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.

For prior Sales Leads editions, click here. 

  • Nintendo

Nintendo, a Japanese multinational consumer electronics and video game company headquartered in Kyoto, has launched a media review in the U.S., according to Adage.com. The gaming giant´s incumbent on the account is Publicis Media’s Blue 449 and will defend in the pitch.Nintendo Co. spent an estimated US$73.8 million in measured media in the U.S. in 2017, according to Kantar Media.Nintendo has hired External View Consulting to manage the search process.


  • Sling TV

Sling TV, the only streaming TV service to provide Spanish-language content by region, announced the launch of three Argentine channels in its “Sudamérica” regional pack, making Sling TV the leader in South American content among streaming TV providers in the United States. Telefe Internacional, El Trece Internacional and Todo Noticias join 10 other South American channels in Sudamérica, featuring content from countries like Argentina, Colombia, Ecuador, Venezuela and more.Sudamérica is available for US$10 per month when purchased on a standalone basis, or US$5 per month when combined with “Sling Orange,” “Sling Blue” and/or any Spanish-language service from Sling TV.In addition to these channels, Sling TV’s Sudamérica package offers TyC Sports, an Argentine sports channel that covers soccer, volleyball, tennis and basketball. Other channels in Sudamérica include Caracol, Nuestra Tele, NTN24, RCN Novelas, TV Venezuela, Ecuavisa Internacional, Bolivia TV, Canal Sur and Estudio 5. For more information on Sling TV’s Spanish-language offerings, visit www.sling.com/latino.



JOHNSON’S® is relaunching its entire lineup of baby care products globally – starting in the U.S. in late July. JOHNSON’S Baby US Hispanic team at CCOM Group is behind this effort. The iconic baby brand that our abuelitas loved will no longer look the same with a big transformation from the inside and out. For years, JOHNSON’S® has been listening to and responding to parent feedback about their products and with their latest restage the brand put modern parents at the center of the reformulation to make sure they live up to the expectations of today’s millennial parents and tomorrow’s Gen Z families. JOHNSON’S® has engaged 26,000 parents to help them create the new products.The brand has redesigned all of their washes, lotions and haircare products and reduced the number of ingredients in its portfolio by more than 50%, including removing sulfates and dyes. Their products have been free from parabens and phthalates for years—but now 96% of the ingredients in our leading products are naturally-derived. Not only is the design on the bottles changing but they’re also introducing new ergonomic bottles with pumps for convenient, one-hand use which makes bath time easier. JOHNSON’S USH media efforts as it relates to the relaunch include: dedicated Hispanic spend has increased +14% YOY; consistent, weekly presence on Hispanic National TV networks – like Univision, Telemundo, & UniMas; 70% digital plan is focused on channels that overindex against USH, like social & mobile video; branded presence on BabyCenter en Español to maximize reach amongst new moms and premium, high impact positioning in endemic Print, like Parents Latina.


  • Anheuser-Busch’s

As part of its ongoing Elevate initiative, Anheuser-Busch has launched two collections of downloadable stock photography featuring properly served beer, diverse consumers and brewers, myriad beer styles, and contemporary settings—for free. Anheuser-Busch says the images will be available royalty-free through photo sites Pexels and Unsplash, and feature four of the craft breweries now owned by Anheuser-Busch: Four Peaks in Tempe, Arizona; 10 Barrel in Bend, Oregon; Karbach in Houston; and Veza Sur in Miami. In 2017, 39 percent of beer drinkers identified as female, according to Mintel’s Beer and Craft Beer report, while 32 percent identify as African-American, Hispanic, Asian, or otherwise non-white according to Anheuser-Busch market research. A good number of beer drinkers who weren’t typically finding themselves represented in mainstream beer photography, marketing materials, and design. And it’s not because photo service users were indifferent: Pexels says diversity-related searches increased increased by 180 percent from 2016 to 2017.When consumers see people like themselves reflected in these beer images, this aligns Anheuser-Busch’s craft brands with young, diverse drinkers who are going to make up larger and larger portions of the beer-consuming market in the coming decades.


2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.


  • Smirnoff / Absolut Vodka

Smirnoff and Absolut,rival vodka brands, are both out with new limited-edition bottles. Smirnoff parent Diageo has begun releasing limited-edition bottles with designs inspired by specific North American cities.The first two bottles, for California and Chicago, will be available at retail through November.Each design features a locally resonant image on the front and references to local language and customs on the back.Absolut has released an “Absolut World” version that “aims to bring people together by defying the distances between us and carving out new connections across international borders,” according to the brand. “Absolut World” is part of a global campaign from parent Pernod Ricard encouraging people around the world to take selfies and share tips about the hotspots and hangouts they love within their home cities.Once uploaded, the selfies become part of a mosaic of faces of participants, along with their names, locations, and hotspot recommendations.“The platform will connect travelers from all around the world and unlock experiences that bring people together,” explained Lisa McCann, brand director, Pernod Ricard Global Travel Retail.Pernod Ricard Global Travel Retail is promoting the bottle and campaign in airports in key global markets.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICAN CONSUMERS! with newly introduced upgraded features (see at the bottom of this article. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322  or e-mail her at silvina@portada-online.com.

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  • NH Hotel Group


descargaNH Hotel Group has officially celebrated the launch of its premium brand, NH Collection, in America, coinciding with the inauguration of the NH Collection Mexico City Reforma. The launch reaffirms the Group’s commitment to the international expansion of its upper-upscale brand, which currently comprises 66 hotels in 13 countries in Europe and Latin America. The recently refurbished NH Collection Mexico City Reforma is located in the heart of the financial and tourist district in Mexico City. NH Hotel Group operates 60 hotels in 11 countries in America, of which 19 are NH Collection properties; the latter located in Argentina, Chile, Colombia, Ecuador and Mexico. The company plans to continue to add to its Latin American NH Collection portfolio with new four hotels in the pipeline, expected to open their doors in Mexico and Chile between 2016 and 2018.


  • Dove by Unilever


gogilvy_dovebaby_webDove, Unilever’s personal care brand, has released its’ latest spot for the launch of Baby Dove, a product line created especially for the soft skin of the little ones. The brand includes Shampoo, bar soap, liquid soap and wipes. The comprehensive campaign comprises TV, print, outlets, websites and social networks. The campaign was produced by the agency Ogilvy&Mather. Unilever media agency in latAm is Initiave.


  • Radisson Hotel


descarga-2Radisson Hotel announced the opening of the new Radisson Hotel Santa Cruz. Located at Avenida Segunda #4 Colinas Del Urubo in Santa Cruz, Bolivia, this new construction hotel offers 210 guestrooms and is located in one of the city’s most exclusive areas.Radisson brand continues to expand across Latin America as one of the largest operators in the region.



  • Smirnoff 


d1c382565ebb451a556125d830dae5c9Smirnoff is continuing with its We’re Open campaign through the latest chapter featuring Swedish-Iranian, hip-hop artist Nadia Tehran, taking her stand for openness. The spot, which kicks off  first in the UK and Ireland, will laucnh in global markets such as Latin America as Smirnoff continues to champion its message of inclusion across the globe. 72andSunny Amsterdam and American director Zachary Heinzerling were behind this effort. The campaign will be supported with film, social activation, digital out of home, influencer and media partnerships.


We have incorporated new features to the interactive database of corporate marketers and agency executives targeting Latin American consumers:
New Sales 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.
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

What: Led by Andres rodriguez, Ariadna Colombia will be Diageo’s new digital agency.
Why it matters: The agency will handle brands Johnnie Walker, Buchanan´s and Smirnoff Ice.

image001Digital agency Ariadna , led by Andres Rodriguez in Colombia, has been chosen to handle Diageo’s brands : Johnnie Walker,    Buchanan’s and Smirnoff Ice.

This partnership kicks off  a new era of innovation and creativity for both companies, thanks to Araidna’s digital offering and the renowned liquor company’s trajectory in the market.

“Receiving Diageo’s greater projection accounts challenge us with overcoming our past achievements, something I am sure we will accomplish with our highly-qualified staff and the vision the client has regarding digital, shared visions, challenges and desire, so definitely  this partnership will give much to talk about,” said Andres Rodriguez.

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 Xavier Gonzalez at 1-212-685-4441 or e-mail him at  xavier@portada-online.com

  • SATA Airlines

sataThis summer, SATA Airlines will offer daily flights from Boston to Portugal, for the first time ever. From June until September, the Airline will expand its weekly service to the Azores to a seven times a week flight from Boston Logan Airport to Ponta Delgada continuing on to Lisbon on Sundays, Tuesdays, Fridays and Saturdays. The airline will also offer weekly direct flights from Boston (on Wednesdays) to Terceira Island and Porto, via Ponta Delgada. Non-stop flights to Lisbon will be offered every Thursday and Friday.

  • Coca-Cola

ccCoke is planning to increase ad spend by US $1 billion over the next three years, on top of its annual US $3.3 billion in ad spending worldwide, mainly to promote soda, WSJ reported. Even though consumers have steadily been drinking less Coke brand products , the company obtains about 75% of its global sales volume from carbonated soft drinks. Coke executives believe soda sales can be reversed with the right type of marketing. And to do so, they count with the support of their largest shareholder— Berkshire Hathaway chairman Warren Buffett.

  • Timberland

timberlandTimberland has selected Assembly,  the new agency that was recently formed by the merger of MDC’s TargetCast and RJ Palmer, to handle media planning, buying and strategy duties to move toward a more digital-centric strategy,as said by Ad Age. Timberland US $50 Million is a huge step for Assembly and CEO Martin Cass, the former U.S. president of Carat. The incumbent, Mullen’sMedia Hub group, did not participate in the review.

  • Smirnoff

smirnoffThe Russian vodka brand Smirnoff, now owned by Diageo, is kicking off its major TV campaign since 2010. Alison Brie of NBC’s Community and Adam Scott of NBC’s Parks , will star in digital and TV spots as a couple planning a party who poke fun at other brands while selecting Smirnoff.

  • Taco Bell vs. McDonald’s

tacobell Taco Bell´s new commercial is poking fun at McDonald’s again, USA Today reports. In the commercial, a dorky guy whose house is filled with 1980s memorabilia sings about how he’s been eating Egg McMuffins since 1984 to the tune of “Old MacDonald Had a Farm.” After trying a Taco Bell Waffle Taco, everything changes. This commercial follows others where guys named Ronald McDonald, sang the praises of Taco Bell breakfast items. The original ads rated among the most popular on YouTube last week.


  • Retailers: Family Dollar and Dollar General

Family Dollar announced that it will cut jobs and close about 370 underperforming locations due to poor sales and earnings. The deep discounter will also permanently lower prices on about 1,000 basic products.The Matthews, NC-based retailer also said it will slow new store openings beginning in fiscal 2015. It now plans to open 350 to 400 new stores. In fiscal 2014 it added about 525 stores. Family Dollar Inc., which operates 8,100 stores, did not say how many jobs it would eliminate. Family Dollar, along with Dollar General, is popular among low income shoppers, particularly Hispanics.
Dollar General, the largest dollar-store chain with about 11,100 stores, also had a weak profit outlook in March following poor fourth quarter sales. Dollar Tree, which operates nearly 5,000 locations, missed profit expectations for the holiday quarter in February.

  • SanaSana.com

SanaSana.comTM, the first consumer goods online retailer catering to US Hispanic women, has launched to help the estimated 10.2 million orphaned children in Latin America.As the fastest growing segment of the US population, the Hispanic market’s buying power will reach $1.5 trillion by 2015. SanaSana.comTM offers an alternative e-commerce solution to the 33.5M active Hispanic Internet users, while assisting orphanages throughout Latin America. SanaSana.comTM is a cause company where all purchases made on its site contribute directly to the creation of both an online directory listing and a donated website by the company to each participating orphanage. SanaSana leverages its expertise in web design, search engine optimization and marketing to provide Latin American orphanages with self-sufficient web portals that will generate exposure and increase global donations. This philanthropic strategy is carried out through the establishment of the SanaSana Foundation and the support of Wix.com, a leading cloud-based web development platform.

  • Bumble Bee Foods

Bumble Bee Foods, North America’s premium seafood company, is partnering with Hispanic Celebrity Chef Doreen Colondres as the brand’s exclusive chef partner and brand ambassador. Colondres, a leading figure in today’s “Latin kitchen” movement and creator of the brand and website The Kitchen Doesn’t Bite®, will join Bumble Bee in its mission to inspire consumers to embrace a healthy and delicious lifestyle. Colondres first teamed up with Bumble Bee last year to connect the brand with the growing U.S. Hispanic market and extend Bumble Bee’s successful “BeeWell for Life®” brand philosophy.“We’re thrilled to work with Doreen again and share her passion for inspiring people to cook and have fun doing it,” said Dave Melbourne, Bumble Bee senior vice president, consumer marketing and corporate social responsibility.


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


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

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

British Airways-Iberia  :::  Siemens  :::  Cepas Argentinas – Argentina ::: General Electric- Global ::: SCA – Global ::: Smirnoff – Global 

  • British Airways -Iberia

British Airways and Iberia announced that Carat is their new global media partner. The agreement will take effect from October and November respectively. Carat, part of Aegis Media, will manage both airlines’ global media planning and buying – with separate teams working on each account independently. British Airways head of marketing, Abigail Comber, said: “We are delighted to welcome Carat on board. They are a great fit for the brand going forward, to deliver business value.” Iberia’s head of Marketing, Carolina Martinoli, said: “We are looking forward to working with Carat in the many marketing projects we have ahead, from the new commercial initiatives, improved long haul product and the relaunching of Iberia’s brand. They have impressed us with their international reach and knowledge and we are excited about the opportunities ahead.”Carat will join British Airways’ agency roster, which includes advertising agency BBH and digital media agencies 12th Floor and OgilvyOne. They will work on brand and marketing projects, which include the current ‘To Fly. To Serve.’ campaign. Iberia will continue to work with its creative agency Ogilvy and Mather, as well as Ideup and Reprise as digital consultants.

  • Siemens

MediaCom won Siemens AG Global Media Account away from PHD. Siemens, the German-based company specializing in energy, technology and health care spent about $46 million on U.S. measured media in 2012, according to Ad Age. Incumbent PHD, a unit of Omnicom, had the global account since 2008. The shift comes as Siemens is beginning a campaign with PHD and DG MediaMind aimed at increasing Siemens brand awareness. HorizonMedia continues as global media agency for Siemens Enterprise Communications, the telecom company, which operates separately. This is the second client MediaCom won away from PHD this summer. In June, Sony selected MediaCom for its global mobile media account.


  • Cepas Argentinas – Don – Argentina

Argentinean agency Don has been chosen by Orfila wines to manage the account in the country.

  • General Electric – Global

General Electric (GE) has split its estimated $200m global media planning and buying account between WPP’s MEC and Omnicom’s OMD. OMD has retained the account in the US and MEC will be in charge of the media planning and buying duties for the brand across all international markets, including search engine marketing duties.

  • Smirnoff – 72andSunny – Global

Diageo’s Smirnoff vodka brand has tapped 72andSunny to handle its global creative duties, ending a 13-year relationship with WPP’s JWT.

The agency will be tasked with leading the global creative direction of the brand, including brand extensions including Smirnoff Ice.

  • SCA – Global

ZenithOptimedia will be now in charge of the global hygiene company SCA account. The agency will be in charge of media communications across 46 markets, including Mexico. The account will be led from ZenithOptimedia’s global headquarters in London, with local strategy, planning and buying handled by the network’s offices.

ZenithOptimedia will provide a range of integrated media services including research and insight, communications planning, media planning and buying, ROI measurement and evaluation.


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