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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 Multicultural consumers right now.

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  • Grupo Gallegos acquires Canvas and RLR Public Relations, changes name to Gallegos United

Grupo Gallegos isgu_logo_splash2x changing its name to Gallegos United. The agency will also buy 30-person New York digital agency Canvas and PR shop RL Public Relations & Marketing, which will operate as Canvas United and ROX United. Business consultancy company Poly and a post-production house called Luna, both already owned by Mr. Gallegos, are re-branding as Poly United and Luna United, with Luna also expanding in content creation. Mr. Gallegos will be CEO of all five companies. Gallegos United, the former Grupo Gallegos, is the biggest piece of United Collective, with about 90 of the total 150 staffers. In 2015 and 2016, Grupo Gallegos’ revenue was flat, at about US$21 million. Grupo Gallegos clients include Comcast, one of its three biggest, along with California Milk Processor Board and Kia, and that ROX United is the AOR for both general market and Hispanic PR for California Milk Processor Board.

  • Walgreens

cx-83687d_hero-1442x435b-1Walgreens has released its’ latest campaign “Let’s Grow Old Together” around HIV awareness, created in partnership with creative agency GSD&M.So, as part of an ongoing effort to provide treatment support for and education around HIV, Walgreens has created an immersive, online community specifically designed for those living with HIV, their loved ones and anyone else looking to understand the diagnosis.Walgreens knows with the right care and support, we can all grow old together. At Walgreens.com/letsgrowoldtogether, anyone living with HIV – from the newly diagnosed to those who have been living with the disease for years and anyone in their community – can access vital information. The site features content that walks visitors through 10 key milestones—like the moment of diagnosis, sharing the news and changes in treatment plans. Each features the stories of and advice from real people living with HIV to help arm others with the knowledge of what to expect and the tools to handle everything along the HIV journey.Site visitors can connect with one of Walgreens’s specially trained pharmacists in real time online or find one of the hundreds of HIV-specialized locations across the country. OMD handles media for this campaign.

 

  •  National Pork Board

national-pork-board-and-heartthrob-carlos-ponce-bring-el-sabor-de-hoy-to-latinos-null-hrThe National Pork Board (NPB) launched ‘El Sabor de Hoy’ campaign, aimed at Hispanic consumers in the U.S. The campaign tries to create awareness of pork’s unequaled flavor and now value making it the ideal protein on any occasion for Hispanic consumers.The campaign features Puerto Rican actor, singer-songwriter, host and pork lover, Carlos Ponce, to heat up kitchens across America and bring ‘El Sabor de Hoy’ campaign to life. It will also include a national sweepstakes that gives fans a chance to win a round trip to Miami to meet Ponce and be his guest at a pork event during one of the country’s favorite food events, the Food Network & Cooking Channel South Beach Wine & Food Festival®. The festival takes place in Miami from February 22-26, and all proceeds from the Festival benefit the Chaplin School of Hospitality & Tourism Management at Florida International University.

  • Sprint

descarga-1Sprint released its’ latest television spot on Friday, January 27. The spot features the iconic Spanish group from the 80’s, Locomía, performing a unique version of their famous song “Locomía.”Created by ALMA, the Miami-based Multicultural Ad Agency, the vision was to continue to deepen consumer awareness and affinity through the love and connection to music. This new spot features the former Verizon spokesperson, Paul Marcarelli, who switched to Sprint.The mission was for the spot to communicate Sprint’s unlimited data plan and evoke the pride of belonging to not just any network, but to a network and family that is getting better everyday. So much so, that more and more people are identifying and resonating with more and more people, hence the main lyric and spot title, “Como la mía.”Music has proven to be a catalyst in re-establishing a relatable and emotional connection with the Hispanic audience for the brand and this music infused campaign has been among Sprint’s best performing spots in persuasion and enjoyment against Sprint norms as well as the overall wireless category.

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  • Grupo Gallegos acquires Canvas and RLR Public Relations, changes name to Gallegos United

Grupo Gallegos isgu_logo_splash2x changing its name to Gallegos United. The agency will also buy 30-person New York digital agency Canvas and PR shop RL Public Relations & Marketing, which will operate as Canvas United and ROX United. Business consultancy company Poly and a post-production house called Luna, both already owned by Mr. Gallegos, are re-branding as Poly United and Luna United, with Luna also expanding in content creation. Mr. Gallegos will be CEO of all five companies. Gallegos United, the former Grupo Gallegos, is the biggest piece of United Collective, with about 90 of the total 150 staffers. In 2015 and 2016, Grupo Gallegos’ revenue was flat, at about US$21 million. Grupo Gallegos clients include Comcast, one of its three biggest, along with California Milk Processor Board and Kia, and that ROX United is the AOR for both general market and Hispanic PR for California Milk Processor Board.

  • BET Networks

bet_twitterbetlogo_400x400Viacom’s BET Networks has appointed Interpublic Group agencies MullenLowe Mediahub and Identity as media agencies of record following a review. Prior to this appointment, BET worked with Harmelin for 18 years.While the company did not disclose financial details around the dual media agency relationship, said the shops will help BET “make sure our money goes further” through data-enhanced planning solutions and strategic partnerships. Viacom spent US$559.7 million on U.S. advertising in 2015, according to the Ad Age Datacenter.

 

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

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!

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.

  • Anheuser-Busch InBev

AB-InbevAnheuser-Busch InBev is readying major marketing rollout of new Cider.The new brand, Johnny Appleseed cider, has been in development since 2011 and will primarily target drinkers ages 21-27, according to a distributor memo obtained by Ad Age. The memo says the new cider will be supported with “significant marketing support” and described it as a “major new brand launch.” Johnny Appleseed is expected to take aim at Angry Orchard, the cider brand marketed by Boston Beer Co., brewer of Sam Adams.

  • Hasbro

HasbroHasbro has consolidated the bulk of its global media business at OMD, which was the incumbent in 15 international markets, including Europe and China, sources said.Among the new markets added by the Omnicom media agency is the U.S., which had previously been handled by Interpublic Group’s Initiative.
OMD had already supported the business in more than 10 global markets. It’s now adding the North American business, as well as responsibility in new markets in Asia and Europe. GroupM’s MediaCom, meanwhile, retained the toy maker’s business in Latin America.Hasbro’s annual media spending worldwide is estimated at $300-$350 million. In the U.S. alone last year, Hasbro spent nearly $100 million in media, according to Nielsen.

  • Publicis Groupe buys UK’s Walker Media and forms new Media Network

Publicis Groupe confirmed that it has acquired a little more than 75% of media agency Walker Media from M&C Saatchi. Saatchi will retain 24.9% of the agency. Walker, which operates in the UK, will become part of the ZenithOptimedia Group. Walker will remain a separate agency in the UK and be the “cornerstone” for what Publicis said would be a new media network that will sit within ZOG. The idea is to use ZO’s global scale to help Walker better serve clients that need planning and buying services outside the UK. The new network will be launched in 2014. It will be led by Walker chairman Phil Georgiadis. Walker clients include Marks & Spencer, Boots and KFC.

  • Serta

Media shop Initiative, part of Interpublic’s IPG Mediabrands, confirmed that it has been selected as the media agency of record by mattress manufacturer Serta after a review. Initiative’s Serta account team will be based out of the agency’s Chicago office. Serta selected Initiative to manage the overall communications strategy, investment and analytics duties for its various product lines including The Serta Perfect Sleeper and the iComfort Sleep System.The client spends an estimated $30 million annually on ads.The media incumbent was Doner, which continues as Serta’s creative agency of record.

  • National Pork Board

The National Pork Board is kicking off “21 Dias de Tradiciones Navidenas” (21 Days of Christmas Traditions) on its Spanish-language Facebook page as part of its efforts to engage with Hispanic consumers during the holidays. The promotion will run Dec. 1 through 21 and will celebrate 21 Latin American countries in 21 days and promote pork consumption to Spanish-speaking consumers. Pork is a staple in the Hispanic culture, especially during the holidays.”This is a fun and engaging way for Hispanic consumers to learn more about other Latin American countries’ pork dishes, customs and traditions,” said Jose de Jesus, director of multicultural marketing at the National Pork Board. “By sharing typical pork dishes, like tamales and pernil with family and friends, it will inspire Hispanics to try something new and creative.”

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

    • Lexus-T-Mobile

Interactive One has expanded its Latino market influence with the launch of Zona de Sabor , an entertainment news website targeting young, urban Latino Americans. Zona de Sabor serves as a Latino entertainment and news hub, joining an expanding family of Interactive One websites that are leading the category. ZonadeSabor.com is a complement to MiGente.com, Interactive One’s social media site targeting the same demographic, and serves up the hottest music, television, film, and fashion news for acculturated Latinos.”We’re thrilled to have Boost Mobile and Lexus partner with us in launching Zona de Sabor .  Together we will build stronger relationships with the Latino community by providing best in class content,” said Keith Bowen , Chief Revenue Officer of Interactive One. “Lexus recognizes the value of ensuring our readers can access our content anytime, which led them to partner with us to launch Zona de Sabor on the tablet with the goal of providing content for today’s active and on the go consumers.”

    • Quaker Oats

Quaker Oats, a division of Pepsi Co. is preparing to court younger, more diverse mothers, The New York Times reports. The  big news for the Hispanic market is that Quaker is also starting a new campaign   geared toward acculturated Hispanics who are bilingual but use Spanish as  a dominant language. Quaker Oats will be using Television and Newspapers to reach the Hispanic demographic.

    • Mondelez International

Candy and snacks giant Mondelez International will consolidate U.S. media-planning and -buying duties with Publicis Groupe’s MediaVest, while giving Aegis Group more international strategic responsibilities. MediaVest has long handled planning and buying for snack brands — which include Ritz, Oreo, and Wheat Thins — as well as TV and print buying for gum and candy brands, including Trident and Stride. The shop will now assume planning for the gum and candy brands, as well as digital buying. That work had previously been with Horizon Media, which is being cut from the Mondelez roster as the company wants to consolidate its U.S. business with MediaVestThe Mondelez brands spent nearly $245 million on measured media in 2011 in the U.S., according to Kantar Media. The change comes after a lengthy global review that was launched late last year as the marketer began operations as a standalone company after Kraft Foods  split in two on Oct. 1. The other company is Kraft Foods Group, which markets North American grocery brands such as Oscar Mayer and Planters. Its media duties are handled by MediaVest sibling agency Starcom.

 

    • K. Fernandez & Associates – The Rio Grande Valley

K. Fernandez & Associates is opening an office in Brownsville, Texas.  Based in San Antonio, the agency is coming to Brownville,  with a new focus on the Rio Grande Valley market. The opportunity presented itself when one of the agency’s team members, Wanda Reyes-Rice, relocated to the Valley. One of the agency’s clients, Germania Insurance, is active in the Valley largely thanks to the guidance of Fernandez & Associates  which represents the insurer in 100 markets around Texas. The firm also has signed up a new client, Buffalo Wings Rings, on Ohio-based franchise that has opened locations in Edinburg, McAllen and Weslaco. Fernandez Parker sees plenty of opportunity in the Valley in light of significant growth happening here, partly thanks to the migration of affluent Mexican nationals getting away from the threat of violence at home. Many of those migrating to McAllen are from Monterrey, while Tampico supplies most of the Mexican nationals moving to Brownsville, Fernandez Parker said. An example is The Scooter Store, which hired Fernandez & Associates to advertise its mobility products to Hispanic consumers.

 

    • Pfizer

Pfizer, inc. will pay $1 million to Oregon and run advertising nationally to correct prior ad campaigns that allegedly misrepresented risks and benefits of products. The new settlement, filed in Marion County Circuit Court, concerns ads for EpiPen, the company’s injectable form of epinephrine, and Zmax, an antiobiotic.In May, the federal Food and Drug administration issued a warning letter saying an ad called “Max’s Birthday Party” had downplayed the “serious risks” of EpiPen. The ad was issued by a firm called Mylan Specialty, L.P. on behalf of Pfizer. The FDA called for corrective advertising. In June the FDA issued a similar warning over an ad for Zmax, known also as zithromax. Pfizer agreed to the Oregon settlement after the state Department of Justice accused it of violating previous agreements with the state, in which the company agreed to not make misleading claims.In the last 12 months, the state has recovered more than $16.5 million in consumer protection settlements from drug and medical product companies.

 

    •  Zumba

The company behind the popular dance-workout classes recently released a music video on Vevo for a song called “Zumba.” It’s part of a strategy that the company’s CEO Alberto Perlman says he hopes will see Zumba transform from a fitness brand into a broader entertainment and media platform.While Zumba has previously made dance videos for songs used in its classes, the new video uses a track released this past April by Latin pop artist Don Omar that doubles as a promotional tool, dropping the name of the brand several times throughout. It ties into Zumba’s video fitness game on Xbox and Nintendo Wii as well.When the company began via informercials in 2001, it couldn’t have foreseen evolving into a more sophisticated marketer, something that’s happening now as a result of cult following and its explosion into a giant branded empire (as Ad Age reported earlier this year, when reporter Alexandra Bruell took a class with the company’s chief marketer.)In the past six years it has expanded its marketing budget to more than $50 million from just $2 million. Zumba reports more than 14 million weekly class participants in over 140,000 locations across more than 150 countries. That scale has allowed Zumba to begin explore revenue opportunities beyond its fitness classes, including DVDs, apparel a The new music video is entirely in Spanish, so is this a play to bring more Hispanic consumers to classes? Not necessarily. But Mr. Perlman said he’s conscious of not just marketing to English speakers, one reason Zumba classes play songs in various languages. Zumba now has writers and producers in Brazil working on new songs in Portuguese. Others are creating tracks in Hindi based on Bollywood rhythms.

    • Hershey

The Hershey Company is launching a global agency review for all media planning and buying, the confectionery marketer announced. According to the company, the agency review will be by invitation only, and all incumbent agencies will be a part of the review process. OMD is the U.S. incumbent. The company spent an estimated $450 million on ads in the U.S. in 2011, according to Kantar Media. Global spending was not immediately available.Late last year, company CEO John Bilbrey said Hershey plans to increase global ad spend by a low double-digit percentage in 2012, partly to support new campaigns for Jolly Rancher and Rolo as well as the new Hershey’s Simple Pleasures, which the company says has 30% less fat than some milk chocolate products. Hershey said it expects to complete the review by next summer. The review includes all paid media, including TV, print, digital and Hispanic for the U.S. business — the company’s largest — as well as Hershey’s growing global businesses. This includes the company’s key growth markets of China, Mexico, India and Brazil.

 

    • LatinWorks – Target

Target Corp., which has been seeking a way to pursue Hispanic customers through a combination of English and Spanish advertising, said it has named LatinWorks of Austin, Texas, to handle the job. Until recently Target worked with California-based Grupo Gallegos, also an Hispanic ad agency, Target awarded its U.S. Hispanic account to LatinWorks after a three-month review that also included sibling Omnicom Group shop Dieste.

 

    • H-E-B

H-E-B is introducing new components of its Healthy at H-E-B initiative to help customers eat and live healthier in 2013. The new features include a nutrition labeling system and a weekly newsletter filled with healthy tips, recipes and coupons. The Healthy at H-E-B is a comprehensive, long-term commitment to improve the health of Texans and provide them with fresh, healthy food that is affordable and easy to prepare.H-E-B will introduce its health initiatives to customers with a “Total Store Event” from Jan. 2 through 15 that will be packed with cooking and fitness demonstrations and free health screenings during H-E-B’s Second Saturday event on Jan. 12 from 9 a.m. – 2 p.m. H-E-B first launched Healthy at H-E-B for its employees in 2004, and in 2012 expanded the initiative to customers in an effort to address Texas’ growing health and obesity crisis. The initiative includes special offers on healthy food, fitness groups, events and competitions organized around the three critical pillars of health — food, body and life. H-E-B will also continue to sponsor and encourage participation in community fitness events.

 

    • National Pork Board

National Pork Board travels to Texas this week, where more than one of every three residents is of Hispanic descent, to explore opportunities to market more pork to the growing Hispanic population in the United States. The board will meet in San Antonio Jan. 7-9, also conferring with Texas pork production leaders and with Texas and national experts in foreign animal diseases. The Texas meeting continues the board’s tradition of visiting a pork-producing state during January. The board met last year in Illinois and has met previously with state pork leaders in California, North Carolina, Oklahoma and Ohio. “We have successfully focused Pork Checkoff marketing programs on the Hispanic market for a number of years,” Nelson says, “because we know pork historically is an important part of the Hispanic diet. But as the population continues to grow in this country, we need to better understand what we can do to assure that pork continues to satisfy the needs of customers of Hispanic origin.”Board members have invited Ernest Bromley, chief executive officer of Bromley Communications, the nation’s largest Hispanic advertising agency, to discuss marketing trends. Board members also will meet with Dan Marshall, business development director for H-E-B, a major food retailer in the Southwest, review Pork Checkoff marketing programs and tour the Culinary Institute of America in San Antonio.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF  CORPORATE MARKETERS AND MEDIA BUYERS!

For detailed contact information on Hispanic Corporate Marketers  at these companies and the decision makers at their Advertising  Agencies, get access to Portada’s Interactive Directory of Corporate Marketers  and Agencies targeting Hispanics of more than 3,000 Leading  Agency and Marketing/Advertising Directors who are targeting Hispanics.  (Downloadable into an Excel Spreadsheet for seamless integration into your own  database!).

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Read more: https://www.portada-online.com/2012/12/17/sales-leads-prezi-walmart-dr-pepper-mundofox/#ixzz2HKQLTOY9