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. 

  • Mars Inc. 

Giant CPG conglomerate Mars Inc. has announced the end of a global media review that started in January of this year. The company, which spent US $745 million on paid media in 2017 according to Kantar Media, is consolidating all its media planning & buying duties with WPP’s GroupM.Mars Inc. is one of the biggest advertisers in the world, with an average yearly spent of US $1.5 billion on paid media.


  • Curacao/Pantaya

Curacao, ranked among the top 50 retailers in the US, is addressing the needs of the Latino community and their shopping experience by partnering with PANTAYA to provide their customers access to the latest movies in Spanish from México and all Latin America starring top Latino stars like Omar Chaparro in “No Manches Frida”, “Una Mujer Sin Filtro” with Fernanda Castillo and Eugenio Derbez in “Instructions Not Included”. Current customers with a Curacao credit card who purchase a laptop or cellphone over US$599, will get 0% financing, a free tablet, and three months of PANTAYA for free. New customers who apply for the Curacao credit card (if approved) will receive a free smartphone with carrier Metro PCS, one month of service and activation for free, and three months of PANTAYA. Teylez Perez, Senior Vice President of Marketing, PantaYA at Lionsgate is a member of Portada´s Brand Star Committee.


  • Mondelez

Mondelez has concluded a global media review that started earlier this year, the company has confirmed. GroupM´s agencies Wavemaker and Mindshare has been assigned large portions of Europe and Asia. North America duties were awarded earlier to Spark Foundry and VaynerMedia. Latin America stays with its current agency, Spark Foundry too.





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.


  • Albertsons Companies

Albertsons Companies, Inc. announced that it has mutually agreed with Rite Aid Corporation to terminate their previously announced US$24 billion merger agreement. Under the previous deal, the companies combined would have operated approximately 4,900 locations, 4,350 pharmacy counters and 320 clinics across 38 states and Washington, D.C. Albertsons Companies pharmacies would have been rebranded as Rite Aid.Albertsons Companies is one of the largest food and drug retailers in the United States, with stores across 35 states and the District of Columbia. Last year, the firm  acquired part of the El Rancho Supermercado chain in Texas, which primarily serves Hispanic customers, to keep on investmenting in the growing Latino grocery sector.


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

What: Lionsgate and Hemisphere Media Group are introducing PANTAYA, the first Spanish-language over-the-top (OTT) service dedicated to premium content for the Hispanic community in the U.S. Sources at Hemisphere TV tell Portada that the service will be monetized through subscription revenue and not via advertising.
Why it matters: The service features Spanish-language blockbusters and films from Latin America and Hollywood, the majority appearing exclusively on the PANTAYA platform.


Global content leader Lionsgate and Hemisphere Media Group, which targets the U.S. Hispanic and Latin American markets with broadcast, cable television and digital content platforms, have launched PANTAYA, the first Spanish-language over-the-top (OTT) service dedicated to premium content for the Hispanic community in the U.S., the two companies announced today.

CHECK OUT: OTT Monetization what Hulu, Pongalo and Vidaprimo are betting on for 2017.

The service features the largest selection of Spanish-language blockbusters and films from Latin America and Hollywood, the majority appearing exclusively on the PANTAYA platform.  The service’s deep slate of current and classic films will be complemented by documentaries, concerts and other original premium content.

In addition, PANTAYA will feature monthly films released “day-and-date” with their debut in Latin American theatres for the first time. PANTAYA’s slate encompasses: Pantelion’s unmatched Spanish-language movie catalogue, including box office hit No Manches Frida and the blockbuster Instructions Not Included, the highest-grossing Spanish-language film of all time; contemporary Latin American hits from Hemisphere’s unparalleled catalogue; classic titles featuring Latino icons, such as Pedro Infante, Maria Felix and Jorge Negrete; and films from Lionsgate’s 16,000-title library dubbed in Spanish, including the classic Dirty Dancing and the Crankaction franchise as well as the Oscar®-nominated Amores Perros.

PANTAYA also provides subscribers exclusive monthly first run access to recent releases such as the animated hit Un Gallo Con Muchos HuevosLadrones starring Fernando Colunga and Eduardo Yañez, and ¿Que Le Dijiste a Dios?, a musical comedy based on the songs by the late Mexican artist Juan Gabriel. Other upcoming first run exclusive titles include the Dominican Republic theatrical success Domirriqueños and the latest installment of the Colombian hit franchise El Paseo.

“We’re proud to launch a Spanish-language streaming movie service distinguished by its breadth, quality and diversity,” said Lionsgate Chief Executive Officer Jon Feltheimer. “This platform is the next logical step in Lionsgate’s track record of serving the Hispanic consumer with high-end premium content through our Pantelion Films venture with Televisa.  By drawing upon the blockbuster films, vast libraries and world-class programming resources of its partners, PANTAYA is positioned to become a compelling value proposition for Spanish-language and bilingual audiences across the country.”

“We’re thrilled to be partnered with Lionsgate in the launch of the premier Spanish-language OTT platform that delivers first-run and bold content,” said Hemisphere Chief Executive Officer Alan Sokol. “PANTAYA is user friendly, accessible and will provide Hispanic movie lovers in the U.S. an entirely new way to watch movies and connect with their cultures.”

“PANTAYA will be the one-stop-shop for fans of Spanish-language films to find the best, biggest and newest titles from the Spanish-speaking world unavailable on other platforms,” said Pantelion Films and PANTAYA Chief Executive Officer Paul Presburger. “With our focus on exclusive premium content, our knowledge of the Hispanic consumer, and the breadth of our offering, we are positioned to deliver an OTT service to Spanish-language and bilingual consumers that is second to none.”

The service’s operations will be overseen by Presburger and Pantelion Chief Operating Officer Edward Allen. PANTAYA is available through the web and on iOS, Android and the Roku platform in the U.S. and Puerto Rico as well as to Prime members on Amazon Channels in the U.S.

Join us at PORTADA Mexico!

Get our e-letters packed with news and intelligence!