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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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

::: Dell  ::: Shackleton  –  Kidzania – America Solidaria   :::  Mullen Lowe Group :::  Citi ::: Coca-Cola’s “Inseparable” ::: Fisher-Price – 360i :::

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  • Dell/ Global

descarga (7)Dell has debuted ‘Future Ready’ , a new b-to-b campaign created by Y&R New York and VML New York aimed at the enterprise market. The multi-million dollar campaign debuted with a 30-second TV spot called “Beat Again,” which shows how technology helps a little girl in need of a heart transplant receive a new organ from a donor.In the TV spot, a mom is awakened by an alert on her tablet, and she wakes up her sleeping daughter for a journey to the hospital. Along the way technology assists them, from a wristband monitoring the girl’s health to secure cloud services storing her genetic data to a databank that finds the perfect donor match. At the end of the spot, a voice-over says, “and the mom who gets to hear her daughter’s heart beat once again.”A 60-second version will run online on sites including CNBC, CNN and YouTube, as well as more targeted IT sites.The campaign includes social media, mobile and out-of-home placements, and will continue to roll out with new executions during the year. The ads drive users to a microsite, where they can learn more about Dell’s technology solutions for businesses.

https://youtu.be/dg1kfjPuzIU

  • Shackleton /Chile

3HdW4Wi8_400x400Chilean agency Shackleton  has won the Kidzania and America Solidaria accounts. The former is a company of educational playgrounds, while the latter is an NGO that fights against children poverty. For the NGOs, the agency will only handle the digital account, while for Kidzania will handle all communications. This two new brands will be added to the agency’s portfolio, which include Coca Cola, CMR Falabella, Entel, Nestle and Banco Falabella.

  • Mullen Lowe Group/Global

CEkqMSeXIAAsOyxInterpublic Group of Cos. is bringing Mullen and Lowe & Partners together to form Mullen Lowe Group.Alex Leikikh, Mullen’s CEO, will become worldwide CEO of the Mullen Lowe Group. Lowe Campbell Ewald and its clients will continue to access the international network as required. The agency will operate independently within the Mullen Lowe Group.

  • Citi

CitiBlueWave_400x400Financial services company Citi, which includes Citibank, is about to conduct a global media agency consolidation review.Incumbents include MEC, which has handled Citi’s U.S. media planning and buying since 2007.  Both shops are expected to defend.The firm spent US$1.8 billion on marketing and advertising in 2014 and 2013, according to the company’s latest 10-K SEC filing. The firm did not spell out what portion of that was allocated to media spending. In the U.S., Citi spent US$332 million on ads in 2014 — down about 8% from the US$362 million it spent in 2013, per Kantar.The move follows a number of big media agency reviews that are ongoing. Others include reviews by Coca-Cola, L’Oreal, SC Johnson and Visa.

  • Coca-Cola’s “Inseparable”

descarga (2)Getting closer to Mother’s Day, Coca-Cola is launching a new video called “Inseparable,” an interactive  experience designed to tug at the heartstrings of both mother and child. It celebrates the remarkable, emotional journey of mothers and daughters, and ends with a simple message: “This Mother’s day give mom the gift she wants most. Call her.”The interactive video focuses on the unbreakable bond between mother and child, and takes viewers through the ever-changing, loving, and sometimes tumultuous relationship between mothers and daughters. During the video, viewers can toggle between the perspectives of mother, daughter and grandson allowing them to see through the eyes of each character. Upon finishing the Mother’s Day video, viewers in the U.S. and Puerto Rico  are prompted to surprise their mother with a free, 3-minute phone call to anywhere in the world.

https://youtu.be/pG9ugj2kLYA

  •  Fisher-Price 

CEUyA65WoAAwXGBFisher-Price has  introduced the new parenting awards “festival,” The Mommys created by 360i for Mother’s Day . The global social campaign rolling out in 15 countries invites Facebook users to celebrate accomplished moms by “virtually” rewarding them with one of six toy-like trophies — including an airplane with a spoon for a nose (“Super-Sonic Spoon Feeder”) and a toilet on a cake (“Potty Independence”).Each is based on a familiar stepping stone of early childhood. Users bestow an award on friends by sharing it on Facebook with the hashtag #TheMommys. “The Mommys” are part of the brand’s “Best Possible Start” platform centered around early childhood and the idea that kids’ best starts begin with Mom and Dad. The awards, launched last week and running through Mother’s Day, already have had a side effect of nurturing meaningful dialogue between parents on the Fisher-Price timeline. One of the challenges of the campaign for both client and agency has been staying tuned into the fanbase of 2.9 million Facebook users. ”

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. 30 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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  • La Costeña/Jumex

mexico_rico_logoThe La Costeña and Jumex brands have partnered with Captura Group, a Hispanic digital agency, to launch  Mexicorico.com, a new bilingual digital platform showcasing recipes and tips focused on the true essence of Mexican cuisine and food products. Targeting both US Hispanic consumers and general market foodies, Mexicorico.com showcases traditional and contemporary Mexican recipes featuring La Costeña and Jumex products as well as associated cooking tips, ideas, and inspiration. Captura Group is supporting Vilore Foods from a media perspective and MexicoRico.com will be supported through an integrated marketing strategy that includes paid digital and in-store activations in partnership with key retailers. Read more.

  • CVS Health

d0_zpVn3_400x400CVS Health has put its media buying and planning account in review, the drug store chain has confirmed.The incumbent, WPP’s Mindshare — which won the account after a review in 2010 — is expected to participate, as is Horizon Media, according to sources. CVS spent US$84.4 million on advertising last year, according to Kantar Media.This move follows several recent changes for the health chain. Last year, CVS announced it was switching creative duties to Omnicom’s BBDO from Havas’ Arnold Worldwide.The chain also decided to stop selling tobacco products.Instead, is also launching a beauty elevation program across several thousand stores that enhances and personalizes the in-store experience.CVS is also refreshing 500 stores with a design that eliminates photo departments to introduce healthy food items.Also, as part of the My CVS Store rebrand, the chain is looking at different “clusters” of demographics, such as Hispanics, to micro-target and tailor store products and messaging to them.These moves are part of a US$200 million consolidation process designed to make the chain more efficient and to identify opportunities.CVS confirmed that it is working with Pile & Co. to help manage the review process. A decision is expected this summer.

  • Citi

CitiBlueWave_400x400Financial services company Citi, which includes Citibank, is about to conduct a global media agency consolidation review.Incumbents include MEC, which has handled Citi’s U.S. media planning and buying since 2007. Both MEC and Starcom MediaVest Group handle regions outside the U.S. Both shops are expected to defend.The firm spent US$1.8 billion on marketing and advertising in 2014 and 2013, according to the company’s latest 10-K SEC filing. The firm did not spell out what portion of that was allocated to media spending.In the U.S., Citi spent US$332 million on ads in 2014 — down about 8% from the US$362 million it spent in 2013, per Kantar.TThe move follows a number of big media agency reviews that are ongoing. Others include reviews by Coca-Cola, L’Oreal, SC Johnson and Visa.

  • Coca-Cola’s “Inseparable”

descarga (2)Getting closer to Mother’s Day, Coca-Cola is launching a new video called “Inseparable,” an interactive  experience designed to tug at the heartstrings of both mother and child. It celebrates the remarkable, emotional journey of mothers and daughters, and ends with a simple message: “This Mother’s day give mom the gift she wants most. Call her.”The interactive video focuses on the unbreakable bond between mother and child, and takes viewers through the ever-changing, loving, and sometimes tumultuous relationship between mothers and daughters. During the video, viewers can toggle between the perspectives of mother, daughter and grandson allowing them to see through the eyes of each character. Upon finishing the Mother’s Day video, viewers in the U.S. and Puerto Rico  are prompted to surprise their mother with a free, 3-minute phone call to anywhere in the world.

https://youtu.be/pG9ugj2kLYA

  • Borden Dairy Company

unnamedBorden Dairy Company, parent for LALA brand in U.S. has selected Dieste, Inc. as its advertising agency for its LALA brands. Dieste will manage the brand strategy, digital initiatives, creative and media planning duties for both the U.S. and U.S. Hispanic markets.Read more.

  •  Fisher-Price 

CEUyA65WoAAwXGBFisher-Price has  introduced the new parenting awards “festival,” The Mommys created by 360i for Mother’s Day. The global social campaign rolling out in 15 countries invites Facebook users to celebrate accomplished moms by “virtually” rewarding them with one of six toy-like trophies — including an airplane with a spoon for a nose (“Super-Sonic Spoon Feeder”) and a toilet on a cake (“Potty Independence”).Each is based on a familiar stepping stone of early childhood. Users bestow an award on friends by sharing it on Facebook with the hashtag #TheMommys. “The Mommys” are part of the brand’s “Best Possible Start” platform centered around early childhood and the idea that kids’ best starts begin with Mom and Dad. The awards, launched last week and running through Mother’s Day, already have had a side effect of nurturing meaningful dialogue between parents on the Fisher-Price timeline. One of the challenges of the campaign for both client and agency has been staying tuned into the fanbase of 2.9 million Facebook users. ”

 

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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.

  • Hass Avocado

saboreaThe Hass Avocado Board (HAB) has launched Saborea Uno Hoy, its new Spanish-language mark and website to offer information to Hispanic consumers in the United States and encourage them to include fresh Hass avocados in their everyday meals.The new mark invites consumers to enjoy the avocado’s flavor by including the words “aguacates frescos,” and highlights some of the Hass avocado’s nutritional benefits — “naturalmente grasas buenas + sin colesterol.” The board’s first Spanish website, www.SaboreaUnoHoy.com, features nutritional and research information, tips and recipes.HAB also enlisted renowned nutritionist Malena Perdomo as spokesperson of Saborea Uno Hoy in order to provide Hispanic consumers with expert advice and more ideas on how to use and enjoy fresh Hass Avocados. HAB was established in 2002 to promote the consumption of Hass avocados in the United States. A 12-member board representing domestic producers and importers of Hass avocados directs HAB’s promotion, research and information programs under supervision of the United States Department of Agriculture.

  • Joe Lhota 

Republican mayoral New York City mayoral candidate Joe Lhota launched a Spanish language website on Oct. 23. The new addition to his campaign strategy comes just under two weeks before the Nov. 5 general election.“We have a significant Spanish-speaking population here in New York City and Joe wants to ensure they receive his message of more school choice for parents and a safe, affordable city where people can raise their families,” said Lhota spokeswoman Jessica Proud in a statement.In the Oct. 21 Quinnipiac University poll, only 10 percent of Hispanic voters surveyed said they would support Lhota, compared with 79 percent in favor of front-running Democrat Bill de Blasio.The Lhota campaign also translated a popular television ad called “Rally” which showed support for the charter school movement.

  • Sony Mobile

Sony Mobile has changed its media agency in North America from WPP´s MediaCom to Carat (Dentsu), Adage reports. Mediacom will retain Sony Mobile’s international business. Sony Mobile Communications, the official U.S. subsidiary, spent $11 million on measured media in 2012, according to Kantar Media.

  • H-E-B

H-E-B is investing US$ $100-million in the expansion of its San Antonio headquarters. The move will double its downtown San Antonio workforce by 2030. The master plan includes a grocery store, to be called Flores Market. H-E-B Chief Operating Officer Craig Boyan unveiled H-E-B’s master plan http://www.mysanantonio.com/business/local/article/H-E-B-plans-100-million-investment-around-4922842.php in an exclusive interview with the San Antonio Express-News.Years in the making, it includes several mixed-use buildings, new public spaces and a pedestrian and bike trail along South Flores between Chávez and Arsenal Street. The redevelopment would encompass nearly 27 acres. “Our proposal is much more than just a downtown store,” Boyan said. “We think that we can help make South Flores and the San Pedro Creek a great street and a great redevelopment area in the city, perhaps like another Southtown.” The first phase of H-E-B’s plan includes a culinary school and test kitchen, renovation of its 1601 Nogalitos St. location, the downtown store and a connected gas station. n.
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  • Fisher Price

Fisher-PriceThe kids’ toymaker is increasing its digital ad spending by 50% during its holiday promotion in an effort to reach more millennial mothers. The online campaign will offer a $5 coupon for visiting the site, and another $5 coupon if they share videos from the site with their friends. The online campaign will be supported by TV ads.The Mattel-owned toy brand believes millennial moms are more digitally savvy so this is a better way to reach them. Lisa McKnight of Fisher-Price says, “This is the time of year millennial moms are doing a ton of research. They want to make informed decisions when they make their purchases.”
“We know we need to reach her in this digital space. And we also know this is the time of year millennial moms are doing a ton of research,” said Lisa McKnight, Mattel’s senior VP-marketing for North America. “They want to make informed decisions when they make their purchases.” told Adage.

  • Starcom Media Vest – Google

Starcom Media Vest has completed a major ad buy of the search engine’s video, display and mobile ad inventory. The deal gives MediaVest clients, including Coca-Cola, Walmart and Honda, access to online content, including YouTube partner channels, and access to Google insights, tools and strategists. They’ll also have access to sites in the Google Display Network like NBC, People.com and Glamour. Online media companies like Google have been looking to get marketers to buy advertising in an upfront like they do with TV, hoping to draw dollars away from broadcast and cable TV. Doing a major deal like this could set the ball in motion for other large media agencies to follow.

  • Wendy’s (Blitz Media)

Wendy'sWaltham, MA-based Blitz Media has resigned its Wendy’s account, which includes a number of regional assignments in the eastern part of the country, MediaPost reports. The decision came earlier this month after the agency did a profitability assessment of the account and held discussions with the client. But apparently issues couldn’t be resolved. Wendy’s spends around $275 million annually in measured media according to Kantar. Blitz has won a number of accounts in 2013, including Minuteman Health, WellBiz Brands, Sears Hometown & Outlet Stores, Harvard University Kennedy School Executive Education, Brain Shark, Big Brothers Big Sisters of Massachusetts Bay, and Project Treasure.

  • Iberia Foods

Iberia Foods Corp., manufacturer, importer and distributor of Hispanic, Caribbean and other specialty foods and beverages, acquired the assets of Marcas Food Distributors, an independent distributor of Hispanic and European foods located in Chicago.The acquisition in the Midwest is a key step toward Iberia Foods’ long-term national expansion. The new company, Iberia Food Co. of the Midwest, will be a base for growth in Illinois, Wisconsin and Indiana. Iberia Foods Corp. is presently under parent corporation, Brooklyn Bottling Corp., a branded, private label manufacturer and franchise bottler with a distribution network across more than 25 states.The new location will be the seventh distribution hub for Iberia Foods Corp. with existing distribution centers along the east coast in New York, Miami, Orlando, Atlanta, Baltimore and Springfield, Mass.”This initiative is part of a larger vision to gradually expand Iberia Foods Corp. nationwide within the next three to five years,” said Pedro Casais, Iberia Foods vice president of corporate sales. “We pinpointed the void and realized that the Midwest region was thirsty for a more diverse portfolio of Hispanic and Caribbean products. Iberia Foods Corp. is the perfect fit to effectively address those needs.”

  • Emblem Health

New York based health insurer EmblemHealth is conducting an agency review for both creative and media duties. The winning agency will be selected by Mid-December. The company’s estimated ad spend is about $15 million annually. Boston-based Mullen (Interpublic Group) is the incumbent.

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