Tag

Nestle

Browsing

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

For prior Sales Leads LatAm editions, click here.

  • Nestlé

Nestlé announced the global launch of a new range of Starbucks products to enjoy at home. Consumers can now enjoy a line of 24 Starbucks-branded coffee products from Nestlé, including whole bean and roast as well as the first-ever Starbucks capsules for Nestlé’s Nespresso and Nescafe Dolce Gusto systems.This is the first product launch since the two companies formally joined forces in August last year and created a global coffee alliance.Nestlé will start rolling out products in several markets across Asia, Europe, Latin America, the Middle East and the U.S.Through the global coffee alliance, Nestlé has the perpetual rights to market Starbucks Consumer Packaged Goods and Foodservice coffee and tea products around the world, outside of Starbucks coffee houses and excluding Ready-to-Drink products.The agreement will consolidate Nestlé’s leading position in the global coffee business while significantly strengthening Nestlé’s coffee portfolio in North America.

  • Falabella Group

Falabella Corporate Services, part of retail giant S.A.C.I. Falabella, South America‘s largest integrated retailer partners with ThoughtWorks India, a global software consultancy to fast track the e-commerce platform of the Falabella Group. The strategic partnership will give Falabella competitive advantages of customized, scalable and a secure platform that will integrate with its existing systems.In line with the Group’s aspirations of being a formidable digital commerce player in the countries it serves – Chile, Peru, Colombia, Argentina, Brazil, Uruguay and Mexico, Falabella Corporate Services India will drive data driven and personalized customer shopping experience through ThoughtWorks digital platform strategy. Founded in 1889, Falabella is one of Latin America‘s leading online and offline retail platforms. Falabella has over 496 stores across 7 countries comprising retail shopping centers, travel, insurance and consumer credit.

  • inCruises International

In 2016, inCruises International, the world’s largest cruise membership club, embarked on unprecedented global expansion, a move designed to provide more people around the world with the opportunity to travel affordably and profitably.This month, two new countries in Latin America have been added to the company’s portfolio: Argentina and Peru.The announcement means that people in Argentina and Peru with entrepreneurial ambitions can join Independent Representatives across the globe who earn income by selling inCruises exclusive Cruise Membership Club.Adding Argentina and Peru is expected to bolster the region’s economy through business opportunities and increased cruise tourism. Since launching its flagship membership in 2015, inCruises International has grown to become the premier cruise membership club with Members and Partners in over 178 countries all over the world.

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

  • Rituals

Body and home cosmetics beauty house Rituals has opened its first store in Americas travel retail at London Supply’s Puerto Iguazu border duty free complex.The opening is in partnership with Essence Corp, which has travel retail distribution rights for the brand in the USA, Canada, Latin America and Caribbean.The opening marks the first time that Rituals is able to showcase its lifestyle brand credentials spanning numerous categories to travel retail shoppers in the Americas.

 

  • Shell 

Oil giant Shell invested in German manufacturer Sonnen last May. Now the oil company wants to fully acquire the business, subject to Germany’s monopoly authorities. Sonnen said it hopes the deal will accelerate its growth by expanding its market reach and capacity.In recent months, sonnen has positioned itself well in the U.S. and Australia and the firm aims to expand into Africa, Latin America and Asia.Shell offers a global presence and had supported sonnen in auditing battery cell manufacturing. Purchasing conditions for battery cells would also be expected to improve for sonnen with a strong partner such as Shell.

 

 

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 Career Board!)

 

Nestlé has named Pablo Wiechers as Market Head Latin Caribbean, based in the Dominican Republic, previously Wiechers worked as North America Regional Manager at Nestlé.

 

 

 

 

MetLife announced the hiring of Federico Acuña as chief marketing officer for Latin America. In this role, the Argentinian executive will lead and implement the marketing strategy for the region.

 

 

 

 

Sandra Montes is the new marketing director of OLX Brazil. Prior to this, she held the role of CMO at Electrolux for four years.

 

 

 

 

 

Vertical3 Media has launched Vertical3 Travel, a boutique agency dedicated to boost growth of the Miami Hospitality and Travel Business. Vertical3 Travel will be led by Juan José Núñez, founder & CEO of Vertical3 Media. 

 

 

 

 

 

 

Human resources company Adecco has named Jesús Cubero marketing communications director. Cubero is replacing  Margarita Álvarez, who left the company.

 

 

 

 

Epson has apointed Sebastián Rial as their new regional director for Argentina, Chile and Peru. Rial will lead the commercial strategy for the south region.

 

 

 

 

 

Epson Colombia has hired Alexandra Gaitán Lozano as marketing communications director for Colombia, Ecuador and the Caribbean.

 

 

 

 

 

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.

For prior Sales Leads editions, click here. 

  • Hilton

Hilton has appointed WPP’s MediaCom as its media agency of record for Global cross-channel planning and traditional media buying following a review. Publicis Media’s Digitas was the incumbent.Hilton will continue working with iProspect, its digital agency of record.With more than 5,300 hotels in 106 countries and territories, Hilton spent US$60.4 million on measured media in the U.S., according to Kantar Media. Hilton’s global media spend stands at US$90 million.

 

 

  • Nestlé

Nestlé has concluded its´ U.S. creative agency review, for some of its´brands, that began last April. WPP and Publicis Groupe are the big winners in the review, while IPG has expanded its relationship with the company. Grey, J. Walter Thompson, Casanova//McCann and Publicis each won new business in the recently-concluded review.The review primarily concerned frozen meals, prepared foods, coffee and ice cream, with multiple brands up for review.Grey won agency of record duties on the Fit Kitchen, Outshine, Lean Cuisine and Haagen Dazs lines. JWT kept the Stouffer’s business and won creative AOR work for Buitoni pasta moving forward, sources said. Publicis consolidated its frozen pizza brands (DiGiorno’s, Tombstone, Jack’s and California Pizza Kitchen) and assigned lead duties on Coffee-Mate to the group, according to multiple parties. McCann’s Hispanic network Casanova//McCann expanded its responsibilities on Nescafé, Nesquik and other unspecified product lines. The review did not affect Nestlé’s relationships with other agencies like WPP´s GroupM, which handles Nestle’s U.S. media account since 2013. Nestlé spent around US$619 million on paid media across its brand portfolio in 2017, according to Kantar Media.

 

  • Florida Blue

Florida Blue’s internal agency Guidewell Connect has selected full-service marketing firm Pinta for Hispanic Advertising on Florida Blue account. The agency will handle  creative work across television, radio, print, outdoor, online and community outreach. Part of the Blue Cross and Blue Shield Association, Florida Blue offers affordable health insurance to Individuals, Businesses, and Medicare Individuals.

 

 

 

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.

  • Airbnb

Last year, Airbnb partnered with the NAACP to help encourage more people of color to list their properties on the site and hoping to benefit not only African-American and Hispanic property owners, but also nearby businesses given, according to Airbnb. However, guest spending  is much greater in predominantly white neighborhoods compared to black or Hispanic neighborhoods, MarketWatch has reported.“When we focus on the predominantly white areas, the estimates suggest that there is a 4% employment increase in the service industry in response to a 2% increase in Airbnb activity. In contrast, our estimates suggest that in predominantly black or Hispanic areas, despite Airbnb activity, guests aren’t going to restaurants at the significant level that would cause them to hire more employees,” according to a study  by Purdue University Krannert School of Management professor Mohammad Saifur Rahman and Ph.D. student Mohammed Alyakoob.

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.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • NestleWatersNANestle Waters North America and WWE presented a joint campaign to encourage consumers to live a healthy lifestyle and “choose water.” Additionally to the campaign, WWE and Nestle will release custom, co-branded, digital videos, featuring WWE Superstars Charlotte Flai®, Natalya, The New Day, Sin Cara and Titus O’Neil.
  • AXS TV will carry New Japan Pro Wrestling’s G1 Special in San Francisco on July 7 at 8p. “As New Japan Pro Wrestling continues their U.S. expansion, we are proud to provide a platform for NJPW and TV Asahi to bring their electrifying events to as many fans as possible through our live, primetime broadcasts,” said AXS TV Fights CEO Andrew Simon.
  • AirAsia made a deal with UFC, as a sponsor of UFC Fight Night Singapore, which meets Cowboy vs. Edwards on June 23. This will be the first UFC-branded AirAsia Airbus A330-300. “This exemplary partnership between UFC and AirAsia is a testament to the passion behind these two inspiring brands,” stated UFC Vice President, International Marketing Partnerships, Rene Valencia. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

Subscribe to Portada daily Sports Marketing Updates!

  • Turtle Beach announced a new multi-year partnership to outfit esports Overwatch League, the Houston Outlaws. The team will use Turtle Beach’s Elite gear during training, streams, and practice, and the two organizations will collaborate to bring Outlaws fans closer to the pro players with behind the scenes content and activations. According to a 2014 Think Now Research study Hispanics are nearly twice as likely to buy and wear video game branded apparel.
  • WWEWWE and Mexico’s newest national broadcast television network, Imagen Television, made a new agreement to broadcast WWE’s flagship programs Raw and SmackDown on free-to-air television in Mexico.
  • Van Wagner Sports & Entertainment (VWSE) and Jersey Mike’s Subs announced the title sponsorship of the 2018 Jersey Mike’s Jamaica Classic, an annual pre-season college basketball tournament, to be held in Montego Bay. The newest NCAA basketball MTE tournament for college teams and their fans will be held November 16-18, 2018, in one of the most iconic destinations in the Caribbean.
  • Chipotle Mexican Grill announced a partnership with TSM, as the team’s first-ever TSM Fortnite House sponsor. This partnership will feature multiple integrations, streaming exposure, and other activations.
  • Riot Games is planning on consolidating its existing pro leagues in Latin America under one banner.  The combined league will be played out of Santiago, Chile, with the move designed to improve the competitive level offered by the region.

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.

For prior Sales Leads editions, click here. 

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.

  • T-Mobile & Sprint

T-Mobile US and Sprint Corporation announced that they have entered into a definitive agreement to merge in an all-stock transaction at  a total implied enterprise value of approximately US $59 billion for Sprint and approximately US $146 billion for the combined company. The combined company will be named T-Mobile. Currently the third-and fourth-largest carriers in the U.S., these companies are both major marketers, particularly toward Hispanic and multicultural audiences. Both companies marketing expenditures amount to several  billion dollars. With T-Mobile spending in advertising alone US $1.8 billion in 2017 and Sprint US $700 million.  T-Mobile has been working with Publicis Seattle for more than ten years. Sprint works with Droga5 and Horizon Media, even though Sprint has its’ own  in-house agency. It is too early to know which (agencies) will be working on the business once marketing is consolidated under the T-Mobile brand.  According to the press release announcing the merger, the new company will be able to light up a broad and deep 5G network faster than either company could separately. T-Mobile deployed nationwide LTE twice as fast as Verizon and three times faster than AT&T, and the combined company is positioned to do the same in 5G with deep spectrum assets and network capacity. According to the press release, the New T-Mobile will employ more people than both companies separately and create thousands of new American jobs. However, it is not clear to outside observers, why functions such as procurement and marketing should not be rationalized. Following closing, the new company will be headquartered in Bellevue, Wash., with a second headquarters in Overland Park, Kan. John Legere, current President and Chief Executive Officer of T-Mobile US and the creator of T-Mobile’s successful Un-carrier strategy, will serve as Chief Executive Officer, and Mike Sievert, current Chief Operating Officer of T-Mobile, will serve as President and Chief Operating Officer of the combined company. The remaining members of the new management team will be selected from both companies during the closing period. Tim Höttges, current T-Mobile US Chairman of the Board, will serve as Chairman of the Board for the new company. Masayoshi Son, current SoftBank Group Chairman and CEO, and Marcelo Claure, current Chief Executive Officer of Sprint, will serve on the board of the new company.Both companies will operate independently until the deal receives approval from regulators.

 

  • LVMH

LVMH (Moët Hennessy Louis Vuitton) has placed its U.S. media account into review, Adweek has reported. Two sources familiar with the review confirmed that an RFI has been issued and agencies invited to pitch. Havas Media has been LVMH’s incumbent since 2009.The company is one of Havas’ largest U.S. clients.The French luxury goods company spent US$386.1 million on marketing efforts in the U.S. in 2017 and US$400.4 million the previous year, according to Kantar Media.LVMH brands include  Louis Vuitton, Marc Jacobs, Dior, Fendi and others; wine and spirits including Château Cheval Blanc, Hennessy and Krug; specialty retailers like Sephora; watches and jewelry such as Hublot and Bulgari; and cosmetics and fragrances including Acqua di Parma, Guerlain and Benefit Cosmetics.

 

  • Nestlé

Nestlé, one of the biggest advertisers in the U.S., is said to be looking to consolidate North America agency relationships, Adage has reported. The move only covers businesses under the Nestlé USA umbrella and is aimed at cutting costs, according to people familiar with the matter. Nestle’s media buying is currently done through  GroupM’s Metavision agency.  Nestlé U.S. operations include eight separate corporate entities: Nestlé USA, Nestlé Waters North America, Nestlé Purina, Gerber, Nestlé Health Science, Nestlé Professional, Nestlé Skin Health, and Nespresso which have a combined media spend of US$2.75 billion, according to the Ad Age Datacenter.

 

 

  • Century 21 Real Estate LLC

Century 21 Real Estate LLC, franchisor of the iconic CENTURY 21® brand, along with the Hispanic Heritage Foundation and Miami Dade College, presented today the 70 newly-licensed real estate agents of the “Empowering Latinas” program, which awarded 70 scholarships to help Latinas in South Floridaearn a real estate license. The winners from South Florida were selected from more than 140 Latinas who applied for the “Empowering Latinas” scholarships. Among the new licensees are teachers, interior designers, nurses, architects, researchers, housewives, and legal assistants.The awardees of the “Empowering Latinas” program received a scholarship that offset the cost to obtain a real estate license in Florida. Subsequently, CENTURY 21 affiliate brokers in the South Florida region provided mentorships to the awardees and offered them the opportunity to hone their craft with a local franchise affiliate.

  • Fresco y Mas

Fresco y Mas has debuted in Central Florida, transforming a Winn-Dixie store into a Hispanic supermarket with vibrant yellow signage, fresh-baked Cuban bread and a butcher slicing up special cuts of meat. The Fresco y Mas rebrand was announced as parent company Southeastern Grocers goes into bankruptcy.According to Southeastern president and CEO Anthony Hucker the strategy is to rebrand some stores under different banners such as Fresco y Mas to cater to specific neighborhoods.“The strategy at Fresco y Mas is really simple — we try to provide them with a really authentic Hispanic shopping experience that truly reflects the specific needs of the Hispanic communities,” Hucker said.

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.

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. 

  • Mars

Mars Inc., an American global manufacturer of confectionery, pet food, and other food products and a provider of animal care services, has kicked off a global media agency review. Mars Inc. spends an estimated US$1.5 billion on measured media annually. Currently, Mars Inc.’s media planning is handled globally by MediaCom. Media buying is locally contracted, with Publicis Media’s Starcom, handling the majority of local markets, and Mediacom and OMD handling the rest. The three agencies will continue to be contracted to Mars throughout the period of the review and have been invited to participate in it. Mars review is aimed at integrating planning and buying with a single global partner. Media and marketing consultant ID Comms will assist the company with the review process.

  • H&R Block

DIY_partnership_WM_newsroom_imageH&R Block and Walmart have announced that H&R Block will be the new, exclusive DIY desktop tax software provider available at Walmart stores nationwide, and sold directly by Walmart on walmart.com. This exclusive retail partnership brings the value, innovation and support of H&R Block DIY desktop software products to the world’s largest retailer, making the DIY products even more convenient for clients to purchase, and ultimately prepare their taxes and get their maximum tax refund.Among the key product enhancements for this year’s desktop software products is the addition of “drag and drop,” which easily imports tax information from any source, including last year’s tax return from other tax prep services. While new features like drag and drop save customers time by seamlessly prepopulating information on their tax return, H&R Block also remains committed to saving its clients money with unbeatable value.H&R Block DIY desktop software can be purchased in stores nationwide at Walmart, Walmart Neighborhood Market and online at walmart.com.

  • Sprint

“Keep your Verizon phone and save $900 in the first year,” Sprint’s website proclaims. “Stop feeling ripped off by Verizon.” This promotion, available to anyone who brings an eligible phone and switches to Sprint, has been available since last year. At the time, it was deemed “the most aggressive promotion in the history of the U.S. wireless industry”. Back in June 2017, the promotion had a positive effect on Sprint’s quarterly results. Though a similar outcome can be expected from this revival, the promotion coincides with Sprint removing two of its pricing offers, which will result in a bigger monthly bill for some Sprint customers.The offer is available for both individuals and families, and while it doesn’t include international calls, it includes data and text messaging outside the U.S. Users only have to bring their phone and buy a new SIM card. If they sign up for the promotion, they’ll begin paying monthly fees (starting at US$60) after the free year has been completed, on 1/31/19. Telcos are among the largest marketing categories, particularly when it comes to reaching Hispanic consumers. Both Verizon and Sprint target Spanish-dominant Hispanics and bilingual Millennials.

  • Bose

Bose has appointed WPP as its global agency to handle creative, media, localization, production and digital marketing, following a review. The business will be handled by a “custom-built team” of WPP shops, which were not identified by the company or agency.  The WPP team consists of creative shop Grey Group, digital agency Wunderman, marketing implementation unit Hogarth Worldwide and media agency MediaCom, Adweek has reported. Bose Corporation is a privately held American corporation, based in Framingham, Massachusetts, that designs, develops and sells audio equipment.

 

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!

  • Western Union

The Western Union Company, a leader in global payments, has announced the launch of its Spanish and Mandarin language offering via the Western Union® mobile app in the US, for iOS and Android.In addition to sending money to more than 200 countries and territories, with the updated app consumers can now check transfer fees and exchange rates, track a transfer, find Agent locations and access My WU®program information in English, Spanish or Mandarin. Consumers can fund transactions using digital payment options such as their bank account, Apple Pay, and debit/credit cards. They can also use the “Pay in Cash” feature to enter transaction information in their preferred language, and then pay in cash at a participating Agent location.To use the new multi-language app, consumers can simply toggle between their choice of languages within the app.According to the U.S. Census Bureau’s 2016 American Community Survey, more than 40.4 million people in the U.S. spoke Spanish at home. Western Union research shows that the top reasons for sending money for Hispanic consumers include providing regular support, living expenses, or gifting funds.

  • Celestial Seasonings

Celestial Seasonings, a tea company based in Boulder, Colorado, United States that specializes in herbal teas (tisanes), but also sells green, white, chai, and black teas, has appointted Laundry Service as its digital AOR. Laundry Service, part of Wasserman’s Cycle Media, will handle digital media, social strategy, creative, content creation, community management, and media buying for the brand. The companies have already launched a campaign that includes a flock of influencers who explain why Celestial is their tea brand of choice. Influencers in the campaign include Sara Forte and Summer Rayne Oakes. Laundry Service is a full-service marketing agency that offers services across social, digital, and more traditional channels such as broadcast and out-of-home.

 

 

  • Daisy Brand

Daisy Brand and the Federación Mexicana de Fútbol (FMF), the national governing body for the sport of soccer in Mexico, announced a multi-year partnership, designating Daisy as the Official Sour Cream of the Mexican National Team’s annual U.S. Tour, now in its 16th year.Daisy Brand will receive exclusive promotional rights across the Mexican National Team’s U.S. Tour. One focus of the partnership will be a custom content series highlighting the role that family, food, and traditions play in the lives of Mexican National Team players. This content will be rolled out on the road to this summer’s FIFA World Cup in Russia.The Mexican National Team will kick off the 2018 U.S. Tour — and the team’s preparation ahead of the World Cup — in San Antonio’s Alamodome on January 31. The highly-popular CONCACAF nation will also play two back-to-back matches, March 23 in the Bay Area’s Levi’s Stadium and March 27 at AT&T Stadium in Arlington, Texas.Soccer United Marketing (SUM), Major League Soccer’s commercial arm and partner of the Mexican National Team’s U.S. Tour for more than 15 years, facilitated the agreement.

  • NESTLÉ

The Italian candy maker The Ferrero Group has finally acquired Nestlé U.S. confectionary business for US$2.8 billion in cash. Ferrero will acquire more than 20 American brands with a rich heritage and strong awareness, including iconic chocolate brands such as Butterfinger, BabyRuth, 100Grand, Raisinets, Wonka and the exclusive right to the Crunch brand for confectionary and certain categories in the U.S., as well as sugar brands such as Sweet Tarts, LaffyTaffy, and Nerds. The confectionary group will acquire Nestlé’s U.S. manufacturing facilities in Bloomington, Franklin Park and Itasca, Illinois, and the confectionary-related employees and will continue to operate through the offices in Glendale, California, as well as from its other current locations in Illinois and in New Jersey. Nestlé’s U.S. confectionary business generated sales of approximately US$900 million in 2016.The transaction is subject to customary closing conditions and regulatory approvals and is expected to close around the end of the first quarter of 2018.

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.

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.

  • Yolo Rum

Yolo Rum has announced a new distribution partnership with Mexcor International Wine and Spirits in Florida. The distributor will carry the three Yolo Rum signature lines—Yolo Rum Gold, Yolo Rum Silver and Yolo Rum Clear. Looking to expand its footprint in Florida and other states in 2018, Yolo Rum execs see the new partnership as a crucial next step.Since its founding in 1989, Mexcor International has grown, expanding operations on a near-annual basis. They carry over one hundred of the finest spirit brands from all over the world, and today the Company has a substantial national sales network extending to 46 states including Texas, California and Florida.Yolo Rum is the ideal synthesis of ancient crafts and modern tastes. At the heart of the operation is master distiller Francisco “Don Pancho” Fernandez. Born in Cuba and operating out of the Republic of Panama, Don Pancho is the world’s most-respected and honored ronero (that’s “rum blender,” for the layman). Yolo Rum continues to innovate creative marketing techniques and campaigns that rival much larger brands. The partnership with Mexcor will ensure an expanded presence in Florida and other states to follow in 2018.

  • San Diego Zoo

Agency Giant Spoon has been awarded media planning and buying duties for the San Diego Zoo, Mediapost has reported. The appointment follows a competitive pitch with other agencies.

 

 

 

 

 

 

  • Nestlé

The Hershey Company and The Ferrero Group have reportedly submitted final bids to acquire Nestle’s U.S. business.The bids were submitted Friday (6 January) for the confectionery business, which is expected to cost between US $2 billion and US$2.5 billion to buy, According to sources “familiar with the matter.” Back in June, Nestle revealed that the brand was exploring strategic options, including a possible sale for its U.S. chocolate and candy business. The business on the block has annual sales of 900 million Swiss francs (US$924 million). Nestle is owner of brands such as Baby Ruth, Butterfinger, Laffy Taffy and Sno-Caps.

 

 

 

 

  • United Airlines

La Casa de Don Pedro, a community-based social services organization based in Newark, will receive a US$70,000 grant from United Airlines to provide emergency assistance and connect recent arrivals with job opportunities to help sustain their households in the area in the aftermath of Hurricanes Irma and Maria.Through United’s support, La Casa de Don Pedro will be able to provide more Puerto Rican families who seek assistance with individualized action plans.

 

 

 

 

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!

 

 

  • Rice’s Honey

Rice’s Honey, a 100% pure honey brand, has appointed Dallas-based Johnson & Sekin as its AOR following a formal review, Mediapost has reported. The agency will handle everything including overseeing media buying. The brand had no incumbent.Initial work from the agency will launch in early 2018 with an integrated campaign that will introduce a new label design and website as well as digital advertising and social media.

 

 

 

 

 

 

  • Azamara Club Cruises

Republica has been selected as the global strategic agency for Azamara Club Cruises, a subsidiary of Royal Caribbean Cruises, Ltd. As part of the assignment, Republica will lead myriad initiatives encompassing strategy, creative, media, digital, and social for the project launching Azamara’s new ship, the Azamara Pursuit.Republica will work in partnership with Azamara and existing agencies to develop a unified, multifaceted marketing and communications strategy to showcase not only its brand, but also its unparalleled Destination Immersion® offering, which allows travelers to deeply experience the cultures of Azamara’s awe-inspiring destinations.

 

 

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.

Margie Bravo, Multicultural Marketing Manager at Nestlé USA, explained during Portada’s 11th Annual Multicultural Advertising and Media Conference, on September 14,  how brands need to embrace the multicultural consumer and understand how it is their responsibility to grow their brands organically.

During the The Future of Multicultural Marketing panel, Margie Bravo, Multicultural Marketing Manager at Nestlé USA, presented how the Swiss multinational is currently implementing sweeping changes to its marketing organization by incorporating multicultural insights into its marketing strategy, media, and budgeting for its billion dollar brands.

You really need to understand the consumer, and understand how multicultural consumers are part of your brand and part of the growth of it.

When talking to her, she explained how today growth is everything to the company, and how relevant the multicultural market is for that growth. As a brand, “you really need to understand the consumer, and understand how multicultural consumers are part of your brand and part of the growth of it.”

This is why every brand should include them in its marketing strategy. To do so, she continued, your best tool is analytics. “People don’t really understand where sales are coming from, and how each market makes you grow.”

People don’t really understand where sales are coming from, and how each market makes you grow.

Put short. She advises to “go for more because this [multicultural] market has a lot to give.”

Watch the full interview below.

Margie Bravo, Multicultural Marketing Manager at Nestlé,  is the latest addition to a top notch roster of participants at #Portada17, Sept.13- 14 in New York City. Peer-to peer Multicultural Marketing insights at the highest level, both from general and multicultural marketing decision makers, will be a crucial element at #Portada17. REGISTER  at the online promotional price! 

For the 11th edition of our annual conference on Sept. 13-14 at New York’s City’s Yotel, Portada is preparing uniquely curated content providing actionable multicultural marketing insights from major brand marketers (see below)! Plus a wonderful space and rooftop, ideal for two days out of the office!

SESSIONS INTENDED TO TURN CHALLENGES INTO SOLUTIONS:

  • THE FUTURE OF MULTICULTURAL MARKETING: Why and how Nestlé is injecting cross-cultural DNA across its marketing organization, by  Margie Bravo, Multicultural Marketing Manager,  Nestlé USA
  • HOW TO PICK THE RIGHT HISPANIC INFLUENCER: Case Study with Manny Gonzalez, Senior Director Multicultural, Moet Hennessy and Pedro Rodriguez, Director,  Co-Lead Multicultural Social Strategy Social: Horizon Media.
  • “SOLVE YOUR ISSUE” collaborative session: Two widely respected brand marketers from different sectors will present case studies on how they deal with  “Shifting language preferences and acculturation”. What it means for marketers. Attendees will ask them questions, via an interactive app. With Maria Albrecht Rent A Center Hispanic Marketing and more top-notch marketers.
  • TOTAL MARKET – WTF: Interactive Whiteboard Session with Agency and Brand Stars with Jose “Pepe” Gil, Multicultural Marketing Manager Hispanic Consumer, B-F Brands Brown Forman, Stephen Paez, VP, Director Multicultural Mediavest | Spark and  Jose Velez Silva, ‎VP Multicultural Marketing Communications at Comcast
  •  WHY U.S. SOCCER IS MUCH MORE THAN FUTBOL with Daniel Keats, Director Sports and Sponsorships, Consumer Marketing Allstate Insurance
  • GIVING TEENS THE STAR TREATMENT:  Gatorade’s Global Experiential Marketing Platform by Jill Leccia, Global Platforms Marketing Director for Gatorade Latin America, PepsiCo
  • SHAPING UNIQUE CONSUMER EXPERIENCES, with Mike Tasevski, Vice President, North America Sponsorships, MasterCard
  • TOWN HALL: SPORTS MARKETING STRATEGIES FOR 2020. An attendee-driven session curated to solve challenges of sports marketers. Brian Quarles, SVP Creative Services, Revolution and Jorge Inda Meza, Marketing Director Region West, Anheuser Busch will answer audience question.

We are adding new technology for more dynamic sessions and a more interactive attendee experience!

OTHER CONFIRMED BRAND, AGENCY AND MEDIA STARS  include:
Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment
Mike Tasevsky, SVP U.S. Sponsorship, MasterCard
Peter P. Snitzer, Jr. CEO Conffianz
Cynthia Hudson, VP, General Manager CNN en Español
Sherwin Su, Associate Director of Social Essence
Gonzalo del Fa, president GrouM Multicultural GroupM
Maria Albrecht, Hispanic Marketing Manager Rent A Center
Rachel Strauss, Muniz Comedian Room 28
“Caio Street, ” VP of Integrated Strategy, Pm3
Jose Manuel Montenegro, SVP, Group Partner, Multicultural Planning UMJ3
Nelson Pinero, Senior Digital Director, Senior Partner GroupM-MEC
Jorge Inda Meza, Marketing Director Region West, Anheuser Busch Anheuser Busch
Dan Donnelly EVP, Managing Director at Publicis Media Sports Publicis Media Sports
… and many more….!

REGISTER  at the online promotion price! 

Join us at PORTADA Mexico!

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

To subscribe to Portada’s Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here.

  • Lego

Toy manufacturer the Lego Group has launched a review of its global media planning and buying business, according to AdWeek. Lego might be looking to consolidate its media duties into one agency network. Starcom is the US incumbent since 2000.

 

 

 

 

 

  • Elizabeth Arden

WPP’s MediaCom has won  global media duties for Elizabeth Arden, effective July 1. PHD was the incumbent. Arden spent an estimated US$22 million on ads in the U.S. last year down from US$27 million in 2015, according to Kantar Media. Global figures weren’t available but most of the client’s ad expenditures are earmarked for the U.S., per sources. MediaCom is the media agency for Revlon, which purchased Elizabeth Arden last year for US$870 million. The client decided it made business sense to consolidate the accounts under one agency.

 

 

 

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • MEC/ Maxus

WPP’s media buying unit GroupM has merged media agencies MEC and Maxus to cut costs, since the two agencies have overlapping capabilities. There isn’t a name yet to the firm that will be led by MEC CEO Tim Castree. GroupM will invest the savings from the merger to expand digital agency Essence, which GroupM acquired in 2015, into a data-driven full-service media shop. Essence will be able to apply digital and addressable techniques to traditional media channels like TV, out of home and radio. The Maxus and MEC merger follows similar moves at other major agency  holding companies to streamline commoditized media buying services.

 

  • Grupo Axo

Grupo Axo, a leading multi-brand retailer in Mexico, announced that General Atlantic, a leading global growth equity firm, has agreed to make a strategic investment in the Company. As part of this transaction, Alsea, a leading Mexican multi-brand restaurant operator, will be fully exiting its position in the Company. The transaction is subject to customary closing conditions and authorization by the Mexican Antitrust Commission.Grupo Axo is one of the largest and fastest growing retailers in Mexico, operating over 500 retail points of sale and more than 3,100 wholesale points of sale in department stores. The Company owns the exclusive rights to commercialize more than 20 leading international brands in Mexico, under licensing agreements and joint ventures. Grupo Axo owns and operate Promoda, the leading off-price retailer in Mexico with 140 stores.Grupo Axo intends to drive its next phase of growth by enhancing its retail footprint through its licensed brands, bringing more internationally prominent brands to the region, and continuing to expand its off-price business’s, Promoda’s, reach to consumers. In conjunction with General Atlantic’s investment, Luis Cervantes, Martin Escobari and Andrew Ferrer will be joining Grupo Axo’s Board of Directors. General Atlantic has deep regional expertise across Latin America, with current regional investments in Clip, Despagar.com, Ourofino, Pague Menos, SAS, Sanfer, and XP Investimentos.

 

  • Nestle

Swiss-based food company Nestle SA is creating thousands of jobs and investing in new factories in Latin America as it looks to tackle social issues and shore up its position in one of its strongest marketsThe initiative follows a similar project carried out by Nestle in Europe in recent years, where some countries are just beginning to recover from a youth unemployment crisis.The company employs some 60,000 people in roles ranging from factory operatives to veterinarians in Latin America.

 

 

 

  • Cargill

Cargill Inc. has acquired a leading chicken company in Colombia, marking its foray into that nation’s protein market.The Minnetonka-based agribusiness giant announced Thursday the purchase of Pollos El Bucanero S.A. — or Bucanero Chicken — for an undisclosed sum. The company is a consumer brand, selling packaged chicken and processed meats in retail stores and through food service ­channels.Bucanero has been in the chicken business for more than 30 years and has grown quickly. Cargill appointed Jorge Ivan Duque, who has spent 12 years working in the poultry sector in Central America and Colombia, as general manager of its Pollos Bucanero business.It will operate under Cargill Protein Latin America, which has businesses in Costa Rica, Guatemala, Honduras and Nicaragua.Bucanero, which sources from more than 170 farms across Colombia, employs about 5,000 people in the country. These employees bring Cargill’s total workforce in Latin America to 35,000 across 14 countries.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

 

The Latin Marketing and Tech sector from Patagonia to Alaska does not stand still and neither do we at Portada. That is why we are readying a new PortadaLat experience on June 7 and 8 in Miami with one day focused on learning (Learning Day) and another one with a very strong input of brand marketers (Brand Marketer Day). More than 100 speakers will participate in different sessions, workshops as well as an award program. Networking opportunities allowing an even greater number of participants will also be prominent. Take advantage of the Super Early Bird with the special rate of US$ 349!

We just announced the first round of speakers:

Gary Milner, Director, Global Digital Marketing, Lenovo
Ricardo Perez Baez, Global Marketing Communications Director, Grupo Bimbo
Mariana Vázquez, Digital Mkt CRM, Nestlé
Luis Perillo, Vice President, Sales & Marketing, Caribbean & Latin America, Hilton
Diana Plazas, Vice Presidente de Brand, Marketing y Digital, Marriott
Claudio Zboznovits, VP of Global Sales & Business Development, Am Resorts

Our ninth annual edition of PortadaLat on June 7 and 8 in Miami will provide inspiration, fresh thinking and practical focus on the topics that matter to marketing and tech executives targeting Latin consumers worldwide.

Register at the Super Early Bird Rate!  

Check out 2016 Edition Highlights VIDEO!

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

GET YOUR FREE TRIAL to PORTADA’s Interactive Database! 15 NEW LEADS HAVE JUST BEEN UPLOADED. If you have questions, please  e-mail Research Sales Manager Silvina Poirier at silvina@portada-online.com.

Click here for previous Latam Sales Leads editions

  • Enterprise Holdings

Enterprise Holdings Inc, the global car rental provider, is making a strategic investment in Unidas and amending its Master Franchise Agreement with the Brazilian car rental operator and fleet management company.Unidas and Enterprise Holdings – which owns the Enterprise Rent-A-Car, National Car Rental and Alamo Rent A Car brands – became franchise partners in 2012. In addition, Enterprise Holdings’ entire portfolio of car rental brands will be offered throughout Brazil, including its flagship Enterprise Rent-A-Car brand.The Enterprise, National and Alamo brands operate in more than 85 countries, including 29 in Latin America. The expanded relationship with Unidas will help both companies meet the needs of a growing number of corporate and leisure customers in Brazil.

Find out who are the brand and agency executives behind these campaigns/moves. Plus detailed contact information on more than 1,500 Corporate Marketers and Agency Executives targeting Latin American consumers.GET YOUR FREE TRIAL to PORTADA’s Interactive Database! Contact Sales Research Manager Silvina Poirier if you have questions: silvina@portada-online.com..

      • Vulcabras Azaleia

banner_azaleia_espanholJ. Walter Thompson is the new agency of shoe Company Vulcabras Azaleia, which own women shoe brand Azaleia and Dijean; footwear and sport products Olympikus and Vulcabras boots. Previously, the footwear brand was handled by LDC – Lodduca. The account management will be basedin Porto Alegre and the planning, media and creative strategies will be divided between the San Paulo and Rio Grande do Sul offices.

      • Nestlé

nmnmNestle has launched Nescafé Dolce Gusto in capsules in the Venezuelan market. Nescafé Dolce Gusto ventures in a new coffee capsules product category breaking the traditional pattern of coffee consumption in Venezuela. Under the brand slogan “Coffee is not just black,” the variety of flavors of Nescafé Dolce Gusto initially available in Venezuela will be: American, Cappuccino and Latte Macchiato. Exclusive sales points will be announced through the brand social networks. Consumers can explore on branded content on the Web page: www.dolce-gusto.com.ve.

      • Estrella Jalisco

vvvvIn a celebration that paid tribute to late Mexican-American singer Jenni Rivera, Estrella Jalisco, a light-flavored pilsner beer with more than 100 years of Mexican brewing tradition, honored La Diva de la Banda with the first-ever Hispanic 3D hologram during the country’s largest annual Día de los Muertos festival. The surprise appearance, powered by Hologram USA, aired live on the Facebook pages of Jenni Rivera and Estrella Jalisco during the Día de los Muertos festival, drawing millions of fans to view her performance. Consumers who missed the live performance can replay the hologram video until November 5, 2016 by visiting the official Facebook page of Estrella Jalisco. Celebrated on November 2nd throughout Mexico and the U.S., Dia de los Muertos is a Mexican holiday that includes both traditional festivities and parades.Yonathan Bendesky is the Brand Director for Anheuser-Busch, Mexican Imports.

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting Latin American consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

Q1 out, Q2 in. After the year’s busy takeoff, we are now at cruising speed, with clear skies with no turbulence in sight. Its t’s perfect moment to recline your seat, read the month’s news and adjust your seat belt (just in case). This new digital world never ceases to surprise us.

Nestlé and Crisis Management on Social Networks

Ines AttalesI was at the first breakfast of the year thrown by AMDIA, at which Ines Attales (a digital specialist at Nestlé) spoke about the seven things you need to know about crisis management on social networks. During the presentation, she shared recommendations (from her own experience managing concrete situations between the brand and its users). If you are interested in learning more, you can see the whole presentation here.

MEC Argentina Hires New Digital and Data Director

Leila Beraja-2Recently, MEC Argentina added Leila Beraja as the director of digital and data. She comes from an operations manager role at Intellignos, a Google partner and consultant. Good luck, Leila!

From IMS to SocialLive

Agustín Gimenez 2SocialLive, a company that specializes in monitoring social media in real time, recently incorporated Agustín Gimenez as their regional commercial  director. Previously, Agustín worked as a senior sales manager at IMS. This move is a part of SocialLive’s regional expansion efforts in Latin America.

ShowMe Buenos Aires

gonza arzuagaGonza Arzuaga invited me to the 2016 edition of ShowMe Buenos Aires, at which seven Internet entrepreneurs talked about the secret to their successes (and some of their failures). I was at the 2015 edition, and I left very inspired. Save me a spot at the next one, Gonza. Let me see if I can finally come up with a good business idea!

Kicks Takes Off in Mexico

ale duranThose Kickads guys are killing it! Now it looks like they have opened an office in our lovely, beloved Mexico. The operation will be under the direction of Alejandro Durand, ex Havas Media Mexico mobile advertising specialist. Let me know if there’s going to be a launch party. I have my passport ready.

Turner Will Purchase Telefe

It seems like Turner, the American TV giant, is interested in buying an open TV channel in Argentina, and everything is indicating that they are in advanced negotiations with Telefe (the signal operated by Grupo Telefónica). Apparently, the idea is to launch an CNN Argentina. We’ll see how this unfolds.

That’s all for now, friends. We’ll “read each other” again next month with more news!

 

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. 15 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.

  • MEC BRAVO

descargaMEC has announced the rebranding of MEC Bravo, one of the leading Hispanic media agencies, to MEC Multicultural to reflect the agency’s expansion into broader consumer segments.he agency has created targeted campaign activations for clients such as AT&T, Marriott, KFC, Citi and Campbell’s, and continues to expand assignments with both existing and new clients, including in the beauty and energy sectors.Read More.

  • Dr Pepper

descarga (2)To continue its celebration of curiosity and individuality, especially among the Hispanic community, Dr Pepper hosted a private concert featuring Santos on Wednesday on July 15 as part of its “Dare to Discover” campaign. The exclusive event kicked  off the brand’s presence at this year’s Premios Juventud and dared fans to discover the unique flavors of Dr Pepper – and life in general. This month, Dr Pepper has chosen two outstanding students to receive US$75,000 in scholarships as part of the “Dare to Discover” campaign, which encourages Hispanic students to follow their dreams and reach for their goals. In addition to the scholarship announcements, the audience was also shown the inspiring stories of the upbringings, passions and aspirations behind each of the winners.Premios Juventud is a Spanish-language television show that celebrates Hispanic youth and recognizes artists in music, film, sports, style and pop culture.

  • American Airlines

VnfmkRNI_400x400American Airlines’ global creative and media accounts are up for review as the marketer prepares to retire the US Airways brand after acquiring the rival carrier.American’s longtime agencies McCann Erickson, New York, and its affiliate in Dallas, TM Advertising, will defend the creative business. Fellow Interpublic agencies like UM handle American’s media internationally and TM works on the airline’s U.S. media. Those incumbents will also participate in the review, which AAR Partners is managing. A decision is expected by early October. Global media spending is estimated at US$60 million. In the U.S. alone, American Airlines spent just under US$30 million in media last year, according to Kantar Media.Read more.

  • GSK-Novartis

4f04e6a303341df5bbe81beafdf29f33_400x400 fUQmgECF_400x400GSK absorbed Norvartis’ consumer brands, including Excedrin, in a March deal. Now GlaxoSmithKline is conducting a global review of media planning and buying for its consumer healthcare brands.In March, GSK and Norvartis closed on a US$20 billion deal in which GSK absorbed Norvartis’ consumer brands and vaccines, and Norvartis took on GSK’s cancer drugs.As a result of the deal, GSK employed no less than three media agencies on its consumer business (PHD, MediaCom and Starcom), setting the stage for a consolidation among roster shops. Global media spending on the account approaches US$900 million. Starcom, which previously worked for Norvartis, is not participating in this contest, leaving GSK U.S. shop PHD against MediaCom, which works for GSK in overseas markets, sources said. In a statement, GSK thanked Starcom for its work on Novartis’ brands, which include Excederin, Theraflu and Lamisil. GSK’s over-the-counter brands include Aquafresh, Sensodyne, Nicorette and Tums.

  • Target

descarga (4)Target is releasing half a dozen new spots starring social media influencers for back-to-school, its second biggest selling season.The effort includes a new tool called “School List Assist” and deals to make shopping easier for parents. The effort aims to establish Target as a one-stop shopping destination during the high-traffic period.”School List Assist” is a new tool on Target.com that provides a curated list of school supplies, which parents can order from online for home delivery or in-store pickup. The retailer worked closely with schools across the country to find the common items that parents will be looking for this back-to-school season.Target tested “School List Assist” last year in select markets and is currently running the tool in beta.The retailer tapped social media stars like dancer Maddie Ziegler — best known for Lifetime’s “Dance Moms” series and Sia’s “Chandelier” and “Elastic Heart” music videos — and EvanTubehd, who has a YouTube series about toys and gaming.Ms. Ziegler will star in a denim spot — airing in August — in which she performs alongside other young dancers to show off Target’s stretchiest denim.The effort makes Target the latest retailer to turn to young, online influencers for its back-to-school push. The six new Target ads begin rolling out on July 19 and each will focus on a different trend and promotion, such as buy-one-get-one offers on licensed products like Star Wars, MInions and Avengers merchandise, and 40% off jeans.The ads also feature a remake of the Jackson Five’s “ABC” performed by artist Tori Kelly, who has a strong following of her own on social media. The song will be available for download on Target’s website as part of a cause-related push. For every download, the retailer will donate US$5 in school supplies — up to US$3.5 million — to the Kids in Need Foundation, a charity it supported during last year’s back-to-school effort as well.Target will use social to highlight products and trends throughout the season. The retailer spent US$1.65 billion on domestic advertising in 2014, according to the Ad Age Datacenter.72andSunny led the campaign for Target, while LatinWorks developed Spanish-language ads for the push. Knock worked on the in-store advertising and Haworth handled media.

  • Nestlé

descarga (5)For Nestlé’s Coffee-Mate Natural Bliss all-digital campaign, the brand’s marketers took over an Irving Farm Coffee Roasters store in New York on April 24 with baristas wearing essentially nothing but body paint.The basement of the coffee shop was the production unit’s mission control, as the Nestlé brand and its agency, 360i, watched the reactions of dozens of unwitting customers. Patrons were also surprised to find that coffee was free for the whole day.Nestlé and 360i created a one-minute, 33-second video and a 30-second clip to be pushed on Facebook, YouTube and other digital channels, with paid ads starting in the next few weeks and running through September. Using the hashtag #NaturalBlissCafé, the team hopes to turn heads on social media with an au naturel strategy that’s slightly skewed toward millennial consumers.Lastly, Nestlé began teasing the ad on YouTube:

https://youtu.be/Zp2mEY3QtlY

Join us at PORTADA Mexico!

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. 5 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!

  • U.S. Army

The U.S. Army has begun a review of all of its marketing services,  see the RFP on the U.S. Army site, The U.S. army is an account with annual media expenditures of close to US$ 200 million that’s now shared by units of McCann Worldgroup, principally McCann Erickson (lead creative) and UM (media). The contest will stretch deep into next year, with the goal of having an agency team on board by March 2016. Casanova Pendrill, which is also a part of IPG like UM, does Hispanic Media buying and planning for the U.S. Army. Lately Casanova Pendrill has also been support by New York city based D’Exposito & Partners for some projects.

    • Kohl’s

Kohl’s kicked off its holiday campaign with an emotionally-charged TV spot, highlighting the magic of the holidays with a father-son moment.The ad is the centerpiece of Kohl’s holiday marketing. It marks a new approach for the retailer, which usually diversifies its brand push during the season. “This year we really wanted to break through and have a strong commitment to the spot that we know will touch millions of hearts,” said Nancy Carruth, senior VP of brand creative at Kohl’s. Zenith Media is Kohl’s media agency.

      • Liberty Tax, Inc.

descarga (1)

Virginia Beach-based Liberty Tax, Inc., parent company of Liberty Tax Service, has launched SiempreTax+, a national tax preparation brand focused on the Hispanic community. Siempre, which means “always”, will provide tax preparation plus a wide array of services and solutions to Spanish-speaking customers, including driver’s license assistance, notary and immigration help, in the language they prefer — English or Spanish.

      • Garnier PEOPLE en Español

descarga (6)Time Inc.’s PEOPLE en Español is celebrating the holiday season with the second installment of Chica, the brand’s English-language insert targeting the modern bi-cultural Latina woman. Chica will appear in the December/January issue of PEOPLE en Español, on newsstands November 14. Garnier® is returning as the exclusive sponsor.Chica debuted earlier this year in PEOPLE en Español’s June issue, as a response to the brand’s key insights on the Hispanic market, and specifically on trends related to acculturated Latinas. This latest installment of Chica features a Q&A with Puerto Rican singer-songwriter, model, actress, producer and writer, Roselyn Sánchez– best known for TV hits Devious Maids and Without A Trace-. The insert also includes PEOPLE en Español editors’ top picks for festive fashion and expert beauty tips for the season.

      • KFC

descarga (7)KFC has launched a new effort named “Festive Feast,” aimed at becoming the official food of the unofficial holidays.The broadcasting execution, entitled “The Calm Before the Storm,” includes both broad market and a new Hispanic initiative, the latter created by Louisville-based ad agency Scoppechio (formerly known as Creative Alliance).In the Hispanic TV spot, a young family is preparing their home for a crowd of guests arriving for the holiday season. A mobile camera goes throughout rooms, following the youngest child as the family hurriedly works in anticipation; blowing up air mattresses, rearranging furniture and arranging mismatched chairs into their dining room.As the family relaxes with a sigh of relief, the mother comes out of the kitchen and surprises them with KFC’s Festive Feast. The spot was shot in Miami by Uruguayan director Guillermo Peluffo.
https://www.youtube.com/watch?v=yjewVdb82LU

      • Nestle USA

NestleVTwitter_400x400After a long-lasting review process that began this spring, Nestle USA cut down its more than 15 digital roster shops to eight, including Dentsu’s 360i, Engine’s Deep Focus, Interpublic’s Huge and WPP’s Grey, as well as independent shops Resource/Ammirati, Threshold Interactive, SmithBrothers and Swift, Inc.Dentsu’s 360i, which is new to the roster, was tapped to handle Skinny Cow, Coffee Mate and Lean Cuisine. Zenith Media is Nestle’s media agency. The shop also won some business for Nestle Waters.Engine Group’s Deep Focus arose with Tombstone, Ovaltine and Edy’s and Dreyer’s ice cream brands. The shop also won some Nestle Waters business. Agency Resource/Ammirati, which already handled Digiorno and California Pizza Kitchen frozen pizzas, added Nestle Tollhouse. The shop also works on some Purina brands.Stouffer’s and Outshine won Swift. Threshold Interactive will handle Butterfinger and Hot Pockets.Huge will support Nescafe, Dolce Gusto and Nescafe Classico. And Grey, the only traditional creative shop, will handle digital work for Haagen Dazs.Including all divisions, Nestle ranks as the 41st-largest advertiser  in the U.S. .

      • True Value

KdNlYQPy_reasonably_smallUM, the IPG Mediabrands media agency, has been awarded U.S. media-buying duties for True Value, a national hardware cooperative. The award came after a formal review.Minneapolis-based Solve will continue to handle the client’s media-planning assignment. True Value spent approximately US $7 million on ads in both 2012 and 2013 according to Kantar.Effective immediately, UM will handle local and national buying duties for True Value, which is headquartered in Chicago. The agency will handle the account from its Detroit office.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 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!

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

Johnson & Johnson – BBDO Guatemala ::: Nestlé ::: Saffron – Procorp-Latin America ::: Airbnb – Brazil ::: Heinz Brazil-Agency Africa :::

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at xavier@portada-online.comSEE A DEMO OF THE DIRECTORY!

Johnson & Johnson – Central America

jjBBDO Guatemala has added three brands from Johnson & Johnson to its Central America portfolio: Listerine, Stay Free and Carefree. These three will join Splenda, which has been handled by the agency for nearly 10 years. The agency will be in charge of the creative actions for the accounts.

Nestlé – Mexico

Maggi-Jugoso-al-Sart+®n-1Nestlé launches Maggi Jugoso al Sartén, the first solution for pans.These new products come in three different flavors: chicken with herbs, chicken with onion and paprika chicken. They let one prepare a variety of dishes in less than 16 minutes. Nestlé invested 60 million Mexican pesos on ad spend, which includes television, radio, print and digital media.

Saffron – Procorp-Latin America

saffronSaffron Brand Consultants, the Spanish brands consulting firm, has announced an strategic alliance in Latin America with Chilean brand consulting firm Procorp SA . Saffron has already been working with other consulting firms such as Infinity in Peru and Aluzián in Colombia since 2013. This new agreement aims to consolidate the firm in the region.

Airbnb – Brazil

airAirbnb has launched its first global ad campaign, promoting the service in nine markets. The agency of record of the brand is Pereira & O’Dell. In Latin America, the campaign will be run in Brazil on digital media, mobile, social networks, cinema, out of home and in-flight.  It includes a 60-second spot and display ads that link back to microsites where people can peruse bookable Airbnb listings in their native language. The ads will appear on publishers including AFAR, YouTube, Dwell, Lonely Planet, Buzzfeed, the BBC, Facebook and Twitter.

Heinz Brazil

hAgency Africa has been appointed agency of record for Heinz Brazil, after a global pitch. The agency will handle communications for the company in that country, beginning on July 1st.After the pitch, Heinz announced that it would begin to work globally with agencies from the Interpublic (IPG) – in North America – and Omnicom Groups in the rest of the world, and in Brazil the collaboration will be in charge of Africa.Famous for its many products such as Heinz Ketchup and mustard, the company has presence in more than 200 countries worldwide with headquarters in Pittsburgh, Pennsylvania.

                    

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at xavier@portada-online.comSEE A DEMO OF THE DIRECTORY!

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

Apple – AKQA / Huge / New York Area / Kettle ::: Garnier – Publicis Buenos Aires ::: Nestum – Nestlé :::

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at xavier@portada-online.comSEE A DEMO OF THE DIRECTORY!

Dove – Global

doveUnilever’s Dove has launched a new global campaign “Patches”, a 4-minute video following women who are given fake pharmaceutical “beauty patches” to test. “The placebo patches make women in the mock clinical trial feel more beautiful. Then they’re surprised, in some cases tearfully, when they discover the mysterious and convincingly packaged “RB-X” patch contained no active ingredient other than their own increased confidence.”, reports Ad Age.

“Patches” comes from Ogilvy & Mather Brasil (Sao Paulo) as part of an “open brief” Unilever has for Ogilvy and other agencies working on Dove globally to produce new creative for Real Beauty.

 

Apple – Global

apple marca mas valiosa 2014 -Apple will work with four new digital agencies: WPP’s AKQA, Interpublic Group’s Huge, Area 17 and Kettle. The agencies will be in charge of including the “user experience” and the digital strategy, according to Ad Age.

Actually, Omnicom’s OMD supports Apple’s media buying and planning. The new hires won’t impact existing agency relationships. Apple works with TBWA/Media Arts Lab, Interpublic Group’s Profero, Publicis Groupe’s Rosetta and indie boutiques like Traction and Eleven.

Garnier – Argentina

Garnier -Garnier Argentina has launched a new website. Publicis was in charge of the relaunching under the concept “Cuídate” (“Take care”). Publicis will also be in charge of managing the page, including content production.

 

Nestum – Argentina

NestumNestle’s infant cereals line, Nestum, presents a new line of smoothies designed for feeding children from the first year of life onwards.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at xavier@portada-online.comSEE A DEMO OF THE DIRECTORY!

What: Time Inc’s All You is publishing a  12-page custom magazine, called Celebraciones, which will focus on the holidays and will be bound into the December issue of AllYou Nestlé USA is the sponsor of the program — integrated across print, digital, mobile and social platforms.
Why it matters: An increasing number of major publishers are reaching out to Hispanic women in English by inserting publications in part of its general market run and adding select retail disribution. Hearst (Cosmopolitan for Latinas and in 2014 Woman’s Day Latinas), Conde Nast (Glam Belleza), and, now Time Inc’s All You reflect this trend.

Time Inc’s All You is publishing a  12-page custom magazine, named Celebraciones, which will focus on the holidays and will be bound into the December issue of AllYou, hitting newsstands on November 15th. Nestlé USA is the sponsor of the program — integrated across print, digital, mobile and social platforms — to support its El Mejor Nido (“The Best Nest”) communications platform: (http://www.elmejornido.com). The company will run coupons for La Lechera®, Stouffer’s®, Juicy Juice® and other brands in the custom magazine.  A companion website www.allyou.com/celebraciones will be live on Friday, November 15th, the day the magazine hits newsstands. The content will be on the site permanently and will be heavily promoted throughout the holidays.

Celebraciones
Celebraciones Cover

Celebraciones will have a targeted circulation of 380,000 — a mix of Hispanic subscribers and newsstand buyers in key Hispanic markets. “We targeted consumers based on self-selected Hispanic consumers and other relevant variables such as geographic area,” an All You spokesperson tells Portada.  “The magazine will be sold in newsstand copies at Walmart stores in Arizona, Nevada and California and sent to select subscribers,” she adds. The fact that All You is sold primarily at Walmart was a strong part of Nestle’s decision to sponsor Celebraciones, according to Vanessa Rivera, manager for multicultural marketing communications at Nestle USA. Another major publisher, Hearst, also announced recently that it  plans to publish four issues of Woman’s Day for Latinas starting in 2014, distributing 445,000 copies to certain Woman’s Day subscribers and at select Walmart newsstands.

The magazine will be sold in newsstand copies at Walmart stores in Arizona, Nevada and California and sent to select subscribers.

Time Inc’s All You’s regular magazine has a monthly circulation 1.5 million and the allyou.com website has 1.7 million monthly unique visitors.

December All You Cover
December All You Cover

We drew upon the diversity of our editorial team to create the content. Latinas are well represented on our staff.  In addition, because All You has always been a pioneer in user-generated content, we reached out to Latina bloggers and our Reality Checker communities to help us ensure that we incorporated all of the critical cultural cues, All You Deputy Editor George Kimmerling , tells Portada. “In addition to tapping into its loyal blogger following, All You consulted Latina women who are part of its 50,000-strong Reality Checkers network, highly engaged readers with whom the brand communicates regularly.”

 

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.

  • Nestle

In celebration of this year’s Day of the Dead, Nestle Abuelita and Nescafe Café de Olla are holding events around their sponsorship of the Hollywood Forever Day of the Dead event in Los Angeles on Nov. 2.”Dia de los Muertos is one of the most cherished holidays celebrated by Latinas in the U.S., as it not only resonates with their heritage but also allows them to personalize almost every detail of the festivity, from the decorations on their altar to their personal recipe for pan de muertos,” said Carlos Velasco, president of the international brands division of Nestle USA. “We are proud to have Nestle Abuelita and Nescafe Café de Olla be part of our consumers’ Day of the Dead celebrations.”
This fall, the beverage brands will connect with consumers through a variety of activities.As a sponsor of the 14th annual Dia de los Muertos event at the historic Hollywood Forever Cemetery in Los Angeles on Nov. 2, the brands will attempt to establish the Guinness World Record for the largest Day of the Dead altar in the United States. Designed by local artists Ricardo Soltero and Adan Terriquez, the altar will portray Catrinas enjoying cups of Nestle Abuelita and Nescafe Café de Olla in the afterlife. On the same day, consumers will also be encouraged to participate in a costume contest sponsored by the brands for a chance to win $500 in cash and other prizes, and sample hot chocolate and coffee served with pan de muertos. The Nestle Abuelita Facebook page will feature holiday content such as recipes, tips for creating altars and decorating picture frames at home, and details about local sampling events. Consumers in Southern California and Texas will also be treated to product samples at more than 80 key Hispanic retail locations, as well as receive instant rebate coupons, face painting activations and more.

  • Kernel Season’s

Hustle promotions, an experiential marketing agency, is partnering with Midway Marketing to execute a national sampling campaign for Kernel Season’s September through November of 2013. Popcorn concession staff located in the heart of the Midway activities will distribute Kernel Season’s popcorn seasoning samples directly to consumers who purchase popcorn at 13 fairs and festivals including The Big E in Springfield, Mass. and the Greater Gulf State Fair in Mobile, Ala. In addition to providing a tasty treat to fairgoers, each sample will feature a drive-to-retail component to increase purchase intent
and impact sales. In total, more than 174,000 samples will be distributed to consumers at point of use during the three-month campaign.

  • Haggar Clothing Line

Ivonne Kinser has joined Haggar Clothing Co. in the role of Digital Marketing & PR Director. A native of Venezuela, Ivonne brings to Haggar more than fifteen years of experience in comprehensive brand, social and digital marketing working with Fortune 500 companies including American Airlines, Home Depot and Unilever as well as with technology and e-commerce startups in the retail, fashion and investment industries.

  • Other Activity

Remy Martin announced that it is ramping up its marketing plan and seeking a creative agency, Adweek reports. Beauty and cosmetic products marketer Estee Lauder is planning an agency review for 2014. Daimler’s Car2Go is launching a national campaign, Adage reports.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on 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 with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.