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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 Latin American consumers right now.

For prior Sales Leads LatAm editions, click here.

  • Mondelez

Mondelez, one of the world’s largest snacks companies, has put its global creative business in review. The review follows a similar mid-2018 review of the company’s media business, according to Adweek.  The first round saw Mondelez consolidating the North American portion with Publicis Groupe’s Spark Foundry on buying and VaynerMedia on planning and digital. The subsequent global review proceeded on a regional basis, with WPP’s Wavemaker and Mindshare winning a majority of work in the AMEA and MEU. Spark Foundry retained most of its accounts in the Middle East and Latin America while adding work in China and Southeast Asia.Mondelez has made several significant changes to its leadership team over the past year, including the appointment of four regional CMOs for North America, Europe, Latin America and EMEA.

 

  • MCM Worldwide

MCM Worldwide, a leather luxury goods brand founded by Michael Cromer and bought out by Sungjoo Group in 2005, has appointed Spark Foundry as its global media agency following a competitive review. PGR Media was the incumbent.Spark Foundry will handle strategy, content, digital buying and data & analytics, across the brand’s U.S., EMEA and APAC markets.

 

 

  • Goya Foods

Goya Foods celebrates in May its first year of partnership with La Moderna in México, Abasto Hispanic reports. This alliance has allowed Goya to successfully expand the distribution of its food products in the neighboring country, where it seeks to continue growing.According to Goya Foods Senior Vice President, Joe Perez, La Moderna is the right vehicle to assist Goya Foods in this expanding effort.Goya Foods is using its´production plant in Texas to send its´products to La Moderna and focusing on northern México, but the brand hopes to continue expanding to other regions of the country.To continue with its global expansion plans, Goya appointed a new Director of International Business Development, according to Joe Pérez, Goya Senior Vice President.

  • Holiday Inn

IHG® (InterContinental Hotels Group), one of the world’s leading hotel companies,  announced the opening of the newly-built 175-room Holiday Inn Express® Lima San Isidro hotel located in the heart of Peru’s bustling capital city. Located at Calle Coronel Andres Reyes No. 492 in the vibrant San Isidro neighborhood, travelers can enjoy the hotel’s proximity to the Jockey Plaza shopping mall, the Huaca Pucllana ancient archaeological site in nearby Miraflores district, and top restaurants and shopping areas surrounding the hotel. Holiday Inn Express Lima San Isidro opens with IHG® Connect, which delivers enhanced Wi-Fi with the fastest speeds in the industry, as well as an auto recognition feature for IHG® Rewards Club members, so guests only need to sign in once to access hotel Wi-Fi at all IHG Connect-enabled hotels.IHG currently has 82 Holiday Inn Express properties located throughout Mexico, Latin America and the Caribbean and 232 hotels across all brands and more than 39,317 rooms throughout Mexico, Latin America and the Caribbean.

  • Inmuebles24

Inmuebles24, the largest real estate portal in Mexico, and FCB&FiRe presented the new campaign “My Home, Your Home” with the concept #MeSientoMexicano (I feel Mexican) shows the feeling of pride that is strengthened after finding a home.
Mexico conquers and captivates for its human warmth, its culture and immensity of options where to live, in each place there is something magical. And “My Home, Your Home” tells the stories of those who are proud of Mexico, either because they were born there or because they decided to be part of it.With this multiplatform campaign that will have an important presence in digital and traditional media, Inmuebles24 tells how Mexico is one of the countries that generates more pride between its inhabitants.Inmuebles24, one of Grupo Navent’s companies, is the most outstanding sales platform with more than one audience in Mexico that has more than 370 million property notices and uses the most advanced technology to deploy sea content more relevant for each user Find the perfect place to live. Quiroga Medios is Inmuebles24´s Media agency of record.

  • MercadoLibre, Inc.

MercadoLibre, Inc., a Latin American e-commerce technology company, announced it intends to offer approximately US$1 billion of common stock. The company reported it also intends to grant the underwriters a 30-day option to purchase up to US$150 million of additional shares of common stock.MercadoLibre then revealed it has entered into an agreement pursuant to which PayPal Holdings, Inc. has committed to making a US$750 million strategic investment through the purchase of common stock. MercadoLibre noted that in a separate agreement, an affiliate of Dragoneer Investment Group has agreed to purchase US$100 million of Series A perpetual convertible preferred stock. The PayPal and Dragoneer investments are contingent upon the closing of the public offering and are expected to close at the same time or shortly after the public offering.Founded in 1999 and headquartered in Argentina, MercadP Libre provides solutions to individuals and companies buying, selling, advertising, and paying for goods online.

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

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

For prior Sales Leads editions, click here.

 

  • Northgate Gonzalez Market

Independent grocer Northgate Gonzalez Market is moving its point-of-sale system to the cloud by integrating NCR Emerald, which will transform the Hispanic retailer’s digital services and help innovate the customer experience. Atlanta-based NCR is a software- and services-led enterprise provider in the retail industry. Northgate is among the retailers that are moving into a digital-first world and engage customers before they ever set foot in a store. With NCR Emerald, the grocer gains the benefits of a cloud-based point-of-sale infrastructure that will help it quickly deploy new customer-facing applications. Additionally, the open architecture of NCR Emerald will help Northgate leverage and integrate its previous investments in loyalty, payments and merchandising.Anaheim, Calif.-based Northgate Gonzalez Market operates 40 full-service supermarkets in three California counties: Los Angeles, Orange and San Diego. Caro D’Antuono, Vice President of Marketing at Northgate Markets is a member of Portada´s Sports Marketing Board. 

 

  • Tecate

Mexican beer brand Tecate, owned by Heineken USA, is expanding the “We are Bold” campaign with new video spots.Created with agency Nómades, the ‘We Are Bold’ campaign centers on the cultural insight that guys everywhere become friends, but bicultural Hispanic men become brothers. The campaign is supported with online video, broadcast, digital and social, radio and out-of-home. The brand is also releasing  a higher-alcohol beer called Tecate Titanium.The new Tecate Titanium doesn’t have a televised marketing element, but is an important growth area for the brand. At 7.5% ABV, Titanium will be available in 24-ounce, single serve cans, and will launch in select markets throughout the country including New York and the Sun Belt states. Titanium will capitalize on the increased popularity of Mexican Imports, and the growing demand for higher-strength beers.Titanium will be promoted through out-of-home advertising close to the stores and with radio and sampling events. Belen Pamukoff, Tecate brand director, told The Drum that Tecate is also concentrating on expanding social media efforts through Facebook, Instagram, Snapchat and Twitter, along with a series of six-second gifs. The brand will be localizing communications to be very direct to local markets, with a lot of the volume going to the Sun Belt in California, Dallas, Houston and New Mexico. Pamukoff is a member of Portada´s Brand Star Committee.

 

  • MCM Worldwide

MCM Worldwide, a leather luxury goods brand founded by Michael Cromer and bought out by Sungjoo Group in 2005, has appointed Spark Foundry as its global media agency following a competitive review. PGR Media was the incumbent.Spark Foundry will handle strategy, content, digital buying and data & analytics, across the brand’s U.S., EMEA and APAC markets.

 

2019 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.

 

 

  • Goya Foods

Goya Foods, the largest Hispanic owned food company in the United States, was voted as America’s number two most loved U.S. food brand and placed in the top 10 most loved brands in the country, according to the second annual Engagement Labs’ TotalSocial® brand awards.Founded in 1936 in New York City, Goya has provided consumers with over 2,500 high quality, authentic, and affordable products ranging from everyday staples like olive oil and seasonings to classic ingredients like rice and beans; cultural foods that remind people of their native homes and often times, their grandmother’s cooking. Goya’s improvement is related to continued strong performance with positive conversations, both online and offline, as well as more offline conversation among non-Hispanic consumers.

  • Café Bustelo®

Café Bustelo®, the rich espresso-style Latin coffee brand, launched a café inside a shipping container where residents can explore the brand’s Sabor Latino and purchase coffee drinks such as cafecito, colada, cortadito and café con leche. The café will also serve traditional Latin indulgences including pastelitos and empanadas. Located at 3615 Montrose Boulevard, the café will be open from 7 am until 4 pm daily now through May 25. Houston’s Montrose area boasts a vibrant and diverse culture that speaks to Café Bustelo® brand’s roots in Latin tradition and dedication to celebrating community. Through May 25Café Bustelo® will host a variety of organizations, providing a platform for art and live performance. A portion of the proceeds from the café will be donated directly to the organizations involved.

 

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

For prior Sales Leads editions, click here. 

  • American Express  

American Express announced that it partnered with Lin-Manuel Miranda – a cultural leader, a creative force, a champion of local communities and an inspiration to all.Beginning on August 30, Lin-Manuel has been featured in our new ad campaign, all about how American Express backs people as they do business and live life. His story is about how his community of Washington Heights, New York has fueled his personal and professional growth – and how American Express has had his back along the way.By enlisting his family and friends to be a part of the campaign, Lin-Manuel enabled American Express to inspire organic moments during the shoot, helping to make it memorable and impactful. The soundtrack of the spot, “Mañana,” was actually written by Lin-Manuel during the multi-day shoot.The brand debuted the English version of the ads timed to its major presence with US Open Tennis in August 27.Now, it’s rolling out a Spanish version of the ad on Telemundo and Spotify.Amex will leverage TV, digital, streaming audio (like Spotify) and social media (Twitter/Facebook/Instagram) that allows the brand  the opportunity to message a very specific, niche target who we feel will be likely to connect with Lin-Manuel and American Express.This includes targeting bilingual English and Spanish speakers.

  • The  Coca-Cola  Company

The  Coca-Cola  Company continues  its longstanding partnership with the PGA TOUR, and names DASANI Sparkling the TOUR’s official Sparkling  Water –the first-ever sports partnership  for the brand. The new partnership will officially launch during this week’s TOUR Championship at East Lake Golf Club in Atlanta. To  commemorate this announcement, DASANI Sparkling has unveiled a playful new ad spot, which will debut with a special broadcast premiere during the TOUR Championship.Filmed at the storied East  Lake–known for its precarious water hazards–the ad features DASANI Sparking adding their signature sparkle and carbonation to thDASANI Sparkling’s new partnership builds upon Coke’s longstanding relationship with the PGA TOUR, the company’s pouring  rights with the Tournament Players Club (TPC) network of clubs, and its overall history in the game of golf. e lake, rescuing millions of lost golf balls while offering a fun solution to countless golfer’s frustrations.

  • Quicken Loans

Quicken Loans has appointed Interpublic Group’s UM as its new media buying and planning agency, following a review that began in January.UM will service both the Quicken Loans and Rocket Mortgage brands effective immediately. It will work with Quicken’s in-house marketing team which does much of the creative work for its Quicken and Rocket brands. The client had previously worked with a number of different media shops.Quicken Loans spent about US$325 million on measured media in the U.S.in 2017, according to Kantar Media.

 

 

 

 

  • VTech

VTech, a global supplier of corded and cordless phones and electronic learning toys, has appointed Empower for media duties including research, digital, social media and content marketing efforts, following a review.The agency will service VTech and subsidiary brands LeapFrog and LeapFrogAcademy out of its Chicago offices.

 

 

 

 

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.

 

 

  • Goya Foods

New York City Football Club (NYCFC) and Goya Foods, one of the largest Hispanic owned food company in the United States, have announced the renewal of the partnership to further promote the importance of living a healthy lifestyle through sports and proper nutrition. To celebrate the renewal of the multi-year partnership, NYCFC and Goya launched a brand new version of the Healthy Hat-Trick curriculum for the new school year and hosted a youth soccer clinic with NYCFC defender Ronald Matarrita on Wednesday, September 19, 2018 at P.S. 49 in the Bronx. The workbook will be used in P.S. 49, and a total of 14 public elementary schools throughout the City, as part of the free in-school and after-school soccer programming made possible by City in the Community, the charity proudly supported by NYCFC.The partnership expansion also includes the second year of #MyGoyaDish, a digital campaign featuring NYCFC players and their favorite Goya dishes in addition to a social media contest where four lucky fans won an opportunity to be part of a cook off event with Goya Chef Fernando Desa. Also, Hispanic Heritage Night presented by Goya Foods at NYCFC’s home game on Saturday, September 8, 2018.

  • Notre Dame Federal Credit Union

Notre Dame Federal Credit Union (Notre Dame FCU) announced that it is the first and only Indiana credit union to be awarded the prestigious national Juntos Avanzamos (Together We Advance) designation for its commitment to serving and empowering Hispanic and immigrant consumers.To earn the Juntos Avanzamos designation, credit unions must complete an extensive application, requiring information about what products and services the credit union offers to specifically address the needs of the Hispanic Market, as well as what strategies they are utilizing to serve this important demographic group. To celebrate the designation, Notre Dame FCU will be launching a new marketing campaign on national Citizenship Day to celebrate Doing More than just speaking the Spanish language. In addition, a formal presentation event will be scheduled later in the year.  Learn more at www.notredamefcu.com/JuntosAvanzamos.

  • Southwest Airlines

Southwest Airlines Co., in partnership with the Hispanic Association of Colleges and Universities (HACU), has awarded 150 students, ranging from incoming freshman through graduate students, with complimentary roundtrip air travel as part of the ¡Lánzate!/Take Off! travel award program.The ¡Lánzate! Program is geared toward Hispanic college students with economic need who attend school far away from home. Students, from state to Ivy League institutions, across the nation completed online entries and submitted essays conveying how receiving a travel award would help them achieve their educational goals.Recipients were awarded between one and four roundtrips for themselves or a family member. Southwest donated 409 roundtrips to encourage students to continue on their paths to higher education.

 

 

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.

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.

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.

For prior Sales Leads editions, click here. 

  • Telemundo & NBC Universo

Publicis Groupe-owned Spark Foundry has been appointed Agency of Record for NBC’s Universal’s Telemundo and NBC Universo following a formal review. Horizon Media was the incumbent for 11 years.Spark Foundry will handle strategic planning, activation and analytics responsibilities across all communications channels for both networks. The account will be handled out of Spark Foundry NYC office and will be led by Stephen Paez, senior VP, multicultural lead. In addition, Spark Foundry will be responsible for promoting Telemundo’s telenovela, super series, and reality programming formats. The shop will handle similar chores for NBC Universo.

 

  • Avocados from Mexico

Avocados from Mexico has placed its creative advertising business in review, according to Adweek. Avocados From Mexico media agency Havas Media will not be affected by this review.Avocados from Mexico spends US$20 million on paid media last year and US$12.6 million during the first 9 months of 2017, according to Kantar Media.

 

 

 

 

  • Toyota Motor North America

Toyota is returning to the 2018 Super Bowl like never before. For the first time in the company’s history, Toyota will have three primetime commercials from two different campaigns leading the first quarter, post-halftime and fourth quarter. Two spots will air from its first-ever global campaign, “Start Your Impossible,” which communicates the company’s shift to a mobility company and aims to inspire consumers to take their first step to unleash their potential. The third spot will air from its domestic U.S., longtime campaign “Let’s Go Places,” empowering viewers to see what they’re capable of when unity is embraced.View the :60-second “Good Odds” and “Mobility Anthem” :30-second spot  or full-length version from Toyota’s “Start Your Impossible” Campaign or visit YouTube.com/Toyota. Toyota’s “One Team” spot from the “Let’s Go Places” campaign will first premiere the morning of Saturday, February 3.

 

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!

  • Ford 

Global auto giant Ford is said to be reviewing its future marketing plans and evaluating its relationship with agency holding company WPP, Ad Age reports. WPP’s dedicated unit Global Team Blue handles most of the automaker’s global advertising. Ad Age interviewed new Ford Motor global chief marketing officer Kumar Galhotra, who says he wants the brand to build up its trust with the consumer. It is still uncertain whether WPP will remain as Ford’s agency or the firm is planning to work with other agency holding companies.

 

 

 

  • Goya Foods

Goya Foods, America’s largest Hispanic-owned food company, launches its Real-Life Chefs Sweepstakes for a chance to win a five-day chef boot camp experience at The Culinary Institute of America (CIA) in Napa Valley, California.Two grand prize winners, each with a guest, will receive a seven-day/six-night trip, including five days of boot camp cooking classes with professional chef instructors at the CIA, round-trip travel, hotel accommodations, a dinner for two at a CIA restaurant, an official CIA chef’s uniform, a chef’s kitchen tools and knives kit and $1,000 to cover additional costs, all provided by Goya Foods. In addition, Goya will roll out a series of 24 short cooking videos featuring tips, tricks and hacks, and delicious recipe ideas, from professional chefs at the CIA.Users must visit goya.com/procheftips from January 22 through March 31, 2018. Founded in 1936, Goya Foods, Inc. is America’s largest Hispanic-owned food company, and has established itself as the leader in Latin American food and condiments. Goya manufactures, packages, and distributes over 2,500 high-quality food products from Spain, the Caribbean Islands, Mexico, Central and South America. Goya products have their roots in the culinary traditions of Hispanic communities around the world.

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.

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.

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

  • Subway

Healthy fast-food chain Subway has consolidated its entire U.S. and Canadian (North American) media and creative business with Dentsu Aegis Network following a review that kicked off in July. Dentsu Aegis Network North America—which embraces Carat New York, mcgarrybowen New York, Carat Canada and DentsuBos—will be responsible forSubway’s strategy across all channels. The account will be handled out of New York, Toronto and Montreal offices. Carat will handle Subway’s media planning and buying across North America and mcgarrybowen will be responsible for creative. The review did not impact Subway’s specialty, local or international agencies. According to a recent Kantar Media report, Subway spent about US$100 million in the U.S. on measured media in the first quarter of 2017.

 

  • Pandora Jewelry

GroupM’s Mindshare has been assigned Pandora Jewelry media planning and buying in North America, Ad Age reports. The business was previously handled by another GroupM agency, Maxus, which was merged with a third GroupM agency MEC to form a new agency Wavemaker. Since MEC handles media for Pandora Jewelry competitor Tiffany & Co., GroupM sibling agency Mindshare pitched for the Pandora business.Pandora Jewelry spent around US$59 million on measured media in the U.S. in 2016, according to Kantar Media. In addition to Mindshare, a WPP agency, Pandora also uses WPP creative agency Grey.

 

  • MTV

MTV has selected MullenLowe Mediahub as its U.S. media agency of record. Mediahub, will provide offline and digital media planning and buying services. This new relationship adds to Mediahub’s existing partnership with MTV’s Viacom sister brand VH1.The MTV win is Mediahub’s eighth new client win in 2017, following its selection by Chipotle, Rémy Cointreau, Staples and others.MediaPost recently named Mediahub Creative Media Agency of the Year for a second straight year.

 

 

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!

  • Publicis Groupe

Publicis Groupe announced that each of its agencies will combine offices in six major U.S. cities: New York, Boston, Chicago, Detroit, Atlanta and San Francisco, Adweek has reported. every Publicis-owned company in those locations will be housed a single building. Publicis agencies include Leo Burnett, Saatchi & Saatchi, BBH, Publicis Worldwide, Spark Foundry, Starcom Worldwide, SapientRazorfish, DigitasLBi and MSLGroup.The moves are not related to any further reorganization or staffing reduction across the Publicis Groupe in North America, according to people familiar with the change.

 

 

  • Goya Foods

Goya Foods, one of America’s largest Hispanic-owned food company, has partnered with renowned artist and one of South Florida’s most vibrant artistic talents, Alexander Mijares. Goya commissioned Mijares to create a one-of-a-kind Goya “Can Sculpture” at the Perez Art Museum as part of Goya’s “Pasión es Goya” campaign and PAMM’s “Second Saturday” activations.Goya has partnered with contemporary art museum PAMM to host “Free Second Saturdays,” which includes hands-on activities and provided free Spanish tours, making sure that everyone in Miami’s diverse population can enjoy a fun day with their families.Goya Foods will also be making a donation of Goya products to charity.

 

 

 

  • Toys 4 Puerto Rico

Lin-Manuel Miranda, Toys“R”Us®, Telemundo, Hispanic Federation, and R.Evolución Latina are partnering to bring toys and smiles to the thousands of children affected by Hurricane Maria this Three Kings Day with the launch of Toys 4 Puerto Rico. The toy drive aims to send 10,000 toys to children throughout the island and begins today online at Toysrus.com/Toys4PuertoRico, with donations accepted until Tuesday, January 2. Hispanic Federation and partner organization R.Evolución Latina will handle the distribution of the purchased items, and ensure that dozens of community partners receive gifts for a mix of ages.As the official media partner, under the banner of its corporate social responsibility initiative, “El Poder En Ti” (The Power in You), Telemundo will make a donation of US$30,000 to the toy drive. The network will also air national and local promos encouraging viewers to donate, in-show segments across network shows including “Un Nuevo Día,” “Al Rojo Vivo” and “Noticias Telemundo,” daily digital and social amplification, and participation in numerous community events to support the drive. In addition, Telemundo talent will participate in the local celebrations to help distribute toys.

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

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.

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

  • Ulta Beauty

Ulta Beauty, one of the nation’s largest beauty retailer, has appointed Interpublic Group’s McCann as creative AOR and Mediahub as media planning agency.  The company reported total advertising costs last year of US$212.7 million last year, according to its 2016 annual report.

 

 

 

 

 

 

  • Nissan

Nissan and Univision Communications Inc.(UCI) have extended their partnership for a third year, expanding the live concert tour element of the partnership to a series of performances by Latin GRAMMY® and GRAMMY® award-winning artist Juanes under the Nissan Presents: Road to Innovation Tour. The multiplatform program is once again integrated into Univision’s annual broadcast of The Biggest Night in Latin Music®, the 18 Annual Latin GRAMMY Awards® as the official automobile sponsor. A new addition is the Road to Innovation concert tour, which this year included eight cities through November 14, and featured performances by Juanes in Chicago, Dallas, Las Vegas, Los Angeles, Miami, New York, Phoenix and Washington, D.C. In addition, the 360◦ promotional campaign – including social media influencer elements featuring Nissan vehicles – encourages customers to participate for the opportunity to attend the 18th Annual Latin GRAMMY Awards in Las Vegas on behalf of Nissan. To maximize the Juanes concert tour, all DJ sets and refreshment areas were branded with the names of Nissan vehicles. A native of Colombia, Juanes is a multiple award-winning singer, songwriter and guitarist, who has captured the hearts of millions of followers around the world including the U.S. and Latin America. Both Nissan campaigns are supported by a combination of UCI television, radio and digital elements in addition to local crew remotes and on-site activations and promotions. An original Facebook video series also integrates music and Nissan vehicles driven by a social media influencer.

  • Mazda North America

The Univision Creator Network (UCN) has partnered with Mazda North American Operations (MNAO) for a new digital and social campaign that connects Hispanic American consumers with the brand’s core values. In the digital video series, UCN influencer Alan Estrada visits Hiroshima and takes his fans on the adventure of a lifetime. The creative concept for the Mazda campaign was developed by Bravo, a full-service Hispanic marketing and advertising agency, and Univision. The videos are shared on Estrada’s social platforms and Univision’s social pages, driving increased engagement and awareness.

 

 

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!

  • Payless ShoeSource

Payless ShoeSource, an U.S. specialty footwear retailer, has outlined several key initiatives as part of the Company’s ongoing transformation. These actions will increase efficiencies across domestic and international operations and allow Payless to reprioritize the business to focus on the customer, accelerate and expand its e-commerce business, and invest in future growth. As part of an initiative to redesign its organizational structure and better align resources, the Company is streamlining its corporate headquarters. According to Martin R. Wade, III, Interim Chief Executive Officer and Chairman of Payless, the brand is piloting a new pricing strategy and have launched Hispanic marketing in the U.S., to reach an important and currently under-served portion of its’ customer base. In addition, the brand has brought in a new Chief Strategy Officer and identified strong talent within the organization leading to several promotions, including our new Chief Financial Officer.

 

  • El Rancho Supermercado

Albertsons Companies, one of the nation’s largest grocery retailers, announced an investment in El Rancho Supermercado, a Texas-based retailer which focuses on stores for Latino customers. El Rancho will continue to operate as an independent company headquartered in Garland, TX. The agreement with El Rancho provides Albertsons Companies an opportunity to invest in the fast-growing Latino grocery sector. The company already successfully operates a variety of store banners in predominantly Latino areas, and together, Albertsons Companies and El Rancho can leverage their complementary strengths to better serve customers in this growing sector. Peter J. Solomon Company served as financial advisor, and Simpson Thacher & Bartlett served as legal advisor to El Rancho, respectively, and Schulte Roth & Zabel served as legal advisor to Albertsons. 

  • Goya Foods

Goya Foods, one of the largest Hispanic-owned food company in the United States, expands its North American Processing Center in Brookshire, Texas by adding 324,000 square feet of production warehouse, distribution warehouse, production office and auxiliary buildings.As the only Hispanic food company that offers consumers an entire line of low sodium, organic, diet and sugar-free products, Goya’s expansion of its cutting edge, high-tech facilities will maintain its mission to produce affordable products without sacrificing taste to national and global markets.  The expansion of this facility will help reach new consumers and strengthen the Goya brand throughout the United States and internationally including Latin America, the Caribbean, Europe, Africa, and Asia. The expanded facility, with an expected completion in 2018, will also feature a total of 29 new dock doors for domestic and international distribution.

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

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.

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

For prior Sales Leads LatAm editions, click here. 

  • LATAM Airlines Group 

LATAM Airlines Group has revealed plans to serve Tel Aviv, Israel.The flight will be operated by LATAM Airlines from Santiago with a stop in São Paulo (SCL-GRU-TLV), subject to regulatory approval.The new flight will operate with three frequencies per week from the end of 2018, offering connections throughout Latin America.In October, the airline group announced three new international destinations: Rome (Italy), Lisbon (Portugal) and Boston (United States).With the four new routes, the airline group will offer flights to 144 destinations in 27 countries.LATAM Airlines Group is one of Latin America’s leading airline group, offering air services to around 140 destinations in 25 countries, and is present in six domestic markets in Latin America: Argentina, Brazil, Chile, Colombia, Ecuador and Peru, in addition to its international operations in Latin America, Europe, the United States, the Caribbean, Oceania and Africa.

  • Oberoi Group

Grupo GDI closed an exclusive agreement with the Oberoi Group of India to develop the Oberoi Hotels & Resorts in the US, Canada, Mexico, Latin America and the Caribbean.This partnership with Grupo GDI will allow the Oberoi Hotels to make its debut in the Americas and expand the global reach of its hotels. Grupo GDI has already secured the sites for the first two Oberoi properties and a formal announcement with more details is anticipated by early 2018. Grupo GDI will handle all aspects of real estate ownership and development while the Oberoi Group will be responsible for branding and management. GDI estimates to invest approximately US$100 million in each of these two properties.The Oberoi Group, founded in 1934, operates more than twenty luxury hotels across the world under the luxury ‘The Oberoi’ brand.

 

  • World Airways

World Airways, a defunct airline that is mostly remembered as a Pan Am spin-off carrier, is being brought back to operational status by a group of American investors. According to a news report published by Bloomberg, World Airways will be revived as a discount airline that will fly Boeing 787aircraft to Asian and South American destinations.The new incarnation of World Airways will compete against Latin American airlines that have recently entered the budget airfare arena; however, these are carriers that have not given up on giving passenger perks despite the low ticket prices.

 

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

 

  • Goya Foods

Goya Foods, one of the largest Hispanic-owned food company in the United States, expands its North American Processing Center in Brookshire, Texas by adding 324,000 square feet of production warehouse, distribution warehouse, production office and auxiliary buildings. The expansion of this facility will help reach new consumers and strengthen the Goya brand throughout the United States and internationally including Latin America, the Caribbean, Europe, Africa, and Asia. The company produces more than 2,500 high-quality, affordable food products from the Caribbean, Mexico, Spain, Central and South America.

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.

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.

  • Goya Foods

Goya Foods, one of America’s largest Hispanic-owned food company, has launched the ‘Can Do’ campaign, a yearlong series of consumer product promotions and food donations to benefit Feeding America and local food banks.  A minimum of 600,000 pounds of Goya products will be donated to families and individuals throughout the United States who lack access to nutritious, affordable and culturally appropriate meals. The ‘Can Do’ campaign is part of Goya Gives, a national initiative committed to supporting local communities through social and environmental causes.The ‘Can Do’ campaign kicked off June 1, 2017 and will end May 31, 2018.  Throughout the course of the year, Goya will feature a different product promotion, including GOYA® Coconut Water during August, and GOYA® Refried Beans and GOYA® Ready to Eat Red Label Beans during September.

  • Lexus

The Magnificent Seven actor Manuel Garcia Rulfo has won yet another role. Born and raised in Guadalajara, Mexico, the sought-after movie star has been tapped as the new voiceover for Lexus’ Spanish-language marketing initiatives. Garcia Rulfo’s first original work for the luxury automotive brand will be heard later this year as part of a new Lexus campaign created by Walton Isaacson, the brand’s agency for diverse market segments. As part of the transition, his voice has also been incorporated into current Spanish language campaigns. Garcia Rulfo has starring roles in this year’s Murder on the Orient Express, Soldado and Mexiwood movies. Team One is Lexus’ AOR for General Market Media Planning and Zenith is the General Market Media Buying agency.WI is Lexus’ AOR for Black, Hispanic and LGBTQ Media Planning and Buying as well as creative for these markets.

  • Universal & Zumba

In time for the upcoming release of “Despicable Me 3,” Universal Pictures wants to ckeck Latino audiences can make it to all theaters.  Latinos made up about 30% of the Despicable Me and Minion previous movies during opening, according to Forbes. To make sure the trend continues, Universal has teamed up with dance fitness company Zumba to create an original song and workout video as part of a strategic cross-promotion of Despicable Me 3 targeting the Latino audience. Zumba instructor Toni Costa was selected to create the choreography and performs the dance routine in the video with the Minions. The video has been uploaded to Zumba’s Instructor Network, and will be shared on all of its social platforms, including YouTube.  The song will be played in Zumba classes globally.The video will also be heavily promoted in Spanish-language network shows with in-studio demonstrations of the dance. The movie will be  released nationwide on June 30.

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!

  • Mazda

Mazda North American Operations (MNAO) announced the launch of a new insights-driven Hispanic campaign, seeking to link common attributes shared between the Hispanic community and the brand’s core values. The campaign was developed specifically for the Hispanic consumer, aiming to tap into the existing positive affinity for Japanese-made products.The new campaign is an extension of the Driving Matters general market campaign. In order to first establish that connection, the series will kick off on July 9 with a week-long “disruption” phase that will be in Japanese-only. Following the disruption phase will be three phases, each focusing on relatable Mazda brand philosophies: Passion (KODO—Soul of Motion design), Harmony (Jinba Ittai driving dynamics) and Perseverance (Hiroshima Challenger Spirit).The campaign, scheduled to begin in July 2017, will utilize partnerships with influential Hispanic media outlets, including Telemundo and Univision to amplify the message. Through the partnerships, each outlet will offer unique creative components tailored to their specific audience. The campaign and creative was developed in collaboration with Mazda’s fully integrated and dedicated WPP team agency, Garage Team Mazda in partnership with WPP’s multi-cultural marketing communications network, The Bravo Group. Mazda North American Operations is headquartered in Irvine, California, and oversees the sales, marketing, parts and customer service support of Mazda vehicles in the United States and Mexico through nearly 600 dealers. Operations in Mexico are managed by Mazda Motor de Mexico in Mexico City. (CHEK OUT our interview with Russell Wager, VP of Marketing at Mazda).

  • Combined Insurance 

According to the U.S. Census Bureau, the Hispanic population is projected to represent 30 percent of the American population by 2050. Aligned with this projection, Combined Insurance, a provider of individual supplemental accident, disability, health, and life insurance products, and a Chubb company, is announcing plans to hire 500 Spanish-speaking sales agents throughout Florida, Texas, Illinois and Arizona by the end of 2017. Combined Insurance has continuously found ways to connect with and serve the increasing U.S. Latino/Hispanic market—hiring Spanish-speaking agents, customer service representatives, and managers to support the growth. The firm offers an in-class sales training and onboarding program for new agents entirely in Spanish. That same development and learning continues throughout their career with managers who understand the needs of Spanish-speaking communities and are familiar with the trends among Latinos and insurance. Additionally, sales agent careers offer unlimited income potential and a total compensation package for full-time employees that includes benefits, a 401k retirement savings plan and a discounted stock purchase plan.The company also recently announced plans to hire 2,000 more veterans by the end of 2019.

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.

Join us at PORTADA Mexico!

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.

  • Goya Foods

Goya Foods, America’s largest Hispanic-owned food company, launches the ‘Better for You’ product line, categorizing its current product portfolio in addition to new Goya products.  The line features over 300 products with over 40 variations of low sodium and organic beans, organic olive oil, organic rice, brown rice, quinoa, chia, amaranth, frozen vegetables, fruits, coconut water, diet beverages, and low sodium condiments. Goya has produced and distributed over 1 billion products marked with the MyPlate/ MiPlato logo and created more than 250,000 copies of two editions of the MyPlate/ MiPlato cookbook, brochures, posters and lesson plans that have been distributed to consumers, supermarkets, schools, and events nationwide.  In addition, Goya has reached millions by integrating healthy eating into its overall communications campaigns and continue to focus on the health and wellbeing of their consumers.

  • Pure Barre

Pure Barre has selected Zimmerman as its first AOR agency of record. The agency will be responsible for a major branding push for the fitness chain and has been tasked with building a brand identity, user-generated content, a website, paid social and digital advertising.

 

 

  • Moët Hennessy

Just in time for the upcoming National Tequila Day this July 24, Moët Hennessy announced it will enter the Tequila category this year with the US launch of super-premium line Volcan de mi Tierra. The line originates in the state of Jalisco, the birthplace of tequila, and it is there that many make a day trip from Guadalajara to learn more about the spirit with tours and tastings. Guadalajara is the birthplace of tequila.Travelers looking to partake in authentic National Tequila Day celebrations (or anytime the mood strikes) can enjoy one of the many personalized experiences during their time in Guadalajara:Travel to Guadalajara is easily accessible via the Miguel Hidalgo International Airport (GDL), which is located 24 miles from the city center of Guadalajara, with non-stop daily flights from major markets across the United States and Canada. The region is what propelled Hennessy to have its line created there, so the opportunity to learn more and see the distilleries with tastings of the world’s tequila is 100% worth the excursion.Volcan De Mi Tierra Blanco and Volcan De Mi Tierra Cristalino will be available to taste at fine restaurants and bars that respect the craft of the cocktail.

  • Tajín International Corporation

 As Mexican cuisine continues to influence American taste buds, Tajín International Corporation has launched “American Table,” a new total market brand campaign that promotes the multiple uses of Tajín Clásico seasoning. The campaign highlights ways to bring out the flavor of foods found in the American diet that are considered good for you, such as fruits and vegetables. With this approach, Tajín seeks to appeal to the hearts and taste buds of diverse populations in the United States.The campaign, launched this spring, will be supported with a cross-screen media initiative. Local television will be the primary way the brand will promote the new commercial with airings scheduled to take place in top English language broadcast stations as well as leading cable networks in five local markets, which include Los Angeles, San Francisco, Houston, San Antonio and Phoenix.The campaign rollout will also contain a strong digital approach that includes dynamic multi-platform executions in the form of standard display ads as well as mobile, e-mail marketing, digital couponing, social media and retail-location-based advertising.

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!

  • The Tourism Authority of Panama (ATP)

The Tourism Authority of Panama (ATP) with its new WPP-owned agency VML are introducing a new advertising campaign to attract adventurous visitors.With few all-inclusive luxury resorts. The creative – shot by filmmaker Vincent Urban – suggests the “lush rainforests are for wanderers, rugged mountains for explorers…and forbidden islands for adventurers seeking the last vestiges of an untamed world.”The agency is promoting this campaign via broadcast channels, PR, and print ads and pamphlets. Media also includes in-flight, paid Facebook and Instagram, digital display ads and YouTube pre-roll. Emails and other media direct people to the VisitPanama.com.This strategy is designed to convert people into becoming Panama enthusiasts while they’re looking for flights and researching more “cliché” destinations like Cancun, or Costa Rica.The Panama Tourism Authority hired a VML to get an outsider’s take on their country. Their primary target audience is U.S., Canada, Spain.

  • Boost Mobile

Boost Mobile, one of Sprint’s prepaid brands, has introduced its new brand campaign, “Project Switch.” With its “Boost makes it easy to switch. Switching to Boost makes it easy to save” tagline, the new national marketing and advertising campaign encourages customers to make the switch to Boost by highlighting just how easy it is to switch, and how switching makes it easy to save.The new TV spot makes its premiere today in major markets, including Los Angeles, New York, Dallas and Miami. The ads were shot in a Boost Mobile Next Generation store, a new retail concept that is all about creating an atmosphere where people can better interact with staff in a modern, design-forward setting, while easily learning about products and services. The elevated stores are more streamlined and provide the customer clarity on phones, current offers and promotions. Boost Mobile expects to open more than 1,000 Next Generation stores by year end.Schiefer Chopshop was the agency behind the new effort.“Project Switch” highlights customer pain points with competing carriers and how switching to Boost is the solution.

https://youtu.be/M_q2Ya66oHQ

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.

Join us at PORTADA Mexico!

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 347-961-9516 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • OREO 

unnamedThe OREO brand has launched its new, globally integrated marketing campaign Open Up with OREO, which conveys a simple but powerful message: open your heart to people who are different than you and you’ll discover the similarities. The new campaign addresses a behavioral shift that comes with age. While children are naturally open, adults begin to default to the familiar, which can cause them to close themselves off to others.The campaign will include a global TV spot, digital content series, in-store point of sale and, in select countries, global prizing and custom product embossments.The animated TV spot comes to life through the brand’s signature Wonderfilled aesthetic and upbeat music.  Set against the backdrop of a playfully diverse roller rink, the animation follows a young girl inspiring those around her to look inside themselves to let a little bit of wonder out and, in turn, let others in. In the spot, an OREO cookie is the catalyst for the characters to open up to each other. The spot launched in the U.S. onJanuary 18 featuring the vocals of multi-platinum-selling, Grammy-nominated recording artist Adam Lambert. More than 50 other markets will follow with vocals, lyrics and languages adapted locally as necessary.In addition, digital content and a video series will launch February 2 to demonstrate how an OREO cookie can open an unexpected introduction, even a friendship, between two characters from different walks of life. The video series will be comprised of animated stories in which the characters share an OREO cookie and create a Wonderfilled connection.The new campaign builds on the brand’s success of making a global platform relevant across the globe by leveraging universal consumer insights, but executing in a way that reflects the local context and culture.

  • PepsiCo

321964Pepsico is partnering with online video food network Tastemade for a Super Bowl-timed series titled PepsiCo’s Game Day Grub match, The Wall Street Journal reports.PepsiCo is turning to student chefs from the world’s top culinary college to take game day cooking to a new level.Enter PepsiCo’s Game Day Grub Match, a one-of-a-kind cooking competition featuring students from The Culinary Institute of America competing to create the ultimate football food. There’s only one catch: each dish must creatively incorporate PepsiCo food and beverage products as ingredients.Tastemade, the digital media company focused on food, travel and lifestyle programming for the connected generation, was on hand to capture all the action. The students teamed up with culinary influencers – or “Tastemakers” – from Tastemade to help get their creative juices flowing. A Tastemade video series chronicling the competition launched at www.GameDayGrubMatch.com. The content will also be featured on the Tastemakers’ YouTube channels and promoted on Tastemade’s social platforms including YouTube, Instagram, Facebook and Snapchat.Tastemade will publish additional video content documenting Claire’s, Yejin’s and Joel’s experience at the Taste of the NFL event and the rest of their Super Bowl festivities early next month.

  • Bayer

js6tDCe-_400x400Healthcare conglomerate Bayer has two new digital agencies, according to Mediapost. Publicis Groupe’s Razorfish and iCrossing will oversee digital creative, and mobile responsibilities for its Consumer Health Care division. Razorfish will be responsible for Bayer’s allergy, skincare, and nutritional/gastro brands, such as Coppertone, Aleve, Claritin, and Alka-Seltzer. iCrossing will oversee Bayer’s cough/cold and foot care brands, including Dr. Scholl’s.Bayer spends about US$500 million annually promoting its Consumer Health brands, but this move will enable the company to shift some spending from TV to integrated digital platforms.The review was handled by Avidan Strategies. OgilvyOne and VML also participated in the review.

  • Moen
    moen_twitter_logo_1__400x400Moen has tapped Havas Chicago as its lead creative and media agency following a review handled by Cleveland-based Rojek Consulting Group . Other agencies participating in the review were not disclosed. The account was previously handled by The Martin Agency, which managed traditional creative, TV and print duties, and Critical Mass, which was responsible for digital creative and media.Read more.

 

  • ‘Find Your Magic’ by Axe

imagesUnilever’s Axe has released its ‘Find Your Magic’ campaign, developed by ad agency 72andSunny Amsterdam, which kicks off globally from 18 January in US and will include TV, print, OOH and custom digital content. Other partner agencies include Ponce and BBH, with VICE also creating content through the year.The campaign was made following a research showing that men feel pressure to conform. The study shows how Axe works with over 3,500 men in 10 countries and how men feel an overwhelming pressure to conform to masculine stereotypes, with only 15% of men in most countries strongly agreeing that they are attractive.The campaign will be reinforced by a series of short mobile and online tutorials featuring men with unusual style called ‘Instagroom’.

https://youtu.be/WzTSE6kcLwY

  • Goya Foods
Goya Foods. (PRNewsFoto/Goya Foods)
Goya Foods. (PRNewsFoto/Goya Foods)

Goya Foods, America’s Hispanic-owned food company, in collaboration with First Lady Michelle Obama’s Let’s Move initiative and the USDA, launches the second edition of the MyPlate/ MiPlato cookbook, Happy, Healthy Celebrations: Bright, Bold, Healthy Latin Recipes to Celebrate Every Occasion!  This book is part of the national MyPlate campaign designed to help educate Americans on eating healthy.  A pdf copy of the cookbook is available for free at www.goya.com. Happy, Healthy Celebrations: Bright, Bold, Healthy Latin Recipes to Celebrate Every Occasion! is a free bilingual cookbook featuring 10 complete plates with 30 healthy recipes that celebrate the culinary traditions of the Latin culture from around the world.  Each of the recipes incorporates all of the five basic food groups for a balanced diet including fruit, vegetable, grain, protein and dairy.  The cookbook also includes nutritional information for every recipe, easy-to-follow cooking tips, and estimated costs for every affordable meal.In addition, Goya has produced and distributed over 400 million products marked with the MyPlate logo and created more than 250,000 copies of two editions of the MyPlate cookbook, brochures, posters and lesson plans that have been distributed to consumers, supermarkets, teachers, school programs, and events nationwide.  In addition, Goya has reached millions by integrating healthy eating into its overall communications campaigns and will continue to focus on the health and wellbeing of their consumers for many more years to come.

  • Genesis by Hyundai 

imagesHyundai is launching Genesis, a new luxury brand, in the United States.The automaker sees Latino car buyers as important to the success of  the new brand.The company has data showing that purchases by Hispanics accounted for 68 percent of the growth of Hyundai’s U.S. sales in 2013-2014, La Prensa reports.Hyundai launched the new brand, which takes its name from the company’s Genesis luxury mid-size model, with the presentation at the auto show of the full-size G90 sedan.The 2017 Genesis G90 can be had with Hyundai’s 420-horsepower Tau V-8 engine, or with a new turbo-charged V-6 that puts out 365 horsepower.Both engines are coupled with a second-generation 8-speed automatic transmission.Hyundai’s experience with the original Genesis model has been definitive, giving the automaker confidence to embark on the ambitious venture of creating a new luxury brand.

 

 

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. 10 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!
For prior Sales Leads editions, click here.

  • Publicis invests US$ 50 million in Verizon’s new Mobile Video Service

Publicis Groupe, the agency holding company of agencies including StarcomMediaVest, Tapestry and Spark signed a one-year ad partnership with Verizon’s new service go90. Under the terms, more than 10 Publicis Groupe clients will spend more than US $50 million on advertising, and will get three months as exclusive advertisers on the service. Publicis and go90 will also look to develop ad offerings and other products together. Go90 launches this week with several content partners including the NFL and Comedy Central. AOL is handling ad sales for go90. AOL-Verizon touted the service at last week’s Adweek New York.

  • Toyota

descargaThe new Toyota’s Tacoma is part of the company’s latest and biggest campaign to back the 2016 model, which has been overhauled for the first time in a decade. The campaign, called “Play Now”, positions the truck as the choice for dirt-bike racers, off-roaders, snowboarders, and other outdoor adventure seekers. The ads will be supported with Tacoma’s largest media investment in 10 years. The campaign, an effort of Saatchi & Saatchi, Los Angeles, will break in movie theaters on Friday and on TV today. The campaign is more “lifestyle focused” than previous Tacoma efforts, according to the company. Toyota declined to detail spending plans . Toyota spent less than US$1 million in measured media on dedicated Tacoma advertising in each of the past two years, representing a tiny fraction of the more than US$1.2 billion it spent annually across its car and truck portfolio, according to Kantar Media. Tacoma is assembled in Baja California, Mexico and San Antonio.

 

https://youtu.be/5c4Ewz1Vqd0

  • Valspar

descarga (2)Paint company Valspar has selected Publicis Groupe’s Spark for media AOR duties after a formal review.Valspar spends an estimated US$50 million annually on ads. Havas Media previously had handled media duties for the company.The agency, part of Publicis Groupe’s SMG network, will handle media planning and buying for the client for both online and offline as well media strategy for all consumer products in North America. The scope of work also includes retail partnership promotions.

 

  • Target

Target is undergoing a review that spans programmatic and cross-channel buying as it fine-tunes its in-house digital marketing and buying processes, Ad Age reports. The Minneapolis, MN, headquartered retailer has an in-house programmatic media buying system and is looking for the right partner to maximize data use. Haworth Marketing and Media is Target’s, which is 49% owned by WPP is Target’s media buying agency.

      • Jagermeister “Sin Igual”

imagesJägermeister is continuing “Sin Igual,” it’s first-ever campaign developed to reach Hispanics. “Sin Igual,” which translates to “Like No Other,” launched earlier this year in Houston, Texas, with a distinctive campaign that brought legendary experiences to the community, and is now expanding to Dallas where 1 out of 3 Millennials is Hispanic.This “Sin Igual” campaign showcases the aspirational faces of the Latino Millennial community in today’s new America, now featuring James Koroni, Catalina Monsalve and Joel Isaac on billboards situated in high visibility intersections of Dallas. The Sin Igual campaign is on-going and will continue, diving deeper into the two markets of Houston and Dallas.This is a comprehensive campaign that includes Out-of-Home (OOH), digital, social, a bar tour and a signature influencer event. XL Alliance is the multicultural marketing agency for Jägermeister that leads the development of the strategy, creative and media buying for Jägermeister Hispanic.

 

 

      • ‘Let’s Give to Kids’

bbGoya Foods, the largest Hispanic owned food company in the United States, launched the ‘Let’s Give to Kids’ program to raise funds for The Maestro Cares Foundation, a non-profit organization established by Marc Anthony and Henry Cardenas, dedicated to helping homeless and neglected children in developing Latin American countries. For every can of GOYA® Refried Beans sold during the month of October 2015, Goya will donate fifteen cents to help build the Casa Hogar Alegria Orphanage in Toluca, Mexico.The Toluca, Mexico facility, set to open in early 2016, will serve 70 girls in the area, providing shelter and schooling to orphans who previously had access to neither. .

      • Aaron’s and “Despierta America”

mnnnnAaron’s, Inc., a leader in the sales and lease ownership and specialty retailing of furniture, consumer electronics, home appliances and accessories, is partnering with Univision Network’s “Despierta America,”for its first “Despierta En Tu Nuevo Hogar” (Wake Up in Your New Home) contest that includes a grand prize package which will fill the winner’s home full of furniture, electronics and appliances valued at more than US$24,000.

  • Younique Cosmetics & Skin Care

1380587_737869989578161_1928917076_nBeauty company Younique brings its groundbreaking cosmetic and skin care brand to the Mexican marketplace.Its flagship mascara product — Moodstruck 3D Fiber Lashes+ — is widely shared on social media due to its demonstrable nature and immediate results. The product gives natural lashes the ultimate beauty boost — boasting an average increase in lash volume of up to 400 percent.*In addition, Younique offers the Mexican consumer a wide range of cosmetic and skin care products in a variety of colors and shades to fit any mood or personality. Huscroft continues. Customers can purchase from the full range of products that Younique offers. In addition, residents of Mexico may now also become a Presenter for the company and receive the exclusive new Product Presenter Kit containing an assortment of cutting-edge cosmetic and skincare products such as Moodstruck 3D Fiber Lashes+, Addiction Eye Shadow Palette, Opulence Lipstick, Precision Pencil Eyeliners and more.

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!

Click here for prior Sales Leads issues.

  • UM/CVS

rssMCPXC_400x400CVS has awarded its business to Interpublic Group of Cos’ UM, concluding its pitch that began this spring. Pile and Company supported the search. The business moves from WPP’s Mindshare, which won the account in 2010 when the creative- and media-agency business was last up for review.For UM, it’s another huge win just weeks after the agency’s Coke account win. It’s also an added bonus for parent network IPG Mediabrands as the network’s other agency, Initiative, loses the massive Hyundai Kia account.CVS in 2014 spent US$84.4 million on measured media in the U.S., according to Kantar Media.

  • Kraft

KraftKraft Foods Group is expected to announce a media review in the coming weeks, sources told Adweek. Starcom is the incumbent for Kraft’s media planning and buying account. The review is the result of rationalization measures related to the implementation of the Kraft-Heinz merger.. It’s not immediately clear if the process will cover global spending or only that for North America. Last year the marketer for brands like Oscar Mayer, Planters and Maxwell House spent $513.8 million on U.S. measured media, according to Kantar Media.

  • “Premios Tu Mundo” Sponsors

imagesTELEMUNDO announced Allstate Insurance Company, L’Oréal Paris, Samsung, Volkswagen and Walmart as sponsors of “Premios Tu Mundo,” honoring the year’s best Hispanic actors, singers and TV moments. The fourth-annual celebration of U.S. Latin pop culture will broadcast live on TELEMUNDO tonight, Thursday, August 20, at 8PM/7c with star-studded musical performances, and will be preceded by the blue carpet special “La Alfombra de Premios Tu Mundo” at 7PM/6c, from the American Airlines Arena in Miami, Florida.Incorporating live audience participation into “Premios Tu Mundo” for the first time ever, Allstate’s sponsorship will include blue carpet and main show integrations featuring the return of the Effie Award-winning character “Mala Suerte” (“Bad Luck”). L’Oréal Paris, the returning exclusive beauty sponsor, will make a special announcement on “Un Nuevo Día” the morning of “Premios Tu Mundo.” Now in their third year, Samsung Galaxy partners with “Premios Tu Mundo” to introduce TELEMUNDO’s first-ever “MundoEmoji,” a branded interactive space where celebrity guests will be transformed into a customized emoji version of themselves using the Samsung Galaxy Tab A with S Pen.  Volkswagen will have novela star Fabian Rios arrive in a 2016 Jetta and will again present the fan’s most anticipated award of the evening, “El Favorito de la Noche” (The Favorite of the Night). Returning as the exclusive retail partner, Walmart’s sponsorship will embrace “momentos inolvidables,” unforgettable moments. Walmart will drive this theme home across key elements of the blue carpet broadcast and main show.TELEMUNDO’s “Premios Tu Mundo” will be hosted by Angelica Vale, Raul Gonzalez, Gabriel Porras, Maria Elisa Camargo, Rafael Amaya and Carmen Aub, and feature musical performances by Nicky Jam, Paulina Rubio, José Manuel Figueroa, Fanny Lu, Yandel, Alejandra Guzman, Farruko, Lucero, Yuri, Olga Tañon, J Balvin, Jencarlos Canela, Victor Manuelle, Banda MS de Sergio Lizarraga, Regulo Caro and Ky-Mani Marley.

  • Hornitos Tequila

ogURZMy5_400x400Multicultural agency the La Comunidad, part of SapientNitro, is launching its first campaign for Beam Suntory’s tequila brand Hornitos in May. The concept is based on the premise that while every tequila should be made using 100% “virgin” agaves, Hornitos Tequila believes that an “experienced” agave is the best agave for your drinking pleasure.The campaign kicks off with the “Road Trip” ad that explains the work is aimed at millennial men. The second ad, “Skydive,” showcases an airplane taking off, an agave getting a kiss from a beautiful companion and then skydiving off the plane.Fans are encouraged to follow the agaves’ journey on Tumblr with new spots and images highlighting a new adventure to debut every week as well as on Instagram. They are also invited to submit their own adventures with the #NotJustAnyAgaves hashtag.In all, the social-media campaign runs on Hornitos Tequila’s English-language social-media platforms.Parent company Beam Suntory’s advertising costs were US$902.6 million (108,810 million yen) in 2014, up from us$674.4 million (83,771 million yen) in 2013, according to its financial records.

  • Marriott International

descargaMarriott International is launching a new portrait and video series featuring three Latino influencers.Diane Guerrero (“Orange Is The New Black,” “Jane the Virgin”), Diego Boneta (“Scream Queens”), and Boyce Avenue (YouTube music sensation) use the hashtag #LoveTravels to encourage travelers to explore their personal passions, and celebrate their unique perspectives and experiences.The stories from the new #LoveTravels ambassadors reflect how travel is a transformative experience and a bridge between cultures, careers and families. Diego, Diane and Boyce Avenue discuss what it means for them to be both Latino and American, their passion for human rights and the empowerment of the Latino community.Marriott is taking this opportunity to support the Latino community who inspired the #LoveTravels campaign through their dedication to family, work, love, and diverse cultures.Marriott enlisted LatinWorks, a full-service cultural branding firm, and photographer Braden Summers to create the campaign. From Aug. 17 through Oct. 31, the #LoveTravels videos can be seen on mobile and tablet devices through Pandora, YouTube, Facebook and Twitter.The #LoveTravels social movement kicked off in 2014 with Jason Collins, Geena Rocero, Angela Simmons, and Tim Howard. The campaign includes a dedicated Web site, Facebook page and Instagram account.

 

  • NASCAR

descarga (1)NASCAR has announced it has teamed up with Eugenio Derbez to collaborate on an original, full-length comedy movie.Long heralded as one of Mexico’s most popular actors, writers, directors and producers, NASCAR’s popularity among Latinos has increased in recent years, as drivers such as Cuban-American Aric Almirola and Mexican Daniel Suarez have seen increasing success in both the NASCAR Sprint Cup Series™ and NASCAR XFINITY Series™. Derbez raced competitively in Mexico and has a deep passion for the sport.Benjamin Odell, partner with Derbez’s production company, 3Pas Studios, will serve as producer of the project along with Derbez. Zane Stoddard, vice president of NASCAR’s entertainment, marketing and content development division, will serve as executive producer.Based in Los Angeles, NASCAR’s Entertainment Marketing and Content Development division develops and produces quality television, film and digital projects on behalf of the sport.Derbez is represented by UTA and attorney Howard Abramson of Behr Levehson Levy. 3Pas Studios has a first look deal with Pantelion Films, the joint venture between Lionsgate and Mexico’s Televisa Studios.

  • Goya Foods

KPI8zht5_400x400Goya Foods is partnering with the United Soybean Board (USB) to launch a new campaign to bring awareness to the health benefits of Goya Vegetable Oil. Goya Foods will be USB’s first Hispanic-focused strategic partnership. Starting in August, Goya Vegetable Oil will feature a new label marked “100% Soybean Oil” prominently on the front panel of the product in both English and Spanish. Goya will kick off the first of its campaign with a combination of impactful in-store ads and displays at point-of-purchase across 500 grocery stores in the Northeast area, where sales are at its highest for Goya Vegetable Oil. The campaign will then extend nationwide.

  • Canvas Worldwide: Hyundai Motor and Kia Motors

Horizon Media announced the launch of a second stand-alone media agency network, Canvas Worldwide. The new media agency network, a joint venture between Horizon Media and global creative powerhouse INNOCEAN Worldwide, will officially launch in September 2015.Canvas Worldwide will have two main offices in Los Angeles and New York, with regional offices in Chicago, Dallas and Atlanta when it launches in September. Canvas Worldwide will be naming a CEO in coming weeks.Canvas Worldwide’s first clients will be Hyundai Motor America and Kia Motors America.

Join us at PORTADA Mexico!

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. 9 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!

Click here for prior Sales Leads issues.

  • Sibling

descarga (3)Executives from two Omnicom Group shops in Austin, Texas, are opening a new multicultural agency together to target Hispanic millennials,  called Sibling. The new agency is an effort of Alejandro Ruelas, co-founder, managing partner and CMO of leading Hispanic shop LatinWorks; former LatinWorks Creative Director Rafael “Rafa” Serrano; and GSD&M CEO Duff Stewart.Mr. Ruelas and his LatinWorks co-founder Manny Flores will own a majority share in Sibling, with a 49% stake for GSD&M.Sibling co-founders Mr. Ruelas and Mr. Stewart will keep their jobs at their respective agencies; Mr. Serrano will be fulltime at Sibling.Sibling is likely to function partly as a conflict shop for LatinWorks,one of the biggest Hispanic focused agency,  which is already shut out of numerous categories thanks to a client list that includes Anheuser-Busch, Domino’s Pizza, Mars, Lowes, PepsiCo, Kimberly-Clark and Target.

  • Sprint-Prince Royce

descargaPrince Royce, award-winning artist and one of Latin music’s fastest-rising superstars, has been rehired by Sprint’s new Hispanic Business Unit. He will work with the company to help develop unique music-related initiatives and programs.Prince Royce got his start as a Sprint employee in New York, working toward his goal of becoming a professional musician. Using the money he made at Sprint, Prince Royce recorded the very demo that helped launch his first album and kick-start his musical career. Prince Royce recently scored a mainstream US hit with his first English-language single, “Stuck On A Feeling” featuring Snoop Dogg.  Royce also has a song featured in the “Furious 7” soundtrack, entitled “My Angel” and will soon be releasing “Back It Up” featuring Pitbull, the second single off his upcoming debut album in English, due out this summer. The artist will also be a Special Guest onAriana Grande’s Honeymoon Tour starting in July.  Royce has garnered over 150 nominations from the likes of the American Music Awards, Billboard Music Awards, Billboard Latin Music Awards, Premios Juventud, Premios Lo Nuestro, Broadcast Music Awards, the Latin Grammys, MTV Video Music Awards, Latin Songwriters Hall of Fame and the American Society of Composers, Authors and Publishers Awards. In sum, the royal record producer has won 66 awards for his contributions in the Latin music industry.

  • Goya Foods

descargaGoya Foods, one of the largest Hispanic-owned food company in the United States, has opened new state of the art and sustainable corporate headquarters in New Jersey as part of a US$500 million global expansion over the past 10 years. The opening of the new facility ensures the retention of over 500 existing local jobs and offers 100 new positions. In addition, the three-year project added 150 on-site construction jobs.Goya’s new center features a 600,000-square-foot warehouse for distribution and 42,000-square-foot corporate office space in Jersey City as well as a renovated 240,000-square-foot production facility in Secaucus, totaling nearly 900,000-square-feet on 58 acres of land. Constructed to provide a net zero carbon foot print, the Jersey City facility will be 100% powered by a solar powered energy system using 12,000 panels on 11 acres of rooftop. The system will fulfill the entire facility’s electrical needs without drawing any energy from the public grid. In total, Goya has 26 facilities throughout the United States, Puerto Rico, Dominican Republic and Spain. In 2014, Goya opened up three new facilities in Texas, California and Georgia.

  • Wells Fargo

wells-fargo-01-2015Wells Fargo is embracing diversity in its new brand effort called “Why I Work.” The first of seven spots that will roll out this week, called “Learning Sign Language,” features a lesbian couple that is learning sign language to speak with a young, deaf girl they’re adopting. The company wanted to create a more personal connection with consumers and highlight why people actually work. Wells Fargo’s effort features everyday people and no products. Instead, the company is pushing products through digital and other campaigns, including “Wells Fargo Works,” which breaks this week and caters to small businesses, and the millennial-focused “Done” push.The ads include: “Sales Department,” about a man running a small business on his own; “Gaby,” depicting a Hispanic family with their own business; “Souvenir,” featuring a real-life father and daughter; and “Waiting,” which is aimed at seniors and highlights Wells Fargo’s retirement business. Two additional spots will break in May for a total of 9 TV ads.The spots close on the brand’s iconic real-life horse-drawn stagecoach, as opposed to the illustration used in earlier ads.Wells Fargo will also encourage people to share their work stories with the hashtag “#WhyIWork.” The company tapped social influencers to highlight workers on Instagram and other platforms, and produced a series of profiles and 30-second vignettes showcasing everyday people in their work environments, like a roller derby marketer in California.Multicultural agencies Muse, Acento and DAE also worked on the push, and Omnicom Group’s OMD, andlegacy agency UM, handled media.

https://youtu.be/DxDsx8HfXEk

  • Bud Light

JRVKWEyr_reasonably_smallAnheuser-Busch InBev is facing negative publicity over a Bud Light marketing message scrolled on some bottles that some critics say can be interpreted as contributing to a rape culture.The message states that Bud Light is the “The perfect beer for removing ‘no’ from your vocabulary for the night.” The message is one of more than 140 different sayings printed on bottles as part of the brand’s “Up For Whatever” campaign, which is by BBDO, New York and is aimed at linking Bud Light with spontaneous fun.The brewer apologized for the message, but the damage was already done.

  • Tesco

descarga (1)MediaCom has won Tesco’s estimated US $140m media planning and buying, ending the brand’s long-standing relationship with IPG Mediabrands’ Initiative.The GroupM agency is believed to have defeated Initiative, M/SIX and ZenithOptimedia in the review.It brings to an end a 20-year partnership between Initiative and the UK supermarket chain.In January, Tesco appointed BBH to handle its creative account, ending its two-year relationship with Wieden + Kennedy.

  • PepsiCo’s

fQcjWxAa_400x400Beginning this month, PepsiCo’s Naked Juice ads will begin appearing along paths at a public park in Dallas and in Ft. Lauderdale, Fla. Negotiations are underway to bring branded bike lanes to Boston and Portland, Ore. The approach is part of the “everything is media” strategy pushed by the marketer’s media agency,Omnicom Group’s OMD. No one has targeted bike lanes on this scale, according to OMD.As Naked consumers are “constantly on the go,” the PepsiCO’s thinks that these branded bike lanes are a creative and authentic way to talk to them where they already are. It is also a relatively inexpensive form of advertising. The Naked ads are a “good audience match” for the park because of the brand’s family and health image.

Join us at PORTADA Mexico!

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.

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Armando Gutierrez at 1-800-937-5322 or e-mail him at  armando@portada-online.com
SEE A DEMO OF THE DIRECTORY!

  • Tommy Hilfiger 

tommy_hilfiger (1)West coãstiüs, Tommy Hilfiger Spring 2014 global advertising campaign ,will break worldwide in January 2014 as a multi-media program, with an online, print, outdoor and social media presence. It will appear in January 2014 issues, with full print ads running in fashion publications such as Vanity Fair, Vogue, InStyle, ELLE, Glamour, GQ, Details and Esquire. Multi-page inserts will be featured in select issues. Outdoor campaigns will be displayed in main cities like New York, London, Paris, Milan and Hong Kong .

  • MagicJack 

MagicJack, a maker of an Internet voice phone system (VoIP), is looking to build a brand through a message of savings. With the tagline “Do The Math,” the new effort touts the company’s inexpensive offering when compared with more traditional telecommunications companies. The campaign includes new television, radio and print advertising, as well as updated packaging and a redesigned Web site, McDonald says. In addition to running ads on television, SiriusXM Radio, Pandora and Facebook, the brand will also support the effort through aggressive social media outreach, including introducing the hashtag “#magicMath” on its social media platforms. The company is also running Spanish-language advertising to tap into the relatively large Hispanic market that has been using the magicJack product, without any significant marketing to them. The company also recently introduced a Spanish-language site.

  • Pizza Patron 

Pizza PatronAfter 10 years of franchising, Pizza Patrón is suspending its franchise program indefinitely. The company will continue development with some of its existing franchise partners, but will concentrate its growth focus on building company-owned stores. Company officials said the decision was made to ensure high company standards from store to store — the standards of operation, the quality of the products and service, improved marketing execution and more efficient policing of Pizza Patrón’s branding and trademarks. Pizza Patrón also recently signed its first-ever ground lease for a new freestanding prototype.The company estimates a 60-day construction process before it unveils the new freestanding prototype. For now, executives are keeping the address under wraps until the new restaurant’s opening which is anticipated to be sometime around the beginning of April. TruMedia recently took over media planning and buying duties for Pizza Patron.

  • Subway 

The sandwich chain is planning to spend about US $41 million over three years on marketing specifically to kids, which will include TV, digital, in-store merchandising and social media, Ad Age reports. The campaign will launch in February but the first national TV spots, created by MMB, will air in March. The effort will urge kids to consume more fruits and vegetables and will tout new menu offerings. Subway is the first fast food chain to join Partnership for a Healthier America, which is supported by first lady Michelle Obama.

  • Goya

Goya FoodsGoya Foods, the largest Hispanic-owned food company in the United States, has appointed Luis Tejada its vice president of sales. Tejada previously worked at Goya for nine years as a sales account manager.”As we continue to expand Goya’s wellness campaign, Luis will focus efforts on the nutritional benefits of our healthy line of high-quality and affordable products and reaching not only the Hispanic market, but bridging into the general market,” noted Bob Unanue, president of Secauscus, N.J.-based Goya. In his new role, Tejada will oversee Goya’s direct sales delivery (DSD) system of more than 2,200 products, focusing his efforts on strategic development and execution of sales and initiatives, while highlighting the diversity of each of the unique Latin cultures the company serves and meeting those needs from a business perspective. He will also further develop business within the general market while addressing the cross-cultural growth of the evolving U.S. population and the expansion of Goya.

  • REI

Sporting goods and outdoor gear retailer REI is moving its US $40 million ad spending account from OMD, which participated in the review, to SMG’s Spark.

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

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Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Nicolas Miranda at 1-800-937-5322 or e-mail him at  nicolas@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.

  • Goya Foods

Goya FoodsGoya Foods named Dieste its Advertising Agency of record. Goya’s previous AOR was Wing. Dieste will manage the brand strategy, creative and media planning duties for the U.S. and U.S. Hispanic markets and media buying duties for the U.S. market. According to Goya’s Senior Marketing Manager, Alvaro Serrano, the decision to work with Dieste came after a long review process. “Our decision to designate Dieste as our agency of record reflects our desire to deliver strong creative solutions for the Goya brand and its strategic products,” says Mr. Serrano.Goya, the #1 brand of authentic Latino foods in the United States, recently announced its plans to expand its current headquarters in New Jersey to a 615,000 square-foot headquarters and regional distribution center in Jersey City, NJ. Goya’s ad budget is split 60-40 between U.S. Hispanic and the general market, and is handled by a single agency, said Goya Senior VP Joseph Perez. And it’s a Hispanic shop.

  • T-Mobile

The mobile phone maker begun a TV push yesterday (Sunday), continuing with a major presence in ESPN’s coverage of the Home Run Derby today (Monday) y and in the MLB All-Star game on Fox on Tuesday (tomorrow). The campaign will run through the summer and include four 15-second and 11 30-second ads that star former Saturday Night Live comic Bill Hader, who helped write the spots created by agency Publicis & Riney. T-Mobile hopes to improve on its No. 4 ranking in mobile sales market share. T-Mobile’s commercials take a poke at Verizon and AT&T, which both recently lengthened the amount of time users must wait for an upgrade.

  • Target

TargetWith the critical back-to-school and back-to-college season looming, Target is expanding its offerings for students as well as doubling down on digital experiences and campus events. The retailer said it plans to invest heavily in broadcast TV — it has six ads — followed by print and radio. There will also be a program with Instagram. Ads focus on celebrating kids’ sense of style, a departure from the campaign that has run for the last two years featuring teachers and opening with a salutation to parents. The ads, created by 72andSunny, will air in select markets beginning July 14 and roll out nationwide on July 28.

  • Dodge

The Dodge brand is targeting multicultural millennials with a Spanish/English ad campaign for the 2013 Dodge Dart featuring global music sensation Pitbull. The rapper, who utters his signature “!Dale!” (“Let’s do this!”) phrase in the spots, also composed original instrumental music called “Drop 2 the Bottom” for the commercials: “How to Change Cars Forever” and “How to Break Through and Succeed.”  The campaign reflects the Dodge brand’s focus on targeting multicultural millennials for the compact car segment. The Dodge Dart multicultural ads will air on various national Spanish-language and bilingual networks.  They will also air on the Aspire and BET networks this month.  Digital ads will accompany the TV spots.

  • Kroger

Kroger, the nation’s largest grocery store chain is getting even bigger, Kroger said last Tuesday that it is buying Harris Teeter Supermarkets in a $2.4 billion deal, which will increase by three the number of states in which it operates to 34. N.C.-based Harris Teeter has 212 stores in what Kroger called attractive, high-growth markets in the eight Southeast and Mid-Atlantic states and Washington, D.C., and about $4.5 billion in revenue for fiscal 2012. Kroger CEO, Dave Dillon said that he doesn’t rule out the possibility that jobs could be eliminated or transferred to Kroger’s Cincinnati headquarters. Some functions, such as technology and advertising planning, could benefit from centralization, he said. Earlier this month, Kroger announced that it will stop the long-standing practice of doubling the discount on manufacturer coupons and turn to price slashing instead. Double couponing has been common at Kroger stores since the 1980s. Clip a coupon, take it to the store and Kroger would double the value.

  • Samsung Telecommunications

SamsungSamsung Telecommunications America has appointed R/GA as its new lead digital agency.The business moved from Publicis Groupe’s Razorfish, which won the account last November.Samsung, which manufactures Galaxy phones and tablets, spent $27.9 million on digital marketing last year, according to Kantar Media.

 

  • Lidervision.com

Hispanic pastors and Christian leaders now have a new online resource that focuses on Spanish-speaking audiences. At the first-ever LiderVision conference in Miami, FL held June 27-29, 2013, Spanish publishing imprints Editorial Vida and Grupo Nelson announced the launch of LiderVision.com, an online portal made specifically for Spanish-speaking leaders. Around 700 attendees were able to preview LiderVision.com’s services, which include free book excerpts, pastoral advice and access to an online store that will provide Spanish-language products and titles.

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