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What: Honda partnered with Carlabs.ai to create an AI-powered sales assistant on Facebook messenger.
Why it matters: Honda’s move will surely pave the way for brands in this and other industries to create bots that emulate a human experience.

Honda now has an AI-powered assistant on Facebook messenger. The bot aims to emulate a conversation with a human automotive expert, and it guides consumers through their shopping experience.

Honda and its agency, RPA, partnered with Carlabs.ai to build the smart sales assistant. Consumers can ask the virtual representative any questions about products, pricing, payments, and offers, as well as view multimedia content and find the nearest dealer.

“Honda’s development objective was to see if a chat interaction on social would serve as a better converter to qualified shopping actions versus sending in-market shoppers from Facebook placements to the mobile site,” told Jessica Fini, social media manager at American Honda, to Marketing Daily. “Our theory is that targeted shoppers on social may be more likely to engage with the brand via a conversation within Messenger vs. clicking through to the website.”

According to Fini, the goal is to improve advertising conversion rates and guide shoppers more quickly through the shopping process. “Honda aims to drive qualified shopping via the custom web views that live within the bot itself, as well as measuring those who click out to build and price,” she said.

The goal is to improve advertising conversion rates, guide shoppers more quickly and painlessly through the shopping process and secure more qualified sales leads.

Carlabs.ai has built similar solutions for Kia Motors America, Kia Motors Mexico and others.

 

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.

2018/2019 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.

  • U.S. Army

Omnicom’s DDB has been assigned U.S. Army US$4 billion ad account, according to the Department of Defense.The DOD statement said the new contract could extend to 2028. The scope of work includes media, creative, digital, PR and direct marketing.McCann has been the incumbent on the account for more than a decade.DDB will create a dedicated unit for the army account that will include staffers from OMD, Rapp, Critical Mass, Annalect, The Marketing Arm and other specialist Omnicom agencies.

 

 

 

  • Dunkin’

Dunkin’, long recognized for keeping on-the-go guests energized with its signature hot and iced coffees, is now determined to be known for great-tasting espresso beverages. Nearly one month after unveiling its new rebranding designed to emphasize its beverage-focused strategy, Dunkin’ revealed one of the most significant product initiatives in the brand’s recent history, with the goal of offering an entirely new espresso experience for customers in its U.S. restaurants by the holiday season. The donut chain has unveiled it’s newest campaign from BBDO, “Sipping is Believing,” which iincludes TV spots and digital ads featuring quirky, edging-on-satiric humor. The campaign also includes social media, radio and digital display ads, and promotions and events through the end of the year. Dunkin’ is offering medium-sized lattes and cappuccinos for US$2 all day from Nov. 19-25, and during afternoons from Nov. 26-Dec. 30.The espresso line reboot is a crucial initiative within Dunkin´s newly announced, beverage-focused strategy.

 

https://youtu.be/8fZ9LfpK-Hc

  • Revlon

Revlon has put its global brand PR account up for review, according to an individual familiar with the process. Lippe Taylor had been the brand AOR for several years, but it declined to participate in this process. Revlon reported net sales of US$655.4 million in Q3, down 2% year-over-year. Its net loss of US$11.1 million in the quarter was an improvement from the loss of US$32.4 million in the prior year. Last June, Revlon picked Initiative for global media duties.

 

 

 

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.

  • Honda

In partnership with Universal Pictures and Illumination’s Dr. Seuss’ The Grinch, Honda has discovered that their Happy Honda Days event was stolen by the Grinch during Sunday television programming, leaving an empty Honda dealership and spreading unhappiness across the automaker’s annual holiday campaign. The Grinch canceled Honda’s annual sales event because it was simply too happy and today, he has taken over the brand’s Twitter channel, where he shares unhappy and unmerry holiday comments, featuring the hashtag #GrinchTakeover. Fans will want to follow along to see what else the Grinch may be scheming — or if Happy Honda Days can be saved.The Grinch is also using Honda’s Instagram, Facebook, Snapchat and YouTube channels to spread word about his Twitter takeover. As a marketing partner of the film, Honda’s campaign includes two TV commercials, digital media, social media posts and NBCUniversal custom content featuring the Grinch.

https://youtu.be/bw68wjjIJHE

  • Mazda North America

Mazda North American Operations (MNAO) announced that Apple CarPlay™ integration for your iPhone® and Android Auto™ are now available as a dealer-installed update for applicable Mazda vehicles, model year 2014 or newer and equipped with MAZDA CONNECT™ infotainment system.This dealer-installed update includes both hardware and software components. his integration helps keep the driver’s hand and eyes away from their smartphone. Mazda North American Operations is headquartered in Irvine, California, and oversees the sales, marketing, parts and customer service support of Mazda vehicles in the United States and Mexico through nearly 700 dealers.

 

 

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.

  • AB InBev

Brewing giant AB InBev has named Dentsu Aegis Network’s Vizeum as its new agency for the U.S. and Canada following a global media planning and buying review that had kicked off back in March. US incumbent MediaCom has been awarded Mexico and parts of Latin America.In the U.S, the brewer spends spent around US$740 million on ads in 2016 and upwards of US$2 billion a year on ads in more than 50 countries worldwide, according to Kantar Media.

 

 

 

  • Carl Buddig

PACO Collective has been selected as the cross-cultural agency of record for Carl Buddig, a fourth-generation family owned and operated business producing tasting, affordable meats that they would be proud to serve to their family. Buddig Brand Director of Marketing, Robert Gay said PACO’s track record in leading brands to new insights surrounding Hispanic target markets makes the agency a perfect fit. Based in Homewood, Illinois, Carl Buddig & Company has been feeding family traditions for nearly 75 years with the very best in taste, variety and convenience. Carl Buddig & Company is the family-owned parent company of Buddig lunchmeat, Old Wisconsin hardwood-smoked sausage and snack products, and Kingsford ribs and BBQ entrees. Buddig offers an assortment of meats for sandwiches, snacks and special recipes, including Buddig Original, Premium Deli and Fix Quix® products.

 

 

  • Sprint-TMobile Update

T-Mobile and Sprint are reportedly close to agreeing on terms to merge their companies into one entity.Reuters reports the two companies are now close to finalizing an agreement, and it could come as soon as this month. (Check out how a Sprint-T-Mobile merger can impact the Hispanic telecommunications service consumer.

 

 

 

  • Sprint-Gaby Natale

Gaby Natale is joining the wireless family as a Sprint Latino brand ambassador and social influencer. The wireless carrier and its multicultural public relations agency, APC Collective, have tasked the SuperLatina host with developing organic content for the brand’s upcoming campaigns bringing the community closer to their favorite events, celebrities, artists and movies.Natale’s duties as a Sprint brand ambassador will involve leveraging her audience and creativity to produce culturally relevant content for the brand.The partnership calls for a holistic, multi-layered campaign that will build on Natale’s motivational speeches and keynote addresses, supporting her personal endeavors and a number of Sprint-sponsored campaigns and sponsorships.

 

  • Jack in the Box

Jack in the Box quick-service restaurant chain has appointed Dentsu Aegis Network’s Carat LA as its’ new media agency of record, following a review. Seven agencies participated in the review, including 15-year incumbent Horizon Media.Carat will handle both traditional and digital media planning and buying for the 2,200-restaurant chain nationwide. The account is estimated to bill more than US$90 million annually.

 

 

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!

  • Nordstrom

Nordstrom, the American chain of luxury department stores,  has appointed Dallas-based Camelot Strategic Marketing & Media as its new media agency of record following a review. Mindshare was the incumbent. It’s not clear if the GroupM shop participated in the review which began earlier this year.Nordstrom spent around US$70 million on measured media in 2016, according to Kantar. Camelot will focus on media planning and buying for Nordstrom.com and its U.S. full-line stores.

 

  • Honda

Honda has recently launched the 2018 Fit subcompact vehicle and as part of the brand’s most robust millennial and multicultural-focused campaign to-date, Honda has debuted the brand’s latest – a partnership with mitú – featuring the “Latino Comedy Traffic Jam” online series.  To generate awareness about the 2018 Honda Fit and new Fit Sport edition, Honda has worked closely with mitú to launch the largest and most comprehensive branded content program (the “Latino Comedy Traffic Jam”) on mitú’s platform, being one of the first partners to bring together such a vast pool of comedy talent, including LeJuan James, Joanna Hausman, Frankie Quinones and Jesus Trejo. “Latino Comedy Traffic Jam” comes to life via six videos featuring both established and up-and-coming Hispanic comedians and personalities taking commuters on what they think will be a test drive. In addition to the videos, Honda paired these comedians together to create six podcasts, which live on a first of its kind, custom on-demand Honda-sponsored Pandora station, helping entertain audiences along their own commutes with a mix of comedy and music tracks

  • Hotels.com

Online booking giant Hotels.com has launched a pitch for its North America media business, Adweek has reported;  Crispin Porter & Bogusky was the U.S. incumbent and Wavemaker (FKA MEC and Maxus) was the incumbent in Canada. CPB won’t defend the media assignment but will continue to handle creative chores for the client, which are not part of the review. Wavemaker is expected to participate in the review.The company spent around US$175 million on ads in the last year according to Kantar Media.

 

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

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.

Join us at PORTADA Mexico!

  • Carlsberg Group

Danish brewery group Carlsberg Group has tapped IPG Mediabrands media shop Initiative to handle its global media planning and buying following a competitive pitch.The brands previously worked with Omnicom-owned OMD. The appointment will be effective January 2018. The account is believed to be more than US$100 million globally.

 

 

 

  • got milk?

The California Milk Processor Board (CMPB), creators of the iconic got milk? campaign and its Spanish-language counterpart Toma Leche, has teamed up with Grupo Chespirito to host the 1-year anniversary of “El Chavo del Ocho Day” in Los Angeles on Sept. 8. In honor of “El Chavo del Ocho Day,” Toma Leche is celebrating the Latin American tradition of “La Merienda” by hosting free snack + milk pairings at various events throughout the month in each market.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.  Millions of viewers who have embraced the character for his wholesome, pure authenticity and innocence still watch the animated version and reruns in Latin America and on Spanish-language networks in the United States.Toma Leche will host a family-oriented event at Vallarta Supermarket, located at 3425 Whittier Blvd., Los Angeles, on Sept. 8, from 2 p.m.-6 p.m. Planned festivities include La Merienda milk + snack pairings, interactive games, and a large-scale coloring wall of El Chavo for attendees to draw on.

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!

 

  • Tajín International Corporation

Claudia Sandoval, who won “MasterChef” in 2015, has announced a partnership with Tajín seasoning company. Sandoval will serve as the official chef and recipe creator in the U.S for Tajín International Corporation. As part of the partnership, Chef Claudia will create a series of recipes featuring the leading seasoning brand as one of the principal ingredients. Sandoval will also represent the brand as an ambassador at various food events this year.Last year, she represented Tajín on several media appearances and served as a judge for Tajín’s first ever Culinary Challenge in Houston, Texas.New York based d expósito & Partners is Tajín Hispanic AOR.

 

 

 

 

 

  • Honda

Fit for Fun: New Marketing Campaign Highlights High Tech and Sporty Character of 2018 Honda Fit

The redesigned 2018 Honda Fit is here and to amplify the Fit’s enhanced fun factor, Honda is debuting a new integrated marketing campaign, titled “Fit for Fun,” focusing on the ‘fun’ attributes of the vehicle. The “Fit for Fun” campaign is the brand’s most robust multicultural, mobile and social-driven campaign to-date. The campaign leads off with a 30-second general market TV spot, “Fun Surprises,”. To extend the Fit campaign to multicultural audiences, Honda is launching a :30 Hispanic TV spot, “Secret Life of Fits”  and a series of “Fituation” spots geared toward reaching African American millennial car buyers .In a new :30 Hispanic spot, “Secret Life of Fits,” Honda shows how the 2018 Fit is a vehicle built for fun. The spot targets a diverse group known for their appetite for adventure and excitement. In addition, coming in late September, in partnership with Latino digital network, mitú, Honda will debut a new online series merging comedy with traffic, and will feature comedians including Lejuan JamesFrankie QuinonesJenny Lorenzo and Jesus TrejoIn the new “Fituation” series of TV spots, co-written and directed by Chris Spencer, Honda is looking to appeal to an African American millennial audience.The “Fituation” series will extend reach within networks and programs including BET, TV One, NFL, and NCAAF. Likewise, the Hispanic “Secret Life of Fits” TV spot will air in Hispanic Primetime, Cable, and Sports programming. To reach Millennial viewers who are cord-cutters or cord-nevers, the campaign leverages premium online platforms and devices, including Hulu, Amazon Fire TV, and Roku.

https://youtu.be/lrgFiddd7z4

 

 

  • Wendy’s 

Wendy’s has teamed up with BRAVO Miami to launch an integrated campaign to promote the new Wendy’s Giant Junior Bacon Cheeseburger US$5 deal that celebrates young Latino “Giant Juniors,” Hispanic Ad reports. The campaign, which revolves around 3 characters who embody the Hispanic “Giant Junior” young adults doing great things but still living with their parents, will air on TV, online video and in Social Media.The piece was directed by Pablo Fusco of Black Van Films and edited by Alex Dondero of Vaporpost.

https://youtu.be/WzmmVjWmJM0

  • Cellular Sales

Knoxville, TN-based Cellular Sales, one of the largest Verizon Wireless retailers in the U.S., has appointed EP+Co AOR following an informal review, Mediapost has reported.As the 600-store retailer currently operates with an in-house marketing team,  duties will be split on a project-by-project basis..EP+Co’s scope will include brand, strategy, content, digital media (buying and creative) as well as customer relationship management. EP+Co will also oversee local targeting efforts when needed.

 

 

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

Join us at PORTADA Mexico!

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.

  • Buchanan’s Whisky

In celebration of Father’s Day, Diageo’s Buchanan’s Whisky has released the latest installment of the Es Nuestro Momento (It’s our time) campaign, celebrating the Latin community’s influence in the U.S., with a new digital video project titled ‘Barbería’ (barbershop).This Saturday, June 17th, Buchanan’s is bringing ‘Barbería’ to life through experiential activations in NYC and NJ –  Casa Buchanan’s Father’s Day Pop-Up. To further celebrate dads, Buchanan’s is inviting consumers to treat the dad in their life to the ultimate man cave and enjoy an exclusive sip and shave experience, courtesy of Buchanan’s Whisky.Local radio spots will promote the New York and NJ activations and a special 20% discount will be available for all 21+ consumers on ReserveBar.com for any Buchanan’s product purchase, using CODE: BUCHANANS.Buchanan’s has deep roots in the Latino community. Most consumers know the brand because the tradition of drinking Buchanan’s has been passed down from generation to generation. It’s time to celebrate these revered traditions, and what better way to do it than on Father’s Day. Carat is Buchanan’s Whisky current Media agency of record.

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!

  • American Express

American Express has appointed mcgarrybowen for global brand creative development duties as well as U.S. execution. WPP’s Ogilvy was the incumbent on those duties for decades. Ogilvy remains on the roster with some current U.S. work, per the client.Amex spent about US$500 million on ads in the U.S. last year according to Kantar Media. In February 2016, the firm announced a restructuring of its marketing department under Mike McCormack, who was named VP Marketing Operations. Many years ago, WPP Group’s MindShare retained American Express global media account following a review.

 

 

 

  • Honda

As the new, redesigned 2018 Honda Odyssey arrives in dealerships across the U.S., Honda is introducing a new integrated marketing campaign highlighting the vehicle’s technology and solutions that will keep everyone in the family happy. Debuting during the NHL and NBA Finals, as well as ahead of summer’s most anticipated family films, the campaign creative focuses on the Odyssey’s new features. Honda is extending the Odyssey campaign to a multicultural audience with a :30 Hispanic TV spot, “Now Boarding”.  The spot presents the all-new 2018 Honda Odyssey as state-of-the-art, capable of turning any ordinary family trip into an exciting family adventure. “Now Boarding” will air on national networks, including Univision, Telemundo, ESPN Deportes, Fox Deportes, UniMas, Azteca and Estrella TV, beginning June 12.

  • Hain Celestial

Hain Celestial has appointed Terri & Sandy AOR for its’ Better-For-You Pantry brands division. Hain Celestial Group other brands include MaraNatha, Imagine, Spectrum and Rudi’s Organic Bakery. Media is being handled by Women’s Marketing, which also works on other Hain divisions.

 

 

 

 

  • Accor Hotels

Digital performance agency iProspect has been appointed Accor Hotels global AOR. The shop will handle off and online media buying as well as performance strategy for the business.

 

 

 

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

Join us at PORTADA Mexico!

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.

  • Kohl’s & Under Armour

C5zvpEKU4AASBrzThe retail chain Kohl’s has announced a new partnership with Under Armour, the originator of performance footwear, apparel and equipment, to propel its business. Under Armour will be available at Kohl’s stores nationwide and Kohls.com in early 2017 in women’s, men’s, kids, accessories, footwear and home. In addition, the retail chain is rolling out a major campaign created with agencies Anomaly and Huge that will tout the addition of Under Armour products to its merchandise line, Ad Age reports. The retailer is calling the campaign its biggest brand launch in the chain’s history. Three 30-second TV spots will begin airing this week and Kohl’s is also planning a robust social media presence around the launch. Kohl’s is allocating more than US$300 million per year on advertising. The new partnership could be a win-win for both. Kohl’s, like most retail chains, has been struggling to fight off digital competition.

  • MillerCoors

descarga (1)TEAM Enterprises has been tapped by MillerCoors to handle experiential marketing and retail sampling in the U.S. This expands a relationship between the two companies that has lasted two decades. Publicis Groupe, with its’ special unit Connect, remains MillerCoors’ media agency since winning the account last February. MillerCoors spent US$429 million on measured media the first 11 months of 2016, per Kantar Media.

 

 

  • Honda 

descarga (1)Honda continues its efforts to promote the all-new 2017 CR-V SUV with the debut of an inspirational social campaign that runs from March 2-31 on Honda’s social channels: @HondaLatino Twitter and Instagram as well as Facebook to drive awareness of the 2017 CR-V. The campaign incorporates the brand’s belief in “The Power of Dreams,” which has been a key theme throughout the CR-V’s marketing launch.   The new CR-V Hispanic social campaign is brought to life through Honda’s partnership with spcaLA and employs the CR-V to bring awareness to pet adoption. Through the ‘CR-V Pet Adoption Drive,’ Honda is helping dogs find a new family and forever home.The campaign features dog lover Carlos PenaVega, who will reach out to the pet-loving community through Honda’s social channels on behalf of dogs in search of a new home. The first of the three-part video series launches  with the series highlighting the CR-V’s new exterior styling, capability and roominess. This video features PenaVega and friends from spcaLA as they share helpful tips to best care for the animals.Honda’s ‘CR-V Pet Adoption Drive’ follows the CR-V’s “Best Friends” Spanish-language TV spot which debuted on Fox Deportes during football’s big game in February, marking a first for Honda.

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.

  • HP

NNNNHP has consolidated its US$600 million global media assignment with Omnicom’s PHD, Mediapost has reported. PHD is the company’s traditional media agency and now has added the firm’s global digital media assignment. There was not a formal review.WPP’s Essence was the digital media incumbent.

 

 

 

 

 

  • P&G

3-IXk-u7_400x400P&G is celebrating International Women’s Day on 8 March with the #WeSeeEqual campaign to combat gender bias. The campaign has been created by Badger & Winters, It is’ first advertising assignment for P&G. The digital campaign will run through both paid and organic social media sharing on YouTube, Facebook, Instagram and elsewhere, with the prospect of spanning several years and potentially moving to TV. Brands featured include Pantene, SK-II, Ariel and Fairy over the soundtrack of 4 Non Blondes’ ‘What’s Up’.

 

 

 

 

  • Colgate® Optic White®

lllColgate® Optic White® is celebrating and empowering Latinas as a sponsor of the third annual #WeAllGrow Summit, a conference that honors the diversity and creative of Latinas in the digital sphere. From March 2-4, 2017, Colgate® Optic White® and YouTube beauty stylist Laura Sanchez invite attendees to indulge in an accessory styling session to learn more about the all-new Colgate® Optic White® Radiant toothpaste that can help create a radiant smile.To share this experience with the nation’s most influential Latinas, Colgate® Optic White® also invites #WeAllGrow Summit attendees to bring their best #SonrisaColgate moment to life on social media by participating in a “flat lay” #Contest to style and shoot the best beauty tools from directly above for a chance to attend one of the biggest nights in Latin music history on behalf of the brand. To commend the creativity of other participants, four second-place winners will also have the opportunity to win a US$200 prize.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

 

Check out our new round up for brand marketers, where you’ll find the most relevant new insights and research published over the last week.  If you’re trying to keep up, consider this your one-stop shop.

Google, PayPal and WhatsApp were named the most Meaningful Brands 2017 in Havas’s global study, which covers 33 countries, 300,000 respondents and 1,500 brands –which looks at brand performance and wellbeing. The study also found that 84% expect brands to produce content but they think 60% of all content created by brands is poor, irrelevant or fails to deliver. Only 40% of the world’s leading 1,500 brands produced content that meets requirements.”

Global brand strategy, design and experience firm Siegel+Gale announced the findings of the seventh annual Global Brand Simplicity Index. Among the findings: 64 percent of consumers are willing to pay more for simpler experiences and 61 percent of consumers are more likely to recommend a brand because it’s simple. 

google-logo-1200x630Google has been named the world’s most valuable brand by the Brand Finance global 500 report. This puts last year’s most valuable brand, Apple, in second place.

According to a report from digital platform Agency Spotter, agencies and design firms’  typical projects now range between $50,000 and $250,000 with the typical annual deals up to $20 million. 30% of decision makers at brands say they typically hire a partner within two to three months, 31% hire an agency within a month, and 39% say it takes them four or more months.

Makeup line bareMinerals has launched a new campaign to highlight the expansion of its foundation range to include 12 new shades, allowing the brand to better cater to a more diverse consumer base.

The National Association of Minority Automobile Dealers (NAMAD) and IHS Markit honored American Honda with the “Top Overall Ethnic Vehicle” DVL Award for automotive brands dedicated to driving sales leadership with Asian, Native American, Hispanic and African American car buyers.

An Oracle survey found that 34% of brands claim that their sales, marketing and customer service teams work oraclecompletely independently of each other, leading to a lack of customer insight. 33% blame it on their current systems and technologies, while 30% say their corporate culture makes it tricky for sales and marketing teams to align priorities.

Facebook’s Q4 and full year earnings report found an 18% year-over-year increase in daily active users reaching 1.23 billion. 84% of Q4 advertising revenue came from mobile ads, up from 80% the same quarter last year. The tech giant’s mobile daily active users in December hit 1.15 billion, a 17% year-over-year increase.

L2‘s fourth annual intelligence report on social platforms found that Snapchat’s brand adoption rate grew by 50% between January and October in 2016, and that 64% of brands are now on the app.

Clutch’s survey,  ‘Content Marketing Survey 2016, which spoke to 300 content marketers in the US about their objectives, strategies and metrics, found that 49% say brand awareness is the main goal of content marketing strategies followed by search engine visibility (30%) and lead generation (21%).

The MBLM Brand Intimacy 2017 Report, which looks at how brands resonate with consumers on an intimate and emotional level, ranked Apple, Disney and Amazon as the top-ranked intimate brands. 

According to Millward Brown Digital’s 2016 Hispanic American Auto Buyers ReportHispanic American consumers account for $27.9 billion in registered new vehicle transactions, representing 11% of the total market, and annually, the Hispanic population in the United States grows by about one million people.

What: Agency RPA has regained American Honda US$600 million media account.
Why it matters: The Honda media assignment is returning to RPA after four years.

oxmaw2ms_400x400 rclwjes6_400x400Santa Monica-based agency RPA has regained American Honda US$600 million media account. Publicis Groupe’s Mediavest was the incumbent on the account.

In  2013, the car company  awarded media duties to MediaVest following a review. In 2016, it began a new review.

RPA remains a key creative partner with Honda—a partnership that began four decades ago—although creative duties were not part of this review.
RPA, Mullen and  Muse Communications (African-American targeted creative) and Orci, which retain the multicultural assignments, will continue to be Honda’s creative agency in each subsegment. In 2013, it was decided that they would report directly to American Honda rather than through a single agency.

Honda spent US$580 million on ads in the U.S. in 2015, in support of both its Honda and Acura nameplates, according to Kantar Media.

“This move speaks to the shift toward agency rebundling, and RPA’s ability as an independent, holistic agency to align strategy, creative, media and production (including digital) all under one roof. We are pleased to have added these responsibilities in order to help all Honda automobiles achieve continued business growth in the years ahead,” said Bill Hagelstein, President, CEO, RPA

 

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Multicultural market and/or targeting Multicultural consumers right now.
SPECIAL 50% OFF HOLIDAY OFFER for the subscription to Portada Interactive Database of Marketers targeting U.S. consumers. Please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription at the special offer price (offer expires Dec. 23!.)

For prior Sales Leads editions, click here.

  • AFM

descargaAvocados from Mexico (AFM) has announced it will advertise during next year’s 51st Super Bowl, for the third year running.In the upcoming ad for the 2017 spot the company will focus on the health and wellness message. Avocados From Mexico’s first Super Bowl spot, in 2015, showed a prehistoric, football-style draft of plants and animals, in which Mexico picked the avocado and draft commentary was handled by former NFL stars Doug Flutie and Jerry Rice. This year’s Super Bowl spot featured an alien tour guide in an exhibit of Earthly items including a Rubik’s cube and actor Scott Baio, culminating with “always in season” avocados from Mexico.Avocados From Mexico is again working with creative agency GSD&M, media agency Havas Media and Richards Lerma for social media and digital execution.

  • Honda

Honda and HGTV® announced that Honda is the exclusive automotive partner of the HGTV® Dream Home 2017 Giveaway, with a Honda Pilot Elite now part of the prize package along with a new home on St. Simons Island, Georgia and a cash prize of US$250,000. Entering its 21st year, HGTV’s popular Dream Home program annually awards one lucky family with a unique American home.The Honda Pilot will be integrated into this year’s HGTV Dream Home 2017 television special on January 1, 2017, including photography and video footage of the home. As the exclusive automotive sponsor, Honda will produce a 30-second custom vignette showcasing the Pilot and sparking consumers to enter the sweepstakes for their chance to win the HGTV Dream Home 2017 Giveaway.

To get detailed contact information about the decision makers behind these campaigns and access an annual subscription to the interactive database of more than 2,500 marketers targeting U.S. consumers, take advantage of the SPECIAL 50% OFF HOLIDAY OFFER. Please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription at the special offer price (offer expires Dec. 23!.)

  • Pfizer’s Nexium

descarga-1Pharmaceutical company Pfizer is said to have consolidated its agency roster by moving the Nexium marketing account to Grey after a review.The WPP shop currently handles several Pfizer brands including Advil, Robitussin, EmergenC and Advil Cold. All went into one of Grey’s five major “portfolio groups” when they were established last year.Pfizer will continue working with Publicis and Leo Burnett outside the U.S. In 2015, the company consolidated its media planning and buying assignments with Carat, part of the Dentsu Aegis Network.The company spent US$66 million promoting the Nexium brand in the United States in 2015 and US$27.8 million in the first half of this year.

 

  • Drexel

wuwqmf8w_400x400LevLane was named media agency of record for Drexel University following a two-month review. Creative duties remain in-house. The account is estimated at US$1.7 million.
 

 

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, take advantage of the SPECIAL 50% OFF HOLIDAY OFFER. Please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription at the special offer price (offer expires Dec. 23!.)

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

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 Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Hertz’s

PROG 2 (2)WPP’s MEC is car rental company Hertz new media agency of record in the US, Canada and Latin America. MEC will replace incumbent agency Florida-based FKQ Advertising.The win follows a “media pitch which consolidates media investment, planning, strategy, digital, SEM, SEO, mobile, analytics and insight, and affiliate marketing with one agency,” according to MEC.In 2015, the company reported total advertising costs of US$170 million.

  • Coca Cola

Coca Cola is activating the 2016 Rio Olympic #ThatsGold Campaign. Broadcasters NBC and Telemundo are featuring #ThatsGold throughout the Games. Digitally #ThatsGold will be threaded throughout the NBC Olympics website featuring live updates from Rio. All this, will be supported by OOH, Cinema, and Retail activation. The campaign will also be social in nature, featuring a series of three video vignettes, produced in partnership with NBC, that focus on some of the happiest and most triumphant moments enjoyed by athletes. (READ our Interview with Melissa Palacios, Associate Brand Manager, Coca-Cola Brand Team, Adult Consumer Segments)

  • Toyota

Toyota continues to celebrate the Corolla’s 50th anniversary across the U.S., and is made a stop at the 2016 “Celebrando Latinas” conference taking place August 6, 2016, at the Hilton San Diego Bayfront in San Diego, California. Toyota is a proud sponsor of the sixth annual conference, which is the nation’s largest Latina-focused event conducted entirely in Spanish. Toyota’s participation will come to life via its Recorriendo Historias themed interactive booth where passersby are encouraged to draw their favorite road trip memories on a canvas-wrapped Corolla, then share their stories, photos and videos on social media for the chance to win prizes.)

  • Harley-Davidson

5PbTWa3G_400x400Harley-Davidson has selected a customized team from a range of Interpublic Group agencies to handle its global creative, media and digital marketing account.The team is Headquartered in Detroit, with regional hubs in New York, London and Singapore.The newly-created Team Ignite is comprised of creative and strategic resources drawn from a range of IPG agencies. The partnership will also be executed across Harley’s top 12 country markets, which includes the U.S., Brazil, France, DACH region (Germany, Austria, Switzerland), Italy, UK, Australia, India, Japan and China. Publicis Groupe’s Starcom and Digitas are also no longer on Harley’s agency roster.

  • Ford

fkzXsoN__400x400Ford Motor Company is launching its most aggressive Snapchat ad campaign to-date, centered around the 2016 Olympic Games in Rio de Janeiro, Brazil. However, Ford is not being an official sponsor and is not permitted to use any of the Olympic Committee’s protected phrases.According to Automotive News, the campaign will feature the 2017 Ford Escape crossover , and will consist of more than thirty 10-second Snap ads. The spots will be unmistakably Olympic-themed, without encroaching upon the Committee’s restrictions. The campaign will be an extension of Ford’s recent string of Escape ads which feature the phrase: “Life is a Sport. We are the Utility.”Automotive News reports that Ford is being so cautious with regard to the US Olympic Committee’s list of protected phrases that Digital Marketing Manager Lisa Schoder didn’t so much as use the word “Olympic” at any point during a recent interview. The automaker is being very mindful of What is happening in culture to identify opportunities that align with its brand promise, says Lisa Schoder. Broadcast and digital launch Aug. 5 and will be joined by a Snapchat lens, launching Aug. 13. This is the first time Ford has ever purchased a sponsored lens, according to Mediapost.  For 24 hours, Ford’s lens will enable U.S. Snapchat users to paint their face in a red, white and blue design and activate a confetti shower.On Twitter, Ford will share more than 200+ pieces of real-time content based on its SUV brand personality, using emojis and GIFs tied to different sports over the duration of the competition using the @Ford handle.

  • Henry’s Hard Soda

descarga (6)Following a strong launch at the beginning of the year, MillerCoors is expanding its Henry’s Hard Soda offerings to include Henry’s Hard Cherry Cola. Now available on shelves nationwide, Henry’s Hard Cherry Cola joins the rest of the Henry’s family of flavors, Henry’s Hard Ginger Ale and Henry’s Hard Orange Soda.The brand is supported with a national, Gen-X targeted marketing campaign that kicked off in January 2016 and features adults who have grown up, but have not grown old. The campaign includes TV, digital media, social media, billboards and point-of-sale marketing.Fans can share how they #LiveHardish by following @HenrysHardSoda on FacebookTwitter and Instagram.Henry’s Hard Soda is available nationwide at most grocery, liquor and convenience stores in 6-pack 12-ounce bottles and 16-ounce single cans. For specific retail locations, visit the product locator at HenrysHardSoda.com/locator.

  • Honda

Honda is introducing a new integrated marketing campaign to promote the completely redesigned 2017 Honda Ridgeline, now available in dealerships nationwide, featuring creative from the Academy-award nominated stop-motion artist PES. Launching online as a sneak peek ahead of its official debut during the Summer Games in Rio, the multi-channel campaign is led by a new 60-second TV spot, “The Power of Ridgeline,” that showcases the versatility and comfort of the all-new Honda pickup truck.The new campaign features a strong experiential presence, as well as print and out of home media activations, social media programming, digital media and original content that showcases some of the pickup’s most unique features..Honda also has launched a new Hispanic marketing campaign that debuted with the Ridgeline’s official sponsorship of the Univision Deportes’ broadcast of “Campeón de Campeones,” the emblematic Mexican soccer championship match between the winners of the two most recent Liga MX seasons that took place in Los Angeles and aired on Univision. A new Ridgeline Hispanic TV spot, “NO ES NADA” debuted during “Campeón de Campeones,” featuring the all-new Ridgeline as a ‘mid-size truck with a big-sized heart.’ National media will run on network cable, broadcast, and online video within top-rated programming and fall premieres. To create greater impact at launch, the Ridgeline campaign will include portal homepage takeovers, such as on Yahoo! and MSN.

https://youtu.be/hiIa1d5qs48

 

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

Join us at PORTADA Mexico!

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 with newly introduced upgraded features (see details at the bottom of this article). 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322  or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • LG Electronics

descarga (1)LG Electronics USA has appointed Horizon Media as its media agency of record after a formal review. WPP’s Mindshare was the incumbent, according to Mediapost. Horizon Media will be responsible for communications planning and paid media activation across all channels for LG Electronics’ three primary U.S divisions — home appliances, home entertainment and mobile phones.  LG Electronics spent US$415 million on advertising in 2015, according to Kantar Media.

 

 

  • Ikea

descarga (2)Ikea, a multinational group of companies that designs and sells ready-to-assemble furniture appliances and home accessories, has concluded a media agency review which began in March, completing the global phase of the process and consolidating its roster of media agencies to two holding companies: GroupM and Dentsu Aegis Network.The firm spends around US$435 million annually on ads worldwide. Regional IKEA units will select a media partner from among the GroupM or Dentsu Aegis brands. Both holding companies already work with IKEA in many markets.

  • Honda

386380Honda is launching a new integrated Hispanic marketing campaign for the redesigned 2017 Ridgeline pickup truck, which went on sale in late June. The multiplatform campaign appeals to the brand’s expanding market of Hispanic customers and will launch with the Ridgeline’s official sponsorship of the Univision Deportes’ broadcast of “Campeón de Campeones,” the emblematic Mexican soccer championship match between the winners of the two most recent Liga MX seasons, that took place yesterday in Los Angeles and was aired on Univision Network and simulcast on UDN (Univision Deportes Network).The new Ridgeline Hispanic marketing campaign produced by Honda’s Hispanic Advertising agency Orcí includes TV, digital, social and experiential executions highlighting the completely reimagined Honda Ridgeline’s unique capabilities and new levels of versatility, while touting its industry-exclusive key features. “NO ES NADA” , a new TV spot debuting as part of the campaign, features the all-new Ridgeline as a ‘mid-size truck with a big-sized heart.’

https://youtu.be/hiIa1d5qs48

  • Swarovski

descarga (3)Swarovski, producer of luxury cut lead glass, has appointed Havas Media to handle its global media business following a review from Jan. 1, 2017. Publicis Groupe’s Zenith is the incumbent.The account now covers more than 35 countries with a focus on the U.S., China, the UK, Italy, France, Germany, Hong Kong, Korea, Australia, Canada, Spain, Mexico and Brazil. The account will include all media duties, including social and programmatic.

  •  360FLY

descarga (4)MBMG has been named media agency of record for manufacturer of a single-lens camera 360fly, Mediapost reports. The first work for the agency was to develop an integrated media plan to reach 360fly’s mostly male, young and active demographic.

 

 

  • Farruko & Miller Lite®

descarga (5)Miller Lite is bringing its Conciertos Originales music series back to Miami, offering a free concert experience to people 21 and over that features some of the biggest Latin artists. Determined to top last year’s success, The Original Light Beer will bring an acclaimed reggaeton artist that is taking the Latin urban music scene by storm: Farruko. The reggaeton star will take the stage of the iconic Fillmore Miami Beach at the Jackie Gleason Theater on July 13.The beer will kick off its concert series in July with Farruko, an artist who continues to have a strong hold on the Latin music charts with hits like “Obsesionado” and “Passion Whine.” With two Latin GRAMMY® nominations under his belt, the Puerto Rican singer and songwriter recently took his Visionary World Tour to Europe and will be making his way back to the U.S. in time for his Conciertos Originales performance.Entry to the concert will be free of charge and on a first-come, first-served basis for those 21 and over. The event will offer VIP entry and opportunities to meet-and-greet the headlining artist.

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@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. 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.

  • #LoveYourHair By Dove

mm (2)To alleviate women from these pressures, Dove Hair is announcing the launch of its #LoveYourHair campaign and film – a challenge to conventional beauty norms and a reminder that beautiful hair is not singularly defined, instead it is an expression of self that should make women feel beautiful and confident. As part of #LoveYourHair, the brand will showcase and celebrate all hair types, textures, styles, and colors.  Dove Hair is also working with Elizabeth Benedict, editor of “Me, My Hair, and I: Twenty-seven Women Untangle an Obsession,” to decode the relationship women have with their hair.Women can show how their hair makes them feel beautiful via the hashtag #LoveYourHairç. (Check out:How Unilever’s Dove Uses Paid Media and Content Marketing to Empower Curly Women)

 

https://youtu.be/LeJVNum2zwY

  • Amway/ XS™ Sports Nutrition line

descarga (3)Amway, the world’s leading direct selling company, has announced the launch of the XS™ Sports Nutrition line, marking the company’s expansion in the sports and performance nutrition category and presenting an opportunity for the next generation of Amway Independent Business Owners (IBOs). The XS™ Sports Nutrition line is an extension of the XS™ brand, a line of healthier energy drinks, which Amway acquired in 2015. This further infuses Amway’s product portfolio with the energy, authenticity and quality customers expect. The Sports Nutrition market has grown to a nearly US$19 billion category in the United States. Amway is a us$9.5 billion direct selling business based in Ada, Michigan, USA.

  • DishLATINO, State Farm and Walmart

descarga (2)Telemundo announced a 360° degree sponsorship initiative in support of season four of the network’s hit singing competition “La Voz Kids,” which returned Sunday, April 17th at 8pm/7c, with hosts Jorge Bernal and Patricia ‘Paty’ Manterola and celebrity coaches Daddy Yankee, Natalia Jimenez and Pedro Fernandez. Exclusive brand integrations from DishLATINO, State Farm and Walmart will be featured in the series, which reached a cumulative audience of 2,775,000 total viewers and 1,234,000 adults 18-49 on premiere night, according to Nielsen.DishLATINO will sponsor a special group performance and selfie diaries with the finalists, providing exclusive video content to fans on-air and through a custom digital hub. DishLATINO will also be featured in segments on “Un Nuevo Día” and a Social Synch campaign via Facebook.A State Farm branded video channel will give fans access to exclusive interviews and content. Leading into the announcement of the season four winner of “La Voz Kids,” State Farm will recap the season with the most inspiring highlights from the show. In addition, State Farm will sponsor airings of “Quiero Tu Voz Minuto,” and be featured in segments of Telemundo’s popular newscast, “Al Rojo Vivo.”  Walmart returns as the exclusive retail sponsor and will be featured in-show, as well as have cross-promotional activity.

  • Honda

oXMAw2MS_400x400Honda has announced that the upcoming Clarity Fuel Cell will be joined by two additional variants, the Clarity Electric and Clarity Plug-in Hybrid, launching in the U.S. in 2017. The addition of two new Clarity vehicles, based on the same platform underpinning the new Clarity Fuel Cell, makes Clarity the first vehicle in the industry to offer fuel cell, electric and plug-in hybrid technology on one model platform, offering Honda customers an expanded array of electrified vehicle choices to suit their individual tastes and driving needs.Following the U.S. launch of the Clarity Fuel Cell in late 2016, the Clarity Electric will go on-sale in 2017.  The Clarity Electric will be the first affordable, midsize, five-passenger battery electric vehicle (BEV) to offer premium content and features. The third vehicle in the Clarity series, the Clarity Plug-In Hybrid, will launch in all 50 states later in 2017 and will be the volume leader in the series, seamlessly combining an all-electric driving range in excess of 40 miles with a hyper-efficient gasoline-hybrid extended range mode.

  • Cheerios

-1x-1General Mills is introducing Pumpkin Spice Cheerios, a fall limited edition flavor that will launch around Labor Day.Cheerios is another brand that has suffered from an industrywide U.S. cereal slump. So, GM is relying on pumpkin spice and other innovations to boost sales. Sales of regular Cheerios, a 75-year-old brand, have slipped 18% since 2010.General Mills and Kellogg Co. have both updated their products to cope with shifting tastes, but the days of cold cereal dominating breakfast in the U.S. are probably over, said Ken Shea, an analyst at Bloomberg Intelligence. Fast food’s push into breakfast and the emergence of snack bars and Greek yogurt as viable morning meal options have eroded cereal’s appeal, he said.

Join us at PORTADA Mexico!

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. 10 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!
For prior Sales Leads editions, click here.

  • Publicis invests US$ 50 million in Verizon’s new Mobile Video Service

Publicis Groupe, the agency holding company of agencies including StarcomMediaVest, Tapestry and Spark signed a one-year ad partnership with Verizon’s new service go90. Under the terms, more than 10 Publicis Groupe clients will spend more than US $50 million on advertising, and will get three months as exclusive advertisers on the service. Publicis and go90 will also look to develop ad offerings and other products together. Go90 launches this week with several content partners including the NFL and Comedy Central. AOL is handling ad sales for go90. AOL-Verizon touted the service at last week’s Adweek New York.

  • Toyota

descargaThe new Toyota’s Tacoma is part of the company’s latest and biggest campaign to back the 2016 model, which has been overhauled for the first time in a decade. The campaign, called “Play Now”, positions the truck as the choice for dirt-bike racers, off-roaders, snowboarders, and other outdoor adventure seekers. The ads will be supported with Tacoma’s largest media investment in 10 years. The campaign, an effort of Saatchi & Saatchi, Los Angeles, will break in movie theaters on Friday and on TV today. The campaign is more “lifestyle focused” than previous Tacoma efforts, according to the company. Toyota declined to detail spending plans . Toyota spent less than US$1 million in measured media on dedicated Tacoma advertising in each of the past two years, representing a tiny fraction of the more than US$1.2 billion it spent annually across its car and truck portfolio, according to Kantar Media. Tacoma is assembled in Baja California, Mexico and San Antonio.

 

https://youtu.be/5c4Ewz1Vqd0

  • Valspar

descarga (2)Paint company Valspar has selected Publicis Groupe’s Spark for media AOR duties after a formal review.Valspar spends an estimated US$50 million annually on ads. Havas Media previously had handled media duties for the company.The agency, part of Publicis Groupe’s SMG network, will handle media planning and buying for the client for both online and offline as well media strategy for all consumer products in North America. The scope of work also includes retail partnership promotions.

 

  • Target

Target is undergoing a review that spans programmatic and cross-channel buying as it fine-tunes its in-house digital marketing and buying processes, Ad Age reports. The Minneapolis, MN, headquartered retailer has an in-house programmatic media buying system and is looking for the right partner to maximize data use. Haworth Marketing and Media is Target’s, which is 49% owned by WPP is Target’s media buying agency.

      • Jagermeister “Sin Igual”

imagesJägermeister is continuing “Sin Igual,” it’s first-ever campaign developed to reach Hispanics. “Sin Igual,” which translates to “Like No Other,” launched earlier this year in Houston, Texas, with a distinctive campaign that brought legendary experiences to the community, and is now expanding to Dallas where 1 out of 3 Millennials is Hispanic.This “Sin Igual” campaign showcases the aspirational faces of the Latino Millennial community in today’s new America, now featuring James Koroni, Catalina Monsalve and Joel Isaac on billboards situated in high visibility intersections of Dallas. The Sin Igual campaign is on-going and will continue, diving deeper into the two markets of Houston and Dallas.This is a comprehensive campaign that includes Out-of-Home (OOH), digital, social, a bar tour and a signature influencer event. XL Alliance is the multicultural marketing agency for Jägermeister that leads the development of the strategy, creative and media buying for Jägermeister Hispanic.

 

 

      • ‘Let’s Give to Kids’

bbGoya Foods, the largest Hispanic owned food company in the United States, launched the ‘Let’s Give to Kids’ program to raise funds for The Maestro Cares Foundation, a non-profit organization established by Marc Anthony and Henry Cardenas, dedicated to helping homeless and neglected children in developing Latin American countries. For every can of GOYA® Refried Beans sold during the month of October 2015, Goya will donate fifteen cents to help build the Casa Hogar Alegria Orphanage in Toluca, Mexico.The Toluca, Mexico facility, set to open in early 2016, will serve 70 girls in the area, providing shelter and schooling to orphans who previously had access to neither. .

      • Aaron’s and “Despierta America”

mnnnnAaron’s, Inc., a leader in the sales and lease ownership and specialty retailing of furniture, consumer electronics, home appliances and accessories, is partnering with Univision Network’s “Despierta America,”for its first “Despierta En Tu Nuevo Hogar” (Wake Up in Your New Home) contest that includes a grand prize package which will fill the winner’s home full of furniture, electronics and appliances valued at more than US$24,000.

  • Younique Cosmetics & Skin Care

1380587_737869989578161_1928917076_nBeauty company Younique brings its groundbreaking cosmetic and skin care brand to the Mexican marketplace.Its flagship mascara product — Moodstruck 3D Fiber Lashes+ — is widely shared on social media due to its demonstrable nature and immediate results. The product gives natural lashes the ultimate beauty boost — boasting an average increase in lash volume of up to 400 percent.*In addition, Younique offers the Mexican consumer a wide range of cosmetic and skin care products in a variety of colors and shades to fit any mood or personality. Huscroft continues. Customers can purchase from the full range of products that Younique offers. In addition, residents of Mexico may now also become a Presenter for the company and receive the exclusive new Product Presenter Kit containing an assortment of cutting-edge cosmetic and skincare products such as Moodstruck 3D Fiber Lashes+, Addiction Eye Shadow Palette, Opulence Lipstick, Precision Pencil Eyeliners and more.

Honda and Orcí remind parents that the CR-V crossover SUV is big enough for their boldest dreams.

honda astronautHonda launched a new campaign, aimed at the Hispanic market, for its 2015 Honda CR-V. The one-minute “Space for Dreams” video encourages parents to let their girl children dream big – and suggests that the spacious interior of its crossover SUV is the perfect place to do that.

“We’re tapping into the conversation about parents allocating time for kids to have daydreams,” says Juan Jose Quintana, creative director at Orcí, Honda’s long-time Hispanic-market agency of record, which is responsible for the campaign. “We’re making them aware they can offer their kids the space and time in the car, while driving [somewhere].”

And if the dream in that spacious car is about outer space, well, that just makes the metaphor even better. The girl in the video daydreams that she’s an astronaut taking off on her first mission.

Andrew Orcí, the agency’s CEO, notes that the target for the campaign was young Hispanic parents with children usually aged two to six. They’re very busy, and spending more time in the car than they might like to, while feeling that they don’t have enough quality time with their children. The creative insight, he says, was “creating a special space inside the vehicle to relate to your children that sometimes is lacking in our busy lives.”

Orcí’s proprietary research shows that young Latinos are optimistic about their future and place a high value on education, hard work and success. On the other hand, they are much more likely than other American youth groups to drop out of school.

The agency’s research also showed that, while the Honda brand had a terrific reputation and awareness among Latinos, that reputation was not extending to the CR-V. And, Orcí says, “Where there was awareness of the CR-V, there was not necessarily the association with the quality that the Honda name usually brings. We wanted to position the CR-V as one of the core Honda models.”

The campaign, which is scheduled to run through the end of April, includes a big emphasis on video pre-roll promotions and native video ads.

astro 3Another interesting aspect of the video is that it features a girl, not a boy, who’s interested in science. Quintana says, “In that community, the parents expect better things from their boys than from the girls. We wanted to break that stereotype — and for this audience, it’s something they don’t see a lot.”

He doesn’t see this approach as risky, however, adding, “At this moment in the Latino experience, it is very appropriate. That conversation is happening everywhere. “

The campaign, which is scheduled to run through the end of April, includes a big emphasis on video pre-roll promotions and native video ads; the agency couldn’t disclose the specific media properties for the ad buy. It will also run with paid amplification on Twitter, using its established @HondaLatino handle, as well as #CRVSueños. Additional ads will run on Facebook and Vine, with all digital and social media buys placed by Orcí .

While this was conceived as a digital campaign, Honda liked the footage so much that it also hopes to create a 30-second TV spot – and carve out a budget to air it. Television placements will be handled by MV42, Mediavest’s multicultural desk, according to Orcí .

Orcí could not provide details, but he says that the agency will use social media to spark discussion among Hispanic consumers on the topic, “What do you aspire to?”

Why not, the stars?
[youtube https://www.youtube.com/watch?v=tu0RmNh3bGk&w=560&h=315]

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. 30 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!

  • General Mills-Shopper Marketing

descargaGeneral Mills has selected 5 WPP agencies to consolidate shopper-marketing duties. The agencies selected include Geometry Global, Rockfish, Kantar Retail, Bravo and Barrows. The company previously used several smaller independent agencies. The WPP shops will provide ecommerce, multi-cultural, display and shopper insights and advertising support for General Mills brands from a creative and digital hub in Minneapolis and regional offices in key retail markets. For creative advertising, the company primarily uses Publicis Groupe’s Saatchi & Saatchi and Interpublic Group’sMcCann Erickson.General Mills brands include Cheerios, Yoplait and Betty Crocker. General Mills media planning and buying is done by Starcom Media Vest. Miami headquartered Media 8 manages the Qué Rica Vida platform, including all digital marketing, social media & content development. M8 also manages multicultural digital marketing for more than a dozen General Mills brands.

  • DishLATINO

descarga (7)DishLATINO has secured Mexican actor and director Eugenio Derbez to star in its new advertising creative, part of the brand’s overall “Me Conviene” campaign. The deal is a first for Derbez in the United States and the first celebrity tie-in for DishLATINO, part of DISH Network Corp. Derbez debuts this week in an integrated digital, TV, radio and print effort geared towards acquiring new customers and connecting with existing ones.The storyline of the new series of television commercials centers on Derbez’s journey to America, starting with the first commercial called “Aeropuerto.” Customers and fans will be encouraged to use #SiempreLatino on Twitter to share their experiences and further engage with Derbez and the new advertising spots.Derbez will interact with the programming and technology of DishLATINO. Throughout the fall and early 2015, DishLATINO will roll out ads portraying Derbez in vignettes of his new life in America.The new ads were developed by MARCA and HAVAS, DishLATINO’s creative and digital agencies, respectively.

 

  • Honda

descarga (8)Audio post facility Tono Studios was tapped by La Agencia de Orci to add its brand of audio magic to two new spots the agency created for Honda’s Summer Clearance Sale.Sound Designer/Mixer Felipe Valencia took the lead on the spots, providing all of the Foley work and sound design on the “Rocky”-like introduction to the first ad, dubbed “Training.” The lead actor goes through a strenuous and comical workout regimen before entering his local Honda dealership drenched in sweat.The second spot, “You Can Do This” involved the creation of background ambiances that supported the primary scene without giving away the punch line of the spot, in which it’s revealed that the character has been inside a car at the dealership.Spots can be viewed below:


 

  • Mitsubishi Motors

descarga (9)Mitsubishi Motors North America, Inc. has launched a national advertising campaign aimed at U.S. Hispanics. The campaign, developed by Grupo Gallegos, will target Hispanic consumers with advertising in TV, print and digital and will run through March 2015.The launch marks the first time since 2004 that MMNA has focused communications on the Hispanic market with a national campaign. The TV spot features footage of each of the three cars with a first-person voiceover sharing anecdotes about his family’s feedback on his car buying decision.

 

  • espnW/ WSF

14104674WGR_BRD-S4L_Logo_Export-01-231x300The Women’s Sports Foundation (WSF) in collaboration with espnW, have announced the “Sports 4 Life” grant initiative, a national effort to increase the participation and retention of African-American and Hispanic girls, ages 11-18, in developmental youth sports programs. Sports 4 Life seeks to effect sustainable improvement to the overall health and development of girls in these communities.The grants will empower organizations to provide coaching, curriculum, equipment, uniforms, transportation, facility rental, tournaments and/or team-building activities, all while fostering the Sports 4 Life benefits. Organizations can apply for grant funding starting today on www.WomensSportsFoundation.org/Sports4Life.Three model programs were selected: PowerPlay NYC in New York, NY ($10,000), Girls in the Game in Chicago, IL ($5,000) and Sporty Girls, Inc., Atlanta, GA ($5,000).The Foundation is currently accepting applications at www.WomensSportsFoundation.org/Sports4Life. The 2014-15 application deadline is December 17, 2014 and grants will be awarded in the spring of 2015.

 

  • Aflac

0Aflac has announced that it launched its first Spanish-language television commercial called “Heights,” which will air nationally on major Spanish-language networks through late November.Aflac has aired four Spanish television commercials to date, but they were adaptations of the company’s English language commercials. “Heights.” The commercial reinforces the theme of “protecting your plans” as the two characters discuss what’s most important to them.In addition to the television commercial, the campaign will be supported by several integration elements including local radio in select markets, digital banners, online videos and more.
https://www.youtube.com/watch?v=Mlwq5eDBvMU

 

  • RetailMeNot

enhanced-14099-1403999535-15RetailMeNot will launch “Cupones Para Ti,” the brand blog’s new Spanish-language channel.The Real Deal blog by RetailMeNot offers readers daily tips and trends for online shopping, as well as exclusive coupons. With the launch of Cupones Para Ti, the website will now lend itself to an entirely different segment of the market – the Spanish-speaking U.S. Hispanic consumer.As part of its new channel, RetailMeNot enlisted Latina fashion blogger and style expert Carmen Odroñez as their newest savings expert. Carmen is the founder of Viva Fashion blog and also a frequent fashion commentary contributor to outlets such as NBC, Telemundo, People en Español and Univision’s Despierta America.Carmen’s debut blog post features her most savvy money-saving shopping tips.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 30 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!

A recap of major news on the Marketing and Media front from around the web compiled by Portada Digital Media Correspondent Susan Kuchinskas.

Felipe Esparza is “un Buen Fit” for Honda Fit

Esparza for Honda Fit Photo: iSpot.com
Esparza for Honda Fit
Photo: iSpot.com

Combine two of the most desirable and least-understood consumer segments – Hispanics and Millennials – and you get Hispennials, a target market everyone wants to hit. Honda has a big Latino campaign for its little 2015 Fit, using the bulky comedian Felipe Esparza  (photo) hype its many features to Hispennials. The TV spot, via Honda’s Hispanic agency Orcí, includes digital, experiential and social media components, according to Mediapost, based on the hashtag #UnBuenFit. Andrew Orcí, the agency’s CEO, says it’s the first fully integrated, bilingual campaign that Honda has done.

Latinas Lead Hispanic PR Push
Havas PR launched a multicultural practice that will focus on gaining earned media and social buzz within the Hispanic community. Havas Conexiones is led by by five Latinas with Argentinean, Cuban, El Salvadoran, Mexican and Puerto Rican backgrounds, stationed in Hispanic hot spots around the country, including New York, California and Texas. Havas Conexiones has released a report called Mi Casa en Los Estados Unidos: Millennials of the Border States. Among the findings is that 61 percent of the Hispennials surveyed said speaking Spanish was an important part of their lives.


Is “White” a Useless Demographic?
The New York Times followed up its June article on identity fragmentation among Hispanics trying to answer census questions with another piece that discusses the complexities of Hispanic racial and ethnic identity and points out that Hispanics aren’t alone in grappling with this conundrum: Many Arab-Americans don’t consider themselves white. What the NYT makes clear is that the concept of white as a race seems to be defined merely by the absence of any stronger ethnic identity. It concludes by quoting Kenneth Prewitt, a professor of public affairs at Columbia University and the author of “What Is Your Race? The Census and Our Flawed Efforts to Classify Americans,” who seems to think that race is an outmoded concept altogether.

Latinum Network Adds CPG Expertise
The brand advisory service appointed Graciela Eleta as senior strategic advisor. Eleta, formerly SVP of Univision Communications’ Strategy & Insights Team, also gained experience in consumer packaged goods, retail, over-the-counter health products and beverages when she served as vice president of Procter & Gamble’s Multicultural Division. Latinum Network is a member-based brand advisory network that provides proprietary research, a bilingual consumer community and a mobile platform.

First Original Spanish Netflix Production
NetflixNetflix will spice up its existing menu of Spanish-language content with what is likely the first original Spanish series produced by an over-the-top video service. According to Variety, the still-unnamed, 13-episode series produced by Alazraki Entertainment centers around a family feud among a family that owns a soccer club. The show will be shot in Mexico with a Latin American cast. The series is a smart move for Netflix as it continues its international expansion, but it will compete for eyeballs with ad-sponsored video and TV programming.

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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. 25 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!

  • General Mills: “Nature Valley Fruteria Bars”

General Mills is targeting Hispanic households with the launch of “Nature Valley Fruteria” bars featuring whole grain and visible pieces of fruit in very appealing flavors, including strawberry apple and mango strawberry. Snacks and health are two top priorities for General Mills’ top line growth in 2015 Ken Powell, CEO of General Mills said at a conference call with financial analysts last Wednesday. “ … Our No. 1 priority is to accelerate top-line growth,” he said. “We will do that by sharpening our consumer-first mindset with particular focus on four growing consumer groups — the growing middle class in emerging markets, U.S. multicultural families, millennials and consumers over age 55. With these growing consumer groups and our broad portfolio, there are plenty of growth opportunities and our plan is to go out and get them.”

  • Plaza Central

descargaHaving faced several legal obstacles from the city of Arlington, G.L. “Buck” Harris, who acquired roughly one-third of the defunct Six Flags Mall in December 2012, has announced the reopening of the Six Flags as a Hispanic-oriented shopping mall called Plaza Center. The grand opening events will run Aug. 1-15. Harris has already started advertising the mall’s availability on Spanish-language radio stations, after receiving a certificate of occupancy from the city of Arlington that allows him to start conducting business. Many of the spaces are leased to small shop owners. Harris has taken about five store spaces and is reopening them to sell antiques.So far, he has invested about US $10 million in the property, which includes what he paid to buy it from the International Bank of Commerce. Once the mall is profitable he will follow through with plans to donate it to Youth With. A Mission, a Christian volunteer group. Harris does not own all the former mall property. The former Sears store is owned separately; Dillard’s owns its space and operates a clearance center there; and Cinemark still operates a theater.Below a video oh Harris talking about the Hispanic-themed mall opening :

  • Content Equals Money

ZuzaRlOn_400x400Content Equals Money , a U.S.-based custom content writing company, is now offering two new services: Spanish language content and manuscript-length eBook content. CEM’s Spanish language services will include the same types of content that the company offers in English( blog posts, articles, white papers, social media content, site copy, press releases, and more.) Rather than offering translation, CEM is focusing on original Spanish content. The service is priced at US $10 cents per word.This offerings may have to do with the increase of buying power among Latinos who live in the United States.The second new service CEM is launching is a full manuscript option.This service guarantees a two-week turnaround on a 65-70k word manuscript. Clients can choose to order a full, hands-free eBook manuscript for US $5,500, a rate that includes ePub and .mobi formatting as well as two query templates. CEM offers nonfiction topics in business and marketing for this service.Clients may also choose to order editing and proofing services for a manuscript they have already created. This service is priced at US $2,500.A client can also provide a partial book or raw data that requires more than 10k words of writing or rewriting, which will be priced at the US $5,500. If the client needs less than 10k words, the service will be priced at the US $2,500 .

HONDA

descarga (1)Orcí, Honda’s agency of record for the U.S. Hispanic market, has announced the launch of its integrated advertising campaign #UnBuenFit (A Good Fit) for the new 2015 Honda Fit with TV spots starring comedian Felipe Esparza. The campaign, which made its debut June 24th, includes digital, experiential, and social media components.The bilingual campaign targets Hispanic millennials (18-34 years) and showcases ways in which the Honda Fit is “Un Buen Fit” for their lives. Orcí will also initiate and manage Honda’s Latino social media platforms (Twitter:@HondaLatino #UnBuenFit) during the duration of the campaign.

The agency created the following media elements for this campaign:
• Two :30 second TV spots in English and Spanish

http://youtu.be/BX_lYfUgsWA

http://youtu.be/Slmzw646ek4

• Two customizable spots for Honda dealers in both English and Spanish (dealers can customize offers and air independently)

http://youtu.be/fGkYLo1q6bQ

http://youtu.be/Xf1nVLR2InY
• One :15 spot in English & Spanish edited for social media platforms (Instagram, Facebook, Twitter, YouTube) and four additional :15 second vignettes for social media sharing

http://youtu.be/S-choq8d7lM

http://youtu.be/lSLQE_x20d4
• Two  Fit digital banners

Honda Fit front end in front of mural 22015Fit_unbuenfit

 

 

 

 

 

 

 

 

• Consumer engagement campaign on major social media platforms, that will include curating bilingual content on Honda-owned general market social media platforms

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 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!

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.

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Armando Gutierrez at 1-800-937-5322 or e-mail him at  armando@portada-online.com
SEE A DEMO OF THE DIRECTORY!

  • Baja Auto Insurance

Baja Auto Insurance announced that it has launched a revamped website and powerful new tools to enable people to easily find Baja locations online. Individual Baja locations all over Texas can now be found for insurance-related queries in English or Spanish at Google and other search engines and will sponsor search results throughout a network of Hispanic Internet destinations. Baja’s new mobile website is location-aware so users can find the closest Baja store with just the touch of a button. “Re-launching our website and the new mobile presence was a strategic imperative for Baja in 2013,” said AJ Jamal, Marketing Director of Baja Auto Insurance.  Baja partnered with YaSabe – a  provider of location-based information for US Hispanics – to manage its online presence in Spanish.

  • Maytag

MaytagMayTag parent company Whirlpool will spend US $50 million on the campaign for a campaign on Maytag appliances. The campaign, which will initially include digital advertising and an online microsite, was created by Team 180, part of the DigitasLBi unit of Publicis Groupe, which was formed to specifically handle the Whirlpool account.Commercials began online last  week and will be more widely introduced via television beginning March 3.

  • Unified Grocers

Unified Grocers, the Los Angeles-based retailer-owned cooperative, said it was pleased with the turnout at its first-ever Hispanic marketing events during the first weekend in January, Supermarket News reports. These events are scheduled to continue throughout the year as part of the company’s new marketing initiative.Participating manufacturers sponsor booths for sampling and coupon distribution. Called “Celebremos!” — “Let’s Celebrate!” — the store-front events are scheduled to be held every weekend at various stores in Southern California, Northern California and Las Vegas, with booths sponsored by participating manufacturers for sampling and coupon distribution. General Mills and Nestlé are hosting four booths each at the first few events, though additional booths featuring more manufacturers are being considered for future events.

  • Starcom Media Vest Group – Magazine publishers

Starcom Media Vest Group introduced Content@Scale, a platform that uses data to connect brands with relevant content from magazines and distributes it across several channels.  Content@Scale allows for total customization and automation and real-time marketing. SMG is aligning its new product with more than 20 publishers, including brands from Time Inc., Martha Stewart Living Omni Media and Glam media.

  • Honda

hondabHonda introduced a new Spanish-language campaign for the 2014 Honda Civic Coupe targeting younger Hispanic adults. The multiplatform campaign, created by Orci, includes appearances by star footballer Rafa Marquez and an infectious techno tune, “Canción de Fútbol” (Football Song), written by Orci and produced by the Spanish electronic music band Kinky. The TV spot, directed by Diego Luna and airing on Spanish-language broadcast and cable networks, shows young fútbol fans listening to the song as they head to a game in their Honda Civic Coupe; they soon notice that everyone around them, including Marquez and thousands of other fans, is singing along to the chorus. The campaign includes online, mobile and social placements. Orci is also handling Honda’s Hispanic Twitter feed, @HondaLatino, which is kicking off the #GolGol campaign.
Separately, Honda launched a digital Agency Review. The Japanese automaker is looking for an agency that can help it become more innovative and target a younger consumer, according to a report in Ad Age. Currently, Honda’s creative agency RPA supports digital marketing and creative for the Honda brand, while L.A.-based Genex handles some digital work, mainly for the Acura brand. Meredith Xcelerated Marketing has also done some digital marketing for the company. In March, 2013 the Honda retained RPA as its creative agency on the Honda business. Boston-based Mullen was awarded Acura creative and Publicis Groupe’s MediaVest tapped as the automaker’s new media agency.

  • Pinta

The Jeffrey Group spun off Pinta, a new cross-cultural ad agency that has opened in the U.S. with offices in Miami, New York and Los Angeles.The new agency will focus in the US Hispanic anc cross-cultural markets. It will offer a marketing services including Media Buying/Planning, Digital, Communications, Strategic Planning, Research, Experiential, and Grassroots.

  • Brown Forman/Tequila Herradura

Herradura BottlesTequila Herradura named Fallon Minneapolis, a division of Fallon World wide, part of Publicis Group, as the brand’s new global agency of record. Universal Mc Cann will continue to be in charge of media buying and planning. The appointment follows an agency review and Brown-Forman’s October announcement adding Fallon to the roster for Woodford Reserve Bourbon. It represents Fallon’s third new-business win in less than two months. Fallon clients include Travelers, Nestlé Purina, Woodford Reserve, H&R Block.

  • Chevy

Chevy has moved all its Hispanic Advertising To McCann’s Casanova Pendrill.  The shift from Omnicom’s LatinWorks to the IPG specialty agency essentially consolidates Chevy’s Hispanic ad business with its general market advertising that is handled by Commonwealth, McCann’s dedicated agency for the General Motors’ Chevrolet account. For now, Omnicom agency Spike DDB will continue to handle Chevy’s African-American ad business. Carat will continue to handle Chevy media buying and planning.

Read previous issues of Sales Leads!

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

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Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Nicolas Miranda at 1-800-937-5322 or e-mail him at  nicolas@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.

  • Honda

Honda Acura Honda launched a new television and digital advertising campaign in support of the 2013 Civic. Targeting millennials and starring America’s Got Talent host and performer Nick Cannon, the “Best Yourself” campaign celebrates diversity and the drive to achieve success through non-traditional paths. The two-minute long form ‘Best Yourself’ video is currently posted on YouTube while the 60-second commercial will make its national broadcast debut on America’s Got Talent on August 11. Both videos showcase individuals working towards their personal goals interspersed with footage of Cannon driving the redesigned 2013 Honda Civic. In the videos, he provides the narration about the will and ambition to improve one’s self. The campaign’s message is incorporated across digital platforms and initiatives that include a ‘Best Yourself’ social campaign that encourages audiences to share their hopes and plans for taking their lives to the next level using the hashtag #BestYourself on Honda Facebook, Twitter and Instagram pages. Media partners for the campaign include AOL/Huffington Post, Complex Media Network and Ballislife.com with video distribution through YouTube and Visible Measures.

  • Quaker Oats

PepsiCo’s Quaker Oats unit has partnered with Univision Communications Inc. (UCI) to launch a new digital destination for Hispanic moms. The Fuente de Energía (Energy Source) destination, part of Univision.com’s Vida y Familia vertical site, is accessible through mobile platforms as well as online. The site features original content including articles, recipes, photo essays, custom trivia and polls, covering health, food and other topics and ideas to help moms keep themselves and their families energized.

  • T-Mobile

T-Mobile announced it has gained 1.1 million customers, including 685,000 contract subscribers, in the second quarter. That compares with a loss of 557,000 contract subscribers, the most valuable type of customer, in the period a year earlier boosted by a big marketing push and its launch of Apple Inc’s iPhone. The uptick represents its largest customer growth in four years. Being able to sell Apple‘s iPhone in April was good for T-Mobile. For the full year, T-Mobile said it expected to add 1 million to 1.2 million contract subscriber. This year T-Mobile also began an overhaul of its network, and started offering lower-cost plans to lure customers from competitors and it also gained extra muscle from its merger with the smaller carrier MetroPCS, which recently announced an expansion into 15 new markets. . T-Mobile’s corporate parent, Deutsche Telekom AG , said it would plow more money into the No. 4 U.S. mobile provider to help it continue to grow.

  • Tampico

TampicoTampico Beverages announced the launch of its ‘Act on Impulse’ social media campaign aimed at multi-ethnic young adults in the United States. Known as the “blend master of flavor,” Tampico is curating and diffusing an eclectic mix of creative content and promotions that are designed to celebrate the irresistible nature of its beverages. From now until September 28, 2013, consumers may go to facebook.com/drinktampico, click the “Act on Impulse” tab, and follow the instructions to get impulsive and enter for a chance to win sweet prizes from Tampico’s “Impulsive Prize Room.” The campaign, developed by Roar Media and Macias Advertising, in Miami, will also be supported by online advertising as well as guerrilla videos and ongoing field marketing activities.

  • Jack in the Box

Burger chain Jack in the Box is running a summer campaign using the Vine mobile/video application and other social platforms. With digital agency-of-record Struck, the QSR brand has produced 101 videos showing its customers how to “Go Big” — part of the chain’s overall promotional theme touting recent menu additions like its Big Stack, Big Waffle Stack, Loaded Chili Cheese Wedges and Really Big Chicken Sandwich.

  • Profero

Digital Agency Profero has moved its New York office to a larger, newly renovated 13,000 square-foot office on Park Avenue South. The new location more than doubles the office previously occupied by the agency, and responds to increased revenue growth and an expanded team. The agency has experienced new hires in all areas, particularly in the Profero Performance team including media, display, paid search, SEO and social. Profero’s presence in Brazil has also resulted in new business for the New York office. A year after its acquisition of a full service Hispanic shop, Profero NY continues to build its cross-cultural muscle as Vox Profero. With revamped Latin expertise that taps the power of digital, the team is establishing the agency’s footprint in Latin America. Profero clients include ASOS, Barclays, Diageo, Lufthansa, M&S, New York Times, Unilever, Vonage, General Motors and Western Union.

  • COR

La Agencia de Orci has introduced a new agency targeting the “new general market”. COR was created by Andrew Orci in partnership with Rich Colby, formerly of Colby & Partners. Their new agency has been operating under the radar for about a year, with clients including Cox Cable, Georgia-Pacific, and Sutter Home Winery.

  • British Airways -Iberia

British AirwaysBritish Airways and Iberia announced that Carat is their new global media partner. The agreement will take effect from October and November respectively. Carat, part of Aegis Media, will manage both airlines’ global media planning and buying – with separate teams working on each account independently. British Airways head of marketing, Abigail Comber, said: “We are delighted to welcome Carat on board. They are a great fit for the brand going forward, to deliver business value.” Iberia’s head of Marketing, Carolina Martinoli, said: “We are looking forward to working with Carat in the many marketing projects we have ahead, from the new commercial initiatives, improved long haul product and the relaunching of Iberia’s brand. They have impressed us with their international reach and knowledge and we are excited about the opportunities ahead.”Carat will join British Airways’ agency roster, which includes advertising agency BBH and digital media agencies 12th Floor and OgilvyOne. They will work on brand and marketing projects, which include the current ‘To Fly. To Serve.’ campaign. Iberia will continue to work with its creative agency Ogilvy and Mather, as well as Ideup and Reprise as digital consultants.

  • Siemens

MediaCom won Siemens AG Global Media Account away from PHD. Siemens, the German-based company specializing in energy, technology and health care spent about $46 million on U.S. measured media in 2012, according to Ad Age. Incumbent PHD, a unit of Omnicom, had the global account since 2008. The shift comes as Siemens is beginning a campaign with PHD and DG MediaMind aimed at increasing Siemens brand awareness. HorizonMedia continues as global media agency for Siemens Enterprise Communications, the telecom company, which operates separately. This is the second client MediaCom won away from PHD this summer. In June, Sony selected MediaCom for its global mobile media account.

  • Vme

Balsera Communications has been tapped to be the agency of record for Vme Television, the only public Spanish language television network in the United States. Balsera will be leading Vme’s public affairs and public relations strategies.

  • Ellliott Spitzer –New York

Eliott SpitzerThe former governor and attorney general went up with his first Spanish-language TV spot of the controller’s race for New York City last week, appealing to an increasingly powerful voting group with Wall Street war stories.

  • Abogados de Accidente –New York

Catalina Marketing has started a Spanish campaign for personal injury attorney Kevin Gratt. They have created 3 videos – two videos will be displayed on nyaccidents.info and one will be displayed on brooklynpersonalinjurylawyers.co. The three videos are entitled Abogados de Accidente de Bronx, Abogado de Accidente de Queens, Abogado de Accidente de Brooklyn.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

Join us at PORTADA Mexico!

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.

  • Domino’s Pizza

Domino's PizzaDomino’s launched an unprecedented Spanish-language campaign highlighting the story of Domino’s franchisee Reece Arroyave He began with handing out flyers, taking calls and making pizzas – and has now reached the height of Domino’s franchise ownership at his ten Chicago-area locations. The television campaign begins today, June 27, nationwide and is the first story of its kind for Domino’s. “We are so proud to help tell Reece’s story, which is one that truly defines what Domino’s is all about,” said Patrick Doyle, Domino’s Pizza president and chief executive officer. “He is one of the many who have worked extremely hard, seized opportunity and are now able to call themselves Domino’s franchise owners.” Arroyave, who was born in Medellin, Colombia, and raised in Libertyville, Ill., will make his national television debut when the ad begins today.

  • Vodafone-McLaren-Mercedes

Vodafone McLaren Mercedes has launched a Spanish language version of its official website – engaging millions of native Spanish-speakers and underlining the team’s commitment to creating an increasingly accessible, dynamic and engaging digital presence. The Spanish site – http://es.mclaren.com/formula1 – which launches ahead of the British Grand Prix at Silverstone, is also complemented by a new all-Spanish Twitter feed. @McLarenF1es will replicate the activity of the team’s official feed, @McLarenF1, which recently changed its name to improve accessibility and further enhance reach and engagement. The new Spanish website and Twitter account also reflects not only a significant uplift in interest from Mexico following the signing of Sergio ‘Checo’ Perez, but also the large Hispanic population in the USA who are increasingly activating digital content through mobile devices.

  • Honda Acura

Honda Acura MDXHonda is targeting female drivers for its redesigned 2014 Acura MDX sport wagon with the luxury brand’s most expensive advertising campaign yet. Honda is investing US$ 78 million in the media buy. Using the slogan “Made for Mankind,” a female narrates the moody ads showing women hiking a mountain ridge, dancing and interacting with a robot. The 60 second TV commercial debuts during the National Hockey League’s Stanley Cup Finals this month, while the full campaign starts July 7, Tokyo-based Honda said. Honda is betting the ads will boost Acura sales that have fallen 25 percent in the U.S. from a peak of 209,610 in 2005. The advertising was created by Mullen.Gary Robinson, manager-Acura national advertising and brand, called it “the biggest launch in Acura history in terms of scope and dollars … double what we spent on the RDX.” Acura spent $39 million on the national launch of the RDX in 2012, according to Kantar Media.

  • Dallas Hispanic oriented retailer occupies large retail space

An El Rancho grocery store and a bazaar operated by an Elgin, Ill.-based retailer are planned for the former Kmart shopping center at the southwest corner of Felix Street and Interstate 35, the Fort Worth Star Telegram reports.Now called Felix Square, the Hispanic-oriented grocery store will occupy a 34,000-square-foot building adjacent to a McDonald’s restaurant, and the bazaar will go in the 84,000-square-foot former Kmart, said Luis Pina with Accent Commercial Real Estate in Dallas.Pina, Jake Jordan and a Houston investor, JSCAM, bought the 15-acre site in south Fort Worth, near Interstate 20, in October. Accent is managing and redeveloping the property.Another multi-tenant building on the property will also be redeveloped, Pina said. Those tenants include Family Dollar, Metro PCS, ATI, Azteca Dental, a medical clinic and a construction uniform store.

  • Motorola

Motorola has chosen Publicis´s Digitas to handle its global media buying and planning. The account was managed by Mindshare for last 8 years.The account was changed without a review. Razorfish continues with the digital global account.The account is estimated in UDS550 million

  • Cars.com

Cars.com, the premier online resource for buying and selling new and used cars announced today the launch of a collaboration with Disney for the soon-to-be-released film, The Lone Ranger. The new drama-filled, action-adventure movie will be in theaters starting July 3. In the meantime, fans can visit www.Cars.com/nodrama for special trailer footage from the movie. “Our media campaign for this year is designed to reach a huge audience of car shoppers–first we kicked things off with the Big Game, more recently with a NASCAR partnership, and now with Disney, one of America’s most beloved brands,” said Linda Bartman, Cars.com’s Chief Marketing Officer. “We’ve succeeded at building awareness for our new campaign and overall brand since the launch of the new ads, and this Disney integration will continue to keep that momentum going forward.” The new integration with Disney follows the format of the site’s 15-second commercials, which offer dramatic alternatives to drama-free car shopping on Cars.com. In this collaboration with Disney, shoppers who love drama in the movies can go see The Lone Ranger in theaters, those that hate drama when car shopping can go to Cars.com.
From June 24 through July 14, a limited number of promo codes worth up to $13 toward a ticket to the film will be available to fans who visit www.Cars.com/nodrama and watch movie trailer footage from Disney’s The Lone Ranger. Fans can also catch special ALL DRIVE. No drama. T.V. commercials and digital ads featuring footage from The Lone Ranger.

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