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

(Looking for your next Career move? Check out Portada’s Career Board!)


Michelle Wasserman, senior VP of format licensing and content development at Endemol Shine Latino, is moving from Argentina to the company’s headquarters in Miami. Added to her current responsibilities, she will now be a fundamental part of the firm’s operations in Miami, and her role will be related to the growth of Endemol Shine across all genres and platforms.




María del Carmen Padilla Briseño has joined Latcom as commercial director for Mexico and Central America. She will focus on empowering and generating new business, offering a comprehensive solution including everything from strategy to buying media through a single point of contact.





Creative production agency MediaMonks has opened operations in Mexico City. The leaders of this effort will be Alexander van Rijn, Head of Partnerships LATAM (left) and Marcelo Planchart, Head of Expansion LATAM (right). 




Havas Colombia has appointed Enrique Samper Posada as new managing director, as reported by AdLatina. His main role will be to oversee all the development processes of the branch, boosting the Havas Village concept, and bringing in new clients. He will use his digital expertise to achieve these goals.




J. Walter Thompson has named Miguel Oscariz (right) as new CEO of Mexico. He had been leading the agency’s branch in Peru for three years. The new CEO of J. Walter Thompson Peru is Néstor Ferreyro (left), hitherto global business director for Avon.



Manuel Montalvo is the new director of professional products at L’Oréal Argentina. He had been previously commercial director of the same brand in Mexico. His main role will be consolidating the vision of the brand in Argentina.





Javiera Rodríguez is the new marketing manager of Ferrari and Maserati at SKBergé Luxury, the luxury retail division of SKBergé Santiago de Chile. She had previously worked at the marketing division of Mars since 2015.





Mars has promoted Ignacio Inda to marketing manager for the Southern Cone. He had already been leading the marketing sector in Argentina, Paraguay and Uruguay since 2005.





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.

For the subscription to Portada Interactive Database of Marketers targeting Latin American consumers. Please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription at the special offer price (offer expires Dec. 23!.)

For prior Sales Leads editions, click here.

  • Fiat Chrysler Automotive & Mars

kzkuhwk__400x400Publicis Media has been appointed media agency of record for Fiat Chrysler Automotive (FCA) for several major regions outside the U.S., following a review. The business has andescarga-2 estimated US$625 million in billings, according to The Drum.



descarga-3The media conglomerate has also won a big portion of Mars’ global media assignment. Local buying agency transitions will begin immediately, and will officially take effect beginning with Mars’s 2017 media investments. In 2015, the candy brand transitioned to a single global media planning agency, Mediacom. Prior to that, Publicis’ Starcom was responsible for most of the business, including the U.S. Mars’ ad spend exceeds US$680 million in the U.S. and US$1.5 billion worldwide.

  • Burger King & PepsiCo

5d7c0a3957e76a60402dc8cbe022d74eBurger King and PepsiCo are teaming up in Latin America to demonstrate the authenticity of their brands in a video called “Rechazado” (“Rejected,”) Adage reports.The 2 ½ minute video started running in Argentina in social media and will also be used in cinemas, and is likely to be used in other countries in Latin America. It was created by We Believers, a small New York shop co-founded two years ago by Gustavo Lauria, who is Argentine, and Marco Vega, a Mexican. We Believers won the assignment with its insights into the two brands’ shared values, and the clever twist of contrasting Burger King and Pepsi with their biggest rivals (who are never named, due to rules in Argentina against comparative advertising).


To get detailed contact information about the decision makers behind these campaigns and access an interactive database of more than 2,500 marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • McDonald’s

New Zealand digital analytics and marketing company Plexure Group has signed an agreement with the biggest McDonald’s franchisee in Latin America and the Caribbean.The deal extends Plexure’s global relationship with McDonald’s announced last January, helping distribute discount vouchers to customers’ smartphones.Already used by McDonald’s in Japan, Sweden, USA, Netherlands, and parts of Eastern Europe, the new contract is with Arcos Dorados.



  • Qatar Airways
hhjoe2s__400x400Qatar Airways has purchased a 10 percent share of Santiago, Chile-based Latam Airlines Group, the carriers announced on December 29. Through its subsidiary, Qatar Airways Investments, the Persian Gulf carrier acquired 60.8 million shares in a transaction valued at US$608 million.Latam was formed by the 2012 merger of Chile’s LAN Airlines and Brazil’s TAM; it reports a combined fleet of 335 aircraft. Latam and Qatar Airways are members of the oneworld airline alliance.The entrance of Qatar Airways as shareholder of Latam represents a unique opportunity to develop a long-term relationship and explore new opportunities for connectivity with Asia and the Middle East.

We have incorporated new features to the interactive database of corporate marketers and agency executives targeting Latin American consumers:
New 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.

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 AMERICAN CONSUMERS! with newly introduced upgraded features (see at the bottom of this article. 15 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.

Click here for previous Latam Sales Leads editions

  • Western Union

descargaMoney transfer service Western Union has appointed MullenLowe Mediahub to be its global media agency of record in a consolidated £250m account following a review that started back in May. MullenLowe Profero has been Western Union’s global digital media agency since 2006.MullenLowe Mediahub has created Team Union to serve the account, which will be based in London with 16 regional hubs across the Africa, Asia, Europe, the Middle East, and the Americas and local media buying in other countries.Western Union has reported advertising costs of US$166.3 million in 2015. In the U.S., it spent around US$20 million on measured media last year, according to Kantar Media.


  • Mars

descarga-2Mars has kicked off a media buying review in the U.K., China, India, Germany, Australia, New Zealand, Japan and Southeast Asia.Mars consolidated its global planning business with WPP’s MediaCom in December 2014. Neither the U.S. nor LatAm will be affected by the review. The company owns brands including M&M’s, Snickers, Twix, Dolmio, Uncle Ben’s and Pedigree, splits out its media planning and buying operations.



  • Hilton

descargaHilton has outlined its plans to drive expansion in Latin America. Based on Hilton’s second quarter 2016 results and for the 12 months ended June 30, Hilton has opened approximately 20 new hotels in Latin America and has signed nearly 30 deals. Hilton now has more than 16,000 rooms trading across a portfolio of more than 90 hotels and resorts in Latin America. Additional hotels are expected to open by the end of this year in Colombia, Honduras, Mexico and Peru.Hilton maintains a strong pipeline of more than 50 projects and more than 7,750 rooms across Argentina, Belize, Chile, Colombia, Costa Rica, Ecuador, Honduras, Mexico, Panama, Paraguay, Peru and Uruguay. Hilton’s current portfolio in Latin America includes 10 brands, while its expansion plans in the region span seven of the company’s existing brands: Conrad Hotels & Resorts, Curio – A Collection by Hilton, Hilton Hotels & Resorts, DoubleTree by Hilton, Homewood Suites by Hilton, Hilton Garden Inn and Hampton by Hilton, with approximately 70% of the projects driven by focused-service brands.


  • Infinity Media FCB

nnnnAgency FCB Buenos Aires has announced the launch of its’ new media unit Infinity Media FCB, which will be led by Daniel Bloise. The agency will work aligned with those customers who require their services, providing expertise for brands that look for solidity and innovation in this area.




  • MullenLowe Profero

k8fo1be9_400x400As part of its expansion in Latin America, MullenLowe Profero will open an office in Colombia. The company will start operating from October. The agency has chosen Colombia as the second Latin-American country to open an office, following Brazil. The new unit will provide processes, methodologies and unique tools, accompanied by a know-how that contributes to the further growth of its’ business in Colombia. MullenLowe Profero is Mullen Lowe Group’s global digital marketing agency, which operates 15 offices worldwide and has more than 750 employees. The division works for brands like Unilever, Primark, Virgin Trains, Peninsula Hotels and Western Union, among others.



We have incorporated new features to the interactive database of corporate marketers and agency executives targeting Latin American 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.


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

 ::: Havas – Erh Ray, Gal Barradas, Douglas Patrício ::: Levi Strauss & Co. (LS&Co.) – Roy Bagattini  ::: Kodak Alaris – Rick Costanzo  :::  Martin Jones – AMDIA ::: La Nación – Nicolas Robles  ::: Bruce McColl, Andrew Clarke – Mars ::: Precision Global – Mario Barbero  ::: General Mills – Jorge A. Uribe :::

Click here for previous Latam Changing Places editions

dyQnPat5_400x400Havas has announced the appointment of Erh Ray and Gal Barradas, currently Co-CEOs of BETC São Paulo, as Co-CEOs of Havas Creative Group Brazil, effective immediately. In addition to their current roles as partners and Co-CEOs of BETC São Paulo, Ray and Barradas will lead Havas creative agencies in Brazil, including Arnold, Havas Worldwide, and Havas Worldwide Digital. Both will report to Andrew Benett, Global CEO of Havas Worldwide and Havas Creative Group. At BETC São Paulo, they will continue to report to Rémi Babinet, chairman of BETC.


descargaPrior to joining BETC, Ray cofounded BorghiErh and was Chief Creative Officer at DM9DDB.







galPreviously, Barradas served as partner and CEO at F.biz. In 2012, she was named Most Outstanding Person in the Brazilian digital communications market, according to Grupo Consultores.




douglasIn addition, Douglas Patrício has been named Managing Director for all Spanish-speaking Havas Creative Group agencies in LATAM. In this role, he will focus on increasing collaboration and driving innovation across the agencies in the region. He will continue in his role as CEO of Z+ and Havas Media Group Brazil.Prior to joining Havas in 2001, he served as Executive VP, Managing Director of Ogilvy São Paulo.



descarga (1)Levi Strauss & Co. (LS&Co.) has announced that Roy Bagattini will assume the role of executive vice president and president of Levi Strauss Americas, effective June 1, 2016.In his new post, Bagattini will be responsible for leading the company’s largest commercial operations, spanning all brands and channels across the United States, Canada, Mexico, Brazil and the balance of Latin America. Bagattini will continue to report to President and CEO Chip Bergh.Bagattini previously served as executive vice president and president of the company’s Asia, Middle East and Africa operations. Under his leadership, the region has consistently delivered outsized growth, strengthened its customer relationships and attracted blue-chip talent.Bagattini joined LS&Co. in 2013 with more than two decades of experience as a senior leader at global consumer goods and beverage companies.

constanzoKodak Alaris has appointed Rick Costanzo president and general manager of the company’s Information Management (IM) division. Costanzo joined the company earlier this year to lead the global business, which delivers hardware, software and services in 27 countries and helps customers automate business processes and accelerate digital transformation so they can realize their full potential.Costanzo joined Kodak Alaris following a successful tenure at SAP, where he served as executive vice president for the Telecommunications Industry and Enterprise Mobility Solutions.


04a9990Martin Jones has been reelected president of AMDIA (“Asociación de Marketing Directo e Interactivo” de Argentina / Argentina’s Association of Direct and Interactive Marketing.) Jones is a multibrand digital manager at L’Oreal. Amdia new authorities will work for marketing development in Argentina and Latin America.




descarga (2)Argentine newspaper La Nación has announced the appointment of Nicolas Robles as commercial and B2B business development manager. He will be responsible for the strategy and business development for all platforms, B2B business and agencies management. Robles will report directly to Gervasio Marques Peña, the newspaper business manager. Prior to this position, Robles served as country sales manager at IMS (Internet Media Services).


After 10 years as chief marketing officer, Bruce McColl is retiring from his position at Mars. In his place, chief customer officer Andrew Clarke will assume the newly created role of chief marketing and customer officer.

Andrew-Clarke-MarsClarke, who has been in his current position since 2015, will oversee all teams managing media, consumer marketing, customer and sales. Though Clarke has been in his role for only a year, he is a 16-year veteran of the company. Prior to becoming chief customer officer, Clarke was regional president of Petcare for Latin America. He started with the company’s UK sales department in 2000.






nnnMcColl, 53, retires as one of the most awarded and well-regarded CMOs of his generation. The work he oversaw in recent years from creative agencies DDB and BBDO, and media agency MediaCom, was perennially among the top winners at industry awards shows.




barbPrecision Global, a global manufacturer of aerosol valves, actuators and other dispensing solutions across a variety of end markets, has announced that Mario Barbero has been appointed Chief Executive Officer, effective immediately.  Mr. Barbero succeeds Doug Hind, who will retire.Mr. Barbero joins Precision Global with nearly 20 years of experience in the value-added packaging industry, most recently as Chief Executive Officer of ALLTUB Group, a leading manufacturer and supplier of collapsible aluminum tubes and aerosol cans.  Mr. Barbero was responsible for 1,200 employees and multiple production plants and sales offices across Europe, North America, Latin America and Asia. Precision Global operates a multinational network of facilities spanning sixteen countries on six continents.


jorge_a_uribeGeneral Mills has announced the election of Jorge A. Uribe to its board of directors effective June 1, 2016.Uribe retired in 2015 from his role as Global Productivity and Organization Transformation Officer at Procter & Gamble, where he was responsible for the company’s major productivity initiatives and broad-based structural and cultural re-design.  A native of Colombia, Uribe previously served as the Group President of Latin America at Procter & Gamble, managing businesses in more than 20 Latin American and Caribbean countries with over 18,000 employees.  With the election of Uribe, General Mills has added six new independent directors in the past two years, enhancing the board’s depth and expertise.


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!

 ::: Orangetheory Fitness/Mexico ::: Turismo Marruecos – Mindshare ::: Arredo – Maxus  ::: Mars – Mediacom :::

Click here for previous Latam Sales leads editions

  • Orangetheory Fitness/Mexico

orangetheory-U.S. firm Orangetheory Fitness has expanded into the Mexican market to compete with companies like Sports World and Sport city. In late November, the company will open its first studio in Magnocentro square at the Interlomas section close to  Mexico City. The company is also planing to open 10 studios in Mexico City and the metropolitan area over the next three to five years, starting in November 2015. Orangetheory Fitness originated in USA and has about 300 gym centers and over 200,000 members worldwide, most of whom are located in the US market and a small percentage in Canada, UK, Australia and Colombia. Read more.

  • ARREDO/ Argentina

77689a8fcc2e29db2b1c3961e4018735_400x400Maxus Argentina, GroupM media agency,WPP media agency holding, has been  chosen by Arredo, as its new media agency. Maxus will be offering the new client media planning and buying services for its entire line of products. Arredo is a national company of design, development, manufacture and marketing of household items.



  •  Turismo Marruecos

descarga (4)The Moroccan National Tourist Office has chosen Mindshare as its media agency in Spain, for its advertising campaign in 2015 and following years. In fact, the agency has already launched a campaign in radio, tv, magazines and outdoor to promote the actions of the office in October 12.





  •  Mars/LatAm

descarga (5)Mars has appointed MediaCom to handle media in Latin America following a pitch. Starcom, Initiative, OMD and Havas Media, which were handling the account, also participated. This appointment strengthens the food and beverage company relationship with MediaCom, which since January is in charge of the planning business globally.

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!

  • Sprint

Sprint has selected Deutsch LA as its new Agency of Record. The review focused on TV creative advertising, which has been handled recently by Figliulo & Partners, which was awarded the assignment late last year. Starcom MediaVest Group continues to handle media and sibling agency DigitasLBi remains the company’s digital agency. (Read our interview published today with Kymber Umaña, Hispanic Marketing Director at Sprint.)


descarga (6)The Tommy Hilfiger Group, which is wholly owned by PVH Corp., has announces that internationally renowned tennis star Rafael Nadal will appear as the global brand ambassador for the Tommy Hilfiger underwear and Tommy Hilfiger Tailored collections beginning in Fall 2015. Both collections are available at Tommy Hilfiger stores globally, through select wholesale partners and online at tommy.com.The campaign imagery will be photographed in early 2015 in Spain and it will break globally in fall 2015 with dedicated print, online, and out-of-home media placements worldwide. To further support the global initiative and collaboration, Nadal will attend exclusiveTommy Hilfiger launch events in North America, Europe and Asia.


  • Tampico

descarga (7)Beverages Tampico has selected Macias Advertising and Roar Media in the U.S, including General, Total and Hispanic markets. Macias will be handling all of their creative work including brand and content development and Roar Media will be their Digital Media and PR agency. Prior to this Tampico had been working with Bravo as their AOR, only focusing on the Hispanic Market, but now they are expanding their target demographic to a broader audience.

  • Toyota

descarga (8)Toyota has teamed up with actor William Levy to create the first-of-its-kind, choose-your-own adventure video on Instagram with the new 2015 Toyota Camry.Created by agency Conill, the new Toyota campaign is aimed to tell a story that speaks to the hearts and minds of Hispanic consumers and leverages consumer passion points of fun and adventure.To view Instagram CLICK HERE.

  • Mars

imagesMars has appointed WPP’s MediaCom as its global media planning agency of record following a pitch.MediaCom will take control of the account in 2015.Until now, the business has been led by Publicis Group’s Starcom, which will continue to handle media buying for Mars. Mars Incorporated , which owns the Snickers, Galaxy, M&M’s and Maltesers brands, spent more than US $1.5 billion globally on advertising in 2013, including US $680 million in the U.S.,.The win comes shortly after it emerged that MediaCom have also taken Coca-Cola’s US $100m Mexico account and Procter & Gamble’s LatAm and Caribbean digital business from Starcom. This is a massive account and if MediaCom wins the review, it would be the second major planning win for the agency at Starcom’s expense.

  • Coca-Cola

descarga (9)Coca Cola has ended its 13-year ‘American Idol’ sponsorship. Coca Cola has been with the show since its inaugural season (Ford is the other). AT&T joined the show in its second season and departed before the start of last season. Ford plans to remain a sponsor this season. The soft frink company may be following the advice of its media agency MediaVest.American Idol’s last season’s finale drew 10.1 million viewers, down from 38 million in season 2. Those ratings declines led advertisers to spend US $394.7 million on the show in 2014, down 49.5% for the US $781.9 million they spent in 2012, according to Kantar Media data.

  • Kellogg’s

descarga (10)Cereal brand Kellogg’s will go traditional TV commercial formats by shunning the lively morning kitchen—when folks eat breakfast—and show boxes of Kellogg’s cereals set out on a table at night with bowls and spoons ready for the next morning, encouraging consumers with the tagline: “See you at breakfast.”  The campaign is by Leo Burnett and will air in primetime TV and have print and digital elements.Kellogg’s cereal revenues declined 6% for the 52 weeks ending Nov. 30. Kantar Media data finds the most popular time to advertise cold cereals is primetime. Kellogg’s will increase its primetime ad placements by 15%.

  • Puma
  • descarga (11)Pop star Rihanna has signed a multiyear partnership agreement with athletic apparel maker Puma through which she will become the brand’s “global ambassador” for women’s fitness and serve as its creative director for women’s products. The company says she will directly influence the product design process beginning this spring.Although Rihanna is not an athlete, Puma CEO Bjorn Gulden says retro-sneakers and athletic-looking attire have been part of her stage and street persona for years. Its coming campaigns plan to broaden its appeal among women.
  • Avocados
    descarga (5)Avocados from Mexico will bring together almost 1,000 Hispanic stores in key regions for Guac Fiesta, a retail promotion that will offer a US $3,500 prize package to five winners.The campaign is designed to increase consumption through football season among bicultural Hispanics in California, Arizona, Texas, Chicago, Miami and New York City.The program will run from Jan. 1 through Feb. 1 and includes sweepstakes prizes and coupons using mobile, digital, social media and consumer relations.The Guac Fiesta campaign includes a text-to-win contest where consumers have a chance to win a big screen TV for football viewing parties.Retailer support is available and includes tear pad coupons and in-store purchase coupons for shoppers.
  • Bud Light
    descarga (3)Bud Light is rolling out new packaging and marketing with a TV ad that touts the messages printed on labels as “12-ounces of inspiration.”The brand packaging  will eventually feature more than 100 different messages scrolled on bottles. The new labels are part of the brand’s “Perfect Beer For Whatever Happens” campaign.The new ad, which was developed by BBDO, begins a new phase of advertising for the brand that will heavily promote the new packaging. The ad will debut regionally on New Year’s Day during college football bowl games and run nationally during the NFL playoffs. The new ad is notable for its product close-ups and description of the liquid as “crisp,” “smooth” and “refreshing.”


  • Ford
    descarga (4)Ford is announcing the arrival of Ford 2015 F-150 truck with what it says is its biggest truck marketing campaign ever. The campaign, which will debut during the first-ever college football playoff for NCAA Division I teams, centers on sports, especially NFL and NCAA football. There are also sponsorship components around Professional Bull Riding, NASCAR, Future Farmers of America, and country music, with mobile across all platforms. In addition to the TV campaign — which includes two 30-second ads — there is also radio and a country music tie-in. But the effort also includes a separate campaign for the other truck demo, and the fastest-growing one: Hispanic truck owners. A digital video series, “F-150 Tough Science,” is part of the pro-sports tie-in. It features ESPN “Sport Science” creator John Brenkus. Read  “Ford launches largest Truck Ad -Campaign ever with strong Hispanic component.”

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 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!

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.

NOTE: Portada has currently a 25% Discount Offer to acquire the Interactive Database of Corporate Marketers targeting Hispanics. Register here and use the following Discount Coupon NEW-YEAR-25 link. (expires on January 31!)

    • Mars

Mars Chocolate North America introduced M&M’S® Brand’s new integrated marketing campaign called ‘Better With M™,’ which includes a new 30 second television commercial that will air during the first quarter of Super Bowl XLVII.  “‘Better With M’ showcases how M&M’S irresistible chocolate makes moments more fun and delicious,” said Roy Benin, Chief Consumer Officer, Mars Chocolate North America.  “The ‘Better With M’ story is delivered through our colorful spokescandies, whose irresistible chocolate always makes moments even better – be they watching the Super Bowl, baking cookies, gathering the family together for a movie or even tailgating.” In addition to the Super Bowl ad, which was created by BBDO New York, highlights of the year-long ‘Better With M’ campaign include multiple English and Spanish television, print and digital ads, in-store displays, consumer promotions and multiple social initiatives focused on Facebook and the hashtag, #betterwithmms.  The first television ad from the new campaign – starring Ms. Brown – began airing last week.   A cornerstone of the campaign is a new cause-related marketing effort designed to make ‘America Better With M’ by funding the construction of Habitat for Humanity homes across the nation.  As part of the initiative, M&M’S is also encouraging, as well as incentivizing fans to help ‘M-Prove America’ by volunteering at Habitat job sites nationwide.

      • Walgreens and Televisa

Walgreens and Televisa Consumer Products LLC (TCP) are offering a line of over-the-counter and personal care products focused on Hispanic consumers at select stores in the United States. The move is part of an initiative to reach Hispanic consumers and gather insight into the Hispanic community through the introduction of TCP’s health and wellness products. “Walgreens stores serve virtually every customer demographic in the country, and this is another way for us to reach the Hispanic customer, in particular at specific locations,” said Paul Tiberio, Walgreens divisional vice president of inventory strategy and localization. Products include hair care, skincare, cough/cold, and pain/sleep items. Walgreens has recently expanded the availability of these products based on product performance in designated test stores.”We believe our already proven work to promote and offer our products will help our customers build stronger ties to their Hispanic customers and generate additional sales and organic growth for TCP,” added Televisa Consumer Products USA’s CEO Maximo Juda.

  • Red Lobster

Red LobsterRed Lobster, a member of the Darden Family of restaurants and a casual dining seafood restaurant, launched its first Spanish-language advertising campaign. The national campaign is designed to introduce more Hispanic guests to the Red Lobster experience and to highlight the restaurant’s comprehensive menu, which was recently transformed to offer guests more affordable, great-tasting options and greater overall choice and variety. “With the Hispanic population in the U.S. growing at four times the rate of the overall population, the goal of the campaign is to make the brand more relevant to these important guests by reaching them in a more meaningful and impactful way,” said Stewart Marquina, director of marketing, Red Lobster.The first Spanish-language ad, created by WPP’s Wing, is an adaptation of the general market “Real People” advertising campaign that features the “Sea Food Differently” tag. It was created based on Hispanic cultural insights and features the tag “Disfruta un Mar de Sabores” (“Enjoy a Sea of Flavors”), along with Ariana Paz, a real server at the Gainesville, Fla., Red Lobster. Red Lobster is partnering with Univision Communications Inc.To learn more about Red Lobster, to view the ad and to find a local restaurant, visit www.facebook.com/redlobster and the Spanish-language website at RedLobster.com/espanol.

  • Verizon

Verizon is sponsoring the first meeting/symposium of the Center for Hispanic Leadership Atlanta Chapter on January 24 to be held at UPS corporate headquarters and co-sponsored by Verizon.

  • Aflac

AflacAflac, a supplemental insurance company in the United States, introduced its latest Spanish language television commercial, The fresh advertising story begins with a commercial titled Press Conference, in which a “doctor” answers questions about an undisclosed accident that has caused the Aflac Duck to be hospitalized with injuries to his beak and his wing, turning the iconic spokesduck into a policyholder.The integrated campaign seeks to broaden the awareness and understanding of the Aflac brand in the Hispanic marketplace, which is significantly lower than in English-speaking market segments. It will include two attention-grabbing television commercials along with radio and digital activations. In Press Conference, viewers are directed to MejoratePato.com (GetWellDuck.com), where they will find a wealth of information in Spanish about Aflac, its products, and the Aflac Duck. Latinos currently number over 50 million, comprising an estimated 16.4% of the total U.S. population. “With the Latino purchasing power in the U.S. expected to top $1.6 trillion by 2016, we want to raise the relevance of the Aflac brand with individuals whose preferred language is Spanish,” said Aflac Executive Vice President, Chief Marketing and Sales Officer, Michael Zuna . “This campaign will grab the attention of viewers, help educate them about our company in a culturally sensitive way, and prove how Aflac is a vital component of anyone’s financial security.”

  • Alliance Rubber

Alliance Rubber Co. has launched a Spanish-language website to allow more Spanish-speaking distributors to obtain news and information about the company’s rubber bands, office and packaging supplies.The new site is at, http://www.ligasdehule.com. It allows Spanish-speaking consumers to search and compare features and benefits, the company said.

  • American Airlines

American Airlines Inc. unveiled its first new livery and logo since 1968 on Thursday, giving itself a new look only a few weeks before it’s expected to decide whether to merge with US Airways Group Inc. American Airlines said it needed to go ahead with the new look because in two weeks it is introducing a new flagship aircraft, the Boeing 777-300ER, that needs painting. US Airways had no input into the rebranding and didn’t get an advance look at it.To publicize the changes, American kicked off a new advertising campaign handled by McCann Worldgroup. McCann’s FutureBrand unit worked with American on the rebranding. The new design takes the iconic American Airlines eagle — a consistent part of American’s logo and livery for nearly 80 years — off the aircraft’s tail. Instead, a stylized flag of red, white and blue decorates the tail.

  • Houston’s Halloran wins new clients

Houston area marketers are increasing their budgets and plans for expansion in 2013 thanks to a booming energy sector. Hallaron Media, a Houston area advertising agency based in The Woodlands, is enjoying the benefits of this upswing by signing significant new business. Since October, that focus on local industries has paid off with the agency signing on new clients including Vichem Eco Fluids, RSH Engineering, Drilling Technology, Inc., and NexoSolutions. Most of the work includes new website development, branding, digital design and video production. Besides the energy business, Hallaron has also recently signed on new health care work with Cenegenics, Richie’s Specialty Pharmacy and Carrus Hospital in Dallas.

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