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.

  • Newell Brands

Newell Brands, a premier consumer goods company, has selected WPP as its communications partner for its portfolio of brands globally following a review. In January, WPP will launch Team Newell to accelerate Newell Brands’ growth globally. Geometry, Mindshare and Eicoff will add their respective expertise in shopper marketing, media investment management and direct response television to Team Newell. Additionally, the former Wunderman (now Wunderman Thompson) has been engaged on the client’s digital marketing work, and VMLY&R on social media. Those agencies join existing Newell agencies, BCW, Superunion and Wunderman Thompson as Team Newell. The team, which will be based in New York, will continue to be led by Eva Ruzicka.Omnicom’s PHD was the global media buying incumbent for the company’s Rubbermaid brand since 2013, and did not compete to defend. Newell’s domestic marketing spend was US$101.5 million in 2017, according to Kantar Media. Global spend this year will be about US$80 million.Newell Brands is a leading global consumer goods company with a strong portfolio of well-known brands, including Paper Mate®, Sharpie®, Dymo®, EXPO®, Parker®, Elmer’s®, Coleman®, Marmot®, Oster®, Sunbeam®, FoodSaver®, Mr. Coffee®, Graco®, Baby Jogger®, NUK®, Calphalon®, Rubbermaid®, Contigo®, First Alert®, and Yankee Candle®.

  • Inspire Brands

Inspire Brands, a multi-brand restaurant company whose portfolio includes more than 4700 Arby’s, Buffalo Wild Wings, and Rusty Taco locations worldwide, has consolidated its national media business under Publicis Groupe’s Zenith. Zenith already handled Sonic, while Interpublic’s Initiative previously serviced the national Arby’s business. Zenith will begin working on the Arby’s national account as of of Jan. 1. Initiative, Arby’s media incumbent for more than 15 years, retains the brand’s local media account.Buffalo Wild Wings moved its media to WPP’s Mindshare in the fall. Arby’s spent about US$140 million on measured media in 2017, according to Kantar Media.


  • Hennessy

Hennessy, the world’s best-selling Cognac, celebrates Canelo Álvarez‘s second win of the year as he earns the WBA Super Middleweight World Championship, making him one of a select group of Mexican fighters to become a three-division world champion. The victory marks another chapter in Canelo’s “Never stop. Never settle.” journey as he continues to fight for his family, country and fans. As the pride of Mexico and arguably the best pound-for-pound fighter in the world, Canelo continues to cement his legacy and showcase his relentless passion for being a champion both inside and outside of the ring.Now in its second year, Hennessy’s partnership with Canelo and Oscar De La Hoya’s extensive Golden Boy Promotions roster is intended to encourage others to “Never stop. Never settle.” in their own life pursuits.Hennessy invites consumers across the globe to toast to Canelo’s latest victory with this specialty V.S.O.P Privilège cocktail. Hennessy is imported and distributed in the U.S. by Moët Hennessy USA.

2018/2019 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.

  • Verizon

Verizon officially announced its media and advertising division would be rebranded Verizon Media Group, effective on January 8. This means the end of the Oath brand. The change is aimed at representing the brand´s  strong alignment as a core pillar of Verizon’s business.A spokesperson for the company confirmed that an official Verizon Media Group logo is launching alongside the official rebranding on January 8.





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. 

  • Pepsico

Bestselling author, speaker and TV host Gaby Natale has inked a deal with PepsiCo to empower and inspire the company’s employees as part of its commitment to celebrating diversity during Hispanic Heritage Month. The EMMY winner will hold two company wide empowerment keynote speeches at the Dallas Cowboys World Headquarters in Frisco on September 17 and at the Frito Lay Headquarters the next day, which will be telecast to field locations across the United States. The workshops will flesh out Natale’s renewed commitment to inspire Latinos to develop their potential. Natale’s deal with PepsiCo is the first in a series of collaborations that the SuperLatina will be focusing on as part of a concerted effort by her company, AGANARmedia, a marketing company with a focus on Hispanic audiences,  to develop empowerment programs with organizations that are committed -in words and action- to the advancement of gender parity, pay equity and talent diversity.

  • Macy’s

In celebration of Hispanic Heritage Month, Macy’s is hosting special events nationwide featuring influential individuals who have made contributions globally in connection with celebrating their Hispanic heritage in entertainment and fashion. The spirited in-store events, featuring a variety of celebrities of Hispanic descent, will explore different methods of storytelling featuring music, television and digital content. In addition, guests will learn about traditions like quinceañeras, and how sports play a key role in the celebration of Hispanic heritage.Joining Macy’s to celebrate Hispanic Heritage Month are celebrities including Latin Grammy-nominated Farruko; the cast and writers from Starz’s new and groundbreaking hit television show, “Vida;” Gadiel Del Orbe and Maya Murillo from Buzzfeed; Pero Like; ESPN radio and television personality, Gonzalo “Papi” Le Batard; beauty blogger and fashion expert, Elizabeth Torres; and fashion expert, Nick Verreos.Macy’s Hispanic Heritage Month events will take place at stores across the country including California, Florida, Illinois, New York and Texas.

  • Dos Equis

In connection with Dos Equis’ recently launched ‘Keep it Interesante‘ campaign, the beer has partnered with popular streetwear and lifestyle brand creators of the ‘Mexico is the Shit’ jacket. The partnership will bring to life a series of pop-up shops and events specially curated by MITS featuring emerging Mexican talent, streetwear designers, visual artists, and music artists. The program will also come to life on social media, in sponsored content, on-premise merchandising and with a special edition Dos Equis & ‘Mexico is the Shit’ can.In celebration of the partnership and Mexican Independence Day, ‘Mexico is the Shit’ and Dos Equis will host a launch event on September 15 at Remezcla House in Bushwick, Brooklyn.  At the event, people will come together to celebrate Mexican talent who are representing culture in music and art – with a special mural by LA-based artist Teddy Kelly. The launch event will feature DJ performances by electro indie electronic artist Neon Indian (Texas/Mexico), famed Mexican party DJ Marcelo Cunning (New York), and DJ Chava (Chicago).


  • A Place For Mom


A Place For Mom has appointing Mercury Media as its new AOR for media buying for the senior assisted living referral service, Mediapost has reported. The appointment  includes TV planning, buying and attribution. Founded in 2000, A Place for Mom is a privately held, for-profit senior care referral service based in Seattle, Washington. The company provides personal and professional assistance to families in the search of senior care options. A Place For Mom has spent US$11.38 million on advertising during the first six months of 2018, while its 2017 U.S. ad budget was US$24.16 million.



  • Havas Group/ Republica

Havas Group has invested in Miami-based multicultural agency Republica. As part of this investment, Republica will operate as Republica Havas and will continue to be led by founder, chairman and CEO Jorge A. Plasencia, founder, president Luis Casamayor and their executive team, under the direction of Havas Creative, North America chairman and CEO Paul Marobella.Republica will continue to be headquartered in Miami, with plans for expansions into key markets including New York, Los Angeles and Chicago. The agency will leverage Havas’ global network and parent company Vivendi’s media and entertainment properties as it continues to provide multicultural marketing solutions to clients. Republica´s client roster includes Google, Walmart, Toyota, Nielsen, Four Seasons Hotels and Resorts, NBCUniversal Telemundo, Universal Parks & Resorts, Goya Foods and Miami Super Bowl 2020.


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.


  • Hennessy

Hennessy, one of the world’s best-selling Cognac, has released a series of video vignettes and still photography featuring world-champion boxer Canelo Álvarez who, like Hennessy, recognizes the importance of heritage and family in the unwavering pursuit of excellence. Now in its second year, Hennessy’s partnership with Oscar De La Hoya’s Golden Boy Promotions includes an integrated marketing campaign featuring original content, in addition to digital micro-videos, special events, and cross-channel promotions intended to entertain and inspire. Hennessy invites boxing fans across the globe to enjoy the specialty V.S.O.P Privilège cocktail while watching next weekend match.Hennessy is imported and distributed in the U.S. by Moët Hennessy USA. Los Angeles-based Golden Boy Promotions was established in 2002 by 10-time world champion in six divisions Oscar De La Hoya, the first Hispanic to own a national boxing promotional company. Golden Boy Promotions is one of boxing’s most active and respected promoters.

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.

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.

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  • Sprint

Telecom giant Sprint has built its own ad agency by putting together its own marketing unit that will handle digital ad buying and advertising creative, as well as ‘programmatic’ ad buying, search advertising and even traditional media buying – all in house. Many if not all of these functions have traditionally been handled by outside ad agencies. Sprint follows other brands’ steps including Allstate, StubHub, Unilever and Netflix among others, who have all taken programmatic in-house in recent years. Last year, Sprint launched Yellow Fan Studios, an in-house creative studio. In the past year, it has also ended its relationship with ad agencies including Deutsch and DigitasLBi Chicago. The company continues to work with ad agency Droga5 for strategy and Horizon Media for buying ads on TV and other mediums, however.



  • Buchanan’s

Buchanan’s and global Latin superstar J Balvin launched the search for Los Imparables (the Unstoppables). During J Balvin’s ENERGÍA tour, which kicks off Hispanic Heritage Month, Buchanan’s and J Balvin will be spotlighting Los Imparables (The Unstoppables) – the new generation of Latinos who are positively influencing and shaping mainstream culture – in cities around the country to bring these catalysts of Latino culture into the spotlight and celebrate their greatness. Those 21+ with a thirst to move forward, including creators, artists, musicians, and fashionistas, will be invited by Balvin to showcase their work for the opportunity to be featured on the artist’s Facebook page. Balvin is inviting those 21+ to join Los Imparables by sharing their work on Instagram for a chance to be spotlighted by him on his Facebook, including #Imparables and #EsNuestroMomento, and tag @BuchanansWhisky when posting the photo. Balvin will choose and highlight the winners on his social media channels throughout his tour. Carat is Buchanan’s media buying agency.




  • Univision & Rosetta Stone 

Univision Communications Inc. (UCI), the media company serving Hispanic America, has entered into a new partnership with language education powerhouse Rosetta Stone Inc., a world leader in technology-based learning solutions to debut Univision Aprender con Rosetta Stone, a new language learning program to help the Hispanic audience gain English-language proficiency. Conversely, those looking to gain proficiency in Spanish will also be able to benefit from the co-branded program. Several subscription options starting as low as US$79 for three months of access are available now on www.univisionaprender.com as well as through the Google Play and iOS app stores.Univision Aprender con Rosetta Stone is a mobile-first digital language learning solution tailored to Hispanic learners looking to learn English or Spanish. The program includes the immersive curriculum developed by language and education experts at Rosetta Stone, as well as its TruAccent™ speech recognition technology to help learners get speaking accurately right from the very first lesson.  Learners have access to a personalized skills-based learning platform, as well as numerous features including Phrasebook, Stories and Audio Companion. Various subscription options are available starting at US$79 for a three-month subscription, US$119 for a six-month subscription, US$179 for a 12-month subscription and US$249 for a 24-month subscription at launch.



  • Rakuten Group & Golden State Warrior

On September 12th, the Golden State Warrior announced they came to terms on a three-year jersey sponsorship deal with Japanese e-commerce company Rakuten. The jersey patch deal is reportedly worth US $20 million a year. During the 2017 Sports Marketing Forum in New York, Rahul Kadavakolu, Executive Director of Global Marketing & Branding, Rakuten Group, was the first person to talk about the deal, on behalf of the e-commerce giant. The brand is not only going global, but it is also making changes to its products so that each of them includes the name Rakuten, for example, Rakuten Viber, instead of just Viber. The sponsorship represents the biggest NBA jersey sponsorship contract to date.


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!


  • Hennessy

Hennessy, one of the world’s best-selling Cognac, and Golden Boy Promotions, the first national Hispanic-owned boxing promotional company, announced a formal partnership that brings to life the spirit of Hennessy’s “Never stop. Never settle” mantra, with content that tells the remarkable story of Saul “Canelo” Álvarez. Like Hennessy, the Mexican boxer epitomizes the importance of family and the pursuit of excellence. The integrated partnership features original content, in addition to digital micro-videos, special events, and cross-channel promotions intended to inspire others to “Never stop. Never settle.” In recognition of the millions of boxing fans that will be cheering across the globe this weekend, Hennessy recommends enjoying this Canelo-inspired cocktail while viewing at home. Hennessy is imported and distributed in the U.S. by Moët Hennessy USA. Hennessy distills, ages and blends spanning a full range: Hennessy V.S, Hennessy Black, V.S.O.P Privilège, X.O, Paradis, Paradis Impérial and Richard Hennessy.



  • Chili’s

Chili’s Grill & Bar has appointed 360i as its integrated media agency of record, Adage has reported. Chili’s has previously hired 360i as its digital marketing agency in 2016, including creative and media, following a competitive review. The Dentsu Aegis Network-owned agency will continue to handle that part of the business, but will now also field integrated planning, communications planning and broadcast planning, buying and execution for the casual-dining chain. Chili’s spent US$119 million on measured media in the U.S. in 2016, up from US$114 million in 2015, according to Kantar Media.




  • WPP

Holding company WPP has combined five of its brand consultancies and design agencies — Brand Union, The Partners, Lambie-Nairn, Addison Group and VBAT — to form one large global brand agency that will launch in January 2018. The new agency, which does not have a name yet, will have a combined staff of 750 people in over 20 countries, with client billings of more than US$100 million worldwide. The entity will be led by Jim Prior as global CEO and Simon Bolton as executive chairman. Back in June, WPP announced it was combining MEC and Maxus into a new entity called Wavemaker. On the same month, Mindshare absorbed Ogilvy’s Neo and in July, the holding company merged Possible into Wunderman.



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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 contact Silvina Poirier at 347-840-1311 or e-mail her at silvina@portada-online.com SEE A DEMO OF THE DIRECTORY!

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  • BRP

uS7ZQTp3_400x400Quebec-based BRP, Ski-Doo snowmobiles and other recreational products maker, has appointed MediaCom for North American planning and buying duties. BRP spends an estimated US$50 million annually on ads. Incumbent was Geometry, also part of WPP. MediaCom will manage the BRP account from its Quebec office. BRP went public in 2013 and sells products in over 100 countries worldwide.





  • Sling TV

descargaOTT Sling TV is introducing  Latino-focused regional programming packages. Sling Latino also debuted pricing and packaging changes across its Spanish-language service.The new CARIBE package features programming from CUBAMAX TV and WAPA América, including novelas, movies, comedies, variety shows, children’s programming and music videos from Cuba, Puerto Rico and coming soon, the Dominican Republic. Sling Latino is also introducing simplfied pricing. All Sling Latino packages are now available as standalone packages for $10 per month and customers who subscribe to Best of Spanish TV may add any regional Sling Latino pack for $5 more per month. In addition NBC Universo is joining the best of Spanish-TV package.


  • Old Spice

cyh17CHk_400x400Old Spice launched it’s “Smell ‘Em Who’s Boss” marketing campaign, developed by Wieden+Kennedy (Portland), which humorously illustrates through four spots the “transformational” powers of Old Spice Swagger and Desperado scents, as well as Old Spice Hair (Shampoo) – putting guys in the driver’s seat of pure unadulterated confidence. As the scent of confidence, anything is possible with Old Spice.Two of the four spots featured on the campaign seek to target Hispanic millennials and introduces the first Mexican actor to be featured in an Old Spice spot, adding to the brand’s famous cast of characters who have appeared in its advertising throughout the years and have become viral sensations. Alberto Cardenas will be gracing the airwaves this summer, representing favorite Old Spice new scent Desperado in the spots titled “Standoff” and “Perfect Ending.”Old Spice spots below:


Perfect Ending



  • Hennessy

descarga (8)Hennessy, the world’s #1 Cognac, has announced “Harmony. Mastered from Chaos.” –a new campaign that brings to life the multitude of complex variables that are mastered by human touch to create the brand’s most harmonious blend, V.S.O.P Privilège. Set to launch June 30th, the campaign showcases the absolute mastery exuded at every stage of crafting this blend. This first campaign in over ten years also offers a glimpse into the inner workings of Hennessy’s mysterious Comité de Dégustation (Tasting Committee)—perhaps the ideal example of Hennessy’s mastery—that crafts the same rich, high quality liquid year over year. Narrated by Leslie Odom, Jr., the campaign features 60, 30 and 15 second digital spots and an interactive digital experience, adding another vivid chapter to the brand’s .Hennessy’s Comité de Dégustation is a group of seven masters, including seventh generation Master Blender, Yann Fillioux, unparalleled in the world of Cognac.  “Harmony. Mastered from Chaos.” will be supported by a fully integrated marketing campaign including consumer events, retail tastings, social and PR initiatives. Consumers will be able to further engage with the brand through the first annual “Cognac Classics Week” hosted by Liquor.com, taking place July 11-18 to demonstrate the harmony that V.S.O.P Privilège adds to classic cocktails. Kicking off on Bastille Day in a nod to Hennessy’s French heritage, mixologists across New York City, Chicago, and Los Angeles will offer new twists on classics such as the French 75, Sidecar, and Sazerac, all crafted with the perfectly balanced V.S.O.P Privilège.Havas is the media buying agency behind this campaign.“Harmony. Mastered from Chaos.” is a campaign designed to engage consumers of fine spirits, so by definition it is intended to be inclusive, and appealing to consumers of all backgrounds.  The digital channels on which this campaign will run cover various areas of interest and multicultural audiences.


  • Crystal Pepsi

CmSO4GEW8AE3f_mCrystal Pepsi is coming back to store shelves nationwide in 20-ounce bottles for a limited time at major retailers starting July 7 in Canada and Aug. 8 in the U.S., according to PepsiCo.Crystal Pepsi will be available for eight weeks.Crystal Pepsi’s marketing campaign will lean heavily on 1990s culture.On a special website, PepsiCo on July 7 will release a video game called “The Crystal Pepsi Trail, “Adage reports. The game is Pepsi’s take on the classic computer game “The Oregon Trail.” The game challenges players to take a covered-wagon journey westward and dodge pitfalls. ” The game is meant to connect with soda drinkers who might have played it in the 1990s. While no TV ads are planned, Crystal Pepsi will be supported by an extensive paid media campaign on digital channels. The lead agency on the campaign is Barbarian Group.





  • Mr. Clean by P&G

Procter & Gamble's new commercial for Mr. Clean features a jingle from the 1950s.Procter & Gamble Co. has launched a new ad campaign with a 1950s  jingle that has been remixed to tout the effectiveness of the Cincinnati-based company’s Mr. Clean brand.The effort is made to introduce a new generation of consumers to the all-purpose cleaner through television commercials featuring the jingle. P&G revealed the new Mr. Clean ad on Friday with the social media tag #FlashbackFriday.For the new ad, just a few words have been added in the lyrics, which now focus on the product’s ability to clean every room rather than every thing.



What: Telemundo’s “Premios Tu Mundo” (Your World Awards) is back with new sponsors on Thursday, August 21, at 8PM/7c from the American Airlines Arena in Miami, Florida.
 Why it matters: Allstate, Volkswagen of America, L’Oreal Paris and Hennessy are all returning sponsors. New sponsors include Walmart, Colgate Optic White and Bud Light. The annual awards show combines the power of television, web, mobile and social media platforms.

descargaTelemundo has announced “Premios Tu Mundo” (Your World Awards), which honors the best in novelas, music and sports, official sponsors: Allstate, Volkswagen of America, L’Oreal Paris and Hennessy are all returning sponsors. Additionally, the third-annual celebration of U.S. Latin pop culture will be sponsored by Walmart, Colgate Optic White and Bud Light.

The event will be simulcast on Telemundo and mun2 and will feature live musical performances by Juanes, Alexis & Fido, Yandel, El General Gadiel, Olga Tañon, Elvis Crespo, David Bisbal, Gabriel Coronel, La Ley, Lucero, Gerardo Ortiz, Natalia Jimenez and Los Tucanes de Tijuana on Thursday, August 21, at 8PM/7c from the American Airlines Arena in Miami, Florida.

Hosted by novela stars Gaby Espino and Aarón Díaz, the annual awards show combines the power of television, web, mobile and social media platforms. This year’s nominees include top Latin music stars such as JuanesMarc Anthony, Pitbull, Ricky Martin and, Shakiranovela stars Rafael Amaya (“El Señor de los Cielos”), Sara Maldonado (“Camelia la Texana”)Jorge Luis Pila (“En Otra Piel”) and Christian Bach (“La Impostora”), among many others.

The “Premios Tu Mundo” blue carpet sponsored by Allstate will feature the Effie Award-winning character “Mala Suerte” (“Bad Luck”). Other on-air integrations sponsored by Allstate include custom tagged network promos, web-drivers to vote for the custom category and more. Digital components of Allstate’s sponsorship will include a VIP Social Lounge that will host exclusive content throughout the show on a dedicated hub, Telemundo’s first Twitter Amplify program, exclusive Vine content , Telemundo homepage roadblocks, online and mobile co-branded banners, and more.

Walmart’s sponsorship will include a blue carpet integration, which will be highlighted during the main show. Additional elements of the sponsorship will include custom tune-ins, web drivers and cross promotional segments on “Un Nuevo Día” and “Al Rojo Vivo.”

Volkswagen of America will have Telemundo novela star David Chocarro. Digital components include exclusive sponsorship of the Moda Section on Telemundo.com featuring coverage of the night’s fashion and interviews with the nominees and special guests.

Colgate Optic White’s sponsorship will feature a special Colgate Optic White Zone with a thematic interview featuring Monica Noguera.

Hennessy V.S will sponsor a branded one-on-one room backstage at the award show, with interviews of popular talent.

“We are thrilled to partner with these illustrious sponsors to bring Latin pop culture fans the ultimate award show experience,” said Mike Rosen, Executive Vice President of Advertising Sales, NBCUniversal Hispanic Group.