It marks the second time the two are teaming up for events in California and the first time in Arizona. “It’s an uplifting and rewarding experience to support children and young adults in the Hispanic soccer community,” said Donna Sanker, ampm marketing vice president.  Qualifier events will be held in San Francisco Long Beach, Santa Ana, Oxnard, Palm Springs, Calif. and in Phoenix. The main showcase events will be held at the San Bernardino Soccer Complex in San Highlands, Calif. on Aug. 3-4 and Aug. 10-11. Founded in 1978, Los Angeles-based ampm has more than 950 convenience stores in California, Oregon, Washington, Nevada and Arizona. Alianza de Futbol is an Hispanic soccer association in the United States, and specializes in scouting, sustaining and advancing amateur players to the next level in their sporting careers.
                    • Taco John’s
                      Taco John’s is deploying the FreedomPay Commerce Platform across more than 400 locations in a bid to position the West-Mex quick service restaurant chain for nationwide recognition and growth.”The FreedomPay Commerce Platform is an important foundation for our plans to drive growth and increase the long-term value of the business,” said Taco John’s CEO Jeff Linville. “Our new platform will allow us to better connect with
                      our customers in today’s increasingly hyper-connected world.”With the
                      cloud-based FreedomPay Commerce Platform, Cheyenne, Wyo.-based Taco John’s can now leverage on-demand access to applications and services anytime, anywhere including gateway payments, incentives, loyalty and enterprise security solutions.
                      • Tyson Foods
                        Tyson Foods Inc. acquired the assets of Circle Foods LLC, a producer of Mexican foods, from Montreal investment firm Claridge. This continues the company’s strategic expansion of its value-added foods portfolio.The deal, which gives Springdale, Ark.-based Tyson Foods a Mexican food factory in southern California, was completed on June 1. Terms of the deal were not disclosed.According to a company news release, Tyson Foods does not plan any significant operational changes and intends to keep the existing Circle Foods management and production team in place to grow its business. The operation currently has approximately 600 full-time employees.Circle Foods’ 159,000-square-foot facility in San Diego was built in 2008 and produces burritos, chimichangas, enchiladas, quesadillas, tacos and tamales, as well as tortillas and Indian flatbreads.


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

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