Hill Holliday


A summary for Corporate Marketers, Media 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.

  • Mondelez

Snack and beverage multinational Mondelez has put its US$200 million North America media planning and buying account up for review. Carat, which won the account in 2015, is the incumbent and will participate in the review, Ad Age reports. The account had previously been handled by Starcom MediaVest. In addition to handling North America media, Carat also does media planning and buying for Mondelez across much of Europe. In all, Mondelez spends about US$1.5 billion marketing its products around the world, according to Greg Paull, co-founder and principal at consultancy R3.



  • Dunkin’ Donuts

Dunkin’ Donuts has launched a creative review. Hill Holliday has served as the Dunkin’ Donuts’ creative agency of record since 1998. Hill Holliday also handles media buying and planning for the brand, which is not part of the review. It’s not immediately clear whether the incumbent accepted the brand’s offer to defend in the review. A spokesperson for Hill Holliday directed inquires back to the client.




  • Perfetti Van Melle

Perfetti Van Melle, the maker of Mentos, Airheads and other candy and gum brands has appointed Havas Media as its U.S. media agency of record, Adweek reports.The review included incumbent Carat. Out of its Boston office, Havas Media will develop strategy, insights and digital content to promote Mentos and Airheads nationally.Perfetti Van Melle spent around US$29.5 million on measured media in the U.S. last year and over US$10 million in the first six months of 2017, according to Kantar Media.



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!

  • Ana G. Mendez University System

Agency, Latin2Latin Marketing + Communications, (L2L), has been named the U.S. agency of record (AOR) for Ana G. Méndez University System (AGMUS), a pioneer and leader in dual-language education with campuses in Orlando, Tampa, South Florida, Dallas and Maryland, as well as a culinary school in Washington, D.C.Other high-profile clients recently joining the Agency include Trustbridge Hospice, Latinarrific, Novus Shoes, GYM GUYZ Fort Lauderdale, Elements Massage Fort Lauderdale, The Surgery Center at Doral, Dr. Doggie-Victor Oppenheimer, MARC Institute and South Florida Symphony Orchestra. These are in addition to existing partners, including Badia Handto Shoulder Center, Hispanic Unity, Northwell Health-Lenox Hill Hospital, OrthoNOW Orthopedic Urgent Care Center and PBS Kids.As the AOR for AGMUS in the United States, L2L is responsible for building awareness and driving enrollment for both the university and its unique dual-language model of higher education.  L2L embarks on a further expansion of services by acting as the U.S. marketing arm of Puerto Rican and Latin American corporations and organizations seeking expertise in the United States.

  • CMPB

The California Milk Processor Board (CMPB), creators of the iconic got milk? campaign and its Spanish-language counterpart Toma Leche, are making the holiday season bright with fun family activities, milk and snacks and the popular El Chavo characters dressed as Los Tres Reyes at retail locations across California beginning Dec. 8 through Dec. 21 and from Jan. 4 to Día de Los Reyes (“Kings Day”) on Jan. 6.At participating retail locations, grocery shoppers preparing for the holidays will be able to enjoy a quick snack paired with milk at Toma Leche sampling stations, and partake in celebratory holiday activities including arts and crafts and a Rosca Spin Wheel for a chance to win prizes including Toma Leche and El Chavo tote bags, notebooks and more. Customers at more than 120 Vallarta Supermarkets, El Super, Northgate, Arteaga’s and La Preciosa retail locations throughout California, including Los Angeles, Bakersfield, Fresno, San Diego, San Francisco, Salinas and Sacramento, will be treated to a holiday snack paired with a glass of milk while they shop for holiday meal essentials. The most-watched show on Mexican television, El Chavo was known as a courageous kid in and out of trouble, who entertained generations of fans across Latin America.

  • Amazon

Major ad agency holding companies Publicis, Omnicom and WPP plan to increase their ad spending with Amazon to upward of $800 million, collectively, according to a Wall Street Journal report, citing sources. The Journal says WPP, which currently spends about $200 million annual with Amazon on behalf of its clients, could increase that by 40% to 50% in 2018. Likewise, Publicis also currently spends about $200 million and plans to boost its ad spending to about $300 million next year. Omnicom, which spends about $100 million, is expected to double that amount next year.In the U.S., Amazon expects to generate US$1.65 billion in ad revenue in 2017 and that amount is projected to increase to US$2.35 billion in 2018, according to eMarketer estimates.



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.

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.

  • Bel Group

descarga (2)Multinational cheese marketer Bel Group, owner of brands like Boursin, Laughing Cow and Mini Babybel, has appointed Mediavest Spark as its media agency across 20 markets including the United States.The business was previously handled by Omnicom’s OMD.Publicis Groupe’s Mediavest Spark is primarily overseeing the account from Paris, with other offices pitching in, including Chicago for the U.S. work. Bel Group’s global media spent is said to be around US$135 million range. The U.S. business accounts for more than one-third of that total.WPP’s Y&R retains the creative account for Bel Group.




  • Terry Hines Multicultural Division Rebrand

descarga (1)Entertainment marketing outfit Terry Hines & Associates is rebranding its multicultural division as The MRKT, with company veterans Marcos Barron and Bree Bosselmann atop the unit as president and SVP, respectively. They will report to owner/CEO Grant Nemirow. The company has been behind Hispanic- and African American-focused marketing campaigns for Disney’s Marvel Universe films and Rogue One: A Star Wars Story; animated hits including Oscar winner Zootopia and Trolls; Lionsgate’s Instructions Not Included.


      • E*Trade

descargaE*TRADE Financial Corporation has announced it has chosen MullenLowe, an Interpublic Group agency, to be its new strategic and creative agency of record. The creative agency selection comes as E*TRADE continues in its work to drive organic growth and improve market share within its core brokerage business.E*TRADE and MullenLowe engagement is effective April 1, 2017, with strategic and creative development leading toward new brand campaigns later in Q2 2017.In June 2016, E-Trade hired MDC’s Assembly as its new media agency.The digital trading firm spent US$62.1 million on measured media in the U.S. during 2015, according to Kantar Media. That’s down from the US$85.7 million it spent in 2014.




  • Sprint’s Plan Conectados 

sprint“We are Planning a 360 Campaign for Plan Conectados involving TV, Radio, Online, Social, Direct Email, SMS and Search”, Sprint’s Multicultural VP Alberto Lorente tells Portada in an interview. The media and influencer plan also includes Prince Royce and a few other celebrities to help spread the word.”



  • 7-Eleven

descarga (5)Retail chain 7-Eleven, Inc. has entered into an agreement to buy convenience stores and gas stations from Sunoco LP for about US$3.3 billion.The chain will acquire approximately 1,108 convenience stores located in 18 states from the Texas-based company. Sunoco will enter into a 15-year take-or-pay fuel supply agreement, under which Sunoco will supply approximately 2.2 billion gallons of fuel annually. This supply agreement will have guaranteed annual payments to the Texas company, provides that 7-Eleven will continue to use the Sunoco brand at currently branded Sunoco stores and includes committed growth in future periods. 7-Eleven, Inc. has 8,707 stores in the United States and Canada. This acquisition will bring their total number of stores to 9,815 in the U.S. and Canada. The transaction is expected to close in the second half of this year.Last January the firm selected Deutsch as its lead creative agency of record. Camelot continues to be 7-Eleven’s strategic media planning and buying agency.


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

      • Party City

descarga (6)Boston-based Party City, an American publicly traded retail chain of party supply stores, has appointed Hill Holliday as its lead agency for creative, digital and media duties following a review. Zimmerman was the incumbent since 2009. Consulting firm Roth Ryan Hayes supported the review.



      • Target

descarga (8)72andSunny is no longer Target’s creative agency after approximately five years working together. Both companies have been working together for X-Mas holiday campaigns. 72andSunny and Target confirmed that the retailers holiday work has been awarded to Deutsch L.A., which partnered with Target in the past. WPP’s GroupM, appointed last year, will continue to be the chain’s media agency of record through its Minneapolis, MN, based Team Arrow Partners unit.


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Advertising agency Hill Holliday, whose clients include Dunkin’ Donuts, has spun off its media operations as Trilia, a stand-alone agency inside IPG’s Hill Holliday. According to Trilia Media president Cindy Stockwell, Trilia is a mashup of “true” and “real” to reflect how the company approaches every relationship with clients, with tech and content partners and with each other, Adweek reports. In a similar move to Hill Holliday with Trilia, LatinWorks last year spun off its media unit and called it  NTrigue. 

7-WKqr7k_400x4005d70e61cc7dfd9a2c6f74498c1cdb861_400x400“The open triangle reflects our belief that pricing transparency is absolutely critical to a solid relationship with our clients. If you look at the conversation in our industry in the last few months, we see a general lack of transparency that we think is bad for business,” Stockwell said.

When launching Trilia, the agency wanted to be able to invest in tools, technology and data sets to give  clients an edge in the marketplace. To do that, they needed to be in a position to create a revenue stream. After talking to key search consultants, who felt that media creativity was really lacking in the rush to data and low CPM, they realize clients were hungering for a partner that could provide both.

The industry is starting to recognize that there needs to be a true blurring of the lines between media and creative,”Stockwell added.

Because of its heritage as a full-service agency, Trilia naturally works that way. Media buys complemented by social programs that amplify the creative message are so much more effective at driving up time spent with that message. But the media team needs to understand the brand positioning, and needs to work very closely with their creative partners to make sure the message is actually amplified. Conversely, creatives should be using data to inform their campaigns.An example of which is the work Trilia does  with TJX and their creative partners around their holiday campaign. For the past five years, they have created social engagement programs as diverse as social influencer programs to a custom gift recommendation engine. The goal is to get on the target’s holiday shopping list by leveraging their social and technology behaviors to amplify the holiday campaign and share their experience within their social networks.

Stockwell assures Trilia has made a very conscious decision to tell its clients exactly what fees they are paying in the programmatic space.

“We can drive the overall CPM of the buy down by more than 25 percent—while driving up the time spent with our client’s message.” Stockwell said when she launched Trilia. By using data and consumer insights, and pairing paid media with social experiences, can drive those kinds of numbers for any client, at least on a portion of their budget.


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