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.

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  • Bel Group

descarga (2)Multinational cheese marketer Bel Group, owner of brands like Boursin, Laughing Cow and Mini Babybel, has appointed Mediavest Spark as its media agency across 20 markets including the United States.The business was previously handled by Omnicom’s OMD.Publicis Groupe’s Mediavest Spark is primarily overseeing the account from Paris, with other offices pitching in, including Chicago for the U.S. work. Bel Group’s global media spent is said to be around US$135 million range. The U.S. business accounts for more than one-third of that total.WPP’s Y&R retains the creative account for Bel Group.




  • Terry Hines Multicultural Division Rebrand

descarga (1)Entertainment marketing outfit Terry Hines & Associates is rebranding its multicultural division as The MRKT, with company veterans Marcos Barron and Bree Bosselmann atop the unit as president and SVP, respectively. They will report to owner/CEO Grant Nemirow. The company has been behind Hispanic- and African American-focused marketing campaigns for Disney’s Marvel Universe films and Rogue One: A Star Wars Story; animated hits including Oscar winner Zootopia and Trolls; Lionsgate’s Instructions Not Included.


      • E*Trade

descargaE*TRADE Financial Corporation has announced it has chosen MullenLowe, an Interpublic Group agency, to be its new strategic and creative agency of record. The creative agency selection comes as E*TRADE continues in its work to drive organic growth and improve market share within its core brokerage business.E*TRADE and MullenLowe engagement is effective April 1, 2017, with strategic and creative development leading toward new brand campaigns later in Q2 2017.In June 2016, E-Trade hired MDC’s Assembly as its new media agency.The digital trading firm spent US$62.1 million on measured media in the U.S. during 2015, according to Kantar Media. That’s down from the US$85.7 million it spent in 2014.




  • Sprint’s Plan Conectados 

sprint“We are Planning a 360 Campaign for Plan Conectados involving TV, Radio, Online, Social, Direct Email, SMS and Search”, Sprint’s Multicultural VP Alberto Lorente tells Portada in an interview. The media and influencer plan also includes Prince Royce and a few other celebrities to help spread the word.”



  • 7-Eleven

descarga (5)Retail chain 7-Eleven, Inc. has entered into an agreement to buy convenience stores and gas stations from Sunoco LP for about US$3.3 billion.The chain will acquire approximately 1,108 convenience stores located in 18 states from the Texas-based company. Sunoco will enter into a 15-year take-or-pay fuel supply agreement, under which Sunoco will supply approximately 2.2 billion gallons of fuel annually. This supply agreement will have guaranteed annual payments to the Texas company, provides that 7-Eleven will continue to use the Sunoco brand at currently branded Sunoco stores and includes committed growth in future periods. 7-Eleven, Inc. has 8,707 stores in the United States and Canada. This acquisition will bring their total number of stores to 9,815 in the U.S. and Canada. The transaction is expected to close in the second half of this year.Last January the firm selected Deutsch as its lead creative agency of record. Camelot continues to be 7-Eleven’s strategic media planning and buying agency.


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      • Party City

descarga (6)Boston-based Party City, an American publicly traded retail chain of party supply stores, has appointed Hill Holliday as its lead agency for creative, digital and media duties following a review. Zimmerman was the incumbent since 2009. Consulting firm Roth Ryan Hayes supported the review.



      • Target

descarga (8)72andSunny is no longer Target’s creative agency after approximately five years working together. Both companies have been working together for X-Mas holiday campaigns. 72andSunny and Target confirmed that the retailers holiday work has been awarded to Deutsch L.A., which partnered with Target in the past. WPP’s GroupM, appointed last year, will continue to be the chain’s media agency of record through its Minneapolis, MN, based Team Arrow Partners unit.


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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. 20 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.

  • Heineken

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (6)Following a review, Heineken announced that Omnicom’s TracyLocke is its new agency of record, leaving aside Geometry Global in less than a year, Agency Spy reports. TracyLocke becomes therefore Heineken’s new gency for shopper marketing and InMarketing and for channel driven retail solutions. Geometry had been AOR for Heineken USA’s Commercial Marketing, National Accounts Off-Premise and Regional Marketing business for several years prior to being named AOR for “Hispanic and Total Market retail and shopper marketing” in early 2015. TracyLocke will handle national brand portfolio work for the entire roster of U.S. Heineken brands including Tecate, Dos Equis, Newcastle, Amstel Light and more. It will also be in charge of regional marketing and designing localized market activations.The appointment marks the end of Heineken’s relationship with Geometry Global in the U.S., but not globally.

  • E*Trade

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (5)Financial company E*Trade has put its media agency assignment into review, according toMediapost. GroupM is the incumbent and has held the assignment since 2014 when  the company shifted the business from PublicisGroupe’s Spark without a review. GroupM is expected to defend.




  • Delta Airlines

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (7)Delta Airlines has kicked off a media agency review with Joanne Davis Consulting supporting the search, Adage reports. PublicisGroupe’s Digitas is Delta Airline’s current incumbent. Delta spent US$54 million in domestic measured media in 2014, according to Kantar Media.




  • Omnicom

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (8)According to Omnicom CEO John Wren, the holding company would be launching a third global media agency network within the next few weeks. The new shop would join OMD and PHD in the holding company’s stable of global media agency brands. Wren said the new agency would give the company “additional capacity to manage more client relationships.” In addition, Wren said the new agency would be structured differently than the existing two networks.


  • Carnival Corp.

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (9)Carnival Corporation has begun evaluating its global media agency relationships and costs across brands, according to Adage. However, this is not a formal agency review. Carnival Corp. is theowner of other brands like Carnival Cruise Lines, Princess Cruises, Holland America, Seaborn and Costa Cruises, among others.Carnival spent US$115 million on U.S. measured media in 2014, according to Kantar Media. In 2013, the company carried out a media agency review and selected  PHD.


  • Wendy’s

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (1)Wendy’s® has launched a new marketing campaign, internally dubbed Deliciously Different™, designed to allow customers to learn what makes Wendy’s Deliciously Different. The first installment will focus on Wendy’s signature hamburger – Dave’s Single™ (and Dave’s Double™ and Dave’s Triple™). The advertising focuses on Wendy’s promise to deliver fresh beef from locations close enough to its restaurants that the beef never has to be frozen*, and on improvements such as the new bakery style bun. The creative also includes “Easter Eggs” hinting to other experiences on Google, Tumblr and a microsite at Othr-Guyz.com (Hispanic: othr-guyz.biz) which educate the consumer through an infomercial about all the great things one can do with frozen beef, besides eat it. The campaign has both general and Hispanic market elements, with unique executions tailored to both demographics.


Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (10)BURGER KING® restaurants are bringing the signature flame-grilling technique they’ve been perfecting for more than 60 years to hot dogs with the launch of Grilled Dogs. The new menu item will be available at participating restaurants nationwide, starting February 23rd.  The launch will be accompanied by a campaign that will rely heavily on digital and social media, with a TV spot that is rolling out a few weeks after the Feb. 23 launch. Digital efforts will be handled by Code and Theory, while David Miami is in charge of the TV campaign.Horizon Media handles TV and digital media buying. Other agencies involved are Alison Brod PR for public relations and 500 Degrees for merchandising.Internal training videos about the hot dogs, which will also be released publicly, feature rapper Snoop Dogg for English-speaking restaurant employees and TV personality Charo for Spanish-speaking ones. With this launch, BURGER KING® restaurants will serve hot dogs in more restaurants than any other restaurant chain in the U.S.1Grilled Dogs will be available in BURGER KING® restaurants and drive-thrus every day of the week throughout the year.

  • Pernod Ricard

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (11)French liquor group Pernod Ricard SA said  it will reorganize its North American business to focus on its core U.S. market, where demand for its Jameson whiskey brand is growing while sales of Absolut vodka remain in a slump.Pernod said it has reorganized its Americas business, separating Canada and the U.S. into a stand-alone North America division. Meanwhile the Latin American operations will now be part of Pernod’s Europe, Middle East and Africa business.As part of the reorganization, Pernod is promoting Paul Duffy to Chairman and Chief Executive of Pernod Ricard North America from his post as Chief Executive of Absolut. Philippe Dréano, the head of Pernod Ricard Americas, will be retiring from the company after a 27-year career at the firm, the company said.



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