J.C. Penney


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.

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  • NBA

8GMNsRg3_400x400The National Basketball Association has assigned media planning and buying duties to Starcom Mediavest Group, the incumbent was  Media Storm, part of the Water Cooler Group network that is co-led by former Mindshare exec Antony Young. The NBA spent US$135.8 million on measured media last year, up from US$93.6 million in 2013, according to Kantar Media.  Media Storm was only contracted to work with the NBA for the 2014/15 seaso. SMG is expected to handle the account via its sports marketing practice, which is called “Sports at SMG.”The NBA’s lead creative agency is Translation, which won the account in December, replacing Omnicom’sGoodby Silverstein & Partners, which had been the NBA’s agency of record since 2007.

  •  Coty

descarga (5)Katy Perry and beauty company, Coty, are capitalizing on her following — the most of any Twitter user– with the virtual Katy Perry Pop Up to promote the sale of her newest fragrance, Mad Potion.The virtual pop-up shop is selling the product for us$30 through Twitter’s buy button until a limited availability runs out.The account, which so far has gained more than 14,000, is the first of its kind for a beauty brand. The goal is primarily to pique consumer’s interest.Twitter’s buy button debuted late last year, and retailers like Home Depot and Burberry, as well as artists such as Eminem and Pharrell have used the buy button to sell products.Coty has worked with Mr. Perry’s two other fragrance lines, and has experimented with pop-up shops before. Last year, Coty and Marc Jacobs created a pop-up shop in Soho to promote Daisy. This time, Coty promoted the brand by extending the relationship between Ms. Perry and her followers. The fragrance will hit retailers like Walgreens, Kohl’s and Macy’s once the limited availability on Twitter runs out.

  • J.C. Penney

descarga (6)JCPenney is fighting online bullying with a new campaign called “Bend the Trend” this back-to-school season. The initiative will encourage consumers to compliment each other’s style instead of shaming one another on social media.The effort is in contrast to JCPenney’s 2013 back-to-school spot, which earned criticism from parents who felt it promoted bullying.For the effort, JCPenney recruited some notable YouTube talent. The retailer teamed up with DreamWorks Animation’s AwesomenessTV for a four-part video series featuring the Merrell Twins, the stars of Primrose Makeup, Josh Tryhane, Sierra Furtado, Paulina Cerrilina and Hunter March. The young stars will use their platforms to encourage positivity online and share their styles for back-to-school.There will be a social push also on August 12, called “National Shout Out Day,” when JCPenney will ask consumers to sing each other’s praises. The department-store chain will also provide shareable compliment cards on Tumblr to inspire people to be a little nicer to each other.”Bend the Trend” , releasing with  two new TV spots geared toward kids and teen, also pushes young people to explore their own unique styles while promoting deals to parents.It features an interactive mix-and-match game where consumers can create their own looks, or “smash ups,” with apparel and accessories from JCPenney’s back-to-school collection. Users can add their creations directly to the shopping cart and share them on social media.The department-store chain is also running a print ad in Seventeen magazine’s August issue, and raising money for JCPenney Cares, which will fund children’s charities, during the month of August.

  • McDonald’s

McDonald’s lead Hispanic agency, Alma in Miami, has rolled out “A Little Lovin’,” a three-minute bachata musical starring the 20-year-old Dominican-American singer Leslie Grace. At the beginning, she is seen sitting in McDonald’s with a case of writer’s block, but a McDonald’s employee (played by Daniel “Cloud” Campos, who also was the director and choreographer) soon inspires her to find “A Little Lovin’ ” all around. The spot will premiered during Thursday’s broadcast of Premios Juventud on Univision.Sony Music Entertainment repurposed Grace’s “Solita Me Voy” song for the spot.

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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. 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!

  • Coca-Cola

imagesCoca-Cola Co. (KO) has bought a 16.7% percent stake of country’s No. 2 energy-drink maker Monster Beverage Corp. (MNST), for US $2.15 billion.  The deal gives Coca-Cola greater exposure to the energy drinks market, one of the fastest-growing segments in the beverage industry. Coke,which already distributes Monster in about half the U.S., plans to expand Monster’s distribution footprint “in a major and meaningful way.” Coke will become Monster’s preferred distribution partner globally, while Monster brands will be the only energy drinks distributed by Coke.

  • Constellation Brands

constellationBrands-Constellation Brands, a leading Mexican beverage alcohol company, has acquired the Casa Noble tequila brand, including its’ trademark and related assets. The agreement is expected to close in September 2014 and is subject to customary closing conditions. Further terms of the purchase were not disclosed. Constellation Brands has all Grupo Modelo brands’ exclusive sales rights in US. This purchase, according to chief executive officer Rob Sands, complements the Mexican beer brands portfolio perfectly to leverage the existing routes-to-market and reach Hispanic consumers. Back in 2013, Grupo Modelo introduced Modelo Especial Chelada in US markets, bringing an authentic Mexican recipe to the brands’ Hispanic consumers. Portada interviewed Jim Sabia, CMO, Crown Imports on that launch.

  • Aeromexico

descarga (1)Aeromexico, has announced the operation of its fourth weekly flight between Merida and Miami, as of November 8th this year, to increase its domestic and international connectivity.This new service will operate on Saturdays and, as the current three frequencies, will be operated with an Embraer 190 airplane configured with 99 passenger seats, 11 in the Clase Premier cabin.Incoming passengers from Miami will be able to take this flight to connect to Villahermosa and Mexico City, and to 44 additional domestic destinations 35 international cities from the Mexican capital city.

  • Acura 

descargaThe official home of luxury automotive brand Acura is launching its new luxury sedan along with a huge marketing campaign The brand TLX model new campaign includes a significant investment in digital video, but no broadcast primetime TV, Ad Age reports. More than one-third of the ad budget will be for digital and Facebook will get another substantial chunk. Acura will also take over major Web portals such as Yahoo and MSN. TV ads will run on platforms such as Hulu and Crackle, and traditional TV spots will air during NFL games and SportsCenter among other cable shows. (see note below about digital marketing and media buying agencies for the Acura brand). This is the Acura’s first major campaign since it was separated from Honda. Here is Acura’s TXL “My Way” video:

  • Hewlett-Packard

descarga (2)Hewlett-Packard Is launching a commercial for its notebook and also tablet Pavillion x360 that is comprised entirely of six-second Vines, the Twitter-owned looping video platform, The Wall Street Journal reports. To carry out the spot , marketing agency Niche had to recruit Vine talent. HP’s creative agency 180LA worked with the talent who had relative freedom to create their own Vines for the commercial.

  • Puma

descarga (3)Puma  is about to launch its’ Forever Faster” marketing campaign featuring its lineup of athletes including sprinter Usain Bolt, the world’s fastest man; men’s soccer star Mario Balotelli; women’s soccer legend Marta; and golfers Rickie Fowler and Lexi Thompson. The kickoff spot is called Calling All Troublemakers, in which the athletes flex their credentials as rebels and rule breakers not on the field, but splashing in a hot tub. They invite viewers to join them .The campaign will begin in North America, Latin and Asia-Pacific and then roll out to Europe, the Middle East and Africa shortly afterwards.Ads, from JWT, include print, TV, digital and social.

  • Burger King

descarga (4)Burger King will offer again is chicken fries after a two-year gap when it dropped them from its menu. To promote the delicious chicken fries, the fast food chain will release a new campaign led by Code and Theory, Burger King’s digital agency, that will include one TV spot. Each Thursday, the chain will rerun a 2005 chicken fries spot. The commercial, originally created by Crispin Porter + Bogusky, was modified by BK’s lead global agency David. BK will focus mostly on digital platforms to market the return.

  • J.C. Penney

descarga (5)National retailer J.C. Penney is releasing the major promotion “Love, Liz Claiborne” to revitalize sales and appeal customers, especially women aged 35-50. Ads will run in magazines such as InStyle, Real Simple, Redbook and People and on AOL, BuzzFeed and Hulu. TV spots may also be added. OMD is Penney’s media agency. Around US $1.1 million were invested to advertise the Liz Claiborne line in 2012, but nothing during 2013 and nothing through the first quarter of 2014.

  • American Honda

descarga (6)Publicis Groupe agency has been selected to oversee digital marketing for both the Honda and Acura brands, after an eight-month review. Digital was previously split among several agencies, including Meredith Xcelerated Marketing, Genex, RPA and Mullen. RPA will continue to handle creative for Honda, as will Mullen for Acura. MediaVest continues as the media agency for both brands.

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.


    •  Wal-Mart 
      Wal-Mart Seeks Content From Marketers as Part of ‘Print Plus’ Initiative. The retail giant wants brands to supply content, such as recipes and how-to videos, to use in its 80-million-circulation weekly circular. Smartphone users will see the content as they move their phones over the print ads. While some retailers like Safeway have said they may eliminate print circulars, Wal-Mart is still bullish on them. This new initiative will save Wal-Mart money by giving it free content, but it will also benefit marketers with mass print exposure.


    •  Experian-OMD
      Experian, the company that markets various credit-analysis products has replaced Ocean Media on the buying side and The Martin Agency, which handled media planning, Ad Age reports. Martin will still handle creative. Ocean Media did not participate in the review, but other media agencies pitching included Starcom, MEC and Horizon Media. This is a sizable media account, with about US $385 million spent on advertising in 2012.


    • J.C. Penney
      The retailer will reverse Ron Johnson’s strategy strategy of reducing discounts and put coupon advertising in newspapers again, William Ackman, the activist investor who recruited the ousted chief executive, said last week. Johnson, who was replaced by Myron E. Ullman III on April 8, implemented a pricing strategy that eliminated almost all of the company’s discounts and promotions in favor of everyday low prices. Shoppers shunned the department store chain, and sales sank 25 percent last year.


    •  Frozen Food Institute-Roundtable
      The American Frozen Food Institute and the Frozen Food Roundtable, a coalition of freezer-case heavyweights including ConAgra, General Mills, H.J. Heinz, Kellog Co. and Nestlé USA, along with retail behemoth Wal-Mart are pooling their might to launch a campaign that could reach up to US $50 million in spending, AdAge reports.  McCann Erickson is tipped to win the agency review for the push, whose goal is to warm consumers to the frozen-food aisle. The frozen-food players began early this year to build the skeleton of a multi-million-dollar campaign to target baby-boomer, millennial and Hispanic shoppers.


    • Mayo Clinic
      The Mayo Clinic has Launched a Spanish-Language Outreach Campaign. Every year, thousands of Spanish-speaking patients travel to the Minnesota-based nonprofit clinic from all over the world for cutting-edge treatment and Mayo has launched a new storytelling campaign to better connect with them. Historias Mayo is a series of Spanish-language video stories about Latino patients and doctors. It’s meant to inform people that Mayo is open to patients from all over the world, regardless of income or language, and that there are doctors and services available in Spanish. The videos feature both unknown figures as well as famous faces, like Mexican race car driver Adrián Fernandez and Venezuelan fencing champion Carmen Militza Perez, who is now a doctor at Mayo.


    • Integrated Multicultural Media Solutions
      Longtime media entrepreneur Pluria Marshall Jr. has launched a newly expanded media planning and buying firm that will execute advertising buys across all media – digital, radio, television, newspapers and magazines, officials announced today. The privately owned company, Integrated Multicultural Media Solutions (IMMSD)  now becomes the nation’s only certified, full-service African-American media management company, Marshall said, uniquely positioned to serve the broader needs of advertisers and agencies. “Too often, media agencies lack meaningful knowledge about how to effectively reach consumers in diverse communities – especially black communities,’’ said Marshall, president and chief executive of IMMS. “That’s not a mistake you can afford to make with a black consumer base that’s expected to spend more than $1 trillion on goods and services in the U.S. this year,” he added. Founded in 2012, IMMS is an ideal strategic partner for any advertiser or agency seeking experts in multicultural media planning and buying, Marshall said. Media expert Randy Novak, a top executive at Geomentum/NSA – the nation’s largest hyperlocal media and marketing agency – said the experts at IMMS do what needs to be done to service client needs.

    • Aflac
      Aflac, the supplemental insurance company in the United States, introduced its latest Spanish language television commercial, Physical Therapy. The funny and informative ad debuts today Monday, April 15, on local Telemundo, Univision, Telefutura and Estrella TV stations in Miami, New York, Los Angeles, Houston, San Francisco andOrlando. It will also air on two television networks in Puerto Rico and on radio stations in all of these same markets. This integrated campaign also reminds consumers to visit Aflac’s latest innovation called the Real Cost Calculator, which provides valuable information to help policyholders and potential policyholders understand the out-of-pocket medical and household costs associated with an individual or family member who is injured or diagnosed with an illness. This innovative tool is being unveiled en Espanol for the first time at Aflac.com/costoreal. “In any language, Physical Therapy sends a very serious but entertaining message about how our policies can help people focus on recovery rather than worry about finances when a medical setback occurs,” said Aflac Executive Vice President, Chief Marketing and Sales Officer, Michael Zuna. 

    • Group M
      GroupM has created a new unit designed to help beef up the operation’s multicultural offering. It will be led by Gonzalo Del Fa, currently managing director of MEC Bravo, the Hispanic specialist unit at GroupM media shop MEC.

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