el Jimador


Celebrity sportscaster Fernando Fiore will kick-off PortadaLat in Miami’s Hyatt Regency Hotel on June 7. The argentine on-air-personality will be emceeing first-rate sessions with key players of the U.S. and Latin American sports marketing scene.  “It is a pleasure to participate in PortadaLat. The agenda and the high-caliber of the speakers are a guarantee for two intense and very productive days,” Fiore asserts.

Expect unmatched speaker quality and get new intelligence at the sports marketing sessions that kick-off PortadaLat on June 7, which will be emceed by sportscasting celebrity Fernando Fiore!

10:20 am – Soccer Clubs as Brands

Arno Trabesinger, MD Americas at FC Barcelona, Rudolf Vidal, President Americas at FC Bayern Munich,  and Sean Flynn, CEO, The Miami FC will talk about soccer clubs as a brand (more major speakers to be announced soon!). These leading executives from the best soccer clubs in the world will discuss key topics including the internationalization of the soccer fan, opportunities in the U.S. and Latin America for European soccer clubs, and broadcast vs. OTT.

11:00 am – Visa’s New Outreach Strategy to Millennials

Andres Polo, VP Digital Marketing, at Visa will make a presentation about how Visa is extending its traditional sports partnerships, including e-sports, in order to appeal to Millennials.

11:15 am -How Top Marketers Leverage Sports Content

Sports marketing experts including Andres Polo, VP Digital Marketing, Visa, Felix Palau, VP of Tecate at Heineken; Ed Carias, Sr. Brand Manager at el Jimador Tequila – North American Region, Brown-Forman; Tab Bamford, Managing Director at La Vida Baseball; and Federico Grinberg, Co-Founder and CEO of Futbol Sites will discuss new opportunities for brands to leverage Sports content in order to better connect with the U.S. and Latin American consumer.

12:00 am – The Golazo Campaign Pitch

Nine shortlisted nominees will confront our specialized jury at the Golazo Soccer pitch battle!

Check out the agenda of PortadaLat June 7-8 at Miami’s Hyatt Regency Hotel!

Registration: We have added new Ticket Types to Meet Your Needs!

DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7): The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes, and marketing-tech showcases are included as well as light food, sandwiches, and beverages. (US $199)
GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8. All sessions, keynotes, networking, food and beverage included! (US$549)
VIP ATTENDEE: Meet up with 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10-minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offer is included. (US $ 1,999).
The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 549!)
Secure your spot for PortadaLat next week!

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

Check out Portada’s Interactive Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Richemont

imagesSwitzerland-based luxury goods company Richemont has launched a global media agency review, according to MediaPost.The company spends around US$400 million on ads annually, including US$135 million in the U.S.Publicis Media’s Optimedia was the incumbent of the largest portion of the company’s media assignment, including North America. The firm’s brands include Cartier, Montblanc, Baume & Mercier and Piaget.


  • Coty

descarga-5Coty has appointed Publicis Media as its lead media agency globally. Publicis Media’s Zenith will lead the assignment which will include the current Coty brands and P&G Specialty Beauty Business* brand portfolio being acquired by Coty, with the transition expected to be completed in October of this year. Publicis Media will work in close collaboration with Beamly, Coty’s internal digital social and programmatic agency. The combined Coty assignment will span sixteen markets, with Publicis Media responsible for strategy, trading, content and data and analytics for Coty whose brands include color cosmetics brands Rimmel and Sally Hansen, and fragrance brands Calvin Klein, Marc Jacobs, and Davidoff, and post the merger will include leading cosmetics brands COVERGIRL and Max Factor, fragrance brands such as Hugo Boss and Gucci, and haircare brands such as Wella and Clairol.

  • el Jimador

4ryoy7cf_400x400el Jimador, #1 selling tequila in Mexico and official sponsor of the Mexican National Soccer Team, is offering soccer fanatics the chance to win a VIP trip with “The Ultimate Fan Experience” as part of the brand’s soccer platform. Now through September 30, fans are invited to enter for the chance to win an exclusive trip to Chicago to watch Mexico’s National Soccer Team take on Panama on October 11, 2016. In addition, winners will have pre-game access to observe player warm-ups on the field. Each winner will receive the trip for two, with round-trip airfare, two nights of hotel accommodation in downtown Chicago, and transportation to the stadium on game day. Fans are invited to enter by texting “Chicago” to 68405 or visiting http://ultimatetrip.eljimador.com/ to complete a submission form. The match will air on UniMás Network LIVE from the Toyota stadium in Chicago on October 11. Ed Carias, senior brand manager of El Jimador, was one of the participants at last week’s Hispanic Sports Marketing Forum (the first day of #Portada16).


  • Sofia Vergara & Avon

photo-4-4-512x288Award-winning actress Sofia Vergara and Avon celebrated the launch of So Very Sofia by SofiaVergara, a vivacious new fragrance. The fragrance launched exclusively through Avon. Bold and feminine, the fragrance combines succulent fruits with tropical florals and fragrant herbs for an addictive scent.The scent evolves to reveal a heart of delicate Flor de Mayo Orchid, the national flower of Colombia, Sofia’s native country.Avon fragrances are available exclusively through Avon Representatives. Avon LLC generated over us$1 billion in revenues during 2015, and has nearly 400,000 independent sales Representatives in the United States, Puerto Rico and Canada. Avon features iconic brands such as Anew, Avon Color, Mark, and Skin So Soft, as well as fashion and accessories.

  • Colgate-Palmolive

make-the-u-bannerIn celebration of Hispanic Heritage Month, Colgate-Palmolive announced its third annual partnership with the Hispanic Heritage Foundation (HHF) to launch the company’s Haz la U™educational grant program, now in its eighth year. To promote the importance of education among Latinos and help get them on the path to higher education, Colgate will support the HHF’s Youth Awards program through its community service category, which focuses on community-minded students who have demonstrated excellence in volunteerism and leadership in 10 regions across the nation, totaling up to US$100,000 in grants.Eligible students can apply for grants via Colgate.com/HazLaU through October 15, 2016. Thirty-one Hispanic high school students will be selected by the Hispanic Heritage Foundation to receive the Haz la U™ educational grants to help finance their first year of college.With versions in English and Spanish, her story can be seen on Colgate’s YouTube channel.

  • Brisk® Iced Tea

jeppbevb_400x400Brisk®, the iced tea brand known for its bold flavors, launched the #BriskMode Accelerator Program today, in celebration of Hispanic Heritage Month. #BriskMode empowers aspiring artists to creatively express what their own heritage means to them through art, music and fashion design. The program also provides an online platform with virtual inspiration from influencers in the art, music and fashion fields, and resources that stimulate creative self-expression and provide opportunities for amplified exposure of their artistic passions.The #BriskMode contest entry period opens today, September 15, and runs through Friday, October 7. During this time, budding creatives can visit the #BriskMode website, www.BriskMode.com, to submit art, music and fashion designs to enter for a chance to win a trip to Long Beach, California. The #BriskMode contest is open to U.S. residents who are 18 years of age or older (19 in Alabama or Nebraska).The contest will produce five winners.Creative Director Aerosyn Lex will design a limited-edition T-shirt inspired by his own heritage to commemorate the #BriskMode program.

  • Mary Kay Inc.

1Mary Kay Inc. is breaking ground on a new 480,000 square foot U.S.-based global manufacturing and research and development facility located on a 26.2 acre plot of land in Lewisville, Texas. The new US$125 million building will support the company’s future needs in producing skin care, color cosmetics and fragrances for more than 3.5 million Mary Kay Independent Beauty Consultants in more than 35 countries.The criteria for selecting the new site included employee and logistical considerations, as well as proximity to the company’s other North Texas facilities, including its global headquarters in Addison, a distribution center in Carrollton and a warehouse facility in Dallas.The beauty company employs more than 500 manufacturing and R&D employees and produces up to 1.1 million products per day, of which 57 percent are exported to Mary Kay’s international markets.


We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 14 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441 or e-mail her at kelley@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • El Jimador

jiU.S. National Soccer Team and the annual U.S. Tour of the Mexican National Team official sponsor “El Jimador” has announced the launch of its´ 360 degree promotion “Take Home the Spirit,” involving limited edition soccer bottles, social media, in-store elements and a Foursquare component. El Jimador along with Foursquare has created the first of its kind “Watcher’s Guide,” which provides fans in 14 cities with a list of bars and restaurants where the Brazil soccer games will be featured. Consumers will have the opportunity to win prizes after checking in through Foursquare at select restaurants and stores or by visiting el Jimador’s web site at www.eljimador.com.Soccer fans can follow el Jimador on Facebook for weekly contests and soccer-related content.

  • P&G

PGP&G is planning to buy a majority of its digital advertising programmatically (through auction-based systems in real time to target specific audiences) by the end of the year, according to an Ad Age report. Neither P&G nor Starcom MediaVest Group, which handles P&G’s digital ad buying, made comments on this.This could be a risky move for P&G’s ,as most of its products are sold via retailers. But P&G is among a minority of brands comfortable enough to buy programmatically at scale.

  • Coca-Cola

THE WCoca-Cola, one of the World Cup’s largest advertising partners, has released 32 versions of a new song called The World Is Ours, adjusted to different countries for the upcoming 2014 FIFA World Cup in Brazil.This is Coca-Cola’s biggest and broadest marketing campaign in which local marketers from 175 major cities around the world has participated. “The World Is Ours,” original version is sung by Brazilian singer David Correy.

  • Chipotle

chiploteChipotle has selected Omnicom’s GSD&M as its lead media agency and to handle some creative projects , planning and buying after a review. GSD&M will work primarily on Chipotle’s traditional advertising as most of the creative direction for Chipotle is set by its internal marketing team . Compass Point Media, part of Interpublic’s Campbell-Mithun, used to handle Media.There’s no set timeline yet for when GSD&M’s work will debut and no details on what creative GSD&M will work on, according to a Chipotle spokesman .The chain spent US $9.7 million on U.S. measured media in 2013, according to Kantar Media, up from US $5.9 million the prior year.

  • Hooters

hootersHooters hired IPG media agency Initiative to adjust its marketing strategy and build a new approach. Initiative’s scope will include media buying and planning as well as digital strategy and analytics, according to people familiar with the matter.Hooters had been working with incumbent Knoxville’s MP Media & Promotions on its media business.For Initiative, this could be a small but profile account,since Hooters spent around US $10 million on measured media in 2013. Among Initiative’s clients are Hyundai Kia, Amazon and Miller Coors.

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441

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

      • Miller Coors
        MillerCoors is searching for a new U.S. Hispanic agency for Miller Lite after parting ways with Lopez Negrete Communications, which has handled the brand for seven years, AdAge reports.
      • Kohl’s
        Department Store chain Kohl’s has selected Publicis Groupe’s Zenith to handle media duties after a review. The company spent around $330 million on ads in 2011, according to Kantar. Interpublic’s UM was the incumbent on the account. The agency had serviced the account for over a decade. Other contenders included WPP’s MEC and independent Horizon Media.The client put the account in review in late November of last year. The selection comes just about a week after the company announced nine new store openings and a plan to remodel 30 of its locations this year, after remodeling 50 stores in 2012. The company has more than 1,150 stores in 49 states. 
      • Amscot Financial

        Miami-based G ADMarketing Communications, led by advertising veteran Gabriela Alcantara-Diaz, has been appointed by Amscot Financial to spearhead their multi-cultural Hispanic integrated communication and marketing efforts, including creative, public relations and social media.


      •  Chevy
        General Motors is unwinding Chevrolet’s advertising merger established by a former chief marketing officer and is considering changes to its Cadillac advertising business. GM plans to shift most Chevy advertising work to New York-based McCann Worldgroup, which had been handling the brand’s marketing in a 50-50 partnership with San Francisco-based Goodby, Silverstein & Partners through a Detroit-based agency called Commonwealth.The Commonwealth agency will continue to operate, but Goodby is out, the source said. Chevy is launching 13 products in 2013, including an all-new Silverado pickup, the redesigned Impala sedan and the much-hyped Chevrolet Corvette Stingray.Carat handels General Motors  (Chevy’s) media buying and planning.  
      • MGM
        MGM Springfield, Massachussetts, has launched a Spanish-language version of its website. The interactive site allows visitors a state-of-the-art view of the residential, retail, dining and entertainment district that MGM is proposing to build in Downtown Springfield.“To better connect with the community at large, we have launched a Spanish version of our website. Our goal has always been to engage as many Springfield residents as possible in this process and this relaunch is just one more way we can do so,” said Bill Hornbuckle, President and Chief Marketing Officer of MGM Resorts.
      •  Costa Farms
        Costa Farms, the largest producer of indoor plants in North America, has brought seasoned and accomplished Hispanic writer Andrés Fortuño onto the team to speak to the growing number of Hispanics who love to garden. Fortuño will be “the voice” for Costa Farms’ new Facebook page, Costa Farms en Español. He will also help develop retail specific programs for the Hispanic market and conduct product knowledge classes in specific retailers in South Florida.“We are taking an active role in our Hispanic efforts to reach this demographic, which has been growing steadily over the last few years,” says Jose Smith, President and CEO of Costa Farms. “Andrés will help us provide content in Spanish through our social media efforts and at the retail level.”
      • Associated Food Holdings
        Private equity firm AUA Private Equity Partners said it has completed a recapitalization of Associated Food Holdings that will allow the company to accelerate new store growth and increase financing to its operators for remodeling and expansion. Terms of the transaction were not disclosed, although AUA said it typically makes equity investments of $10 million to $30 million in family-owned, Hispanic focused businesses. Its managing partner is Andy Unanue, Associated’s chairman and a former chief operating officer of Goya. The firm made the investment in partnership with Associated’s owners. Established here more than 50 years ago, Associated provides distribution, financing, marketing and promotional services to around 250 branded independent supermarkets, most operating under the Associated or Compare banners. Harry Laufer and Ira Gober, co-chief executive officers, will continue to lead the company. Separately this week, Associated said it has appointed Joe Garcia as executive vice president, responsible for merchandising, marketing and information technology. 
      • el Jimador
        The  100 percent blue agave tequila announced the launch of its second annual “Jimi Cup” contest in which participants can win a trip to Mexico to play in an unforgettable match alongside former soccer legends from the U.S. and Mexican National teams at Casa Herradura in Amatitan, Jalisco. Ten lucky winners will enjoy a once-in-a lifetime experience and receive round-trip airfare, accommodations, and local transportation for themselves and a guest. 
        “As a brand that is committed to creating once-in-a lifetime soccer-themed experiences for fans, we are thrilled to launch the second annual Jimi Cup. Through this authentic experience, consumers will have the opportunity to play soccer alongside their idols in the middle of our beautiful distillery while experiencing our passion for tequila first-hand,” said Jesus Ostos, brand manager for Tequila el Jimador.
      • Buick Encore
        General Motors is launching a major advertising campaign for the Buick Encore the subcompact crossover with a nod to the Jurassic Period.The ad features the small crossover vehicle dodging a stegosaurus and navigating through the legs of a brontosaurus in an urban environment. Buick will give it frequent exposure throughout the NCAA Tournament for men’s basketball, which Buick is sponsoring again. It debuted Sunday on ESPN’s “30 for 30” program and launch broadly during the tournament games on CBS, TNT, TBS and TruTV.

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

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