E-Marketing News – News You Can Use


Samsung, Walgreens, Chobani, Mango, T-Mobile, Halsey, Fiverr, Cheetos, Doritos … and more brands targeting the U.S. consumer right now. 

  • Samsung

    SamsungSamsung Electronics America, Inc. and Twitch announced a partnership that secures Samsung Galaxy as the exclusive mobile device partner of Twitch Rivals North America (“Twitch Rivals”). Twitch Rivals is a series of competitive, online events designed from the ground up for Twitch streamers and viewers. Through this partnership, Samsung and Twitch Rivals will create the next wave of mobile gaming heroes with a year-long program featuring regular, exclusive mobile gaming challenges and events. Events will feature Samsung’s lineup of Galaxy 5G-enabled mobile gaming devices. Samsung and Twitch Rivals are coming together to kick off 2021 with a live, Twitch Rivals broadcast on January 13. Other events are planned shortly thereafter, including a Twitch Rivals Mobile Challenge powered by Samsung Galaxy 5G devices. “Our flagship Galaxy devices help gamers win, with high-resolution screens and advanced processing power to deliver an amazing gaming experience.  And, of course 5G can help to deliver the low latency environment gamers want, especially in multi-player environments,” said Jude Buckley, Executive Vice President of Mobile, Samsung Electronics America.


  • Walgreens

WalgreensWalgreens is expanding its financial services offering in partnership with Synchrony  and Mastercard, as part of its ongoing commitment to offer differentiated healthcare services and benefits to customers. In the coming months, Walgreens will launch credit cards, issued by Synchrony, as well as a prepaid debit card, both of which will be powered by the Mastercard network. The credit cards will closely connect with Walgreens new customer loyalty program, myWalgreens, which launched in November 2020, and cardholders will be able to receive myWalgreens cash rewards and other offers. Additionally, the flagship, co-branded credit card will offer a wider range of benefits provided through Synchrony and Mastercard when used at other retailers and service providers.


Portada LiveJOIN US AT PORTADA LIVE March 24, 2021

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

  • T-Mobile

T-MobileT-Mobile has awarded its US $ 2 billion media account to Initiative , a unit of Interpublic Group (IPG). The award followed a review that began last September and included Sprint which T-Mobile acquired last April. Incumbents included Publicis Groupe and WPP agencies as well as Horizon Media. “Now that Sprint is part of T-Mobile, we’re operating on a bigger scale and taking on bigger and bolder goals. As part of that, we reviewed agency relationships over the last few months. Our team heard from the best of the best and saw incredible thinking to help fuel our next phase of growth. We are grateful to those who took part and congratulate the team at Initiative for their well-deserved success!”, T-Mobile CMO Matt Staneff said in a statement. Spark Foundry and Essence lost the business, and Horizon retained the Sprint Boost account, which is now owned by Dish.

  • Halsey launches D2C Brand


    Created by multimedia, award-winning artist and author Halsey, about-face is a multidimensional color beauty brand rooted in innovation, self-expression and high-performance with customer experience as its highest priority. Set to launch direct-to-consumer via www.aboutface.com on January 25, 2021about-face celebrates the many facets and forms of expression that live in each person. about-face provides the tools to create looks that highlight authenticity and uniqueness in every form, recognizing that there is no one version of us.
    about-face will be sold direct-to-consumer in the US, Canada, UK and Europe on www.aboutface.com, as well as via an exclusive year-long partnership with Ipsy, featured in the newly launched and limited edition Glam Bag X on www.ipsy.com. The next about-face drop will be Anti-Valentine’s Day, a limited-edition matte lip range launching in early February 2021.

  • Chobani

    ChobaniGreek yogurt giant Chobani entered the coffee category with the launch of Chobani Coffee. Its new four-product line features two vegan options: Cold Brew Pure Black (black coffee with no sugar or dairy) and Cold Brew with Oat Milk (coffee blended with the brand’s Chobani Oat milk). One serving of these beverages provides the caffeine-equivalent of one cup of coffee and the line is now available at retailers nationwide for a suggested retail price of $4.49 per 32-ounce multi-serve carton or two for $7 on promotion. While the brand is also expanding its dairy-based options in conjunction with its launch of vegan products, its oat milk and creamer business has seen triple-digit growth while its Greek yogurt business grew by double-digits. “Nutrient dense Greek yogurt and coffee have long been a perfect pair, fueling our lives throughout the day,” Peter McGuinness, president and COO of Chobani, said. “Chobani Coffee is crafted from single origin 100 percent Arabica beans, geared for the passionate coffee drinker looking for cold-press brews who love the added taste of creamers made from farm fresh milk and oat milk.”

  • Superbowl: A first for Fiverr…

    FiverrFiverr, an online market for freelance services, which provides a platform for freelancers to offer services to customers worldwide, is debuting as a Super Bowl advertiser running its first Super Bowl ad during Super Bowl LV on February 7, 2021.  The new ad will be an evolution of the company’s recently launched campaign, “It Starts Here”, which went live in September 2020 and focused on SMBs as they navigated digital transformation with support from freelancers on Fiverr.  “It doesn’t get any bigger than the Super Bowl from a branding and marketing perspective,” said Gali Arnon, Chief Marketing Officer at Fiverr. “We believe this is a major opportunity for us to introduce the world to Fiverr in a unique and creative way. The spot will get to the very heart of how Fiverr supports businesses around the world. We can’t wait for everyone to see what we’ve created.” Marketing presence at one of the world’s biggest sporting events follows several milestones for the company, including a successful IPO, a new brand identity and evolution, global investments in TV advertising, and a number of advanced technological innovations. Fiverr’s Super Bowl ad is expected to run during the third quarter of Super Bowl LV and will include campaign extensions across marketing channels throughout the remainder of the year.

    • … and Cheetos and Doritos Return

      CheeetosCheetos is popping back into the Super Bowl ad scene for the first time in over a decade to debut its biggest innovation in a decade — Cheetos Popcorn — on the world’s largest advertising stage. The :30 TVC spotlights the orange and red dust that all Cheetos fans proudly wear on their fingertips, known officially as Cheetle®, and will kick off Cheetos’ newest marketing campaign, “It’s a Cheetos Thing.” Beloved ’90s hip-hop star MC Hammer is the star of the new commercial, as seen in the teaser released today on Cheetos’ social channels. The teaser video explores the origins of one of MC Hammer’s most beloved songs, “U Can’t Touch This” — which celebrates its 30th anniversary this week — and asks the question, “Was Cheetos and Cheetle the inspiration behind the iconic track?” Fans are transported back to the 1990s before MC Hammer debuted his hit song, showing that it all began with a bag of Cheetos and Cheetle-covered fingertips. The teaser is in preparation for the full Super Bowl commercial that will give a nod to Cheetle-covered fingertips being not just a delicious treat, but a permission slip to escape the mundane routines of everyday life. “Cheetos is such an iconic and beloved brand that has gained even more popularity in the last decade, so we saw the Super Bowl as the only fitting place to debut our biggest product launch in a decade with Cheetos Popcorn,” said Rachel Ferdinando, SVP and Chief Marketing Officer, Frito-Lay North America.

      DoritosDoritos, one of the flagship brands from PepsiCo’s Frito-Lay division, is bringing the country’s favorite country-meets-rap musical duo — Lil Nas X and Billy Ray Cyrus — together for another head-turning collaboration alongside critically acclaimed movie legend, Sam Elliott. The campaign fits directly into Doritos’ newly revamped mantra and tagline, Another Level.
      Fans were able to get a first glimpse of the commercial in a teaser video Doritos dropped last week that brought them straight to the scene of a country Western town named “The Cool Ranch.” Known from a wide array of work — including many Western films — Sam Elliott recited the lyrics to “Old Town Road,” leaving fans guessing what comes next. Today, Doritos is dropping a new teaser titled “Bassquake” on its social channels that helps fans start to put the pieces together.  The 2020 TVC will be the first time that the beloved Cool Ranch flavor gets the spotlight in a Doritos Super Bowl ad. \

  • Mango

    MangoMango will launch its debut homeware line in April. The Spanish brand joins a number of high street labels to enter the interiors market, including H&M, Zara and Urban Outfitters. The collection will focus on textiles, all of which will made with sustainable materials, spanning bed linen, duvet covers, cushions, blankets, towels and bathrobes. The debut offering will also include candles, incense sticks and loungewear to either sleep or relax in. Eighty per cent of the products will be sourced locally, amplifying the company’s commitment to eco-friendly practices. Items for the bathroom and kitchen will be added for autumn/winter 2021.




Matt Van Dyke new CEO at Ford Direct, Joel Paulino, Emma Velez, Dana Bonkowski, Robert Ruvalcaba, Brian Slitt, Ezequiel Fonseca Zas, Ivon Rodriguez, Rob Armstrong… New positions are created by major corporations, people change positions, get promoted or move to other companies. Portada is here to tell you about it.

Matt Van Dyke, new CEO at FordDirect

Matt VanDyke
Matt VanDyke, CEO, FordDirect

Ford Direct, a joint venture between Ford Motor Company and its franchise Dealers, announced that Matt VanDyke has been appointed as Chief Executive Officer, effective Feb. 1, 2021. Mr. VanDyke, who for more than 12 years has led and transformed Ford and Lincoln brand positioning in roles around the world, now takes charge of a team responsible for delivering best-in-class automotive marketing and advertising solutions to Ford and Lincoln Dealers throughout the United States. “We are thrilled to have Matt VanDyke lead the FordDirect team,” said Mike Pallotta, president of Pallotta Ford Lincoln in Wooster, Ohio and chairman of the FordDirect Board of Managers. “His passion for the digital auto retailing business is clear. His experience around the world shepherding the Ford and Lincoln brands, along with his knowledge of FordDirect following two terms as a board member, will serve him well as CEO. Our Board is confident Matt will continue the positive momentum FordDirect has made in its digital transformation. Our mission is to help Ford and Lincoln Dealers sell and service more cars and trucks. Matt is the best person to lead this team in continuing that work.”
VanDyke, 48, was most recently Director of Marketing for Ford Motor Company. Beginning in 2018, VanDyke led integrated communications, digital consumer experience, brand alliances, revenue management, and retail go-to market strategies. Prior to that, he was Vice President of Marketing for Ford of Europe, where he oversaw the Fiesta and Focus vehicle launches and led the piloting of various digital and retail consumer experiences, the rollout of new Ford websites, and the development and introduction of e-commerce solutions. He also served on the FordDirect Board for over five years.

The FordDirect Board also announced the promotion of Mike Gingell to Chief Operating Officer. Gingell joined FordDirect as Senior Vice President, Product, Marketing and Dealer Engagement in 2019. His promotion is effective Feb. 1, 2021.

Brand Marketer Appointments at Bacardi and T-Mobile

Joel Paulino, (photo right) has been appointed as Brand Director D’USSÉ Cognac (Roc Nation JV) at Bacardi. He previously worked as Sr. Brand Manager, Altos & Avion Tequilas at  Pernod Ricard.


Emma Velez

Emma Velez, photo left at a Portada event, recently was appointed  Sr. Manager, Multicultural Advertising at T-Mobile her prior position was Lead Manager Advertising Diversity segments at  AT&T Mobility & Entertainment Group.


Dana Bonkowski joins Zenith

Dana Bonkowski, right, has been named  SVP, Multicultural Lead at Zenith. She previously worked as SVP Multicultural Lead at Starcom. Bonkowski has developed a very strong multicultural marketing expertise over the last two decades.

Linqto, a digital investment platform for private market securities, announced that Ivon Rodriguez has joined the company as Chief Marketing Officer. In this role, Ivon will lead all consumer and product marketing programs for Linqto using her extensive knowledge to continue to generate awareness and expand the community of accredited investors for the Silicon Valley fintech company.
She joins Linqto from The 360 Group, a leader in entertainment marketing, and prior to that role was the Managing Director for IE University’s International Development office in the Southeastern United States and Caribbean.

Robert Rubalcava has been promoted to VP of Sales U.S. at Prisa. His prior position was VP of Sales, West Region.



Prizelogic, an independent incentivized engagement company whose clients include PepsiCo, Molson Coors, Lowe’s and Samsung, announced the appointment of Brian Slitt as the company’s first Chief Revenue Officer. In this newly created role, Slitt will identify new revenue opportunities and pioneer new markets for the company.

New Executives at NBC Universal, Linqto, Eyeota…

Malu Carmona-Botana
Malu Carmona-Botana

NBCUniversal Telemundo Enterprises announced the appointment of two new executives as it expands its Revenue Strategy and Distribution business unit to develop and grow content monetization opportunities in the U.S. and around the world.

Ezequiel Fonseca Zas
Ezequiel Fonseca Zas

Effective immediately, Ezequiel Fonseca Zas joins Telemundo in the newly created role of Senior Vice President of Revenue Strategy and Distribution, and Malu Carmona-Botana is appointed to the new position of Vice President of Content Monetization. Both executives will be based in Miami, Florida. Fonseca Zas will report directly to Peter Blacker, EVP, Chief Commercial Officer and Head of DTC Licensing, and Carmona-Botana will report to Fonseca Zas.

Rob Armstrong, EyotaEyeota announced the appointment of Vice President of Product, Rob Armstrong to continue to address industry changes and provide the same complete access to high-quality and diverse data solutions and services. He will collaborate closely with teams across Eyeota’s global offices to ensure the company’s solutions provide the assurance of continuity for clients and stay ahead of the marketing industry’s evolution.Armstrong comes from ShareThis, Madison Logic and AD/FIN. He previously co-founded lockr and Bombora and has led the filing of 6 patents and 3 trademarks.

…and Univision.

Univision announced changes to the executive leadership team intended to accelerate its leadership position and drive Univision’s transformation for the future. The appointments include:

  • Pierluigi Gazzolo, appointed to the newly created role of President of Univision Communications Inc. and Chief Transformation Officer to drive the next era of growth
  • Luis Silberwasser, appointed to the newly created role of President of the Univision Television Networks Group to lead Univision’s national TV properties
  • Donna Speciale, named President of Advertising Sales and Marketing, to drive innovative expansion of Univision’s offering for advertisers
  • Friday Abernethy, promoted to Executive Vice President of Content Distribution and Partnerships
  • Adam Shippee, promoted to the newly created role of Executive Vice President, Corporate Development, Strategy and Transformation
  • Amy Tenbrink, promoted to EVP & Associate General Counsel, Revenue/Business Development with expanded responsibilities across the Digital businessThe recently appointed CEO of Univision Wade Davis said that “today begins a transformation for Univision. One that will see us accelerate our position as the leading U.S. Hispanic media company as we launch new products and services that will drive value for our U.S. Hispanic audience and for our advertising and distribution partners, who want to reach and engage with this critical audience.”


Toyota, Athleta, Kia, Jim Beam, JP Morgan & Chase, Heaton Homes, Mass Mutual, Scotiabank, Honda….. and more brands targeting the U.S. consumer right now.

  • Toyota

    ToyotaToyota introduced the “The Sienna Life” campaign, welcoming  a refined and versatile minivan: the all-hybrid and all-new 2021 Toyota Sienna. “The new campaign is inspired by our guests living their ‘Sienna life’ to the fullest, across a wide range of life stages and activities,” said Cynthia Tenhouse, vice president, Vehicle Marketing and Communications, Toyota Motor North America. The fully integrated Sienna campaign was developed against Toyota’s long-standing Total Toyota (T2) marketing model, fully considering the transcultural mainstream audiences across America. Toyota campaigns are integrated through one strategic brief, creative idea, and media plan – and create a cohesive marketing approach inclusive of multicultural marketing and the total market model. The Tagency team includes Saatchi & Saatchi, Burrell Communications, Conill Advertising and Intertrend, with ZenithMedia placing TV and outdoor media buys. 

    Media Buys and Creative

    Toyota Sienna Life Campaign“The Sienna Life” is a fully-integrated campaign extending across linear TV, digital video, digital content, programmatic, paid social, audio, and out-of-home. High-profile prime and sports programming includes the NBA, NFL, Daytona 500, Univision, CBS All Access, HGTV, ESPN Deportes, Discovery en Español, India Tour of Australia Cricket games on WillowTV, and more. Digital content/video includes partners such as Condé NastRefinery29Tastemade, Hulu and Hulu Latino, Pinterest, PopSugarThrillist, Disney’s Mira the Royal Detective, DisneyNow and more. Partnerships include Stranger Things: The Drive-Into Experience, BET NAACP Image Awards, Vox, Curbed, Hola!, Amazon, and Spotify, among others. Social is across Facebook, Instagram, Pinterest, Twitter, and Reddit.

    In “Bold Statement,” created by Burrell Communications and directed by The Mill, a hip couple takes the “scenic route” on a drive through the city, giving everyone else an up-close look at their stylish Sienna. Conill developed two spots, “Phone” and “Cold,” that highlight the all-new Sienna’s available AWD capabilities allowing passengers to live memorable moments in the outdoors. In “Phone,” friends venture to a forest for a remarkable adventure only to swiftly leave as they discover that bears really can be found in caves. In “Cold,” a couple’s adventure takes them farther and into a colder environment than planned, demonstrating the Sienna’s AWD capability and best-in-class combined miles per gallon (MPG). Intertrend created two spots for the campaign: “Marathon,” where a family uses unique features available in the Sienna to relive moments from their favorite Korean drama; and “Team Outing,” which highlights a new way to work remotely and redefine work-life balance thanks to what the Sienna has to offer.

  • Jim Beam

    Jim Beam® Bourbon kicked off the year by offering drinkers a solution to their beer boredom: the  Jim Beam Highballl cocktail, which is made by mixing chilled Jim Beam Bourbon with ice and ice-cold, highly carbonated ginger ale. is the perfect alternative for those who are bored of beer but find themselves ordering another one on autopilot. The new marketing campaign, launching nationally this month, encourages those drinkers to add the Jim Beam Highball to their repertoire and order one when they’re looking for a light and refreshing option instead of their next beer. The campaign first aired on Jan. 4 with a new TV spot, “Need a Break From Beer,” across multiple national news, entertainment and sports networks, and will run nationally throughout the year. The commercial marks the latest collaboration between Jim Beam and global advertising agency adam&eveNYC. “With the launch of ‘Need a Break From Beer,’ we’re taking a widely enjoyed cocktail that’s been trending for years and finally shining the national spotlight on it,” said Jessica Spence, president of brands at Beam Suntory. The new campaign spot will air throughout 2021 on more than 20 national TV networks, including sports destinations such as MLB Network and ESPN2, entertainment hubs AMC and Comedy Central, and major broadcast networks including ABC, FOX and NBC. Starcom USA oversees media on behalf of Jim Beam. In addition to media partnerships, Jim Beam will deploy Highball programming throughout the year including retail marketing, baseball stadium activations, consumer sampling and value-add packaging. The brand will also host “Beam Gardens” — a playful alternative to traditional beer gardens — in several markets across the country.

  • Athleta

    AthletaGap’s Athleta brand has launched its first sleepwear product line for women, recognizing the fact that consumers increasingly are shifting to casual and comfort wear as a result of continued stay-at-home practices due to the ongoing COVID-19 health crisis. The new women’s sleepwear collection, is now available on Athleta.com. Athleta, increased digital marketing investments and its focus on product strategy has been aiding sales. In third-quarter fiscal 2020, the company’s net sales were up 35%.  Athleta recorded the highest comps growth in the brand’s history, with more than 50% contribution from the online business. Management is on track with the execution of its Power Plan 2023, which focuses on opening  Old Navy and Athleta stores while closing the underperforming Gap and Banana Republic stores. As part of the plan, the company expects the Old Navy and Athleta brands to contribute about 70% of sales by 2023. 
  • The Coca-Cola Company


    Coca-Cola is jumping back on the direct-to-consumer bandwagon with the relaunch of its Insiders Club subscription service, the program was discontinued when Covid-19 started last March. The program has a waitlist of consumers willing to pay US $45 for product sneak peeks and virtual experiences including a workout with an NFL player or a celebrity-hosted cooking class. The specific contents of each box, thus far, are a secret but early 2020 offering included Dasani water flavors not yet on the market and some Coca-Cola stickers. Coca Cola’s DtoC reflects how marketing and  are turning more e-commerce oriented.Coca-Cola in recent weeks also launched a full review of its media and creative planning and buying practices, including its agency appointments around the world.

Portada LiveJOIN US AT PORTADA LIVE March 24, 2021

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.


  • JP Morgan Chase

JP Morgan & ChaseWPP and Dentsu, have won the media businesses of multinational investment banking conglomerate, JPMorgan Chase, in a highly competitive pitch. The pitch which kicked off in late September 2020, covers the offline media shopping for enterprise within the U.S., Northern Europe and Asia, and was supported by MediaHyperlink. Zenith, the US incumbent, lost the account after holding it since 2005. JPMorgan Chase  manages its US $200 million digital media account in house, and outsources the US $218 million offline portion. WPP will create a crew of GroupM media businesses known as Team.  JPMC powered by WPP to deal with the account, which incorporates all offline and digital planning, media shopping for, analytics, measurement and search engine optimization. JPMorgan Chase has been in-housing components of its advertising since 2015, when it launched an inside company known as Inner Circle below CMO Kristin Lemkau. In January, Leslie Gillin changed Lemkau as CMO, who grew to become CEO of the corporate’s wealth administration division.

  • NHL: Discover, Mass Mutual, Scotiabank, Honda

FCAThe National Hockey League (NHL®), in partnership with Discover, Honda, MassMutual and Scotiabank announced the official division names for the 2020-21 season: Scotia NHL® North Division, Honda NHL® West Division, Discover NHL® Central Division and the MassMutual NHL® East Division.

As previously announced, in reaching agreement on the format for the 2020-21 season, the NHL and NHLPA (National Hockey League Players‘ Association), determined that the ongoing closure of the U.S.-Canada border required realignment, with teams realigned as follows:

  • Scotia NHL® North Division (Calgary, Edmonton, Montreal, Ottawa, Toronto, Vancouver, Winnipeg)
  • Honda NHL® West Division (Anaheim, Arizona, Colorado, Los Angeles, Minnesota, San Jose, St. Louis, Vegas)
  • Discover NHL® Central Division (Carolina, Chicago, Columbus, Dallas, Detroit, Florida, Nashville, Tampa Bay)
  • MassMutual NHL® East Division (Boston, Buffalo, New Jersey, NY Islanders, NY Rangers, Philadelphia, Pittsburgh, Washington)
  • Kia

KIa LogoKia revealed its new corporate logo and global brand slogan that signify the automaker’s bold transformation and all-new brand purpose. The introduction of the new logo represents Kia’s ambitions to establish a leadership position in the future mobility industry by revamping nearly all facets of its business.
Meant to resemble a handwritten signature, the refreshed logo was described by Kia as a “rhythmical, unbroken line” that is also symmetrical to symbolize confidence.  “Kia’s new logo represents the company’s commitment to becoming an icon for change and innovation,” said Ho Sung Song, Kia’s President and CEO. “The automotive industry is experiencing a period of rapid transformation, and Kia is proactively shaping and adapting to these changes. Our new logo represents our desire to inspire customers as their mobility needs evolve, and for our employees to rise to the challenges we face in a fast-changing industry.” In addition to an all-new logo, Kia revealed its new global brand slogan, ‘Movement that inspires’. Details on Kia’s new brand strategy, including brand purpose and philosophy as well as application to Kia’s future product line-up. Kia, which is preparing a brand transformation in 2021, based on its Plan S business strategy, is targeting global sales of 2.92 million units this year. The number includes 535,000 units in Korea and 2.39 million units from overseas markets. Kia also seeks to bolster profitability with flexible operations tailored to each region. In 2020, Sales in Korea saw a 6.2 percent increase from 2019 to 552,400 units, while sales outside of Korea retreated 8.7 percent to 2.05 million units.  Kia joins rivals in the automotive category putting areas like electric vehicle offerings and mobility services at the top of the agenda for growth.

  • Heaton Homes

Heaton Homes  announced the official launch of its website at HeatonHomesUSA.com. Heaton Homes’ primary mission is to provide refurbished apartment homes offering comfort, security, and stability for residents. The website features a sleek, modern design to help potential renters find their next home
Heaton Homes’ motto is ‘When you’re here, you’re home.’ We live and breathe our motto by providing exceptional living experiences for working-class residents,” said Spencer GrassieHeaton Homes’ Partner & Founder. “Our website will showcase the quality of our apartment homes to prospective residents and will allow Heaton Homes to connect with cost-conscious renters who share our core values and want to feel proud of where they call home.” The website will be updated on a regular basis with new rental listings featuring Heaton Homes-owned apartment homes. Prospective renters are encouraged to explore the website and fill out the rental inquiry form to stay up to date on new rental listings as they become available. Check out Heaton Homes’ website for your next home! Heaton Homes is a family-owned and operated real estate firm that acquires, owns, invests in and manages single-family residences and small- and medium-sized multifamily properties across New England, a region comprising six states in the Northeastern United States: Maine, Vermont, New Hampshire, Massachusetts, Rhode Island, and Connecticut.


CVS Health Creates New Chief Customer Officer Position, Ronald Bautista, Christine Abramo, New Brand Marketing Appointments at PÜR-The Complexion Authority, Calvin Klein and Macy’s, Telemundo and Zelgor. New positions and are created by major corporations, people change positions, get promoted or move to other companies. Portada is here to tell you about it.

CVS Health Creates New Chief Customer Officer Position

Michelle Peluso
Michelle Peluso, Chief Customer Officer, CVS

CVS Health announced that Michelle Peluso will join the company as Chief Customer Officer effective January 25. In this newly created executive leadership role, Peluso will be responsible for transforming the consumer experience and accelerating CVS Health’s digital strategy. Peluso will have direct oversight for CVS Health’s marketing and brand strategy, digital transformation and the end-to-end consumer experience. “Michelle is a seasoned executive with a strong track record in building a world-class consumer experience and delivering results,” said Karen S. Lynch, who will become President and CEO of CVS Health on February 1. “Michelle’s consumer focus will accelerate our work to ensure a connected health experience across all CVS Health touchpoints, as we continue to reshape health care as we know it today.” Peluso brings 25 years of experience to CVS Health. In her most recent role, as Senior Vice President, Digital Sales and Chief Marketing Officer for IBM, she oversaw marketing and brand strategy and execution, digital sales, and the commercial business, with responsibility for over $5 billion in revenue globally

Brand Marketer Appointments at PÜR-The Complexion Authority, Calvin Klein and Macy’s

Astral Brands is proud to announce the appointment of Amanda Kahn as the Vice President of Marketing and Innovation for their mineral-based and clean beauty brand, PÜR – The Complexion Authority.  Kahn succeeds Tisha Thompson who is stepping down from the role to spearhead a new opportunity that will be announced in 2021, after 15 years with the brand.

Calvin Klein has appointed Jamaal Layne as EVP of Global Brand and North America Marketing, effective Jan. 11. Most recently, he served as head of entertainment marketing at Sonos, where he established the company’s celebrity and influencer marketing initiatives and oversaw partnerships with licensee and streaming partners. Prior to Sonos, he held key marketing positions at Adidas, Converse, Nike and Microsoft, as well as consulted for brands like Carhartt, Stussy and Forever 21. At Calvin Klein, Jamaal will report to CMO Linh Peters.

Macy’s Inc. has promoted Nata Dvir to the role of chief merchandising officer of the Macy’s brand, starting Feb. 1. She currently serves as the department store’s SVP and general business manager for beauty and center core merchandise and replaces Patti Ongman, who previously revealed plans to retire at the end of the 2020 fiscal year.

Ronald Bautista and Christine Abramo…

Ronald Bautista, joined JP Morgan Chase & Co as VP of Multicultural Local Marketing.  Previously, Bautista worked as Senior Multicultural Marketing Specialist at Emblem Health.

Chrstine AbramoChristine Abramo, has  been appointed  VP, Business Development at Univision Communications Inc. Abramo previously was responsible for National Multicultural Partnershiups at Popsugar, which was acquired by Group Nine Media.

Miguel Angel Lopez, Phil Folgertite….

Miguel Angel Lopez
Miguelangel Lopez, VP News, Telemundo 31

Telemundo31,Telemundo’s owned station that reports for Central Florida’s Spanish-speaking audiences, announced that Miguelangel Lopez has been named Vice President of News. In this role, Lopez will be responsible for overseeing the station’s multi-platform news operations and performance. He will report to Migdalia Figueroa, President and General Manager of Telemundo31. His first day at WTMO will be January 25.


Phil FogeriteZelgor Inc. announced that Phil Fogerite is joining the company as Chief Product Officer. In this role, Mr. Fogerite will oversee product strategy and facilitate the optimization of both player experience and commercial success. Mr. Fogerite brings over a decade of experience working on AAA and indie games, specializing in data-driven design and development. He leverages a deep understanding of operational best practices, motivational psychology, and modern analytical techniques to deliver highly engaging gameplay and high-value product strategies.








Wade Davis new CEO at an Univision with new owners, Nick Kelly, Carlos Cordoba, Gonzalo Alonso, Alianza de Futbol acquired….  Companies get bought and sold, people change positions, get promoted or move to other companies. Portada is here to tell you about it.

Wade Davis new CEO at Univision…

Wade DavisWade Davis, media industry veteran and CEO and founder of investment firm ForgeLight,  assumed the role of Univision CEO. Prior in his career Davis was CEO of Viacom.  Davis is replacing Vince Sandusky as CEO. Led by Davis and benefitting from his expertise in managing the growth and transformation of large-scale media enterprises, Univision’s new leadership team plans to use the company’s platform and strong pipeline of entertainment, sports and news content to deepen its relationship with the Hispanic community. Over the past years Univision’s financials have been hit by high debt levels as well as revenue declines due to structural changes including cord cutting by consumers and a relative decrease in size of the Spanish-dominant population in the U.S.
Univision had been considering an initial public stock offering for many years, then dropped plans in March of this year. In the third quarter o 2020, Univision’s revenue declined 8% to US $627.6 million (from US $681.4 million). Income from continuing operations was cut by 60% to US $30.9 million (from US $77.4 million). Univision’s media networks’ advertising revenue sank 11% to US $287.6 million (compared to US $322.4 million) in the same period last year.

Univision’s New Ownership Structure …

Global private investment firm Searchlight and operating investment company Forgelight and Grupo Televisa announced the completion of Searchlight and ForgeLight’s acquisition of a majority ownership interest in Univision. As a result of the transaction Searchlight and ForgeLight purchased an approximately 64 percent ownership interest in Univision from an investor group including Madison Dearborn Partners, Providence Equity Partners, TPG, Thomas H. Lee Partners and Saban Capital Group. Televisa has retained its approximate 36 percent stake in Univision’s fully diluted equity capital. .

Nick Kelly, President at Charlotte FC

Nick KellyNick Kelly has been named club president at Charlotte FC. Kelly, who will oversee Charlotte’s day-to-day business operations, joins after six years with Anheuser-Busch InBev (AB InBev). He was most recently their vice president of partnerships, beer culture and community, overseeing company partnerships in the sports, music and entertainment fields. “Soccer has arrived in Charlotte, and we have an incredible opportunity to build an organization and a culture of fandom that rivals the top teams in MLS,” Kelly said in a statement. “When I met David Tepper and Tom Glick, I was attracted to the exciting vision they had for what Tepper Sports & Entertainment can be for the Carolinas and I look forward to helping realize that vision with Charlotte FC.” Kelly has a soccer marketing background, since AB InBev has sponsorship agreements with over a dozen MLS clubs and has partnered with international tournaments such as the FIFA World Cup, Olympics, International Champions Cup and Copa America. Under Kelly in 2019, Budweiser became an official partner of the National Women’s Soccer League. “Nick has a track record of connecting brands with fans across all sports and will bring fresh ideas to Charlotte FC,” owner David Tepper said in a team release. “In the past year, we have assembled a strong sporting staff, led by Zoran Krneta, and have continued to build our business staff. Nick’s hiring comes at the perfect time as we turn our attention to preparing for an exciting first season in 2022.”

Carlos Cordoba, Gonzalo Alonso….

Entravision Cisneros - InteractiveAfter the acquisition of a majority stake in Cisneros Interactive by Entravision (read our updated analysis here), both Entravision and Cisneros Interactive announced changes in their leadership teams. Gonzalo Alonso has been promoted to SVP Digital Audio at Entravision Communications. His prior position was Founder and Managing Director at AudioEngage, an Entravision Company. Cisneros Interactive will continue to be led by Victor Kong, CEO.  Kong will be reporting to the board of Cisneros Interactive which will be comprised by executives of Entravision and Cisneros. Carlos Cordoba will assume the role of Chief Operations Officer (COO) and Head of Audio Advertising. Victoria Morales will be acting as Chief Financial Officer (CFO), and Juan Pablo Florentín  as Chief Technology Officer (CTO). German Herebia, co-founder of Cisneros Interactive, will be leaving Cisneros Interactive to take up new professional challenges.

For Soccer Ventures Acquires Alianza de Futbol

For Soccer VenturesFor Soccer Ventures (FSV),  the investment fund backed by MLS team Philadelphia Union co-owner Richie Graham announced it has completed the acquisition of Hispanic soccer companies Alianza de Futbol and JUGOtv.  Both companies were previously owned by Relevent Sports. FSV is focused on the growth and long-term development of American soccer. Founded in 2004 by Richard Copeland and Brad Rothenberg,  Alianza de Futbol has represented opportunities in soccer programs for male and female soccer players outside of the traditional club system in the U.S. Since the program’s launch, players have come from 46 states and more than one thousand U.S. cities, connecting over 3.2 million Hispanic families to the Alianza de Futbol community. JUGOtv has operated as the content studio and social media arm of Alianza de Futbol.  “We’re beyond excited to join the FSV team,” said Joaquin Escoto, Managing Director of Alianza de Futbol. “The future of soccer in America is so bright, and we’re thrilled to be joining FSV on their mission to ensure all communities are part of that future. FSV are the perfect partners to help amplify our impact in bringing the Hispanic community closer to the most important organizations in American soccer.” New initiatives that expand upon Alianza de Futbol, both on-and-off the field, will be announced by FSV in the forthcoming months.


New Hires at DISQO

DISQOConsumer insights platform DISQO announced the expansion of its marketing team with the following new hires:

  • Anne Hunter, VP of Product Marketing — Hunter brings a wealth of experience from her roles as EVP of Strategy & Growth at Kantar; SVP of Advertising Effectiveness at comScore; and Head of Insights at AOL.

  • David Grabert, VP of Brand & Communications — Grabert was formerly Global Head of Marketing & Communications for GroupM, WPP’s world-leading media investment group; and prior held senior roles with Clear Channel Outdoor, Canoe Ventures and Cox Communications.

  • Karin Odell, Head of Demand Generation — Odell built her career in demand generation at B2B SaaS companies in Silicon Valley and Silicon Beach (L.A.), including roles at EZ Texting, Velocify and FirstRain.






Perfetti-Van Mele,  Tecate, Airbnb, Noodles & Co, Sanofi, Post Cereal, Nike, Chico’s, Walmart, Clorox and more brands targeting the U.S. consumer right now. 

  • Tecate

  • Tecate
    Tecate logo (PRNewsFoto/HEINEKEN USA Inc.)

    London, UK, headquartered Mirriad Advertising, a global technology company and developer of native in-video advertising, is supporting Heineken beer brand Tecate in an advertising campaign launched on New Year’s eve. Tecate is using a video  in Spanish-language with the music theme “Pa’ Que No Te Anden Contando,’ by the artist Giovanny Ayala, Mediapost reports. In the song Ayala sings about a former girlfriend who he says is not important to him anymore and asks her to leave him alone. Mirriad Advertising, who manages an AI-powered technology to analyze content  (e.g. context and emotions) to identifiy the most relevant context for brands , inserted Tecate banners in the video. The campaign aims to connect the brand with Mexican Americans between the age of 21 and 35 on YouTube, Apple Music, Amazon, FB, TikTok Instagram and other platforms in the U.S. and Mexico. In February of 2020 Tecate introduced a new brand positioning and modernized visual identity in order to grow cultural relevance with consumers with the launch of the “Mexico is in US” campaign for the Tecate’s USA portfolio, which includes the brand’s signature Tecate Original and Tecate Light products, as well as Tecate Titanium and Tecate Michelada. The campaign honed in on soccer and music and also marked the point of departure with boxing. Prior to 2020, Tecate was a major sponsor of boxing events in the U.S.

  • Perfetti van Mele

    Perfetti-Van MelleWavemaker announced that it has been named Media Agency of Record (AOR) by Perfetti Van Melle USA, one of the world’s largest manufacturers and distributors of confectionary and gum, including global and regional brands such as Mentos, Airheads, Chupa Chups, and newly launched Fruit-tella. The appointment is effective immediately. The confectioner sought to consolidate its global agency roster and integrate its business, and selected Wavemaker following a review for its strong track record of innovation and proven expertise driving growth for consumer-packaged goods (CPG) brands. “A key differentiator for Wavemaker was its ability to fuse global and local expertise across multiple disciplines, from media and data sciences to ecommerce and shopper media,” said Rachel Chambers, Vice President, Marketing, Perfetti Van Melle USA. “We’re thrilled to partner with Perfetti Van Melle to connect with consumers in ways that are both playful and sales predictive,” said Amanda Richman, CEO, Wavemaker, US. The appointment expands Wavemaker’s global relationship with the candy-maker, which now spans the US, China, Netherlands, India, UK, MENA, Belgium, Turkey and Indonesia.

  • Ford

    FordPulling time originally intended to promote its new F-150 pickup, Ford Motor Co. launched a nationwide ad campaign on New Year’s Day asking Americans to “Finish Strong” in the battle against Covid-19 by wearing masks and taking other scientifically recognized steps to reduce the spread of the disease.  Produced by Peter Berg, the Hollywood director known for films such as “Patriots Day,” and narrated by “Breaking Bad” actor Bryan Cranston, the 30-second spot will air during the first three days of 2021 during college bowl and NFL games, while being backed up with an expansive social media campaign. Approximately half of the media buy originally intended for the launch of the new F-150 pick up was still by Ford toward that purpose.  Five multi-channel 2021 Ford F-150 advertising spots aired on January 1  during college football playoff games. The creative used was developed by Wieden + Kennedy.

  • Airbnb

Droga5 has been named lead creative agency by Airbnb.  Wieden+Kennedy had previously worked with the brand, which invested US $36 million in U.S measured media in 2019, per COMvergence estimates. Advertising expenditures  are expected to increase as the global economy recovers from COVID-19 in 2021 and 2022. Droga5, now owned by Accenture, has picked up the ad account, reportedly without a pitch.

Portada LiveJOIN US AT PORTADA LIVE March 24, 2021

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

  • Noodles & Co.

NoodlesFast casual restaurant chain Noodles & Company announced Fortnight Collective as its agency of record through 2021. Fortnight Collective, a Boulder, CO based international creative agency specializes in an immersive, collaborative and speed based, go-to-market process. The agency is leading in its class for providing the right talent around the table at the right time to accelerate brand momentum via rapid marketing prototyping. Noodles brought on Fortnight Collective amid the pandemic, seeking an agile creative agency to adapt to shifting consumer needs and deliver advertising that generates awareness, builds brand loyalty, and evokes a positive emotional connection from current and future consumers. “Following the commencement of the first project in March 2020, the two have partnered to develop a series of creative and compelling marketing campaigns and have plans to carry over into the new year. “Having previously worked with Fortnight Collective, I immediately knew when COVID hit that their team would bring the right mix of agility and top creative talent to help us achieve strong results during this unprecedented environment,” said Stacey Pool, chief marketing officer at Noodles & Company.


  • Sanofi

SanofiFrench pharma company Sanofi selected Omnicom Media Group as its new media agency of record for markets outside the U.S. In the U.S. the company retained Havas Media as its media AOR. Sanofi’s annual global ad spend is estimated at about $1 billion, with a little more than half earmarked for the U.S.


  • Post Cereal

Post CerealBarkley has been named agency of record for four Post Cereal brands: Honey Bunches of Oats, Great Grains, Honeycomb and the PEBBLES family of cereals (Fruity, Cocoa, and Marshmallow Fruity PEBBLES). With the partnership set to kick off in January 2021, the agency is tasked with heading up strategy and creative and will be partnering with brand teams to provide breakthrough relevant, whole brand thinking for the Post Cereal brands. The Post portfolio of brands spans a wide array of consumers, and the company is looking to increase household penetration and re-energize the breakfast cereal category with these iconic brands. PEBBLES, which is celebrating its 50th birthday in 2021 and today is the top kids cereal brand, has been one of the fastest-growing cereal brands for five consecutive years. “We look forward to building on our strong foundation by leveraging Barkley’s deep understanding of the CPG category and demonstrated ability to to reach consumers with vastly different tastes and preferences,” said TD Dixon, chief growth officer at Post Consumer Brands. “Barkley’s modern consumer expertise and vision made them a clear stand out during the review process.” For Barkley, the Post Cereal win follows nine account wins in the past 12 months, including Motel 6, Delta Faucets, San Jose State University, SummaCare, Copper Mountain Resorts and Security Benefit.
  • Nike


Nike is upping its virtual-reality game, adding 3D holographic content to some of its ecommerce offerings. And while a long list of retailers, including Levi’s, Gap, Macy’s, Wayfair and Ikea, have been trying to turn tech like virtual reality, augmented reality and 3D into viable selling tools for years, the pandemic may be pushing consumers to new levels of open-mindedness regarding such tools. Nike is working with Omnivor, a Seattle-based tech company, creating the Nike Virtual View at both Finish Line and JD Sport. The technology lets shoppers pick a hologram that matches their size and body type.

  • Chico’s

ChicosWomen’s clothing and accessories retailer Chico’s FAS seeked improvement in its sales trends during the holiday season by offering same-day delivery from its Chico’s, White House Black Market and Soma boutiques across the U.S. through a partnership with Roadie. The retailer said the same-day service is available in 97 percent of its 1,310 boutiques in the U.S. Through the Roadie delivery platform, Chico’s said orders made online will be delivered within four hours from the time the products are available at curbside or by BOPIS (buy online, pick up in store). Customers are charged a flat rate of $17.99.“Chico’s FAS moved swiftly to provide same-day delivery as an additional shipping option for customers, even when holiday shipping deadlines have passed,” said Molly Langenstein, president and chief executive officer of Chico’s FAS. Major retailers including Amazon, Target, Best Buy, CVS and Walmart have been offering same-day delivery for some time.

  • Walmart

WalmartWalmart conducted an hour-long Holiday Shop-Along Spectacular, its first ever shoppable live stream event,  on the video-sharing social networking app Tik Tok. Shoppers were able to snap up merchandise from brands like Champion, Jordache and Kendall + Kylie, as well as private labels Free Assembly, Scoop and Sofia Jeans. According to the Bentonville, Ark.-based company, 10 TikTok influencers from around the world — including Michael Le, or @justmaiko, who has 43.1 million followers on the platform — donned clothing, footwear and accessories from the retailer’s fashion portfolio. During the event, pins for those products  popped up, and viewers were able to tap on them to add the items to their cart. They were then directed to mobile checkout or have the option to look through their selections at the end of the event.

  • Clorox-Unilever and Facebook

    With sales soaring during the pandemic and commitment to maintain spending, Clorox has turned to TikTok, Google and long-term strategies to support new habits. Clorox also plans to slowly resume Facebook and Instagram advertising following a six-month hiatus that’s contingent on the platforms’ continued work controlling harmful content, says Chief Marketing Officer Stacey Grier. Most of Unilever’s brands also will restart their Facebook and Twitter advertising, based on the same contingencies. Facebook has already seen a partial exodus of large companies this year. The #StopHateforProfit boycott that began in July and attracted big-name brands like Clorox, Verizon, and Coca-Cola put a dent in Facebook’s revenue growth in the third quarter. It also delivered a noticeable lift for rivals like Pinterest  and Snap.









Extreme Reach (ER), an asset management solution company for TV and video advertising, released the findings of its Q3 2020 Benchmarks Report, which includes ad performance data for impressions served from its AdBridge™ platform to CTV, desktop, and mobile devices for July through September 2020.

Key findings from the report include:

    • CTV leads in the share of impressions by device: At 39%, the share of impressions served to CTV continues to lead other devices. ER sees a wide range of preferred devices across its client base with some clients devoting as much as 72% of their impressions to CTV, while others focus largely on desktop and mobile. Because ER is the ad server of record for so many Direct-to-Consumer brands that optimize in real-time to measurable behaviors, the data includes a wide variety of strategies for CTV. The aggregate share of impressions across all ER clients served to CTV remained nearly flat from Q2 to Q3.
At 39%, the share of impressions served to CTV continues to lead other devices.
  • 30-second ads remain the preferred ad length for advertisers: Data from the report indicates that 30-second ads accounted for 81% of ad impressions served by Extreme Reach in Q3 2020, compared to 79% in Q2 and 66% in Q3 2019. This marks an all-time high and the continuation of a trend that began in Q2 2018, when 30-second ads first overtook 15-second spots in ER’s quarterly report.
  • Desktop benefits as WFH continues due to COVID-19: In Q3, desktop accounted for 21% of ad impressions, a 40% YOY increase. As remote environments for work and study remain the norm, ER sees more impressions going to desktop to achieve brand goals as consumer behavior adapts to the new digital and virtual environment. Video advertising completion rates (VCR) for ads on desktop remained steady at 70%, though lower than rates seen for mobile app and CTV (where skipping ads is generally not an option).
    The COVID-19 induced Work from Home environment has benefited desktop, which accounted for 21% of all ad impressions. 
  • Media aggregators hit a new high: Similar to the growth seen in Q2 2020, media aggregators surged to 47% in Q3, an increase from 35% in Q2 and just 20% in Q3 2019. While premium publishers still lead in share of impressions served, at 53%, this is the lowest percentage reported for premium publishers since Extreme Reach’s first report in Q1 2017.

    Video Advertising: Native DTC Brands Favor Mobile and Desktop

Video Advertising“2020 continues to bring challenges to marketers and each quarter our data reflects shifts in strategy to account for the current circumstances,” said Mary Vestewig, Senior Director, Video Advertising Account Management at Extreme Reach. “We see many digital native DTC brands focused on attribution and favoring ads on mobile and desktop over CTV. Others, looking to grow brand awareness, invest far more heavily in CTV. What’s clear is that no single media mix suits every client and I believe that remains a constant even as many factors in digital advertising evolve and change.”

We see many digital native DTC brands focused on attribution and favoring ads on mobile and desktop over CTV. Others, looking to grow brand awareness, invest far more heavily in CTV.  

Extreme Reach’s Q3 2020 Video Advertising Benchmark Report is based on the aggregate performance metrics from AdBridge™, which tracks campaigns for a diverse set of brands across multiple categories.

Sephora-Kohl’s, HHS, CVS, Pepsi, Visa, Motel 6, Under Armour, Steinmart,  … and more brands targeting the U.S. consumer right now. 

  • HHS

    Department of Health and Human ServicesThe Department of Health and Human Services on Friday launched a national ad campaign promoting awareness about the forthcoming coronavirus vaccines with a US $150,000 ad buy on YouTube, CNN reports. The ads will stream across YouTube, include clips from a six-minute-and-30-second public service announcement video featuring Dr. Anthony Fauci, FDA commissioner Stephen Hahn and Chief Scientific Adviser to Operation Warp Speed Dr. Moncef Slaoui explaining how vaccines are approved, how they’ve beaten diseases in the past, and how this vaccine can help the U.S. beat the coronavirus pandemic. HHS plans to spend U.S. $250 million on a national education campaign to promote the vaccine in the coming weeks with an emphasis on digital and social media. 

  • SteinMart

SteinMartOn the heels of its purchase of the Radio Shack brand and re-launch of Dress Barn and Pier 1 Imports into online-only businesses, REV) announced that a subsidiary emerged as the winner of a bankruptcy court auction for the  intellectual property of Stein Mart Inc. REV expects to re-launch the off-price family fashion and home goods retailer as an online-only store early next year. The REV subsidiary acquired the Stein Mart nameplate as well as its private label brands, domain names, social media assets, and customer data from Hilco Streambank, an IP advisory firm that was marketing the assets. “Our growing set of investors sees Stein Mart as another important addition to our  increasing stable of venerable brick-and-mortar retail brands that we are bringing back -to-life as online destinations,” said Alex Mehr, CEO of Miami-based REV in a statement. , which, over the last two years, has also acquired such brands as Linens ‘N Things, Modell’s Sporting Goods and Franklin Mint. REV Executive Chairman Tai Lopez said Stein Mart was a pioneer in taking an off-price brick and mortar retail concept online.  “The company’s investments in an omnichannel platform for its offering of designer and private label fashion apparel, shoes, home décor and accessories paved the way for Steinmart.com to post double digit sales growth and increase its average online order to $80,” Lopez said.

Portada LiveJOIN US AT PORTADA LIVE March 24, 2021

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.


  • CVS

CVS Pharmacy y MasCVS is growing its Hispanic-focused CVS Pharmacy y mas chain, with a special focus on grocery. CVS Pharmacy y más stores are designed to provide an enhanced, convenient and personalized shopping experience specific to local Hispanic communities. The company is opening 12 more CVS Pharmacy y más stores, this time in New York and New Jersey, the first stores of this kind in the Tri-State area. Shoppers will find tailored deals from products and brands they know and love, with a higher level of customer service and lower prices. CVS Pharmacy y más opened locations at 89-11 Northern Blvd. in Jackson Heights and 329-339 Wyckoff Ave. in Ridgewood in November. Other New York stores also opened in the Bronx at 732 Allerton Ave. and 1688 Westchester Ave., as well as in Central Islip at 2 East Suffolk Ave. The store format incorporates bilingual staff and signage, and features more than 1,500 products from trusted Hispanic brands, such as Iberia FoodsYauconoFabulosoTio NachoPilon and Café La Llave. CVS Pharmacy has opened more than 200 CVS Pharmacy y más locations in more than 90 cities across California, Florida, Nevada, Oklahoma, Texas and Puerto Rico since 2015.

  • Sephora-Kohl’s

    Kohls SephoraKohl’s  and Sephora announced a long-term strategic partnership marrying Kohl’s customer reach and omnichannel convenience with Sephora’s service, product selection and beauty experience. “Sephora at Kohl’s” will be a fully-immersive, premium beauty destination, designed within a 2,500 square foot space and prominently located at the front of the store. When the first 200 locations open in Fall 2021, the Kohls.com online beauty selection will also convert to exclusively showcase an expanded assortment of Sephora’s prestige product offerings. The partnership will expand into at least 850 stores by 2023, offering an expansive footprint, a wide-reaching customer base and visibility for Sephora’s brand partners within the prestige environment in which they thrive. Sephora will bring its, playful trial and immersive prestige beauty experience, with more than 100 carefully curated beauty brands to Kohl’s 65 million customers across the U.S. Sephora has 500 of its 2,600 stores in the Americas and Kohl’s has more than 1,150 locations in 49 states, serving 65 million customers, with very limited overlap between the two store networks. Both companies expect that this combined offering of at least 850 Sephora at Kohl’s locations by 2023 will draw new and younger customers to Kohl’s and will bring the Sephora experience to millions of new shoppers and existing members of the Sephora beauty community, who may not live close to a Sephora location. Online, the Sephora at Kohl’s experience will launch on Kohls.com in Fall 2021, making Sephora the exclusive beauty partner on Kohls.com. (Three weeks ago Target and Ulta Beauty announced a similar partnership).

  • Pepsi

    PepsiPepsiCo announced the extension of its partnership with the UEFA Champions League for the 2021/22 – 2023/24 seasons. The continuation follows PepsiCo’s recent announcement of its multi-year premier partnership with UEFA Women’s football through 2025, now presenting a unified and significant presence across football’s prestigious league. SodaStream© joins PepsiCo’s starting brand line-up for its UEFA Champions League activation, alongside the Pepsi® trademark – including Pepsi MAX, Lay’s® and Gatorade™. Doritos®, Ruffles®, Lipton® and 7UP® will also support.

  • Motel 6

    Motel 6Motel 6, the leading economy lodging brand, has selected Barkley, a Kansas City-based independent agency as its new agency of record. The decision comes after an agency review and request-for-proposal process, which kicked off earlier this year and narrowed a field of agencies before awarding the business to Barkley this month. “Motel 6 is an iconic brand with a 58-year history leading the economy lodging segment. A large part of that success has been our commitment to keeping the light on for our guests and being there when and where they need us – and that has been a considerable advantage for us in a year like 2020,” said Rob Palleschi, CEO of G6 Hospitality. “Still, you can’t continue to lead a category in today’s environment without evolving, which is why we are excited to be partnering with Barkley to advance our strategic vision for the brand and shine a fresh, new light on a legacy brand.” In the past few years, Motel 6 has implemented a number of initiatives to restructure and evolve the business in ways that place greater emphasis on its brand management. As part of these changes, the company appointed Adam Cannon to the newly created role of vice president of brand management, and in this capacity he will be managing the Barkley relationship. Simultaneously, Motel 6 has added 98 franchise properties to its portfolio in 2020 and continues to project similar growth into 2021. The introduction of new Brand Standards across independently owned properties and a renewed commitment to consistency around quality, safety, and service through those standards has been a key focus for the brand management team. Barkley will be working with Motel 6 on several key initiatives in 2021, including a ‘return to travel’ campaign, expanding its reach to guests, and aligning across multi-channel marketing efforts.

  • Visa

    VisaVisa has selected Wieden + Kennedy and Publicis Groupe to handle global advertising duties. The financial institution spent US $60 million on measured media in the U.S. last year according to Kantar Media, and an estimated $200 million globally.  W+K succeeds BBDO as lead on creative strategy and major creative advertising initiatives while Publicis Groupe will continue to be responsible for global media and add to its remit production and support for the brand’s “hyper local work,” according to a message posted on the company’s LinkedIn page by Chief Marketing &Communications Officer Lynne Biggar. “Accelerating business for and with our customers means we’re always innovating and pushing forward – exploring new ways to meet evolving needs to achieve impactful outcomes,” stated Biggar. “Our brand and business ambitions warrant having Wieden+Kennedy and Publicis Groupe partner together to expand our brand platform by combining both best-in-class creative and global execution expertise.”

  • Under Armour

    Under ArmourUnder Armour and NBA basketball star Steph Curry launched Curry Brand   on December 1, a collection of “footwear, apparel, and accessories backed by Under Armour’s performance product innovations.”
    Curry Brand features footwear, apparel, and accessories backed by Under Armour’s performance product innovations. But there’s more to the brand than product— a percentage of Curry Brand’s yearly revenue will be invested in under-resourced communities. The goals are as high-achieving as his basketball records: by 2025, the Curry Brand aims to create at least 20 safe places to play, support 125 programs that impact young athletes, and deliver opportunities to train more than 15,000 coaches—making an overall impact on more than 100,000 youth. While Curry Brand’s efforts will eventually reach communities worldwide, they will begin in Oakland, where the brand will collaborate with local organizations like Positive Coaching Alliance and Coaching Corps to provide professional development for every youth sports coach in the Oakland Unified School District and the Oakland Parks & Recreation Department. Oakland will then serve as a model for other regions.

  • Illinois Department of Human Services

    The Illinois Department of Human Services (IDHS) announced the launch of a statewide outreach campaign to Latinx and immigrant communities facing disproportionately high COVID-19 positivity rates. The campaign communicates in Spanish and 16 other languages through a variety of ways to help empower community members to protect their health. “As the COVID-19 pandemic continues, we are seeing that our Latinx and immigrant communities are disproportionately suffering, and it’s a priority for my administration to make sure we’re doing everything we can to share the most accurate and updated information so individuals can protect themselves, their families and their communities,” said Governor JB Pritzker. Officials say the Latinx community has a positivity rate of more than 20%, nearly double the positivity rate among all other races and ethnicities, and accounts for 21% of positive cases in the state.


Laura Schwab, Romina Rosado, Peter Blacker, Ronald Day,  David Salinas,  Fiona Cooke … people change positions, get promoted or move to other companies. Portada is here to tell you about it.

Laura Schwab Joins Rivian

RivianElectric vehicle manufacturer Rivian has hired an industry veteran as its first top marketing executive. Laura Schwab, who lead Aston Martin in North America for more than five years, announced via Instagram that she has been employed by electric vehicle maker Rivian.  She assumes the new role of Rivian vice president of sales and marketing. She will work in the automaker’s Irvine, California office. Schwab spent 14 years at Jaguar Land Rover in sales and marketing, eventually becoming director of marketing for the British brands in the U.K. before leaving for Aston Martin in 2015.


Realignment at NBC Universal-Telemundo

NBCUniversal Telemundo Enterprises announced the realignment of several of its divisions.

Ronald Day, President, Entertainment and Content Strategy, NBCUniversal Telemundo Enterprises

Ronald Day is elevated to President of Entertainment and Content Strategy, continuing to report to Beau Ferrari, Chairman, NBCUniversal Telemundo Enterprises.

In addition, Romina Rosado is promoted to EVP, Entertainment and Content Strategy reporting to Day. Both Day and Rosado have led the company’s omnichannel strategy resulting in significant growth across linear and non-linear platforms. With a focus on entertainment and in collaboration with Telemundo Global Studios, Network News and Sports, the division will ensure content is made available on all Telemundo platforms including Universo and Peacock, as well as other direct-to-consumer outlets, under a centralized and coordinated strategy. This division will develop a data-driven content strategy that is tailored to audience preferences and fits each of Telemundo’s platforms across the portfolio.

Romina Rosado, EVP, Entertainment and Content Strategy

A newly-redesigned Revenue Strategy and Distribution unit will be led by Peter Blacker in a broader role as EVP, Chief Commercial Officer, Head of DTC Licensing, continuing to report to Ferrari. Blacker has been instrumental in leading the expansion of Telemundo’s revenue streams and the development of its digital and emerging businesses. In his new role, he will focus exclusively on the commercialization, monetization and distribution of Telemundo content including direct-to-consumer and emerging platforms. Blacker will be responsible for partnering with Telemundo’s creative engines (Global Studios, Entertainment, Sports and News), as well as with the NBCU Distribution & Licensing and Peacock teams, to develop monetization opportunities in the U.S. and globally. Telemundo Global Studios, led by its President Marcos Santana, will continue to oversee long and short-form content creation for all platforms including direct-to-consumer and emerging formats.

Peter Blacker, EVP, Chief Commercial Officer, Head of DTC Licensing

The current executive leadership team continues to report to Ferrari including:

Beau Ferrari, Chairman, NBCUniversal Telemundo Enterprises

Amanda Calpin, Chief Financial Officer; Luis Fernández, President, Network News; Mónica Gil, Chief Administrative and Marketing Officer; Ashaki Rucker, SVP, Human Resources; Marcos Santana, President, Telemundo Global Studios; Ana Salas Siegel, EVP, General Counsel; Ray Warren, President, Telemundo Deportes.


David Salinas at InMarket

David SalinasDavid Salinas,  is the new Central Region Sales Director at InMarket. Location analytics and data providers InMarket and NinthDecimal joined forces in September, when In Market bought the latter for an undisclosed sum. Earlier in his career Salinas worked at Conversant and Undertone.



Fiona Cooke now at HCode

Fiona CookeFiona Cooke is the new VP of Sales, Southeast at H Code, based in Atlanta. Cooke joins HCode from Nativo. Earlier in her career she worked at Buzzfeed.







Clorox, PNC, JC Penney, Unilever, Mondelez, El Pollo Loco, Mars … and more brands targeting the U.S. consumer right now. 

  • Clorox

Clorox is overhauling Liquid-Plumr’s “Will It Clog” campaign in response to changes in consumer behaviors and the brand’s changing demographic during the pandemic.The product remains a hot seller. Over 20 million viewers have watched the “Will It Clog” creative that begin airing a couple of years back to see if Liquid-Plumr could indeed unclog extreme obstacles including an entire Thanksgiving meal and the world’s largest gummy worm.However, in light of COVID-19, Clorox approached Reach Agency to reevaluate its tone and messaging, as well as explore targeting possible new audiences to maintain relevance.

  • PNC

    PNC BankIn an affirmation of physical banking, PNC Financial Group has struck a deal to buy BBVA USA from its Spanish parent unit of Spanish financial group BBVA for US $11.6 billion. PNC said in a statement that the transaction, expected to close in mid 2021, “significantly accelerates” its national expansion strategy, and will leave it with a presence in 29 of the 30 largest markets across the United States. BBVA’s US subsidiary  operates more than 630 branches in Texas, Alabama, Arizona, California, Florida, Colorado and New Mexico. PNC intends to rebrand these branches, while continue to market some BBVA services like BBVA International Money Transfer Service, which PNC wants to push out to the entire PNC system after the merger. Once the deal closes, PNC will have more than $560 billion in assets, making it the fifth largest retail bank in the United States, according to the company, behind JPMorgan Chase, Bank of America,  Wells Fargo and Citigroup. PNC said in a statement that the transaction “significantly accelerates” its national expansion strategy, and will leave it with a presence in 29 of the 30 largest markets across the United States. IPG owned Deutsch is PNC’s advertising agency. Last January, BBVA , BBVA awarded tenders for media management and the digital ecosystem to WPP Group and Accenture Interactive, respectively.


  • JC Penney

JC PenneyJ.C. Penney Co. said that it has launched a new women’s brand, Stylus, that offers comfortable clothing, like jumpsuits and tees, in sizes ranging from XS to 3X. Items are available online and in 363 J.C. Penney stores, and are priced between US $26 and US $89. It was announced this week that the courts approved the sale of the bankrupt retailer to its two largest landlords, Brookfield Asset Management Inc. and Simon Property Group Inc.


Portada LiveJOIN US AT PORTADA LIVE March 24, 2021

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.


  • Unilever

    UnileverUnilever US Bath and Body team has partnered with PB Creative to design collections of bath and body products under the label ‘Find Your Happy Place,’ so people can immerse themselves in positive experiences shared by others. ‘Find Your Happy Place’ is designed to transform your mood and help wash away a little of life’s daily stress and anxiety. Each collection is an invitation to return to these happy experiences which awaken the senses through the use of color, scent and emotion. PB Creative has commissioned a selection of illustrators with distinctive styles to bring these experiences to life. The first collection, which launches this month, will encompass special moments including catching the sunrise, lazy weekends, under the starlit sky and home for the holidays. PB has considered every aspect of the design to express the personality of the brand and bring each individual story to life.

  • Mondelez

    MondelezMondelez International has awarded its global content production and management account to MediaMonks and Publicis Groupe after a competitive pitch to consolidate the business. MediaMonks, part of Sir Martin Sorrell’s S4 Capital, will manage the confectionery and snack food group’s global tech infrastructure, global websites and content production for North America, Latin America, Asia, the Middle-East and Africa. The owner of brands such as Cadbury, Oreo, Philadelphia, Ritz and Trident is one of the world’s largest advertisers, spending US $1.21billion on advertising expense in 2019.

  • El Pollo Loco

El Pollo LocoFire-grilled chicken restaurant chain El Pollo Loco is bringing the design-forward vision to life at every touchpoint of the customer experience, from packaging to in-store merchandising and gift cards. The focus on design is consistent with the company’s ongoing commitment to match its high-quality food and service. “This is another milestone in our continued efforts to evolve the brand and offer customers the highest quality experience,” said Bernard Acoca, President and Chief Executive Officer at El Pollo Loco.  As part of the design-first approach, El Pollo Loco released a selection of contemporary and stylish promotional in-store elements to celebrate seasonal moments. The latest release comes just in time for the holiday season, featuring holiday-themed drink cups, side cups, tray liners and gift cards. The new look is simple, fresh, and is part of El Pollo Loco’s vision to make artistic creative a tradition that marks the start of the holidays each year.The company will also continue its commitment to visual storytelling and celebrate its Mexican-American roots with the restoration of murals across Los Angeles. El Pollo Loco will dedicate even more of its storefronts as canvasses for new murals in 2021.

  • Mantel Mount

    Mantel MountMantelMount, a television mounting  manufacturer, has created its first television advertising campaign to promote awareness of the MantelMount Brand and its patented  solutions for problems inherent in mounting a TV high on the wall. The commercials are meant to create widespread exposure for MantelMount’s brand and overall awareness for its patented product category. MantelMount’s TV ads begun airing November 23 and will consist of both 1- and 2-minute commercials, with shorter versions (30- and 15-seconds) created for later broadcast TV and online use. A holiday version, to run during the Black Friday time frame, will be added to the mix. During the initial test run, the ads are scheduled to appear on a variety of national cable networks, appearing within news and sports programming. Some of the higher-profile outlets include Fox News, MSNBC, DirecTV News, and the BBC. Sports-related media outlets include Dish Sports and the Sportsman Channel. The largest percentage of the commercials will be aired in daytime slots. Prime time and overnight slots will fill out the rest of the schedule. MantelMount sells a complete line of above-fireplace and pulldown flatscreen TV mounts, both manual and automated.

  • Mars’ Kind Acquisition

    MarsMars Inc., the maker of M&M candy and Ben’s Original rice, has agreed to acquire snack-bar maker Kind North America. Kind will become “a distinct and separate business within the Mars family of companies,” Mars said in a statement. The companies had already partnered in an effort to expand Kind products into international markets. Kind North America and Kind International will become “one organization operating across 35 countries, functioning as a distinct and separate business within the Mars Family of Companies,” Mars said. Kind, founded in 2004, has captured market share in the snacking category by marketing itself as healthier and touting simple ingredients without artificial sweeteners. Consumers have gravitated toward packaged food that’s marketed as natural and without additives in recent years.

  • Vallarta Supermarkets – Instacart

    Vallarta Supermarkets announced the launch of “Vallarta Go” in partnership with Instacart by introducing same-day delivery.  The new delivery service is available at several locations in California. Customers can begin shopping from Vallarta for same-day delivery through Instacart by downloading the Instacart app on their mobile device.



Leticia Juarez, “Mike Roggero”, Ana Crandell, Tara Rush…People change positions, get promoted or move to other companies. Portada is here to tell you about it.


Leticia Juarez Joins INFUSION

InfusionMulticultural agency INFUSION announced that Leticia Juárez has rejoined the agency as Partner, EVP of Strategy & Marketing leading its largest account, Charter Communications.  “We are ecstatic to have Leticia rejoin the INFUSION team’, said Liz Castells-Heard, CEO and Chief Strategy Officer. ‘She is a proven strategy and innovation driver with a broad range of skills and deep multicultural experience. She will help me lead the Charter account so I can focus more on overall quality and analytics oversight, as well as new business and PR. Leticia completes the leadership team along with Co-Chief Creative Officers Rod Ribeiro and Carlos Correa. There is no one I trust more as my #2 and for the Agency’s future.”


Group Led by Mike Ruggero Acquires Fuse Media

Fuse MediaA Latino-led management group headed by Fuse Media CEO Miguel “Mike” Roggero has acquired a majority, controlling interest in Fuse Media, an, English-language, entertainment brand serving Latino, multicultural millennial and GenZ audiences.  The company’s platforms currently include Fuse and FM (Fuse Music) linear and video-on-demand (VOD) channels; Fuse Digital; OTT channels and Fuse-branded apps; and live events. Mr. Roggero will lead the senior management group, joined by his fellow management team members Judi Lopez, Head of Content DistributionFernando Romero, Head of Ad Sales and senior members Marc LeonardMark McIntire and Patrick Courtney who oversee programming, marketing and digital, respectively. In addition, Mr. Roggero has reconfigured and assembled a Board of Directors that includes s Tony Nieves, president of MARCA, a leading creative and marketing agency targeting the Latino community; and marketing and digital media expert, Emeli Colletta, the former head of marketing for Univision Interactive. The company, whose investors once included Jennifer Lopez, went through Chapter 11 bankruptcy last year. In 2015, Fuse merged with NUVOtv, which was backed by Jennifer Lopez and her manager, Benny Medina.

Ana Crandell at Hearts & Science

Ana Crandell was named as Director, Multicultural at Hearts & Science. Her prior position was Group Account Director, Multicultural at OMD USA. Both OMD and Hearts & Science are agencies that belong to Omnicom Media Group.

Tara Rush, New CMO at Audi of America

Tara RushAudi of America announced Tara Rush as SVP and Chief Marketing Officer, effective December 1st. In this role, Rush will oversee brand strategy and be responsible for all U.S. marketing efforts including advertising, retail marketing, consumer experience and brand partnerships, CRM and social media. Most recently, Rush served as Chief Communications Officer and will oversee both marketing and communications until a successor is named. Rush will continue to report to Daniel Weissland, president of Audi of America, in her new role.



Zeotap Appoints Matt Barash as SVP, Global Publishing & Platform Partnerships

Zeotap, a Customer Intelligence Platform (CIP) that helps brands better understand their customers and predict behaviors, announced the appointment of tech industry veteran Matt Barash in a newly established role as SVP, Global Publishing & Platform Partnerships. Barash brings more than 20 years of media and technology experience and a passion for addressable innovation that he will leverage as he oversees Zeotap’s ID+ initiative. “With his vast knowledge of the publisher domain and proven track record growing and developing global partnerships, we are thrilled to have Matt join our team as we evangelize ID+ and encourage members of the industry to join the effort to grow the solution across platforms, channels and geographies,” said Projjol Banerjea, Founder & CPO at Zeotap.



Georgia-Pacific, Utz Brands, Target-Ulta Beauty, Honda, McDonald’s, Volaris…. and more brands targeting the U.S. consumer right now.

  • Georgia-Pacific

Georgia-PacificPaper goods manufacturer Georgia-Pacific, a Koch Industries subsidiary, has selected Omnicom Media Group’s OMD as its U.S. media agency of record. Georgia-Pacific spent an estimated US $66 million on offline media from July 2019 to June 2020, according to data consultancy COMvergence. OMD will be tasked with all traditional and digital media planning and buying in the U.S. across Georgia-Pacific’s consumer brands portfolio, which includes the Angel Soft and Quilted Northern toilet paper brands, Brawny and Sparkle paper towels, Dixie cups and paper plates and Vanity Fair napkins. Georgia-Pacific handles programmatic media buying in-house.
Publicis Groupe’s Zenith was incumbent on the account for nearly two decades. .“Like most in our industry, 2020 has required Georgia-Pacific to fundamentally change how we work,” Georgia-Pacific vp, consumer experience Laura Knebusch said in a statement. “We look forward to partnering with OMD as we transform our media approach to achieve our brand growth objectives.” The paper good category saw a boost in 2020. Demand has come down since the 200% surge in paper good consumption in the early days of the pandemic when consumers were panic buying.


Utz Brands

Utz BrandsSalty snacks manufacturer Utz Brands  announced that two of its subsidiaries entered into a definitive agreement to buy Truco Enterprises, the producer of the ON THE BORDER (OTB) brand of tortilla chips, salsa, and queso. Heron Holding Corporation and Utz Quality Foods will pay $480 million to acquire the business. “This strategic acquisition will make Utz a significant player in the tortilla chip subcategory, where OTB holds the #3 position, and also provides us with a meaningful position in salsa, queso, and dips,” Dylan Lissette, chief executive officer of the snack maker said in a company release. “In combination with our small, but growing, premium Tortiyahs! Brand, the integration of the ON THE BORDER brand will continue to improve Utz’s scale and product diversification, which are important success factors for salty snacks.” Utz said it will utilize its capabilities in sales, manufacturing, and distribution to build the brand’s presence in channels where it is currently under-represented, including grocery and convenience. The company will also put its marketing and innovation resources behind OTB. The ultimate goal of Utz Brands is to become the fastest-growing, pure play branded salty snack platform in the U.S.  Utz Brands recently appointed Chattanooga, TN, based The Sasha Group as its marketing agency of record as the company shifts towards a digital-first, innovative and disruptive consumer marketing.


Portada LiveJOIN US AT PORTADA LIVE March 24, 2021

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.


  • Target – Ulta Beauty

    Target and Ulta Beauty announced a partnership to open more than 100 store-in-store locations in 2021. “The partnership brings Ulta Beauty’s best-in-class beauty authority to millions of guests who love the ease and convenience of Target’s one-stop shopping experience,” a joint news release said. More than 100 Ulta Beauty at Target locations, complementing Ulta’s existing store footprint, are expected to open in the second half of 2021, according to the release. There are plans to add hundreds more later. The 1,000-square-foot, shop-in-shop locations will mirror Ulta’s stand-alone stores, according to the release. They will be located next to Target’s existing beauty section. Ulta will train Target team members to be experts in its “prestige” beauty offerings.

  • Honda

    HondaHonda is taking an new approach to the next Civic’s online reveal. It is being broadcast on Twitch — a first for the industry — on Honda’s Head2Head Twitch channel. The event, to take place on Tuesday, Nov. 17 live  and will be hosted by Rachel Seltzer and MonsterDface, who will be joined by a quartet of top Fortnite players and another four top Twitch streamers. Those eight participants will form two teams and battle it out in Fortnite. The reveal and gameplay will also include a performance by Grammy-nominated recording artist Cordae. Honda says the 2022 Civic Sedan will launch in late spring 2021.


  • McDonald’s

    McDonald'sMcDonald’s announced a new growth strategy under the name “Accelerating the Arches”, which encompasses all aspects of McDonald’s business as a leading global omni-channel restaurant brand. One of the three growth pillars is denominated  “Maximize our Marketing” by investing in new, culturally relevant approaches to effectively communicate the story of brand, food and purpose. According to the press release, “underpinned by actions that support communities, the Golden Arches will maintain cultural relevance through clearer and more effective marketing, unlocking the power of the brand as a growth driver in its own right.” A renewed focus on McDonald’s purpose will come to life in a new campaign, “Serving Here. According to the release, “the campaign demonstrates the Company’s values and illustrates its commitments to the communities, customers, crew, farmers, franchisees and suppliers it partners with and will be animated with actions in its top markets. To drive that connection, the Company will continue listening to customers and finding opportunities to create cultural moments. The Famous Orders promotion in the U.S., so far with Travis Scott and J Balvin, is just the beginning.” McDonald’s will also introduce new packaging globally with a modern, refreshing feel and playful touches to unify branding in markets all over the world.

  • Volaris

VolarisVolaris, the ultra-low-cost Mexican airline, is introducing a new new Mexico City (MEX) – Houston (IAH) route with four weekly frequencies on Thursdays and Sundays. In the midst of the new normal, Volaris remains committed to being one of the airlines with the most active routes and operations, so during November 2020 it will connect Houston with two of the main tourist destinations in Mexico: Guadalajara and now Mexico City.  “It is our responsibility to offer a comfortable and safe airport with the necessary sanitation measures for all our visitors, which is why we have implemented our FlySeguro Houston initiative (https://www.fly2houston.com/vuela-seguro). We are honored that Volaris has implemented this new route between Houston and Mexico City, but most importantly that they work with us day after day for the welfare of the public ” said Mario Díaz, Director of the Houston Airports.


  • The Dominican Republic

    The Dominican Republic Ministry of Tourism has launched a new repositioning campaign showcasing the beauty and unparalleled experience of vacationing inthe Dominican Republic through the eyes and words of travelers. “The Real DR” is part of a multi-pronged marketing campaign which invites travelers to experience Dominican Republic’s brand through unscripted statements, stories and testimonials of actual tourists. In an effort to regain consumers’ trust and reinforce Dominican Republic’s reputation as a safe and paradise like destination, the Ministry of Tourism developed and launched #TheRealDR, an integrated marketing and communication campaign focusing on a six-pillared approach: Advertising, Public Relations, Social Media, Celebrity Marketing, Trade Marketing and Paid Search. The specific plans for each of the verticals are designed to work in unison to promote third-party endorsements, highlight the country’s strongest asset, the people, both visitors and locals, and show the world #TheRealDR.

  • South Eastern Grocers

    South Eastern GrocersSoutheastern Grocers opened four new Winn-Dixie stores in Boynton Beach, Gainesville, Jacksonville and Lakewood Ranch, Florida. These new locations are the first four openings of eight new Florida Winn-Dixie stores revealed this past May. The other four will be in Ft. Myers, Lake Mary and Melbourne later this year and Viera in early 2021. Customers at the four new Winn-Dixie locations will encounter such enhanced offerings as farm-fresh produce with 100-plus organic varieties, plant-based proteins made on site, specialty cheeses, fresh sushi made daily and a broad selection of grab-and-go meal options.  Among the stores’ other amenities are also new seafood departments and fresh bakery selections. Jacksonville, Florida-based Southeastern Grocers is one of the largest conventional supermarket companies in the United States, with grocery stores, liquor stores and in-store pharmacies serving communities throughout Alabama, Florida, Georgia, Louisiana, Mississippi, North Carolina and South Carolina. 


Hershey, Clorox, Booking.com, Pernod Ricard, Heineken  and Dunkin’ more brands targeting the U.S. consumer right now.

  • Hershey

HersheyCandy giant Hershey is reviewing its U.S. media agency roster. The review will encompass services across all paid media, including linear, digital, social, programmatic and retailer, for Hershey’s U.S. candy, mint and gum business. All incumbent agencies including UM are invited to pitch. Hershey’s recorded advertising expenses of US $513 million last year, according to its latest annual report.

  • Clorox
    According to a CNBC article, Clorox is intending to increase its ad budget in the current quarter. The company increased spending on advertising by almost 30% in Q3 and Linda Rendle, who took over as chief executive in September, expects spending to be up again in the current Q4 quarter. The company’s increased advertising spending followed a 14% spend gain in the March quarter and 28% in the June quarter. 
  • Booking.com

Booking.comBooking.com launched an “America is for Everyone” campaign with a full-page ad in The New York Times supported by a US $1 million investment in media placements, including Twitter’s 24-hour promoted Trend and influencer collaborations. The push spotlights properties in communities across America that have a strong international influence, such as Little Ethiopia in Silver Spring, Md., and Germantown in Frankenmuth, Mich.


Portada LiveJOIN US AT PORTADA LIVE March 24, 2021

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.


  • Pernod Ricard

    Pernod RicardPernod Ricard invited brands to join its #EngageResponsibly initiative, which suggests marketers report their “hate footprint” based on media spend on leading platforms and offset their negative footprint by donating money to groups that fight hate speech. Through this effort, Chief Marketing Officer Pam Forbus says they wish to “bring more awareness to the issue and bring it to brands so they can decide if they want to be marketing responsibly [or] endorse these platforms that might have more hate on them.”
  • Heineken

    HeinekenHeineken is moving all media buying and planning services to dentsu as of 1 January 2021. Dentsu Red Star, which currently holds the majority of Heineken global billings, will become the sole media agency, as Heineken evolves its media operating model. The move aims to maximize its global media investment to drive sustainable business growth. As a partner, dentsu will be implementing a future media model allowing Heineken to access more specialist capabilities and talent to accelerate the growth of its brands. Publicis Groupe will retain media duties in its home country of France. On the creative side, Heineken together with Publicis Groupe, will be creating Le Pub, a new creative agency model headquartered in Amsterdam. With a team across Amsterdam and Milan and powered by Epsilon and Publicis Sapient, the new model will integrate creativity, data and brand experience for Heineken.  According to the brand, the creation of Le Pub demonstrates that “innovation is at the heart of the Heineken brand’s marketing and communication strategies”.“Innovative in both structure and approach, the new model will deliver greater agility, localisation and personalisation at scale for Heineken,” the release added.


  • Dunkin’ Introduces Colombian Coffee


    Dunkin’ announced that it will be introducing its first-ever single-origin coffee blend at locations across Massachusetts. The Canton-based coffee chain’s newest java blend — 100 percent Columbian coffee — offers well-balanced taste in a bright and crisp medium roast, with notes of sweet fruit, brown sugar, and toasted nuts. The original blend, decaf, and dark roast coffee blends will continue to be offered on Dunkin’s menu. “Over the past 70 years, Dunkin’ has built a unique personal connection with coffee drinkers who count on us for that perfect cup, made just the way they want it,” said Jill Nelson, Vice President of Marketing Strategy. “With the launch of our first single-origin hot coffee, 100 percent Colombian, we’ve turned to one of the most famous coffee-growing regions in the world to bring our guests in Massachusetts an even more high-quality variety with a nicely-balanced taste.”
    Dunkin’ and Inspire Brands announced that the later company is purchasing Dunkin’. “Dunkin’ and Baskin-Robbins will be operated as distinct brands within Inspire. “By joining Inspire, these brands will add complementary guest experiences and occasions to our current portfolio,” said Paul Brown, co-founder and CEO of Inspire. It remains to be seen whether Inspire and Dunkin’ will be consolidating media and creative agencies.











Portada 2021 Marketing conferences: We are very excited to announce the expansion of our knowledge sharing and networking platform for brand marketers. After a very successful Portada Live 2020 event in October (check out this VIDEO),  the marketing community will be meeting at exclusive by invite only brand decision maker workshops and interactive networking events on March 24, 2021 and May 19, 2021.

2021 Marketing Events
At our Portada Live March 24 exclusive by-invitation-only virtual marketing conference Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including
e-commerce marketing, marketing technologies and multicultural marketing.

Participants can expect the following tangible deliverables:

  • Portada ConnectPortada Connect: 200+ virtual 1:1 meeting between prequalified brand decision makers and marketing service suppliers. Each participant can choose between 4, 8 and 12 meeting packages.
  • 100 + Brand Decision Makers attending the virtual event
  • 1 Collaborative Knowledge-Sharing Session
  • 1 Brand Marketer Challenge Session
  • 1 Detailed Case Study
  • 1 Partner Solution Approach Session
  • 1 Exclusive Event Recap Document including all the Marketing Intelligence Shared at the Workshop

2021 Marketing Conferences – How it works: Brand Marketers Drive Content…. 

The content of these by invitation only exclusive meetings is driven by brand marketers belonging to the Portada Council System who represent the most dynamic sectors of the U.S. economy, including many Fortune 500 companies. These brand decision makers choose topics they want to learn from their peers about as well as solutions they need from the marketing services supplier community. 
The emphasis on cutting edge timely content selected by brand marketers shows in a satisfaction survey done after Portada Live 2020.  From a scale from 1 to 5, brand marketers who attended the Portada LIve, Oct. 14 meeting rate the content at 4.4 points.

From a scale from 1 to 5, brand marketers who attended the Portada LIve, Oct. 14, 2020  marketing conference rate the content at 4.4 points.  

Companies represented in the Portada brand marketer network (Portada Council System) include Wells Fargo, Cox Communications, Emporio Armani Retail Americas, Constellation Brands, Newell Brands, Autozone, Nutrabolt, Curacao, Scotiabank, Hilton, SAP, Curacao, Pepsico,  Northgate Markets, Subway, Cardenas Markets  and dozens more of both Fortune 1,000 companies and up and coming corporations with substantial marketing budgets.

… and Marketing Services Suppliers Provide Solutions

Tom Cook
Tom Cook, Chief Creative Officer, Bear In The Hall

According to Tom Cook, Chief Creative Officer, Bear In The Hall, “the Portada team was true to its word in fulfilling the expectations of those who participated in the workshops and  1:1 meetings.”

Ariela Nerubay
Ariela Nerubay, CMO of Curacao

“Through Portada, I have met new solution providers and we are already working with them,” notes Ariela Nerubay, CMO of Curacao. According to a survey of marketing service suppliers attending Portada Live 2020 on October 14. “On average marketing service suppliers expect to close business with 2.7 brand marketers they met at the exclusive virtual marketing conference,” says David Karp, Sales Director at Portada. According to Karp, “Here’s an extraordinary opportunity

David Karp
David Karp, VP Sales, Portada

for Marketing Suppliers to get pre-selected 25-minute meetings with senior-level marketing buyers who are normally very difficult to reach. Let us help you customize a schedule of 4 to 12 guaranteed meetings to assist you in your new business development efforts.”

The Portada team was true to its word in fulfilling the expectations of those who participated in the workshops and  1:1 meetings.


Marketing Conference Structure: Gain Key Insights and New Partnerships in Less than 6 Hours

A proven event management methodology and a virtual format allows brand marketers and marketing service suppliers to achieve their peer-to-peer learning and business development objectives in less than 6 hours. Each Portada Live virtual marketing conference has the following structure:

  • 12 pm-1pm (est): Brand Marketer-driven content programming: One 35 minute Knowledge-Sharing Session and a 20 minute Research Spot light Presentation.Marketing Conferences– 1pm -3 pm: Portada Connect Virtual one-one-meetings of two different types: Type 1: Between pre-qualified brand marketers and pre-qualified marketing service suppliers. Type 2: Between brand marketers and other brand marketers.
  • 3pm-4pm: Brand Marketer-driven content programming. With one 20 minutes Partner Presentation providing a solution to a need from the brand marketing community and a 30 minute Brand Marketer Challenge presentation.

    Marketing Conferences-4pm-6 pm: Portada Connect Virtual one-one-meetings of two different types: Type 1: Between pre-qualified brand marketers and pre-qualified marketing service suppliers. Type 2: Between brand marketers and other brand marketers.
    CHECK OUT this video of a recent event.

2021 Marketing Conferences: Portada Live Americas, May 19

Portada Live AmericasPortada Live Americas, May 19, 2021  will bring brand marketers and service suppliers from Latin America, Canada and the U.S to discuss key themes including Latin America E-Commerce, Digital Transformation and more.

Participants can expect the following tangible deliverables:

– 100 + Brand Decision Makers
– 1 Collaborative Knowledge-Sharing Session
– 1 Brand Marketer Challenge Session
– 1 Detailed Case Study/Knowledge-Sharing Session
– 1 Partner Solution Approach Session
Marketing ConferencesPortada Connect: 200+ virtual 1:1 meeting between prequalified brand decision makers and marketing service suppliers. Each participant can choose between 4, 8 and 12 meeting packages.

– 1 Exclusive Event Recap Document with all the Marketing Intelligence Shared 

An Ideal Complement to Portada’s Strong Editorial Voice and Digital Properties

In addition to its thriving marketing conferences, Portada has a long history of editorial credibility in the marketing, media and technology sectors. In January 2021, Portada will be publishing MarTech 2021: What Brand Marketers Need, a survey aggregating the answers regarding marketing technology choices of hundreds of brand marketing decision makers in the Portada network. The survey results will be heavily publicized via Portada websites, e-blasts and social media properties. It also offers great opportunities for Portada partners to contribute intelligence.

In addition,  Portada’s digital media properties www.portada-online.com and mercadotecnia.portada-online.com/ with a combined targeted reach of more than 60,000 uniques/month are available year-round with brand marketing news and analysis, weekly newsletters as well as powerful LinkedIn influencers and the Li Group “Where Marketing Innovators Meet”.

Interested to know more? Please email Sales Director David Karp at David@portada-online.com., or simply schedule a call with him HERE

Intouch Insight, a provider in Customer Experience Management software and services, launched a follow up to their spring consumer habits study which explored changes in customer expectations due to Covid-19. Respondents being extremely likely to shop online increased from 29% in the spring to 42% in the recent study.

New data confirms that the trend towards online purchasing continues to grow while in-store expectations shift. Safety is still a hot button issue, however traditional expectations around in-store customer experience are returning.

Consumer Expectations

“Given the length of time that pandemic precautions have been in place and the fact that they will likely remain in the near term it is not surprising that consumers are starting to return to their pre-Covid-19 expectations. Cleanliness, for example, while still important dropped from the number one spot to third behind convenience and price which regained some of their historical importance. It will be vital that businesses recognize these shifting times and continue to evolve their customer experience measurement, monitoring and delivery to adapt in this ever-changing landscape,” says Erin Fenn, Executive Vice President at Intouch Insight.

Consumer Expectations

Key findings from the study

Key Finding #1: Habits are becoming entrenched

  • eCommerce continues to accelerate;
  • Online shopping is increasing;
  • New services provided by retailers are sticking (e.g. curb-side pick-up), although overall adoption is low.

Key Finding #2: Consumers needs have evolved since May

  • Consumers are reporting increased comfort when visiting physical establishments, supported by a higher frequency of both visits and purchases made in-store;
  • Convenience and price top the list of factors rated as “extremely important” when making the decision to visit a store, ahead of cleanliness which is now ranked 3rd – compared to May 2020 where it was the number one driver of comfort.

Key Finding #3: Improved cleanliness is everyone’s responsibility

  • Consumers want customers to take accountability for adhering to heightened safety precautions;
  • Businesses are expected to enable customers to follow new health and safety practices when entering a physical store;
  • Providing cleaning materials for customer use and enforcing that face masks are worn has increased in priority.

By the numbers

  • Convenience was the most important factor for 80% of respondents when making the decision to visit a store. Cleanliness was the top factor in the spring with 62%.
  • Respondents being extremely likely to shop online increased from 29% in the spring to 42% in the recent study.
  • 82% of respondents feel more comfortable entering a store when hand sanitizer and disinfectant wipes are made available for customers to use.


Dunkin’ Donuts and Baskin Robbins chains owner Dunkin’ Brands has held preliminary discussions to be acquired by Inspire Brands. Unilever, Quicken Loans, TikTok, Mazda, T-Mobile, Oreo and Verizon, Ocean Spray, Mellow Mushroom, Dollar General and more brands targeting the U.S. consumer right now.

For prior Sales Leads editions, click here.


  • Inspire Brands in Discussions to Buy Dunkin’ Brands

    Inspire Brands Exploring Purchase of Dunkin' BrandsDunkin’ Donuts and Baskin Robbins chains owner Dunkin’ Brands Group has held preliminary discussions to be acquired by Inspire Brands, a private equity-backed restaurant company, Dunkin’ said in a statement on Sunday. Inspire’s portfolio includes more than 11,000 Arby’s, Buffalo Wild Wings, SONIC Drive-In, Rusty Taco, and Jimmy John’s locations worldwide, according to the company’s website. Inspire Brands was formed in 2018 by private equity firm Roark Capital as a holding company after Arby’s completed the acquisition of Buffalo Wild Wings. Dunkin’ and Baskin Robbins 21,000 outlets are all franchised.  Inspire sees the Dunkin acquisition as a way to fuel its vision of operating a portfolio of large restaurant brands with growth potential. The model is rooted in the view of the portfolio of brands helping to gain economies of scale through food purchasing and talent sharing. “There is no certainty that any agreement will be reached,” said Karen Raskopf, Chief Communications Officer of Dunkin’ Brands. Dunkin’ declined to reveal further details. The deal being discussed would take Dunkin’ Brands private at a price of $106.50 a share, said the New York Times which first reported the development  The New York Time’s Andrew Ross Sorkin points out that Dunkin’ has done well during the pandemic. “The chain was investing in its digital business before the coronavirus outbreak, helping it offer contact-free takeout. Shifting work patterns mean more people are coming in later in the day, boosting premium products like espresso and specialty beverages, which diners may have bought from smaller, independent coffee shops before.”  Publicis Media is Dunkin Donuts media agency and BBDO its creative agency. In mid August Inspire Brands placed its national media business up for review, under Jones Lundin Beals + Partners (JLB+P). In 2014, the restaurant company spent US $424 million advertising its brands, including Arby’s, Sonic, Buffalo Wild Wings and Jimmy John’s, according to Kantar Media. Incumbent agencies have been invited to participate in the process, though it is unclear whether the representing agencies will defend. Inspire currently works with Zenith on Arby’s and Sonic, Mindshare for Buffalo Wild Wings, and Haworth on Jimmy John’s.

  • Mazda, Oreo, T-Mobile and Verizon

Mazda, Oreo, T-Mobile and Verizon were first-time sponsors of the 2020 Billboard Latin Music Awards aired last wednesday. Returning sponsors include Garnier Fructis, State Farm, Toyota and Comcast’s Xfinity brand. Comcast is also Telemundo’s parent company. The sponsors are integrated into the telecast and many will also be involved in digital and social media activities around and during the awards show.

  • TikTok

PMG has been selected by TikTok as lead social strategy agency for TikTok for Business, an ad/marketing solutions platform that the company launched in June. PMG, a Dallas-Ft. Worth based independent agency will oversee cross-channel strategy, creative, content development and production.


Portada LiveJOIN US AT PORTADA LIVE March 24, 2021

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.


  • Ocean Spray

    Ocean SprayOcean Spray Cranberries, the agricultural cooperative owned by more than 700 farmer families, unveiled its first ever national Hispanic marketing campaign “Sabor Único. Bueno Para Todos™,” highlighting the brand’s commitment to connecting farms to families and introducing the cranberry superfruit to new audiences. The national campaign, planned and executed by Ocean Spray’s media agency, KWG Advertising, includes TV, digital, social, radio, in-store as well as a unique branded entertainment partnership with Univision for a bi-weekly gamified segment on the network’s Despierta América morning show.
    Developed with Lerma, the TV spots and accompanying digital creative are based on the insight that Hispanic audiences were not familiar with cranberries as a fruit. The creative translates to “Unique flavor, Good for everyone,” and features artistic doodles and families enjoying a cookout in the park as they discover and enjoy cranberry-based fruit drinks. “We are proud to release ‘Sabor Único. Bueno Para Todos™’ on a national scale, highlighting the health benefits of the cranberry and encouraging a new audience to discover the delicious taste of our fruit juices,” said Chris O’Connor, Vice President of Marketing at Ocean Spray. “What makes this campaign even more special is the fact we are celebrating our 90th Harvest and looking forward to the future of connecting farms to even more families for another 90 years.” Creative will launch across tv and digital starting this month.


  • Mellow Mushroom

    Mellow MushroomMellow Mushroom is taking its higher order of pizza and its in-store psychedelic eating experience and turning it into a new advertising campaign called the Art of Mellow. Launching on October 26, every guest who orders online from Mellow Mushroom and each person who mails in a postcard can enter a sweepstakes to win a piece of signature art commissioned exclusively for the Art of Mellow campaign from 13 contemporary artists (subject to eligibility requirements). Those who opt-in to participate will be notified via text. Each sweepstakes entry receives a digital gift that is perfect for Zoom backgrounds, Instagram and Snapchat filters, wallpapers, and more. Each entrant is also entered into a sweepstakes to win physical art objects, including t-shirts, pullovers, stickers, coasters, limited edition prints, and other wearable and displayable art.The sweepstakes will run until January 3, 2021, and guests are invited to opt-in when placing an order through the restaurant’s upgraded online ordering system or with no purchase via a mail in entry request. The art prizes are randomly awarded, and participants can enter up to 12 times during the sweepstakes period.“Creativity, design and art have always been part of the Mellow Mushroom dining experience,” says Anne Mejia, Vice President Brand Development. “Not only does this new campaign celebrate global artists, but it brings Mellow Mushroom out of the stores and into customers’ phones to be a part of their everyday lives. With more people dining at home right now, we want to bring the complete Mellow experience to our guests wherever they are.” Fitzco, a full-service, independent creative agency, developed the campaign for Mellow Mushroom. Mellow will drive engagement for the program across social and digital outlets, including Pinterest, YouTube, Facebook and Instagram, as well as through programmatic display and search. Visual arts, food and drink and cultural enthusiasts will be targeted. Video and static concepts will feature original art from the campaign alongside Mellow’s signature pizzas. Starting October 26, ads will run in market until the first week of January 2021.


  • Quicken Loans

    Quicken Loans has launched a spot for Spanish-speaking clients called Rocket Puede – Toma el control.


  • Unilever

    Unilever, the marketer of brands such as Dove soap and Lipton tea, plans to spend more to improve its digital marketing efforts, CEO Alan Jope said in a quarterly earnings call this week. The company increased its marketing spending in Q3, and plans to do so again during the  current Oct-Dec fourth quarter period.Some of the higher spending will go to traditional brand and marketing investment, while the company also seeks to invest in a “more manpower intensive marketing world, where digital programs take more resources,” Jope said. He highlighted the effectiveness of Unilever’s digital campaigns, saying the company has taken steps to ensure its advertising is seen in brand-safe environments by real people, not bots.

  • Dollar General

Dollar GeneralDollar General announced it is launching Popshelf, a concept store where about 95% of items sold will be $5 or less. Each store will be about 9,000 square feet. Inventory will include Dollar General’s private brands, home decor, electronics, food, health and beauty, and party supplies, according to a statement. Dollar General plans to open about 30 Popshelf stores by the end of fiscal year 2021. The first two locations will open in Tennessee, where the company is based.





Allyson Witherspoon, Linh Peters, Andres Rincon, Gisella Fu-Ripp, Mike Stopper…People change positions, get promoted or move to other companies. Portada is here to tell you about it.

New CMO’s at Nissan and Calvin Klein

Allison WitherspoonNissan has promoted Allyson Witherspoon to U.S. chief marketing officer. Her new  responsibilities include marketing communications, enhancing brand value, customer trust and product marketing. Witherspoon most recently served as vice president, marketing communications and media at Nissan, and she has also been general manager for global brand engagement for the company in Japan. Before coming to Nissan, she was director of marketing communications for INFINITI and global business director at Havas Worldwide.

Linh PetersCalvin Klein has tapped Linh Peters, currently VP of loyalty at Starbucks, as global CMO, effective November 2nd, 2020. Peters has served in several top marketing roles, most recently serving as VP of loyalty, partnership and product marketing at Starbucks.  Peters has extensive data-driven marketing experience, including stints at Ulta Beauty and Target.


Rincon Joins Canela Media


Andres RinconDigital media company Canela Media appointed media sales industry professional Andres Rincon as Senior Vice President of Sales overseeing the East Coast region.  “Andres has a reputation that precedes him based on his deep understanding of the Hispanic marketplace and ability to translate that into campaigns that drive results for brands and organizations,” said Isabel Rafferty, Founder and CEO of Canela Media. Rincon joins Canela Media from LATV Networks where he served as Vice President of Sales and Strategic Partnership for the past 10 years and was responsible for revenue and stewarding the company’s linear network, digital platforms, client relationships and go-to-market strategy.Rincon will be responsible for supporting budget aspects of the P&L and help lead all sales for the company’s East Coast clients, working closely with Matt Montemayor, Canela Media’s, Vice President of Sales leading the West and Central regions.

Gisella Fu-Ripp appointed VP at LATV

Gisela FuripLATV Networks announced the promotion of Gisella Fu-Ripp to Vice President of Sales & Strategic Partnerships Furip joined LATV in 2012. According to the announcement, Fu-Ripp’s forward-thinking strategy and commitment to LATV’s clients has helped fuel LATV’s exponential growth as a creation hub for Latinx creators, and digital publisher through LATV.com, streaming and OTT

Nissan Elevates Witherspoon To CMO


Spire Agency Hires Mike Stopper

Spire Agency, a Dallas-based B2B branding agency, has hired Mike Stopper as Executive Vice President, Client Service & Planning.  “We are thrilled to have Mike on board joining the Spire family,” said Spire Agency Partner, Steve Gray. “Mike joins Kimberly Tyner and me on the leadership team and will be leading the agency-client service team. Strategically, Mike will be integral in working with us to guide the future growth and development of Spire.”




International social media analytics firm Talkwalker and Hubspot asked 50 social media gurus, industry experts and PR professionals from around the world to define the trends that will shape the social media industry for 2021.

COVID-19 expedited issues, ideas and initiatives that were bubbling away, but may not have happened quite so soon without the crisis.

Social Trends 2021
Todd Grossman, CEO Americas Talkwalker

“While 2020 was a year that no one could have predicted, with mentions of COVID-19 going from near zero in November 2019 to more than 1.2 billion so far in 2020, COVID-19 was a catalyst not an outcome,” says Todd Grossman, CEO Americas Talkwalker.  “It expedited issues, ideas and initiatives that were bubbling away, but may not have happened quite so soon without the crisis.”

This year’s Social Media Trends report ranked trends to look for in 2021 as identified by experts and by the audience as consumers were surveyed to rate the trends and see how they are impacting brands at the ground level.  The number one trend identified was focused on the impact of socially conscious audiences.

In 2020, it was clear how this socially conscious generation had an impact on brands, politics and society as a whole.  Companies will have to engage more with topics like mental health, inclusivity and social justice or face becoming irrelevant and potentially obsolete in 2021.

Brands must understand their audiences to identify the issues that matter to them.

“Brands must understand their audiences to identify the issues that matter to them,” says Grossman.  “But before engaging publicly, brands need to be earnest, ensuring they are tackling the issue across the whole company.  And go full throttle – you have to be committed to your cause but also be aware of any backlash by monitoring sentiment and ensuring that you are striking the right tone with your messaging.”

One example of a company embracing social consciousness in 2020 is Nike, which has never been a brand to edge away from politics. Following the rise of the Black Lives Matter movement earlier in the year, Nike engaged with the topic quickly, drawing their line in the sand. This tweet quickly garnered attention.

With more than 7.8 million views and 326.5K engagement, the message resonated. Nike followed up with clear brand commitments, both financial and strategic, to support their employees, supply chain and communities. To date, #UntilWeAllWin has been mentioned 131K times, with 671K engagement. Their socially conscious strategy is making a difference with powerful messaging, like their You Can’t Stop Us campaign, already reaching nearly 58M views on YouTube alone.

Social Trends 2021Demonstrating commitment will matter more than ever when it comes to attracting (and retaining) employees, customers and other key stakeholders.

“Brands will have to find their place in public dialogue on social, particularly when it comes to social justice,” says Eva Taylor, Director of Social Strategy, Operations & CSR at Hootsuite. “However, words without action are meaningless: demonstrating commitment will matter more than ever when it comes to attracting (and retaining) employees, customers and other key stakeholders.”

Among the other social trends experts say to look for in 2021 and available in the full report are:

·          The Rise of Digital Disinformation

·          Social Media Giants Adapt to the New Normal

·          Old-School Marketing for a New Market

·          Social Gaming = Gaming Social

·          More Conversation(al) Marketing

·          Nostalgia Marketing

·          Memetic Media

·          The. Four Cs of COVID-19 Content

·          Remixing Is the New UGC


Teads, The Global Media Platform, unveiled a suite of updates including the expansion of its robust performance offering along with new social products and measurement solutions. The announcements were made during the inaugural ‘Teads Partner Day’, a global virtual event that brought together more than 1,000 brand marketers, agency partners and trade journalists.

Among the main innovations the company announced is ‘Teads Conversions’, a new performance programmatic solution geared towards helping brands deliver on-site conversions such as leads, add to cart, registrations and sales. This solution allows clients to access Teads’ high quality traffic and premium publisher inventory while optimizing towards lower-funnel outcomes via the leading DSPs in the marketplace. The solution is also available in closed beta via Teads’ self-serve buying interface.

As advertisers move further down the funnel, one common concern is that they have to sacrifice quality and brand safety to get lower funnel conversions.

As advertisers move further down the funnel, one common concern is that they have to sacrifice quality and brand safety to get lower funnel conversions. As a ‘curated internet,’ Teads is a single access point to the world’s best publishers, offering quality scale, brand-safety and outcome transparency not available within the ‘walled gardens’ of social platforms, or across the low-quality inventory on the open web.

conversions performanceThe Teads performance offering is based on the following five ‘Quality Performance’ pillars:

  1. Real ROI Objectively Measured: Teads welcomes 3rd party measurement solutions.
  2. Quality Media Environments: Teads Performance Solutions leverages the quality editorial placements available on the Teads platform, comprised of many of the world’s top publishers.
  3. Ads That are Actually Seen: Teads delivers high viewability through ad formats that don’t load if they aren’t viewable
  4. Optimized Creative Made for Quality Inventory: Teads has developed a suite of creative templates highly optimized to deliver against a variety of performance KPIs.
  5. Powerful AI to Find Brand Customers: Teads performance solutions are powered by its AI engine, which learns which users are most likely to generate a qualified visit.

Teads Conversions is the latest addition to Teads’ Performance offering. Complementing the mid-funnel traffic acquisition and incremental visitor solutions available to brand advertisers who are looking to deliver maximum ROI on their digital ad spend.

At L’Oréal we want to be able to offer a perfect choice of brands for all types of consumer needs and desires and for all beauty dreams all around the world. To achieve this, we need to be present in the most relevant channels and at the right moments. For the last three years, since we started working with Teads, we have been able to deliver strong results in both our awareness and performance campaigns and inform our marketing decisions based on relevant insights and a diverse range of studies provided by their team. I really appreciate the value of having a partner to achieve our goals.” – Kim Dirckx, CMO/CDO at L’Oréal LATAM

We need to be present in the most relevant channels and at the right moments.

Teads is also launching ‘inRead Stories’ and ‘inRead Social B2B’ in their inRead Social suite. These solutions seamlessly extend the reach of social media ads into high quality publisher environments in the curated web. The Stories format is a highly visible vertical ad experience running between paragraphs in editorial content. inRead Social B2B, a solution targeting corporate and professional decision makers which make up 27% of Teads’ audience globally.

We’re also focused on allowing brands to seamlessly enrich their options outside of the walled gardens.

conversions performance
Bertrand Quesada, CEO & Co-Founder at Teads.

“Teads has doubled down on innovation in 2020 to support the accelerated performance and e-commerce efforts of brands and agencies. We’re also focused on allowing brands to seamlessly enrich their options outside of the walled gardens. Both of these strategies have been paying off for our clients with tangible results in both savings and performance.” – Bertrand Quesada, CEO & Co-Founder at Teads.

Additional announcements:

In addition to the updates to the performance and social suites, Teads announced further innovations to the platform during its Partner Day:

  • Enhanced contextual targeting solutions: Allowing smart, future proof, targeting strategies for brands as we move towards a cookieless world. Benefiting a privacy concerned user, without negatively impacting media plans targeting specific audiences. This is achieved by semantic analysis across a range of contextual segments, leveraging the in-article environments where Teads operates.
  • Brand Pulse: Teads’ proprietary campaign measurement tool is now available within Teads Ad Manager, Teads’ self-serve platform. Allowing brands to seamlessly measure campaign success and brand uplift themselves.

AARP, Cadillac, Giant Foods, Vallarta Supermarkets, Taco Bell, Acura and more brands targeting the U.S. consumer right now.

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  • AARP

AARPBBDO New York, part of Omnicom Group, has been named Brand Agency of Record for AARP.  Eager to drive greater familiarity, relevance and engagement among younger segments of the 50-plus audience, AARP is looking to reach prospective members with the benefits of its Health, Wealth and Self offerings, advocacy and information. As such, BBDO’s future marketing efforts for AARP will be developed around the brand’s role as a wise friend and fierce defender for people 50-plus, their families and their communities.New work is expected to launch in early 2021.AARP spent $147 million on measured media last year and $58 million during the first six months of 2020, according to Kantar Media. The finalist pitches were conducted virtually in 2020 as the agencies and AARP worked remotely. Grey NY served as the incumbent.


  • Cadillac

Cadillac Escalade 2021Cadillac has enlisted the services of Emmy and Oscar-winning actress Regina King for its latest Escalade TV spot. It revolves around the tagline “Never stop arriving” and highlights Cadillac’s commitment to innovation and excellence regardless of adversity. New technologies and updated vehicle design are part of its effort to regain leadership in the luxury SUV market.
Cadillacs Never Stop Arriving campaign this fall will be highlighting the 2021 Escalade’s new design and technology, which include a curved OLED screen, its AKG automotive audio system and the company’s Super Cruise driver assistance technology. Cadillac is creating podcast ad inserts called “The Roadblock” and broadcasting them across 1,000 podcasts over the next two weeks, Adweek reported. Cadillac also partnered with livestreaming platform Twitch and the web series “60 Second Docs.”
  • Dr. Vranjes Firenze

Italian fragrance company Dr. Vranjes Firenze is appointing Verdes as its creative agency of record following a formal review. Verdes is conducting market research to help Dr. Vranjes further refine its unique luxury product. Verdes’ portfolio includes work for PUMA, Spotify, 1stdibs, Addepar and Rockefeller Center.

Portada LiveJOIN US AT PORTADA LIVE, OCT. 14, 2020

To find out about Portada’s new virtual networking solutions at PortadaLive 2020 involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.


  • Giant Food

    Giant Food announced a new integrated eCommerce shopping experience for customers available on the new Giantfood.com website and Giant Food mobile app. The integrated platform joins together the prior Peapod.com and Giantfood.com sites to create a single site on Giantfood.com.According to the greater Washington D.C. regional grocery chain, visitors to the new site can easily access a robust shopping experience with personalized shopping, rewards program benefits, weekly circular and coupons as well as pharmacy, nutrition and wellness content offerings.Customers who had previously opted for pickup or home delivery through Peapod by Giant at Peapod.com will now access the same great eCommerce service through the integrated Giant website or free mobile app. For prior Peapod users, there will be no interruption of service as all Peapod account information, orders and history will transition for users seamlessly to the new Giantfood.com site.At a time when demand for online grocery is at an all-time high, Giant Food is making it easier than ever for customers to safely and efficiently browse aisles, fill virtual grocery carts, plan ahead for an in-store trip and schedule a contactless Giant Pickup or Giant Delivers order.

  • Vallarta Supermarkets

    Vallarta SupermarketsHispanic grocery chain Vallarta Supermarkets is opening two new stores in the Madera and Indio locations in California. With an investment of more than US $ 11 million, Vallarta opened its 60,000-square-foot store in the city of Madera on September 23, employing about 250 people. Vallarta Supermarkets’ 51st store offers a wide variety of food products and services including: “La Cocina” (Authentic Taqueria and Mexican Cuisine) with recipes of authentic foods and fresh sushi prepared daily by an in-house sushi chef. Customers will also be offered a full-service floral department and an expanded selection of liquor/wine.  “We are opening these beautiful stores during Hispanic Heritage Month and being part of the Madera and Indio communities,” said Andrew Lewis, Vice President of Marketing for Vallarta Supermarkets, in a statement sent to Abasto Media. “We will be offering an amazing shopping experience and will work hard to become the preferred supermarket for our new neighbors.” Additionally, on Wednesday October 7, Vallarta Supermarkets will be opening its first store in the city of Indio in Riverside County. The 39,434-square-foot supermarket will employ 175 people in the community. Like the new Madera store, the town of Indio will have departments of meat, seafood, fresh agricultural products, tortilla shop, taqueria, Mexican cuisine, cream shop, deli, bakery, and liquor store.


  • ESPN+

    Espn +ESPN+ is launching a brand campaign that aims to show how the streaming channel is doubling down on delivering high-quality live sports and specialized content. The effort from Austin-based creative agency Preacher includes “It Exists Because You Do,” a 30-second anthem spot that breaks today. In addition, a series of 15-second and 6-second ads will run across all of ESPN’s TV and digital properties, and also will be supported by off-channel broadcast, along with digital. While the brand has engaged in marketing its sports and original series programming consistently over the past few years, this marks a broader brand-focused initiative, according to the company. ESPN+ is an over-the-top video streaming subscription service available in the United States, owned by Walt Disney Direct-to-Consumer and International, in partnership with ESPN Inc

  • Dos Equis

Dos Equis is encouraging college football fans to “Tailgate Anything,” giving them the chance to win weekly tailgating-themed prizes all season long. Through an integrated retail promotion and sweepstakes, fans can win weekly prizes including a six-foot cooler, at-home pop-up bar, mini grill, grilling set, tailgating table with chairs, and digital subscription all access codes. One grand-prize winner will receive a larger-than-life tailgate tow trailer, decked out with tailgating essentials such as a grill attachment, cooler, 50-inch LED HDTV, home theater speakers and more. The campaign, which runs through Jan. 11, 2021, is being supported by limited-edition college football-themed cans, merchandise, out-of-home advertising, TV, radio, digital advertising, social media, public relations extensions, and sampling events.

  • Taco Bell

Taco BellTaco Bell  launched its first-ever e-gifting service yesterday Sunday October 4, National Taco Day. The Irvine, Calif.-based Mexican fast-food chain plans to launch the Taco Gifter, a service that lets customers gift their friends menu items through the Taco Bell app or website. To mark the service and get customers to start using it, Taco Bell plans to give free tacos to the first 10,000 people who use Taco Gifter. The company is also adorning its crunchy tacos with a “seasonal gift wrap” for a limited time. Taco Bell said that its Taco Gifter service will be a permanent addition to its app and website, enabling customers to send friends tacos for special events or just whenever. “For years, Taco Bell has been a part of our fans’ milestone moments, from proposals to weddings to graduations and proms, and we’re excited to introduce a fun and convenient service to help celebrate any occasion in between,” Nikki Lawson, Taco Bell’s global chief brand officer, said in a statement. Deutsch LA is the mastermind behind Taco Gifter. To send a taco, customers download the app and find the platform in the menu or visit tacobell.com/gifter. Users select a gif, enter the recipient’s name and a personal message, checkout and send a unique URL to their friend via text, email, direct message or any other form of communications. The Taco Gifter follows the digital launch of Taco Bell’s loyalty program, Taco Bell Rewards.

  • Acura

AcuraThe new marketing campaign for the all-new 2021 Acura TLX sport sedan lets the car do the talking. Led by “Break the Silence” , a :60 short film cinematic-style television spot, Acura is building on its Less Talk. More Drive brand creative for the television debut of the 2021 TLX – the first Acura sedan fully designed around the brand’s Precision Crafted Performance DNA. Acura’s “Break the Silence” 2021 TLX campaign, developed by Acura together with Agency of Record MullenLowe LA, will be featured on national broadcast, including must-watch sports such as NBA and NFL matchups, network cable and video-on-demand, with :60, :30, and :15 versions. Acura also will run Spanish-language, Cantonese and Mandarin-language versions of the TV spot. Other key campaign elements include: Dynamic integrations on audio streaming platforms for both general market and Hispanic audiences (including iHeart Radio, Pandora, SoundCloud and Amazon). Social media activations, including the upcoming “INSIDE TRACK” campaign, an augmented reality driving experience that puts TLX on your tabletop. Challenge friends in real-time through five immersive worlds as misty mountain top roads and skyscraper-lined streets grow out of your coffee table. Media partnerships that include high-impact takeovers and editorial sponsorships on the Huffington Post-curated Hispanic Heritage Month and Latino Voices section, as well as takeovers on Verizon’s Tech Crunch and Yahoo.