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

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

For prior Sales Leads editions, click here. 

  • Mars

Mars Inc., an American global manufacturer of confectionery, pet food, and other food products and a provider of animal care services, has kicked off a global media agency review. Mars Inc. spends an estimated US$1.5 billion on measured media annually. Currently, Mars Inc.’s media planning is handled globally by MediaCom. Media buying is locally contracted, with Publicis Media’s Starcom, handling the majority of local markets, and Mediacom and OMD handling the rest. The three agencies will continue to be contracted to Mars throughout the period of the review and have been invited to participate in it. Mars review is aimed at integrating planning and buying with a single global partner. Media and marketing consultant ID Comms will assist the company with the review process.

  • H&R Block

DIY_partnership_WM_newsroom_imageH&R Block and Walmart have announced that H&R Block will be the new, exclusive DIY desktop tax software provider available at Walmart stores nationwide, and sold directly by Walmart on walmart.com. This exclusive retail partnership brings the value, innovation and support of H&R Block DIY desktop software products to the world’s largest retailer, making the DIY products even more convenient for clients to purchase, and ultimately prepare their taxes and get their maximum tax refund.Among the key product enhancements for this year’s desktop software products is the addition of “drag and drop,” which easily imports tax information from any source, including last year’s tax return from other tax prep services. While new features like drag and drop save customers time by seamlessly prepopulating information on their tax return, H&R Block also remains committed to saving its clients money with unbeatable value.H&R Block DIY desktop software can be purchased in stores nationwide at Walmart, Walmart Neighborhood Market and online at walmart.com.

  • Sprint

“Keep your Verizon phone and save $900 in the first year,” Sprint’s website proclaims. “Stop feeling ripped off by Verizon.” This promotion, available to anyone who brings an eligible phone and switches to Sprint, has been available since last year. At the time, it was deemed “the most aggressive promotion in the history of the U.S. wireless industry”. Back in June 2017, the promotion had a positive effect on Sprint’s quarterly results. Though a similar outcome can be expected from this revival, the promotion coincides with Sprint removing two of its pricing offers, which will result in a bigger monthly bill for some Sprint customers.The offer is available for both individuals and families, and while it doesn’t include international calls, it includes data and text messaging outside the U.S. Users only have to bring their phone and buy a new SIM card. If they sign up for the promotion, they’ll begin paying monthly fees (starting at US$60) after the free year has been completed, on 1/31/19. Telcos are among the largest marketing categories, particularly when it comes to reaching Hispanic consumers. Both Verizon and Sprint target Spanish-dominant Hispanics and bilingual Millennials.

  • Bose

Bose has appointed WPP as its global agency to handle creative, media, localization, production and digital marketing, following a review. The business will be handled by a “custom-built team” of WPP shops, which were not identified by the company or agency.  The WPP team consists of creative shop Grey Group, digital agency Wunderman, marketing implementation unit Hogarth Worldwide and media agency MediaCom, Adweek has reported. Bose Corporation is a privately held American corporation, based in Framingham, Massachusetts, that designs, develops and sells audio equipment.

 

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!

  • Western Union

The Western Union Company, a leader in global payments, has announced the launch of its Spanish and Mandarin language offering via the Western Union® mobile app in the US, for iOS and Android.In addition to sending money to more than 200 countries and territories, with the updated app consumers can now check transfer fees and exchange rates, track a transfer, find Agent locations and access My WU®program information in English, Spanish or Mandarin. Consumers can fund transactions using digital payment options such as their bank account, Apple Pay, and debit/credit cards. They can also use the “Pay in Cash” feature to enter transaction information in their preferred language, and then pay in cash at a participating Agent location.To use the new multi-language app, consumers can simply toggle between their choice of languages within the app.According to the U.S. Census Bureau’s 2016 American Community Survey, more than 40.4 million people in the U.S. spoke Spanish at home. Western Union research shows that the top reasons for sending money for Hispanic consumers include providing regular support, living expenses, or gifting funds.

  • Celestial Seasonings

Celestial Seasonings, a tea company based in Boulder, Colorado, United States that specializes in herbal teas (tisanes), but also sells green, white, chai, and black teas, has appointted Laundry Service as its digital AOR. Laundry Service, part of Wasserman’s Cycle Media, will handle digital media, social strategy, creative, content creation, community management, and media buying for the brand. The companies have already launched a campaign that includes a flock of influencers who explain why Celestial is their tea brand of choice. Influencers in the campaign include Sara Forte and Summer Rayne Oakes. Laundry Service is a full-service marketing agency that offers services across social, digital, and more traditional channels such as broadcast and out-of-home.

 

 

  • Daisy Brand

Daisy Brand and the Federación Mexicana de Fútbol (FMF), the national governing body for the sport of soccer in Mexico, announced a multi-year partnership, designating Daisy as the Official Sour Cream of the Mexican National Team’s annual U.S. Tour, now in its 16th year.Daisy Brand will receive exclusive promotional rights across the Mexican National Team’s U.S. Tour. One focus of the partnership will be a custom content series highlighting the role that family, food, and traditions play in the lives of Mexican National Team players. This content will be rolled out on the road to this summer’s FIFA World Cup in Russia.The Mexican National Team will kick off the 2018 U.S. Tour — and the team’s preparation ahead of the World Cup — in San Antonio’s Alamodome on January 31. The highly-popular CONCACAF nation will also play two back-to-back matches, March 23 in the Bay Area’s Levi’s Stadium and March 27 at AT&T Stadium in Arlington, Texas.Soccer United Marketing (SUM), Major League Soccer’s commercial arm and partner of the Mexican National Team’s U.S. Tour for more than 15 years, facilitated the agreement.

  • NESTLÉ

The Italian candy maker The Ferrero Group has finally acquired Nestlé U.S. confectionary business for US$2.8 billion in cash. Ferrero will acquire more than 20 American brands with a rich heritage and strong awareness, including iconic chocolate brands such as Butterfinger, BabyRuth, 100Grand, Raisinets, Wonka and the exclusive right to the Crunch brand for confectionary and certain categories in the U.S., as well as sugar brands such as Sweet Tarts, LaffyTaffy, and Nerds. The confectionary group will acquire Nestlé’s U.S. manufacturing facilities in Bloomington, Franklin Park and Itasca, Illinois, and the confectionary-related employees and will continue to operate through the offices in Glendale, California, as well as from its other current locations in Illinois and in New Jersey. Nestlé’s U.S. confectionary business generated sales of approximately US$900 million in 2016.The transaction is subject to customary closing conditions and regulatory approvals and is expected to close around the end of the first quarter of 2018.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

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

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Grant Thornton

Grant Thornton LLP has selected Dentsu Aegis’s gyro Chicago as its agency of record following a formal review. Founded in Chicago in 1924, Grant Thornton LLP (Grant Thornton) is the U.S. member firm of Grant Thornton International Ltd, one of the world’s leading organizations of independent audit, tax and advisory firms. The firm had previously worked with Doremus.The agency will be responsible for developing and launching a new brand campaign, creative platform and media plan.

 

  • H&R Block

Tax preparation services company H&R Block has consolidated its US $80 million broadcast media planning and buying business with Publicis Media agencies. Omnicom’s OMD was the incumbent. Mediavest | Spark will be in charge of  media planning and buying . Fallon, the client’s creative agency, picked up social media duties from WPP’s VML.Razorfish, also part of Publicis Media, will continue as Block’s Digital AOR. Block spent approximately US$146 million on ads across all media in 2016, according to Kantar Media.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Estrella Jalisco
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Estrella Jalisco, the light-flavored pilsner beer with more than 100 years of Mexican brewing tradition, helped  people celebrate safely on Cinco de Mayo by offering up to 10,000 discounted Lyft rides in the greater Los Angeles area on Friday May 5. The brand is encouraging consumers to leave their car keys at home and take advantage of two US$5 Lyft vouchers per person during peak hours on Cinco de Mayo – between 5 p.m. and 5 a.m., using discount code ESTRELLAJALISCO on the Lyft app.1 This safe ride partnership aims to make it easy for people to be part of the 160 million American adults who regularly make a plan to get home safely.Estrella Jalisco has also partnered with reality TV star and Regional Mexican artist Chiquis Rivera, who will be lending her voice to remind consumers about enjoying Cinco de Mayo safely.  In addition to partnering with Lyft and Chiquis Rivera for Cinco de Mayo, Estrella Jalisco also collaborated with Self-Help Graphics (SHG), an East Los Angeles non-profit dedicated to the promotion of the arts in the Chicano and Latino communities. The Estrella Jalisco mobile piñata will be traveling with a live mariachi band on Cinco de Mayo making surprise visits in and around Los Angeles.

  • Nordstrom

Retail giant Nordstrom has put its’ US$70 million annual media planning and buying business in review. Mindshare, the incumbent, is said to notparticipate in the upcoming review.Nordstrom spent just under US$70 million on measured media in both 2015 and 2016, according to Kantar Media.

 

 

 

  • Delta & Aeromexico

Delta Air Lines and Aeroméxico has closed a multi-year sponsorship with the Federación Mexicana de Fútbol (FMF), the national governing body for the sport of soccer in Mexico and the Mexican National Team (MNT). The sponsorship designates the two airlines as The Official Airline Partners of the Mexican National Team.The sponsorship promises to deliver premier fan experiences, community engagement and unique online content.  With over 140 million loyal MNT fans living in Mexico and the United States, MNT plays an important role in the Hispanic culture and provides a natural platform to celebrate the start of the joint co-operation agreement between Delta and Aeromexico once the JCA becomes effective.Delta and Aeromexico will serve not only as the team’s official airlines, but the global sponsorship will include an array of promotional assets around all games in Mexico, Mexico hosted games in the U.S. as part of the annual MNT U.S. Tour, and at World Cup qualifiers and international exhibitions played in both countries.

 

 

  • Publicitas International

Publicitas International, one of the world’s leading advertising services companies, announced a corporate rebranding and name change to NEWBASE, emphasising its new identity as an independent, technology-enabled media consultancy. Operating in over 30 major markets, the NEWBASE team works with the world’s media, technology, data and market research to drive sales for their clients. NEWBASE has transitioned to an independent, full service company providing strategic input across all advertising channels, combining its legacy in traditional media with technology solutions for reaching audiences.

 

 

  • Procter & Gamble

Procter & Gambleis is restructuring the work around its seven-year-old Hawkeye programmatic digital-media-buying operation with the aim of saving at least US$1 billion annually on media spending and US$500 million more from agency and production fees globally over five years. The move also comes as Chief Brand Officer Marc Pritchard is pressing to reform the digital-media supply chain through a series of speeches to industry groups.The changes to P&G’s programmatic buying operation include parting ways with the original tech provider, AudienceScience, in favor of different providers in various parts of the world such as Neustar and The Trade Desk, Adage has reported.P&G’s contract with AudienceScience, which provided an integrated global data-management platform (DMP) and demand-side platform (DSP), expires at the end of P&G’s fiscal year on June 30. P&G will work with Neustar and The Trade Desk in North America and multiple parts of the world, she said.The moves don’t affect relationships with agencies that work with P&G including Omnicom’s Hearts & Science and Dentsu Aegis Network’s Carat in North America.

 

 

  • Chick-Fil-A Roster

Gallegos United has included American fast food restaurant chain  Chick-Fil-A to its’ agency roster, as the brand is increasingly focusing on reaching Hispanic audiences. Together, they will seek to deepen the brand’s relationship with non-English speaking households. The effort will span advertising, social media, in-restaurant point-of-purchase and other marketing elements. Gallegos will work alongside Chick-Fil-A’s other shops, including McCann and Starcom.

 

 

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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. 20 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.

    • Jet.com

yogzqREQ_400x400Maxus Americas has been named the Media Agency of Record for Jet.com, an ecommerce startup that is redefining the online shopping experience. Maxus will specifically focus on the TV portion of Jet’s overall media spend, overseeing the planning, buying and analytics. GroupM’s media agency will lead the extensive new multi-channel media plan valued at US$80 million throughout the United States, effective immediately.Jet has been growing exponentially since its launch in July 2015. Under the leadership of CEO and founder Marc Lore, the website has attracted more than 2.4 million members in less than 6 months. Maxus Americas won the business following a review and will be replacing the incumbent agency Ocean Media. The creative portion of the account, which was not up for review, will continue to be handled by R/GA. The account will be managed out of agency’s New York office.

      • Cinemex

cinemex-Cinemex, one of the largest group of cinemas in Mexico, has confirmed its expansion plan to increase its market share through a US$100 million investment that will allow to open 25 centers, in addition to analyze the opportunities offered by Latin America. In 2016, the firm expects to open 25 new facilities. For that matter, the company expects to invest about US$100 million this year and around US$500 million the next five years, as part of its growth strategy. Cinemex will open cinemas in the United States (the first in Miami) and will open four other resorts in the US territory: one in Florida, two in New Jersey and one in Illinois, hopefully by 2017. The company has been also evaluating the possibility of entering other markets, primarily in Latin America, where they have received several offers.

      • CVS Health

d0_zpVn3_400x400CVS Health has announced strategic partnerships with two national organizations whose mission is to advance the multicultural nursing populations in the United States: the National Black Nurses Association (NBNA) and the National Association of Hispanic Nurses (NAHN). Through these newly formed alliances, CVS Health,  will establish workforce development programs and strategies that facilitate multicultural talent acquisition to further develop the company’s own diverse nursing populations through education, training and colleague engagement. CVS Health supports a broad nursing workforce that includes:

      • Wonderful Pistachios & Laura Posadas

CY7jsQGWcAA3BR-Wonderful Pistachios has partnered with  TV personality, certified master life coach and bicultural motivational speaker Laura Posada. Posada will serve as the brand’s Latina ambassador to promote the health attributes of pistachios and the importance of healthy snacking habits among Hispanics by encouraging healthy living and awareness of the brand and the product’s key nutrition benefits. Posada will kick off Wonderful Pistachios’ 2016 campaign with a variety of consumer and media activities that will allow her to connect with the U.S. Hispanic audience and provide advice on how to eat better and improve overall fitness. This is the first time the brand works with a spokesperson to reach Hispanic sectors.

      • H&R Block

mmWisin, one of Latin-urban music’s hottest talents, is the star of a new campaign that H&R Block is using to kick off this year’s tax refund season with a bang. The spot announces an early-season promotion during which 1,000 people will win US$1,000 a day from now through February 15, the equivalent of US$1 million a day for the first month of the tax refund season.For the new campaign, created by H&R Block’s Miami-based agency of record MARCA, Wisin re-recorded his hit song Piquete. In this special version of the song, now called Billete (money), the Latin music star encourages U.S. Latinos to file their taxes early and visit H&R Block offices for a chance at the daily drawing.

      • Dove Regenerative Nourishment

Dove is unveiling Dove Regenerative Nourishment, the latest addition to the Dove Advanced Hair Series collection, which uses a unique combination of technologies and ingredients to replenish lost nutrients while restoring smoothness and strength. Drawing inspiration from nature, the system is infused with Red Algae extract + Keratin NutriComplex, and repairs the internal structure of damaged hair by directly interacting with the keratin, reconstructing and strengthening hair from within.  Dove Regenerative Nourishment products will be available for purchase in mass, food and drug retailers nationwide beginning January 2016.For more information, customers can visit www.Dove.com, or Facebook, Twitter or Instagram.Dove® Hair is a Unilever’s brand.