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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.

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

For prior Sales Leads editions, click here.

  • AB InBev

Brewing giant AB InBev has named Dentsu Aegis Network’s Vizeum as its new agency for the U.S. and Canada following a global media planning and buying review that had kicked off back in March. US incumbent MediaCom has been awarded Mexico and parts of Latin America.In the U.S, the brewer spends spent around US$740 million on ads in 2016 and upwards of US$2 billion a year on ads in more than 50 countries worldwide, according to Kantar Media.

 

 

 

  • Carl Buddig

PACO Collective has been selected as the cross-cultural agency of record for Carl Buddig, a fourth-generation family owned and operated business producing tasting, affordable meats that they would be proud to serve to their family. Buddig Brand Director of Marketing, Robert Gay said PACO’s track record in leading brands to new insights surrounding Hispanic target markets makes the agency a perfect fit. Based in Homewood, Illinois, Carl Buddig & Company has been feeding family traditions for nearly 75 years with the very best in taste, variety and convenience. Carl Buddig & Company is the family-owned parent company of Buddig lunchmeat, Old Wisconsin hardwood-smoked sausage and snack products, and Kingsford ribs and BBQ entrees. Buddig offers an assortment of meats for sandwiches, snacks and special recipes, including Buddig Original, Premium Deli and Fix Quix® products.

 

 

  • Sprint-TMobile Update

T-Mobile and Sprint are reportedly close to agreeing on terms to merge their companies into one entity.Reuters reports the two companies are now close to finalizing an agreement, and it could come as soon as this month. (Check out how a Sprint-T-Mobile merger can impact the Hispanic telecommunications service consumer.

 

 

 

  • Sprint-Gaby Natale

Gaby Natale is joining the wireless family as a Sprint Latino brand ambassador and social influencer. The wireless carrier and its multicultural public relations agency, APC Collective, have tasked the SuperLatina host with developing organic content for the brand’s upcoming campaigns bringing the community closer to their favorite events, celebrities, artists and movies.Natale’s duties as a Sprint brand ambassador will involve leveraging her audience and creativity to produce culturally relevant content for the brand.The partnership calls for a holistic, multi-layered campaign that will build on Natale’s motivational speeches and keynote addresses, supporting her personal endeavors and a number of Sprint-sponsored campaigns and sponsorships.

 

  • Jack in the Box

Jack in the Box quick-service restaurant chain has appointed Dentsu Aegis Network’s Carat LA as its’ new media agency of record, following a review. Seven agencies participated in the review, including 15-year incumbent Horizon Media.Carat will handle both traditional and digital media planning and buying for the 2,200-restaurant chain nationwide. The account is estimated to bill more than US$90 million annually.

 

 

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!

  • Nordstrom

Nordstrom, the American chain of luxury department stores,  has appointed Dallas-based Camelot Strategic Marketing & Media as its new media agency of record following a review. Mindshare was the incumbent. It’s not clear if the GroupM shop participated in the review which began earlier this year.Nordstrom spent around US$70 million on measured media in 2016, according to Kantar. Camelot will focus on media planning and buying for Nordstrom.com and its U.S. full-line stores.

 

  • Honda

Honda has recently launched the 2018 Fit subcompact vehicle and as part of the brand’s most robust millennial and multicultural-focused campaign to-date, Honda has debuted the brand’s latest – a partnership with mitú – featuring the “Latino Comedy Traffic Jam” online series.  To generate awareness about the 2018 Honda Fit and new Fit Sport edition, Honda has worked closely with mitú to launch the largest and most comprehensive branded content program (the “Latino Comedy Traffic Jam”) on mitú’s platform, being one of the first partners to bring together such a vast pool of comedy talent, including LeJuan James, Joanna Hausman, Frankie Quinones and Jesus Trejo. “Latino Comedy Traffic Jam” comes to life via six videos featuring both established and up-and-coming Hispanic comedians and personalities taking commuters on what they think will be a test drive. In addition to the videos, Honda paired these comedians together to create six podcasts, which live on a first of its kind, custom on-demand Honda-sponsored Pandora station, helping entertain audiences along their own commutes with a mix of comedy and music tracks

  • Hotels.com

Online booking giant Hotels.com has launched a pitch for its North America media business, Adweek has reported;  Crispin Porter & Bogusky was the U.S. incumbent and Wavemaker (FKA MEC and Maxus) was the incumbent in Canada. CPB won’t defend the media assignment but will continue to handle creative chores for the client, which are not part of the review. Wavemaker is expected to participate in the review.The company spent around US$175 million on ads in the last year according to Kantar Media.

 

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. 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.

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.

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

For prior Sales Leads editions, click here.

  • Grant Thornton

Grant Thornton LLP has selected Dentsu Aegis’s gyro Chicago as its agency of record following a formal review. Founded in Chicago in 1924, Grant Thornton LLP (Grant Thornton) is the U.S. member firm of Grant Thornton International Ltd, one of the world’s leading organizations of independent audit, tax and advisory firms. The firm had previously worked with Doremus.The agency will be responsible for developing and launching a new brand campaign, creative platform and media plan.

 

  • H&R Block

Tax preparation services company H&R Block has consolidated its US $80 million broadcast media planning and buying business with Publicis Media agencies. Omnicom’s OMD was the incumbent. Mediavest | Spark will be in charge of  media planning and buying . Fallon, the client’s creative agency, picked up social media duties from WPP’s VML.Razorfish, also part of Publicis Media, will continue as Block’s Digital AOR. Block spent approximately US$146 million on ads across all media in 2016, according to Kantar Media.

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!

  • Estrella Jalisco
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Estrella Jalisco, the light-flavored pilsner beer with more than 100 years of Mexican brewing tradition, helped  people celebrate safely on Cinco de Mayo by offering up to 10,000 discounted Lyft rides in the greater Los Angeles area on Friday May 5. The brand is encouraging consumers to leave their car keys at home and take advantage of two US$5 Lyft vouchers per person during peak hours on Cinco de Mayo – between 5 p.m. and 5 a.m., using discount code ESTRELLAJALISCO on the Lyft app.1 This safe ride partnership aims to make it easy for people to be part of the 160 million American adults who regularly make a plan to get home safely.Estrella Jalisco has also partnered with reality TV star and Regional Mexican artist Chiquis Rivera, who will be lending her voice to remind consumers about enjoying Cinco de Mayo safely.  In addition to partnering with Lyft and Chiquis Rivera for Cinco de Mayo, Estrella Jalisco also collaborated with Self-Help Graphics (SHG), an East Los Angeles non-profit dedicated to the promotion of the arts in the Chicano and Latino communities. The Estrella Jalisco mobile piñata will be traveling with a live mariachi band on Cinco de Mayo making surprise visits in and around Los Angeles.

  • Nordstrom

Retail giant Nordstrom has put its’ US$70 million annual media planning and buying business in review. Mindshare, the incumbent, is said to notparticipate in the upcoming review.Nordstrom spent just under US$70 million on measured media in both 2015 and 2016, according to Kantar Media.

 

 

 

  • Delta & Aeromexico

Delta Air Lines and Aeroméxico has closed a multi-year sponsorship with the Federación Mexicana de Fútbol (FMF), the national governing body for the sport of soccer in Mexico and the Mexican National Team (MNT). The sponsorship designates the two airlines as The Official Airline Partners of the Mexican National Team.The sponsorship promises to deliver premier fan experiences, community engagement and unique online content.  With over 140 million loyal MNT fans living in Mexico and the United States, MNT plays an important role in the Hispanic culture and provides a natural platform to celebrate the start of the joint co-operation agreement between Delta and Aeromexico once the JCA becomes effective.Delta and Aeromexico will serve not only as the team’s official airlines, but the global sponsorship will include an array of promotional assets around all games in Mexico, Mexico hosted games in the U.S. as part of the annual MNT U.S. Tour, and at World Cup qualifiers and international exhibitions played in both countries.

 

 

  • Publicitas International

Publicitas International, one of the world’s leading advertising services companies, announced a corporate rebranding and name change to NEWBASE, emphasising its new identity as an independent, technology-enabled media consultancy. Operating in over 30 major markets, the NEWBASE team works with the world’s media, technology, data and market research to drive sales for their clients. NEWBASE has transitioned to an independent, full service company providing strategic input across all advertising channels, combining its legacy in traditional media with technology solutions for reaching audiences.

 

 

  • Procter & Gamble

Procter & Gambleis is restructuring the work around its seven-year-old Hawkeye programmatic digital-media-buying operation with the aim of saving at least US$1 billion annually on media spending and US$500 million more from agency and production fees globally over five years. The move also comes as Chief Brand Officer Marc Pritchard is pressing to reform the digital-media supply chain through a series of speeches to industry groups.The changes to P&G’s programmatic buying operation include parting ways with the original tech provider, AudienceScience, in favor of different providers in various parts of the world such as Neustar and The Trade Desk, Adage has reported.P&G’s contract with AudienceScience, which provided an integrated global data-management platform (DMP) and demand-side platform (DSP), expires at the end of P&G’s fiscal year on June 30. P&G will work with Neustar and The Trade Desk in North America and multiple parts of the world, she said.The moves don’t affect relationships with agencies that work with P&G including Omnicom’s Hearts & Science and Dentsu Aegis Network’s Carat in North America.

 

 

  • Chick-Fil-A Roster

Gallegos United has included American fast food restaurant chain  Chick-Fil-A to its’ agency roster, as the brand is increasingly focusing on reaching Hispanic audiences. Together, they will seek to deepen the brand’s relationship with non-English speaking households. The effort will span advertising, social media, in-restaurant point-of-purchase and other marketing elements. Gallegos will work alongside Chick-Fil-A’s other shops, including McCann and Starcom.

 

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. 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.

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

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

  • Nordstrom

descarga (10)Nordstrom has found a new agency for its media account after a review: Mindshare. The retailer spent nearly US $40 million in media last year and more than US $15 million in the first half of 2014, according to Kantar Media. Mindshare, a unit of WPP’s GroupM, will run the account out of its office in Santa Monica, Calif. Previously, a unit of Omnicom Media Group handled media planning and buying for Nordstrom. The retailer produces ads internally and in 2013, used Mekanism for a campaign that was tagged “Youphoria.”

  • Macy’s

descarga (11)Macy’s has shifted its multicultural creative account to a new shop. New York shop Walton Isaacson has landed the business after a review. Walton Isaacson succeeds Vox Collective on the assignment, which includes marketing and events that are designed to reach blacks and Hispanics. Vox had worked for Macy’s for several years.Annual media spending is estimated at US$40 million.The win will expand a relationship that began in early 2014. Since then, Walton Isaacson has handled several projects for the retailer, including Black History Month events featuring model Beverly Johnson. The new shop’s first work for Macy’s is expected in the spring of 2015. Carat continues to be Macy’s media buying and planning agency.

  • NBCUNIVERSAL

ikYd5eRn_400x400NBCUniversal’s Hispanic Enterprises and Content has added República, a cross-cultural advertising, digital and communications agency, to its agency roster, effective immediately. República will report into Jacqueline Hernandez, Chief Marketing Officer, Hispanic Enterprises and Content, NBCUniversal. This new assignment expands República’s role within NBCUniversal beyond the advertising and marketing services it has been providing to Universal Orlando Resort since 2009.Led by its co-founders, Chairman & CEO Jorge A. Plasencia and President & CCO Luis Casamayor, República will provide a myriad of services to NBCUniversal’s Hispanic Enterprises and Content, including advertising creative, brand strategy, promotions and consumer engagement supporting its broadcast, cable and digital networks, as well as its marketing, community relations and government affairs departments.

  • Ronald McDonald

descarga (5)Ronald McDonald , the McDonald’s spokesclown, posted a video on his Instagram feed with footage of him skydiving in Dubai, part of a larger McDonald’s global marketing effort for Ronald McDonald. The social media effort is the latest in a campaign that started this summer known as “Fun makes great things happen.” Though Ronald McDonald has his own Instagram feed, he still does not have a Twitter handle. The company said that Ronald would on occasion tweet from its corporate @McDonaldsCorp account.Here is the video:

  • T-CAAN/ SJN

descarga (3)The Trans-Canada Advertising Agency Network (T-CAAN) and the San Jose Network (SJN) have announced a hemispheric alliance that will share resources and expertise through the cooperative operations of both networks.Read more.

  • Saucey

descarga (4)Saucey,the alcohol delivery app that is trying to gain a foothold in the newly competitive alcohol-delivery sector, is running a promotion with Jack Daniel’s that includes Frank Sinatra impersonators dropping off whiskey to doorfronts. The program will run in Los Angeles and San Francisco, the two cities where Saucey operates.To qualify, buyers must use a special Sinatra ordering code, or buy one of several Sinatra packages. That includes a deal called the “Rat Pack” that comes with the Sinatra Select super-premium version of Jack Daniel’s along with cigars. Mr. Sinatra, who famously referred to Jack Daniel’s as the “nectar of the gods,” turned age 99 on Friday, which is the hook for the promotion.The startups allow users to order beer, wine and liquor on smartphones and have it delivered from local retailers. brands have begun partnering with the companies as online ordering grows in popularity.

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 Hispanic market and/or targeting Hispanic consumers right now.

      • Coca Cola
        Coke Launched a Digital Marketing Campaign Targeting TeensThe soda maker is beginning a teen-focused digital campaign that will span across 61 unique websites and include 17 games, videos and digital experiences, all based around the Coke brand. “The goal is for this to be a multiyear campaign,” says Pio Schunker of Coke, adding, “this signals a whole new way in which we’ve decided to create marketing content.” Why This Matters: Every marketer wants to lure in teens as consumers of their brands in the hopes of them continuing to use the brands throughout their lives. This is a targeted effort to do that, with key elements being accessible via smartphones, which are heavily used by teens

 

      • Nordstrom
      • NordstromThe upscale, Seattle-based national retailer will promote a concept it is calling “Youphoria” in new 30-second videos featuring young adults involved in outdoor activities like riding a minibike, gathering around a bonfire or chopping wood while fashionably dressed, the New York Times reports. The campaign is aimed at men and women 25-35 and will run through the end of May. It is specifically being promoted in Dallas, Houston, Los Angeles and San Diego. It will run on websites like Vevo, Glam Network, Zimbio and Latina.com. Michael Crotty, Nordstrom’s VP of marketing, said, “Somewhat younger customers respond really well to digital messages.”

 

      • Tecate
        The Mexican beer brand owned by Heineken has a new campaign with the tagline, “Es Facil Ser Hombre,” or “It’s Easy Being a Man,”. The ads were created by Tecate agency Olabuenaga Chemistri in Mexico City and the media buy was handled by MediaVest MV42.  The campaign is also running in Mexico. Spots will run on Univision, Telemundo, Unimás, Galavision, Estrella TV, Fox Deportes, Univision Deportes, Azteca, LA TV and nuvoTV. In all, there are three different TV spots and three radio spots.The Spanish-language radio and out-of-home follow the same tone and humor as the TV ads. “Es Fácil Ser Hombre” is running nationally, with particular emphasis in the brand’s key markets, which include California, Texas, New Mexico, Arizona, and Illinois.”For the past few years, we have been building upon Tecate’s values, which include carácter, masculinity, and ingenuity, and are excited to see those traits exemplified in this campaign,” said Felix Palau, vice president of marketing for Tecate. “Since the ads are running in Mexico and the U.S. to ensure consumers on both sides of the border are being exposed to the same messaging, we had to ensure the scenarios presented were relatable to all Hispanic men, not just Mexicans. We are proud of the end result and hope consumers enjoy the light-hearted nature of this campaign.”

 

      • Brooklyn Nets
        The Brooklyn Nets are planning to launch a Spanish-language website for next season.“Next season we want to launch a Spanish-language website that’s separate from the NBA,” said Elisa Padilla, vice-president of marketing for the Nets and Barclays Center in an interview with www.netsdaily.com. “Brooklyn is so diverse, and we know that the Hispanic market is growing, but we also know that the Asian market is just as important, and the Russian segment.”

 

    • Deferred Action for Childhood Arrivals (DACA)
      DACA, a provider of simplified, online immigration solutions, has launched a new Spanish language version of the U.S. government’s Deferred Action for Childhood Arrivals (DACA) form on its site. This new version from Clearpath allows users to complete the DACA form in Spanish via an online questionnaire, which then inputs the data into the English version of the official form, as all forms submitted to the U.S. Citizenship and Immigration Service (USCIS) must be in English.
       
      GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS!For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to the Interactive Directory of Corporate Maketers and AGencies targeting Hispanics” href=”https://www.portada-online.com/productlist/”>Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics includes more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.