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 Jennifer Chan at 347-840-1311 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!

For prior Sales Leads editions, click here.

  • Delta Airlines

descargaDelta Airlines has awarded Omnicom’s PHD its media account after a review. Digitas, part of Publicis Groupe, was the incumbent. The company has spent about US$50 million on ads in the U.S. in the past couple of years and is planning to double that number, According to people familiar with the matter.



  • H&M

8VqJ04Lx_400x400H&M has selected Interpublic Group’s UM as its new media agency in the U.S., Adage reports. The shop, which adds the U.S. to the 15 other markets IPG’s media agency network already supports, replaces incumbent Publicis Groupe’s Zenith.UM declined to comment for this story. H&M and Zenith didn’t immediately respond to requests for comment. The fashion retail giant spent US$34.9 million on measured media in 2015, according to Kantar Media. UM won Coca-Cola, Johnson & Johnson, CVS and the New York State Lottery accounts in 2015.


descarga (1)El Pollo Loco has appointed Harmelin Media as its media agency of record, beginning July 1. El Pollo Loco has more than 430 company-owned and franchised restaurants in Arizona, California, Nevada, Texas and Utah. The company has invested approximately more than US$25 million annually in media planning and buying. El Pollo Loco spent US$16.7 million on measured media in 2015, according to Kantar Media.


  • Target

o8AqVwHg_400x400Minneapolis-based retailer Target  increased its Hispanic marketing effort by airing four 30-second spots as part of its “Lúcete A Tu Manera,” which translates to “Show off your way,” campaign during the Billboard Latin Music Awards last April 28.In addition, the retailer will spend 20% more this year than last year on Hispanic Marketing efforts. In 2014, the company spent US$55.5 million, on Hispanic U.S. measured media, according to the Ad Age Datacenter.Three of the spots will feature Latin influencers including Carmen Carrera and Rita Moreno.The fourth spot will be a compilation of user-generated content from an initiative with Dubsmash, the mobile video app. Shoppers were asked to film themselves lip-synching to “Soy Yo” while wearing Target products. Target worked with Mother New York on the campaign.Two of the Latin infuencer spots will continue to run on English-language TV after the awards, while the third will run on Spanish-language TV through July 2.This effort follows Target’s major Hispanic marketing effort  called “Sin Traducción,” which focused on Spanish terms and moments without English translations.


  • Tecate

nnnnWith less than a week to go before the Canelo vs. Khan Fight Week in Las Vegas, Tecate, the fight’s presenting and exclusive beer sponsor, is launching several digital activations.In February, Tecate, Golden Boy Promotions and boxing’s biggest star Canelo Alvarez, announced they were partnering and would feature the prizefighter in the brand’s upcoming national English and Spanish advertising broadcast campaign which debuted on April 11. Now, Tecate and Golden Boy Promotions are releasing the free Bold Punch iOS app which integrates fans 21+ into all the fight week activities starting on Monday, May 2 via live streams and virtually in the ring during fight night. Wednesday, April 27, Tecate is launching a dedicated Twitter promotion giving fans 21+ the opportunity to win their very own version of the WBC world championship belt by following @Tecate and clicking the button “#BoldestBeltSweeps” from the brand’s latest tweet featuring Canelo. Five winners will be announced by the Tecate Chicas through the brand’s Twitter live stream on Friday, May 6. Additionally, Tecate is offering fight fans one more way to get closer to the match through a simple text-to-win sweepstakes. The sweepstakes will close on April 30.To date, Tecate’s promotion of Canelo vs. Khan includes a national English and Spanish advertising broadcast campaign featuring Canelo in ‘Flashy’; extensive media buys across Las Vegas like building wraps and digital billboards; an aggressive national retail program across 6,000+ stores.

  • Pepsi

descarga (2)Pepsi has released its new emoji-themed commercials with its 100 five-second spots that will air on TV and in search-triggered digital media this summer. Agencies Motive and Quietman developed the creative, while Quietman produced all the spots. The effort its being promoted with the hashtag #sayitwithpepsi. The spots will run on both network and cable TV.

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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!

Click here for prior Sales Leads issues.

      • SC Johnson

descargaOmnicom’s PHD has won SC Johnson US$600 million buying assignment following a review.Maxus, part of WPP’s GroupM was the incumbent.PHD will handle  global media-buying duties. The planning assignment covers approximately US 300 million in brand expenditures and is managed out of PHD’s Chicago office.The broader buying assignment is significantly bigger. Estimates for the company’s global spend have been as high as $1 billion in recent years, although sources indicated that going forward it will about $600 million globally with about $300 million allocated to the U.S.The household products giant said that PHD will work with both of the company’s creative agencies, including sibling shop BBDO and Ogilvy, part of WPP. The company continues to work with both creative agencies globally.SC Johnson brands include Pledge, Ziploc and Shout, among many others.

      • Whirlpool 

descargaWhirlpool has released the “Every day, care” campaign, an agency DigitasLBi effort,  speaking to families that don’t fit the traditional stereotype. A 60-second spot titled “Dad & Andy” highlights the challenges and rewards of being a single father. Another spot titled “Finding Time” illustrates the challenges of being a single parent and how using Whirlpool’s Frozen Bake technology can save them time.These ads run on TV, online, Whirlpool.com and social channels.Whirlpool and DigitasLBi originally launched the Every day, care campaign in October 2014 to connect Whirlpool’s portfolio of products to the “value of the everyday care we give our families.”  Since then, the brand has seen lifts in preference, purchase intent, and market share.DigitasLBi is responsible for all above-the-line creative, digital creative, media planning and technology. The Publicis Groupe-owned agency is also responsible for KitchenAid, Maytag, Jenn-Air and Amana brands.


      • Delta Air Lines

Supergraphic_reasonably_smallDelta Air Lines has named AKQA digital agency of record , following a review. This partnership build on an already exiting relationship between AKQA and Delta as AKQA has served as Delta’s mobile agency of record since 2010. In its expanded role, AKQA will help create and manage digital experiences for Delta customers, including the flagship delta.com. Delta spent US$54.3 million on measured media in 2014, according to Kantar Media.

      • H&M 

NIu3ISoY_400x400Fashion retailer H&M has launched its first-ever national recruiting campaign “Place of Possible” , which aims to attract talent interested in entering the fashion industry to support the company’s rapid expansion worldwide. The national advertising campaign boasts its benefits in online media, outdoor billboards, and in-store display ads, as well as a college tour featuring an H&M Airstream.The ads will spread awareness of what the company calls “competitive compensation, benefits and advancement opportunities that make H&M a viable and attractive launching pad for careers in fashion.”The advertising spots focus on individuality, allowing employees to express themselves in a variety of clothing and hair colors and styles.It’s not clear whether a creative agency or H&M spearheaded the campaign. H&M calls its marketing department a global advertising agency, where the team creates multichannel campaigns and produces marketing materials, but it does work with traditional creative agencies. It has also worked with Ogilvy & Mather Advertising, Shanghai.

      • Dentsu Aegis Network 

v78zTl8z_400x400Dentsu Aegis Network has acquired agency John Brown Media, a content agency with over 200 employees globally. Its clients include  John Lewis, banking brand RBS and healthcare firm Bupa.The John Brown Media brand will be retained, with chief executive Andrew Hirsch reporting to Dentsu Aegis Network UK and Ireland CEO Tracy De Groose.Hirsch will also collaborate with iProspect’s global president Ben Wood to integrate John Brown Media’s content publishing capabilities with the agency’s global solutions.

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