A recap of major news on the marketing and media front from around the web compiled by Portada Digital Media Correspondent Susan Kuchinskas.

kfcKFC: Something in the Bucket for Everyone

A new TV campaign from the fast-chicken restaurateur makes visually explicit the notion that Hispanics are far from homogenous – even if family dinners are important to most. The KFC spot aims to deliver a one-size-does-not-fit-all message, according to Restaurant News. It’s extra-smart to acknowledge that even within a single family there may exist many different cultures and even ethnicities. The campaign is by Creative Alliance, the agency of record for KFC’s Hispanic network.

Total Market, Holistic or Multiculti: Success Stories from the Broadcasting & Cable/Multichannel News Hispanic TV Summit

Multichannel News provided a deep dive into the discussions and presentations at the Summit. Presenters remain divided about the need for multicultural agencies or agency desks, as well as whether the total market approach works. But there were plenty of success stories, from the NBA’s efforts to attract Hispanics to Sony’s use of Facebook to test creative and languages used to reach this audience.

No One Size for All Hispennials

This whole millennial thing has gotten out of hand. To hear some marketers tell it, they’re all the same: free-spending, constantly texting, socially progressive — and they looove those brands. As part of Advertising Week’s “Debunking the Millennial Myth” program, two execs from national marketing firm Pinta, Mike Valdes-Fauli and Joe Gutierrez, told the audience that Hispennials are more like Hispanics than millennials.

“Hispanic millennials also openly embrace pop culture and yet understand that associating with Hispanic roots is important, particularly when addressing one’s country of origin. Sixty-seven percent want to stand out and be recognized as Latino,” according to the Latin Post’s writeup.

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

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

  • Baja Auto Insurance

Baja Auto Insurance announced that it has launched a revamped website and powerful new tools to enable people to easily find Baja locations online. Individual Baja locations all over Texas can now be found for insurance-related queries in English or Spanish at Google and other search engines and will sponsor search results throughout a network of Hispanic Internet destinations. Baja’s new mobile website is location-aware so users can find the closest Baja store with just the touch of a button. “Re-launching our website and the new mobile presence was a strategic imperative for Baja in 2013,” said AJ Jamal, Marketing Director of Baja Auto Insurance.  Baja partnered with YaSabe – a  provider of location-based information for US Hispanics – to manage its online presence in Spanish.

  • Maytag

MaytagMayTag parent company Whirlpool will spend US $50 million on the campaign for a campaign on Maytag appliances. The campaign, which will initially include digital advertising and an online microsite, was created by Team 180, part of the DigitasLBi unit of Publicis Groupe, which was formed to specifically handle the Whirlpool account.Commercials began online last  week and will be more widely introduced via television beginning March 3.

  • Unified Grocers

Unified Grocers, the Los Angeles-based retailer-owned cooperative, said it was pleased with the turnout at its first-ever Hispanic marketing events during the first weekend in January, Supermarket News reports. These events are scheduled to continue throughout the year as part of the company’s new marketing initiative.Participating manufacturers sponsor booths for sampling and coupon distribution. Called “Celebremos!” — “Let’s Celebrate!” — the store-front events are scheduled to be held every weekend at various stores in Southern California, Northern California and Las Vegas, with booths sponsored by participating manufacturers for sampling and coupon distribution. General Mills and Nestlé are hosting four booths each at the first few events, though additional booths featuring more manufacturers are being considered for future events.

  • Starcom Media Vest Group – Magazine publishers

Starcom Media Vest Group introduced Content@Scale, a platform that uses data to connect brands with relevant content from magazines and distributes it across several channels.  Content@Scale allows for total customization and automation and real-time marketing. SMG is aligning its new product with more than 20 publishers, including brands from Time Inc., Martha Stewart Living Omni Media and Glam media.

  • Honda

hondabHonda introduced a new Spanish-language campaign for the 2014 Honda Civic Coupe targeting younger Hispanic adults. The multiplatform campaign, created by Orci, includes appearances by star footballer Rafa Marquez and an infectious techno tune, “Canción de Fútbol” (Football Song), written by Orci and produced by the Spanish electronic music band Kinky. The TV spot, directed by Diego Luna and airing on Spanish-language broadcast and cable networks, shows young fútbol fans listening to the song as they head to a game in their Honda Civic Coupe; they soon notice that everyone around them, including Marquez and thousands of other fans, is singing along to the chorus. The campaign includes online, mobile and social placements. Orci is also handling Honda’s Hispanic Twitter feed, @HondaLatino, which is kicking off the #GolGol campaign.
Separately, Honda launched a digital Agency Review. The Japanese automaker is looking for an agency that can help it become more innovative and target a younger consumer, according to a report in Ad Age. Currently, Honda’s creative agency RPA supports digital marketing and creative for the Honda brand, while L.A.-based Genex handles some digital work, mainly for the Acura brand. Meredith Xcelerated Marketing has also done some digital marketing for the company. In March, 2013 the Honda retained RPA as its creative agency on the Honda business. Boston-based Mullen was awarded Acura creative and Publicis Groupe’s MediaVest tapped as the automaker’s new media agency.

  • Pinta

The Jeffrey Group spun off Pinta, a new cross-cultural ad agency that has opened in the U.S. with offices in Miami, New York and Los Angeles.The new agency will focus in the US Hispanic anc cross-cultural markets. It will offer a marketing services including Media Buying/Planning, Digital, Communications, Strategic Planning, Research, Experiential, and Grassroots.

  • Brown Forman/Tequila Herradura

Herradura BottlesTequila Herradura named Fallon Minneapolis, a division of Fallon World wide, part of Publicis Group, as the brand’s new global agency of record. Universal Mc Cann will continue to be in charge of media buying and planning. The appointment follows an agency review and Brown-Forman’s October announcement adding Fallon to the roster for Woodford Reserve Bourbon. It represents Fallon’s third new-business win in less than two months. Fallon clients include Travelers, Nestlé Purina, Woodford Reserve, H&R Block.

  • Chevy

Chevy has moved all its Hispanic Advertising To McCann’s Casanova Pendrill.  The shift from Omnicom’s LatinWorks to the IPG specialty agency essentially consolidates Chevy’s Hispanic ad business with its general market advertising that is handled by Commonwealth, McCann’s dedicated agency for the General Motors’ Chevrolet account. For now, Omnicom agency Spike DDB will continue to handle Chevy’s African-American ad business. Carat will continue to handle Chevy media buying and planning.

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What? Pinta, a new cross-cultural ad agency, has opened in the US with offices in Miami, New York and Los Angeles.
Why it matters?  The new agency will focus in the US Hispanic anc cross-cultural markets. It will offer a marketing services including Media Buying/Planning, Digital, Communications, Strategic Planning, Research, Experiential, and Grassroots.

pintaPinta comes from a  spin-off from the U.S. operations of JeffreyGroup, a Latin American communications firm with over two-decades of expertise. Mike Valdes-Fauli, President & CEO of Pinta, has led an internal team over the past 12 months preparing the agency for the launch.

The agency opens its doors servicing key clients including Buchanans, Johnnie Walker, Facebook, Fox Hispanic Media, Miami Marlins, Perfumania , T-Mobile and TD Bank. A Pinta spokesperson tells Portada that the new agency will offer a wide array of services including “Advertising, Media Buying/Planning, Digital, Communications, Strategic Planning, Research, Experiential, and Grassroots.”

Pinta has acquired a digital firm specialized in  public relations and social media in Los Angeles, fueling the firm’s West Coast expansion and bolstering its presence across the top-three multicultural markets. Also, has named a new head of the  New York office to reinforce a Strategic Planning background.

Valdes-Fauli said that  “For too long, marketers and agencies stayed neatly within lines that dictated how they communicated with multicultural consumers in this country, whether through language, medium, age or demographics. Those parameters are changing, and Pinta was created to think outside the lines and address these trends head-on.”

The team

Joining Valdes-Fauli as part of the senior management team is Alex Barreras, who had been Creative Director at a number of ad agencies; Romina Bongiovanni, formerly a Senior Vice President of Edelman’s Multicultural Practice and most recently owner of Journey Marketing in Los Angeles which Pinta has acquired; Joe Gutierrez as Managing Director in New York and Head of Strategic Planning, who previously held executive positions at agencies including Global Hue, The Vidal Partnership and Kirshenbaum Bond; and Lauren Cortiñas, joining from JeffreyGroup, who will serve as Managing Director of Communications, servicing the firm’s legacy PR business.

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