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

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

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  • MEC BRAVO

descargaMEC has announced the rebranding of MEC Bravo, one of the leading Hispanic media agencies, to MEC Multicultural to reflect the agency’s expansion into broader consumer segments.he agency has created targeted campaign activations for clients such as AT&T, Marriott, KFC, Citi and Campbell’s, and continues to expand assignments with both existing and new clients, including in the beauty and energy sectors.Read More.

  • Dr Pepper

descarga (2)To continue its celebration of curiosity and individuality, especially among the Hispanic community, Dr Pepper hosted a private concert featuring Santos on Wednesday on July 15 as part of its “Dare to Discover” campaign. The exclusive event kicked  off the brand’s presence at this year’s Premios Juventud and dared fans to discover the unique flavors of Dr Pepper – and life in general. This month, Dr Pepper has chosen two outstanding students to receive US$75,000 in scholarships as part of the “Dare to Discover” campaign, which encourages Hispanic students to follow their dreams and reach for their goals. In addition to the scholarship announcements, the audience was also shown the inspiring stories of the upbringings, passions and aspirations behind each of the winners.Premios Juventud is a Spanish-language television show that celebrates Hispanic youth and recognizes artists in music, film, sports, style and pop culture.

  • American Airlines

VnfmkRNI_400x400American Airlines’ global creative and media accounts are up for review as the marketer prepares to retire the US Airways brand after acquiring the rival carrier.American’s longtime agencies McCann Erickson, New York, and its affiliate in Dallas, TM Advertising, will defend the creative business. Fellow Interpublic agencies like UM handle American’s media internationally and TM works on the airline’s U.S. media. Those incumbents will also participate in the review, which AAR Partners is managing. A decision is expected by early October. Global media spending is estimated at US$60 million. In the U.S. alone, American Airlines spent just under US$30 million in media last year, according to Kantar Media.Read more.

  • GSK-Novartis

4f04e6a303341df5bbe81beafdf29f33_400x400 fUQmgECF_400x400GSK absorbed Norvartis’ consumer brands, including Excedrin, in a March deal. Now GlaxoSmithKline is conducting a global review of media planning and buying for its consumer healthcare brands.In March, GSK and Norvartis closed on a US$20 billion deal in which GSK absorbed Norvartis’ consumer brands and vaccines, and Norvartis took on GSK’s cancer drugs.As a result of the deal, GSK employed no less than three media agencies on its consumer business (PHD, MediaCom and Starcom), setting the stage for a consolidation among roster shops. Global media spending on the account approaches US$900 million. Starcom, which previously worked for Norvartis, is not participating in this contest, leaving GSK U.S. shop PHD against MediaCom, which works for GSK in overseas markets, sources said. In a statement, GSK thanked Starcom for its work on Novartis’ brands, which include Excederin, Theraflu and Lamisil. GSK’s over-the-counter brands include Aquafresh, Sensodyne, Nicorette and Tums.

  • Target

descarga (4)Target is releasing half a dozen new spots starring social media influencers for back-to-school, its second biggest selling season.The effort includes a new tool called “School List Assist” and deals to make shopping easier for parents. The effort aims to establish Target as a one-stop shopping destination during the high-traffic period.”School List Assist” is a new tool on Target.com that provides a curated list of school supplies, which parents can order from online for home delivery or in-store pickup. The retailer worked closely with schools across the country to find the common items that parents will be looking for this back-to-school season.Target tested “School List Assist” last year in select markets and is currently running the tool in beta.The retailer tapped social media stars like dancer Maddie Ziegler — best known for Lifetime’s “Dance Moms” series and Sia’s “Chandelier” and “Elastic Heart” music videos — and EvanTubehd, who has a YouTube series about toys and gaming.Ms. Ziegler will star in a denim spot — airing in August — in which she performs alongside other young dancers to show off Target’s stretchiest denim.The effort makes Target the latest retailer to turn to young, online influencers for its back-to-school push. The six new Target ads begin rolling out on July 19 and each will focus on a different trend and promotion, such as buy-one-get-one offers on licensed products like Star Wars, MInions and Avengers merchandise, and 40% off jeans.The ads also feature a remake of the Jackson Five’s “ABC” performed by artist Tori Kelly, who has a strong following of her own on social media. The song will be available for download on Target’s website as part of a cause-related push. For every download, the retailer will donate US$5 in school supplies — up to US$3.5 million — to the Kids in Need Foundation, a charity it supported during last year’s back-to-school effort as well.Target will use social to highlight products and trends throughout the season. The retailer spent US$1.65 billion on domestic advertising in 2014, according to the Ad Age Datacenter.72andSunny led the campaign for Target, while LatinWorks developed Spanish-language ads for the push. Knock worked on the in-store advertising and Haworth handled media.

  • Nestlé

descarga (5)For Nestlé’s Coffee-Mate Natural Bliss all-digital campaign, the brand’s marketers took over an Irving Farm Coffee Roasters store in New York on April 24 with baristas wearing essentially nothing but body paint.The basement of the coffee shop was the production unit’s mission control, as the Nestlé brand and its agency, 360i, watched the reactions of dozens of unwitting customers. Patrons were also surprised to find that coffee was free for the whole day.Nestlé and 360i created a one-minute, 33-second video and a 30-second clip to be pushed on Facebook, YouTube and other digital channels, with paid ads starting in the next few weeks and running through September. Using the hashtag #NaturalBlissCafé, the team hopes to turn heads on social media with an au naturel strategy that’s slightly skewed toward millennial consumers.Lastly, Nestlé began teasing the ad on YouTube:

https://youtu.be/Zp2mEY3QtlY

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

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

 ::: Cafe Britt / Costa Rica ::: Duff Beer/ LatAm ::: GSK/ Novartis/ Global ::: “Estrategia”/Argentina ::: Mediacom/Uruguay :::

  • Duff Beer/ LatAm

descarga (4)Homer Simpson’s beverage of choice, Duff Beer, will soon hit store shelves in Latin America. The iconic fictional brew will initially be offered in Chile, with plans to roll out to more of South America. “The Simpsons” is extremely popular in Latin America and fake versions of the beer began popping up in South America, many in Chile. Fox’s official product will make it harder for imposters to sell their own versions of Duff. The brew, created for Fox by British brewmaster Paul Farnsworth, will be a premium lager.

  • GSK/ Novartis/ Global

4f04e6a303341df5bbe81beafdf29f33_400x400 fUQmgECF_400x400Pharmaceutical giants GlaxoSmithKline (GSK) and Novartis are reviewing their collective US$1.55bn global media agency roster, following the creation of a joint venture earlier this year.In March, British company GSK and its Swiss rival Novartis announced a new consumer health joint-venture, as well as a number of of asset swaps worth more than US$20bn.GSK last reviewed its media two years ago, diving its then-estimated US$1.5bn global media planning and buying account between GroupM and Omnicom Media Group’s PHD. Novartis used Starcom MediaVest Group for its global media.GroupM, PHD and Starcom all reached the latter stages of the review, with Starcom dropping out of the pitch.GSK becomes the latest major advertiser to announce a review of its media arrangements, adding to the estimated us$25bn-plus currently up for grabs.

  • “Estrategia”/ Argentina

Sin título-1_0With the overall creative direction of Papon Ricciarelli and Gabriel Huici, Agency Don presents FiberTel new campaign to celebrate Friends Day. The effort consists of pieces for TV, print, radio, outdoor, online banners and social networks. Estrategia represents one of the cornerstones in the communication scheme of the firm.

  • Mediacom/Uruguay

Gck7GQ7q_400x400Mediacom has announced the launch of a new operation in Uruguay, after having agreed with local partners who previously were managing the brand. The renewed agency will have a structure and a new management and will be integrated into the structure of GroupM in the country, under Mariana Piriz leadership. Martin Nunez, who was previously part of Mindshare and OMD, is the head of Mediacom Uruguay. He has over 10 years of experience in the area of media.Currentl,y Mediacom Uruguay has a customer base which consists of brands such as GSK, Map virulana, Soni + Vision and Monsanto.

  • Cafe Britt / Costa Rica

G-cM0OmI_400x400Cafe Britt, the Costa Rican company known for their gourmet coffee and direct delivery model, has announced the launch of a new version of their website. Britt enjoys a reputation as innovative and customer-focused and their new website highlights these qualities. The Content Hub allows users to “Experience Britt” by explaining the history of the company, the principles that drive Cafe Britt’s business endeavors, and a blog packed with practical information about coffee.Designed for coffee lovers and created with the consumer in mind, Britt’s new website retains the best features of the old. It’s a new look, with the same exceptional coffee and service behind it.