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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.

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

For prior Sales Leads editions, click here. 

  • Telemundo & NBC Universo

Publicis Groupe-owned Spark Foundry has been appointed Agency of Record for NBC’s Universal’s Telemundo and NBC Universo following a formal review. Horizon Media was the incumbent for 11 years.Spark Foundry will handle strategic planning, activation and analytics responsibilities across all communications channels for both networks. The account will be handled out of Spark Foundry NYC office and will be led by Stephen Paez, senior VP, multicultural lead. In addition, Spark Foundry will be responsible for promoting Telemundo’s telenovela, super series, and reality programming formats. The shop will handle similar chores for NBC Universo.

 

  • Avocados from Mexico

Avocados from Mexico has placed its creative advertising business in review, according to Adweek. Avocados From Mexico media agency Havas Media will not be affected by this review.Avocados from Mexico spends US$20 million on paid media last year and US$12.6 million during the first 9 months of 2017, according to Kantar Media.

 

 

 

 

  • Toyota Motor North America

Toyota is returning to the 2018 Super Bowl like never before. For the first time in the company’s history, Toyota will have three primetime commercials from two different campaigns leading the first quarter, post-halftime and fourth quarter. Two spots will air from its first-ever global campaign, “Start Your Impossible,” which communicates the company’s shift to a mobility company and aims to inspire consumers to take their first step to unleash their potential. The third spot will air from its domestic U.S., longtime campaign “Let’s Go Places,” empowering viewers to see what they’re capable of when unity is embraced.View the :60-second “Good Odds” and “Mobility Anthem” :30-second spot  or full-length version from Toyota’s “Start Your Impossible” Campaign or visit YouTube.com/Toyota. Toyota’s “One Team” spot from the “Let’s Go Places” campaign will first premiere the morning of Saturday, February 3.

 

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!

  • Ford 

Global auto giant Ford is said to be reviewing its future marketing plans and evaluating its relationship with agency holding company WPP, Ad Age reports. WPP’s dedicated unit Global Team Blue handles most of the automaker’s global advertising. Ad Age interviewed new Ford Motor global chief marketing officer Kumar Galhotra, who says he wants the brand to build up its trust with the consumer. It is still uncertain whether WPP will remain as Ford’s agency or the firm is planning to work with other agency holding companies.

 

 

 

  • Goya Foods

Goya Foods, America’s largest Hispanic-owned food company, launches its Real-Life Chefs Sweepstakes for a chance to win a five-day chef boot camp experience at The Culinary Institute of America (CIA) in Napa Valley, California.Two grand prize winners, each with a guest, will receive a seven-day/six-night trip, including five days of boot camp cooking classes with professional chef instructors at the CIA, round-trip travel, hotel accommodations, a dinner for two at a CIA restaurant, an official CIA chef’s uniform, a chef’s kitchen tools and knives kit and $1,000 to cover additional costs, all provided by Goya Foods. In addition, Goya will roll out a series of 24 short cooking videos featuring tips, tricks and hacks, and delicious recipe ideas, from professional chefs at the CIA.Users must visit goya.com/procheftips from January 22 through March 31, 2018. Founded in 1936, Goya Foods, Inc. is America’s largest Hispanic-owned food company, and has established itself as the leader in Latin American food and condiments. Goya manufactures, packages, and distributes over 2,500 high-quality food products from Spain, the Caribbean Islands, Mexico, Central and South America. Goya products have their roots in the culinary traditions of Hispanic communities around the world.

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

What: NBC UNIVERSO has acquired from AMC the exclusive television rights to air the hit apocalyptic series “The Walking Dead” in Spanish in the United States.
Why it matters: The Walking Dead is television’s #1 Series Among Adults 18-49.This will mark the first time the series will air in Spanish on U.S. television and other platforms.

 

237654LOGO descarga (1)NBC UNIVERSO, the entertainment and sports cable channel for Latinos, has announced it has acquired from AMC the exclusive television rights to air the hit apocalyptic series “The Walking Dead” in Spanish in the United States. This will mark the first time the series will air in Spanish on U.S. television and other platforms*.

“The Walking Dead” has been television’s highest-rated series among adults 18-49 for the past three years. NBC UNIVERSO will begin airing episodes from seasons one through three dubbed in Spanish beginning in early 2016.

In addition to enjoying the episodes on TV, subscribers of NBC UNIVERSO on participating cable, satellite, and telco services also will be able to view episodes of “The Walking Dead” on Video on Demand, as well as on nbcuniverso.com and the NBC UNIVERSO NOW app by entering the subscriber’s log-in information.

descarga (2)“The Walking Dead” will be one of several new compelling entertainment options for NBC UNIVERSO viewers. Additional programming NBC UNIVERSO will be debuting soon include the hit series “Prison Break”, which will premiere on Tue., Oct. 20 at 10pm ET/PT; and the highly popular, award-winning animated series “South Park”, which will premiere on Mon., Oct. 26 at 10pm ET/PT.

“Very few series in television history have so thoroughly captivated young adult audiences like ‘The Walking Dead.’ It has been a blockbuster mainstream hit, and there’s a tremendous appetite for Latinos to fully enjoy this series in Spanish for the very first time in the U.S.,” said Ruben Mendiola, President, NBC UNIVERSO. “Adding ‘The Walking Dead’ to our primetime programming lineup is a clear demonstration of our commitment to bringing the most provocative and best-quality entertainment to U.S. Hispanics in Spanish.”

NBC UNIVERSO is currently available to 40 million households across the U.S. The network is telecast in HD nationwide on DirecTV; Western U.S. markets served by Comcast Xfinity TV; throughout Bright House Networks’ cable television footprint; and select Cox Communications markets.

Currently in its sixth season on AMC, new episodes of “The Walking Dead” air (in English) on Sundays at 9:00pm ET/PT.

 

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

(Looking for your next Career move? Check out Portada’s new Career Board!)

For prior Changing Places editions, click here.

descargaFred Medina, executive VP and managing director of BBC Worldwide for Latin America and the US Hispanic market for the last three-and-a-half years, is to quit his position on 1 July.During his time at BBC Worlwide, Medina was in charge of all the business areas in the region, including channels, content sales, digital platforms, formats and co-productions, leading the company across Latin America and the US Hispanic market from Miami.”I’m honoured to have led the reorganisation process of BBC Worldwide Latin America, which has consolidated different business in the region and brought content to million homes through several platforms,” stated Medina. “But now is time to look for new professional challenges.” “Fred established and led a team which reverted our business in Latin America,” added Paul Dempsy, BBC Worldwide’s president for global markets. “He helped BBC’s brand to grow and created a solid base for the company’s future.”

H2jv8m_d_400x400descargaUnivision Communications Inc. has appointed Mark Lopez executive vice president and general manager, Univision Digital, effective May 1. He will be based in Miami and report to Isaac Lee, president of news and digital for UCI and CEO of Fusion.In his new role, Lopez will lead business responsibilities for Univision Digital across platforms, working closely with Univision’s established sales, product, technology, and content teams. He will also be responsible for ensuring that Univision continues to be a profitable digital business and develops new sources of revenue and innovative multiplatform experiences and opportunities, including entering the native advertising market, expected to grow substanciaally in 2015.Read more.

GlobalHue LogoGlobalHue,a full service integrated marketing agency, has announced the hiring of Chris Surrey, as Executive Creative Director, as well as Creative Directors Mallie Mickens and Phillip Shung.In previous roles, Surrey, Mickens and Shung were associated with GlobalHue for different initiatives for several clients, making the transition to full-time employees organic and fluid. Surrey will lead the agency creative team. He previously work for brands like Domino’s, Ford and Chevrolet. Mickens and Shung are both well-known art directors. They have worked for various global brands, including Adidas and Sony Music. The creative team joins the agency from Pixod Interactive Studio.They have previously  worked in brands like Chevrolet, Cadillac, Intel and American Express in traditional and digital capabilities.

Carmen_Moras-e1429253031285-210x300ZGS Communications has appointed Carmen Moras General Manager of holaciudad.com. Moras will report to Ronald J. Gordon, CEO of ZGS Communications, beginning Monday, April 20.Moras began her career as an advertising sales operator at the Pan-American Sports Network in Miami. She then moved on to E! Entertainment Television Latin America and most recently served as the digital manager for Terra Networks in Miami.

descarga (1)Tim Scott, international CEO and president of the McGarryBowen’s Chicago office, is leaving the agency. Mr. Scott’s departure is the second leadership change in under a month for McGarryBowen, after Simon Pearce ,president and chief client officer, departure. Scott started at McGarryBowen as managing director in 2009, two years after McGarryBowen opened the Chicago office.McGarryBowen said it will begin a search for a new Chicago president with the added title of chief client officer. Laurel Flatt, who has been group managing director on accounts like Disney, will be interim general manager of the Chicago office while the agency looks for a new leader.

50j4fZvh_reasonably_smallChris Zarkowski has been promoted to the newly created position of senior VP, Hispanic Group advertising sales at NBC Universo cable network. He will report to Mike Rosen, executive VP, advertising sales, News and Hispanic Groups, NBCUniversal. Czarkowski was previously VP, Entertainment Advertising Sales Group, where he oversaw cross-platform and branded entertainment opportunities for NBC, USA and Syfy networks. Prior to joining NBCU in 2008, he served in a variety of sales roles at Discovery, Turner Broadcasting and Eurosport.
Harish Peri has been named senior VP of product marketing overseeing ratings and planning products at Nielsen. Peri will be based in New York and report to Megan Clarken, executive VP, global product leadership, and Marcy Shinder, chief marketing officer. Peri was most recently senior director of product marketing and solutions at Salesforce.com. Prior to that, he held assorted roles at Blackrock and at UBS.

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Lots of news on the Sports Marketing side with yesterday’s Super Bowl match ads, NBC Universo launching, WPP betting big on Sports Marketing Firm Sports Capital and beinSports taking U.S. ad sales in-house.

Super Bowl Ads: Nationwide gets most Social Media Buzz, but predominantly negative…

superbowlNationwide Insurance dominated Social Media mentions  about yesterday broadcasted Superbowl ads, although those mentions were not necessarily positive, AdAge reports. Nationwide was followed in “social media buzz” by Budweiser. The beer brand  commanded the second-highest interactions, with 48% of them positive. Coca-Cola, Fiat, Doritos and Skittles rounded out the top six most-tweeted brands, according to online Analytics company Amobee.

 

NBC Universo debuts with the Super Bowl but wont be dedicated exclusively to Sports

Kate PerryTalking about the Super Bowl, NBC Universo, the just rebranded former Mun2, debuted yesterday as the home of the exclusive Spanish-language telecast of Super Bowl XLIX. The network offered comprehensive football coverage and nine consecutive hours of exciting football action and related entertainment on TV to viewers, which Included Behind-The-Scenes Footage and an Exclusive Interview with Global Superstar & Super Bowl XLIX Halftime Performer Katy Perry. There was much speculation during 2014 on whether NBC Universo would be exclusively devoted to sports. That will not be the case as NBC Universo defines itself as a “modern general entertainment channel for Latinos”.

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beIN Sports takes Ad Sales in-house

beIn Sports, the global network of sports channels jointly owned and operated by Qatari Sports Investments, is taking its U.S. advertising sales effort in-house. In late 2013 beIn Sports announced a partnership with media placement firm IMS to sell national TV advertising and sponsorship packages for beIN Sports, beIN Sports en Español and TV Everywhere platform  beIN Sports Play. The effort was led by Cesar Ruiz, who know transitions to be directly part of beIn Sports.
beIN SPORT has the exclusive U.S. broadcasting rights for Spain’s La Liga BBVA, Italy’s Serie A as well as the 2015 Copa America, among other properties.

WPP’s big bet on Sports Marketing

Sports Marketing

Advertising conglomerate WPP recently led a US $250 Million Investment Round in SportsMarketing Start-Up: Bruin Sports Capital a media, sports and marketing firm founded by the former president of IMG Sports and Entertainment George Pyne. WPP founder Martin Sorrell said he was attracted to the investment because it gave his clients access to ‘‘high-value’’ media and sponsorship opportunities.  He added that “WPP’s investment in sports and sports content through Bruin Sports Capital is an important part of its strategy, as it impacts new markets, new media, data investment management and the application of technology and horizontality.”

MORE ON SPORTS MARKETING

2014 Hispanic Sports Marketing Survey (Premium Content)

 

 

The range of Hispanic content, in Spanish and English, continues to expand. But we could do more and differently, many say.

TelemundoAdvertisers, Save the Date for Upfronts

For the Upfront 2015 season, Telemundo and NBC Universo will come out of the gate together with their presentations, on May 12. With all the emphasis in the media on the growth in number and buying power of U.S. Hispanics, will this be a hot one?

univisionUnivision Not on Republican Debate List

On the other hand, the Republican presidential candidate debates will not air on Univision, according to <i>Latin Times</i>. Not surprisingly, the folks at Univision think this is a big mistake. Spokesman José Zamora told the publication, “There is a very simple political reality — Hispanics will decide the 2016 presidential election. No one can match Univision’s reach and ability to inform, provide access and empower Hispanic America. Anyone who wants to reach and engage Hispanics will have to do it through Univision.”

BTW, our friends at Telemundo tell us that they will air these debates.

On the other hand, chairman Reince Priebus told BuzzFeed, “It’s highly questionable whether we’re treated fairly on Univision. You can fight all day long with people, not to say that that wouldn’t continue, but at the same time you still have to get your message out.”

La comunidad rebrands to English

Miami-based la comunidad, recently acquired by SapientNitro, announced it will now be known as “the community”, a move it says better reflects the cultural landscape.According to its press release, “Translating our name to ‘the community’ reinforces our emphasis on culture and not just language or ethnicity,” said Joaquin Mollá, co-founder and Chief Creative Officer of the community. “The community is a more accurate reflection of the world we live in today, where cultural distinctions are much less rigid and identity is more fluid than ever.”

flamaUnivision Expands Flama Deal with Hulu

Hulu will add more offerings from Flama to its free and paid platforms. It will carry episodes of beachboy lifeguard comedy Saving Lives, plus all episodes of Taking on America, Drop the Mic with Becky G, Chachi’s Dance to Uforia and The Bodega. Univision launched the digital video network in 2013 to reach Hispennials.

 

pongaloGlobal Spanish Video Streams

Latin Everywhere, the global, Spanish-language entertainment company, launched a new video content service called Pongalo. According to Deadline Hollywood, Pongalo launched in beta with selections of programming from Venezuelan broadcaster RCTV and Colombia’s Caracol, for a total of 500,000 hours of available video content. Streaming video on websites and within apps is powered by Inmoo, a tech company acquired by Latin Everywhere. New content from Latin Everywhere’s assets and from third-party creators will be added weekly.

 

Who’s Won Oscar?

For you movie maniacs, ahead of the 2015 Oscars, Latin Post runs down the history of Oscar nominations and wins for Cubans, Puerto Ricans and Hispanic Americans.

Eva Longoria: We Need a Richer Picture

During the National Association of Television Program Executives (NATPE) conference, Eva Longoria spoke about the continuing need for diversity in U.S. TV programming, while also pointing up the increasingly complex identities of Hispanics in America. Longoria is head of the UnbeliEVAble Entertainment production company and is producing and starring in a new show, Telenovela,for NBC. It’s about a telenovela star who doesn’t speak Spanish. Speaking on the NATPE panel titled “Sharpening the focus: How U.S. networks are engaging the Hispanic audience,” she said it’s important to have not only Latino characters but also Latino writers who can provide a richer picture of Hispanics.

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