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. 12 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!

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  • Major League Baseball

MLB spot stillMLB has released its first Hispanic ad campaign. The campaign is called Aquí, with 30 and 60-second spots running on ESPN Deportes.Television commercials are backed with a full digital and social media campaign. Consumers are asked to post their own “aquí” moments to social media Latinworks is the agency behind the campaign. Read more.


  • SC Johnson

CBsvXcdXIAAMKSWSC Johnson has put its global media-buying duties up for review.This follows the company’s January decision to award Omnicom Media Group’s PHD global communications planning duties after a review that also included the media-buying incumbent Maxus, part of WPP.  The planning assignment covers approximately US$300 million in brand expenditures and is managed out of PHD’s Chicago office.The company’s global spend have been as high as an estimated US$1 billion in recent years.Both PHD and Maxus are believed to be in the latest review. A decision is expected later this month. SC Johnson brands include Pledge, Ziploc and Shout, among many others.

  • L’Oreal USA

61400b311f93bad6951aa8e261048256_400x400L’Oreal USA has launched a review of planning and buying for all media, including search, social and programmatic, with a decision that is expected to be reached by the end of the year end. The review comes less than 18 months after the company awarded digital media buying to DigitasLBi from Publicis Groupe sibling Moxie in November 2013.L’Oreal is the seventh biggest U.S. advertiser, with more than US$2.3 billion in spending according to the Ad Age Datacenter. Interpublic’s UM currently handles TV and print buying.WPP’s GroupM has been making gains with L’Oreal Group globally on the media side, with the holding company having already picked up business with the beauty giant in the Nordic region, U.K., Ireland, Southeast Asia, Canada, China, Germany and Latin America in recent years.

  •  GNC

HDzgPzCS_400x400Pittsburgh nutrition company GNC is replacing Carmichael Lynch as the agency of record on its US$30 million account. Taking over for the Minneapolis shop is creative lead Consigliere in Brooklyn, N.Y.; the media planning and buying shop Crossmedia, New York; and digital agency 22squared in Atlanta.The last agency review, which led to Carmichael Lynch’s hire in January 2014. GNC said its new agencies were selected after “a multiple-month review” with undisclosed contenders.

  •  Cheetos

cheetosThe Cheetos brand has announced the return of its Los Cheetahs trick soccer team for a nationwide tour and action-packed 2015. In partnership with the Mexican National Team’s annual U.S. Tour, Los Cheetahs looks to up its game this year in the soccer arena. The tour kicked off on March 28 in Los Angeles at the Los Angeles Memorial Coliseum with global fútbol icon Pável Pardo. This year, in addition to the Los Angeles event, Los Cheetahs will take on Los Jefes in exhibition matches prior to Mexican National Team tour matches in Kansas City on March 31; Orlando on June 27; with additional markets to be announced at a later date. Throughout the season, Los Cheetahs and Pardo will be calling on fans from across the country to share their Los Cheetahs-worthy moves. Fans are invited to capture their most outrageous footwork on video and share with the world on Twitter, Instagram or Vine using both #CheetosFutbol and #entry for the chance to win a trip to a future Mexican National Team U.S. Tour game, complete with the full-throttle Los Cheetahs VIP experience. As an added bonus, the winning video may even debut on the jumbotron at halftime during the game.

  • Acura

imagesCar company Acura, along with Razorfish,  has teamed up with 8 musicians to create a custom soundtrack to introduce the new 2016 ILX to millennials.The eight artists are Kisses, Bear in Heaven, Spazzkid, Starro, Plastic Plates, Bit Funk, Walla and Amtrac.Currently, the tracks are available for download on a campaign-specific Tumblr page and from a SoundCloud playlist page.The Tumblr page also houses a curated selection of social media activity around the campaign hashtag, #ILX2016.The brand has also been promoting the campaign on Facebook and Twitter. The program, which launched last week and runs through March 31, will culminate with the release of a short video with a remix of all eight tracks along with footage of the ILX. In addition, the eight artists involved in the campaign will post on their own social channels to promote the songs and the launch of the car.Here is the new song for the 2016 #Acura ILX.

  • Neutrogena

q_2ixYJX_reasonably_smallJohnson & Johnson’s Neutrogena Naturals is switching up its approach this year for its annual Earth Month campaign by going all-in on digital. This year, the brand is trying something new: a digital-only campaign that promotes water conservation and a new line of environmentally friendly makeup wipes. It will get a lot of help from Kristen Bell’s 1.75 million Twitter followers—as well as its own 34,700 followers. In addition to Bell, Neutrogena has tapped beauty blogger Dulce Candy and bloggers El Diario de la Mode and Honestly Jamie to help spread the word.The crux of the campaign centers around the #WipeforWater hashtag on Twitter and Instagram. Today, Bell will tweet out a video explaining the campaign that the brand will then share on its own channels. This is also the first year Neutrogena is using social media to trigger charitable financial contributions for Earth Month. For every person who pledges to the cause, Neutrogena will donate US$1 to the Nature Conservatory, up toUS $50,000. Paid media will run on Twitter, YouTube and digital video advertising company YuMe’s network to support the campaign.


  • Fetch

fetchMobile specialist agency Fetch, part of Dentsu Aegis Network, has just opened a New York office.For that reason, the agency has hired Melissa Greenberg, a former vice president at social advertising platform SHIFT, to manage the new office. Dentsu Aegis acquired an 80% stake in Fetch last fall with an option to acquire the rest later. Fetch reported 2013 gross profits of approximately US$7.6 million. The London-headquartered shop also has offices in San Francisco, Germany and Hong Kong.Since the acquisition Fetch has signed a number of high-profile new clients including Uber and Expedia. Other clients include eBay and Hotels.com.


  • Juan Valdez

CiVUeRUA_400x400Juan Valdez® Café has selected Newlink America, the South Florida based consulting and international communications firm, to position the brand in the US market. This decision comes at an important time of growth for the Colombian coffee grower, given its aggressive international expansion that kicked off with the opening of two destination cafés in Downtown Miami last year and another 60 stores planned to open in the Florida market alone over the next five years.The international presence of Juan Valdez® currently includes more than 300 cafés in 14 different countries including Aruba, Bolivia, Chile, Colombia, Ecuador, El Salvador, Kuwait, Malaysia, Mexico, Panama, Peru, South Korea, Spain and the US. Miami’s recent openings are an important part of the company’s strategy to gain additional markets for its premium coffees. Capitalizing on the US$18 billion coffee industry in the US, Juan Valdez, with Newlink’s support, also plans to expand across major cities in the US as it appeals to a more discerning coffee consumer.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 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!

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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!

  • Cox Communications

ID Media, an Interpublic Group media agency, has been selected as media agency of record for Cox Business, a division of Cox Communications that provides communications services for 300,000 businesses nationwide.ID Media will be responsible for multimedia branding and acquisition campaigns—rich in digital media, television, print, and local events—across 26 of the country’s largest DMA’s. This new assignment expands upon ID Media’s current work handling Cox’s shared mail campaigns to residential customers and prospects.The account will be led out of ID Media’s Chicago office by Angie Given-Cook, SVP, Managing Director.

  • Tiffany & Co

imagesLuxury jeweler Tiffany & Co has appointed MEC to handle its global media planning and buying account ,valued US $100m, which will be run from New York. Group M’s MEC beat Omnicom Media Group and sister-agency MediaCom to the account. He review started in Jult and was managed by Ark Advisors.Tiffany’s media planning and buying was previously divided among several regional agencies – EMEA handled by incumbent UM, Merkle in the US and Carat in APAC.Ogilvy & Mather Worldwide won the company’s global advertising account in March.

  • JCPenney

s1YYLIt4_400x400American retail chain JCPenney will review its US$450m media business.OMD has held the account since 2000.Debra Berman, JCPenney’s vice president of marketing, will be responsible for overseeing the review, which is still in the early stages.JCPenney reported net sales of US$2.8bn in its most recent quarter, compared to US$2.66bn during the same time last year. Read more on this.


  • General Mills

155526General Mills Inc. has partnered with GRAMMY® Award-winning group Camila for the company’s 2014-2015 Musica y Sabor campaign focused on connecting with Hispanic consumers through one of their biggest passion points: music.As part of the partnership, consumers and Camila fans across the U.S. will have several opportunities to connect with the group through free music download codes, branded merchandise, concert ticket giveaways and a chance to win a meet and greet with the band during their 2015 U.S. concert tour.Participating brands include Yoplait, Cheerios, Lucky Charms, Cinnamon Toast Crunch, Nature Valley, Fiber One, Pillsbury, Totino’s and more. Consumers can look for opportunities to win any of the prizes at select retail locations between fall 2014 and summer 2015.For more information about Musica y Sabor , fans can visit musicaysabor.com.

  • Cheetos

imageCheetos has created its own soccer team, Los Cheetahs, and tournament in response to America’s interest in soccer and to the rapidly growing Hispanic market and influence in America.As part of a new campaign, Los Cheetahs are scheduled to play their “rivals,” Los Jefes, in a series of games. The nationwide tour kicks off on Nov. 8 in Long Beach, CA, when Los Cheetahs will play their first game at a custom-built beachfront soccer stadium. After that, the teams will go across the U.S. to showcase their footworkand the Cheetos brand. Los Cheetahs, a name inspired by the brand’s Chester Cheetah character, won’t be giving the English Premier League or Major League Soccer any competition, however. The Cheetahs roster includes 48-year-old goalkeeper Jorge Campos. One of Mexico’s top players in the 1990s.

  • McDonald’s

descarga (8)McDonald’s Corp. is planning to launch a new advertising campaign starting early next year with the slogan “Lovin’ Beats Hatin’” , aimed to spread happiness in the face of Internet hate.The slogan will not replace McDonald’s longtime tag “I’m Lovin’ It,” but give the fast food chain a broader marketing weight around the world.The campaign is expected to roll out on Jan. 1 and include a 60-second spot during Super Bowl XLIX, which airs on NBC on Feb. 1.

  • Kleenex

imagesThe Kimberly-Clark Corp. brand Kleenex has released a new marketing campaign. The #KleenexCare effort aims to get people talking about simple acts of kindness (involving sharing tissues) through a digital, social-media, public-relations and TV campaign.Kleenex will promote its Anti-Viral tissues as part of the effort. A TV ad from JWT, New York, breaking Nov. 3, shows a younger man sharing a Kleenex pack that has one tissue left with an older woman when she sneezes. Then, when he sneezes, she tears the tissue in half and shares it with him. A voiceover seeks people to share their Kleenex tissues with people in need and their stories at the campaign website KleenexCare.com. JWT’s WPP VML and Geometry Global are in charge of digital and shopper marketing respectively and Omnicom’s Ketchum handles PR.

  • Pitney Bowes

descarga (9)Pitey Bowes has tapped DigitasLBi to handle its’ Global media business and continue handling its digital strategy. DigitasLBiwill partner with Publicis Groupe agency Starcom to develop and execute the company’s media strategy across 12 markets. Pitney Bowes is a manufacturing company known for hardware, software and services related to packaging and shipping. As of June, it spent over US $1 million in media, according to Kantar Media.

  • InPulse Digital

descargaLatin America’s digital marketing agency InPulse Digital has moved its U.S. offices to Miami to better serve its growing roster of clients including  social media accounts for an array of popular Latino names. In addition, InPulse Digital directs cutting-edge digital campaigns for global content creators like E! Online, Univision, Sony Music, Universal Music Group, and Viacom, as well as for children’s brands like Mattel’s “Barney”  and “Strawberry Shortcake.” The new South Florida office will oversee strategy, sales and business development. The agency was started in the U.S. in 2004 and originally focused its efforts on developing technology to serve the music industry, but soon expanded its capabilities to include content marketing, app development, and social media strategies across the entire entertainment field. In addition to its new Miami office, InPulse Digital operates offices in Uruguay, Argentina, Mexico and Brazil.

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!