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

For prior Sales Leads editions, click here.

  • FlixLatino

Sling TV launches FlixLatino, brings more Spanish-language movies to Sling’s Latino service. FlixLatino, the US Hispanic subscription video on demand (SVOD) service of SOMOS Next, will be available as an à la carte channel on Sling TV! A cutting-edge online platform, Sling TV combines linear channels with on-demand content for the Latino market of the United States and Puerto Rico. Sling TV customers will now have the option to purchase FlixLatino as a standalone channel or as an addition to Sling’s base subscription services, and will have direct access to the best selection of movies, series and documentaries in Spanish for the price of US$3per month. The addition of FlixLatino to Sling TV will strengthen the platform’s current Spanish-language content offering, satisfying the entertainment needs of Spanish language speaking communities in the U.S. (a market characterized by high consumption of online services). “Streaming” options, very popular with the new generation, offer flexibility as to when and where to enjoy the content, usually at a lower price when compared to traditional pay television. The changing habits of technology have created these new segments, and FlixLatino is the best option for those seeking quality Spanish content.

 

  • Michelob Ultra

Latino superstar Maluma returned for a second Michelob Ultra commercial in a new ad filmed in his hometown of Medellin, Colombia. The new TV ad is timed to coincide with his latest album release. The spot,an effort of Young & Rubicam, was  made in both English (below) and Spanish as part of the brand’s push to reach U.S. Hispanic consumers and other new audience segments. The commercial “Nuestro Ritmo,” follows Maluma as he juggles his busy career with time with friends, showing how dance can help connect people regardless of language and background.  The ad was released on “The Tonight Show With Jimmy Fallon” on May 14 — when Maluma also appeared on the show to promote the album. Michelob Ultra is an American Light Lager style beer brewed by Anheuser-Busch.

 

  • UniVista Insurance

UniVista Insurance is celebrating 10 years of operations with the opening of its 122nd Florida office, the company announced.Launched in 2009 under the leadership of Ivan Herrera, the company generated US$76 million in gross revenue in 2018, up from US$64 million in gross in 2017. Today, the company has 122 locations in Florida including more than 15 corporate offices, 107 franchises and three call centers. UniVista employs 1,114 men and women including 220 licensed agents.In 2018, Insurance Journal listed UniVista Insurance as No. 33 in its Top 100 Property/Casualty Agencies national rankings. Their focus was on a market niche that was mainly ignored by insurance companies, made up of hardworking, Spanish-speaking immigrants in communities like Hialeah, who could pay for insurance if the policies were priced right. The company also spent time training employees, with agents taking classes every day on everything from UniVista culture to how to avoid customer fraud.

 

  • Cardenas Markets 

Cardenas Markets, the Inland-based grocer that helped popularize Hispanic supermarkets, is in expansion mode, opening more locations and tweaking the store lineup to include a café and fast-casual restaurants.Cardenas, which started with one 4,000-square-foot store in Ontario 38 years ago, recently opened a market in Las Vegas. It’s the chain’s fifth in Sin City and the first of four new stores coming this year to a geographic radius spanning hundreds of miles.The grocer operates 56 stores in California, Arizona and Nevada — 49 Cardenas stores and seven Los Altos Ranch Markets. New stores are coming this year to Victorville, Concord and Tucson, according to a company statement. Cardenas is also building a store in Montclair, which is scheduled to open early next year. The company’s growth follows a trend that shows consumer are expanding their shopping habits beyond traditional supermarkets.The four supermarkets are introducing a new design concept for Cardenas, which they have dubbed the “Keep Life Flavorful” brand. The stores include coffee shops and small-format restaurants to complement full grocery selections.The Cardenas chain was acquired in late 2016 by KKR, a New York-based global investment firm. KKR then merged Cardenas with Mi Pueblo, a San Jose-based chain it also owned, in 2017. The merger gave Cardenas its first foothold in Northern California. Management of the consolidated firms is out of Cardenas’ Ontario offices.

 

  • 21st Century Fox

Disney is moving the US media planning and buying for its newly acquired 20th Century Fox assets from MDC Partners’ Assembly to Omnicom-owned OMD. OMD has a custom unit — OMDE — dedicated to serving the entertainment giant. OMDE has Disney’s Marvel, Pixar and Lucasfilm, as well as newly acquired Fox Searchlight, 20th Century Fox Films and Home Entertainment.

 

 

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  • Memorial Sloan Kettering Cancer Center

Memorial Sloan Kettering, a world renowned cancer center, has appointed ALMA as its Hispanic agency of record following a competitive pitch. ALMA will collaborate on marketing communications strategy, creative, media, and events (in partnership with Mercury, their NY-based Omnicom sister agency) for the +2.6 million members of the Hispanic community in the New York area. The goal of the work will be to increase awareness of MSK’s superior level of cancer care. The first collaboration between the two is projected for the second half of 2019.

 

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. 6  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.

  • JC Penney stays with OMD

National Retailer JC Penney last fall put the wheels in motion for a potential agency review but that plan did not go through. Incumbent OMD, which has held the media account for 10 years, will stay on board. Last fall, JC Penney did assign national newspaper buying to Minneapolis based media placement firm Novus Media starting February 15, 2015. Before that Torrance, CA based ACG Communications had handled national newspaper buys for JC Penney for many years. Separately, J.C. Penney’s chief marketing officer Debra Berman has left after 19 months with the company. Berman was named senior VP-marketing in August 2013 and promoted to CMO last year. Berman’s mission was to revitalize the brand. A major part of this involved reaching out more to Hispanic consumers. Kirk Waidelich, VP-marketing strategy, and Lynne Bartron, VP-marketing strategy, will oversee the CMO’s responsibilities until a replacement for Berman is named. J.C. Penney spent $923 million on U.S. advertising in 2013. Unmeasured media spending increased 15 percent to $492 million; measured spending fell 15 percent to $431 million, according to Kantar Media.

  • Macy’s

There is never a dull moment with Latinas and fashion—particularly when it comes to Macy’s ad for its new Thalia Sodi collection of apparel, footwear and fragrance. Titled, “Girls Night Out,” the spot showcases the entertainer and her cannot-be-missed line of bright reds, leopard prints and bejeweled heels.In the ad, Thalia meets a plainly dressed shopper and performs a not-so-conservative apparel “makeover.” The duo then starts dancing. The ad is running across outdoor, print, radio and digital mediums, said BizJournals.com. J. Walter Thompson New York is the agency. The ad, which is in English, is apparently aimed at acculturated Latinos, many of whom shop Macy’s. Hispanics comprise up 16 percent of Macy’s customers, a figure that is expected to hit 20 percent in a few years. In addition to their growing population numbers, Hispanics generally spend 22 percent more than non-Latinos, particularly in fashion, said Women’s Wear Daily. Launched in 300 stores last month, the Thalia collection is the largest private label assortment Macy’s has ever introduced, said Mediapost. It also it marks the first time the $23 billion retailer has offered Latina-themed apparel—despite its large Latino customer base (Kohl’s has a Jennifer Lopez collection and Kmart features Sofia Vergara’s line). Carat is Macy’s media buying and planning agency.

  • Madison Square Garden (MSG)

Sharon Otterman was named to the newly created position of executive VP and chief marketing officer at The Madison Square Garden Company. She joins MSG after nearly six years at NBCUniversal, where she was most recently senior VP and chief marketing officer for MSNBC and NBC News. Prior to that she was VP of customer experience strategy and new media marketing at ESPN. She has also worked at Modem Media and Ogilvy & Mather.

  • Michelob Ultra

MLThe Anheuser-Busch InBev light beer that is outperforming larger sister brands Bud and Bud Light in increasing sales will get a strong marketing push beginning in April..And the ad spending will continue throughout the year, giving the brand its highest such levels in its 13-year history. Michelob Ultra’s new creative agency FCB Chicago will handle the campaign, which will include multiple media platforms.

 

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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