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

For prior Sales Leads editions, click here.

 

  • Toyota

Before customers even step foot in a dealership, Toyota has partnered with Conill and 8th Wall to develop an interactive augmented reality (AR) mobile ad unit for the launch of the greater than ever 2020 Toyota Corolla sedan. The immersive web-based experience allows potential customers the ability to bring the car into their own environment, where they can explore the car’s features from the convenience of a mobile device.The Toyota Corolla Sedan web-based AR experience initially appears as a mobile banner ad. Once clicked, the user’s camera is accessed to enable the AR experience, and a Toyota Corolla sedan appears in the user’s environment. The Spanish-language mobile ad unit includes interactive hotspots that highlight three key features of the vehicle: its moonroof, LED headlights and 18-inch alloy wheels. The user is prompted to explore these features up close and can even go inside the car to view its interior in 360 degrees.This Corolla Sedan interactive AR unit is a first for the brand, as it uses 8th Wall technology, meaning the 3D model is interactive, providing users the ability to tap and turn the headlights on, open the moonroof and tap to see the 18-inch wheels turning.The ad unit will be served to customers in the United States with Android devices, with plans to include iOS customers later this year.  

 

  • Palace Resorts

Palace Resorts – the company that sets the standard in five-star, luxury all-inclusive resort accommodations- announced the restructuring of its in-house marketing teams. Palace Resorts, which has previously managed its marketing and public relations efforts alongside some of the best marketing & advertising agencies, has decided to bring its efforts completely in-house, by building a global marketing team.Palace Resort’s various brands market to a variety of segments in the travel space on a global level including direct consumer, travel industry professionals and those selling meetings and incentives. These marketing efforts are done not only in key markets such as the United States & Canada, but also to other international key vital markets that include Mexico, Latin America, the UK, and Japan among others. To maintain synergies across all world markets, it was important to build a stellar team that could accomplish the task of maintaining brand voice regardless of location or market segmentation. This approach allows the brand to have better control of its brand identity on a worldwide scale.The in-house global marketing & public relations structure is comprised of a team of over thirty talented professionals that include, creative, strategy, digital and content marketing, as well as a team of communication pros. Gerardo Garcia, Vice President Sales & Marketing at USA PALACE RESORTS is a member of Portada´s Travel Marketing Board. 

 

 

  • Valvoline

Univision Deportes announced the official roster of sponsors for its coverage of the 2019 Concacaf Gold Cup (“Copa Oro 2019”). More than 20 brands from across categories have signed on to be part of Univision Deportes’ (UD) exclusive Spanish-language coverage of the only international competition this summer featuring the U.S. and Mexican men’s national teams. UD will telecast all 31 matches live in primetime across three networks: Univision, UniMás and Univision Deportes Network (UDN). Additionally, matches will be available on the Univision Deportes app and on UnivisionDeportes.com, with comprehensive coverage provided across the company’s linear and digital portfolio from June 15 through July 7, 2019. Sprint returns to Gold Cup with a 360-sponsorship across linear and digital. The 2019 Gold Cup also welcomes several first-time supporters of the event including Valvoline, Uber Eats, Jeep brand and AT&T. AT&T, Modelo Especial, Victoria Beer, Corona, Mazda, State Farm, Toyota, Bud Light, Walmart and Wells Fargo will activate around the tournament as part of Univision’s partnership with Twitter. Virtual advertising technology will again be seamlessly integrated into this year’s tournament. The innovative virtual executions will be created for Jeep brand, Modelo Especial and Verizon.On Facebook and YouTube, Univision Deportes will launch its local legends branded content series “Tierra de Gigantes” (Land of Giants) Sponsored by Nissan. See Portada´s exclusive interview with Tim Ferrell, Valvoline VP. 

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • Allergan

Global pharmaceutical company Allergan has named Spark Foundry its U.S. media AOR following a review. Spark Foundry will handle  media strategy and planning, content and analytics for the U.S. Longtime incumbent MediaCom did not defend, according to sources. Allergan spent over US$378 million on measured media in the U.S. in 2018 and a little over US$72 million in the first quarter this year, according to Kantar Media.

 

 

 

  • Hornitos® Tequila

Hornitos® Tequila, a premium tequila brand with a history of challenging the status quo, announced a collaboration with multi-platinum award-winning singer and songwriter Prince Royce to inspire fans to take a shot at moving their music career forward. In collaboration with sweepstakes-for-good platform Prizeo, aspiring musicians age 21 and older have the once-in-a-lifetime chance to win one of three mentoring experiences with Prince Royce, including an in-studio session with the singer in Miami. What is required to enter? The bold willingness to take a chance and a small donation to the League of United Latin American Citizens (LULAC), a cause close to Hornitos and Prince Royce alike.To enter, fans must visit www.prizeo.com/hornitostequila now through July 12, 2019 and donate US$10 or more to LULAC, the largest and oldest Hispanic organization in the United States. Donations will support America’s Hispanic population and LULAC’s efforts to empower aspiring Hispanic Americans. Entrants will have the chance to win one of three experiences with Prince Royce. This opportunity comes as part of Hornitos Tequila’s “A Shot Worth Taking” campaign, which seeks to inspire and encourage fans to get out of their comfort zone and take their shot in life.Nearly 70 years later, Hornitos® continues to push the boundaries of tequila making with innovations such as the barrel aged Hornitos® Black Barrel® Tequila and Hornitos® Cristalino.

 

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

For prior Sales Leads editions, click here.

 

 

  • NBCUniversal Entertainment

NBCUniversal Entertainment, the Entertainment arm of NBCUniversal, has appointed Publicis Media’s Spark Foundry as its´new media planning and buyinga AOR following a competitive review. The business that changed hands with this decision amounts to approximately one-tenth of the company’s total portfolio, and NBC may be taking an unspecified portion of the work in-house, Adweek reports.Incumbent WPP’s Essence, which defended the business, will continue to manage the majority of NBCUniversal’s ad buying business, including its broadcast, cable, digital, film, ad sales and owned stations divisions.NBCUniversal spends more than US$1 billion in paid media across its divisions in the U.S. each year, and Kantar Media’s most recent numbers have NBC Media’s total at approximately US$233 million for 2017.

 

 

  • eSalon

Customized color brand eSalon announced the launch of a fully personalized client experience in Spanish. With this new Spanish-language site, eSalon gains the ability to reach an entirely new demographic of potential clients who are typically underserved by English-speaking direct-to-consumer brands in the US market.Localization will open the doors to more customer acquisition and engagement with the Hispanic population. The push includes a new website (eSalonEnEspanol.com, which can also be found through a toggle on the English site, eSalon.com), targeted emails and on-bottle instructions and videos personalized for the U.S. Hispanic market (meaning product copy and tutorials are not direct translations from its English site). The directive came from eSalon CEO and co-founder Francisco Gimenez, who is interested in growing eSalon’s Latino population. eSalon has shipped 6 million orders.

 

 

  • Toyota

Toyota RAV4 is finally getting a flagship status for brand that includes a new advertising campaign. The completely redesigned 2019 RAV4, the best-selling SUV in the U.S. that accounts for about 20 percent of Toyota’s overall sales in the U.S. market, is the subject of a fresh and relevant new advertising campaign.Toyota’s new campaign for RAV4 has an adventurous edge.One of the main points of the new RAV4 advertising campaign, titled “What if?,” is to give the nameplate a bit of a daring, almost off-the-grid sort of edge. Toyota also is targeting multicultural audiences with the new RAV4 campaign, given that they account for 38 percent of U.S. sales of the nameplate. Specific ads are aimed at Hispanic car buyers (in Spanish) and Asian-Americans, a group of whom enjoy using RAV4 as the platform for a tech-based fishing expedition. The new campaign followed hot on the heels of a Super Bowl TV ad for RAV4 that featured its new hybrid version.

 

2019 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.

 

  • McDonald’s

McDonald’s is unveiling “Black & Positively Golden,” an effort so broad it isn’t calling it a campaign but rather “a campaign movement.” The newest ads are the kickoff of the biggest overhaul to the restaurant chain’s African-American marketing in 16 years, according to Adage. Black & Positively Golden, which is focused on education, empowerment and entrepreneurship, replaces the 365Black platform that McDonald’s began using in 2003.It includes a 60-second spot, radio and social media push through the new Instagram channel, @wearegolden and print ads that will run in publications.McDonald’s is seeking to build brand devotion among multicultural customers. Last year,the fast-food chain expanded its Hacer scholarship program for Hispanic students to 30 winners from five.

We are excited to announce that Jeanette Millán, VP Media Director at Spark Foundry is joining the Portada Agency Star Committee, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Los Angeles on March 14 in Los Angeles’ Loews Hotel.

Jeanette Millan is Vice President and Media Director at Spark Foundry.

In this role, Jeanette leads multicultural media activation across all accounts and oversees all media activations for the Mondelez and Telemundo accounts. Her responsibilities include maintaining strong relationships with media partners, evaluating media opportunities, supporting National TV Upfront negotiations, advising agency client teams, and providing continued multicultural media education for all teams.

Jeanette has over 20 years of Hispanic media buying and planning experience, which includes national and local broadcast as well as print and multimedia content negotiations across categories such as Auto, CPG, Retail, QSR and Telco.

Welcome Jeanette to Portada’s Council System!

We are excited to announce that Lauren (Barish) Handelman, Media Director at Spark Foundry is joining the Portada Agency Star Committee, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Los Angeles on March 14 at the Loews Hotel, Santa Monica.

Lauren is a long-standing member of the Publicis Groupe family, having joined the SMG Multicultural team in 2008.

She currently works at Spark Foundry New York as the Director of Video Investment for Wendy’s.

Previously, she spent seven years at Tapestry, where she orchestrated award-winning video & branded content campaigns for Procter & Gamble‘s beauty brands, before moving to NYC where she led cross-platform multicultural investment for Sprint.

Welcome, Lauren, to the Portada Council System!

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

For prior Sales Leads editions, click here.

  • Toyota

The Toyota Corolla, a perennial top seller among light vehicles in the U.S., is on the way with a new platform and feisty personality. While much of the US car market has swung to the booming crossover segment, not all consumers have backed away from cars. Toyota believes there are still pockets of opportunity for car sales with multicultural groups. African-American, Asian and Hispanic consumerswill be key targets as Toyota looks to maximize the sales potential of the 12th-generation Corolla, said Sam De La Garza, Toyota’s senior manager of small-car marketing. The Toyota sedan campaign will have a similar feel to the hatchback’s ads, which are based on the “Greater Than” tagline. The brand is also  developing ads that will target African-Americans, Hispanics, Asians and then total market. Although the Corolla ranks 11th overall when looking at the industry as a whole, it sits at No. 2 among Hispanic buyers, trailing only the Honda Civic. It’s No. 6 among Asian buyers and No. 7 for African-American consumers.

 

  • Avon

Beauty brand Avon has consolidated its global media buying and planning business with agency Spark Foundry, following a formal review. Media Buying & Planning were previously handled by Publicis Media agency and WPP’s GroupM. From January 2019, Spark Foundry will “hub” the account from London. Key markets outside the U.S. include Argentina, Brazil, Colombia, Mexico, Poland, Russia, South Africa, the Philippines and the UK. Avon spent US$118 million on global advertising in 2017, according to its latest annual report. In 2016,Avon hired Horizon Media as agency-of-record for offline media and activation in the U.S., a move that came after the beauty brand separated from its global parent and became a privately held company in North America.The North American business, which is now majority-owned by Cerberus Capital Management, operates under the name New Avon, but is still known as Avon to consumers and representatives.

 

  • Hoy Health, LLC

Hoy Health, LLC has announced robust channel partnerships and reseller agreements with diverse healthcare and business entities, opening opportunities to bring quality healthcare programs and services focused on primary care to medically underserved and Hispanic populations. Hoy Health is an emerging health-tech company with solutions for individuals and institutional re-sellers that include affordable Rx drugs, chronic condition management programs and telehealth/virtual care. Hoy Health Establishes Key Partnerships Across Multiple, Varied Business Sectors; Meets Primary Healthcare Needs of Medically Underserved.According to Mario Anglada, CEO, Hoy Health. “Hispanics are the fastest growing population in the US, accounting for US$1.7 trillion in purchasing power.” Channel partners and resellers will offer products that span the Hoy Health ecosystem.

 

 

2018/2019 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.

 

  • State Farm

Insurance giant State Farm, which consolidated its marketing business with Omnicom early this year, is reviewing its PR duties. According to sources, the process involves the company’s relationship with Interpublic’s Weber Shandwick, which has served as State Farm’s lead agency for nearly a decade. As the US’s largest property and auto insurer, State Farm has a hefty marketing spend; In 2016, the company reportedly spent US$726m. Along with smaller regional partners, State Farm works with some non-Omnicom shops, including Translation which has produced multicultural-targeted campaigns for the client.

 

 

 

  • Buffalo Wild Wings

Buffalo Wild Wings parent company Inspire Brands announced that it has chosen The Martin Agency as its new creative AOR after a competitive review. The appointment follows a media agency assessment that resulted in Mindshare picking up the account from Horizon Media. Buffalo Wild Wings spent about US$75 million on ads last year, according to Kantar Media.

 

 

 

 

  • Volkswagen

WPP has won Volkswagen‘s creative account in North America, following a seven-month global agency review. The incumbent in the U.S. was Interpublic’s Deutsch. Omnicom will handle Europe and South America. The German automaker will centralize its marketing to be run from four main hubs that it calls “powerhouses.” They are based in Berlin, New York, São Paulo and Beijing. VW previously used roughly 40 agencies globally. Omnicom’s PHD remains Volkswagen’s global media agency.As VW’s “Powerhouse” agency for North America, WPP will handle Digital, Creative, Dealer and Production throughout the United States and Canada, with additional responsibility for Mexico. WPP formed a new entity to handle the account called The VW Partnership. The review covered the automaker’s flagship VW brand, not its other nameplates, which include Audi.Volkswagen is the 61st-largest advertiser in the U.S. with US$746 million in spending last year, according to the Ad Age Datacenter.

 

2018/2019 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.

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Spark Foundry has announced the appointment of Chris Boothe to the role of Global Brand President. Boothe, who currently serves as CEO of Spark Foundry USA, will focus on further scaling Spark Foundry’s brand proposition across 60 global offices in 35 countries.

 

 

 

 

 

Contently, a content marketing solution, has announced the promotion of Henry Bruce to the role of Senior VP of Marketing. Bruce will lead Contently’s strategy to give marketers solutions to create engaging, accountable content at scale.

 

 

 

 

ESPN has appointed Ricardo Zúñiga as Deputy Coordinating Editor for ESPN’s global digital content team.  Zúñiga will report to Patrick Stiegman, Vice President and Editorial Director of global digital content.

 

 

 

 

 

SuperAwesome has announced that it has appointed Incisive Media founder Tim Weller as Non-Executive Chairman of its board of directors.

 

 

 

 

 

Former Telemundo exec Joe Bernard is the new Chief Revenue Officer at NGL Collective, reported MediaMoves. In his new role, Bernard will drive revenue and oversee the monetization and creation of new and existing lines of business within the organization.

 

 

 

 

Mondelēz International has announced that it has named Martin Renaud as Global Chief Marketing Officer. In this position, Renaud will be accountable for marketing the company’s portfolio of brands.

 

 

 

 

 

Jeremy Burton, chief marketing officer of Dell Technologies, is stepping down from his position.

 

 

 

 

 

Meredith has revealed a restructuring of its sales and marketing teams, organizing the former Time Inc. titles into a series of portfolios containing existing Meredith brands, each led by an individual group publisher. Changes include:

 

 

Bruce Gersh who was promoted from GM to EVP and president of PeopleEntertainment Weekly, and People en Español, will oversee a subgroup of publishers.

 

 

 

 

Mike Schneider has been promoted to serve as group publisher of Fortune and Money until those titles are sold.

 

 

Similarly, Danny Lee, who had been VP of brand sports sales for Sports Illustrated and SI Kids, will take over as publisher of Sports Illustrated.

 

 

 

 

 

Jorg Stratman has been promoted from VP and group sales director to publisher of Time.

 

 

What: Marriott International has selected Publicis Groupe’s SapientRazorfish and Spark Foundry as its AOR to handle global media business.
Why it matters: With 30 brands and 6,500 hotels worldwide, Marriott has had to rethink its media needs and is no longer working with MEC, the agency that handled Marriott’s media business since 2011.

Marriott International, Inc. has announced in a press release the appointment of Publicis Groupe’s SapientRazorfish and Spark Foundry as its agency of record to handle its global media business, overseeing media planning and buying.

The appointment closes a review that started last October to rethink Marriott’s media needs after its acquisition of Starwood Hotels & Resorts. Publicis Groupe will create a dedicated media unit called Marriott One Media, which will work with Marriott’s internal media teams at a global level.

“We are excited to welcome Publicis Groupe in their new, expanded role, and work together to break new ground,” said Karin Timpone, Global Marketing Officer of Marriott International. “I also want to thank Wavemaker who has provided valuable strategic guidance in media, successfully working with us to launch several award-winning campaigns.”

After the merger with Starwood, Marriott grew to 30 brands with 6,500 hotels in 127 countries. According to Kantar, the company spent $155 million on U.S. measured media in 2017.

“This is a rare opportunity to reimagine our marketing practices in the digital age, and we are confident that Publicis Groupe will help us achieve this vision,” added Timpone. “We’re combining our forces to develop cutting-edge marketing tactics that speak to individual guests worldwide. This personalization at scale will provide enormous value to our business.”

 

 

 

 

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.

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.

For prior Sales Leads editions, click here. 

  • Telemundo & NBC Universo

Publicis Groupe-owned Spark Foundry has been appointed Agency of Record for NBC’s Universal’s Telemundo and NBC Universo following a formal review. Horizon Media was the incumbent for 11 years.Spark Foundry will handle strategic planning, activation and analytics responsibilities across all communications channels for both networks. The account will be handled out of Spark Foundry NYC office and will be led by Stephen Paez, senior VP, multicultural lead. In addition, Spark Foundry will be responsible for promoting Telemundo’s telenovela, super series, and reality programming formats. The shop will handle similar chores for NBC Universo.

 

  • Avocados from Mexico

Avocados from Mexico has placed its creative advertising business in review, according to Adweek. Avocados From Mexico media agency Havas Media will not be affected by this review.Avocados from Mexico spends US$20 million on paid media last year and US$12.6 million during the first 9 months of 2017, according to Kantar Media.

 

 

 

 

  • Toyota Motor North America

Toyota is returning to the 2018 Super Bowl like never before. For the first time in the company’s history, Toyota will have three primetime commercials from two different campaigns leading the first quarter, post-halftime and fourth quarter. Two spots will air from its first-ever global campaign, “Start Your Impossible,” which communicates the company’s shift to a mobility company and aims to inspire consumers to take their first step to unleash their potential. The third spot will air from its domestic U.S., longtime campaign “Let’s Go Places,” empowering viewers to see what they’re capable of when unity is embraced.View the :60-second “Good Odds” and “Mobility Anthem” :30-second spot  or full-length version from Toyota’s “Start Your Impossible” Campaign or visit YouTube.com/Toyota. Toyota’s “One Team” spot from the “Let’s Go Places” campaign will first premiere the morning of Saturday, February 3.

 

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Ford 

Global auto giant Ford is said to be reviewing its future marketing plans and evaluating its relationship with agency holding company WPP, Ad Age reports. WPP’s dedicated unit Global Team Blue handles most of the automaker’s global advertising. Ad Age interviewed new Ford Motor global chief marketing officer Kumar Galhotra, who says he wants the brand to build up its trust with the consumer. It is still uncertain whether WPP will remain as Ford’s agency or the firm is planning to work with other agency holding companies.

 

 

 

  • Goya Foods

Goya Foods, America’s largest Hispanic-owned food company, launches its Real-Life Chefs Sweepstakes for a chance to win a five-day chef boot camp experience at The Culinary Institute of America (CIA) in Napa Valley, California.Two grand prize winners, each with a guest, will receive a seven-day/six-night trip, including five days of boot camp cooking classes with professional chef instructors at the CIA, round-trip travel, hotel accommodations, a dinner for two at a CIA restaurant, an official CIA chef’s uniform, a chef’s kitchen tools and knives kit and $1,000 to cover additional costs, all provided by Goya Foods. In addition, Goya will roll out a series of 24 short cooking videos featuring tips, tricks and hacks, and delicious recipe ideas, from professional chefs at the CIA.Users must visit goya.com/procheftips from January 22 through March 31, 2018. Founded in 1936, Goya Foods, Inc. is America’s largest Hispanic-owned food company, and has established itself as the leader in Latin American food and condiments. Goya manufactures, packages, and distributes over 2,500 high-quality food products from Spain, the Caribbean Islands, Mexico, Central and South America. Goya products have their roots in the culinary traditions of Hispanic communities around the world.

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.

What: Spark Foundry will handle media planning and buying duties for Telemundo and Universo, both NBCU’s brands.
Why it matters: 
The two NBCU brands had not spent that much on advertising before Spark Foundry took over. We can expect an increase in ad spend starting now that the agency will promote two shows scheduled to air in February.

Publicis Groupe-owned Spark Foundry has announced it has won AOR duties for Telemundo and NBC, brands of NBCUniversal Telemundo Enterprises. Spark Foundry attributed its success to its “Hispanic and tune-in expertise,” along with its ability to tap into data and tech to produce solutions.

“We’re thrilled to team up with these powerhouse Spanish-language networks,” said Chris Boothe, CEO of Spark Foundry. “Both networks have been riding a remarkable wave of ratings success, and we’re excited to leverage our multicultural and data expertise to continue bolstering their outstanding growth.”

Spark Foundry will manage strategic planning, activation and analytics across all communications channels for both networks. Stephen Paez, senior VP and director of Spark Foundry’s multicultural initiatives, will handle the account from the agency’s New York office.

The win comes at a great time just before the Super-Bowl, which will be aired in Spanish by Universo. Subsequently, the agency will launch two upcoming series, Al Otro Lado del Muro and Enemigo Intimo, for Telemundo. Apart from marketing top sports franchises for each network, including the FIFA World Cup, Spark Foundry will promote Telemundo’s telenovela, super series, and reality programming formats.

According to Kantar Media NBC/Universo’s ad budget was US $427,000 between January and September 2017, down from US $551,000 year-over-year. Telemundo spent US $6.44 million on advertising during the first nine months of 2017, compared to US $10.07 million during the prior year period. Combined the two networks spent nearly US $11 million on measured media in 2016, per Kantar.

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

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • CenturyLink

CenturyLink, a global communications and IT services company, has engaged cross-cultural agency Pinta to tap the burgeoning Hispanic market. The scope of work includes advertising, digital content creation, media buying, social media management, public relations and activating the agency’s proprietary in-store platform, Bodega Media®.

 

  • Southwest Airlines

Southwest Airlines has appointed Media agency Spark Foundry, part of Publicis Media, as its’ new paid media agency following a review that included various agencies. Dallas-based Camelot Strategic Marketing & Media was the incumbent for about 30 years.The Company spent more than US$230 million on advertising last year according to its annual report. The agency will handle media planning and buying, data and analytics, measurement and performance and content marketing.

 

 

 

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Mexico Tourism Board

The Mexico Tourism Board unveiled a new global campaign, “A World of Its Own,” in New York City. The campaign represents the next chapter in Mexico’s global tourism positioning and promotion and focuses on the vibrant experiences that keep visitors coming back to Mexico and its hundreds of destinations, time and again. The “A World of Its Own” positioning highlights the sheer scale and diversity of Mexico’s tourism offering and comes at a time when Mexico has climbed from the 15th (2012) to the 8th most visited country in the world (source: UNWTO), outpacing the global industry average in growth, by several times.The multi-faceted global marketing campaign will begin to roll out immediately, with its first phases focused on the visitmexico.com website, digital and social media programs, and public relations efforts. Advertising, promotions and events in partnership with the tourism industry, and Mexico’s many destinations, will begin rolling out across global markets in October.  A new digital platform will launch in December, allowing for interaction with the “World Of its Own” video, with 360-degree views of Mexico experiences and a Mexico bucket-list building tool for consumers.

  • Tequila CAZADORES

Tequila CAZADORES®, a 100% blue agave premium tequila, debuted a new limited-edition blanco bottle, reimagined by legendary tattoo artist Mister Cartoon in honor of Día de los Muertos. The hand-rendered bottle design features Mister Cartoon’s signature fine point style, nodding symbolically to the Día de los Muertos traditions Mister Cartoon values most. Available nationwide, the Mister Cartoon X Tequila CAZADORES Día de los Muertos bottle will hit shelves in mid-September, ahead of the November holiday.  Mister Cartoon has also created a set of skull bandanas – inspired by illustrations from the limited-edition bottle – that will be available through MisterCartoon.com/shop with 100% of proceeds from sales going towards disaster relief in Mexico.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

 

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

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

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  • Nature’s Way

Nature’s Way, natural health supplements, superfoods and weight loss products company, has selected Publicis Groupe’s Spark Foundry for U.S. media duties following a review. Spark Foundry will be responsible for media planning and buying, data and analytics, search, programmatic and social media. Nature’s Way spends around US$30 million a year on ads in the U.S. It had previously worked with U.S. International Media. Nature’s Way brands include, Alive!, CalmAid and Ginkgold.

 

 

 

  • Staples

Retail chain Staples has appointed Boston-based agency Mediahub, IPG’s MullenLowe media division, as its newest agency partner following a review. Mediahub will handle the offline portion of Staples’ marketing efforts, including TV, out-of-home and print placements. Its first assignment concerns working on the Framingham, Mass.-based company’s big back-to-school campaign.Other IPG agencies working on the business are digital creative shop MRM//McCann and production unit Craft. iProspect currently handles the digital media portion of the business.Staples spends roughly US$100 million on measured media in the U.S. in each of the past two years and US$21.5 million during the first quarter of 2017, according to Kantar.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Infiniti

Auto maker Nissan has appointed 72andSunny without a review to handle global creative responsibilities for its luxury brand Infiniti. The account was being handled by Crispin Porter + Bogusky, which retained its status as U.S. creative agency of record for the Infiniti brand. Last February, japan-based Nissan restructured its US$750 million relationship with Omnicom in the U.S, consolidating all related work on the East Coast in Nissan United, the dedicated Omnicom unit that handles its marketing business within the United States.The holding company formed Nissan United in 2013, which combines teams from Zimmerman on creative, TBWA\Chiat\Day and Nissan United’s NURVE team on digital and social, OMD on media buying, Critical Mass on brand website platform, fluent360 on multicultural marketing and Startacomm managing public relations. Nissan spent approximately US$171 million promoting the Infiniti brand in the U.S. last year, according to Kantar. Nissan is currently the fifth largest American auto advertiser. The Nissan United unit employs hundreds of Omnicom staffers across the country.

  • Toyota/Mazda

Toyota Motor Corporation (Toyota) and Mazda Motor Corporation (Mazda) signed an agreement to enter a business and capital alliance, with the aim of further strengthening their lasting partnership. The companies have agreed to establish a joint venture that produces vehicles in the United States, jointly develop technologies for electric vehicles, jointly develop connected-car technology, collaborate on advanced safety technologies and expand complementary products. In addition, Toyota and Mazda agreed to a capital alliance arrangement that preserves independence and equality for both companies.  John Abel, Senior Director Global Communications & Brand Integration Mazda Corporation, told Portada “The Garage” is indeed the AOR for Mazda in the US. It’s part of a strategic partnership the brand has with WPP Group to operate integrated model agencies in a number of Mazda’s international markets.The Garage was set up in 2010, following a pitch for the North American business (Canada, US and Mexico), building on investment in Europe (22 markets) and now extending to other places like Colombia, Taiwan, South Africa to operate some form of “Team Mazda” agency model. The Garage does more than just marketing / creative. The idea was to have under one roof, all aspects of Mazda’s communications business including Strategy, Account, Creative, Production, Digital, PR AND Media planning and buying.In fact ‘The Garage’ is a joint venture company in which 5 WPP firms have a stake – including JWT, Mirum, H&K (PR) AND Mindshare (Media). The media team at the Garage draw on services and scale from both Mindshare and Group M, but in terms of day to day – they run the media business in house, as part of the integrated “one stop shop”. Young & Rubicam/The Bravo Group, integrated into The Garage Team Mazda, handles Mazda US Multicultural account.

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NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

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What: Publicis Media’s Mediavest | Spark media agency is rebranding globally to Spark Foundry. Separately, the former Publicis agencies MV42 and Tapestry have been shut down and their personnel, still with predominantly multicultural planning and buying functions, has been integrated into other Publicis Media agencies.
Why it matters: Spark Foundry’s main markets are the US, UK, the Middle East, Poland and Australia and clients include BEL Groupe (Global), MTV, KFC, Mattel, H&R Block (USA), Expedia (SEA), EuroLoan (Poland), Virgin Mobile (MENA), OnePlus (UK) and Diageo (Australia).

 

Mediavest | Spark, a full-service media agency under Publicis Media, announced that it is rebranding as Spark Foundry. According to Publicis, this move underscores the company’s ongoing commitment to evolution, and reflects the agency’s offerings that extend well beyond the parameters of media and investment to include analytics, technology and innovation, insights, content, commerce and more.

Since coming together as Mediavest | Spark in March 2016, the agency, guided by this vision, has welcomed numerous new clients including BEL Groupe (Global), MTV, KFC, Mattel, H&R Block (USA), Expedia (SEA), EuroLoan (Poland), Virgin Mobile (MENA), OnePlus (UK) and Diageo (Australia).  It also recently lost Sprint. 

Spark Foundry aims to aggressively roll out its winning proposition to its 3,500 employees across the world, while amplifying its best-in-class capabilities for clients.

“Spark Foundry’s unique vision brings a palpable energy that is proven to drive results for our clients,” said Publicis Media CEO Steve King. “I am confident that Spark Foundry will build on this momentum and continue to deliver exceptional results for our clients as we unlock new and exciting opportunities together in markets across the world.”

Multicultural Agencies Shut Down

Another recent decision taken by Publicis Media is to absorb MV42 and Tapestry, agencies that before were focused exclusively on U.S. multicultural and Hispanic business into their general market agencies. (Publicis has four global agency brands: Mediavest-Spark (Now Spark Foundry), Starcom, Zenith and Blue 449 (the former Optimedia). Some personnel has been let go and others manage multicultural business including Stephen Paez, who oversees all multicultural business at Spark Foundry and Sonia Rocha-Villalba, SVP at Blue 449. Both Paez and Sonia Rocha Villabla report to  Lisa Torres, president Multicultural Publicis Media.