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.

  • Denny’s

Denny’s launched its nationwide “See You at Denny’s” campaign to invite consumers back to its restaurants to experience improvements the brand has brought to life. As part of its brand revitalization over the past few years, Denny’s remodeled over 80% of its restaurants to be more modern and comfortable and overhauled a large majority of its menu to meet shifting consumer tastes. The new “See You at Denny’s” tagline is an invitation for guests to try out the new Denny’s, and with dedicated spots for multiple multicultural audiences, the campaign further solidifies Denny’s position as America’s Diner and its commitment to providing an inclusive and welcoming dining experience.To bring the “See You at Denny’s” campaign to life, Denny’s tapped agencies EP+Co, Conill and Fluent360 to create several spots. The creative was inspired by the diverse demographics of Denny’s guests and captures the inclusive gatherings of families and friends Denny’s is known for across America. The spots include dedicated commercials speaking directly to African-American and Hispanic guests. The advertisements will run on national TV as well as various digital and social platforms including Hulu, YouTube, Vevo, Facebook and Instagram.Denny’s is one of America’s largest full-service family restaurant chains, currently operating over 1,700 franchised, licensed and company-owned restaurants across the United States, Canada, Puerto Rico, New Zealand, Mexico, Costa Rica, Dominican Republic, Honduras, Guam, the United Arab Emirates, Chile, Curaçao, El Salvador, and Trinidad and Tobago, and the Philippines.

  • Target

Retail giant Target unveiled Roundel, its newly revamped in-house agency and media network formerly known as Target Media Network. Roundel will create campaigns and content for clients—namely, brands and agencies, including brands that aren’t sold within Target stores.This is not Target’s first extension into the “sell” side of media, Adweek has reported. The goal of this rebrand is to get people to separate what Roundel does from what Target does.





  • Fresco y Más

Hispanic grocery store Fresco y Más announced the launch of a customer donation program taking place now through May 28 to raise funds for the League Against Cancer (Liga Contra el Cancer), a community based, not-for-profit organization committed to providing free medical care to uninsured cancer patients.Customers who shop at any of the 23 Fresco y Más locations in South Florida during the month of May are encouraged to participate and donate to the local community organization, which has provided more than 66,000 low-income, uninsured men, women and children with world-class medical treatment, screenings and support since 1975. Southeastern Grocers, Inc., parent company of Fresco y Más and Winn-Dixie, has had a long-standing relationship with the League Against Cancer. Since 1980.Founded in 2016, Fresco y Más grocery stores serve Hispanic and Caribbean communities throughout South, West and Central Florida.



2019 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.


  • Vallarta Supermarkets

Vallarta Supermarkets, the  Southern California-based, independently-owned supermarket chain announced that it will donate US$130,000 to various non-profit organizations.  Donations will support youth education in the communities Vallarta stores serve.The donations will be made through Vallarta Supermarket’s Gonzalez Family Foundation to educational institutions, scholarship foundations and grassroots organizations working to benefit communities across Vallarta’s 50-store footprint in Southern California, the San Joaquin Valley and the Central Coast. The Foundation has a history of investing in the promise of tomorrow’s leaders, and their gifts will enable these organizations to continue their support of California’s diverse youth.Vallarta Supermarkets was founded in 1985. Since 1985, Vallarta Supermarkets has grown to a total of 50 stores throughout different counties in California (Los Angeles, Ventura, San Bernardino, Kern, San Diego, Santa Barbara, Tulare, Orange and Fresno). The Gonzalez family has adhered to their strong work ethic and has made it part of their company culture ensuring that all their team members.


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

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Denny’s

descarga (1)Denny’s Corporation, one of America’s largest full-service restaurant chains, announced that it has selected Publicis Groupe’s Conill  as its Hispanic AOR . The California-based agency will handle strategy, creative development, social media and digital communications targeting Hispanic audiences at both the local and national level. The assignment was the result of a competitive review. Conill will work very closely with Denny’s longtime agency partners Erwin Penland and Blue 449 to ensure a holistic brand message across all guest segments.


  • Sprint

y-03VURg_400x400Sprint is ending its’ relationship with Publicis’ DigitasLBi Chicago as part of its’ ongoing plan to handle marketing in-house. The client’s internal Yellow Fan Studios will handle all work previously with Digitas as of April 1.The Publicis agency had been working with Sprint since late 2011, when it won a review to handle digital creative, brand strategy, digital buying/analytics and “offline advertising.” Sprint recently put its overall media account under review.




  • Phillips 66

66color_400x400 (1)Houston, Texas-based Phillips 66, an energy company,  has appointed Carmichael Lynch as its consumer marketing and advertising agency.The agency will work on brand strategy, creative, media planning and buying, cause marketing, analytics and digital services for the Phillips brands, from mid-March.Phillips 66 hired The Burnett Collective to handle the search process.In 2016, Phillips spent US$5.4 million on measured media in the U.S., according to Kantar Media.


To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Real Mex Restaurants

descarga (3)Real Mex Restaurants, a Mexican full-service casual dining operator, has appointed Stradella Road as its’ agency of record for all its’ brands including El Torito, Chevys Fresh Mex, Acapulco, Las Brisas, El Torito Grill, Pink Taco, Who Song & Larry’s and Sinigual.Real Mex Restaurants spent US$921,000 on measured media the first 11 months of 2016, per Kantar Media.

  • Edmunds & State Farm

descarga (4)Edmunds, the car shopping and information platform, and State Farm, the  auto insurer, have announced a new affinity relationship recognizing the importance of innovation and consumer trust in the increasingly digital car shopping process.As Edmunds’ inaugural affinity brand, State Farm will bolster its vehicle ownership tools through a vehicle shopping experience powered by Edmunds. The deal provides car shoppers with access to Edmunds’ vast dealer network, exclusive content and pricing guarantees. The affinity relationship between State Farm and Edmunds creates a comprehensive online experience that makes car research and shopping accessible from a single location, helping consumers save both time and money. Car shoppers will receive direct access to Edmunds’ full suite of car buying tools, including Edmunds’ vast dealer network and millions of vehicle listings, expert car reviews, live shopper advice, and upfront low price guarantees. The program can be found at https://statefarm.edmunds.com/.


  •  “Unidos Contigo”  

UnidosContigoLBI Media, the US minority owned Spanish language broadcasting company, announced that it has launched a community affairs initiative to address the Latino community’s growing concern with immigration issues.As part of LBI Media’s “Unidos Contigo” (We Are One With You) community affairs initiative, both Estrella TV and its sister radio stations in Southern California Que Buena Radio KBUE 105.5/94.3 FM, La Ranchera KWIZ 96.7 FM and Que Buena KRQB 96.1 FM recently launched efforts to calm the Latino community’s fears by promoting immigration law education and awareness via various media platforms.Estrella TV recently launched a national PSA campaign featuring President pro Tempore of the California State Senate Kevin De León reassuring the Latino community that there have been no changes to existing immigration laws and for Hispanics to continue living their normal lives without fear.  In like manner, Estrella TV’s flagship television station KRCA 62 began hosting a weekly Facebook Live chat on Thursdays featuring volunteer immigration attorneys from 6-8pm to answer any pressing questions from the public.  The first transmission has already garnered over 45,000 views.On the radio side, LBI Media’s leading regional Mexican station Que Buena Radio KBUE 105.5/94.3 FM has developed a similar ongoing community outreach effort in Southern California.

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

Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-961-9516 or e-mail him at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • GoDaddy

0gC-X35o_400x400GoDaddy has tapped MEC as its first global media planning and buying agency of record, expanding the shop’s existing scope of work from India and the U.K. Interpublic’s Initiative has handled brand media strategy, video investment and analytics duties for GoDaddy since the beginning of the year. MEC is handling all of Initiative’s prior duties, along with media planning and buying and data strategy across all of GoDaddy’s global markets. The shop’s New York office is leading the account, with support from its San Francisco team.GoDaddy spent an estimated US$24.7 million on measured media in the U.S. last year, according to Kantar Media. The Scottsdale, Arizona-headquartered company, which has more than 13 million customers in 37 countries, has locations in the U.S., Australia, Brazil, Canada, India, Mexico, Singapore, The Netherlands and the U.K.


c0e9282fd1bfb0ad8aeb91122d8a8797_400x400LLORENTE & CUENCA, a public affairs and reputation management firm in Spain, Portugal and Latin America, announced the acquisition of 70 percent of U.S. firm EDF Communications (EDF), based in Miami.With this agreement, EDF will be integrated into LLORENTE & CUENCA’s Miami operations, which will now have 12 employees. EDF is also present in Mexico, Colombia, Argentina, Chile, Brazil and Costa Rica. Those employees will be integrated into the LLORENTE & CUENCA operations in their respective countries.This acquisition is the first one in the U.S. The Miami office will have a team of 12 consultants and boast a client portfolio that includes several prestigious U.S. multinational companies operating in Latin America.

  • Wonderful Pistachios

GNAdIOhn_400x400Havas FORMULATIN has been selected as Hispanic Public Relations Agency of Record (AOR) by Wonderful Pistachios, the world’s largest vertically integrated pistachio and almond grower and processor. Under the new partnership, Havas FORMULATIN will be launching a multi-faceted program that looks to improve the brand’s awareness and penetration among this important demographic. The program will include media relations, community events and consumer and influencer engagement.The partnership marks the first time the brand works with an agency as AOR for their Hispanic outreach. Havas FORMULATIN’s current roaster of brand partners includes Nestle, Ecuador Ministry of Tourism, el Jimador and Herradura tequila, Mi Pueblo Food Center, among others.  The account will be led out of the agency’s New York office.

  • Denny’s

k2yLFLnV_400x400Denny’s is commemorating the holidays with the launch of its new social media series “Reindeer vs. Camels,” featuring six loveable characters, reindeers and camels, as they battle to become the preferred gift giver during the season.Denny’s Reindeer vs. Camels Social Media Series, which can be viewed via Facebook/DennysLatino page, aims to bring people together during the holidays by adding comedy to the clash of two classic worlds that stems from a strong and unique Hispanic insight. The mini-series features eight animated episodes, with the first installment released on Nov. 30. The series will continue through the holidays with a surprising finale guests won’t want to miss.The agency behind the effort is Casanova Pendrill.

A recap of major news on the marketing and media front from around the web compiled by Portada Digital Media Correspondent Susan Kuchinskas.

Dennys  Denny’s “Likes” Hispanics

The restaurant chain is expanding is Hispanic marketing with a dedicated Facebook page that will offer original and curated content. Denny’s vice president of marketing John Dillon told Nation’s Restaurant News that, while the company actively reaches Latino consumers in a variety of ways, in both English and Spanish, ” So instead of taking a general-market idea and pushing it in the same way to Hispanics, why not create content targeted more directly at them? That should get better engagement.”

At the same time, Denny’s has found that Hispanics like the same mainstream grub that general-market consumers do – with the occasional addition of chorizo.

Pandora Beats Hispanic Streaming Sites

pandora mexicanWe knew that Pandora was popular with Latinos, but this popular? According to ComScore’s June numbers, 25 percent of Pandora’s total 76.4 million active monthly unique visitors are Hispanic. This makes it the top streaming music site for Hispanics – beating Univision Digital’s 10.5 million monthly uniques.

Billboard notes – as we have before – that Pandora has carefully created channels to appeal to a wide variety of tastes, with subgenres for Latin, Puerto Rican and Mexican. Meanwhile, Pandora’s strength in mobile appeals to highly mobile Hispanics.

Marketers Miss Out on Digital Hispanics

Lee Vann, Captura Group
Lee Vann, Captura Group

Lee Vann of Captura Group analyzed Adage’s latest Hispanic Fact Pack – and found that media buyers are under-spending on digital to reach this group. He points out that, while Hispanics over-index for all kinds of digital media, last year marketers invested only 7 percent of their Hispanic budgets on digital. Vann wonders whether the current buzz about the total market approach has led advertisers to think – or hope – they can reach Hispanics with general market advertising. He begs to differ.

Enough of the Hot Latinas, Please

PARLUX FRAGRANCES, LTD SOFIA BY SOFIA VERGARAFinally, here’s an opinion from an actual Hispennial. Jose Gutierrez, a staff writer for San Diego State University’s Daily Aztec, complains about the stereotypical Latino characters in TV and movies, those of the hot blood, exotic features and Spanglish. He writes, “As people, we are far more than stereotypes. As humans, we deserve to be represented as such. It goes without saying the media influences and shapes our perceptions about the world. Seeing Latinos represented almost exclusively as the aforementioned stereotypes is incredibly damaging and doesn’t go without negative repercussions.”

On the other hand, Modern Family, home to possibly TV’s best-loved Latina, has turned Sofia VErgara into a major star complete with red-carpet coverage and endorsement deals. Last year, Vergara defended the character, saying that while everyone is different, Gloria has aspects of women she knows.

What do you think is the best way to represent US Latinos?

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!

  • Dr. Pepper, Post Honey Bunches of Oats, Target and T-Mobile

imagesDr Pepper, Post Honey Bunches of Oats®, Target and T-Mobile brands will sponsor for Univision 11th annual “Premios Juventud” (Youth Awards) LIVE from the Bank United Center at the University of Miami on Thursday, July 17, 2013 beginning at 7 p.m. ET/PT (6 p.m. Central).  Dr Pepper returns as main sponsor of two academic scholarships honoring high school seniors of Hispanic heritage pursuing a higher education, which honors one student with US $50,000 and one runner-up with US $25,000. The two winners will attend the Youth Awards show. Post Honey Bunches of Oats® will sponsor the “Premios Juventud” Breakfast with the Stars to be aired on Univision Network’s daily morning show “Despierta America” (Wake Up America).Target will sponsor a musical performance by pop group SONUS during the “Premios Juventud” Arrivals Carpet Pre-Show.T-Mobile USA is once again the official sponsor of the 360 DJ @ PJ experience, a search to find the hottest up-and-coming DJs which will take place at the Surfcomber Hotel in South Beach. Fans can join the conversation by following @PremiosJuventud and using the haghtag#PremiosJuventud on Twitter and Instagram or at fb.com/PremiosJuventud.

  • CVS Caremark

descarga (5)CVS Caremark will acquire Miami-based Navarro Discount Pharmacy, the largest Hispanic-owned drugstore chain in the U.S. The transaction includes Navarro’s 33 retail drugstore locations and Navarro Health.


  • Experian / Univision Communications

descarga (4)Experian Consumer Services-Affinity and Univision Communications Inc. are about to launch a Spanish-language, credit-focused product and online financial resource center called “Credito y Mas” , to bring credit education and products to the Hispanic market for the U.S. Hispanic community. “This partnership with Experian speaks to our mission-driven focus of informing and empowering the U.S. Hispanic community.” said Kevin Conroy, president of Digital and Enterprise Development, Univision Communications Inc.


  • Denny’s

dennys-latino-facebook-188_2Denny’s Corporation has launched its new Spanish-language Facebook page, Denny’s Latino.The page launches with a hub of activity including the ‘Red, White & Blue Slam Remix’ – a featured humorous video performance by a talented Latino rapper surrounding the remixed breakfast hit, Grand Slam®. Denny’s loyal customer fan base will learn about new menu items, promotions and offerings found only on Denny’s Latino through regular updates.


  • Kellogg’s

descarga (2)Yahoo and Live Nation have partnered to supply free live video streams of a different concert each day for an entire year via Yahoo’s video site Screen.Kellogg’s will be the first announced sponsor. The other sponsors that have already been signed up will be announced shortly. With nearly 800 million users around the world, if Yahoo’s series becomes popular could incredibly benefit advertisers who jump on board as sponsors.


  • Pfizer 

descargaPharmaceutical giant Pfizer is introducing content online and on social media platforms to stimulate conversation on subjects such as aging and longevity of life. Consumers will be advised to “Conquer your fears of getting old at getold.com. Fear Less. Live Longer.” Digital agency Huge worked with Pfizer to create the content.


  • Heineken

stinsonHeineken has released a new campaign, advertising its reformulated (and award-winning) Heineken Light brand, featuring actor Neil Patrick Harris. Patrick is shown introducing the beer as the “best-tasting low calorie lager” . However, due to advertising restrictions, he can’t consume the beer on camera. Heineken worked with agency partners at Wieden + Kennedy New York.The commercial directs consumers to see more at a dedicated website,www.BestTastingLight.com. The brand has also redesigned its packaging with a taller, slimmer neck and curved embossment.


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!

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