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Sales Leads US: 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.

 

  • Sprint

Sprint wants customers to connect simply and affordably with friends and family across the globe. Starting today, Sprint is offering two new international long-distance options that allow customers to call Colombia, El Salvador, Honduras, Guatemala and Venezuela from the United States. The new offers, Colombia Unlimited and 200 International Connect, provide customers one of the greatest values that Sprint has ever offered for international long distance – just US$5 extra per month on select unlimited plans.With Sprint Unlimited plans, customers also get unlimited talk, text and 5GB of 4GLTE data while roaming in Mexico and Canada.In addition to Colombia Unlimited and 200 International Connect, Sprint offers a variety of international long-distance plans, such as Sprint International Connect.Sprint’s Unlimited Basic, Plus and Premium plans give unlimited calls and texts to Mexico and Canada at no additional cost. Francisco Morillo, Digital Marketing Manager – SEM & SEO at Sprint  is a member of Portada Council System.

 

  • New Balance

New Balance has appointed MullenLowe PR as it looks to reactivate earned media, PRWeek has reported. The new team will operate between the agency’s New York and Boston offices with support across MullenLowe Group’s 65-market global network. The agency will support New Balance across product categories, including running, basketball, baseball, tennis and lifestyle. The relationship builds upon an existing one New Balance has with MullenLowe Mediahub, a sibling agency that has been responsible for media planning and buying for New Balance since 2018.

 

 

 

  • Mama Tere

Family Food Distributors, a specialty food distributor, announced the re-launch of their private label Mama Tere in 2020, Hispanic Abasto reports. Mama Tere’s new proposal will be to present the home recipes that Hispanic families enjoy every day. It will have a fresh, clear image that personifies who Mama Tere is.

 

 

  • Pollo Campero 

Pollo Campero, the Guatemalan restaurant chain known for its Flavorful Chicken Meals, was named “Emerging Partner of the Year” by ALSAC/St. Jude Children’s Research Hospital. Since Pollo Campero’s arrival in the United States, it has shown its commitment to the people and communities it serves by supporting different initiatives at the local market level. In all, since the launch of its campaign in the United States, Pollo Campero – its team members, franchisees and guests – have raised more than US$95,000.

 

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.

 

  • Michelin

Michelin North America has selected Interpublic Group’s Weber Shandwick as PR AOR. Ketchum was the incumbent. The firm will be responsible for Michelin North America’s corporate, B2B and consumer PR across the U.S., according to a release. In 2017, Michelin appointed Havas Media as its global media agency of record after a competitive review. Havas handles media planning and buying duties for all of the company’s major markets including the United States, Mexico, Canada, France, Spain, Germany, the United Kingdom and China.

 

Sales Leads US: 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.

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.

  • La Voz

NBCUniversal Telemundo Enterprises announced the integrated sponsors for the first-ever Spanish-language version of NBC’s hit series The Voice, which will be premiering on Telemundo on Sunday, January 13 at 9 p.m./8C. Sprint, State Farm and Toyota have signed on to produce creative show integration segments. The highly anticipated musical competition series, La Voz, is hosted by renowned TV personality Jorge Bernal and also features award-winning Latinx music powerhouses, coaches Luis Fonsi, Alejandra Guzmán, Wisin, and Carlos Vives. Sprint is the official Voting Sponsor of La Voz and of “El Family Room de Sprint” during the blind auditions. State Farm will provide a branded backstage area (“La Sala de State Farm”) surrounding saved contestants during the Battles and Live Rounds. Toyota will join the aspiring talent as exclusive automotive sponsor on their voyage to stardom. Fans will also take a behind-the-scenes look at contestants through a sponsored digital series, “Detrás de la Voz” chronicling the stories of each artist as they pursue their dreams. La Voz is a production of Telemundo, Talpa Media USA, Inc. And Warner Horizon Unscripted & Alternative Television. The series is created by John de Mol, who serves as executive producer along with Cisco Suarez, Executive Vice President, Primetime Non-Scripted Programming, Telemundo, Stijn Bakkers, Talpa Media USA, Tim van Rongen, Talpa Media USA and Macarena Moreno, Executive Producer, NBCUniversal Telemundo Enterprises.

 

  • Novamex

Novamex announced the purchase of Tio Gazpacho, an award-winning drinkable soup company with flavors inspired by Spain. Novamex is a leading importer and marketer of Mexican soft drinks and groceries in the U.S., and is rapidly becoming a platform for the growth and development of natural and organic beverages.Tio Gazpacho was founded by Austin Allan after he spent four years living abroad in Spain. Enamored with the country’s way of life and love of chilled soup, Austin knew that gazpacho could be a great way to bring a little bit of Spain to the U.S. while creating a product as delicious as it is healthy.  After partnering with Michelin-starred chef and restaurateur José Andrés, Tio has expanded its line to five unique flavors of portable chilled soup that are now sold in the Northeast, West Coast and Chicago Markets and online at Amazon.com. Tio Gazpacho had previously raised funds from 301 INC, General Mills’ business developmentand venture capital arm, CircleUp Growth Fund and other investors.

 

  • GM

General Motors provided full details on the massive marketing campaign for the 2019 Chevrolet Silverado, which will include ads on TV, radio, online, in print and through other mediums designed to reach new customers.First up are three new advertising spots entitled ‘A Little Bit Country, A Little Bit Rock ‘n Roll’, ‘Official Truck of Real People’ and ‘Tailgates‘ which will air on TV, online and in movie theaters throughout the first half on 2019. Chevrolet has also partnered with Amazon to advertise the 2019 Silverado on 7.1 million Amazon delivery boxes. Silverado ads will also appear on Amazon’s homepage and on the homepage of other popular websites such as Bleacher Report, USA Today, CNN and YouTube.Additionally, Chevy has partnered with multiple publications to take out fully sponsored front page cover designs (above). Chevy has also created dedicated, in-language, Hispanic-market versions of the campaign ads “to help ensure Silverado maintains its position as the top-selling pick-up among Hispanic buyers,” it says.The ad blitz for the 2019 Chevrolet Silverado will kick off tonight when the 60-second version of “A Little Bit Country, A Little Bit Rock n’ Roll” airs during the College Football Playoff National Championship, which starts at 8 PM ET.

 

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 media buying across the U.S. for local co-operative groups of McDonald’s operators since 2017 has been OMD. The agency also does McDonald’s buying at a national level, Adage has reported. But now, OMD is about to get some competition on the local business. The fast-food chain is conducting a review for the local U.S. media business and after this review, McDonald’s will allow local co-ops to choose from a variety of media agencies to work with. It remains unclear how many agencies are part of the review. Prior to OMD winning the local media buying business, regional co-ops hired their own media agencies, often having creative and media handled by the same shops.

 

 

  • Driven Brands

Driven Brands, parent to auto-service brands including Meineke Car Care Centers — has tapped Atlanta-based Publicis Media shop Moxie as its new agency AOR, following a review.Moxie, the marketing solutions agency Publicis Media’s Zenith acquired in 2006, will work on brand strategy, creative and media buying and planning for Charlotte, North Carolina-based Driven, whose brands also include Carstar and Spire Supply. Driven Brands Inc spent an estimated $24.7 million in measured media in the U.S. in 2017, according to Kantar Media.

 

We are excited to announce that Francisco Morillo, Search Engine Marketing Manager at Sprint is joining the Portada Brand Star Committee, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada LA on March 14, 2019.

Francisco ‘Kiko’ Morillo has over 10 years of digital marketing experience with a strong focus on strategy with data-driven digital campaigns. Before joining Sprint to drive the SEM and SEO efforts, Francisco was at Xoom, a PayPal service, where he was responsible for managing digital acquisition programs through search, display, video, and app install.

Previously, he worked on the agency side as a Digital Media Director and also has experience in the e-commerce industry. He has a drive for data analysis, digital marketing innovation and drive business growth.

Welcome Francisco to Portada’s 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 Multicultural consumers right now.

For prior Sales Leads editions, click here. 

 

  • Papa John’s

IPG media agency Initiative has resigned as Papa John’s media agency, after originally saying it would continue to work with the pizza chain amid controversy surrounding racist comments made by founder John Schnatter, Ad Age first reported. The move follows the resignations of Papa John’s PR agency Olson Engage last week and creative agency Fallon this week.  Papa John’s is a large advertiser with more than 3,500 locations nationwide and an ad budget of around US$130 million annually.

 

  • Lenovo

Chinese multinational technology company Lenovo has appointed Publicis Media to handle is global media strategy, planning and buying, as it consolidated agencies. Lenovo spends some US$125 million on advertising annually globally and Publicis Media will set up a new dedicated unit, Lenovo One Media, to handle the account. The unit will combine staff from Publicis Media agencies Spark Foundry and Performics. It will be responsible for 28 markets across the Americas, Europe, Middle East and Asia and Asia Pacific. Both traditional and digital media platforms are included as part of the account. Lenovo One Media will be overseen by Andre Marciano who will serve as chief operating officer.

 

 

  • Constellation Brands

In an effort to strengthen its appeal to Hispanic drinkers, Constellation Brands, distributor of Corona, Modelo Especial, and Pacifico bought Four Corners Brewing last week. Corona President Bill Newlands said Four Corners has been able to capitalize on a hot beer trend: Hispanic-influenced products.Four Corners, a Dallas craft brewer, produces Local Buzz Honey-Rye Golden Ale and El Chingón IPA, among other beers.Buying Four Corners signals Constellation’s increased focus on marketing its beer lineup to Hispanic people, one of the fastest-growing segments of the American population.The group is a key demographic for Constellation, accounting for 40% of the company’s sales.The companies did not disclose terms of the deal and expects the beers to appeal to the broader consumer market because of the popularity of Hispanic-themed drinks and foods, and drinkers’ desire to experiment with new brands. John Alvarado, VP, Brand Marketing, Constellation Brands is a member of Portada´s Sports Marketing Board. 

 

  • Swiftpage

Swiftpage, the provider of Act! CRM software, a lcloud-enabled platform aimed at helping small and mid-sized businesses grow, announced the availability of Act! 365, an all-new sales productivity and emarketing solution tightly integrated with Office 365 in Spanish in North America. Act! 365 is the most effective SMB-focused sales productivity and emarketing solution on the market and is designed to meet the needs of the Spanish-speaking and Latino-owned business community.Designed specifically for Office 365 users, Act! 365 is purpose-built to boost sales and marketing results for fast-growing small businesses. Powerful, easy to use, and cost-effective at just $10 per user/per month, Act! 365 provides customer management features, sales productivity and pipeline management tools, and practical emarketing capabilities, integrated with Office 365 and accessible on mobile devices.  Swiftpage has also launched a dedicated Spanish language Act! 365 website with features, pricing and customer resources. New users can sign up for a free trial here to start taking advantage of the powerful software’s sales management and email marketing capabilities to fuel their business growth.

 

  • Amazon

Ecommerce giant Amazon has increasingly been making attempts to work directly with bigger brands making large media buys on its platform, and, as a result, many of those brands are bypassing their ad agencies, Digiday has reported. Amazon is said to be sending its sales team to meet directly with marketers and chief marketing officers, offering them to use Amazon Marketing Services not only for media buying but also to get help with other strategies for using the platform. HP and Lego are among the brands working directly with Amazon. Guillermo Rivera Hernández, Sr. Marketing and Content Manager,  Amazon MX is a member of Portada´s Brand Star Committee LatAm.

 

 

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.

 

  • Chemistry

Independent, full-service agency Chemistry announced it has added a series of new business to its roster including Atlanta Botanical Garden, Turner and Flower Child. Flower Child  is a healthy, happy, fast-casual restaurant that is revolutionizing the way we eat out. The brand has named Chemistry Agency of Record to centralize all creative, media and social efforts. Work will launch this month through end of year to grow the Flower Child Tribe, evolve the brand in the lifestyle category, build buzz and sales nationally.Atlanta Botanical Garden named Chemistry digital dotcom partner. The agency will lead a redesign of the Atlanta Botanical Garden’s website, to create a mobile-first, responsive experience that is as rich, innovative, immersive as the experience itself. The work is expected to launch in the fall of this year.Chemistry is partnering with Turner’s instant classic film streaming service, FilmStruck. The agency is developing social campaigns to increase subscriptions and engage its cinephile users. Work will launch this summer. The agency recently began working with COX Media, Sweet Leaf Tea and Atlanta CVB. To support this growth, Chemistry moved to a larger office in the West Midtown district of Atlanta, transforming a former oil warehouse into a space to accommodate a team that grew almost 60 percent in 2017.

 

 

  • Sprint

Sprint and their ad agency, Alma are keeping up with the latest and incorporating robots and technology into their new spots. Sprint Latino’s Robots Campaign was created with the message to enhance people’s lives through the latest technology at the best price with the help of robots. Robots have analyzed data and know that too many people are still paying too much for their wireless network. They have made it their mission to tell humans that Sprint is the only logical choice and that Sprint offers put wireless within everyone’s reach.

 

 

 

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 market and/or targeting Multicultural consumers right now.

For prior Sales Leads editions, click here. 

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.

 

  • Mini USA

Mini USA has appointed Crossmedia as its media AOR for its Western Region, Tier 2 account, following a review. Crossmedia will handle both the media planning and buying, as well as the overall strategy for the business covering 34 dealerships in 15 designated marketing areas (DMAs).The account will be managed out of Crossmedia’s L.A. office.

 

 

 

 

  • Sprint

Available now, Sprint customers can receive an exclusive 45-day trial of the FlixLatino app to stream more than 250 recently produced Spanish-language movies, TV series and documentaries on up to three devices at a time in high-definition.FlixLatino, a Spanish-language entertainment streaming service, hosts films, series and shows from many countries such as Mexico, Puerto Rico, Colombia, Peru, Venezuela, Cuba and Spain. Its catalogue includes productions in all genres: action, romance, drama, comedy, mystery, horror, suspense and more.Customers will also be able to enjoy a consistent content refresh with new monthly releases and weekly premieres on Thursdays.Once the trial ends, Sprint customers have the option to enjoy the latest Spanish entertainment at their fingertips with a monthly subscription of US$2.99 that will be billed to their existing Sprint invoice. Cancel at any time by dialing *2 from your Sprint phone.

 

 

  • Gore-Tex

W.L. Gore & Associates has consolidated its global media business for its fabric division with Dentsu Aegis Network following a review, Adweek has reported.Dentsu’s Gravity, Carat and Amnet agencies will work with Gore-Tex—used in brand products from Adidas, Oakley, Patagonia, Converse and The North Face—across the Americas, Europe and Asia-Pacific.W.L. Gore & Associates’ Gore-Tex spent US$1.5 million on marketing efforts in the U.S. last year, according to Kantar Media.

 

 

 

 

  • Amazon Studios

Interpublic Group agency Initiative has been awarded media planning and buying duties for Amazon Studios, as part of an agency consolidation,  Adweek’s Agency Spy reported first. Initiative was already handling Amazon ecommerce media account since 2013.  Laste year, IPG won Amazon account  following a review but the assignment did not include Amazon Studios. Initiative’s Los Angeles office will oversee the account.

 

 

 

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!

 

  • John Frieda® Hair Care

Camila Mendes, leading actress and style star, is the newest influencer to join John Frieda® Hair Care in their mission to encourage women to express themselves through their hair. The Your Hair Talks, Make a Statement campaign is building a community of empowered and self-assured women who all have something to say – starting with their hair.As part of the Your Hair Talks, Make a Statement campaign, Camila will team up with John Frieda® Hair Care to create unique content that speaks to her personal hair story, and how it has played a role in her life. Camila will also join the conversation by hosting events and social activations throughout the year in partnership with the brand.  Born in Virginia to parents of Brazilian descent, Camila was predominantly raised in Miami before moving to New York . Her role on a tv show along with her real-life bubbly personality has made her a fan-favorite—and with 7 million followers on Instagram, she’s cemented herself as a style star to be watched.

 

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 market and/or targeting Multicultural consumers right now.

For prior Sales Leads editions, click here. 

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.

 

  • Mondelez

Mondelez International, one of the world’s largest advertisers, has named Spark Foundry as one of its’ new partners for MDLZ North America as part of a global media review effort, Adweek has reported. Publicis Groupe agency will handle media buying duties in North America, while VaynerMedia gets the digital and planning portions of the business. According to Kantar Media, Mondelez spent approximately US$210 million on measured media in the U.S. in 2016 and just under US$170 million last year. International consultancy R3 estimates the company spends between $1 billion and US$1.5 billion around the world annually.

 

 

  • Coke, Sprint, VW

Telemundo teams up with Coca-Cola®, Sprint and Volkswagen for the network’s exclusive Spanish-language coverage of the 2018 FIFA World Cup Russia™. Match halftimes and post-games will be presented exclusively by Sprint and Coca-Cola, respectively, and Volkswagen will present the network’s primetime show.As an official FIFA partner, Coca-Cola will be the presenting sponsor of the Telemundo Deportes Post-Game, “El Resumen del Partido,” for all 64 World Cup matches as well as the in-game match clocks. Powerade, also a part of The Coca-Cola Company family of brands, will have brand exposure during the tournament window with socially-led activations.Sprint will work with Telemundo Deportes as the official halftime sponsor of all 64 matches. Volkswagen will bring audiences the best action, highlights and commentary from the tournament as presenting sponsor of the network’s primetime show exclusively dedicated to the FIFA World Cup, airing nightly from 7-8 p.m. ET. Telemundo will offer some 1,500 hours of coverage and according to Adweek, with 100 days to go before the Cup competition begins, the network’s ad inventory is almost 75% sold with more than 20 total advertisers on board. U.S. men’s soccer team failed to make it into Cup competition. While that could hurt Fox’s English-language broadcast in the U.S., there are a number of teams from Spanish-language countries in the Cup that will appeal to Telemundo viewers.

 

 

  • Danone

Yogurt maker Danone has named WPP’s Wavemaker as its’ new media agency in North America, Adage has reported. Carat was the incumbente on Danone’s media business and Spark had WhiteWave’s media account. The assignment covers the Danone portfolio across the United States and Canada.

 

 

 

 

  • Marriott International 

Marriott International has appointed Publicis Groupe’s SapientRazorfish and Spark Foundry as its global media agency of record to oversee all media planning and purchasing. The collaboration with Publicis Groupe will take a performance-driven, customer-centric approach to the art and science of marketing through a dedicated Marriott One Media team working with Marriott’s internal media teams around the world. Pubicis Groupe will optimize international marketing campaigns, personalize and localize targeted media efforts across a diverse set of markets to showcase Marriott’s best-in-class commerce and first-to-market technology. Publicis Groupe will leverage pioneering technology and a forward-thinking approach to reach and connect with consumers at the right moment among established and emerging markets including North America, Europe, China, Africa and Latin America.Over the past year, Marriott has grown to 30 brands with 6,500 hotels located in 127 countries, and more than 110 million members of its loyalty programs – Marriott Rewards, which includes The Ritz-Carlton Rewards, and Starwood Preferred Guest (SPG).

 

 

  • Mazda Motor Corporation & Toyota Motor Corporation

Mazda Motor Corporation and Toyota Motor Corporation have established their new joint-venture company “Mazda Toyota Manufacturing, U.S.A., Inc.” (MTMUS) that will produce vehicles in Huntsville, Alabama starting in 2021.The new plant will have the capacity to produce 150,000 units of Mazda’s crossover model that will be newly introduced to the North American market and 150,000 units of the Toyota Corolla. The facility is expected to create up to 4,000 jobs. Toyota and Mazda are investing $1.6 billion towards this project with equal funding contributions. The new plant, which will be Toyota’s 11th manufacturing facility in the U.S.

 

  • Tempting Paradise by Sofia Vergara

Entrepreneur, actress and Beauty icon, Sofia Vergara, announces the launch of her new fragrance, Tempting Paradise by Sofia Vergara.The latest addition to Vergara’s scent portfolio evokes the lush sensuality of an island paradise, with delectable fruit and floral notes native to Vergara’s vibrant Colombian homeland.Tempting Paradise by Sofia Vergara launches at Perfumania, Perfumania.com and other retailers nationwide March 2018.

 

 

 

 

 

 

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!

  • Squarespace

Language shouldn’t be a barrier for chasing dreams — which is why Squarespace is now available in Spanish! customers can now use the all-in-one platform with custom templates, a fully translated backend editing experience, and seamlessly integrated e-commerce and analytics capabilities, all in Spanish. Additionally, Squarespace’s award-winning support is available 24/7 for our Spanish-speaking customers.

 

 

 

  • Kimberly-Clark

Consumer packaged goods giant Kimberly-Clark has launched a global creative review, Adweek first reported.  The review includes only creative. WPP’s Mindshare, part of its GroupM unit, handles media planning and buying and is not part of the review. Although K-C has increasingly taken programmatic operations in-house.

 

 

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 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. 

  • Mars

Mars Inc., an American global manufacturer of confectionery, pet food, and other food products and a provider of animal care services, has kicked off a global media agency review. Mars Inc. spends an estimated US$1.5 billion on measured media annually. Currently, Mars Inc.’s media planning is handled globally by MediaCom. Media buying is locally contracted, with Publicis Media’s Starcom, handling the majority of local markets, and Mediacom and OMD handling the rest. The three agencies will continue to be contracted to Mars throughout the period of the review and have been invited to participate in it. Mars review is aimed at integrating planning and buying with a single global partner. Media and marketing consultant ID Comms will assist the company with the review process.

  • H&R Block

DIY_partnership_WM_newsroom_imageH&R Block and Walmart have announced that H&R Block will be the new, exclusive DIY desktop tax software provider available at Walmart stores nationwide, and sold directly by Walmart on walmart.com. This exclusive retail partnership brings the value, innovation and support of H&R Block DIY desktop software products to the world’s largest retailer, making the DIY products even more convenient for clients to purchase, and ultimately prepare their taxes and get their maximum tax refund.Among the key product enhancements for this year’s desktop software products is the addition of “drag and drop,” which easily imports tax information from any source, including last year’s tax return from other tax prep services. While new features like drag and drop save customers time by seamlessly prepopulating information on their tax return, H&R Block also remains committed to saving its clients money with unbeatable value.H&R Block DIY desktop software can be purchased in stores nationwide at Walmart, Walmart Neighborhood Market and online at walmart.com.

  • Sprint

“Keep your Verizon phone and save $900 in the first year,” Sprint’s website proclaims. “Stop feeling ripped off by Verizon.” This promotion, available to anyone who brings an eligible phone and switches to Sprint, has been available since last year. At the time, it was deemed “the most aggressive promotion in the history of the U.S. wireless industry”. Back in June 2017, the promotion had a positive effect on Sprint’s quarterly results. Though a similar outcome can be expected from this revival, the promotion coincides with Sprint removing two of its pricing offers, which will result in a bigger monthly bill for some Sprint customers.The offer is available for both individuals and families, and while it doesn’t include international calls, it includes data and text messaging outside the U.S. Users only have to bring their phone and buy a new SIM card. If they sign up for the promotion, they’ll begin paying monthly fees (starting at US$60) after the free year has been completed, on 1/31/19. Telcos are among the largest marketing categories, particularly when it comes to reaching Hispanic consumers. Both Verizon and Sprint target Spanish-dominant Hispanics and bilingual Millennials.

  • Bose

Bose has appointed WPP as its global agency to handle creative, media, localization, production and digital marketing, following a review. The business will be handled by a “custom-built team” of WPP shops, which were not identified by the company or agency.  The WPP team consists of creative shop Grey Group, digital agency Wunderman, marketing implementation unit Hogarth Worldwide and media agency MediaCom, Adweek has reported. Bose Corporation is a privately held American corporation, based in Framingham, Massachusetts, that designs, develops and sells audio equipment.

 

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!

  • Western Union

The Western Union Company, a leader in global payments, has announced the launch of its Spanish and Mandarin language offering via the Western Union® mobile app in the US, for iOS and Android.In addition to sending money to more than 200 countries and territories, with the updated app consumers can now check transfer fees and exchange rates, track a transfer, find Agent locations and access My WU®program information in English, Spanish or Mandarin. Consumers can fund transactions using digital payment options such as their bank account, Apple Pay, and debit/credit cards. They can also use the “Pay in Cash” feature to enter transaction information in their preferred language, and then pay in cash at a participating Agent location.To use the new multi-language app, consumers can simply toggle between their choice of languages within the app.According to the U.S. Census Bureau’s 2016 American Community Survey, more than 40.4 million people in the U.S. spoke Spanish at home. Western Union research shows that the top reasons for sending money for Hispanic consumers include providing regular support, living expenses, or gifting funds.

  • Celestial Seasonings

Celestial Seasonings, a tea company based in Boulder, Colorado, United States that specializes in herbal teas (tisanes), but also sells green, white, chai, and black teas, has appointted Laundry Service as its digital AOR. Laundry Service, part of Wasserman’s Cycle Media, will handle digital media, social strategy, creative, content creation, community management, and media buying for the brand. The companies have already launched a campaign that includes a flock of influencers who explain why Celestial is their tea brand of choice. Influencers in the campaign include Sara Forte and Summer Rayne Oakes. Laundry Service is a full-service marketing agency that offers services across social, digital, and more traditional channels such as broadcast and out-of-home.

 

 

  • Daisy Brand

Daisy Brand and the Federación Mexicana de Fútbol (FMF), the national governing body for the sport of soccer in Mexico, announced a multi-year partnership, designating Daisy as the Official Sour Cream of the Mexican National Team’s annual U.S. Tour, now in its 16th year.Daisy Brand will receive exclusive promotional rights across the Mexican National Team’s U.S. Tour. One focus of the partnership will be a custom content series highlighting the role that family, food, and traditions play in the lives of Mexican National Team players. This content will be rolled out on the road to this summer’s FIFA World Cup in Russia.The Mexican National Team will kick off the 2018 U.S. Tour — and the team’s preparation ahead of the World Cup — in San Antonio’s Alamodome on January 31. The highly-popular CONCACAF nation will also play two back-to-back matches, March 23 in the Bay Area’s Levi’s Stadium and March 27 at AT&T Stadium in Arlington, Texas.Soccer United Marketing (SUM), Major League Soccer’s commercial arm and partner of the Mexican National Team’s U.S. Tour for more than 15 years, facilitated the agreement.

  • NESTLÉ

The Italian candy maker The Ferrero Group has finally acquired Nestlé U.S. confectionary business for US$2.8 billion in cash. Ferrero will acquire more than 20 American brands with a rich heritage and strong awareness, including iconic chocolate brands such as Butterfinger, BabyRuth, 100Grand, Raisinets, Wonka and the exclusive right to the Crunch brand for confectionary and certain categories in the U.S., as well as sugar brands such as Sweet Tarts, LaffyTaffy, and Nerds. The confectionary group will acquire Nestlé’s U.S. manufacturing facilities in Bloomington, Franklin Park and Itasca, Illinois, and the confectionary-related employees and will continue to operate through the offices in Glendale, California, as well as from its other current locations in Illinois and in New Jersey. Nestlé’s U.S. confectionary business generated sales of approximately US$900 million in 2016.The transaction is subject to customary closing conditions and regulatory approvals and is expected to close around the end of the first quarter of 2018.

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: Since the first launch in June 2017, Sprint reminds Verizon customers that they’ll get a whole unlimited year for switching.
Why it matters: Telcos are among the largest marketing categories, particularly when it comes to reaching Hispanic consumers.  Both Verizon and Sprint target Spanish-dominant Hispanics and bilingual Millennials.

 

“Keep your Verizon phone and save $900 in the first year,” Sprint’s website proclaims. “Stop feeling ripped off by Verizon.” This promotion, available to anyone who brings an eligible phone and switches to Sprint, has been available since last year. At the time, it was deemed “the most aggressive promotion in the history of the U.S. wireless industry”.

 

Back in June 2017, the promotion had a positive effect on Sprint’s quarterly results. Though a similar outcome can be expected from this revival, the promotion coincides with Sprint removing two of its pricing offers, which will result in a bigger monthly bill for some Sprint customers.

 

The offer is available for both individuals and families, and while it doesn’t include international calls, it includes data and text messaging outside the U.S. Users only have to bring their phone and buy a new SIM card. If they sign up for the promotion, they’ll begin paying monthly fees (starting at US$60) after the free year has been completed, on 1/31/19.

 

Interestingly, both Verizon and Sprint have targeted Hispanic consumers from up close. Exactly two years ago, Sprint’s Hispanic marketing manager Kymber Umaña spoke to Portada about the firm’s multicultural marketing strategy. Sprint understands that for Hispanics, a mobile phone is their gateway to the content they desire but also a necessary means for staying connected to friends and family,” she said. “A majority of our Sprint stores have bilingual staff and offer Spanish-language materials to meet the needs of the diverse Hispanic segment.”

 

The marketing war against Verizon has to do at least to a certain extent with getting the Hispanic consumer’s attention. Last year, only two months after the first launch of the unlimited year promotion, Verizon used the 2017 MTV Video Music Awards ceremony to show an ad targeting US Hispanics. The ad, titled ‘Date Interrupted’ and featuring Mexican actor Luis Gerardo Méndez, showed a Hispanic couple about to interrupt their dinner at a restaurant to go check on their baby at home. Since the Verizon representative on site doesn’t speak Spanish, it is up to Méndez to introduce Verizon’s unlimited data plans to the couple (and save their date). When we asked Verizon EVP and CMO Diego Scotti about the ad, he explained to Portada that it was “a nod to the bi-cultural Latino audience. We are telling them: We get you. We understand you.” It seems this war will be difficult to win. On the one hand, bicultural users like to feel understood; on the other, what can beat a free year of communication with loved ones? If Verizon has the answer, we’ll surely find out soon.

Update: A Sprint representative has contacted us to clarify that the promotion has been available since June 2017; the firm has neither relaunched it nor revived it, though it is a limited-time-only offer. 

 

 

 

 

 

 

What: Sprint and T-Mobile continue to drop hints that they will indeed merge, with the latest rumors asserting that T-Mobile majority owner Deutsche Telekom would be the primary owner of the new company, with Sprint’s SoftBank Group Corp controlling 40 to 50 percent.
Why It Matters: Aside from reshaping the mobile landscape through combining two of its largest players, how would the merger affect major (and minor) carriers’ ongoing battle for the loyalty of Hispanic consumers?

Rumors about a possible merger between third-largest US wireless carrier T-Mobile and fourth-largest Sprint have intensified as unnamed sources come out to drop hints about how the deal would look.

On Friday, Reuters cited unnamed sources that claimed that while T-Mobile majority owner Deutsche Telekom would be the primary owner of the new company, SoftBank Group Corp, which controls Sprint, would come out with 40 to 50 percent ownership.

A brand shaped by its focus on innovation and offering new kinds of value through mobile technology, T-Mobile has been targeted for merger deals by both Verizon and AT&T, the first and second-largest carriers in the country, in the past. With its focus on offering flexible, low-cost plans that appeal to Hispanics, Sprint could offer T-Mobile a deeper reach into this key growth market while the new company chips away at Verizon’s pricing advantage.

For Mobile Carriers, Hispanics Are Key to Growth

The numbers don’t lie: According to Nielsen, there are 56 million Hispanics (and counting) in the United States, and 72% of them own a smartphone (10 percent higher than the national average).

And so it is no surprise that both T-Mobile and Sprint have made Hispanic marketing a priority in their own way. According to Ad Age, as recently as 2013, T-Mobile ranked seventh among the top 10 advertisers to Hispanics, with $98.7 million spent on Hispanic marketing alone in 2013 compared to Sprint, which came in at #18 on the list spending $68.6 million.

But when Bolivian Marcelo Claure took over as CEO of Sprint in 2014, things began to change. It started with him  starring in a Spanish-language Sprint commercial on Univision during the Latin Grammys broadcast that November that opened with him saying “Hola, soy Marcelo Claure.”

From there, Claure went on a hiring spree to create a team capable of leading Sprint’s battle for the Hispanic market. He started by hiring Manuel Campos, the T-Mobile account director at Hispanic agency Conill, as Hispanic marketing director for the company, and a few months later, Claure hired current marketing chief, Spaniard Roger Solé, who came to Sprint from TIM Brasil, Telecom Italia’s mobile operator in Brazil, where he was CMO.

Sprint’s Hispanic marketing strategy was to give the demographic an option that was built for their preferences and behavior: For just $100 a month, a Sprint family plan included 20 gigabytes of data. Sprint’s Boost Mobile division also released rate packages custom-designed for Hispanics: one combined calling and unlimited messaging from the U.S. to Cuba and was offered exclusively at Boost Mobile dealers in the Miami area.

In the meantime, T-Mobile launched Univision Mobile, which offered customers monthly plans that include 100 minutes of international calling to countries in Latin America and unlimited text messaging to phone numbers in more than 200 countries around the world. The service has since been absorbed into the Ultra Mobile service but was the first in a number of ambitious moves by the brand to capture this key demographic.

Merger Will ‘Coalesce Their Hispanic Efforts’

Tru Multicultural’s founder and CEO Yousef Kattan, whose past clients include T-Mobile, added that the mere amount of data they will be combining will “create an environment of intelligence” that will allow the combined company to be “smarter, efficient and ultimately more effective will be sizable.”

We’ve seen AT&T and Verizon be very aggressive in the tech environment and I would imagine this merger would allow TMO and Sprint to play in a very similar space.

“We’ve seen AT&T and Verizon be very aggressive in the tech environment and I would imagine this merger would allow TMO and Sprint to play in a very similar space,” Kattan added.

Mario Carrasco, Co-Founder and Principal of ThinkNow Research, highlighted that “Sprint has been focusing on targeting the Hispanic market seriously since 2015,” and that “their main rival in this space has been T-Mobile.” As the Hispanic demographic has been key to their battle for the third spot, Carrasco asserted that their unique strengths will complement each other with regard to Multicultural. “This merger will coalesce their Hispanic efforts by combining Sprint’s low-cost plans with T-Mobile’s branding will lead to a more effective Hispanic targeting effort overall,” Carrasco said.

Merger Will Make Space for Minor Carriers, Unconventional Services Popular Among Hispanics

One of the biggest questions surrounding the merger is how reducing the number of major carriers will affect the mobile landscape. With regard to the Hispanic market, experts seem to agree that the merger would create a unique window of opportunity for prepay segment, minor carriers, and unconventional mobile services, all of which are popular among Hispanic consumers.

Carrasco of ThinkNow predicted an increase in the adoption of simple mobile and TracFone, options that are particularly appealing to the Hispanic market. “Adoption of Wi-Fi phones is increasing, and unconventional services such as Google Fi will begin to take more of the market share,” Carrasco said.

Kattan added that prepay will likely continue to evolve and become a focus for major carriers trying to reach growing numbers of Multicultural consumers who prefer non-traditional mobile plans. “This merger will definitely give them a tight hold on the prepay segment and could create an environment where their focus in prepay is wholly focused on growing and owning multicultural targets, specifically Hispanic,” Kattan said.

This merger will definitely give them a tight hold on the prepay segment and could create an environment where their focus in prepay is wholly focused on growing and owning multicultural targets, specifically Hispanic.

Carrasco echoed that sentiment: “I believe these nontraditional services and carriers have more appeal to Hispanics who tend to adopt emerging technologies at a faster rate than the general population.”

With so few major carriers in the event that the merger occurs and is approved by US regulatory bodies, data and pricing wars would intensify as the “big three would fight even harder for these gross adds,” Kattan said. “Device offers will also get more competitive to help entice consumers to leave their current carriers.”

In the End, T-Mobile and Sprint ‘Are Going After Very Similar Segments’

Aligning the strategies of two large and complex operations with unique branding and identities like T-Mobile and Sprint is never a simple endeavor. “Coming out of the merger with a new set of core values will be critical in aligning their marketing efforts overall and with the Hispanic market,” Carrasco said.

Coming out of the merger with a new set of core values will be critical in aligning their marketing efforts overall and with the Hispanic market.

But their core values may be more aligned than we think. “Both T-Mobile and Sprint and their prepay services MetroPCS and Boost respectfully are going after very similar segments that value price first, but don’t want to sacrifice quality and flexibility,” Kattan explained. Aligning Verizon and T-Mobile’s core values? That would be more complicated, Kattan admitted.

In the end, both brands have unique advantages that should serve each other well as they grow. T-Mobile is a “game changer and innovator in the space; a brand truly built around the consumers’ needs that can provide value,” Kattan said. On the other hand, Kattan pointed to price, devices, and distribution as Sprint’s key claims.

If the deal goes through, an already evolving mobile market will be shaken up yet again, and Hispanic consumers will be key as carriers build strategies to adapt to the demographic’s quick adoption of new, alternative mobile technology and preference for flexible, price-conscious mobile plans.

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.

Join us at PORTADA Mexico!

 

 

  • Sprint

Telecom giant Sprint has built its own ad agency by putting together its own marketing unit that will handle digital ad buying and advertising creative, as well as ‘programmatic’ ad buying, search advertising and even traditional media buying – all in house. Many if not all of these functions have traditionally been handled by outside ad agencies. Sprint follows other brands’ steps including Allstate, StubHub, Unilever and Netflix among others, who have all taken programmatic in-house in recent years. Last year, Sprint launched Yellow Fan Studios, an in-house creative studio. In the past year, it has also ended its relationship with ad agencies including Deutsch and DigitasLBi Chicago. The company continues to work with ad agency Droga5 for strategy and Horizon Media for buying ads on TV and other mediums, however.

 

 

  • Buchanan’s

Buchanan’s and global Latin superstar J Balvin launched the search for Los Imparables (the Unstoppables). During J Balvin’s ENERGÍA tour, which kicks off Hispanic Heritage Month, Buchanan’s and J Balvin will be spotlighting Los Imparables (The Unstoppables) – the new generation of Latinos who are positively influencing and shaping mainstream culture – in cities around the country to bring these catalysts of Latino culture into the spotlight and celebrate their greatness. Those 21+ with a thirst to move forward, including creators, artists, musicians, and fashionistas, will be invited by Balvin to showcase their work for the opportunity to be featured on the artist’s Facebook page. Balvin is inviting those 21+ to join Los Imparables by sharing their work on Instagram for a chance to be spotlighted by him on his Facebook, including #Imparables and #EsNuestroMomento, and tag @BuchanansWhisky when posting the photo. Balvin will choose and highlight the winners on his social media channels throughout his tour. Carat is Buchanan’s media buying agency.

 

 

 

  • Univision & Rosetta Stone 

Univision Communications Inc. (UCI), the media company serving Hispanic America, has entered into a new partnership with language education powerhouse Rosetta Stone Inc., a world leader in technology-based learning solutions to debut Univision Aprender con Rosetta Stone, a new language learning program to help the Hispanic audience gain English-language proficiency. Conversely, those looking to gain proficiency in Spanish will also be able to benefit from the co-branded program. Several subscription options starting as low as US$79 for three months of access are available now on www.univisionaprender.com as well as through the Google Play and iOS app stores.Univision Aprender con Rosetta Stone is a mobile-first digital language learning solution tailored to Hispanic learners looking to learn English or Spanish. The program includes the immersive curriculum developed by language and education experts at Rosetta Stone, as well as its TruAccent™ speech recognition technology to help learners get speaking accurately right from the very first lesson.  Learners have access to a personalized skills-based learning platform, as well as numerous features including Phrasebook, Stories and Audio Companion. Various subscription options are available starting at US$79 for a three-month subscription, US$119 for a six-month subscription, US$179 for a 12-month subscription and US$249 for a 24-month subscription at launch.

 

 

  • Rakuten Group & Golden State Warrior

On September 12th, the Golden State Warrior announced they came to terms on a three-year jersey sponsorship deal with Japanese e-commerce company Rakuten. The jersey patch deal is reportedly worth US $20 million a year. During the 2017 Sports Marketing Forum in New York, Rahul Kadavakolu, Executive Director of Global Marketing & Branding, Rakuten Group, was the first person to talk about the deal, on behalf of the e-commerce giant. The brand is not only going global, but it is also making changes to its products so that each of them includes the name Rakuten, for example, Rakuten Viber, instead of just Viber. The sponsorship represents the biggest NBA jersey sponsorship contract to date.

 

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!

 

  • Hennessy

Hennessy, one of the world’s best-selling Cognac, and Golden Boy Promotions, the first national Hispanic-owned boxing promotional company, announced a formal partnership that brings to life the spirit of Hennessy’s “Never stop. Never settle” mantra, with content that tells the remarkable story of Saul “Canelo” Álvarez. Like Hennessy, the Mexican boxer epitomizes the importance of family and the pursuit of excellence. The integrated partnership features original content, in addition to digital micro-videos, special events, and cross-channel promotions intended to inspire others to “Never stop. Never settle.” In recognition of the millions of boxing fans that will be cheering across the globe this weekend, Hennessy recommends enjoying this Canelo-inspired cocktail while viewing at home. Hennessy is imported and distributed in the U.S. by Moët Hennessy USA. Hennessy distills, ages and blends spanning a full range: Hennessy V.S, Hennessy Black, V.S.O.P Privilège, X.O, Paradis, Paradis Impérial and Richard Hennessy.

 

 

  • Chili’s

Chili’s Grill & Bar has appointed 360i as its integrated media agency of record, Adage has reported. Chili’s has previously hired 360i as its digital marketing agency in 2016, including creative and media, following a competitive review. The Dentsu Aegis Network-owned agency will continue to handle that part of the business, but will now also field integrated planning, communications planning and broadcast planning, buying and execution for the casual-dining chain. Chili’s spent US$119 million on measured media in the U.S. in 2016, up from US$114 million in 2015, according to Kantar Media.

 

 

 

  • WPP

Holding company WPP has combined five of its brand consultancies and design agencies — Brand Union, The Partners, Lambie-Nairn, Addison Group and VBAT — to form one large global brand agency that will launch in January 2018. The new agency, which does not have a name yet, will have a combined staff of 750 people in over 20 countries, with client billings of more than US$100 million worldwide. The entity will be led by Jim Prior as global CEO and Simon Bolton as executive chairman. Back in June, WPP announced it was combining MEC and Maxus into a new entity called Wavemaker. On the same month, Mindshare absorbed Ogilvy’s Neo and in July, the holding company merged Possible into Wunderman.

 

 

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.

 

Join us at PORTADA Mexico!

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

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

For prior Sales Leads LatAm editions, click here. 

  • Shure

Shure is expanding its presence in Latin America with the inauguration of its most recent office in São Paulo, Brazil. The São Paulo office’s 2,700-square-foot space includes an experience center, which incorporates four distinct areas. The retail center highlights the wired, wireless, and listening product portfolio, and the in-store promotional support available to all authorized resellers. The boardroom and conference room integrate the company’s Microflex Advance and Microflex Wireless AV conferencing solutions. The acoustically treated training room is an intimate, versatile space that easily converts from stage, to studio, to classroom.The inauguration event featured longtime Shure endorser Paula Fernandes, who joined guests for a special performance. In addition to the clients and partners who attended, Ray Crawford, senior vice president, global marketing and sales, and Mark Humrichouser, vice president, Americas and Asia/Pacific, also attended and participated in the official ribbon-cutting ceremony.

  • Sprint

Sprint is betting big on influencer marketing with its latest #LiveUnlimited campaign, and has enlisted  influencers such as Latin award winning artist and former Sprint employee, Prince Royce;Venezuelan-American internet personality and actress, Lele Pons; American serial entrepreneur and motivational speaker, Gerard Adams & Fitness guru and YouTube content creator, Bradley Martyn. Each of these influencers has a followership in the millions, making their total reach on Instagram alone a whopping 30 million followers.The campaign is actually a collaboration between Sprint’s Latin and US teams, strategically choosing influencers that hit both markets with plenty of crossover appeal. The storyline is simple, and weaves in narratives that pertain to each influencer’s unique personal brand, explaining how they #LiveUnlimited. The campaign promotes reasons to #LiveUnlimited allowing each of the influencer’s personality to shine through as they share their personal reasons of how and why they #LiveUnlimited. The featured influencers tap into both markets and touch many different passion points and industry verticals.

 

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Etihad & Aerolineas Argentinas

Etihad Airways announced it has signed a codeshare agreement with Aerolineas Argentinas.Under the deal, Etihad Airways customers can connect via Rome and Madrid to Buenos Aires and onwards to other Argentinian destination. Meanwhile, Aerolineas Argentinas customers can have access to Etihad’s network of over 100 destinations from its Abu Dhabi hub via the Italian and Spanish capitals.Etihad said in a statement the codeshare highlights the importance of Argentina as a key travel market for Etihad in Latin America.

 

  • Marriott International

Marriott International is still pursuing plans to renovate and manage the historic Hotel Inglaterra on the fringe of Old Havana and is looking for other hotel projects throughout Cuba.“Havana is a great place to start, but we are looking all over Cuba,” said Tim Sheldon, Marriott International’s president of the Caribbean & Latin American region.Cuba received 2.67 million international travelers during the first six months of 2017 and expects to eclipse last year’s record 4.1 million international arrivals by year’s end.Without being specific, he said Marriott has a couple of projects in mind in the Cuban market. It currently manages a Sheraton Four Points in Havana’s Miramar section and hopes to begin renovations soon on the Inglaterra, a hotel that dates to 1875 and is located near the recently renovated Gran Teatro de la Habana.Marriott, which will have 250 hotels in Latin America and the Caribbean by year-end, got its small Cuban hotel portfolio when it acquired Starwood Hotels & Resorts to form the world’s largest hotel company. The acquisition closed last September.One advantage for American travelers is that they can book and pay for their reservations at the Sheraton Four Points online with credit cards issued by any U.S. bank.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm 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.

Join us at PORTADA Mexico!

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.

Join us at PORTADA Mexico!

  • Macy’s

Retail chain Macy’s has selected BBDO New York as its new creative agency. Incumbent creative agency, New York-based Figliulo & Partners is out. Macy’s is one of the biggest advertisers in the category, spending close to US$700 million on measured media in 2016. Dentsu’s Carat, which became the company’s U.S. media agency of record in 2012 and won the global assignment the following year, will not be affected. Macy’s spent US$681 million on measured media in 2016 and a combined US$243 million during the first two quarters of this year, according to the latest numbers from Kantar Media. Macy’s previously announced that it will be running less national advertising, focusing more on regional buys at local TV stations, and would be doing more 15-second commercials rather than traditional 30’s.

 

 

  • Heineken

Heineken is betting heavily  on soccer,m  because the sport is the ideal fit for the brand’s target audience – multicultural millennials. According to Felix Palau, global marketing director of Heineken North America: “There are around 45 million U.S. soccer fans on social media today. It doesn’t mean they’re not interested in NFL or basketball anymore. It’s just that they’re broadening their sports repertoire.” Heineken’s soccer marketing effort started in 2015 when the brewer replaced Budweiser as the official beer of Major League Soccer (MLS). Since then, Heineken has sponsored eight local soccer teams in cities across the U.S., worked with the International Champions Cup to bring European matches to the U.S. and launched soccer-related campaigns with big-name soccer players. Beyond the stadium, Heineken localizes content on digital channels, using players from local teams it sponsors and soccer stars. Palau said Heineken sees its soccer strategy as a 10-year commitment. According to research, Heineken conducted through through Nielsen, t the likelihood MLS fans buy Heineken increased by 11 percentage points from 2015 to 2016. Felix Palau will be one of the participant’s in Portada17 on Sept. 13 and 14 in New York City.  More info here.

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!

 

  • Domino’s

Food chain Domino’s Pizza has extended its advertising and related services agreement with MDC Partners’ CP+B through 2020, Mediapost has reported. The agency will continue handling creative, brand strategy, media planning and digital initiatives.The agency has also helped Domino’s ramp up ordering platforms and loyalty programs.  Domino’s now generates 60 percent of orders via digital channels in the U.S.Domino’s Pizza now has more than 14,200 stores in over 85 international markets. It reported global retail sales of nearly $10.9 billion in 2016, with more than $5.3 billion in the U.S.

 

  • Carnival Cruise

Carnival Cruise Line has named MDC Partners’ Anomaly its new creative agency of record, following a competitive review, according to people with knowledge of the matter.The agencies in the final round of the review, which was run by SRI, included Anomaly, Droga5 and R/GA. Havas’ Arnold previously handled the account but did not defend the business. The budget on the account comprises some US$60 million, according to people familiar with the business. Carnival Cruise parent Carnival Corp. expects revenue to increase 3.5% in 2017. Last spring, Carnival consolidated its media agency business in North America and the U.K. with Omnicom’s PHD.

 

  • PHP Agency 

Mostly Hispanic market targeted financial marketing company PHP Agency has closed a US $10.0 million expansion financing round. The round will help the agency accelerate growth and strategic expansion.The Company has differentiated and distinguished itself by recruiting multicultural agents in their 30’s to the life insurance industry. Retired boxer, promoter and entrepreneur Oscar De la Hoya is an investor in PHP Agency.The company was founded in 2009 to expand the availability of life insurance and annuities to the middle class – the Hispanic population being a major targeted segment – and is licensed in 49 states.  It has been profitable and fast growing since its inception, generating a trailing CAGR of nearly 50% and a current string of nine consecutive quarters of record revenue.

  • Totto 

Totto, handbags, accessories and apparel brand, has announced its official launch in the U.S. The Totto brand has managed to make its way into 56 countries.Founded in 1987 in Bogota, Colombia, the brand is available at 600 locations worldwide.Available in December, the T-Track offers GPS locator, a USB charging port, integrated lock, ergonomic design, and more. Another product, the Bunker Pack 3.0 Backpack, features material similiar to that used in bulletproof vests, security buckles, and four hidden pockets, including one with anti-RFID technology, makes it ideal for keeping belongings safe wherever you go.

 

  • Sprint

Sprint is betting big on influencer marketing with its latest #LiveUnlimited campaign, and has enlisted  influencers such as Latin award winning artist and former Sprint employee, Prince Royce;Venezuelan-American internet personality and actress, Lele Pons; American serial entrepreneur and motivational speaker, Gerard Adams & Fitness guru and YouTube content creator, Bradley Martyn. Each of these influencers has a followership in the millions, making their total reach on Instagram alone a whopping 30 million followers.The campaign is actually a collaboration between Sprint’s Latin and US teams, strategically choosing influencers that hit both markets with plenty of crossover appeal. The storyline is simple, and weaves in narratives that pertain to each influencer’s unique personal brand, explaining how they #LiveUnlimited. The campaign promotes reasons to #LiveUnlimited allowing each of the influencer’s personality to shine through as they share their personal reasons of how and why they #LiveUnlimited. The featured influencers tap into both markets and touch many different passion points and industry verticals.

 

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.

Join us at PORTADA Mexico!

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.

  • Sprint

Sprint Corp. has moved its US$700 million media account from Publicis Groupe‘s Mediavest Spark to independent media agency Horizon Media following a review that kicked off in January. The telecom giant also held a cretive review last year, when it selected Droga5 as its creative AOR. Sprint spent around US$700 million on U.S. media in 2016, according to Kantar Media. Mediavest | Spark was handling the assignment since 2011. Sprint’s multicultural and Hispanic business will now be run, according to Portada’s Interactive Database of Corporate Marketers and Agency Executives, by Karina Dobarro,VP Managing Director, Multicultural Brand Strategy, and Jerly Marquez, Director, Multicultural Brand Strategy, who both lead Horizon’s multicultural business. Oscar Meza, Manager – Hispanic Media and Community Relations Sprint, confirmed the agency will handle Sprint’s multicultural business and added: “We are still working on the transition and will know more down the line who will handle what areas.”Also, Miami-based agency Alma DDB won Sprint’s Hispanic Creative business in 2015.

  • Mitsubishi

Mitsubishi Motors has launched a creative review for its U.S. advertising business. Incumbent 180LA will not participate.The review will not affect Omnicom’s PHD, which has handled media planning and buying for Mitsubishi since 2004.Mitsubishi reported a US$1.6 billion loss for fiscal year 2016.Mitsubishi Motors North America spent approximately US$95 million on measured media in the U.S. in 2016, according to the latest numbers from Kantar Media. That total marked an increase over its US$82 million 2015 budget.

 

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!

  • MEC/ Maxus

WPP’s media buying unit GroupM has merged media agencies MEC and Maxus to cut costs, since the two agencies have overlapping capabilities. There isn’t a name yet to the firm that will be led by MEC CEO Tim Castree. GroupM will invest the savings from the merger to expand digital agency Essence, which GroupM acquired in 2015, into a data-driven full-service media shop. Essence will be able to apply digital and addressable techniques to traditional media channels like TV, out of home and radio. The Maxus and MEC merger follows similar moves at other major agency  holding companies to streamline commoditized media buying services.

  • Elizabeth Arden

WPP’s MediaCom has won  global media duties for Elizabeth Arden, effective July 1. PHD was the incumbent. Arden spent an estimated US$22 million on ads in the U.S. last year down from US$27 million in 2015, according to Kantar Media. Global figures weren’t available but most of the client’s ad expenditures are earmarked for the U.S., per sources. MediaCom is the media agency for Revlon, which purchased Elizabeth Arden last year for US$870 million. The client decided it made business sense to consolidate the accounts under one agency.

 

 

 

  • Carnival Cruise Line

Carnival Cruise Line is looking for a new U.S. creative agency for the first time since 2008. AOR Arnold Worldwide was the icumbent for 9 years.Carnival Cruise is the most popular brand owned by parent company Carnival Corporation, which employs several agencies. The change won’t affect the brand’s relationship with Omnicom’s PHD, which won the global buying account last year. According to Kantar Media, Carnival spent less than us$27 million promoting its biggest brand last year. 2008 estimates pegged the value of the account at us$70-80 million.

  • Lego

Toy manufacturer the Lego Group has launched a review of its global media planning and buying business, according to AdWeek. Lego might be looking to consolidate its media duties into one agency network. Starcom is the US incumbent since 2000.

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.

Join us at PORTADA Mexico!

What: Sprint Corp. has moved its US$700 million media account from Publicis Groupe’s Mediavest Spark to independent media agency Horizon Media following a review.
Why it matters: Sprint spent around US$700 million on U.S. media in 2016, according to Kantar Media. However, the phone service provider has cut its total advertising costs by US$200 million for each of its last three fiscal years. 

Sprint Corp. has moved its US$700 million media account from Publicis Groupe’s Mediavest Spark to independent media agency Horizon Media following a review that kicked off in January. This in one of the largest account changes of the year so far.

The telecom giant also held a cretive review last year, when it selected Droga5 as its creative AOR.Another major lost for Publicis Groupe that has been losing prominant accounts like Wal-Mart, Procter & Gamble, Coca-Cola and Honda. However, the network has also recently won some business, including H&R Block, KFC and P&G in the U.K.

“Horizon Media’s innovative ideas and dynamic approach using traditional and emerging channels is a perfect fit for Sprint as we continue on our transformation,” said Sprint’s marketing chief, Roger Solé, in a statement. “The agency’s unique and fresh perspective will support Sprint in an extremely competitive and continually evolving industry.”

“We are proud of the work we’ve delivered for Sprint during our partnership with them and our team’s dedication to the client,” according to a statement from Mediavest Spark. “We wish Sprint all the best in the future and will approach this transition with the utmost commitment and collaboration.”

Sprint spent around US$700 million on U.S. media in 2016, according to Kantar Media. The spending figure doesn’t include some forms of digital advertising. The phone service provider has cut its total advertising costs by US$200 million for each of its last three fiscal years — from US$1.5 billion in fiscal 2015 to US$1.1 billion in fiscal 2017, which ended in March.

Mediavest | Spark was handling the assignment since 2011. Sprint’s multicultural and Hispanic business will now be run, according to Portada’s Interactive Database of Corporate Marketers and Agency Executives,  by Karina Dobarro,VP Managing Director, Multicultural Brand Strategy, and Jerly Marquez, Director, Multicultural Brand Strategy, who both lead Horizon’s multicultural business. Oscar Meza, Manager – Hispanic Media and Community Relations Sprint, confirmed the agency will handle Sprint’s multicultural business and added: “We are still working on the transition and will know more down the line who will handle what areas.”

Also, Miami-based agency Alma DDB won Sprint’s Hispanic Creative business in 2015.

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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 Latin American consumers right now.

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

For prior Sales Leads LatAm editions, click here.

  • Sprint

sprintSprint recently announced that it is teaming up with Telefonica owned Movistar Mexico & El Salvador,to become the first U.S. provider allowing customers to pay for a loved one’s wireless plan in Mexico and El Salvador. According to Alberto Lorente, VP, Multicultural Marketing, Sprint, there will also be an important campaign launched by Telefonica Movistar in México and El Salvador to raise awareness for this new innovative service called “Plan Conectados”. It is a multinational advertising campaign involving the three countries at the same time.

 

  • Kia Motors Argentina

descarga Midios, the media agency led by Héctor González, has been chosen by Kia Motors Argentina to work on the development of its communication strategies and media planning, which has already began in March.

 

 

 

 

  • Samsung

maxresdefaultLeo Burnett Argentina has created Samsung’s first commercial aimed at the LatAm market, as part of a new global campaign for the brand, entitled ‘Do what you can’t’. The campaign, which revolves around the idea that the current generation of smartphone users is able to do what in the past seemed impossible, launches the S8 Galaxy. The #dowhatyoucant concept originated with Samsung’s 2016 Olympic campaign ‘The chant’ with the aim to extend the message into an overarching brand philosophy, trading on emotion as well as information. This new approach aims to counteract the negative response to Samsung S7.

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Norwegian

descarga (3)Low-cost airline Norwegian Airlines’s expansion plans in Spain are now focusing on Madrid’s Barajas airport, where the low-cost airline wants to offer flights to Latin America. The announcement represents the latest move in Norwegian’s ongoing battle with Iberia. In recent months, each company has sought to chip away at the other’s market.The IAG group, which includes British Airways, Iberia, Vueling and Aer Lingus, announced a month ago that it was creating a new brand, Level, to cover flights to the Americas from Barcelona’s El Prat airport, beginning in June.

 

  •  (add)ventures

descarga (2) descarga (4)Providence-based (add)ventures, a multidisciplinary brand communications firm, and Prism Group, Inc., a public relations and special events company in Miami, have joined together in a strategic alliance to offer “more competitive end-to-end solutions” to companies that market in Latin America {LATAM) and to the U.S. Hispanic population across the country.The recently signed agreement formalizes their work in Latin America, Puerto Rico and the Caribbean for clients such as Acer, Alcatel, Lexmark, Samsung and Welch-Allyn.(add)ventures, which was founded in Providence, now has offices in Miami, FL and New York City, NY, and has partnerships with firms in Argentina and Estonia.

  • Aeromexico 

descarga (5)Aeromexico, Mexico’s global airline, celebrates ten years serving the Argentinian market as the only carrier offering direct daily flights between the two capital cities.In 2016, Mexico ranked Argentina as its fifth largest market in terms of passenger arrivals, representing the second largest market in Latin America. To meet market demand and growth, Aeromexico currently offers seven nonstop flights per week to Argentina during the regular season, with 12 flights per week on high season.The carrier operates the route with two of its Boeing models, the B777 with 277 seats.Thanks to the Aeromexico and Aerolineas Argentinas codeshare agreement signed by these two SkyTeam members, customers are able to travel between Buenos Aires, Mexico City, and Cancun on flights that are jointly sold and operated by both carriers.With 20 years and 15 destinations in South America, Aeromexico consolidates its leadership position in Argentina by offering connectivity to 44 destinations in Mexico, 19 in the United States, four in Europe, four in Canada, and three in Asia, strengthening its ties through air connectivity and promoting tourism in both nations.

  • InterContinental Hotels Group

descarga (7)InterContinental Hotels Group is opening the 102-room Candlewood Suites Celaya hotel.Located in Celaya’s eastern commercial area, the hotel is ideal for both business and leisure travellers to Guanajuato.It will be IHG’s second Candlewood Suites property in Mexico, joining the Candlewood Suites Queretaro-Juriquilla hotel which opened November 2016.The Candlewood Suites Celaya hotel opened following a US$10 million investment by its owner OVQ Celaya.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm 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.

alberto lorenteSprint recently announced that it is teaming up with Telefonica owned Movistar Mexico & El Salvador,to become the first U.S. provider allowing customers to pay for a loved one’s wireless plan in Mexico and El Salvador. Portada talked to Alberto Lorente, Vice President Multicultural at Sprint, about how Sprint intends to market this new service.


Portada: Will Plan Conectados include a marketing campaign? If so, what is your plan in terms of strategy, media used as well as below the line?

Alberto Lorente, VP, Multicultural Marketing, Sprint:  “Yes, we are planning a 360 campaign in the US involving TV, Radio, Online, Social, Direct Email and SMS as well as Search. There will also be an important campaign launched by Telefonica Movistar in México and El Salvador to raise awareness for this new innovative service. It is a multinational advertising campaign involving the three countries at the same time.”

Portada: How are you specifically targeting consumers that have family in Mexico and El Salvador?
Alberto Lorente, VP, Multicultural Marketing, Sprint:“This is very easy because 65% of Mexican adults living in the US sent money and services to their relatives in México in 2016. For El Salvador numbers range around 50%.  This means that we can launch a very wide campaign and our customers will be very receptive to this new service.”

65% of Mexican adults living in the US sent money and services to their relatives in México in 2016. For El Salvador numbers range around 50%

Portada: How does Plan Conectados integrate into Sprint’s overall Hispanic marketing?

Alberto Lorente, VP, Multicultural Marketing, Sprint: “It integrates seamlessly since it is complementary to the products and services that we are already offering, like Sprint Unlimited Roaming from México (Both voice and data) and the national unlimited plans available. With Plan Conectados Sprint customers will be able to empower their family members leaving abroad, by enabling tham to use unlimited services in México and El Salvador.”

Are you also adopting an influencer marketing strategy to promote Conectados?
A. L.: “Yes, we will involve Prince Royce and a few other well liked celebrities to help spread the word, however, this time we want the consumer and their families to be the drivers of the word of mouth. Keep in mind that this is a unique product that no one has ever launched before and I am convinced customers will recognize this.”

Portada: Is Sprint’s inhouse agency , Yellow Fan Studios, also helping in this Hispanic market foray?
A. L.: “Yellow Fan Studios is a close partner for Hispanic marketing in Sprint. We work closely on strategy and positioning so we can align campaigns and offer an integrated message across all channels and segments. In order to tailor our message for the Hispanic community we use Alma as our main partner.”

 

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.

  • Sprint

sprint-logoSprint is teaming up with Movistar Mexico & El Salvador, a large telecommunications brand owned by Telefónica, to become the first U.S. provider allowing customers to pay for a loved one’s wireless plan in Mexico and El Salvador. With the exclusive Plan Conectados through the Sprint World Top-Up app, Sprint customers in the United States can easily give wireless access to their loved ones in Mexico or El Salvador for just $25 a month. The cost is billed directly to the user’s Sprint bill and then applied to their family’s or friend’s Movistar prepaid account. The Top-Up App also allows U.S. customers to add money to prepaid accounts in 23 Latin American and Caribbean countries hassle-free, irrespective of their in-country plan and available for most carriers.In 2015, U.S. immigrants sent an estimated US $133.5 billion to relatives in their native country across the globe, according to Pew Research. Mexico received over 26 billion and El Salvador took in close to 5 billion, highlighting the need for affordable plans and services.

  • Dove

shonda-rhimes-brings-realbeauty-stories-to-life-13-HRDove is celebrating 60 years of showcasing and caring for real women by launching Real Beauty Productions because all women and girls have the right to see their #RealBeauty represented in media and culture. Partnering with Shonda Rhimes as the project’s first Creative Director, Dove will rally women to help shape #RealBeauty for 60 years to come.Real Beauty Productions is a new collaborative content studio that will give women and girls the opportunity to share personal stories that expand the definition of beauty. When women share their stories at DoveRealBeauty.com some will inspire films to be created throughout the year. The women behind the selected concepts will join Shonda Rhimes on-set to film their own stories. Beginning last weekend Thursday March 30th, women are encouraged to share their #RealBeauty story on DoveRealBeauty.com. Dove® IS manufactured by Unilever.

  • TJ Maxx

descargaAmerican apparel and home goods company The TJX Companies, Inc., parent to Marshalls, T.J. Maxx, HomeGoods and Sierra Trading Post, has appointed WPP media agency Mindshare as its media agency of record for all brands in the U.S. Mindshare will begin working on the off-price brands immediately, including media planning, buying and analytics. Pile & Co. supported the review, Ad Age learned. Prior to Mindshare, TJX worked with Hill Holliday’s media shop Trilia. TJX spent nearly US$217 million on measured media in the U.S. last year, according to Kantar Media, a slight dip from its US$225 million spend in 2015.In addition, TJX is planning on launching a new line of home décor stores, which will complement its existing HomeGoods chain. Four stores in the U.S. are expected to open by the end of the year under the new name.

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

 

  • Victoria by Constellation Brands

wdOel4Lx_400x400Constellation Brands has released the second phase of its campaign for Mexican beer Victoria.The Spanish-language spot with English subtitles features a group of friends crowded around a laptop as they watch Mexico’s weather report, Mediapost reports.  The campaign is aimed at U.S. Hispanic males ages 21-39 and will appear across all national U.S. Hispanic TV networks including Univision & Telemundo, while out-of-home media will be running in Chicago, Dallas, Los Angeles, New York and San Francisco. In addition, there will be social media and digital efforts including Instagram, Facebook and YouTube.Constellation Brands brought Victoria to the U.S. in 2010.

  • Food Lion

descarga (1)North Carolina-based grocery store chain Food Lion has moved its ad business to GSD&M without a review. The Austin-based shop will officially start working on its newest account this week. Doner Detroit had been AOR on the business since winning a review  in November 2015. GSD&M  will handle creative and integrated marketing strategy with Media Assembly on media planning/buying. According to Kantar Media, Food Lion spent US$13.4 million on measured media in 2015 and around US$11 million in 2016.

 

 

 

  • Tequila Corralejo®

images (1)Tequila Corralejo®, marketed by Infinium Spirits and a top 10 Tequila brand in the U.S. according to Nielsen, will be launching a new ad campaign under the theme “Those With Pride Stand Tall”. A beloved brand in its home country of Mexico, the award-winning line of premium tequila has been gaining traction in recent years, especiallyamong both acculturated and unacculturated Hispanics in the U.S. According to the Distilled Spirits Council of the United States(DISCUS), Americans are consuming more tequila than ever before (+9.4 percent sales growth in 2015), and after whiskey, its one of the fastest-growing categories. Were encouraged by the buzz in the tequila category and the growth of Tequila Corralejo, said Megan Lester, brand manager for Infinium Spirits.

 

 

  • AFM-Tabasco Sauce (Fiesta del Fuego Promotion)

descarga (2)Avocados From Mexico is collaborating with Tabasco Sauce again for the return of the Fiesta del Fuego campaign. The promotion is designed to increase consumption during Cinco de Mayo by providing recipe recommendations for numerous delicious snacks that can be prepared with Avocados From Mexico and Tabasco Sauce. “We are excited to bring this dynamic program back to shoppers this year,” Dianne Le, senior shopper marketing manager at AFM, said in a press release. “ Running from April 3 to May 5, The Fiesta del Fuego campaign is a fully integrated program providing our retail partners with strategic 360 degree support from both brands. All elements have been thoughtfully designed to ensure the promotion resonates with shoppers across their path to purchase — pre-store, in-store and post-store.”, this year’s promotion has been designed with a number of eye-catching, co-branded in-store bins, joint displays that conveniently hold both Avocados From Mexico and Tabasco Sauce products and unique signage – all meant to inspire shoppers to create festive Cinco de Mayo recipes highlighting additional ways to enhance the flavor of any dish during Fiesta del Fuego available on AFM’s website. Additional support includes in- store radio and trade print advertising.

 

 

 

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.

  • Denny’s

descarga (1)Denny’s Corporation, one of America’s largest full-service restaurant chains, announced that it has selected Publicis Groupe’s Conill  as its Hispanic AOR . The California-based agency will handle strategy, creative development, social media and digital communications targeting Hispanic audiences at both the local and national level. The assignment was the result of a competitive review. Conill will work very closely with Denny’s longtime agency partners Erwin Penland and Blue 449 to ensure a holistic brand message across all guest segments.

 

  • Sprint

y-03VURg_400x400Sprint is ending its’ relationship with Publicis’ DigitasLBi Chicago as part of its’ ongoing plan to handle marketing in-house. The client’s internal Yellow Fan Studios will handle all work previously with Digitas as of April 1.The Publicis agency had been working with Sprint since late 2011, when it won a review to handle digital creative, brand strategy, digital buying/analytics and “offline advertising.” Sprint recently put its overall media account under review.

 

 

 

  • Phillips 66

66color_400x400 (1)Houston, Texas-based Phillips 66, an energy company,  has appointed Carmichael Lynch as its consumer marketing and advertising agency.The agency will work on brand strategy, creative, media planning and buying, cause marketing, analytics and digital services for the Phillips brands, from mid-March.Phillips 66 hired The Burnett Collective to handle the search process.In 2016, Phillips spent US$5.4 million on measured media in the U.S., according to Kantar Media.

 

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Real Mex Restaurants

descarga (3)Real Mex Restaurants, a Mexican full-service casual dining operator, has appointed Stradella Road as its’ agency of record for all its’ brands including El Torito, Chevys Fresh Mex, Acapulco, Las Brisas, El Torito Grill, Pink Taco, Who Song & Larry’s and Sinigual.Real Mex Restaurants spent US$921,000 on measured media the first 11 months of 2016, per Kantar Media.

  • Edmunds & State Farm

descarga (4)Edmunds, the car shopping and information platform, and State Farm, the  auto insurer, have announced a new affinity relationship recognizing the importance of innovation and consumer trust in the increasingly digital car shopping process.As Edmunds’ inaugural affinity brand, State Farm will bolster its vehicle ownership tools through a vehicle shopping experience powered by Edmunds. The deal provides car shoppers with access to Edmunds’ vast dealer network, exclusive content and pricing guarantees. The affinity relationship between State Farm and Edmunds creates a comprehensive online experience that makes car research and shopping accessible from a single location, helping consumers save both time and money. Car shoppers will receive direct access to Edmunds’ full suite of car buying tools, including Edmunds’ vast dealer network and millions of vehicle listings, expert car reviews, live shopper advice, and upfront low price guarantees. The program can be found at https://statefarm.edmunds.com/.

 

  •  “Unidos Contigo”  

UnidosContigoLBI Media, the US minority owned Spanish language broadcasting company, announced that it has launched a community affairs initiative to address the Latino community’s growing concern with immigration issues.As part of LBI Media’s “Unidos Contigo” (We Are One With You) community affairs initiative, both Estrella TV and its sister radio stations in Southern California Que Buena Radio KBUE 105.5/94.3 FM, La Ranchera KWIZ 96.7 FM and Que Buena KRQB 96.1 FM recently launched efforts to calm the Latino community’s fears by promoting immigration law education and awareness via various media platforms.Estrella TV recently launched a national PSA campaign featuring President pro Tempore of the California State Senate Kevin De León reassuring the Latino community that there have been no changes to existing immigration laws and for Hispanics to continue living their normal lives without fear.  In like manner, Estrella TV’s flagship television station KRCA 62 began hosting a weekly Facebook Live chat on Thursdays featuring volunteer immigration attorneys from 6-8pm to answer any pressing questions from the public.  The first transmission has already garnered over 45,000 views.On the radio side, LBI Media’s leading regional Mexican station Que Buena Radio KBUE 105.5/94.3 FM has developed a similar ongoing community outreach effort in Southern California.

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.

 

We are thrilled to present Portada Sports Marketing Board, which will feature 12 brand marketing and agency luminaries. This announcement underscores our new commitment to serving the vibrant sports and soccer marketing sectors.As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.

Portada Sports Marketing Board Members

    • John Alvarado, VP Brand Marketing, Crown Imports
    • Analia Benedetti, Director of Shopper Marketing and Multicultural, Kellogg
    • Ed Carias, Sr. Brand Manager el Jimador Tequila – North American Region, Brown-Forman
    • Ramiro Crespo, Multicultural Channel Strategy, Sprint
    • Jeff Garrant, Senior Partner, Director Sports & Entertainment Marketing, Maxus
    • Jorge Inda Meza, Marketing Director Region West, Anheuser Busch
    • Daniel Keats, Director Sports and Sponsorships, Consumer Marketing Allstate Insurance
    • Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment
    • Felix Palau, VP Tecate, Heineken
    • Mike Tasevsky, SVP U.S. Sponsorship, MasterCard
    • Ivonne Kinser, AFM ‎Director Digital Strategy & Innovation, Avocados From Mexico
    • Kymber Umana, ‎Hispanic Marketing Manager, Sprint

Meet the Board

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Creating a space to learn from each other

As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.
“Sports offer the opportunity to establish a meaningful, authentic connection with our consumers and create (and deliver) great content, and successful shopper programs. I personally love Portada’s initiative: by putting this board together, Portada is creating a great space for us to learn from each other, share best practices and bounce ideas,” says Analia Benedetti, Director of Shopper Marketing and Multicultural.

Daniel Keats, the Director of Sports and Sponsorships for consumer marketing at Allstate Insurance, notes that “sports are a major passion point impacting consumers across all segments,” and that t is important to have a specific focus on unique content, programming, and market intelligence when engaging consumers through this powerful medium.”
“It is a real privilege to have the backing of this outstanding group of brand marketing and agency executives. This sports marketing board will be essential to our efforts to produce high-quality events and provide value for our partners and sponsors,” says Marcos Baer, the publisher of Portada. “Due to their rapidly growing popularity among overall U.S. and multicultural audiences, we are substantially increasing our coverage of soccer and sports marketing,” Baer adds.

Portada Sports Marketing Programming

March 22: Launch of Portada’s Sports Marketing site in Beta
April-May 2017: The 2018 Soccer World Cup Golazo Marketing Pitch Contest
June 7, 2017: The Portada Sports Marketing Platform Launch Party and Webinar at the PortadaLat conference, Miami
September 13,2017: The Portada Sports Marketing Forum, NYC, part of Portada17 (September 13-14)

For information on sponsorship opportunities and other creative ways to align your brand with Portada’s Sports Marketing Platform, please reach out to Sales/Marketing Director Kelley Eberhardt at kelley@portada-online.com

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.

  • Grupo Gallegos acquires Canvas and RLR Public Relations, changes name to Gallegos United

Grupo Gallegos isgu_logo_splash2x changing its name to Gallegos United. The agency will also buy 30-person New York digital agency Canvas and PR shop RL Public Relations & Marketing, which will operate as Canvas United and ROX United. Business consultancy company Poly and a post-production house called Luna, both already owned by Mr. Gallegos, are re-branding as Poly United and Luna United, with Luna also expanding in content creation. Mr. Gallegos will be CEO of all five companies. Gallegos United, the former Grupo Gallegos, is the biggest piece of United Collective, with about 90 of the total 150 staffers. In 2015 and 2016, Grupo Gallegos’ revenue was flat, at about US$21 million. Grupo Gallegos clients include Comcast, one of its three biggest, along with California Milk Processor Board and Kia, and that ROX United is the AOR for both general market and Hispanic PR for California Milk Processor Board.

  • Walgreens

cx-83687d_hero-1442x435b-1Walgreens has released its’ latest campaign “Let’s Grow Old Together” around HIV awareness, created in partnership with creative agency GSD&M.So, as part of an ongoing effort to provide treatment support for and education around HIV, Walgreens has created an immersive, online community specifically designed for those living with HIV, their loved ones and anyone else looking to understand the diagnosis.Walgreens knows with the right care and support, we can all grow old together. At Walgreens.com/letsgrowoldtogether, anyone living with HIV – from the newly diagnosed to those who have been living with the disease for years and anyone in their community – can access vital information. The site features content that walks visitors through 10 key milestones—like the moment of diagnosis, sharing the news and changes in treatment plans. Each features the stories of and advice from real people living with HIV to help arm others with the knowledge of what to expect and the tools to handle everything along the HIV journey.Site visitors can connect with one of Walgreens’s specially trained pharmacists in real time online or find one of the hundreds of HIV-specialized locations across the country. OMD handles media for this campaign.

 

  •  National Pork Board

national-pork-board-and-heartthrob-carlos-ponce-bring-el-sabor-de-hoy-to-latinos-null-hrThe National Pork Board (NPB) launched ‘El Sabor de Hoy’ campaign, aimed at Hispanic consumers in the U.S. The campaign tries to create awareness of pork’s unequaled flavor and now value making it the ideal protein on any occasion for Hispanic consumers.The campaign features Puerto Rican actor, singer-songwriter, host and pork lover, Carlos Ponce, to heat up kitchens across America and bring ‘El Sabor de Hoy’ campaign to life. It will also include a national sweepstakes that gives fans a chance to win a round trip to Miami to meet Ponce and be his guest at a pork event during one of the country’s favorite food events, the Food Network & Cooking Channel South Beach Wine & Food Festival®. The festival takes place in Miami from February 22-26, and all proceeds from the Festival benefit the Chaplin School of Hospitality & Tourism Management at Florida International University.

  • Sprint

descarga-1Sprint released its’ latest television spot on Friday, January 27. The spot features the iconic Spanish group from the 80’s, Locomía, performing a unique version of their famous song “Locomía.”Created by ALMA, the Miami-based Multicultural Ad Agency, the vision was to continue to deepen consumer awareness and affinity through the love and connection to music. This new spot features the former Verizon spokesperson, Paul Marcarelli, who switched to Sprint.The mission was for the spot to communicate Sprint’s unlimited data plan and evoke the pride of belonging to not just any network, but to a network and family that is getting better everyday. So much so, that more and more people are identifying and resonating with more and more people, hence the main lyric and spot title, “Como la mía.”Music has proven to be a catalyst in re-establishing a relatable and emotional connection with the Hispanic audience for the brand and this music infused campaign has been among Sprint’s best performing spots in persuasion and enjoyment against Sprint norms as well as the overall wireless category.

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Grupo Gallegos acquires Canvas and RLR Public Relations, changes name to Gallegos United

Grupo Gallegos isgu_logo_splash2x changing its name to Gallegos United. The agency will also buy 30-person New York digital agency Canvas and PR shop RL Public Relations & Marketing, which will operate as Canvas United and ROX United. Business consultancy company Poly and a post-production house called Luna, both already owned by Mr. Gallegos, are re-branding as Poly United and Luna United, with Luna also expanding in content creation. Mr. Gallegos will be CEO of all five companies. Gallegos United, the former Grupo Gallegos, is the biggest piece of United Collective, with about 90 of the total 150 staffers. In 2015 and 2016, Grupo Gallegos’ revenue was flat, at about US$21 million. Grupo Gallegos clients include Comcast, one of its three biggest, along with California Milk Processor Board and Kia, and that ROX United is the AOR for both general market and Hispanic PR for California Milk Processor Board.

  • BET Networks

bet_twitterbetlogo_400x400Viacom’s BET Networks has appointed Interpublic Group agencies MullenLowe Mediahub and Identity as media agencies of record following a review. Prior to this appointment, BET worked with Harmelin for 18 years.While the company did not disclose financial details around the dual media agency relationship, said the shops will help BET “make sure our money goes further” through data-enhanced planning solutions and strategic partnerships. Viacom spent US$559.7 million on U.S. advertising in 2015, according to the Ad Age Datacenter.

 

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.