Kids Corp has appointed Rocío Castillo as Sales Director for México. Rocío comes from companies like TV Azteca, Cisneros Interactive, Medula, Flowics, among others.






Gabriel Cosp Bareiro is Bepsa‘s new CEO. After having worked for Unilever in Paraguay and Argentina during 8 years, mostly in commercial roles such as Marketing or Customer Development Manager, Gabriel relocated to Africa to join Millicom International Cellular in 2008.






Pablo García Leyenda has been named product marketing manager  by Kia. He has worked at FCA Argentina as commercial manager and at Chrysler Argentina as marketing and customer service coordinator.






R/GA Buenos Aires has appointed  Juan Soprano executive technology director. Juan has extensive experience in strategy and technology development  at prestigious companies in New York.







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.

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.

  • Patrick Murphy

Florida Democratic Senate Candidate Patrick Murhpy has hired Freddy Balsera (Balsera Communications) to serve as Chief of Hispanic Communications and Strategy, focusing primarily on media, communications and outreach. The campaign says Balsera will advise the campaign on messaging and strategy with regard to the Latino community. “Freddy is a top tier communications professional with deep insight into Florida’s Hispanic communities and we are thrilled to have him join our campaign,” said Murphy campaign manager Josh Wolf. A recent Univision poll had incumbent GOP Senator Marco Rubio up seven points over Murphy with Hispanic voters.

  • La Quinta Inns & Suites


imagesLa Quinta Inns & Suites has designated Horizon Media as its media AOR following a review. Horizon will be responsible for communications planning and paid media activations across all channels for La Quinta’s portfolio, which includes La Quinta Inn and Suites and La Quinta Inn brands. La Quinta spent US$35 million on ads in 2015 according to Kantar Media. La Quinta has more than 880 properties in the U.S., and in Canada, Mexico and Honduras. These properties operate under the La Quinta Inn & Suites, La Quinta Inn and LQ Hotel brands.


  • Sperry

images-1Sperry, maker of the iconic Sperry Top-Sider, has appointed Horizon Media as its media agency of record following a review.Horizon will handle media planning and activations for the brand including digital, print, OOH, audio, and television but no search and e-commerce. The business will be managed from Horizon Media’s NY headquarters, effective immediately.




  • Tim Horton’s


descarga-1Canadian coffee-and-doughnut chain Tim Horton’s has appointed Horizon Media as its’ U.S. agency of record. Canadian chain merged with Burger King in 2014.The agency will handle media planning and activation across all channels.Tim Horton’s spent around US$11.5 million on measured media in 2015 and US$3 million in the first quarter of this year, according to Kantar Media.




  • Kia


tuqxlhwu_400x400Kia Motors America has released 2 30-second TV spots from creative AOR David&Goliath, targeting Millennials for the launch of its compact Kia Forte.The spots from creative AOR David&Goliath show how the vehicles safety features can help compensate for the wandering minds of its young drivers. The target demographic is consumers in their 30s. The spots “Talent Show” and “Basketball” end with the tagline: “Technology for the Modern Driver.” The campaign will roll out with general and Hispanic market broadcast TV in September and October, as well as 15-second versions that will be shared across social, online channels and pre-roll across various sites. Banners will supplement the campaign.


  • Panera Bread Co.


descargaPanera Bread Co. will be the first national chain to serve so-called clean bacon, Adage reports.The company has removed artificial nitrates and preservatives from the bacon it uses. This has been part of a larger effort by the St. Louis-based company to get rid of its menu of artificial flavors, colors, preservatives and sweeteners by the end of the year.With this move, the company tries to reach customers who are seeking healthier and less-processed alternatives.



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.
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 Latin American market and/or targeting Latin American consumers right now.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan  347-961-9516 or e-mail him at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

::: Starbucks ::: “Vacaciones” by ATMA ::: Mexico/ Ford, Toyota, Kia ::: WPP’s Geometry Global ::: Smurfit Kappa :::

  • Starbucks

ALcBvCnr_400x400Starbucks Corp.  will add a new coffee drink to the menu starting Jan. 5. The Latte Macchiato will be made of steamed and aerated whole milk poured over espresso shots and will be available in the U.S., Canada and select stores in Latin America. The drink will be part of the company’s core espresso drink menu, which also includes the Flat White, cappuccino and the Doppio, which is two shots of espresso straight. Other items being added to the company’s offerings include Guatemala Casi Cielo whole bean coffee, Teavana shaken iced peach green tea lemonade, and a number of food items, like Italian-style ham and spicy salami sandwiches, almond croissants, and a Vermont maple walnut muffin.

  •  “Vacaciones” by ATMA

descarga (2)Appliances brand ATMA has released its latest campaign that aimed to enjoy the most beautiful time of the day: the time we spend at home. The brand understands that women are no longer housewives, but women who love their home and now they can enjoy it without having to work so hard. The campaign can be seen in ATMA’S different platforms such as Facebook, Twitter, Instagram and its site: http://www.atma.com.ar website. The campaign  consists of four spots and was produced locally by the agency FCB.



  • Mexico/ Ford, Toyota, Kia 

descarga (3)In 2015, Car industry in Mexico became one of the main drivers of its economy mexicana. Towards the end of this year, that industry will be considered the engine of domestic manufacturing and will account for  3.0% of GDP.

Ford has announced this year an investment of US$ 2.5 billion dollars to increase its production capacity in transmissions and engines in Mexico.These investments will go to building a new transmission plant in Guanajuato, with a production capacity of up to 800,000 units annually. In addition to investing in expanding its plant in Chihuahua and building a new engine plant in that same state, to have a production capacity of up to one million engines annually.

Japan’s Toyota has announced an investment of one million dollars in a new plant in Guanajuato in April aimed at producing the Corolla model,  in view of manufacturing 200,000 units per year and create two thousand new job positions.

In addition, Kia is the first Korean automaker to come to Mexico after concluding the construction of its plant in Fisheries, Nuevo Leon and contemplating to begin its production in 2016.

  • WPP’s Geometry Global

BdcFDuIb_400x400WPP’s brand activation agency Geometry Global has acquired Mexican CRM agency Cacto Arte e Ideas S.A., which is based in Mexico City. Cacto’s unaudited gross revenues for 2015 will be close to $30 million Mexican pesos (about US$1.7 million at today’s exchange rate) with gross assets of nearly MXP $27 million (US$1.6 million).Cacto specializes in creating CRM programs for international companies in the automotive and pharmaceutical categories. Founded in 2007, Cacto employs 40 people.


  • Smurfit Kappa

YJbxeXsz_400x400Dublin-headquartered packaging group Smurfit Kappa has acquired two Brazilian-based firms for €186m. (approximately US$ 200 million). The two privately-owned businesses, INPA and Paema, combined operate three recycled containerboard mills with a total capacity of 210,000 tonnes, along with four corrugated facilities servicing the Northeast of Brazil, through the Rio and Sao Paulo regions and the south of the country.The combined business employs over 1,700 people and the Group expects to generate synergies of around €6m to be delivered by the end of 2017, primarily through operational improvements and supply chain optimisation as the businesses are integrated.The deal extends Smurfit Kappa’s reach to the entire South American continent and further advances the company’s desire to build its platform in the Americas.The transaction was completed at the end of December 2015 and will be immediately earnings accretive.

What: Hyundai Motor America (HMA) backed ad agency group Innocean is partnering with U.S. independent agency giant Horizon to launch a separate standalone media organisation called Canvas Worldwide.
Why it matters: The new media agency is born with US $700 million business worth of business for the Hyunday and Kia accounts IP. For Horizon, an affiliation with Innocean brings international scale and Hyundai, an automotive client that fills one of the few holes in the shop’s robust client portfolio. Innocean gains a very strong U.S. presence.

Canvas Worldwide will be the nearly US $700 million U.S.media business for Hyundai Motor Group’s US brands, including both Kia Motors America and Hyundai Motor America. “I’m interested in building out a new entity. I think there’s enormous white space here,” said Bill Koenigsberg, CEO and founder of Horizon.
Koenigsberg has invested millions in building the new infrastructure, and aims to hire around 200 people by the beginning of next year to service the shop’s first account. The company will announce a CEO in the coming weeks, he said.
horizon-media-raises-the-bar-on-digital-advertisingHyundai North America (HMA) indicated in a statement, “Canvas will bring a new, entrepreneurial team that is not associated with any media holding company, providing independent thought and action. Canvas will be inventing a new future in the media world, while using all of Horizon’s known strengths to function at full effectiveness from the moment it begins working for Hyundai Motor America in January, 2016.”
The automaker also referenced the new media agency’s transparent buying model as a main selling point at a time when there’s a lot of debate around buying.

Canvas will be inventing a new future in the media world, while using all of Horizon’s known strengths.

“Hyundai has been impressed by Horizon’s existing ability to fully offer a transparent system for media buys and understands this will be a key component of the Canvas philosophy,” the company said in its statement. “This transparency, and the accountability that goes with it, are critical to HMA.”

Innocean IPO and U.S. Growth

The new joint venture also furthers Innocean’s goals for growth (check out our recent Profile of Innocean). The company, which was started by Hyundai over a decade ago and completed its initial public offering in Seoul last month, said that it would take 134 billion won from the 340 billion won it raised from its IPO and use it to expand and diversify its client base beyond Hyundai.

The Hyundai and Kia business accounted for around 70% of Innocean’s revenues last year.

For Horizon, an affiliation with Innocean brings international scale and Hyundai, an automotive client that fills one of the few holes in the shop’s robust client portfolio.
Horizon offers Innocean a hefty U.S. presence and a portfolio of strong and diverse client relationships that would expand the shop’s Hyundai-heavy client roster. The Hyundai and Kia business accounted for around 70% of Innocean’s revenues last year, according to Reuters.

Join us at PORTADA Mexico!

Elevator Pitch:

Think big and act small is the mantra of this Huntington Beach agency that’s infused with the maverick surfer ethos.

Secret Sauce:

Thinking big means coming up with wild ideas for challenger brands – as well as for Hyundai/Kia. Innocean USA partnered with neuroeconomist Paul Zak, AKA Dr. Love, to explore the love we have for brands; and it wrangled film director Amir Bar-Lev and Grammy-winning musician Mark Ronson, of “Uptown Funk” fame, to host a seminar at the Cannes Lions Festival of Creativity.

Origin story:

Innocean USA, part of the Innocean Worldwide agency, was founded to provide advertising services for Hyundai and Kia, but it’s expanded its U.S. footprint and client roster since 2012, when golf-wear-maker Footjoy became its first non-automotive client. The U.S. branch is now 300 people strong, with offices in New York, Chicago, Dallas and Hawaii. The agency is cagey about just how much of its billings come from Hyundai/Kia, but in 2014, Reuters reported that its domestic Hyundai-related business had dropped to 43 percent in 2013 from 100 percent in 2005.

Greg Braun
Greg Braun

Media decision-makers:

Innocean has a full-service media team that includes strategy; planning; execution; optimization; and reporting on results and ROI. According to Executive Creative Director Greg Braun, the agency’s creatives and media experts work collaboratively. “We don’t want media to be an afterthought,” he says. “When we attack projects and campaigns, we always want our media experts shoulder to shoulder with creatives, strategists and account people.”

According to James Zayti, group director of Hyundai Media, as the account planning team begins to define the target for a campaign, “We build a thematic of what our target does on a daily basis: Where are they most receptive to messaging?”

Notable Clients:

Innocean USA provides media account management for Hyundai/KIA; Berkshire Hathaway Homes; energy company NRG; Alpina Foods.

James Zayti
James Zayti

Cool Campaigns:

For the FIFA World Cup Tournament, Innocean worked with ESPN, Univision and other media partners to embed Hyundai into the programming. Says Braun, “Most of the brands made platforms for famous athletes. We love them too, but we made it a forum for fan passion.” Innocean created the meme #BecauseFutbol, using it in TV spots and social media. Braun says, “It becomes not only a rallying cry but an excuse for any crazy thing you might do.”

futbol socialZayti adds, “Each time we’d run the work in halftime, our brand would trend organically on Twitter.” In fact, Hyundai saw a 1,415 percent lift in Hyundai mentions in relation to World Cup or soccer chatter, with 92 percent positive sentiment, shattering pre-campaign benchmarks with 95,328 total mentions of #BecauseFutbol.

In February of this year, Hyundai became the exclusive auto sponsor of IFC’s Comedy Crib, and Innocean created a web series called Sound Advice, featuring Vanessa Bayer of SNL. Each episode opens with a custom Hyundai integration featuring Bayer driving or vamping in front of a Hyundai Veloster; then, her character, a ditzy media coach named Janessa, attempts to give advice to famous musicians, including Al Yankovich and tktktk.

janessa and carsZayti says, “We looked at the media side and saw IFC as a great space that shared a lot of brand identity with Hyundai. Then, speaking with the creative side, we took it another step.” Moving beyond product placements, Innocean’s writers worked with IFC’s writers to integrate the brand further into the segments.

“For all product integrations, we sit down as a team to see where we can take it,” he says. “Sometimes we just want a car in a TV show or movie, but sometimes we think there’s an appetite to take it much further.”

Check out other agency profiles recently published by Portada:
-Spark, a Boutique Backed by a Global Agency Network
-The Media Kitchen, How Chefs Cook Up Media Plans


Portada and Media Economics Group present a new selection of digital campaigns from Colombia. Breaking Ads Colombia features a selection of digital campaigns in the country of the second week of August.

Below the detailed campaigns of Kia Colombia, Sony Pictures Entertainment and CaracolTV.com.

Kia Colombia


Advertiser: Kia Motors

Campaign: “5 años de Garantia”

Language: Spanish

Description: Kia Motors “5 años de garantía” campaign.

Site: CanalRCN.com (Colombia)

Server: e-Planning.net

Sony Pictures Entertainment



Advertiser: Sony Corporation

Campaign: “Son Como Niños 2” Movie (“Grown Ups 2”)

Language: Spanish

Description: “Grown Ups 2” movie in Colombia and Mexico.

Sites: Colombia.com, ElDiario.com.co, ElHeraldo.com.co, LaOpinion.com.co

Server: GoogleSyndication.com


Caracol TV


Advertiser: Caracol TV

Campaign: “Una Maid en Manhattan”

Language: Spanish

Description: Telemundo’s “Una Maid en Manhattan” telenovela launch on CaracolTV in Colombia.

Sites: CaracolTV.com (Colombia), Cromos.com.co, ElEspectador.com (Colombia)

Server: e-Planning.net



Source: Media Economics Group, ColombiaWebMonitor™. For more information: 1 (704) 841-2030.

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.


    • Kia
      The 2014 Cadenza, which has a retail sales price starting at about $35,000, was previously promoted only via print ads since it went on sale in April. Three new national TV commercials will be introduced that focus on the car’s technology. Kia will also begin promoting during the NBA Finals on ABC beginning this week.


      • Kiehl’s
        The skin-care and hair-care retailer sent a custom Captain America comic book to Wall Street Journal subscribers in New York, Los Angeles and San Francisco as part of a content marketing effort to help the company better connect with men, Ad Age reports. The comic was specially created by Marvel Custom Solutions and the specially written story line takes place in a Kiehl’s store. Six ad pages in the comic tout the company’s products.


    • RJR Reynolds
      The nation’s second-largest tobacco company will run television commercials for the first time since 1970 to promote its first e-cigarette, Vuse. It will initially be rolled out only in Colorado with a TV,print and direct mail campaign, according to Ad Age.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 of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (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.

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.

      • Human Care HSP
        Two agencies are partnering to introduce a Pharma Marketing unit. McCann  Human Care and sister agency Casanova Pendrill  (both owned by Interpublic)  are introducing HumanCareHSP. HumanCare claims to be very  knowledgeable about the regulatory environment associated with pharma advertising.  Advertisers have often found regulatory hurdles to the  efficient deployment of Hispanic pharma advertising (including issues such as  the translation of indications).


      • Walmart
        Wal-Mart Stores plans to focus more on reaching the Hispanic consumer, the Citywire reports. Stephen Quinn, executive vice president of marketing for Wal-Mart, told suppliers at the beginning year meeting 10 days ago in Orlando that the retailer’s marketing focus this year is in step with the merchandising goals of localization, being more competitive locally and more keenly focused on Hispanic shoppers. The retailer said last year it planned to ramp up that investment by 100% in the next year or so.The majority of Wal-Mart’s Hispanic stores are concentrated in 8 states including 171 in Texas, 126 in California, 50 in Florida, 36 in Arizona and 33 in New Mexico. More than 800 Walmart Stores across the United States are deemed Hispanic.


      • Rooms to Go
        Rooms To Go has entered into a multi-year licensing agreement with Hispanic actress and businesswoman Sofia Vergara and plans to launch a home furnishings collection in her name in late fall. According to Furniture Today,  the 130-store Top 100 company plans to start “smallish,” said CEO Jeff Seaman. While he declined to disclose the number of pieces or SKUs in the contemporary line, he said it will include living room, bedroom and dining room furniture along with accessories.Seaman said the line should appeal to shoppers across many cultures, not just Hispanic consumers.Terms of the deal were not disclosed.”True to the retailer’s strategy, the Sofia Vergara Collection will be merchandised and displayed in complete room groupings designed to provide customers with inspiration, affordability and ease of shopping,” RTG said in a statement.Vergara will be appearing in RTG’s commercials and other marketing material as well as visiting stores, Seaman said. The retailer – with dual headquarters in Seffner, Fla., and Atlanta and estimated 2012 sales of $1.61 billion – hasn’t chosen all the suppliers for the collection yet, something Seaman said it wants to accomplish at the April High Point Market.


      • American Honda Motors
        American Honda Motors has concluded its Media Review which began in December.  MediaVest was selected as the media agency serving both brands, with  RPA selected as the creative agency for the Honda automobile brand and  Mullen as the creative agency for the Acura brand.  La Agencia de  Orci & Asociados will continue to be Honda’s Hispanic creative agency.


        • Bashas
          As part of Bashas’ Family of Stores’ ongoing restructuring efforts and to position the company for rapid growth, the company has named Edward Basha III as president, CEO and chairman of the company. Jim Vaughn, who recently served as a division president of Albertsons, is joining the company as senior vice president of procurement and marketing.


      • Amigo United Supermarket
        The Amigo’s United Supermarket franchise is adding a new location in Hereford, Texas, its fourth in the Lone Star State. The new location will bring 125 new jobs to the area when completed by 2014.Amigo’s also has stores in Lubbock, Plainview, and Amarillo, Texas, according to ConnectAmarillo.com.”We know two things. Number one, the population of the state of Texas is growing. Number two, the fastest growing part of that population is the Hispanic population, and that’s especially true in West Texas,” said Amigo’s United Director of Communications Eddie Owens.


      • Kia
        Kia Motors wants to become the number one brand among North American Hispanics. To achieve that goal, the firm is increasing its presence in Latino media, Kia’s U.S. marketing director, Tim Chaney, said in an interview with Efe. One sign of this is the recent agreement with Univision to sponsor the beauty competition program “Nuestra belleza latina,” one of the most successful reality shows on Hispanic television in the United States. Chaney told Efe that the South Korean manufacturer is fully immersed in the process of revamping its multicultural communications strategy and emphasized the importance Kia places on the Hispanic community in North America.“The Univision agreement is part of the plan to invest much more money and effort in Hispanic media,” Chaney said. “There’s a great growth opportunity. You can’t be part of the current predominant cultural trend if you don’t invest in the Hispanic market,” he added.


      • Target
        Rick GomezRick Gomez is Target Corporation’s new senior vice president of brand and category marketing. In 2011, Target ranked 29th among the 50 largest advertisers in Hispanic media, spending $45.6 million, according to Advertising Age.  The retailer recently partnered with music produce Emilio Estefan to curate a special selection of movies, music, and books called “Emilio Estefan’s Picks.” Target also tasked Estefan with signing exclusive partnerships with Latin music artists.Gomez used to run marketing at beer giant MillerCoors.


      • Crown Imports
        Crown Imports toasted another year of strong growth as it outlined its 2013 sales and marketing plans to its U.S. distributor network and select retailers at the Gold Network Summit, its recent annual meeting in Fort Worth, Texas.Last year proved to be a good year for the company, which saw 4.7 percent growth. Its flagship brand Corona Extra increased 2 percent and exceeded annual sales of 100 million cases. Modelo Especial broke the 40-million case mark, up 20.6 percent, and Pacifico was up 8.5 percent, according to the company. The stability and long-term line of sight that our 2012 performance gives our business is exactly what we’ve worked so hard to achieve. And, very importantly, it provides a far clearer roadmap to guide us on our march to fulfill our vision — to capture 20-percent dollar share of the U.S. beer business,” said Bill Hackett, president of Crown Imports.On tap for 2013, the importer will launch new creative campaigns for all the Crown brands, including new Corona Extra “Find Your Beach” TV ads, new creative for Corona Light, and new general and Hispanic market TV ads for Modelo Especial. Pacifico and Negra Modelo will see new TV advertisements in 2013 as well, the company added. (Read our Interview with John Alvarado, Senior Director of Marketing at Crown Imports)


    • Phoenix Suns
      The Phoenix Suns  have launched a Spanish-language website aimed at Hispanics fans. The site features translated content from the English-language Suns.com website.Market estimates show Hispanic fans make up as much as 30 percent of Suns supporters as well as the fan bases of the Arizona Cardinals and Arizona Diamondbacks.“We have received an incredible amount of support from our Spanish-speaking fan base over the years,” said Suns President Jason Rowley. “The new website offers our loyal fans a new channel and a new way to follow the team, in addition to providing our marketing partners a platform to connect with the Hispanic community here in the Valley.”


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 of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (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.

Learn more about the enormous role Online Video can play in the Latin (Latin America and U.S. Hispanic) marketing space. Book now for our Latin Online Video Forum, a required event for any marketing professional.

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.

  • Fusion 2013
    Ford’s new model Fusion 2013 is sponsoring a new app for the  iPad  introduced by Televisa’s Vanidades Magazine. The campaign also has print and digital media components. Fusion 2013 is also being advertised in Hispanic TV.
  • Tecate
    Tecate & Tecate LightHeineken USA , the owner of the Tecate brand, selected iNSPIRE! to  reach second generation Hispanics.  iNSPIRE!’s responsibilities will  include supporting billboard, radio and digital campaigns in key brand markets.  Based on the success of Tecate’s Spanish-language creative among  U.S. Spanish-speaking consumers, Olabuenaga Chemistri will remain the  agency of record for all Spanish-language communications for the Tecate  franchise and Indio in the U.S.  MediaVest’s MV42 will continue to lead the  media buying efforts for the Tecate franchise and Indio in the U.S.


  • Heineken
    Heineken launched the Heineken Champions mobile and Facebook app kicking off a nationwide competition for a chance to bring a grand viewing event of the UEFA Champions League final to the winning city on May 25. In connection with its sponsorship of the UEFA Champions League this year, Heineken will create an exclusive viewing party in the United States that is designed to provide an experience only the brand can deliver. Fans over 21 years of age can vote until mid-April for a chance to have the viewing party in their city by taking a photo of themselves enjoying an UCL match, uploading it to the Facebook tab or mobile app, and tagging their location. Every photo uploaded scores a point for their city.
  •  Western Union
    Western Union and the Western Union Foundation have made a two-year grant commitment, supporting education and economic development programs offered through the U.S.-Mexico Foundation (USMF). The combined grant consists of $250,000 from the Western Union Foundation and $250,000 from the Western Union Co. to support the USMF Educational Transformation Fund, which provides educational opportunities to communities throughout Mexico, and the USMF Economic Opportunity Fund, which improves the economic opportunities for marginalized communities in Mexico. The total commitment of $500,000 supports USMF efforts to improve global access to quality education and economic opportunity, according to a release. “The Western Union Foundation is dedicated to creating a better world, where the ability to realize dreams through economic opportunity is not just a privilege for the few but a right for all. With the support of the Western Union Co., its employees and agents, the Western Union Foundation works to realize this vision by supporting education as a pathway toward a better future through Western Union’s Education for Better program,” said Patrick Gaston, president, the Western Union Foundation.
  • Kia Motors America
    Kia ForteKia Motors America (KMA) announced today that it has signed on as the “Official Automotive Partner” for Univision’s “Nuestra Belleza Latina” (“Our Latin Beauty”), one of the network’s top-rated shows.  The sponsorship includes on-air brand integration and related digital activations throughout the season including sponsored challenges for the show’s contestants using various Kia vehicles.  Kia is also awarding this season’s winner with an all-new 2014 Forte compact sedan.”Kia’s U.S. marketing initiatives are focused on raising consumer awareness, perception and consideration for the brand, and sponsoring ‘Nuestra Belleza Latina’ is the latest effort to communicate and interact with the Hispanic community in authentic and meaningful ways,” said Michael Sprague, executive vice president, Kia Motors America.  As the official automotive partner of “Nuestra Belleza Latina,” Kia’s sponsorship will include integrated segments such as a branded challenge and a branded recap that includes the contestants enjoying a day away from the competition with a Kia vehicle.  Digital activations include 11 custom pieces for Univision.com with the contestants, a custom photo shoot of this season’s winner with her all-new 2014 Kia Forte compact sedan, as well as social media mentions via Twitter and Facebook.
  • FAIR Health
    Fair Health, an independent not-for-profit organization dedicated to bringing transparency to healthcare costs and out-of-network reimbursement, has launched the Spanish-language version of FH Consumer Cost Lookup® (consumidor.fairhealth.org or fairhealthconsumer.org). The free Spanish-language consumer website will help more people better manage their healthcare costs by providing free, independent and transparent health insurance information.Both the English- and Spanish-language versions of the FH Consumer Cost Lookup enable individual consumers to search and evaluate cost estimates for user-selected medical and dental procedures and services by geographic area. The tool also allows consumers to estimate the amount that an insurer will reimburse for services received out-of-network. Uninsured individuals can use the tool to obtain an estimate of the full cost of procedures in their geographic area.

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 of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (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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