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What: Engagement with an increasingly diverse audience is critical for brands.
Why it matters: Winning off or on the field, be it team or brand, comes down to doing the homework. The chemistry, the timing, and the ethos have to align.

Jay Sharman

While there is still a great deal of hand-wringing over the future of media consumption, especially around sports in a younger and more ethnically diverse landscape, the fact remains that effective engagement and correct partnering, no matter what the medium or the device, is still key.

A look back at 2018 shows that the most eyeballs—88 of the top 100 shows—were live and, other than the Academy Awards, were all sporting events in English. In Spanish, the numbers were very much the same. The question now continues to be on the brand side: how, and with whom do you align to get the return on investment that you are looking for? The result remains very fluid.

“I believe the best consumer engagement campaigns are far beyond heart-tugging or inspirational messages on TV and social media,” said Jay Sharman (@_JaySharman), veteran sports media expert. “The gold standard initiatives literally bring together the community where they can heighten their connectivity around a common passion – on site.”

So what are some of those platforms—and also the brands—that have found the niche in the very crowded landscape? Some of the answers might surprise you.

Minor League Baseball

Long thought to be a hyper-local, almost mom-and-pop offering to brands, MILB (@MiLB) has consolidated its offerings into a national effort and has created some very unique branding and engagement platforms that have made the unified property both cost-effective and impactful.

The best example of a new and impressive offering is Copa de la Diversion. In three years, CMO David Wright and his savvy marketing team have created a blueprint for engaging the U.S. Latino population with a season-long Latino-specific tournament, Copa de la Diversion. This year 72 MiLB teams have created Latino alter-ego brands–logos, uniforms, traditions–and are competing for bragging rights for a league-wide sub-brand. The authenticity of this campaign is what sets it apart. It’s a true collaboration with each community to sensibly reflect the Latino passion for baseball and it’s transforming MiLB’s business.

When driver Carl Edwards took home a NASCAR race in the spring at Atlanta Motor Speedway, the brand used a fertilizer on the hood of his car. When they got to September, the brand message had switched to a winterizer.

Atlanta United

Many thought that Major League Soccer’s (@MLS) startup successes in the Pacific Northwest with the Seattle Sounders (@SoundersFC) and Portland Timbers (@TimbersFC) could not be topped, but Arthur Blank’s Atlanta United (@ATLUTD) re-created the startup launch and have been a massive win not just for the thousands of fans who support the club, but for brands who have gotten in on the engagement side.

“Atlanta United’s creativity connecting authentically with the community has been a series of smart, marketing moves and tactics,” Sharman added. “Pregame traditions like “the Spike” can many times feel contrived, but at almost every step of the way – from naming the team to picking the right partners and then showing them how to seamlessly integrate with the club supporters has been nothing but impressive and successful.”

Whether it was Wisconsin-based American Family Insurance (@amfam) signing on as the club’s kit sponsor, or New York-based luxury men’s wear line Knot Standard (@KnotStandard) coming aboard as the club’s men’s wear partner, companies have gone to Atlanta United with the expectation that a business partnership will resonate well beyond the field, and will match their quality messaging with a quality brand experience.

The Changing Measurement Landscape

Chris Lencheski

“The days of just slapping a logo on a sponsorship and picking up some tickets at the game or the race are long gone,” added Chris Lencheski, a veteran sports marketer who has created some of the most effective brand activation platforms in sports ranging from Formula One (@F1) and NASCAR (@NASCAR) to Major League Baseball (@MLB) and the NHL (@NHL). “Now, you as a brand make your selections after taking analytics and living and breathing the DNA of the property, team or league over time to see how you can marry your objectives with theirs. It has to be both emotional and executional to work.”

Some of those examples of brands that have won on both sides, according to Lencheski (who now also teaches sports marketing at Columbia University), are deals that he has done with brands like Scotts for NASCAR, a partnership which also spread to MLB in recent years. When driver Carl Edwards took home a NASCAR race at Atlanta Motor Speedway, the brand used a fertilizer on the hood of his car. When they got to September, the brand message had switched to a winterizer. “It’s smart,” Lencheski added. “It’s the first day of spring and you’re supposed to fertilize. They ran that car at the first, second and third stages of spring. Then you adapt to make sure it works. That’s what we’re talking about— making sure our market is right. That does not happen if you are not in the room and listening to what makes the most sense for the brand. It is not ‘one size fits all.’”

That changing message also works well for Scotts (@ScottsLawnCare) with its relatively new partnership with MLB. Grass, yes, is a natural fit (no pun intended) for America’s national pastime. But making sure that the products are matched to the season is key in integration and messaging, so that the result of sales and affinity is tied to the right offering at the right time of year. You sell more seed in the spring, so match the message to the season. Timing, something often missed in brand partnerships, is also key to success.

Emotional Equity

While the hard sell timing is very important today, so are emotional ties. The ability for brands to deliver an emotive message tied to sports immediately around a social campaign is also key. A recent case in point, two actually, are Budweiser (@budweiserusa) and Nike (@Nike).

Budweiser made not one but two very emotive statements in recent weeks, one tied to a yearlong campaign around the Centennial of Jackie Robinson’s birth (@JRFoundation) and the other one to the retirement of Miami Heat star Dwyane Wade. The Robinson example is a detailed multimedia campaign with unique consumer packaging, while the Wade tribute was a fairly long but very emotional video with the future Hall of Famer being surprised by several people whom he had impacted in his life well beyond the court. That play was huge on the social connection because of its length and did not have the direct consumer sales impact that a Robinson display in a store would have, but they both pulled at the heartstrings to get fans of varied ethnic and socioeconomic backgrounds to align with Bud over their other beer of choice.

“We sometimes forget that certain groups, especially millennials, are driven by emotion first in their brand choices,” added Harrie Bakst, the cofounder of WCPG, a firm that partners, athletes, celebrities and brands with philanthropic campaigns. “The emotional connection may not always be a direct call to buy, like we see with Bud and the Jackie Robinson campaign, but its subtle messaging as we see with Dwyane Wade, can have even more of a long tail effect, and that return, if crafted correctly, can be even more valuable as a whisper to the consumer than a direct shout.”

Now the packaging of the message, whether bold or subtle, has to be correct. Even in the Wade campaign, which had zero in terms of people drinking beer, the “Bud” branding was front and center. In the print campaign around Jackie Robinson, you can’t miss the Budweiser logo, so little is left to chance. “The return on those two campaigns really bookend how you can deliver correctly to consumers,” Bakst added. “One is direct and overt, one is a subtle build, but both emote positive feelings and messages which resonate with the consumer for the short and long term.”

Then there is Nike. The apparel brand has had its peaks and valleys in recent years, and as the landscape continues to be more and more competitive, the swoosh keeps adjusting. Case in point in recent weeks was the riding of the wave that brought Tiger Woods (@TigerWoods) back to the top of the golf world at The Masters. Nike’s response in the social space after Woods’ win at Augusta was emotional, multigenerational, and left nothing to chance, especially as it was delivered on a massive social platform before it ever made it to the traditional platforms of print and broadcast. That sent a message to the athletic world that the brand supports the success of the human condition as seen through the eyes of one of the world’s most legendary athletes.

https://twitter.com/Nike/status/1117497381832933376

“Nike has never been a brand looking at the short term,” Lencheski added. “Their investments, especially in elite athletes, teams, and leagues, go through as deep an evaluation and brand match process as anything in the consumer space. The result is an ethos that works for all, and that message, and to return, has a huge payoff when something like Tiger Woods’ comeback reaches the point it did a few weeks ago.”

Finding the White Space

Anna Gasser (Mirja Geh/Red Bull Content Pool)

The other careful match that brands have to take into consideration is that window of opportunity that others are not realizing. For companies big on disruption and ones that can move quickly, the “lightning in a bottle,” or the speaking to a niche audience, can have a pretty unique return. Case in point is Red Bull (@redbull), and its plays away from the mainstream into the worlds of extreme sports.

“Red Bull has found that the white space of entertainment aligns with their brand, and they create content and experiences that connect their community in unique and memorable ways,” Sharman said. “By treating themselves like a sponsor that supports this approach they’ve built tremendous brand equity in themselves.”

While mass consumer sales is the goal, the unconventional approach, being short form video, event activation and athlete supported as the first step, not the traditional second, has given Red Bull a leg up in the competitive beverage category that few saw coming years ago, and has made it the brand to measure against and challenge among that thrill seeking demo.

Winning With Latinos

As 2019 unfolds, this brand activation space in sports continues to be one of the more elusive ones. We have written on the brand success stories seen by companies that have gone all in on consumer ROI targeted to the demo, from Tecate (@tecate) to Wells Fargo (@WellsFargo). However the overall engagement in “Latino” or “Hispanic” is still evolving.

“Whether you are the NBA or MLB, the brand identification in this space still means many things to many people; a product that plays well with Liga MX and a Mexican fan base may not work with the Brooklyn Nets who are trying to tie in with a Dominican supporter and so on,” Elisa Padilla, the senior VP of marketing & community relations for the Miami Marlins (@Marlins) told us last fall. “We see it here in Miami as well. You really have to know the segments of your fan base and understand what they are asking and what you can deliver for them. It is certainly not a one size fits all opportunity, especially in terms of expectations or return. It is a challenge, but an interesting one that is a great opportunity for those who can manage and figure out the mix.”

In the end the marrying of brands to the sports space is still a slippery slope for some, especially given the fluidity of budgets, and frankly, the various and sundry ways that content, live or packaged, can be delivered today to audiences big or small.

“You have to have a clear understanding of the market segment you want to reach, and be well versed in all forms of message delivery, today more than ever,” Lencheski added. “The message for a brand needs to be sincere and compelling, and those brands also have to understand that the famous John Wannamaker line: ‘I know half my advertising works, trouble is I never know what half’ may be adapted but can still be true today. Your social strategy has to align with broadcast and if you have a cause that too has to speak to the audience correctly, otherwise you lose the message effectiveness. Picking the right team, league or personality is a challenge, but it all comes down to homework. Just like in school, if you put in the work, you get the grades.”

Winning off or on the field, be it team or brand, comes down to doing the homework. The chemistry, the timing, and the ethos have to align. Without putting the work in, the results may be costly.

Cover Image: Carl Edwards (credit: Maverick Helicopters, Tom Donoghue)

What: Amazon has signed on to its largest ad buy on Univision Deportes, as presenting sponsor of “The Championship Week” soccer events this month.
Why it matters: As the brand continues to exert its marketing force more and more into sport, the Latino audience will become that much more valuable.

There is no secret that engaging the Latino community is going to be key for brand success more in the future than ever before. Tech and digital savvy millennials, as well as families looking to grow consumption, have to be key targets, whether they speak English or Spanish first. Also, if you are looking for an active audience with an affinity for sports, live sports even more so, then look to soccer, baseball and basketball as sports of choice.

Just ask Amazon (@amazon).

As the brand continues to exert its marketing force more and more into sport, the Latino audience will become that much more valuable, and published reports this week show that strategy around sports coming full circle this month.

Amazon’s investment could signal a key shift in spending both for sport and the Latino audience.

According to Terry Lefton of SportsBusiness Journal (@sbjsbd), Amazon’s push to break through the clutter and engage with Latinos during the critical holiday retail season will be through soccer, as they have signed on as presenting sponsor of “The Championships Week” across Univision Deportes (@UnivisionSports), a two-week festival of playoff soccer combining Univision’s premier fútbol properties.

It represents Amazon’s largest ad buy on Univision Deportes.

“We’re happy to find an advertiser as important as Amazon finding value in being across all of these top-level soccer games at a very busy time of year,” said Rick Resnick, Univision senior vice president, sales marketing strategy and solutions told Lefton.

“Semana de Campeonatos presentado por Amazon,” running during the first half of December, will include the MLS Cup (@MLSchampionship game next Sunday between Atlanta United (@ATLUTDand the Portland Timbers (@TimbersFC), along with the “two-legged” finals of Liga MX (@LigaMxEngand playoff competition from the UEFA Champions League (@ChampionsLeague). Also in the package are spots during the games, a variety of shoulder programming and studio highlights shows, ranging from “Deportiva,” “Linea de Cuatro,” “Contacto Deportivo,” and “Mision Europa,” which airs from 5-6 p.m. Monday through Friday on the UniMas simulcast on UDN.

Join us at PORTADA LOS ANGELES on March 15, 2019 at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics. Felix Palau, VP Marketing, Heineken will discuss “How to measure ROI and transfer best practices between sports marketing platforms”. Other speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?”Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

“When you look at this package it is a great buy across a wide demo of soccer fans, from those with a passion for MLS to those who look more regionally and globally,” said Chris Lencheski, veteran sports marketer and professor at Columbia University. “While we don’t see Amazon yet buying streaming rights for these properties, they know the growing brand power that fútbol has and they are going right to a targeted and passionate sweet spot. If it’s successful, and there is no reason it won’t be, it could be a turning point for brands who still struggle to engage the Latino fan, be it in English or Spanish.”

While consumer brands like a Modelo (@ModeloUSAor Budweiser (@Budweiseror Goya (@GoyaFoodshave found fútbol a key engagement spot, tech and media brands have yet to make a wide push, preferring conservative spends. Amazon’s investment could signal a key shift in spending both for sport and the Latino audience, one which has been a long time in coming away from mega events like World Cup.

If it’s a win, it’s a trend to watch for 2019 and beyond, and might be the long rumored shift for brands to get more engaged with the demo, one which is clamoring for wide engagement.

Subscribe to Portada’s daily Sports Marketing Updates!

Cover Image: Flickr/Craig Dietrich

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

  • The Kraken RumELEAGUE and The Kraken Black Spiced Rum inked a new partnership. The rum brand will become the first Official Distilled Spirits Partner of ELEAGUE. The partnership includes all ELEAGUE owned and operated platforms on television, digital and social. As part of the agreement, ELEAGUE also introduced the “ELEAGUE KRAKEN Boss Battle,” a feature where pro players and fans can compete against one another in front of a live audience.
  • UFC locked a partnership with Black Rifle Coffee Company as the “Official Coffee” of Season Two of Dana White’s Tuesday Night Contender Series. Black Rifle Coffee will work with UFC to provide social content about the series and promote a national campaign with prizes and exclusive UFC experiences. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.
  • Westgate Resorts reached a multiyear agreement to serve as title sponsor of Las Vegas Motor Speedway’s September NASCAR Camping World Truck Series race. This is Westgate Resorts’ first title sponsorship in NASCAR. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

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  • BudweiserBudweiser signed a multiyear deal as the official domestic beer partner of the White Sox. Activations include a long-term presence at Guaranteed Rate Field, the logo on the video boards, game-day event sponsorships and being able to put use their logo on home game giveaways. 31% of MLB players are Latino, according to ESPN.
  • The Players’ Tribune and SELF are partnering to create a series of original content focused on women across a wide range of sports. Olympic fencer Ibtihaj Muhammad, who was the first Muslim-American to wear a hijab while competing in the Olympics, will serve as executive producer of the multi-episode video series. Content will include video and personal essays celebrating the triumphs and struggles of women in sports. Titled The Playing Field, the program will premiere this fall on SELF’s and The Player’s Tribune’s channels.
  • ESPN DeportesSpanish-language broadcast of the NBA Finals has become the most-watched NBA Finals in network history, according to ESPN. Viewership of the fourth-consecutive encounter between the Golden State Warriors and Cleveland Cavaliers, was up 12%, producing 162,000 impressions, making it the most-viewed since ESPN Deportes started airing the NBA Finals in 2013.

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

  • Samsung Electronics90min announced new partnerships with Budweiser, Hyundai, Right Guard, Listerine, Caliente, Samsung and BOSS Fragrance for its World Cup content. For the deal, the soccer–specialized website will use fan reporters to write on-the-ground stories from Russia, it will also provide street-level video reporting that focuses on the fan journey, the fan culture in Russia and the “combustion moments that happen on and off-the-pitch.
  • Telemundo and Google announced a partnership to bring Telemundo’s Spanish-language World Cup content to Google and YouTube for soccer fans across the US. For the first time ever, World Cup fans searching on Google for their favorite teams, matches, and scores in Spanish in the US will see close to real-time video highlights from Telemundo Deportes. In addition, the 2018 FIFA World Cup Russia games on Telemundo will be offered in markets where YouTube TV is available.
  • Amazon locked a three-year deal to broadcast live Premier League matches and weekly highlights packages on its Prime Video service in the UK, starting with the 2019-20 season. This marks the first time that Premier League TV rights have been acquired by a non-traditional broadcaster.

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  • BudweiserFIFA, partnered with Budweiser and Twitter to make it easier for fans to vote for the Man of the Match Award during the 2018 FIFA World Cup. The new Twitter voting platforms will offer an enhanced visual voting portal and will update to include active players on the pitch. When voting concludes, @FIFAWorldCup will tweet the name of the winner.
  • The National Women’s Soccer League announced that ESPN will telecast six NWSL Games of the Week on ESPNEWS throughout the remainder of the season. By doing this, the ESPN will replace the previously scheduled games on Lifetime. All six nationally televised games will be slated for evening kickoffs.
  • The Canadian Premier League has added Valour FC as one of the founding clubs set to play in Canada’s new professional men’s soccer league in the spring of 2019, plating out of Investors Group Field.
  • FIFA signed its first 2018 World Cup sponsor from Africa, agreeing to a deal with the government of Egypt. “Egypt – Experience & Invest” – a campaign which FIFA says aims to showcase the “wide spectrum of tourism experiences and investment potential Egypt has to offer” – fills the first of four African slots in a program for third-tier commercial deals. FIFA has now 20 sponsors of the 34 places in its 2018 World Cup commercial program.
  • Telemundo Deportes’s En Vivo App will include a custom emoji keyboard during the FIFA World Cup, in partnership with Sportsmania.

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

  • Orlando City SCMLS renewed its app, presenting an all-new version of the platform that includes features such as deep personalization; a complete interface refresh, quick notifications of scores, news, lineup releases, goals, highlights and more; an all-new Match Center; fully integrated fantasy, condensed matches and more.
  • The Orlando City SC locked in a multimedia rights agreement with YouTube TV to reinforce its broadcast coverage. The platform will exclusively stream all locally televised matches live, including the pre, halftime and post-game shows, for the remainder of the season.
  • According to the US/Canada/Mexico World Cup bid, hosting a North American 2026 World Cup would generate profits close to $11 billion for FIFA. Carlos Cordeiro, President of US Soccer and co-chairman of the United bid, calculates that revenues could top $14 billion for the event.
  • Budweiser presented its new global campaign, “Light Up the FIFA World Cup,” designed to showcase the “energy of the world’s biggest sporting event and Budweiser’s passion for energizing fans as they watch and celebrate their favorite players, moments and teams throughout the tournament.” The campaign includes a variety of integrated experiential, digital and social programs launching in more than 50 countries.

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  • MLS WORKSMLS WORKS, Major League Soccer’s community outreach initiative, announced the beginning of the 2018 Special Olympics Unified Sports Soccer Exchange Program, in collaboration with ESPN and Special Olympics. The three organs are looking to promote an environment of social inclusion by bringing together people with and without intellectual disabilities through Special Olympics Unified Sports.
  • Telemundo Deportes partnered with Panini America for the launch of Telemundo’s first-ever augmented reality experience, around this year’s World Cup. The collaboration kicked off with the new 2018 FIFA World Cup Russia Sticker Collection by Panini with the AR content live in the Telemundo Deportes En Vivo app, featuring new posts on a weekly basis for fans to enjoy. The experience will include 10-second videos presenting Telemundo Deportes talent, historic moments and most memorable goals in World Cup history, as well as additional information on this year’s host cities and stadiums.

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.

  • Mediavest | Spark

Mediavest | Spark, a full-service media agency under Publicis Media, announced that it is rebranding as Spark Foundry. Separately, Publicis Media recently integrated its Tapestry and MV42 multicultural agencies into their general market agencies.  Since coming together as Mediavest | Spark in March 2016, the agency has welcomed numerous new clients including BEL Groupe (Global), MTV, KFC, Mattel, H&R Block (USA), Expedia (SEA), EuroLoan (Poland), Virgin Mobile (MENA), OnePlus (UK) and Diageo (Australia). It also recently lost Sprint. Spark Foundry aims to aggressively roll out its winning proposition to its 3,500 employees across the world, while amplifying its best-in-class capabilities for clients.

  • Toyota

Univision Deportes announced Toyota has signed on as the first official sponsor of juanfutbol, the social-first soccer channel recently launched on Facebook focused on creating socially-native content for Hispanic millennials. Toyota’s launch sponsorship with juanfutbol, combined with their overall Univision CONCACAF Gold Cup partnership, will provide an exceptional multi-platform experience for passionate soccer fans. Fans can watch all the Gold Cup matches across Univision’s portfolio of networks including Univision, UniMás and UDN, as well as the Univision Deportes App (iOSAndroid), Univisiondeportes.com and Univision Now. Juanfutbol will engage fans even deeper with interactive content featuring players that “gave it their all,” bringing fanáticos closer to the action.Together with Toyota, juanfutbol will create interactive branded posts throughout the three-week Gold Cup tournament, pitting North American, Central American and Caribbean neighbors and rivals against each other. Gold Cup includes a total of 25 matches and 12 teams vying for a spot in the playoffs and qualify for the 2021 FIFA Confederations Cup. Juanfutbol will announce the player who “gives it their all” integrating Toyota’s brand messaging and enticing fans to engage with content.As a sponsor of the CONCACAF Gold Cup, Toyota will ignite soccer passions through its “Dale Duro” multichannel communications campaign featuring the Toyota Tundra.

  • PODS Enterprises

MullenLowe Mediahub, part of Interpublic Group, has been appointed  media agency-of-record for Florida-based PODS Enterprises, a storage and moving services, Mediapost has reported.The win follows a review.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • WPP

WPP continues consolidating its’ agencies. Now, the conglomerate is folding  shopper specialist POSSIBLE into digital and crm agency Wunderman.Some months ago the network also merged media agency Maxus into its larger sibling MEC, whereas Mindshare absorbed Ogilvy’s Neo. POSSIBLE will continue to operate as a stand-alone brand with POSSIBLE Global CEO Shane Atchison reporting to Wunderman Global CEO Mark Read. The combined agencies have more than 9,200 people in 200 offices in 70 countriesThe combination offers clients experience in building and maintaining marketing automation platforms, offshore production, performance media, mobile and CRM, with specializations in customer experience, content, commerce, data and health.  Among the clients the two agencies share is software giant Microsoft.

  • Budweiser

Beginning today, 11 states will see their namesake on Budweiser bottles and cans as part of the brand’s latest evolution of its iconic summer packaging. Available as from July till the end of September, Budweiser’s newest look celebrates the local states Budweiser and its breweries call home.Since 1876, Budweiser has been brewed across America and its new state packaging pays tribute to the 12 breweries that relentlessly produce America’s No. 1 full-flavored classic lager. The packaging will be specific to California (featuring two Budweiser breweries), Colorado, Florida, Georgia, Missouri, New Hampshire, New Jersey, New York, Ohio, Texas and Virginia.To continue the celebration of its local breweries throughout the summer, Budweiser will also host brewery open houses, air unique radio spots in each market, featuring local Budweiser brew masters and/or the brewery’s general managers and present its first-ever “Budland” festival bringing together the best of LA’s local music artists, fashion and food.

https://youtu.be/giG86A3gwQo

  • Alaska Tourism Industry Association 

Anchorage-based Spawn Ideas agency has won the Alaska Tourism Industry Association account including strategy, media buying and planning. The business had previously been held by Brilliant Media Strategies for 30 years.

 

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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 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.

 

  • AB InBev

descarga (4)Anheuser-Busch InBev, one of the world’s largest brewer, has kicked off a global media planning and buying agency review for its’ US$2 Billion Global Media Assignment. The number of agencies the company aims to consolidate its’ business globally has not been determined.WPP’s MediaCom, the current U.S. incumbent, has held the account since late 2014. Globally, the company has eight agencies(from the six major groups: Mediacom, WPP, Publicis, Omnicom, Interpublic, Havas and Dentsu) spanning all major holding companies to handle media operations in more than 50 countries.

  • Casa Modelo®

Modelo CTP_High Res ImageCasa Modelo announced the launch of its newest ready-to-serve chelada, Modelo Chelada Tamarindo Picante. The second chelada flavor to join the Casa Modelo portfolio, Modelo Chelada Tamarindo Picante celebrates traditional Mexican ingredients – chipotle peppers and tamarind – to offer fans of Modelo a spicy yet sweet taste profile that embraces one of the most popular and growing flavor trends: the desire for unique, authentic flavor combinations. Casa Modelo is also home to America’s fastest-growing beer, Modelo Especial[i]. Modelo has been brewing distinctive high quality beer ever since, including Modelo Especial®, Modelo Negra™, Modelo Chelada Especial™ and most recently, Modelo Chelada Tamarindo Picante™. Modelo is is distributed and marketed in the by Crown Imports in the U.S.

 

  • Budweiser/MLB Team

1With the return of baseball season, Budweiser will introduce customized, specialty MLB team cans featuring unique designs created by local artists who each represent Budweiser’s values and celebration of the pursuit of the American dream. Budweiser’s limited-edition cans will arrive on Opening Day.Budweiser’s support of Major League Baseball is engrained in the brand’s DNA, with a rich heritage and history of partnership spanning more than 30 years.Team cans will be available on March 27 in the following markets: Baltimore, Boston, Chicago, Cincinnati, Dallas/Ft. Worth, Houston, Los Angeles, Minneapolis, New York, Oakland, San Diego, St. Louis, Tampa Bay and Washington D.C.

  • Avocados from Mexico

Ivonne Kinser, the digital strategy & innovation director at Avocados From Mexico, talks to Portada about the brand’s upcoming marketing strategies, and how sports might be among them.

  • Luxottica

descarga (11)Omnicom’s OMD has won the global review of Italian eyewear giant Luxottica’s global media business.Luxottica, one of the largest global retailer of glasses, has an important brand roster, which includes LensCrafters, Sunglass Hut, Pearle Vision, Sears Optical, Target Optical, Glasses.com, etc. as well as Ray-Ban, Persol, and Oakley. The company also has a license to distribute glasses created by such fashion houses as DKNY, Chanel and Ralph Lauren.According to Kantar Media, the company spent US$135 million on measured media in the U.S. in 2015 and approximately US$100 million last year. Its global spend is estimated to be around UD$250 million across more than 150 countries.OMD will also handle the programmatic buying portion of the client’s business.

 

 

 

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  • Darden Restaurants

descarga (12)Darden Restaurants, an American multi-brand restaurant operator headquartered in Orlando, has appointed Knoxville, Tenn.-based agency The Tombras Group as its’ media agency of record for five of its brands following a competitive review. The agency will handle media planning, buying and optimization for Bahama Breeze, The Capital Grille, Eddie V’s Prime Seafood Restaurant, Seasons 52 Fresh Grill and Yard House. U.S. marketing for these five brands is handled separately from that of Darden’s two biggest properties, Olive Garden and LongHorn Steakhouse. Neo@Ogilvy served as media agency of record for the five brands prior to the review, which included 16 agencies. Darden managed the process internally. Darden spent approximately US$3.5 million on paid media supporting the five chains in 2015 and US$4.2 million from January to November 2016, according to Kantar Media.

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

 

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What:Budweiser will introduce customized, specialty MLB team cans featuring unique designs created by local artists who each represent Budweiser’s values and celebration of the pursuit of the American dream.
Why it matters:Team cans will be available on March 27 in the following markets: Chicago, Cincinnati, Dallas/Ft. Worth, Houston, Los Angeles, Minneapolis, New York, Oakland, San Diego, St. Louis, Tampa Bay and Washington D.C.

CWqwI3zM_400x400 pdiU1XpF_400x400This spring, with the return of baseball season, Budweiser will introduce customized, specialty MLB team cans featuring unique designs created by local artists who each represent Budweiser’s values and celebration of the pursuit of the American dream. Budweiser’s limited-edition cans will arrive on Opening Day.

Designed in partnership with local artists and baseball enthusiasts, Budweiser’s MLB team design cans bring to life the true ambition and personality of each team and its hometown, featuring some of the most iconic elements of each city like the palm trees in Los Angeles to the Gateway Arch in Budweiser’s hometown of St. Louis. Each artist was hand-selected to create the unique, locally-inspired designs, based on their personal connection to their team’s ambitious history and the fans that support the home team. The cans will each be wrapped in one-of-a-kind, personalized artwork to celebrate Budweiser’s commitment to the game while offering fans a way to support their teams from the first pitch to the last out.

 Budweiser’s support of Major League Baseball is engrained in the brand’s DNA, with a rich heritage and history of partnership spanning more than 30 years.
“Baseball and the culture it created is a true celebration of the American spirit,” said Ricardo Marques, vice president, Budweiser. “This year, we wanted to leverage our long-standing partnership with MLB to raise a toast to the fans by giving them a piece of their hometown to enjoy right in the palm of their hand with our MLB designed team cans.”

“Budweiser has been a great MLB partner for a long time and continually evolves its marketing connected to our sport,” said Noah Garden, MLB Executive Vice President, Business. “These custom-designed cans are another terrific example of Bud’s support and their ability to connect with our fans.”

Team cans will be available on March 27 in the following markets: Baltimore, Boston, Chicago, Cincinnati, Dallas/Ft. Worth, Houston, Los Angeles, Minneapolis, New York, Oakland, San Diego, St. Louis, Tampa Bay and Washington D.C.

 

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What: Jorge Inda Meza, Head of Marketing at Anheuser-Busch, and a member of the soon to be announced Portada Sports Marketing Board, talked to Portada about the company’s Copa America advertising last year, and why sports marketing investments will continue to be crucial to Anheuser Busch going forward.
Why it matters: It is no secret that beer is one of the most marketed products during sports events. This is why brands like Anheuser-Bush have been using different sports and special sports events as their door towards growing their brand recognition and consumption. (Total ad expenditures of Anheuser Busch were of US $1.57 billion in 2014).

“Last year was a very important and successful year for soccer in the U.S.,” says Jorge Inda Meza, Head of Marketing at Anheuser-Busch. Copa America was played in the country for the first time, reflecting the growing interest in the American community, both Hispanic and English-native, for soccer.

Image result for bud light copa america mexicoOf course Anheuser-Busch wasn’t going to let this huge opportunity pass. “For years Bud Light has been soccer’s main sponsor in the U.S.” says Inda Meza. So once they got the news Copa America was coming to the country, it didn’t take them long to make an offer to become the tournament’s main sponsor.

In addition, Bud Light is also Mexico’s national team official sponsor and, for the games season, it signed a deal with Mexican Soccer star Chicharito as its influencer and spokesperson. Having these three connections to the fans permitted the brand to be where the attention is.

This year Bud Light has signed an agreement to be FIFA Confederations Cup main sponsor in the U.S., and it will keep sponsoring Mexico’s national team.

What Inda Meza and his team learned from the whole experience was that is crucial to create several different connecting points with consumers. It just wasn’t enough to be on TV when the fan is in the stadium, or being on a mobile platform when the fan is reading the local newspaper. “We really needed to be everywhere,” he ads.

It might come as a surprise to some of us, but one of Bud Light’s main marketing outlets were local weekly Hispanic newspapers, mainly in California. “During other times of the year newspapers are not relevant to us. But during the Copa America, for example, we have to be there,” explains Inda Meza.

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A second fact, the Bud Light campaign showed was how much English-natives love soccer. It isn’t a Hispanic-only sport anymore. Many of the games were broadcasted in English. This only means a bigger audience and more consumers.

What’s up for 2017?

One thing Inda Meza has learned is how important it is to get the right properties, and to be the event’s and team’s main sponsor. This year, for example, Bud Light has signed an agreement to be FIFA Confederations Cup main sponsor in the U.S., and it will keep sponsoring Mexico’s national team.

Bud Light isn’t their only strong brand in sports. Michelob Ultra, for example, keeps being golf’s main sponsor as “Official Beer of the PGA TOUR”.

Image result for Budweiser to support the MLB.What is different about Michelob Ultra is that it is a brand that “calls to action”, believes Inda Meza. This is why it also sponsors the Rock n Roll Marathon, and other races. And of course, there is also Budweiser to support the MLB.

Any massive sport, such as the NFL, NBA, or soccer, will keep being our bet.

In terms of general marketing, Inda Meza believes that his team will need to implement stronger and better-thought out of digital strategies. “We also need to tell stories which are emotionally relevant and that stand out because of their creativity,” Inda Meza ads.

 

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. 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!

      • BBQ Agency

bbqagency_logo (1)bbqagency_logo (2) descarga (3)Pablo Buffagni, who until April was chief creative officer of independent Hispanic agency Grupo Gallegos , has opened a new shop, BBQ Agency, Inc. The services will include traditional and non-traditional advertising, social media, media integrations and content. BBQ aims will work directly with brands and also catering agencies, media and production companies, with a focus on creative strength to help them tackle the complex market challenge.Buffagni will be Creative Director and Head Chef at BBQ.

      • Glenfiddich

descarga (4)Glenfiddich whisky has released a new campaign to promote the fact the company has been ‘Family Run Since 1887’ .The campaign includes an introductory ad from 1963 with the headline “”Sit when you drink Glenfiddich, you may never stand for a blended Scotch again”.The effort ,with an estimated US$1m budget, was created by a variety of agencies: Leagas Delaney, creative agency for Glenfiddich, worked with Gravity Thinking, Porter Novelli, Purple Creative and Mars London to create the campaign.The campaign includes digital ads in social media (Facebook. Instangram and Twitter) with the hashtag #Glefiddich63.

      • Colgate

descarga (5)Colgate Total has kicked-off the “Small Steps Make a Big Difference” campaign In support of American Diabetes Month®, to help raise the awareness. Both gum disease and diabetes have reached concerning levels in the U.S. Colgate Total® has teamed up with “Small Steps Make a Big Difference” experts. Some members of the expert panel will make appearances at health events across the U.S., including the American Diabetes Association’s Step Out®: Walk to Stop Diabetes® that is being held in Los Angeles on November 15, and providing “small steps” tips via social media in English and Spanish. Experts include:Natalie Strand, M.D. – ‎CMO Freedom Pain Hospital, VP Integrative Medical Services and co-author of upcoming book A Woman’s Guide to Diabetes; Marjorie Cypress, PhD, C-ANP, CDE – President, Health Care & Education of the American Diabetes Association; Karent Sierra, DDS – Miami-based bilingual dentist and founder of Sharing Smiles Foundation and Catrise Austin, DDS – Celebrity cosmetic dentist and author of Winning the Fight Against Diabetes: The secrets to living longer and healthier with a smile!

      • Patron/ Mullen -Mediahub

descarga (6)Mullen and its media arm Mediahub have won creative and media duties for the Patron business after a review that kicked off in August. The incumbent , Cramer-Krasselt, did not defend. Goodby Silverstein & Partners also participated in the review managed by SelectResources International. Duties include Patron’s full portfolio of tequilas and liqueurs, as well as the company’s other spirits brands, Pyrat Rums and Ultimat Vodka. The company spent around US$42 million on the brands last year according to Kantar. The account will be held from Mullen’s Los Angeles office, where the agency handles the Acura creative account which it won last year. With the Patron win, Mediahub will open a media operation in Los Angeles.

      • Budweiser

descarga (7)Budweiser’s has released its’ #holidaybuds social media effort revealing 10,000 vintage wooden crates in stores across the country this week. The packages will contain 18 bottles of Bud adorned with a classic label from either 1918 (beginning of Prohibition), 1933 (end of Prohibition) or 1976 (the brand’s 100th anniversary) as well as two pilsner glasses. The crates were handmade by a North Carolina shop called Vintage Editions.The suggested retail price, per an Anheuser-Busch rep, is less than US$40 for the kit.The labels will appear on 1.6 million cases of the brew during the next several weeks. Budweiser is encouraging people who buy the classic crates and bottles to share photos of them on social platforms such as Instagram, Facebook and Twitter.Below is the Gen Y-dominated TV spot Bud ran over the weekend for #holidaybuds.

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. 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!

  • Old Navy

X6lzjlpg_400x400Old Navy Chief Marketing Officer is trying to move efforts away from TV and focus on digital videos and social media, particularly to reach younger millennials.The clothing retailer has released an online music video for an original song called “Unlimited,” which portrays the anxieties of the first day of school. The online video aims to work up Old Navy’s success with a recent series of TV spots starring Amy Poehler. For the video, Old Navy selected online distribution platform AwesomenessTV. The video features artists on the platform producing original content around it. CAA Marketing also worked on the anthem, available on iTunes. “back-to-school” campaign includes in-store, digital and social. TV ads featuring Ms. Poehler were handled by Chandelier Creative. Here is  “Unlimited” video:

 

  • P&G

descargaProcter & Gamble Co. is planning to merge or discontinue more than half its brands (between 90-100) and focus on its top 70-80 brands. Although it may seem as a drastic attempt, it is actually a major strategy shift to speed up the packaged goods giant’s growth. Those top brands have accounted for 90% of company US $83 billion annual sales and 95% of profits over the past three years. The others combined have brought in less than US $100 million in sales annually. This will most probably result in some cutbacks in advertising as well, either consolidating or eliminating some of the agencies that handle those brands. P&G didn’t mention the brands it will shut down.

 

  • South Hill Designs

images (1)South Hill Designs, a “party-plan” direct sales jewelry company, will target the Hispanic market with a comprehensive Spanish-language marketing initiative. The company will provide a Spanish-language web sites, sales literature and training for its distributors. A newly appointed regional sales director, Sandra Fuentes-Clark, will head this part of the operation. South Hill Designs anticipates there will be at least 10,000 Artists selling products coast to coast by the end of the year.The company uses advanced software to manage its supply chain and pays Artists weekly (rather than the usual cycle of four to six weeks).

 

  • JOHNSON’S® Baby

PEyiY0TZ_400x400JOHNSON’S® Baby has launched a new campaign called Your Promise is Our Promise, to target millennial moms through Facebook, YouTube and in print. Just as moms make promises to their children, JOHNSON’S® Baby has promised to remove controversial ingredients from its products and illustrated through more than 40 online videos . Light of Day Productions developed the campaign, J3 is doing the media planning and buying and Crowd Tap is handling the social elements.A Spanish version of the video will be available next week.This marks the beginning of what will continue to be more digital content coming from the brand.Here is “Our Promise” video :

http://youtu.be/CB4UzzE1xAI.

 

  • Kimberly-Clark’s 

Twitter_Profile_Pic_400x400Kimberly-Clark’s has rolled out a new campaign aimed at consumers under 50 , to reduce the stigma of the incontinence products by showing that incontinence is common and affects younger people more than many people realize. The campaign was developed by Ogilvy & Mather.It includes commercials, print ads, billboards and a special website. Kimberly-Clark’s mission is to “restore dignity” in people with incontinence.

 

  • Blue Moon Brewing Co.

descarga (1)Blue Moon Brewing Company is introducing Blue Moon Cinnamon Horchata Ale. Crafted with cinnamon, Belgian dark candy sugar and long-grain rice, ale is inspired by the traditional and popular Latin American drink known as Horchata.Ale was created by Keith Villa, founder and head brewmaster at Blue Moon Brewing Company. Villa was inspired by his Mexican heritage to create the unfiltered ale that delivers a clean cinnamon flavor.

 

  • Chrysler 

imagesChrysler is moving its social business to its traditional media agency group IPG Mediabrands. Mediabrands Publishing will now handle the social account for eight Chrysler Group brands. IPG agency UM has handled Chrysler media buying and planning since 2009.

 

  • Budweiser 

descarga (2)Budweiser’s 2014 launches the new global campaign “Made For Music” featuring Jay Z and Rihanna as well as a six-part series chronicling the brand’s search for undiscovered talent. The campaign ,which will run in more than 85 countries, includes OOH, print, packaging and content available on budweisermusic.com.The series, produced by Noisey, VICE’s music channel, Budweiser and Alex Da Kid, will follow Jamie N Commons, a British folk musician and Brooklyn-based four-piece band, X Ambassadors, as they hit the streets and subways of London, Rio de Janeiro, New York and Philadelphia to find unsung geniuses of global music. The series trailer is available now at www.budweisermusic.com. Further episodes will be available in the coming weeks: London on Aug. 4, New York on Aug. 12, Philadelphia on Aug. 19 and Rio on Aug. 26.

 

  • Guinness

descarga (3)Beginning in September, Guiness will  market under the Guinness megabrand, a series of different beers brewed in the U.S. The first new brew will be called Guinness Blonde American Lager and will be promoted via a national TV campaign. It has already been teased in a Playboy print ad.

 

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 Latin American market and/or targeting Latin American consumers right now.

budweiserBudweiser – Global

Budweiser, the official beer sponsor of the 2014 FIFA World Cup Brazil, unveiled an all new partnership with FOX Sports on Wednesday for a groundbreaking documentary series showcasing six of the most unique football stories from around the globe. The new series, which will air in more than 55 countries around the world, is part of Budweiser’s fully integrated, global content series supporting its new “Rise as One” FIFA World Cup campaign.”The FIFA World Cup is such a powerful moment in time which enables the world to join together in celebration of the world’s most popular sport,” said Andrew Sneyd, Global Vice President, Budweiser. “We are delighted to collaborate with FOX Sports on this new series and through the ‘Rise As One’ campaign, to share the many defining moments of football history with the millions of fans around the globe.”

Carter Murray -

Draftfcb – Global

Draftfcb, formed by the combination of two Interpublic shops in 2006, is unveiling its new identity as FCB (Foote, Cone & Belding). “We had two very iconic names with different heritages, different pasts,” said Carter Murray, Global CEO. “It didn’t fully reflect our integrated nature.”

The new identity, designed by FCB International CCO Luis Silva Dias, incorporates local elements that visually follow a diagonal cut in FCB’s “B.” Those details may include an operating city or the name of an acquired company.

pizza.patron Pizza Patrón – Argentina

Richards/Lerma will work with Pizza Patrón in the country. Edgar Padilla, corporate marketing manager said the brand wants to make something “disruptive”.

 

 

legacyLegacy Foundation – Global

72andSunny has won the creative account of Legacy Foundation. The organization is actually running the campaing against smoking “Truth”. The account has been managed by Arnold (Havas) since 2007. 180LA and BBDO (Omnicom) and Anomaly and Droga5 have also pitched for the account.

The media planning and buying account will be managed by MediaCom (WPP). The account has been managed by PHD (Omnicom).

 

naturaNatura and Ketchum – Argentina

The Argentinean agency Ketchum and Natura Cosmética will work together in the country. The agency will be in charge of corporate affairs and sustainability business.  Luciana Moraña is the account executive in charge, Carolina Fernandez, account director and Mara Latrónico is account assistant.

 

Doctor Solución -

Doctor Solución – Mexico

Doctor Solución, the Brazilean franchise, has oppened a new branch in Mexico. Santiago Vargas will be in charge of the Mexican operation.

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.

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Armando Gutierrez at 1-800-937-5322 or e-mail him at  armando@portada-online.com
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  • Time Warner Cable

twcTime Warner Cable is expanding its Unlimited Home Phone calling plan to include free calls to Mexico. Now, TWC Phone customers can make calls, including landline and mobile numbers, for free. With this expansion, calls to Mexico are treated the same as long-distance calls anywhere in the US, Canada, Puerto Rico, Guam and the US Virgin Islands, at any time day or night for one low monthly price. The plan also offers no extra cost including Caller ID, Call Waiting, 3-Way Calling, Selective Call Acceptance, Selective Call Blocking, Selective Call Forwarding, Answer Anywhere, Enhanced 911 and many others. The company will additionaly offer affordable options for making international calls, including its Global Penny Phone Plan, which provides penny-per-minute rates for landline and mobile calls to more than 50 countries.

  •  Corona Light / Corona Extra

coronaAs we reported last week, Corona is planning to expand Corona Light on draft nationally, and to introduce Corona Extra on draft in test markets. We have heard from Crown Imports regarding the marketing around the launch: The launching will be supported with a wide array of tools in each market including National TV, point of sale, social media and brand activation.. Crown Imports will have maximum distribution and promotion activity of Corona light on draft and will continue to promote the brand via in-store signage, particularly in the summertime and around key holiday periods.Crown Imports will have substantial marketing and sales support behind Corona Extra’s test offering to help achieve its goals. Additionally, it will have maximum distribution and promotion activity to complement draft sampling in the on-premise. The marketing behind Corona Extra draft will extend the “Find Your Beach” campaign to introduce this new offering in a way that will help the iconic brand stand out. The timing allows the brand to boost its draft presence in advance of the Cinco de Mayo holiday and the crucial summer selling season. Corona Light draft will also feature in two television commercials during its March rollout and again in the summer selling season with a marketing campaign. Every Corona Light and Corona Extra served on draft will come with a lime right on the glass.

  •  AT&T

T
Vice, he youth media company, has produced about 15 unscripted videos in which young people in six cities discuss their creative pursuits, dating habits, and in some instances, mention use of their cell phones, but are not specifically asked about them. The videos are being introduced on Saturday at the SXSW conference in Austin, Texas, and will appear on Tumblr and YouTube. Separate online AT&T commercials have been created using excerpts from the videos.AT&T wants to reach consumers ages 18-34 in a less in-their-face, more casual way, and also hopes to reach millennials who are not TV commercial viewers.

  •  Taco Bell

Kraft is launching four new Taco Bell products this week: two dinner kits and two seasonings. The Taco Bell Ultimate Taco Night Kit comes in in two varieties — Cheesy Taco Grande and Steak & Cheese Soft Taco Kit, both of which come with Kraft’s Velveeta cheese. (Taco Bell does not offer Velveeta at its restaurants.) The seasonings are Taco Bell Taco Seasoning in both mild and reduced-sodium varieties. Kraft also  is launching the first major digital campaign for the partnership called “Bottled Awesome,” which focuses on the sauces and targets the “Taco Bell enthusiast.””Taco Bell sees the power in bringing the brand outside of [the quick-service category] and into retail,” said Adam Grablick, senior Taco Bell brand manager at Kraft. He noted that for Kraft, the partnership is a big opportunity to grow sales because “the mainstream Mexican category is a fast-growing segment.”
The campaign, created by Publicis Groupe’s DigitasLBi, includes display ads for both desktop and mobile devices, and a hefty social-media campaign that includes a @TacoBellGrocery Twitter feed, a Taco Bell Grocery Tumblr page, and Instagram and Vine accounts, along with a Facebook page.

  •  Assembly

MDC is merging RJ Palmer and Targetcast to form a new media agency called Assembly. Former Carat USA president Martin Cass has been hired to run the new agency as CEO. Steve Farella, previously CEO of Targetcast, will now serve as chairman of Assembly. Michael Nicholas, former chief strategy officer at Isobar, has come aboard as entrepreneur in residence, chief experience officer. Peter Knobloch, former CEO of RJ Palmer, will serve as Assembly’s chief investment officer and oversee media buying. “We’re looking for sufficient scale to be able to compete for larger pieces of business going forward and to be able to bring the same level of sophistication, innovation and outside-the-box thinking that we have in our creative advertising business,” said Miles Nadal, chairman and CEO of MDC Partners.

  •  Budweiser

Budweiser, the official beer sponsor of the 2014 FIFA World Cup Brazil, unveiled an all new partnership with FOX Sports on Wednesday for a groundbreaking documentary series showcasing six of the most unique football stories from around the globe. The new series, which will air in more than 55 countries around the world, is part of Budweiser’s fully integrated, global content series supporting its new “Rise as One” FIFA World Cup campaign.”The FIFA World Cup is such a powerful moment in time which enables the world to join together in celebration of the world’s most popular sport,” said Andrew Sneyd, Global Vice President, Budweiser. “We are delighted to collaborate with FOX Sports on this new series and through the ‘Rise As One’ campaign, to share the many defining moments of football history with the millions of fans around the globe.”

  •  Mercedes-Benz and Brand USA

PHD, the media agency for Mercedes-Benz USA since 1999, retained its assignment, with annual media spending of about US $320 million. Likewise, MediaCom has successfully defended media responsibilities on Brand USA, which spends about $30 million in media each year. Brand USA is a public-private partnership that aims to bring more foreign tourists to the U.S. The organization launched in 2010 and first hired MediaCom in 2011.In a statement, Roberta Hatchett, Brand USA’s director of advertising and media, said that in the pitch MediaCom “easily demonstrated the most successful combination of global reach, process and strategy.”

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Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Nicolas Miranda at 1-800-937-5322 or e-mail him at  nicolas@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.

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Armando Gutierrez at 1-800-937-5322 or e-mail him at  armando@portada-online.com
SEE A DEMO OF THE DIRECTORY!

  • ConAgra

conagraSpark has won ConAgra’s, the food and grocery products giant, media buying and planning account. Spark already held ConAgra’s digital media business, which it won away from MediaCom in 2011. Now ConAgra is again moving its approximate US $150 million ad spending account from incumbent MediaCom, which had handled the reins for more than 10 years. Spark continues to land new accounts after only two years of converting to a major full service agency. Last month it won the US $40 million REI account away from OMD. In the past year it has pulled in more than 15 new pieces of business with expenditures totaling US $800 million.

  • Mondelez

Mondelez plans to spend half its Ad budget on digital By 2016.Therefore, is expanding its social media campaigns to more “challenged” brands such as Trident and its other gums.According to the company’s North American president Mark Clouse, its digital platforms have proven to drive twice the ROI of traditional TV advertising. He pointed to an Oreo promotion on Twitter where free packs were given to the first 20,000 people who sent a tweet to a particular hashtag. He said the Oreo Facebook site has 35 million fans and social media has helped the brand double its sales two years in a row. Expanding ad dollars in digital to 50% in three years would be at the top end of the ad dollar shift.

  • Magna Global

Magna Global has committed about US $100 million of clients’ marketing dollars (including agencies like Initiative and UM) to Google properties, such as YouTube, the Google online display ad network and its mobile platform. It’s the first time Magna has struck such a deal with Google, which last year did similar deals with MediaVest and Publicis digital agencies. Following the deal, Magna gets access to Google ad research data.This deal is similar to that achieved by Starcom MediaVest Group made with Microsoft and its digital properties. All these deals are now including ‘first looks’ at consumer research from the digital platforms that will help the agencies better target their ads for clients.

  • Ram 1500

juanesram 1500The Latin Rock musician Juanes (photo) introduced Ram 1500 latest spanish-language commercial in their extended partnership on the “A Todo, Con Todo” (“To Everything, with Everything”) Spanish-language advertising campaign. The new TV spot featuring Juanes’ new hit single “La Luz” (“The Light”) is the final part of an ad series promoting the 2014 Ram light-duty truck centered on Juanes and his road crew.The new “A Todo, Con Todo” prominently features Juanes performing “La Luz” on stage while also focusing on his road crew’s efforts to set up for his concert “once the lights go out.” Juanes and his crew relied on the Ram 1500 to move heavy stage equipment from city to city so they can deliver fan-pleasing performances.The 30-second Ram spot, both continues the campaign’s emphasis on the values of hard work and determination shared by the brand and Latin cultures, and highlights the innovations of the 2014 Ram 1500.it also highlights the idea of how they have both worked together to deliver a performance for music fans and truck owners alike.Launched in December 2013, “La Luz” is Juanes’ latest single of the album “Loco De Amor,” scheduled for release on March 11, 2014.The Spanish-language Ram Truck TV ad will run nationally on the Univision and Telemundo networks.

  • Budweiser

rise one budweiserBudweiser launches “Rise As One” global marketing campaign on behalf of its sponsorship of the upcoming 2014 FIFA World Cup Brazil. As the official beer sponsor of tournament, Budweiser has designed a platform under the “Rise As One” thematic, which will serve to celebrate the moments that unite and inspire fans of the game around the world. Budweiser’s Rise As One campaign will be unveiled to a national audience with the first new TV spots breaking online on March 5, 2014, which will showcase the passion of fans across the world as they come together to celebrate the tournament. The campaign will have global reach through a unified platform including new television and out-of-home advertising, as well as local market activations and initiatives to engage fans in-store, online and across social channels. Additionally, Budweiser will develop and distribute global broadcast and digital FIFA World Cup related content through strategic media partnerships, the details of which will be revealed in the coming weeks.Furthermore, Budweiser unveiled its unique packaging for the tournament, featuring the iconic FIFA World Cup Trophy coined in 1974.

  • Verifone 

ponte pa lo tuyoVerifone has launched a Spanish-language campaign to get New York City’s green taxis equipped with its proprietary payment systems. The message for the campaign is“Ponte Pa Lo Tuyo”, which in English would be would be “Get with it and start making money”. The campaign includes television, radio and print ads. There are a total of three television and radio spots produced by the Epic Sugar agency , and then broadcasted through multiple TV and Radio outlets in and around New York City. A asingle print ad creative will be advertised over the course of 12 weeks on El Diario in NYC.

  • Amazon

amazon&geicoAmazon signed a digital video ad deal with Geico. Geico, will be presenting sponsor for Amazon’s upcoming pilot season when a new group of series pilots produced by Amazon will be streamed through its Amazon Prime Instant Video service.Geico will run ads on the landing page and 15-second spots streamed before each series. The deal also includes ads across Amazon.com, on the Kindle Fire ‘wake’ screen and on Amazon-owned site IMDB.com.This ad deal puts Amazon in competition for advertising with other streaming video sites such as YouTube, Hulu, Yahoo and AOL, along with TV networks.

  •  Dr Pepper

los unicosTelemundo Media partners with Dr Pepper to celebrate one of a kind novella talent through a multiplatform campaign.The campaign is aimed at US Hispanics to celebrate Telemundo’s unique relationship with its talent. This partnership features a close look at the personal and professional lives of three Telemundo novela megastars, and their unique stories.The three “Unicos” are: Litzy, one of Mexico’s television and music stars; Carmen Villalobos, one of the most young telenovela actresses, who stars in the upcoming second season of “El Senor de los Cielos”; and Eugenio Siller, Hispanic television’s leading man and star of Telemundo’s new original production “Reina de Corazones.” This campaign is integrated and multifaceted, but everything spins around Los Unicos dedicated custom digital hub. Each of the three stars will be showcased in their own six-part Web series featured on the digital hub, which also includes custom co-branded banners, photo galleries and the ‘Rank It’ tool that lets fans comment on this campaign. The three stars will also promote their stories on their own social media sites and across Telemundo’s social-media pages. This campaign will receive support via on-air promotion during Telemundo’s “Un Nuevo Dia” morning show and its “Titulares y Mas” sports series, as well as through cross-promotional segments on Telemundo’s sister cable network mun2’s “Reventón” and “mun2 Pop.” Dr Pepper will be integrated in Telemundo’s prime time “Reina de Corazones” series, which will be supported by tune-in messages. Deutsch L.A. is the agency that developed the campaign’s English and Spanish versions for Dr Pepper. The multiplatform campaign includes a 2014 Dr Pepper and Telemundo co-branded calendar featuring 12 Telemundo superstars, which will be distributed by Dr Pepper as a gift, with purchase of Dr Pepper products.

  •  Nascar 

Nascar and ad agency Ogilvy & Mather, New York, will challenge the image of drivers as beer-guzzling good ol’ boys as part of a new brand campaign breaking during Fox’s telecast of the Daytona 500.This will be Ogilvy’s second big campaign for Nascar and will not have a tagline. Instead, all the spots will direct viewers to Nascar.com at the end.Ogilvy’s three new brand spots are designed to work together to promote Nascar’s new 2014 season. Mr. Johnson, Mr. Edwards and Mr. Kahne , riding bikes, jumping rope and kickboxing as well as shots of three of them and their respective race cars being prepped for the track. “Which is the machine?” asks the spot:

Another 60-second spot will focus on how kids see drivers such as Danica Patrick, Dale Earnhardt Jr. and Tony Stewart as “heroes.”Here is the spot:


The last an also 60-second spot called “Change” will highlight the evolution of the sport from its beginnings to billion-dollar present. The spot will feature clips of legendary drivers such as “The Intimidator” Earnhardt as well as a clip of the famous Cale Yarborough vs. Donnie Allison brawl at the Great American Race in 1979 that put Nascar on the map as national TV property. The “heroes and the villains” may change, notes the spot, but Nascar is still Nascar:

http://www.youtube.com/watch?v=rJDyVrZsxdA

As nearly 50% of Nascar fans are women, the spots were first thought for this audience but also to appeal the male audience as well so as it had a serious tone too.

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