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.

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  • Tempur Sealy

descarga-4Bedding and mattress maker Tempur Sealy is conducting a media agency review, according to Mediapost. GroupM’s WPP’s MediaCom has been the incumbent since last media agency review in 2013.The company spent nearly US$63 million on ads in 2015 according to Kantar Media.




  • National Vision and MTV Networks

5owbdsjs_400x400 descarga-1Mediavest/Spark has won media planning and buying for both National Vision and MTV Networks. Mediavest/Spark will handle local buying for Eyeglass World and planning and local and national buying for America’s Best Contacts & Eyeglasses. The agency won the account following a review that included four other agencies. The Richards Group was the incumbent, but chose not to participate in the review. Mediavest/Spark also won the MTV review and is replacing Fallon.The two new accounts each spend about US$50 million annually.


  • Safelite AutoGlass

descarga-5Safelite AutoGlass has appointed Horizon Media as its U.S. media AOR following a formal review, Mediapost has reported.Incumbent agency Havas Media had won the account back in 2015. Horizon will be responsible for media planning and activation across all channels, including online and offline media, search engine optimization, and search engine marketing. Safelite’s advertising budget is around US$30 million a year, according to Kantar Media.


  • McDonald’s

s3-news-tmp-108565-unlimited-2x1-940Omnicom Group has launched its new full-service advertising agency for McDonald’s in the US, to be called ‘We are Unlimited’.The group was award McDonald’s US ad account in August after the fast food giant ended a 35-year relationship with Leo Burnett, part of Publicis Groupe.The new agency – which Omnicom said will be referred to as ‘Unlimited’ – claims to integrate strategic, creative and analytical capabilities to deliver across “all communications touch points”.BBDO New York’s Brian Nienhaus joins as chief executive to  lead a senior team. Nienhaus will report to DDB North America chief executive Wendy Clark, who led the pitch to win the business.Unlimited will also feature embedded teams from The Marketing Store, Facebook, Google, Twitter, Adobe, The New York Time’ content division T Brand Studio.

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.

  • MillerCoors

descarga-6MillerCoors has appointed Chicago-based Arc, a subsidiary of Publicis Communications agency Leo Burnett, as lead agency for all of its U.S. retail business. Arc will remain the incumbent shopper marketing agency on Highlife and will handle retail duties for MillerCoors’ other brands marketed in the U.S., including the Miller and Coors brands, Blue Moon, Grolsch, Foster’s and others. Media is handled thought both an internal MillerCoors Media & Digital Marketing Team head up by Brad Feinberg, Sr. Director Media & Digital Marketing as well as an external Media Agency:  Initiative (Chicago & NYC,) where Spencer Bahler is the Managing Director on the business.


  • Toyota

The Toyota brand is sitting out the Super Bowl for the first time since 2011.The automaker said the game doesn’t line up with the launch schedules of the new Camry sedan and C-HR compact crossover. Launch activities for these vehicles likely won’t begin until late spring and summer.Super Bowl decision was made over the summer, so it had nothing to do with the NFL’s declining ratings this season. Lexus, meanwhile, hasn’t announced its Super Bowl plans.Toyota’s decision not to run a Super Bowl ad in 2017 doesn’t mean the brand is drawing back from the NFL, or sports marketing in general. The company will continue to advertise during high-visibility NFL broadcasts such as “Sunday Night Football” and “Monday Night Football” going forward.The brand is a sponsor of the Philadelphia Eagles, New York Jets, New York Giants, San Francisco 49ers, Indianapolis Colts and Seattle Seahawks.


  • Crystal Cruises

Crystal CruiseCrystal Cruisess is making an effort to highlight its ocean voyages by showing luring images of the worldwide destinations visited by their ships: Crystal Symphony, Crystal Serenity and Crystal Mozart.The two ads have been running on cable news channels CNN and Fox News.Apart from the TV campaign, Crystal has been working with what they call a very successful direct mail campaign and a social media and digital strategy.Crystal brought in a whole new team, and rebuilt its whole department, from the president down to its creative. The new team is now based in Miami, from where they started creating new strategies, which now include social media and digital.Today, thanks to its new marketing team, Crystal has one of the largest fan bases on Facebook of any luxury cruise line, with almost 260,000 followers and we will keep seeing Crystal ads on TV.

  • Tidal Realty

tidalrealty_stackedTidal Realty, a Southern Californian real estate broker present in La Mesa, Spring Valley, El Cajon, San Diego, Chula Vista and surrounding cities, is looking to advertise its services in San Diego county through digital and print media properties including sponsored content.



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Hispanic’s passion for sports does not only have to be about soccer. At least that is what QSR giant McDonald tries to convey to Hispanic consumers through its  “Game Time Gold” Campaign. “We know that more and more Latinos are becoming football fans. In fact, Nielsen recently reported that 1.5 million Hispanics watched NFL games during the 2014 season. We also know that our Hispanic consumers are still loyal soccer fans, too,” Patricia Diaz, Director of U.S. Hispanic Marketing for McDonald’s USA, tells Portada.

Patricia Diaz, Hispanic Marketing Director, McDonalds
Patricia Diaz, Hispanic Marketing Director, McDonald’s

For Latinos, the word fútbol may mean more than just soccer – it’s passion. Fútbol Americano is a sport they are learning to love, too. In fact, there are millions of Latino football fans in the United States. McDonald’s Patricia Diaz says that “with the Game Time Gold sweepstakes and our partnership with soccer commentator “El Perro” Bermúdez, we tap into the excitement of the NFL in a culturally relevant way and encourage Hispanic consumers to celebrate sports in a way that’s true to them,” says Patricia Diaz, Director of U.S. Hispanic Marketing for McDonald’s USA.”

Diaz claims that the Game Time Gold sweepstakes bring Latino family and friends of all ages together in celebration of football.: “Through our influencer partnerships with ‘El Perro’ Bermúdez, Danilo Carrera and Adriana Monsalve, we’ve been able to reach Hispanic football fans across all demographics on social media,” Diaz notes.
Are all Hispanics both Spanish-dominant and the more acculturated ones American Football lovers? Not necessarily according to some experts. “Knowledge of American football has always been an acculturation rite of passage, if you will, for many first-generation immigrants. By learning the rules of engagement, discerning the lexicon of football, and ultimately becoming a fan of a specific team, immigrants engage culturally, not just linguistically, to the U.S. It is a key acculturation milestone,” says Maria Lopez Knowles, Chief Marketing Officer, at Entravision Corporation.

Knowledge of American football has always been an acculturation rite of passage.

Enter ‘El Perro’ (The Dog)

El Perro Bermudez - McDonald's 1 (1)
Enrique Bermúdez, “El Perro”, The Dog

Enrique Bermúdez, better known as “El Perro” (The Dog), is a sportscaster, commentator and analyst of live games and pre- and post-game shows on the Univision Deportes Network, Univision and UniMás TV networks. According to Bermudez, “It is well known that Hispanics are very passionate about their family, culture and sports. The energy and emotions of American football have been very easily adopted by Hispanic audiences. Each year we see more and more Hispanic soccer fans and that is not something that should surprise us.”
“Passion for fútbol is in our blood. When we sing and celebrate together, it all comes from the same place, it does not maker if your team uses helmets or shin guards.”

Passion for fútbol is in our blood. When we sing and celebrate together, it all comes from the same place, it does not matter if your team uses helmets or shin guards.

How McDonald’s Infuses Passion for Fútbol in Fútbol Americano

McDonald’s is basing its Game Time Gold campaign on the fact that watching sports with family and friends is a cultural experience for Latinos, and the current NFL season is no exception. To celebrate this passion for sports, McDonald’s USA is taking fútbol Americano one step closer to the cultura Latina by:

  • Hosting the “Game Time Gold” sweepstakes last November with prizes including $500K weekly and tickets to the Super Bowl 50.
  • Partnering with renowned sports commentator Enrique “El Perro” Bermudez to bring the fútbol energy and style to fútbol Americano.
  • Hosting weekend “Half-Time Breaks” at select McDonald’s to engage with customers and embrace the football season.
  • The landing page for the sweepstakes can be found here.
  • McDonald’s is using Facebook, Twitter, television, and radio to promote the sweepstakes



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