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 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.

  • Johnny Rockets

PR agency ROX United has been named public relations agency of record (AOR) for California global restaurant chain  Johnny Rockets. ROX United will provide strategic public relations and communications services to help the restaurant chain reach consumers nationally by increasing awareness of the overall brand. ROX United will also help Johnny Rockets positioning around their tagline “Stay Original.”ROX United is part of UNITED COLLECTIVE, a culturally attuned communications group consisting of five specialty agencies. In addition to ROX United, UNITED COLLECTIVE includes creative agency GALLEGOS United, business planning consultancy POLY United, content creation and post production offering LUNA United, as well as digital agency CANVAS United. UNITED COLLECTIVE was formed to help brands capitalize on today’s evolving consumer landscape. ROX United’s current client roster includes: Nike, Domino’s and the California Milk Processor’s Board (got milk?), among others.


  • Pinterest

Design App Pinterest has hired independent agency Giant Spoon as its media agency of record, in what is considered “its first move into U.S. paid marketing.” Pinterest will not be a huge media spender, and in fact the company dedicated less than US$200,000 to measured media in the U.S. in 2016 according to Kantar Media, but it has more than 175 million active users.


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!

  • Treasury Wine Estates

Independent cross-cultural agency BARÚ has been selected to handle Treasury Wine Estates’ media business in the U.S., AgencySpy reports.





  • Perry Ellis

Perry Ellis International (PEI) has appointed Media Storm as its media AOR to handle all media planning, buying and analytics for the fashion company’s portfolio of brands including Perry Ellis, Original Penguin by Munsingwear, Laundry by Shelli Segal, Rafaella, Cubavera, Ben Hogan, Jantzen,  Callaway, PGA TOUR and Jack Nicklaus.PEI spent US$5.88 million on advertising in the U.S. in 2016, down from US$6.65 million in 2015, according to Kantar Media.The incumbent agency was PGR Media.



Digital marketing agency The Story Room announced that it will handle brand strategy and digital marketing services for the 2017 CONCACAF Gold Cup, the continental championship that will be played throughout July in 14 venues across the United States. The Story Room will be responsible for planning and implementing an integrated digital marketing strategy as well as developing the content program for the Gold Cup, targeting both English and Spanish-speaking soccer fans in the region of the Federation which is made up of 41 countries in North America, Central America and the Caribbean. In addition, the agency will generate a comprehensive digital audience research study on soccer fans across the CONCACAF region.The account will be run out of The Story Room’s Miami office, with additional support coming from the agency’s outposts in Los Angeles, Buenos Aires, Mexico City, and Montevideo.

  • The California Milk Processor Board

The California Milk Processor Board (CMPB) has unveiled its’ latest campaign that integrates creative storytelling with advertising, digital, social, public relations, retail activation, and even virtual reality to encourage Hispanic consumers to rethink how they consume milk.The Atrévete “Mega Dares” campaign, from GALLEGOS United, seeks to create new nontraditional occasions for consumers to drink milk by daring them to try unexpected food and milk pairings with an additional twist – such as a wind turbine. Digital assets include teaser, :15, :30 and :60 second Mega Dares vignettes that will appear on websites popular with the Hispanic female target, such as Hoy, Telenoticias and Huffington Post ES among others. Additional behind the scenes footage will live on the tomalache.com website.GALLEGOS United created a series of consumer activations to take place at select retail locations throughout the state of California. The “Mega Dares” campaign will also include in-store POS, social media initiative and a public relations influencer campaign led by ROX United. The campaign begins on May 15 and will run through June 30.

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!

Check out our new roundup for brand marketers, where you’ll find the most relevant new insights and research published over the last week.  If you’re trying to keep up, consider this your one-stop shop.

According to recent research from Customer Thermometer, less than half of respondents fill out feedback surveys: 46% of respondents say they usually complete feedback surveys if they are quick, and 45% say they usually ignore requests. Only 9% of consumers say they usually take the time to thoughtfully fill out feedback surveys.

A new survey by the 4A’s and SSRS found that 67% of agency respondents said that they “believe that changing American values are causing brands to become more interested in corporate responsibility and values-based marketing.”

Recent research from Sprout Social found that 86% of respondents say they want brands to be honest in their social posts; 83% want brands to be friendly, 78% want them to be helpful, and 72% want them to be funny. Less than half of consumers want brands to be trendy (43%), politically correct (39%), or snarky (33%) on social media.

According to the New Brewer publication, seasonal craft beer sales slumped 14% in the first quarter, accelerating from last year’s decline, as the collective palate of drinkers and the year-round availability of seasonal styles have eaten into that segment. Of the top 50 brewers that meet the Brewers Association’s definition of a craft brewer, 25 saw sales flatten or decline in 2016.

Campaigner®, the email marketing brand of j2 Global, Inc., announced the results of its 2017 Generational Marketing Insights Survey, finding that less than a quarter (24 percent) of online shoppers in general name social media as one of their preferred channels for brand interaction. Only 5 percent of respondents saying they use Snapchat to keep in touch with brands; Pinterest and Instagram each garnering 18 percent, while over half (54 percent) of those surveyed say they use Facebook to follow brands on its platform. Only 3 percent say they utilize Twitter for this purpose.

According to new research from Brand Innovators and Origami Logic, nearly two-thirds (63%) of surveyed brand marketers understand that marketing performance measurement would help them focus on measuring ROI but 72% said their marketing measurement efforts were either average or below average. Technology and automotive sectors led the way in describing their measurement practices as above average, while retail, personal and household goods and healthcare all reported their efforts as average at best.

Bond Brand Loyalty released The Loyalty Report 2017, finding that brands continue to invest more in loyalty programs, and enrollment has grown by 31% over the last four years.

According to research conducted by Leflein Associates, members of Gen Z “expect to be able to have direct access to friends, celebrities, and brands,” said Pete Stein, Fullscreen’s general manager. The study found a generational gap between Gen Z (aged 13-17) and millennials (aged 18-34), finding that the latter are more likely to consume content on traditional TV, publisher sites and blogs, while members of Gen Z are early adopters on things like short digital videos, social media sites/apps and watching full-length shows/movies online.

A study from GetResponse and Holistic Email Marketing found that marketers believe email marketing delivers the best return on investment when considering all digital marketing options: 53 percent of marketers believe email marketing delivers an excellent or good return on investment, while 50 percent felt the same about social media marketing. More than 40 percent of marketers also felt that search engine optimization, content marketing and paid social media advertising had a good or excellent return on investment.

Marketing research firm BrandSpark International announced the 2017 winners of the BrandSpark Most Trusted Awards for consumer packaged goods (CPG) brands. “Just 18% of shoppers buy any product so long as it offers the best price, so brand trust is a key factor in the purchasing decision,” added Levy. “67% of Americans saying they try new products from the brands they trust most.”68% of respondents, from millennials to older shoppers, stated that they trust consumer-voted awards for brand endorsements. For health & beauty products, consumer-voted awards are the most influential endorsements outside of medical professionals and direct friends and family, with 45% of shoppers saying that consumer awards are influential to their beauty purchases, increasing among millennial beauty shoppers to 60%.

Fluent’s “Marketing to the Heartland” in the first two research series looked at differences in core values and media consumption habits of consumers living in the Heartland. Physical stores are still the preferred way of shopping for nearly half of US consumers in both Heartland and Coastal areas, says the report. Consumers generally prefer shopping in a physical store because they like to see or try items on in person (74% for total US). Many also find brick and mortar shopping more convenient, especially in the Heartland.

What: Advertising on Pinterest comes to the Asia-Pacific market.
Why It Matters: With Pinterest’s arrival in Australia, New Zealand and Ireland through third-party platforms, the social network can begin selling advertisements in the Asia-Pacific market. This is exciting news for marketers in Latin America who are awaiting Pinterest’s arrival in the region.

Pinterest’s mission is to help people discover and do things they like. With over 100 million pins seen by more than 150 million people daily, and more than 10 billion daily suggestions delivered within the platform, Pinterest’s advertising impact is enormous. That is why every country in this region of the world eagerly awaits the big opportunity to join its advertising platform.

People visit Pinterest to find products to buy, ideas for cooking recipes, places to travel and more. This makes the platform an ideal place for brands to quickly and easily reach a highly segmented consumer market.

When will Pinterest arrive in LatAm? Pinning down the exact date is not easy, as Pinterest is still in still in a trial and error period to determine which of its customers, partners, and companies are willing to take risks, which in LatAm is sometimes complicated as companies are not prepared to invest in market testing.

According to sources close to Pinterest, the platform plans to land in LatAm by the end of 2017.

Although it sounds very far away, the truth is that regional brands need to learn from what is already being done in other markets, so that when the platform arrives they can be ready to achieve outstanding results.

One such example is the campaign run by Target on Pinterest’s U.S. site, which achieved incredible results. Adding cost-per-click (CPC) to cost-per-engagement (CPE), Target posted a click-through-rate (CTR) that was 200% higher than any other campaign running on the platform.

While these results speak to the success that advertisers in the US and the UK have had with Pinterest (for brands such as John Lewis, B&Q, Bloom & Wild, Nestlé’s Nescafe Azera, and Tesco), advertisers in Australia, New Zealand and Ireland now have the opportunity to add the social network to their pool of commercial platforms. More countries will soon be joining the platform, with Latin America at the top of the list.

A summary of the most exciting recent news in advertising technology in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

Instagram is expanding its Carousel ad format to let marketers publish videos, photos or a combination of both as the compainstagramny brainstorms ways to increase user engagement with the ads.

eMarketer is claiming that Americans will spend just one
minute more on Facebook by 2018, as other platforms like Instagram and Snapchat take up more and more of our time. This year, American adults will spend an average of 22 minutes a day on Facebook and 43 minutes a day on social media services. Most of this time will be on mobile devices, not desktops or laptops. Due to this, Facebook is set to earn 35 cents per hour spent by an adult on mobile devices, compared  to 19 cents on desktops and laptops.

The New York Times’s operating profit fell 13 percent in the first quarter as ad sales dropped and the costs of their digital operations increased. Shares of the publisher, which is spending heavily to strengthen its advertising technology, fell 4.4 percent to $12.32 in afternoon trading on Tuesday.

Twitter is forecasting a less-than-impressive revenue performance in the second quarter, as the company has struggled to generate ad sales. Shares declined by 17% on Wednesday.

Alphabet, (Google’s parent company) on the other hand, announced a 17% rise in quarterly revenue thanks to mobile advertising sales. Revenues rose from 17.26 billion to 20.26 billion between January and March. It’s ad revenue jumped by 16.2% in the first quarter, and the number of paid clicks jumped 29%.

Pinterest has acquired the team from mobile ad-tech company URX, which specializes in selling technology that can be used to identify trends in content consumption to target mobile ads. Interestingly, Pinterest will be shutting down the product as it acquires only the staff.

Snapchat has commenced its experimentation with e-commerce ads, as Target and Lancôme ran formats of 10-second call-to-action spots to swipe for more info or to go straight to the mobile shopping page.

The Latin Online Video Forum, part of #PortadaLat on June 8-9 in Miami’s Hyatt Regency Hotel, is bringing all of the big players in online video in the Americas together, including key brand marketers such as Nestle, 3M, Volaris, Fallabella, Best Western and many more. Get your early bird tix!


eMarketer and Rock Content’s latest research claims that when it comes to techniques used for marketing and advertising in the tech sector in Brazil, nine out of ten staff members are using data analytics tools. Landing page creation (70%), SEO analysis (63%), marketing automation (58%)and A-B testing (32%) were also popular tools and techniques.

Brazilian publisher Editora Abril has established a abrilpartnership with MOAT to use the latter’s digital marketing intelligence for online campaigns. Abril hopes to be able to generate better insights on view ability and engagement with ads contents to improve the transparency it provides its clients.

ZoomIn.TV is opening operations in Mexico, where it will offer its online video content, advertising and technology expertise to the region of Latin America. ZoomIn.TV also has offices in the United States and Canada.

Kantar IBOPE Media, the Latin American media research firm, and comScore, the multiplatform measurement company, announced a strategic alliance through which solutions will be launched in Latin America. One of those solutions is the integration of TGI Clickstream, which integrates the data from Kantar IBOPE’s Target Group Index and offers a complete analysis of consumer behavior, with comScore’s MMX platform, which gives a complete vision of online audiences. It is to be launched in Brazil this year, followed by Colombia, Argentina, Peru and Chile in 2017.

Source: ShareThis
Source: ShareThis

New studies connect the dots between social and revenue. It’s still a fuzzy picture, but retailers definitely are finding ROI in social media.

Instagram is the latest social network to get serious about analytics. It’s begun rolling out a suite of business tools that it says will help brands measure brand awareness on Instagram through impressions, reach and engagement and show the performance of individual ads within paid campaigns.

It’s a good move, because almost every brand – nine of out 10 – will be on social media this year, according to eMarketer. It’s a crowded space, and there’s now a pretty bewildering assortment of ROI studies – but at least they all show retailers can get ROI from social media.

Many social media shares and pins are aspirational: They know what they want but are not ready to buy so they pin it. If they really wanted to buy it, they’d just buy it.

The conversion rates for social networks differ by the product category, according to Convertro, an attribution-modeling platform acquired by AOL Platforms in May. Its analysis of $1 billion in sales, within 500 million clicks and 15 million conversions during the first quarter of 2014 tracked by Convertro found that YouTube had the highest influence at the top and bottom of the purchase funnel. Twitter, on the other hand, was the strongest influence in the middle of the customer journey.

“YouTube is strong in the front because people often start their exploration with either search or YouTube search. Social media is more of a research ally,” says Jeff Zwelling, CEO of Convertro.

At the same time, social media’s impact on conversion varies widely by the product category, according to Convertro, with the highest impact on food and beverages, followed by apparel and accessories, and then, home furnishings.

Source: Convertro
Source: Convertro

Zwelling thinks that many social media shares and pins are more aspirational: “They know what they want but are not ready to buy so they pin it. If they really wanted to buy it, they’d just buy it.”

That idea is supported by an internal analysis of ShareThis data on consumption and sharing by Hispanic Millennials. It found that, in the style and beauty category, 22 percent of page views were related to coupons and deals, while only 7 percent of the shares were. On the other hand, news and editorial related to the category accounted for 9 percent of all browsing but 26 percent of all sharing.

Source: ShareThis
Source: ShareThis

“People say they want to help people and share useful things, but what they actually share is more about [public image],” says Andy Stevens, vice president of research and strategy for ShareThis. He advises brands in all categories to be aware of these motivations for sharing. “It’s often aspirational — letting people know about yourself in a positive light.”

Where social media misses Hispanics

As we know, Hispanic consumers over index on social and mobile – but the picture is different when it comes to shopping conversions. In a study ShareThis did with Unilever and Mindshare, it found strong differences in the influence of social media on shopping among Hispanics.

This study found they share five times more often than non-Hispanic users, and what they share is 35 percent more likely to be clicked on than content shared by the general population. They’re also twice as likely to purchase the kinds of products they share about compared to non-Hispanic consumers.

But Hispanics are less likely to use Pinterest and Twitter for sharing content, which is a bummer for retailers. According to ShareThis, Pinterest is the top social channel for conversations about shopping.

Hispennials and social shopping

The retail ROI picture may be different when it comes to younger Hispanic consumers. The millennial segment as a whole is the hottest prospects for social shopping, according to another ShareThis study of 58 million American Millennials. They’re twice as likely to purchase a product they’ve shared, while Pinterest is the top social media site overall.

There’s evidence that Hispennials are converging with Millennials when it comes to mobile, social media and shopping. While mobile accounts for only 7 percent of Hispanic consumers’ sharing activity, Hispennials’ mobile sharing is the same as their non-Hispanic counterparts.

Hispanic millennials share on mobile as much as their non-Hispanic counterparts, and use Twitter and Pinterest just as often. The generational similarities also hold true when it comes to what content millennials, both Hispanic and non-Hispanic, consume and share.

Value for retailers

Social media networks like Pinterest offer retailers more sales and plenty of other benefits, according to Pinterest marketing expert Anna Cadiz Bennett, principal of White Glove Social Media: Retailers can collect market intelligence, and multichannel retailers can use Pinterest to find out what shoppers are most interested in and then showcase them in physical stores. It can also raise the brand profile, attract new customers and help with search engine rankings.

Pinterest, especially, lets brands collaborate with consumers, for example, by creating group boards. “When people contribute to your board, someone else is creating content for you,” she says.

While there may not be so many Hispanics on Pinterest right now, Bennett notes that several brands have created content targeting this group. Most of it does focus on Hispanic culture, rather than on specific products, with a strong emphasis on food. Brands can find the most important topics thanks to Pinterest’s search suggestion tool, by starting to type “Hispanic.”

hispanic pinterest search

She also advises her clients to make use of third-party tools. She says, “At the end of the day, your goal is to drive more traffic to your website.” Google Analytics will show whether Pinterest is a source of referral traffic and how much, while analytics services including Piqora can deliver metrics such as total revenue generated from Pinterest, revenue per Pin, etc.


A 2014 study by researchers at the University of Minnesota and Georgia Institute of Technology found that the most popular Pinterest category by far is food and drink, followed by DIY/crafts and home décor. Says Bennett, “If you’re in those verticals you should be on Pinterest.”

Point and buy

The rise of social media in retail and ecommerce could be tied to an increasingly post-literate, point-and-click society, according to Zwelling. “We are gravitating into a world in which people are more likely to hear and see than to read something,” he says. And, after all, visual sites like Pinterest more closely replicate the in-store experience, where shoppers are led by their eyes.

Meanwhile, social media use grows and new networks proliferate. In its 2013 Social Commerce Breakdown, AddShoppers says that Wanelo.com, a sort of combo of Pinterest and Etsy aimed at retailers, is growing phenomenally, tripling its number of shares.

(Wanelo has posted a quote from Urban Outfitters saying its traffic from the site converts four times than any other social network.)

Then, there’s StumbleUpon, the news-sharing site. Understandably, it’s got the lowest conversion rate of any network AddShoppers studied; but it also has the highest average order value, at $238.53.

Says Peter Messmer, vice president of customer success at AddShoppers, “The trend we’re seeing is social network use in general is expanding and it’s not winner takes all.”

What: Hispanic Consumers have a Distinct Pattern of Online Social Behaviors according to a ShareThis, Unilever and Mindshare Research.
Why it matters: Hispanic Consumers are less likely to use Pinterest and Twitter for sharing content. This reflects a preference to share content across more personal curated social channels. Younger Hispanics are similar to their non-Hispanic counterparts, as they share on mobile and use Twitter or Pinterest as often as they do.

consumersSharethis, in partnership with Mindshare and Unilever, has released a research study analyzing the online social behavior of Hispanic consumers, what they share online, how they share it, who they influence, and how sharing relates to offline purchases.

The Hispanic community is the fastest-growing consumer group in the US, with a great social and influential audience across the web and on mobile devices.

Sharing is a direct measure of consumer interest and intent, reason why the report included four months of sharing insights from more than 42 million users and nearly 70 million shares. Key findings include:

  •  Hispanic consumers are more social: Hispanic consumers share five times more often than non-Hispanic users, and content shared by Hispanic consumers is 35 percent more likely to be clicked on than content shared by the non-Hispanic population.
  • They are less likely to use Pinterest and Twitter for sharing content: Hispanic consumers are as likely to use either email or blogging channels such as Tumblr and Blogger. This shows a preference to share content across more personal curated social channels.
  • Hispanic consumers read content on mobile devices, but they’re generally less inclined to share on these devices: Mobile makes up 17 percent of total content consumption, but only 7 percent of sharing activity.
  • However, mobile sharing behavior increases with younger generations. Younger Hispanics share on mobile as much as their non-Hispanic counterparts, and use Twitter and Pinterest just as often..
  •  Hispanic consumers are twice as likely to purchase the kinds of products they share about compared to non-Hispanic consumers who are only 1.3 times as likely to make a purchase compared to what they share online.

Mark Potts, Head of Insights at Mindshare said “By drawing insights from actual behavior rather than self-reporting, we are able to help companies like Unilever better reach Hispanic consumers and drive impactful social campaigns. This is the future of strategic insight generation”

“Understanding how Hispanics socially engage helps us to create more effective marketing campaigns for our brands,” said Russel Lilly, Marketing Director, Multicultural Marketing Team, Unilever.

“Regardless of social channel, sharing is the purest expression of interest-based activity that gives us the intelligence we need to make our media planning more efficient,” Gail Tifford, Senior Director, North American Media, Unilever added.


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