CVS Health


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. 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-840-1311 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
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    • Jet.com

yogzqREQ_400x400Maxus Americas has been named the Media Agency of Record for Jet.com, an ecommerce startup that is redefining the online shopping experience. Maxus will specifically focus on the TV portion of Jet’s overall media spend, overseeing the planning, buying and analytics. GroupM’s media agency will lead the extensive new multi-channel media plan valued at US$80 million throughout the United States, effective immediately.Jet has been growing exponentially since its launch in July 2015. Under the leadership of CEO and founder Marc Lore, the website has attracted more than 2.4 million members in less than 6 months. Maxus Americas won the business following a review and will be replacing the incumbent agency Ocean Media. The creative portion of the account, which was not up for review, will continue to be handled by R/GA. The account will be managed out of agency’s New York office.

      • Cinemex

cinemex-Cinemex, one of the largest group of cinemas in Mexico, has confirmed its expansion plan to increase its market share through a US$100 million investment that will allow to open 25 centers, in addition to analyze the opportunities offered by Latin America. In 2016, the firm expects to open 25 new facilities. For that matter, the company expects to invest about US$100 million this year and around US$500 million the next five years, as part of its growth strategy. Cinemex will open cinemas in the United States (the first in Miami) and will open four other resorts in the US territory: one in Florida, two in New Jersey and one in Illinois, hopefully by 2017. The company has been also evaluating the possibility of entering other markets, primarily in Latin America, where they have received several offers.

      • CVS Health

d0_zpVn3_400x400CVS Health has announced strategic partnerships with two national organizations whose mission is to advance the multicultural nursing populations in the United States: the National Black Nurses Association (NBNA) and the National Association of Hispanic Nurses (NAHN). Through these newly formed alliances, CVS Health,  will establish workforce development programs and strategies that facilitate multicultural talent acquisition to further develop the company’s own diverse nursing populations through education, training and colleague engagement. CVS Health supports a broad nursing workforce that includes:

      • Wonderful Pistachios & Laura Posadas

CY7jsQGWcAA3BR-Wonderful Pistachios has partnered with  TV personality, certified master life coach and bicultural motivational speaker Laura Posada. Posada will serve as the brand’s Latina ambassador to promote the health attributes of pistachios and the importance of healthy snacking habits among Hispanics by encouraging healthy living and awareness of the brand and the product’s key nutrition benefits. Posada will kick off Wonderful Pistachios’ 2016 campaign with a variety of consumer and media activities that will allow her to connect with the U.S. Hispanic audience and provide advice on how to eat better and improve overall fitness. This is the first time the brand works with a spokesperson to reach Hispanic sectors.

      • H&R Block

mmWisin, one of Latin-urban music’s hottest talents, is the star of a new campaign that H&R Block is using to kick off this year’s tax refund season with a bang. The spot announces an early-season promotion during which 1,000 people will win US$1,000 a day from now through February 15, the equivalent of US$1 million a day for the first month of the tax refund season.For the new campaign, created by H&R Block’s Miami-based agency of record MARCA, Wisin re-recorded his hit song Piquete. In this special version of the song, now called Billete (money), the Latin music star encourages U.S. Latinos to file their taxes early and visit H&R Block offices for a chance at the daily drawing.

      • Dove Regenerative Nourishment

Dove is unveiling Dove Regenerative Nourishment, the latest addition to the Dove Advanced Hair Series collection, which uses a unique combination of technologies and ingredients to replenish lost nutrients while restoring smoothness and strength. Drawing inspiration from nature, the system is infused with Red Algae extract + Keratin NutriComplex, and repairs the internal structure of damaged hair by directly interacting with the keratin, reconstructing and strengthening hair from within.  Dove Regenerative Nourishment products will be available for purchase in mass, food and drug retailers nationwide beginning January 2016.For more information, customers can visit www.Dove.com, or Facebook, Twitter or Instagram.Dove® Hair is a Unilever’s brand.

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.


  • 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. ”


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