Canvas Worldwide


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.



  • Heineken USA

Heineken USA has appointed Canvas Worldwide as its media Agency of record following a review. The appointment will be effective as of January 1, 2019.In 2012, the brand consolidated its´media business with Publicis Groupe’s Starcom Mediavest. Publicis will continue overseeing Heineken’s creative brand globally. Heineken USA’s brand roster include Heineken lager, Dos Equis, Tecate and Strongbow cider. Heineken ad spending reached US$476 million in U.S. last year,  according to Ad Age Datacenter’s 200 Leading National Advertisers report. Felix Palau and Gustavo Guerra from Heineken are part of Portada´s Council System. 



  • Curacao

Curacao, one of the largest Hispanic-centric retailer on the West Coast serving diverse communities in Los Angeles, Las Vegas, Tucson and Phoenix, continues supporting and strengthening its ties to millions of Latino families and millennials across the nation by offering a sneak peek of its unparalleled Black Friday’s deals in the U.S. market, which include further discounting all competitors Black Friday Deals with their exclusive Price Beat Guarantee. During its Ultra Super Mega Black Friday Weekend Sale Curacao will offer customers the hottest products at the lowest prices. Unlike any other store, Curacao will guarantee inventory stock on all advertised door buster promotions and will offer on-demand, same day delivery service that includes installation and set-up for a fee lower than competitors, extended easy returns by 1/15/19, and free shipping with a minimum online purchase.As part of its continued efforts and demonstrated commitment to the Hispanic community, Curacao will also donate a percentage of all Black Friday sales to the Curacao Foundation —a nonprofit organization founded in 2002 by retailer Curacao.


  • Mahou  

Mahou San Miguel, a 100% Spanish-owned family-run company and Spain’s leading brewing company, is sharing its hometown heritage with beer lovers from the USA through its new campaign, “This is Madrid”. When you travel to a new city, you delve into its customs, its gastronomy, its people, and very often, its beer. When in Madrid, that beer will surely be Mahou, produced in the heart of Spain since 1890. With a series of short videos, Mahou Cinco Estrellas unveils the keys to living like a local in Madrid through its beer: including simple tricks for proper pronunciation of the language, dishes that must be sampled, must see sights and of course, how to enjoy a delicious Mahou.  The campaign will feature eight pieces of content over three months across the brand’s digital platforms, alongside various promotions for international consumers to experience Mahou’s true Madrid.In addition, travellers passing through Madrid will also be able to share their photos with the hashtag #ThisIsMadrid.


2018/2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.



  • Deutsch Family Wine & Spirits

The Deutsch Family Wine & Spirits has expanded its relationship with Brooklyn-based agency The BAM Connection, Mediapost has reported. The agency will now be responsible for Redemption Rye Whiskey, Joseph Carr Wines, Barone Fini and Layer Cake Wines brands in addition to its continued AOR duties for Yellow Tail.  The scope of work on the account includes strategy, creative, digital, social media, videos, print, in-store, experiential, OOH, and trade.




  • La Quinta by Wyndham

Wyndham Hotels & Resorts, one of the world’s largest hotel franchisor with more than 9,000 hotels and 20 iconic brands, bolstered its leading network of midscale offerings in the third quarter of 2018 and strengthened the presence of its La Quinta by Wyndham brand with the opening of seven hotels across the U.S. The latest La Quinta additions in South Jordan and Kanab, Utah; Opelika and Tuscaloosa, Ala.; Aberdeen, Md.; Duncanville, Texas; and Columbus, Miss., bring the brand’s growing U.S. footprint to nearly 900 hotels. Six of the seven are newly built destinations.La Quinta’s roster of openings in its first full quarter since being acquired by Wyndham earlier this year demonstrates the Company’s steadfast commitment to expanding its newest flag in key markets, largely through new construction. Wyndham’s May 2018 acquisition of La Quinta strengthened the Company’s position as a midscale lodging leader with approximately 37 percent of branded rooms in the segment in the U.S.


2018/2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

Heineken USA has appointed Canvas Worldwide as its media agency of record following a review. The appointment will be effective as of January 1, 2019. Sources at Heineken tell Portada that  “marketing plans will continue to be the same, just with a new agency partner to execute against our media buying strategy. “

In 2012, Heineken consolidated its´media business with Publicis Groupe’s Starcom Mediavest. Publicis will continue overseeing Heineken’s creative brand globally. The media review was led by Heineken USA’s new Chief Marketing Officer Jonnie Cahill. Heineken USA’s brand roster includes Heineken lager, Dos Equis, Tecate and Strongbow cider. The marketer’s total alcoholic beverage sales fell 5 percent in the 52 weeks ending Nov. 3, according to Nielsen data cited in a recent Wells Fargo report.

As HEINEKEN USA seeks to be even more relevant to our consumers and target down to the zip code, this change will ensure we are approaching marketing to our consumers in the most connected, effective and locally relevant way.
Gustavo Guerra, Brand Director / Tecate

Will the media agency switch impact multicultural marketing?  “It will make it even more effective and efficient,” says  Gustavo Guerra, Brand Director / Tecate and a member of Portada’s Council System“As Heineken USA seeks to be even more relevant to our consumers and target down to the zip code, this change will ensure we are approaching marketing to our consumers in the most connected, effective and locally relevant way,” Guerra tells Portada.

Heineken ad spending reached US$476 million in the U.S. last year,  according to Ad Age Datacenter’s 200 Leading National Advertisers report.



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

For prior Sales Leads editions, click here. 

  • Curacao

In an effort to provide the Latino communities it serves with access to financial education, Curacao, the largest Hispanic-centric retailer on the West Coast, serving diverse communities in Los Angeles, Las Vegas, Tucson, and Phoenix, is partnering with Operation HOPE Inc., a global financial dignity and economic empowerment nonprofit organization, to provide monthly bilingual in-store classes to help customers learn about credit, budgeting and other topics that will enable them to achieve financial success. The classes will be offered at no cost to participants.Classes will take place at Curacao’s South Gate and Las Vegas stores, located at 8618 Garfield Ave, South Gate, California 90280 and 4300 Meadows Ln, Las Vegas, NV 89107. Curacao is offering a series of four individual bilingual classes covering a range of topics and customers who complete them all will receive a certificate of completion as well as prizes.

  • Breville

Canvas Worldwide has been appointed kitchen appliance maker Breville´s global media AOR following a formal review. The agency will handle all media communications, planning and activation responsibilities across all channels for all Breville’s products.Canvas already handled the U.S. assignment and will now service the account across North America, Europe and Asia Pacific.Breville spends around US$40 million on measured media.




  • CELSIUS® drinks

Celsius Holdings, Inc., maker of globally marketed performance CELSIUS® drinks, announced that Target, GNC and 7-Eleven stores, along with Military Exchanges worldwide and top-tier fitness distributors and retailers nationwide, including Gold’s Gym corporate locations, will now sell CELSIUS® Sparkling Kiwi Guava, the newest flavor from its Originals line. The addition of the new SKU in these respective retail stores, fitness clubs and exchanges shines light on the continued growth of CELSIUS’ proven functional beverages and the demand for healthier energy drinks offering vitamins and carbonation without the sugar and calories found in traditional energy drinks.”Our Kiwi Guava SKU was created to proactively target the fast-growing Hispanic Millennial market segment,” said Vanessa Walker, CELSIUS’ EVP Marketing and Innovation. “Millennial Hispanics is a growing consumer market segment that is becoming increasingly focused on health and well-being, and as with any millennial audience, flavor matters.”Sparkling Kiwi Guava is the newest addition to CELSIUS’ Originals line and was launched in April of 2018, becoming the eighth SKU in the Originals line comprised of six sparkling and two non-carbonated flavors.

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


  • Northgate Supermarket


Northgate Gonzalez Supermarket — an Anaheim-based chain that essentially created the Latino supermarket business in the United States — wants to transform historic Santa Ana downtown location on 409 E. Fourth Street into a mixed-use development.The company announced that it would transform its Fourth Street spot into “a new mixed‐use residential development featuring high quality residences and public‐serving commercial areas, including a possible restaurant and fresh, urban market.”The market would be about 3,000 square feet — a fifth of its current size.Northgate has six locations in Santa Ana alone, out of 40 total .



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

What: Canvas Worldwide, a joint venture between Horizon Media and global creative powerhouse INNOCEAN Worldwide, has appointed Paul Woolmington as Chief Executive Officer, effective January 18, 2016.
Why it matters: Woolmington, an Advertising and Marketing Pioneer and Serial Entrepreneur will lead the New Media and Communications Agency Network. Canvas Worldwide accounts include Kia and Hyundai.


Canvas Worldwide, the joint venture  announced earlier this year between Horizon Media and global creative powerhouse INNOCEAN Worldwide, announced that it has appointed Paul Woolmington as Chief Executive Officer, effective January 18, 2016. Woolmington will work out of both the Los Angeles and New York offices.

Sources at Horizon Media told Portada that Canvas is currently focused on the U.S market only, which means it has no presence  in the Latin American market.

Prior to joining Canvas Worldwide, Woolmington worked as an advisor, advocate and consultant devoted to a portfolio of client, media, agency advisory, consultancy and board directorship roles for top brands and is an active angel investor.

Prior to his advisory role, Paul Woolmington founded and launched two successful independent media and communications companies, The Media Kitchen and Naked Communications Americas. Most recently, Paul co-founded and led Naked Communications Americas; a preeminent, objective media communications and management consultancy — the first of its kind. Paul worked at Naked to push clients to embrace the changing environment around them and to think about traditional media communications and marketing differently. The agency received several accolades, and Paul was personally recognized as one of the Top 10 most creative people in Marketing Services by Fast Company magazine. According to Fast Company, “The Media Maestro successfully disrupted the U.S. marketing scene with his agency’s approach to media agnosticism.

Prior to Naked and The Media Kitchen, Paul was one of the architects of media specialization in America as a leader of the launch and subsequent global roll out of Young & Rubican’s media operations, and The Media Edge (now MEC). Previously, Woolmington worked at global holding companies including IPG and WPP, and at MDC Partners.

“I have known Paul for many years and have tremendous respect for his leadership,” said Bill Koenigsberg. “Paul has launched two successful media and communications companies and has disrupted and redefined traditional communication and media models in the process.”

“We sought a chief executive with a shared commitment to creativity and invention, and Paul is a proven leader and one of the most strategic minds in the industry,” said Ahn, Kun-Hee, Global Chief Executive Officer of INNOCEAN Worldwide. “I respect his success and I am excited for Paul to build Canvas Worldwide into a leading media agency.”

“It’s a remarkable time of change for media and communications, and we have a true opportunity to envision a modern perspective on what clients need today,” said Paul Woolmington, Chief Executive Officer at Canvas Worldwide. “Change is disruptive, and I’m excited to partner with Bill and INNOCEAN Worldwide to build Canvas Worldwide and pioneer new approaches while the industry is in flux and full of opportunity.”

Canvas Worldwide has two main offices in Los Angeles and New York, and regional offices in Chicago, Dallas and Atlanta. Woolmington’s first role will be stewarding the agency’s first clients, Hyundai Motor America and Kia Motors America, as the business officially transitions to Canvas Worldwide this month.


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.

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Click here for prior Sales Leads issues.

  • UM/CVS

rssMCPXC_400x400CVS has awarded its business to Interpublic Group of Cos’ UM, concluding its pitch that began this spring. Pile and Company supported the search. The business moves from WPP’s Mindshare, which won the account in 2010 when the creative- and media-agency business was last up for review.For UM, it’s another huge win just weeks after the agency’s Coke account win. It’s also an added bonus for parent network IPG Mediabrands as the network’s other agency, Initiative, loses the massive Hyundai Kia account.CVS in 2014 spent US$84.4 million on measured media in the U.S., according to Kantar Media.

  • Kraft

KraftKraft Foods Group is expected to announce a media review in the coming weeks, sources told Adweek. Starcom is the incumbent for Kraft’s media planning and buying account. The review is the result of rationalization measures related to the implementation of the Kraft-Heinz merger.. It’s not immediately clear if the process will cover global spending or only that for North America. Last year the marketer for brands like Oscar Mayer, Planters and Maxwell House spent $513.8 million on U.S. measured media, according to Kantar Media.

  • “Premios Tu Mundo” Sponsors

imagesTELEMUNDO announced Allstate Insurance Company, L’Oréal Paris, Samsung, Volkswagen and Walmart as sponsors of “Premios Tu Mundo,” honoring the year’s best Hispanic actors, singers and TV moments. The fourth-annual celebration of U.S. Latin pop culture will broadcast live on TELEMUNDO tonight, Thursday, August 20, at 8PM/7c with star-studded musical performances, and will be preceded by the blue carpet special “La Alfombra de Premios Tu Mundo” at 7PM/6c, from the American Airlines Arena in Miami, Florida.Incorporating live audience participation into “Premios Tu Mundo” for the first time ever, Allstate’s sponsorship will include blue carpet and main show integrations featuring the return of the Effie Award-winning character “Mala Suerte” (“Bad Luck”). L’Oréal Paris, the returning exclusive beauty sponsor, will make a special announcement on “Un Nuevo Día” the morning of “Premios Tu Mundo.” Now in their third year, Samsung Galaxy partners with “Premios Tu Mundo” to introduce TELEMUNDO’s first-ever “MundoEmoji,” a branded interactive space where celebrity guests will be transformed into a customized emoji version of themselves using the Samsung Galaxy Tab A with S Pen.  Volkswagen will have novela star Fabian Rios arrive in a 2016 Jetta and will again present the fan’s most anticipated award of the evening, “El Favorito de la Noche” (The Favorite of the Night). Returning as the exclusive retail partner, Walmart’s sponsorship will embrace “momentos inolvidables,” unforgettable moments. Walmart will drive this theme home across key elements of the blue carpet broadcast and main show.TELEMUNDO’s “Premios Tu Mundo” will be hosted by Angelica Vale, Raul Gonzalez, Gabriel Porras, Maria Elisa Camargo, Rafael Amaya and Carmen Aub, and feature musical performances by Nicky Jam, Paulina Rubio, José Manuel Figueroa, Fanny Lu, Yandel, Alejandra Guzman, Farruko, Lucero, Yuri, Olga Tañon, J Balvin, Jencarlos Canela, Victor Manuelle, Banda MS de Sergio Lizarraga, Regulo Caro and Ky-Mani Marley.

  • Hornitos Tequila

ogURZMy5_400x400Multicultural agency the La Comunidad, part of SapientNitro, is launching its first campaign for Beam Suntory’s tequila brand Hornitos in May. The concept is based on the premise that while every tequila should be made using 100% “virgin” agaves, Hornitos Tequila believes that an “experienced” agave is the best agave for your drinking pleasure.The campaign kicks off with the “Road Trip” ad that explains the work is aimed at millennial men. The second ad, “Skydive,” showcases an airplane taking off, an agave getting a kiss from a beautiful companion and then skydiving off the plane.Fans are encouraged to follow the agaves’ journey on Tumblr with new spots and images highlighting a new adventure to debut every week as well as on Instagram. They are also invited to submit their own adventures with the #NotJustAnyAgaves hashtag.In all, the social-media campaign runs on Hornitos Tequila’s English-language social-media platforms.Parent company Beam Suntory’s advertising costs were US$902.6 million (108,810 million yen) in 2014, up from us$674.4 million (83,771 million yen) in 2013, according to its financial records.

  • Marriott International

descargaMarriott International is launching a new portrait and video series featuring three Latino influencers.Diane Guerrero (“Orange Is The New Black,” “Jane the Virgin”), Diego Boneta (“Scream Queens”), and Boyce Avenue (YouTube music sensation) use the hashtag #LoveTravels to encourage travelers to explore their personal passions, and celebrate their unique perspectives and experiences.The stories from the new #LoveTravels ambassadors reflect how travel is a transformative experience and a bridge between cultures, careers and families. Diego, Diane and Boyce Avenue discuss what it means for them to be both Latino and American, their passion for human rights and the empowerment of the Latino community.Marriott is taking this opportunity to support the Latino community who inspired the #LoveTravels campaign through their dedication to family, work, love, and diverse cultures.Marriott enlisted LatinWorks, a full-service cultural branding firm, and photographer Braden Summers to create the campaign. From Aug. 17 through Oct. 31, the #LoveTravels videos can be seen on mobile and tablet devices through Pandora, YouTube, Facebook and Twitter.The #LoveTravels social movement kicked off in 2014 with Jason Collins, Geena Rocero, Angela Simmons, and Tim Howard. The campaign includes a dedicated Web site, Facebook page and Instagram account.



descarga (1)NASCAR has announced it has teamed up with Eugenio Derbez to collaborate on an original, full-length comedy movie.Long heralded as one of Mexico’s most popular actors, writers, directors and producers, NASCAR’s popularity among Latinos has increased in recent years, as drivers such as Cuban-American Aric Almirola and Mexican Daniel Suarez have seen increasing success in both the NASCAR Sprint Cup Series™ and NASCAR XFINITY Series™. Derbez raced competitively in Mexico and has a deep passion for the sport.Benjamin Odell, partner with Derbez’s production company, 3Pas Studios, will serve as producer of the project along with Derbez. Zane Stoddard, vice president of NASCAR’s entertainment, marketing and content development division, will serve as executive producer.Based in Los Angeles, NASCAR’s Entertainment Marketing and Content Development division develops and produces quality television, film and digital projects on behalf of the sport.Derbez is represented by UTA and attorney Howard Abramson of Behr Levehson Levy. 3Pas Studios has a first look deal with Pantelion Films, the joint venture between Lionsgate and Mexico’s Televisa Studios.

  • Goya Foods

KPI8zht5_400x400Goya Foods is partnering with the United Soybean Board (USB) to launch a new campaign to bring awareness to the health benefits of Goya Vegetable Oil. Goya Foods will be USB’s first Hispanic-focused strategic partnership. Starting in August, Goya Vegetable Oil will feature a new label marked “100% Soybean Oil” prominently on the front panel of the product in both English and Spanish. Goya will kick off the first of its campaign with a combination of impactful in-store ads and displays at point-of-purchase across 500 grocery stores in the Northeast area, where sales are at its highest for Goya Vegetable Oil. The campaign will then extend nationwide.

  • Canvas Worldwide: Hyundai Motor and Kia Motors

Horizon Media announced the launch of a second stand-alone media agency network, Canvas Worldwide. The new media agency network, a joint venture between Horizon Media and global creative powerhouse INNOCEAN Worldwide, will officially launch in September 2015.Canvas Worldwide will have two main offices in Los Angeles and New York, with regional offices in Chicago, Dallas and Atlanta when it launches in September. Canvas Worldwide will be naming a CEO in coming weeks.Canvas Worldwide’s first clients will be Hyundai Motor America and Kia Motors America.

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