What: Fast food giant Taco Bell has consolidated its traditional media assignment with Publicis Groupe’s SMG’s Spark after a formal review. Digitas, also part of Publicis Groupe,  continues to handle digital media planning and buying.
Why it matters: Mec, a unit within WPP’s GroupM, was the incumbent. Spark already handles strategy and planning for Taco Bell since 2012.

vFkj_MHn_400x400Following a formal review, fast food giant Taco Bell has consolidated its traditional media assignment with Publicis Groupe’s SMG’s Spark, worth around US$300 million.Mec, a unit within WPP’s GroupM, was the incumbent.

Spark had already handled strategy and planning for Taco Bell since winning those duties in 2012 after a review. Now Taco Bell has placed its buying assignment with Spark as well. (Check out our recent agency profile of Spark)

Digitas, also part of Publicis Groupe,  continues to handle digital media planning and buying.

Spark has been under a hot streak lately , as it has also won media agency of record duties for Valspar, the paint company, a week ago.

Juliet Corsinita, vice president, media and brand partnerships, Taco Bell Corp., confirmed the move.

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

SMG – Kim Kadlec, Jodie Stranger ::: Norberto Noriega – Y&R Peru ::: Wendy Clark – Coca-Cola ::: Mathias Harbek ,Yago Fandiño – JWT ::: Cristina Omura – FCB Brazil  :::

Click here for previous Latam Changing Places editions

2AJb2qv1_400x400Starcom MediaVest Group, a division of Publicis Groupe , has announced the appointment of Kim Kadlec to the newly created role of President, GNC Americas and the promotion of Jodie Stranger to the also newly created role of President, GNC EMEA. SMG’s Global Network Client (GNC) practice creates a seamless global organization for its clients that operate in multiple markets, providing brand growth and innovation. As GNC Presidents, Kadlec and Stranger will ensure leadership, strategy, top to top connections and greater consistency throughout their regions. Kadlec and Stranger will partner with market CEOs and global account leaders to drive GNC initiatives.

kimKadlec will be based in SMG’s New York City office and report to Laura Desmond, SMG’s Global CEO. Kadlec joins SMG from AOL, where she was Global Head of Strategic Partnerships. Prior to AOL, Kadlec was Worldwide Vice President, Global Marketing Group at Johnson & Johnson.


strangerStranger will continue to be based in London and report to John Sheehy, President, Global Operations.A veteran of the media business with over 20 years of experience, Stranger was most recently Executive Director of Global Network Client Operations for SMG’s EMEA region. She joined SMG from Aegis, where she served as the New Business and Marketing Director, Vizeum EMEA. Prior to this position, Stranger was the Vice President of Aegis Media Global Clients.

descargaNorberto Noriega is Y&R Peru new creative director. Noriega will handle Cristal beer account. He has worked for agencies such as Mayo, Draft FCB, JWT, DDB and TBWA. He also served as creative director at agency Causa Peru.


hvG_YY4Y_400x400Wendy Clark will return to her position at Coca-Cola on April 6, after a three-month license. When that license was announced, Coca-Cola said Clark would return on March 31.



fotoNoticiaG45351Mathias Harbek and Yago Fandiño are J. Walter Thompson new creative directors . Before joining the agency, Harbek and Fandiño were part of DraftFCB, TBWA and Don, where they worked for brands such as Personal, FiberTel, DirecTV, ICBC, Mini Cooper , Nissan, Medicus and Adidas, among others.

cris_400x400Cristina Omura has been promoted to FCB Brazil media director. In this new position, she will report to Alexandre Ugadin, vice president of media. She will lead a team of 15 professionals and its main objective will be to renovate digital and offline media offer. Omura worked for various agencies like Borghierh / Lowe, Giovanni + Draft FCB, J Walter Thompson and F / Nazca.

In our new agency profile feature, Susan Kuchinskas writes about Spark’s origin, key clients, its multicultural offering, main decision makers, cool upcoming campaigns and more…Spark’s Elevator pitch? Boutique services with the clout of Starcom Media.

Origin story

Chris BootheThis Chicago-based, full-service media agency is the smallest in the StarcomMediaVest Group, but it aims to be, well, the sparkiest. The company’s genesis was in 1999 as Starlink Worldwide, a media agency aiming to serve independent agencies with a more creative approach. In 2007, it rebranded as Spark Communications, with a digital focus. Chris Boothe, formerly president of Starcom, came aboard in 2012 as the agency’s first CEO.

“We created a model based on the best of both worlds: boutique but backed by a global agency network,” he says. Boothe is emphatic – if a bit vague – about how collaboration with its powerful media parent works, but he notes, “If SMG has a strategic partnership with Univision and SMG, all our clients can benefit from that.”

Spark logoMedia plans are architected and executed by Spark, informed by the agency’s insights as well as those stemming from SMG research partnerships and findings, and they also benefit from the parent’s preferred pricing.
Key Clients: ConAgra, Red Lobster, Kao, Taco Bell

Secret sauce

Spark works with clients large and small. Boothe says, “We work best with clients that are seeking to do things differently and want to develop programs that are content-, data- and analytics-driven; delivering precision targeting and making realtime decisions.” Efficiency and precision come from a scientific approach to campaigns that provides maximum impact with minimal waste – and that’s of interest to every client these days, Boothe says. “All clients now are trying to outsmart versus outspend. You have to have a challenger brand mentality.”

Multiculti beat

Multicultural marketing is built into Spark, which takes the total market approach for all media strategies. That said, Stephen Paez, vice president and director of multicultural, is aggressively going after multicultural accounts, having grown total multiculti revenue by close to 20 percent in his 18-month tenure. Spark Multicultural is part of SMG Multicultural, the nation’s largest multicultural marketing agency. While it has its own internal resources, it also can leverage the resources of SMG MC in the same way that other brands within the parent agency do.

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Media decision-makers

Media plans are architected and executed by Spark, informed by the agency’s insights as well as those stemming from SMG research partnerships and findings, and they also benefit from the parent’s preferred pricing. The lead media planners on client teams make key decisions in collaboration with the client, and they’re responsible for making sure the specific client gets the best pricing, best activations and added value, Boothe says.

Shelby Saville, EVP of digital, oversees close to half of all agency billings. Stephen Paez oversees multicultural media and John Muszynski, chief investment officer, leads all investment, total market, negotiations on behalf of Spark’s clients. 


European Wax Center will launch a campaign with the release of 50 Shades of Grey. The in-cinema TKs place with NationalCinemedia Networks allows ECM to target this movie only, running in 1,500+ theaters across the US. A partnership with Fandango lets Spark serve online ads to women who have purchased 50 Shades of Grey tickets or reviewed the movie.

Cool Campaigns 

Treehive BeehiveTo launch Delta Faucets’ new HappiMess campaign, Spark collaborated with Animal Planet marketing and Discovery Communications ad sales marketing to create multifaceted brand integration centered on a custom, content-driven contest. The partnership in the TV show Treehouse Masters includes custom, on-air vignettes; passive product integration; in-program mentions and bumps; and forefront integration in the show finale.

Digital dimensions include a digital landing page on Animal Planet for contest submissions, co-branded banners on Animal Planet and Discovery Digital Network; a co-branded Rich Media Video Box that features the custom vignettes; co-branded homepage road blocks on Animal Planet and Discovery Digital Network; and a sponsored, “behind-the-build” digital episode.

MontanaA campaign promoting skiing in Montana used location-based mobile ads to reach people in the Midwest who were at ski resorts, top skier airports and other outdoor areas. The idea was to target people in markets where there are lots of skiers but the local skiing is not so good. Spark also geofenced the entire state of Montana to allow the Montana Office of Tourism to track the percentage of people who received a Montana ad and later actually visited the state during the ski season. The estimated $25,000 budget resulted in an incremental lift of 4,752 visitors and an incremental $6.9 million lift in visitor spending — returns of $276 for every ad dollar spent.
[vimeo 105771261 w=500 h=281]

Montana Sparks Tourism with Innovative Geofencing Campaign from SMGSource1 on Vimeo.

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

Heritage of conscious consumption

NielsenNielsen celebrates “conscious consumers” during Hispanic Heritage month, with vignettes of real consumers appearing every Monday on its Multicultural YouTube channel from September 15 through October 15. The series features responsible shoppers, that is, ones who research companies prior to making a purchase and who are social change agents for their communities. The videos include interviews with featured consumers, scenes from their daily life and stats from Nielsen. The public is encouraged to take part in the conversation by using the hashtag #ConsciousConsumer.

Hispanics like digital

Another item in the not-so-late-breaking news department: The YuMe and SMG Multicultural survey finds US Hispanics are an emerging force in digital video interaction. Okay, we knew that, but stats to back it up are always welcome. According to the survey of 12,100 consumers, Hispanic households spend 68 percent more time watching digital videos compared to non-Hispanics. For a meatier take, read Carolina Re’s interview with the YuMe research team. You can download the whole research report here.

Targeted videos increase engagement 4.5X

Here’s an eye-opening stat: According to Nicholas Segura, owner of Somos marketing agency, when he produces and publishes videos for clients, their nonpaid, organic engagement goes up 450 percent per video. Segura talked to the Kansas City Star about why the total market approach won’t work.

XoomXoom Campaign Highlights Customer Stories

Digital money transfer service Xoom launched a new campaign with two TV spots. The Spanish-language campaign highlights the reliability and convenience of its service for sending money abroad.

YaVeo aims at mobile Millennials

DirecTV is lining up content for a new, over-the-top service aimed at Hispanics – and it’s just inked a deal with Univision, according to Reuters. The online video service, to be called YaVeo, will be aimed at digital-video hungry Millennials.

Content connection

Camille Padilla Dalmau gives the five best tips for content marketing to Hispanics. While they’re not surprising, they can’t be reiterated enough, can they?

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.

Read previous issues of Sales Leads!

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.


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

2014 just started and we say it’s going to be a banner year for Hispanic marketing. GroupM expects U.S. overall advertising expenditures to increase by 2.9% to US $161 billion. eMarketer expects a 3.8% increase to US$ 171.33 billion. We say that Hispanic advertising will grow substantially more than eMarketer’s and Group M projections for the general  market. Below 7 growth drivers, and some challenges, for marketing, advertising and media executives to take into account.

1. Total Market? Yes but with culturally “fluent” Messaging

Photo: Jens Rost – Creative Commons

One thing is clear by now, the “Total Market approach” has been adopted by the majority of Corporate America as the appropriate approach to target the U.S. consumer. The latest example of this is T2 or Total Toyota. The automaker just announced that its longtime ad agency Saatchi & Saatchi will take the lead over three other Public is Groupe agencies that currently handle multicultural marketing duties—Conill Advertising (Hispanic), Burrell Communications (African-American) and Zenith (Broadcast and out-of-home media buying), along with InterTrend Communications (Asian-American marketing). The new unit will be called T2 (Total Toyota). It is crucial though that the Total Market approach includes  culturally appropiate messaging that deeply resonates with a brands different constituencies. Carlos Saveedra, director of Multicultural Marketing at Pepsi, and a speaker at last year’s ANA Multicultural Marketing Conference uses the term Cultural Fluency:”Cultural Fluency means to market at intersection of interests (e.g. Fashion, Sports etc), rather than to one group in particular.” “It is about being inclusive about the entire texture of multicultural consumers.” Pepsi transitioned from having a multicultural team to have multicultural marketing objectives be included in each brand’s goals.  “Brand managers are accountable to connect with the multicultural consumer. They need to know the multicultural consumer as well as general market consumers.” Saavedra said and added that Hispanic focused executions are not necessarily wrong. But he said that by taking a cross cultural approach, Pepsi discovered that the NFL is very attractive to Hispanics. Before Pepsi obtained this insight, Hispanic campaigns only revolved around soccer.

Brand Managers are now accountable to connect with the Hispanic consumer.

2. The 2014 Soccer World Cup and the Conversation around it

Photo: Milas Page. Creative Commons.
Photo: Milas Page. Creative Commons.

Advertising related to the 2014 Soccer World Cup can increase ad-sales of major Hispanic media properties by up to 40% compared to a non-World Cup year, say executives of Hispanic media properties interviewed by Portada. World Cup right holders (English and Spanish-language TV, online and Radio) are working hard to monetize these rights. But the World Cup offers also other media properties plenty of opportunities (see for example special digital and print editions around World Cup matches and or non directly soccer oriented content such as culture and history content around World Cup host country Brazil.)
“World Cup is big, but I think what can be as important is the conversation around the World Cup – teams, players, host cities, stadiums, etc… We are really pushing to make sure that the brands we manage have a strong presence in these conversations and that these brands become fibers within organic conversation,” Yousef Kattan Fernández President/CEO at Dallas based TruMedia, tells Portada.
(Look out for “Portada’s 2014 Soccer Marketing Guide in partnership with Soccer.com” to be published on www.portada-online.com on January 28th!)

3. Focus on the scalability of digital channels

To Marla Skiko, SVP, Digital Innovation at SMG Multicultural, “the greatest challenge facing Hispanic media is to power the growth of digital media.  As those of us in the Hispanic media space are keenly aware, Hispanic consumers are at the forefront of technology and digital consumption.  We need to see growth in scale across channels from video to social to mobile.”

The greatest challenge facing Hispanic media is to power the growth of digital media.

…with programmatic helping to solve native’s scale issue

ALEMANIA TECNOLOGÍAProgrammatic digital advertising buys are an important tool to solve the scalability issue in digital marketing and advertising. A few months ago Skiko told us that the use of programmatic audience buying technologies can be very efficient, particularly when it comes to target segments of the Hispanic demographic.” Several players including Batanga, Alcance Media, Pulpo Media and in the video space Videology, Adap.tv., Yume and others are trying to capitalize on the catch up potential the Hispanic market has versus the general market in this regard.
(Watch out for “Portada’s Latin Audience Buying Guide“, a new custom branded section to be published on Portada’s English and Spanish-language sites in the next few weeks!).

Programmatic Trading can also help solve another important marketing challenge: How to scale native advertising. While the concept of native advertising, or branded content programs that take advantage of the interactivity of the digital medium (see The New York Times recent implementation),  has been the darling of the industry for the past two years, it has yet to truly take off due to its inability to scale. That is poised to change as native will start to be offered programmatically through new technologies that help publishers display sponsored content at scale. For the ‘right ad at the right time’ to finally become the ‘right content at the right time’, content marketing will need to become seamlessly integrated and distributed through advanced targeting technology via ad exchanges and RTB platforms.

Challenge: Finding ways for brands to stand out…

“One of the  greatest challenges marketers face  in 2014 is finding ways to help their brand stand out,”  TruMedia’s Kattan Fernández tells Portada.  “There are so many advertisers saying similar things in similar places. Messaging is important but understanding where your brand fits contextually is as important.  Finding creative media touch points, whether those be digital, social, mobile, offline are key to creating some sort of awareness and developing that engagement with viewers, listeners or online patrollers,” Kattan adds. He notes that “digital and social continues to be a big focus for our agency and growing those 1 to 1 consumer relationships where we can. ”

Understanding where your brand fits contextually is crucial

…it’s all about Content Marketing! (Driver 4)

Content Marketing

Finding the right context and context through digital and social media will continue to be key. In other words, it’s all about Content Marketing. Content Marketing strategies which succesfully integrate paid, owned and earned media are crucial for brand marketers.

Content marketing can particularly benefit brands who invest in creating culturally relevant content and scale it across screens and devices.

SMG’s Skiko says that “because Latinos are super users of technology and digital media, we expect to focus squarely on the digital space as we look to grow our clients’ business in 2014.” According to Skiko, “there is a strong opportunity to create engaging, socially powered experiences that are grounded in Hispanic consumer insights.  Another opportunity to make that connection is for marketers to develop content tailored to the Hispanic audience.  Content marketing is a growing arena and can particularly benefit brands who invest in creating culturally relevant content and scaling it across screens and devices. We see a strong opportunity to create engaging, socially powered experiences that are grounded in Hispanic consumer insights.”

…and here is where Data comes in (again). (Driver 5)

Customer Insights and Data represent another major driver for Hispanic marketing in the year that just started.  “I think the opportunity is about data. Not only to have it but actually to know how to find insights through it,” says Gonzalo del Fa, president of Group M Multicultural and Portada Editorial Board Member. (Big) Data can not only be used to substantially increase advertising effectiveness but also for content marketing purposes. For brands and agencies the issue is not so much about producing enough content but about creating enough usable content. That is where Data and dynamic content recommendation engines come in. They enable marketers and media to present the right content to the right visitor at the right time without the visitor having to discover it themselves. Machine learning does that discovery for them. The future of content marketing is all about data-driven content origination and curation that are optimized for organic SEO , highly relevant and targeted.

6. Mobile

In 2013 mobile marketing expenditures took off, although perhaps not as much in the Hispanic market. Experts interviewed by Portada note that 2014 will be a very important year for Latam and USH in the mobile industry. Gaston Bercun, Founder & Co-CEO at mobile ad network Hunt Mobile Ads, says  that “a lot of what is going on in the US and Europe will start to be seen in the Latin markets.”  Bercun adds that “we will start to see important growth of investment of brands in their mobile and mobile advertising strategies and this will push the market to a new level. Programmatic and new devices will also help in the process of increasing the smart phone and tablet penetration.” Major platforms like Google, YouTube and Facebook, provide advertisers
access to mobile and don’t need to recreate any mobile platform creative or invest in it. As Sylwia Makarewicz-Liszka, Mobile and Digital Planner at Starcom Media Vest, said during Portada’s 7th Annual Hispanic Advertising and Media Conference last September “not having mobile assets should not be an excuse for not making a mobile campaign.”

7. Digital Video continues to expand

Hispanic Online VideoRelated to the trend of digital expansion and content marketing is the almost explosive growth of digital video in the Hispanic market.  2014 will be the year of video in content marketing and Hispanic advertising. Platforms like Twitter, Instagram and Facebook, are allowing or will soon allow video ads in consumer content feeds. With videos becoming cheaper to produce even small businesses can produce high quality videos. SMG’s Skiko notes that the increased focus on the Hispanic opportunity by mainstream digital publishers is a win for marketers.  Key players such as Google, Facebook and Twitter are ramping up their Hispanic capabilities with dedicated resources and a focus on content creation and improved targeting.  This should help develop more and richer audiovisual media including digital video.  (Join us on June 3rd in Miami when major marketers and digital video experts from the U.S. and Latin America will gather at Portada’s Latin Online Video Forum)

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.

  • South Hill Designs

South Hill DesignsSouth Hill Designs, a national “party-plan” direct sales companies, announced plans to embrace the Hispanic market with a comprehensive Spanish-language marketing operation. South Hill Designs employs the create-your-own-jewelry concept by providing a wide-range of chains, lockets, charms, and other add-ons.The company will provide Spanish-language websites, sales literature and training for its distributors (known as Artists). COO Joe Ochoa explained: “I’m proud of my Hispanic heritage and I’ve always wanted to introduce something special to the Spanish-speaking community. Now we have a vehicle that can help stimulate the economy and really change lives. This is an important day in the life of our young company.” A newly appointed regional sales director, Sandra Fuentes-Clark, will head the initiative. Sandra is a first-generation immigrant with Spanish and Aztec ancestry. She grew up on a ranch in El Salvador and moved to the United States in 1981 during the country’s civil war. As a marketing professional, she combines the academic credentials of an MBA, with years of service to some of America’s top direct sales companies.

  •  Mayimbe Media-“Breakneck”

Umberto “El Mayimbe” González, 39, has launched Mayimbe Media to serve Latino moviegoers by producing, acquiring, and distributing original Latino-themed content, the Huffington Post reports. The Dominican-American founder and chairman of the startup plans to kick-off the film project by producing “Breakneck,” a “Bourne in the barrio” action thriller set in New York City. Hispanic over-index in movie going audiences. The recent release of “Fast and Furious 6” is one example of the success movies find with the Hispanic population. Hispanics might represent 16% of the U.S. population, but they accounted for a whopping 32% of the audiences that rushed to see “Fast and Furious 6” during the first week after it opened on May 24. By June 1, the Universal franchise had collected an estimated $146.3 million nationwide.

  • General Motors-Chevrolet Silverado

Chevy-Silverado 2014General Motors’ Chevrolet unit launched the “Strong”  marketing campaign for the new Silverado pickup truck. The campaign, launched on July 4 in Texas. It kicked off with a 60-second anthem spot featuring an eponymous and original song by Grammy-nominated recording artist Will Hope. The campaign moves nationwide on the coattails of the MBL All-Star Game on July 16 and the 2013 Chevrolet Home Run Derby. Tim Mahoney, global CMO for Chevrolet, told Marketing Daily that Texas is job one for the campaign because Chevrolet has Silverado inventory in showrooms there already, not to mention the fact that Texas is state number one for pickups. Nationally, Silverado marketing will also include customer activities at NASCAR races, music venues and sporting events, plus a partnership with the National Volunteer Fire Council. The effort resides under Chevrolet’s “Find New Roads” global mantra: “Strong for All the Roads Ahead.” There will be cuts for other platforms such as in-cinema and an edit for directed to Hispanic consumers. As the campaign unfolds, feature-specific spots will focus on one owner. The effort also includes a 3:30 music video featuring Hope performing the song “Strong,” which he penned for the campaign. It will run on YouTube initially, but will also be available on iTunes and will run concurrently with the campaign. The campaign was created by dedicated Global AOR Commonwealth, media buying and planning was led by Carat.

  •  Walmart-Omaha

A new Walmart Neighborhood Market will be opening in Omaha Nebraska on July 17. Visitors will be greeted by signs printed in English and Spanish, and more than two-dozen bilingual employees, identifiable by their “Hablo Espanol” badges. Throughout the 41,000-square-foot store, the retailer’s familiar slogan “Every Day Low Price” will be paired with its Spanish equivalent, “Precio baja todes los dias.”The Arkansas-based retailer hopes its bilingual signs and large selection of Hispanic food and health and beauty products will draw Hispanic customers from the surrounding community. In 2011 and 2012, the retailer spent $60 million each year on marketing campaigns geared toward the Hispanic community. Its effort to reach the nation’s Hispanic consumers earned Walmart the 2012 “Marketer of the Year” title by the Association of Hispanic Advertising Agencies.

  • SMG-NuvoTV upfront deal

Jennifer Lopez’s NuvoTV has done a charter upfront advertising deal with the multicultural arm of Starcom MediaVest Group. The media buy covers many SMG clients and includes both traditional commercial buys as well as customized marketing packages. Lopez signed on as chief creative officer for the channel, which focuses on English-language programming for Latino audiences. “SMG’s Latino Identity study demonstrated how culturally dexterous this community is. We believe NuvoTV is an example of this dexterity and we look forward to working together with them,” said Lia Silkworth, executive VP and managing director, Tapestry, part of SMG Multicultural


GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.