People change positions, get promoted or move to other companies. Portada is here to tell you about it.

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The Kraft Heinz Company has appointed Miguel Patricio as CEO effective July 1, 2019. Patricio will succeed Bernardo Hees. Patricio will join the company after a successful career spanning two decades at Anheuser-Busch InBev, where he most recently served as Global CMO.





Digital trading platform Gumtree has announced the appointment of newly-installed CMO Claire Howard-Jones, who has assumed responsibility for marketing across Gumtree’s full product portfolio. She has two decades of experience with brands such as eBay, Amazon, Sainsbury’s, and British Airways.




Snapchat has named former McDonald’s marketer Kenny Mitchell as its first CMO. Mitchell will report directly to founder Evan Spiegel. He will be tasked with leading all consumer and product marketing for the business and its flagship app.




Amazon has hired Andrew Saunders to head its entertainment marketing division. Saunders has been tasked to educate customers by “building meaningful connections for them across entertainment and culture”. The marketer previously served as head of global brand strategy and marketing at Tastemade, a digital food and travel publisher.




LatinWorks, one of Austin’s most recognized advertising firms, announced that it is changing its name to Third Ear as part of a rebranding effort aimed at expanding its market capabilities. The decision is is not being directed by LatinWorks’ parent company, Omnicom Group, according to co-founder and CEO Manny Flores.




Omnicom Group media agency OMD USA is cutting five senior executive positions. The jobs being eliminated are: OMD East President Patty Sachs; OMD West President Greg Castronuovo; OMD Midwest President Lisa Bradner, CMO Laurel Rossi; and a managing director role at OMD Create, the agency’s innovation and prototyping unit, now held by Kerry Perse. The regional teams will report directly to OMD USA CEO John Osborn.

Media Global Group is proud to announce Vanessa Wallin as the new Director of Sales. Wallin will be responsible for the sales team.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

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Click here for previous Changing Places editions

sotoComunicad, LLC President/CEO Gloria Rodríguez, announced the passing of a great colleague and friend Carlos Soto. Soto passed away while visiting family in Puerto Rico. Soto was a veteran of the corporate and public relations industry for more than 30 years. He served as Comunicad’s Executive Vice President for more than 10 years. Prior to that, he was president of the National Hispanic Corporate Council (NHCC) and soon after, was the Director of Corporate Relations at Coors Brewing Company.








c5mg2lbwaaa2nyaPebblePost®, the inventor of Programmatic Direct Mail®, announced the appointment of Marita Scarfi, as Chief Financial Officer. Scarfi brings a long record of success in numerous chief executive roles at leading ad agencies. Headquartered in the company’s new San Francisco office, Scarfi will support this mission by leading the buildout of the company’s West Coast presence and ensuring PebblePost is fiscally ready to support the growth it is experiencing. Most recently, Scarfi served as CFO at 72andSunny. At PebblePost, Scarfi will oversee the company’s evolving financial systems and processes. Currently, she is leading the company’s San Francisco office opening and regional expansion.



30be219d7ca00d97c8f671bf4d16c635_400x400LatinWorks, part of Omnicom Group Inc., announced new hirings:






olperLeo Olper is the new SVP and Managing Director at LatinWorks. A former executive at Leo Burnett, and co-founder of Havas’ Totality multicultural practice, Olper will be based in New York and will be responsible for bringing best in class account stewardship to a large portion of the agency’s client portfolio. He will also anchor and help fuel the agency’s growing presence in the northeast. Olper’s last position was partner, Business Development & Integration Officer at NYC headquartered agency D’Exposito & Partners.





descargaIn addition, Christy Kranik becomes the agency’s first Partner and Chief Client Officer. Kranik has been a key player in the agency’s leadership ranks for well over a decade.





wilsonMarc Wilson has been appointed VP, Strategic Planning.





scottScott Radigk has been named CFO.





michelleMichelle Aldrich is the new VP, Financial Operations.





luis-guidoand Luis Guido, a former director in the agency’s experiential and shopper marketing group, returns to the position of VP, Experiential Marketing.




c5tpleevcaaetbcThe Walt Disney Company has appointed Latondra Newton as senior vice president and chief diversity officer, and will partner with all of the Company’s segments and leaders to build on Disney’s commitment to a welcoming and inclusive workplace.Newton comes to Disney after 25 years at Toyota, where she was most recently group vice president, Social Innovation, and chief diversity officer of Toyota Motor North America, and project general manager of the corporate citizen division of Toyota Motor Corporation.



descargaConde Nast is renaming and refocusing its Digital Strategies and Initiatives team. As Co/Lab, the team will focus on “building” rather than “fixing” Conde Nast’s digital strategy. Condé Nast expanded this team with two hires and a promotion.


brookeBrooke Ellis was appointed executive director of digital design and UX to oversee all digital product design for the company.




stephanie-friedStephanie Fried was named SVP of research and analytics.





matthew-starkerMatthew Starker was promoted to general manager of digital strategy and initiatives to be responsible for business development, corporate acquisitions, profit across Condé Nast’s digital products and revenue growth from social-media platforms.




andrew-mckechnieVerizon hired Andrew McKechnie as its first chief creative officer to build an in-house agency that will help reposition the brand in a hyper-competitive telecom landscape.




harrisGyro has appointed Mike Harris as global chief strategy officer-technology. In this newly created position, Harris will leverage his expertise for Gyro client HP.Most recently, Harris was global chief strategy officer at 180.Harris will be based at Gyro San Francisco and report to Gyro global CEO and CCO Christoph Becker.




baralJim Baral has joined Transit Media Group as partner and President, a subsidiary of M&M Group Entertainment, offering entertainment and talent for arenas, casinos, fairs and festivals, HispanicAd has reported.

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What: Omnicom Group Inc.’s LatinWorks has announced new executive appointments  to accelerate the agency’s evolution and better meet client needs. Industry veteran, Leo Olper joins the creative shop, Christy Kranik becomes Partner and other executive shifts announced.

descargaLatinWorks, part of Omnicom Group Inc. announced the hiring of Leo Olper to the position of SVP and Managing Director. A former executive at Leo Burnett, and co-founder of Havas’ Totality multicultural practice, Olper will be based in New York and will be responsible for bringing best in class account stewardship to a large portion of the agency’s client portfolio. He will also anchor and help fuel the agency’s growing presence in the northeast.

In addition, Christy Kranik becomes the agency’s first Partner and Chief Client Officer. An Ad Age Woman to Watch, Kranik has been a key player in the agency’s leadership ranks for well over a decade. During this time the agency grew to become one of the most celebrated creative and strategic organizations in the multicultural industry.

In an effort to accelerate the agency’s evolution and better meet client needs, the agency also announced several other moves among its executive ranks, including the appointment of Marc Wilson to VP, Strategic Planning; Scott Radigk to CFO; Michelle Aldrich to VP, Financial Operations; and the return of Luis Guido, a former director in the agency’s experiential and shopper marketing group, to the position of VP, Experiential Marketing.

“Leo’s arrival adds a new and welcomed dimension to our team” said Kranik, who in her new role will work closely with Olper to evolve strategic client service.

“I’m excited to join an agency with the creative track record of LatinWorks” said Olper. “I look forward to this new chapter of my professional life and to the opportunity to work with Christy and the rest of this outstanding group of talented people,” he added.

“These leadership appointments, and the elevation of Christy’s position to Agency Partner, are intended to not only recognize the individual contributions each has made to our agency, but also to help accelerate our transformation to a world-class organization that is able to adapt to changing client needs, in what has become a very dynamic marketing universe.” Said Manny Flores, CEO and Co-Founder.

What:Post Consumer Brands appointed LatinWorks as its’ new Hispanic Marketing Agency of Record for its Hispanic-investment brands.
Why it matters: Spark-MediaVest will remain Post Consumer Brands’ media agency of record.

Post Consumer Brands LogoFollowing a competitive review, Post Consumer Brands announced LatinWorks has been named their new Hispanic Marketing Agency of Record for its Hispanic-investment brands.

LatinWorks will lead Hispanic campaign strategy, creative, planning and execution for Post Consumer Brands, beginning work immediately on the Post Honey Bunches of Oats® and Post PEBBLESTM brand cereal franchises. LatinWorks will also be the lead across Post Consumer Brands for Hispanic best practices and corporate learning.

“We are incredibly proud that Honey Bunches of Oats® is the #1 ready-to-eat cereal brand among Hispanics in the United States, and are continuing our commitment to support and engage with this growing audience through culturally-relevant content and meaningful experiences,” said Melissa Saldana-Chase, Sr. Associate Marketing Manager, Multicultural, Post Consumer Brands. “We are thrilled to welcome LatinWorks to the Post family. We know the strategic and innovative work they are bringing to PEBBLESTM and Honey Bunches of Oats® will perfectly complement the brands’ current integrated marketing communications initiatives; and will help our brands strengthen our relevancy with this important consumer.”

The review, which began in July of this year, aimed to find a new agency partner to bring forward strategic planning, thinking and creative campaign development across all mediums.

Spark-MediaVest will remain Post Consumer Brands‘ media agency of record.

A summary of the most exciting recent news in advertising technology in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

By Gretchen Gardner

U.S./U.S.-Hispanic Markets

NEW ARRIVALS: Cross-screen data management platform (DMP) Lotame announced the appointment of Mike Woosley as Chief Operating Officer. Woosley has more than 15 years of experience in the tech industry, having served as the CFO of Advertising.com from its beginning until it was sold to Time Warner in 2004, and has plans to help the company expand its international presence and increase sales.

PERION BUYS UNDERTONE. Israeli marketing software company Perion Network Ltd. has acquired American digital advertising company Undertone for US $180 million. Undertone creates digital advertising solutions for brands, and will give Perion, which has focused on partnering with software companies to driving traffic to search engines, a bigger bite of the U.S. digital advertising market. Undertone earlier this year announced the acquisition of argentinian start-up Sparkflow,

UdiseaUNIVISION BRINGS SPANISH-SPEAKING INFLUENCERS TO MILLENIALS: On Wednesday December 2, Univision Digital, the digital division of Univision Communications Inc. (UCI), announced the launch of “Udisea,” a digital video platform catering to multicultural, Spanish-speaking millennials. It is already accessible through Univision.com a YouTube channel. Content will also be broadcasted on social media channels. The content will include short videos and original web series featuring Hispanic and Latin American influencers.

HISPANICS TO ROCK THE VOTE IN 2016: Recode.net put together a fascinating report on the vital role that Hispanic voters will play in the 2016 elections because of their significant digital video and mobile consumption. There are 58 million Hispanics in the US, and while that number rises, it is expected that they will make up 10 percent of the vote in 2016. A Nielsen report reported that Latinos account for an average of 10 million mobile video views per month. And the average Latino spends eight hours every month watching online video — 90 minutes longer than the U.S. average. So what will campaigns do? Reach out via data-driven, programmatic advertising, and anti-ad blocking to reach be sure their messages reach this key demographic.

GRAVITY4 GOES MORE GLOBAL High-frequency marketing cloud Gravity4 has acquired a 93.7% ownership stake in Pixels, an acclaimed multi-screen advertising technology company from Hong Kong, helping Gravity4 enter the coveted South East Asia and Hong Kong markets.  

MADAME PRESIDENT: U.S. Hispanic agency LatinWorks is promoting Christy Kranik to President-CCO after the  departure of Sergio Alcocer. Kranik will have big shoes to fill, but as she was already in charge of account management, media and new business, taking on the creative and planning departments should be a natural fit.

SPANISH SELLS: According to a study by the Association of Hispanic Advertising Agencies, Spanish-language advertisements contribute more to the growth of the automotive sector than English-language ads. Less money needed to be spent on Hispanic media than English media to achieve the same growth in total market annual revenue.

LatAm Markets

APPNEXUS EXPANDS LATAM RELATIONSHIP WITH MICROSOFT: Microsoft has announced that it will be increasing its use of AppNexus‘ publisher suite for programmed ads, expanding from 39 to 58 global markets including many Latin American countries. AppNexus bought Real Media Latin America as a part of that effort in June of this year. With the announcement, AppNexus becomes Microsoft’s technology and programmatic sales partner in Bolivia, Costa Rica, the Dominican Republic, El Salvador, Guatemala, Honduras,  Paraguay, Uruguay, Venezuela and Vietnam. AppNexus will exclusively represent and be the ad tech platform (programmatic) for Microsoft display and Microsoft app-based ad inventory on MSN, Outlook, Skype, and Xbox, as well as third-party Windows, Windows phone, and Xbox apps inventory within these markets.Additionally, AppNexus will work with local sales units to direct Microsoft ad inventory in Argentina, Chile, Colombia, Ecuador, Peru. In July, Microsoft Advertising announced that it will outsource its advertising sales to Verizon/AOL in most major global markets, including Brazil, and use direct sales and AppNexus in Spanish-speaking Latin America. The latest announcement expands the amount of Latin American countries where AppNexus will be selling programmatically. Portada has also heard that the panregional direct sales team out of Fort Lauderdale will be mostly dismantled.

, a Colombian startup that connects brands with relevant influencers for digital advertising campaigns, has received $2.5 million from investors led by Cisneros Interactive and Velum Ventures to expand operations in Brazil and the United States. Fluvip was launched in 2013 with an initial investment of $50,000, which implies that they’ve made quite a bit of headway in just two years…

SPEAKING OF HEADWAY: Latin American media headwayprogrammatic platform Headway Digital celebrated its fifth anniversary in Buenos Aires last week. The company, which exclusively represents MediaMath in Spanish-speaking Latin America,  was the first of its kind in the region, and has now developed its own technology, operations in 14 countries and taken on more than 120 employees from 25 different countries. Congratulations!

LATAM EARLY ADOPTERS PAY OFF: Cisneros Interactive mobile ad company Adsmovil released information indicating that their programmatic advertising, which they began offering in July, accounts for 8% of the company’s revenue in Latin America. Alberto “Banano” Pardo, CEO, attributed much of this to Brazil and Mexico, which are early tech adopters. 

MORE SALES IN BRAZIL: The world’s second-largest advertising company, Omnicom Group Inc, will pay one billion reais ($270 million) for its DDB Group to buy Brazil’s Grupo ABC, which provides branding services and content in its home country.


MLB spot still
LatinWorks wins MLB account, as baseball swings for the hearts of Hispanics.
Hispanics are widely represented in baseball, including more than 20 percent of players. If you include players with some Hispanic heritage, that jumps to 30 percent. While MLB has long reached out to Latinos, Opening Day 2015 on ESPN Sunday Night Baseball revealed the kickoff of the organization’s first Hispanic ad campaign via LatinWorks.

“Looking at 2015, we wanted to do more to reach out to Latino fans in places we haven’t been. We are buying media and forming media partnerships to engage Latinos more proactively,” says Jacqueline Parkes, chief marketing officer for Major League Baseball.

The campaign is called Aquí, with 30 and 60-second spots running on ESPN Deportes.

Television commercials are backed with a full digital and social media campaign. Consumers are asked to post their own “aquí” moments to social media.

“We will curate those and share them through a portal we’re building out on MLB.com/Aqui,” Parkes explains.

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MLB chose LatinWorks as its “multicultural partner,” a term Parkes says describes the same kind of relationship as “agency of record,” following an agency review of multicultural and Hispanic agencies. MLB already works with mainstream agency Anomaly, and did not consider other mainstream agencies with multicultural desks or capabilities.

Parkes says, “Both agencies will cooperate on the overall communications architecture. But we very much want LatinWorks to have their own point of view. The last thing we would want to do is translate a general market campaign. LatinWorks brings its own perspective, expertise and communications strategy, and its creative represents that.”

During the pitch, the agency provided MLB with an analysis of Major League Baseball’s current position among Hispanic consumers, as well as an outline of opportunities for moving forward. “”LatinWorks has been hugely helpful in educating us on what is going on in the marketplace and developing creative that’s authentic. They presented several opportunities and potential pathways,” she says.

LatinWorks’ creative for MLB will incorporate a multi-platform national campaign for the upcoming season, as well as strategic brand activations surrounding MLB Jewel Events including Opening Day, All-Star Game, and Hispanic Heritage Month. The agency’s full marketing campaign will be unveiled nationally later this month.

Parkes wouldn’t say what other agencies participated in the review. While agency pitches included sample creative, the new campaign came together following an official agency assignment to LatinWorks in early February. The TV commercials were produced in partnership with MLB Network.

MLB aT BATIn addition to the LatinWorks spots, MLB is courting Hispanic consumers by launching a Spanish-language version of its app, MLB.com At Bat. Another ad ran opening night promoting the app and encouraging downloads. The ad for the app was produced by Carlos Lopez Estrada of Landia.

LatinWorks will be part of a new communications strategy organized by incoming Baseball Commissioner Rob Manfred, according to Parkes. “We are working collaboratively with MLB.com and MLB Network.”

Parkes adds, “This is us saying to Latino consumers, ‘You are here, you are part of the game, and we want you to be here more frequently.’ The campaign celebrates the nuances of the game and the powerful influence that Latino players have on the game.”

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Spanish-language spots show advertisers’ increasing determination to reach Hispanics, while Skyword provides tips on doing it right.

Enterprise tests Spanish spots

[youtube https://www.youtube.com/watch?v=AtrG-EWfsSk&w=560&h=315]Car rental agency Enterprise released a Spanish-language commercial in six U.S. markets, highlighting its service that picks up customers and drives them to rental locations. The 30-second spot by Bromley, “Vamos Por Ti,” began airing on Telemundo and Univisión in Texas and New Mexico, backed by radio and digital advertising. Lee Broughton, assistant vice president of Enterprise Brand Marketing, North America, told the St. Louis Post-Dispatch, “We’re going after what we believe is a burgeoning demographic for the company,” Broughton said. “We really feel like we have an opportunity to build that demographic.”

Read our interview with Broughton here.

After stumbles, Target to double down on Hispanics

target campaignDuring the recession, Target changed its brand strategy from an emphasis on affordable style to rock-bottom prices. It didn’t work so well. Now, the brand is hoping Hispanics, long a big part of its consumer base, will help it with its own economic recovery. Its new CEO, Brian Cornell, told investors, “Our guest is going to be increasingly a Hispanic shopper.” While just 38 percent of Target shoppers overall identify the store as their favorite, some 54 percent of Hispanic millennials said it was their favorite.

Target’s new campaign, Sin Traducción, was created by LatinWorks, and has a strong social media component. Fans are encouraged to add their own ideas for untranslatable words via Twitter.

Hispanic mobile use not only big but still growing

It’s not late-breaking news to any marketer that Hispanics over-index for mobile and social media. This segment is also growing faster than other demographics, according to Celine Matthiessen of BIA/Kelsey, speaking at the Radio Ink Hispanic Media Conference.

PM Publicidad goes all in on total market

PM3 LogoPM Publicidad, the Atlanta-based, full-service ad agency, relaunched as PM3. The agency wanted to highlight its expertise beyond “just Hispanic,” it said. We’re not sure what they mean by that. But capabilities, backed by new staffing, now include media planning and buying, digital asset management and production services, social media management, experiential marketing, mobile app design and development. For example, PM3 recently created a content integration project with ESPN, beIN Sports, and Fox Deportes on behalf of its client NAPA.

Multicultural or truly localized?

In the marketing world, “multicultural” is often used as a synonym for Hispanic. Biiiig mistake, says George Levy of Skyword. He points out that localization of content needs to take into account the multiple cultures within the U.S. and Latin America. Even the language itself has nuances, Levy points out; for example, the folks in Portugal speak Portuguese differently from those who speak it in Spain. And don’t confuse a quesadilla with an arepa, for Pablo’s sake.

MaxPoint goes public

Adtech company MaxPoint Interactive began trading its stock on the New York Stock Exchange. Its software creates 44,000 “micro zones” called Digital Zips to create what it says is hyper-local advertising. MaxPoint aims to drive in-store sales for advertisers by helping them reach the right neighborhoods online for their local, regional, and national campaigns. Customers include Starbucks, Electrolux and pasta company Barilla.

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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. 15  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!

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  • Chrysler

descargaThe Chrysler brand has launched a new multicultural marketing campaign for the all-new 2015 Chrysler 200, featuring acclaimed actor Gael García Bernal (Amores Perros, Y Tu Mamá También, The Motorcycle Diaries). The campaign, which debuted Wednesday, March 4, consists of four national television spots across U.S. Hispanic media – one :60 and three :30 commercials – and also includes digital and social initiatives. Key partners for the Chrysler brand include Univision and Telemundo, for which the brand will be a presenting sponsor of La Voz Kids, a  show for family co-viewing in all of broadcast, regardless of language, on Telemundo. The campaign introduces Hispanic consumers to the all-new 2015 Chrysler 200, giving viewers a close-up view of the Chrysler brand’s class-leading advancements. The story is anchored on the message, “Why choose ordinary when you can have extraordinary?”, and supported with “Un Modelo a Seguir” – a nuanced phrase that in Spanish conveys positive messages such as something that inspires and/or something to pay attention to or follow. (It translates literally to “A Model to Follow,” which in the spot refers as much to the Chrysler 200 as it does to Gael García Bernal).The Chrysler brand campaign was created in partnership with Lopez Negrete. Media buying and planning has been done by IPG Mediabrands. The first spot, “Kid, You’re Not Me,” can be viewed here:

  • Enterprise Rent-a-Car

Rent-EnterpriseEnterprise Rent-a-Car just announced “Vamos Por Ti” (We’ll Come For You) – its first-ever fully-dedicated Hispanic marketing campaign. “Vamos Por Ti” will come to life in TV, radio and digital advertisements, as well as in-store collateral. Advertisements will debut in six pilot markets in Texas and New Mexico, with potential to expand into additional markets later this year. PHD Media Network handles all media planning and buying duties on behalf of Enterprise, and for this campaign, the spot will be seen on Univision and Telemundo networks in six markets – Dallas/Ft. Worth, Houston, San Antonio, Austin, El Paso/Las Cruces and Albuquerque/Santa Fe. There are also digital buys on YouTube, Hulu Latino and Facebook. The campaign began March 2 and runs through April 12. In addition to “Vamos Por Ti,” Enterprise is also debuting a new North American television ad that will launch next week on March 16 across primetime broadcast TV and digital, coinciding with some of the brand’s heaviest media buy. The spot, called “Family Reunion,” uses humor to communicate how often Enterprise employees go above and beyond for their customers. In this particular ad, a young woman asks Enterprise to pick her up from a family reunion, and then introduces family members to her “boyfriend” (a.k.a. the Enterprise employee) who willingly plays along. The “Vamos Por Ti” campaign was developed by Bromley and “Family Reunion” was developed by Cannonball Advertising and Promotion. Read our Interview with Lee Broughton, AVP, Enterprise Brand Marketing, North America.

  • UFC

PINTA Logo (1)Miami based Pinta has been selected as Hispanic agency of record for UFC, helping with marketing efforts, creative public relations, social media, fighter promotions and event support. UFC Ultimate Fighting Championship is the largest mixed martial arts promotion company in the world featuring most of the top-ranked fighters in the sport. Based in the United States, the UFC produces events worldwide.

  • MLB.com

pggGR8TI_reasonably_smallMLB.com At Bat dominated North America in its first three days as excitement builds among baseball fans for the start of Spring Training games today. The new Spanish language capabilities developed for At Bat are part of a larger MLB effort to expand its important relationship with Latino fans.  To further that effort, Major League Baseball has named LatinWorks, the full-service cultural branding firm, as the league’s creative agency to reach Latino fans. MLB will be also handling the media buying.  LatinWorks will direct MLB’s national campaign to emphasize its multicultural diversity and connect with its Latino fans more directly and extensively. There were 193 foreign-born Latino Major League Baseball players, equaling 22.6% of the league, on Opening Day rosters last season, playing alongside many U.S.-born players of Latino descent.LatinWorks’ creative for MLB will incorporate a multi-platform national campaign for the upcoming season, as well as strategic brand activations surrounding MLB Jewel Events including Opening Day, All-Star Game, and Hispanic Heritage Month. The agency’s marketing campaign will be unveiled nationally later this month.In addition to At Bat and its comprehensive bilingual accessibility, Latino fans also will have extensive Spanish-language access to all 30 MLB Clubs through MLB.TV, which will introduce a new audio option in 2015. This technology will give MLB.TV subscribers the ability to switch the live audio feed from the television to Spanish-language radio announcers without disrupting the live video broadcast. MLB buys media in-house.

  • #SinTraducción – Target

Sin-Traduccion1-924x462What do the Spanish words “arrullo,” “sobremesa” and “estrenar” have in common? They all have a starring role in #SinTraducción, Target’s new Hispanic campaign that features words with no English equivalent. A first-of-its-kind for Target, #SinTraducción is a sweeping celebration of moments, traditions and emotions that are treasured by many in the Hispanic culture. Using a number of these untranslatable terms as inspiration, the campaign invites Target’s guests to experience the brand in a more personal way.#SinTraducción, the retailer’s first campaign focused solely on Hispanic guests, launches March 8. Branded with an inviting hashtag, the campaign aims to create a dialogue between Target and its guests on social media.According to Rick Gomez, senior vice president of marketing at Target, #SinTraducción is social by design.

  •  Sensis

sensislogo_2012_400x400Sensis, the cross-cultural agency with digital at its core, will open an office in Austin on March 2 having merged with K. Fernandez Marketing of San Antonio. Karla Fernandez Parker will start immediately as Sensis managing director of Texas.The Austin office, located in a technology corridor, is the fourth office for Los Angeles-based Sensis. Read more.


  •  Rick Perry/ Targeted Victory

80rkMI5v_reasonably_smallTexas Governor Rick Perry has tapped Targeted Victory, an audience targeting firm focused on Republican political candidates, to help reach potential voters for a 2016 Presidential run.Targeted Victory is familiar with Presidential races as in the past it worked on the Romney-Ryan campaign in 2012 and brought those same Romney-Ryan supporter audience segments back for the 2014 midterms.Michael Beach, co-founder of Targeted Victory, will be solely focused on the Perry ticket. Targeted Victory may also work with other candidates for 2016..Beach will serve as senior advisor for digital and television optimization for Rick Perry’s campaign. Chris Gulugian, Targeted Victory’s client strategy director, will serve as an advisor for digital and field operations, per a release.

  • Unilever

puJbbfeF_reasonably_smallUnilever has agreed to acquire Ren Skincare for an undisclosed amount, to ramp up in prestige beauty.Unilever said it expects the deal for the 15-year-old skincare brand, founded in the U.K. by Anthony Buck and Robert Calcraft, to close by May after regulatory reviews.The move comes at P&G is divesting, discontinuing or merging 100 brands globally representing 14% of its sales. Smaller prestige fragrance licenses, such as Avril Lavigne’s signature scent, have already been discontinued.Ren had global sales of more than US$110 million last year, Euromonitor estimates.

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LatinWorks, a full-service cultural branding firm that belongs to the Publicis-Omnicom network, announced the launch of nTrigue, a new strategic business unit designed to expand upon the firm’s media planning and buying operations. nTrigue begun operations last week on April 15th, 2014. It will be spearheaded by Keisha Andrews-Rangel in the role of Managing Director. Rangel joined LatinWorks in 2004 and has served as Vice President of Media Strategy, growing the practice to $100 million in media billings during her nine-year tenure. Initially, nTrique will be handling Latinworks accounts such as RadioShack and Domino’s Pizza but Andrews tells Portada that she is working on several pitches for new clients.

Portada: What is going to change compared to having a media unit within LatinWorks?

Keisha Andrews, Managing Director, nTrique

Keisha Andrews Rangel, Managing Director, nTrigue.: “Creating nTrigue as its own strategic business unit will allow our mindset-based approach to communications planning and buying become an offering that is available for other partner agencies within the Publicis-Omnicom network. And, it will allow us to pursue business opportunities from a media perspective that might otherwise be a conflict for LatinWorks on the Strategy and/or Creative side. Ultimately, we are excited by the biggest opportunity of driving thought-leadership in the cross-cultural consumer media landscape. We have already made great strides in the area of thought leadership through the development of 2 new proprietary tools that we are actively merchandising to clients.”

Is Latinworks not going to do media buying or planning any more and focus on creative?
K.A. R.: “LatinWorks will continue to focus on leading clients as cultural branding experts through Strategic and Creative agency offerings. nTrigue will collaborate and partner with LatinWorks to service clients whose needs are full-service and include strategy, creative and media.”

How has media planning and buying changed over the last 10 years since you joined LatinWorks?
K.A. R.: “The biggest change has been the increasing level of complexity in helping brands truly engage with consumers and drive them to take action. This has been driven by two primary factors: First, the proliferation of digital media platforms and their impact on consumer consumption habits, and , second, the evolution how multicultural consumers self-identify, and being able to reach them through an effective combination of being in the right touchpoint, at the right time, in the right content.”

What clients will you be starting to work with?
K.A. R.: “In the short term, our existing media clients will remain with LatinWorks and continue to receive the same outstanding service and work with the same talent they have come to know and trust. However, we are thrilled that nTrigue is currently in the midst of 4 new business pitch opportunities, so we hope to have several client announcements this year.”

Is nTrigue going to work on a DSP or DMP sort of platform? Does Omnicom have a programmatic platform that is also geared towards the Hispanic market? 
K.A. R.: “We have found great success in partnering with some programmatic partners that are currently in the market. While we currently do not have our own trading desk, this doesn’t mean we won’t be exploring one in the near future or even the potential for one that includes information that can help us deploy tactics more effectively to engage cross-cultural consumers, across all ethnicities.”

Radio Shack Hispanic versionRadioShack just announced its new positioning under the “Do It Together” line, the campaign is starting this week in general market media and Hispanic TV, digital and print media outlets. After being part of the American retail landscape for more than 90 years, the iconic RadioShack brand is struggling to survive due to substantial market losses in the wireless business and the tech retail arena, which, in turn, are the result of  huge changes in consumer electronics retailing as new players like Amazon have aggressively entered the market. Portada interviewed  Javier Figueroa, Director of Integrated Marketing at RadioShack,  to ask him how he plans to reverse this trend. Figueroa  is responsible for the strategic vision, research, marketing plan development, launch, ongoing management, and measurement of all Hispanic marketing efforts for the electronics retailer.

Portada: In what way is the “Let’s do it together” brand positioning different from the Let’s Play you announced in Spring of 2013?
Javier Figueroa,Director of Integrated Marketing, RadioShack: “Our previous campaign, “Let’s Play” was an initial step in re-energizing the brand and re-engaging consumers and associates alike with the new RadioShack. The campaign communicated that RadioShack is a place where people go to interact with technology solutions. “Do It Together”, our new brand positioning campaign, is meant to inspire consumers to think big when it comes to technology because RadioShack can help bring those ideas to life. We want consumers to recognize that RadioShack is their neighborhood technology resource — here to help you get it done with the best products, friendly experts and solutions for every budget. Ultimately, we want to encourage exploration and collaboration to help connect consumers with the tech solutions to suit their lifestyle.”

What is the Spanish translation you are going to use for “Do It Together”?
J.F.:“The Spanish translation we will be executing for “Do It Together” is “Juntos Es Mejor”. RadioShack’s new brand positioning reinforces the idea that if you think it’s possible, It Can Be Done, When We Do It Together.”

Hispanic efforts will be supported by Univision and Telemundo. We will also have digital, print and social media placements running to reinforce the brand’s new positioning as well as in-store marketing.

Can you please explain how the Integrated Marketing Campaign will be done in the Hispanic market? What media will be bought?
J.F.:“RadioShack will have four 15-to-30 second ads dedicated to the general market, plus two additional ads targeted specifically to the Hispanic market. These ads are slated to roll out in early February during prime time and sporting events airing in television networks such as Univision and Telemundo. We will also have digital, print and social media placements running to reinforce the brand’s new positioning. In addition, in-store marketing will also support the campaign. The ads will mirror the campaign’s tagline: “It Can Be Done, When We Do It Together.”

Does RadioShack do Newspaper Advertising, particularly pre-prints in Newspapers? Is this also the case for Hispanic newspapers?
J.F.: “Yes. Circulars, offers/promotions. We also use newspapers to distribute our circulars to the Hispanic consumer.”

Who is RadioShack’s Hispanic Advertising Agency and what agency does media buying and planning?
J.F.: “GSD&M, based out of Austin, is RadioShack’s advertising agency for both Hispanic and General Market. LatinWorks is our media agency.”

How many stores does RadioShack have in the U.S. and how many of them are owned/ how many franchised?
J.F.:“RadioShack is a leading national retailer of innovative mobile technology products and services, as well as products related to personal and home technology and power supply needs. RadioShack employs approximately 30,000 knowledgeable and helpful sales experts globally. RadioShack’s retail network includes approximately 4,300 company-operated stores in the United States, 58 in Puerto Rico, 4 in the US Virgin Islands, over 270 company-operated stores in Mexico, and approximately 1,000 dealer and other outlets worldwide.”

Do you categorize your stores into Hispanic and “other”, meaning those that are located in high Hispanic population areas?
J.F.:“Our Hispanic Stores are categorized based on the Hispanic population around our stores.”



Publicis Group and Omnicom agreed to merge and the combined global Advertising Holding is expected to be called Publicis Omnicom Groupe. The merger has important implications for the Hispanic advertising and marketing sector. Publicis Omnicom Groupe will have more than 60% of Hispanic Media Buying Power as both Publicis and Omnicom manage some of the largest Hispanic media buying and planning accounts (see Table below).

Publicis OmnicomAlready before the merger Publicis combined agencies had by far the largest media buying power in the Hispanic market. The merger announced yesterday adds Omnicom’s media agencies OMD Multicultural and Bromley to the new group. Calculated by client billings, the new combined Publicis-Omnicom entity will have a 61.1% media buying power among the top 16 Hispanic media buying agencies.


Omnicom and Publicis Agencies among Top 16 Hispanic Media Buying Agencies



Key Clients

2012 Revenues (in US$ million)



Gilette, Novartis, Procter & Gamble, Burger King,  Red Lobster




P&G, Post Foods, CoverGirl, Olay, Kraft, Continental, Wrigley




 T-Mobile, Toyota


ZO  Multicultural


Sonic, Verizon Wireless, Pizza Hut , Denny’s, General.Mills


Bromley Comm.

Publicis (49%)

Coors, Western Union, Telefonica, NBA


Total Billings Publicis



Omnicom (49%)

Domino’s Pizza, Kimberly-Clark, Lowe’´s


OMD Multicultural


 State Farm,McDonald’s, HR&Block


Total Billings Omnicom


Combined Billings


Share of Top 16 Hispanic Media Agencies


Source: AdAge estimates and Portada Interactive Directory of Media Buyers


Creative Services

In terms of creative agency services, Omnicom agencies do have higher billings than Publicis agencies in the Hispanic market. Combined billings of both groups amount to US $134.1 millon

Omnicom and Publicis Agencies among Top 50 Hispanic Advertising Agencies



2012 Revenues (in US$ million)




Lapiz USA



Bromley Communications






Total Publicis Agencies















Total Omnicom Agencies



Source: AdAge estimates and Portada

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AUTISM Speaks, the autism advocacy organization, this week is launching a new public service advertising (PSA) campaign aimed at Hispanic and African-American parents. The campaign features :30 spots in English and Spanish and was developed by BBDO and LatinWorks of Austin, Tex., both part of the Omnicom Group.

The campaign targets these two groups specifically because it has been documented that the current age of diagnosis among low income families, as well as African Americans and Hispanics, is higher than the general public.

According to the CDC, the average age of diagnosis is 4-5 years, but a reliable autism diagnosis can be made as early as 18-24 months.

In addition to the PSA’s, the campaign includes a link to a Spanish-language page helping parents identify the early signs of autism in their children.

[youtube https://www.youtube.com/watch?v=gKFLcWZ2uP4]
Grupo Gallegos was among 5 winners of Best in Show with 'Batalla,' a spot for California Milk Processor
Grupo Gallegos was among 5 winners of Best in Show with ‘Batalla,’ a spot for California Milk Processor

LatinWorks, Grupo Gallegos, Alma DDB and The Vidal Partnership won awards for having conceived the ‘Top 5 creative executions of 2013’ at the second annual U.S.H. Idea Awards Tuesday night in Miami. Overall, 25 winners were selected among hundreds of entries received. The winners represented a total 10 agencies, and covered work pitching automobiles, film festivals, sports shoes, and consumer-packaged goods.

“The winning campaigns represent what we work so hard for all year long: excellence in Hispanic advertising creative,” said Claudio Vera, president of Círculo Creativo and creative director of Casanova Pendrill, in a prepared statement.

According to a press release, the judges handed Best in Show awards to top 5 executions: LatinWork’s Cine las Américas Languages campaign; Grupo Gallegos’ Batalla (California Milk Processor;) The Vidal Partnership’s digital The Creation of the First Yogurt for Men (Powerful Yogurt;) and AlmaDDB’s The Glad Tent and Adiós Clichés, Hola México.

Ten jurors representing four countries worked in the selection of the winning pieces.

The U.S.H. Idea Awards first launched in 2012 as a partnership between Círculo Creativo and AHAA: The Voice of Hispanic Marketing. Prior to that, AHAA had worked for over a decade in partnership with Advertising Age.

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