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Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads US editions, click here.

  • Miller Coors

New Mexico State Director of Athletics Mario Moccia announced the department’s first official beer partnership through its multimedia rights holder NM State Sports Properties with Miller Coors for the inaugural Aggie Football Hispanic Heritage Day for the upcoming 2019 season – which will also serve as the home-opener for the Aggies.Under this new one-year partnership, Miller Coors will have co-branded marketing rights, and presenting sponsorship rights to NM State’s first-ever Hispanic Heritage Day; set for Saturday September 14, as Los Aggies take on Las Aztecas of San Diego State at Aggie Memorial Stadium. Hispanic Heritage Day will include many activities for the community to enjoy such as themed food trucks, live DJ and mariachi bands – including the US Army National Guard Mariachi Band. In addition, world-renowned artist and El Paso native Jari “WERC” Alvarez will be creating a one-of-a-kind NM State themed live mural prior to kick-off inside Aggie Memorial Stadium. Hispanic Heritage Day will celebrate the history and culture of Southern New Mexico and Mexico.  Fans can expect Hispanic-themed food, games and entertainment during pre-game activities and a few surprises during the game. Stay up to date with Hispanic Heritage Day by following NM State Aggies or The Las Cruces Hispanic Chamber of Commerce on all social media platforms.

 

  • MindSciences

MindSciences has released a Spanish version of Eat Right Now, its award-winning app clinically proven to decrease food cravings by 40%.  According to Mark Mitchnick, MD, CEO of MindSciences, “With Spanish being one of the most spoken languages worldwide and the second most common in the US, it only makes sense that we offer our apps in Spanish.  Eat Right Now is the first to be translated and our other apps will follow soon.” Eat Right Now is one of 3 apps currently offered under the DrJud brand. The app is specifically designed to work as a standalone therapeutic, but can also be used in conjunction with any structured diet program should the user desire. MindSciences helps individuals lead healthier and happier lives through behavior change via evidence-based digital therapeutics for overeating, anxiety and smoking cessation. The company’s suite of digital therapeutics apps use mindfulness learning techniques to manage addictions, cravings and behavior.Dr. Jud Brewer, the lead scientist at MindSciences, is a recognized expert in behavior change.

 

  • Visit Philadelphia

In a summer-long marketing campaign, Visit Philadelphia aims to woo Latinx travelers for an overnight stay by highlighting the sights, sounds and smells of the city’s outdoor and nightlife scenes.The agency launched the campaign in June with TV ads on Telemundo and social media postings by East Coast Latinx influencers touting Philadelphia’s assets. But it also expands its messaging to the mainstream, by placing ads in public spaces such as New York’s Penn Station, metro stops and highways to funnel visitors to the 38th Annual Hispanic Fiesta, the Latin Alternative Music Conference, or Salsa at Spruce.Jeff Guaracino, president and CEO for Visit Philadelphia, describes it as a “bold” marketing effort that aims to reach two million Latino travelers with its Spanglish messaging — “Pero there’s so much more” — that Philly is diverse and a good fit for all. According to Forbes, the U.S. Hispanic market has US$1.7 trillion in purchasing power, while Philadelphia is the second-largest city on the East Coast and geographically centered — and within ground transportation distance — from 45 million residents.The campaign includes a five-part video series featuring Latinx influencers from Florida to New York discovering Philly for the first time.

 

  • P&G

P&G’s My Black is Beautiful, the cultural platform, has launched a collection of haircare products available exclusively in Sally Beauty stores nationwide and online. For over 10 years, the My Black is Beautiful platform has engaged in conversations with women in their community who are continuously seeking products to help her achieve her hair goals, no matter how she chooses to wear it.  From this insight, the My Black is Beautiful haircare line was born – a collection of care, treatment and styling products formulated for the unique and diverse hair types in the community. “The My Black is Beautiful line of hair products was inspired by the 2.6 million women in our online community who have evolving and diverse beauty needs,” said Lela Coffey, brand director of multicultural beauty at P&G. “With Sally Beauty and My Black is Beautiful’s collective focus on serving the needs of the online community, and P&G’s vast technical knowledge of textured hair, the two companies established a partnership to deliver a new haircare line that is both inspired by and designed by Black women.”

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.

  • Century 21 Real Estate LLC

Century 21 Real Estate LLC announced that 34 of its affiliated agents held industry-best top positions in the eighth annual National Association of Hispanic Real Estate Professionals (NAHREP) Top 250 Latino Agents Report that recognizes outstanding Hispanic real estate agents and teams whose hard work and dedication has led them to close an outstanding number of transactions in an effort to increase the rate of sustainable Hispanic homeownership in communities across the country. The 34 CENTURY 21®System members represent 13.6% of the honorees on the Top 250 list, the second highest total among all real estate companies, as well as 137 total distinctions and 86 unique individuals on the overall report*. The continued presence of CENTURY 21 affiliated agents and teams on the NAHREP list signifies an important part of the brand’s commitment to Hispanic homeownership and entrepreneurship.In addition, the Top 25 Millennial Teams category featured three members of the CENTURY 21 family, including the #4 spot going to Nora Aguirre, CENTURY 21 Americana Nora Aguirre Team. The Top 100 individual volume category included seven CENTURY 21 honorees, and in the Top 50 Teams category, the C21® brand earned three spots. Century 21 Real Estate LLC is a subsidiary of Realogy Holdings Corp., a global leader in real estate franchising and provider of real estate brokerage, relocation and settlement services.

 

  • Northwestern Memorial Hospital

Northwestern Memorial Hospital recently launched the Northwestern Medicine Hispanic Brain and Spine Tumor Program in Chicago to make life-saving neurological care more accessible for the Hispanic and Latino population by removing cultural, linguistic barriers to patients who speak Spanish. Led by neurosurgeon and Mexico City native Dr. Adam Sonabend, the program aims to provide patients with brain and spinal tumors and their family members personalized care in Spanish from diagnosis to treatment. The program also provides one-on-one support with a care team member who will help assist in travel plans, airfare, hotel accommodations, banking services and connecting the patient and family with places of worship, if desired. “With this program, patients will be able to pick up the phone to schedule an appointment in Spanish, understand their diagnosis and treatment options, and undergo treatment and surgery including brain mapping for language in the operating room in Spanish. They also receive care by a clinician in Spanish at all follow-up appointments and while recovering at the hospital,” said Adam Sonabend, MD, neurosurgeon and director of the Hispanic Brain and Spine Tumor Program at Northwestern Memorial Hospital.

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

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

For prior Sales Leads editions, click here.

 

  • Reebok

English footwear and apparel company Reebok, subsidiary of sportsgiant Adidas,  has appointed Deutsch its new global creative agency of record after a formal review. Venables Bell & Partners was the incumbent. The appointment does not affect media incumbent MediaCom, which won the brand’s media review last year. The business will be led out of Deutsch’s New York office.

 

 

 

 

  • Bank of America

Bank of America is revamping its digital platforms to serve the nation’s Spanish-speaking community, South Florida Business Journal has reported. The move is aimed at luring the Hispanic population, the largest minority group in the country. At nearly 59 million, the U.S. Hispanic population constitutes 18.1 percent of the country’s population – and it’s only expected to grow. Approximately 41 million Hispanic-Americans are native Spanish speakers and another 11 million are bilingual, according to the U.S. Census Bureau.Andres Intriago, senior vice president and Spanish digital strategy lead for Bank of America, is spearheading the bank’s Spanish digital initiative. Bank of America’s website and mobile apps are already available in Spanish as 1.7 million of the bank’s 25 million mobile users have said Spanish is their language of preference, and another 2.5 million digital users have indicated they would like to see more Spanish-language products from the company.

 

  • Amazon

Amazon is offering a new service called Amazon Cash that allows customers without bank or credit accounts (or who would prefer not to use them) to make online purchases with good old-fashioned paper money. Amazon Cash users do need to have an Amazon account and a mobile phone.To take advantage of Amazon Cash, consumers bring cash to a participating CVS, GameStop or 7-Eleven store location. They then verify their Amazon account in one of two ways. Amazon’s strategy behind this move is to engage those 32.6 million consumers in the U.S. that don’t use banking services (unbanked) or make limited use of them (underbanked). Particularly, to attract more African-American and Hispanic consumers, who are the most likely ethnic groups to be unbanked, according to an FDIC study, Mediapost has reported. Amazon Cash is the most recent effort by Amazon to engage Hispanic and African-American consumers. In 2017, the brand released its Spanish-language version of Amazon.com.

  • Mastercard

Mastercard debuts its sonic brand identity, a comprehensive sound architecture that signifies the latest advancement for the brand. Wherever consumers engage with Mastercard across the globe – be it physical, digital or voice environments – the distinct and memorable Mastercard melody will provide simple, seamless familiarity. The news comes on the heels of the company’s recent transition to a symbol brand and is part of its continued brand transformation. Mastercard tapped musicians, artists and agencies from across the globe, including musical innovator Mike Shinoda of Linkin Park.The Mastercard melody is the foundation of the company’s sound architecture and will extend to many assets, from musical scores, sound logos and ringtones, to hold music and point-of-sale acceptance sounds.In the lead up to the 61st GRAMMY Awards®, Mastercard will launch a new multi-channel marketing program starring GRAMMY-nominated artist Camila Cabello, which will be the first creative output to feature the brand’s sound logo.In addition, the company will showcase its new sonic brand at the Mastercard Sensory Lab at Fred Segal®, a one-of-a-kind space filled with interactive experiences and exclusive merchandise from Joe Freshgoods and KYLE that will engage visitors’ senses and bring the brand to life in an entirely new way.Located at 8500 Sunset Boulevard in West Hollywood, The Mastercard Sensory Lab will be open at Fred Segal on February 8 and 9 from 11 AM to 6 PM. Elena Feoktistova, Regional Head of Consumer and Product Marketing LAC at Mastercard and Lorena Holguin, LAC Sponsorship Director at Mastercard are both members of Portada´s Council System. 

  • Planet Fitness

Planet Fitness, Inc., one of the largest and fastest-growing franchisors and operators of fitness centres in the US with more than 1,600 locations system-wide, has appointed Kansas City-based independent agency, Barkley lead agency. Barkley will handle creative, strategy, experience and design in addition to media planning and buying for the brand. Barkley will primarily focus on brand awareness, growing memberships and expanding the Planet Fitness footprint in the US and internationally.

 

 

 

2019 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.

 

  • P&G

P&G announced its acquisition of This Is L., owner of L. products, to meet growing consumer demands for period products in the naturals segment. Its portfolio primarily includes beautifully designed, high quality tampons, pads, liners and wipes made with organic cotton.L. is a purpose-driven, inspirational brand with many opportunities for future growth. For every L. product purchased, a donation is made to improve product accessibility to girls and women in need in the US and around the world.L. has experienced rapid growth, breaking barriers and making their products available to consumers in more than 5,000 stores across the U.S. With its donation program, the company is on track to provide access to over 250 million products, bringing the efforts to unprecedented scale.This acquisition will grow P&G’s Feminine Care business in the naturals segment and accelerate growth for L. products while continuing to support women and girls together.

 

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

For prior Sales Leads editions, click here.

 

  • Petco

Petco announced it has selected New York-based Horizon Media as its strategic media agency of record in support of the company’s ongoing retail and marketing transformation efforts.The selection follows just weeks after Anomaly was named the company’s creative agency of record, and was the result of a review process initiated in the Fall of 2018 and managed by MediaLink.Horizon will begin working with Petco immediately to deliver fully-integrated media planning and buying across paid channels and strategic integration with both Anomaly and Edelman, Petco’s PR agency of record. Petco is a leading pet specialty retailer with more than 50 years of service to pet parents. The brand operates more than 1,500 Petco and Unleashed by Petco locations across the U.S., Mexico and Puerto Rico.  

 

  • Avocados From Mexico

Avocados From Mexico (AFM), is taking shoppers’ party spreads to the next level with its Guac Nation program. The No. 1 selling avocado brand in the U.S. is teaming up with RITAS and TABASCO® Brand to help consumers savor winning flavors during the Big Game. The program runs through February 3, 2019, and will offer 360 support to inspire avocado consumption and lift sales. Avocados From Mexico will also be returning with its fifth annual Big Game commercial on February 3. Guac Nation seamlessly ties-in to support AFM’s established shopper communications platform, Savor Every Moment. During the week of the Big Game last year, increased avocado consumption helped retailers reach a 4-year sales high of US$58 million2 of all commodities. With millions of consumers hosting Big Game parties, this serves as an opportunity for high avocado consumption. Guac Nation is leaning into that excitement and engaging shoppers as they prepare for game day, making avocados the star player on their shopping lists.

 

  • Chevron

Chevron, the second-largest integrated energy company in the United States, has put its global media planning and buying business in review. WPP has been the brand´s incumbent for 16 years.  Two unnamed competitors will be pitching against the incumbent, aacording to a party close to the review . WPP currently handles global media for three of the world’s four largest fossil fuel companies, according to Adweek. The latter review resulted in the formation of dedicated unit Team Energy, which consists of Ogilvy, Grey, VML, Mindshare, Essence, SocialLabs and Landor.>

 

 

 

2019 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.

 

  • Procter & Gamble

P&G is bringing more of its media planning and buying in-house in an effort to cut costs and improve profit margins, as well as bringing its marketers closer to the consumers they serve. There was not a formal review but an internal bid process, in which Incumbent media shops Hearts & Science and Carat and P&G’s own in-house team participated, according to Adweek. Procter & Gamble’s in-house agency has taken over a larger share of its media business in the US. P&G categories at stake included fabric care, oral care, feminine care, personal healthcare, home care, skincare and baby care. P&G spent US$2.75 billion on paid media in the U.S. in 2017 and just over US$2 billion from January to September 2018, according to Kantar Media.

 

 

  • Electronic Arts

American video game company Electronic Arts — which develops and publishes games like FIFA, Madden NFL and The Sims —has placed a big part of its´media business in-house while launching a media agency review to find a strategic external media agency partner.The marketer will handle digital, including search, social, programmatic and digital out-of-home; while its outside media agency will handle linear, broadcast and out-of-home media. All strategy and planning will continue to be led in-house.Incumbent Publicis Groupe’s Starcom will participate in the review.

 

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!)

Diane Kniowski has been named President and Regional General Manager of Local Media at Univision. She’ll be reporting directly to Univision CEO Vincent Sadusky. Kniowski’s initial focus will be on leading Univision’s local television and radio stations in six top markets: Los Angeles, New York, Miami, Dallas, Houston, and Chicago.

 

 

 

 

Jason Peterson, the Chief Creative Officer (CCO) of Havas North America, has abruptly left the company. It was announced today that the creative will no longer work for the agency. In a statement, Havas confirmed employer and employee had reached a “mutual agreement”.

 

 

 

 

 

iProspect announced the promotion of Charlotte Polci to the newly-created role of VP of Integrated Solutions. Effective immediately, Polci will report directly to Jeremy Hull, SVP of Innovation at iProspect, US.

 

 

 

 

Mobile Posse announced Steven McCord has been appointed its Chief Technology Officer. McCord will oversee the company’s engineering, development, project management and quality assurance teams.

 

 

 

 

 

Pinterest has named its first chief marketing officer as Andréa Mallard, the former marketing chief of Athleta. Mallard will oversee Pinterest’s marketing and creative teams.

 

 

 

 

 

Entravision Communications Corporation has announced that Mario M. Carrera has decided to step down as Chief Revenue Officer.  Entravision has commenced a search for a successor and Mr. Carrera will remain in his position until a replacement is named.

 

 

 

 

 

Stacey Zolt Hara has joined Visa in the newly created position of VP and head of global reputation management and public affairs. Reporting to Paul Cohen, SVP and head of communications, Zolt Hara is based in San Francisco.

 

 

 

 

 

As part of a business restructure, Verizon’s CEO Guru Gowrappan announced that Oath is no more. The company will bring its platforms and services under a new division called Verizon Media Group.

 

 

 

 

 

Jon Moeller, Chief Financial Officer at P&G, will expand his responsibilities to include the operations side of the company and will be appointed Vice Chairman, Chief Operating Officer, and Chief Financial Officer.

 

 

 

 

 

 

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

For prior Sales Leads editions, click here.

  • BMW

BMW has appointed Los Angeles-based Cashmere as its multicultural U.S. agency following a competitive review. The agency will handle programs aimed at African-American, Asian and Latino audiences.Incumbent The Community declined to participate in the review.Among BMW’s other agencies are Goodby, Silverstein & Partners (lead creative agency); Universal McCann (national and regional media planning and buying); and Critical Mass (digital and social media).

 

 

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  • BB&T Bank

North Carolina-based BB&T Bank has appointed Knoxville-based agency The Tombras Group as its agency of record, following a review.Moxie and LGA were the incumbents.The agency will handle brand creative, strategic planning, digital transformation and media buying and planning for BB&T Bank.BB&T Bank, one of the 20 largest banks in the U.S., spent over US$8.1 million on measured marketing in 2017 and around US$2.5 million in the first six months of 2018, according to Kantar Media.

 

 

 

 

  • McDonald’s

McDonald’s has significantly expanded its relationship with Doner by assigning strategy and creative AOR responsibilities for the brand’s national field activation program following a review. Moroch served as the incumbent. Under the assignment, the agency will customize national campaigns for more than 14,000 locations across the U.S.

 

 

 

  • P&G

Procter & Gamble is simplifying its business by organizing. Beginning July 1, 2019, the Company will operate though six industry-based Sector Business Units (SBUs) for the largest geographic markets, led by Sector Business Unit CEOs who will report to Taylor. These SBUs will have direct sales, profit, cash and value creation responsibility for its largest markets – U.S., Canada, China, Japan, U.K., Germany, France, Spain, Italy, Russia and smaller adjacent countries – accounting for about 80% of Company sales and 90% of after-tax profit. The SBUs will have responsibility for all facets of the business in these markets: consumer understanding, product and package innovation, brand communications, selling and retail execution, and supply chain. In these markets, the Company will continue to provide scaled market services to help the SBUs operate efficiently and with high quality.Responsibility for the remaining markets will be organized into a separate unit with sales, profit, and value creation responsibility.The Company reiterated this structure supports continued focus on the streamlined portfolio of 10 product categories; ongoing efforts to move resources closer to the consumers and customers it serves.

 

2018/2019 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.

 

  • Applebee’s

Applebee’s wants its´customers to feel better with cheap alcohol and lots of food. That’s been the brand’s strategy since John Cywinski took over as its president in March of last year.With this strategy, Applebee’s US same-store sales increased 7.7% in the third quarter of this year, setting a 14-year record. Applebee’s customers have an average household income of $70,000, the company said. About 30% of its customers are Millennials, but it also sells to Baby Boomers and Gen Xers. And it serves more families and black and Hispanic customers than its peers.With a bigger advertising budget, Applebee’s poured money into campaigns that highlight the brand’s renewed commitment to indulgent food. The ads are designed to make you laugh and make people hungry. The brand is focusing on comfort food. The brand  is investing in off-premise dining, technology and delivery.

 

  • Auberge Resorts

Auberge Beach Residences & Spa will open the doors to the 15,000-plus square-foot The Spa at Auberge Beach, welcoming wellness aficionados and soon-to-be residents of the most sought-after address in Fort Lauderdale, where only a few select residences remain.Set on the picturesque shores of Fort Lauderdale, land and sea’s rejuvenating elements will be incorporated throughout every aspect of the resort-caliber spa, which has been masterfully conceived by The Related Group, Fortune International Group, Fairwinds Group and Auberge Resorts Collection, the internationally renowned ultra-luxury resort operator.The Related Group was established in 1979 and is America’s leading developer of sophisticated metropolitan living and one of the largest firms.The firm is one of the largest Hispanic-owned businesses in the United States with a development portfolio of projects worth in excess of US$15 billion.

2018/2019 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.

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!)

Mobile Posse has announced the appointment of Brian Dengler as General Counsel and Chief Compliance Officer, in addition to Kevin Grant as Senior Vice President, Sales, and Distribution.

 

 

 

 

 

Targetspot announced an expansion of its MultiCultural Platform with a new office in Los Angeles and appointed Rudy Balderrama as West Coast Senior Sales Executive.

 

 

 

 

 

McCann London has expanded its creative team with a succession of five new hires and promotions led by the appointment of Ross Neil as new executive creative director.

 

 

 

 

Unilad‘s co-chief executive and founder Sam Bentley has stepped down after an internal investigation into historical conduct at the company. David Sefton, managing partner of Linton Capital LLP, will fill in as interim executive chairman until an appointment is made.

 

 

 

 

Intel removed Brian Krzanich as chief executive officer after the chipmaker learned he had previously had a consensual relationship with an employee, a violation of the company’s policies. Chief Financial Officer Robert Swan was made interim CEO while the board searches for a permanent replacement.

 

 

 

 

Procter & Gamble has elevated Craig Buchholz to the role of chief communications officer, combining its brand and corporate communications functions in the process. Since joining P&G in 2014, Buchholz has overseen company communications as VP. He will also lead global healthcare communications.

 

 

 

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. 

  • Procter & Gamble

American consumer goods giant Procter & Gamble has consolidated most media duties for its North American hair-care business with Dentsu Aegis Network’s Carat following a review, Adage reported. The review included Omnicom’s Hearts & Science, the incumbent on most of the business. Both Carat and Hearts & Science will continue to handle the bulk of P&G’s broader North American media account—business that was awarded after a 2015 review.

 

 

 

  • La Bonita Supermarkets

Last May 19, Las Vegas Lights FC returned home to Cashman Field to face top Western Conference foe Real Monarchs SLC. Fans were able to take advantage of a special offer from the club, in conjunction with one of the team’s proud local partners – La Bonita Supermarkets. Each single-game ticket purchased at any of the six La Bonita locations in the Las Vegas valley came with a free Lights FC scarf.“La Bonita is thrilled and honored for this partnership opportunity with Las Vegas Lights FC, and the impact it is creating within our community,” said Jose Martinez, La Bonita Supermarkets Vice President of Operations. Las Vegas Lights’ Steve Pastorino talked about their deal with La Bonita Supermarkets. While the deal was a boon for credibility in the Latino community for the expansion USL club and their brand, the real success was in getting non-Spanish speaking Anglo fans to go and check out the offerings at the chain.

  • Heineken

Amsterdam-based brewer Heineken, currently the world’s second-largest beer company, has been conducting a global review of the media planning and buying business.Heineken calls the process a “presentation,” but it more closely resembles a closed review between the company’s two global media partners: Publicis Groupe’s Starcom Worldwide and Dentsu’s Dentsu Aegis Network, Adage has reported.Heineken does not expect to consolidate media buying to a single agency, according to sources familiar with the matter.Apparently, this review does not include other brands in the Heineken roster like Dos Equis, Tecate, Newcastle or Amstel Light. Heineken spent US$173 million on paid media in the U.S. in 2017, according to Kantar Media, while the  brand’s global annual marketing budget is approximately US$450 million.

  • Colonial Life

Spanish-speaking consumers can now learn more about healthy living, employee benefits, and other workplace issues on a new Spanish-language consumer site from Colonial Life & Accident Insurance Company.As an enhancement to the company’s two-year-old WorkLife consumer website, the Spanish-language site will feature content on benefits and types of insurance, healthy living, finances and common workplace issues.“This website will be a valuable resource to Hispanic business owners and their employees,” said Dana Bagwell, director in growth markets at Colonial Life. According to the U.S. Census Bureau, the number of Latino consumers will increase 163 percent to 133 million by 2050. Colonial Life is investing in this population by improving the overall consumer experience and targeting high growth areas for Spanish-speakers.

 

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.

  • Ibotta 

Free mobile shopping app Ibotta has appointed Los Angeles independent agency Mistress as agency of record, following a review. Mistress will handle creative, brand strategy, media buying and planning and social media strategy, tasked with developing campaigns to help Ibotta grow in 2018 and beyond.

 

 

 

 

  • Delta Air Lines

Delta Air Lines, Air France-KLM and Virgin Atlantic Limited have signed definitive agreements paving the way forward for their expanded trans-Atlantic joint venture. The joint venture agreement signed by Delta, Air France-KLM and Virgin Atlantic sets out the governance as well as the commercial and operational terms of the expanded trans-Atlantic joint venture.Upon completion, Air France-KLM will acquire a 31 percent stake in Virgin Atlantic currently held by Virgin Group for £220 million.Virgin Group will retain a 20 percent stake and Chairmanship of Virgin Atlantic.Delta will retain its 49 percent stake.Delta, Air France-KLM and Virgin Atlantic will now coordinate efforts to secure the appropriate regulatory approvals.The airlines’ expanded joint venture will become the preferred choice for customers travelling across the Atlantic. Customers will also benefit from the co-location of facilities at key hub airports to improve connectivity and access to each carrier’s airport lounges for premium passengers.

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 Latin American 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 Sales Manager Isabel Ojeda at isabel@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • LATAM Airlines

LATAM Airlines, the largest air transport group in Latin America, would be looking to create a new low-cost airline, amid the boom in flights in that segment.LATAM has been pressured by the entry into the market of “low cost” firms but had ruled out joining the model, despite applying certain of its rules on domestic flights.The newspaper El Mercurio said that LATAM entered on March 23 a letter of intent to create an aviation company before the General Directorate of Civil Aviation (DGAC), without providing details of the content.When asked about it, the airline told the newspaper that they are always “evaluating alternatives for the development of air transport in the region.”With this, LATAM -which is currently undergoing a strike by the union of crew members of a subsidiary- would enter to compete with the local Sky Airline and Jetsmart, of the American fund Indigo Partners.The group, with headquarters in Santiago, has operating units in Argentina, Brazil, Chile, Colombia, Ecuador, Paraguay, and Peru.

 

  • Molinos Río de la Plata

Molinos Río de la Plata has expanded its agreement with Havas Group by designating Arena Media its’ media agency of record, Adlatina has reported. As of this month, Arena Media will be in charge of the strategy , media planning and buying for the company’s entire portfolio of brands including Lucchetti, Matarazzo, Gallo, Granja del Sol and Nieto Senetiner, among others.including Lucchetti, Matarazzo, Gallo, Granja del Sol and Nieto Senetiner, among others.

 

 

 

 

  • P&G

The Procter & Gamble Company announced it has signed an agreement to acquire the Consumer Health business of Merck KGaA, Darmstadt, Germany, for a purchase price of approximately 3.4 billion euro(US$4.2 billion), giving it vitamin brands such as Seven Seas and greater exposure to Latin American and Asian markets.This acquisition enables P&G to expand its successful consumer health care business by adding a fast-growing portfolio of differentiated, physician-supported brands across a broad geographic footprint. It also provides P&G with strong health care commercial and supply capabilities, deep technical mastery and proven consumer health care leadership that will complement P&G’s existing consumer Health Care capabilities and brands such as Vicks, Metamucil, Pepto-Bismol, Crest and Oral-B.

 

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

  • Avianca

Avianca, the flag carrier of Colombia, has announced that it will be landing in Germany on November 17.The company will operate five times per week from Munich to Bogota, Colombia’s capital city, and it will offer the opportunity to connect the Bavarian city with more than 20 destinations in Colombia and more than 60 in Latin America.

 

 

 

 

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.

 

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.

  • P&G

Procter & Gamble Co. has placed its’ North American hair care media business up for review, Adage has reported. Omnicom’s Hearts & Science, which won the business two years ago, is said to be defending in the new review, which also includes Dentsu Aegis Network’s Carat, co-winner in the massive North American media review P&G held in 2015. P&G’s hair care, led by Pantene, Head & Shoulders and Herbal Essences, accounted for US$261 million in measured media spending in the U.S. alone last year, according to Kantar Media. The assignment also covers Canada and Puerto Rico, plus such areas as search and planning not covered by measured media.

 

 

  • SharkNinja

UM, the full-service marketing and media agency network of IPG Mediabrands, has been named the U.S. media agency for SharkNinja, a leader in the housewares industry and creator of the familiar household brands, Shark® and Ninja®. The agency will handle omni-channel planning, strategy, research and analytics for SharkNinja product lines.Led from the agency’s global headquarters in New York, UM will tap into its world-class strategy, research and analytics capabilities to deliver customized media planning services in the United States for SharkNinja, one of Inc. Magazine’s fastest growing companies in America. The news follows a competitive account review that began in 2017. Billings are not disclosed.SharkNinja joins UM’s client list featuring leading brands, including: Spotify; BMW; Johnson & Johnson; Coca-Cola; Hulu and Fiat Chrysler Automobiles.

 

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!

  • Dentsu Aegis Network

Dentsu Aegis Network has acquired Miami-based multicultural marketing agency M8 to become part of global performance agency iProspect as the company aims to expand in Latin America and US. Financial terms of the deal were not disclosed.M8 provides digital advertising services including strategy, creative development, media distribution and data analytics.“For some time, we have wanted to have a presence in Miami, serving Latin America and the U.S. Hispanic market,” commented iProspect’s Latin America president Philippe Seignol; “I believe we have found the perfect team, who share our vision and passion for great creative marketing and digital performance solution.”

 

  • Libros in Español

A new online Spanish-language bookstore is set to launch in the U.S. this month. Libros in Español, an online Spanish-language bookstore, is set to launch will on April 15 in the U.S. with “a couple of thousand” physical Spanish-language titles, according to founder Filipe Silva, all of which will be published in the U.S., Spain, or Latin America. Books will reflect competitive pricing, and customers will receive special offers throughout the year, as well as free shipping for orders of US$25 or more and a Libros in Español membership program that will launch in the near future.According to Silva, his work on the Latin American side of the business at PRH and growing up in a Hispanic community in New Jersey gave him the knowledge needed to make book selections that speak to Hispanic readers across the U.S. In order to provide a good book selection for Hispanic Spanish-language readers in the U.S., it’s necessary to also take into account the local media and current events, Silva told PW exclusively.Libros in Español is a family-owned enterprise. The company has put in place an extensive publicity and marketing plan for the next five years.

  • Bud Light 

Just in time for summer, Bud Light is expanding the brand’s citrus portfolio with a refreshed Bud Light Lime and the addition of Bud Light Orange.Bud Light brewmasters take pride in knowing they make the hardest style of beer to brew – light lager. Beyond the consistent quality beer drinkers have come to appreciate with Bud Light, ensuring that consumer needs are being met continues to be of the utmost importance to the brand. That’s why Bud Light has carefully analyzed the market and put the appropriate rigor into planning this exciting summer launch. To build on this exciting announcement, Bud Light’s new commercials — titled “Earth” and “Taste It” — feature Bud Light Lime and new Bud Light Orange, highlighting how both are brewed with real citrus peels for perfect summertime refreshment. The colorful new packs for Bud Light Lime and new Bud Light Orange feature bright orange and lime details, with accents of real citrus peels. Together these beers form the ultimate citrus combo for a taste that’s unmistakably summer. Bud Light Lime is available nationwide and Bud Light Orange is available nationwide from April through September.

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: IMS will manage P&G’s communications in ten Latin American markets across all digital platforms.
Why it matters: The agreement allows P&G to reach audiences through short video ads ensuring brand safety and viewability.

P&G and IMS have announced a commercial agreement with pan-regional aims to spread P&G’s marketing communications across all digital platforms exclusively managed by IMS. P&G will reach its audiences through 15, 20, 30 seconds video ads, that will guarantee a CPCV (Cost per completed view) on premium content ensuring brand safety and viewability.

“We are very satisfied with this agreement. P&G is one of the main global advertisers and this deal reflects their trust, along with that of their media agencies, in our commitment with the industry, where top demands are to deliver brand safety, viewability, professionally developed content and transparency in advertising,” noted Gastón Taratuta, CEO of IMS. “Our duty with P&G is to communicate their messages to the appropriate audience, at the appropriate time, through a viewable format and in a secure environment”.

The agreement will impact ten different Latin American markets where IMS manages platforms such as Spotify, Snapchat, Vevo, EA, Twitch, Twitter, Foursquare, Yahoo, Waze, as well as its own programmatic solution.

“Partnering with IMS provides us access to premium inventory platforms within a brand-safe environment, in our effort to deliver more relevant communication to our audiences, with precision while on a massive scale,”added Alejandro Betancourt Buzás, Latin America Brand Ops Leader at P&G. “We are looking at quickly testing and learning across platforms so that we rapidly expand based on what we find out. The priority will always be to follow our users wherever they are -particularly those underserved by our current media mix- striving to serve them with relevant advertising that features the superiority of our Brands.”

[See the press release here]

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.

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

For prior Sales Leads LatAm editions, click here. 

  • Campbell Soup Company

The Campbell Soup Company, also known as just Campbell’s, an American producer of canned soups and related products that are sold in 120 countries, has appointed Publicis Groupe to handle its’ creative and media business for many of its brands, following a competitive review, Ad Age first reported. Publicis will handle Campbell’s U.S. retail creative, along with that in Canada and Asia-Pacific. It will also handle Campbell’s digital, tech and consumer promotion business as well as media planning and buying for Campbell globally. Campbell’s incumbent media agency, WPP and GroupM’s MEC (now Wavemaker), which handled U.S. planning and buying since 1999, and global planning and buying since 2006, is out. Among Campbell’s brands Publicis will handle in the U.S. are Chunky soup, V8 beverages, Pace salsa, Prego sauces, Swanson broth and Spaghetti-O’s. It will also do media planning and buying for Pepperidge Farm but not creative. Campbell spends more than US$300 million on advertising in the U.S. alone.

 

  • P&G

P&G and IMS signed a commercial agreement with panregional aims to spread P&G’s marketing communications across all digital platforms exclusively managed by IMS. P&G will reach its audiences through 15, 20, 30 seconds video ads, that will guarantee a CPCV (Cost per completed view) on premium content ensuring brand safety and viewability.
The agreement will impact ten different Latin American markets where IMS manages platforms such as Spotify, Snapchat, Vevo, EA, Twitch, Twitter, Foursquare, Yahoo, Waze, as well as its own programmatic solution.

 

  • United Airlines

United Airlines will continue to expand its cabin segmentation initiatives, with plans to bring no frills fares to Latin American and European flights later this year.The expanded fare offerings coupled with the roll out of a new premium economy cabin on select international routes in the fourth quarter are part of United’s drive to generate roughly US$1 billion in incremental revenue from segmentation by 2020.The Star Alliance carrier plans to expand its basic economy fares, which lack attributes of standard economy fares like advanced seat assignments and carry-on bags and come with additional restrictions, to the two international geographies later in 2018, says United president Scott Kirby at the JP Morgan Aviation, Transportation and Industrials conference on 13 March.

 

 

  • Hyatt Hotels Corporation 

Hyatt Hotels Corporation announced the opening of Hyatt Place Macaé in the Brazilian state of Rio de Janeiro. Hyatt Place Macaé is the first ocean-front Hyatt Place hotel in Latin America and the second Hyatt Place hotel in Brazil, joining Hyatt Place São José do Rio Preto, which opened in November 2016. The hotel is part of a larger master development agreement between Hyatt affiliates and Elandis to develop a total of nine Hyatt Place hotels across Brazil.Hyatt is currently represented in Brazil by two full-service luxury hotels Grand Hyatt São Paulo (466 rooms), Grand Hyatt Rio de Janeiro (436 rooms) and now by two select service hotels, including Hyatt Place São José do Rio Preto (152 rooms) and Hyatt Place Macaé (141 rooms).

 

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

  • Starbucks

Sao Paulo investment firm SouthRock Capital has signed an agreement with Starbucks Corp that gives it the right to develop and operate branches of the Seattle-based chain in Brazil, the companies said. With the agreement, whose value was not disclosed, all of Starbucks’ retail operations in Latin America are now wholly licensed rather than directly managed, the companies said.SouthRock founder Ken Pope said in a statement the fund would eye expansion opportunities in new and existing markets. Starbucks now has 113 stores across the populous states of Sao Paulo and Rio de Janeiro.SouthRock, founded in 2015, also owns Brazil Airport Restaurants, which operates in the country’s biggest airports.

 

 

  • Blue Ribbon Orlando Vacation Homes

Blue Ribbon Orlando Vacation Homes announced a year-long partnership with CVC Brasil Operadora e Agência de Viagens S.A., the largest tour operator in Brazil and across Latin America. As part of the partnership, CVC will now offer vacation homes managed by Blue Ribbon as an alternative to hotels to its clients traveling to Orlando, FL.Since its founding in 2009, CVC Operadora has achieved sustained growth and now operates 1,156 exclusive CVC travel agencies, approximately 46 CVC exchange stores and 6,500 partner agencies in Brazil serving millions of travelers with the most competitive deals, making it the largest player for vacation rentals in a growing market segment in Brazil.

  • Samsung

In the last two years, Samsung has expanded and remodeled its official channels to better serve its customers in Brazil, whether through the call center, email, chat, Facebook and even Twitter by direct messages (DM) as well as incorporating automation and artificial intelligence. Currently, Samsung’s customers have a wide spectrum of options and channels to solve doubts and problems.The partnership between Samsung and Atento, the leading company in customer relationship services and business process outsourcing (CRM/BPO) in Latin America, has facilitated the evolution to a new level of service, allowing Samsung’s customers to have an even more personalized and excellent service. The new Samsung’s customer relationship center set up by Atento in Brazil, has more than 1.200 workstations and has permitted to extend the call center’s service hours. Located in Sao Paulo, the new customer relationship center encompasses customer care operations, after-sales services, back office and strategic digital solutions delivered through social media.

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.

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. 

  • California Milk Processor Board

The California Milk Processor Board (CMPB) has placed its entire media-planning and buying business with Milner Butcher Media Group (MBMG). The firm also consolidated its creative account with Gallegos United around two months ago.MBMG was already the incumbente on the multicultural portion of the account. CMPB general market media planning and buying was previously handled by Omnicom’s PHD.MBMG has also recently won the Postmates media account,  buying duties for Nokia Health and luxury hospitality company Inspirato.CMPB spent around US$4.4 million on measured media in 2016 according to Kantar Media.

 

 

  • Tecate

Tecate, the official beer of boxing, announces its sponsorship of GGG Promotions’ global sensation, reigning unified WBC, WBA (Super), IBF, and IBO world middleweight champion, Gennady “GGG” Golovkin, in advance of the most anticipated rematch of 2018 between Canelo Alvarez and Gennady Golovkin on May 5, 2018.As the exclusive beer and presenting sponsor for both the first Canelo vs. Golovkin fight and the rematch, this will be the first time in Tecate’s history of sponsoring boxing where two Tecate fighters will go head-to-head. Tecate first entered the ring in 2007 by sponsoring the Oscar De La Hoya vs. Floyd Mayweather fight.Gennady will receive Tecate’s immersive 360-degree marketing muscle and 21+ consumer activations ahead of his 2018 fights.

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!

  • P&G

P&G is planning to cut advertising costs by US$400m by implementing new agency models and reducing the number of agencies it works with by 50%, So far, the company has already reduced ad agency and production costs by US$750 million and expected to save another US$400 million “in the next phase.”The number of agencies went from 6,000 to 2,500 since it began its cost-saving spree in 2015. P&G anticipates a total of US$2bn in savings across marketing productivity efforts through fiscal year 2021.

 

 

  • General Mills

General Mills is said to have acquired Blue Buffalo Pet Products for roughly US$8 billion in cash.The company expects the deal to close by the end of this year.The acquisition would be General Mills first move into the pet food business, which has been a high-growth sector in the consumer industry. Pet food and care remains a point of growth in the consumer industry. In 2017, consumers spent US$20 billion on pet care, US$10 billion of which was on dog food, according to Nielsen.

 

  • Pollo Tropical®

Pollo Tropical®, the quick-service restaurant chain famous for its 24-hour fire-grilled chicken, is ringing in a new era of chicken, adding to its already impressive history of flavorful and crave-able chicken, by launching crispy Pollo Bites. Representing the first step in a bold new platform, Pollo Bites expands the brand’s culinary offerings into the popular crispy chicken category. With the introduction of Pollo Bites—as well as impending menu additions that will round out the new crispy chicken platform—Pollo Tropical® has created an entirely new way for guests to enjoy its Caribbean-inspired, 24-hour citrus marinated chicken. Pollo Bites will soon be joined by other innovative crispy chicken offers that will carry on the fresh and flavorful legacy Pollo Tropical® has established through its special blend of citrus juices and spices.

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.

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.

  • Coach Inc

UM, the IPG Mediabrands’ unit, has been tapped as media agency for luxury fashion accessory marketer Coach Inc, according to Mediapost.The agency’s appointment follows a review that began last year.UM will run the account from its New York headquarters, coming up with and delivering customised media buying and integrated planning services for Coach across nine markets in the Americas and Asia.

  • Tecate 

Tecate, the official beer of boxing and sponsor for the mega-fight between Canelo Alvarez vs. Julio Cesar Chavez, Jr., will welcome the fighters and fans to Las Vegas in true Mexican fashion including an impressive mariachi orchestrated ‘Grand Arrival’ at the MGM Grand – all livestreamed on Tecate’s Facebook page to start the Cinco de Mayo celebration early.Fans 21+ not able to make it to Las Vegas can still feel every Canelo power punch through their iOS or Android phone with the latest Tecate Bold Punch app. The free app is available with fight specific content being refreshed up to the final moments before Canelo jumps in the ring.Tecate started thematic national fight promotions across more than 7,000 off-premise locations in early April including more than 200 on-premise accounts in Las Vegas driving beer trials. Starting on Tuesday, April 18, national general market and Hispanic broadcasters including NBC Sports, Comedy Central, Spike TV, ESPN, FX, Univision, Telemundo, Fox Deportes, NBC Universo, ESPN Deportes and many others will air or will have aired the recently announced Tecate “Born Bold” branded commercial “Beehive BBQ” featuring Canelo and Sylvester Stallone.Additional fight week promotions include Friday’s tripleheader card for the Golden Boy Boxing on ESPN Presented by Tecate along with the brand being featured prominently on Canelo’s trunks, at the center ring, around the mat and throughout the fight.

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 (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!

  • Hispanica International 

Hispanica International Delights of America, Inc., a diversified food and beverage company in the Hispanic and ethnic food industry, has secured manufacturing for its exclusive brand, GRAN NEVADA® and its flagship products, the Ready To Drink (RTD) Horchatas®.  The Company will commence production this week at a facility owned by an International beverage company. The first production run will be for the Horchata De Morro® which has booked a six-month backlog followed by the new Horchata Aguas Frescas® commencing shortly thereafter.Hispanic International Delights of America, Inc. (HISP) is a public company, founded in 2013.  HISP is engaged in the distribution of proprietary, licensed and third party Hispanic and Ethnic food and beverages throughout the United States.  HISP is headquartered in New York State with distribution operations under way in the New York City Tri-State Region, the Washington, D.C. Metro Area, the Houston Metropolitan Area, and in Los Angeles and the Northern California Region.

  • P&G 

Procter & Gamble, one of the largest advetiser’s globally, is planning to cut annual marketing spend by US$2bn, more than half of which will come from reducing media supply chain “waste”.Last year, the firm promised to eliminate US$1.5bn in agency-related costs in the 2017 financial year.The firm is working to lead the effort on media transparency, eliminating costs in the media supply chain.

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!

  • Snickers 

Snickers is targeting Millennial Hispanics with videos for two line extensions made by Latinworks.The videos play off the theme of the brand’s long-running “You’re Not You When You’re Hungry” campaign, from BBDO New York. The vignettes are meant to illustrate the tagline message for the two varieties: “Same on the outside. Different on the inside.”The latest 30-second video is for the newly launched Snickers & Hazelnut.The other video, released in mid-April, is for Snickers Almondis and is currently showing more than 67,000 views on YouTube.The new campaign aims to raise awareness and support wider distribution while reflecting that U.S. Hispanics over-index seek variety in their candy choices. In addition to promotion of video clips on owned social channels, the videos are receiving 12 weeks of paid support via programmatic online network buys. The campaign also includes other promotions and in-store displays.

https://youtu.be/O9KBsP73vBI

  • Miller Lite 

DDB Chicago is said to had been assigned Miller Lite digital and social business, according to people familiar with the matter. The agency lost the Anheuser-Busch InBev account in 2011. DDB and MillerCoors both declined comment, likely because the agreement has not been finalized.Publicis Groupe’s DigitasLBi is the digital incumbent on Lite.

 

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.

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 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.

  • Kohl’s & Under Armour

C5zvpEKU4AASBrzThe retail chain Kohl’s has announced a new partnership with Under Armour, the originator of performance footwear, apparel and equipment, to propel its business. Under Armour will be available at Kohl’s stores nationwide and Kohls.com in early 2017 in women’s, men’s, kids, accessories, footwear and home. In addition, the retail chain is rolling out a major campaign created with agencies Anomaly and Huge that will tout the addition of Under Armour products to its merchandise line, Ad Age reports. The retailer is calling the campaign its biggest brand launch in the chain’s history. Three 30-second TV spots will begin airing this week and Kohl’s is also planning a robust social media presence around the launch. Kohl’s is allocating more than US$300 million per year on advertising. The new partnership could be a win-win for both. Kohl’s, like most retail chains, has been struggling to fight off digital competition.

  • MillerCoors

descarga (1)TEAM Enterprises has been tapped by MillerCoors to handle experiential marketing and retail sampling in the U.S. This expands a relationship between the two companies that has lasted two decades. Publicis Groupe, with its’ special unit Connect, remains MillerCoors’ media agency since winning the account last February. MillerCoors spent US$429 million on measured media the first 11 months of 2016, per Kantar Media.

 

 

  • Honda 

descarga (1)Honda continues its efforts to promote the all-new 2017 CR-V SUV with the debut of an inspirational social campaign that runs from March 2-31 on Honda’s social channels: @HondaLatino Twitter and Instagram as well as Facebook to drive awareness of the 2017 CR-V. The campaign incorporates the brand’s belief in “The Power of Dreams,” which has been a key theme throughout the CR-V’s marketing launch.   The new CR-V Hispanic social campaign is brought to life through Honda’s partnership with spcaLA and employs the CR-V to bring awareness to pet adoption. Through the ‘CR-V Pet Adoption Drive,’ Honda is helping dogs find a new family and forever home.The campaign features dog lover Carlos PenaVega, who will reach out to the pet-loving community through Honda’s social channels on behalf of dogs in search of a new home. The first of the three-part video series launches  with the series highlighting the CR-V’s new exterior styling, capability and roominess. This video features PenaVega and friends from spcaLA as they share helpful tips to best care for the animals.Honda’s ‘CR-V Pet Adoption Drive’ follows the CR-V’s “Best Friends” Spanish-language TV spot which debuted on Fox Deportes during football’s big game in February, marking a first for Honda.

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, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • HP

NNNNHP has consolidated its US$600 million global media assignment with Omnicom’s PHD, Mediapost has reported. PHD is the company’s traditional media agency and now has added the firm’s global digital media assignment. There was not a formal review.WPP’s Essence was the digital media incumbent.

 

 

 

 

 

  • P&G

3-IXk-u7_400x400P&G is celebrating International Women’s Day on 8 March with the #WeSeeEqual campaign to combat gender bias. The campaign has been created by Badger & Winters, It is’ first advertising assignment for P&G. The digital campaign will run through both paid and organic social media sharing on YouTube, Facebook, Instagram and elsewhere, with the prospect of spanning several years and potentially moving to TV. Brands featured include Pantene, SK-II, Ariel and Fairy over the soundtrack of 4 Non Blondes’ ‘What’s Up’.

 

 

 

 

  • Colgate® Optic White®

lllColgate® Optic White® is celebrating and empowering Latinas as a sponsor of the third annual #WeAllGrow Summit, a conference that honors the diversity and creative of Latinas in the digital sphere. From March 2-4, 2017, Colgate® Optic White® and YouTube beauty stylist Laura Sanchez invite attendees to indulge in an accessory styling session to learn more about the all-new Colgate® Optic White® Radiant toothpaste that can help create a radiant smile.To share this experience with the nation’s most influential Latinas, Colgate® Optic White® also invites #WeAllGrow Summit attendees to bring their best #SonrisaColgate moment to life on social media by participating in a “flat lay” #Contest to style and shoot the best beauty tools from directly above for a chance to attend one of the biggest nights in Latin music history on behalf of the brand. To commend the creativity of other participants, four second-place winners will also have the opportunity to win a US$200 prize.

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.

 

Omnicom’s Hearts & Science is the media AOR for a majority of P&G brands since April last year. Multicultural marketing and media buying are substantial and Hearts & Science is also responsible for ethnic scale programs such as My Black is Beautiful and Orgullosa. Portada interwiews Michael Roca, Associate Director of Total Market Planning at Hearts & Science. Roca shares his views on multicultural marketing under Trump and how Hearts & Science leads P&Gs larger multicultural marketing efforts, including its programmatic and content marketing efforts.

handsHearts & Science responsibilities for P&G span categories such as Fabric (Gain, Tide), Hair (Pantene, Head & Shoulders) and Personal Health (Pepto-Bismol, Vicks). One key question for multicultural marketers, is whether the “total market approach” is still the right way of marketing to multicultural audiences, particularly taking into account  president Trump’s recent electoral victory. Michael Roca, Associate Director of Total Market Planning at Hearts & Science,  notes that he unfortunately, can’t comment on politics. However, he adds that “the definition of a Total Market Strategy continues to be very fluid.  With multicultural audiences accounting for nearly 40% of the U.S. population, it’s difficult to support a “one-size-fits-all” communications strategy.  Especially for categories and brands in which multicultural represents a significant share of revenue.  Given their twin engines of population growth and buying power, the solid fact is that multicultural consumers are fueling the growth for any category.  In terms of communication, marketers will always achieve “net reach” amongst multicultural audiences, however if they are not addressing cultural nuances across media and messaging, that “reach” will never be effective.  Reach is important, but reach with resonance is critical.”

It’s difficult to support a “one-size-fits-all” communications strategy.  Especially for categories and brands in which multicultural represent a significant share of revenue.

Multicultural is Key for billion dollar P&G brands

According to Roca, particularly the very large P&G brands like Pantene, Crest and Tide are important when it comes to multicultural marketing: “Most P&G brands understand the critical nature in reaching multicultural audiences.  However, it’s the billion dollar brands such as Pantene, Crest and Tide that have made the biggest strides in engaging with these audiences,” Roca adds.

If marketers are not addressing cultural nuances across media and messaging, “reach” will never be effective.  Reach is important, but reach with resonance is critical.” .

P&G’s Content Marketing Solutions…

Hearts & Science is also responsible for ethnic scale programs such as My Black is Beautiful and Orgullosa.  These platforms were launched by P&G to further celebrate and empower both African-American and Hispanic women.  According to Roca, “content marketing is very intriguing to P&G in terms of reaching and engaging with multicultural audiences.  We have an internal division called Content Collective who is responsible for keeping their finger on the pulse of new and relevant content opportunities. For multiculturals, content marketing solves for the lack of relevant content in the market as well as a solution to tailoring a brands message with multicultural insights and experiences as the main drivers.”

Content marketing solves for the lack of relevant content in the market.

…and the Value of the Artisan Approach.

Asked how important a more “artisan approach” is to Hearts & Science /P&G (i.e. programs that are not traded through machines like branded integrations and non programmatic buys), Roca notes that “similar to content marketing, any opportunity that can further engage an audience outside of spots, dots and banners will always be of interest.”  “As stated before, reach is important, but touch points such as artisan programs are critical in providing resonance that allows for a brand to establish an emotional connection, ” Roca concludes.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

 ::: Nicolas Maslo – Virket ::: Alfredo Sanchez – Sizmek :::  Nestor Islava – Adsmovil Mexico ::: Laura Ares – Rekket  ::: Mindshare Puerto Rico – Luis Perez, Javier Hidalgo, Ivette Alvarez  :::  Luciana Salazar- Teads  ::: Michael Villalobos – AmpLive  ::: Publicitas – Andy Vogel  ::: GE –  Rogerio Mendonça ::: Sohil Sami – Openet :::

Click here for previous Latam Changing Places editions

masloNicolas Maslo joins Virket as the agency General Manager after nearly 10 years of having settled Resultics operations in Mexico.

 

 

 

alfredo sanchezFormer Yahoo Mexico executive Alfredo Sanchez has moved to Sizmek as Country Manager, after closing Yahoo operations in the region.

 

 

nestor ilNestor Islava is no longer part of Primia.Digital (ex Orange Advertising) after almost 6 years in the company as Country Manager. Nestor joined Adsmovil Mexico, where he serves as Country Manager.

 

 

aresLaura Ares has joined Rekket as Director of Mobile Operations.

 

 

PPG has announced that Adriana Macouzet, currently general manager, Latin America North, has been appointed to the position of vice president, Latin America,Macouzet_Adriana_PPG and general manager, protective and marine coatings (PMC), Latin America, effective June 1. Macouzet will provide regional leadership for Latin America overall, excluding PPG Comex. She will have direct accountability for the PMC business in the region.A native of Mexico, Macouzet earned a chemical engineering degree from La Salle University, Mexico City, and a business administration degree from Michigan State University.

 

 

 

After 21 years as the head of Mindshare Porto Rican office, Luis Perez announced his retirement.

pr-hidalgo alvarez-570-16Javier Hidalgo, CEO of Mindshare Miami, has added to his responsibilities the management of this subsidiary.

Ivette Alvarez as Client Services Director. Alvarez, who has over 15 years’ experience in the communications industry, will lead a group of 11 executives from the San Juan office.

 

 

salazarLuciana Salazar has left Headway to take over as Head of Programmatic for Latin America at Teads.
descarga (6)Michael Villalobos, until recently at Virool, is the new Vice President of Sales with a focus on agency partnerships at AmpLive, an audience acquisition platform for live video. Since February 2015, AmpLive has run hundreds of campaigns for live content marketers from every industry with strong delivery in North America, UK and Latin America.

 

 

016570aPublicitas, the international media and advertising services company, has appointed Andy Vogel to the role of Head of Global Digital Product. As Publicitas invests in its digital strategy on a global scale, Vogel will be responsible for introducing the company’s innovative digital advertising formats to Publicitas’ worldwide customers.Vogel will be responsible for developing and implementing new digital marketing strategy and products. Vogel brings with him more than 20 years’ experience in the development of marketing and revenue strategies for new and emerging businesses. In the US, he has worked at the C-level for big brands, agencies and major media, such as ADP, cars.com, Gannett, the LA Times and Tribune. Andy has also been on the North American Board of the Mobile Marketing Association, the Board of the IAB’s Mobile Center of Excellence, and Google’s Publisher Advisory Board.

 

descargaFernando Barquet is the new director of operations at MEC Wavemaker. The creative is officially joining into the agency media content offering. Barquet will report directly to Fanny Garcia, general director of MEC Mexico and director of transformation for Latin America.

 

 

descarga (1)GE has appointed Rogerio Mendonça as president and CEO of GE Oil & Gas Latin America, effective from May 1. Mendonça joined GE in 2000.

 

 

Damian-370x175Sohil Sami has been appointed VP Global Professional Services at Openet. The executive will add his knowledge and experience into the North and Latin American markets.

 

 

 

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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: American Airlines – Global ::: GSK-Novartis/ Global ::: Farmacias del Ahorro – Carat Mexico ::: “Fiat Happy Hour” – agency Niña ::: P&G – Coty :::

  • American Airlines/ Global

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/ Global

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.

  •  Farmacias del Ahorro/Mexico

BVO7DqTx_400x400From July onwards, the agency Carat Mexico adds the drugstore chain to its portfolio. The agency will be in charge of the  traditional and digital media strategy design, which next year will focus on the e-commerce and branded content areas. Carat Mexico, part Dentsu Aegis group, has clients like Sony, Skype, Hello Food! and DENTIX new Mexican operation.

  • “Fiat Happy Hour” /Argentina

descargaAgency Niña has created a new campaign for Fiat Under the slogan “Fiat Happy Hour” with the aim of alleviating the busiest time of the week. For two Fridays, Illia Highway’s toll were lifted for 60 minutes. Drivers could pass without paying or queuing and get faster to their homes. The campaign was created by Sebastian Reggiani and Guido Donadio, directed by Federico Gianotti and produced by Javier Vera, all part of Niña.

  • P&G / Global

Logo_400x400Procter & Gamble has agreed to part with much of its beauty business,  including brands like CoverGirl, Clairol and Wella, and give those to Coty in an operation of almost US$15 million.With this deal, which includes a total of 43 brands, the plan launched by P&G last year to get rid of 100 brands and 15% of its business in the area is “substantially completed.” When the process is finished, Procter will have given away 93 brands out  of 100. In total, the brands involved in the transfer to Coty had an advertising investment of approximately US$ 300 million in 2014, according to Kantar Media, and were almost all handled by WPP’s  agency Grey. Coty is requesting payment terms of 150 days for all the agencies participating in the global media review. The beauty brands in the agreement had sales of US$5.9 million in fiscal year 2013-2014.

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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 :::  P&G ::: Schneider ::: British Airways (BA) – SapientNitro ::: Mercado Libre – Ponce  ::: DirectTV – Carlos and Dario  :::

Click here for prior Latam Sales Leads issues

  • P&G

kYrPoJnL_400x400Procter & Gamble Co. is planning to cut at least US$500 million from agency fees under a new drive to reduce the number of agencies it works with. P&G total spending on agency fees is estimated at around US$1 billion. The move comes as P&G’s top-line results disappointed Wall Street, with organic revenue growth rising 1% last quarter, below the 2% projected by many analysts, and as P&G plans to step up its headcount reductions. By the end of the current fiscal year in June, P&G would hit the high end of its current plan to have reduced non-manufacturing headcount by 22% over two years. Now, it’s stepping up planned job cuts to a 25% to 30% reduction by the end of next fiscal year, exclusive of the impact of divestitures.The firm has already announced divestitures include Iams, Duracell, DDF, the Ace bleach business overseas and a number of small fragrance brands, such as the Avril Lavigne license.

 

  • Schneider/ Argentina

descarga (5)Ogilvy & Mather Argentina has developed a new campaign for the beer brand Schneider.The new campaign is aligned with the brand message: “Growing takes time and making a great beer too”. The spot shows different sittuations in which today’s world does not help men on the slightest to grow.

  • imagesBritish Airways (BA) has appointed SapientNitro to manage the airline’s creative technology and social media business.SapientNitro won the account in a final-two way pitch against incumbent OgilvyOne.Sapient will be responsible for running the airline’s digital platforms including the main BA.com website and its social media accounts.
  •  Mercado Libre/Argentina

95250957ca13505b8668022fcc830da5_reasonably_smallMercado Libre has chosen agency Ponce to work on the brand’s communications. The  online sales company has presence in several countries in Latin America and the agency will be responsible for reaching them.

 

 

  • DirecTV / Argentina

dPNMvBKi_400x400For the second time, DirectTV has chosen agency Carlos and Dario to continue working in their regional communication strategy. The assignment came after a pitch. Apart from DirecTV, the agency works for brands like Avenida.com, El Gran DT, Pepsico, Catena Zapata, V EnergyDrink and 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. 9 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.

      • Coca-Cola

H7R37Fc8_400x400Coca-Cola Co. has put its U.S. media-buying and -planning business in review. Incumbent Starcom Mediavest Group will participate along with three agencies that Coke works with globally: UM, MediaCom and Carat/Dentsu. The review is expected to conclude late this year after formal presentations in mid-July.Coca-Cola spent more than US$406 million on measured media in the U.S. last year, according to Kantar Media. Spending is expected to jump this year as the company implements a global cost-cutting program with some savings poured into media.The review comes as SMG deals with the recent loss of big accounts including Microsoft, U.S. planning forAnheuser-Busch InBev and global planning for Mars Inc.

      • P&G

kYrPoJnL_400x400Procter & Gamble Co. is planning to cut at least US$500 million from agency fees under a new drive to reduce the number of agencies it works with. P&G total spending on agency fees is estimated at around US$1 billion. The move comes as P&G’s top-line results disappointed Wall Street, with organic revenue growth rising 1% last quarter, below the 2% projected by many analysts, and as P&G plans to step up its headcount reductions. By the end of the current fiscal year in June, P&G would hit the high end of its current plan to have reduced non-manufacturing headcount by 22% over two years. Now, it’s stepping up planned job cuts to a 25% to 30% reduction by the end of next fiscal year, exclusive of the impact of divestitures.The firm has already announced divestitures include Iams, Duracell, DDF, the Ace bleach business overseas and a number of small fragrance brands, such as the Avril Lavigne license.

      • Wells Fargo

N5L2uOTF_400x400Wells Fargo has launched its new campaign, a BBDO effort, which leans into the advertising trend of embracing same-sex couples.The ad, which was directed by Lance Acord and edited by Exile’s Matthew Murphy, ends with a female voice saying, “Everyone works hard for a reason. Working together, we can help you prepare financially for when two becomes three.” The tagline remains, “Together we’ll go far.”The effort also includes social media marketing and print, outdoor, digital and radio ads. Wells Fargo did not reveal the cost of the ads, but the bank spends about US$175 million on media annually, according to Kantar Media.For Wells Fargo, the goal is to reflect the diversity of its customers and get beyond products and services to tell emotional stories that illustrate universal truths, according to chief marketing officer Jamie Moldafsky. The ad with the lesbian couple, for instance, captures emotions that any couple feels when adopting a child.Here’s a look at one of the new ads:
https://youtu.be/DxDsx8HfXEk

      • Huggies

descarga (3)Kimberly-Clark Corp.’s Huggies is re-launching its Huggies Snug & Dry, the brand’s biggest and least-expensive line, which now touts “12 Hour Protection” and improved absorbency. The brand estimates that around two-thirds of moms in North America are “value moms.” Hispanic moms, are more likely to fall into this group, though they’re also very brand loyal.Online at Amazon.com or Target.com, the new Snug & Dry sells at just under 21 cents per diaper with a “Subscribe & Save” discount on a 192-count Size 4 pack. That compares to 24 cents for Pampers Baby Dry diapers from rival Procter & Gamble Co., though P&G’s Luvs remains cheaper still at 17 cents.The Snug & Dry relaunch includes an “Ultra” product sold exclusively at Walmart and Walmart.com, with a “unique quilted liner” that promises to lock away moisture better than regular Snug & Dry. Ultra is priced as low as 22 cents per diaper for Size 4 at Walmart.com. A new TV ad for that product line launched promising “ultra protection at an ultra value.” Huggies also will improve skincare and comfort for its more premium Little Snugglers and Little Movers diapers.

      • Open English

3fo5L5L9_reasonably_smallOpen English is expanding to the U.S., bringing an affordable teacher-led instructional model to Hispanics nationwide. The launch of the company’s U.S. Hispanic efforts will be fueled by a national advertising and marketing campaign.After its success throughout Latin America and Brazil, Open English will now target the U.S. Hispanic market investing in an audience that represents the fastest growing minority population.Open English offers an innovative approach to learning English complete with unlimited live classes with native English speakers and over 2,000 hours of engaging multi-media content. This makes for a convenient, effective and affordable way to learn the language.The company’s model has proven disruptive to the marketplace with over 300,000 students across 20 countries.To learn more, visit www.openenglish.com and follow us on Facebook (Open English), Twitter (@openenglish) and YouTube (Open English TV).

      • Pepsi ‘Limon’

descarga (4)Pepsi will launch a new cola made with real sugar and lime juice that is aimed squarely at Hispanics. The line extension, called Pepsi Limon, will be available at stores beginning May 18 in Chicago, California, Arizona, New Mexico and Texas.Pepsi Limon is made using real lime juice and cane sugar, unlike the previous U.S. version that was artificially flavored. The idea came from an internal Latino/Hispanic employee group called Adelante, whose mission is to create a diverse culture within PepsiCo.The launch will be supported by in-store marketing, radio ads, PR, digital and sampling. The ad agency handling the line extension is SA Studios Global, while PMK BNC is leading PR.

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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

MediaCom- P&G ::: Tiffany & Co- MEC :::  Penguin-Argentina ::: Sol-Argentina ::: Hershey’s-Mexico:::

  • MediaCom- P&G

bdy2jN5__400x400MediaCom has been awarded Procter & Gamble’s digital media business in Latin America and the Caribbean.Starcom MediaVest Group previously held the US $75m account. For more on this.

 

  • Tiffany & Co

imagesLuxury jeweler Tiffany & Co has appointed MEC to handle its global media planning and buying account ,valued US $100m, which will be run from New York. Group M’s MEC beat Omnicom Media Group and sister-agency MediaCom to the account. He review started in Jult and was managed by Ark Advisors.Tiffany’s media planning and buying was previously divided among several regional agencies – EMEA handled by incumbent UM, Merkle in the US and Carat in APAC.Ogilvy & Mather Worldwide won the company’s global advertising account in March.

  • Penguin – Argentina

ar.Penguin_Ogilvy-Agency Ogilvy & Mather Argentina has added Penguin to its’ client portfolio and has already started working on the brand communication strategic platform. The agency will also develop Penguin advertising campaigns. Javier Mentasti and Maximiliano Maddalena , Ogilvy & Mather Argentina creative directors, are both pleased to have a brand like Penguin among their clients.

  • TheLab Y&R – Argentina

ar.TheLab_web-TheLab Y&R, Young & Rubicam branding and brand development consultancy firm that operates globally, has started operating in Argentina with a multidisciplinary team of professionals who provide consultancy on brand management and research development for consumer awareness both for customers and non-customers of the group.

  • Sol – Argentina

sol - innovation media-Innovation Media is preparing Cerveza Sol launch in Argentina, through the development of OOH advertising that use high-impact formats strategically placed to work the brand’s image. The agency ,directed by Ticiana Lamela and Juan Ocampo,  has also developed a digital strategy that will release in the coming days.

  • Hershey’s – Mexico

Hershey-Untable-Gloss Media Group Mexico, a boutique Public Relations agency that specializes in gastronomy, has won the PR launching project of the new Hershey’s cream with cocoa, a product aimed at the chefs, bakers and homemakers sector. The new product will have two flavors: chocolate and hazelnut chocolate. The brand will promote this new product first in culinary events, private meetings organized by the brand, culinary blogs, contests and media.