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

For prior Sales Leads editions, click here.


  • Wells Fargo

Wells Fargo is launching a new integrated marketing campaign called “This is Wells Fargo,” highlighting changes the company continues to make to its operations and culture. The campaign launched across the U.S. last Friday, Jan. 25 and will run through the fourth quarter. As part of the campaign, the company also will introduce a new visual identity, including an evolved logo, modern stagecoach, and digitally friendly colors and tone. For the first time in Wells Fargo’s 167-year history, the campaign prominently features Wells Fargo team members helping customers with their everyday financial needs. The campaign will be featured across print, broadcast, online and mobile channels. Future campaign commercials will air in Spanish and Mandarin. Starting later this month, Wells Fargo will introduce new visual identity changes across the company, taking a phased approach beginning with mobile and digital properties, and later extending to Wells Fargo physical locations. The “This is Wells Fargo” campaign was developed with BBDO-San Francisco, Wells Fargo’s agency of record since March 2014. Xochitl A. Leon, VP, Hispanic Segment Strategy Leader at Wells Fargo & Sara Toussaint, VP, Sponsorships at Wells Fargo are both members of Portada´s Council System. 

  • UPS

United Parcel Service, Inc. (UPS) has appointed The Martin Agency as its new creative agency of record. The agency will handle branding and strategic planning efforts in partnership with IPG´s Initiative, which will handle the media portion of the business.




  • Cadillac

GM’s Cadillac has signed a three-year partnership deal with PGA (Professional Golfers’ Association) becoming PGA´s  official vehicle. The deal includes PGA Championship, KitchenAid Senior PGA Championship and KPMG Women’s PGA Championship official vehicle rights. Additionally, Cadillac will have the rights to media buys on CBS and ESPN, which will televise future tournaments.The partnership also includes onsite hospitality at the major championships, vehicle fleets for the players, and Cadillac displays inside Championship Shops for spectators and serving as a partner for the KPMG Women’s Leadership Summit.


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  • Hyundai Motor America

Hyundai Motor America won’t renew its deal with the NFL, after four seasons.The automaker will, however, continue to work with the NFL as the sponsor of individual teams (six during the 2018 season: the Arizona Cardinals, Houston Texans, Los Angeles Rams, Miami Dolphins, Minnesota Vikings and Pittsburgh Steelers) as well as the presenting sponsor of  NBC’s “Sunday Night Football” kickoff show, according to Hyundai CMO Dean Evans. Most of the money saved by not renewing the sponsorship will be reallocated to media buys, according to Evans.


  • Adria By Thalia®

Thalia Sodi, world renowned and best selling Latina artists, launches the newest extension of her lifestyle brand, Adria By Thalia. The 7-piece beautifully fragrant hair care collection includes salon quality shampoo, conditioner and five styling essentials.  The unique CAPPA 5™ Complex, found in all of the Adria By Thalia products, includes coconut, agave, passion fruit, peony and avocado extracts full of proteins and amino acids that enhance the overall look, luster, and health of your hair.The brand will begin rolling out this January to most Walmart stores, select Target locations and online at both retailers nationwide. Thalia Sodi is a lifestyle brand encompassing multiple categories including, fashion, accessories and beauty.

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

Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 8 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-961-9516 or e-mail him at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • J&J

descargaPharma and packaged-goods giant Johnson & Johnson has selected J3 as its media agency around the world after a quick review across all of its consumer, pharmaceutical and medical-device businesses and brands. Among the shops competing were WPP’s MEC, Omnicom’s OMD and J3, the dedicated J&J group that Interpublic Group of Companies created within UM.J3 previously handled some of the international work, while OMD supported parts of the business in Latin America and Asia, and MEC supported parts of Europe.When the review began, the company said the North American market would not be included. Months later, the company moved its US$1 billion U.S. business from OMD back to J3. OMD had won the business from J3 only a year earlier.J&J reported US$2.6 billion in advertising spending in its 2014 annual report. The company spent US$1.09 billion on measured media in the U.S. in 2014, according to the Ad Age DataCenter. Among its top-spending brands were Neutrogena (US$251.1 million), Aveeno (US$124.5 million), Xarelto (US$113.1 million), Zyrtec (US$93.8 million), Listerine (US$79.2 million) and Tylenol (US$68.3 million).

  • American Airlines

descarga (1)American Airlines has appointed MDC Partners’ Crispin Porter + Bogusky andGroupM’s Mediacom as its new creative and media agencies, respectively. The appointments were made following formal review in which CP+B and GroupM’s MediaCom defeated rival pitches from IPG, Publicis Groupe and Omnicom Group. The assignments are global.The incumbent agency was TM, part of Interpublic’s McCann Worldgroup. TM had serviced the account since the early 1980s and did not defend the account. Instead, Martin Agency, also part of IPG, pitched the business.American Airlines spent about US$30 million on ads last year, according to Kantar Media, and that number is likely to increase as the airline has just absorbed U.S. Airways.Read more.

  • Pro Ecuador

descarga (2)Pro Ecuador, the trade and foreign investment arm of Ecuador’s Ministry of Foreign Trade, appointed Fineman PR to promote Ecuador and its technology hub, the newly developed City of Yachay, as an emerging technology market for American investors. Yachay, an environmentally sustainable city, is designed to spur new ideas and support the needs of 21st century technology industries. Fineman PR will focus on major U.S. media markets to raise awareness of Ecuador’s investment potential.Throughout the campaign, Mosaico, the Latino and Multicultural Division of Fineman PR, will work closely with Pro Ecuador to share the steps Ecuador has taken toward a knowledge economy growth strategy among potential investors throughout the Bay Area and in key markets across the nation.

  • Shutterfly

8fkr0he2iamnmcrbnr5r_200x200h05X1bSz_400x400Internet-based image publishing service Shutterfly is partnering with actress Maria Canals-Barrera to introduce new Spanish-language features including customization options, Spanish characters, and in-language customer service, all available on Shutterfly.com/mivida. Maria Canals-Barrera, best known for her role as Theresa Russo in Disney Channel’s Wizard of Waverly Place, will appear in a series of “Mi Vida” (My Life) themed online videos where she will showcase how she uses Shutterfly’s new Spanish-language offerings to turn the special moments in her own life into treasured keepsakes.Starting in late October, Maria will appear in four videos showcasing her favorite products, focusing on special occasions and ways to personalize everything from fall season home décor and Halloween trinkets, to Christmas cards and calendars for the new year. The videos will live on Shutterfly.com/mivida.

  • Cadillac

cadillac-dare-greatly-hed-2015Cadillac has assigned Condé Nast’s new branded content studio 23 Stories its latest effort “Dare Greatly,” a yearlong digital-only campaign, which will start in November and will be made up by 55 pieces of content, comprised of short- and long-form videos and articles, distributed in eight magazine brands (Architectural Digest, Vanity Fair, GQ, Condé Nast Traveler, W, Details, Wired and Bon Appétit )as well as Cadillac’s digital channels.Articles and slideshows will have a small Cadillac logo beside the byline and videos will either open or close with an intertitle mentioning Cadillac.The campaign is an effort to revitalize the brand and create awareness among affluent millennials, according to Cadillac’s CMO Uwe Ellinghaus.

  • Best Western International
  • In an interview with Portada, Dorothy Dowling, CMO of Best Western International, explains that the hotel chain Hispanic market activation is mostlymostly focused on mainstream media buys in properties that have a large Hispanic following. The initiative has focused on national and regional markets where there is a higher propensity of U.S. Hispanics. These buys include general market TV, as its substantial reach also drives search, digital as well some sports TV properties and radio. There is also a Social Media and Blogger outreach, including bloggers Manny Ruiz and Cesar Milan. Those Best Western partner agencies are Ideas Collide for creative, Allison and Partners for PR and Initiative for media planning and buying.

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