Prime Access


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. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at  xavier@portada-online.com

  • Chevrolet

la-cueva-de-la-fieraTelemundo Media and Chevrolet have teamed up to create a new digital sports reality series, “La Cueva de la Fiera,” available on www.Telemundo.com/lacuevadelafiera. The first-ever reality digital exclusive series produced by Deportes Telemundo,is supported by a 360° degree promotional campaign.The weekly episodes, which launched in February, offer fans a glimpse inside Mexican professional soccer’s Club Leon. On-air promotion of the series involves promotional segments on Telemundo series including “Un Nuevo Dia,” “Titulares y Mas,” “Titulares Telemundo” and “Ritmo Deportivo.” The campaign also includes a digital hub with player profiles, game highlights and post-game interviews. Plus, “Pregúntale al Leon,” a social engagement program featuring Twitter chats and digital shorts with players from Club Leon, in addition to a custom hashtag fan engagement. Further digital content includes livestreams of Leon games and a special VOD episode of the complete “La Cueva de la Fiera” series.Viewers will be shown challenges faced by the Mexican soccer champion, including access to training camp, the stadium, the secrets of the locker room and moving stories of the fans. Fans will also experience game day situations along with the players, Gustavo Matosas and his team of coaches, and share moments with Rafa Marquez, the captain and star player of the league and the Mexican national team. Celebrity integrations with Club Leon captain Rafael “Rafa” Marquez with the Chevy Silverado will also be featured throughout the 10-episode run of “La Cueva de la Fiera.”

  • Novo Nordisk

prime accessNew York-based Prime Access has been appointed agency of record for the US Hispanic market for Novo Nordisk, a global health company focused on diabetes care. The agency will be in charge of branded and unbranded strategy development and execution as well as digital and traditional media planning and buying. It will also lead strategic development of Novo Nordisk’s diabetes franchise across other US multicultural markets.Both firms aim helping to improve diabetes prevention, care, and control for Hispanic health care consumers by addressing the psychosocial cultural aspects of the disease.

  • Electronic Arts

eaWK Media will no longer handle Electronic Arts media business. The agency had been holding the company´s media business since 2005.Now Electronic Arts is in search for an agency. Resources International in Santa Monica, Calif. is managing the search expected to be finished in March, Adweek reports.. A’s relationships with its creative agencies and MediaCom, its media shop in overseas markets, remain in place. The company´s game titles include Madden NFL, The Sims, FIFA Soccer, Need for Speed and Battlefield.


  • Nationwide

ntwideNationwide is launching this month a new TV Spot in which a leather-clad insurance pitchwoman is sneaking into a new dwelling: an apartment. The new ad, which will debut Thursday, was made by McKinney, Durham, N.C. Nationwide intends to transmit the company’s shift for the insurer as it puts more emphasis on selling renter’s insurance in addition to home insurance. The company´s goal is to sign up more young-adult customers who continue to delay home-buying in favor of renting and who are still truly not covered.However, while Nationwide is targeting renters, the insurer wanted the ad to also resonate for potential homeowners-insurance customers.The lead character, played by country singer Jana Kramer, replaces fire-damaged appliances like a toaster and coffee maker with new versions. As opposed to last year´s ad, the spot, which will get heavy play during March Madness, is set in an urban apartment rather than a home.

Here is the ad:

[youtube https://www.youtube.com/watch?v=V5dhEala7xs&w=560&h=315]


  • MilleCoors

millercoorsAOL has signed a native ad pact with MillerCoors, which is worth about US $5 million, according to what industry sources have told Mediapost. Through this deal, audience data will be fielded from both social media channels and proprietary data from AOL Advertising, according to AOL Advertising’s CMO Erika Nardini. AOL has agreed to produce about 350 pieces of original content — including 100 videos -before the end of the year. At Miller’s request, each piece will appeal to male millennials, and plug Miller Lite, Coors Lite, Blue Moon, or Redd’s Apple Ale.The editorial content series, “Brew Pub Newsroom,” will extend to AOL properties including Huffington Post, Huff Post Live and the male-focused Mandatory.com.Among other integrations, Miller Lite is sponsoring a segment on HuffPost Live titled “Huff Bros Live,” which will feature millennial men and their thoughts on dating, sports and pop culture.

  • Ashley Furniture

ashley fAshley Furniture is looking for a new creative and media agency. The Wisconsin-based chain’s search is in the early stages and the retailer is offering up US$ 50 million of its annual media spending, according to what sources have told Adweek. Pile + Co., a Boston-based consulting firm, is managing the review.Zimmerman, a unit of Omnicom Group and Ashley Furniture´s current agency, has been working as its´ creative and media shop since April 2009.The agency intends to participate in the review process.

  •  Trulia

truliaTrulia has launched its first national campaign called ´The Moment of Trulia´, in an attempt to draw the attention of home buyers, sellers, and renters to the online marketplace. According to Mediapost, US $45 million were invested in this campaign, which targets women ages 25 to 44. It will run across TV, radio, outdoor, online and mobile. The company´s goal is to get home buyers and sellers to download Trulia’s mobile app.

The campaign was created by FCB San Francisco with media strategy and planning by Initiative Media .It kicks off with “Look,” an ad showing a couple’s journey to find a home and how Trulia turns a moment of confusion into clarity:

[youtube https://www.youtube.com/watch?v=eJCP3oNvSpM&w=560&h=315]
  • AT&T,State Farm®, Kohl’s, Chrysler , Universal Orlando Resort

lavozkidsTelemundo Media announced a 360° degree sponsorship initiative in support of season two of Telemundo’s singing competition “La Voz Kids,” which premiered this Sunday on Telemundo. AT&T, State Farm, Kohl’s Department Stores, Chrysler and Universal Orlando Resort have been secured as Telemundo’s advertising partners for its’ reality program.“La Voz Kids” follows the journey of young Hispanic contestants aged seven and fifteen years of age on their road to stardom, beginning with Blind Auditions and followed by the Battle Rounds as celebrity music coaches Natalia Jimenez, Prince Royce and Roberto Tapia develop them as music stars of the future.

attAT&T returns as the official wireless and voting sponsor that will present a US $50,000 prize in support of Winner’s education. The brand will sponsor a branded Friends and Family Room throughout the first six episodes and will offer fans informative and entertaining custom video content featuring Roberto Tapia and “La Voz Kids” season one winner, Paola Guanche. AT&T integrations will feature devices from the Friends & Family Room with show hosts Daisy Fuentes and Jorge Bernal during various moments within the first six episodes of the Blind Auditions and again when featuring the “La Voz Kids” Digital Reporter, Paola Pedroza, on the AT&T section of www.telemundo.com. Its’ sponsorship also extends to zeebox with the following features: Spot Sync, numerous custom zeetags for each show, sponsored content driving to the “La Voz Kids” homepage and sponsored polling and voting within the platform.

statefarmState Farm ,the insurance sponsor for “La Voz Kids,” will bring its “Get to a Better State” messaging to life featuring thematic integrations, branded out-of-show content and a branded video channel. From two branded lounges, one during the battle rounds and one during the final stage of the competition, the brand will offer viewers a different perspective of the action within the show. A State Farm branded video channel will host the on-air interviews as well as digital interviews and content on the best coaching advice contestants have received during their time on the show. In addition, blind auditions´ content will be shared on State Farm’s Latino Facebook page. Prior to the announcement of the season two winner of “La Voz Kids,” State Farm will bring viewers a custom recap featuring the most inspiring highlights from the season. The brand will also sponsor some airings of “Quiero Tu Voz,” a daily highlight on the competition, as well as promotional segments in the daily newsmagazine show “Al Rojo Vivo.”

kohl´sKohl’s will feature a broadcast and online content series with host Daisy Fuentes, titled “Ritmo En Moda.” During the Blind Audition and Live Performance episodes, viewers will be able to visit the La Voz Kids Style Clubhouse, where Daisy Fuentes and show’s stylist will discuss the looks and trends from the show featuring Kohl’s apparel and home décor items. A custom Kohl’s hub on Telemundo digital platforms will host extended versions of the content and a “Shop the Look” photo gallery.

chryslerChrysler, the auto partner for “La Voz Kids,” will unveil the 2015 Chrysler 200 through broadcast and online integrations that provide viewers with a detailed look into the contestant’s “journeys” and moments during Battles and Live Performances featuring “La Voz Kids” hosts Daisy Fuentes and Jorge Bernal.

uorUniversal Orlando Resort will be “La Voz Kids,” new home .In addition, it will build the momentum leading in to the new season with weekly “Watch & Win” tune-in promos reminding viewers about upcoming episodes and to participate in the “La Voz Kids Question of the Week” to win weekly prizes or the grand prize: a trip to Universal Orlando Resort and its two theme parks, Universal Studios Florida and Universal’s Islands of Adventure. As part of their prize package, the season two winner of “La Voz Kids” will receive a four day, three night family vacation for four to Universal Orlando Resort.



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CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at xavier@portada-online.com

Hispanic Health Marketing and Advertising has never been a substantial line item for Corporate America. Will this change with the Affordable Care Act (ACA or Obamacare)? To answer this question Portada’s editorial team interviewed health marketing and advertising experts.

Photo: Ep_jhu. CC License.
Photo: Ep_jhu. CC License.

A look at the top 50 2012 Hispanic market advertisers as compiled by Kantar Media, reveals that pharmaceutical companies and health insurance providers do not belong to the big ad spenders. In fact, pharma and health companies are notorious for their absence among the top Hispanic ad-categories. Genoma Lab International’s position as number 1 in the Kantar Media ranking with US$ 255.6 million is misleading , because the majority of Genoma’s advertising is on cosmetics and well-being products, not on pharma.  The other health/pharma organization among the top 50 is St. Jude Children’s Research Hospital at place 39 (US$ 35.7 million Hispanic ad spend in 2012). Are the pharma and health categories finally going to grow substantially as a result of the ACA?

Under the Affordable Care Act, each state has an Exchange – a website designed to help people shop for and buy a health plan. For example, in New York state the New York Health Benefit Exchange begun taking applications on October 1 for coverage that begins January 1, 2014. It is predicted that approximately 15 million previously uninsured persons will now be able to get insurance. Hispanics should amount to a sizable share of them.

There is no question that the ACA will have an impact on healthcare companies increasing their spend on the US Hispanic market, but I don’t believe the ACA will be the catalyst to make this happen on a significant level.

Health insurers like Nationwide and Wellpoint have kicked off marketing blitzes to rise their profile in order to be selected by consumers at the health exchanges, however none of these efforts have been Hispanic specific.

Asked on whether we will see a substantial increase in Hispanic marketing expenditures, Steve Millerman, CEO of Prime Access, says that “there is no question that the ACA will have an impact on healthcare companies increasing their spend on the US Hispanic market. However, I don’t believe the ACA will be the catalyst to make this happen on a significant level. Many of the key challenges and reasons why the healthcare industry has not fully embraced multicultural marketing to date will remain the same pre and post the ACA taking full effect.” Millerman, who previously in his career led the Multicultural Marketing unit at Novartis, adds that :the ACA is not an overnight event ; it will be a gradual transition over years.”

What players should be at the forefront of the ACA Hispanic marketing push?

What players should be at the forefront of the ACA Hispanic marketing push? According to Millerman, “all insurance companies, especially those with high regional access in key Hispanic markets, should certainly be at the forefront. For pharma companies, the opportunity is phenomenal. I would envision that those companies that have already activated their Hispanic engagement will be making adjustments to fully understand the opportunity and invest. But the key question remains, what is the opportunity? On a macro level, yes, we’ll have millions coming into the system, but when we break it down into sub-segments based on therapeutic areas, brands, age groups, potential co-pay amounts and coverage, the opportunity may not be as large for some brands versus others based on the patient profile most suitable for the medications at hand. This is no longer about macro-targeting but micro-targeting. ”

Marketing Mix: Big role for Digital Media…

According to Millerman, “the marketing mix should remain unchanged overall, and should reflect the necessary range to reach the target consumer profile regardless of pre- or post- the ACA. I foresee digital to play the biggest role given a lower price point vs TV, a quicker  response  to change, and the easiest to consistently fuel with information. As people will want to and will need to learn more about the ACA and their respective plans, digital communication will play the most significant part to address the consumer needs.” Marcelo Rodriguez, Managing Partner of Grupo Parada, a Hispanic digital media consulting firm, tells Portada, that digital media will play a crucial role in  enrolling uninsured Latinos to the healthcare system under the ACA. Rodriguez notes that “enrolling Latinos in the healthcare system is a win-win situation for healthcare providers. There are more than 10 million uninsured Latinos in the US. Many of them only seek out medical attention in emergency situations. It is more cost-effective for both parties to engage in preventive measures. By educating Latinos on preventative methods healthcare providers can avoid the rising financial and opportunity costs of emergency care. They can begin this process by making healthcare information more culturally and readily available via digital media. There is an increasing demand for information on health related topics and keywords in Spanish within the United States specially local information.”

I foresee digital to play the biggest role.

…are pharma digital media campaigns increasing?

Mathew Granish, Digital Media Director at Prime Access, the agency led by Millerman that last year was acquired by Global Advertising Strategies.  notes that he has seen increased digital media buying activity among pharma brands. Prime Access and Global Advertising Strategies work on over 30 pharmaceutical products across leading therapeutic categories (cardiovascular, oncology, infectious diseases, vaccines, etc) and some of the world’s largest global brands. Among those are Merck & Co., Inc. and Novartis Pharmaceuticals Corporation. “We are seeing increased activity for our brands. There is more emphasis on patient education / disease awareness / prevention, given the implementation of the Affordable Care Act, but we are definitely seeing an increase in digital media for pharma across the board.” As an example Granish cites  a campaign aimed at US Hispanics for a diabetes medication. “The campaign will have branded and unbranded elements, so as we are promoting a specific product, we are also educating the healthcare consumer on the condition itself.”

The bottom line is there are many other variables that play a role in building a strong case on why one should invest in the healthcare environment.

Not a panacea

The ACA should not be seen as the panacea of all Hispanic healthcare marketing ills.This is partly because Pharma marketers have been hesitant to invest in Hispanic outreach  because they have not been able to measure the ROI from their efforts. Agencies and marketers need to offer those in-depth analytics to demonstrate the validity of the business case for each campaign.  Prime Access’ Millerman concludes: “The ACA will unquestionably contribute to the business case of increasing spend within the US Hispanic space, but we should not disregard the fact that even with the high Hispanic populations now, the healthcare industry has not leveraged Hispanic marketing. The bottom line is there are many other variables that play a role in building a strong case on why one should invest in the healthcare environment. Understanding healthcare and understanding Hispanic healthcare are critical components to building a strong business case for clients. The high number of stakeholders in the system, life cycle considerations and the importance of strong analytics adds to the complexity of this dynamic, which is drastically different from other industries.”


A new appointment in the Multicultural Health Care Marketing Sector: Steve Millerman joins Prime Access from Novartis Pharmaceuticals Corporation, where most recently he led the cross-cultural marketing capability.

As head of cross-cultural at Novartis, Millerman, a speaker at Portada’s 6th Annual Hispanic Advertising and Media Conference last year,  oversaw corporate and brand-specific strategy across key US ethnic groups. In addition to this role, Millerman played an active role on the Executive Diversity and Inclusion Council where he successfully drove value of D&I impact on Novartis’s business.  “When it comes to health care, US multicultural groups continue to be significantly underserved and underreached by traditional marketing and communications methods,” Millerman, said in an announcement made today by Prime Access. “These are the fastest growing US populations that already account for over a third of our demographic makeup, presenting a tremendous opportunity for health care companies to increase their reach, business impact, and help address certain health care disparities.”

There are only a small amount of Healthcare marketing agencies in the multicultural space.

Where there are opportunities, there are also challenges, That is why there are only a small amount of Healthcare marketing agencies in the multicultural space. Last fall Prime Access, the agency Millerman is now joining, was acquired by Global Advertising Strategies, to create an independently-owned healthcare marketing agency that focuses on reaching US Hispanic, African-American, Asian-American, LGBT, and other diverse US populations. In March this year, Casanova Pendrill and McCann HumanCare announced a partnership  for a Hispanic Pharma Marketing venture called  HumanCareHSP.

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