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.

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.

For prior Sales Leads editions, click here. 

  • Office Depot

MediaCom has been appointed the Office Depot’s media planning and buying agency of record and WPP’s Y&R has been awarded the creative account, according to an initial report by Adweek. Omnicom agency Zimmerman, which was awarded the Office Depot account a year ago, was the incumbent and declined to participate in this most recent review. Office Depot spent US$62 million in advertising in 2016 and US$47 million for the first half of 2017, according to Kantar Media.





  • Zappos/Las Vegas Lights FC

Last December, online shoe and clothing retailer Zappos and downtown Las Vegas’ new professional soccer team, the Las Vegas Lights FC, became business partners under a new three-year deal, with Zappos serving as the team’s first presenting sponsor for the front of the Lights’ jersey. Under the sponsorship, Zappos host tailgate parties and is present on the team’s marketing platforms. The Lights are the 33rd team of the United Soccer League. In addition, Las Vegas Lights FC is taking a unique approach to engage with its Latin and Hispanic local market. In an interview with Portada, Steve Pastorino, VP, Corporate Partnerships – ‎Las Vegas Lights FC stated: “Why Las Vegas? We see somewhere in the order of 2.3 million full-time year-round residents in Las Vegas. The city has gone from, call it, 15% Hispanic twenty years ago to somewhere in the 35% range in terms of Hispanic population, and there is a growing technology millennial set here in Las Vegas that is triggered by companies like Zappos. Las Vegas Lights FC is joining USL, the United States’ 2nd division, as an expansion team in one of the country’s most attractive markets, and the club is keenly focused on utilizing its city’s vibrant, Latin-infused identity to win on the field. More importantly to them, though, they seek to tap into all that makes Las Vegas unique, including its strongly Mexican demographics, to create a fantastic experience around the game that the club hopes will quickly make Lights FC the heart and soul of downtown Las Vegas. This goal is apparent in almost every move the club has made so far, including, most recently, their reveal of black game jerseys streaked with the neon colors for which the city is known. Even without a U.S. team in the coming World Cup, the U.S. soccer market is as strong and is growing faster than every other area.

  • The San Francisco Giants

Major League Baseball team The San Francisco Giants has appointed IPG’S 215 McCann as its new advertising agency of record, following a competitive review. The agency will handle all creative duties and will partner with sister agency Casanova//McCann for media planning and buying.





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!

  • MiLB

MiLB is expanding its Hispanic marketing campaign nationwide in ’18, according to Sports Business Daily. The return of Es Divertido Ser Un Fan (“It’s Fun To Be A Fan”) as an organization-wide effort this season arrives with the creation of a trophy called the Copa De La Diversion (“Fun Cup”) that will be awarded to the club deemed to have the best Hispanic outreach program during the year. This year’s campaign will involve a series of special theme nights, customized jerseys and hats and temporary nickname shifts that seek to tie into the club’s local Hispanic communities. MiLB has created a three-foot trophy that will travel around to participating clubs this spring and summer. At season’s end, one club will be awarded the trophy based on a combination of fan, MiLB and individual club input. More than 17% of MiLB’s fan base last year was Hispanic.



  • Bud Light

Bud Light announced a new campaign aimed at going big in Texas in 2018 with multi-faceted programming across the Lonestar state. After launching a regional program in 2017, the brand will take its “Brewed Deep in the Heart” campaign to the next level with an ongoing music partnership with Texas-native musicians Siggno and Josh Abbott Band.The creative campaign, which encompasses out-of-home, TV, digital, and radio commercials in both English and Spanish, along with special edition Texas packaging featuring the Texas Lonestar and a cutout of the state on the tab. A new Texas-specific commercial featuring Houston Brewery employee Hannah Kight, “Stamping Iron” will debut regionally on February 12 and additional TV creative will be launched later in 2018. Additionally, the Texan-pride tabs will feature a cutout of the state on all Texas-edition packaging.






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

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

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

For prior Sales Leads editions, click here.

  • Tequila Honor Del Castillo

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

  • Nutrish Pet Food

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

  • Colgate Total®    

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

  • Avocados From Mexico 

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

  • Casanova//McCann

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

  • WPP

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


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