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What: The agreement will be in effect for the next two World Cups.
Why it matters: The Chinese company will be supplying the official phone of the top competitions organized by FIFA, including the Confederations Cup, and in return the Vivo logo will appear on billboards, in official communications and other promotional platforms.

Smartphone manufacturer Vivo became FIFA´s official sponsor until 2022, thanks to a six-year contract that includes the 2018 and 2022 editions of the World Cup and the Confederations Cup.

The official announcement was made at the historical and iconic Imperial Ancestral Temple of Beijing, in the presence of Vivo Executive Vice-president Ni Xudong and FIFA Secretary General Fatma Samoura.

Vivo´s track record as sports sponsor includes India´s Cricket Premier League title and a strategic partnership with the NBA to become the official Chinese supplier of cell phones for the NBA.

Vivo will be supplying FIFA´s official cell phone for the 2018 and 2022 editions of the World Cup, as well as FIFA Confederations Cup. In return, the company´s logo will appear on billboards and all match tickets, as well as in press releases and other key promotional platforms.

Vivo, which is also the official cell phone of the NBA in China, will be in the same tier as Hisense, McDonald’s and Bud. The top tier includes Wanda Group, which became the first FIFA´s global Chinese partner, along with Adidas, Coca-Cola, Gazprom, Hyundai-Kia, Visa and Qatar Airways, which signed up this very same month with its sights on the World Cup in Qatar.

The agreement includes marketing activities, such as the right to select spectators to participate as photographers during pre-match player warm-ups. Also, Vivo is planning to introduce a phone expressly designed for the FIFA World Cup, which will be offering unforgettable moments to fans around the world.

“Soccer is a sport that raises great passions and yields magical moments that make millions of people happy. In its essence, it is a sport that never stops making progress,” said Ni Xudong.

“As a global sponsor of the FIFA World Cup, Vivo wishes to associate its brand with the spirit of soccer, in order to convey an image of creativity, joy and international projection to consumers worldwide. Vivo will bring customized, youthful and energetic elements to the FIFA World Cup and the game of soccer”.

Technology and soccer strengthen their ties day by day, on and off the pitch. This is the ideal moment to start a partnership of this nature with the leading global brand in the smartphone business. We will be working in close cooperation and are keen to see Vivo´s involvement in the next editions of the World Cup and the Confederation Cup,” said FIFA Secretary General Fatma Samoura.

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


zrf2h3rd_400x400
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.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
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.

Join us at PORTADA Mexico!

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.

  • Sprint

Sprint named Droga5 as its AOR effective immediately. Droga5 will now be responsible for Sprint’s creative, brand strategy, brand positioning and overall brand experience. The account is moving from Deutsch to Droga5. Sprint will continue working with Alma for Hispanic Advertising. MediaVest/Spark will continue to be in charge of media buying and planning.

  • Horizon Media

hi9_kemj_400x400Horizon Media, the privately held media services agency, is launching a dedicated multicultural social solution to help the agency’s clients maximize brand influence through organic engagements, influencer relationships and strategic paid media within the multicultural space. The newly formed practice will be led by Karina Dobarro, VP, Managing Director, and Pedro L. Rodriguez, Director, Social Strategy and Influence, at Horizon Media (Rodriguez used to work at People en Espanol).Horizon’s social practice is comprised of over 30 specialists (including six bilingual specialists), and is fully integrated within the agency’s larger planning teams to strategically leverage social media content and learnings for integrated media campaigns across all facets of the organization. Horizon Media clients include AVON(Media and Offline Media AOR agency), Burger King, and Capital One.The practice is currently available to all of Horizon’s clients.

  • Warner Bros.

9f18050d0286a2477a9103650b803775_400x400Time Warner Inc. has moved Warner Bros.’s US$250 million digital media account from an Omnicom media-buying to Dentsu’ agency Merkle as part of an effort to link up data across Time Warner brands. Omnicom will continue to handle the traditional media part of the account.Merkle also supports HBO. Time Warner brands include CNN-parent Turner and HBO.

 

  • Buchanan’s

descarga-8Diageo Scotch whisky Buchanan’s has released the new Spanish campaign “Es Nuestro Momento” featuring J Balvin on FOX during the World Series. The 30 second spot aired on FOX and FOX Deportes, making this the first time Buchanan’s airs a Spanish-language commercial on national English-language television. “Es Nuestro Momento” is all about celebrating the greatness of the Latin community and the contributions they’ve made to the American culture, and there’s no better way to share this message than on national TV during a historical moment. This demonstrates how J Balvin is being a strong promoter of Hispanic culture and showcases how his music goes beyond borders and cultures. J Balvin is now the first Reggaeton artist to surpass 1 billion views on YouTube.

https://www.youtube.com/watch?v=brQysaG7JFM.

  • Johnnie Walker & Wilmer Valderrama

descarga-9 Johnnie Walker joined forces with Valderrama, celebrated actor, director and activist, to travel to the U.S.-Mexico border to showcase the stories of Americans raised in close proximity to the border and the impact of cross-cultural influences on their personal progress. This journey to the U.S.-Mexico border was part of Johnnie Walker’s new campaign, Keep Walking America, which celebrates the cultural progress and diversity that is shaping the new face of America today. While on the border, Valderrama got up close and personal with the people and places that define this iconic border town. Diageo’s Johnnie Walker whiskies include Johnnie Walker Red Label, Johnnie Walker Black Label, Johnnie Walker Double Black, Johnnie Walker Gold Label Reserve, Johnnie Walker Platinum Label and Johnnie Walker Blue Label.Imagery and footage from Valderrama’s experience at the U.S.-Mexico border can be viewed at http://www.epklink.com/keepwalkingamerica.

 

  • Welch’s

descarga-12Welch’s has appointed  Interpublic Group’s agency Genuine to handle digital, social and mobile creative, media buying and strategy.Led out of Boston, Genuine has a dozen dedicated staffers on the account, said Chris Pape, founder and executive creative director of the agency. On the media side, Genuine plans on hyper-targeting on social media platforms such as Facebook.

 

 

 

  • McDonald’s

zrf2h3rd_400x400Moroch Partners has been named agency of record for two new McDonald’s markets: the Northeastern Co-ops and the Mid-Kansas Co-ops, the latter of which is the largest Co-op in the U.S., Following a review.  Stern Advertising previously handled both accounts. The Dallas-based independent agency will be responsible for all local marketing and communication efforts – including media, creative, public relations and social media services – for 85 restaurant locations.

 

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.

 

  • NEXjet Corporation

descarga-10Agency Grupo Gallegos  has been named creative and strategic agency of record (AOR) for NEXjet Corporation, the full-service jet charter and aircraft management company based in Long Beach, Calif. Grupo Gallegos will be responsible for providing strategic and creative services for NEXjet Corporation, as well as heading up the company’s digital communications through website development and interactive campaign work. The agency will be tasked with targeting high-profile travelers and private aircraft owners looking to charter their jets. NEXjet Corporation is a full-service, jet charter operator based out of Long Beach, Calif. The company was founded in 2007 by John MacMillan and Tom Reed. NEXjet Corporation handles media in-house.

 

  • U.S Census Bureau

sugz1cgb_400x400The U.S. Census Bureau awarded its 2020 decennial census integrated communications contract to Young & Rubicam (Y&R), the global marketing and communications firm.The decennial census takes place every 10 years and is used to determine the number of seats each state is allotted in the U.S. House of Representatives and the amount of federal funds distributed to local communities. Y&R will lead a diverse group of companies, Team Y&R, focused on executing the first-ever digital census designed to efficiently reach every household in the U.S., Puerto Rico, U.S. Virgin Islands, Guam, Samoa, and the Commonwealth of the Northern Mariana Islands.

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.

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 Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • McDonald’s

descarga (1)McDonald’s has selected Omnicom Group over Publicis Groupe to handle its U.S. creative account, effective Jan. 1, 2017. In addition, McDonald’s plans to move its headquarters from Oak Brook, Ill., back to Chicago by early 2018. Incumbent Publicis’ Leo Burnett Co., which worked with McDonald’s for 35 years, will no longer be on the U.S. roster.The review only covered the U.S. creative account. Omnicom Media Group’s OMD Worldwide will continue to be McDonald’s media agency.  So will DDB’s Alma, which does some of McDonald’s multicultural work. McDonald’s is the latest big win for Omnicom  on the creative side.AT&T consolidated its creative, digital and media accounts with theagency earlier this month.

 

  • Sling TV

descarga (2)Dish-owned Sling TV has released a new multi-million-dollar ad campaign starring star Danny Trejo. The campaign,which will feature ads on television, digital, mobile, social, print, and new media platforms in both English and Spanish,  focuses on cord cutters and people who never had a pay TV subscription to begin with when it launched in early 2015. Now, it is expanding its focus to more aggressively steal away customers from existing pay TV services. Sling TV has expanded its own service since its launch and is now also offering consumers multiple simultaneous streams as well as local broadcast programming from ABC, NBC and Fox in select markets. “Who’s Bad?,” Sling TV campaign Trejo acts as a representative of the millions of angry, frustrated consumers who, according to SlingTV, are tired of the traditional cable TV model. The campaign marks the most significant ad campaign Sling TV has launched to date. The campaign also features a “ homepage takeover of Sling.com and SlingTV.com, digital, mobile and new media ads, paid and organic social posts, YouTube videos, in-device promotions on Sling TV supported devices, print ads and other direct-to-consumer promotions.

https://youtu.be/nkfbSTDEDFY

 

  • Avocados From Mexico

32da9dab-fa56-4247-9308-d6268bae63a8-a3749985Avocados From Mexico has a plan for promoting avocado consumption in different day parts. AFM is wrapping up a campaign that launched in June called the Avocado Breakfast Club to leverage back-to-school planning, a tie-in with Sesame Workshop and Elmo and its participation in the US government’s Produce Marketing Association’s eat brighter! Campaign.Avocados From Mexico has been using colorful bins and point-of-sale displays at US grocery stores featuring Sesame Street’s Elmo as part of the Produce Marketing Association’s “eat brighter!” program (backed by Michelle Obama). Beyond supermarket produce sections, the brand has been using loyalty coupons, advertising, demos and display contests, in-store radio, as well as digital and social media including recipes and a kids’ chef series on YouTube.

 

 

  • Sean “Diddy” & CÎROC Ultra Premium Vodka

47311_2_57793-1024x682Sean “Diddy” Combs and the Makers of the CÎROC Ultra Premium Vodka unveil a new brand campaign: ‘Let’s Get It’, inspired by Combs and featuring DJ Khaled and French Montana. The campaign sparks a movement to empower and encourage entrepreneurs and creators to pursue their passions and realize their dreams. The creative was developed by 72andSunny New York in partnership with Combs Wine & Spirits and Diageo. The new CÎROC movement kicks off with the world premiere of ‘Let’s Get It,’ a two minute short film starring Combs on Billboard.com.  The film also introduces the CÎROC family of influencers, a group of movers and shakers.Later this month the brand will be releasing a follow-up spot to ‘Let’s Get It’ that spotlights DJ Khaled and his major keys to success for future moguls in the making.In addition, CÎROC announced that it is partnering with COMPLEX Media to create a new video channel dedicated to the ‘Let’s Get It’ movement. CÎROC™ Ultra Premium is part of Diageo, a global leader in beverage alcohol with a collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan’s whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

 

 

  • PepsiCo

LCRzODfO_400x400PepsiCo will begin offering two versions of its popular sports drink Gatorade—traditional and organic this year.  The company hasn’t yet disclosed what ingredients will be added or eliminated to make the sports drink organic.Organic Gatorade is among the many new projects PepsiCo has in its latest marketing campaign targeting consumers wanting healthier on-the-go foods. PepsiCo is one of many food and beverage companies that have recently pledged to cut back on artificial ingredients and preservatives.

 

  • Segura Viudas

ofhcds95fwnpew3g34j1_400x400Spanish Cava Segura Viudas is collaborating with Electronic DJ, producer, vocalist, and songwriter Anna Lunoe, to create an original track using the sounds of Cava, merging the wine’s history and flavor with Lunoe’s musical innovation. Segura Viudas’ ad agency, República, created the branded video for the track titled “Sip It.” featuring Lunoe’s music coming to life while incorporating the Segura Viudas campaign, “Open Up”. The music video can be viewed on seguraviudasusa.com/SipIt and will run throughout a 12-month program. Additionally, the artist and brand will be executing events together throughout the year.Segura Viudas is imported by Freixenet USA of Sonoma, California, the Segura Viudas winery is part of the Freixenet Group, a world leader in sparkling wine production.

 

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.

Join us at PORTADA Mexico!

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!

Click here for prior Sales Leads issues.

  • Carl Buddig

vvChicago-based deli meats processor Carl Buddig & Company is reaching out to Hispanic consumers through an integrated marketing campaign.The company has enlisted the help of The San Jose Group which developed digital, out- of-home video and radio advertisements. The agency created a social media-driven promotion called “Buddig Taste Challenge” where well-known Latina food bloggers compete to bring the most Latin flavor to Carl Buddig brand meats. Additionally, the agency developed and launched Carl Buddig’s first-ever Spanish-language Facebook page.Carl Buddig & Company is a family owned, privately held company managed by the third generation of the original founder. The company specializes in thin-sliced lean meats for sandwiches, snacks and special recipes.

  • Epson’s EcoTank

EcoTankThe Epson EcoTank printer is being introduced to the U.S. market with  TV, magazine, digital and events outreach. Agustin Chacon, Vice President, Latin Subsidiary Sales and Operations, tells Portada, that his company is working on a marketing development plan to specifically reach out to the U.S. Hispanic consumer.

 

  • Fiber One

CLLz_5yUEAAOpP8General Mills’ Fiber One has introduced its new cheesecake bars with a sampling event in Grand Central’s Vanderbilt Hall today.The event, which fell on National Cheesecake Day, kicks off a campaign and announces national distribution of the product. Additionally, there is a social component supported by Betty White and a partnership with Lisa Lillien’s Hungry Girl brand, which offers healthy eating tips and “guilt-free” ways to indulge. The Fiber One campaign capitalizes on Ms. White’s role in “Golden Girls.” The show, which ran from 1985-1992, has a cult following, and the line, “But first, let’s eat cheesecake,” was often uttered by one of the leading characters before a late-night dessert and gossip session. A meme using the famous phrase will appear on Fiber One’s Facebook page.Passersby flocked to the pop-up Fiber One cafe, where staff in soda shop-style costumes distributed samples. Cameras filmed during the setup of the cafe and will continue throughout the day for a time-lapse video that will be posted on Fiber One’s Facebook page. The new product, which includes strawberry and salted caramel flavors, includes a “Cheesecake Appreciation Month” celebration in August with a sweepstakes using #FiberOneCheesecake.Fiber One products include cookies, cereal, brownie bars and baking mixes. General Mills’ Fiber One spent US$19 million in measured media in the first four months of this year, according to Kantar Media, with us$10 million of that dedicated to Fiber One Chewy Cereal Bars.

  • Juicy Juice

JRNKFoqV_400x400The new owners of Juicy Juice are up to new strategies targeting the millennial mom. In particular, Juicy Juice is going after digitally savvy moms with kids ages two to six, according to the brand. Brynwood bought Juicy Juice from Nestle USA last year.Changes to the brand include a logo and site revamp, as well as a campaign kicking off Aug. 10 that will include print and digital advertising, in-store ads, free-standing inserts and social media.The brand got just U S$23,100 in measured media support last year, according to Kantar Media. However, total investment in the brand has doubled from 2014 to 2015. Along with 360 Public Relations, Juicy Juice worked with Product Ventures for graphics, Source Marketing for ad creative and Brand Connections for social media.The campaign’s tagline is “goodness made juicy,” with one ad reading, “the happy comes straight from the fruit.”Additionally, the brand toned down colors and added more fruit imagery to emphasize a “better-for-you” perception, Ms. Bergenfeld said. The changes come as the brand battles negative sales trends. Juicy Juice’s sales fell 10% to us$244 million in the 52 weeks ending July 12, according to IRI, a Chicago-based market research firm.Juicy Juice is also adding a new product: Juicy Juice Splashers, drink pouches with reduced sugar content that will address “moms’ concerns about sugar without compromising on flavor kids love,” according to the brand. Additionally, the core Juicy Juice line of juices will get four new flavors: strawberry watermelon, passion dragonfruit, peach apple and cranberry apple.

  • Mercury Mambo

MamboAvatarBug_400x400Mercury Mambo, an Austin-based experiential agency,  has launched the Latino Outdoor Influencer Network (LOIN), a database and community of Latino digital influencers with a passion for outdoor adventure. The first network of its kind, LOIN connects brands to Latino outdoor enthusiasts and athletes that are thirsty for new outdoor experiences and looking to create new family traditions.LOIN has a membership that includes a strong representation of U.S. Latino Millennials.  There are more than 22.7 Million of individuals within this segment and they boast spending power that exceeds US$780 Million.   LOIN members make their purchasing decisions based on experiences rather than things.Mercury Mambo will highlight the LOIN this week at the Outdoor Retailer (OR) Summer Market, in Salt Lake City, Utah on August 5 -8, one of the largest gathering of outdoor retailers and brands in the country.

  • LimeGreen /Moroch Holdings Inc.

lgmoroch-logo1xMoroch Holdings Inc. (MHI) has announced that it will be taking a minority interest in Chicago-based LimeGreen LLC, a cross-cultural marketing communications agency focused on helping its clients reach culturally diverse groups through compelling consumer insights. While the agency will remain minority-owned, it will transition its namesake to LimeGreen Moroch.Over the years, MHI has prided itself on setting the standard of excellence in localizing national brands with the consumer, while always looking to the future to ensure its clients are prepared for change. This is especially true within the realm of cross-cultural marketing, which has now become one of the most critical components of any integrated marketing strategy.Effective immediately, Lura Hobbs, Managing Partner at Moroch Partners, will transition into her new role as President of LimeGreen Moroch. She will focus on utilizing consumer insights to successfully inform brand strategy and new product development. Additionally, the LimeGreen Moroch office footprint will now expand to include hubs in Dallas, Atlanta, Philadelphia and Detroit. Ellis will continue his role as CEO.LimeGreen Moroch’s most notable clients include KIA North America, Discover Financial Services, McDonald’s Corporation and Namaste Laboratories.

  • McDonald’s

descarga (5)McDonald’s has released a new spot introducing sandwiches with quacamole, following the lead of Subway’s own heavily-promoted quac. “From the very beginning, even when he was still growing on the branch, this avocado knew he was destined for greatness. As he made his way through the foot traffic of the bustling city, among the skyscrapers and even by the beach at sunset, he was convinced he wasn’t made for the typical avocado’s fate of landing with chips or tortillas. Rather, he saw something different and more exciting for himself. As it turns out, this avocado’s true calling was to be a part of the Guacamole Sandwiches at McDonald’s,” said the compay on the release.

https://youtu.be/34JoXUUisGk

  • Malibu

descarga (6)Pernod Ricard is adopting a new approach to marketing its Malibu brand, signing up US pop star Redfood as a brand ambassador for the summer period.The coconut-flavoured rum brand is collaborating with Redfoo, a former member of electro-pop duo LMFAO, with Malibu being mentioned in the performer’s latest track, ‘Where The Sun Goes’.The song features the lyric, “Got my Malibu with a view,” while the video shows Redfoo sipping the drink at a party. Creative activation for the global campaign is by AnalogFolk.The effort is also running a global initiative, ‘Best summer ever project’, following four young YouTubers as they travel the world.

 

  • Titan Industries/Daya by Zendaya

Footwear company, Titan Industries Inc., has acquired the footwear license for Daya by Zendaya. Zendaya, an American actress, singer, dancer and recording artist is best known for her role as K.C. Cooper on Disney Channel’s number one rated show “K.C. Undercover” and has recently been tapped as one of the top 10 red-carpet influencers in Hollywood.  The first Daya collection is set to debut in stores for Spring 2016.The Daya footwear label creators, Zendaya and her fashion stylist Law Roach, had a straightforward vision – to create shoes that embody what Zendaya’s fashion style has become famous for. On social media enthusiasts can use #soleofdaya or visit  zendaya.com, facebook.com/zendaya, twitter.com/zendaya and instagram.com/zendayamaree.

Join us at PORTADA Mexico!

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!

Click here for prior Sales Leads issues.

  • NBA

8GMNsRg3_400x400The National Basketball Association has assigned media planning and buying duties to Starcom Mediavest Group, the incumbent was  Media Storm, part of the Water Cooler Group network that is co-led by former Mindshare exec Antony Young. The NBA spent US$135.8 million on measured media last year, up from US$93.6 million in 2013, according to Kantar Media.  Media Storm was only contracted to work with the NBA for the 2014/15 seaso. SMG is expected to handle the account via its sports marketing practice, which is called “Sports at SMG.”The NBA’s lead creative agency is Translation, which won the account in December, replacing Omnicom’sGoodby Silverstein & Partners, which had been the NBA’s agency of record since 2007.

  •  Coty

descarga (5)Katy Perry and beauty company, Coty, are capitalizing on her following — the most of any Twitter user– with the virtual Katy Perry Pop Up to promote the sale of her newest fragrance, Mad Potion.The virtual pop-up shop is selling the product for us$30 through Twitter’s buy button until a limited availability runs out.The account, which so far has gained more than 14,000, is the first of its kind for a beauty brand. The goal is primarily to pique consumer’s interest.Twitter’s buy button debuted late last year, and retailers like Home Depot and Burberry, as well as artists such as Eminem and Pharrell have used the buy button to sell products.Coty has worked with Mr. Perry’s two other fragrance lines, and has experimented with pop-up shops before. Last year, Coty and Marc Jacobs created a pop-up shop in Soho to promote Daisy. This time, Coty promoted the brand by extending the relationship between Ms. Perry and her followers. The fragrance will hit retailers like Walgreens, Kohl’s and Macy’s once the limited availability on Twitter runs out.

  • J.C. Penney

descarga (6)JCPenney is fighting online bullying with a new campaign called “Bend the Trend” this back-to-school season. The initiative will encourage consumers to compliment each other’s style instead of shaming one another on social media.The effort is in contrast to JCPenney’s 2013 back-to-school spot, which earned criticism from parents who felt it promoted bullying.For the effort, JCPenney recruited some notable YouTube talent. The retailer teamed up with DreamWorks Animation’s AwesomenessTV for a four-part video series featuring the Merrell Twins, the stars of Primrose Makeup, Josh Tryhane, Sierra Furtado, Paulina Cerrilina and Hunter March. The young stars will use their platforms to encourage positivity online and share their styles for back-to-school.There will be a social push also on August 12, called “National Shout Out Day,” when JCPenney will ask consumers to sing each other’s praises. The department-store chain will also provide shareable compliment cards on Tumblr to inspire people to be a little nicer to each other.”Bend the Trend” , releasing with  two new TV spots geared toward kids and teen, also pushes young people to explore their own unique styles while promoting deals to parents.It features an interactive mix-and-match game where consumers can create their own looks, or “smash ups,” with apparel and accessories from JCPenney’s back-to-school collection. Users can add their creations directly to the shopping cart and share them on social media.The department-store chain is also running a print ad in Seventeen magazine’s August issue, and raising money for JCPenney Cares, which will fund children’s charities, during the month of August.

  • McDonald’s

McDonald’s lead Hispanic agency, Alma in Miami, has rolled out “A Little Lovin’,” a three-minute bachata musical starring the 20-year-old Dominican-American singer Leslie Grace. At the beginning, she is seen sitting in McDonald’s with a case of writer’s block, but a McDonald’s employee (played by Daniel “Cloud” Campos, who also was the director and choreographer) soon inspires her to find “A Little Lovin’ ” all around. The spot will premiered during Thursday’s broadcast of Premios Juventud on Univision.Sony Music Entertainment repurposed Grace’s “Solita Me Voy” song for the spot.

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::: Leo Burnett Tailor Made Brazil – Cirilo Dias, Joana Dambros , Henrique Zirpoli and Ivan Loos ::: Miquel Daura – Arrechedera Claverol ::: Susan Credle – FCB ::: Ian Pons Jewell – The Lift team. ::: Leo Burnett Madrid –  Tania Cavada ::: Discovery Networks Latin America/U.S. Hispanic (DLA/USH) – Allan Navarrete ::: BBC Worldwide –  Anna Gordon ::: McDonald’s – Silvia Lagnado :::

Click here for previous Latam Changing Places editions

descargavvvvLeo Burnett Tailor Made Brazil has expanded its digital team with new hirings: Cirilo Dias, Joana Dambros , Henrique Zirpoli and Ivan Loos. The purpose behind these new additions is to strengthen dialogue between offline and online enviroments.Cirilo Dias will be the new social networks department manager. Joana Dambros will be manager of planning the strategic Planning area. Henrique Zirpoli and Ivan Loos will join the creative department.
descarga

Miquel Daura is the new CEO of the Mexican independent agency Arrechedera Claverol .Daura will replace Matthias Rigali. Rigali will focus on developing other businesses of the Arrechedera Claverol group.

 

 

imagesSusan Credle is the new global CCO of FCB.Following her appointment,she will move from Chicago to New York and take up his new role in January 2016.The executive will replace Jonathan Harries.

 

 

descarga (1)Ian Pons Jewell has joined the the Mexican producer The Lift team.With asurreal style, the film producer was recognized at festivals like Bug Music Video Show,MOBO and UK Video Awards.

 

 

 

 

descarga (2)Leo Burnett Madrid has hired Tania Cavada as head of digital. She will work together with Iñaki Marti, digital creative director, and report to Chiqui Bua, president and ceo of the Madrid subsidiary.

 

 

 

descarga-11Discovery Networks Latin America/U.S. Hispanic (DLA/USH), a division of Discovery Communications, has announced the appointment of Allan Navarrete as General Manager to be effective immediately.He will be based in Mexico City and Miami respectively.Navarrete assumes this new role adding to his current responsibilities as Executive Vice President (EVP) and General Manager of Mexico, Andean Region and Central America, for Discovery Networks Latin America. He will report directly to Enrique R. Martínez, President and Managing Director of Discovery Networks Latin America/U.S. Hispanic and Canada.As GM for Discovery U.S. Hispanic, Navarrete is responsible for leading the business expansion within the company’s portfolio of Spanish-language networks in the U.S. which include Discovery en Español and Discovery Familia. Navarrete started his career at Discovery in 1995.

descarga (3)BBC Worldwide has appointed Anna Gordon as EVP for LATAM and the US Hispanic market.She will be based at the company’s regional headquarters in Miami and report to Paul Dempsey, president for global markets. Gordon will oversee all of BBC Worldwide’s businesses in Latin America, being accountable for profit and loss statements and strategic decisions in 19 territories, and having responsibility for delivering new brands, products and service initiatives, as well as continuing to drive future revenue growth.She will replace Fred Medina.

descarga (4)McDonald’s has appointed former Bacardi and Unilever executive Silvia Lagnado as its global chief marketing officer.Lagnado will be responsible for the fast-food chain’s global marketing, brand management, menu and consumer insights.She was most recently the chief marketing officer of Bacardi Limited and has also held numerous senior roles at Unilever. Lagnado will become the company’s first global CMO since Mary Dillon left in 2010.

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!

  • Cox Communications

ID Media, an Interpublic Group media agency, has been selected as media agency of record for Cox Business, a division of Cox Communications that provides communications services for 300,000 businesses nationwide.ID Media will be responsible for multimedia branding and acquisition campaigns—rich in digital media, television, print, and local events—across 26 of the country’s largest DMA’s. This new assignment expands upon ID Media’s current work handling Cox’s shared mail campaigns to residential customers and prospects.The account will be led out of ID Media’s Chicago office by Angie Given-Cook, SVP, Managing Director.

  • Tiffany & Co

imagesLuxury jeweler Tiffany & Co has appointed MEC to handle its global media planning and buying account ,valued US $100m, which will be run from New York. Group M’s MEC beat Omnicom Media Group and sister-agency MediaCom to the account. He review started in Jult and was managed by Ark Advisors.Tiffany’s media planning and buying was previously divided among several regional agencies – EMEA handled by incumbent UM, Merkle in the US and Carat in APAC.Ogilvy & Mather Worldwide won the company’s global advertising account in March.

  • JCPenney

s1YYLIt4_400x400American retail chain JCPenney will review its US$450m media business.OMD has held the account since 2000.Debra Berman, JCPenney’s vice president of marketing, will be responsible for overseeing the review, which is still in the early stages.JCPenney reported net sales of US$2.8bn in its most recent quarter, compared to US$2.66bn during the same time last year. Read more on this.

 

  • General Mills

155526General Mills Inc. has partnered with GRAMMY® Award-winning group Camila for the company’s 2014-2015 Musica y Sabor campaign focused on connecting with Hispanic consumers through one of their biggest passion points: music.As part of the partnership, consumers and Camila fans across the U.S. will have several opportunities to connect with the group through free music download codes, branded merchandise, concert ticket giveaways and a chance to win a meet and greet with the band during their 2015 U.S. concert tour.Participating brands include Yoplait, Cheerios, Lucky Charms, Cinnamon Toast Crunch, Nature Valley, Fiber One, Pillsbury, Totino’s and more. Consumers can look for opportunities to win any of the prizes at select retail locations between fall 2014 and summer 2015.For more information about Musica y Sabor , fans can visit musicaysabor.com.

  • Cheetos

imageCheetos has created its own soccer team, Los Cheetahs, and tournament in response to America’s interest in soccer and to the rapidly growing Hispanic market and influence in America.As part of a new campaign, Los Cheetahs are scheduled to play their “rivals,” Los Jefes, in a series of games. The nationwide tour kicks off on Nov. 8 in Long Beach, CA, when Los Cheetahs will play their first game at a custom-built beachfront soccer stadium. After that, the teams will go across the U.S. to showcase their footworkand the Cheetos brand. Los Cheetahs, a name inspired by the brand’s Chester Cheetah character, won’t be giving the English Premier League or Major League Soccer any competition, however. The Cheetahs roster includes 48-year-old goalkeeper Jorge Campos. One of Mexico’s top players in the 1990s.
https://www.youtube.com/watch?v=2BvfHg-lSDY

  • McDonald’s

descarga (8)McDonald’s Corp. is planning to launch a new advertising campaign starting early next year with the slogan “Lovin’ Beats Hatin’” , aimed to spread happiness in the face of Internet hate.The slogan will not replace McDonald’s longtime tag “I’m Lovin’ It,” but give the fast food chain a broader marketing weight around the world.The campaign is expected to roll out on Jan. 1 and include a 60-second spot during Super Bowl XLIX, which airs on NBC on Feb. 1.

  • Kleenex

imagesThe Kimberly-Clark Corp. brand Kleenex has released a new marketing campaign. The #KleenexCare effort aims to get people talking about simple acts of kindness (involving sharing tissues) through a digital, social-media, public-relations and TV campaign.Kleenex will promote its Anti-Viral tissues as part of the effort. A TV ad from JWT, New York, breaking Nov. 3, shows a younger man sharing a Kleenex pack that has one tissue left with an older woman when she sneezes. Then, when he sneezes, she tears the tissue in half and shares it with him. A voiceover seeks people to share their Kleenex tissues with people in need and their stories at the campaign website KleenexCare.com. JWT’s WPP VML and Geometry Global are in charge of digital and shopper marketing respectively and Omnicom’s Ketchum handles PR.

  • Pitney Bowes

descarga (9)Pitey Bowes has tapped DigitasLBi to handle its’ Global media business and continue handling its digital strategy. DigitasLBiwill partner with Publicis Groupe agency Starcom to develop and execute the company’s media strategy across 12 markets. Pitney Bowes is a manufacturing company known for hardware, software and services related to packaging and shipping. As of June, it spent over US $1 million in media, according to Kantar Media.

  • InPulse Digital

descargaLatin America’s digital marketing agency InPulse Digital has moved its U.S. offices to Miami to better serve its growing roster of clients including  social media accounts for an array of popular Latino names. In addition, InPulse Digital directs cutting-edge digital campaigns for global content creators like E! Online, Univision, Sony Music, Universal Music Group, and Viacom, as well as for children’s brands like Mattel’s “Barney”  and “Strawberry Shortcake.” The new South Florida office will oversee strategy, sales and business development. The agency was started in the U.S. in 2004 and originally focused its efforts on developing technology to serve the music industry, but soon expanded its capabilities to include content marketing, app development, and social media strategies across the entire entertainment field. In addition to its new Miami office, InPulse Digital operates offices in Uruguay, Argentina, Mexico and Brazil.

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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 30 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!

  • NEWLINK AMERICA/CHANDLER CHICCO

descarga (4)US Hispanic market consulting and communications firm Newlink America and Chandler Chicco Companies, a global health communications group under inVentiv Health, are expanding their alliance with the launch of SALUTEAM. Salutem will help health clients develop and deploy culturally relevant communications to engage with Latinos and achieve their business, policy and communications objectives. The practice combines the healthcare and medical communications capabilities of Chandler Chicco Companies with the insights and resources of Newlink’s Hispanic team of marketing and communications professionals.SALUTEAM is being debuted at DTC Perspectives’ third annual Multicultural Health National conference in Atlanta.

  • Blizzard Entertainment

descarga (3)Blizzard Entertainment has shifted its North American traditional media buying duties to OMD West without a review, according to sources.With this move, Blizzard consolidates its North American media assignment with OMD, which won much of the business in 2011. MEC continues to handle media duties for both Activision and Blizzard in regions outside of North America.

  • General Mills

glogosocial_reasonably_smallAs we mentioned on our previous Sales Leads edition General Mills has selected 5 WPP agencies to consolidate shopper-marketing duties. The agencies selected include Geometry Global, Rockfish, Kantar Retail, Bravo and Barrows. With this move, General Mills is focused on elevating the impact of its multi-cultural Shopper Marketing. The Bravo Group is recognized as one of the leading US Hispanic integrated communications group of Agencies by Advertising Age and is one of the WPP agencies that General Mills has engaged to support Shopper Marketing through its new relationship with WPP.

  • TECATE/TECATE LIGHT

images (2)Tecate and Tecate Light are about to launch regional “Taste of Triumph” retail program.The retail activation surrounds Manny Pacquiao and Chris Algieri, promoted by Top Rank and scheduled to be broadcast live on November 22 on HBO. The three-month retail campaign is anchored on the brand’s “Taste of Triumph” communication platform, which encourages men of carácter to seize and conquer everyday victories. The effort includes commemorative posters, price cards, standees and banners. Fans 21 will be encurage to enter to participate for a variety of prizes through the brand’s “Taste of Triumph” Sweepstakes. By texting “TASTEOFTRIUMPH” to 55678, they’ll be in the running to win the Grand Prize consisting of a VIP trip for two to Macau, China to watch the fight live, including round-trip airfare, hotel for three nights, premium tickets to the fight at the Venetian Macau, and VIP access to various fight week events. One First Prize winner will be awarded a trip for two to Las Vegas during the fight weekend; while ten Second Prizes, consisting of a streaming code to the HBO PPV event and a US $100 gift card, will allow additional fans 21 and older to watch the fight at home con carácter. Additionally, Tecate and Tecate Light will offer savings solutions to drive traffic to stores.

  • McDonald’s

descarga (2)McDonald’s has launched the Transparency social media Campaign, reaching out to Millennials  to answer questions about the composition of its menu items. The fast-food giant is rolling out the first in a series of webisodes asking consumers to submit questions via Facebook, Twitter, YouTube and other social media  tools.  In the webisodes, host Grant Imahara (Discovery Channel’s Mythbusters) raises questions about how the’food is produced and prepared and gets answers from McDonald’s sources.

  • MediaCom

descarga (1)GroupM’s MediaCom has been awarded Anheuser-Busch InBev’s beer U.S. Media Account, that is media planning and buying duties. The beermaker spends about US $575 million annually on advertising in the U.S. The account was previously handled by SMG’s Starcom for planning and A-B InBev’s in-house unit, Busch Media, for buying. MediaCom beat other SMG agency Spark in the review process, which began in July. Four media agencies were previously selected to split A-B InBev’s media outside the U.S.

  • Kohler

FYywDU2M_reasonably_smallKohler, kitchen and bath products manufacturer, has moved its media planning and buying business to PHD after a review with unidentified contenders. PHD is a unit of Omnicom Group. In 2013, the company spent US $34 million in media, up from about US$29 million in 2012.The win comes two weeks after Nathan Brown, the former New York managing director of Interpublic’s UM, joined PHD as its U.S. CEO.

  • NESTLÉ® ABUELITA™

images (1)Day of the Dead (“Día de los Muertos” ) offers the perfect occasion to remember the lives of those who have gone before us and the family traditions they shared. Acknowledging those traditions, NESTLÉ® ABUELITA™, the Mexican chocolate with a hint of cinnamon, celebrates “Día de los Muertos” by creating new traditions through food and cuisine in partnership with celebrity Chef Richard Sandoval.The chef will create NESTLÉ ABUELITA recipe booklet with six exclusive creations and make appearances at four public events, offering in-store sampling of the recipes in the following cities. Recipe booklet giveaways also are scheduled at 250 Hispanic retail locations in Southern California, Chicago and Texas from October 1 through November 2, 2014.

  • Toyota

imagesToyota has launched the “More Than a Car” or “Más Que Un Auto” gratitude campaign, which pays tribute to vehicles’ role in the everyday lives of Toyota’s Hispanic consumers. Drivers can personalize their vehicles with physical car name badges. The raised, 3D-printed badges give fans the chance to formalize the love – and place in the family – for their vehicles.Fans can order their badges through www.masqueunauto.com, or in-person at the Supersonico music festival, the first-ever Hispanic indie music festival sponsored by Toyota in Los Angeles on Oct. 11. Those who cannot make it to the festival can join the fun through the hashtag #MoreThanACar or #MásQueUnAuto. Toyota will engage with fans through its @ToyotaLatino channel.

  • Volaris

descargaMexico’s low-cost carrier Volaris is about to introduce weekly flights to Florida from Mexico City and Guadalajara. With the addition of Fort Lauderdale, Volaris will have eight direct routes from Mexico City to the United States.This comes just a week after Volaris announced the launch of flights from Guadalajara to the U.S. cities of Portland, Oregon and Reno, Nevada.. The Mexico City route will be a first for Fort Lauderdale-Hollywood since AeroMexico ceased service there in September 2007, while the route from Guadalajara is a completely new.The flights from Fort Lauderdale-Hollywood to Mexico City will operate thrice-weekly on Mondays, Wednesdays and Fridays, departing at 1:15 p.m. for arrival in Mexico at 4:20 p.m., Volaris said.The Fort Lauderdale to Guadalajara flights will run Thursday and Sunday, departing at 3:45 p.m. and arriving at 6:45 p.m.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 30 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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 10 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!

  • Xoom Corporation

descarga (5)Xoom Corporation, a digital money transfer provider, has launched a new advertising campaign for the U.S. Hispanic market based on testimonials from Xoom customers. Titled “Life Stories,” the multimedia campaign features customers who share their personal stories, to illustrate how much they trust Xoom for their money transfers back home. Two new commercials can be viewed below:

https://www.youtube.com/watch?v=qLGO5mDrAGw.

  • Baldwin Publishing

descarga (4)Baldwin Publishing released its newest syndicated recipe product today: Healthy recipe videos in Spanish.The Spanish-language recipe videos are an extension of Baldwin Publishing’s online cooking show, Health eCooking®. Hispanics are the fastest growing ethnic group in the United States, and also have higher rates of obesity and diabetes than non-Hispanic whites.These recipes educate and empower the Hispanic community to take control of their health by cooking healthy.All the recipe videos feature Spanish-speaking chefs demonstrating how to cook healthy foods such as paella, tacos, batidos, banana bread, chocolate pudding and more. Recipes are created by professional chefs and approved by registered dietitians.

  • National Pork Board

139403To celebrate the love Latinos have for pork, the National Pork Board (NPB)has launched PorkTeInspira.com, a new Spanish-language website with corresponding social media channels in Facebook, Twitter and Instagram. To mark the site’s launch, consumers are encouraged to visit the website for a chance to win a trip for two to the Food Network in Concert at Ravinia in Chicago on September 20. The event will feature a day of live music and food with some of today’s best music and culinary talent.PorkTeInspira.com has been launched to engage consumers with recipes for inspiration and creativity, nutritional content of pork, choice cuts, health and safety content and cooking tips while inviting consumers to participate in the sweepstakes.

  • Verizon FiOS

descarga (3)Verizon FiOS has recently debuted 15 online videos as part of a new bicultural campaign, “Learning at FiOS Speed.” The campaign aims to show how the company steps up to the challenge of providing the best tools for students going back to school. The combination of English and Spanish videos focuses on different subjects, such as history, science, and language, among others. Lopez Negrete Communications created all 15 videos using a blend of styles from animation to puppetry and pushed the digital aspect of the campaign through the creation of a unique tab on the Spanish-language Verizon FiOS Facebook page, Somos Verizon FiOS. The tab offers a singular place to experience all the videos while conveying messaging that talks about how FiOS services help students going back to school.

  • Mountain Dew

descarga (2)Mountain Dew has Launched a mobile campaign called “Dewdles,” a series of eight 15-second videos features an animated character shot on top of live action, Ad Age reports. The character, known as “little dewd” at the brand, wears a helmet and cap in Mountain Dew’s trademark green and red colors. BBDO New York is handling creative.With this campaign, the soft drink brand is trying to make inroads with millennials who are heavy mobile phone users. To promote the videos, Mountain Dew ran a 30-second spot showing two actual Dewdles clips strung together during Sunday’s MTV Video Music Awards.

  • McDonald’s

descarga (1)McDonald’s will launch a national “Tailgate Photo Sweepstakes,” encouraging fans to share their photos (and six-second Vine videos) via Twitter, Instagram and Vine using the hashtag #McDTailgateSweeps. One entrant will be randomly selected to win the ultimate McDonald’s tailgate experience, which includes having a mobile McDonald’s restaurant (housed in a semi-trailer) roll up to their party with enough food for 200.As the official restaurant sponsor of the NFL, McDonald’s will also be distributing QR codes on its medium drinks , granting access to exclusive NFL Now video content. One person will win a trip to the Super Bowl and a Madden NFL 15 game room.McDonald’s will promote the partnership through its social channels and via 15- and 30-second spots set to air nationally, as well as through its social channels and activations in 15 markets where local restaurant groups have affiliations with NFL teams.

  • Estée Lauder

Adco-blog427Since 1992, Estée Lauder has been responsible for raising money for Breast Cancer Awareness Month. This year, however—their 23rd undertaking—they are going above and beyond their usual commitment to breast cancer awareness by extending campaigns well past October.The campaigns will now run year-round because breast cancer is not just one month a year and most probably all the new content won’t fit in one month.The company plans to add a personal touch through storytelling, via documentary-style online videos featuring four real-life families affected by the disease. Viewers are also encouraged to upload their own videos and stories.The Breast Cancer Research Foundation will receive portions of sales from 15 “Pink Ribbon” products with brand names like Aveda, Bobbi Brown, Clinique, La Mer, Origins, and Estée Lauder itself. Furthermore, the retailer will donate one dollar for each uplifting photo shared on one of their social media platforms (with a cap at $22,000).While Estée Lauder had been planning to focus heavily on Internet platforms for some time, the recent success of the ALS Association’s Ice-Bucket Challenge proved the effectiveness of online activism.

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 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!

What:  Taco Bell is launching its new nationwide value menu called the Dollar Cravings Menu. Marketing for the menu will start on Thursday August 21 and will be led by Interpublic’s Deutsch, Taco Bell’s lead creative agency as well as Spark for media planning.
Why it matters: Hispanics clearly overindex in attendance to Quick Service Restaurants (QSRs). Yum Brands, the company that operates the licensed fast food brands of Taco Bell, Pizza Hut and KFC,  was a top 35 advertiser to the U.S Hispanic consumer in 2013 and its advertising expenditures increased more than 30%, according to Kantar Media.

Taco Bell Dollar Craving MenuTaco Bell is launching its new nationwide value menu called the Dollar Cravings Menu today August 18. Marketing for the menu will start on Thursday August 21 and will be led by Interpublic’s Deutsch, its lead creative agency as well as Spark for media planning. Taco Bell competitors like McDonald’s, Burger King and Wendy’s have been heavily promoting value menus since early 2013. Wendy’s last year overhauled its value menu, naming it “Right Price, Right Size,” which includes items that range between 99 cents and $1.99. McDonald’s has been pushing its dollar menu since late 2012, and Burger King is on an extended kick promoting its two-sandwiches-for-$5 deal. All these major fast-food chains are vieying to increase purchase intent among Hispanic consumers (see Table below).

 Long John’s lead in Purchase Intent Improvement

BrandScorePrevious ScoreChange in Score
Long John Silvers9.3-4.613.9
Taco Bell30.817.713.1
McDonald’s28.315.213
Arby’s7.4-1.18.6
Burger King29.42.18.4

Note: Purchase Intent Score improvement in Sept. October 2013
Source: YouGov

Hispanics, crucial to success

Taco BellHispanics are also a young demographic, with more than 23 percent of the population under 18 years of age, Liz Geraghty, vice president of brand marketing for Wendy’s recently told QSR Magazine. “As a restaurant brand, you really have to engage and connect with this consumer to succeed and to stay relevant,” she says.

As a restaurant brand, you really have to engage and connect with this consumer to succeed and to stay relevant.

According to research firm NPD, Hispanics have proved to be above-average limited-service users. According to NPD, more than 84 percent of Hispanics’ restaurant visits are at quick serves, and the average Hispanic consumer visits a limited-service restaurant 155 times each year, compared with the general population’s 151 visits.

“Four or five visits more per person per year is quite a bit of volume,” says Bonnie Riggs, restaurant industry analyst at NPD. The demographic also tends to use quick serves more for the breakfast daypart and snacking opportunities, and they’re above-average combo-meal purchasers, she says.

Four or five visits more per person per year is quite a bit of volume.

Taco Bell advertising also resonates well with Hispanics. A p0ll conducted by YaSabe, established that Taco Bell’s was the  most popular commercial with Hispanics at this year’s  SuperBowl.

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. 10 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!

  • General Motors

2015-GMC-Canyon-04-720x340The American multinational corporation General Motors is planning to target a number of buyers with its new mid-size pickup trucks Colorado and Canyon, specially the Hispanic Market. Carat is General Motors media buying and planning agency.According to Chevrolet Colorado marketing manager Tony Johnson, the company is also targeting wide-ranging vehicle segments with the new trucks, expecting to steal buyers from crossover SUVs and full-size trucks.The Colorado and Canyon’s main targets will be the similarly-sized but elderly Nissan Frontier and Toyota Tacoma. Both Colorado and Canyon trucks will go on sale in the fall. Two engines will be initially offered: a 200 horsepower 2.5-liter four-cylinder and a 305 horsepower 3.6-liter V6.

  • NESTLÉ® LA LECHERA®

134228NESTLÉ® LA LECHERA® , Sweetened Condensed Milk,  and Chef Pati Jinich, host of the PBS show Pati’s Mexican Table and author of the cookbook by the same name, have announced a partnership to provide new and traditional experiences to inspire Latina Moms through snacks, desserts, breakfasts and treats. Every month between August 2014 and July 2015, the brand will share an exclusive two-minute video of Jinich presenting a new recipe and what her personal inspiration was for developing it for her family. This and the remaining clips and recipes will be shared and promoted across La Lechera’s digital assets (LaLechera.com, Facebook, Twitter and soon-to-launch YouTube), and Jinich’s online platforms (including her blog, Facebook, Twitter, Instagram and Pinterest).As part of her partnership with La Lechera, DC-based Mexican chef Jinich will also make a series of online and offline appearances and incorporate La Lechera as a sponsor of the third season of Pati’s Mexican Table. The program will also be supported by digital and social media. Consumers and media are encouraged to follow along online via #LaLechera.

  • Coors Light

descarga (2)Coors Light is launching a new campaign. The new ads created by WPP agency Cavalry are expected to debut in mid-September. MillerCoors chief marketing officer Andy England gave few hints about the new advertising except that it would get “back to the basics of what we know works with Coors Light.” It is believed it will put more emphasis on the “refreshment” side of the “cold refreshment” equation. Recent ads have been overloaded with cold imagery, featuring so-called “explorers” retrieving Coors Light bottles, cans and pints from icy mountain peaks or underwater frozen caves.Below the “Scuba” commercial video:

https://www.youtube.com/watch?v=FUX0iJwxsM8

  •  Mayweather Promotions

descarga (1)Mayweather Promotions has announced that it will retain the services of Pinta, a cross-cultural marketing firm, to assist efforts to market the company. Pinta, which means “paint” in Spanish,  targets general market consumers in diverse communities, first-generation Hispanics nationwide, and U.S.-born, English-dominant and fully-acculturated Latinos. Pinta has offices in Miami, New York, and Los Angeles and will offer a wide array of services to reach this key audience through public relations, digital, social, research, grassroots, and experiential strategies. Their immediate responsibilities will be to assist with media outreach for two upcoming action packed events that are scheduled to take place in the near future.

  • Anheuser-Busch

descarga (3)Anheuser-Busch, American brewing and manufacturing subsidiary of Belgium-based AnheuserBusch InBev , will now import Montejo. The launch of Montejo marks the first import from Mexico to the United States by Anheuser-Busch.Montejo is brewed at Cerveceria Modelo S. de R.L. de C.V. in Tuxtepec, Oaxaca, Mexico. Anheuser-Busch efforts behind Montejo’s launch in California, New Mexico, Arizona and Texas include an integrated advertising and marketing campaign with Hispanic targeted radio, digital, print, experiential and outdoor advertising. Los Angeles, Houston and San Antonio residents will also catch a glimpse of one of Mexico City’s most iconic images – classic VW Beetle “vocho” taxicabs – delivering Montejo samples to legal-age adults during various local events and festivals.In Los Angeles, Montejo will sponsor the GRAMMY award-winning Los Tigres del Norte  – a norteño-style ensemble band based in California.

  • McDonald’s

mcdonalds-sponsored-hed-2014The fast food chain has been running a number of sponsored creative ads on Instagram promoting its Bacon Clubhouse Burger , which are aimed to target a millennial audience. McDonald’s picked Instagram to grab the attention of smartphone-toting youngsters. However , the ads are generating many negative comments from users who were upset at seeing McDonald’s ads in their news feeds, according to Adweek .McDonald’s has had similar experiences with promos it ran on Twitter. Instagram was looking to expand its advertising and draw more marketers in, but after this , the social net could have second thoughts about it.

  • Lamar

descarga (4)Lamar Advertising Co.’s has purchased Marco Outdoor Advertising, which owns over 150 signs around New Orleans, including six digital displays. The acquisition strengthens Lamar’s presence in the south, especially in the region’s metro areas. Terms of the deal were not disclosed.The Marco signs are concentrated along major roadways around New Orleans. Lamar has been making strategic acquisitions to extend its reach across the southern half of the U.S. Last August the company announced acquisitions across the Southwest and California, among them Empire Outdoor’s roadside billboards in Riverside, San Bernardino, and San Diego counties, as well as in the L.A. metro area and the Inland Empire region, extending to the Nevada and Arizona borders.

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 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 Latin American market and/or targeting Latin American consumers right now.

LAN – Selnet ::: Ryanair – Mediacom ::: McDonald’s – DM9DDB ::: Sony Electronics América Latina – Global Mind ::: Cif – Room23 ::: L’Oreal de Luxe – MRM/McCann :::

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

LAN – Argentina

LAN_Selnet-The Argentinean digital agency Selnet has won the LAN account in the country after a pitch.

Selnet presented the new campaign “Amigos para Siempre – #AmigosLAN” with the actors Pablo Rago and Carlín Calvo.

Ryanair – Spain

ryanair-MediaCom will work for the airline in England, Spain and Italy. The agency will be in charge of the media planning and buying of the campaign “Always Getting Better”.

 

McDonald’s – Brazil

mcdonalds-MCDonald´s will work with DDB as its digital agency in Brazil. DDB already handles Facebook, Twitter and Instagram for the brand. DM9 will work on the planning and creative strategy for the company as well as the digital media buying and planning.

Sony Electronics – Latin America

Sony_GlobalMind-

Global Mind is now in charge of the regional social network account of Sony. Global Mind is already working with Sony in charge of the digital media planning and buying in Latin America. According to the agency, they will manage the account from the offices in USA, Colombia, Costa Rica, Chile and Argentina.

Cif – Argentina

cif-Room 23 has won the Unilever´s Cif account in Argentina. The agency will be in charge of the digital media strategy.

 

L’Oreal de Luxe – Spain

mrmLoreal-After a pitch, MRM/McCann has won the L’Oréal Luxe account in the country. The agency will be in charge of the digital communication of the brand as well as the CRM program.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhard at 1-347-961-9516 or e-mail him at matte@portada-online.comSEE 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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 10 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441 or e-mail her at kelley@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • McDonald’s 

mMosaic Multicultural firm has been named Agency of Record (AOR) for the Southern Arizona McDonald’s Operator Association (SAMOA). Mosaic will lead all general market and Hispanic marketing efforts for 55 McDonald’s stores in southern Arizona. It will also develop and implement strategic advertising campaigns, media buys and creative executions for the general and Hispanic markets in southern Arizona. Mosaic also develops multicultural marketing strategies for the 227 Phoenix area McDonald’s stores.

  • Kimberly-Clark

kcThe Celebrate Family Unity is Kimberly-Clark’s New Hispanic campaign which will also appeal to the general market, although its prime target is the bicultural Latina mom. The program links five of K-C’s consumer brands under one banner, including Huggies, Pull-Ups, Kleenex, Scott and U by Kotex. The campaign will use a “infancy to maturity approach” (as  one in four Hispanic families has at least three generations in the same household) and be rolled on mobile, social and radio. It  will also include a Web app. Cuban-American musician Christina Milian will be the celebrity face of the campaign. Agencies involved in the project include LatinWorks, Austin, which handled the digital and radio advertising; Mass Hispanic, Miami, and Geometry Global, Chicago, on shopper marketing; Ketchum, Chicago, on PR, and Mindshare, New York, on media planning and buying. To foster consumers engagement with the FUN Song web app, Lizette Williams, Multicultural Brand Marketer at Kimberley Clark, tells Portada that the CPG company is buying display digital advertising geotargeted to key areas in California. She also cites Radio advertising as a key offline component. KCC developed a radio spot running both in English and Spanish. Print advertising (magazines, newspapers) is not part of the mix but, in-store marketing plays a substantial role with pre-shop and instore components as elements of the program which is done in coooperation with retailers Wal-Mart, Target, Walgreens, Food4Less and Safeway. Read the complete interview with KCC’s Lizette Williams.

  • Russ Darrow

rdAuto retailer Russ Darrow has launched a Hispanic Market Division to satisfy the needs of the Wisconsin Hispanic community.Mario Gayoso Noguerol was hired as the Hispanic Market manager of this Division. The company has 600 employees, a nationwide fleet and an in-house financing company. as well as dealerships in Milwaukee, Appleton, Green Bay, Madison, Fond du Lac, Waukesha, Wawatosa, West Bend and Greenfield.

  • Burger King

bkDavid was named Burger King´s global agency. The company will continue to use its agencies in the U.S.(Pitch, Code & Theory and media agency Horizon) and its overseas agencies to handle local work.This means a major step for agency David, an affiliate of Ogilvy & Mather created in 2011 and is named after  founder David Ogilvy,as Burger King spends about US $325 million on media globally,as said by Ad Age .

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CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441

Portada and Media Economics Group are pleased to announce the return of our Breaking Ads section for Hispanics US mobile market.

Campaigns targeting Hispanics in the US through mobile platforms were tracked by Media Economics Group during the last two weeks of March and the first week of April. These advertising campaigns were conducted for mobile sites, though not exclusively and they may, or may not have been active in other platforms such as websites.

Below are the mobile campaigns for McDonald’s , Paramount Pictures ,La Victoria Salsa :

McDonald’s

mcdonalls

 

Advertiser: McDonald’s Corporation

Campaign:  “Bacon Clubhouse”

Language: Spanish

Description: Spanish language campaign of the New Bacon Clubhouse sandwich from McDonald’s.Landing page is meencanta.com.

Site: ESPN Deportes Mobile (m.ESPNDeportes.com)

Server: GoogleSyndication.com (GoogleAdSense)

Paramount Pictures

captain m

 

Advertiser: Viacom, Inc.

Campaign:  “Captain America: The Winter Soldier” Movie

Language: English

Description: English language  Ad campaign for US release of “Captain America – The Winter Soldier”.Landing page is mobile.fandango.com

Site: Univision Movil (Univision.mobi)

Server: mydas.mobil (Millenial Media)

La Victoria Salsa

lavictoria

 

Advertiser: MegaMex Foods, LLC

Campaign:  La Victoria Salsa

Language: English

Description: English language  campaign for  La Victoria Salsa.Landing page is lavictoria.com

Site: Univision Movil (Univision.mobi)

Server: doubleclick.net (Google DoubleClick)

 

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

More confirmations from great brand marketers for our Portada Latam Summit on June 3 and 4 in Miami and the Latin Online Video Forum which will preceed it!


latam summitsummit

 

 

 

 

Lucas Fernandez, Marketing Director at Mc Donald’s Argentina is going to speak about panregional marketing with a focus on out-of home media. Ana M. Ramirez Zapata, Regional Digital Marketing Manager Americas at Melia Hotels International will be participating in a panel which will analyze how the Latin Travel Industry is embracing Real Time Marketing practices.

Pablo Sanchez, International Media Manager at Puig, the Spanish  fashion and fragrance power house, will be speaking at the Online Video Forum about best practices in online video advertising, so will Roberto Ricossa VP Marketing & Inside Sales at Avaya.

We will be making more major announcements very soon!

The  early Bird Rate has been extended until this Friday April 25. Make sure to get your ticket now or attend the events PLUS get two hotel nights for only US$ 699!

More confirmations from great brand marketers for ourLatin Online Video Forum
and the Portada Latam Summit  on June 3 and 4 in Miami.


latam summitsummit

 

 

 

 

Pablo Sanchez, International Media Manager at Puig, the Spanish  fashion and fragrance power house, will be speaking at the Online Video Forum about best practices in online video advertising, so will Roberto Ricossa VP Marketing & Inside Sales at Avaya.

Lucas Fernandez, Marketing Director at Mc Donald’s Argentina is going to speak about panregional marketing with a focus on out-of home media. Ana M. Ramirez Zapata, Regional Digital Marketing Manager Americas at Melia Hotels International will be participating in a panel which will analyze how the Latin Travel Industry is embracing Real Time Marketing practices.

We will be making more major announcements very soon!

The  early Bird Rate has been extended until this Friday April 25. Make sure to get your ticket now or attend the events PLUS get two hotel nights for only US$ 699!

What: Univision has debuted  TheFlama.com, an English-language video channel aimed for Hispanics between ages 15 and 30.
Why it matters:This is Univision’s first online attempt to reach this particular millennial set, which increasingly consumes video via smartphones and tablets.Trojan and McDonald’s will be its main sponsor.

BlM7O7gCYAAcvA_Univision has launched TheFlama.com, an English-language video channel with an eye on Hispanics between ages 15 and 30, Ad Week reported. The Condom brand, Trojan, is the cross-programming launch partner and McDonald’s is sponsoring the¨Super Accurate Soccer History¨ show.

The new channel is kicking off with five original programs in all, among which there’s a reality-TV-styled show starring hip-hop artist Becky G that goes live on Wednesday. The programs are expected to last between two and six minutes and will involve episodes rolling out during the next several weeks.

A trio of Super Accurate Soccer History episodes have already gone live while three more will appear on April 21. Trojan will get branding throughout the initiative’s properties, including custom pre-roll for programs like “Abuelita’s Review” and “The Johnny Sanchez Show.” McDonald’s is getting 100 percent share of pre-roll for the show on TheFlama.com and via an exclusive YouTube channel. The shows will also be shown on Vevo, Twitter and Facebook. Bedrocket, a video content house with a “media for the post-cable generation” tagline, helped leading the programming.

The initiative is mainly based on the English-language television channel, Fusion, which Univision premiered last fall along with Disney. This constitutes Univision’s first online attempt to reach this particular millennial set, which increasingly consumes video via smartphones and tablets.

“It’s about digital, short-form and mobile. The programming will [utilize comedic] vernacular used on the Internet,” explained Steven Benanav, general manager for Flama, a new Univision department.

Check out  ¨How To Date a Latina¨ video below:

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 Xavier Gonzalez at 1-212-685-4441 or e-mail him at  xavier@portada-online.com
SEE A DEMO OF THE DIRECTORY!

  • JetBlue

jetblueJetBlue Airways has launched a new advertising and marketing campaign, ‘Air on the Side of Humanity,’ which showcase the challenges of modern air travel by giving a voice to the most overlooked, unappreciated frequent fliers of all,pigeons,while reminding customers that there is a better way to fly. The campaign faces conventional airline branding with JetBlue´s statement about flying with humanity. The 360-degree campaign includes TV, online advertising, a first of its kind web video series, microsites, mobile, social, experiential and out-of-home advertising, all dedicated to bring JetBlue’s Humanity mission to life.There are also TV spots running in Boston, Fort Lauderdale and New York and multi-channel components. There are also new components, which will help to expand the campaign. These are: an experiential launch event in New York City and a video series collaboration with Funny Or Die. This series, custom JetBlue Spotify playlists, the mobile app that utilizes accelerometer functionality to entice audience interaction, and custom Buzzfeed posts with messages tailored to each market. The media strategy is video-led (television and online) featuring both long and short-form messaging.In a five-part video series entitled “Shoo’s Bird’s Eye View,” JetBlue delivers multi-media narratives from the perspective of a pigeon that draw playful comparisons on how people are treated by other carriers including cramped spaces, limited snacks, flying on someone else’s schedule and the feeling of being ignored.The humorous shorts live on JetBlue’s digital experience and social hub, CentralPerch, as well as FunnyOrDie.com, and leverage the social media footprint of the two brands through social activation and promotion.Here is the spot:

http://youtu.be/8th4YwUdULs

In this series, that began on April 2nd and continues throughout the month with new content weekly, JetBlue also does  regional section online takeover featuring a high impact push down unit while cross-device HTML 5 synched digital media units will roll out on select digital channels.Rounding out the campaign in Boston and Florida, consumers will experience similar print executions in the Boston Globe, Fort Lauderdale Sun Sentinel and The Miami Herald and interactive homepage takeovers on Boston.com and MiamiHerald.com. Boston will bring back a first-to-market execution of pigeons riding on taxi tops and expand with strategic Out-of-Home to reach the business traveler, while Florida will reach Hispanic audiences via television and digital executions across Univision, Telemundo and Telefutura networks.Customers can tune in weekly to Shoo’s Bird’s Eye View in JetBluecentralperch.com.The creative, media and online experiences were  done by Mullen’s Boston office, JetBlue’s agency-of-record since 2010.

  • Volkswagen

vwgnMediacom has held the account with Volkswagen since 1998, which includes strategic media insight, as well as media planning and buying for all VW Group brands: VW, Audi, SEAT and Skoda. The agency will extend its global Media Partnership with the German brand by adding commercial vehicle brand MAN to its responsibilities, as well as all VW brands in Poland, according to MediaPost. The extension came without a formal review, yet VW held competitive pricing talks with several agencies.This means a big step for the agency, as VW ad spending globally, according to RECMA, is more than US $3 billion.However, it was not totally unexpected. MediaCom has produced several award-winning campaigns for VW brands, including the Beetle Shark Cage in the U., which won numerous awards, including at Cannes Lions.

  • Mike’s Hard Lemonade

mhlMike’s Hard Lemonade Co. is facing growing competition in the flavored-malt-beverage category from Diageo and Anheuser-Busch, among others. To keep pace, the brand has switched creative agencies, changed its logo and is moving off TV, where it spent almost US $19 million in 2012 and 2013, and all into digital advertising, according to Ad Age. The brand is expected to spend about US $13 million this year on digital sites that include Woven, Vevo, BuzzFeed, Discovery, the Weather Company, Onion and Complex Media targeting millennials. Its digital video ads were created by independent agency Tri3sect out of Chicago.With major competitors and heavy TV users A-B (Bud Light Lime) and MillerCoors (Redd’s Apple Ale) gearing up promotions, abandoning TV may be risky for Mike’s, but time will tell.

  • McDonald’s

mcdonall´sMcDonald’s will give away free small cups of McCafe coffee during its breakfast hours from March 31 through April 13. This is the first time the chain has ever given out free coffee, according to USA Today .But apparently, it is a move in response to recent Taco Bell commercial, which was mentioned in our previous Sales leads edition.
To McDonald’s, the free offer is just a way to get customers to try its McCafe coffee, but, clearly the chain is smarting from the Taco Bell commercials and this is its way of fighting back. McDonald’s and Taco Bell are both major ad spenders, so this might just be the opening salvo between the two.

  • Meijer

meijerRegional grocery chain Meijer has shifted its media account after a review. From now on, Doner Media in Southfield, Michigan. will handle planning and buying for the retailer, which is based in Grand Rapids, Mich. and has some 204 stores in Michigan, Ohio, Indiana, Illinois and Kentucky. its’ annual media spending is estimated at more than US $30 million.
The new agency got ahead Empower Media Marketing in Cincinnati. The review, which was managed by Potomac Group in Fredericksburg, Va., pitted Empower against Doner, Bernstein-Rein in Kansas City, Mo., and Zimmerman Advertising in Fort Lauderdale, Fla., according to AdWeek.Doner Media, a unit of MDC Partners’ Doner, also works for Arby’s, AutoTrader.com, Smithfield Foods, the PGA Tour, O’Charley’s and the UPS Store. Creative responsibilities were not in play and remain split at The Distillery Project in Chicago.

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What? Buenos Aires-based technology-services provider Globant SA (GLOB) will hold its initial public offering early next year.
Why it matters? The company will sell shares on the New York Stock Exchange in early 2014 and consequently become a business model with dollar income outside Argentina.

Licensed :Creative Commons
Licensed :Creative Commons

The company will be selling shares on the New York Stock Exchange during first quarter of 2014. Globant is expecting to raise US $86.3 million in the IPO.

Globant would be the first Argentine company to go public since McDonald’s Corp IPO in March 2011.According Alejandro Bianchi, head of investment at Invertironline.com McDonald’s Corp benefited greatly by having most of its revenue outside Argentina away from currency controls and government intervention.

It has an optimal business model with income outside the country in dollars, which it only has to repatriate to pay local costs in pesos.[/comillas ]

The executive also said, “This is why it’s able to go to international markets, while probably a pure Argentine company couldn’t.”

Timing of the IPO has not yet been released.Offering’s profits will be used to pay debt and finance capital expenditures, strategic acquisitions and working capital. The IPO will count with sponsors such as JPMorgan Chase & Co., Citigroup Inc. and Credit Suisse Group AG among others.

Globant’s revenue increased to US $37.4 million in respect to the same period last year, with 82 percent coming from North America and only 5 percent from Argentina.