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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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  • UM/CVS

rssMCPXC_400x400CVS has awarded its business to Interpublic Group of Cos’ UM, concluding its pitch that began this spring. Pile and Company supported the search. The business moves from WPP’s Mindshare, which won the account in 2010 when the creative- and media-agency business was last up for review.For UM, it’s another huge win just weeks after the agency’s Coke account win. It’s also an added bonus for parent network IPG Mediabrands as the network’s other agency, Initiative, loses the massive Hyundai Kia account.CVS in 2014 spent US$84.4 million on measured media in the U.S., according to Kantar Media.

  • Kraft

KraftKraft Foods Group is expected to announce a media review in the coming weeks, sources told Adweek. Starcom is the incumbent for Kraft’s media planning and buying account. The review is the result of rationalization measures related to the implementation of the Kraft-Heinz merger.. It’s not immediately clear if the process will cover global spending or only that for North America. Last year the marketer for brands like Oscar Mayer, Planters and Maxwell House spent $513.8 million on U.S. measured media, according to Kantar Media.

  • “Premios Tu Mundo” Sponsors

imagesTELEMUNDO announced Allstate Insurance Company, L’Oréal Paris, Samsung, Volkswagen and Walmart as sponsors of “Premios Tu Mundo,” honoring the year’s best Hispanic actors, singers and TV moments. The fourth-annual celebration of U.S. Latin pop culture will broadcast live on TELEMUNDO tonight, Thursday, August 20, at 8PM/7c with star-studded musical performances, and will be preceded by the blue carpet special “La Alfombra de Premios Tu Mundo” at 7PM/6c, from the American Airlines Arena in Miami, Florida.Incorporating live audience participation into “Premios Tu Mundo” for the first time ever, Allstate’s sponsorship will include blue carpet and main show integrations featuring the return of the Effie Award-winning character “Mala Suerte” (“Bad Luck”). L’Oréal Paris, the returning exclusive beauty sponsor, will make a special announcement on “Un Nuevo Día” the morning of “Premios Tu Mundo.” Now in their third year, Samsung Galaxy partners with “Premios Tu Mundo” to introduce TELEMUNDO’s first-ever “MundoEmoji,” a branded interactive space where celebrity guests will be transformed into a customized emoji version of themselves using the Samsung Galaxy Tab A with S Pen.  Volkswagen will have novela star Fabian Rios arrive in a 2016 Jetta and will again present the fan’s most anticipated award of the evening, “El Favorito de la Noche” (The Favorite of the Night). Returning as the exclusive retail partner, Walmart’s sponsorship will embrace “momentos inolvidables,” unforgettable moments. Walmart will drive this theme home across key elements of the blue carpet broadcast and main show.TELEMUNDO’s “Premios Tu Mundo” will be hosted by Angelica Vale, Raul Gonzalez, Gabriel Porras, Maria Elisa Camargo, Rafael Amaya and Carmen Aub, and feature musical performances by Nicky Jam, Paulina Rubio, José Manuel Figueroa, Fanny Lu, Yandel, Alejandra Guzman, Farruko, Lucero, Yuri, Olga Tañon, J Balvin, Jencarlos Canela, Victor Manuelle, Banda MS de Sergio Lizarraga, Regulo Caro and Ky-Mani Marley.

  • Hornitos Tequila

ogURZMy5_400x400Multicultural agency the La Comunidad, part of SapientNitro, is launching its first campaign for Beam Suntory’s tequila brand Hornitos in May. The concept is based on the premise that while every tequila should be made using 100% “virgin” agaves, Hornitos Tequila believes that an “experienced” agave is the best agave for your drinking pleasure.The campaign kicks off with the “Road Trip” ad that explains the work is aimed at millennial men. The second ad, “Skydive,” showcases an airplane taking off, an agave getting a kiss from a beautiful companion and then skydiving off the plane.Fans are encouraged to follow the agaves’ journey on Tumblr with new spots and images highlighting a new adventure to debut every week as well as on Instagram. They are also invited to submit their own adventures with the #NotJustAnyAgaves hashtag.In all, the social-media campaign runs on Hornitos Tequila’s English-language social-media platforms.Parent company Beam Suntory’s advertising costs were US$902.6 million (108,810 million yen) in 2014, up from us$674.4 million (83,771 million yen) in 2013, according to its financial records.

  • Marriott International

descargaMarriott International is launching a new portrait and video series featuring three Latino influencers.Diane Guerrero (“Orange Is The New Black,” “Jane the Virgin”), Diego Boneta (“Scream Queens”), and Boyce Avenue (YouTube music sensation) use the hashtag #LoveTravels to encourage travelers to explore their personal passions, and celebrate their unique perspectives and experiences.The stories from the new #LoveTravels ambassadors reflect how travel is a transformative experience and a bridge between cultures, careers and families. Diego, Diane and Boyce Avenue discuss what it means for them to be both Latino and American, their passion for human rights and the empowerment of the Latino community.Marriott is taking this opportunity to support the Latino community who inspired the #LoveTravels campaign through their dedication to family, work, love, and diverse cultures.Marriott enlisted LatinWorks, a full-service cultural branding firm, and photographer Braden Summers to create the campaign. From Aug. 17 through Oct. 31, the #LoveTravels videos can be seen on mobile and tablet devices through Pandora, YouTube, Facebook and Twitter.The #LoveTravels social movement kicked off in 2014 with Jason Collins, Geena Rocero, Angela Simmons, and Tim Howard. The campaign includes a dedicated Web site, Facebook page and Instagram account.

 

  • NASCAR

descarga (1)NASCAR has announced it has teamed up with Eugenio Derbez to collaborate on an original, full-length comedy movie.Long heralded as one of Mexico’s most popular actors, writers, directors and producers, NASCAR’s popularity among Latinos has increased in recent years, as drivers such as Cuban-American Aric Almirola and Mexican Daniel Suarez have seen increasing success in both the NASCAR Sprint Cup Series™ and NASCAR XFINITY Series™. Derbez raced competitively in Mexico and has a deep passion for the sport.Benjamin Odell, partner with Derbez’s production company, 3Pas Studios, will serve as producer of the project along with Derbez. Zane Stoddard, vice president of NASCAR’s entertainment, marketing and content development division, will serve as executive producer.Based in Los Angeles, NASCAR’s Entertainment Marketing and Content Development division develops and produces quality television, film and digital projects on behalf of the sport.Derbez is represented by UTA and attorney Howard Abramson of Behr Levehson Levy. 3Pas Studios has a first look deal with Pantelion Films, the joint venture between Lionsgate and Mexico’s Televisa Studios.

  • Goya Foods

KPI8zht5_400x400Goya Foods is partnering with the United Soybean Board (USB) to launch a new campaign to bring awareness to the health benefits of Goya Vegetable Oil. Goya Foods will be USB’s first Hispanic-focused strategic partnership. Starting in August, Goya Vegetable Oil will feature a new label marked “100% Soybean Oil” prominently on the front panel of the product in both English and Spanish. Goya will kick off the first of its campaign with a combination of impactful in-store ads and displays at point-of-purchase across 500 grocery stores in the Northeast area, where sales are at its highest for Goya Vegetable Oil. The campaign will then extend nationwide.

  • Canvas Worldwide: Hyundai Motor and Kia Motors

Horizon Media announced the launch of a second stand-alone media agency network, Canvas Worldwide. The new media agency network, a joint venture between Horizon Media and global creative powerhouse INNOCEAN Worldwide, will officially launch in September 2015.Canvas Worldwide will have two main offices in Los Angeles and New York, with regional offices in Chicago, Dallas and Atlanta when it launches in September. Canvas Worldwide will be naming a CEO in coming weeks.Canvas Worldwide’s first clients will be Hyundai Motor America and Kia Motors America.

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 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!

  • Merck

NY73209LOGO-aBack in April, Merck ($MRK) rolled out its America’s Diabetes Challenge: Get to Your Goals campaign, aimed at persuading patients to do what it takes to keep their blood sugar in check. Now, the brand has a new-but-similar campaign launching but it focus on the Hispanic community affected by the disease.To get its message across to the demographic, Merck has teamed up with celebrity chef and cookbook author Leticia Moreinos Schwartz. Schwartz will visit select cities to cook diabetes-friendly Latin recipes and encourage Hispanics to set and attain blood sugar level targets. Surprisingly enough, it’s among the few pharma efforts aimed at the key Latino market.Merck is going where other pharma brands haven’t gone much lately as few marketing campaigns have been aimed directly at the Hispanic population in general. Visit CuidaTuDiabetesCuidaTuCorazon.com for more information about Chef Leticia’s story, Cuida tu Diabetes, Cuida tu Corazon, and bilingual resources for people with type 2 diabetes.

  • California Milk Processor Board

descarga (2)The California Milk Processor Board (CMPB), creators of got milk? and Toma Leche, is launching a new advertising campaign highlighting how a person’s future self is determined by the nutritional choices of starting with milk.Goodby Silverstein & Partners (GSP), originators of the got milk? tagline, and Grupo Gallegos (GG), creators of toma leche, have worked in a close partnership, to co-create work designed to appeal to all Californians, regardless of ethnicity. Personnel from both agencies worked side by side under the direction of GG Chief Strategy & Engagement Officer Andrew Delbridge and GSP Co-Chairman Jeff Goodby. The campaign includes two commercials, each in both English and SpanishThe television spots, titled “Champion” and “Brave”, both show how a glass of milk can change a life. The new effort will also include radio and digital installations. Click Below to view the two TV spots:

https://www.youtube.com/watch?v=WedIvlc8hnw

  • PREMIOS TU MUNDO’

imagesTelemundo has announced the 2014 ‘PREMIOS TU MUNDO’ sponsors. Allstate, Volkswagen of America, L’Oreal Paris and Hennessy as returning sponsors of “Premios Tu Mundo” (Your World Awards. )Additionally,the third-annual celebration of U.S. Latin pop culture will be sponsored by Walmart, Colgate Optic White and Bud Light. The event, to be simulcast on Telemundo and mun2, will feature electrifying live musical performances by Juanes, Alexis & Fido, Yandel, El General Gadiel, Olga Tañon, Elvis Crespo, David Bisbal, Gabriel Coronel, La Ley, Lucero, Gerardo Ortiz, Natalia Jimenez and Los Tucanes de Tijuana on Thursday, August 21, at 8PM/7c from the American Airlines Arena in Miami, Florida. Hosted by novela stars Gaby Espino and Aarón Díaz, the annual awards show combines the power of television, web, mobile and social media platforms to give fans the final say in celebrating everything that moves and inspires them.

  • Chevrolet

images (1)Chevrolet has partnered with Manchester United to have each first team player walk onto the pitch wearing a shirt with the name of their mascot on the back. A young Latina, Jasmine, served as the first mascot for the match. The opportunity to be a mascot is part of Chevrolet’s “What Do You #PlayFor?” campaign to bring football fans closer to the sport and spread the power of play around the world. Each child’s story is featured at www.ChevroletFC.com.To celebrate its new, seven-year Manchester United shirt sponsorship, Chevrolet is inviting fans around the world to upload photos of themselves wearing a digital version of the new shirt at www.ChevroletFC.com. Chevrolet also recently released a video onwww.ChevroletFC.com featuring Manchester United players, legends and fans paying homage to the history of the club’s shirts that has attracted more than 10 million views.

  • Audi

images (2)Audi is returning with a campaign starring Fred Armisen that will run on NBCUniversal networks NBC, USA and E!.The campaign is designed to highlight the Audi Q3 crossover and drive tune in to the Emmy award show, which airs on NBC Monday, Aug. 25.Three spots use the theme “life is more interesting when you go off script” and utilize the ability of Emmy-nominated Armisen, who appears on both NBC’s Late Night with Seth Meyers and IFC’s Portlandia, to improvise characters. Krysten Ritter, J.B. Smoove and Norm Macdonald have appearances in the campaign.The spots also appear on NBCU digital outlets and use the hashtag #Offscript to generate social media activity.

  • Braun

descarga (3)In partnership with Procter & Gamble Co.’s , Braun will launch the “FaceGreatness” campaign this fall , featuring Seattle Seahawks quarterback Russell Wilson The campaign from Barefoot Proximity, Cincinnati, broke Aug. 7 with an online video and print ad in USA Today, but will also include more print advertising in ESPN the Magazine in September and a prime-time TV ad on Thanksgiving, when Mr. Wilson’s Seahawks play their archrivals, the San Francisco 49ers. P&G also “has access” to Mr. Wilson’s social -media followings on Facebook, Twitter and Instagram.

  • Lincoln Motor

descarga (4)Ford Motor’s The Lincoln Motor Company division has selected actor Matthew McConaughey for a multi-year partnership that makes him the brand’s spokesperson. The effort for the MKC, which starts at around US $33,995, is via director Nicolas Winding Refn (“Drive”) created a storyline for him around the MKC. The company says the actor does “unscripted moments” as part of his pitch to entice viewers to experience the MKC. Two years ago Lincoln made big moves to distance itself from Ford, including creating a new ad agency, Hudson Rouge, from Team Detroit, but in New York. As part of the product expansion, the company launched the MKZ midsize sedan.

  • McDonald’s/Kraft

descarga (5)From 2015 onwards, the packaged coffee will be marketed through grocery, mass merchandise, club and drug stores nationwide, Ad Age reports. And the rollout will be supported by an integrated marketing campaign that will include TV, digital and social, along with sampling at various locations across the country. McDonald’s says it is not ready to discuss the details of the campaign and no agency has yet be selected, but it does hope that the rollout will draw more attention to the coffee brand, which it serves at its restaurants.

  • Sprint

images (3)Sprint Business, a new brand encompassing Sprint’s b-to-b products and services, is rolling out an integrated ad campaign this month to introduce the new business and show how it helps companies keep their employees engaged.The multi-million dollar campaign, with the tagline, “For companies with people in them,” was created by Sprint’s agency of record Velocity Partners, London. It launched earlier this month with TV, print and online ads, and new print ads are rolling out next week.The new campaign showcases employees, not products.One TV ad, called “I Work for Them,”  is running on cable networks, on the Sprint Business website and other websites. A new print ad rolling out next week shows millennials on their way to work, with a headline reading, “They doubled your sales in a year.”Print ads are running in national business publications . Online ads are running on sites including Fast Co., Fox Business and Huffington Post. TV ads are running on national cable networks.

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

What: Telemundo’s “Premios Tu Mundo” (Your World Awards) is back with new sponsors on Thursday, August 21, at 8PM/7c from the American Airlines Arena in Miami, Florida.
 Why it matters: Allstate, Volkswagen of America, L’Oreal Paris and Hennessy are all returning sponsors. New sponsors include Walmart, Colgate Optic White and Bud Light. The annual awards show combines the power of television, web, mobile and social media platforms.

descargaTelemundo has announced “Premios Tu Mundo” (Your World Awards), which honors the best in novelas, music and sports, official sponsors: Allstate, Volkswagen of America, L’Oreal Paris and Hennessy are all returning sponsors. Additionally, the third-annual celebration of U.S. Latin pop culture will be sponsored by Walmart, Colgate Optic White and Bud Light.

The event will be simulcast on Telemundo and mun2 and will feature live musical performances by Juanes, Alexis & Fido, Yandel, El General Gadiel, Olga Tañon, Elvis Crespo, David Bisbal, Gabriel Coronel, La Ley, Lucero, Gerardo Ortiz, Natalia Jimenez and Los Tucanes de Tijuana on Thursday, August 21, at 8PM/7c from the American Airlines Arena in Miami, Florida.

Hosted by novela stars Gaby Espino and Aarón Díaz, the annual awards show combines the power of television, web, mobile and social media platforms. This year’s nominees include top Latin music stars such as JuanesMarc Anthony, Pitbull, Ricky Martin and, Shakiranovela stars Rafael Amaya (“El Señor de los Cielos”), Sara Maldonado (“Camelia la Texana”)Jorge Luis Pila (“En Otra Piel”) and Christian Bach (“La Impostora”), among many others.

The “Premios Tu Mundo” blue carpet sponsored by Allstate will feature the Effie Award-winning character “Mala Suerte” (“Bad Luck”). Other on-air integrations sponsored by Allstate include custom tagged network promos, web-drivers to vote for the custom category and more. Digital components of Allstate’s sponsorship will include a VIP Social Lounge that will host exclusive content throughout the show on a dedicated hub, Telemundo’s first Twitter Amplify program, exclusive Vine content , Telemundo homepage roadblocks, online and mobile co-branded banners, and more.

Walmart’s sponsorship will include a blue carpet integration, which will be highlighted during the main show. Additional elements of the sponsorship will include custom tune-ins, web drivers and cross promotional segments on “Un Nuevo Día” and “Al Rojo Vivo.”

Volkswagen of America will have Telemundo novela star David Chocarro. Digital components include exclusive sponsorship of the Moda Section on Telemundo.com featuring coverage of the night’s fashion and interviews with the nominees and special guests.

Colgate Optic White’s sponsorship will feature a special Colgate Optic White Zone with a thematic interview featuring Monica Noguera.

Hennessy V.S will sponsor a branded one-on-one room backstage at the award show, with interviews of popular talent.

“We are thrilled to partner with these illustrious sponsors to bring Latin pop culture fans the ultimate award show experience,” said Mike Rosen, Executive Vice President of Advertising Sales, NBCUniversal Hispanic Group.