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TOP MARKETER TO HISPANIC AUDIENCES –  Winner: DishLatino

Dish's Jen McBride with Macy's Maria Rios (right), Fernando Fiore, Marcos Baer, publisher of Portada (left)
Dish’s Jen McBride with Macy’s Maria Rios (right), Fernando Fiore, Marcos Baer, publisher of Portada (left)

Picture1Description of Award Winner: DishLATINO is the market share leader in the Spanish tier of the Pay TV category. The brand wanted to launch a new 360-degree campaign in the fourth quarter of 2014.

The brand chose its first-ever celebrity spokesperson, Eugenio Derbez. Derbez is an actor/writer/director/producer from Mexico. His charismatic and humorous persona is familiar and he has a household name among the target.

Notably, Derbez had just moved from Mexico to the United States, where he is beginning to cross over, and that inspired a series of communications that would be used to introduce the new DishLATINO spokesperson. In the second phase of the campaign, Derbez put his comic talents to work on the futbol field.

Although still brand new, the campaign, coupled with a significant media investment, is driving significant lifts in DRTV, Direct Mail and refer-a-friend acquisitions and spawned a video that made millions of Latinos laugh with us.

 

TOP 2015 SPORTS MARKETING CAMPAIGN – Winner: ESPN Deportes  #YoDigoPresente

Picture2Description of Award Winner:ESPN and ESPN Deportes launched a multimedia marketi ng campaign to promote the Toronto 2015 Pan American Games called #YoDigoPresente.

ESPN's Santa Brito accepting the Top Sports Marketing Campaign from Portada Editorial Board Member Gonzalo del Fa
ESPN’s Santa Brito accepting the Top Sports Marketing Campaign from Portada Editorial Board Member Gonzalo del Fa

The campaign featured the captivating stories of the athletes journey to Toronto 2015 and the powerful music of Multi-Grammy and Latin Grammy Award winner, urban alternative band Calle 13 to engage sports fans across the country and throughout the Americas.

The campaign serves as a great call to action, inviting Hisp anics and non-Hispanic in the US to root for their country, their athletes and a unity naming all.

 

TOP HISPANIC ADVERTISING CAMPAIGN, Winner:- Furious 7 / Universal Pictures

Picture3Description: Developed both Hispanic-specific creative as well as Spanish adaptations to create a complete campaign targeted at U.S. Hispanics. These spots aired across several Spanish-language channels nationally (ex: Premio Lo Nuestro on 2/19, Nuestra Belleza Latino on 3/29). Spanish language television provided ample landscape to promote the film in a way that Hispanic viewers would find organic, with thematic content executed in culturally relevant ways.

Jazmin Perez, Digital Director- Targeted Mktg, 42West (middle) accepting the Top Hispanic Advertising Campaign Award
Jazmin Perez, Digital Director- Targeted Mktg, 42West (middle) accepting the Top Hispanic Advertising Campaign Award

A combination of network TV, cable, desktop sites, and mobile destinations were used to engage the audience. Some of the biggest results came from digital efforts. Univision mobile Apps (Liga MX Live Stream and Deportes App) performed very well. YouTube did its FIRST EVER mobile takeover (91% SOV) targeted to Hispanics. Since music is a key passion point for this audience, on top of having significant presence across Pandora, Furious 7 owned every single Latin artist music video on VEVO on 4/1.

Broadcast integrations worked to promote top talent. On Univision, Jordana Brewster introduced a FURIOUS 7 inspired challenge on the top-rated show, Nuestra Belleza Latina, which included a host toss to a special :15 intro piece with Michelle Rodriguez, leading into an extended :60 fight sequence.

The campaigned proved to be a HUGE success as Hispanic represented 37% of the audience opening weekend.

TOP CONTENT PROVIDER TO HISPANIC AUDIENCES – Winner: Batanga Media

Natalia Martinez, Marketing Director at Batanga speaks after receiving the Top Content Provider Award
Natalia Martinez, Marketing Director at Batanga speaks after receiving the Top Content Provider Award

Picture4Description: Batanga Media connects with Hispanic audiences through social and mobile content that reinforces identity, sparks curiosity and inspires. In the last 12 months, Batanga Media’s two properties, Batanga.com and iMujer.com have organically grown their audiences by 214% (comScore).

Batanga Media's Natalia Martinez receives the Top Content Provider Award from Group M's Gonzalo del Fa
Batanga Media’s Natalia Martinez receives the Top Content Provider Award from Group M’s Gonzalo del Fa

Today 76% of its users are coming through mobile devices and the majority of traffic is coming from social media platforms. This growth is a direct result of the company’s year-long focus to create content that is not only relevant and authentic to its audiences, but also that is inherently social and shareable. In doing so, the company has been able to successfully publish and distribute content to millions of Hispanics through social platforms. In fact, today iMujer.com is the #1 Spanish-language lifestyle site in the US.

Batanga Media’s editorial and content team have cracked the code on how to develop, create and produce relevant, authentic and shareable content at scale, as evidenced by these audience numbers.

Stats:

  • 5000 pieces of content produced every month
  • Over 17 million social actions, including shares, of our content every month

Link: https://www.facebook.com/IMujerCom/videos/vl.1416431245321145/966829569994081/?type=1&theater

TOP HISPANIC DIGITAL ADVERTISING CAMPAIGN PLAN AND EXECUTION –
Winner: Coca-Cola and Social@Ogilvy

 

Picture5Description: Mothers provide unconditional love throughout various stages in our lives.

Coca-Cola has transformed some of these unforgettable moments into an interactive film, where you can experience them from either a mom’s or a daughter’s eyes.

The film goes beyond just expressing “Thank you” to mom. Upon completion of the film, a button appears on screen allowing viewers to call their moms anywhere in the world for free directly from their desktop. Coca-Cola believes this simple phone call helps participants give mom the mother’s day gift “she really wants.”

Sports Celebrity Fernando Fiore receiving the Award on behalf of Coca Cola and Social@Ogilvy
Sports Celebrity Fernando Fiore receiving the Award on behalf of Coca Cola and Social@Ogilvy

Social@Ogilvy distributed the film across the social web, with a tailored distribution strategy designed to target Hispanic audiences living in the U.S. This effectively accomplished our global client’s goal of connecting with an international audience, living right here in the U.S. The model earned 780,000 plays during mother’s day week and beat both FB and Twitter’s engagement benchmarks.

As part of this Hispanic effort, we were thrilled by our audience response. Facebook users commented

on the film’s beautiful message, while others participated by tagging their moms allowing them to

enjoy the film together.

link: https://inseparable.coca-cola.com/

TOP INTEGRATED HISPANIC MARKETING CAMPAIGN – Winner: Ford/Azteca America

Picture9Description: On July 7, 2015, Azteca America and client partner Ford Motor Company launched Fuerza Ford’s ten-episode sponsored-content initiative showcasing the Ford F-150. The original Spanish-language web series runs for ten weeks, with a new video released each week. Fuerza Ford  introduces viewers and boxing enthusiasts to three pro Mexican boxers who offer expert boxing tips, provide an inside look to their lifestyles, and show how their determination, passion and hard work echoes the spirit of a Ford owner.

Enrique Perez, EVP Azteca Sations Group, accepting the Award for Top Integrated Hispanic Marketing Campaign
Enrique Perez, EVP Azteca Sations Group, accepting the Award for Top Integrated Hispanic Marketing Campaign

Azteca hosts the videos on a dedicated Fuerza Ford’s branded hub at http://www.us.azteca.com/fuerzaford, as well as on its Facebook and Twitter social media platforms to connect with wider audiences across several age demographics.

The July 7 launch and online and social media rollout was additionally supported by a strategic public relations campaign, beginning with an exclusive story announcing the partnership on Adweek.com. This was followed by robust coverage in additional key Hispanic and general market trade media outlets including Portada, Cynopsis, Multichannel News, Media Post, Hispanic Ad and Produ.

The response to this sponsored-content campaign has already been positive: early social media metrics reported by Azteca’s digital team show nearly 32,500 views and growing across the three posted videos to date. The digital execution of the Fuerza Ford’s campaign combined with a successful public relations campaign that built buzz and generated additional traffic and awareness is deserving of the title Top Integrated Hispanic Marketing Campaign.

link: http://us.azteca.com/videos/fuerzaford/270139/fuerza-ford

TOP MOBILE MARKETING CAMPAIGN​​ – Winner: Heineken

Picture7Description: For the last three years the UEFA Champions League Champion the Match Promotion, powered by Life in Mobile, has grown by over 100%. This success was achieved by simplifying the consumer experience to a linear, engaging experience that prompted several return visits, sharing, and significantly reduced bounce rates. Over the years we learned from the consumer data that was being provided through insights and analytics. Through an in-depth analysis of this data, we were able to customize a program to fit this audience and their behavior.

Courtney Balzer,Manager, Sponsorship & Events, accepts the Top Mobile Marketing Campaign Award
Courtney Balzer,Manager, Sponsorship & Events, accepts the Top Mobile Marketing Campaign Award

The ultimate accomplishment in this campaign was surpassing the goals that were set before the campaign launched again in 2015 based on applied learnings from the previous year. For this campaign, those who entered the sweepstakes were eligible to win a trip to a 2016 UCL group match. To better engage mobile consumers, entering from a mobile device allowed contestants to spin a prize wheel to potentially be an instant winner. Compared to 2014, this year the total entries almost doubled, instant win plays more than tripled, and average repeat plays increased from 3.72 to 5.89. Using a fun and simple mobile prize wheel, this campaign led Heineken to have much more consumer engagement in 2015.

However, the most outstanding achievement for this campaign was the drop in the bounce rate. Last year, over 80% of users dropped off due to complication in flow. This year that percentage drastically dropped to a mere 8.6% in 2015! In 2014, consumers could not opt-in for SMS, but with the option to do so this year, the campaign resulted in a total of 12,853 SMS opt-ins for future Heineken soccer alerts. Overall, the company gained a lot of insight from 2014 to better the campaign in 2015. Social sharing was an incredible success with 2,730 Facebook shares and 2,527 Twitter shares. Soccer fans even proved they wanted more soccer with 11,252 clicks the Heineken.com Soccer Experience, and an abundance of users were more than interested in opting in to get updates from Heineken itself! On top of everything, Heineken saw an increase in beer sales over the course of the campaign with their special packs featured in stores, which also linked fans directly to a new on pack promotion. All of these factors combined lead this campaign to be a great success.

Link to work: http://linkto.us/UCLRecap

TOP MEDIA PROFESSIONAL OF THE YEAR – Winner: Juan Carlos “JC” Balarezo Media Director, EPMG2015

Picture8Description: He’s greeted with noticeable affection by every Latino-market publisher, editor or sales representative who walks through Motivate Inc.’s doors. Juan Carlos JC’s  Balarezo currently serves as media director, overseeing all multicultural campaigns targeting print publications; however, throughout his decade-long career at EPMG, he’s been a multi-disciplinary, cross-departmental cornerstone of the team.

The team knows his leadership type. It’s the kind that watches over each team member, but also knows the necessary skills to complete all tasks leading to the final delivery. His work ethic speaks for itself, but clients have never stopped applauding it, or asking the team to send regards at least.

Top Media Professional of the Year Juan Carlos Balarezzo, Media Director at EPMG
Top Media Professional of the Year Juan Carlos Balarezzo, Media Director at EPMG

He’s creative, knowledgeable, timely and has excellent communication Hispanic Advertising Specialist for Southwestern U.S. Anita Grace said. If a client needs a project on a short deadlines, JC will get it done. JC has successfully launched multicultural campaigns across the U.S. and Puerto Rico, working with 80 percent of multicultural agencies in the U.S.

He has his finger squarely on the pulse of Hispanic publishers across the U.S.” says Fabian Campos of Redan Bilingual Media. “He is an invaluable asset within the U.S. Hispanic print and digital landscape.”

JC’s expertise in media strategy helped place or, more accurately, was key in placing EPMG at the forefront of multicultural print marketing.  His office presence extends professional success, decorating our walls with crisp photos of yearly trips to his home country of Peru.

 

Grand Winner: Coca-Cola and Social@Ogilvy

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The 10th Annual Hispanic Advertising and Media Conference will take place on Sept. 21 and 22, 2016.

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 Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • Coca-Cola

coca-colaCoca-Cola has launched a new video “Orgulloso De Ser,” in time for Hispanic Heritage Month, Sept. 15 – Oct. 15, The film “Orgulloso De Ser,” which translate to “Proud To Be,” explores family names and the pride surrounding them through personal stories shared on camera.Created by the DAVID agency, the video, evokes the power of family, culture and community by bringing people together in celebration of their heritage and unique family stories. In the film, participants share stories and display their pride by applying a temporary tattoo of their last name using the special Coca-Cola Heritage Tattoo Can. The Heritage Tattoo Can allowed participants to wear and share their pride and love for their culture and family names.

https://youtu.be/zt9SZo5ZfZU

  • Verizon

descarga (2)Verizon has revamped its logo designed by agency Pentagram. Landor Associates crafted the old Verizon logo back in 2000, when Verizon Communications was formed after the merger of Bell Atlantic and GTE Corp.The new design, which comes after Verizon acquired AOL , shortens the large lighting bolt mark and moves it to the right. It also elminates the red “z” in the company name.Verizon did not comment on the logo change or whether a campaign will accompany the switch.

  • “Mi Primera Casa!”

homeownership-in-the-u-s-has-fallen-to-a-19-year-lowThe Hispanic Federation has announced the launch of a new housing initiative, “Mi Primera Casa!” or “My First Home.” In collaboration with the New York Urban League, Mi Primera Casa/My First Home is a public education campaign that encourages minority homeownership, promotes opportunities to improve access to fair financing, and provides financial education to low-income and minority communities. The campaign underscores the importance of homeownership for families of color as a means of helping communities build economic stability and wealth. “Mi Primera Casa!” seeks to increase access to credit for Black and Latino families to rebuild communities devastated by the economic and housing collapse of 2008 and rebuild wealth among these families. The gap in homeownership rates between households of color and whites has widened, 45.2 percent compared to 71.1 percent, respectively. More black and Latino borrowers had their wealth tied up in their homes, and when the housing bubble burst, lost a greater share of their wealth.The mission of the Hispanic Federation is to empower and advance the Hispanic community.

  • Discover Hawaii Tours

nnDiscover Hawaii Tours, a tour and transportation company, has launched a new website, PearlHarborOahu.org, dedicated to history, information, and tours at the Pearl Harbor and the World War Two Valor in the Pacific National Park in Honolulu, Hawaii. Discover Hawaii Tours was founded in 1995 by U.S. Army veteran, Leo Malagon. Mr. Malagon pounded the pavement of Waikiki, an international tourist mecca, offering to show visitors the “Hidden Gems of Hawaii,” and his hard work and passion have grown Discover Hawaii Tours into a multi-million dollar company, over 200 employees, and a fleet of vehicles spanning the islands in the state of Hawaii. Recently, Google profiled the success of Discover Hawaii Tours, and named the company a leader in the industry.PearlHarborOahu.org is a website that represents the company’s commitment to providing information and access the Pearl Harbor Memorial, a place that serves as a solemn reminder of the lives lost during WWII, but also showcases the USS Missouri, the site of the Japanese surrender to end the war.

  • PhRMA

91c5aa6efa32cbbb73bd61f0ca40aebe_400x400The Pharmaceutical Research and Manufacturers of America (PhRMA) has launched Access BetterCoverage.org/espanol, a hub of Spanish-language resources on health care, health insurance and tips for shopping for health coverage.The new site introduces important resources to help people better understand how health insurance works and what to expect from their coverage. The site includes a series of Spanish-language white board videos explaining basic insurance terms like deductibles, copays and coinsurance, and how formularies work as well as a glossary of health insurance terms and lists of questions to ask when picking a plan.There are more than 50 million Hispanics living in the United Statesand in 2013 accounted for nearly one-third of the non-elderly uninsured population. Educational resources on health care coverage are important to ensure patients have the information and questions to ask to choose the best coverage for them and their family and access the treatments and services they need.

  • Fort Myers airport

GxiZ3we6_400x400 Lee County Port Authority is sponsoring TV, digital, print and billboard advertising for Sun Country Airlines’ new, year-round route that launches Friday, Oct. 9.The flight will originate in Sun Country’s home base of Minneapolis-St. Paul, then stop in Fort Myers to pick up more passengers before heading to Cancun. Service will be on Tuesdays and Fridays, and use a 162-seat Boeing 737-800.Much of the Cancun ad push began in late August. Breaking into the Caribbean and Latin American markets the same year is happening thanks to several factors. They include Lee County Port Authority’s longstanding relationship with Sun Country Airlines, the support of Southwest Florida’s Hispanic business community and a growing local population with Puerto Rican or other Hispanic roots. Viewers of local TV affiliates might see Sun Country/Cancun spots adjacent to the “Today Show” with Matt Lauer and “NBC’s Evening News” with Lester Holt. Most of the TV spots continue on multiple days each week through Oct. 31. The ad plan also includes news-press.com and the online editions of other local news sources, as well as such Spanish-language media companies as Univision, Azteca, Telemundo and D’Latino Magazine.

Join us at PORTADA Mexico!

A summary for Corporate Marketers, 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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Kraft Foods ::: Marriott International ::: Coca-Cola – WPP’s Ogilvy New York, SRA Rushmore, Santo ::: Fiat Chrysler Automobile’s Jeep :::  “Brahmita y lo que surja” , Oniria TBWA :::

Click here for previous Latam Sales leads editions

  • 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.

  • 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.

  • Coca-Cola 

H7R37Fc8_400x400Coca-Cola has appointed three agencies to create a new global brand campaign for the soft drinks brand: WPP agencies Ogilvy New York, SRA Rushmore and Santo for creative duties, following a pitch involving 10 businesses.The remaining seven agencies – David, Dentsu, FCB South Africa, Martin Mercado, McCann Madrid, The Cyranos and Wieden + Kennedy Portland – will be retained on Coke’s roster.It follows the recent appointment of IPG Mediabrands agency UM to its estimated US$400m North America media planning, buying and media analytics account.Last month, Coca-Cola launched a pan-African TV campaign called ‘Billion Reasons to Believe’, aiming to capture the spirit of optimism and perseverance embodied by African youth.

  • Fiat Chrysler’s Jeep

PV5eCCIs_400x400Fiat Chrysler Automobile’s Jeep brand is looking for a new agency of record.The brand hasn’t had a lead agency since it parted ways with GlobalHue earlier this year, and has been instead leaning on its extensive roster for work in recent months.Fiat Chrysler Automobiles, or FCA, brands include Chrysler, Dodge, Jeep, Fiat, Alfa Romeo and Maserati. FCA as it exists now was formed in January 2014 after Fiat, the automaker based in Turin, Italy, acquired 100% ownership of Chrysler Group. Fiat first bought a majority stake of Chrysler Group in 2009.FCA will soon launch a new Alfa Romeo car called Giulia, which was unveiled in June and is slated to go to market next spring. Alfa Romeo re-entered the U.S. in 2014. As many as 10 agencies pitched ideas for the sedan’s launch, though they’re still awaiting a decision on the winner.The pitches are internally led.Earlier this year, the company put its digital business for brands like Chrysler, Dodge and Jeep into review, and incumbentSapientNitro was expected to defend.The opportunity to work on Jeep is also significant because the company is in the midst of a five-year plan to grow the brand globally. By 2018, Jeep expects to sell 1.9 million vehicles annually, up from just over 1 million in 2014. Last year marked the fifth consecutive year of sales increases for Jeep, both in the U.S. and globally.The company will be launching localized production in China and Brazil.FCA is the nation’s eighth-largest advertiser with US$2.25 billion in both measured and unmeasured media spending last year, according to Ad Age’s Datacenter. Jeep is FCA’s biggest brand by U.S. measured media spending, according to Kantar Media.

  • “Brahmita y lo que surja”/ Paraguay

bvbvv“Brahmita y lo que surja” is new Oniria TBWA new commercial for brand Brahmita with the overall creative direction of Camilo Guanes. Part of an insight: in Paraguay, when somebody goes out or hangs out with friends, it is typical that from one small story emerge new ones, always unexpected. And this is how that person ends the day in places where he/she would not have expected to end and with people who did not count. The 360 campaign will feature two TV commercials. The first releases tomorrow.

 

A summary for Corporate Marketers, 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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Coca-Cola – UM,Starcom Mediavest, Ogilvy&Mather  ::: MEC- Mabe ::: McDonald´s/ Argentina ::: Gap – Lowe Ginkgo ::: Agency Made –  Jose Cuervo Especial ::: “Siblings”/ Go-Gurt, General Mills :::

  • Coca-Cola/ Global

imagesUM has displaced Publicis Groupe’s Starcom Mediavest as Coca-Cola’s main media agency. Starcom is still on the roster and a new addition is Ogilvy, which Coke wants to help with planning. Coke spends over US$400m in the US. Starcom, WPP’s MediaCom and Carat will still work on Coke business outside the US. In Mexico, MediaCom is in charge of buying and planning media for Coca Cola.

  • Mabe/Argentina

RNrtsl4U_400x400MEC, the media agency owned by WPP Group, has announced that its Argentinian subsidiary will work for Mabe. The multinational production, design and distribution of home appliances company has chosen the agency to develop its media strategy in time for the brand’s relaunching. Eric Caamaño, client service director of MEC, will lead the team that will work with the new client. Along with him, Valeria Guarrochena, director of MP&B; and Maria Cecilia Terrana, account director, will take care of developing strategic planning, negotiation and recruitment of media spaces for Mabe. Mabe joins the media agency portfolio brands like Toyota, Sony , Musimundo, Freddo, Energizer and Netflix, among others.

  • McDonald´s/ Argentina

Colección libros_20000 Leguas Viaje Submarino_Cajita Feliz Colección libros_Rapunzel_Cajita FelizMcDonald’s has launched a new collection of books with its Happy Meal to promote reading as a fun activity for kids. McDonald’s Happy Meal includes 6 options of illustrated books with classic tales and educational content to encourage the habit of reading in children. Each story also brings an stickers and a cardboard accessory to build the characters and continue creating histories in family. Through McDonald’s Happy Meal children will discover 4 classic tales known as Los hermanos Grimm, Verne, Quiroga e Hinojosa, and 2 educational content books, illustrated in a fun and engaging way.The titles are: : Rapunzel, 20.000 Leguas de Viaje Submarino, La Tortuga gigante, Las orejas de Urbano, Jugando con momias y pirámides and Jugando con castillos medievales. As a result of 2014 McDonald’s books programs and so far in 2015, more than 7,5 million have been already delivered throughout Latin America through the Happy Meal. The aim of this program is to foster in children an essential habit for self-education: reading. The company will launch monthly a different title in an Interactive Digital Book through its “McPlay” app, where children can discover and read more than 12 titles.

  • Gap/Uruguay/Paraguay

fXXYC2sI_400x400The renowned clothing store Gap has picked  Lowe Ginkgo as its agency in Uruguay and Paraguay, to handle communication. The agency will provide communication services, creative campaigns, productions, digital channels and media management in the Uruguayan and Paraguayan markets. In the latter, Lowe Ginkgo has been working for almost  a year. Gap has two stores in Uruguay and one in Paraguay.

  • José Cuervo Especial/ México

Untitled_1_400x400Agency Made, led by Yosu Arangüena and Cristian Rocha, has won the Jose Cuervo Especial tequila account. After two years working for Casa Cuervo with its Kraken and Boost products,the agency adds the flagship brand to its clients portfolio.Other clients are Fiat, Alfa Romeo, Kraken, Boost, Dormimundo, Playboy, Stabilo, Baby mundo and Museo de Memoria y Tolerancia.

  • “Siblings”/ Go-Gurt, General Mills

descarga (6)Bromley multicultural agency has released its latest commercial for the kids’ yogurt brand Go-Gurt, of General Mills, before closing  its offices on July 31, after almost 34 years of publicity work. The effort was directed by Santiago Chaumont, of Madrefoca producer. ”Siblings” shows the fanciful confrontation between a giant teddy bear and a masked warrior, with imagination as the core of the message.

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. 30 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!

Click here for prior Sales Leads issues.

  • La Costeña/Jumex

mexico_rico_logoThe La Costeña and Jumex brands have partnered with Captura Group, a Hispanic digital agency, to launch  Mexicorico.com, a new bilingual digital platform showcasing recipes and tips focused on the true essence of Mexican cuisine and food products. Targeting both US Hispanic consumers and general market foodies, Mexicorico.com showcases traditional and contemporary Mexican recipes featuring La Costeña and Jumex products as well as associated cooking tips, ideas, and inspiration. Captura Group is supporting Vilore Foods from a media perspective and MexicoRico.com will be supported through an integrated marketing strategy that includes paid digital and in-store activations in partnership with key retailers. Read more.

  • CVS Health

d0_zpVn3_400x400CVS Health has put its media buying and planning account in review, the drug store chain has confirmed.The incumbent, WPP’s Mindshare — which won the account after a review in 2010 — is expected to participate, as is Horizon Media, according to sources. CVS spent US$84.4 million on advertising last year, according to Kantar Media.This move follows several recent changes for the health chain. Last year, CVS announced it was switching creative duties to Omnicom’s BBDO from Havas’ Arnold Worldwide.The chain also decided to stop selling tobacco products.Instead, is also launching a beauty elevation program across several thousand stores that enhances and personalizes the in-store experience.CVS is also refreshing 500 stores with a design that eliminates photo departments to introduce healthy food items.Also, as part of the My CVS Store rebrand, the chain is looking at different “clusters” of demographics, such as Hispanics, to micro-target and tailor store products and messaging to them.These moves are part of a US$200 million consolidation process designed to make the chain more efficient and to identify opportunities.CVS confirmed that it is working with Pile & Co. to help manage the review process. A decision is expected this summer.

  • Citi

CitiBlueWave_400x400Financial services company Citi, which includes Citibank, is about to conduct a global media agency consolidation review.Incumbents include MEC, which has handled Citi’s U.S. media planning and buying since 2007. Both MEC and Starcom MediaVest Group handle regions outside the U.S. Both shops are expected to defend.The firm spent US$1.8 billion on marketing and advertising in 2014 and 2013, according to the company’s latest 10-K SEC filing. The firm did not spell out what portion of that was allocated to media spending.In the U.S., Citi spent US$332 million on ads in 2014 — down about 8% from the US$362 million it spent in 2013, per Kantar.TThe move follows a number of big media agency reviews that are ongoing. Others include reviews by Coca-Cola, L’Oreal, SC Johnson and Visa.

  • Coca-Cola’s “Inseparable”

descarga (2)Getting closer to Mother’s Day, Coca-Cola is launching a new video called “Inseparable,” an interactive  experience designed to tug at the heartstrings of both mother and child. It celebrates the remarkable, emotional journey of mothers and daughters, and ends with a simple message: “This Mother’s day give mom the gift she wants most. Call her.”The interactive video focuses on the unbreakable bond between mother and child, and takes viewers through the ever-changing, loving, and sometimes tumultuous relationship between mothers and daughters. During the video, viewers can toggle between the perspectives of mother, daughter and grandson allowing them to see through the eyes of each character. Upon finishing the Mother’s Day video, viewers in the U.S. and Puerto Rico  are prompted to surprise their mother with a free, 3-minute phone call to anywhere in the world.

https://youtu.be/pG9ugj2kLYA

  • Borden Dairy Company

unnamedBorden Dairy Company, parent for LALA brand in U.S. has selected Dieste, Inc. as its advertising agency for its LALA brands. Dieste will manage the brand strategy, digital initiatives, creative and media planning duties for both the U.S. and U.S. Hispanic markets.Read more.

  •  Fisher-Price 

CEUyA65WoAAwXGBFisher-Price has  introduced the new parenting awards “festival,” The Mommys created by 360i for Mother’s Day. The global social campaign rolling out in 15 countries invites Facebook users to celebrate accomplished moms by “virtually” rewarding them with one of six toy-like trophies — including an airplane with a spoon for a nose (“Super-Sonic Spoon Feeder”) and a toilet on a cake (“Potty Independence”).Each is based on a familiar stepping stone of early childhood. Users bestow an award on friends by sharing it on Facebook with the hashtag #TheMommys. “The Mommys” are part of the brand’s “Best Possible Start” platform centered around early childhood and the idea that kids’ best starts begin with Mom and Dad. The awards, launched last week and running through Mother’s Day, already have had a side effect of nurturing meaningful dialogue between parents on the Fisher-Price timeline. One of the challenges of the campaign for both client and agency has been staying tuned into the fanbase of 2.9 million Facebook users. ”

 

Join us at PORTADA Mexico!

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. 9 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!

Click here for prior Sales Leads issues.

      • Coca-Cola

H7R37Fc8_400x400Coca-Cola Co. has put its U.S. media-buying and -planning business in review. Incumbent Starcom Mediavest Group will participate along with three agencies that Coke works with globally: UM, MediaCom and Carat/Dentsu. The review is expected to conclude late this year after formal presentations in mid-July.Coca-Cola spent more than US$406 million on measured media in the U.S. last year, according to Kantar Media. Spending is expected to jump this year as the company implements a global cost-cutting program with some savings poured into media.The review comes as SMG deals with the recent loss of big accounts including Microsoft, U.S. planning forAnheuser-Busch InBev and global planning for Mars Inc.

      • P&G

kYrPoJnL_400x400Procter & Gamble Co. is planning to cut at least US$500 million from agency fees under a new drive to reduce the number of agencies it works with. P&G total spending on agency fees is estimated at around US$1 billion. The move comes as P&G’s top-line results disappointed Wall Street, with organic revenue growth rising 1% last quarter, below the 2% projected by many analysts, and as P&G plans to step up its headcount reductions. By the end of the current fiscal year in June, P&G would hit the high end of its current plan to have reduced non-manufacturing headcount by 22% over two years. Now, it’s stepping up planned job cuts to a 25% to 30% reduction by the end of next fiscal year, exclusive of the impact of divestitures.The firm has already announced divestitures include Iams, Duracell, DDF, the Ace bleach business overseas and a number of small fragrance brands, such as the Avril Lavigne license.

      • Wells Fargo

N5L2uOTF_400x400Wells Fargo has launched its new campaign, a BBDO effort, which leans into the advertising trend of embracing same-sex couples.The ad, which was directed by Lance Acord and edited by Exile’s Matthew Murphy, ends with a female voice saying, “Everyone works hard for a reason. Working together, we can help you prepare financially for when two becomes three.” The tagline remains, “Together we’ll go far.”The effort also includes social media marketing and print, outdoor, digital and radio ads. Wells Fargo did not reveal the cost of the ads, but the bank spends about US$175 million on media annually, according to Kantar Media.For Wells Fargo, the goal is to reflect the diversity of its customers and get beyond products and services to tell emotional stories that illustrate universal truths, according to chief marketing officer Jamie Moldafsky. The ad with the lesbian couple, for instance, captures emotions that any couple feels when adopting a child.Here’s a look at one of the new ads:
https://youtu.be/DxDsx8HfXEk

      • Huggies

descarga (3)Kimberly-Clark Corp.’s Huggies is re-launching its Huggies Snug & Dry, the brand’s biggest and least-expensive line, which now touts “12 Hour Protection” and improved absorbency. The brand estimates that around two-thirds of moms in North America are “value moms.” Hispanic moms, are more likely to fall into this group, though they’re also very brand loyal.Online at Amazon.com or Target.com, the new Snug & Dry sells at just under 21 cents per diaper with a “Subscribe & Save” discount on a 192-count Size 4 pack. That compares to 24 cents for Pampers Baby Dry diapers from rival Procter & Gamble Co., though P&G’s Luvs remains cheaper still at 17 cents.The Snug & Dry relaunch includes an “Ultra” product sold exclusively at Walmart and Walmart.com, with a “unique quilted liner” that promises to lock away moisture better than regular Snug & Dry. Ultra is priced as low as 22 cents per diaper for Size 4 at Walmart.com. A new TV ad for that product line launched promising “ultra protection at an ultra value.” Huggies also will improve skincare and comfort for its more premium Little Snugglers and Little Movers diapers.

      • Open English

3fo5L5L9_reasonably_smallOpen English is expanding to the U.S., bringing an affordable teacher-led instructional model to Hispanics nationwide. The launch of the company’s U.S. Hispanic efforts will be fueled by a national advertising and marketing campaign.After its success throughout Latin America and Brazil, Open English will now target the U.S. Hispanic market investing in an audience that represents the fastest growing minority population.Open English offers an innovative approach to learning English complete with unlimited live classes with native English speakers and over 2,000 hours of engaging multi-media content. This makes for a convenient, effective and affordable way to learn the language.The company’s model has proven disruptive to the marketplace with over 300,000 students across 20 countries.To learn more, visit www.openenglish.com and follow us on Facebook (Open English), Twitter (@openenglish) and YouTube (Open English TV).

      • Pepsi ‘Limon’

descarga (4)Pepsi will launch a new cola made with real sugar and lime juice that is aimed squarely at Hispanics. The line extension, called Pepsi Limon, will be available at stores beginning May 18 in Chicago, California, Arizona, New Mexico and Texas.Pepsi Limon is made using real lime juice and cane sugar, unlike the previous U.S. version that was artificially flavored. The idea came from an internal Latino/Hispanic employee group called Adelante, whose mission is to create a diverse culture within PepsiCo.The launch will be supported by in-store marketing, radio ads, PR, digital and sampling. The ad agency handling the line extension is SA Studios Global, while PMK BNC is leading PR.

A summary for Corporate Marketers, 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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

Click here for prior Latam Sales Leads issues

 ::: Delta – AKQA ::: Mindshare – Haribo ::: San Fernando – Ingenia  ::: Coca Cola  :::

  • Delta / Global

Supergraphic_400x400Delta Airlines has chosen WPP Group’s AKQA, as its digital agency of record after a review to consolidate its mobile and punto.com accounts. AKQA was in charge of the mobile part of the account, while Razorfish was in charge of punto.com. Now, AKQA will support digital and marketing platforms for “all online experiences”, including desktop, tablets and wearables, plus entertainment on board and aircrafts portal wifi, according to Rhonda Crawford, vice president of e-commerce of Delta.

  • Haribo/Global

descarga (1)Mindshare has won won the Haribo account,a sweets manufacturer company, after winning a contest. Marta Garí and Pilar Angrill, partners client leadership at Mindshare, will lead the teams responsible for managing the advertiser’s campaigns. The company currently has over 500 employees and exports to virtually all countries of the European Union, Russia, Turkey, Switzerland, Norway, USA, Singapore and Latin America.

  • San Fernando / Peru

descarga (2)Peruvian food company San Fernando has chosen Ingenia to handle its digital account. The agency will create a two-year digital strategic plan and will be also responsible of social nets. In this way, San Fernando becomes the agency client number six so far this 2015.

  • ‘Share a Coke’

descarga (6)Coke is bringing back its “Share a Coke” program after a successful run last year. This summer, the brand will extend the program to include more names and to cover more package sizes and formats.Last year, the marketer used the 250 most popular first names among teens and millennials and the program was limited to 20 oz bottles. Additionally, colloquial phrases were put on on cans, such as “superstar” and “bff.” This year, the number of names used is expected to at least triple.

In the video, the South Pacific marketing team explains how they pulled it off:

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. 9 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!

Click here for prior Sales Leads issues.

  • Converse

JlnVQAm4_400x400Converse has hired a new agency to plan and buy its media in North America. PHD, a unit of Omnicom Group, has inherited the business from MediaVest after a review. The assignment includes both traditional and digital media, and spending is expected to grow to US$15 million this year. Last year, the brand spent US$7 million in media, according to Kantar Media. A handful of other agencies competed for the account, but the full list could not be ascertained. MediaVest did not defend.

  • Genomma Lab

Genomma Lab, the Mexican marketer of OTC medicines and other consumer products, is expanding its product offerings to the U.S. Hispanic market. Ruben Leo Sarmiento, Marketing Director, at Genomma Lab, and a speaker in Portada’s upcoming Latin American Advertising and Media Summit on June 3-4 in Miami (#Portadalat), says that the plan is to strengthen the U.S. Hispanic market portfolio: “equally in both OTC and personal care areas.”

  • ROK Mobile/Mariposa

GpMyPdvv_400x400ROK Mobile and Mariposa Holdings Group have joined forces to bring to market the Libertad Plan, extending ROK Mobile’s service to the Hispanic community with specific calling packages to include unlimited talk, text, data and music for just US$49.99per month.The Libertad plan includes the ROK Music service which offers subscribers access to a massive catalog of music as well as the ability to personalize their listening experience. In addition, there are plans to roll-out additional value added services to the Libertad plan that could include international calling plans and mobile money solutions to create more value for the Hispanic mobile consumer.

  • ‘Mas Que Un Auto’

descarga (5)To celebrate its tenth year as the most-loved auto brand among the Hispanic community, the brand launched the “Más Que un Auto” (or “More Than a Car”) campaign, created by its Hispanic agency Conill. The heart of the effort was not a TV spot or print ad but a small, symbolic badge that Toyota owners could place on their cars bearing the unique names of their automobiles.That relationship leads many Hispanics to give their cars superpersonal nicks.This tradition inspired Conill’s idea to reward Toyota owners with free custom nameplates, created in the same typeface and material as the official Toyota marque. The campaign invites visitors to go to masqueunauto.com, where they can input the names and order badges, which they receive in the mail in about a week.Since the campaign’s launch, fans have been thanking Toyota, posting their emblazoned cars and sharing their car love stories on social media. In doing so, they’ve also evolved the campaign — Conill will be producing some of those real car tales to share as part of the next phase of the campaign.Other fans have also used the badges as a platform for a cause.Toyota isn’t creating the nameplates directly, so the agency had to do a “talent search” of various suppliers to find one that could match the nameplate style and materials to Toyota guidelines .The campaign has been supported through broadcast, digital and interactive videos, as well as by paid and organic social media. It was also introduced at the Toyota-sponsored Hispanic indie music festival Supersonica in Los Angeles in October. Toyota and Conill just introduced a new phase of the effort, asking customers to imagine what a commercial featuring their beloved ride would look like. Toyota will pick the best idea to produce for a real broadcast ad.

  • ‘Share a Coke’

descarga (6)Coke is bringing back its “Share a Coke” program after a successful run last year. This summer, the brand will extend the program to include more names and to cover more package sizes and formats.Last year, the marketer used the 250 most popular first names among teens and millennials and the program was limited to 20 oz bottles. Additionally, colloquial phrases were put on on cans, such as “superstar” and “bff.” This year, the number of names used is expected to at least triple.

In the video, the South Pacific marketing team explains how they pulled it off:

 

 

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

SMG – Kim Kadlec, Jodie Stranger ::: Norberto Noriega – Y&R Peru ::: Wendy Clark – Coca-Cola ::: Mathias Harbek ,Yago Fandiño – JWT ::: Cristina Omura – FCB Brazil  :::

Click here for previous Latam Changing Places editions

2AJb2qv1_400x400Starcom MediaVest Group, a division of Publicis Groupe , has announced the appointment of Kim Kadlec to the newly created role of President, GNC Americas and the promotion of Jodie Stranger to the also newly created role of President, GNC EMEA. SMG’s Global Network Client (GNC) practice creates a seamless global organization for its clients that operate in multiple markets, providing brand growth and innovation. As GNC Presidents, Kadlec and Stranger will ensure leadership, strategy, top to top connections and greater consistency throughout their regions. Kadlec and Stranger will partner with market CEOs and global account leaders to drive GNC initiatives.

kimKadlec will be based in SMG’s New York City office and report to Laura Desmond, SMG’s Global CEO. Kadlec joins SMG from AOL, where she was Global Head of Strategic Partnerships. Prior to AOL, Kadlec was Worldwide Vice President, Global Marketing Group at Johnson & Johnson.

 

strangerStranger will continue to be based in London and report to John Sheehy, President, Global Operations.A veteran of the media business with over 20 years of experience, Stranger was most recently Executive Director of Global Network Client Operations for SMG’s EMEA region. She joined SMG from Aegis, where she served as the New Business and Marketing Director, Vizeum EMEA. Prior to this position, Stranger was the Vice President of Aegis Media Global Clients.

descargaNorberto Noriega is Y&R Peru new creative director. Noriega will handle Cristal beer account. He has worked for agencies such as Mayo, Draft FCB, JWT, DDB and TBWA. He also served as creative director at agency Causa Peru.

 

hvG_YY4Y_400x400Wendy Clark will return to her position at Coca-Cola on April 6, after a three-month license. When that license was announced, Coca-Cola said Clark would return on March 31.

 

 

fotoNoticiaG45351Mathias Harbek and Yago Fandiño are J. Walter Thompson new creative directors . Before joining the agency, Harbek and Fandiño were part of DraftFCB, TBWA and Don, where they worked for brands such as Personal, FiberTel, DirecTV, ICBC, Mini Cooper , Nissan, Medicus and Adidas, among others.

cris_400x400Cristina Omura has been promoted to FCB Brazil media director. In this new position, she will report to Alexandre Ugadin, vice president of media. She will lead a team of 15 professionals and its main objective will be to renovate digital and offline media offer. Omura worked for various agencies like Borghierh / Lowe, Giovanni + Draft FCB, J Walter Thompson and F / Nazca.

A summary for Corporate Marketers, 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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Coca-Cola ::: ZICO Coconut Water – David & Goliath  ::: Clight – JWT ::: General Mills ::: Youpanqui BBDO :::

  • Coca-Cola

descargaCoca-Cola is celebrating the 100th year of its iconic bottle with a global ad campaign in more than 100 countries. The campaign is expected to begin this week. Agencies working on the effort include Wieden & Kennedy, Portland, and Ogilvy, Paris. Other marketing assets shown during the presentation included the phrase “100 years of phsst, fizzzz, clink clink, glug, glug … ahhh.”The campaign comes as the company embarks on a cost-cutting program targeting US$3 billion in annualized savings by 2019. Plans include pouring some of the savings into brand-building.The company would add US$250 million to US$350 million in global media investment in 2015. Other efforts to promote the Coke bottle anniversary include an exhibit opening called “The Coca-Cola Bottle: An American Icon at 100,” later this month at the High Museum of Art in Coke’s hometown of Atlanta.The bottle was originally designed by the Root Glass Company in Terre-Haute, Ind. It “offered a distinct package for an already ubiquitous product launched in 1886,” according to Coke. The company called for the bottle to be colored “Georgia Green,” as a tribute to the brand’s home state.

https://www.youtube.com/watch?v=lNQCrxFV0cU

  • ZICO Coconut Water

Sr6k4grk_400x400Coca-Cola’s Zico coconut water brand has selected David & Goliath as its new agency after a review.David & Goliath is expected to start the next iteration of the “Crack Life Open,” began in May by Butler, Shine, Stern & Partners.The new agency comes as the coconut-water category continues to grow. Zico had US$86.7 million in sales in 2013 according to Euromonitor and it’s not clear yet how much Zico will increase its ad spending, and up until now it’s been a small spender, with about US$1 million on U.S. measured media in 2013.The brand, launched in 2004, became majority-owned by Coca-Cola Co., and nowadays, beyond the original flavor, Zico is also available in chocolate, pineapple, mango and passion fruit.

  • Clight / Argentina

d2e847536bd132fab65c1efedec3df59_400x400Agency J. Walter Thompson Argentina has added the second brand to its clients portfolio so far this year.The first one was Telefe and now Clight. The agency will handle the brand’s communications, trying to deliver a message that enables dialogue especially with women.

 

  • General Mills

glogosocial_reasonably_smallThe food giant aims to grow its organic business up to 1,000 million in 2020,according to executives. The ambitious plan is a reflection of how smaller and healthier food are quickly becoming the main market items. The company increased its natural and organic portfolio late last year with Annie’s acquisition, whose line of pastas, snacks and other products showed sales of US$ 204 million in the last fiscal year.Other General Mills’ natural and organic brands include Cascadian Farm, Muir Glen, Larabar and Food Should Taste Good, which together represent 330 million in sales. However, General Mills still remains strongly linked to its traditional biggest brands. The 600 million organic and natural businesses only represent a fraction of the 17,900 million of the company’s total net sales of 2014.General Mills is making huge steps to improve and achieve a healthier image for its biggest brands. The company has just announced it will reduce sugar in its original Yoplait yogurt by 25%, reducing calories to 170-150. The company has also announced that five varieties of its Cheerios will be released in gluten-free versions this summer, including the original and the Honey- nut. General Mills will use advertising to communicate the news about Cheerios, as it did five years ago with Chex brand, which became gluten free.

  • Youpanqui BBDO/Peru

per-GarwichYoupanqui_Logos570-15Peruvian shop Garwich BBDO will join Youpanqui, BTL and PR agency. The new unit will be called Youpanqui BBDO. Garwich BBDO will continue operating as a holding company, participating as a shareholder in Youpanqui BBDO, OMD, Porter Novelli and Ed White. Both customers like Youpanqui team, led by cofounder, president and DGC Miguel León will be incorporated into the new agency. Leon, he will serve as chief creative officer and partner of thefirm. Among the new unit’s client will be brands such as: Pepsico, Claro, Bayer, Avianca, VISA, Abbott Nutrition, J&J and TECSUP.

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!

  • MundoFox

HNQg_7KZ_400x400BARÚ, an independent, cross-cultural marketing and media agency has announced that MundoFox has named BARÚ, as its media agency of record. The agency has been awarded all media planning, buying and activation for paid consumer media.  BARÚ will work with MundoFox on planning and executing media buying efforts for the 2015 calendar year.BARÚ has been tasked with developing cross-channel consumer media campaigns that drive awareness, increase consideration and intent to watch and continue to position MundoFox as a leader in the Spanish-language television marketplace. Havas Media until recently was the media buying and planning agency for MundoFox.

  •  Mi Pueblo Foods

c7c192b8473c39c7c0cb8e3a755e16a8_reasonably_smallCLYP, a provider of mobile marketing automation for brick and mortar retailers, has  announced the integration of its ‘Big Data’ customer engagement platform with format Hispanic chain Mi Pueblo Foods. The CLYP platform allows Mi Pueblo and other Hispanic format clients to establish deep consumer engagement leading to more extensive insight into customers’ shopping behavior and buying patterns. Mi Pueblo joins other leading grocers, including Raley’s Supermarkets, using CLYP’s  mobile customer engagement platform to deliver personalized offers to  customer based on their shopping history, purchase behavior and location—giving consumers the offers they want, when they want them, where they want them. CLYP’s 360° marketing automation platform connects to customers’ mobile phones, whether or not they have an app, via SMS, pass, e-mail and push.

  • Kellogg’s

XmIYWWD4_reasonably_smallCereal  brand Kellogg Co. is launching a brand called Origins. The product will be sold under the Kellogg’s master brand name and will come in varieties such as muesli, “ancient grains” and granola. The new offering comes as Kellogg struggles to grow its cereal brands in the midst of changing consumer eating habits and new breakfast competition from products such as yogurt. Origins will launch mid-year.Total cereal category sales in the U.S. fell 3.8% to US$8.9 billion in the 52 weeks ending Jan. 25, according to IRI. Kellogg fared worse, with its sales dropping 5.4% to about US$2.7 billion, according to IRI. Kellogg also recently launched a new digital platform called openforbreakfast.com in January meant to answer consumer questions using videos, infographics and interviews with Kellogg employees. (Check out a recent Portada interview with a Kellogg Multicultural Brand Marketer.)

  •  Royal Caribbean

twitter-profile_reasonably_smallRoyal Caribbean International is reviewing its global creative agency business, with a decision expected by May.Incumbent JWT will defend. Media, handled by the agency’s WPP corporate sibling, Mindshare, is not part of the current review, which will be managed internally.In the first nine months of 2014, Royal Caribbean spent US$58 million in measured media, according to Kantar. For all of 2013, the brand invested US$81 million.

  • Darden

descarga (1)Restaurant holding company Darden has launched a media agency review for both its Olive Garden and Longhorn Steakhouse chains.In 2010, incumbent Starcom was selected to handle the assignment.At that time, the company was spending around US$300 million annually on ads for all of its restaurants and the firm also owned the Red Lobster chain. Starcom sibling Spark won media chores for Red Lobster after the sale. Those duties are not in review.In November the new board, headed by Starboard CEO Jeffrey Smith, hired executive recruiter Korn Ferry to conduct a search for a new CEO. That search is ongoing.

 

  • Coca-Cola

descargaCoca-Cola is celebrating the 100th year of its iconic bottle with a global ad campaign in more than 100 countries. The campaign is expected to begin this week. Agencies working on the effort include Wieden & Kennedy, Portland, and Ogilvy, Paris. Other marketing assets shown during the presentation included the phrase “100 years of phsst, fizzzz, clink clink, glug, glug … ahhh.”The campaign comes as the company embarks on a cost-cutting program targeting US$3 billion in annualized savings by 2019. Plans include pouring some of the savings into brand-building.The company would add US$250 million to US$350 million in global media investment in 2015. Other efforts to promote the Coke bottle anniversary include an exhibit opening called “The Coca-Cola Bottle: An American Icon at 100,” later this month at the High Museum of Art in Coke’s hometown of Atlanta.The bottle was originally designed by the Root Glass Company in Terre-Haute, Ind. It “offered a distinct package for an already ubiquitous product launched in 1886,” according to Coke. The company called for the bottle to be colored “Georgia Green,” as a tribute to the brand’s home state.

https://www.youtube.com/watch?v=lNQCrxFV0cU

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!

Join us at PORTADA Mexico!

 

 

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 Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Sprint

Sprint has selected Deutsch LA as its new Agency of Record. The review focused on TV creative advertising, which has been handled recently by Figliulo & Partners, which was awarded the assignment late last year. Starcom MediaVest Group continues to handle media and sibling agency DigitasLBi remains the company’s digital agency. (Read our interview published today with Kymber Umaña, Hispanic Marketing Director at Sprint.)

  • TOMMY HILFIGER

descarga (6)The Tommy Hilfiger Group, which is wholly owned by PVH Corp., has announces that internationally renowned tennis star Rafael Nadal will appear as the global brand ambassador for the Tommy Hilfiger underwear and Tommy Hilfiger Tailored collections beginning in Fall 2015. Both collections are available at Tommy Hilfiger stores globally, through select wholesale partners and online at tommy.com.The campaign imagery will be photographed in early 2015 in Spain and it will break globally in fall 2015 with dedicated print, online, and out-of-home media placements worldwide. To further support the global initiative and collaboration, Nadal will attend exclusiveTommy Hilfiger launch events in North America, Europe and Asia.

 

  • Tampico

descarga (7)Beverages Tampico has selected Macias Advertising and Roar Media in the U.S, including General, Total and Hispanic markets. Macias will be handling all of their creative work including brand and content development and Roar Media will be their Digital Media and PR agency. Prior to this Tampico had been working with Bravo as their AOR, only focusing on the Hispanic Market, but now they are expanding their target demographic to a broader audience.

  • Toyota

descarga (8)Toyota has teamed up with actor William Levy to create the first-of-its-kind, choose-your-own adventure video on Instagram with the new 2015 Toyota Camry.Created by agency Conill, the new Toyota campaign is aimed to tell a story that speaks to the hearts and minds of Hispanic consumers and leverages consumer passion points of fun and adventure.To view Instagram CLICK HERE.

  • Mars

imagesMars has appointed WPP’s MediaCom as its global media planning agency of record following a pitch.MediaCom will take control of the account in 2015.Until now, the business has been led by Publicis Group’s Starcom, which will continue to handle media buying for Mars. Mars Incorporated , which owns the Snickers, Galaxy, M&M’s and Maltesers brands, spent more than US $1.5 billion globally on advertising in 2013, including US $680 million in the U.S.,.The win comes shortly after it emerged that MediaCom have also taken Coca-Cola’s US $100m Mexico account and Procter & Gamble’s LatAm and Caribbean digital business from Starcom. This is a massive account and if MediaCom wins the review, it would be the second major planning win for the agency at Starcom’s expense.

  • Coca-Cola

descarga (9)Coca Cola has ended its 13-year ‘American Idol’ sponsorship. Coca Cola has been with the show since its inaugural season (Ford is the other). AT&T joined the show in its second season and departed before the start of last season. Ford plans to remain a sponsor this season. The soft frink company may be following the advice of its media agency MediaVest.American Idol’s last season’s finale drew 10.1 million viewers, down from 38 million in season 2. Those ratings declines led advertisers to spend US $394.7 million on the show in 2014, down 49.5% for the US $781.9 million they spent in 2012, according to Kantar Media data.

  • Kellogg’s

descarga (10)Cereal brand Kellogg’s will go traditional TV commercial formats by shunning the lively morning kitchen—when folks eat breakfast—and show boxes of Kellogg’s cereals set out on a table at night with bowls and spoons ready for the next morning, encouraging consumers with the tagline: “See you at breakfast.”  The campaign is by Leo Burnett and will air in primetime TV and have print and digital elements.Kellogg’s cereal revenues declined 6% for the 52 weeks ending Nov. 30. Kantar Media data finds the most popular time to advertise cold cereals is primetime. Kellogg’s will increase its primetime ad placements by 15%.

  • Puma
  • descarga (11)Pop star Rihanna has signed a multiyear partnership agreement with athletic apparel maker Puma through which she will become the brand’s “global ambassador” for women’s fitness and serve as its creative director for women’s products. The company says she will directly influence the product design process beginning this spring.Although Rihanna is not an athlete, Puma CEO Bjorn Gulden says retro-sneakers and athletic-looking attire have been part of her stage and street persona for years. Its coming campaigns plan to broaden its appeal among women.
  • Avocados
    descarga (5)Avocados from Mexico will bring together almost 1,000 Hispanic stores in key regions for Guac Fiesta, a retail promotion that will offer a US $3,500 prize package to five winners.The campaign is designed to increase consumption through football season among bicultural Hispanics in California, Arizona, Texas, Chicago, Miami and New York City.The program will run from Jan. 1 through Feb. 1 and includes sweepstakes prizes and coupons using mobile, digital, social media and consumer relations.The Guac Fiesta campaign includes a text-to-win contest where consumers have a chance to win a big screen TV for football viewing parties.Retailer support is available and includes tear pad coupons and in-store purchase coupons for shoppers.
  • Bud Light
    descarga (3)Bud Light is rolling out new packaging and marketing with a TV ad that touts the messages printed on labels as “12-ounces of inspiration.”The brand packaging  will eventually feature more than 100 different messages scrolled on bottles. The new labels are part of the brand’s “Perfect Beer For Whatever Happens” campaign.The new ad, which was developed by BBDO, begins a new phase of advertising for the brand that will heavily promote the new packaging. The ad will debut regionally on New Year’s Day during college football bowl games and run nationally during the NFL playoffs. The new ad is notable for its product close-ups and description of the liquid as “crisp,” “smooth” and “refreshing.”

http://youtu.be/zKgLBaXnTW4

  • Ford
    descarga (4)Ford is announcing the arrival of Ford 2015 F-150 truck with what it says is its biggest truck marketing campaign ever. The campaign, which will debut during the first-ever college football playoff for NCAA Division I teams, centers on sports, especially NFL and NCAA football. There are also sponsorship components around Professional Bull Riding, NASCAR, Future Farmers of America, and country music, with mobile across all platforms. In addition to the TV campaign — which includes two 30-second ads — there is also radio and a country music tie-in. But the effort also includes a separate campaign for the other truck demo, and the fastest-growing one: Hispanic truck owners. A digital video series, “F-150 Tough Science,” is part of the pro-sports tie-in. It features ESPN “Sport Science” creator John Brenkus. Read  “Ford launches largest Truck Ad -Campaign ever with strong Hispanic component.”

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!

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 Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  •  Cord Media Company-Hollywood Park Casino

descarga (3)Cord Media Company, afull-service agency specializing in resort casinos and home builders,has been retained by Hollywood Park Casino as agency of record for creative design, social media, public relations, television and radio advertising production, as well as media placement.

 

  • Brown-Forman

descarga (5)Brown-Forman has awarded its global media account to Publicis’ MediaVest following a four month review.The agency will replace incumbent UM, which also participated in the final review. Other agencies competing for the account included Maxus and Zenith Media. UM held the account for over a decade. According to Kantar Media the company spent US$52m on advertising in the US in 2013 and works with several brands such as Jack Daniel’s, Chambord, Early Times, Old Forester and Southern Comfort.

  • Coca Cola-Sabado Gigante

descarga (1)Univision’s Sabado Gigante (Giant Saturday) is bringing viewers a special one-hour televised program “La Hora de la Felicidad” (The Hour of Happiness) in partnership with Coca-Cola. The Hispanic holiday campaign “Haz a Alguien Feliz” (Make Someone Happy) will be aired during the special on Saturday, December 6, 2014 from 9 p.m. to 10 p.m. ET on the Univision Network.“La Hora de la Felicidad” will be filled with happiness-themed segments including: “Family Reunion,” “Musical Performance,” “Dream Come True” and “Act of Kindness Story.” Viewers will also have a chance to win a US $100 gift card by tweeting how they are spreading happiness this holiday season through small acts of kindness by using the hashtag #HazAlguienFeliz and the @sabadogigante handle. Post-show footage will be featured on Gigante.com with viewer reactions to the program from key Hispanic markets in the U.S.Coca-Cola will also sponsor a segment on Univision’s morning show, Despierta America (Wake up America), on Monday, December 8, 2014.The fully integrated campaign will feature new TV, print, out-of-home, POS, radio, Delta in-flight and Macherich mall advertising.

  • Tecate and Tecate Light

Tecate's Facebook CampaignTecate’s Manfidence effort on Facebook is backed by a substantial off-line media campaign. The off-line Manfidence campaign includes English and Spanish language :30 radio spots. These spots are aired throughout the sunbelt states including Arizona, Texas and California. The OOH is featured in the same geographic areas and includes situations that any man with confidence and wittiness could face such as “Spend countless hours grooming your chest hair? Blame your Manfidence.” SMV is Tecate’s media buying agency.

 

  • Univision Deportes: Pepsi, Allstate, Jack Daniels…

descarga (2)

Univision Deportes, the sports division of Univision Communications Inc. (UCI) has announced the roster of official sponsors for the inaugural Premios Univision Deportes (Univision Sports Awards). Pepsi®, Allstate®, Jack Daniel’s®, MetroPCS®, Miller Lite® and SNICKERS® Brand have all signed on to support the two-hour presentation honoring top athletes and teams from the leagues and sports that Hispanics care about most. Premios Univision Deportes will take place in Miami and will debut on UniMás on Thursday, December 18th, at 9:00 p.m. ET/PT with a simulcast on UDN (Univision Deportes Network).Pepsi® joins the roster as co-presenting sponsor .  Allstate® will activate an integrated campaign around its own award category “El Mejor Momento de la Mala Suerte” (The Best Bad Luck Moment) with fans voting for ‘La Mejor Jugada de la Mala Suerte en Brasil’ (Bad Luck’s Best Play in Brazil) by selecting their moment of choice among ten videos depicting bad luck moments from this year’s World Cup tournament in Brazil. Videos can be viewed online at univisiondeportes.com/PremioMalaSuerte.Jack Daniel’s® sponsorship includes an on-air integration, titled “Momentos Como Nunca 2014” (Plays Like Never Before 2014).MetroPCS® will present the “What Would You Have Done?” segment.  Miller Lite® will present the Breakthrough Athlete of the Year award. Snickers® Brand will present the Liga MX Champion’s Award. For more information about Premios Univision Deportes, visit univisiondeportes.com/PremiosUD.

  • Nickelodeon

descarga (3)Nickelodeon has shifted its’  media account to Spark, a unit of Publicis Groupe’s Starcom MediaVest Group, after a review. The cable network, a unit of media giant Viacom, spends nearly US$10 million in media annually.Three other agencies, including PHD and Media Storm, competed for the account.The assignment includes planning and buying in both traditional and digital media. Nickelodeon programs include SpongeBob SquarePants, iCarly, Big Time Rush, Fairly Odd Parents, Dora the Explorer, and Sanjay and Craig.Goodby, Silverstein & Partners previously handled the business. Goodby also created ads for the brand, but those responsibilities ended in October. The Omnicom Group shop had worked on Nickelodeon since 2010.

  • Chanel

descarga (4)Chanel has launched an eight-minute film called ‘Reincarnation’ featuring model Cara Delevingne and music star Pharrell Williams to spot its Métiers d’Art event in Salzburg, Austria.The film, directed by Karl Lagerfeld, shows Delevingne and Williams as workers at a hotel who are transformed into Austria’s historic monarchs Emperor Franz Joseph I and Empress Elisabeth.The duo perform a new song written for the ad, ‘CC the World’, while Géraldine Chaplin reprises her role as Coco Chanel, whom she portrayed in last year’s Métiers d’Art film.

https://www.youtube.com/watch?v=wO4-TV6Zckc

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!

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!

  • JCPenney

s1YYLIt4_400x400JCPenney has released “The Gift of New Traditions” campaign along with AOL’s BeOn division, aimed at Hispanics. The series, which began last week and continues through Jan. 10, will be vignettes featuring Hispanic families traditions for Thanksgiving and the other holidays to come. Like ethnic families of the past, it’s a blend of American tradition and customs from the old country.The episode starts with a holiday-themed ad for the store and JCPenney says they’re wearing Penney’s clothes. The video itself, explaining the traditions, is mostly in English (with subtitles).Besides the AOL site, the ad will also run on JCPenney’s Latino Facebook page and YouTube channel.Some 10% of JCPenney customers are Hispanic. JCPenney points to data that says AOL’s Hispanic 18-49 viewership watches 217 million videos there every month and averages 50 minutes of viewing time, according to comScore’s Video metrix. (Read more about how JC Penney pursues the Latina Muse)

  • Barilla

descarga (3)Barilla has partnered with three influential Hispanic food bloggers in Chicago, Los Angeles, and New York, to create new and unique pasta recipes with a Latin twist. These recipes are a great way to put a new spin on traditional pasta dishes. With the launch of Pasta a Tu Estilo , Barilla’s most recent Spanish-language website, all these recipes now have a new home and can be found in both English and Spanish.Laura Muller of Las Recetas de Laura, Nicole Presley from Presley’s Pantry, andAlejandra Ramos of Always Order Dessert, were each selected as Barilla brand ambassadors to create custom Latin-inspired pasta recipes that are quick, easy, and represent a celebration of their unique Hispanic identities.Offering their own twists on traditional pasta entrees con su sazon, Muller, Ramos, and Presley, along with the help of Latina Bloggers Connect, have produced nearly 30 unique recipes. Some signature recipes from each of the bloggers are:Barilla Spaghetti with Pecan Chipotle Sauce by Laura Muller, Steak Picado with Barilla Pasta by Nicole Presley and Chimichurri Pasta Salad with Barilla by Alejandra RamosThe recipes along with more Latin-inspired dishes can be found at Barilla.com/EsPosible along with a chance to win US $5,000.

  • Coca-Cola

descarga (4)Coca-Cola is releasing this year’s holiday TV campaign called “Make Someone Happy,” created by Coca-Cola Germany with Ogilvy and adapted to the U.S. market by Coca-Cola North America. Wieden & Kennedy, Portland, handles social and digital for the effort, which is set to Jimmy Durante’s vocals of the song.The holiday spot marks the first time since 2011 that the brand’s classic Santa character has been the centerpiece of its holiday TV campaign in the U.S. Coke’s classic version of St. Nick was created in 1931 by artist Haddon Sundblom and Coke has consistently used Santa since then.This year, Santa and the bears are swapping roles, with Mr. Claus reclaiming the TV spotlight and the bears reduced to a supporting role for store-level retail executions. Still, a Coke exec did not rule out using the polar bears again in TV ads in the future.The ad debuted Nov. 27 on NBC. The spot, which will run through late December, also aired on ABC, ABC Family, Hallmark Channel, USA, TBS, Lifetime and Food Network. The campaign includes print, radio and out-of-home ads.

https://www.youtube.com/watch?v=-wnmmusPMAM

  • Weight Watchers

descarga (5)Weight Watchers brand will take a different approach than in past with new TV ads featuring regular folks. Competitors Jenny Craig and Nutrisystem have used Kirstie Alley and Marie Osmond, respectively. A new commercial features a twist on the children’s song “If you are happy and ou know it” featuring singer Tony Banino.Spots will begin airing during Sunday’s midseason finale of The Walking Dead and will also appear in cinemas. The new campaign is the first by Wieden & Kennedy and is aimed to the average person seeking to lose weight. The ads in movie theaters are specifically targeting consumers who are making bad food choices, such as movie popcorn. Weight watchers spent US$82.7 million on advertising in the US in the first six months of 2014.

https://www.youtube.com/watch?v=GNPLuSx_06U

  • Sid Lee

descargaMontreal-based agency Sid Lee, which opened a New York office two years ago, is going to set up a unit in the Culver City, Calif., office of one of its clients, men’s health charity Movember Foundation. Sid Lee, whose clients include Adidas, Facebook and Intel, is handling Movember’s account pro bono and will pay the foundation rent for the space. Sid Lee is the only agency in the world that is partly owned by a circus, with live entertainment company Cirque du Soleil owning a 20% minority stake.

  • Red Door

descarga (6)OneRoof Energy has selected Red Door Interactive as its Digital Agency of Record to drive awareness. Red Door Interactive will provide strategic planning to assist OneRoof Energy’s online marketing programs focused on attracting and acquiring customers via education.The outreach will run across various digital marketing channels targeting homeowners in California and Massachusetts.The first campaign will debut early next year. Red Door Interactive’s campaign will position OneRoof Energy as a one-stop resource for choosing solar energy for the home. OneRoof Energy spent US$2.565 million Canadian on advertising in 2013, up from US$510,805 Canadian.

  • Chase

descarga (7)Chase is introducing its first TV spot promoting its partnership with mobile payment service Apple Pay. The ad, out of creative agency Saatchi & Saatchi, features members of indie pop band Bleachers roaming Los Angeles in the hours leading up to a performance. The musicians make purchases along the way using their Chase Freedom credits cards, but through Apple Pay on their iPhones.Chase follows MasterCard among Apple Pay partners with TV commercials on the air.The 90-second version of the ad will be available on YouTube and a 30-second spot is set to air on NBC, ABC, Fox, CBS and ESPN during prime time TV shows, sports broadcasts and holiday specials throughout the season. Zenith handled the media buy.

  • Constellation Brands

descarga (8)The beer importer Constellation Brands is ending the commercial relationship with Goodby Silverstein &Partners, which handled Corona Light and Modelo Especial, and searching for a new agency for the two brands.The agency and marketer both said that the two parties mutually agreed to end their relationship. Corona Light has long been stuck in the shadow of its larger parent brand, Corona Extra, which is handled by Cramer Krasselt. The larger opportunity for growth might come from Modelo Especial, which has been among the fastest-growing brands in beer in recent years, despite limited traditional ad support. The brand, now the 10th-largest beer in the U.S., grew sales by 26% to US$708,000 in the 52 weeks ending Nov. 2. Horizon Media is Corona’s media buying agency.

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!

What: After losing Telefonica and P&G Digital, Starcom now lost the Coca Cola Mexico business.
Why it matters: Losing Coca Cola Mexico, with an estimated annual media spend of US$ 100 million, adds to Starcom’s rough patch. The fact that Coca Cola Mexico was won by Mediacom who is now led by Fernando Silva, former CEO of Starcom in Mexico shows how personnel changes can impact agency assignments by major brands.

 Mediacom has continued its new business streak by adding Coca-Cola’s media business in Mexico. Annual media spending is estimated at U.S.  $100 million. The shop, a unit of WPP Group’s GroupM, succeeds Publicis Groupe’s Starcom on the business. Starcom had handled the account for more than a decade. Starcom has been going trough a rough patch as it recently lost the Telefonica and the P&G Digital accounts.

Fernando Silva former CEO of Starcom in Mexico and now regional leader of MediaCom based in Argentina, played an important role in the Coke Mexico pitch, insiders tell Portada.

Mexico remains Coca-Cola’s top consumer market based on per capita consumption

Despite a new tax on beverages with a high-sugar content, Mexico remains Coca-Cola’s top consumer market based on per capita consumption and is the company’s second largest operating region in terms of sales volume. The latest assignment comes a year after MediaCom landed Coke’s media planning and buying account in the U.K., taking over from Dentsu Aegis’ Vizeum.

Marketing to Millennials was a key issue discussed by major brand marketers during the Annual Multicultural & Diversity Conference organized by the Association of National Advertisers in Miami. Perhaps the general sentiment was best expressed when Wendy Clark SVP, Global Sparkling Brand Center at The Coca-Cola Company said “you can’t understand Milennials unless you understand Multicultural Millennials”.

Association of National AdvertisersMillennials consumption is dramatically changing the way National Advertisers market themselves.  Coca Cola’s Wendy Clark noted that “digital natives are changing the world.” As examples of how important the new digital native generation is, she said that 63% of Facebook’s audience checks in more than once a day into the social network. 1,000 selfies are being taken every second and there are 4 billion dailiy queries on Google.

If you can’t say it with a hashtag it is not concise enough.

Concise and in Context

Clark emphasized that in order to communicate effectively with the digital native Millennial, it is crucial to be concise and communicate in context: ” If you cant say what you intend to say in a hashtag it is not concise enough. It does not matter how good your content is if you don’t do it in context,” Clark concluded.

 

A summary for Corporate Marketers, 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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

::: Bombardier ::: Coca Cola- Mediacom :::  Kraft ::: Banco Supervielle -Reprise Media :::

  • Bombardier

descarga (4)Bombardier Commercial Aircraft is opening its newest Regional Sales and Marketing Office in Sao Paulo, Brazil as part of its continued focus on regionalizing to be closer to its customers. Bombardier’s Sao Paulo Office will allow its locally-based sales, marketing and customer services team ease of access to its existing and upcoming South American-based stakeholders.The new office in Sao Paulo is located in the neighbourhood of Alto de Pinheiros.

  • Coca-Cola

descarga (5)Soft drink giant Coca-Cola has awarded its media account in Mexico to MediaCom, estimated to be worth around US $100m.Starcom MediaVest Group had previously held the account for over ten years.Mexico, where the brand is planning to invest US $8.2 bn by 2020, is one of Coca-Cola’s most important markets.. The win comes shortly after it was announced that WPP-owned MediaCom has also been awarded P&G’s digital media business in Latin America and the Caribbean.

  • LinkedIn

descarga (6)LinkedIn has released its second global ‘Bring in Your Parents Day’ campaign in order to help “humanise” the brand.With this campaign, employees from over 30 companies worldwide will bring their parents to their workplace to provide them with a better understanding of what they do and a chance to say “thank you”.The campaign will be accompanied with PR, social media and direct member marketing.

  • Kraft

descarga (7)Kraft has decided to “divorce” from the majority of its advertising partners to allocate creative responsibility of its brands to four agencies: McGarryBowen, Leo Burnett, Taxi and CP&B. Droga5, VSA Partners, TBWA, The Martin Agency, Lopez Negrete Communications, & Robert Langer and Wieden & Kennedy will no longer be part of Kraft “roster” of agencies.This division comes two years after Kraft decided to split into two companies: Mondelez, international division devoted to snacks, and Kraft Foods, focused on the food industry in North America. From now on the company wants to emphasize traditional advertising, leaving aside creative focus. Between January and September 2014 Kraft profits shrank by 19.2%.

  • Banco Supervielle

images (1)Reprise Media, a IPG Mediabrands company specializing in digital marketing, has been chosen to design the new site content of Banco Supervielle under the claim “The most valuable is outside a bank.” For this, Reprise Media, along with UM, have developed a challenging media strategy challenging based on a communication proposal and creative ideas.

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. 25 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!

  • Nissan

nissanNissan has launched the national ad campaign “The Most Exciting Car Brand Celebrates the Most Exciting Sport,” to celebrate World Cup fever and give U.S. Hispanic consumers opportunities to cheer on their teams. The Spanish-language spots feature Nissan vehicles as the tools helping consumers bring the excitement of the summer soccer games. Both versions of the spot close with the English-language phrase, “Innovation that Excites,” a reflection of bicultural consumers’ tendency to be comfortable with both languages. The spots will run on national networks from June 12 through July 13. The first one,  entitled “Goal Trip,” features brand aficionados Diego and Rafa throughout their scenic road trip from New York to Brazil. The second , “Face-Off,” portrays cars facing off against enthusiastic soccer fans as they race to the stadium for the big match.

  • Coca-Cola

descarga (5)Coca-Cola has taken over Nascar and Yahoo Sites for the Fourth of July as part of its sponsorship of the 56th annual Coke Zero 400 race at Daytona International Speedway the past weekend. Coke Zero spokeswoman Danica Patrick will advertise the soda at the event and through digital ads that target sports fans, which will drive traffic to the summer campaign’s microsite.Via a microsite, consumers can swap out the logos and then share the content via Twitter, Tumblr, Facebook and Instagram. Mobile ads and pre-roll video from a TV spot were parts of the marketing mix.

  • Wendy’s

descarga (3)Wendy’s Pretzel Bun , one of Wendy’s most popular items in more than a decade , is coming back together with two hits of the late ’80s and early ’90s featuring R&B group Boyz II Men and Jon Secada.The pretzel bun will be available nationally by July 4. TV ads will launch July 7 simultaneously and will run for about six weeks. In the TV spot, created by Publicis Kaplan Thaler, Wendy’s Red character is shown regretfully walking around thinking about the Wendy’s pretzel bun to a performance of Mr. Big’s “To Be With You,” a popular song from 1991.Boyz II Men will make an appearance in Times Square July 9, where they’ll sing some pretzel love songs.To appeal Hispanic audiences Wendy’s will be using singer Jon Secada , who will appear in a national Hispanic TV spot and a digital “love song” video. WPP’s Bravo was in charge of the Hispanic work.

  • Burger King

images (1)Burger King is launching a short film on YouTube in support of the Lesbian, Gay, Bi-Sexual and Transgender community. The film shows clients of a Burger King along the San Francisco Pride Parade route who were surprised to open a Whopper wrapped in rainbow-colored paper with the message “we are all the same inside.” Burger King has also recently changed its slogan from “Have It Your Way” to “Be Your Way”, which according to senior VP of global branding, Fernando Machado, is meant to send the message that “as a brand, we welcome everyone.”

  • Doritos

dorito-tweetDoritos is rolling out the new “Cheesy Doritos” nationwide at 7-Eleven stores in the form of “Doritos Loaded” hot snacks. In social media, they’ve already been labeled “inside-out nachos.” These snacks are aimed at Millennials in search of low-budget, high-flavor eats. For 7-Eleven, it’s a way to attract younger consumers .With a secret seasonings, the new line contributes to building PepsiCo’s growing Doritos empire. The snack is stuffed with three kinds of cheese: American, cheddar and Romano.

  • Merkle

merkleAgency Merkle has bought privately-held RKG, a search and digital marketing agency based in Charlottesville, Va. This is Merkle’s second digital agency acquisition this year, following the acquisition of Chicago-based creative communications agency New Control.Terms of the deal were not disclose. Merkle plans to maintain RKG’s staff of 220 and bring the executive team onto its management team.However, it employed over 2,000 people before the acquisition. RKG works with clients like Express, Urban Outfitters and Drugstore.com, among others.

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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.

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  • El Jimador

jiU.S. National Soccer Team and the annual U.S. Tour of the Mexican National Team official sponsor “El Jimador” has announced the launch of its´ 360 degree promotion “Take Home the Spirit,” involving limited edition soccer bottles, social media, in-store elements and a Foursquare component. El Jimador along with Foursquare has created the first of its kind “Watcher’s Guide,” which provides fans in 14 cities with a list of bars and restaurants where the Brazil soccer games will be featured. Consumers will have the opportunity to win prizes after checking in through Foursquare at select restaurants and stores or by visiting el Jimador’s web site at www.eljimador.com.Soccer fans can follow el Jimador on Facebook for weekly contests and soccer-related content.

  • P&G

PGP&G is planning to buy a majority of its digital advertising programmatically (through auction-based systems in real time to target specific audiences) by the end of the year, according to an Ad Age report. Neither P&G nor Starcom MediaVest Group, which handles P&G’s digital ad buying, made comments on this.This could be a risky move for P&G’s ,as most of its products are sold via retailers. But P&G is among a minority of brands comfortable enough to buy programmatically at scale.

  • Coca-Cola

THE WCoca-Cola, one of the World Cup’s largest advertising partners, has released 32 versions of a new song called The World Is Ours, adjusted to different countries for the upcoming 2014 FIFA World Cup in Brazil.This is Coca-Cola’s biggest and broadest marketing campaign in which local marketers from 175 major cities around the world has participated. “The World Is Ours,” original version is sung by Brazilian singer David Correy.

  • Chipotle

chiploteChipotle has selected Omnicom’s GSD&M as its lead media agency and to handle some creative projects , planning and buying after a review. GSD&M will work primarily on Chipotle’s traditional advertising as most of the creative direction for Chipotle is set by its internal marketing team . Compass Point Media, part of Interpublic’s Campbell-Mithun, used to handle Media.There’s no set timeline yet for when GSD&M’s work will debut and no details on what creative GSD&M will work on, according to a Chipotle spokesman .The chain spent US $9.7 million on U.S. measured media in 2013, according to Kantar Media, up from US $5.9 million the prior year.

  • Hooters

hootersHooters hired IPG media agency Initiative to adjust its marketing strategy and build a new approach. Initiative’s scope will include media buying and planning as well as digital strategy and analytics, according to people familiar with the matter.Hooters had been working with incumbent Knoxville’s MP Media & Promotions on its media business.For Initiative, this could be a small but profile account,since Hooters spent around US $10 million on measured media in 2013. Among Initiative’s clients are Hyundai Kia, Amazon and Miller Coors.

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