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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.

  • Molson Coors

18bd4c62e115703b3feaae375fdf2a43_400x400Brewing company Molson Coors has moved its’ US media business to Publicis Media, with the creation of a bespoke ‘Connect’ media solution. Zenith Media retained the account in the UK. The US account was valued by Kantar Media at US$340m in ad expenditures during the first nine months of 2016. IPG’s Initiative was the incumbent since 2008.Kinetic will continue to be the out-of-home partner in both the UK and the US. Recently, Molson completed its US $100 billion takeover of MillerCoors, which is now the larger company’s US division and the country’s largest single brewer. Publicis Media has created two Molson-dedicated units to service the account, including Chicago-based Connect powered by Publicis Media for their U.S. business, and London-based Connect powered by Zenith for the U.K. business.

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.

  • Mattel

7219_152274167599_148757037599_2648143_8226052_n_400x400Toy maker brand Mattel has appointed two Publicis Groupe’s MediaVest|Spark and DigitasLBI for media planning and buying duties following a review that began last October.Mattel spent around US$120 million annually on ads in 2015, according to Kantar Media. Prior to the new assignment, Publicis Groupe’s Starcom  handled planning and WPP’s Mindshare did buying.

 

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.

  • Destination Canada

descargaDestination Canada has two new agency partners who will help bring more travelers to Canada.The two media agencies selected to work on the account are IPG Mediabrands Canada (IPG) and DIG Digital Innovation Group Inc. (DIG).Destination Canada’s media agencies will be responsible for channel strategy; media purchasing for paid search; social media, programmatic digital media buying and traditional media; global and regional content partnership negotiations; technical media production and tag management implementation as well as analytics and reporting.Incumbents were OMD, in collaboration with DDB, and Acronym. Destination Canada will continue to work with OMD and Acronym through to the end of April.

  • CoStar Group

jjCoStar Group, Inc. launched the nation’s only exclusively Spanish apartment-listing site, Apartamentos.com. Built and tailored to meet the needs Spanish language households in the U.S., Apartamentos.com is the newest addition to the Apartments.com network of sites– joining Apartments.com, Apartment Finder, Apartment Home Living, move.com, doorsteps.com and realtor.com®. As part of CoStar Group’s process in pioneering a Spanish language apartment site, community listings have been subject to human translation for the most accurate and authentic presentation. Property Managers can receive leads in either English or Spanish, with on-line translation available. Every current and future paid advertiser on Apartments.com will receive a translated ad on Apartamentos.com to reach an even broader audience.

  • Philly Cream Cheese

images-1Philly Cream Cheese, a Kraft Heinz brand, is running its new “Tiene que ser Philadelphia”  Spanish-language advertising campaign. Ads are running in Telemundo, Univision and Unimas with online video ads also planned. In the new “Tia” spot, the power of creamy Philadelphia cream cheese transforms a family event into something enjoyable and irresistible for everyone. It showcases how the authentic and fresh ingredients that go into Philly give it power to transform everyday moments like these. The spot also highlights the brand’s less processed credentials – no artificial preservatives, flavors, or dyes in the soft cream cheese spread. For Philadelphia, this spot is geared towards their growing Hispanic market, supporting an affinity for this beloved brand. In addition to launching this new creative campaign, Philly is pushing into snacking with three new products launching early 2017 in nationwide retailers: Cheesecake Cups, Bagel Chips and Cream Cheese Dip, and Garlic & Herb Cream Cheese Spread. Creative agency behind the effort was Lapiz. Starcom Mediavest is Kraft Heinz media agency of record. Kraft Heinz spent $44.2 million on measured-media for Philly brands from January through October 2016, after spending $33.7 million in calendar 2015, according to Kantar Media.

  • PwC

descarga-2PwC (formerly Pricewaterhouse Coopers) is reviewing media agencies to assist in the execution of an advertising campaign, according to AgencySpy. A spokesperson indicated that this would be a strictly media agency review, but several parties close to the matter tell AgencySpy the remit goes beyond media strategy to include creative—and that Huge and Deutsch are among the shops currently pitching. PwC has been steadily building its internal agency Digiday profile for the last three years. PwC spent around US$11 million on paid media in 2015 and just under US$10 million during the first 9 months of 2016, according to Kantar Media.

  • DishLATINO

eugenio_derbez_photo_storytelling_exampleDishLATINO launched Sigue Haciéndola (which translates “keep pressing on”), a comprehensive campaign recognizing and celebrating U.S. Hispanics, from their cultural heritage to the values, dreams, and even challenges that inspire them to keep moving forward. The campaign features new TV commercials starring actor, producer and director Eugenio Derbez. One of the spots, known as Reconocimiento (“Recognition”), shows fans recognizing Derbez because of his fame, then turns the focus to the hard-working Latinos who are dedicated to providing for their families and communities. Latin Grammy “Best New Artist” nominees Periko & Jessi Leon wrote and recorded an uplifting, original anthem, “Somos Latinos.” Periko & Jessi Leon star in a new music video. The song can also be heard in the TV spots featuring Eugenio Derbez, as well as in other elements of the campaign. DishLATINO will be inviting U.S. Hispanics to share their story by customizing an image (such as a social media profile picture) to show where they’re from and where they’re making it. Users can then upload the image directly to social media and add a message about their unique story. Eugenio Derbez, who will be among the first to create and share a customized image, shares more about how to create an image in this video (Spanish only).

https://youtu.be/r_c2Qhuw5CY

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 Jennifer Chan at 347-840-1311 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!

For prior Sales Leads editions, click here.

  • #LoveYourHair By Dove

mm (2)To alleviate women from these pressures, Dove Hair is announcing the launch of its #LoveYourHair campaign and film – a challenge to conventional beauty norms and a reminder that beautiful hair is not singularly defined, instead it is an expression of self that should make women feel beautiful and confident. As part of #LoveYourHair, the brand will showcase and celebrate all hair types, textures, styles, and colors.  Dove Hair is also working with Elizabeth Benedict, editor of “Me, My Hair, and I: Twenty-seven Women Untangle an Obsession,” to decode the relationship women have with their hair.Women can show how their hair makes them feel beautiful via the hashtag #LoveYourHairç. (Check out:How Unilever’s Dove Uses Paid Media and Content Marketing to Empower Curly Women)

 

https://youtu.be/LeJVNum2zwY

  • Amway/ XS™ Sports Nutrition line

descarga (3)Amway, the world’s leading direct selling company, has announced the launch of the XS™ Sports Nutrition line, marking the company’s expansion in the sports and performance nutrition category and presenting an opportunity for the next generation of Amway Independent Business Owners (IBOs). The XS™ Sports Nutrition line is an extension of the XS™ brand, a line of healthier energy drinks, which Amway acquired in 2015. This further infuses Amway’s product portfolio with the energy, authenticity and quality customers expect. The Sports Nutrition market has grown to a nearly US$19 billion category in the United States. Amway is a us$9.5 billion direct selling business based in Ada, Michigan, USA.

  • DishLATINO, State Farm and Walmart

descarga (2)Telemundo announced a 360° degree sponsorship initiative in support of season four of the network’s hit singing competition “La Voz Kids,” which returned Sunday, April 17th at 8pm/7c, with hosts Jorge Bernal and Patricia ‘Paty’ Manterola and celebrity coaches Daddy Yankee, Natalia Jimenez and Pedro Fernandez. Exclusive brand integrations from DishLATINO, State Farm and Walmart will be featured in the series, which reached a cumulative audience of 2,775,000 total viewers and 1,234,000 adults 18-49 on premiere night, according to Nielsen.DishLATINO will sponsor a special group performance and selfie diaries with the finalists, providing exclusive video content to fans on-air and through a custom digital hub. DishLATINO will also be featured in segments on “Un Nuevo Día” and a Social Synch campaign via Facebook.A State Farm branded video channel will give fans access to exclusive interviews and content. Leading into the announcement of the season four winner of “La Voz Kids,” State Farm will recap the season with the most inspiring highlights from the show. In addition, State Farm will sponsor airings of “Quiero Tu Voz Minuto,” and be featured in segments of Telemundo’s popular newscast, “Al Rojo Vivo.”  Walmart returns as the exclusive retail sponsor and will be featured in-show, as well as have cross-promotional activity.

  • Honda

oXMAw2MS_400x400Honda has announced that the upcoming Clarity Fuel Cell will be joined by two additional variants, the Clarity Electric and Clarity Plug-in Hybrid, launching in the U.S. in 2017. The addition of two new Clarity vehicles, based on the same platform underpinning the new Clarity Fuel Cell, makes Clarity the first vehicle in the industry to offer fuel cell, electric and plug-in hybrid technology on one model platform, offering Honda customers an expanded array of electrified vehicle choices to suit their individual tastes and driving needs.Following the U.S. launch of the Clarity Fuel Cell in late 2016, the Clarity Electric will go on-sale in 2017.  The Clarity Electric will be the first affordable, midsize, five-passenger battery electric vehicle (BEV) to offer premium content and features. The third vehicle in the Clarity series, the Clarity Plug-In Hybrid, will launch in all 50 states later in 2017 and will be the volume leader in the series, seamlessly combining an all-electric driving range in excess of 40 miles with a hyper-efficient gasoline-hybrid extended range mode.

  • Cheerios

-1x-1General Mills is introducing Pumpkin Spice Cheerios, a fall limited edition flavor that will launch around Labor Day.Cheerios is another brand that has suffered from an industrywide U.S. cereal slump. So, GM is relying on pumpkin spice and other innovations to boost sales. Sales of regular Cheerios, a 75-year-old brand, have slipped 18% since 2010.General Mills and Kellogg Co. have both updated their products to cope with shifting tastes, but the days of cold cereal dominating breakfast in the U.S. are probably over, said Ken Shea, an analyst at Bloomberg Intelligence. Fast food’s push into breakfast and the emergence of snack bars and Greek yogurt as viable morning meal options have eroded cereal’s appeal, he said.

Join us at PORTADA Mexico!

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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

Picture5

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

Slippery brands get entertaining, enticing Hispanic consumers to pay attention.

Havas Goes Faux for DishLATINO

streakerTo excite Hispanic consumers about subscribing to DishLATINO, Havas tapped Mexican TV actor and comedian, Eugenio Derbez for a new spot called Streaker. It eased the campaign by “leaking” what looked like a cellphone video showing someone streaking at a soccer game.

According to the agency, “The leaked video garnered 2 million views in less than 36 hours—all from fans surmising whether the streaker was real or fake, trying to guess his identity, and even blaming soccer security guards for letting the fan storm the field in his birthday suit.”

The end of the Streaker video directs viewers to a “choose-your-own adventure” on the Dish site. Havas also created newspaper wraps for in key Latino markets; the wraps purported to be from fictional tabloid site Shocknoticias.com. Scandal seekers who went to the URL were redirected to a landing page on DishLATINO. And … there are even more components to this campaign. Read about the rest of them on Yahoo News.
[youtube http://www.youtube.com/watch?v=5ApZ75-8xYk]

Mazola Taps Professor and Bloggers

photo: Miami Mommy Savings
photo: Miami Mommy Savings

ACH Food Companies, owner of the Mazola corn oil brand, teamed with Latina Mom Bloggers and Florida State University for a digital influencer event in Miami. ACH and the blog network funded a study by Dr. Sindy Chapa, Associate Director for Florida State University’s Center for Hispanic Marketing Communication, finding that 80 percent of Latina mothers believe in keeping to authentic ingredients – like Mazola. The event featured celebrity chef and author Ingrid Hoffmann. The event generated social media coverage, while a sponsored campaign enticed bloggers including Miami Mommy Savings wrote posts featuring the event – and Mazola.

Spanish TV Booms while Mainstream Channels Weep

Mainstream television channels in the United States are suffering declining ad sales and weakening viewership, as younger folks go over the top and ignore professionally produced content in favor of YouTube, Vimeo and the rest. On the other hand, viewers are more than willing to watch appointment TV shows like telenovelas or Liga MX football, according to the Financial Times. Maybe that’s why, in the first two months of 2015, ad spending at Univision and Telemundo rose 11 per cent, while total TV ad bookings fell by 12 percent.

Tono Studio Finds Niche in Nuance

Pundits keep admonishing marketers that their Hispanic-aimed ads must be authentic – and sometimes that authenticity comes down to very nitpicky stuff. A case in point is Tono Studio, the Los Angeles commercial audio company that helps advertisers with every aspect of sound design for a spot, from casting to sound design. A profile in the New York Times explains how Tono can capture a Spanish-speaker’s laugh or make sure that a dog’s bark sounds just right to a Hispanic ear. The studio’s latest focus is bringing that same authenticity to Spanglish.

Sponsored Mobile App Aids SMBs

The Hispanic Chamber of E-Commerce released an app for small businesses. Wells Fargo underwrote the mobile app, which aims to provide Hispanic SMBs with will provide business development opportunities, education, and connectivity.
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What: DishLATINO is partnering with Julie Stav, a financial expert in the Hispanic community, to provide financial advice to its customers.
Why it matters: A first of its kind effort, the campaign offers financial resources and guidance through commercials, vignettes and online resources to broaden understanding of credit, budgets in all aspects of customers’ lives.

0DishLATINO will offer its subscribers financial advice and guidance from Julie Stav through a new educational campaign. Stav, a financial expert in the Hispanic community, will be featured in a series of public service announcement ads created by DishLATINO, part of DISH Network L.L.C., a wholly owned subsidiary of DISH Network Corp. specifically for its customers.

The campaign, a first of its kind for DishLATINO, aims to increase awareness among its Hispanic customers about personal financial management, highlighting the important role that credit plays in “opening doors” of opportunity in the United States.Stav is the go-to financial consultant for millions of Hispanics, author of best-selling books, and former host on the popular Univision news program, “Tu Dinero con Julie Stav.” In a series of educational TV spots available only to DishLATINO subscribers, Stav will offer her expert advice on a range of topics related to personal finance. In addition to providing general guidance on establishing credit, the ads notify customers of payment options available to help them meet their obligations, such as changing their billing date or transitioning to a more affordable package.

This isn’t just about paying bills on time or balancing a checkbook, rather it’s about practical money tips for families of all incomes to help plan for the future

“Many Hispanics who are new to the United States are unaware of the cultural nuances related to financial management and credit. This isn’t just about paying bills on time or balancing a checkbook, rather it’s about practical money tips for families of all incomes to help plan for the future. Empowering Hispanic consumers with information about their options makes them feel more confident about their financial management skills and opens up new possibilities,” Stav said.

“With Julie Stav at the forefront, our educational campaign will provide a wealth of financial tips that DishLATINO customers can apply to many aspects of their lives,” said Alfredo Rodriguez, vice president of DishLATINO

 

@dishlatino @TweetConJulie

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!

  • General Mills-Shopper Marketing

descargaGeneral Mills has selected 5 WPP agencies to consolidate shopper-marketing duties. The agencies selected include Geometry Global, Rockfish, Kantar Retail, Bravo and Barrows. The company previously used several smaller independent agencies. The WPP shops will provide ecommerce, multi-cultural, display and shopper insights and advertising support for General Mills brands from a creative and digital hub in Minneapolis and regional offices in key retail markets. For creative advertising, the company primarily uses Publicis Groupe’s Saatchi & Saatchi and Interpublic Group’sMcCann Erickson.General Mills brands include Cheerios, Yoplait and Betty Crocker. General Mills media planning and buying is done by Starcom Media Vest. Miami headquartered Media 8 manages the Qué Rica Vida platform, including all digital marketing, social media & content development. M8 also manages multicultural digital marketing for more than a dozen General Mills brands.

  • DishLATINO

descarga (7)DishLATINO has secured Mexican actor and director Eugenio Derbez to star in its new advertising creative, part of the brand’s overall “Me Conviene” campaign. The deal is a first for Derbez in the United States and the first celebrity tie-in for DishLATINO, part of DISH Network Corp. Derbez debuts this week in an integrated digital, TV, radio and print effort geared towards acquiring new customers and connecting with existing ones.The storyline of the new series of television commercials centers on Derbez’s journey to America, starting with the first commercial called “Aeropuerto.” Customers and fans will be encouraged to use #SiempreLatino on Twitter to share their experiences and further engage with Derbez and the new advertising spots.Derbez will interact with the programming and technology of DishLATINO. Throughout the fall and early 2015, DishLATINO will roll out ads portraying Derbez in vignettes of his new life in America.The new ads were developed by MARCA and HAVAS, DishLATINO’s creative and digital agencies, respectively.

 

  • Honda

descarga (8)Audio post facility Tono Studios was tapped by La Agencia de Orci to add its brand of audio magic to two new spots the agency created for Honda’s Summer Clearance Sale.Sound Designer/Mixer Felipe Valencia took the lead on the spots, providing all of the Foley work and sound design on the “Rocky”-like introduction to the first ad, dubbed “Training.” The lead actor goes through a strenuous and comical workout regimen before entering his local Honda dealership drenched in sweat.The second spot, “You Can Do This” involved the creation of background ambiances that supported the primary scene without giving away the punch line of the spot, in which it’s revealed that the character has been inside a car at the dealership.Spots can be viewed below:


 

  • Mitsubishi Motors

descarga (9)Mitsubishi Motors North America, Inc. has launched a national advertising campaign aimed at U.S. Hispanics. The campaign, developed by Grupo Gallegos, will target Hispanic consumers with advertising in TV, print and digital and will run through March 2015.The launch marks the first time since 2004 that MMNA has focused communications on the Hispanic market with a national campaign. The TV spot features footage of each of the three cars with a first-person voiceover sharing anecdotes about his family’s feedback on his car buying decision.

 

  • espnW/ WSF

14104674WGR_BRD-S4L_Logo_Export-01-231x300The Women’s Sports Foundation (WSF) in collaboration with espnW, have announced the “Sports 4 Life” grant initiative, a national effort to increase the participation and retention of African-American and Hispanic girls, ages 11-18, in developmental youth sports programs. Sports 4 Life seeks to effect sustainable improvement to the overall health and development of girls in these communities.The grants will empower organizations to provide coaching, curriculum, equipment, uniforms, transportation, facility rental, tournaments and/or team-building activities, all while fostering the Sports 4 Life benefits. Organizations can apply for grant funding starting today on www.WomensSportsFoundation.org/Sports4Life.Three model programs were selected: PowerPlay NYC in New York, NY ($10,000), Girls in the Game in Chicago, IL ($5,000) and Sporty Girls, Inc., Atlanta, GA ($5,000).The Foundation is currently accepting applications at www.WomensSportsFoundation.org/Sports4Life. The 2014-15 application deadline is December 17, 2014 and grants will be awarded in the spring of 2015.

 

  • Aflac

0Aflac has announced that it launched its first Spanish-language television commercial called “Heights,” which will air nationally on major Spanish-language networks through late November.Aflac has aired four Spanish television commercials to date, but they were adaptations of the company’s English language commercials. “Heights.” The commercial reinforces the theme of “protecting your plans” as the two characters discuss what’s most important to them.In addition to the television commercial, the campaign will be supported by several integration elements including local radio in select markets, digital banners, online videos and more.
https://www.youtube.com/watch?v=Mlwq5eDBvMU

 

  • RetailMeNot

enhanced-14099-1403999535-15RetailMeNot will launch “Cupones Para Ti,” the brand blog’s new Spanish-language channel.The Real Deal blog by RetailMeNot offers readers daily tips and trends for online shopping, as well as exclusive coupons. With the launch of Cupones Para Ti, the website will now lend itself to an entirely different segment of the market – the Spanish-speaking U.S. Hispanic consumer.As part of its new channel, RetailMeNot enlisted Latina fashion blogger and style expert Carmen Odroñez as their newest savings expert. Carmen is the founder of Viva Fashion blog and also a frequent fashion commentary contributor to outlets such as NBC, Telemundo, People en Español and Univision’s Despierta America.Carmen’s debut blog post features her most savvy money-saving shopping tips.

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