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. 10 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!
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  • General Mills 

glogosocial_400x400WPP’s Mindshare has been named cereal giant General Mills’ new media agency. The agency’s Chicago and New York office will oversee buying and planning for the snack food and cereal giant starting October 1. General Mills will spend US$823 million on advertising during fiscal 2015, down from us$866.4 million last year.  The incumbent agency Publicis Groupe’s Zenith Media had held the account since 2001. (Check out today’s Interview with General Mills’ Monica Granados on its relaunched Que Rica Vida content marketing initiative.)


  • Citi

CitiBlueWave_400x400Citi has consolidated its global media business with Publicis Groupe following a review that began in May.Publicis Groupe created One Citi Global to house creative, digital and production duties on the Citi account one year ago. One Citi Global will now hold all of the work Citi puts out, including the new media assignments.Media incumbents include WPP’s MEC, which handles Citi media in the U.S. and international regions, and Publicis Groupe’s Starcom MediaVest Group, which supports the client in a couple international markets through One Citi Global.Through separate media operations, Publicis Groupe now supports Visa (Starcom), Bank of America (Starcom) and Citi (One Citi Global).The financial services company spent US$332.5 million on domestic measured media in 2014, according to the Ad Age DataCenter.

  • Pepsi

descarga (2)Pepsi-Cola is releasing a new spot together with Omnicom’S  BBDO, New York in the U.S..The new spot features Seattle Seahawks star Marshawn Lynch that plays off his notoriously evasive approach with the media. The ad was quietly posted on Pepsi’s YouTube page last weekend and has since garnered more than 720,000 views.The brand would soon be running it on TV. She also confirmed that BBDO, New York is the agency. BBDO, New York has regularly produced work for PepsiCo-owned Mtn Dew and the company has a long-running relationship with Omnicom. BBDO has also been involved in global Pepsi work in recent years. But BBDO, New York has not made a TV ad for brand Pepsi for the U.S. since 2008.

  • Snickers

SnickersSnickers has launched a new packaging gimmick featured in a new ad.The Mars-owned candy bar’s personalized wrappers jibe with its “You’re not you when you’re hungry” campaign. The bars feature 20 words like Cranky, Grouchy, Snippy, Loopy, Sleepy, Rebellious and Whiny.In the ad, named “Dial-A-Snickers,” a call center operator takes phone calls from people requesting a Snickers for a hungry loved one. The operator seeks to diagnose which bar would be appropriate for that person, given his or her “symptoms.” A bike messenger then brings the designated Snickers to the needy party.Snickers has 20 versions of the new packaging.

  • 7-Eleven/PayNearMe
7-Eleven's new Bill Pay App operated by PayNearMe makes paying thousands of bills with cash convenient 24/7 (PRNewsFoto/7-Eleven, Inc.)
7-Eleven’s new Bill Pay App operated by PayNearMe makes paying thousands of bills with cash convenient 24/7 (PRNewsFoto/7-Eleven, Inc.)

PayNearMe, a financial services technology company, has partnered with 7-Eleven, Inc. to introduce the PayNearMe Bill Pay app, enabling U.S. consumers to pay over 17,000 national and local billers with cash using a convenient barcode scan at participating 7-Eleven stores. The domestic bill payment service is the first in a line of affordable financial services that the company plans to offer cash-preferring U.S. consumers and extends the reach of PayNearMe’s existing cash merchant processing offering for businesses.The PayNearMe Bill Pay app serves as a full-service bill payment center, allowing cash users to keep track of payment history, set reminders, and securely pay their bills in under 60 seconds with one trip to their local 7-Eleven store. Most of 7-Eleven’s nearly 8,000 U.S. stores are open 24/7, allowing users with even the tightest schedules to easily and conveniently stay on top of their bills.The wide range of billers that are payable include cable companies, utilities providers and insurance companies, as well as PayNearMe’s existing merchants such as Greyhound bus, and Indego, the city of Philadelphia’s bike share program. With money transmitter licenses already secured in all 48 states where they are required, PayNearMe expects to add national and regional retailers to its payment location network in the coming months. Other financial services are expected to follow.Both the PayNearMe Bill Pay and 7-Eleven Bill Pay Operated by PayNearMe apps are available to download for free in the Google Play store or iTunes App Store. Consumers can begin paying bills in three easy steps.


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.

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Armando Gutierrez at 1-800-937-5322 or e-mail him at  armando@portada-online.com

  • Red Mango

EGC Group has been named Red Mango’s, frozen yogurt and fruit smoothies retailer, marketing and advertising agency. The assignment implies strategy, creative development, LSM (local store marketing) and digital and social media programs for its 220 locations in the USA.The agency’s retail, digital and LSM experience includes Friendly’s, Sterling Optical, Canon,Jiffy Lube, Project Runway and Brother International, among others.So far, the agency has done a LSM product testing of juices, light food, and smoothies as part of the new Red Mango Cafe & Juice Bar concept. Additionally, it has developed a national Valentine’s Day promotional campaign to be launched on February 7.

  • Rumba Meats

Rumba Holiday PromotionMarketVision agency has been chosen to handle total-market digital, social and shopper-marketing promotions for Cargill’s Rumba meats brand.The agency’s initiatives target a diverse consumer base focusing on the cultural insight behind shopper behavior.MarketVision has already designed and carried out digital, social and retail programs for Hispanic Heritage Month and Holiday for Rumba. Rumbameats.com website ,a Facebook page featuring recipes, photo contests and cooking tips, a Pinterest page and a Twitter feed were some of the elements included . The agency has also created a sales e-newsletter and has initiated active food blogger outreach. In February, the agency will launch Rumba’s Black History Month promotion. Agency partner SWEB Development will collaborate with MarketVision’s Rumba work . SWEB Development, a full-service digital agency offering creative digital strategies, graphic design, and development for web, mobile, and social.MarketVision clients include Cargill Meat Solutions, Chrysler Group, ConAgra Foods, Copa Airlines, Hershey’s, Kraft Foods, Mondelez International, Northwestern Mutual, MillerCoors, Centers for Disease Control and United Airlines.


Univision Communications Inc. and SUBWAY Restaurants have announced a new partnership that will include six integrations of SUBWAY® Restaurants products and restaurants into Televisa’s hit telenovela, “Qué Pobres Tan Ricos” (Poor, But Rich).Custom content pieces featuring Univision actor Raul Gonzalez are also included in the agreement. Rodriguez will deliver SUBWAY® Restaurants selling points through his character in “Qué Pobres Tan Ricos”.Since premiering on January 6, 2014, the TV program is averaging 3 million viewers and ranking Univision as the No. 2 broadcast network among young Adults 18-34 ahead of ABC and CBS.SUBWAY® Restaurants products and restaurants will be seamlessly incorporated into storylines. The first integration will show one of the characters surprising another with a SUBWAY® $5 Footlong. The second, features a mother arriving unexpectedly to a birthday party with a SUBWAY FRESH FIT FOR KIDS™ meal. Other integrations will include scenes inside SUBWAY® Restaurants stores and show characters consuming SUBWAY® Restaurants products. In all, integrations will help Univision reaching Hispanic audiences.“Qué Pobres Tan Ricos” airs from Monday to Friday on the Univision Network at 10 p.m. .

  • AT&T

AT&T is rolling out a series of TV ads featuring actress Sofia Vergara and Univision sportscaster Fernando Fiore.One spot has been titled ‘Golazo’ (Super Goal) and will air in the form of 15-second and 30-second TV ads, features both TV personalities in a living room watching soccer. The ad shows Fernando and Sofia cheering their favorite team after a goal is scored, and then a reference is made to AT&T’s 4G LTE network.
Another similar 15-second spot titled  ‘Mas Confiable’ (Most Reliable) will air from Feb. 3 through the end of the month. Directed by Michael Spiller, these TV spots will bring the chemistry this duo had in the 90s to the screen.The spots were carried out by AT&T in collaboration with BRAVO and Lookout Entertainment director Michael Spiller.

  • MasterCard

Carat has been awarded MasterCard’s media business in the U.S. and worldwide in all markets but Latin America.Universal McCann will retain the business in Latin America.UM has been in charge of global media planning and buying in Latin America since 2010.

  • Heineken

HeinekenHeineken and the UEFA Champions League (UCL) are once again bringing the popular soccer club competition to fans in the United States through various retail elements, from March 1 through May 24.Coinciding with this year’s program launch, Heineken is rolling out a new 16-ounce, three-pack format, designed with permanent UCL creative. Also, at retail, interactive displays and point-of-sale will direct consumers to sign into the UCL mobile site where they can try to digitally match their “Half Ticket” for the chance to win Heineken UCL prizes, such as Adidas-branded merchandise and signed UCL memorabilia. Consumers can also login with Foursquare to earn points every time they “check in” at retail. Additionally, program participants will be automatically entered into a sweepstakes for the chance to win a trip to a UCL match during the 2014-2015 season. Channel-specific cross-merchandising offers on the purchase of relevant items, including salty snacks, meats and ice, will round out the program and provide shoppers with solutions for their at-home viewing occasions, according to the company.”The UEFA Champions League is a proven passion point of Hispanic consumers,” said Belen Pamukoff, brand director for Heineken.”

  • PayNearMe

PayNearMe is growing its reach with a deal to bring its cash transaction network to more than 8,000 Family Dollar locations across the United States.The deal almost doubles PayNearMe’s footprint. Its cash transaction network allows consumers to use cash to repay loans, pay rent, make online purchases, and much more. Consumers can make payments 24/7 in their own neighborhood any of the 17,000 participating 7-Eleven, Family Dollar, and ACE Cash Express stores across the United States.PayNearMe has also closed a $20-million round of financing led by GSV Capital. August Capital, Khosla Ventures, Maveron and True Ventures also participated in the round. PayNearMe will use the funds to continue expansion into existing categories while launching into new vertical markets.

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Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Nicolas Miranda at 1-800-937-5322 or e-mail him at  nicolas@portada-online.com

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