El Rey Network


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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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  • Tampico Beverages

descargaTampico Beverages, a global beverage brand, launched “Emojiball,” a social media game where anyone age 17 or older can comment on specific Tampico Facebook, Twitter and Instagram posts with a combination of five emojis from a selected pool of 24 in an attempt to guess the winning emoji combination. Prizes, including a state-of-the-art smart watch and other tech toys, will be awarded to contestants who use the five correct emojis in the correct order, as well as runners-up selected from contestants with partially correct combinations. The game will run from June 29 to September 18. The Emojiball is currently being promoted through Facebook paid media support (managed both in-house at Roar Media and in partnership with Adaptly), + programmatic mobile and desktop display–largely via Google Display Network and DoubleClick (managed in house at Roar Media.)

  • Johnny Rockets

bkYqz8AR_reasonably_smallRestaurant chain Johnny Rockets is making a more targeted push into Hispanic markets by signing a franchise agreement with Cruzar Group LLC to open at least three restaurants in El Paso, Texas, as part of an aggressive expansion into West Texas, where there is a large Hispanic population.Restaurants are also under construction in San Antonio and Laredo, Texas, and Arizona is another target market with a growing Hispanic demographic where the brand sees potential for growth.Currently, about 18 percent of U.S. consumers are Hispanic, and the demographic group is expected to make up a third of the general population by 2050.By 2020, an estimated 25 percent of Millennials will be Hispanic. Of those, two thirds identify themselves as “foodies,” which fits with Johnny Rockets’ renewed emphasis on food.The strategy is still in beginning stages, but will likely include the use of Spanish on menus. The focus will also be applied to restaurant design.Johnny Rockets is looking to create space in restaurants for larger gatherings as hispanic customers tend to dine out in larger parties of four or more, compared with two or more for the general population.The chain will also look to incorporate regional flavors that will resonate in markets with larger Hispanic populations.

  • Archer Almo acquires Tocquigny

Memphis, TN, based communications agency Archer Malmo has acquired Austin-based Tocquigny, a digital marketing agency founded by Yvonne Tocquigny in 1980. Tocquigny will be rebranded as Archer Malmo over the next few months. Yvonne Tocquigny and Tom Fornoff will continue to lead the Austin office as chief creative and strategy officer and president, respectively. Archer Malmo will also acquire some high profile clients with the deal including USAA, Citgo, Websense, Trusource Labs, NFP Advisor Services and Pivot3.

  • Jeb Bush

Jeb_BushRepublican Presidential Candidate Jeb Bush, whose crew is headquartered in West Miami-Dade County, has hired Pinta, a Miami Beach-based marketing firm, to help with Hispanic strategy, particularly online.


  • Corona-El Rey Network

6f4e291fea09a7d709b32498f2ca060c_400x400El Rey Network, Robert Rodriguez’s English speaking general-entertainment channel, has announced the official launch of ‘The People’s Network,’ a new digital platform for creators, makers, and fans to showcase their talents. With submissions including artwork, ideas, short films and more, the network is kicking off this multi-platform initiative in partnership with Corona Extra, its exclusive beer partner with a promotion entitled The Epic Summer Movie Contest.Beginning on June 29, El Rey Network and Corona Extra will launch a call to action asking fans to tap into their creative side and design the ultimate movie poster, one that reflects how they embrace summer in the most epic way! Deadline to submit via www.elreynetwork.com is Sunday, August 9. Rodriguez and his creative collective will determine the winning artist, who will be featured in an original vignette both on-air and online, and receive a trip for two to Cancun, Mexico. The winner will be announced late summer, 2015.

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12  NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Jägermeister

Jagermaister SinIgualJägermeister, the spirit brand that is deeply rooted in history and heritage, has announced the launch of the brand’s first campaign ever developed to reach America’s fastest growing population, Hispanics. “Sin Igual,” which translates to “Like No Other,” is a unique campaign that parallels the shared passion, uniqueness and cultural roots that both the liquor and Latinos proudly share.Jägermeister is embracing the importance of celebrating the cultural diversity of our consumers. Staying true to the brand’s daring authentic and iconic spirit, the “Sin Igual” campaign was developed by following a non-traditional approach of randomly selecting every day Latinos while out with friends. Without any styling, makeup, model casting or the formal setup of a studio, the campaign now features the faces of Juan Salas Jr., Aaron Alexander Correa, and Andres Leyva, who embody the cultural diversity, essence and untold stories that Jägermeister proudly celebrates. With a keen focus on Houston, where 44 percent of the population is Hispanic according to the U.S. Census, Jägermeister’s Sin Igual campaign features out-of-home billboards in high visibility intersections, social sharing of #SINIGUAL, and an experiential showcase from February through March, inviting consumers to participate in real-time photo shoots to be featured on Jagersinigual.com. Join the social conversation using #SINIGUAL or at Jagersinigual.com.

  • KFC

imagesKFC has launched a new broadcast initiative showing how KFC’s chicken nuggets are the nuggets kids didn’t know they were missing, until they tried them. The campaign includes both broad market and a new Hispanic initiative, the latter created by Louisville-based ad agency Scoppechio.In the Hispanic spot, entitled “Let’s Talk,” children take a second to talk directly to their parents through the camera and tell them how much they enjoy KFC’s popcorn chicken nuggets. Amazed by how crispy and crunchy the nuggets are, the kids ask why they weren’t given them before. One girl even states, “With these nuggets, I don’t need any toys.”The spot was originally based on the core idea of the general market campaign entitled “Outraged Kids.” In this version, kids were upset with their parents for being fed less satisfying chicken nuggets.The spot airs nationally February 2-22 on Univision, Galavision, UniMas, Telemundo, Azteca, Fox Deportes, Espn Deportes, Mun2, Discovery en espanol and Estrella TV.

  • American Standard

c9e2e1350c871cf7c872b69bb196a84f_reasonably_smallAmerican Standard has released a series of new commercials by 22squared.One of them opens with a woman speeding into a parking lot in a station wagon and cutting the wheel sharply, leaving tracks. A second spot features an elderly couple eating outside on their patio. The husband squeezes a plastic ketchup bottle that splatters—with a Whoopee-cushion sound—all over his shirt. Yet another opens with a woman piggybacking on her boyfriend’s back and repeating, “I love you!” The boyfriend says, “No one likes a clinger. “The ads debut Feb. 2 on cable networks including History and the Discovery Channel, as well as on Scripps nets like HGTV and DIY; American Standard did not seek out broadcasters, but the spot will appear on NBC.com. Projected ad expenditure for the campaign is US$5 million.

  • Papa John’s

descargaPizza chain Papa John’s has selected Interpublic’s Initiative as its new media agency. Initiative’s will focus on strategy and buying for digital and traditional media and social.The pizza retailer spends about US $130 million on ads annually, according to Kantar.The selection came without a formal review. The incumbent was Zimmerman Advertising, a Fort Lauderdale, FL-based agency. Initiative will handle the account out of its New York office.

  • Honda: looking to include TV spots 

Honda launched a new campaign, aimed at the Hispanic market, for its 2015 Honda CR-V. The campaign, which is scheduled to run through the end of April, includes a big emphasis on video pre-roll promotions and native video ads; the agency couldn’t disclose the specific media properties for the ad buy. It will also run with paid amplification on Twitter, using its established @HondaLatino handle, as well as #CRVSueños. While this was conceived as a digital campaign, Honda liked the footage so much that it also hopes to create a 30-second TV spot – and carve out a budget to air it. Television placements will be handled by MV42, Mediavest’s multicultural desk, according to Orcí . (Read today’s feature: Honda Invites Parents to Let Their Kids Dream Big.)

  • Dior

7S7YzuoD_reasonably_smallDior’s new spot features Natalie Portman as a runaway bride.In the spot,Natalie Portman walks halfway down the aisle before abandoning her black-and-white world to escape with her helicopter-pilot boyfriend.The ad is titled “It’s Miss, Actually,” for the latest Miss Dior fragrance.The spot was a Anton Corbijn’s effort.


  • Subway

G0s4y_GC_reasonably_smallThe fast food brand has released the new spot ‘Fall in Love’, in which a couple celebrating Valentine’s Day, enjoy the new Monterey Chicken Melt at Subway. The Monterey Chicken Melt is made up of melted cheese and delicious grilled chicken, no artificial preservatives or flavors included. The spot was developed by agency NBS. Group M buys media for Subway.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!


Some noteworthy stories on Entertainment/Marketing and Media from around the web as picked up by Portada’s Editorial Team.

El Rey Network cancels second season of ‘Matador’
El_Rey_Network.jpegRobert Rodriguez‘s El Rey Network has opted not to move forward with a second season of its original action drama series ‘Matador’, Deadline reports. Launched in July, following the World Cup, ‘Matador’ starred Gabriel Luna as a DEA agent recruited by the CIA to go undercover as a professional soccer player. The series, whose 13-episode first season ended its run in October, was created by Bob Orci and Alex Kurtzman, with Rodriguez directing the opening hour.  According to Deadline, ‘Matador’, an expensive production shot in Los Angeles and backed by El Rey, did relatively well  in its U.S. run. But the series, described as a Latino take on James Bond, did not do as well as its producers had hoped internationally where its sales were soft despite a strong initial interest, leading to the decision not to proceed with Season 2.

Vox Media gets an additional US$ 46.5 million in funding to disrupt Cable Networks?
Vox Media, the company behind high-profile sites including the Verge, SB Nation and Vox, has raised $46.5 million in a round led by General Atlantic, Re:Code reports. The funding gives Vox a post-money valuation of about US $380 million, according to people familiar with the transaction. It means that Vox, led by former AOL executive Jim Bankoff, has raised around $110 million in the last six years. Bankoff says Vox represents a new breed of content company that can take advantage of the tech-inflected turmoil established companies are going through: “Things are starting to unbundle,” he said. “Magazines and newspapers are starting to be disrupted. Cable networks are next. I think a lot of investors look around and say:‘This is a new opportunity.’”

Newspapers register record digital Audience
Well, at least there seems to be some positive news for” old media”. According to the Newspaper Association of America, citing ComScore figures, 166 million U.S. adults consumed newspaper content via digital platforms in October. That’s an increase of 24 million, or 17% over October 2013, MediaPost reports. Over the first 10 months of the year, monthly digital audiences for 300 U.S. newspapers tracked by comScore increased by some 20 million. Mobile- device viewing on content grew by 85% in October, with a big jump coming among women 25-34 and men 35-44. This new data offers marketers a potential positive future for targeting newspaper readers digitally.


What: Univison teams up with TWC and Bright House to broaden its reach and offer access to content for digital platforms and VOD. TWC and Bright House Networks will be among the first distributors to have Robert Rodriguez’s El Rey Networks.
Why is it important: Media companies in the United States are building or strengthening their  partnerships in order to better reach Latino audiences in shared markets nationwide. Says Tonia O’Connor, Univision’s president of content distribution, that “Hispanics represent a significant growth opportunity for distributors”.

Spanish-language media giant Univision Communications prepares to reach an ever-growing Hispanic audience in the United States, thanks to a new deal it has just signed with Time Warner Cable and to Bright House Network’s launching of two Univision networks, featuring sports and soap operas (“telenovelas”).

Yesterday afternoon, Univision and TWC signed a new, multiyear distribution deal that includes carriage of several of Univision’s new networks including the highly anticipated English-language El Rey Network, an entertainment project which is being developed by Hollywood filmmaker Robert Rodriguez and FactoryMade Ventures. (El Rey attempts to attract second- and third-generation Latinos who primarily watch English-language TV.)

This deal’s financial terms were not disclosed, but the pact came well in advance of the expiration of the companies’ current arrangement and was reported as not contentious.

Such multiplatform arrangement provides continued distribution for the main Univision broadcast network, its secondary network UniMás and cable entertainment channel Galavisión, plus a slate of new networks: Univision Deportes, telenovela network Univision tlNovelas, and FOROtv, a feed of the Mexico City-based news network owned by Grupo Televisa, a minor stakeholder in Univision. The deal will also provide Time Warner Cable’s customers access to content for digital platforms, including its video-on-demand service and “TV Everywhere” offering that allows subscribers to watch shows when they are away from home on their tablets or laptops.

Bright House Networks, on the other hand, announced it will launch two new Univision networks –Univision Deportes Network and Univision tlNovelas, available as of today. Customers will also have access to a robust offering of content for digital platforms and VOD, which includes “TV Everywhere” content for Bright House TV’s platforms and access to Univision’s UVideos and Univision Deportes digital properties.

Bright House Networks will also be among the first distributors to carry the El Rey Network (beginning January 2014).

TWC and Bright House were ranked among the Top Ten Multichannel Video Service Providers in the United States, by number of subscribers, in 2012:

Multichannel Service Operator

# of subscribers





Dish Network Corporation


Time Warner Cable, Inc.


Verizon Communications, Inc.


Cox Communications, Inc.




Charter Communications, Inc.


Cablevision Systems Corporation


Bright House Networks, LLC


Source: Wikipedia, with estimates from SNL Kagan.


Sources: LA Times, PR Newswire.



ElRey2Univision on Tuesday made a surprise announcement at its upfront presentation in New York City by announcing it has made a strategic investment in El Rey Network, an English-language cable network geared towards young-adults and created by American filmmaker Robert Rodriguez and FactoryMade Ventures.

El Rey Network is one of four multicultural networks supported by Comcast under the merger conditions that allowed it to assume control of NBCUniversal.

During a morning presentation at The New Amsterdam Theatre, Univision Network President César Conde introduced Robert Rodríguez, who said El Rey Network was to become the home of “kick-ass entertainment.” Financial details were not disclosed.

Joining El Rey Network as vice chairman is Scott Sassa, a former Hearst Corp. executive. Antoinette Alfonso Zel, who had been named CEO, now assumes the role of chief marketing officer.

El Rey Network will launch in December 2013 and have nation-wide distribution with initial carriage via Comcast.


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