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

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  • Richemont

imagesSwitzerland-based luxury goods company Richemont has launched a global media agency review, according to MediaPost.The company spends around US$400 million on ads annually, including US$135 million in the U.S.Publicis Media’s Optimedia was the incumbent of the largest portion of the company’s media assignment, including North America. The firm’s brands include Cartier, Montblanc, Baume & Mercier and Piaget.


  • Coty

descarga-5Coty has appointed Publicis Media as its lead media agency globally. Publicis Media’s Zenith will lead the assignment which will include the current Coty brands and P&G Specialty Beauty Business* brand portfolio being acquired by Coty, with the transition expected to be completed in October of this year. Publicis Media will work in close collaboration with Beamly, Coty’s internal digital social and programmatic agency. The combined Coty assignment will span sixteen markets, with Publicis Media responsible for strategy, trading, content and data and analytics for Coty whose brands include color cosmetics brands Rimmel and Sally Hansen, and fragrance brands Calvin Klein, Marc Jacobs, and Davidoff, and post the merger will include leading cosmetics brands COVERGIRL and Max Factor, fragrance brands such as Hugo Boss and Gucci, and haircare brands such as Wella and Clairol.

  • el Jimador

4ryoy7cf_400x400el Jimador, #1 selling tequila in Mexico and official sponsor of the Mexican National Soccer Team, is offering soccer fanatics the chance to win a VIP trip with “The Ultimate Fan Experience” as part of the brand’s soccer platform. Now through September 30, fans are invited to enter for the chance to win an exclusive trip to Chicago to watch Mexico’s National Soccer Team take on Panama on October 11, 2016. In addition, winners will have pre-game access to observe player warm-ups on the field. Each winner will receive the trip for two, with round-trip airfare, two nights of hotel accommodation in downtown Chicago, and transportation to the stadium on game day. Fans are invited to enter by texting “Chicago” to 68405 or visiting http://ultimatetrip.eljimador.com/ to complete a submission form. The match will air on UniMás Network LIVE from the Toyota stadium in Chicago on October 11. Ed Carias, senior brand manager of El Jimador, was one of the participants at last week’s Hispanic Sports Marketing Forum (the first day of #Portada16).


  • Sofia Vergara & Avon

photo-4-4-512x288Award-winning actress Sofia Vergara and Avon celebrated the launch of So Very Sofia by SofiaVergara, a vivacious new fragrance. The fragrance launched exclusively through Avon. Bold and feminine, the fragrance combines succulent fruits with tropical florals and fragrant herbs for an addictive scent.The scent evolves to reveal a heart of delicate Flor de Mayo Orchid, the national flower of Colombia, Sofia’s native country.Avon fragrances are available exclusively through Avon Representatives. Avon LLC generated over us$1 billion in revenues during 2015, and has nearly 400,000 independent sales Representatives in the United States, Puerto Rico and Canada. Avon features iconic brands such as Anew, Avon Color, Mark, and Skin So Soft, as well as fashion and accessories.

  • Colgate-Palmolive

make-the-u-bannerIn celebration of Hispanic Heritage Month, Colgate-Palmolive announced its third annual partnership with the Hispanic Heritage Foundation (HHF) to launch the company’s Haz la U™educational grant program, now in its eighth year. To promote the importance of education among Latinos and help get them on the path to higher education, Colgate will support the HHF’s Youth Awards program through its community service category, which focuses on community-minded students who have demonstrated excellence in volunteerism and leadership in 10 regions across the nation, totaling up to US$100,000 in grants.Eligible students can apply for grants via Colgate.com/HazLaU through October 15, 2016. Thirty-one Hispanic high school students will be selected by the Hispanic Heritage Foundation to receive the Haz la U™ educational grants to help finance their first year of college.With versions in English and Spanish, her story can be seen on Colgate’s YouTube channel.

  • Brisk® Iced Tea

jeppbevb_400x400Brisk®, the iced tea brand known for its bold flavors, launched the #BriskMode Accelerator Program today, in celebration of Hispanic Heritage Month. #BriskMode empowers aspiring artists to creatively express what their own heritage means to them through art, music and fashion design. The program also provides an online platform with virtual inspiration from influencers in the art, music and fashion fields, and resources that stimulate creative self-expression and provide opportunities for amplified exposure of their artistic passions.The #BriskMode contest entry period opens today, September 15, and runs through Friday, October 7. During this time, budding creatives can visit the #BriskMode website, www.BriskMode.com, to submit art, music and fashion designs to enter for a chance to win a trip to Long Beach, California. The #BriskMode contest is open to U.S. residents who are 18 years of age or older (19 in Alabama or Nebraska).The contest will produce five winners.Creative Director Aerosyn Lex will design a limited-edition T-shirt inspired by his own heritage to commemorate the #BriskMode program.

  • Mary Kay Inc.

1Mary Kay Inc. is breaking ground on a new 480,000 square foot U.S.-based global manufacturing and research and development facility located on a 26.2 acre plot of land in Lewisville, Texas. The new US$125 million building will support the company’s future needs in producing skin care, color cosmetics and fragrances for more than 3.5 million Mary Kay Independent Beauty Consultants in more than 35 countries.The criteria for selecting the new site included employee and logistical considerations, as well as proximity to the company’s other North Texas facilities, including its global headquarters in Addison, a distribution center in Carrollton and a warehouse facility in Dallas.The beauty company employs more than 500 manufacturing and R&D employees and produces up to 1.1 million products per day, of which 57 percent are exported to Mary Kay’s international markets.


We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
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Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

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

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

  • JC Penney

descarga (9)JC Penney has awarded national newspaper buying to Minneapolis based media placement firm Novus Media starting February 15, 2015, Portada has learned. Torrance, CA based ACG Communications had handled national newspaper buys for JC Penney for many years. OMD is JC Penney’s media buying firm for all other media.

  • U.S. Cellular

descarga (3)U.S. Cellular came up with the idea to have ABC’s ‘Shark Tank’ auditions in smaller markets and so, has created a campaign around it titled, “Shark Tank Meets Main Street,” The New York Times reports. Two commercials featuring audition footage will be shown during the Sept. 26 season premiere. There will also be an online video element. The campaign has been created by  Starcom MediaVest Group’s LiquidThread.The promotion will enable the mobile company to focus on markets where it can target small business customers.

  • Gatorade

Screen-Shot-2014-09-18-at-11_opt-665x385Gatorade has released a 90-second commercial salute to New York Yankees superstar Derek Jeter.The commercial shows Jeter surprising fans outside Yankee Stadium to the tune of Sinatra’s “My Way.”The 90-second “My Way” spot  will air on TV for the first time Saturday on the YES Network and Fox.Gatorade will follow that with a full-page print ad, which Carter said was written by Jeter himself, in the New York Daily News and Sports Illustrated on Sept. 28-29. Besides the ad campaign, Gatorade will outfit the Yankees dugout with customized cups, coolers and towels featuring Jeter’s No. 2 in place of the Gatorade “G” during a game on Sept. 22.Jeter was also honored by Nike’s Jordan Brand in a 90-second spot from Wieden + Kennedy in July. https://www.youtube.com/watch?v=xfgS1lvqX8I

  • Disaronno Liquor

descarga (4)The 500-year old liquor brand Disaronno’s parent company Illva Saronno is refreshing the brand with “The Disaronno – Be Originale,” new global campaign under its new advertising and branding agency the Burns Group. Assembly is the media agency. The campaign centers around a new signature cocktail “Disaronno Sour” that highlights the liquor as a mixed drink best shaken. This cocktail is featured in print and out-of-home ads that show a bartender mixing the drink. The ad was shot in Madrid. The campaign is also debuting :20 and :15-second spots airing in the U.S. and key global markets. These ads will air on ESPN2, NBC, VH1, SPIKE, BET, and WGN, among others.

  • GoDaddy

descarga (5)GoDaddy is kicking off its fall campaign during “Monday Night Football” on ESPN, with another spot airing on cable. The commercials, “Stick It” and “Related,” are part of GoDaddy’s most recent attempt to resonate with small business owners.The new ads are based on real small business owners, both women.Produced by its new agency, Barton F. Graf 9000, New York, the two spots use humor to shed light on the tough realities of starting a business. Related StoriesThe campaign’s rollout also includes online and print advertising and social media. As part of the new effort, GoDaddy is increasing its ad spend, though Ms. Rechterman declined to offer specifics. http://bcove.me/0vgx6407

  • Colgate-Palmolive

HazLaU_HeaderIn celebration of Hispanic Heritage Month, Colgate-Palmolive has partnered with the Hispanic Heritage Foundation (HHF) to kick- off of the company’s annual Haz la U™ educational grant program. Now in its sixth year, the Haz la U™ program will partner with the HHF’s Youth Awards program and its community service “track,” which focuses on high school seniors dedicated to helping their communities while maintaining a 3.5 GPA or higher, to award US $45,000 in grants to 30 students.Beginning today through October 31, students can apply for the community service “track” via www.hhfawards.hispanicheritage.org. Thirty high school students will be selected by the Hispanic Heritage Foundation to receive US $1,500 educational grants from Colgate-Palmolive to help pay for higher education.

  • CHEST, Sunovion Pharmaceuticals Inc.

descarga (6)The CHEST Foundation, the foundation of the American College of Chest Physicians (CHEST), with support from Sunovion Pharmaceuticals Inc., has created the “Tome Un Respiro” Spanish-language campaign to raise awareness among Hispanics in the U.S. about the prevalence, treatment options, and disease management of chronic obstructive pulmonary disease (COPD). This COPD awareness campaign offers Spanish-language materials, information, and resources that can be accessed at CHESTnet.org/TomeUnRespiro.

  • Miller Lite

descarga (7)Miller Coors announced that the Miller Lite creative assignment for mainstream has been assigned to TBWA Los Angeles and the US Hispanic Markets portion has been assigned to Dallas based Dieste. Casanova Pendrill handled the US Hispanic Market responsibilities prior to the transfer.TBWA is Miller Lite’s third creative agency since 2012. 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.

  • Colgate-Palmolive

Colgate-Palmolive just announced that it has entered into a new mobile marketing partnership with the Hispanic Dental Association (HDA) in order to launch the toothpaste and oral health product company’s “Oral Health Month” campaign, this year. Starting today and running for the length of July, this Colgatemobile marketing campaign will be used to help families with a Hispanic American background to learn more about the importance and practice of proper oral care. The reason that this technique was chosen is that Hispanic Americans are increasingly reachable over smartphone channels using SMS. Within the mobile marketing campaign campaign, recipients of the SMS messages will be encouraged to text their zip code and the word “SONRIE” to the shortcode, 24474. For every pledge that they make throughout July, a local dental health clinic will receive $1.00 worth of products from Colgate, up to a maximum of $10,000 (and a minimum of $5,000), with a maximum of $80,000 worth of products being donated overall.

  • WellPoint

WellPoint, Inc., HolaDoctor, Inc., and Univision Communications Inc announced an exclusive media partnership that will provide valuable information to Hispanics who will be eligible for coverage in the newly formed health insurance exchanges later this fall. Under the partnership, WellPoint’s affiliated health plans in California, Colorado, Georgia and New York will be the exclusive health insurance sponsors of Univision’s Peabody Award-winning initiative “Salud Es Vida” (Health is Life). In addition to sponsored television and radio segments and weekly e-newsletters, consumers in each market will have access to information through monthly community town halls and meetings. Univision, HolaDoctor and the WellPoint plans will also collaborate to create a new online experience, a Health Insurance Center on Univision.com that will provide consumers with information about health insurance available in their communities as well as valuable information about health and wellness. The interactive Health Insurance Center will provide Hispanic consumers a place for information exchange and social support, and will feature trusted community leaders that will share information and guidance.

  • Coca-Cola

Mexican National TeamCoca-Cola announced a new Hispanic marketing campaign that celebrates the passion for the sport, the fans and the 30-year relationship with the Mexican National Team (MNT). The campaign includes a new television commercial titled “Wave,” that speaks to fans who share the love for the sport and the traditions that bring people together match after match. “The creative, developed by created by Ogilvy & Mather, will premiere July 1 on Univision Deportes. “Wave” hits billboards July 15 and print Aug. 14. The “Wave” spot is available for viewing at http://youtu.be/B_ko1hZ0Kog. The campaign also includes events during MNT tour matches across the U.S., and a summer retail program that includes point of sale, My Coke Rewards experience and sweepstakes for Coca-Cola fans. Before the U.S. tour matches, Coca-Cola will also bring to life Club Balón Rojo, experiential soccer workshops aimed to motivate teens to engage in physical activity, and provide them with educational tools to gain access to higher education and empower their communities.

  • Crown Imports-Modelo Especial

Modelo Especial, in partnership with FOX Soccer, will kick off the “Modelo Unido” promotion this summer to celebrate fans’ passion for the game by offering them a chance to win one of two grand-prize trips to Brazil in 2014 to discover fútbol on the world’s biggest stage.
Modelo Especial will roll out special promotional packaging featuring in-pack codes that can be entered online for a chance to win. “Modelo Unido represents an opportunity to celebrate the overwhelming passion our Modelo Especial consumers and soccer fans share,” said John Alvarado, senior director, brand marketing for Crown Imports, the U.S. importer of Modelo Especial. “This summer we will encourage new fans to join our tribe of passionate supporters to discover the beautiful game over the beer that goes best with it, Modelo Especial.” As part of the promotion, fans can visit FoxSoccer.com/Modelo to access soccer-specific content including game highlights, match schedules and other soccer news. The promotion will be supported at retail via a new branded soccer goal display enhancer that ties in with the thematic POS offering.Crown Imports distributes and markets the Modelo portfolio across the entire U.S., including Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria.

  • Crown Imports-Corona Extra

Corona Extra has debuted new creative designed to extend beyond the sun and sand and into the streets and space. The imported beer brand has produced an interactive billboard in New York called “Luna Corona” that uses astronomy to turn the wedge shape of a “waxing moon” into the iconic lime of a Corona.During a window of approximately two hours on selected days this summer, from scientifically identified viewing areas at a New York intersection, the lime-slice-shaped moon seems to rest inside the top of the billboard’s Corona bottle. “This astronomical opportunity aligns perfectly with Corona’s belief that finding your beach can happen however, whenever and, especially in this case, wherever,” said Craig Neely, senior director, brand marketing for Crown Imports, Corona Extra’s exclusive U.S. importer. “The ‘Luna Corona’ execution represents the kind of remarkable experiences our consumers will be seeking all summer long.”Crown Imports distributes and markets the Modelo portfolio across the entire U.S., including Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria.

  • Sensis- New Media Director

Sensis, a cross-cultural digital advertising agency, hired Ken Deutsch to lead its media department.

  • Del Taco

Del TacoDel Taco has added its popular returns Shredded Pork Carnitas product line to its summer menu for a limited time. The carnitas products include Carnitas Taco al Carbon, Carnitas Combo Burrito and — new this summer — Carnitas Loaded Fries.”With a great taste at a great value, these delicious carnitas menu items are unlike anything available in the quick-service category and they are a perfect fit with Del Taco’s strategy of emphasizing the lengths that we go to deliver quality on our menu,” said John Cappasola, chief brand officer at Del Taco.Also, for a limited time, consumers can find a coupon for a Free Carnitas Taco al Carbon with any beverage purchase on Del Taco’s Facebook page. Raving Fan eClub members will receive the coupon via email. The Macho Carnitas Burrito, Primo Carnitas Burrito and Carnitas Macho Nachos are available off menu by guest request, according to the company. Del Taco has more than 550 restaurants in 18 states.

  • ITC

Insurance Technologies Corporation (ITC), a provider of insurance agency marketing, rating and management software and services, announced today it has launched a Spanish language version of TurboRater for Websites, its online website rater. TurboRater for Websites will automatically detect the default language of the browser and, if it is set to Spanish, will automatically switch to the Spanish version. If the browser is not set to Spanish, the online consumer can manually switch it to Spanish from the welcome screen. When prospects complete their online quotes in Spanish through TurboRater for Websites, they will receive an email response from the system in Spanish.

  • New Jersey: Weinberger Law Group expands Spanish-speaking services

To meet the growing needs of both the Hispanic and Latino population in New Jersey, Weinberger Law Group recently added two bi-lingual attorneys to the firm as well as offering Spanish and Portuguese translated information on their website.


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