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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.

 

 

  • NBCUniversal Entertainment

NBCUniversal Entertainment, the Entertainment arm of NBCUniversal, has appointed Publicis Media’s Spark Foundry as its´new media planning and buyinga AOR following a competitive review. The business that changed hands with this decision amounts to approximately one-tenth of the company’s total portfolio, and NBC may be taking an unspecified portion of the work in-house, Adweek reports.Incumbent WPP’s Essence, which defended the business, will continue to manage the majority of NBCUniversal’s ad buying business, including its broadcast, cable, digital, film, ad sales and owned stations divisions.NBCUniversal spends more than US$1 billion in paid media across its divisions in the U.S. each year, and Kantar Media’s most recent numbers have NBC Media’s total at approximately US$233 million for 2017.

 

 

  • eSalon

Customized color brand eSalon announced the launch of a fully personalized client experience in Spanish. With this new Spanish-language site, eSalon gains the ability to reach an entirely new demographic of potential clients who are typically underserved by English-speaking direct-to-consumer brands in the US market.Localization will open the doors to more customer acquisition and engagement with the Hispanic population. The push includes a new website (eSalonEnEspanol.com, which can also be found through a toggle on the English site, eSalon.com), targeted emails and on-bottle instructions and videos personalized for the U.S. Hispanic market (meaning product copy and tutorials are not direct translations from its English site). The directive came from eSalon CEO and co-founder Francisco Gimenez, who is interested in growing eSalon’s Latino population. eSalon has shipped 6 million orders.

 

 

  • Toyota

Toyota RAV4 is finally getting a flagship status for brand that includes a new advertising campaign. The completely redesigned 2019 RAV4, the best-selling SUV in the U.S. that accounts for about 20 percent of Toyota’s overall sales in the U.S. market, is the subject of a fresh and relevant new advertising campaign.Toyota’s new campaign for RAV4 has an adventurous edge.One of the main points of the new RAV4 advertising campaign, titled “What if?,” is to give the nameplate a bit of a daring, almost off-the-grid sort of edge. Toyota also is targeting multicultural audiences with the new RAV4 campaign, given that they account for 38 percent of U.S. sales of the nameplate. Specific ads are aimed at Hispanic car buyers (in Spanish) and Asian-Americans, a group of whom enjoy using RAV4 as the platform for a tech-based fishing expedition. The new campaign followed hot on the heels of a Super Bowl TV ad for RAV4 that featured its new hybrid version.

 

2019 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.

 

  • McDonald’s

McDonald’s is unveiling “Black & Positively Golden,” an effort so broad it isn’t calling it a campaign but rather “a campaign movement.” The newest ads are the kickoff of the biggest overhaul to the restaurant chain’s African-American marketing in 16 years, according to Adage. Black & Positively Golden, which is focused on education, empowerment and entrepreneurship, replaces the 365Black platform that McDonald’s began using in 2003.It includes a 60-second spot, radio and social media push through the new Instagram channel, @wearegolden and print ads that will run in publications.McDonald’s is seeking to build brand devotion among multicultural customers. Last year,the fast-food chain expanded its Hacer scholarship program for Hispanic students to 30 winners from five.

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.

  • Verizon

Verizon premieres two Spanish language commercials for the first time ever. Two Spanish language ads without subtitles will run during Sunday night’s Academy Awards – a first ever for the broadcast. The spots are part of the launch of a new creative approach from Verizon that highlights real customers and their stories about why they chose Verizon. The stories are as diverse as Verizon’s customers and reflect on how Verizon’s technology enables people businesses and society to innovate and make positive change.   The Spanish ad spots feature Hispanic-American customers who stay connected to their families – during life moments both big and small – through Verizon’s network. This will mark the first time Verizon will air a Spanish language ad spot in prime-time television. These are two of the six spots Verizon will air Sunday night to launch the new creative:Susana and Randy – Randy is an emergency first responder and although he is away from home a lot, he stays connected with his wife and four kids and never misses a “buenas noches” video call.Maria – With family members all over the country – and in Mexico – it is important for Maria to be able to connect with them to share important moments in life from dance competitions to new haircuts.

 

 

  • NBCUniversal Entertainment

NBCUniversal Entertainment, the Entertainment division of NBCUniversal, has placed its media business in review. Incumbent GroupM´s Essence, which won the account in 2017, will defend. WPP’s Maxus had been NBC’s media agency of record since winning a 2011 review that followed Comcast’s acquisition of the cable giant and a subsequent 2014 pitch for the digital portion of the business.

 

 

  • Buchanan’s

Buchanan’s Blended Scotch Whisky is proud to announce the release of BUCHANAN’S DeLuxe Blended Scotch Whisky x J Balvin Limited Edition Design. The custom design of the award-winning 12-year-old blend was created by global Latin music artist J Balvin, who has partnered with the brand for its Es Nuestro Momento campaign since 2016. The exclusive release marks the brand’s first-ever product collaboration and represents its commitment to celebrating the greatness of the Latin community.Through the J Balvin limited edition design, the brand toasts the impact of Latin culture on art, music, fashion and beyond, and all those leaving their mark on the world.During the multi-year partnership, the brand and J Balvin have worked to bring the Es Nuestro Momento spirit to life. Together, they have celebrated rising music talent, giving producers and creators a chance to feature J Balvin on a track. BUCHANAN’s Blended Scotch Whisky has also sponsored Balvin’s last two U.S. tours, encouraging fans of legal drinking age to “leave their mark” at the brand’s Casa Buchanan’s tour experience. Most recently, they have spotlighted artistic talent with a national pack design contest.

 

  • Keurig Dr Pepper

Keurig Dr Pepper, a leading producer and distributer of hot and cold beverages to satisfy every consumer need, has appointed Initiative as media agency of record for the U.S. and Canada, according to Adweek. Spark Foundry was incumbent on the business.

 

2019 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.

 

  • Café La Llave

Gaviña & Sons,Inc. makers of the popular Latin-style espresso Café La Llave, and a wide variety of other family-crafted coffees, announced the launch of Café La Llave espresso capsules, compatible with Nespresso® OriginalLine machines. The new line comes in 10-count packs (SRP $5.99) and is available on Amazon.com, with plans to roll out across South Florida supermarkets later this year.Café La Llave has an authentic coffee legacy, which dates back almost 150 years to the Gaviña family’s humble beginnings in the rich coffee-bearing soil of Cuba. Today, it is one of the few Hispanic-owned coffee brands in the U.S., and is still made by the same family who created it 47 years ago.As part of Café La Llave’s espresso capsule launch, the company has enlisted celebrity chef Ana Quincoces to serve as brand ambassador during its first-ever appearance at the star-studded South Beach Wine and Food Festival (SOBEWFF), which draws foodies from all over the country and takes place in Miami from February 20-24. F. Gaviña & Sons, Inc. will be rolling out a variety of other Nespresso® Compatible capsule coffees this year, including several varieties for their Don Francisco’s Coffee flagship brand. All F. Gaviña & Sons, Inc. coffees are blended, roasted and packed in the U.S., right from the company’s state-of-the art facility in Vernon, California. The company also has distribution centers in Florida.

 

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