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

descargaAvocados from Mexico (AFM) has announced it will advertise during next year’s 51st Super Bowl, for the third year running.In the upcoming ad for the 2017 spot the company will focus on the health and wellness message. Avocados From Mexico’s first Super Bowl spot, in 2015, showed a prehistoric, football-style draft of plants and animals, in which Mexico picked the avocado and draft commentary was handled by former NFL stars Doug Flutie and Jerry Rice. This year’s Super Bowl spot featured an alien tour guide in an exhibit of Earthly items including a Rubik’s cube and actor Scott Baio, culminating with “always in season” avocados from Mexico.Avocados From Mexico is again working with creative agency GSD&M, media agency Havas Media and Richards Lerma for social media and digital execution.

  • Honda

Honda and HGTV® announced that Honda is the exclusive automotive partner of the HGTV® Dream Home 2017 Giveaway, with a Honda Pilot Elite now part of the prize package along with a new home on St. Simons Island, Georgia and a cash prize of US$250,000. Entering its 21st year, HGTV’s popular Dream Home program annually awards one lucky family with a unique American home.The Honda Pilot will be integrated into this year’s HGTV Dream Home 2017 television special on January 1, 2017, including photography and video footage of the home. As the exclusive automotive sponsor, Honda will produce a 30-second custom vignette showcasing the Pilot and sparking consumers to enter the sweepstakes for their chance to win the HGTV Dream Home 2017 Giveaway.

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  • Pfizer’s Nexium

descarga-1Pharmaceutical company Pfizer is said to have consolidated its agency roster by moving the Nexium marketing account to Grey after a review.The WPP shop currently handles several Pfizer brands including Advil, Robitussin, EmergenC and Advil Cold. All went into one of Grey’s five major “portfolio groups” when they were established last year.Pfizer will continue working with Publicis and Leo Burnett outside the U.S. In 2015, the company consolidated its media planning and buying assignments with Carat, part of the Dentsu Aegis Network.The company spent US$66 million promoting the Nexium brand in the United States in 2015 and US$27.8 million in the first half of this year.


  • Drexel

wuwqmf8w_400x400LevLane was named media agency of record for Drexel University following a two-month review. Creative duties remain in-house. The account is estimated at US$1.7 million.


To get detailed contact information about the decision makers behind these campaigns and access an interactive database of more than 2,500 marketers targeting U.S. consumers, take advantage of the SPECIAL 50% OFF HOLIDAY OFFER. Please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription at the special offer price (offer expires Dec. 23!.)

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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. 12 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-961-9516 or e-mail him at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
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  • Hankook Tire America

c775f413681f85dd5d7253b915212e5e_400x400Innocean USA won the Hankook Tire America account, following a review. Cheil Worldwide previously handled the account. The Huntington Beach-based agency is tasked with developing Hankook’s first advertising campaign in the the US market. The campaign, “Never Halfway,” consists of TV, print, digital and social media elements. (Horizon Media and Innocean recently created Canvas Worldwide with Hyundai and Kia as its main clients).



  • MGM Resorts International

KyDO2c61_biggerMGM Resorts International has appointed McCann and PHD its creative and media agencies of record, respectively, following a review.MGM will continue to work with other agencies on some of its U.S. brands. McCann and PHD will begin work in 2016.The shops will be tasked with campaign work for propierties like Bellagio, ARIA, Vdara, MGM Grand, Mandalay Bay, Delano Las Vegas, The Mirage, New York-New York, Monte Carlo, Luxor, Excalibur and Circus Circus and MGM Grand Detroit. MGM spent US$34.9 million on domestic measured media in 2014, according to Kantar Media. This latest agency effort represents a consolidation of media dollars, “not an increase,” according to the MGM spokeswoman.

  • Spalding

ierkw_X9_400x400Spalding, a sports gear brand, has named Walton Isaacson agency of record following a competitive pitch. In recent years the brand has not had an AOR but assigned projects to various agencies.Spalding wants to establish a global messaging platform that will serve as a foundation on which to build communications across multiple channels.Walton Isaacson’s first work will break in a new campaign launching next February, which will feature athletes of all levels.


  • Morgan Stanley

9ycMSrlc_400x400Banking giant Morgan Stanley will move its global media agency business back from Interpublic’s BPN to Spark in 2016.The decision follows the appointment of Mandell Crawley to its new marketing lead about a year ago.Stanley succeeded Susan Smith Ellis, who left the firm in July 2014 and was responsible for moving the media account from Publicis Groupe’s Spark to Interpublic Group of Cos’ BPN.In 2009, Morgan Stanley was a nearly US$40 million dollar account, but the company’s spending on domestic measured media dwindled to US$10.3 million in 2014, according to Kantar Media.

  • Pfizer/ Allergan PLC

ceca9b6e9b2c3af656aad2448e034455_400x400New York-based Pfizer Inc. and Allergan PLC have agreed to a US$155 billion merger that would create the world’s biggest drug maker by sales, adding more advertising power to one of the most formidable marketers in the U.S.Pfizer spent about US$1.4 billion on measured media in the U.S. last year, making it the seventh largest advertiser in the country, according to Kantar Media. Allergan spent US$267 million.



  • Wendy’s

descarga (2)Wendy’s® is bringing together aged Gouda and Swiss Gruyere Cheese Sauce with their oven-baked bacon as star players in Wendy’s new Gouda Bacon Cheeseburger.The Gouda Bacon Cheeseburger and Bacon Fondue Fries are the latest limited-time offers from Wendy’s. The fast food chain is releasing New TV spots and a digital video that acts as a trailer for the fictional movie “Gouda Bacon Cheeseburger: A Cheesy Underdog Story” on Nov. 30. Former football stars Terrell Owens and Vince Young star as Gouda and Gruyere, respectively, benchwarmers on a football team who get their chance to shine playing with a smaller player named Bacon.Mr. Owens also stars in a couple of audition-tape style videos that will air online. Publicis North America worked on TV and radio spots and the trailer video; VML was the digital agency on other content such as “behind-the-scenes” footage including the audition tapes; Starcom MediaVest was the media buying agency; Saatchi X worked on merchandising; and Ketchum is handling.Visit Wendy’s YouTube channel to watch behind-the-scenes videos starting on November 30.

  • Domino’s Pizza

GMUUGCGW_400x400Domino’s Pizza is offering 50 percent off all menu-priced pizza orders placed online for 10 days straight – its longest stretch yet- till Sunday, Dec. 6.The 50 percent off deal is only available on menu-priced pizzas ordered through Domino’s digital ordering channels which include Domino’s website (www.dominos.com), and the iPad®, iPhone®, Android, Windows Phone 8 and Kindle Fire® apps.Nearly 50 percent of Domino’s sales in the U.S. are placed through digital channels.

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!

Click here for prior Sales Leads issues.

  • MassMutual 

zBYrT4DU_400x400MassMutual announced a partnership with Univision Communications Inc., the media company serving Hispanic America, to deliver financial education in Spanish to Hispanic families in the Houston, Texas area. As part of the partnership, MassMutual will present a free, financial literacy workshop designed with the needs of Hispanic families in mind. The presentations will include information on budgeting, saving for college and saving for retirement, in Spanish. Prosperidad, presented by MassMutual, will take place on Saturday, June 13 from noon until 3 p.m. CT, at The Westin Houston, Memorial City, and is free and open to the public. The three-hour special event will provide Hispanic families access to a bilingual financial professional, financial information and long-term strategies to secure their financial futures and protect the ones they love.The effort seeks to address common financial questions from how to plan a secure retirement and prepare for unexpected financial challenges to how much money is needed to send children to college.The “Money Talks” portion of the event will be hosted by Renzo Heredia, the popular radio personality of 106.5 FM Más Variedad, and presented by Mariana Ruiz Posada, a financial professional with MassMutual Greater Houston, which has served local Houston communities for over 100 years. Hispanic attendees will hear tips on how to budget, manage college finances and better prepare for retirement. As part of the event, guests will have the opportunity to meet one-on-one with one of the experienced financial professionals from MassMutual Greater Houston and additional Spanish-language resources will be available to the public online at MassMutual.com/Latino.For access to educational information and resources in Spanish and to learn about planning for your long-term goals and objectives, visit MassMutual.com/Latino, and reach out to a MassMutual professional near you.


descarga (10)Pfizer will launch its 2015 edition of Aviso, its publication that highlights the health needs of  the Latino uninsured and underinsured population in the U. S. at the 32nd Annual National Association of Latino Elected Officials(NALEO) National Conference at Aria Resort and Casino,  Las Vegas on Friday, June 19, 2015 at 8:30 – 9:30 AM.  Aviso, an Update on Latino Uninsured and Underinsured and How Pfizer Helps to Reduce Health Care Disparities, also provides an overview of the work of Pfizer’s Multicultural Center of Excellence and its partners from health care, legislative, and community organizations that are all committed to eliminating the health care disparities prevalent in the Latino community. Among Latinos, the uninsured rate dropped by 12.3 percentage points against a baseline uninsured rate of 41.8%, resulting in 4.2 million adults gaining coverage, since the start of the open enrollment program under the Affordable Care Act (ACA) in October 2013.Although the ACA has increased the number of insured Latinos, lack of health care continues to be a serious issue among Latinos.

  •  Boost by Casa Cuervo

casa-cuervo-2Under the creative direction of Sergio Sharpe, MADE, the mexican ad agency led by Yosu Arangüena and Cristian Rocha, developed a new effort for CASA CUERVO.The agency made two different versions for the Boost product: Autotrago 1, Autotrago 2.The campaign challenges the creative ability of the consumer searching their custom flavors. Each piece appeals to meet the unique flavor.

  • Crystal Pepsi

lwjRblno_400x400Crystal Pepsi is apparently returning , though details on when and how the 1990s-era cola will return remain murky.Introduced in 1992, the clear cola only lasted a few years. PepsiCo sent its strongest signal yet that Crystal might soon be available again by responding to one of its biggest fans, competitive eating star Kevin Strahle. Mr. Strahle, on Twitter.The apparently imminent launch could follow Coca-Cola’s move late last year to bring back Surge, a 1990s-era citrus-flavored soda. It is unclear if Pepsi plans to make a similar e-commerce play, or if Crystal Pepsi will get wider distribution. In the early 1990s, the launch was backed with a US$40 million ad budget. Crystal’s return comes after soda brand Zevia in May announced it was going “color-free” across its 17-flavor portfolio.

  • ‘Turn It Up for Change’ / W Hotels

descarga (8)W Hotels Worldwide and the Human Rights Campaign are using music to ignite social change. The collaboration, called #TurnItUpForChange, supports marriage equality in all 50 states by spreading the word through monthly music events.The release of Jennifer Hudson’s “I Still Love You” music video is one way #TurnItUpForChange is trying to mold public opinion. The video depicts a father debating whether to attend his son’s wedding, interspersed with shots of Ms. Hudson singing. The video was previewed at the W Union Square during an event. It is airing nationally on MTV and VH1.W Hotels is using social media to raise money for the Human Rights Campaign by donating US$1 for every tweet and retweet of the video or #TurnItUpForChange until July 3.The initiative has raised more tan US $100,000 since its launch in October.

  • Patron

descarga (7)Patron is rolling out its first new effort  from Mullen Lowe U.S. and Mediahub, its media operation. The agency won global creative and media duties for the Patron spirits business last fall. The new effort brings the new tagline: “It Doesn’t Have to Make Sense to Be Perfect,” to provide added context to the concept of perfection. Patron’s new creative will appear first on TV across several networks in a number of real-time (or near real-time) brand integrations planned by Mediahub. In one of the first executions, Patron appeared with custom creative during Sunday night’s SportsCenter on ESPN, immediately following Sunday Night Baseball.  Patron will continue to integrate real-time creative into SportsCenter, leveraging relevant parts of high-stakes games (including the NBA Finals and the NHL Stanley Cup Finals) to showcase the new tagline. Integrations are also being developed with other networks. “Perfection Is a Paradox” is the name and opening line of a Patron spot.The new campaign is further supported through contextual creative, custom videos and editorial content with leading publishers, and through social media. Viewers who see spots air will also see complementary content aiming to spark conversation with #SimplyPerfect. The campaign will be further supported through experiential and retail components designed to create more direct engagement with consumers.

  • Made in italy

P9vSTSv2_400x400The government of Italy is realising a campaign to convince Americans that when it comes to food, “just because it looks Italian, doesn’t mean it’s Italian.”A three-year campaign touting Italian-made pastas, cheeses, olive oils and more will include TV commercials, digital video, PR and retail activations. The goal is to get more Italian products in stores while convincing shoppers that foods made in Italy are of higher quality than those that have Italian-sounding names but are made elsewhere.The new campaign will initially target New York, California, Texas and Illinois and will be backed by a media budget of nearlyUS $25 million in the first year, according to the Italian Trade Agency. Agency officials previewed the campaign this week at the Food Marketing Institute’s annual trade show in Chicago. Italian officials are in the final stages of picking an ad agency for the campaign. TV ads are slated to run in October as well as in the first quarter of 2016, according to an Italian Trade Agency document. Assets will include a new logo that includes the colors of the Italian flag with the phrase “The Extraordinary Italian Taste.”

  • Ragú/Bertolli

imagesMizkan Group, which last year acquired Ragú and Bertolli pasta sauces from Unilever for US$2.1 billion , now is seeking for a new agency to handle both.Under Unilever, Ragú and Bertolli collectively spent nearly US$32 million in media last year, up from us$28 million in 2013, according to Kantar Media. Ragú, the leading pasta sauce by market share in the United States, was the bigger spender in 2014 at nearly US$19 million.For Mizkan, however, Ragú and Bertolli represent big brands.Previously, agencies such as Barton F. Graf 9000 worked on the brands. Sources expect the new owner to hire a single global shop for both. Joanne Davis Consulting in New York is managing the process.Sources said the search was down to a handful of finalists, with a decision expected later this month.

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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. 8  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.

  • Smirnoff

i7qkU692_400x400Live Nation Entertainment company has announced a global partnership with Smirnoff, which thanks to this strategic deal, will become the official vodka sponsor of 26 music festivals around the world. In partnership with Live Nation, the brand will create experiences that bring artists and fans even more closer through the excitement of being part of one festival. In addition, Smirnoff will develop unique content to share with fans worldwide through social channels related with the brand and festivals including its “Smirnoff Sound Collective”. Taking advantage of this sponsorship, the brand will promote among consumers both inside and outside events, so fans have more opportunities to be part of the Live Nations festivals. Live Nation produces more than 25 festivals in the US and more than 50 worldwide, with exciting artists and diverse audiences in countless musical genres, from electronic dance music (EDM) to alternative, independent, rock and country.

      • Harley-Davidson

1casUGa3_400x400Harley-Davidson has relased its new campaign featuring real riders hanging out in drainage viaducts, doing donuts and wheelies, jumps, ice racing, and dirt racing on Street 750 motorcycles.The new effort includes TV, print ads, online ads, and social media. The broad theme, evoked by the #RollYourOwn social link, is that not only are H-D riders different, but what they do on their bikes is not what you think. The 60-second launch ad shows, among other things, footage of Street 750 dirt and ice racing during the winter and summer ESPN X Games. The ad has double-entendre headlines and Twitter links for each piece of footage: “Man Cave” for the guys in the viaducts; “Fast Tracker” for a racing-tuned Street; “Ice Carving” for the footage of the X Games ice racer; “Hang Over” for a guy doing jumps; and “Morning Donut” for a guy doing donut spins; and black market for what he spelled out on the pavement, US$99, the monthly nut for a Street 750. The ads were co-developed and shot by Minneapolis-based Wolfes LLC. The two TV spots broke March 4 and will continue to air on NCAA Men’s Basketball, as well as on theCHIVE and Heavy.com. Also as part of the campaign, fans and riders are encouraged to share their “Roll Your Own” experiences across Harley-Davidson’s social channels using the #RollYourOwn tag-line.Harley-Davidson also is readying another campaign with partner Marvel, around the forthcoming “Avengers, Age Of Ultron,” which kicks off March 6.

      • Modelo Especial

LOGO_MODELO_2__400x400Modelo Especial, one of the fast-growing beer brand in America, will soon break its first national English-language campaign as it seeks to grow beyond its loyal base of Hispanic drinkers.The campaign, which includes two TV ads, continues a tagline the brand has had in place for a while that encourages consumers to “discover the Especial.” One TV spot describes the brew as a “high-quality, honest beer,” while touting its clear bottle that “shows off its character.”The goal is to introduce the brand to a wider audience. Modelo Especial edged out Heineken, which posted US$739 million in sales after 3% growth during the period.The move comes after Constellation late last year shifted creative ad duties on Modelo from Omnicom’s Goodby Silverstein & Partners to WPP’s Ogilvy & Mather, Chicago. But for the new TV ads, Constellation used a production company that made the ads based on a brand “manifesto” developed by Goodby and La Comunidad, which remains Modelo’s Hispanic agency. Horizon is Modelo’s Media Buying Agency.


      • Safelite AutoGlass

97d4ddcd3138c9d40878df3231ad41a9_400x400Safelite AutoGlass, a unit of Belron that operates in all 50 states, has broken off its media planning and buying account and awarded it to Havas Media after a review. Previously, the business had been handled by Ron Foth Advertising, which also creates ads for Safelite, including social media marketing. Foth continues as lead creative agency.Safelite’s media spending totaled nearly US$30 million in 2013 and about US$23 million in the first nine months of last year, according to Kantar Media. The assignment spans traditional and digital media, including social media.

      • Johnnie Walker

imagesJohnnie Walker’s premier Blue Label blend has unveiled a prototype “smart bottle” that enables the brand to send targeted, personalized marketing messages to consumers.Printed sensor tags in the bottle’s label have technology called OpenSense, which uses smartphones’ near field communication (NFC) capabilities.Whether they’ve invested in a bottle, or are simply lingering near one in a store, consumers can read the tags with any NFC-enabled smartphone to see promotional offers, cocktail recipes or branded content.The technology, created by Norwegian printed electronics company Thinfilm with Diageo Technology Ventures, was introduced at the Mobile World Congress in Barcelona.The technology also lets Diageo track bottles’ movements across the supply chain, in stores and wherever it’s being consumed, and detect whether a bottle is open or still sealed.The prototype bottle is the first initiative to come out of Diageo Technology Ventures.

      • Pfizer

ceca9b6e9b2c3af656aad2448e034455_400x400Pfizer has shifted US$100M planning account to Carat. Planning for the company’s brands such as Advil and ChapStick, which are part of its consumer healthcare division, will shift from MDC’s Assembly to Dentsu Aegis’ Carat. Read more.


Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 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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What: Pfizer has shifted its media planning to agency Carat, part of the Dentsu Aegis Network.
Why it matters: Brands such as Advil and Chapstick, housed within the consumer healthcare division, will shift from MDC’s Assembly to Carat.There will be a transition period before Assembly officially exits the business.

ceca9b6e9b2c3af656aad2448e034455_400x400Pfizer has awarded its media planning to agency Carat, part of the Dentsu Aegis Network.

Planning for the company’s brands such as Advil and Chapstick, housed within the consumer healthcare division, will shift from MDC’s Assembly to Carat, which already handles all of the client’s media buys and planning for its other units.

The shift was made in the midst of several executive changes at the client last year including the departure of Brian Groves in November. Albert Bourla, a new group president, was appointed to oversee the company’s healthcare, vaccines and oncology units. Sales at the consumer healthcare operation also decreased. In the fourth quarter, revenue at the unit was up just 1% and for the full year 2014 it was up 3%.

Pfizer spends between US$600 to US$700 million annually on ads, and about US$100 million earmarked for the Consumer Healthcare division.

There will be a transition period before Assembly officially exits the business.

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. 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!

  • Dr. Pepper, Post Honey Bunches of Oats, Target and T-Mobile

imagesDr Pepper, Post Honey Bunches of Oats®, Target and T-Mobile brands will sponsor for Univision 11th annual “Premios Juventud” (Youth Awards) LIVE from the Bank United Center at the University of Miami on Thursday, July 17, 2013 beginning at 7 p.m. ET/PT (6 p.m. Central).  Dr Pepper returns as main sponsor of two academic scholarships honoring high school seniors of Hispanic heritage pursuing a higher education, which honors one student with US $50,000 and one runner-up with US $25,000. The two winners will attend the Youth Awards show. Post Honey Bunches of Oats® will sponsor the “Premios Juventud” Breakfast with the Stars to be aired on Univision Network’s daily morning show “Despierta America” (Wake Up America).Target will sponsor a musical performance by pop group SONUS during the “Premios Juventud” Arrivals Carpet Pre-Show.T-Mobile USA is once again the official sponsor of the 360 DJ @ PJ experience, a search to find the hottest up-and-coming DJs which will take place at the Surfcomber Hotel in South Beach. Fans can join the conversation by following @PremiosJuventud and using the haghtag#PremiosJuventud on Twitter and Instagram or at fb.com/PremiosJuventud.

  • CVS Caremark

descarga (5)CVS Caremark will acquire Miami-based Navarro Discount Pharmacy, the largest Hispanic-owned drugstore chain in the U.S. The transaction includes Navarro’s 33 retail drugstore locations and Navarro Health.


  • Experian / Univision Communications

descarga (4)Experian Consumer Services-Affinity and Univision Communications Inc. are about to launch a Spanish-language, credit-focused product and online financial resource center called “Credito y Mas” , to bring credit education and products to the Hispanic market for the U.S. Hispanic community. “This partnership with Experian speaks to our mission-driven focus of informing and empowering the U.S. Hispanic community.” said Kevin Conroy, president of Digital and Enterprise Development, Univision Communications Inc.


  • Denny’s

dennys-latino-facebook-188_2Denny’s Corporation has launched its new Spanish-language Facebook page, Denny’s Latino.The page launches with a hub of activity including the ‘Red, White & Blue Slam Remix’ – a featured humorous video performance by a talented Latino rapper surrounding the remixed breakfast hit, Grand Slam®. Denny’s loyal customer fan base will learn about new menu items, promotions and offerings found only on Denny’s Latino through regular updates.


  • Kellogg’s

descarga (2)Yahoo and Live Nation have partnered to supply free live video streams of a different concert each day for an entire year via Yahoo’s video site Screen.Kellogg’s will be the first announced sponsor. The other sponsors that have already been signed up will be announced shortly. With nearly 800 million users around the world, if Yahoo’s series becomes popular could incredibly benefit advertisers who jump on board as sponsors.


  • Pfizer 

descargaPharmaceutical giant Pfizer is introducing content online and on social media platforms to stimulate conversation on subjects such as aging and longevity of life. Consumers will be advised to “Conquer your fears of getting old at getold.com. Fear Less. Live Longer.” Digital agency Huge worked with Pfizer to create the content.


  • Heineken

stinsonHeineken has released a new campaign, advertising its reformulated (and award-winning) Heineken Light brand, featuring actor Neil Patrick Harris. Patrick is shown introducing the beer as the “best-tasting low calorie lager” . However, due to advertising restrictions, he can’t consume the beer on camera. Heineken worked with agency partners at Wieden + Kennedy New York.The commercial directs consumers to see more at a dedicated website,www.BestTastingLight.com. The brand has also redesigned its packaging with a taller, slimmer neck and curved embossment.


CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 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!

What: AT&T, Anheuser Busch and Pfizer  have signed up as advertisers at Fox Deportes Spanish-language broadcast of the Super bowl this Sunday February 2.
Why it matters: The Super bowl  between the Denver Broncos and Seattle Seahawks will be the first ever televised in Spanish in the United States.

NOTE: Portada’s 2014 Soccer Marketing Guide will be published tomorrow January 28! You will be able to download it for free and get a US $10 voucher reedemable at SOCCER.COM!

This coming Sunday February 2 is going to be a first for Spanish-language TV and online video streaming. As Fox Sports carries Super Bowl XLVIII from MetLife Stadium, so will also Spanish-language network Fox Deportes,The Super Bowl has never before been televised in Spanish in the United States.

Super BowlTom Maney, executive vice president of advertising sales at Fox Hispanic Media, told Reuters that sponsors signed up so far include AT&T, Anheuser-Busch and Pfizer. Maney added that
Fox should have sold nearly 90 percent of available advertising time on Fox Deportes by the time the Denver Broncos and Seattle Seahawks take the field on February 2.  Advertisers on Fox Deportes’ Super Bowl broadcast buy packages that also give them time on its video stream. Fox Deportes is available in 21 million homes.

For the English-language broadcast, the Fox network set the sales rate for a 30-second advertisement at US $4 million, matching the price set by CBS, the Broadcast right holder of  last year’s Super Bowl (XLVII). Fox began selling advertising for the game in May 2013. The inventory is now sold out. Confirmed Advertisers of the English-language broadcast are:

Anheuser Busch



Oikos (Dannon)

Turbotax (Intuit)






Axe (Unilever)





Bank of America




Wonderful Pistachios

Butterfinger (Nestle)

Doritos (Pepsico)





M&M (Mars)


More than 100 million viewers

More than 100 million viewers are expected to watch the title game on the Fox TV English-language broadcast. Fox expects the video streaming of its game on Fox TV to surpass the 3 million unique users who streamed last year’s Super Bowl game between the San Francisco 49ers and the Baltimore Ravens on CBS’s CBSSports.com . CBS’ stream last year had 43% more viewers than NBC’s live stream the year before, which chalked up 2.1 million unique users, according to Adgate.

Last year the Taco Bell ad was one of the most popular ads among Hispanics. While there was no Spanish-language TV broadcast before this year. Univsion Radio did broadcast the game in Spanish in 2013.

NOTE: Portada’s 2014 Soccer Marketing Guide will be published tomorrow January 28! You will be able to download it for free and get a US $10 voucher reedemable at SOCCER.COM!

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.

    • Lexus-T-Mobile

Interactive One has expanded its Latino market influence with the launch of Zona de Sabor , an entertainment news website targeting young, urban Latino Americans. Zona de Sabor serves as a Latino entertainment and news hub, joining an expanding family of Interactive One websites that are leading the category. ZonadeSabor.com is a complement to MiGente.com, Interactive One’s social media site targeting the same demographic, and serves up the hottest music, television, film, and fashion news for acculturated Latinos.”We’re thrilled to have Boost Mobile and Lexus partner with us in launching Zona de Sabor .  Together we will build stronger relationships with the Latino community by providing best in class content,” said Keith Bowen , Chief Revenue Officer of Interactive One. “Lexus recognizes the value of ensuring our readers can access our content anytime, which led them to partner with us to launch Zona de Sabor on the tablet with the goal of providing content for today’s active and on the go consumers.”

    • Quaker Oats

Quaker Oats, a division of Pepsi Co. is preparing to court younger, more diverse mothers, The New York Times reports. The  big news for the Hispanic market is that Quaker is also starting a new campaign   geared toward acculturated Hispanics who are bilingual but use Spanish as  a dominant language. Quaker Oats will be using Television and Newspapers to reach the Hispanic demographic.

    • Mondelez International

Candy and snacks giant Mondelez International will consolidate U.S. media-planning and -buying duties with Publicis Groupe’s MediaVest, while giving Aegis Group more international strategic responsibilities. MediaVest has long handled planning and buying for snack brands — which include Ritz, Oreo, and Wheat Thins — as well as TV and print buying for gum and candy brands, including Trident and Stride. The shop will now assume planning for the gum and candy brands, as well as digital buying. That work had previously been with Horizon Media, which is being cut from the Mondelez roster as the company wants to consolidate its U.S. business with MediaVestThe Mondelez brands spent nearly $245 million on measured media in 2011 in the U.S., according to Kantar Media. The change comes after a lengthy global review that was launched late last year as the marketer began operations as a standalone company after Kraft Foods  split in two on Oct. 1. The other company is Kraft Foods Group, which markets North American grocery brands such as Oscar Mayer and Planters. Its media duties are handled by MediaVest sibling agency Starcom.


    • K. Fernandez & Associates – The Rio Grande Valley

K. Fernandez & Associates is opening an office in Brownsville, Texas.  Based in San Antonio, the agency is coming to Brownville,  with a new focus on the Rio Grande Valley market. The opportunity presented itself when one of the agency’s team members, Wanda Reyes-Rice, relocated to the Valley. One of the agency’s clients, Germania Insurance, is active in the Valley largely thanks to the guidance of Fernandez & Associates  which represents the insurer in 100 markets around Texas. The firm also has signed up a new client, Buffalo Wings Rings, on Ohio-based franchise that has opened locations in Edinburg, McAllen and Weslaco. Fernandez Parker sees plenty of opportunity in the Valley in light of significant growth happening here, partly thanks to the migration of affluent Mexican nationals getting away from the threat of violence at home. Many of those migrating to McAllen are from Monterrey, while Tampico supplies most of the Mexican nationals moving to Brownsville, Fernandez Parker said. An example is The Scooter Store, which hired Fernandez & Associates to advertise its mobility products to Hispanic consumers.


    • Pfizer

Pfizer, inc. will pay $1 million to Oregon and run advertising nationally to correct prior ad campaigns that allegedly misrepresented risks and benefits of products. The new settlement, filed in Marion County Circuit Court, concerns ads for EpiPen, the company’s injectable form of epinephrine, and Zmax, an antiobiotic.In May, the federal Food and Drug administration issued a warning letter saying an ad called “Max’s Birthday Party” had downplayed the “serious risks” of EpiPen. The ad was issued by a firm called Mylan Specialty, L.P. on behalf of Pfizer. The FDA called for corrective advertising. In June the FDA issued a similar warning over an ad for Zmax, known also as zithromax. Pfizer agreed to the Oregon settlement after the state Department of Justice accused it of violating previous agreements with the state, in which the company agreed to not make misleading claims.In the last 12 months, the state has recovered more than $16.5 million in consumer protection settlements from drug and medical product companies.


    •  Zumba

The company behind the popular dance-workout classes recently released a music video on Vevo for a song called “Zumba.” It’s part of a strategy that the company’s CEO Alberto Perlman says he hopes will see Zumba transform from a fitness brand into a broader entertainment and media platform.While Zumba has previously made dance videos for songs used in its classes, the new video uses a track released this past April by Latin pop artist Don Omar that doubles as a promotional tool, dropping the name of the brand several times throughout. It ties into Zumba’s video fitness game on Xbox and Nintendo Wii as well.When the company began via informercials in 2001, it couldn’t have foreseen evolving into a more sophisticated marketer, something that’s happening now as a result of cult following and its explosion into a giant branded empire (as Ad Age reported earlier this year, when reporter Alexandra Bruell took a class with the company’s chief marketer.)In the past six years it has expanded its marketing budget to more than $50 million from just $2 million. Zumba reports more than 14 million weekly class participants in over 140,000 locations across more than 150 countries. That scale has allowed Zumba to begin explore revenue opportunities beyond its fitness classes, including DVDs, apparel a The new music video is entirely in Spanish, so is this a play to bring more Hispanic consumers to classes? Not necessarily. But Mr. Perlman said he’s conscious of not just marketing to English speakers, one reason Zumba classes play songs in various languages. Zumba now has writers and producers in Brazil working on new songs in Portuguese. Others are creating tracks in Hindi based on Bollywood rhythms.

    • Hershey

The Hershey Company is launching a global agency review for all media planning and buying, the confectionery marketer announced. According to the company, the agency review will be by invitation only, and all incumbent agencies will be a part of the review process. OMD is the U.S. incumbent. The company spent an estimated $450 million on ads in the U.S. in 2011, according to Kantar Media. Global spending was not immediately available.Late last year, company CEO John Bilbrey said Hershey plans to increase global ad spend by a low double-digit percentage in 2012, partly to support new campaigns for Jolly Rancher and Rolo as well as the new Hershey’s Simple Pleasures, which the company says has 30% less fat than some milk chocolate products. Hershey said it expects to complete the review by next summer. The review includes all paid media, including TV, print, digital and Hispanic for the U.S. business — the company’s largest — as well as Hershey’s growing global businesses. This includes the company’s key growth markets of China, Mexico, India and Brazil.


    • LatinWorks – Target

Target Corp., which has been seeking a way to pursue Hispanic customers through a combination of English and Spanish advertising, said it has named LatinWorks of Austin, Texas, to handle the job. Until recently Target worked with California-based Grupo Gallegos, also an Hispanic ad agency, Target awarded its U.S. Hispanic account to LatinWorks after a three-month review that also included sibling Omnicom Group shop Dieste.


    • H-E-B

H-E-B is introducing new components of its Healthy at H-E-B initiative to help customers eat and live healthier in 2013. The new features include a nutrition labeling system and a weekly newsletter filled with healthy tips, recipes and coupons. The Healthy at H-E-B is a comprehensive, long-term commitment to improve the health of Texans and provide them with fresh, healthy food that is affordable and easy to prepare.H-E-B will introduce its health initiatives to customers with a “Total Store Event” from Jan. 2 through 15 that will be packed with cooking and fitness demonstrations and free health screenings during H-E-B’s Second Saturday event on Jan. 12 from 9 a.m. – 2 p.m. H-E-B first launched Healthy at H-E-B for its employees in 2004, and in 2012 expanded the initiative to customers in an effort to address Texas’ growing health and obesity crisis. The initiative includes special offers on healthy food, fitness groups, events and competitions organized around the three critical pillars of health — food, body and life. H-E-B will also continue to sponsor and encourage participation in community fitness events.


    • National Pork Board

National Pork Board travels to Texas this week, where more than one of every three residents is of Hispanic descent, to explore opportunities to market more pork to the growing Hispanic population in the United States. The board will meet in San Antonio Jan. 7-9, also conferring with Texas pork production leaders and with Texas and national experts in foreign animal diseases. The Texas meeting continues the board’s tradition of visiting a pork-producing state during January. The board met last year in Illinois and has met previously with state pork leaders in California, North Carolina, Oklahoma and Ohio. “We have successfully focused Pork Checkoff marketing programs on the Hispanic market for a number of years,” Nelson says, “because we know pork historically is an important part of the Hispanic diet. But as the population continues to grow in this country, we need to better understand what we can do to assure that pork continues to satisfy the needs of customers of Hispanic origin.”Board members have invited Ernest Bromley, chief executive officer of Bromley Communications, the nation’s largest Hispanic advertising agency, to discuss marketing trends. Board members also will meet with Dan Marshall, business development director for H-E-B, a major food retailer in the Southwest, review Pork Checkoff marketing programs and tour the Culinary Institute of America in San Antonio.


For detailed contact information on Hispanic 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 of 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!).

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Read more: https://www.portada-online.com/2012/12/17/sales-leads-prezi-walmart-dr-pepper-mundofox/#ixzz2HKQLTOY9

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