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What: We looked at the top 15 online retail sites visited by Hispanic shoppers in the US in November of 2018 and how they scored in numbers of visitors.
Why it matters: Best Buy and Kohl’s benefited handsomely from increased visits by Hispanics to their websites in the lead up to the 2018 holiday shopping season. Both saw a nearly 40% increase in visitors in November compared to the previous month. While maintaining its first-place ranking in the top 15 most visited sites by Hispanics in the US in November, Amazon nonetheless saw a dip of 2% in its overall share of total visits compared to the month of October.

 

Number of Hispanic visitors to the Top 15 e-commerce sites in the US, November 2018
Total Audience, Home and Work, PC/Laptop154,176
SiteTotal Unique Visitors*
Amazon Sites28,333
Walmart18,602
eBay16,004
Apple.com Worldwide Sites11,959
Target Corporation10,433
Samsung Group9,701
WISH.COM8,611
Best Buy Sites8,485
Kohl’s Corporation7,541
The Home Depot, Inc.6,697
ETSY.com6,462
Ticketmaster6,342
Macy’s Inc.5,911
Wayfair4,913
Lowes.com4,182

Source: comScore *Numbers reported as shown

Kohl’s and Best Buy saw significant increases in the number of Hispanic visitors to their sites in the month of November, 2018 compared to October. Visits to both sites by Hispanics surged by nearly 40%, catapulting Kohl’s to 13th place among the top 15 ranked sites from 11th place in October. Best Buy jumped from 8th place in November from 11th place in October.

  • Walmart increased its share of Hispanic visitors to the top 15 sites ranked by comScore in November by 2,498 visits over the month of October.
  • Amazon saw a drop of 2% in its share of the total visits to the top 15 sites by Hispanics compared to October, but continued to hold first place among the sites monitored.
  • Amazon, Walmart, eBay, Apple, Target and Samsung maintained their top five rankings with Hispanics in that order in November compared to October.
  • Etsy dropped from 8th place in October to 11th place in November, or from a total of 7,012 visits to 6,462 with Hispanics.
  • Ticketmaster saw a dip in visits by Hispanics in November compared to October, slipping from 8th place in the rankings to 11th.
  • The Home Depot remained steady, garnering 4.3% of overall visits to the top 15 sites in November, the same percentage as in October.
  • eBay and Walmart saw decreases in their share of total visits to the top 15 sites by Hispanics by half a percentage point in November compared to October.

 

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.

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  • 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.

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  • 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.

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A Social Intelligence Report from research company Oye! for Spanish Broadcasting Systems (SBS) has interesting insights about Hispanic Social Media Conversations and retailers over the Thanksgiving weekend. Plus what langauge they used and in what parts of the U.S. was the social conversation among Hispanics the most intense.

Kohl’s leads Hispanic Social Conversation on Black Friday, Amazon on Cyber Monday

kohl´sConversation among US Hispanics for Black Friday  was led by Kohl’s while Amazon led Cyber Monday conversation. Kohl’s conversation was overwhelmingly positive, at a higher proportion than was that for Amazon.

Language Choice: Mostly English

Tin Can Phone Spanish and English ConversationBased on the data collected and analyzed, Hispanics tend to talk about Black Friday and Cyber Monday in English. Spanish conversation was led by Walmart with mentions of their long lines before opening on Black Friday. On Cyber Monday Bilingual language was led by Amazon, where users discussed the website in Spanish and ended it with the hashtag #CyberMonday.

Geolocation and Sentiment

  • Conversation among US Hispanics for Black Friday and Cyber Monday had the largest volumes of conversation on the west coast in southern California while also being spread out through the state of Florida. Puerto Rico dominated Black Friday conversation while Cyber Monday conversations were heaviest in Los Angeles and New York City.
  • Kohl’s and Amazon led share of voice and the industry sentiment analysis shows an opportunity to convert neutral sentiment into a positive during next year’s Black Friday/Cyber Monday period. Other Insights:
  • Only a small percentage of negative comments existed, mostly regarding  websites crashing or a slow online check-out process.
  • Positive sentiment was driven by Victoria’s Secret for both Black Friday and Cyber Monday among Hispanics.

CHECK OUT:
How retailers lured Hispanic consumers on Black Friday/Cyber Monday
6 Facts You Need to Know About 2015 Thanksgiving Weekend Retail Sales Performance.

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. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at  xavier@portada-online.com
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  • Chevrolet

la-cueva-de-la-fieraTelemundo Media and Chevrolet have teamed up to create a new digital sports reality series, “La Cueva de la Fiera,” available on www.Telemundo.com/lacuevadelafiera. The first-ever reality digital exclusive series produced by Deportes Telemundo,is supported by a 360° degree promotional campaign.The weekly episodes, which launched in February, offer fans a glimpse inside Mexican professional soccer’s Club Leon. On-air promotion of the series involves promotional segments on Telemundo series including “Un Nuevo Dia,” “Titulares y Mas,” “Titulares Telemundo” and “Ritmo Deportivo.” The campaign also includes a digital hub with player profiles, game highlights and post-game interviews. Plus, “Pregúntale al Leon,” a social engagement program featuring Twitter chats and digital shorts with players from Club Leon, in addition to a custom hashtag fan engagement. Further digital content includes livestreams of Leon games and a special VOD episode of the complete “La Cueva de la Fiera” series.Viewers will be shown challenges faced by the Mexican soccer champion, including access to training camp, the stadium, the secrets of the locker room and moving stories of the fans. Fans will also experience game day situations along with the players, Gustavo Matosas and his team of coaches, and share moments with Rafa Marquez, the captain and star player of the league and the Mexican national team. Celebrity integrations with Club Leon captain Rafael “Rafa” Marquez with the Chevy Silverado will also be featured throughout the 10-episode run of “La Cueva de la Fiera.”

  • Novo Nordisk

prime accessNew York-based Prime Access has been appointed agency of record for the US Hispanic market for Novo Nordisk, a global health company focused on diabetes care. The agency will be in charge of branded and unbranded strategy development and execution as well as digital and traditional media planning and buying. It will also lead strategic development of Novo Nordisk’s diabetes franchise across other US multicultural markets.Both firms aim helping to improve diabetes prevention, care, and control for Hispanic health care consumers by addressing the psychosocial cultural aspects of the disease.

  • Electronic Arts

eaWK Media will no longer handle Electronic Arts media business. The agency had been holding the company´s media business since 2005.Now Electronic Arts is in search for an agency. Resources International in Santa Monica, Calif. is managing the search expected to be finished in March, Adweek reports.. A’s relationships with its creative agencies and MediaCom, its media shop in overseas markets, remain in place. The company´s game titles include Madden NFL, The Sims, FIFA Soccer, Need for Speed and Battlefield.

 

  • Nationwide

ntwideNationwide is launching this month a new TV Spot in which a leather-clad insurance pitchwoman is sneaking into a new dwelling: an apartment. The new ad, which will debut Thursday, was made by McKinney, Durham, N.C. Nationwide intends to transmit the company’s shift for the insurer as it puts more emphasis on selling renter’s insurance in addition to home insurance. The company´s goal is to sign up more young-adult customers who continue to delay home-buying in favor of renting and who are still truly not covered.However, while Nationwide is targeting renters, the insurer wanted the ad to also resonate for potential homeowners-insurance customers.The lead character, played by country singer Jana Kramer, replaces fire-damaged appliances like a toaster and coffee maker with new versions. As opposed to last year´s ad, the spot, which will get heavy play during March Madness, is set in an urban apartment rather than a home.

Here is the ad:

[youtube https://www.youtube.com/watch?v=V5dhEala7xs&w=560&h=315]

 

  • MilleCoors

millercoorsAOL has signed a native ad pact with MillerCoors, which is worth about US $5 million, according to what industry sources have told Mediapost. Through this deal, audience data will be fielded from both social media channels and proprietary data from AOL Advertising, according to AOL Advertising’s CMO Erika Nardini. AOL has agreed to produce about 350 pieces of original content — including 100 videos -before the end of the year. At Miller’s request, each piece will appeal to male millennials, and plug Miller Lite, Coors Lite, Blue Moon, or Redd’s Apple Ale.The editorial content series, “Brew Pub Newsroom,” will extend to AOL properties including Huffington Post, Huff Post Live and the male-focused Mandatory.com.Among other integrations, Miller Lite is sponsoring a segment on HuffPost Live titled “Huff Bros Live,” which will feature millennial men and their thoughts on dating, sports and pop culture.

  • Ashley Furniture

ashley fAshley Furniture is looking for a new creative and media agency. The Wisconsin-based chain’s search is in the early stages and the retailer is offering up US$ 50 million of its annual media spending, according to what sources have told Adweek. Pile + Co., a Boston-based consulting firm, is managing the review.Zimmerman, a unit of Omnicom Group and Ashley Furniture´s current agency, has been working as its´ creative and media shop since April 2009.The agency intends to participate in the review process.

  •  Trulia

truliaTrulia has launched its first national campaign called ´The Moment of Trulia´, in an attempt to draw the attention of home buyers, sellers, and renters to the online marketplace. According to Mediapost, US $45 million were invested in this campaign, which targets women ages 25 to 44. It will run across TV, radio, outdoor, online and mobile. The company´s goal is to get home buyers and sellers to download Trulia’s mobile app.

The campaign was created by FCB San Francisco with media strategy and planning by Initiative Media .It kicks off with “Look,” an ad showing a couple’s journey to find a home and how Trulia turns a moment of confusion into clarity:

[youtube https://www.youtube.com/watch?v=eJCP3oNvSpM&w=560&h=315]
  • AT&T,State Farm®, Kohl’s, Chrysler , Universal Orlando Resort

lavozkidsTelemundo Media announced a 360° degree sponsorship initiative in support of season two of Telemundo’s singing competition “La Voz Kids,” which premiered this Sunday on Telemundo. AT&T, State Farm, Kohl’s Department Stores, Chrysler and Universal Orlando Resort have been secured as Telemundo’s advertising partners for its’ reality program.“La Voz Kids” follows the journey of young Hispanic contestants aged seven and fifteen years of age on their road to stardom, beginning with Blind Auditions and followed by the Battle Rounds as celebrity music coaches Natalia Jimenez, Prince Royce and Roberto Tapia develop them as music stars of the future.

attAT&T returns as the official wireless and voting sponsor that will present a US $50,000 prize in support of Winner’s education. The brand will sponsor a branded Friends and Family Room throughout the first six episodes and will offer fans informative and entertaining custom video content featuring Roberto Tapia and “La Voz Kids” season one winner, Paola Guanche. AT&T integrations will feature devices from the Friends & Family Room with show hosts Daisy Fuentes and Jorge Bernal during various moments within the first six episodes of the Blind Auditions and again when featuring the “La Voz Kids” Digital Reporter, Paola Pedroza, on the AT&T section of www.telemundo.com. Its’ sponsorship also extends to zeebox with the following features: Spot Sync, numerous custom zeetags for each show, sponsored content driving to the “La Voz Kids” homepage and sponsored polling and voting within the platform.

statefarmState Farm ,the insurance sponsor for “La Voz Kids,” will bring its “Get to a Better State” messaging to life featuring thematic integrations, branded out-of-show content and a branded video channel. From two branded lounges, one during the battle rounds and one during the final stage of the competition, the brand will offer viewers a different perspective of the action within the show. A State Farm branded video channel will host the on-air interviews as well as digital interviews and content on the best coaching advice contestants have received during their time on the show. In addition, blind auditions´ content will be shared on State Farm’s Latino Facebook page. Prior to the announcement of the season two winner of “La Voz Kids,” State Farm will bring viewers a custom recap featuring the most inspiring highlights from the season. The brand will also sponsor some airings of “Quiero Tu Voz,” a daily highlight on the competition, as well as promotional segments in the daily newsmagazine show “Al Rojo Vivo.”

kohl´sKohl’s will feature a broadcast and online content series with host Daisy Fuentes, titled “Ritmo En Moda.” During the Blind Audition and Live Performance episodes, viewers will be able to visit the La Voz Kids Style Clubhouse, where Daisy Fuentes and show’s stylist will discuss the looks and trends from the show featuring Kohl’s apparel and home décor items. A custom Kohl’s hub on Telemundo digital platforms will host extended versions of the content and a “Shop the Look” photo gallery.

chryslerChrysler, the auto partner for “La Voz Kids,” will unveil the 2015 Chrysler 200 through broadcast and online integrations that provide viewers with a detailed look into the contestant’s “journeys” and moments during Battles and Live Performances featuring “La Voz Kids” hosts Daisy Fuentes and Jorge Bernal.

uorUniversal Orlando Resort will be “La Voz Kids,” new home .In addition, it will build the momentum leading in to the new season with weekly “Watch & Win” tune-in promos reminding viewers about upcoming episodes and to participate in the “La Voz Kids Question of the Week” to win weekly prizes or the grand prize: a trip to Universal Orlando Resort and its two theme parks, Universal Studios Florida and Universal’s Islands of Adventure. As part of their prize package, the season two winner of “La Voz Kids” will receive a four day, three night family vacation for four to Universal Orlando Resort.

 

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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.

  • Kohl’s

Retailer Kohl’s is adding an emotional component to it’s holiday marketing campaign. A new ad that broke yesterday features a couple decorating their elderly neighbor’s apartment for the holidays while she’s out. Michelle Gass, Kohl’s chief customer officer, told Adage that a “a pure brand spot that really spoke to the insights and spirit of the holiday and spoke to our emotional connection [with consumers] and values.”Ms. Gass also said Kohl’s will reach more households this season and is broadening its reach to include a younger audience. Specifically, the retailer is adding morning TV to its media buy. The budget for the holiday campaign will be “comparable to last year, but more effective,” Ms. Gass added. Kohl’s spent $129 million on measured media during the fourth quarter of 2012, according to Kantar Media. Peterson Milla Hook  handled the campaign. Kohl’s does not currently have an agency of record.

  • NASCAR

Eight months after investing more than $1 million on Hispanic marketing initiatives in Phoenix, NASCAR plans to expand its Spanish-language advertising efforts into key markets such as Texas, California and Illinois, Sports Business Journal reports.

  • Heinz

HeinzFood and condiments marketer H.J. Heinz is conducting a global media agency review, according to sources.
Heinz reported total advertising expenses (including production and communication costs) in 2012 of $442 million, up from about $370 million in 2011. In the U.S. Heinz spent $50 million on measured media in 2012 and a little more than $26 million in the first half of 2013, according to Kantar. Cramer-Krasselt handles creative and media duties in the U.S.

  • Xoom

Xoom Corporation a leading digital money transfer provider, has introduced two new television commercials for the U.S. Hispanic market as a part of the “Better Way” campaign launched in 2011. “No Hablo Español” and “Roulette” are the latest television ads from Xoom targeting the Spanish-language audience. The commercials are running on major Spanish-language television through the end of the year.

  • Jaguar

JaguarLuxury carmaker Jaguar begun a month-long ad campaign on Sunday with spots in NFL games and on BBC America promoting its coming F-Type Coupe, hitting dealers next April. Included in the campaign is a  a 30-second spot during the third quarter of Super Bowl XLVIII on Feb. 2. The “sophisticated” commercial (says Jeff Curry of Jaguar) was  created by in-house agency Spark 44 and directed by Oscar-winner Tom Hooper (The King’s Speech). Jaguar spent less than $40 million on U.S. media advertising last year. That compares to close to $1 billion spent by General Motors’ Chevrolet, which will have multiple Super Bowl spots. But Curry says “the little guy” wants to “disrupt” the auto universe and show off its brand to a wider audience.

  • Post Foods

Post Foods’ Honey Bunches of Oats(®) announced a new brand anthem in collaboration with up-and-coming pop duo, Domino Saints. The exclusive “Smile While You Shake It” music video is the cornerstone of a multi-tiered entertainment program fueled by the positive power of music and is rolling out simultaneously to both general and Hispanic markets.
Inspired by samba beats, the song and signature dance cleverly incorporate the cereal box and breakfast utensils as percussion instruments making it catchy and fun for families to adopt and make it their own.  National bilingual media, social media and website will invite and make it easy for bunches of everyday people to showcase their own versions of the dance, share it digitally, win prizes and be part of a morning music movement that will make America smile from coast to coast.

  • L’Oreal

L’Oreal USA announced that it has named Digitas as its new digital agency of record.Based in New York City, Digitas will be responsible for the digital media planning and buying for all the company’s brands. L’Oreal USA has been on an aggressive path in growing its digital business over the last several years as it continues to be an increasing part of its media mix. The 2013 L2 Digital Index(R) was recently released showing L’Oreal USA brands in the top three in beauty in the Genius Category. These included Lancome, Kiehl’s Since 1851 and L’Oreal Paris.

  • Legacy

Legacy, the non-profit anti-smoking organization, has selected WPP’s MediaCom as its new media agency for planning and buying, according to sources. Annual spending on the account going forward is estimated at between $50 and $60 million, Mediapost reports.
The reviews are being conducted in advance of “a significant effort to expand the campaign at a time when the US Food & Drug Administration and US Centers for Disease Control and Prevention will be in the marketplace with bold anti-tobacco mass media initiatives” Legacy stated in July. The incumbent on the media assignment was Omnicom’s PHD.

  • Spirit Airlines

SpiritAfter a review, Spirit Airlines announced that Barkley is the airlines new agency of record.The agency will handle brand strategy, advertising, digital media, public relations, point-of-sale and media planning and buying. New work is slated to launch in early 2014. The airline operates 250 daily flights to more than 50 destinations in the U.S., Latin America and the Caribbean. Spirit Airlines spent $1.3 million in measured media in 2012, according to Kantar Media and roughly $225,000 between January and June of 2013.

  • Clinique

Clinique consolidated its global digital account with 360i, following a review. The agency will produce creative content for Clinique’s owned and operated global digital channels across North America, Latin America, Europe, Asia-Pacific, Middle East and Africa. It spent US$ $135 million in measured media in 2012 and $60 million between January and June of 2013, according to Kantar Media.

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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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.

      • Miller Coors
        MillerCoors is searching for a new U.S. Hispanic agency for Miller Lite after parting ways with Lopez Negrete Communications, which has handled the brand for seven years, AdAge reports.
      • Kohl’s
        Department Store chain Kohl’s has selected Publicis Groupe’s Zenith to handle media duties after a review. The company spent around $330 million on ads in 2011, according to Kantar. Interpublic’s UM was the incumbent on the account. The agency had serviced the account for over a decade. Other contenders included WPP’s MEC and independent Horizon Media.The client put the account in review in late November of last year. The selection comes just about a week after the company announced nine new store openings and a plan to remodel 30 of its locations this year, after remodeling 50 stores in 2012. The company has more than 1,150 stores in 49 states. 
      • Amscot Financial

        Miami-based G ADMarketing Communications, led by advertising veteran Gabriela Alcantara-Diaz, has been appointed by Amscot Financial to spearhead their multi-cultural Hispanic integrated communication and marketing efforts, including creative, public relations and social media.

         

      •  Chevy
        General Motors is unwinding Chevrolet’s advertising merger established by a former chief marketing officer and is considering changes to its Cadillac advertising business. GM plans to shift most Chevy advertising work to New York-based McCann Worldgroup, which had been handling the brand’s marketing in a 50-50 partnership with San Francisco-based Goodby, Silverstein & Partners through a Detroit-based agency called Commonwealth.The Commonwealth agency will continue to operate, but Goodby is out, the source said. Chevy is launching 13 products in 2013, including an all-new Silverado pickup, the redesigned Impala sedan and the much-hyped Chevrolet Corvette Stingray.Carat handels General Motors  (Chevy’s) media buying and planning.  
      • MGM
        MGM Springfield, Massachussetts, has launched a Spanish-language version of its website. The interactive site allows visitors a state-of-the-art view of the residential, retail, dining and entertainment district that MGM is proposing to build in Downtown Springfield.“To better connect with the community at large, we have launched a Spanish version of our website. Our goal has always been to engage as many Springfield residents as possible in this process and this relaunch is just one more way we can do so,” said Bill Hornbuckle, President and Chief Marketing Officer of MGM Resorts.
      •  Costa Farms
        Costa Farms, the largest producer of indoor plants in North America, has brought seasoned and accomplished Hispanic writer Andrés Fortuño onto the team to speak to the growing number of Hispanics who love to garden. Fortuño will be “the voice” for Costa Farms’ new Facebook page, Costa Farms en Español. He will also help develop retail specific programs for the Hispanic market and conduct product knowledge classes in specific retailers in South Florida.“We are taking an active role in our Hispanic efforts to reach this demographic, which has been growing steadily over the last few years,” says Jose Smith, President and CEO of Costa Farms. “Andrés will help us provide content in Spanish through our social media efforts and at the retail level.”
      • Associated Food Holdings
        Private equity firm AUA Private Equity Partners said it has completed a recapitalization of Associated Food Holdings that will allow the company to accelerate new store growth and increase financing to its operators for remodeling and expansion. Terms of the transaction were not disclosed, although AUA said it typically makes equity investments of $10 million to $30 million in family-owned, Hispanic focused businesses. Its managing partner is Andy Unanue, Associated’s chairman and a former chief operating officer of Goya. The firm made the investment in partnership with Associated’s owners. Established here more than 50 years ago, Associated provides distribution, financing, marketing and promotional services to around 250 branded independent supermarkets, most operating under the Associated or Compare banners. Harry Laufer and Ira Gober, co-chief executive officers, will continue to lead the company. Separately this week, Associated said it has appointed Joe Garcia as executive vice president, responsible for merchandising, marketing and information technology. 
      • el Jimador
        The  100 percent blue agave tequila announced the launch of its second annual “Jimi Cup” contest in which participants can win a trip to Mexico to play in an unforgettable match alongside former soccer legends from the U.S. and Mexican National teams at Casa Herradura in Amatitan, Jalisco. Ten lucky winners will enjoy a once-in-a lifetime experience and receive round-trip airfare, accommodations, and local transportation for themselves and a guest. 
        “As a brand that is committed to creating once-in-a lifetime soccer-themed experiences for fans, we are thrilled to launch the second annual Jimi Cup. Through this authentic experience, consumers will have the opportunity to play soccer alongside their idols in the middle of our beautiful distillery while experiencing our passion for tequila first-hand,” said Jesus Ostos, brand manager for Tequila el Jimador.
      • Buick Encore
        General Motors is launching a major advertising campaign for the Buick Encore the subcompact crossover with a nod to the Jurassic Period.The ad features the small crossover vehicle dodging a stegosaurus and navigating through the legs of a brontosaurus in an urban environment. Buick will give it frequent exposure throughout the NCAA Tournament for men’s basketball, which Buick is sponsoring again. It debuted Sunday on ESPN’s “30 for 30” program and launch broadly during the tournament games on CBS, TNT, TBS and TruTV.

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