Dunkin’ Donuts


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.

For prior Sales Leads editions, click here. 

  • Dunkin’ Donuts

Dunkin’ Donuts has appointed Publicis Media as its U.S. media buying and planning agency following a review. Agency Trillia, part of Interpublic’s Hill Holliday, was the incumbent.Publicis will develop a new unit to oversee the account, pulling in resources from across Publicis Groupe’s Digitas and Blue 449. Jodi Robinson, president of Digitas North America, will serve as the executive lead of the Dunkin’ Donuts team, which will be based in both Boston and NY. The agency will work closely with Dunkin’ Donuts’ company leadership, franchise leadership and existing partners on all national and local media-planning and buying.



  • Burlington

Burlington Stores has appointing Horizon Media as its new media AOR following a formal review. Initiative was the incumbent. Burlington Stores spent an estimated US$60 million a year on measured media, according to Kantar Media.Burlington operates more than 640 stores in 45 states and Puerto Rico. The shift will effect later this year.





  • McDonald’s 

McDonald’s and fútbol have something in common: they unite people. The World Cup campaign series is a story of people from all walks of life uniting over breakfast and the world cup at McDonald’s. (Yes, being a World Cup sponsor, the restaurants can broadcast the games at the discretion of the individual locations.)The bilingual TV spots consist of three executions in which hardcore and novice soccer fans come together to enjoy the 2018 FIFA World Cup every morning over McDonald’s breakfast. As the tournament progresses our novice fans learn more about The Beautiful Game and even some Spanish along the way. World Cup commercials are seen very frequently over a one month period, so we created a series of spots that told a bigger story as a whole and rewarded the viewer with fresh executions throughout the tournament.The campaign will air in both Telemundo and Fox Sports throughout the whole month of the World Cup (6/14-7/15), so far only the first of the three executions has aired. See them all here titled, “Opening Round”, “Quarterfinals”, “Finals”.

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.


  • Revlon

Interpublic´s Initiative has won Revlon‘s global media account following a review, according to people familiar with the matter.Revlon reported US$550 million in global advertising spending last year, including some non-media expenses like agency fees, talent fees, production costs and promotional displays.Mediacom was the global incumbent since 2017 and US incumbent for seven years.




  • Chipotle

Fast food Mexican grill Chipotle has announced a series of changes for 2019, including a new tag line that will more reflect Chipotle as “a purpose-driven lifestyle brand,” Ad Age reports. According to Chipotle´s CMO Chris Brandt, the chain has in the past “been silent and lost some of its cultural relevance.” Brandt says the chain’s ultimate marketing mission is to make Chipotle a brand people want to know about. Chipotle is still trying to rebound from the E.Coli outbreaks at some of its stores. The brand is confident that that chain in the next few years can elevate its annual revenue from US$4.5 billion to US$10 billion once all the changes are instituted.In early 2017, Chipotle appointed Venables Bell & Partners for creative and MullenLowe Mediahub for its media business.


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.

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

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

  • Mondelez

Snack and beverage multinational Mondelez has put its US$200 million North America media planning and buying account up for review. Carat, which won the account in 2015, is the incumbent and will participate in the review, Ad Age reports. The account had previously been handled by Starcom MediaVest. In addition to handling North America media, Carat also does media planning and buying for Mondelez across much of Europe. In all, Mondelez spends about US$1.5 billion marketing its products around the world, according to Greg Paull, co-founder and principal at consultancy R3.



  • Dunkin’ Donuts

Dunkin’ Donuts has launched a creative review. Hill Holliday has served as the Dunkin’ Donuts’ creative agency of record since 1998. Hill Holliday also handles media buying and planning for the brand, which is not part of the review. It’s not immediately clear whether the incumbent accepted the brand’s offer to defend in the review. A spokesperson for Hill Holliday directed inquires back to the client.




  • Perfetti Van Melle

Perfetti Van Melle, the maker of Mentos, Airheads and other candy and gum brands has appointed Havas Media as its U.S. media agency of record, Adweek reports.The review included incumbent Carat. Out of its Boston office, Havas Media will develop strategy, insights and digital content to promote Mentos and Airheads nationally.Perfetti Van Melle spent around US$29.5 million on measured media in the U.S. last year and over US$10 million in the first six months of 2017, according to Kantar Media.



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  • Ana G. Mendez University System

Agency, Latin2Latin Marketing + Communications, (L2L), has been named the U.S. agency of record (AOR) for Ana G. Méndez University System (AGMUS), a pioneer and leader in dual-language education with campuses in Orlando, Tampa, South Florida, Dallas and Maryland, as well as a culinary school in Washington, D.C.Other high-profile clients recently joining the Agency include Trustbridge Hospice, Latinarrific, Novus Shoes, GYM GUYZ Fort Lauderdale, Elements Massage Fort Lauderdale, The Surgery Center at Doral, Dr. Doggie-Victor Oppenheimer, MARC Institute and South Florida Symphony Orchestra. These are in addition to existing partners, including Badia Handto Shoulder Center, Hispanic Unity, Northwell Health-Lenox Hill Hospital, OrthoNOW Orthopedic Urgent Care Center and PBS Kids.As the AOR for AGMUS in the United States, L2L is responsible for building awareness and driving enrollment for both the university and its unique dual-language model of higher education.  L2L embarks on a further expansion of services by acting as the U.S. marketing arm of Puerto Rican and Latin American corporations and organizations seeking expertise in the United States.

  • CMPB

The California Milk Processor Board (CMPB), creators of the iconic got milk? campaign and its Spanish-language counterpart Toma Leche, are making the holiday season bright with fun family activities, milk and snacks and the popular El Chavo characters dressed as Los Tres Reyes at retail locations across California beginning Dec. 8 through Dec. 21 and from Jan. 4 to Día de Los Reyes (“Kings Day”) on Jan. 6.At participating retail locations, grocery shoppers preparing for the holidays will be able to enjoy a quick snack paired with milk at Toma Leche sampling stations, and partake in celebratory holiday activities including arts and crafts and a Rosca Spin Wheel for a chance to win prizes including Toma Leche and El Chavo tote bags, notebooks and more. Customers at more than 120 Vallarta Supermarkets, El Super, Northgate, Arteaga’s and La Preciosa retail locations throughout California, including Los Angeles, Bakersfield, Fresno, San Diego, San Francisco, Salinas and Sacramento, will be treated to a holiday snack paired with a glass of milk while they shop for holiday meal essentials. The most-watched show on Mexican television, El Chavo was known as a courageous kid in and out of trouble, who entertained generations of fans across Latin America.

  • Amazon

Major ad agency holding companies Publicis, Omnicom and WPP plan to increase their ad spending with Amazon to upward of $800 million, collectively, according to a Wall Street Journal report, citing sources. The Journal says WPP, which currently spends about $200 million annual with Amazon on behalf of its clients, could increase that by 40% to 50% in 2018. Likewise, Publicis also currently spends about $200 million and plans to boost its ad spending to about $300 million next year. Omnicom, which spends about $100 million, is expected to double that amount next year.In the U.S., Amazon expects to generate US$1.65 billion in ad revenue in 2017 and that amount is projected to increase to US$2.35 billion in 2018, according to eMarketer estimates.



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



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Tony Weisman has been appointed U.S. chief marketing officer at Dunkin Donuts. He was most recently North America CEO at DigitasLBi. His former agency handled the Dunkin Donuts account for more than six years.The appointment is effective later this month.Weisman will lead marketing, product innovation, field marketing, consumer insights and advertising, as well as the brand’s digital and consumer packaged goods (CPG) initiatives. He will serve on Dunkin’ Brands leadership team and report to Dunkin’ Donuts U.S. president David Hoffman.




Alan Wexler, global co-CEO at Publicis.Sapient, will also oversee DigitasLBi North America until a replacement for Weisman is named. Both agencies are part of Publicis Groupe. Weisman held his Digitas position since 2013. Prior to that he was CMO of Draft Worldwide. He also held assorted positions at Leo Burnett.




Hispanicize Media Group (HMG) announced the appointment of Joe Uva as Chairman & CEO.  Uva’s first order of business will be to integrate the original HMG assets – the Hispanicize events, DiMe Media and Hispanic Kitchen – into the fully acquired platforms of Exit 7 and LatinaMoms.com.







Peter Rice, chairman/CEO of Fox Networks Group, has been added to his current role the title of president of 21st Century Fox, which includes the Fox film business unit.Rice will continue to oversee Fox Networks Group as chairman/CEO — a position he has held since 2012, reporting to 21st Century Fox Executive Chairman Lachlan Murdoch and CEO James Murdoch.




Argentinian native Tito Melega has been appointed WPP’s dedicated Ford agency Global Team Blue global chief creative officer.  Melega, who has nearly two decades of U.S. auto ad agency experience, assumes the role as the automaker enters a critical advertising phase. Global Team Blue has 52 offices across six continents and is headquartered in Ford’s corporate campus in Dearborn, Mich. Melega replaces Toby Barlow, with whom GTB parted ways earlier this year. Melega officially starts in GTB’s Dearborn office on Sept. 11.




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What: Dunkin’ Donuts has appointed DigitasLBi former CEO Tony Weisman as U.S. Chief Marketing Officer.
Why it matters: As Dunkin’ Donuts U.S. CMO, Weisman will lead marketing, product innovation, field marketing, consumer insights, and advertising. At DigitasLBi, he will be replaced by Alan Wexler who will serve in an interim role.

Dunkin’ Donuts announced the appointment of marketing veteran Tony Weisman, 57, to the position of U.S. Chief Marketing Officer (CMO). Weisman, formerly the North American CEO of DigitasLBi, a global digital agency network, will officially join the company in late September. Weisman will report directly to David Hoffmann, President, Dunkin’ Donuts U.S., and will serve on the Dunkin’ Brands Leadership Team.

As Dunkin’ Donuts U.S. CMO, Weisman will lead marketing, product innovation, field marketing, consumer insights, and advertising as well as the brand’s digital and consumer packaged goods (CPG) initiatives. He will be responsible for developing and executing strategies that build Dunkin’ Donuts’ position as a leading coffee and beverage brand for today’s time-strapped, on-the-go consumer and will partner closely with the operations team to drive sales.

Weisman brings nearly three decades of advertising and marketing experience to Dunkin’ Donuts. Since 2007, he helped guide the digital transformation of leading global companies through his senior management positions at DigitasLBi, where he most recently served as the Chief Executive Officer of North America and was a member of the Digitas Global Executive Board. Prior to DigitasLBi, Weisman served as Chief Marketing Officer at Draft Worldwide. He also spent 19 years at Leo Burnett in various management and other related positions leading global consumer accounts.

“Tony is a highly-experienced, much-admired business leader with a proven track record of building global brands. Very importantly, he also has a deep understanding of working with franchised organizations, including Dunkin’ Donuts, having led the work on our account at Digitas for the past six years,” said David Hoffmann. “With his transformative, data-driven approach to marketing, extensive digital acumen and ability to build and inspire teams, we’re confident that he is the right leader to take our brand to the next level.”

“I have been a passionate Dunkin’ Donuts consumer for my entire life, and I couldn’t pass up the incredible opportunity to join the brand,” said Tony Weisman. “It was a tremendous honor to be part of the Digitas and Publicis teams for the last decade, but at this stage in my career I wanted the chance to build a brand on the client side, especially a brand I know and love. This is an exciting and important time in the Dunkin’ Donuts journey, and I look forward to working with the entire Dunkin’ Donuts team and franchise community to make this terrific brand even stronger.”

“I would like to deeply thank Tony for his invaluable contribution to Publicis Groupe’s success in the U.S. over the years. We will definitely miss him but we look forward to continuing to work together in new ways as he takes on his exciting new role at Dunkin’ Donuts,” said Arthur Sadoun, Chairman and CEO of Publicis Groupe. “I am convinced that Tony’s vision and considerable experience will be a fantastic asset to Dunkin’ Donuts, and we look forward to our continued partnership.”

Publicis.Sapient co-CEO Alan Wexler will serve in an interim role while working with the agency’s leadership team to determine Weisman’s sucessor.



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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Multicultural market and/or targeting Multicultural consumers right now.
SPECIAL 50% OFF HOLIDAY OFFER for the subscription to Portada Interactive Database of Marketers targeting U.S. consumers. Please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription at the special offer price (offer expires Dec. 23!.)

For prior Sales Leads editions, click here.

  • Taco Bell

taco_bell_logo_2934Taco Bell is working on a substantial branded long-form video content investment that began in early December and will continue with at least 40 pieces of content in 2017. The fast-food restaurant chane is launching “Taco Tales” on YouTube —a six-episode web series that features re-enactments of people’s adventures in retrieving Taco Bell with comedians and YouTube personalities in the starring roles. The series was created in partnership with L.A.-based content studio Madison + Vine, and will be followed up with another six-episode run of a Taco Bell clip show that uses the content that already existed from Bell enthusiasts, with the participation of the creators, in a The Soup or Tosh.O-style format.

  • Dunkin’ Donuts 

Dunkin’ Donuts and the National Hockey League announced a multi-year agreement, making Dunkin’ Donuts the official U.S. coffee, donut and breakfast sandwich of the NHL®. The partnership, which marks Dunkin’ Donuts’ first national sports league partnership, will officially launch during the 2017 Bridgestone NHL Winter Classic® outdoor game in St. Louis on January 2, 2017.As part of the deal, Dunkin’ Donuts will be featured at several of the NHL jewel events, including the NHL Winter Classic®, NHL® All-Star Weekend, NHL Stadium Series™ and the NHL’s year-long Centennial celebration. Dunkin’ Donuts will be included in advertising, LED Signage and jumbotron displays, as well as on-site activations at each jewel event.Dunkin’ Donuts also will have significant presence across NHL’s broadcast and digital platforms in the U.S. Additionally, Dunkin’ Donuts has a multi-million dollar partnership with NBC Sports that will include custom in-game features and dasherboard visibility, as well as advertising across broadcast, digital and social media channels beginning January 2 and continuing throughout the NHL season.

  • Fresco & Más Stores

descarga-13Southeastern Grocers, parent company of BI-LO, Fresco y Más, Harveys and Winn-Dixie stores, unveiled five new Fresco y Más stores throughout Miami-Dade and Palm Beach County during a simultaneous ribbon-cutting ceremony.By listening to customers throughout their communities, the company has tailored each new Fresco y Más to provide an authentic Hispanic grocery store, with expanded product assortments, better value and a cleaner, more enjoyable shopping experience.These stores are focused on delivering lower, everyday pricing as well as exciting special promotions on the items customers buy most, from fresh produce and high quality meats, to expanded local Hispanic products and new store features, allowing families to enjoy authentic, quality food for less on more than 3,000 products throughout the store.The first Fresco y Más store concept was launched in Hialeah, FL in June 2016. Fresco y Más now includes six locations throughout South Florida.

To get detailed contact information about the decision makers behind these campaigns and access an annual subscription to the interactive database of more than 2,500 marketers targeting U.S. consumers, take advantage of the SPECIAL 50% OFF HOLIDAY OFFER. Please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription at the special offer price (offer expires Dec. 23!.)

  • AB InBev

descarga-14Anheuser-Busch InBev’s Busch brand is making its’ Super Bowl ad debut in 2017, according to Ad Age.The ad will be handled by Deutsch New York, which won the account earlier this year.The move is unusual as the brand commonly features mainstream brands like Budweiser and Bud Light. AB InBev spent US$3 million in measured media last year on Busch and Busch Light, according to Kantar Media. A-B InBev has already increased its media spending for Busch, adding 10 weeks of national TV time last year and upping its out-of-home and digital spending for the brand. AB InBev holds exclusive Super Bowl ad rights to the game for the beer category.




  • Sprint

sprint1Sprint is airing commercials spots on television, cable, theaters and online to encourage people to sign up for its services during the holiday season. The theme of the campaign is “Por la Mitad”. Thereby Sprint explains that its plan is 50% cheaper than its competitor’s Verizon.Developed by Alma, the first spot features singer Jose Feliciano translating the classic song “Feliz Navidad” into “Feliz La Mitad” (Merry Half) to promote Sprint’s positioning that subscribers can save 50% versus competitor rate plans. The second spot iwas developed by Sprint’s in-house shop YellowFan Studio and features spokesperson Paul Marcarelli


  • Terra’s Kitchen 

descarga-15Crossmedia has been named media agency of record for Terra’s Kitchen, a healthy meal kit delivery service, Mediapost reports. The account will be handled out of Crossmedia’s Philadelphia offices, and will include planning, buying and real-time analytics. Terra’s Kitchen spent US$200,000 on measured media the first six months of 2016, up from us$15,000 during the same period in 2015, 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, take advantage of the SPECIAL 50% OFF HOLIDAY OFFER. Please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription at the special offer price (offer expires Dec. 23!.)
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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. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 347-840-1311 or e-mail her at silvina@portada-online.com SEE A DEMO OF THE DIRECTORY!

For prior Sales Leads editions, click here.

  • University Health System

dDsfafvo_400x400 Culture. Inspired. Marketing® agency MarketVision has won a strategic marketing assignment from San Antonio’s University Health System following an agency review. MarketVision will provide strategic direction and counsel regarding the Hispanic market for a new University Health System brand campaign being created by Richmond, Va.-based agency NDP, and also will adapt the brand campaign for the San Antonio Hispanic market.  MarketVision also has worked on health-related marketing and communications campaigns for the Centers for Disease Control & Prevention (CDC), the Texas Organ Sharing Alliance and Healthy Hispanic Living.

  • Dickies

descarga (2)Dickies, the manufacturer of work apparel, named Moroch Partners its media agency of record . The agency will develop  a new paid media approach for the brand, using both digital and traditional platforms, along with managing all national buys, according to Mediapost. Creature previously handled the account. Dickies spent us$4.1 million on measured media in 2015, according to Kantar Media.



  • Sprite

descargaHip hop icon Tupac Shakur will appear on Sprite newest campaign. Sjakur lyrics will be featured on this year’s edition of the “Obey Your Verse Lyrical Collection,” Adage reports. The campaign features lyrics on Sprite packaging this summer, including from Missy Elliott and J. Cole. A total of 16 lyrics will be inscribed on cans and bottles. Tupac’s lyrics include “keep ya head up” and “the gift of speech, the power to reach,” plus four others.The campaign will include a TV ad by Wieden & Kennedy as well as outdoor, radio, social and in-store ads. Sprite’s lyrical campaign is running alongside Coca-Cola’s “Share a Coke and a Song” program that launched in April.

  • Dunkin’ Donuts

descarga (3)Dunkin’ Donuts coffee, donuts and sandwiches are now available for purchase on-the-go using a mobile device nationwide. The brand announced that On-the-Go Ordering is now available exclusively for members of the Dunkin’ Donuts DD Perks® Rewards Program at Dunkin’ Donuts restaurants throughout the country. DD Perks members can order, pay in advance on their smartphones and then pick up their favorite menu items while avoiding long lines.With On-the-Go Ordering, DD Perks members can place a mobile order up to 24 hours in advance, select their desired location, and then simply confirm via the new Dunkin’ Donuts Mobile App when they are ready to pick up their order inside the restaurant, or at the drive-thru. The order is automatically paid for using their Dunkin’ Donuts Card within the App. To enjoy On-the-Go Ordering, DD Perks members nationwide must download the newest version of the popular Dunkin’ Donuts Mobile App, called “New Dunkin’ Donuts” in the App Store or Google Play Store. In addition, the App also lets users access their DD Perks account to find mobile coupons and offers, locate the nearest Dunkin’ Donuts, find nutritional information and more.

  • Enterprise Rent-A-Car

enterprise-600_lxe8LaKEnterprise Rent-A-Car will partner with the U.S.S. Enterprise as part of a deal with Paramount Pictures for the launch of this summer’s “Star Trek Beyond,” according to Mediapost.Fans can visit EnterpriseBeamsYouUp.com to enter for a chance to win a trip for two to the film’s premiere. Other prizes available through the sweepstakes include a private screening of the film for up to 50 people, as well as free movie tickets and prize packs. The film opens in theaters July 22.Enterprise airport shuttle buses in New York City and Philadelphia will be wrapped with images of the U.S.S. Enterprise and the phrase: “Until We Can Beam You Up, We’ll Pick You Up” displayed on the side.Enterprise’s partnership with Paramount Pictures’ is the brand’s first with a movie studio and most integrated marketing campaign for a film to date.

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.

  • Carnival Corp

descarga (3)Carnival Corporation has consolidated its media agency business in North America and the U.K. with Omnicom’s PHD.PHD, which has served as the incumbent agency for two of the company’s 10 brands, including Carnival Cruise Line and Cunard Line brands in the U.S., will now add digital and traditional planning and buying in the U.S. and U.K. for Carnival Cruise Lines, Fathom, Holland America Line, Princess Cruises, P&O Cruises U.K. and Seabourn. The move is part of the company’s effort to “consolidate its purchased media strategy across its 10 global cruise brands. Carnival spent US$68.7 million on U.S. measured media in 2015, according to Kantar Media. The consolidation follows a competitive review.

  • Hass Avocado Board

CaalZmX-_400x400Independent creative agency Grupo Gallegos has been named the digital and social agency of record (AOR) for Hass Avocado Board (HAB), the agriculture promotion group dedicated to endorsing consumption of Hass Avocados in the U.S. The appointment followed a consultant-led review.Grupo Gallegos will lead the charge in bringing out-of-the-box strategic solutions, content creation and creative engagements to promote Hass Avocado consumption nationally. The agency will be utilizing its digital and social capabilities to target all consumers within the U.S., including health and wellness professionals who may not be aware of the nutritional benefits of avocados.


  • Honey Bunches of Oats

descarga (2)Honey Bunches of Oats, the number one cereal amongst Hispanics, announces the launch of its new campaign, Voces con Dedicación (Voices with Dedication) in collaboration with Mexican recording sensation, Sofia Reyes, which will award US$10,000 to five young Hispanic musicians to continue their passion for music and follow in Reyes’ successful musical footsteps. Through this initiative, Honey Bunches of Oats will provide recognition, positive exposure and direct financial means to support the next generation of dedicated young Latino musicians.During the campaign, which will launch from May 2016-September 2016, Reyes will select young artists across the nation who are exemplifying the same dedication and passion for music that she did prior to being discovered, by performing and creating music being shared on the Internet. In addition to the reward, Honey Bunches of Oats will provide the selected recipients with the opportunity to take center stage and perform live in their hometown in front of friends, family and fans.

  • Dunkin’ Donuts & Coca-Cola

descarga (1)Dunkin’ Donuts, in partnership with Coca-Cola, is offering people who join DD Perks this week the opportunity to win tickets to one of the most exciting U.S. sporting events of the summer, the COPA America Centenario. Kicking off today and running through Friday, May 27, anyone in a participating area who enrolls in DD Perks using the special promo code “COKE” will be eligible for a chance to win two tickets each to a COPA America Centenario match. The oldest international continental football competition will be hosted outside of South America for the first time, with global stars coming to the United States for matches June 9 through June 14. Dunkin’ Donuts and Coca-Cola will award five pairs of tickets for each of eight COPA America Centenario Group Stage matches in cities throughout the U.S., including Orlando, Phoenix, Los Angeles, Chicago, New York, Boston, Houston and Philadelphia. The Dunkin’ Donuts & Coca-Cola COPA America Program is open only to legal residents of FL, AZ, CA, IL, NY, NJ, CT, MA, NH, VT, TX and PA who are 18 years of age or older at the time of entry and who are not currently enrolled in the DD Perks Reward Program. Additionally, all who enroll in DD Perks using the promo code “COKE” will receive not only a free any-size beverage, but also automatically earn 100 points towards a second free beverage.

  • Applebee’s

descarga (4)Applebee’s has hired WPP agency Cohn & Wolfe as its global PR agency for consumer, corporate and franchisee communications. The agency won the business for both Applebee’s global PR and parent company DineEquity’s corporate communications, which includes corporate social responsibility, executive visibility and issues management as needed, according to Adage.  said Steven Coe, executive director, communications at DineEquity, via email. He declined to provide further detail about the review process. Applebee’s spent US$165.4 million in U.S. measured media last year, according to Kantar Media.

  • Dunkin’ Donuts’

One of Dunkin’ Donuts’ favorite holidays is National Donut Day — celebrated this year on Friday, June 3 — and once again the brand will ring in the day in a most delicious, delightful and delectable way, offering guests a free classic donut of their choice* (while supplies last) with the purchase of any beverage. The offer is good all day onJune 3 at participating Dunkin’ Donuts restaurants nationwide. Additionally, Dunkin’ Donuts is helping guests across the globe celebrate the joy of donuts by making this special offer available in participating restaurants around the world.Leading up to National Donut Day, Dunkin’ Donuts is bringing its sweet celebration to its social communities with several days of donut-themed content: OnWednesday, June 1, Dunkin’ Donuts will kick off its National Donut Day festivities with a day of Snapchat events, including a donut design and frosting lesson with members of the brand’s culinary team.OnThursday, June 2, Dunkin’ Donuts will host a Facebook Live session with Dunkin’ Brands’ Manager of Donut Excellence Rick Golden. Finally, on National Donut Day,June 3, Dunkin’ Donuts fans can display their love for donuts with special brand Snapchat filters celebrating the holiday. The National Donut Day themed geofilters are the latest additions to Dunkin’ Donuts’ lineup of seasonally themed filters, and will be available for fans to share with friends and followers all day in or around all Dunkin’ Donuts restaurants nationwide.


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.

  • Sony

RvDeFuMK_400x400Sony has awarded media planning and buying duties for its music division in North America to Omnicom’s OMD, according to Mediapost. Sony’s North American music business was one of two assignments that had not been decided when Sony last month awarded its global media account to various agencies including OMD, UM and MediaCom.  Sony Music spent over US$10 million on ads in 2014, according to Kantar Media. Sony’s North American Electronics business is still in review.


  • Dunkin’ Donuts

aWjYe13J_400x400Dunkin’ Donuts, baked goods and coffee chains, has announced plans to develop new restaurants in Puerto Rico, with an initial focus in San Juan’s metropolitan area. The brand is currently seeking a single operator to develop approximately 50 restaurants across Puerto Rico over approximately seven years.The company is looking to recruit a franchisee with experience operating multi-unit foodservice concepts in Puerto Rico as well as acquiring and developing local real estate. The initial focus area will target the Northeast areas of San Juan, Bayamón and Carolina with many of the restaurants across the market being a mixture of free-standing and in-line restaurants ranging from 100 to 175 square meters. Dunkin’ Donuts currently has more than 8,400 locations in the U.S. and 370 locations across Latin America and the Caribbean.

  • Heineken®

descargaHeineken® has unveiled a new integrated global marketing campaign known as “There’s more behind the star.”  Consumers are invited to discover the authentic product stories that are the foundation of an iconic global brand. The new U.S. and global led program is comprised of three new TV commercials, featuring award-winning actor, Benicio Del Toro. Launching in 70+ markets globally, the campaign focuses squarely on the beer, the brand’s rich heritage and Heineken®’s unparalleled international footprint. The humorous spots see Del Toro comparing what is behind his own ‘star’ status to specific stories behind the legendary Heineken® brand. The new commercials were created by Publicis Worldwide and filmed in a variety of locations in Barcelona. The spots will be released in both English and Spanish, alongside two additional pieces of short-form digital content.


  • Hyundai®

Hyundai Motor America has appointed Erwin Raphael as General Manager for Genesis Motors USA. Last November Hyundai’s worldwide announced the launch of Genesis, globally, as an independent luxury brand of Hyundai. Mr. Raphael will be responsible for the strategic direction and management of Genesis operations in the United States, including sales and marketing. This summer, he will oversee the introduction of the Genesis G90. Mr. Raphael will assume his duties March 1, 2016.Mr. Raphael has been at Hyundai for the last six years, serving in various roles. Most recently he was the Western Region Director and General Manager for Hyundai Motor America .In addition to his operations roles at Hyundai, Mr. Raphael is a founding member and co-chair of Hyundai’s Diversity Council.

  • FCA US LLC-Warner Brothers

descarga (1)FCA US LLC and Warner Bros. Pictures are joining forces in a one-of-kind co-branded partnership to mark the premiere of the highly anticipated debut of Batman v Superman: Dawn of Justice (opening nationwide in theaters on March 25, 2016).The unique alliance includes the introduction of the all-new 2016 Jeep Renegade Dawn of Justice Special Edition (available now in dealerships across the country), in addition to branded television spots with the Jeep and Dodge brands, and social/digital extensions creating consumer engagement leading up to the film’s premiere next month.The advertising campaign launched Monday, February 22, when the Jeep brand debuted a 30-second commercial “Into the Storm” across television and online. The spot features footage from Batman v Superman: Dawn of Justice of Bruce Wayne (Ben Affleck) behind the wheel of the Jeep Renegade. Read more.


  •  Pepsi®

oi3bhRDw_400x400Pepsi® announced its 2016 global roster of all-star players. The Pepsi team, uniting thrilling international talent from top clubs, will spark excitement throughout the year with a new integrated global campaign, the Pepsi Blue Card (#BlueCard).The Pepsi lineup of superstars includes Argentinian striker Sergio Agüero (Manchester City), Colombian phenom James Rodríguez (Real Madrid), Belgian team captain Vincent Kompany (Manchester City), Chilean leading scorer Alexis Sánchez (Arsenal) and Spanish goalkeeper great David de Gea (Manchester United). The integrated effort includes a complementary app available for free download on the Apple App and Google Play stores beginningFebruary 23, as well as digital and social content, out of home and point of sale rolling out in markets around the world throughout the year.The 2016 global Pepsi football team will be featured in a variety of integrated campaign elements, anchored by a global television commercial:


  • Hatfield Meats

mYQ3oSj7_400x400Clemens Food Group, LLC, Hatfield, Pa., has named LevLane, Phila., as advertising agency of record for its Hatfield Quality Meats and Farm Promise™ pork brands, with responsibility for creative and media, and encompassing both brand planning and social, following a four-month review. Paid media will include both consumer and trade (institutional, supermarket and restaurant) efforts.



  • Neutrogena


-Vj-6zoj_400x400Neutrogena is launching a global campaign under the tagline “See What’s Possible,” a female-empowerment effort that will be incorporated across the brand’s product ads. Neutrogena’s opening video breaks first online, previewing an ad that will run during ABC’s Oscars broadcast in the U.S. and Brazil on Feb. 28. The Oscars ad plays a supporting role to a broader global digital campaign spanning 27 countries.The campaign will also feature online videos that will be distributed through social media globally from March 1. For the first time, Neutrogena will working with beauty vloggers globally in a partnership with StyleHaul, the global YouTube style network. Roberts & Langer and the broader DDB network handled creative.

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Mondelez ::: Ford ::: Dunkin’ Donuts ::: ZUMEX® Group ::: Hot Pockets® ::: Ferrero R. ::: Hot Pockets® :::

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  • Mondelez

6D3DK65E_400x400Mondelez has launched a review of its global media buying and planning business in a move to consolidate its roster, according to reports.The agencies competing for the global account are the brand’s two incumbent global media agency networks, Starcom MediaVest Group and Dentsu Aegis Media, according to Ad Age. The two regional incumbent agencies – PHD for the UK and Madison in India – have not been invited to take part in the review.Mondelez, which owns brands such as Oreo, Belvita, Cabury Dairy Milk and Trident, spent an estimated US$1.7bn on global media in 2013.The review is expected to finish by early autumn, with the appointments becoming effective at the beginning of January 2016.


  • Ford

5QdIRp9T_reasonably_smallUnder Sebastian Castañeda creative direction, Blue Hive has introduced three new spots for Ford Argentina with the latest technological advances in the automotive industry. The spots aired during the  Campions League final, between Barcelona and Juventus on Saturday. The campaign consists of five spots.



  • Dunkin’ Donuts

aWjYe13J_400x400NCR Corporation, leader in consumer transaction technologies, has announced that Dunkin’ Donuts has opened its first site in Brazil using NCR restaurant technology and cloud solutions. NCR’s solutions will help the Brazilian location, which is operated by OLH Group to engage consumers more effectively and operate with greater efficiency.With a new style, the chain arrives to Brasília and the neighboring Goiás state with an expanded menu adapted to local tastes. The restaurant chain chose NCR solutions to more easily manage daily transactions and gain insights about store performance. Using NCR’s Aloha point-of-sale software, Dunkin’ Donuts will be able to process its orders and payments in the easiest, fastest way possible, increase speed of service, and improve its operating efficiency. Each new item or price change on the menu is automatically synchronized, simplifying management’s daily work.

  • ZUMEX® Group

CGpNnYOXAAAu-_pZUMEX® Group, a worldwide leader in developing innovative technology for juice, is looking to awaken the passion for natural juices and green smoothies through its platforms on Facebook, Twitter, Pinterest and Instagram with its new “Refresh your world” campaign, which promotes changes in eating habits.ZUMEX® Group, a world leader in designing and manufacturing innovative solutions for squeezed fruits and vegetables, has presence in more than 80 countries through an extensive network of distributors and its four own offices (US, Mexico, UK and France), which give support to the plant, located in Spain (Moncada-Valencia).

  • Hot Pockets®

descargaHot Pockets® sandwichs fans can now enjoy their favorite flavors packaged in bite-sized and in 7 varieties. Hot Pockets® snack and breakfast are available in all Walmart stores from June 2015.


  • Ferrero

vwaSocPf_400x400Italian confectioner Ferrero has appointed PHD for its media duties in emerging markets.The appointment follows a six-month review that included five agencies. Mindshare was the main incumbent on the account, while ZenithOptimedia held the business in the Middle East.In 2014, Omnicom Media Group assumed the brand’s global media buying and planning business in markets including Australia, the UK, the US, and Russia.


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


Hyundai and Volkswagen Target Hispanics during FIFA World Cup

There’s more evidence that marketers are waking up to the economic and social power of Hispanic consumers, with car companies making plays at FIFA World Cup starting tonight in Brazil. Meanwhile, is the whole Hispanic thing in danger of fading away? Both global automakers plan advertising blitzes during the FIFA World Cup, according to Automotive News. VW will run commercials in English and Spanish on ESPN and Univision, while Hyundai has made its largest-ever Spanish-language TV buy to reach young Hispanic males, while promoting the hashtag #BecauseFutbol. In the U.S., football may be bigger than futbol, but the month-long World Cup actually garners Super Bowl-sized audiences over its entire run. And Hispanics spent $39 billion on new-car purchases last year.

T-Mobile to Put Univision in Your Pocket

Can you say “captive audience?” Univision and T-Mobile made a bold play to keep Hispanics in their pockets — or, really, it’s the other way around. Univision Mobile is a wireless service that will offer subscribers a mobile portal into content, including special exclusive offerings. Subscribers also get 100 minutes of calls to Latin America. They specifically target Hispanic customers with families overseas, and all include 100 minutes to call a mobile or landline number from the US to Mexico and Latin America. It’s a win for consumers with family or friends south of the border, and the phone and service are one non-stop ad for Univision.

Hollywood Hunting Hispanics

That’s per a panel of movie industry execs appearing as part of the Produced By conference in Los Angeles last week. The head of the National Association of Theater Owners said Hispanics are their most important consumer, and Univision’s Peter Filaci backed that up by saying that Hispanics represent 17.5 percent of the population, but contribute 19 percent of U.S. box office revenue.

And that’s with a dearth of movies featuring Hispanics. Think how much money they could make with a few casting tweaks. Said writer Gwynne Watkins, “Hispanic audiences have turned out en masse for movies that feature the rare Latino star or director. If the movies started to better reflect their audience, just imagine the possibilities.”

Are Hispanics Fading Away?

A flurry of soul-searching began last week after a study showed that 10 million Americans changed their race on U.S. Census forms between 2000 and 2010. The largest number of those who changed their race/ethnicity category were 2.5 million Americans who said they were Hispanic and “some other race” in 2000, but a decade later, told the census they were Hispanic and white — although they were balanced somewhat by 1.3 million others who hopped onto the Hispanic bandwagon. So … why?

A major factor is the pressure — and the growing opportunity — to blend into society and to identify with the majority, writes Mary Sanchez in the Kansas City Star. Click through to read her thoughtful analysis of race and ethnicity in America.

But Nate Cohn at the New York Times notes that this could be not so much an identity crisis as simply the result of a change in wording on census forms.

At least one thing is clear, at least: Folks in the U.S. prefer “Hispanic” to “Latino.” All this matters — a lot — to anyone trying to get a message to this desirable demo.


Dunk On

Last week, Dunkin Donuts launched a new Twitter handle, @DunkinLatino. According to Latin Times, the franchise will do more than just pump out promos in Spanish; it may create new flavors that are “on trend in the Hispanic community.” Dulce!

 At the end of 2011, retail and coffee house chain  Dunkin’ Donuts  had  10,083 stores worldwide, including 7,015 franchised restaurants in the United States. Dunkin’ Donuts has a substantial marketing program targeting the Hispanic demographic. Portada talked to Xavier Turpin, Director of Multicultural Marketing for Dunkin’ Donuts.

Dunkin' DonutsPortada: Is Dunkin’ Donuts preparing a 2013 “Que estas tomando?” campaign? If so, what are the objectives and the media which it is going to use?
Xavier Turpin, Multicultural Marketing Director, Dunkin’ Donuts.:”Yes, we will be continuing the “Que estas tomando?” campaign in 2013. The objective of the campaign is to highlight Dunkin’ Donuts’ coffee and beverage excellence, and celebrate the loyalty our guests have to Dunkin’. The campaign will have coverage on both Spanish-speaking television and radio.”

What approach does Dunkin’ Donuts have to target Spanish-dominant Hispanics? What approach does it have to target English dominant Hispanics?
X.T.: “Our communications in Spanish are meant to be extension of the English language conversation with our guests. We aim to have continuous, consistent and comprehensive communication with all of our guests across languages. However, we do tailor our programming with the understanding that certain products or talent may resonate more with particular communities.”
We have introduced menu items featuring bold and exotic flavors inspired by the Latin culture in select markets, such as the Cuban Flatbread Sandwich and Café Con Leche in South Florida.

Does Dunkin’ approach doughnut sales marketing in a different way than it does coffee sales marketing?

X.T.: “Dunkin’ Donuts takes a 360-degree approach to marketing, keeping the consumer and how best to serve him or her in mind at each step of the way.”

How do you work with franchisees, particularly Hispanic franchisees in order to market your products to the Hispanic community?

X.T.:“We work closely with all of our franchisees to respond to the needs of our guests, and in some cases will tailor our menu items to resonate with particular cultures and communities.  For instance, in recent years, Dunkin’ Donuts has introduced both limited time offerings and permanent menu items featuring bold and exotic flavors inspired by the Latin culture in select markets, such as the Cuban Flatbread Sandwich and Café Con Leche in South Florida, Huevos Rancheros Wake-Up Wrap in Phoenix and Latin-inspired donuts in New York.”

We understand Zubi is your Hispanic agency, but who does Hispanic Media Buying and Planning?

X.T.: “Hill Holliday is our general market advertising agency and handles media planning and buying.”

Dunkin’ is present in several Latin American countries, including Mexico, Chile and Colombia. What is your strategy in those countries. Are insights in those countries, particularly Mexico, leveraged also to reach Hispanics in the U.S.?

X.T. “Dunkin’ Donuts currently has more than 300 restaurants across Latin America and the Caribbean, including more than 200 locations in Chile, Colombia and Peru, as well as locations in countries including Aruba, Ecuador, Guatemala, Honduras, Panama and Puerto Rico.  At every Dunkin’ Donuts restaurant worldwide, our priority is serving guests food and beverages that are fast, fresh and convenient. In each country we bring many of our long-time favorite menu items, along with offerings that guests in the region may be more familiar with.”

Note: Dunkin’ Donuts does not currently have a presence in Mexico. Baskin-Robbins does have 27 restaurants there.

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.

    • Dunkin’ Donuts
      Dunkin' Donuts HispanicCoral Gables, FL – Miami, based Zubi Advertising has been assigned US Hispanic creative, account planning, and public relations responsibilities for Dunkin Donuts. Zubi will be responsible for creative, digital and social media, promotions, public relations, and other Hispanic campaigns for Dunkin’ Donuts. The account was previously held by Accent Marketing. Dunkin’ Donuts has an increasing focus on serving and marketing to the rapidly growing Hispanic community.  In 2012, the company launched an integrated Hispanic advertising and marketing campaign asking people, “Que Estas Tomando?” (What are you Drinkin’?). The Spanish-language campaign introduced the brand’s first Spanish tagline, “America Se Mueve Con Dunkin'”, which is the equivalent to the general market tagline, “America Runs On Dunkin’ “Dunkin’ Donuts realizes that marketing to ethnic groups has evolved to a broader approach that requires marketing to a multicultural nation,” stated Xavier Turpin , Director of Multicultural Marketing at Dunkin’ Donuts.


    • Napa Autoparts
      Autoparts PM Publicidad announced the launch of Napa Autoparts new bilingual advertising campaign, Pura Pasion, Pura Calidad. In an effort to increase brand recognition among bicultural Hispanics, Napa Autoparts is expanding its sports-related media mix to include TV, radio, digital platforms, search engine marketing and social media. Napa Auto Parts first ever bilingual television spot will leverage Hispanics’ passion for soccer and NAPA’s eight-year sponsorship of the men’s Mexican National Soccer Team to showcase the brand’s commitment to quality parts and service. ESPN Deportes personality Jorge Ramos, a spokesperson for the brand, will be featured in the ads to lend credibility and authenticity to the campaign, and will participate in retail activations across key markets. NAPA will also use Ramos’ image in POS materials.


    • First Response
      Yesterday (Monday February 18), First Response  for the first time, advertised its pregnancy test and ovulation prediction kit to a Spanish-speaking audience on television networks that included Univision, Galavision, Telemundo and MTV Tres. The 15-second version of the ad focused on the First Response Early Result Pregnancy Test and a 30-second version includes additional information on the First Response Daily Digital Ovulation Test. “We want to be where they are, in the language that they are watching,” Stacey Feldman, a vice president for marketing at Church and Dwight, the company that owns First Response, said of the Spanish-speaking audience. In addition to the television ads, the company will introduce a microsite, TheFirstResponseDifference.com, that will include coupons and frequently asked questions.


    • South Coast Air Quality Management District
      alPunto Advertising of Tustin, California has been awarded the South Coast Air Quality Management District (SCAQMD) Latino outreach account. The Latino outreach program is a comprehensive effort aimed at alerting Latinos of air quality issues and how to help improve it. The program calls for research, media, creative, digital, promotional and strategic elements, all delivered by alPunto under this contract.The Latino outreach effort starts this first quarter with research and planning and runs through the end of the year with a multi-level media effort.


    • Avocados de Mexico
      The Los Angeles-based organization plans a broadcast advertising campaign for the spring programs, designed to attract general market and Hispanic consumers, according to a news release from Avocados from Mexico. The program includes online advertising, social media efforts, consumer promotions and in-store merchandising.With a March launch, a retailer display contest is set during the college basketball tournament. APEAM has merchandising materials to help retailers create custom displays related to March Madness.As spring continues, a breakfast campaign is planned. Activities are scheduled to include a consumer sweepstakes on Facebook. A separate promotion to tie-in with an American Egg Board joint coupon is scheduled for April and will include online advertising.


    • Dr. Pepper

      Olivia Vela, Director of Multicultural Marketing at Dr Pepper Snapple Group
      Olivia Vela, Director of Multicultural Marketing at Dr Pepper Snapple Group

      “We’ll increase our focus on winning with Hispanics, capitalizing on their preference for flavor with strong national and local programming and a new feet on the street team dedicated solely to retail execution and local community involvement and activation,” Larry D. Young, CEO of  Dr Pepper Snapple Group, said during the company’s ‘ Fourth Quarter and Full Year 2012 Earnings Conference Call. Young added that “we’ll continue to focus investments to develop key low per cap markets behind brands, such as Dr Pepper, Canada Dry and Snapple.”. …I said earlier that we must reenergize the CSD (Carbonated Soft Drink) category, and the TEN platform can do just that. We’ll support this critical platform launch with a multiyear marketing program and strong activation in-store. Our media programming includes national and local TV, radio, online and out-of-home. Giving consumers the opportunity to taste these products is key, so we’ll give away over 1 million cans across the country and have targeted couponing programs to stimulate trial. Our in-store merchandising and point-of-sale will be supported with shopper programs, and our breakthrough graphics will help consumers easily identify and understand the platform. We’ll connect with the Hispanic consumer through our partnership with Lucha Libre, a popular wrestling association with strong Mexican heritage. (Interview with Olivia Vela, Director of Multicultural Marketing at Dr. Pepper Snapple Group).  


  • Alliance for Citizenship
    National leaders from the newly formed Alliance for Citizenship will lay out the principles and action plan to win a roadmap to citizenship for 11 million aspiring Americans. The campaign kick-off includes the first national Spanish language radio ad that speaks to the power of the Latino community that will influence the upcoming debate on Capitol Hill. Speakers will also announce the Power Up for Citizenship! action week to push for fast action on a bill that offers a direct path for citizenship, with a process that takes years not decades.As part of the “Power Up for Citizenship!” Week of action, events will be held in states around the country, including the home states of “Gang of Eight” Senators who are currently working on draft legislation.  State events will include leaders from Latino, Asian, and immigrant communities, as well as labor, faith and business leaders.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic 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 of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (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.

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