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

For prior Sales Leads editions, click here.

 

  • Petco

Petco announced it has selected New York-based Horizon Media as its strategic media agency of record in support of the company’s ongoing retail and marketing transformation efforts.The selection follows just weeks after Anomaly was named the company’s creative agency of record, and was the result of a review process initiated in the Fall of 2018 and managed by MediaLink.Horizon will begin working with Petco immediately to deliver fully-integrated media planning and buying across paid channels and strategic integration with both Anomaly and Edelman, Petco’s PR agency of record. Petco is a leading pet specialty retailer with more than 50 years of service to pet parents. The brand operates more than 1,500 Petco and Unleashed by Petco locations across the U.S., Mexico and Puerto Rico.  

 

  • Avocados From Mexico

Avocados From Mexico (AFM), is taking shoppers’ party spreads to the next level with its Guac Nation program. The No. 1 selling avocado brand in the U.S. is teaming up with RITAS and TABASCO® Brand to help consumers savor winning flavors during the Big Game. The program runs through February 3, 2019, and will offer 360 support to inspire avocado consumption and lift sales. Avocados From Mexico will also be returning with its fifth annual Big Game commercial on February 3. Guac Nation seamlessly ties-in to support AFM’s established shopper communications platform, Savor Every Moment. During the week of the Big Game last year, increased avocado consumption helped retailers reach a 4-year sales high of US$58 million2 of all commodities. With millions of consumers hosting Big Game parties, this serves as an opportunity for high avocado consumption. Guac Nation is leaning into that excitement and engaging shoppers as they prepare for game day, making avocados the star player on their shopping lists.

 

  • Chevron

Chevron, the second-largest integrated energy company in the United States, has put its global media planning and buying business in review. WPP has been the brand´s incumbent for 16 years.  Two unnamed competitors will be pitching against the incumbent, aacording to a party close to the review . WPP currently handles global media for three of the world’s four largest fossil fuel companies, according to Adweek. The latter review resulted in the formation of dedicated unit Team Energy, which consists of Ogilvy, Grey, VML, Mindshare, Essence, SocialLabs and Landor.>

 

 

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

 

  • Procter & Gamble

P&G is bringing more of its media planning and buying in-house in an effort to cut costs and improve profit margins, as well as bringing its marketers closer to the consumers they serve. There was not a formal review but an internal bid process, in which Incumbent media shops Hearts & Science and Carat and P&G’s own in-house team participated, according to Adweek. Procter & Gamble’s in-house agency has taken over a larger share of its media business in the US. P&G categories at stake included fabric care, oral care, feminine care, personal healthcare, home care, skincare and baby care. P&G spent US$2.75 billion on paid media in the U.S. in 2017 and just over US$2 billion from January to September 2018, according to Kantar Media.

 

 

  • Electronic Arts

American video game company Electronic Arts — which develops and publishes games like FIFA, Madden NFL and The Sims —has placed a big part of its´media business in-house while launching a media agency review to find a strategic external media agency partner.The marketer will handle digital, including search, social, programmatic and digital out-of-home; while its outside media agency will handle linear, broadcast and out-of-home media. All strategy and planning will continue to be led in-house.Incumbent Publicis Groupe’s Starcom will participate in the review.

 

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

For prior Sales Leads editions, click here.

 

  • Avocados From Mexico

Avocados From Mexico (AFM), the number-one selling avocado brand in the U.S., will be showcasing their new robust year-round shopper communication platform, initiatives, and partnerships at the upcoming PMA Fresh Summit Convention & Exposition in Orlando, Florida, at the Orange County Convention Center from October 18-20, 2018.The brand is launching its “Savor Every Moment” shopper communications platform.AFM will be launching its new year of national shopper marketing initiatives strategically designed to make 2018–2019 a resounding success. The lineup of partnerships includes CPG brands Ritas®, Tabasco® Sauce, Smithfield® Bacon and Tostitos® Tortilla Chips to support Fall Football, the Big Game, the Basketball Championships and Cinco de Mayo. AFM’s national shopper activity will be reinforced with efforts that spotlight big opportunities, like salads. This Fall, AFM will be highlighting the #2 usage occasion for avocados, with a salad-inspired digital hub. A first ever for produce, this e-commerce targeted site will incorporate shoppable salad recipes that initiates user generated content, recipe review capabilities and partnerships with Fresh Gourmet and The Incredible Egg.AFM will also be partnering with The Incredible Egg to focus on registered dietitian outreach, to connect with consumers by supporting Heart Health and National Nutrition Months as nutrition is the top category driver for avocados.

 

  • American Express

American Express announced it has selected IPG/Universal McCann (UM) to support its strategic media planning and buying globally, ending 20-year Mindshare relationship. This announcement follows the completion of a global media agency review that the company initiated in June of this year. Beginning January 2019, UM will work across American Express and in collaboration with its creative agencies to help the company deliver its new global brand platform, “Powerful Backing.” Launched earlier this year, “Powerful Backing” is focused on communicating all the ways American Express backs its customers in life and business to help them thrive.MediaLink, a strategic advisory firm led by digital experts Michael Kassan and Wenda Harris Millard, managed the review.In the U.S. last year the firm spent US$295 million on measured media according to Kantar Media. 

 

 

  • Intel Corp.

Santa Clara, California-based technology company Intel Corp. has appointed a Dentsu Aegis Network solution called “Team Intel” as its global media agency of record.The company´s new media team will handle digital, social, programmatic, search, offline media and analytics and will be staffed by people from the networks’s shops including Carat, Merkle and Amnet. The team will work closely with creative agency McGarryBowen and Intel’s other creative shops. Intel will continue to work with incumbents iProspect and Cardinal Path for search and digital marketing.OMD has been the incumbent since winning the brand´s media business back in 2008. The Team Intel relationship will handle hundreds of campaigns across more than 20 countries and the team will be located in regional hubs in Los Angeles, London, Singapore and Beijing, the holding company said in a statement.Intel Corp spent an estimated US$86 million in the U.S. in 2017, according to Kantar Media.

 

  • United Airlines

United Airlines has awarded its global media business to Dentsu Aegis Network following a review that began this summer. Carat will handle media planning and buying, Merkle targeted marketing and 360i social media. The airline’s creative agency of record is Dentsu-owned mcgarrybowen, which retained the account in 2016 after a closed review. The brand´s Ad spend was nearly US$220 million in 2017, according to the company’s annual report for that year.

 

 

 

 

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

 

 

  • GSK

Publicis Media has been awarded pharma giant GlaxoSmithKline US$1.7 billion global media assignment.The firm’s last global media review was in 2015 when it divided the assignment between incumbents Mediacom and Mindshare and Omnicom Media Group’s PHD.Publicis Media has created a dedicated agency unit for the account. GKS spends US$1.8 billion on advertising in 2017, per its annual report for that year.PHD handled the U.S. media work while GroupM shop Mindshare managed media in APAC and Latin America.

 

 

 

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

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

For prior Sales Leads editions, click here. 

 

 

  • Avocados From Mexico

Avocados From Mexico (AFM) is kicking off fall football season and gearing up for Hispanic Heritage Month with a targeted line-up of retail promotions, continuing to grow the category while encouraging avo-lovers to “Savor Every Moment” with complementary products for every occasion.The brand is making a stronger connection with shoppers at retail with the launch of its new communications platform, “Savor Every Moment.”   To celebrate the “Savor Every Moment” launch and highlight the fall football season, AFM returns with the “Tastiest Tailgate” program, in partnership with Lime-A-Rita®. The program aims to inspire fans to throw the tastiest, most original, crowd-pleasing tailgate and home-gate feasts with the ultimate go-to’s for any game day celebration: creamy AFM guacamole and an ice cold Lime-A-Rita®. Kicking off on September 16th, National Guacamole Day, Avocados From Mexico will be distributing approximately 700,000 coupons via Facebook to recognize the promotion period and to help encourage consumers to celebrate the holiday. Running through December 31st, the “Tastiest Tailgate” program offers 360° campaign support to increase sales, lift and inspire avocado consumption through store merchandising, consumer savings, in-store radio, digital support, and retail-specific programming.

  • Lexus

Lexus has released its´“A Product of Mastery”  national campaign for its seventh-generation ES luxury sedan. The campaign includes hero TV spot, “Stolen,” created by AOR Team One, and  another 30-second TV spot dubbed “Why Bother.” A series of three digital videos, which will run on paid social and digital this fall, focus on elements of the new ES. Walton Isaacson created original TV spots for black, Hispanic and LGBTQ audiences. IW Group handled the adaptions and translations of the general market creative to target Chinese, Korean, and Asian Indian segments via traditional and non-traditional media, including in-language paid search, streaming, and social, according to the automaker.The national TV spots will air during high-profile prime-time, cable, late night and sports programming. Digital elements include a homepage takeover on The Hollywood Reporter in conjunction with the Emmys, digital and app banners on Yahoo Sports, and segments on ESPN’s Fantasy Focus Football podcast, according to Mediapost. Print ads will run in high-end lifestyle and home design publications. Out-of-home will include high-profile video placements in Capital One Arena (Washington, D.C.) and Times Square.The campaign will run through Oct. 31.

https://youtu.be/P2_2E_k6UPQ

  • Ford

Ford Motor Company has awarded lead creative duties on its upcoming Fall brand campaign to Wieden + Kennedy, the company confirmed.This news comes as the automaker nears the end of a review that was launched in April and encompasses the most visible portions of its massive global advertising business. The review is still active and expected to close in the fourth quarter of 2018. Ford is not only one of the world’s largest advertisers, it is also the holding group’s biggest client.WPP has been Ford’s primary advertising partner for 75 years. The holding group later combined teams from JWT, Y&R, Wunderman, Ogilvy, MEC and Mindshare to create a dedicated Ford division called Team Detroit, which then became Global Team Blue(later GTB). It now maintains 49 offices around the world. GTB handles creative and media for Ford. The competitive review, which kicked off in April, does not include media but  creative, brand strategy, creative and design.

 

 

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

 

 

  • Ulta Beauty

Ulta Beauty, one of the largest beauty retailer in the United States, has unveiled a new campaign, which includes a video featuring a diverse cast of different ages, ethnicities, sizes and genders and the tagline “The Possibilities Are Beautiful,” Ad Age reported. The effort replaces an “All Things Beauty, All in One Place” platform launched by the brand in 2015, and aims to redefine how beauty is portrayed.The campaign launches with 60-, 30- and 15-second national TV commercials and a 30-second Spanish-language version. Longer spots to run online will include a male makeup artist and male fashion designer. Featuring more realistic images of beauty is part of Ulta’s strategy to increase sales and continue to grow its loyalty membership base, which now numbers nearly 30 million and has helped the brand stand out, according to Ad Age. The latest campaign is Ulta’s first with McCann New York, which it selected for creative duties in November after a four-month review. The retailer tapped MullenLowe’s Mediahub for media, and previously worked with Mullen on creative. The company rolling out Spanish-language versions of the new spots might help win over Hispanic consumers, who are frequently under-served by marketers and over-index on cause-related purchases.

  • Beauty Pie

Beauty Pie, a beauty buyer’s club that sells luxury-made makeup for drugstore prices, has appointed The Beyond Collective agencies, Above+Beyond and Yonder Media, as the brand’s first creative and media AORs respectively following a competitive review. This account assignment will introduce Beauty Pie’s first traditional advertising both in the UK and the U.S. The media for the digital launch will be managed by Above+Beyond’s sister agency Yonder Media, run by Ed Cox formerly of Havas Media.

 

 

 

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

What: Ivonne Kinser, the digital strategy & innovation director at Avocados From Mexico and Portada Sports Marketing Board member, talks about the brand’s upcoming marketing strategies, and how sports might be among them.
Why It Matters: While Avocados From Mexico has advertised during the Super Bowl since 2014, the spots were not a part of a larger sports marketing strategy.

In February, Avocados from Mexico surprised the marketing world by launching its campaign #AvoSecrets during Super Bowl LI. In addition to showing the spot during the game, the marketing team also launched the campaign on digital media and the brand’s social channels with the support of GS&M, Havas Media and Richards Lerma.

Ivonne Kinser
Ivonne Kinser, Digital Strategy & Innovation director at Avocados From Mexico

“The Super Bowl is part of our consumer strategy, but we don’t see this yet as a sports marketing strategy. It’s just a great platform to reach our consumers,” Ivonne Kinser, Digital Strategy & Innovation Director at Avocados From Mexico, told Portada.

After all, the Super Bowl is about much more than sports. “Our decision wasn’t based upon a sports marketing strategy; we just wanted to be were our product is being consumed,” Kinser added.  But she admitted that “there have been internal conversations among the marketing team to introduce our content into sports.”

According to the member of Portada’s sports marketing board, Avocados from Mexico has 80% of the U.S. avocado market share, which is partly thanks to Mexico’s year-long avocado production.

Our decision wasn’t based on a sports marketing strategy, we just wanted to be were our product is being consumed.

Given the success of Mexican avocado in the U.S., Avocados from Mexico launched out of Irving, Texas, in 2013 as an effort to unify the whole industry behind one commercial direction.

Image result for avocados from mexico brand

“The Super Bowl is an event where commercials have become as important as the game itself,” said Kinser. “But only a few of the brands that advertise are actually in front of the consumer when they see the ad.” Think chicken wings, beer and of course, avocado in the form of guacamole. For that reason, Avocados from Mexico has been buying advertising time during the Super Bowl games since 2014.

There have been internal conversations among the marketing team to introduce our content into sports.

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Football kids Free PhotoIf Avocados from Mexico is to push harder into sports marketing, they still don’t have a strategy to do so. But given the brand’s interest in reaching mothers who buy avocados at the supermarket, Kinser said they might bring some sponsorships to children’s soccer schools. Doing this they would also be a way to further engage Hispanics.

“We are in the process of examining everything we have done, what has worked and how we can continue strengthening our strategy. I do see sports marketing as a pillar in the future, but it will need a bigger investment,” Kinser said.

We are thrilled to present Portada Sports Marketing Board, which will feature 12 brand marketing and agency luminaries. This announcement underscores our new commitment to serving the vibrant sports and soccer marketing sectors.As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.

Portada Sports Marketing Board Members

    • John Alvarado, VP Brand Marketing, Crown Imports
    • Analia Benedetti, Director of Shopper Marketing and Multicultural, Kellogg
    • Ed Carias, Sr. Brand Manager el Jimador Tequila – North American Region, Brown-Forman
    • Ramiro Crespo, Multicultural Channel Strategy, Sprint
    • Jeff Garrant, Senior Partner, Director Sports & Entertainment Marketing, Maxus
    • Jorge Inda Meza, Marketing Director Region West, Anheuser Busch
    • Daniel Keats, Director Sports and Sponsorships, Consumer Marketing Allstate Insurance
    • Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment
    • Felix Palau, VP Tecate, Heineken
    • Mike Tasevsky, SVP U.S. Sponsorship, MasterCard
    • Ivonne Kinser, AFM ‎Director Digital Strategy & Innovation, Avocados From Mexico
    • Kymber Umana, ‎Hispanic Marketing Manager, Sprint

Meet the Board

Subscribe to Portada daily Sports Marketing Updates!

Creating a space to learn from each other

As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.
“Sports offer the opportunity to establish a meaningful, authentic connection with our consumers and create (and deliver) great content, and successful shopper programs. I personally love Portada’s initiative: by putting this board together, Portada is creating a great space for us to learn from each other, share best practices and bounce ideas,” says Analia Benedetti, Director of Shopper Marketing and Multicultural.

Daniel Keats, the Director of Sports and Sponsorships for consumer marketing at Allstate Insurance, notes that “sports are a major passion point impacting consumers across all segments,” and that t is important to have a specific focus on unique content, programming, and market intelligence when engaging consumers through this powerful medium.”
“It is a real privilege to have the backing of this outstanding group of brand marketing and agency executives. This sports marketing board will be essential to our efforts to produce high-quality events and provide value for our partners and sponsors,” says Marcos Baer, the publisher of Portada. “Due to their rapidly growing popularity among overall U.S. and multicultural audiences, we are substantially increasing our coverage of soccer and sports marketing,” Baer adds.

Portada Sports Marketing Programming

March 22: Launch of Portada’s Sports Marketing site in Beta
April-May 2017: The 2018 Soccer World Cup Golazo Marketing Pitch Contest
June 7, 2017: The Portada Sports Marketing Platform Launch Party and Webinar at the PortadaLat conference, Miami
September 13,2017: The Portada Sports Marketing Forum, NYC, part of Portada17 (September 13-14)

For information on sponsorship opportunities and other creative ways to align your brand with Portada’s Sports Marketing Platform, please reach out to Sales/Marketing Director Kelley Eberhardt at kelley@portada-online.com

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

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

For prior Sales Leads editions, click here.

  • Walgreens Boots Alliance

descargaWalgreens Boots Alliance, Inc.  has awarded WPP  its US$600 million global retail, wholesale, health and beauty product brands businesses after a 1 year review.‘Team WBA’, the bespoke WPP team, will provide services including traditional and digital advertising, media investment management, promotion & relationship marketing, public affairs, media relations and communications for the enterprise, realizing significant benefits globally.Hub office locations for ‘Team WBA’ will be created by WPP in Chicago, London and New York to support Walgreens Boots Alliance and businesses including Walgreens, Boots and Alliance Healthcare businesses.

https://youtu.be/6WqsLBsXy-0

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

  • State Farm

descarga-5State Farm social has released its latest campaign that make finances a little less daunting; particularly for Millennials as the content aims to educate them on handling their personal finances. The Meme-o-nomics campaign is a series of four videos that provide helpful financial tips in the form of metaphorical “memes” or content young adults are used to seeing online (i.e. make-up tutorials, trick shots, cats, etc.). Each video meme is between :45 – :60 seconds and running on Facebook only( Impossible Plays, Makeup,Cake and Cat).All four videos were also adapted for the Hispanic market and named Consejo-nomia (Wisdom-nomics) by Alma. Additionally, online videos were also adapted for the Hispanic audience in a mini-series called Los Asegurados (“The Insured”). The teaser for Los Asegurados launched in December and the series will roll out over the next few weeks. Click below to watch Los Asegurados.

  • bareMinerals

Makeup line bareMinerals has launched a new campaign to highlight the expansion of its foundation range to include 12 new shades, allowing the brand to better cater to a more diverse consumer base.

      • Ruby Tuesday

descarga-6Ruby Tuesday has appointed MARC USA as its AOR following a review. The incumbent agency was American Rogue. MARC USA will be in charge of a new ad campaign to support the dining chain’s expanded salad bar. In addition to a  seven-week TV buy across broadcast and cable channels, the campaign includes a comprehensive digital strategy targeting mom bloggers, videos on social platforms, search and a major presence on the Ruby Tuesday website.Also the campaign will feature local market support with billboards, radio and couponing. Ruby Tuesday spent US$12.76 million on advertising during 2016.Ruby Tuesday has more than 600 restaurants in 42 states of US and 14 foreign countries. Marca, Marc USA Hispanic agency, does not have any involvement in this account.

      • TurboTax

cb_tt_pref_i_rgbTurboTax®, a preparer of federal tax returns from Intuit Inc, is launching a new, integrated marketing campaign developed to empower the Latino community to take charge of their finances, starting with their taxes. The campaign includes TV and digital advertising, media integrations, community events, influencer engagement and social media activations.The campaign “Relájate, Tienes TurboTax.” (Relax, There’s TurboTax) began in early Jan. with Spanish language television spots featuring actress Karla Souza and retired baseball player David Ortiz. The spots, running on Univision, Telemundo and Azteca America among others, will air through the end of the tax season.Consumers are invited to join the conversation on social media and share their tax experience using the hashtag #ConTurboTaxPuedes throughout tax season.

https://youtu.be/6WqsLBsXy-0

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

      • The Specialist Works

descarga-3Independent media agency The Specialist Works (TSW) is opening an office in New York, following its acquisition of US agency, Atlanta-based Elarbee Media, last year.

 

 

 

      • Avocados From Mexico

mf4vpnqc_400x400Avocados From Mexico and creative-agency GSD&M are bringing avocados back to the Super Bowl. The spot entitled “Secret Society,” features actor and comedian Jon Lovitz and offers cultural insight that pokes fun at today’s society, heavily reliant on social media and sharing, and therefore its inability to keep a secret. The 30-second spot airs during the first break of the first quarter. AFM’s Super Bowl efforts correlates with a recent public health recommendation from the U.S. Food & Drug Administration to redefine the term “healthy”.

 

https://youtu.be/VneoEvAJX0gç

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

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 Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • McDonald’s

descarga (1)McDonald’s has selected Omnicom Group over Publicis Groupe to handle its U.S. creative account, effective Jan. 1, 2017. In addition, McDonald’s plans to move its headquarters from Oak Brook, Ill., back to Chicago by early 2018. Incumbent Publicis’ Leo Burnett Co., which worked with McDonald’s for 35 years, will no longer be on the U.S. roster.The review only covered the U.S. creative account. Omnicom Media Group’s OMD Worldwide will continue to be McDonald’s media agency.  So will DDB’s Alma, which does some of McDonald’s multicultural work. McDonald’s is the latest big win for Omnicom  on the creative side.AT&T consolidated its creative, digital and media accounts with theagency earlier this month.

 

  • Sling TV

descarga (2)Dish-owned Sling TV has released a new multi-million-dollar ad campaign starring star Danny Trejo. The campaign,which will feature ads on television, digital, mobile, social, print, and new media platforms in both English and Spanish,  focuses on cord cutters and people who never had a pay TV subscription to begin with when it launched in early 2015. Now, it is expanding its focus to more aggressively steal away customers from existing pay TV services. Sling TV has expanded its own service since its launch and is now also offering consumers multiple simultaneous streams as well as local broadcast programming from ABC, NBC and Fox in select markets. “Who’s Bad?,” Sling TV campaign Trejo acts as a representative of the millions of angry, frustrated consumers who, according to SlingTV, are tired of the traditional cable TV model. The campaign marks the most significant ad campaign Sling TV has launched to date. The campaign also features a “ homepage takeover of Sling.com and SlingTV.com, digital, mobile and new media ads, paid and organic social posts, YouTube videos, in-device promotions on Sling TV supported devices, print ads and other direct-to-consumer promotions.

https://youtu.be/nkfbSTDEDFY

 

  • Avocados From Mexico

32da9dab-fa56-4247-9308-d6268bae63a8-a3749985Avocados From Mexico has a plan for promoting avocado consumption in different day parts. AFM is wrapping up a campaign that launched in June called the Avocado Breakfast Club to leverage back-to-school planning, a tie-in with Sesame Workshop and Elmo and its participation in the US government’s Produce Marketing Association’s eat brighter! Campaign.Avocados From Mexico has been using colorful bins and point-of-sale displays at US grocery stores featuring Sesame Street’s Elmo as part of the Produce Marketing Association’s “eat brighter!” program (backed by Michelle Obama). Beyond supermarket produce sections, the brand has been using loyalty coupons, advertising, demos and display contests, in-store radio, as well as digital and social media including recipes and a kids’ chef series on YouTube.

 

 

  • Sean “Diddy” & CÎROC Ultra Premium Vodka

47311_2_57793-1024x682Sean “Diddy” Combs and the Makers of the CÎROC Ultra Premium Vodka unveil a new brand campaign: ‘Let’s Get It’, inspired by Combs and featuring DJ Khaled and French Montana. The campaign sparks a movement to empower and encourage entrepreneurs and creators to pursue their passions and realize their dreams. The creative was developed by 72andSunny New York in partnership with Combs Wine & Spirits and Diageo. The new CÎROC movement kicks off with the world premiere of ‘Let’s Get It,’ a two minute short film starring Combs on Billboard.com.  The film also introduces the CÎROC family of influencers, a group of movers and shakers.Later this month the brand will be releasing a follow-up spot to ‘Let’s Get It’ that spotlights DJ Khaled and his major keys to success for future moguls in the making.In addition, CÎROC announced that it is partnering with COMPLEX Media to create a new video channel dedicated to the ‘Let’s Get It’ movement. CÎROC™ Ultra Premium is part of Diageo, a global leader in beverage alcohol with a collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan’s whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

 

 

  • PepsiCo

LCRzODfO_400x400PepsiCo will begin offering two versions of its popular sports drink Gatorade—traditional and organic this year.  The company hasn’t yet disclosed what ingredients will be added or eliminated to make the sports drink organic.Organic Gatorade is among the many new projects PepsiCo has in its latest marketing campaign targeting consumers wanting healthier on-the-go foods. PepsiCo is one of many food and beverage companies that have recently pledged to cut back on artificial ingredients and preservatives.

 

  • Segura Viudas

ofhcds95fwnpew3g34j1_400x400Spanish Cava Segura Viudas is collaborating with Electronic DJ, producer, vocalist, and songwriter Anna Lunoe, to create an original track using the sounds of Cava, merging the wine’s history and flavor with Lunoe’s musical innovation. Segura Viudas’ ad agency, República, created the branded video for the track titled “Sip It.” featuring Lunoe’s music coming to life while incorporating the Segura Viudas campaign, “Open Up”. The music video can be viewed on seguraviudasusa.com/SipIt and will run throughout a 12-month program. Additionally, the artist and brand will be executing events together throughout the year.Segura Viudas is imported by Freixenet USA of Sonoma, California, the Segura Viudas winery is part of the Freixenet Group, a world leader in sparkling wine production.

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

Join us at PORTADA Mexico!

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 Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Chobani

descargaChobani Greek Yogurt Maker Chobani has named Horizon as its media agency of record, effective immediately, after working with OMD since 2011.The Greek yogurt maker has also named Danielle Cherry as senior director-media investment and connections planning, a new position at the company.Horizon will provide strategic planning and investment across all channels for Chobani’s full portfolio.

 

  • Honey Bunches of Oats

descarga (4)Honey Bunches of Oats is launching a new Hispanic 360-degree marketing campaign to encourage fans to rethink the classic cereal.The new “ESTO.ES.TODO.TM” campaign interweaves memes from Hispanic social media memes and Hispanic pop culture references to illustrate and bring to life the inherent multiplicity of experiences found in a bowl due to the cereal’s numerous tastes and textures (flakes, bunches, honey!).The campaign’s fully integrated plan includes new television spots, a digital overlay, a sampling tour, retailer events, media partnerships – including social platform Snapchat (a first for Post!), and cinema ads.

 

https://youtu.be/FiLLgHRugeQ

  • Avocados From Mexico

descarga (2)Avocados From Mexico (AFM) is going big for National Guac Month. In addition to special in-store displays, huge consumer incentive offers will be launched to support the demand of avocados this fall season. AFM’s newest campaign, “For the Love of Guac,” will fully-charge every September celebration, from Hispanic Heritage Month and Labor Day to National Guacamole Day (Sept. 16) and the kick-off of Fall football by launching its first-ever national BOGO offer – buy one Avocado From Mexico and get one FREE!”For the Love of Guac” will promote and distribute over 2 million BOGO coupons through three different vehicles. “For the Love of Guac” will also include in-store radio and innovative merchandising such as the Guac Center pallet bins. Consumers will also be encouraged to celebrate “Guactember” and show their love of guac by helping AFM on Pinterest featuring “guacamole”. AFM will partner with Tabasco® Sauce to rouse the Hispanic community with a “spicy” September guac celebration honoring Hispanic heritage. A retail program bundling authentic brands of AFM and Tabasco® Sauce will offer consumers a US$1-off coupon when purchasing one Tabasco® Sauce and two Avocados From Mexico. Both promotions will be supported by innovative merchandising, consumer savings, digital/social media, retail specific programming and in-store radio.

  • IDAHOAN® Foods/HERDEZ®

 

NNNIDAHOAN® Foods, manufacturer of value-added products, and the makers of the HERDEZ® Brand, the number one salsa brand in Mexico, announce they are together introducing a lineup of authentic refried beans under the HERDEZ® Brand.They are available in traditional flavor as well as with hints of chorizo, jalapeño and queso. With easy to find packaging, these four new product options, will be manufactured by IDAHOAN® and distributed under the HERDEZ® Brand label, HERDEZ™ Traditional Instant Refried Beans, HERDEZ™ Jalapeño Instant Refried Beans, HERDEZ™ Chorizo Instant Refried Beans and HERDEZ™ Queso Instant Refried Beans.

  • Hoteles Misión

descarga (3)Hoteles Misión, a 100% Mexican company founded in 1946, is looking to grow its properties from the 56 it has today, to 100 by 2020. Although 95% of its growth will take place in Mexico, the hotel chain is also looking into the U.S. market (where it already owns one property in Texas), and also Cuba and Peru. Hoteles Misión is working on new promotion strategies that lead to bookings. One example of this is “Puebleando con Misión”, a campaign based on video clips that has been working for the last three years together with the Consejo of Turistic Promotion and the government of 15 estates.This strategy sums up with a digital bet. Check out our interview with Roberto Zapata, CEO at Hoteles Misión!

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

Join us at PORTADA Mexico!

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

Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-840-1311 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!

For prior Sales Leads editions, click here.

  • Tequila Honor Del Castillo

descarga (5)After celebrating its official launch last November 20th with its Inaugural Limited Edition for Mexico, Tequila Honor Del Castillo announces their entry into a second market, Texas. The Inaugural Edition is already being enjoyed in Mexico by fans and friends, some who have been a part of this special product from start to finish. Tequila Honor will have small production runs increasing its presence gradually. Post Texas, Tequila Honor will move into different territories where demand and infrastructure is available to penetrate and grow organically from there. The Tequila Honor team  includes Kate del Castillo and the Vivianco Family from Los Altos de Jalisco who produces the  tequila.

  • Nutrish Pet Food

7aef79a43cad826b1e090048962297ccRachael Ray is supporting pet nutrition brand Nutrish two new product lines with the launch of a us$40 million nationwide ad campaign, according to Mediapost. The campaign spans TV, print and digital.  The company is expecting to launch 15 new items in 2016 across both cat and dog segments. In addition, Nutrish is launching activations in national publications, from a pet-driven takeover in Rachael Ray Everyday, to an an interactive cover takeover for May issue of Woman’s Day and sponsorship of the first-ever Pets section on US Weekly magazine online. The products new prouct lines featured in the campaign are grain-free kibble Zero Grain and high- kibble Dish. The brand is also expanding its media buys to networks.

  • Colgate Total®    

ColgateTotal_logo-HRColgate Total® has partnered with nutritionist and entrepreneur Chef Lala, yoga instructor and entrepreneur Yudy Arias and dentist Karent Sierra, to launch its Simplemente Saludable (“Simply Healthy”) program. The six-month initiative kicks off this month and empowers Latinas to renew their lifestyle with a focus on well-being, physical and oral health.Chef Lala, an accomplished chef, cookbook author, food stylist and consultant, will educate Latinas on ways to enjoy traditional Latin cuisine in nutritious ways. Arias, a celebrity yoga instructor will be providing tips and tricks on how to kick off your day with at-home exercise routines. Sierra, a bilingual, Miami-based dentist and Colgate spokeswoman, will share oral health routine tips for a healthier smile. The ladies will create simple, healthy tips that will be published on Colgate’s bilingual Twitter account, @Sonrisa Colgate.The campaign will also support National Women’s Health Week (NWHW), May 8-14, 2016, with a Twitter party hosted by an expert panel to discuss women’s empowerment and healthy lifestyles. To join the movement, Colgate Total® is encouraging consumers to share a “healthy selfie” on social media using #MyColgateSelfie, #NWHW and #SimplementeSaludable.

  • Avocados From Mexico 

Avocados From Mexico (AFM) crashed Cinco de Mayo with a variety of AVO-inspired activities to showcase how fresh avocados from Mexico are the perfect addition to any meal during this year’s festivities. The brand  partnered with  NYC food trucks, top-tier bloggers, social influencers, Instagrammers and rolling out national retail and foodservice partnerships with Tabasco and Qdoba, all in an effort to dominate social conversation and encourage consumers to #GuacIt.AFM kicked off the Cinco de Mayo celebration with a morning visit to Good Morning America where three of New York City’s most popular food trucks, Wafels & Dinges,Kimchi Taco Truck and CoolHaus, participated in an AVO-inspired cook-off.  For AVO-lovers nationally, AFM has partnered with Tabasco® for “Fiesta Del Fuego,” where through May 5, 2016, consumers built a virtual guacamole recipe, share their creation using #GuacIt, and be entered for a chance to win a US$5,000 outdoor party prize pack. The partnership with Tabasco will also be supported in over 15,000 General Market and Hispanic stores across the U.S. to inspire consumers to create their own flavorful Cinco de mayo recipes for their celebrations.  In collaboration with Qdoba, the two brands also launched a music platform where fans can curate a custom Cinco de Mayo playlist via Slacker radio from May 1st through May 5th. Users will then nominate their favorite songs by tweeting them from GuacIt.com/FreeGuac, and the selected songs will be added to the playlist while the curator’s Twitter handle will be featured on the radio station’s page. AFM amplified all activities through their vast network of 45,000+ brand ambassadors and online influencers.

  • Casanova//McCann

vnvnvvvMcCann Worldgroup has announced that Casanova Pendrill has rebranded as Casanova//McCann.  The rebranding is more than a logo change.  McCann Worldgroup can more seamlessly leverage Casanova//McCann’s Hispanic and multicultural capabilities.Under the leadership of CEO, Ingrid Otero-Smart and Chief Creative Officer, Elias Weinstock the agency’s client portfolio spans shared McCann Worldgroup clients as well as clients managed independently.

  • WPP

descargaWPP has announced the rebranding of Team Detroit, Blue Hive and Retail First under a single global identity now called GTB. GTB, an acronym for Global Team Blue, operates on six continents and has 49 offices. Integrated across virtually every communications discipline, GTB is WPP’s largest agency team, poised to take its collaboration power to a new level of creativity and impact. Today there are 48 WPP Global Client Teams.The transition comes in the wake of the agency’s vision of “compelling change.” In addition to emphasizing its global capabilities and connected ethos, the “blue” reference also pays homage to GTB’s main client, Ford Motor Company as well as blue sky thinking. Other major clients, including Purina, Johnson Controls have been attracted by the collaboratively efficient business model.In other global markets, the constituent agency teams, which were branded Blue Hive, will also adopt the GTB identity. Hudson Rouge, the agency for Ford’s luxury brand Lincoln, will maintain its name.

 

Join us at PORTADA Mexico!

Last year, Avocados from Mexico for the first time advertised in the Super bowl, the first ever fresh produce brand to do so. AFM has decided that it will be advertising again at next weekend’s Super Bowl. It will be present in CBS English-Broadcast but decided against doing so in ESPN Deportes, which has the Spanish-language Super Bowl rights. Ivonne Kinser, head of Digital Media and Strategy at AFM, tells Portada that the main reason behind not advertising in ESPN Deportes is because AFM’s Hispanic target, (the “Nueva Latina”) is bilingual and bicultural so “we are already talking to them with the English spot in the Anglo outlet.” A look at what AFM plans in connection with next weekend’s mega game.

1007092449_c6925da254_z“Our 2015 Super Bowl digital campaign was very successful. We were top #2 in the list of Super Bowl Second-Screen champions, in a list comprised of some of the savviest digital brands across several industries. This year, we are replicating our 2015 digital media strategy, but making it even stronger adding some new media partners,” says Kinser.

We are replicating our 2015 digital media strategy, but making it even stronger adding some new media partners.

AFM’s 2015 spot was a play on the company’s “Always There” campaign, highlighting the fact that come rain or shine, ski season or beach weather, avocados are available.
As for the 2016 digital strategy and execution, Kinser notes that “our new digital agency Richards Lerma joined the game this year with a very creative idea that will definitely make our brand stand out of the Game Day social clutter.
Audiences will be able to participate in a very engaging story. “We are putting #AvosInSpace and giving away a lot of great prizes along the ways to the users that help us throughout our journey, which is already featured in the website avosinspace.com and audiences can follow all the way through February 14th.”

Hispanic Specific Efforts

Regarding Hispanic specific marketing in relationship with AFM’s Super Bowl ad, Kinser notes that “We are engaging our group of 10,000 Hispanic Brand Ambassadors who will go out in social media spread our #AvosInSpace message across their networks. We are also leveraging our social media (Spanish) platforms to engage our Hispanic audiences with the story.

AFM works with social influencers including including IZEA, Mom It Forward, and ZEFR, Fit Men Cook, AKA, Kevin Curry among others.

Agencies that partner with AFM include Havas Media, including Arnold Worldwide, as AFM’s media agency for the general market. Inspire is Hispanic AOR agency and the digital AOR is Richards Lerma in Dallas.

CHECK OUT: Into Avocados from Mexico Digital Marketing: From ibeacon technology to Periscope and more.

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 Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • Church & Dwight

descarga (4)New Jersey-based company Church & Dwight Co. is reviewing its media agency business after a decade with the same shop, Adage reports.The company owns brands like Arm & Hammer, Trojan and Oxiclean.It has worked with WPP’s Maxus for about 10 years. The packaged-goods giant is spending over US$200 million a year. More than 20% of the company’s media budget is allocated to digital platforms.Church & Dwight follows an unprecedented number of marketers reviewing their media agency business this year, including Procter & Gamble, Unilever, Coca-Cola, L’Oreal and Sony, among others.

 

  • El Jimador Tequila

El Jimador Tequila kicks off one of the biggest celebrations among bicultural consumers in the United States, Day of the Dead or “Día de los Muertos.” This holiday, commemorated on Nov. 2, honors those who have passed away and celebrates them through altars, music, food and art. To make this year memorable, el Jimador is launching a national contest giving adults 21 and older a unique opportunity to win a Day of the Dead painted coa (tool used for harvesting agave plants) created by American artist, David Lozeau.Furthermore, el Jimador is launching a microsite that will serve as a one-stop-shop for consumers 21+ who want to enhance their celebrations with thematic cocktails, authentic food recipes, and party tips.

  • AVON

descarga (5)Singer Fergie launches the next chapter in her partnership with Avon with Outspoken Party! by Fergie, a new fragrance for women that captures the electric feel of a party through deliciously fruity and floral notes.To celebrate the fragrance launch, Avon hosted an event in New York, featuring an exclusive panel discussion with Fergie and three Avon Representatives. Outspoken Party! is the fifth scent in Fergie’s best-selling Outspoken line with Avon. To celebrate the launch, throughout the month of October, Avon is donating US$5* to the Avon Foundation for Women with each Outspoken by Fergie full size EDP purchase to help conquer breast cancer.The Avon Representatives in attendance are starring in this new branding effort, which is largely powered through digital channels, tapping into high-reach editorial, video and social media platforms.

  • Avocados From Mexico

afm-contestAvocados From Mexico is making its second Super Bowl appearance, after its success during the big game in February with an ad from its “First Draft Ever” campaign.GSD&M will be in charge of the effort while Havas Media handles the buying chores. The ad will run during the first commercial break of the Feb. 7, 2016 telecast on CBS and is part of a new marketing push, “Always There,” touting the year-round availability of Mexican-grown avocados.For the upcoming game, 30-second ad slots have been selling for US$5 million.Avocados From Mexico views the Big Game telecast as one key component in a broader campaign.

  • JetBlue/Seaborne Airlines

_u6w7zXG_400x400JetBlue and Seaborne Airlines have begun selling flights under a codeshare agreement that will offer customers increased travel options and new destinations throughout the Caribbean. Connections will be made via San Juan’s Luis Muñoz Marín International Airport (SJU).Customers flying on JetBlue and Seaborne will enjoy the benefit of traveling on a single ticket . Flights are available for purchase  on JetBlue.com.JetBlue will place its ‘B6’ designator code on eight Seaborne Airlines routes allowing JetBlue customers to reach more destinations in the Caribbean on a single itinerary:Anguilla (AXA),Tortola, British Virgin Islands (EIS),Dominica (DOM),Nevis (NEV),St. Kitts (SKB),St. Maarten (SXM),St. Thomas, U.S. Virgin Islands (STT),St. Croix, U.S. Virgin Islands (STX).The routes add to JetBlue’s already extensive list of destinations in the Caribbean and Latin America including Grenada, Curacao, Antigua and Mexico City. Additionally, flights to Quito, Ecuador begin in February 2016.

Avocados from Mexico, (AFM) the not-for-profit organization that markets the Mexican Hass Avocados Importers Association and The Association of Growers and Packers of Avocados From Mexico, has an original digital marketing profile. To target both the overall U.S. population and the Hispanic population AFM has used relatively new digital media vehicles such as Periscope and iBeacon Technology. Additional projects include two soon to be launched Content Marketing platforms as well as digital and off-line integrations. We talked to Ivonne Kinser, head of Digital Media and Strategy for AFM.

The Digital Marketer, the Brand and its Agencies

Ivonne KinserKinser, joined Avocados from Mexico in 2014 as the Head of Digital Media and Strategy. At AFM she oversees the strategy on all things digital keeping the company on the cutting edge of the Web across the organization’s four business segments: Hispanic market, general market, retail and food service. She has a cross-market approach. Kinser works with Havas Media, including Arnold Worldwide, as AFM’s media agency for the general market. “Inspire is our Hispanic AOR agency, including traditional media planning and buying, and we will announce very soon a new partnership with a group that will become our digital AOR,” she says.

The profile of the Avocado Consumer: The “Nueva Latina”

Kinser notes that AFM targets the “Nueva Latina”, who falls into two groups based on acculturation, demographics and psychographics. The Nueva Latina is ambitious, optimistic and enthusiastic about their chapter in life. She is progressive and has big dreams and a “can-do” attitude. In my space (digital), this Nueva Latina is a heavy mobile user, always connected, and very social. They use internet daily and is more likely to research and purchase products online, so when it goes to our media mix, digital is definitely a very important piece of it.” Kinser adds that Hispanics are heavy consumers of avocados because avocados are part of their roots and their heritage. It is not a novelty for them but more a tradition. Our Hispanic marketing challenge is not to raise awareness about avocados, but to develop a message that enables and inspire the Nueva Latinas to reconnect with their culinary roots by adding some avocado to the dishes they like the most, no matter what they are. The versatility of the avocado is the perfect attribute to support that message as one that is genuine, honest, credible, and well supported.”

Our Hispanic marketing challenge is not to raise awareness about avocados, but to develop a message that enables and inspire the Nueva Latinas to reconnect with their culinary roots.

4 Content Marketing Platforms: Retail and Food Services to be Launched

Content Marketing

AFM has 4 marketing platform, (websites), and multiple social platforms. Kinser notes “”Regarding our marketing platforms, we have one for each of our four market segments: The Hispanic market website AguacatesdeMexico and the general market website Avocados from Mexico were launched at the beginning of this year and at the end of last year respectively, and the retail and the food service websites will be launched within the next couple of weeks.” Kinser believes that catering to each segment with customized and relevant content to address the specific needs of each of them” is a key component of a successful content marketing effort. “Although some information such as avocado nutritional benefits and avocado uses is consistent across all platforms, there are some sections and specific content within each website that is developed for each of the segments based on the unique insights of each. In fact, the platform that we built for the Hispanic market is a dual language platform because our target, (the New Latina, is for most part bilingual and bi-cultural). Those are the kind if insights that we took in consideration when we developed the platforms strategy.

Off-Line and Online Integrations: The Super Bowl Ad

superbowlHow does AFM integrate its online marketing (paid, owned and earned) with its off-line marketing efforts? According to Kinser, “The keyword is “consistency”. We have a digital strategy in its own, which is based on digital intelligence and data gathered from the millions of interactions with our users across our multiple owned and earned platforms, but as part of our holistic plan we also support offline messages across our four segments: retail, food service, Hispanic and general market.”
A relevant example that comes to Kinser’s mind is the digital platform that AFM created around its TV spot during the Big Super Bowl Game in February. “We leveraged an event of such magnitude to create a 360 digital platform around it, which not only increased the reach of that TV message, but that it also ranked our brand as the top #2 among the top 10 (digital) performers of the Big Game. A significant accomplishment considering that we are a relatively new organization competing in that category with pretty big players in the digital space such as Toyota, Nissan, Dove and Anheuser-Busch, among others.”
She adds that The Beacons platform, explained below, is another example of digital and off-line integration. “We leveraged our capability to communicate directly with our customers while they are shopping in-store in any of our retail partners, to support the POS, print and radio messages.”

Join us at PORTADA Mexico!

Digital Innovations: Using I-Beacon Technology ….

Patrick Leddy of Pulsate

AFM recently became the first produce brand that leveraged the iBeacon technology to establish a permanent communication channel with millions of shoppers in 250 locations across the U.S. Kinser explains that “Bluetooth beacons are essentially tiny sensors that send out signals which, when picked up by mobile devices, can trigger specific actions in apps. Beacons are typically powered by a coin cell battery that can last for up to two years. The signals only work with apps designed for specific beacons.” She adds that “AFM deployed 280 (branded) store displays equipped with a battery powered iBeacon to grocery stores throughout the US, and launched our beacon app iAvocado. So customers with the AFM iAvocado Mobile Application (both Android and Apple) can receive targeted recipes, videos, or coupons delivered directly to their phone when they walk within 50-feet of an AFM grocery store display. The content that is delivered to the customer is managed through a Content Management System that is hosted on Amazon Web Services. Our media agency can monitor resulting analytics including when a customer download the app, is near a beacon enabled grocery store display, visited an AFM webpage from the application, watched a video, or redeemed a coupon.”

Bluetooth beacons are essentially tiny sensors that send out signals which, when picked up by mobile devices, can trigger specific actions in apps.

To drive iAvocado app downloads AFM partnered with Inmobi, a mobile-first customer engagement platform to launch a geo-fenced mobile campaign. “Through our retail division, we partnered with some of our clients including Superfresh, Pathmark, A&P, Food Basics, Best Cellars, Waldbaums and Food Emporium to deploy our Beacons platform in-store, in specific locations within their chains. This initiative is part of our long-term mobile strategy that aims to strengthen our communication with our consumers by providing them the information and offers that they want, where and when they want them and need them”,  Kinser says

…and Periscope.

In April , Avocados From Mexico, by the hand of its agency of record Arnold Wordwide (Havas), became the first produce brand to engage their fan base and the world using Twitter’s new Periscope live-video streaming platform. When asked on whether there was a Hispanic specific targeting component in the Periscope campaign, Kinser answers that “when we experiment with new platforms we take a market agnostic approach. In those cases our segmentation is a behavioral one. We target communities of early-adopters with high affinity with the platform we are testing, whether they fall into the Hispanic segment or the General Market segment.”

Join us at PORTADA Mexico!

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!

  • Kentucky Fried Chicken

flLRwyCl_reasonably_smallKFC has launched a new Hispanic broadcast initiative aimed to bring back the slow and savory into lunch with KFC’s “US $5 Fill Ups.” Airing nationally through January 18th, KFC is helping adults; including Billennials (Hispanic millennials) pamper with five lunch alternatives.The spot, which has been entitled “Almuerzo” (the Spanish word for lunch), was created by Louisville-based ad agency Scoppechio. Media buying decisions were taken by MEC Global. Media was bought nationally for:
Univision (UNI), Galavision (GALA), UniMas (TEFN),Telemundo (TMG), Azteca (AZTA), Fox Deportes (FSW), Espn Deportes (ESPD), Mun2 (MUN), Discovery en espanol (DESP) and Estrella TV. (ESTR)

  • Progreso Financiero

descargaProgreso Financiero, a mission-driven financial services company serving the credit needs of the growing Hispanic market, will soon be named Oportun.The company will adopt its new name over the coming months as it shares the name “Oportun” with customers and business partners. The name change will be completed by year’s end.Read more.

 

  • Avocados from Mexico

descarga (4)Avocados from Mexico has extended its Guac Fiesta campaign to reach the Hispanic trade in key markets.The program has been designed to drive consumption of Avocados From Mexico through aggressive retail promotions in key Hispanic markets during the height of the NFL season and through to the Super Bowl.The Guac Fiesta Hispanic program is running until the 1 February in California, Arizona, Texas, Chicago, New York and Miami, targeting 1,000 Hispanic chain stores and independents.The program will feature a mobile sweepstakes and an AFM coupon offer that also gives shoppers a fun new recipe to try. Additionally, the campaign will include digital and social media, merchandising, and trade and consumer public relations efforts.

  • General Mills

descarga (5)General Mills Inc., creator of Hispanic digital platform,Qué Rica Vida, has announced the launch of “Celebra lo Rico”, a new multi-episode branded web series (10) that will empower Latinas living in the U.S. to celebrate their culture and connect through the experiences and inspiration of three dynamic food bloggers. The series began airing on the Qué Rica Vida YouTube channel today, and will continue through Mother’s Day, with a new episode available every other Thursday.The web series will be supported with extensions across Qué Rica Vida’s online ecosystem, including QueRicaVida.com, the QRV Facebook page, and weekly e-mail newsletters.The Celebra lo Rico series was created and produced by Canela Creative, and directed by RAVA Films. “We are exploring various paid content distribution partners, as well as advertising on GeneralMill’s other owned platforms (including BettyCrocker.com, Pillsbury.com and Tablespoon.com) todrive traffic to the Qué Rica Vida YouTube channel,” Natalia Ortega, Media Site planner at General Mills tells Portada.

  • Cheerios

N5B5zvrj_400x400The Cheerios “How To Dad” campaign has made its US debut after appearing in Canadian ads all year. The U.S. version of the spot is quite similar to the version running in Canada, except that the U.S. spot plugs Honey Nut Cheerios, while the Canadian ad is for Peanut Butter Cheerios. Rather than reshooting the spot, General Mills simply refreshed Honey Nut Cheerios boxes.Below the U.S. ad followed by the Canadian version:

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

 

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Sprint

Sprint has selected Deutsch LA as its new Agency of Record. The review focused on TV creative advertising, which has been handled recently by Figliulo & Partners, which was awarded the assignment late last year. Starcom MediaVest Group continues to handle media and sibling agency DigitasLBi remains the company’s digital agency. (Read our interview published today with Kymber Umaña, Hispanic Marketing Director at Sprint.)

  • TOMMY HILFIGER

descarga (6)The Tommy Hilfiger Group, which is wholly owned by PVH Corp., has announces that internationally renowned tennis star Rafael Nadal will appear as the global brand ambassador for the Tommy Hilfiger underwear and Tommy Hilfiger Tailored collections beginning in Fall 2015. Both collections are available at Tommy Hilfiger stores globally, through select wholesale partners and online at tommy.com.The campaign imagery will be photographed in early 2015 in Spain and it will break globally in fall 2015 with dedicated print, online, and out-of-home media placements worldwide. To further support the global initiative and collaboration, Nadal will attend exclusiveTommy Hilfiger launch events in North America, Europe and Asia.

 

  • Tampico

descarga (7)Beverages Tampico has selected Macias Advertising and Roar Media in the U.S, including General, Total and Hispanic markets. Macias will be handling all of their creative work including brand and content development and Roar Media will be their Digital Media and PR agency. Prior to this Tampico had been working with Bravo as their AOR, only focusing on the Hispanic Market, but now they are expanding their target demographic to a broader audience.

  • Toyota

descarga (8)Toyota has teamed up with actor William Levy to create the first-of-its-kind, choose-your-own adventure video on Instagram with the new 2015 Toyota Camry.Created by agency Conill, the new Toyota campaign is aimed to tell a story that speaks to the hearts and minds of Hispanic consumers and leverages consumer passion points of fun and adventure.To view Instagram CLICK HERE.

  • Mars

imagesMars has appointed WPP’s MediaCom as its global media planning agency of record following a pitch.MediaCom will take control of the account in 2015.Until now, the business has been led by Publicis Group’s Starcom, which will continue to handle media buying for Mars. Mars Incorporated , which owns the Snickers, Galaxy, M&M’s and Maltesers brands, spent more than US $1.5 billion globally on advertising in 2013, including US $680 million in the U.S.,.The win comes shortly after it emerged that MediaCom have also taken Coca-Cola’s US $100m Mexico account and Procter & Gamble’s LatAm and Caribbean digital business from Starcom. This is a massive account and if MediaCom wins the review, it would be the second major planning win for the agency at Starcom’s expense.

  • Coca-Cola

descarga (9)Coca Cola has ended its 13-year ‘American Idol’ sponsorship. Coca Cola has been with the show since its inaugural season (Ford is the other). AT&T joined the show in its second season and departed before the start of last season. Ford plans to remain a sponsor this season. The soft frink company may be following the advice of its media agency MediaVest.American Idol’s last season’s finale drew 10.1 million viewers, down from 38 million in season 2. Those ratings declines led advertisers to spend US $394.7 million on the show in 2014, down 49.5% for the US $781.9 million they spent in 2012, according to Kantar Media data.

  • Kellogg’s

descarga (10)Cereal brand Kellogg’s will go traditional TV commercial formats by shunning the lively morning kitchen—when folks eat breakfast—and show boxes of Kellogg’s cereals set out on a table at night with bowls and spoons ready for the next morning, encouraging consumers with the tagline: “See you at breakfast.”  The campaign is by Leo Burnett and will air in primetime TV and have print and digital elements.Kellogg’s cereal revenues declined 6% for the 52 weeks ending Nov. 30. Kantar Media data finds the most popular time to advertise cold cereals is primetime. Kellogg’s will increase its primetime ad placements by 15%.

  • Puma
  • descarga (11)Pop star Rihanna has signed a multiyear partnership agreement with athletic apparel maker Puma through which she will become the brand’s “global ambassador” for women’s fitness and serve as its creative director for women’s products. The company says she will directly influence the product design process beginning this spring.Although Rihanna is not an athlete, Puma CEO Bjorn Gulden says retro-sneakers and athletic-looking attire have been part of her stage and street persona for years. Its coming campaigns plan to broaden its appeal among women.
  • Avocados
    descarga (5)Avocados from Mexico will bring together almost 1,000 Hispanic stores in key regions for Guac Fiesta, a retail promotion that will offer a US $3,500 prize package to five winners.The campaign is designed to increase consumption through football season among bicultural Hispanics in California, Arizona, Texas, Chicago, Miami and New York City.The program will run from Jan. 1 through Feb. 1 and includes sweepstakes prizes and coupons using mobile, digital, social media and consumer relations.The Guac Fiesta campaign includes a text-to-win contest where consumers have a chance to win a big screen TV for football viewing parties.Retailer support is available and includes tear pad coupons and in-store purchase coupons for shoppers.
  • Bud Light
    descarga (3)Bud Light is rolling out new packaging and marketing with a TV ad that touts the messages printed on labels as “12-ounces of inspiration.”The brand packaging  will eventually feature more than 100 different messages scrolled on bottles. The new labels are part of the brand’s “Perfect Beer For Whatever Happens” campaign.The new ad, which was developed by BBDO, begins a new phase of advertising for the brand that will heavily promote the new packaging. The ad will debut regionally on New Year’s Day during college football bowl games and run nationally during the NFL playoffs. The new ad is notable for its product close-ups and description of the liquid as “crisp,” “smooth” and “refreshing.”

http://youtu.be/zKgLBaXnTW4

  • Ford
    descarga (4)Ford is announcing the arrival of Ford 2015 F-150 truck with what it says is its biggest truck marketing campaign ever. The campaign, which will debut during the first-ever college football playoff for NCAA Division I teams, centers on sports, especially NFL and NCAA football. There are also sponsorship components around Professional Bull Riding, NASCAR, Future Farmers of America, and country music, with mobile across all platforms. In addition to the TV campaign — which includes two 30-second ads — there is also radio and a country music tie-in. But the effort also includes a separate campaign for the other truck demo, and the fastest-growing one: Hispanic truck owners. A digital video series, “F-150 Tough Science,” is part of the pro-sports tie-in. It features ESPN “Sport Science” creator John Brenkus. Read  “Ford launches largest Truck Ad -Campaign ever with strong Hispanic component.”

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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. 40 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!

  • Turner Broadcasting

thHorizon will handle media buying for all Turner networks, including CNN, TNT, TBS, Cartoon Network and Turner Sports, among others. Incumbent MediaVest, which handled the account since 2010, was not invited to defend. Dennis Camlek, senior VP, Turner Media Group, and an agency veteran who worked at both Horizon and PHD, was involved in the decision to select Horizon. This is the second major piece of business that has shifted from Starcom MediaVest Group to Horizon this year, following Burger King’s $250 million account.

  •  Kohl /Dreamworks

descargaThe retailer Kohl’s will introduce a new line of clothing for teen girls, developed in association with AwesomenessTV, a unit of DreamWorks Animation, which wants to branch out into the merchandising business. To promote the clothing, AwesomenessTV developed a scripted video series featuring two of its stars that will highlight the clothing. Kohl’s will buy ads on the channels and Awesomeness will get royalties on Kohl’s in-store sales of the clothing line.

  •  Avocados from Mexico

descarga (1)Avocados from Mexico is releasing its 2014-15 retail promotional activity this Hispanic Heritage Month with “Échale al Asador” (Toss it on the Grill), a fully integrated program for Hispanic accounts. The program will feature a mobile sweepstakes and a coupon-recipe savings offer as well as digital, social media and in-store merchandising. This is the first Avocados From Mexico mobile program that will be targeted to Hispanic consumers. Consumers will be able to text to win to enter in the sweepstakes, access the coupon and grilling recipes from their mobile device.

  •  Hyundai

descarga (2)For its fourth year as NCAA college football sponsor, Hyundai , is returning with an integrated campaign advertising the brand’s car lineup by an effort that focus around the 17 college football programs it sponsors through IMG College. The campaign comprises TV, print, radio, digital, and social media as well as YouTube and social food network Tastemade.The campaign was developed by via Innocean U.S.A, Hyundai’s agency of record.It includes a national TV spot and a number of regional ads to air in college markets where Hyundai-sponsored teams are located. The spots air during the 18 SEC on CBS national games. The regional team-sponsorship arrangement includes Tastemade making a 13-episode “Grill Iron” series on YouTube about each schools’ epicurean habits around football. At the end of the regular season, Hyundai will host a cookoff in Los Angeles with the season’s best chef selected by the viewing audience at Tastemade’s studio.

  • Starwood

descarga (3)Starwood Hotels & Resorts is releasing a US $30 million advertising campaign to expand its Starwood Preferred Guest (SPG) loyalty program into the business-to-business market. The SPG Pro program builds on the company’s consumer-facing initiative that already skews towards tech-savvy members.Starwood’s digital media plan centers around the company’s first LinkedIn ad buy designed to attract business professionals on the social site. In addition to LinkedIn, Starwood is also buying promos on Facebook and will boost YouTube and Twitter content. Leading up to the program’s launch in October and throughout the year, Starwood will post new videos on YouTube that leverage all nine of the company’s hotel brands to show real customers’ stories.On Twitter, Starwood has started the new hashtag #spgpro to expand the Twitter and Instagram efforts for the consumer-facing program.The hotel chain claims that 50 percent of global bookings are made by SPG members.Starwood its counting on its sales team to pick top business customers to be the faces of the campaign across different categories.

  • Jack Daniel’s

Jack-Daniels_Few-and-Far-Between_thumbnailJack Daniel’s new digital campaign called “The Few and Far Between” centerpiece is a website that houses stories gathered from across the country that the brand refers to as tales of “mischief, revelry and whiskey.” The campaign has been developed by Arnold Worldwide and digital production company MediaMonks. The site captures 30 stories from New York City, Santa Monica, Calif., New Orleans and elsewhere using a variety of storytelling methods, including audio, video and the written word. Some of the stories involve Jack. The brand will promote the site with paid digital ads, including a partnership with Vice. A photo contest hosted on the Jack microsite asks viewers to submit photos under pre-written headlines. The winning image will be made into an ad featured in Vice.

  • GE

hqdefaultGE will unveil a two-minute TV spot called “The Boy Who Beeps,” during the opening game of “NFL Thursday Night Football”, the introduction of its fall campaign for “Language of Industry.” The spot is being presented more of a film than as a commercial and is designed to show the evolution of GE’s two-year-old Industrial Internet business. In the spot, also created by BBDO New York, a baby is born and communicates by beeping. As the story unfolds, the boy grows up and learns how to manipulate machines with his beeps — changing the channel on the TV, moving toy cars, even changing traffic lights. GE will continue to use the two-minute format during other NFL games, NHL games and “Saturday Night Live. “It will also create a series of 30-second spots, print ads, content-marketing partnerships and social-media campaigns to tell the story of the Industrial Internet. The company declined to provide details on the campaign’s budget.

  • Rock Health

descarga (4)Rock Health, which provides funding for health-care technology start-ups, rolled out a new campaign to recruit tech-savvy entrepreneurs into the health-care field.The integrated campaign, created by BBDO San Francisco, uses emotional appeal to connect with digital entrepreneurs.The campaign, unveiled at the Health Innovation Summit in San Francisco Aug. 21, will move on to other health-care events and will be promoted online through social media and banner ads.In the ads, Rock Health uses iconic images from popular social media and digital companies , without directly naming these companies.

  • Metro Newspaper Advertising Services
    Roxanna Rivas is the new Business Development Director for Multicultural at New York City based Metro Newspaper Advertising Services. Metro Newspaper Advertising Services does multicultural newspaper ad placements for major companies including A&TT and Allstate.

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.

  • American Family Insurance

American Family InsuranceSiempre Mujer, the Spanish-language magazine for Hispanic women in the U.S., is partnering with Univision Radio the No. 1 Spanish radio network in the country, to invite Hispanics in Chicago to participate in the “Pursue Your Dreams” financial seminar, presented by American Family Insurance. The presentation will be led by Fernando Almanzar, a financial journalist and host of Cuentas Claras, a personal finance show on Univision America that provides information to help Hispanic listeners better manage their finances.The seminar aims to shed light on the tools available to Hispanics to help them realize their dreams by taking control of their personal finances. The seminar will take place on Saturday, October 26, in Chicago. Latinos unable to attend the seminar in person will have the opportunity to attend via a live webinar and ask questions.

  • Kia Optima

In the latest advertising campaign for the 2014 Kia Optima, the Korean manufacturer went the extra mile to tailor TV spots specifically intended for the Hispanic community in the United States.

  • Unified Grocers

With the launch of a new Hispanic marketing initiative for 2014, Unified Grocers, Inc. , a retailer-owned wholesale grocery distributor that supplies independent retailers throughout the western United States, is actively pursuing shopper marketing dollars on behalf of the largest “virtual” Hispanic chain in the country — the more than 400 Hispanic retail locations it serves throughout the Western United States.These retail locations combined serve about five million shoppers a week, generating more than $5 billion in annual sales. Unified is partnering with key brands to harness that collective power with its two new programs: ¡Celebremos! and Mercado Savings.”We’re presenting something very powerful and different,” says Nancy López-Pedroza, Unified’s Regional Marketing Manager, Retail Marketing Services. “Extensive research went into the planning phase in which 35 manufacturers and 12 retailers gave their insights into areas of opportunity. Created solely for the Latino shopper, ¡Celebremos! and Mercado Savings reflect Unified’s strong commitment to the Latino community and they will be a powerful force in generating sales and establishing customer loyalty for our supplier and retail partners.”

  • Avocados from Mexico

Avocados From Mexico has launched its first-ever national marketing campaign, “Avocado All-Stars,” designed to leverage the Major League Baseball (MLB) playoffs and show how Mexican avocados can help “green up” consumers’ game-day snacks with nutritious guacamole and other avocado-rich dishes, as an alternative to mayonnaise. As a fully integrated campaign, the Avocado All-Stars promotion includes national TV advertising during post-season MLB coverage on TBS; national print advertising in People and Entertainment Weekly, including placement in People’s Best Dressed issue; a national sweepstakes, with a chance for two participants to each win a $5,000 grocery gift card; a dedicated landing page with social integration; retail displays and promotion; and digital, social media and public relations support. The promotion is part of a larger consumer campaign designed to differentiate and distinguish avocados from Mexico from those of other countries, as well as from processed avocado products.

  • Comcast/NBCU

Just two years after the merged media company named a bunch of new agencies to handle its more than $1 billion in media spending, it is talking to those agencies about a possible review, according to an Adweek report, citing unnamed sources. Currently, MediaVest handles the cable business; Starcom does the theme park business; Maxus handles NBC, including Universal Studios; and Mediacom handles overseas business.

  • Spirit Airlines

Spirit AirlinesThree shops are competing to handle creative and media responsibilities on Spirit Airlines as the carrier’s review heads into its final stage, Adweek reports, Sources identified the contenders as The Richards Group in Dallas, Barkley in Kansas City and Walrus in New York. Final presentations will take place tomorrow at Spirit’s headquarters in Miramar, Fla.The winner will succeed Siquis in Baltimore. Ark Advisors in New York is managing the process. Ark referred calls to Spirit, which could not immediately be reached.
Spirit makes more than 200 daily flights to some 50 destinations in the U.S., Latin America and the Caribbean. It bills itself as a more affordable alternative to bigger airlines, with, for example, lower base fares.

  • Converse (Nike)

Nike-owned Converse is on track to double its sales over the next few years and it’s looking for a media buying and planning agency to support that growth, AdAge reports.The Andover, Mass-based sneaker and apparel brand, best known for its retro “Chuck Taylor” product, is in the midst of a media agency review, according to multiple executives familiar with the matter. Contenders include Publicis Groupe’s MediaVest, Omnicom’s OMD and independent Horizon.

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