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

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. 

  • Shell

Energy giant Shell has launched a global review of its creative and media business, after working with WPP-owned agencies JWT and MediaCom for decades. Incumbent MediaCom built ‘Team Media for Shell’ designed to handle planning and buying for the firm’s global retail business as well as its corporate and recruitment advertising when it won the global account. Shell is estimated to spend around US$200m on marketing each year.

 

 

 

 

 

  • TurboTax

TurboTax®, the nation’s leading online tax preparation service from Intuit Inc., announced the launch of its new integrated Latino marketing campaign aimed at giving Latinos the confidence that with TurboTax their taxes are done right with a guaranteed maximum refund.   The integrated program includes TV, radio and digital advertising, community events and social media activations, in both English and Spanish, to ensure relevancy among acculturated and unacculturated consumers. The Hispanic marketing campaign kicked off with “No hay por que tener miedo” (There’s Nothing to Be Afraid Of) advertising theme.  The TV spot creative was concepted by Multicultural agency GALLEGOS United in collaboration with TurboTax’s AOR Wieden+ Kennedy. The Spanish language spot is running on Univision, Telemundo and Azteca America among others and will air through the end of tax season.Through key media integrations on the leading networks and Spanish-language programming including Univision’s “Despierta América” and Telemundo’s “Don Francisco Te Invita”, the brand will be providing insight into the benefits of filing taxes with TurboTax. These are being executed in partnership with GALLEGOS United and Hispanic public relations agency, Havas FORMULATIN.

https://youtu.be/9W-eMoislWY

  • Netflix

Netflix has announced its quarterly results, and they plan to increase their ad spend from US $1.3 billion to $2 billion in 2018. Netflix is a major global advertiser, particularly in the digital category. The ad spend is producing a positive ROI: “We’re taking marketing spend up a little faster than revenue for this year (from about US $1.3 billion to approximately US $2 billion) because our testing results indicate this is wise, ” Netflix Q4 earnings release says.

 

 

 

  • Domino’s

Domino’s has appointed The Community as its U.S. Hispanic agency of record, following a review.The Community will be tasked with creating campaigns encompassing traditional, social, digital, and mobile advertising for the U.S. Hispanic market. Its first work is expected to launch in mid-2018.

 

 

 

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!

  • Modell’s

Dennis Holt’s independent media agency USIM has been named print and broadcast media agency of apparel retailer Modell’s Sporting Goods, Mediapost has reported. USIM was selected following a formal review.Omnicom’s Zimmerman Advertising was the incumbent.USIM will be in charge of providing insights, strategy, planning and execution, and the business will be managed out of USIM’s New York City office.

 

 

 

 

  • Bacardi – Patrón Tequila

Family-owned Bacardi Limited, one of the largest privately held spirits company in the world, announced it is expanding its portfolio of premium spirits with a definitive agreement to acquire 100% ownership of Patrón Spirits International AG and its PATRÓN® brand, the world’s top-selling ultra-premium tequila. According to the most recent IWSR data, this transaction will make Bacardi the number one spirits player in the super-premium segment in the U.S. and the second largest spirits company in market share by value in the critically important United States market.The Patrón leadership team, including Chief Executive Officer Edward Brown, Chief Operating Officer David R. Wilson, and Chief Marketing Officer Lee Applbaum, will continue in their roles.

 

  • San Antonio International Airport

Fort Worth-based PAVLOV Advertising has been named agency of record for San Antonio International Airport (SAT) and the San Antonio Airport System (SAAS), according to a news release. The US$4 million contract covers an initial three-year term, with the option to extend for two additional one-year periods.The provided services include: advertising creative, graphic design, traditional and digital media planning and placement, public relations and interactive to promote SAT’s service offerings from new routes and in-airport concessions to the SAT “Meet Me” loyalty program and parking.

 

  • HSBC

HSBC, the British banking and financial services company, has launched a review of its global media account.The incumbent on the account is GroupM’s Mindshare. ID Comms, the U.K.-based media consulting company, will be running the pitch. It is thought the bank spends about US$400m a year on media but the bank does not disclose its spend.

 

 

 

 

  • P&G

Procter & Gamble Co., one of the world’s biggest ad spender, Procter & Gamble Co., It’s  moving more media planning and buying in-house, according to Chief Financial Officer Jon Moeller.P&G has already cut agency and production costs by US$750 million annually in recent years, and looks to cut another US$400 million in the future.The firm will automate more media planning, production and distribution, bringing more of it in-house and more likely affecting its’ North American media shops: Omnicom’s Hearts & Science and Dentsu Aegis Network’s Carat.

 

 

 

  • Tecate

Tecate, the Mexican growth engine inside the Heineken USA portfolio, announced an evolution to their award winning “Born Bold” campaign introduced in 2015 called “We Are Bold.” The new campaign is built around four friends’ brotherly bond while emphasizing the camaraderie, rivalries and unspoken, yet understood inside jokes during their regular barbecues (BBQ). The “We Are Bold” campaign is rooted in consumer insights for the beer brand’s core demographic, the bicultural Hispanic male, and the role that the BBQ grilling occasion or Carne Asada, as literally translated by this group, plays culturally as a social forum to grow closer to their friends and as a key consumption occasion.The campaign will launch on national Hispanic and English television with two 30-second spots created by Tecate with Nómades including “CHILL” and “GYM” with a third, “COMPETITION,” debuting closer to May.Tecate will increase their investment in paid media by five-fold in 2018 with the campaign running for 52 weeks, up from 17 in 2017, across online video, broadcast, digital, social, PR and out-of-home. Billboards will start appearing in select Sun Belt states (AZ, CA, NM, NV and TX) in the coming weeks and expanding to 30 key markets including New York, Chicago, Atlanta, Orlando and others by early Spring.

 

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 Hispanic market and/or targeting Hispanic consumers right now.

Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-961-9516 or e-mail him at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • GoDaddy

0gC-X35o_400x400GoDaddy has tapped MEC as its first global media planning and buying agency of record, expanding the shop’s existing scope of work from India and the U.K. Interpublic’s Initiative has handled brand media strategy, video investment and analytics duties for GoDaddy since the beginning of the year. MEC is handling all of Initiative’s prior duties, along with media planning and buying and data strategy across all of GoDaddy’s global markets. The shop’s New York office is leading the account, with support from its San Francisco team.GoDaddy spent an estimated US$24.7 million on measured media in the U.S. last year, according to Kantar Media. The Scottsdale, Arizona-headquartered company, which has more than 13 million customers in 37 countries, has locations in the U.S., Australia, Brazil, Canada, India, Mexico, Singapore, The Netherlands and the U.K.

  • LLORENTE & CUENCA

c0e9282fd1bfb0ad8aeb91122d8a8797_400x400LLORENTE & CUENCA, a public affairs and reputation management firm in Spain, Portugal and Latin America, announced the acquisition of 70 percent of U.S. firm EDF Communications (EDF), based in Miami.With this agreement, EDF will be integrated into LLORENTE & CUENCA’s Miami operations, which will now have 12 employees. EDF is also present in Mexico, Colombia, Argentina, Chile, Brazil and Costa Rica. Those employees will be integrated into the LLORENTE & CUENCA operations in their respective countries.This acquisition is the first one in the U.S. The Miami office will have a team of 12 consultants and boast a client portfolio that includes several prestigious U.S. multinational companies operating in Latin America.

  • Wonderful Pistachios

GNAdIOhn_400x400Havas FORMULATIN has been selected as Hispanic Public Relations Agency of Record (AOR) by Wonderful Pistachios, the world’s largest vertically integrated pistachio and almond grower and processor. Under the new partnership, Havas FORMULATIN will be launching a multi-faceted program that looks to improve the brand’s awareness and penetration among this important demographic. The program will include media relations, community events and consumer and influencer engagement.The partnership marks the first time the brand works with an agency as AOR for their Hispanic outreach. Havas FORMULATIN’s current roaster of brand partners includes Nestle, Ecuador Ministry of Tourism, el Jimador and Herradura tequila, Mi Pueblo Food Center, among others.  The account will be led out of the agency’s New York office.

  • Denny’s

k2yLFLnV_400x400Denny’s is commemorating the holidays with the launch of its new social media series “Reindeer vs. Camels,” featuring six loveable characters, reindeers and camels, as they battle to become the preferred gift giver during the season.Denny’s Reindeer vs. Camels Social Media Series, which can be viewed via Facebook/DennysLatino page, aims to bring people together during the holidays by adding comedy to the clash of two classic worlds that stems from a strong and unique Hispanic insight. The mini-series features eight animated episodes, with the first installment released on Nov. 30. The series will continue through the holidays with a surprising finale guests won’t want to miss.The agency behind the effort is Casanova Pendrill.

What: The Hispanic Public Relations Association (HPRA) has revealed the winners of the 2015 National ¡Bravo! Awards, hosted by Laura Stylez last thursday, October 8 at the Lotte New York Palace Hotel in New York City.
Why it matters: Winners included Balsera Communications, Cohn & Wolfe, Conill, d expósito & Partners, Havas FORMULATIN, Havas PR North America, SWAY PR and Telemundo.Mike Fernandez, Corporate Vice President, Corporate Affairs at Cargill, was honored with the ‘Pioneer of the Year’ Award.

credit: Getty Images
credit: Getty Images

The Hispanic Public Relations Association (HPRA) has revealed the winners of the 2015 National ¡Bravo! Awards held for the first time at the Lotte New York Palace Hotel in New York City.Hosted by Laura Stylez, co-host of New York’s most successful morning radio drive show on HOT97, the 2015 HPRA National ¡Bravo! Awards ceremony was held on Thursday, October 8.

The HPRA National ¡Bravo! Awards are one of the most prestigious awards in Hispanic communications recognizing the industry’s finest campaigns across several categories including: automotive, technology, sports, digital, non-profit and integrated marketing communications, among others.

Winners included:  Balsera Communications, Cohn & Wolfe, Conill, d expósito & Partners, Havas FORMULATIN, Havas PR North America, SWAY PR and Telemundo.

“Congratulations to all the winners for contributing superb work to the Hispanic public relations industry,” said Andy Checo, President of HPRA’s National Board.  “As we continue to advance the practice of Hispanic public relations, we are proud of providing a platform for our work to be recognized and celebrated.”

The winning agencies for the 2015 HPRA ¡Bravo!  Awards recognizing the best public relations and marketing campaigns from across the country were:

  • Technology Campaign of the Year: COHN & WOLFE INFUSE
  • Healthcare & Nutrition Campaign of the Year: BALSERA COMMUNICATIONS FOR UNITEDHEALTHCARE THE PRESS EFFECT: LEVERAGING MEDIA TO EDUCATE LATINO POPULATIONS ABOUT HEALTH
  • Fashion & Beauty Campaign of the Year: HAVAS PR NORTH AMERICA FOR MEDIA MAKEOVERS BY JCPENNEY’S ESCUADRÓN GLAM.
  • Public Education Campaign of the Year: COHN & WOLFE INFUSE FOR COLGATE’S “ORAL HEALTH MONTH”
  • New Product Launch Campaign of the Year:  SWAY PUBLIC RELATIONS FOR THE 2015 HYUNDAI SONATA MEDIA INTRODUCTION
  • Food & Beverage Campaign of the Year:  HAVAS FORMULATIN FOR NESTLÉ LA LECHERA AND PATI JINICH.
  • Integrated Marketing Campaign of the Year: CONILL FOR TOYOTA MÁS QUE UN AUTO
  • Media Event Campaign of the Year: TELEMUNDO FOR THE 2015 BILLBOARD LATIN MUSIC AWARDS
  • Sports Campaign of the Year: HAVAS PR NORTH AMERICA FOR JCPENNEY: INSPIRACIÓN EN EL JUEGO BONITO
  • Digital Campaign of the Year: TELEMUNDO FOR THE SUPER SERIES LAUNCH OF “DUEÑOS DEL PARAISO”
  • Internal Communications Campaign of the Year: HAVAS FORMULATIN FOR MI PUEBLO EMPLOYEE ENGAGEMENT CAMPAIGN
  • CSR Campaign of the Year:D EXPÓSITO & PARTNERS FOR CHILD HUNGER ENDS HERE CON AGRA FOODS
  • Public Affairs Campaign of the Year: BALSERA COMMUNICATIONS FOR NATIONAL HISPANIC LANDSCAPE ALLIANCE’S JUAN IN A MILLION: ADVOCATING FOR THE NATION’S HISPANIC LANDSCAPE WORKFORCE
  • Non-Profit Campaign of the Year:D EXPÓSITO & PARTNERS FOR THE AARP CAREGIVING CAMPAIGN 
  • Multicultural Campaign of the Year: COHN & WOLFE INFUSE

Mike Fernandez, Corporate Vice President, Corporate Affairs at Cargill, was honored with the inaugural ‘Pioneer of the Year’ Award. Below, a video of Fernandez sharing a special message with Bravo! Awards attendees:

HPRA 2015 "Pioneer of the Year" Awardee

Our 2015 "Pioneer of the Year" Awardee, Cargill's Corporate Vice President of Corporate Affairs, Mike Fernandez shared a special message with Bravo! Awards attendees. The award was accepted by his friend, Wells Fargo's Head of Corporate Communications, Oscar Suris. Here is what Mr.Fernandez had to say… #HPRABravoAwards

Posted by HPRA USA on Monday, October 12, 2015

The 2015 HPRA ¡Bravo!  Awards were made possible thanks to Platinum sponsors Coca-Cola and Time Warner Cable; Silver sponsor Moet Hennessy USA; and Bronze sponsors Delta Air Lines, Ogilvy Public Relations, PR Newswire, Toyota and United Healthcare.

Judges for the 2015 HPRA National ¡Bravo!  Awards were comprised of senior public relations and marketing professionals across the agency corporate and brand levels.