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

For prior Sales Leads editions, click here.


  • FCA

Detroit will again show off the colors of the rainbow this weekend (June 8-9), celebrating lesbian, gay, bisexual, transgender and questioning (LGBTQ) culture at Motor City Pride, an annual two-day festival and parade that is the largest LGBTQ gathering in Michigan.As a key sponsor of the festival and the lead sponsor of the parade, FCA US LLC and the FIAT brand will celebrate their longstanding commitment to LGBTQ employees, communities, customers and issues.A specially-wrapped 2019 Fiat 124 Spider, the brand’s Italian-designed, fun-to-drive roadster, will serve as the grand marshal vehicle of the Motor City Pride parade, which starts at noon on June 9 and ends at Hart Plaza. An additional 2019 Fiat 124 Spider and a specially-wrapped new 2019 Fiat 500X will accompany the grand marshal vehicle in the parade. GALA is one of seven Business Resource Groups at FCA US representing a range of affinity communities: African-American, Hispanic, Asian, LGBTQ, Veterans, Native Americans and Women.FCA US Business Resource Groups are employee-directed and individually and collectively pursue initiatives that enhance the FCA US work culture by focusing on career development of members, celebrating multicultural differences and bringing value to the Company and external communities through volunteer, charitable and strategic activities.



  • Wrangler

Wrangler has appointed Mother New York as its global creative agency of record, following a review handled internally by the brand. Mother New York will handle branding development and communications strategy development globally, spanning channels including broadcast, digital, OOH and print. The review followed parent company VF Corporation announcing it would spin off Wrangler and Lee into a separate company. Mother New York will work alongside Wrangler’s lead media agency Publicis-owned Starcom and French West Vaughn, its public relations and social media partner.Wrangler spent US$40 million on measured media globally in 2018, according to consultancy R3.




  • The Camila Coelho Collection

Fashion influencer Camila Coelho announced her own eponymous fashion label. The Camila Coelho Collection caters to a diverse set of women, which Coelho said is reflective of her home country of Brazil.The Camila Coelho Collection debuts with a whopping 70 pieces, prices of which range from US$88 to US$398. The line is inspired by Coelho’s Brazilian roots, incorporating strong sleeves, floral prints, tropical prints and linens. Coelho found an exclusive retail partner in Revolve, with whom she’s been working for about four years. The partnership will remain exclusive through 2021.“Influencer marketing is at the core of our overall brand marketing strategy,” said Raissa Gerona, Revolve’s chief brand officer. Later this summer, Coelho will make the collection available on her web site. Through her own direct-to-consumer platform, Coelho will be able to ship the collection worldwide. She will promote the pieces on the label’s own feed, @CamilaCoelhoCollection, as well as her own.Coelho has been named one of the fastest-growing beauty influencers in America. Across YouTube, Facebook, Instagram and Twitter, her demographic is 54 percent Caucasian, 28 percent Hispanic, 7 percent Asian and 5 percent Black. It is 85 percent female and 15 percent male.


  • William Hill

William Hill, a bookmaker based in Wood Green, London, England, has appointed Interpublic’ MullenLowe and Dentsu Aegis Networks’ 360i as US Creative and Media AOR as part of the brand´s US expansion.The appointments follow two separate reviews, media and creative, that were managed by London consultancy Creativebrief.MullenLowe, 360i and Creativebrief all declined to comment and London-based William Hill did not return multiple requests for comment.The company had already been working with U.S. agencies MDC Partners’ Anomaly on creative and the larger Dentsu network (with 360i occasionally in the mix) on media, according to the people.William Hill is one of the world’s leading betting and gaming companies and trusted brands in the industry.




  • CVS


CVS will open 1,500 HealthHUB stores by the end of 2021, the company announced.The HealthHUBs are remodeled drugstores that focus more on health services and products and less on candy and greeting cards. CVS opened its first three HealthHUB locations in Houston in February. It plans to open more in Houston, Atlanta, Philadelphia, southern New Jersey and Tampa, Florida, by the end of the year.HealthHUBs include an expanded health clinic, with a lab for blood testing and health screenings. There are also wellness rooms for yoga and seminars, dietitians and respiratory specialists in the HealthHUBs.VS may tweak the designs for different markets and store sizes. For example, Hourican said stores in the Northeast tend to be smaller than the ones in Texas, so the company will need to pare it down.Like other retailers, CVS needs to figure out how to keep people coming into its stores, and health services gives consumers something they can’t buy online.


2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.



  • Pollo Campero

The flavorful chicken chain Pollo Campero announced it is opening a new restaurant in Marietta, Georgia. The restaurant, located at 260 Cobb Parkway in Marietta, is scheduled to open its doors on Sunday, June 9, 2019.The Marietta restaurant will be the third Pollo Campero in the metro Atlanta area and the second franchise for Madrid Group, Inc. Pollo Campero’s new Marietta restaurant is open for dine-in, take out or drive-thru from 10:00 a.m. to 10:00 p.m. Monday through Saturday and 10:00 a.m.through 9:00 p.m. on Sunday.Pollo Campero is a fast-casual chicken restaurant brand specialized in flavorful chicken and a wholesome menu offering both individual and family meals. Pollo Campero first opened its doors as a tiny, family-owned restaurant in Guatemala in 1971 with the goal of treating family and friends to its prized chicken recipe passed down from generation to generation. Today, there are more than 350 restaurants around the world and Campero is accelerating growth. 




West Hills Community College District (WHCCD) and Univision has partner and launched a series of spots to inform the Spanish-speaking population on the advantages and importance of a college education, along with the benefits available to help them earn a degree.A young waitress balances work and school with driving her mother to the doctor; a landscaper and father of two takes a leap of faith and enrolls for a degree, encouraged by his pregnant wife; and proud parents gather in with the rest of family, taking a photo with their daughter in her graduation robe. Their solution to tackling the problem is “Within our Reach,” a yearlong campaign of 60-second television and radio commercials showing Hispanic students balancing work and family while going to college. The message of the commercials, launched June 1, is not to glamorize higher education, but to send students a message — that the balancing act won’t be easy, but it will be worth the time and effort.These commercials will then be followed up by 20-second segments providing students with information on college classes and programs that will help them overcome barriers they might encounter. There will also be 10-second Univision spokesperson endorsements of college programs, interviews with West Hills students, live TV call centers for viewers seeking more information, and participation in Univision events.Nearly 70% the population in the West Hills District is Hispanic, which extends to Kings County.


  • Upfield

Dentsu Aegis Network´s Dentsu X has been named global media agency of record for Upfield, a plant-based consumer product company behind brands such as Flora, Rama, Blue Bank, Proativ, Becel and Country Crock, across Europe, Asia and North America.





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

For prior Sales Leads editions, click here.

  • Dropbox

Cloud storage provider Dropbox has appointed Mediahub New York as its media agency, following a review.Mediahub will work closely with Dropbox’s lead creative partner, 72andSunny Los Angeles. Dropbox spent US$28.2 million on measured media in the U.S. last year, and US$18.9 million during the first half of 2018, according to Kantar Media.Mediahub recent wins includes Ulta Beauty, Wyndham Hotels and Resorts, Chipotle and MTV.




  • J.M. Smucker

J.M. Smucker Company, an American manufacturer of fruit spreads, ice cream toppings, beverages, shortening, peanut butter, oils, and other products in North America, has consolidated its´ U.S. Creative and Media Business With Publicis Groupe, following a review.Smucker’s products involved include jams, jellies and peanut butters, Folgers and Millstone coffees and those that formerly fell under Ainsworth Pet Nutrition.WPP and IPG pitched against Publicis for the business.It is unclear whether Dentsu’s Carat, which won the J.M. Smucker U.S. media business in early 2016, was invited to defend.



  • CVS

CVS Health Corp. has recently opened 15 of its Hispanic-focused stores in Texas, including three in the Houston area. The stores offer bilingual signage and staff as well as more than 1,500 products from Hispanic brands such as El Mexicano, Fiesta Spices, Jarritos, Pinalen, Picot, Foca and Ricitos de Oro, per the media alert. Rhode Island-based CVS first introduced the concept in 2015 in Miami. Since then, the company has expanded CVS Pharmacy y más to 130 locations in 67 cities across California, Florida, Nevada, Texas and Puerto Rico. By 2022, it’s projected that Houston’s Hispanic spending will grow to about US$77 billion, according to data from the Houston Hispanic Chamber of Commerce’s 2017 Houston Hispanic Impact Summit. That will represent more than 25 percent of the total spending in the region in 2022.


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

  • Kia Motors

Kia Motors America has unveiled a new campaign for its 2019 Kia Forte featuring Latin Grammy award-winning, all-female mariachi band Flor De Toloache and a digital video series celebrating Latina business owners, according to Marketing Dive. The campaign, created with Hispanic agency Inspire, features the band traveling across country in the 2019 Fort, surprising Latina entrepreneurs and performing its latest single “Indestructible,” which will be available on Spotify beginning Nov. 9. Kia is rolling out 15- and 30-second videos to support the push, which will be shared on Kia Latino’s social channels, including Facebook, Instagram and Twitter, and on the campaign’s websiteKia is embracing several themes in its new campaign, including diversity, entrepreneurship and female empowerment. Highlighting Latina business owners and entrepreneurs is timely, as the campaign launched around Latina Equal Pay Day on Nov. 1. The number of cars purchased by Hispanic consumers in the U.S. is projected to double from 2010 to 2020, and new car sales to Hispanic consumers is expected to grow by 8% over the next five years despite an overall 2% drop in the market, according to Univision research cited in MediaPost.


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

What: CVS Health Corporation and Target Corporation announced that CVS Health is to acquire Target’s pharmacy and clinic businesses for approximately $1.9 billion. Through this agreement, CVS Health will acquire Target’s more than 1,660 pharmacies across 47 states and operate them through a “store-within-a-store” format, branded as CVS/pharmacy. In addition, a CVS/pharmacy will be included in all new Target stores that offer pharmacy services.
Why it matters: After this acquisition, CVS ties, by some measures tops,  Walgreens as the U.S. largest pharmacy store counted by stores with close to 8,000 stores. Consolidation has been a trend in this sector with CVS Caremark, Walgreens and Rite Aid clearly leading in store count. By acquiring the Target pharmacies CVS gains more stores to market, particularly through its circular program which is direct mailed, inserted in newspapers and also circulated in digital format.

CVSCVS Health Corporation  and Target Corporation announced that they have entered into a definitive agreement for CVS Health to acquire Target’s pharmacy and clinic businesses for approximately $1.9 billion. Through this agreement, CVS Health will acquire Target’s more than 1,660 pharmacies across 47 states and operate them through a store-within-a-store format, branded as CVS/pharmacy. In addition, a CVS/pharmacy will be included in all new Target stores that offer pharmacy services. Target’s nearly 80 clinic locations will be rebranded as MinuteClinic, and CVS Health will open up to 20 new clinics in Target stores within three years of the close of the transaction. The new clinics will be part of CVS/minuteclinic’s plan to operate 1,500 clinics by 2017. In addition, CVS Health and Target plan to develop five to 10 small, flexible format stores over a two-year period following the deal close, which will each be branded as TargetExpress and include a CVS/pharmacy.

CVS Health is committing to offering the approximately 14,000 in-store Target health care professionals comparable positions with CVS Health as part of the transition.

Portada asked Chip Weinstein, CEO of Prime Access, a NYC based agency with strong healthcare and pharma expertixe, to evaluate the deal. “What a great move this is for both Target and CVS. Target is one of the more authentic brands out there. They’ve smartly aligned with CVS and will now have a much stronger in-store offering as they move toward becoming wellness experts. This alliance will also allow them to focus on the other aspects of their business that have made them successful. CVS can now reach customers in an environment that appeals to their overall lifestyle. The integration of the two landscapes will be fascinating to watch.”

CVS can now reach customers in an environment that appeals to their overall lifestyle. The integration of the two landscapes will be fascinating to watch.

CVS’ Increasing Marketing Clout

UniWorld Group buys circulars for CVS and Minneapolis based Haworth Marketing and Media, 49% owned by WPP, is Target’s Media Buying  and Planning Agency, including for the Hispanic market. In early May CVS put its media buying business, which for the past 5 years has been run by Mindshare under review. The media review follows last year’s creative search, which triggered a shift from Arnold to BBDO, and once again CVS is using Pile + Co. to manage the process. The company spent nearly US $85 million in media last year, according to Kantar Media.

CVS is reposiotioning itself as a Health Care Provider.

With BBDO, CVS has sought to reposition itself as a health care provider, with the company last year moving to no longer sell cigarettes.The chain also decided to stop selling tobacco products. Instead, CVS is positioning itself as a leading health and beauty destination. To that end, CVS is 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 $200 million consolidation process designed to make the chain more efficient and to identify opportunities.

“This strategic relationship with Target supports the highly complementary customer base, brand and culture we share,” said Larry Merlo, CVS Health President and CEO. “When we introduced the new name for our company, CVS Health, we began a new era of growth with a broader health care focus and an appreciation of the rise of health care consumerism with consumer choice and accountability growing. This relationship with Target will provide consumers with expanded options and access to our unique health care services that lead to better health outcomes and lower overall health care costs.”

“At Target, we’ve talked a lot about the evolving preferences of our guests and this partnership demonstrates that we’re committed to putting them at the forefront of everything we do,” said Brian Cornell, Target Chairman and CEO. “By partnering with CVS Health, we will offer our guests industry leading health care services, and at the same time, sharpen our focus on elevating the way we deliver wellness products and experiences to our guests.”

Following completion of the transaction, Target guests will have access to CVS Health’s leading pharmacy care programs and medical clinic services. Pharmacy programs, including Pharmacy Advisor, Specialty Connect and Maintenance Choice, will help consumers achieve better medication adherence through both improved convenience as well as enhanced pharmacy care counseling. CVS Health has also committed to having a low-cost generic drug option available to Target’s cash-paying guests. In addition, with MinuteClinic at Target locations, Target guests will have enhanced access to high-quality affordable medical care. CVS Health customers will gain the option of an expanded, one-stop Target shopping experience, including apparel, home, fresh food and more, when seeking health care services.

Last year CVS Caremark  agreed to acquire Miami-based drugstore chain Navarro Discount Pharmacy, which has a strong Hispanic customer base. The deal includes Navarro Health Services, a pharmacy that caters to patients who have complex or chronic diseases.Following the acquisition, Navarro’s 33 stores will continue to operate under the Navarro Discount Pharmacy name.

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.

  • Modelo Especial Chelada

Modelo Especial CheladaCrown Imports is introducing a drink with traditional Mexican ingredients: Modelo Especial Chelada. The Modelo Especial Chelada will be made available at retail locations in California, Nevada, Arizona, New Mexico, Texas and Chicago in October. Modelo Especial Chelada will be supported by National Spanish-language TV which has already begun airing on targeted Hispanic networks in a mix of entertainment and sports programming, including broadcasts of the MLB World Series on Fox Deportes. Modelo Especial Chelada is scheduled for national release in the first quarter of 2014. (Read today’s interview with Jim Sabia, CMO, Crown Imports).


  • Mondelez

Mondelez has signed sponsorship deals with the U.S. national soccer leagues for both men and women. In addition, it also signed a three-year deal with star players Clint Dempsey of the Seattle Sounders and Omar Gonzalez of the Los Angeles Galaxy and with Alex Morgan, an Olympic gold medalist who plays for the Portland Thorns in the National Women’s Soccer League. Mondelez also has signed a sponsorship deal with the Las Chivas Guadalajara soccer team.

    • Morris County (NJ(Hispanic Chamber

The Morris County Hispanic-American Chamber of Commerce (MCHACC) has selected Eclipse Marketing Services, Inc. of Morristown, New Jersey to be its Agency of Record, and to represent the Chamber in the development of new marketing tactics, media placement, and public relations.

  • Grupo Exito

Grupo Éxito, Colombia’s biggest retail chain, through its Alliance with Banco CorpBanca and Transnetwork Corporation, is introducing a new service for individuals who wish to send money from the U.S. to Colombia.
— With Giros Internacionales Éxito customers can send dollars from a variety of money transmitters in the United States and receive the money in Colombian pesos at more than 200 Éxito, Carulla and Surtimax stores located in 50 Colombian municipalities. Grupo Éxito is the first retail chain in Colombia to handle payment of international money transfers.

  • CVS/strong

Under a new offering, titled myWeekly Ad, the CVS drugstore chain will use data gathered from its ExtraCare members’ purchases to suggest sale items and make available all ExtraCare savings and rewards offers, The New York Times reports. Users will also be able to build digital shopping lists that can be personalized at their CVS store. The platform will be available on desktop and laptop computers. An ad campaign of $7 million will promote itThe move is aimed at customer convenience but also to fend off growing competition from online retailers. Another goal, according to Michael Sharp of Standard Time, the creative agency for the campaign, is to reach “a younger demographic that spends a lot of time online looking for deals.”

  • JC Penney

JC Penney is reverting to its former logo. The financially troubled retail chain dumped the “fair and square” logo launched by former CEO Ron Johnson in March that simply employed letters JCP inside a box that was reminiscent of an American flag. Replacing it is a logo with the entire JCPenney name—a throwback to its previous logo. The classic logo will appear in TV spots and all other Penney marketing. Penney research has found that its customers “overwhelmingly” prefer the new classic logo, and the chain is hoping it will help draw customers back into the stores

  • T-Mobile

Shakira, the Grammy-winning singer will tout a new unlimited international data service called Simply Global. T-Mobile announced the plan at an event featuring a performance by Shakira, who will hold the title of “T-Mobile collaborator,”.T-Mobile continues to scramble to make inroads into wireless sales of the Big Two—AT&T and Verizon.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

To know everything about how our directory works in less than 3 minutes, check our demo here!

Get our e-letters packed with news and intelligence!