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.

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

  • Subway

Healthy fast-food chain Subway has consolidated its entire U.S. and Canadian (North American) media and creative business with Dentsu Aegis Network following a review that kicked off in July. Dentsu Aegis Network North America—which embraces Carat New York, mcgarrybowen New York, Carat Canada and DentsuBos—will be responsible forSubway’s strategy across all channels. The account will be handled out of New York, Toronto and Montreal offices. Carat will handle Subway’s media planning and buying across North America and mcgarrybowen will be responsible for creative. The review did not impact Subway’s specialty, local or international agencies. According to a recent Kantar Media report, Subway spent about US$100 million in the U.S. on measured media in the first quarter of 2017.


  • Pandora Jewelry

GroupM’s Mindshare has been assigned Pandora Jewelry media planning and buying in North America, Ad Age reports. The business was previously handled by another GroupM agency, Maxus, which was merged with a third GroupM agency MEC to form a new agency Wavemaker. Since MEC handles media for Pandora Jewelry competitor Tiffany & Co., GroupM sibling agency Mindshare pitched for the Pandora business.Pandora Jewelry spent around US$59 million on measured media in the U.S. in 2016, according to Kantar Media. In addition to Mindshare, a WPP agency, Pandora also uses WPP creative agency Grey.


  • MTV

MTV has selected MullenLowe Mediahub as its U.S. media agency of record. Mediahub, will provide offline and digital media planning and buying services. This new relationship adds to Mediahub’s existing partnership with MTV’s Viacom sister brand VH1.The MTV win is Mediahub’s eighth new client win in 2017, following its selection by Chipotle, Rémy Cointreau, Staples and others.MediaPost recently named Mediahub Creative Media Agency of the Year for a second straight year.



NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Publicis Groupe

Publicis Groupe announced that each of its agencies will combine offices in six major U.S. cities: New York, Boston, Chicago, Detroit, Atlanta and San Francisco, Adweek has reported. every Publicis-owned company in those locations will be housed a single building. Publicis agencies include Leo Burnett, Saatchi & Saatchi, BBH, Publicis Worldwide, Spark Foundry, Starcom Worldwide, SapientRazorfish, DigitasLBi and MSLGroup.The moves are not related to any further reorganization or staffing reduction across the Publicis Groupe in North America, according to people familiar with the change.



  • Goya Foods

Goya Foods, one of America’s largest Hispanic-owned food company, has partnered with renowned artist and one of South Florida’s most vibrant artistic talents, Alexander Mijares. Goya commissioned Mijares to create a one-of-a-kind Goya “Can Sculpture” at the Perez Art Museum as part of Goya’s “Pasión es Goya” campaign and PAMM’s “Second Saturday” activations.Goya has partnered with contemporary art museum PAMM to host “Free Second Saturdays,” which includes hands-on activities and provided free Spanish tours, making sure that everyone in Miami’s diverse population can enjoy a fun day with their families.Goya Foods will also be making a donation of Goya products to charity.




  • Toys 4 Puerto Rico

Lin-Manuel Miranda, Toys“R”Us®, Telemundo, Hispanic Federation, and R.Evolución Latina are partnering to bring toys and smiles to the thousands of children affected by Hurricane Maria this Three Kings Day with the launch of Toys 4 Puerto Rico. The toy drive aims to send 10,000 toys to children throughout the island and begins today online at Toysrus.com/Toys4PuertoRico, with donations accepted until Tuesday, January 2. Hispanic Federation and partner organization R.Evolución Latina will handle the distribution of the purchased items, and ensure that dozens of community partners receive gifts for a mix of ages.As the official media partner, under the banner of its corporate social responsibility initiative, “El Poder En Ti” (The Power in You), Telemundo will make a donation of US$30,000 to the toy drive. The network will also air national and local promos encouraging viewers to donate, in-show segments across network shows including “Un Nuevo Día,” “Al Rojo Vivo” and “Noticias Telemundo,” daily digital and social amplification, and participation in numerous community events to support the drive. In addition, Telemundo talent will participate in the local celebrations to help distribute toys.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.

If you already read our 2016 brands and agencies guide, don’t miss what Diego Reck (FOX), John Mafoutsis (Viacom), Jeremy Piotraut (Teads.tv), Martín Frontini (Zoomin.TV) and Eugenia Denari (Google) tell us about media trends in the new year.

Translated by Gretchen Gardner

Big Data

Diego Reck, SVP and Chief Marketing Officer at FOX International Channels Latin America

Diego Reck

“Without a doubt, expectations are high when it comes to the consolidation of “Big Data.” The industry is going through a great deal of changes in the consumption of content and consumers’ habits are evolving faster than the market. People are dedicating more and more time to consuming entertainment, and the demand for new formats, and high-quality “everywhere experiences” is growing quickly. Our focus has shifted from targets by age or socio-economic class to audience groups that are segmented by genres of consumption. For that reason, to be competitive in marketing, we need to know the habits of our audiences to understand where and how to lead them to advertising messages. In this sense, integrating, processing and utilizing all of the data generated by the different media platforms will allow us to be productive and continue bringing the consumer better experiences every day.”

Multiplatform Opportunities

John Mafoutsis, SVP Advertising Sales and Brand Solutions at Viacom International Media Networks Américas

John Mafoutsis

“We know that the way that our audiences consume content is continuously evolving. For that reason, Viacom International Media Networks (VIMN) Américas will continue to offer innovative formats and a diverse portfolio of channels and products to generate multiplatform options that respond to the demands of our clients in Latin America. VIMN Américas will continue to invest in original productions and in the creation of content for all of our brands to compete in the multiplatform world with our linear, non-linear, mobile, social and live event products. With these products, brands offer clients an opportunity to be in constant contact with their respective audiences at any  time and on any platform.”

Video + Mobile + Programmatic

Jeremy Piotraut, Managing Director at Teads.tv Cono Sur

Jeremy Piotrout

“There will be an increase in digital investment, sustained by growth in video advertising. Within that growth, native video is taking on an important role thanks to the effort that advertisers have to distribute their videos on a premium level. Today, with the increase in Ad-Blocking(in 2015, for example, blocked videos represented 26% and 23% of advertising time in Chile and Argentina, respectively), it is crucial to strengthen formats that respect the user and generate a safe digital ecosystem with native formats.

The three trends for 2016 will be “video” + “mobile” + “programmatic.

Online Video and Mobile

Martín Frontini, Managing Director Latam & US Hispanics at Zoomin.TV

Martin Frontinni

“Expectations are high, and even better than they were in 2015. The online market continues to grow from year to year, and there are countries that haven’t even entered the double digits, which means that there is enormous potential compared to developed economies like that of the U.S. or UK, where online has already outgrown TV. Markets like that of Brazil, the biggest in the region, have experienced moderate growth due to political problems and their economic consequences.On the other hand, we expect a significant increase in online video. An increasing number of advertisers are migrating investment from TV to pre-roll, particularly, as the perfect “partner” to achieve appropriate reach and ROI.
At the same time, within online, the fact that desktop is losing market share to other devices, principally mobile, is nothing new. This trend is as global as it is regional.”

Online Platforms and Complementarity Between On and Off-Line Media

Eugenia Denari, director of marketing at Google for Argentina, Chile and Peru

Eugenia Denari“In 2016 everything indicates that the industry will continue on a sustained growth path. This forecast is based primarily on the perspectives of the market, which will continue to grow organically and constantly, with a strong emphasis on complementarity between off and online media and online platforms, which will gain a larger share of the market. Online search will continue to be a central component of online advertising campaigns, but we are going to see a clear evolution focused on efficiency and video and mobile device integration. These will be the largest spaces for innovation in the next years.

At Google, our biggest goal is to continue to be a digital partner and ally for all of the companies that want to take advantage of the Internet as a strategic pillar of their business. Online advertising is an indisputable component of advertising strategy for any brand. No leading company is questioning whether it needs to be online or not. The question is simply how to be online. To us, the current challenge is that the digital element is present in the earliest stages of designing a campaign, whether its in the marketing or advertising department or within an agency.”

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

María Iregui – MTV América Latina ::: Bebel Di Celio – TOD ::: Jorge Aguiar – BlackBerry América Latina ::: Gastón Terrones Dimant  – GolinHarris ::: Michael McLaren – McCann Worldgroup ::: TNS – Ignacio Galceran :::

Karl_HeiselmanAfter the announcement of Apple´s four new digital agencies, Karl Heiselman has been appointed to lead the marketing and communications department at the company. Heiselman comes from Wolff Olins, where he has worked as CEO for 7 years. Wolff Olins is part of Omnicom Group.


María Iregui -Viacom International Media Networks (VIMN) The Americas appoints industry executive Maria Iregui as Brand Manager and SVP of Programming & Production for MTV Latin America. The executive will be in charge of all the brand in the region. Read more… 



Jorge Aguiar -BlackBerry has appointed Jorge Aguiar  as Latin American Director. He will report to Eric Johnson, global sales president. Aguiar has worked as director for Mexico and Central America at BlackBerry.


camilo.maldonadoCamilo Maldonado has been named Market Manager LastMinute/Cupons for Despegar.com, Argentina. He is based in Buenos Aires.


What: Viacom International Media Networks (VIMN) The Americas appoints industry executive Maria Iregui as Brand Manager and SVP of Programming & Production for MTV Latin America.
Why it matters: The executive will be in charge of all the brand in the region.

maria.ireguiIregui will be overseeing the content and creative for the brand in the region. She succeeds former MTV Latin America & Tr3s Brand Manager and SVP of Programming & Production, Fernando Gaston, who has decided to leave the company for personal reasons. Maria Badillo, VP of Programming & Production for Tr3s (VIMN’s US Hispanic network) will have oversight of the brand in the interim. Both will report into Sofia Ioannou, Managing Director of VIMN the Americas.

“Iregui is a highly knowledgeable, consumer-focused executive with market expertise and versatile experience in content, marketing and digital needed to drive sustainable and long-term growth for MTV.” said Ioannou. “I’d like to thank Fernando for his valuable contributions to the company over the years and wish him well in his future endeavors.”

“I’m looking forward to joining the creative and seasoned teams at VIMN.” said Iregui. “MTV has a sharp focus on the millennial consumer and together we will drive innovation, increase market share and optimize market strategies to take the brand to its next phase of growth.”

Iregui brings over 20 years of strategic management experience, including 16 years in television, to MTV Latin America with a proven track record of leading content strategies for multi-media entertainment brands. Prior to joining VIMN, she served as VP of Programming for Telemundo Networks, leading the content and programming strategy for the company’s brand portfolio.
A Colombia-native, Iregui holds a bachelor’s degree in Business Administration from CESA in Bogotá, Colombia, as well as a specialization in Marketing from TEC de Monterrey.