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

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

Mariano Otero has been promoted to general manager at Uber for the Southern Cone region. He had previously worked as general manager in Argentina.

 

 

 

 

 

Juan Varela is now business development and project manager at El Observador Uruguay. His main role consists of designing and implementing a new freemium business model and premium product for the digital subscription.

 

 

 

 

Burger King has named Citlali Mateos as new marketing manager for the Mexico region, reported AdLatina. She will be filling this new role from Burger King’s offices in Tijuana.

 

 

 

 

 

Best Buy has appointed Ricardo Rivera as head of marketing, PR and institutional relations in Mexico. Before his appointment, he had worked for Procter & Gamble during a decade.

 

 

 

 

 

Home-appliance firm Haier has named Francisco Marco as marketing manager. He will oversee all major-appliance operations in Spain.

 

 

 

 

 

Red Hat had named Manuel Jiménez as their new marketing manager for the Andean region, Central America, and the Caribbean. He will lead all marketing strategies, which will be more collaborative and better addressed to current demands of the technological market.

 

 

 

 

Diageo has appointed José Luis Eyzaguirre as new regional manager of their whisky brands, as reported by AdLatina. He will be based in Lima, where he’ll manage the brands Johnnie Walker, Old Parr, White Horse, J&B and Vat69 for Peru, Ecuador, Bolivia, Argentina, and Chile.

 

 

 

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

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

For prior Sales Leads LatAm editions, click here.

  • Burger King Argentina

descarga-6Following a pitch involving several media outlets, Havas Group Argentina has won the Burger King account again. The media group, which has been working with the fast food chain for the last seven years, will continue to provide integral media assistance including strategy, planning, negotiation and buying.

 

 

 

  • Farmacity Argentina

descarga-5Drugstores chain Farmacity has chosen Havas agencies’ Forward and Socialyse to handle its media and social networks strategies in Argentina. The agencies will work on brand strategy through media and content generation.

 

 

 

 

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

  • Puerto Rico Tourism Company/Southwest Airlines

ts3ee5sq_400x400Puerto Rico Tourism Company (PRTC announced Southwest Airlines will extend its itinerary of flights to Puerto Rico beginning June 4, 2017. These flights will increase options for travelers looking to enjoy the best of the Caribbean, as Southwest offers service in more than 100 destinations in North America, Latin America and the Caribbean.Southwest Airlines extended its flight itinerary for bookings until Aug. 14, 2017.

 

 

  • Hyatt

vmc1vbc2_400x400Hyatt is planning to open a Hyatt Place hotel within the Aruba Airport Business Centre in Oranjestad, Aruba. With construction expected to begin in early 2017, Hyatt Place Aruba Airport is projected to open in late 2018, and will join the already open Hyatt Regency Aruba Resort Spa and Casino.Additionally, this hotel will mark the fourth Hyatt Place hotel in the Caribbean, joining Hyatt Place Manatí, Hyatt Place San Juan/Bayamón and Hyatt Place San Juan/City Center in Puerto Rico.

  • Karisma Hotels & Resorts

Karisma Hotels & Resorts and Margaritaville announced a landmark partnership to develop a collection of all-inclusive Margaritaville resorts. The agreement introduces Margaritaville, an All-Inclusive Experience, by Karisma, which will include new resorts built in beachfront destinations throughout the Caribbean. Karisma Hotels & Resorts is an award-winning luxury hotel collection that owns and manages properties in Mexico, Latin America, the Caribbean and Europe. Margaritaville is a global lifestyle brand with seven destination resorts/hotels across the Southeast United States and Caribbean and eight additional locations in active development.

  • Carsales

descargaCarsales, the online automotive, motorcycle and marine classifieds business in Australia,  is continuing its push into Latin America with the US$6.7 million acquisition of DeMotores which runs auto-classifieds websites in Argentina, Colombia and Chile.The purchase solidifies Carsales’ position in Latin America after it took majority stakes in Mexico-based auto-classifieds businesses SoloAutos and Chile’s largest online auto advertisements website, Chileautos in the 2016 financial year.The sale is for 100 per cent of Demotores businesses which were owned by an entity controlled by S.A. La Nacion, a news media group based in Argentina.Carsales will fund the purchase via exist cash reserves and debt facilities.Carsales said Argentina was an attractive place to invest because it had a high gross domestic product per capita and population relative to the region.

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

Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.

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. 20 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.

  • Heineken

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (6)Following a review, Heineken announced that Omnicom’s TracyLocke is its new agency of record, leaving aside Geometry Global in less than a year, Agency Spy reports. TracyLocke becomes therefore Heineken’s new gency for shopper marketing and InMarketing and for channel driven retail solutions. Geometry had been AOR for Heineken USA’s Commercial Marketing, National Accounts Off-Premise and Regional Marketing business for several years prior to being named AOR for “Hispanic and Total Market retail and shopper marketing” in early 2015. TracyLocke will handle national brand portfolio work for the entire roster of U.S. Heineken brands including Tecate, Dos Equis, Newcastle, Amstel Light and more. It will also be in charge of regional marketing and designing localized market activations.The appointment marks the end of Heineken’s relationship with Geometry Global in the U.S., but not globally.

  • E*Trade

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (5)Financial company E*Trade has put its media agency assignment into review, according toMediapost. GroupM is the incumbent and has held the assignment since 2014 when  the company shifted the business from PublicisGroupe’s Spark without a review. GroupM is expected to defend.

 

 

 

  • Delta Airlines

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (7)Delta Airlines has kicked off a media agency review with Joanne Davis Consulting supporting the search, Adage reports. PublicisGroupe’s Digitas is Delta Airline’s current incumbent. Delta spent US$54 million in domestic measured media in 2014, according to Kantar Media.

 

 

 

  • Omnicom

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (8)According to Omnicom CEO John Wren, the holding company would be launching a third global media agency network within the next few weeks. The new shop would join OMD and PHD in the holding company’s stable of global media agency brands. Wren said the new agency would give the company “additional capacity to manage more client relationships.” In addition, Wren said the new agency would be structured differently than the existing two networks.

 

  • Carnival Corp.

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (9)Carnival Corporation has begun evaluating its global media agency relationships and costs across brands, according to Adage. However, this is not a formal agency review. Carnival Corp. is theowner of other brands like Carnival Cruise Lines, Princess Cruises, Holland America, Seaborn and Costa Cruises, among others.Carnival spent US$115 million on U.S. measured media in 2014, according to Kantar Media. In 2013, the company carried out a media agency review and selected  PHD.

 

  • Wendy’s

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (1)Wendy’s® has launched a new marketing campaign, internally dubbed Deliciously Different™, designed to allow customers to learn what makes Wendy’s Deliciously Different. The first installment will focus on Wendy’s signature hamburger – Dave’s Single™ (and Dave’s Double™ and Dave’s Triple™). The advertising focuses on Wendy’s promise to deliver fresh beef from locations close enough to its restaurants that the beef never has to be frozen*, and on improvements such as the new bakery style bun. The creative also includes “Easter Eggs” hinting to other experiences on Google, Tumblr and a microsite at Othr-Guyz.com (Hispanic: othr-guyz.biz) which educate the consumer through an infomercial about all the great things one can do with frozen beef, besides eat it. The campaign has both general and Hispanic market elements, with unique executions tailored to both demographics.

  • BURGER KING®

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (10)BURGER KING® restaurants are bringing the signature flame-grilling technique they’ve been perfecting for more than 60 years to hot dogs with the launch of Grilled Dogs. The new menu item will be available at participating restaurants nationwide, starting February 23rd.  The launch will be accompanied by a campaign that will rely heavily on digital and social media, with a TV spot that is rolling out a few weeks after the Feb. 23 launch. Digital efforts will be handled by Code and Theory, while David Miami is in charge of the TV campaign.Horizon Media handles TV and digital media buying. Other agencies involved are Alison Brod PR for public relations and 500 Degrees for merchandising.Internal training videos about the hot dogs, which will also be released publicly, feature rapper Snoop Dogg for English-speaking restaurant employees and TV personality Charo for Spanish-speaking ones. With this launch, BURGER KING® restaurants will serve hot dogs in more restaurants than any other restaurant chain in the U.S.1Grilled Dogs will be available in BURGER KING® restaurants and drive-thrus every day of the week throughout the year.

  • Pernod Ricard

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (11)French liquor group Pernod Ricard SA said  it will reorganize its North American business to focus on its core U.S. market, where demand for its Jameson whiskey brand is growing while sales of Absolut vodka remain in a slump.Pernod said it has reorganized its Americas business, separating Canada and the U.S. into a stand-alone North America division. Meanwhile the Latin American operations will now be part of Pernod’s Europe, Middle East and Africa business.As part of the reorganization, Pernod is promoting Paul Duffy to Chairman and Chief Executive of Pernod Ricard North America from his post as Chief Executive of Absolut. Philippe Dréano, the head of Pernod Ricard Americas, will be retiring from the company after a 27-year career at the firm, the company said.

 

 

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

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

  • Coca-Cola

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

  • Constellation Brands

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

  • Aeromexico

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

  • Acura 

descargaThe official home of luxury automotive brand Acura is launching its new luxury sedan along with a huge marketing campaign The brand TLX model new campaign includes a significant investment in digital video, but no broadcast primetime TV, Ad Age reports. More than one-third of the ad budget will be for digital and Facebook will get another substantial chunk. Acura will also take over major Web portals such as Yahoo and MSN. TV ads will run on platforms such as Hulu and Crackle, and traditional TV spots will air during NFL games and SportsCenter among other cable shows. (see note below about digital marketing and media buying agencies for the Acura brand). This is the Acura’s first major campaign since it was separated from Honda. Here is Acura’s TXL “My Way” video:
https://www.youtube.com/watch?v=FM7PcYMH67c

  • Hewlett-Packard

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

  • Puma

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

  • Burger King

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

  • J.C. Penney

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

  • American Honda

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

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

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

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 Kelley Eberhardt at 1-212-685-4441 or e-mail her at kelley@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • McDonald’s 

mMosaic Multicultural firm has been named Agency of Record (AOR) for the Southern Arizona McDonald’s Operator Association (SAMOA). Mosaic will lead all general market and Hispanic marketing efforts for 55 McDonald’s stores in southern Arizona. It will also develop and implement strategic advertising campaigns, media buys and creative executions for the general and Hispanic markets in southern Arizona. Mosaic also develops multicultural marketing strategies for the 227 Phoenix area McDonald’s stores.

  • Kimberly-Clark

kcThe Celebrate Family Unity is Kimberly-Clark’s New Hispanic campaign which will also appeal to the general market, although its prime target is the bicultural Latina mom. The program links five of K-C’s consumer brands under one banner, including Huggies, Pull-Ups, Kleenex, Scott and U by Kotex. The campaign will use a “infancy to maturity approach” (as  one in four Hispanic families has at least three generations in the same household) and be rolled on mobile, social and radio. It  will also include a Web app. Cuban-American musician Christina Milian will be the celebrity face of the campaign. Agencies involved in the project include LatinWorks, Austin, which handled the digital and radio advertising; Mass Hispanic, Miami, and Geometry Global, Chicago, on shopper marketing; Ketchum, Chicago, on PR, and Mindshare, New York, on media planning and buying. To foster consumers engagement with the FUN Song web app, Lizette Williams, Multicultural Brand Marketer at Kimberley Clark, tells Portada that the CPG company is buying display digital advertising geotargeted to key areas in California. She also cites Radio advertising as a key offline component. KCC developed a radio spot running both in English and Spanish. Print advertising (magazines, newspapers) is not part of the mix but, in-store marketing plays a substantial role with pre-shop and instore components as elements of the program which is done in coooperation with retailers Wal-Mart, Target, Walgreens, Food4Less and Safeway. Read the complete interview with KCC’s Lizette Williams.

  • Russ Darrow

rdAuto retailer Russ Darrow has launched a Hispanic Market Division to satisfy the needs of the Wisconsin Hispanic community.Mario Gayoso Noguerol was hired as the Hispanic Market manager of this Division. The company has 600 employees, a nationwide fleet and an in-house financing company. as well as dealerships in Milwaukee, Appleton, Green Bay, Madison, Fond du Lac, Waukesha, Wawatosa, West Bend and Greenfield.

  • Burger King

bkDavid was named Burger King´s global agency. The company will continue to use its agencies in the U.S.(Pitch, Code & Theory and media agency Horizon) and its overseas agencies to handle local work.This means a major step for agency David, an affiliate of Ogilvy & Mather created in 2011 and is named after  founder David Ogilvy,as Burger King spends about US $325 million on media globally,as said by Ad Age .

SEE A DEMO OF THE DIRECTORY!

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441

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!

  • Pizza Patrón

Pizza Patrón recently announced that it has made TruMedia its media Agency of Record for both the Hispanic and General Market. (Read our interview with Yousef Katan CEO and President of TruMedia about his objectives for Pizza Patrón).

  • Toyota

ToyotaThe automaker’s longtime ad agency Saatchi & Saatchi Los Angeles will take the lead over three other Publicis Groupe agencies that currently handle multicultural marketing duties—Conill Advertising (Hispanic), Burrell Communications (African-American) and Zenith (Broadcast and out-of-home media buying), along with InterTrend Communications (Asian-American marketing). The new unit will be called T2 (Total Toyota) and will become operational on April 1, 2014, the start of Toyota’s new fiscal year. Jack Hollis, VP, marketing for Toyota Motor Sales USA says, “The agencies stay the same. They’re just now going to be working more as one team. There’s no merger, no acquisition, nothing like that. It’s still four separate entities. But working as one—for the total market.”
In addition, Toyota has appointed two communications executives to newly created roles that it says will help the company further engage Hispanic and black consumers in North America. Patricia Pineda, most recently head of the Toyota USA Foundation, was named VP of Hispanic business strategy for North America. She is reporting to Julie Hamp, group VP and CCO for Toyota North America. Pineda will also oversee Toyota’s new Hispanic Business Strategy Group, focusing on increasing awareness of the Toyota, Lexus, and Scion brands to Hispanic consumers. The automaker has also appointed Jim Colon, previously VP of product communications at Toyota Motor Sales, to serve as VP of African-American business strategy for North America. Colon, who has held various roles at Toyota since 1980, will also report to Hamp.

  • Porsche

PHD has Retained the US $100 Million Porsche Global Media Account. The Omnicom Media Group agency has defended its media business with the German automaker in a review that also included WPP’s MediaCom. PHD initially won the media account in 2010.

  • Chevrolet

Chris Perry has left his position as chief marketing officer at Chevrolet U.S. His resignation comes just a week after Mary Barra was promoted to chief executive officer at Chevy parent General Motors. Perry joined General Motors in 2010 and had been global chief marketing officer of Chevrolet until earlier this year when he was replaced by Tim Mahoney. Prior to that he held several different marketing titles. Before joining GM, Perry was a marketing exec at Hyundai.

  • Cottonelle (Kimberly Clark)

Cottonelle is running ads within news and female-skewing mobile sites such as ABC News, Shape, Better Homes & Gardens, Fitness and Women’s Heath. A banner ad expands to a full-page ad when clicked on and the landing page loads two pictures of rolls of toilet paper, one from Cottonelle and one from Charmin, a MobileMarketer.com report says. The ad claims Cottonelle has 25% more sheets than Charmin. “We understand mobile is one of the most important ways to build a relationship with our consumers and spark social sharing,” says Wayne Pirman, commercial program manager for Cottonelle.

  • Liberty Mutual

Liberty Mutual has selected Havas Worldwide, New York, as its creative agency and Publicis Groupe’s Optimedia as its media agency.The Boston-based company had worked with Interpublic’s Hill Holliday since 2005 for creative and media, and it’s believed that the agency will retain a piece of the insurer’s Olympics-related business. Liberty Mutual is a big win for Optimedia, which also picked up the media business for dairy company Lactalis and German personal-care products company SCA in recent months.

  • Burger King

Burger KingBurger King is shifting its U.S. media planning and buying assignment from Publicis Groupe’s Starcom to independent Horizon Media without a review.In the U.S. the fast-food chain spent over $300 million on ads in 2011 according to Kantar. Burger King has been quick to shift agencies on both the media and creative sides of the business in recent years.Starcom had the account for a little over two years. The agency was also awarded the account without a formal review. Before Starcom was handed the assignment, WPP’s Mindshare handled buying and mcgarrybowen handled planning and creative. But Starcom remains on the client roster in other markets, including in Latin America.

  • Dallas Pets Alive

Dallas Pets Alive! (DPA), a non-profit organization focused on promoting and providing the resources, education and programs needed to eliminate the killing of companion animals, has selected creative agency Dieste, Inc. to develop and launch its first media campaign. The Dieste creative and digital teams developed a very emotional campaign to promote the longevity of companion animals. A 60-second film will be launched this Friday, December 20. (link to the video http://youtu.be/HdUnQNLt8Lc)

Read previous issues of Sales Leads!

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

SEE A DEMO OF THE DIRECTORY!

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.

  • Toyota- Scion

This upfront season saw plenty of growth in the auto category, at least if you were selling inventory in the Hispanic market. That’s one of the reasons that Toyota brand Scion saw fit to make its first Spanish-language upfront buy this year. Starting in October, it’ll roll out across Univision’s various properties, including an integration in Gossip Girl Acapulco, Adweek reports. “It is not new for Scion to reach the Hispanic youth,” said Nancy Inouye, national marketing manager for Scion. “But in the past we’ve been targeting the acculturated youth.” Inouye said that the outreach to bilingual Hispanics was a relatively new one for the company. Last year, it began advertising with Univision and this year decided, with agency Zenith Optimedia, to bring the network on board for Spanish-language creative with a comprehensive buy that includes sports, scripted shows and a Q2 buy that will incorporate bumpers branded to Univision’s movie programming.

  • Safeway

SafewaySafeway is teaming up with Food Network host, top-selling cookbook author Marcela Valladolid to create the Marcela Valladolid brand. The new Safeway-exclusive brand offers an assortment of quality and flavorful food products that make it easy for shoppers to bring home a real taste of Mexico.”Growing up in Mexico, I know what real Mexican food is — and isn’t,” Valladolid said. “Hispanic shoppers are important to Safeway and we are excited to team up with Marcela to bring this innovative brand to all our shoppers seeking a real Mexican eating experience,” said Joe Ennen, senior vice president of consumer brands for Safeway. “Marcela has been a fantastic partner for us to work with on our mission to make authentic Mexican foods accessible and approachable for Safeway shoppers everywhere.” Marcela Valladolid products, made exclusively for Safeway, will be on shelves in more than 1,400 Safeway stores nationwide beginning this month.

  • Aflac

Columbus-based Aflac debuted its new Spanish-language television commercial called “Rehearsal” on Spanish television and radio stations in key Hispanic markets.The commercial is the third Spanish-language commercial in 2013, and is the final installment of the company’s “Out of Work Duck” campaign, the company said.
The campaign chronicles the Aflac Duck through an unexpected injury, recovery, and now his quest to get back to work as Aflac’s famous spokesduck, Aflac said in a statement.According to the company, “In this new ad, the Aflac Duck is rehearsing backstage to get the ‘word’ out, using a variety of popular Latin cliches to connect with the diverse Hispanic community, about the company that pays policyholders cash benefits so they can focus on recovery rather than worry about their finances . The ‘word,’ of course, is ‘Aflaaaac!'”
Aflac Executive Vice President and Chief Marketing Officer Michael Zuna said of the campaign, “As the diverse Hispanic market continues to grow, we want to remind all Spanish-speaking consumers about the peace of mind that Aflac policies can help provide.””Rehearsal,” which is targeting all Hispanic adults, will air on Spanish television and radio stations in New York, Miami, Los Angeles, Houston, Orlando, Puerto Rico, and San Francisco, the company said.
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  • Macy’s

This fall in celebration of Hispanic Heritage Month, Macy’s honors Latino-Americans contributions to fashion, music and culture in partnership with Vanidades, a Spanish language women’s lifestyle magazine published by Televisa Publishing and Digital.With special events at select locations across the country, Macy’s is set to commemorate the cultural influence of the Latino community while also paying homage to two international stars and named this year’s Macy’s Icons of Style — singer, actress, author and fashion designer Thalia and Nickelodeon’s animated preschool heroine Dora the Explorer.Macy’s Hispanic Heritage events will take place at select stores across the country. Customers who join the celebration will have the opportunity to take a look Inside Thalia’s Closet and/or meet Dora the Explorer.The celebrations kick off Sept. 20 with a Dora the Explorer event at Macy’s West Covina in West Covina, Calif., at 5 p.m., and continue through Oct. 12.

  • Carnival Cruise Lines

CarnivalA 60-second TV spot will begin running next week on primetime TV shows such as CBS’ How I Met Your Mother and NBC’s Parks and Recreation, as well as on various cable networks, The New York Times reports. It will feature snippets from videos and photos submitted by former passengers, as well as from folks specifically hired to take cruises on Carnival and shoot photos. The campaign will also include digital and radio advertising.
Carnival hasn’t run any TV advertising and only limited digital ads since the February fire that stranded 4,200 passengers and crew in the Gulf of Mexico for five days. Jim Berra of Carnival said the campaign was “designed to accelerate recovery in advance of the wave season in the first quarter of 2014.”

  • Burger King

Fox Sports YouTube and Fox Sports have agreed to jointly sell ads on the sports network’s YouTube channel, the companies said, signing up Burger King as the initial sponsor.As part of the program, which began earlier this month to coincide with the start of the NFL season, Burger King branding and ads appear on the fantasy football-themed section “Inside Fantasy.” The fast-food chain is running pre-roll ads against videos there along with banners promoting its Buffalo Chicken Strips. Its branding is also featured within the videos — on a news desk, for example, bearing the Burger King logo.

  • Bud Light

Univision Deportes, Univision’s sports division, announced that it will produce “Primero y Diez Presentado por Bud Light” (“First and Ten Presented by Bud Light”), a weekly web series jam-packed with the latest and greatest in NFL news, reviews and play-by-play breakdowns, for the NFL’s official Spanish-language websiteNFL.com/Español. The show is available every Friday at 10a.m. ET thereafter, through the close of the NFL season.“Our first season-long, branded effort in partnership with the NFL and Bud Light, ‘Primero y Diez’ marks a turning point for Hispanic American football fans,” said Juan Carlos Rodriguez, president, Univision Deportes. “By providing up-to-the-minute news, analysis and highlights—specially curated for Hispanic viewers, and delivered by commentators from the Univision Deportes family—we are able to provide fans with a more relevant and complete overview of the NFL season.”

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Microsoft, Burger King, Grupo Copesa and Starcom MediaVest Group converged Wednesday morning in Miami to discuss how advertisers and brand marketers in Latin America are using -or not- technologies to purchase media more efficiently.

The discussion kicked off with moderator Marcelo Montefiore, owner of Global Mind, asking panelist to discuss whether they employ advertising technologies, including programmatic buying, as part of their media buying efforts.

“Programatic buying is still slow, because advertisers and agencies are not sharing a lot of information,” said Diego Fernandez, director of media and digital North America, Burger King Corporation. “But I think the next couple of years are going to be very important and we’ll see more of it.”

But for a marketer like Microsoft, even programmatic buying and other such technologies are not to be treated as a priority. In fact, said Microsoft’s Axel Steinman, new technologies don’t solve the bigger, more structural problem in the industry: The lack of consensus to use data and metrics smartly. “Many of us are just trying to acquire the wrong impressions doing the wrong things and that’s a bigger problem,” said Steinman. Microsoft, which spends 50% of its advertising money in digital, is still in a learning process. The key, he said, is to agree on the metrics. “It would be wonderful if as an industry we can sit down and agree on something.”

Speaking about digital media, panelists agreed that while digital advertising has the advantage of delivering great metrics, it also becomes a liability, when advertisers then demand other media (TV or radio) to provide the same type of ROI.

With Latin America growing at an average 4%, panelists were asked to discuss the impact of such a growth in mobile marketing and advertising. Yet, the consensus was the region still lags behind. “Forget mobile. We’re still weak in online advertising,” acknowledged Max Sichel, CEO of Chile’s Grupo Copesa. “I think it’s going to take 4 or 5 years for [online advertising] to be a bit higher.”

Microsoft, Burger King, Grupo Copesa and Starcom MediaVest Group converged Wednesday morning in Miami to discuss how advertisers and brand marketers in Latin America are using -or not- technologies to purchase media more efficiently.

The discussion kicked off with moderator Marcelo Montefiore, owner of Global Mind, asking panelist to discuss whether they employ advertising technologies, including programmatic buying, as part of their media buying efforts.

“Programatic buying is still slow, because advertisers and agencies are not sharing a lot of information,” said Diego Fernandez, director of media and digital North America, Burger King Corporation. “But I think the next couple of years are going to be very important and we’ll see more of it.”

But for a marketer like Microsoft, even programmatic buying and other such technologies are not to be treated as a priority. In fact, said Microsoft’s Axel Steinman, new technologies don’t solve the bigger, more structural problem in the industry: The lack of consensus to use data and metrics smartly. “Many of us are just trying to acquire the wrong impressions doing the wrong things and that’s a bigger problem,” said Steinman. Microsoft, which spends 50% of its advertising money in digital, is still in a learning process. The key, he said, is to agree on the metrics. “It would be wonderful if as an industry we can sit down and agree on something.”

Speaking about digital media, panelists agreed that while digital advertising has the advantage of delivering great metrics, it also becomes a liability, when advertisers then demand other media (TV or radio) to provide the same type of ROI.

With Latin America growing at an average 4%, panelists were asked to discuss the impact of such a growth in mobile marketing and advertising. Yet, the consensus was the region still lags behind. “Forget mobile. We’re still weak in online advertising,” acknowledged Max Sichel, CEO of Chile’s Grupo Copesa. “I think it’s going to take 4 or 5 years for [online advertising] to be a bit higher.”

A summary for 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.

HSBC – Mindshare / Global ::: The Palace Luxury Outlet – Argentina ::: PageGroup – Argentina ::: Tramontina – JWT / Brazil ::: Volkswagen – CP Proximity / Spain ::: Thomas Nelson – Francisco ::: Open English

thomas.nelsonThomas Nelson

The publisher and producer of Christian books, bibles and Videos is introducing a marketing campaign to promote the Spanish-language book “Francisco” on the recently elected pople Francis I. The advertising promotional campaign starting on May 7th in the U.S. and Mexico comprehends:

  •     Radio Interviews in key Markets (Miami, Puerto Rico, South Texas, Mexico, Los Angeles)
  •     TV product placement (Morning Shows – Mexico, Miami, Puerto Rico, Los Angeles)
  •     Online Ads (Adwords)
  •     Online Ads (Yahoo, Univision)
  •     Online Video Ads (Youtube and Pay per view content outlets)

“Francisco” will also be promoted through Thomas Nelson direct mailed catalogs.     Thomas Nelson is the sixth largest American trade publisher and the world’s largest Christian publisher.

open.englishOpen English

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

 

REINO UNIDO HSBCHSBC – Global

HSBC has chosen WPP´s Mindshare to handle its global media buying and planning account. Mindshare retains the estimated USD 600 million global account after a review that began last fall.

 

 

The Palace Luxury Outlet – Argentina

The Palace Luxury Outlet has chosen the Argentinean agency Quiroga as its media agency. Quiroga will be in charge of the media planning and buying in the country.

PageGroup – Argentina

Jasper + Asociados has been named by PageGroup and its brands (Page Executive, Michael Page,Page Personnel and Page Interim)its communication and PR agency in Argentina.

Tramontina – Brazil

JWT will work with Tramontina in Brazil as its creative agency. The account will be managed by JWT Porto Alegre.

volkswagen.logoVolkswagen – Spain

CP Proximity Spain has won the Volkswagen Finance account after a review. The agency will be in charge of the communication, advertising, branding, marketing, CRM, events, shop marketing, campaings, and digital operations in Spain.

Nora Guardiola will be in charge of the account in CP Proximity and Juanma Ramirez will be in charge of the media planning and buying.

 

samsung.boltSamsung – Global

Samsung has announced a deal with Usain Bolt. The athlete will be the image of Samsung´s new global campaign for its camera NX300.

 

 

 

 

burgerBBVA – Burger King – Global

La Liga BBVA, a professional division of the Spanish football league, has once again partnered with the Burger King brand and Pepsi for a promotion aimed at engaging soccer fans.

Building upon the 2012 La Liga promotion, guests will have the opportunity to celebrate their favorite soccer teams and players at participating Burger King restaurants and earn chances to win prizes in an in-restaurant scratch and win game as well as an online Facebook game. The Facebook game is free and available to everyone who downloads the app. Scratch & Win game pieces are included with the purchase of a qualified combo meal.

Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.