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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!)

 

Perkins Miller, who previously led StubHub GM/Americas, has been named CEO of fan-driven platform Fandom. He will continue to be based in San Francisco.

 

 

 

 

 

 

Adam Bonnett, former Disney Channels Worldwide EVP of Original Programming, has been appointed Executive Producer, Mattel Television. Bonnett will be responsible for global episodic content development and production for live action and animation based on the company’s iconic brands.

 

 

 

 

Apple has announced that Deirdre O’Brien, who has worked for the company for three decades, is has been promoted to Senior Vice President of Retail + People, reporting to CEO Tim Cook. She will fill the role following the departure of Angela Ahrendts in April.

 

 

 

 

 

Brian Wieser is joining WPP PLC’s media-agency conglomerate GroupM as Global President of Business Intelligence. In his new role, Wieser will work closely with GroupM’s agencies and WPP’s broader network to provide insights to clients.

 

 

 

 

 

Amazon has named Rosalind Brewer, the current Chief Operating Officer of Starbucks, to its board. Brewer is only the second African-American woman to sit on the company’s board in its 25-year existence.

 

 

 

 

 

Lime announced the appointment of Duke Stump to the position of Chief Marketing Officer. As Lime’s first-ever CMO, Stump will focus on uniting global marketing teams and furthering Lime’s mission to redefine urban mobility.

 

 

 

 

 

 

GAP has tapped Alegra O’Hare as senior VP and CMO. O’Hare was most recently VP of global brand communications at Adidas Originals and Style.

 

 

 

 

 

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • Pizza Hut & Telepizza Group

Pizza Hut, a division of Yum! Brands, Inc. and one of the world’s largest pizza restaurant company with nearly 17,000 restaurants in over 100 countries, and Telepizza Group, the largest non-U.S. pizza delivery company worldwide with more than 1,600 stores in over 20 countries, announced a strategic deal and master franchise alliance to accelerate growth across Latin America (excluding Brazil), the Caribbean, Spain (including Andorra), Portugal and Switzerland.The landmark deal doubles Pizza Hut’s footprint in the regions covered by the alliance; places Pizza Hut in the number one position in the category across Latin America and the Caribbean in terms of unit count; and confirms Pizza Hut’s position as the world’s largest pizza restaurant company. As a result of the alliance, Telepizza Group will become Pizza Hut’s largest master franchisee globally by unit count and a leading multi-country pizza operator worldwide.As master franchisee, Telepizza Group will oversee Pizza Hut franchisees who will continue to operate Pizza Hut stores in Latin America (excluding Brazil) and the Caribbean. Telepizza Group will also progressively convert its existing stores in this region to Pizza Huts and leverage Pizza Hut’s brand awareness to accelerate store network expansion and boost entry into key growth markets.

 

 

  • Heineken

Amsterdam-based brewer Heineken, currently the world’s second-largest beer company, has been conducting a global review of the media planning and buying business.Heineken calls the process a “presentation,” but it more closely resembles a closed review between the company’s two global media partners: Publicis Groupe’s Starcom Worldwide and Dentsu’s Dentsu Aegis Network, Adage has reported.Heineken does not expect to consolidate media buying to a single agency, according to sources familiar with the matter.Apparently, this review does not include other brands in the Heineken roster like Dos Equis, Tecate, Newcastle or Amstel Light. Heineken spent US$173 million on paid media in the U.S. in 2017, according to Kantar Media, while the  brand’s global annual marketing budget is approximately US$450 million.

 

 

  • BRF

Media agency Carat, part of Dentsu Aegis Network Group and led in Argentina by Guido Righetti, continues to strengthen its relationship with BRF, one of the world´s largest food companies. Following a review, the agency will continue to be in charge of online & offline media buying and planning for various BRF brands, including Sadia, Paty, Vienissima, Qualy and Campo Austral.

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

  • Hot Wheels®

Mattel´s Hot Wheels, one of the best selling toysglobally, celebrates its 50th anniversary. Conceived in 1968 by an innovator, a rocket scientist and a car designer, Hot Wheels 1:64th scale die-cast cars were designed to look awesome and perform. To celebrate this anniversary, Hot Wheels is introducing a year-long lineup of live experiences, new products and compelling content. Among other things, Hot Wheels will be creating live experiences to bring kids, fans and collectors together across the globe. Beto Carrero – Hot Wheels World: The largest theme park in Latin America, Beto Carrero will open an immersive brand experience with a dedicated Hot Wheels themed area within the park. The area will feature over 7.5 acres dedicated to Hot Wheels, including a live-stunt show, themed restaurant and retail shop with plans for additional experiential attractions. To learn more and stay up to speed with how Hot Wheels is celebrating its 50th anniversary, fans can visit HotWheels.com and follow #HotWheels50. With a global workforce of approximately 32,000 people, Mattel operates in 40 countries and territories and sells products in more than 150 nations.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm 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 market and/or targeting Multicultural consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Molson Coors

18bd4c62e115703b3feaae375fdf2a43_400x400Brewing company Molson Coors has moved its’ US media business to Publicis Media, with the creation of a bespoke ‘Connect’ media solution. Zenith Media retained the account in the UK. The US account was valued by Kantar Media at US$340m in ad expenditures during the first nine months of 2016. IPG’s Initiative was the incumbent since 2008.Kinetic will continue to be the out-of-home partner in both the UK and the US. Recently, Molson completed its US $100 billion takeover of MillerCoors, which is now the larger company’s US division and the country’s largest single brewer. Publicis Media has created two Molson-dedicated units to service the account, including Chicago-based Connect powered by Publicis Media for their U.S. business, and London-based Connect powered by Zenith for the U.K. business.

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Mattel

7219_152274167599_148757037599_2648143_8226052_n_400x400Toy maker brand Mattel has appointed two Publicis Groupe’s MediaVest|Spark and DigitasLBI for media planning and buying duties following a review that began last October.Mattel spent around US$120 million annually on ads in 2015, according to Kantar Media. Prior to the new assignment, Publicis Groupe’s Starcom  handled planning and WPP’s Mindshare did buying.

 

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Destination Canada

descargaDestination Canada has two new agency partners who will help bring more travelers to Canada.The two media agencies selected to work on the account are IPG Mediabrands Canada (IPG) and DIG Digital Innovation Group Inc. (DIG).Destination Canada’s media agencies will be responsible for channel strategy; media purchasing for paid search; social media, programmatic digital media buying and traditional media; global and regional content partnership negotiations; technical media production and tag management implementation as well as analytics and reporting.Incumbents were OMD, in collaboration with DDB, and Acronym. Destination Canada will continue to work with OMD and Acronym through to the end of April.

  • CoStar Group

jjCoStar Group, Inc. launched the nation’s only exclusively Spanish apartment-listing site, Apartamentos.com. Built and tailored to meet the needs Spanish language households in the U.S., Apartamentos.com is the newest addition to the Apartments.com network of sites– joining Apartments.com, Apartment Finder, Apartment Home Living, move.com, doorsteps.com and realtor.com®. As part of CoStar Group’s process in pioneering a Spanish language apartment site, community listings have been subject to human translation for the most accurate and authentic presentation. Property Managers can receive leads in either English or Spanish, with on-line translation available. Every current and future paid advertiser on Apartments.com will receive a translated ad on Apartamentos.com to reach an even broader audience.

  • Philly Cream Cheese

images-1Philly Cream Cheese, a Kraft Heinz brand, is running its new “Tiene que ser Philadelphia”  Spanish-language advertising campaign. Ads are running in Telemundo, Univision and Unimas with online video ads also planned. In the new “Tia” spot, the power of creamy Philadelphia cream cheese transforms a family event into something enjoyable and irresistible for everyone. It showcases how the authentic and fresh ingredients that go into Philly give it power to transform everyday moments like these. The spot also highlights the brand’s less processed credentials – no artificial preservatives, flavors, or dyes in the soft cream cheese spread. For Philadelphia, this spot is geared towards their growing Hispanic market, supporting an affinity for this beloved brand. In addition to launching this new creative campaign, Philly is pushing into snacking with three new products launching early 2017 in nationwide retailers: Cheesecake Cups, Bagel Chips and Cream Cheese Dip, and Garlic & Herb Cream Cheese Spread. Creative agency behind the effort was Lapiz. Starcom Mediavest is Kraft Heinz media agency of record. Kraft Heinz spent $44.2 million on measured-media for Philly brands from January through October 2016, after spending $33.7 million in calendar 2015, according to Kantar Media.

  • PwC

descarga-2PwC (formerly Pricewaterhouse Coopers) is reviewing media agencies to assist in the execution of an advertising campaign, according to AgencySpy. A spokesperson indicated that this would be a strictly media agency review, but several parties close to the matter tell AgencySpy the remit goes beyond media strategy to include creative—and that Huge and Deutsch are among the shops currently pitching. PwC has been steadily building its internal agency Digiday profile for the last three years. PwC spent around US$11 million on paid media in 2015 and just under US$10 million during the first 9 months of 2016, according to Kantar Media.

  • DishLATINO

eugenio_derbez_photo_storytelling_exampleDishLATINO launched Sigue Haciéndola (which translates “keep pressing on”), a comprehensive campaign recognizing and celebrating U.S. Hispanics, from their cultural heritage to the values, dreams, and even challenges that inspire them to keep moving forward. The campaign features new TV commercials starring actor, producer and director Eugenio Derbez. One of the spots, known as Reconocimiento (“Recognition”), shows fans recognizing Derbez because of his fame, then turns the focus to the hard-working Latinos who are dedicated to providing for their families and communities. Latin Grammy “Best New Artist” nominees Periko & Jessi Leon wrote and recorded an uplifting, original anthem, “Somos Latinos.” Periko & Jessi Leon star in a new music video. The song can also be heard in the TV spots featuring Eugenio Derbez, as well as in other elements of the campaign. DishLATINO will be inviting U.S. Hispanics to share their story by customizing an image (such as a social media profile picture) to show where they’re from and where they’re making it. Users can then upload the image directly to social media and add a message about their unique story. Eugenio Derbez, who will be among the first to create and share a customized image, shares more about how to create an image in this video (Spanish only).

https://youtu.be/r_c2Qhuw5CY

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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Multicultural market and/or targeting Multicultural consumers right now.

Check out Portada’s Interactive Database of Corporate Marketers and Agency Executives. 20 new Leads have just been added. GET YOUR 1 WEEK FREE TRIAL! Contact Sales Research Manager Silvina Poirier if you have questions silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Mattel

imagesMattel has put its US$150 million media planning and buying account in the U.S. in review.It is uncertain whether Mattel will bring on one or two agencies to handle the business.Publicis Groupe’s Starcom is the incumbent on the media planning account since 2005.WPP’s MindShare currently handles media buying for Mattel in the U.S.

 

 

 

  • NHI & DishLATINO

descarga-1The National Hispanic Institute (NHI) and DishLATINO are joining forces to promote leadership and education among the next generation of young Latinos in the U.S. DishLATINO has begun contributing advertising time on nearly 30 top Spanish language networks to tell the story of NHI and its mission to engage achieving high school and college students in community leadership roles.Founded more than 37 years ago, NHI invests in students through educational programs, civic engagement and an emphasis on community service.The ad spot educating DishLATINO customers about NHI can be found here as it airs (Spanish only) and here with English subtitles. DishLATINO also developed a promotional video for NHI’s use which can be found here.The campaign announced aligns with DISH’s broader corporate citizenship program, DISH Cares, which fosters community engagement with an emphasis on STEM education and workforce development.

https://youtu.be/2sd64kkbKV4

  • Cargill’s Rumba Meats

na31984893Cargill is repositioning its Rumba line of fresh variety meats with an emphasis on Hispanic consumers, a segment of the U.S. population that enjoys and values traditional ethnic food.  Each element of Rumba’s new marketing effort – including its packaging, logo, point-of-sale materials, online advertising and tagline – was tested with consumers. Vibrant colors, such as red, blue, yellow and green hues that were selected for Rumba Marketing elements with Rumba’s new look include packaging, a Facebook page (https://www.facebook.com/Rumba Meats), Internet website (www.rumbameats.com), digital banner ads, YouTube, Pandora Internet Radio ads and retail point-of-sale elements. Wichita, Kansas, based agency Sullivan Higdon & Sink is Rumba Meats AOR, including for media planning and buying. (Check out our interview today with Carolina Tabares, Senior Brand Manager Rumba Meats at Cargill).

Find out who the brand and agency executives behind these campaigns/moves are. Plus detailed contact information on more than 2,000 Corporate Marketers and Agency Executives targeting U.S. consumers. GET YOUR FREE TRIAL to PORTADA’s Interactive Database! Contact Sales Research Manager Silvina Poirier if you have questions: silvina@portada-online.com.

  • Target

o8aqvwhg_400x400Target has released its’ holiday spots from 72andSunny and Team Arrow Partners aimed specifically at Hispanic shoppers, which over-index in Target’s customer base.Its ads include “The Toycracker,” a Broadway-musical inspired spot which stars a little girl, Marisol, and Target’s mascot, Bullseye the dog, as well as a parade of toys you can buy at Target.John Legend and Chrissy Teigen will appear in two four-minute videos airing during ABC’s broadcast of Frozen on Dec.Target will run 16 TV spots throughout the holiday season, and is increasing its TV spend 21 percent over 2015, with a 67 percent increase in Spanish language TV spend.

  • GMCVB

descargaMiami tourism organization Greater Miami Convention & Visitors Bureau (GMCVB) has appointed VML as its new global marketing agency of record following a formal review resulting in a four-year contract with an additional one year option for the WPP agency, Mediapost has reported. VML services will include brand strategy, strategic planning, media planning and buying as well as creative development.

  • Dos Equis 


After premiering a trailer of The Most Interesting Man in the World last month, Dos Equis released a full-length commercial today, “Airboat.” The  campaign features a more interactive character whose adventures show why he’s different and how he’s gained his legendary status. The commercial also portrays how the creative and character have evolved over the past decade, reflecting the differences of what it means to be interesting to today’s millennial beer drinkers 21 and older.The creative evolution of the campaign, created by Havas Worldwide, is deeply rooted in research that the meaning of interesting has changed over the past decade.The Most Interesting Man can also be seen giving a nod to the sport, and will be featured in two additional football-themed commercials running from the Playoff through the College Football Playoff National Championship on January 9, 2017. The 15-second spots launch November 14.

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
SPECIAL INTRODUCTORY OFFER:
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.

What: Cristina Lorenzo, marketing VP for Mattel Latin America, faces the latest marketing trends while adapting to the toy sector in Latin America.
Why It Matters: As one of the most important players in the toy sector on the global level, Mattel needs to position itself in alignment with marketing trends to keep the attention of the most honest consumers: children.

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Portada:
What marketing challenges is the toy industry currently facing in Latin America?

CL: “I think the most important marketing challenge in this industry is innovation. Marketing has never had clear formulas, and it’s important to keep up with new trends and ways of communicating, incorporating the new possibilities into our brands to stay relevant without losing our essence.
Our main audience, children, represent an additional challenge because there is a new generation of them every three or four years, and because we must build our brand for each of them from scratch.”

When we are interacting with children, we have a great responsibility and must be careful when using social media.

Portada: What specific challenges does Mattel face in the sector?

CL: “Our biggest challenge is to understand the context of our consumers, which is always evolving, and to satisfy the needs of our primary consumers, children, and their parents. For the former, we must offer relevant, safe and fun toys that stimulate their imagination. And then we have to give the parents the peace of mind that comes with knowing that the toys that we offer are of the highest quality on the market, and that they satisfy the expectations of their little ones.”

Portada: In the last six months, the brand has made great efforts to promote its Barbie product through new models and a video blog on YouTube in English. Are there plans to extend this blog to Spanish for the Latin American audience?

CL: “At Mattel we develop different strategies for every market according to its maturity and context, and we constantly evaluate certain activities for different countries. When we decide to launch a new platform, we make the corresponding announcement in an official manner. Until then, we prefer not to speculate or generate expectations.”

Portada: What social media strategies do you have and what are the challenges related to joining them?

CL: “We see that the current trend is toward generating content that is attractive to Internet users of all ages. This doesn’t replace advertising; it’s complementary.
For example, recently, Fisher-Price presented The Happy Factor, a studio with information about the priorities and interests of millennial moms from different countries. Since these mothers are constantly online, the brand published this studio through its portal as well as social media profiles.

Another current example is that of Fisher-Price, part of the initiative A Film by You in which the brand receives videos generated by mothers with their babies. Here, we reflect another important trend: involving the consumer so that he or she can participate in the creation of content.

The challenge is to find where the conversation is and that way, meet the needs of our audiences and consumers.”

Portada: How complicated is it to reach your target audience (children) through social networks? Are you finding them there?

CL: “We understand that when we are interacting with children, we have a great responsibility and must be careful when using social media. We try to make sure that the content on our social networks reflects the same values that we have as a company, that is compatible with what parents look for for their children and expect of us.”

Portada: What are the best advertising platforms for the toy sector and why?

CL: “Right now, all the platforms complement each other. Before betting on one or the other, we must understand how they interact, what we want to achieve, how we want to communicate and what our audience’s interests are. As we understand all of that, we will optimize the right mix of media for our consumers. I reiterate that traditional media like television is still relevant.”

Portada: What strategies work well for Latin America that don’t work as well in other countries, and why?

CL: “Mattel adapts its building and positioning strategies for its brands to each market in which it is present. Each country or region has its own local commercial team in charge of understanding its context and making decisions that ensure the success of the business.”

“That is why Mattel is the leading toy company in the world: its capacity to understand each market and know how to adapt: from its products to commercial strategy, promotions and advertisements.”

Portada: What trends are you seeing in the toy sector in terms of marketing?

CL: “While we talk about globalization, the new generations are growing in a more diverse, tolerant and inclusive world in which new paradigms have come about that would have seemed impossible not long ago. This trend represents a great opportunity for the industry, since through our toys, we can contribute to the consolidation of a more humane world for the next generations.”

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. 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!

Click here for prior Sales Leads issues.

  • Sprint

gtarWgyY_400x400Sprint is about to name Miami-based Alma to handle its fast-growing U.S. Hispanic creative account. The Hispanic market is a major priority for the company wbose CEO, Marcelo Claure, is a Bolivian-American. Sprint’s newly-hired senior VP, Roger Sole, is from Spain and has worked for the last 13 years as a telecom marketer in Latin America. Sprint’s U.S. Hispanic review included at least a half dozen agencies.People familiar with the pitch said the final step was a shootout between Alma, the winner, and Y&R’s Hispanic agency Bravo, which until this year was a major AT&T agency. Other agencies involved in the review were independent shop Zubi Advertising and LatinWorks. The Community (formerly called La Comunidad) was also involved at an early stage but didn’t continue in the Sprint pitch. Interpublic’s Deutsch L.A., confirmed as Sprint’s creative agency of record less than six months ago, is building a Hispanic capability under the name DLatino, but that unit may have been considered too small to to handle Sprint. Alma is part of Omnicom Group. Sprint’s Digital Media is handled by Digitas. (Read our interview with Sprint’s Hispanic Marketing Manager Kymber Umaña).

  • Avocados from Mexico (AFM)

XNxop3uF_400x400Avocados from Mexico is about to launch two new digital properties/websites targeting the Food and Retail sectors. The not-for-profit organization that markets the Mexican Hass Avocados Importers Association and The Association of Growers and Packers of Avocados From Mexico, will also announce very “soon a new partnership with a group that will become its digital AORIvonne Kinser, head of Digital Media and Strategy for AFM, tells Portada. AFM works with Havas Media as its media agency for the general market. Inspire is AFM’s Hispanic AOR, including traditional media planning and buying.

 

  • Royal Caribbean

twitter-profile_400x400Mediahub has been named Royal Caribbean’s North America media agency.The win for the IPG agency comes just a month after Mullen Lowe, also part of IPG, won lead creative duties for the cruise ship company. Mediahub won the account from Mindshare. Media Storm also participated in the review. The media assignment includes planning and buying across both traditional and digital media platforms.Royal Caribbean spent about US$75 million on advertising last year, according to Kantar media. This is the second win in two months for Mediahub, which was also awarded the US$80 million Scott’s Miracle-Gro media account.

  • Mattel

barbie_fashionistas Mattel is rolling out a campaign for culturally diverse Barbie Line.The new line is called Barbie Fashionistas and is a collection of 23 dolls that feature eight skin tones, 14 different facial sculpts, 18 eye colors, 22 hairstyles and 23 hair colors and fashions. The new campaign will include TV with a robust soundtrack.  There will also be digital and social elements.Mattel spent US$13.4 million on U.S. media advertising for its Barbie brand in 2013, but this year plans to spend more than that on its new campaign.

 

  • Dodge’s “Te Pondrá A Prueba”

imagesAs the Hispanic market for autos is growing, automakers’ sector marketing spending against that population is tracking its growth. Hispanic consumers are now over 18% of the U.S. population. In an effort to raise its potential, FCA (Fiat Chrysler Automobile) U.S.’s Dodge brand has released a new campaign via Lopez Negrete Communications,called “Te Pondrá A Prueba” (“It’ll Test You”), which features actor Danny Trejo, the heavy dude in films like “Machete,” “From Dusk Till Dawn,” and “Once Upon a Time in Mexico.” He appears in three Spanish language commercials for the Dodge Challenger, Dodge Charger and Dodge Dart, playing a Dodge salesman with a twist.The new effort is extending to digital, including digital video assets, as well as social media. A central theme in the campaign is Trejo turning test drives into under-worldly adventures, with the humorous ads playing on Trejo’s intimidation factor as a dangerous, leather-clad killer. The 60-second anthem ad has Trejo negotiating table in the dark, save for the red, blinking lights from a nearby police cruiser, siren going.The next ad, slated for later this month, has Trejo letting someone test drive the 2015 Dodge Charger.

  • DreamMaker Bath & Kitchen

logoDreamMaker Bath & Kitchen is a remodeling franchise that helps entrepreneurs and remodelers earn strong financial numbers while allowing them to also focus on improving their quality of life. DreamMaker franchise owners enjoy much stronger margins than most remodelers — and their customers report much, much higher satisfaction. DreamMaker’s business practices are guided by biblical principles of service, respect and integrity — and are key to our success.DreamMaker has helped existing remodelers take their operations to the next level by providing training, systems and support; those same resources have helped entrepreneurs without a remodeling background launch businesses that are among DreamMaker’s top performers.

  • Stuart Weitzman

descargaShoe Brand Stuart Weitzman’s Fall 2015 advertising campaign featuring Gisele Bundchen is all about the legs, with its extreme thigh-high stocking boot taking center stage. Shot by renowned fashion photographer Mario Testino, the black-and-white ads embrace a distinctively minimalist aesthetic.Worn seductively by Gisele, the ALLLEGS boot hugs the supermodel’s legs, showcasing the extreme thigh-high’s sleek, form-fitting silhouette and unique 28-inch length. Chic to the core, the ALLLEGS is a stylishly dramatic addition to the brand’s iconic stretch suede thigh-high boots with drawstring closure. The ALLLEGS is available for pre-order on www.stuartweitzman.com and at Stuart Weitzman retail stores nationwide.Gisele, who debuted as the face of the Stuart Weitzman brand in the Fall 2014 advertising campaign, was chosen because of her international fashion icon status and her unique ability to personify the multi-facets of the Stuart Weitzman woman, from fashion-forward trendsetter to sophisticated tomboy to multi-tasking mom to the quintessential girl-next-door. The international advertising campaign will launch in the United States, Italy, France, England, Dubai, Germany, Spain and Asia. Outdoor advertising (billboards and kiosks) will run in Los Angeles, New York, Milan, Paris and Hong Kong. A behind-the-scenes video and additional creative content will be featured on www.stuartweitzman.com and in Stuart Weitzman boutiques worldwide.

  • Bacardi

PysfgttC_400x400Bermuda-based Bacardi Limited, the largest privately held spirits company in the world, announced plans to “take a major step forward in bringing the company’s brand strategies closer to its markets and making them even more relevant to its consumers.”The company plans to establish Centers of Excellence [“CoEs”] in Europe and North America each headed by a Chief Marketing Officer who will report to Bacardi Limited Chief Executive Officer Mike Dolan on the company’s global brands and to those Regional Presidents on regional and local brands, and in Region marketing executions.Those CoEs will create assets and partner with a more agile Corporate Creative Excellence team, the company’s external agencies, Hubs and Markets in ensuring those assets are executed in locally relevant ways. The company will continue to review plans with teams and will finalize details in the coming weeks.The Company’s new Centers of Excellence will be headed byMauricio Vergara, CMO North America and global lead for BACARDÍ® and GREY GOOSE®, based in Hamilton, Bermuda. The company’s Ready-To-Drink [RTD] and Tequila brands continue being led from Shanghai and Mexico respectively and brand leaders will be named shortly.

  • Heineken

u25Zff56_400x400Heineken and Wieden & Kennedy are parting ways after five years.The agency has primarily handled brand Heineken from its Amsterdam office, although Wieden & Kennedy New York has pitched in on U.S.-centric efforts, including for Heineken Light.According to the statement, the agency and marketer have “reached an agreement to terminate the global advertising contracts for the Heineken and Desperados brands.”Globally, Wieden & Kennedy is best known for its “Legends” campaign for Heineken, which earned the 2013 Creative Effectiveness Grand Prix. Ads feature stylish leading men navigating urban environments.Globally Heineken enjoys a strong relationship with Publicis, while in many markets the Company is working with local agencies to deliver local top-spin campaigns.The move comes as Heineken makes organizational changes, including combining the roles of global CMO and chief sales officer into one position called chief commercial officer held by Mr. van Karnebeek. As a result, Global Chief Marketing Officer Alexis Nasard is leaving the company. Heineken is also reducing its global operating regions to four from five.

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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.

  • Mattel

For the first time Mattel is reaching out to Latinas with a message in Spanish for brands including Barbie, Fisher-Price and Hot Wheels. Previous campaigns were translations of English-language advertising for specific products. Other attempts to reach Latina mothers have included publications that Mattel distributes in doctor’s offices that are meant for pregnant women, the New York Times reports.“When we look across the toy industry, it’s been fairly sluggish for the past couple of years,” said Lisa McKnight, the senior vice president for marketing in North America at Mattel. “When we look at the Hispanic market, they represent about 15 percent of toy sales. If we spoke more directly, more deliberately and more authentically to Latina moms, we could really elevate the business and drive growth.” In order to reach its target audience with an authentic voice, Mattel hired the Axis Agency, a multicultural company that is part of IPG. The campaign is estimated to cost $1.5 million to $2 million. The centerpiece of the campaign, which debutws on Friday, is a television commercial that features a Latino family gearing up for the holidays. The young son, bursting with anticipation, lets his family know that he is waiting for his gifts to arrive. The ad plays on the word estoy by having the song say “ ’Toy esperando,” or “I’m waiting,” and “ ’Toy portandome bien,” or “I’m behaving myself.” The commercial then directs parents to toyfeliz.com, where they can download coupons for brands featured in the campaign that can be used at Walmart.In addition to the 15- and 30-second television spots on Univision networks in Los Angeles, Houston and Miami, 60-second radio ads will air in those markets on Univision-owned stations. Select Walmarts will also carry in-store marketing in Spanish.The campaign is expected to run through early January. Mattel is testing the campaign  in cities with large Latino populations to see how well it did and to conduct quantitative research on Latino consumers. A successful holiday campaign could have lasting implications for Mattel, McKnight said.

  • Fujitsu

FujitsuDentsu Aegis Network’s mcgarrybowen and Carat Enterprise have teamed to win the global Fujitsu creative and media assignment after a review. The agencies have been tasked with building the brand’s profile in markets outside Japan. The new account will be handled out of London.For Dentsu, it’s the second key win this week—its digital shop 360i won the digital assignment for Estee Lauder’s Clinique. For mcgarrybowen London, the win adds to a 14-month streak that also includes account awards from Tassimo, Toblerone, Branston and Honda.

  • General Mills-Pandora

General Mills is partnering with Pandora for the Pandora presents Music series. a The packaged-goods giant is ramping up its music-marketing game for the breakfast shake (Bfast), which takes aim at millennials that skip their morning meal. “Music is a huge part of all people’s lives, particularly young adults,” Betsy Frost, a senior marketing manager at General Mills, told Adweek. “All the consumer brands that have successfully come up in recent years—you’ve discovered them. There are certain channels of discovery, such as social media and friends’ advocacy. But we also think of Pandora as one of those discovery channels.”There’s also a cool social component to the push. An Instagram-enabled photo booth, dubbed Prinstagram, will be at the concert, which is being held on the grounds of Tinsel Town’s Americana at Brand mall. With online and offline viral in mind, attendees will be able to print their Instagram pics using hashtag #PandoraPresents.

  • Fusion partners

Fusion –the news, pop culture and satire network from ABC and Univision– announced the brands that have signed on as launch partners. They include Allstate, AT&T, Darden, Disney Parks, Johnson & Johnson Consumer, Kay Jewelers, Rayovac -division of Spectrum Brands-, Samsung, and Toyota are among the advertisers partnering with Fusion, which launched in millions of homes nationwide on Monday, October 28.

  • NYSE

NYSE in partnership with ImpreMedia’s El Diario La Prensa has introduced “Conozca los Mercados Financieros: Guía Básica Bilingüe”. The objective of the financial guide, in English and Spanish, is to increase the knowledge about the financial markets in the Hispanic community.

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