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

For prior Sales Leads editions, click here. 

  • Northgate Gonzalez Market

Northgate Market, a family-owned and operated Hispanic supermarket chain with 40 stores throughout Southern California, has named Circus its agency of record (AOR) effective immediately.Circus will help the Northgate Market brand develop integrated and strategic advertising campaigns designed to differentiate Northgate in the competitive Southern California market.
“We are thrilled with the opportunity Northgate Market is giving us as its AOR. We are confident that by partnering our marketing experience in the U.S. along with our data driven creative teams and Northgate Market’s knowledge of their business and customers, we can create high impact, effective work and help Northgate Market boost their business”, said Bruno Lambertini, founder and CEO of Circus & Portada´s Council of the Americas board member.

  • Estrella Jalisco

As soccer fever takes hold, Estrella Jalisco, the Official Beer of the Mexican National Team (MNT), is launching a campaign to encourage soccer fans in North America to unite and root for the only North American team at the 2018 FIFA World Cup™ – the Mexican National Team. To mark the official launch, soccer legends Alexi Lalas of the United States, Luis Hernandez of Mexico and Canada’s Dwayne de Rosario will sign the North American Adopted Football Team Agreement, which celebrates what unites the continent and pledges soccer loyalty to Mexico for the 30 days of the FIFA World Cup™ tournament, beginning June 14. The official signing will take place in Los Angeles. With the United States and Canada not competing at the 2018 FIFA World Cup™, Estrella Jalisco sees an opportunity for neighbors to unite. Fans who root for the MNT by using the hashtag #VamosPorLaEstrella will be entered for the chance to win various prizes including one grand prize of becoming an official Estrella Jalisco ambassador for the next four years with access to unlimited Estrella Jalisco and access to the MNT Tour games in the United States.

  • PUMA

Puma, designer and manufacturer of athletic and casual footwear, apparel and accessories, has kicked off a global media pitch, according to people familiar with the matter.Until May, Puma was part of Kering, a Paris-based marketer of luxury goods including leather goods, fashion, shoes, jewelry and watches under such brands as Gucci, Saint Laurent and Bottega Veneta. Kering last month spun off Puma as a standalone public company, reducing Kering’s stake to about 16 percent from 86 percent. Publicis´ Blue 449 is the incumbent on the account.Puma’s global media spending is around US$120 million.

 

 

  • Comcast’s Xfinity X1

Comcast’s Xfinity X1 cable platform announced a bilingual FIFA World Cup viewing experience, with video features that integrate both Fox‘s and Telemundo‘s coverage of the June 14-July 15 tournament in Russia. Screens, menus and voice commands will be available in both English and Spanish, with full-game replays, highlights, web video, real-time analytics and on-screen stats rounding out the experience. Also, Xfinity for the first time is adding sports notifications for TV and mobile. It will be a great test for fans of the sport who may have had to turn down the volume and follow their favorite brands when the language, especially Spanish, did not fit the household.Via the Xfinity Stream app, Comcast subs will also be able to view live matches offered on Telemundo, Universo, Fox and FS1 and access game replays and highlights on an on-demand basis.Comcast said it will also, for the first, time, let its pay TV customers receive notifications on TVs and smartphones when their favorite team is about to hit the pitch. In the smartphone setup, users can receive text messages with the alerts and a direct link to the Xfinity Stream app, Comcast said.

 

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

 

  • The Boston Beer Co.

Omnicom´s Hearts & Sciences has won Boston Beer Co. US$50 million media account. The firm brands include Samuel Adams, Angry Orchard and Twisted Tea, Adweek first reported. Publicis Groupe’s Zenith was the incumbent media agency. Boston agency MMB is the Boston Beer creative agency and was not part of the review.

 

 

 

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

What: Combate Americas drew strong ratings on its two live April broadcasts, “Combate Estrellas I” and “Combate Estrellas II” on Univision and Univision Deportes, as well as in Mexico on Azteca 7.
Why it matters: Combate Americas is positioning itself as a premier destination for Hispanic MMA fans, and advertisers have followed.

Combate Americas (@combateamericas), which bills itself as the premier Hispanic mixed martial arts franchise, last week announced the ratings for its first two, live 2018 events, which aired on consecutive Fridays, April 13 (Combate Estrellas I) and April 20 (Combate Estrellas II), in the U.S. and Mexico. Showing the early strength of the new brand and growth of the sport in the Latino community in general, Combate CEO Campbell McLaren (@campbellcombatewas pleased with the numbers.

“The amazing growth of our TV ratings confirms we are the hottest MMA promotion in the world,” McLaren said in a statement. Portada featured McLaren and Combate in an exclusive Q&A last month heading into the events.

According to its release, “Combate Estrellas I,” airing on Univision (@Univision) and simulcast on Univision Deportes Network, drew 583,000 viewers, including a strong 296,000 in the 18-49 demo in the U.S., while garnering more than 4,000,000 pairs of eyeballs on Mexican powerhouse broadcaster Azteca 7.

Combates Estrella II, exclusively broadcasted on UDN, had 200,000 viewers.

In the Hispanic world, Combate Americas has taken the most focused steps, and advertisers have taken notice.

MMA, which began to find a more mainstream audience in the last decade in the U.S. through UFC and other promotions’ agreements with Fox, CBS, AXS TV and others, continues to be a hit with a Latino community steeped in the boxing world. What was one more of a “Wild West” has trimmed somewhat to a more manageable roster of promoters, each finding a niche in the sport.

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In the Hispanic world, Combate Americas has taken the most focused steps, and advertisers have taken notice. Anheuser-Busch’s Estrella Jalisco (@EstrellaJalisco), Advance Auto Parts (@AdvanceAuto), Double Cross Vodka (), HOT 6 Energy Drink and Battle Boom Gaming were all partners for Combate Estrellas II, with fighters from Mexico, Puerto Rico, Guatemala and Argentina among the athletes competing on the cards.

Combates Estrella III, featuring some of the preliminary bouts not shown in the first two events, aired on UDN this past Friday. The next broadcast is set for May 11, live from Sacramento, in Combate Mexico vs. USA.

Cover Image: Credit Combate Americas

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

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

For prior Sales Leads LatAm editions, click here. 

  • Gatorade

Gatorade has launched a new international campaign titled, “Everything Changes,” and the brand’s first sport-specific product, Gatorade Football Energy. The Gatorade “Everything Changes” campaign focuses on the shift that takes place when football club teammates become rivals. The TV advertisement features the storyline of FC Barcelona players, Lionel Messi and Luis Suárez, who are best friends and train together until it’s time to play against each other. While their respective objectives change, fueling with Gatorade does not.The integrated campaign also features Brazilian National Team superstar and Manchester City striker, Gabriel Jesus. The campaign will run in several Latin American countries, Western Europe, Asia, Mexico, and the U.S. It will extend beyond TV to print, digital and social media, point-of-sale and more. Leveraging the GSSI research on football players such as Messi and Suárez, Gatorade has developed their first ever sport-specific product, Gatorade Football Energy. Gatorade Football Energy was developed for football players from amateur to professional levels and has a combination of carbohydrates, electrolytes and fluid, specifically for football players. The product is available to all U.S. athletes on Gatorade.com and will be available in retail outlets in Mexico and Brazil in 2018 before launching in other Latin American countries. The new product comes in three great flavors: Lemon, Mango and Orange.Gatorade is also providing a stage for amateur players to showcase their skills at a global level. For the third consecutive year, Gatorade is sponsoring and organizing their annual Gatorade 5v5 Football Tournament, which will introduce a women’s bracket for the first time this year. Over 2,000 teams from more than 19 countries across Latin America, Europe and North America will compete for a chance to play in the Gatorade 5v5 Global Championship in May in Barcelona, Spain.

  • Corona

Mexican beer Corona is the most valuable brand in Latin America, overtaking Brazil’s Skol, which has held the title for the past two years, according to the sixth-annual BrandZ™ Top 50 Most Valuable Latin American Brands announced by WPP with data prepared by Kantar.Corona took the top spot in the ranking after seeing an 8% brand value growth to US$8.3 billion, edging out Skol, which grew by just 1%. The brand is sold in more than 180 countries and its success and global growth have been helped by Corona’s ability to generate an affiliation with the “fun-loving” attributes associated with Mexican and Latin culture. This year’s BrandZ Latin American ranking shows the four beer brands in the Top 10 – Corona, Skol, Brahma and Aguila – all controlled by global giant AB InBev, have maintained and invested in their local characteristics enabling them to boost brand value.

 

 

  • Perry Ellis International, Inc.

Perry Ellis International, Inc. has entered into a license agreement with Rosega S.A. to design and distribute men’s dress shirts under the Manhattan trademark in Argentina. Perry Ellis is a leading designer of a broad line of high quality apparel and accessories. Rosega is a leading retailer of fashion apparel brands in Argentina.The new collection will be distributed in department and specialty stores with a product launch planned in the Fall 2018. Oscar Feldenkreis, CEO and president of Perry Ellis International, Inc. said, “Working with Rosega will leverage the equity of this lifestyle brand to further our Latin American reach.”

 

 

  • United Airlines

Azul Linhas Aéreas has announced that current shareholder United Airlines has just concluded a private preferred share transaction with Hainan Airlines. The transaction increased United’s economic stake in Azul from 3.7% to 8.0%.Azul and United connect via their gateways in Sao Paulo – Guarulhos (GRU), Fort Lauderdale, Florida (FLL) and Orlando, Florida (MCO). In Brazil connecting customers have access to the largest domestic network in the country, serving more than 100 cities, while flying Azul’s award winning domestic experience. In the United States, customers have access to United’s industry leading global network. In addition to unparalleled connectivity, Azul and United customers can earn elite status miles as well as enjoy benefits such as priority boarding, lounge access and priority baggage when flying the two airlines.

 

 

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

 

  • Subway

Fast food sandwich chain Subway is said to be closing 500 of its stores this year in the United States to open more than 1,000 stores around the world, including Mexico, the United Kingdom, China and India.The chain has more than 40,000 locations around the world, outpacing McDonald’s and Starbucks.

 

 

 

 

  • Aeromexico & Jet Airways

Aeromexico, Mexico’s global airline and Jet Airways, India’s premier international airline, will enable their codeshare sales, which will allow passengers to travel to and from both countries by connecting via London to Mexico City, Delhi or Mumbai, as of May 1 this year.This agreement will provide passengers better connectivity options and access to both airlines’ route networks, which will help strengthen trade and tourism between both countries, that have experienced a 15% annual growth rate over the last three years.Aeromexico will put its “AM” code on the direct flights offered by Jet Airways from London to cities in India. In turn, Jet Airways will put its “9W” code on flights operated by Aeromexico from London to Mexico’s capital city.

 

  • Estrella Jalisco

Anheuser-Busch’s Mexican Import brew, Estrella Jalisco has released its’ latest TV commercial “Estrella Toast”, the first ad from the brand since the signing on of agency DAVID.Estrella Jalisco’s media planning and buying agency is Dentsu Aegis Network. The spot embodies the fun, festive spirit of Estrella Jalisco, the official sponsor of the Mexican Men’s National Team, just in time for World Cup in June. Portada spoke with Lara Krug, Vice-President – Mexican Imports and Regional Brands, Ahneuser-Busch on the campaign.

As the official beer of the Mexican National Team, we wanted to tap into the passion that the Mexican National Team fans have for their team – win or lose – during the World Cup as they go from the star this year.We felt it was important to show the passion and comradery among MNT fans that support El Tri as they go from the star, no matter what – which is what our tagline for this campaign “Vamos Por La Estrella” is all about.Estrella Jalisco is a brand that was born in Jalisco Mexico, so we obviously have an eye toward the Hispanic and Ambicultural consumer. As the brand continues to grow and evolve, we are also looking to expand our audience a bit to a bi-cultural consumer who is looking to discovery a new light but flavorful beer.We’re proud of our heritage and will continue to highlight that . Estrella Jalisco has a great flavor profile that consumer’s love and we are getting the media and sponsorship investment from Anheuser-Busch to grow this brand. With this new campaign and the ability to use the beautiful MNT and World Cup marks in both our creative, trade materials and packaging, we believe Estrella Jalisco is the Mexican Import brand to watch in 2018.“According to Krug, Estrella Jalisco’s main goal is to continue to gain awareness as the brand grows and enters new geographic areas. There are certain elements of Estrella Jalisco creative and media buys that target the Bi-Cultural Hispanic audience. Additionally, the brand knows the FIFA World Cup and Mexican National Team marks will help in that regard as well. The FIFA World Cup is going to be a huge pillar of Estrella Jalisco’s  marketing strategy in 2018 – having started in March all the way through July. “Engaging with the Hispanic and Ambicultural consumer is a place where some marketers can slip up. We must really understand who our consumer is, what they are passionate about and where they spend their time to make sure we design communication, experiences and use media in a way that they will best engage with. We also are really trying to diversify our media spend and shift our money into digital and social, while also balancing that with TV, especially during the FIFA World Cup and the Mexican National Team games since we know our consumers will be watching passionately. Consumer media consumption is ever-evolving, so we try to stay as looped in as possible”.

https://youtu.be/JQKGNkvi2J0

  • Dentsu Aegis

Dentsu Aegis Network has acquired Chilean performance agency, White Label. Following the acquisition, White Label will rebrand to iProspect, the global digital marketing and business performance agency, marking its official launch in Chile. This acquisition provides greater scale for iProspect in Latin America, one of the fastest growing media markets in the world with 110% digital ad spend growth in the last three years (source: eMarketer).Founded in 2012, White Label brings its team of 30 performance marketing specialists to iProspect.iProspect Chile will continue to operate under the leadership of White Label’s founder and Managing Director, Alejandro García, who will report to Iván Pozarski, CEO, Dentsu Aegis Network Chile and Philippe Seignol, President of iProspect in Latin America. This acquisition will significantly increase Dentsu Aegis Network’s brand presence locally and will grow the Chilean team to more than 100 professionals serving more than 70 clients.Financial terms of the transaction were not disclosed.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New 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.

 

What: Mexican National Soccer Team supporter fan group “Pancho Villa’s Army” (PVA) has expanded its base and developed strong relationships with U.S. marketers in advance of the 2018 FIFA World Cup Russia.
Why It Matters: Passionate organizations like the U.S.-based PVA are ideal for many companies looking to reach the important Hispanic fan base.

Subscribe to Portada’s daily Sports Marketing Updates!

This year’s international soccer calendar is filled with important tournaments around the world, but the most anticipated competition for aficionados, casual fans, and marketers is the 2018 FIFA World Cup Russia. Official partners and sponsors like Coca-Cola, Hyundai, and Adidas will leverage their massive sponsorship deals to connect with consumers before and during the month-long competition.

One of the most desired groups in the U.S. for brands is the Latino soccer fan, specifically the Mexican fan who will passionately follow El Tri throughout the squad’s run to the championship match. According to a 2017 Univision-commissioned study conducted by Nielsen, “Los Fanaticos: Passion and Power”, 80% of Hispanic sports fans say that sports are their favorite thing to talk about (11% more than non-Hispanic fans). This is witnessed yearly when the Mexican national soccer team plays a number of friendly matches as part of its almost-now-required tour of the U.S., selling out venues to the delight of the brands who pay hefty sums to sponsor it.

 [Pancho Villa’s Army] has caught the eye of marketers like beer brand Estrella Jalisco, who recently reached an agreement with PVA to partner on a variety of events and promotions.

Enter Pancho Villa’s Army (@VillasArmy), the U.S.-based fan group supporting the Mexican national soccer team founded in 2013 by Mexican-American Sergio Tristan, who was looking to connect with like-minded fans to cheer on El Tri. The group has now 30 chapters with more than 3,000 members and 47,000 followers on Facebook, and they attend en masse just about every game Mexico plays in the U.S. They have caught the eye of marketers like beer brand Estrella Jalisco who recently reached an agreement with PVA to partner on a variety of events and promotions for Mexico’s 2018 U.S. tour and through the World Cup. They also have a two-year sponsorship deal with Nissan that started last year; Tristan has even been featured in an ad for the automaker.

The group garnered national and international media coverage when, during a 2015 Confederations Cup playoff match in Los Angeles between Mexico and the U.S., they unfurled a massive, three section wide, Mexican flag inspired banner that read “Sigo Siendo el Rey” (“I’m still the king”). That phrase quickly became a trending topic as #SigoSiendoElRey on Twitter.

Authenticity is a buzz word that is used a lot in marketing circles, but that’s what consumers are looking for: a brand that understands and connects with them through a passion point that gets to the core of who they are culturally. In the case of Estrella Jalisco and Nissan, soccer is the means to reach the Mexican fan in the U.S., and Pancho Villa’s Army is an authentic community partner that makes the connection deeper.

Subscribe to Portada’s daily Sports Marketing Updates!

 

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

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Grant Thornton

Grant Thornton LLP has selected Dentsu Aegis’s gyro Chicago as its agency of record following a formal review. Founded in Chicago in 1924, Grant Thornton LLP (Grant Thornton) is the U.S. member firm of Grant Thornton International Ltd, one of the world’s leading organizations of independent audit, tax and advisory firms. The firm had previously worked with Doremus.The agency will be responsible for developing and launching a new brand campaign, creative platform and media plan.

 

  • H&R Block

Tax preparation services company H&R Block has consolidated its US $80 million broadcast media planning and buying business with Publicis Media agencies. Omnicom’s OMD was the incumbent. Mediavest | Spark will be in charge of  media planning and buying . Fallon, the client’s creative agency, picked up social media duties from WPP’s VML.Razorfish, also part of Publicis Media, will continue as Block’s Digital AOR. Block spent approximately US$146 million on ads across all media in 2016, according to Kantar Media.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Estrella Jalisco
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Estrella Jalisco, the light-flavored pilsner beer with more than 100 years of Mexican brewing tradition, helped  people celebrate safely on Cinco de Mayo by offering up to 10,000 discounted Lyft rides in the greater Los Angeles area on Friday May 5. The brand is encouraging consumers to leave their car keys at home and take advantage of two US$5 Lyft vouchers per person during peak hours on Cinco de Mayo – between 5 p.m. and 5 a.m., using discount code ESTRELLAJALISCO on the Lyft app.1 This safe ride partnership aims to make it easy for people to be part of the 160 million American adults who regularly make a plan to get home safely.Estrella Jalisco has also partnered with reality TV star and Regional Mexican artist Chiquis Rivera, who will be lending her voice to remind consumers about enjoying Cinco de Mayo safely.  In addition to partnering with Lyft and Chiquis Rivera for Cinco de Mayo, Estrella Jalisco also collaborated with Self-Help Graphics (SHG), an East Los Angeles non-profit dedicated to the promotion of the arts in the Chicano and Latino communities. The Estrella Jalisco mobile piñata will be traveling with a live mariachi band on Cinco de Mayo making surprise visits in and around Los Angeles.

  • Nordstrom

Retail giant Nordstrom has put its’ US$70 million annual media planning and buying business in review. Mindshare, the incumbent, is said to notparticipate in the upcoming review.Nordstrom spent just under US$70 million on measured media in both 2015 and 2016, according to Kantar Media.

 

 

 

  • Delta & Aeromexico

Delta Air Lines and Aeroméxico has closed a multi-year sponsorship with the Federación Mexicana de Fútbol (FMF), the national governing body for the sport of soccer in Mexico and the Mexican National Team (MNT). The sponsorship designates the two airlines as The Official Airline Partners of the Mexican National Team.The sponsorship promises to deliver premier fan experiences, community engagement and unique online content.  With over 140 million loyal MNT fans living in Mexico and the United States, MNT plays an important role in the Hispanic culture and provides a natural platform to celebrate the start of the joint co-operation agreement between Delta and Aeromexico once the JCA becomes effective.Delta and Aeromexico will serve not only as the team’s official airlines, but the global sponsorship will include an array of promotional assets around all games in Mexico, Mexico hosted games in the U.S. as part of the annual MNT U.S. Tour, and at World Cup qualifiers and international exhibitions played in both countries.

 

 

  • Publicitas International

Publicitas International, one of the world’s leading advertising services companies, announced a corporate rebranding and name change to NEWBASE, emphasising its new identity as an independent, technology-enabled media consultancy. Operating in over 30 major markets, the NEWBASE team works with the world’s media, technology, data and market research to drive sales for their clients. NEWBASE has transitioned to an independent, full service company providing strategic input across all advertising channels, combining its legacy in traditional media with technology solutions for reaching audiences.

 

 

  • Procter & Gamble

Procter & Gambleis is restructuring the work around its seven-year-old Hawkeye programmatic digital-media-buying operation with the aim of saving at least US$1 billion annually on media spending and US$500 million more from agency and production fees globally over five years. The move also comes as Chief Brand Officer Marc Pritchard is pressing to reform the digital-media supply chain through a series of speeches to industry groups.The changes to P&G’s programmatic buying operation include parting ways with the original tech provider, AudienceScience, in favor of different providers in various parts of the world such as Neustar and The Trade Desk, Adage has reported.P&G’s contract with AudienceScience, which provided an integrated global data-management platform (DMP) and demand-side platform (DSP), expires at the end of P&G’s fiscal year on June 30. P&G will work with Neustar and The Trade Desk in North America and multiple parts of the world, she said.The moves don’t affect relationships with agencies that work with P&G including Omnicom’s Hearts & Science and Dentsu Aegis Network’s Carat in North America.

 

 

  • Chick-Fil-A Roster

Gallegos United has included American fast food restaurant chain  Chick-Fil-A to its’ agency roster, as the brand is increasingly focusing on reaching Hispanic audiences. Together, they will seek to deepen the brand’s relationship with non-English speaking households. The effort will span advertising, social media, in-restaurant point-of-purchase and other marketing elements. Gallegos will work alongside Chick-Fil-A’s other shops, including McCann and Starcom.

 

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New 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.

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

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Accenture

descarga (1)Accenture has appointed IPG’s UM as its Global strategic media planning and buying partner, following a formal review. MEC was the incumbent agency.UM will work alongside Accenture’s creative shop TBWA Worldwide as well as its other partners to develop cohesive messaging. This will include developing targeted engagement strategies that bring the company’s “New. Applied. Now” insights and industry updates to key audiences.

 

  • Dos Equis

descarga (2)This year, Cinco de Mayo finally falls on a Friday and Heineken’s Dos Equis is giving fans everywhere the tools they need to ignite their fiestas early. Dos Equis is challenging consumers 21+ to “Spice Up Your Cinco” and embrace the adventurous side of the holiday.On April 27, fans in New York City will experience this year’s hottest Cinco de Mayo Party as Dos Equis brings “Spice Up Your Cinco” to. Inspired by the bold colors, flavors and bustle of a Mexican street market, guests will be captivated by the sights, sounds, and tastes of a busy day spent at a market south of the border. To accentuate the brand’s “Stay Thirsty” mindset and to continue to encourage our drinkers to seek interesting experiences, Dos Equis is enlisting DJ Questlove to spin a fiery soundtrack for the night. Attendees will also have the chance to mingle with The Most Interesting Man in the World.Dos Equis is offering the chance to win daily prizes and a grand prize trip to Mexico, including an exclusive tour of the Dos Equis Brewery and vacation time in Cancun. The Most Interesting Man in the World is also featured in a new English and Spanish campaign-themed commercials slated to run today through May. The spot features The Most Interesting Man daringly eating ghost peppers with ease, as he goes head-to-head against his helpless challenger: “attending his Cinco de Mayo party, requires signing a release form.”

https://youtu.be/C_1aiMfproU

  • Tecate

mmmmTecate, the Mexican beer with bold flavor, announced the latest evolution of its successful multiyear “Born Bold” advertising campaign, featuring the addition of legendary actor, Sylvester Stallone.Debuting alongside Mexican fighter Canelo Alvarez, who reprises his role following last year’s “Flashy,” Stallone and Canelo will be placed in multiple scenarios throughout the two 30-second spots entitled “Beehive:BBQ” and “Belt:Tub,” with the screen icon and star fighter humorously challenging each other to be bolder. The two will be featured alongside Tecate’s Black Eagle, who continues his iconic role as the brand’s symbol of masculinity and connection to its bi-cultural Hispanic consumer.The commercials, created by Tecate and Nómades, will be part of a refreshed 37-week campaign, that debuted on national broadcast and online on April 20, with heavy promotion leading into Canelo’s first fight of 2017 with Julio Cesar Chavez Jr. on May 6th in Las Vegas. The campaign also includes PR, digital content across social channels, and OOH in the form of prize card point-of-sale materials at the retail level.

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription!.

  • Estrella Jalisco

nnnnnnnnOn April 30, Estrella Jalisco, a Mexican beer with more than 100 years of brewing tradition, is celebrating its Mexican heritage and pride in by bringing Lotería, a traditional Mexican game of chance, to Fiesta Broadway to attempt the GUINNESS WORLD RECORDS™ title for the Largest game of lotería. Fiesta Broadway, the largest Cinco de Mayo festival in the country, unites over 300,000 Angelenos in a celebration that includes musical performances, food, and fun—setting the perfect backdrop for a record-setting game of Loteria.Lotería – similar to “bingo” – utilizes pictures of traditional Mexican icons in place of numbered spaces to fill the board. The winner of the record-setting game will be celebrated by Estrella Jalisco in the true spirit of Fiesta Broadway.Estrella Jalisco will publish the Lotería cards drawn on its Facebook page by May 5. Consumers 21 and older can view the results of the lotería drawing, and learn more about the brand, by visiting the Estrella Jalisco Facebook page.

  • Johnny Rockets

Just in time for the longer days and spring festivities, international restaurant franchise Johnny Rockets is offering new limited time menu  that delivers fresh new flavor combinations at restaurants across the country.The new seasonal menu will surprise fans of the diner’s Stay Original classic quality dining experience by adding a new twist to select menu items, from burgers to starter appetizers.Founded in 1986, Johnny Rockets operates more than 400 franchise and corporate locations in 28 countries around the world.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New 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.

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

GET YOUR FREE TRIAL to PORTADA’s Interactive Database! 15 NEW LEADS HAVE JUST BEEN UPLOADED. If you have questions, please  e-mail Research Sales Manager Silvina Poirier at silvina@portada-online.com.

Click here for previous Latam Sales Leads editions

  • Enterprise Holdings

Enterprise Holdings Inc, the global car rental provider, is making a strategic investment in Unidas and amending its Master Franchise Agreement with the Brazilian car rental operator and fleet management company.Unidas and Enterprise Holdings – which owns the Enterprise Rent-A-Car, National Car Rental and Alamo Rent A Car brands – became franchise partners in 2012. In addition, Enterprise Holdings’ entire portfolio of car rental brands will be offered throughout Brazil, including its flagship Enterprise Rent-A-Car brand.The Enterprise, National and Alamo brands operate in more than 85 countries, including 29 in Latin America. The expanded relationship with Unidas will help both companies meet the needs of a growing number of corporate and leisure customers in Brazil.

Find out who are the brand and agency executives behind these campaigns/moves. Plus detailed contact information on more than 1,500 Corporate Marketers and Agency Executives targeting Latin American consumers.GET YOUR FREE TRIAL to PORTADA’s Interactive Database! Contact Sales Research Manager Silvina Poirier if you have questions: silvina@portada-online.com..

      • Vulcabras Azaleia

banner_azaleia_espanholJ. Walter Thompson is the new agency of shoe Company Vulcabras Azaleia, which own women shoe brand Azaleia and Dijean; footwear and sport products Olympikus and Vulcabras boots. Previously, the footwear brand was handled by LDC – Lodduca. The account management will be basedin Porto Alegre and the planning, media and creative strategies will be divided between the San Paulo and Rio Grande do Sul offices.

      • Nestlé

nmnmNestle has launched Nescafé Dolce Gusto in capsules in the Venezuelan market. Nescafé Dolce Gusto ventures in a new coffee capsules product category breaking the traditional pattern of coffee consumption in Venezuela. Under the brand slogan “Coffee is not just black,” the variety of flavors of Nescafé Dolce Gusto initially available in Venezuela will be: American, Cappuccino and Latte Macchiato. Exclusive sales points will be announced through the brand social networks. Consumers can explore on branded content on the Web page: www.dolce-gusto.com.ve.

      • Estrella Jalisco

vvvvIn a celebration that paid tribute to late Mexican-American singer Jenni Rivera, Estrella Jalisco, a light-flavored pilsner beer with more than 100 years of Mexican brewing tradition, honored La Diva de la Banda with the first-ever Hispanic 3D hologram during the country’s largest annual Día de los Muertos festival. The surprise appearance, powered by Hologram USA, aired live on the Facebook pages of Jenni Rivera and Estrella Jalisco during the Día de los Muertos festival, drawing millions of fans to view her performance. Consumers who missed the live performance can replay the hologram video until November 5, 2016 by visiting the official Facebook page of Estrella Jalisco. Celebrated on November 2nd throughout Mexico and the U.S., Dia de los Muertos is a Mexican holiday that includes both traditional festivities and parades.Yonathan Bendesky is the Brand Director for Anheuser-Busch, Mexican Imports.

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting Latin American 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.
SPECIAL INTRODUCTORY OFFER:
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. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-840-1311 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • Radisson

descarga (1)Radisson has appointed Solve its agency of record following a review, Mediapost reports. Solve will handle global brand positioning and identity, media buying and messaging across traditional, digital, and social channels. Radisson ad spending stood at US$1.9 million in 2014 and US$1.4 million the first nine months of 2015, according to Kantar Media.

 

 

 

  • Anheuser-Busch:Estrella Jalisco

nbbnbThe competitive imported Mexican beer marketplace will get a new player with Anheuser-Busch InBev bringing the Estrella Jalisco brand to the United States. The 106-year-old Pilsner brand was first brewed in the city of Guadalajara, the capital and the largest city in the Mexican state of Jalisco.Estrella Jalisco’s packaging reflects its roots with the red, blue and yellow color scheme inspired by the flag of Jalisco, and the crest on the label inspired by the coat of arms of the city of Guadalajara. Anheuser-Busch InBev is betting on Hispanic consumers who will recognize and be familiar with the brew. The brand will be distributed in 10 states, including California, Texas, Illinois, New Mexico and New York.Anheuser-Busch began limited distribution of Montejo, another beer from the Grupo Modelo portfolio, in 2014. Montejo was similarly positioned as “authentically Mexican,” but the brand’s largely regional status within Mexico limited its ability to catch on here in the U.S.

  • Chipotle

descargaWith help from Avocados From Mexico,  Mexican Grill Chipotle will give customers the chance to win free chips & guacamole, one of its most popular items, in an effort to bolster sales, Adage reports.In order to win, customers need to play an online “Guac Hunter” game in which they are supposed to quickly spot several differences between very similar pictures. Chipotle incorporated assets and facts provided by industry marketer Avocados From Mexico into the game.In between the rounds, the site will offer some education about avocados. Chipotle hopes the game will appeal to those who have enjoyed its guacamole in the past.Those who play the game can share their contact information to get a text good for a free order of chips and guacamole at any Chipotle restaurant in the United States or Canada. The game will run through March 31.Chipotle’s other marketing strategies include sending 21 million pieces of direct mail, with food offers that run through May 15, and billboards up in major markets such as Chicago, full-page print advertisements and its upcoming Cultivate festivals.

  • Carnival Corporation

Carnival Corporation & plc, the world’s largest leisure travel company, has announced that Cuba has granted approval for the company to begin travel to Cuba starting on May 1, 2016. Following U.S. authorization granted in July 2015, Carnival Corporation is now cleared to operate the 704-passenger MV Adonia to Cuba through its newest brand Fathom. This marks the first time in over 50 years a cruise ship is approved to sail from the United States to Cuba.During each sailing, Carnival Corporation through its Fathom brand initially will visit Havana, Cienfuegos and Santiago de Cuba, three ports of call for which Carnival Corporation has obtained berthing approval.As part of this historic sailing in this inaugural year, travelers will enjoy an exciting Cuban experience and will sail aboard the 704-passenger MV Adonia, where they can choose to partake in onboard experiences, including Cuban- and Caribbean-inspired music and film options, as well as Cuban-inspired menu options.

  • Southwest Airlines

Southwest Airlines confirmed that it has concluded its digital agency review by sending portions of its business to RPA and OgilvyOne, the consumer engagement wing of the WPP shop. Incumbent VML declined to participate in the review conducted by SRI, and news of the win means that Publicis’ Razorfish–which played the tech support role, redesigned the homepage and participated in the most recent RFP–will no longer work on the account moving forward. GSD&M continues to be Southwestern Airlines creative AOR. The Austin, TX, basesd agency recently expanded its share of the business by winning responsibility for the Rapid Rewards program.