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.



Golazo Voting

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


Video ad serving platform SpotX today announced a new header bidding suite built specifically for video, featuring a server-side wrapper and an advancement of the company’s shift from tag-based integrations. The new suite of solutions complement SpotX’s advanced ad serving tools to execute unified auctions in a more effective and efficient manner than header bidding alone.

T-Mobile is teaming up with Netflix to provide the streaming service’s basic subscription at no extra cost for those who subscribe to T-Mobile One family plans.

According to reports, Facebook is “offering music publishers hundreds of millions of dollars to retain the rights to music featured in videos uploaded by users and page owners” to appease copyright holders.

Video streaming service Roku has filed paperwork Friday to list its shares on the Nasdaq stock exchange.

Amazon has launched Brown Sugar, a subscription-video-on-demand service featuring African-American movies.

Facebook’s Ads Manager is apparently inflating the numbers regarding the reach that ads can have on the platform, claiming that ads can reach a potential of 41 million 18- to 24-year olds and 60 million 25- to 34-year olds in the United States, whereas US census data shows that last year there were a total of 31 million people between the ages of 18 and 24, and 45 million in the 25-34 age group, the analyst said.

Google is allowing the public and developers to test a feature through which users can mute the sound on video ads through experimental browser Chrome Canary.

Streamroot, pioneer in distributed over-the-top (OTT) video delivery solutions, announced that the company has secured an additional $3.2 million in funding, bringing the company’s total financing to $6 million. Contributions in this round came from premier international firms including Partech Ventures, Techstars Venture Capital Fund, Verizon Ventures and R/GA.

San Francisco ad tech firm RhythmOne has acquired online video advertising and targeting firm YuMe for a total consideration of approximately $185m. The transaction is expected to close by Q1 2018.


From 2016 to 2017, ad spend on online video increased by 200% in Mexico, and small and medium-sized businesses represent 25% of that ad spend, according to a study by DynAdmic.

HubSpot‘s The State of Inbound report revealed that 58% of LatAm businesses are investing in Facebook video ads, compared to 50% in 2016.

According to Buenos Aires, Argentina-based Observatorio Web, Google results for the word “Jew” come up with more antisemitic results in Spanish than in English, and 484 Spanish-language videos denying the Holocaust have received nearly 1.7 million views collectively during 2016 alone.

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What: Digital Trends has launched Digital Trends en Español, a new site for the Hispanic market that  features original content; the latest consumer tech product news and reviews in Spanish.The new site will be available at es.digitaltrends.com., supported by Digital Trends editorial team and sponsored by T-Mobile.
Why it matters: The Tech news and review category has traditionally been a fruitful one for publishers. Digital Trends follows into the footsteps of CNET en espanol, who by the way has the same title sponsor:T-Mobile.

lmjENLBi_reasonably_smallConsumer technology lifestyle publisher Digital Trends has  unveiled Digital Trends en Español, a new site for original tech news and reviews for the Spanish-speaking market in the United States. T-Mobile is the flagship sponsor of the new site, which is supported by the Digital Trends editorial team. Digital Trends en Español is available now at es.digitaltrends.com.

The launch of Digital Trends en Español is a major milestone for Digital Trends. In late 2014, Digital Trends completed DT Home, a modern 6,000-square-foot testing facility, to better generate the spot-on product reviews. Digital Trends has grown to 35 employees in Portland and more than 50 nationwide, a 100 percent increase since 2012, and has recently added offices in San Francisco, Los Angeles and Chicago and also has an editorial and business office in New York City. The site has doubled its readership every year since inception and now reaches 20 million unique visitors per month.

“Digital Trends is proud to fulfill the demand here in the U.S. for top tech news and reviews in Spanish,” said Digital Trends CEO Ian Bell. “Our core business is to help people make informed purchases of everything from smartphones to wearables to cars and household appliances – and Digital Trends en Español serving the Spanish-speaking market is a natural extension for us.”

“As T-Mobile continues to shake up the wireless industry, our focus on the growing U.S. Hispanic community has never wavered,” said Peter DeLuca, Senior Vice President of Brand and Advertising at T-Mobile. “Sponsoring Digital Trends en Español is a great opportunity for the Un-carrier, as we value the importance and influence of the tech-savvy Hispanic market. It’s great that Digital Trends is making their significant resource for consumer electronics and mobile industry news accessible to the Spanish-dominant customer.”

What: Univision and T-Mobile have teamed  to create Univision Mobile, a wireless service meant to appeal Latino customers. Univision Mobile will launch on May 19 in 1,000 Walmart stores and 3,000 dealer locations,  both in the U.S. and Puerto Rico. Distribution is expected to be doubled by June.
Why it matters: This is the first major Hispanic media branded wireless service. Univision will also push its content through the Hispanic targeted service.

univision mbUnivision and T-Mobile have joined forces to launch Univision Mobile, a wireless service targeting the Hispanic market with specific plans and Univision content. Financial terms weren’t disclosed. The service launches on  May 19.

Customers will have access to Univision ringtones and wallpapers, a sneak peek at Univision shows and Univision Mobile portal and apps. Univision Mobile will first launch in 1,000 Walmart stores and 3,000 dealer stores, but both companies expect distribution to double by the end of June.

With this move, Univision is hoping to extend its entertainment brand into mobile, while T-Mobile handles customer support, billing, and other logistical needs.

This may also eventually give T-Mobile a larger share of the rapidly growing and potentially lucrative Hispanic consumers market. T-Mobile recently changed its Hispanic media buying and planning agency to Optimedia. Conill had been in charge of those duties before. T-Mobile MetroPCS planning and buying is done by Dallas based TruMc.

New and reloaded plans

Univision Mobile’s plans to specifically target Hispanic customers with families overseas.That is why,  they offer unlimited text messages from the U.S. to specific Latin American countries and more than 200 countries around the world, as well as 100 minutes to call a mobile or landline number from the U.S. to countries such as : Mexico, Dominican Republic, Colombia, Chile, Costa Rica, Panama, Peru, and Venezuela. Customers will have the option to pay another US $10 a month for unlimited calls to landlines and 1,000 mobile-to-mobile minutes to Mexico.

Unlimited voice calls and text messages plans under the Univision Mobile service start at US $30 a month. If costumers prefer Wireless plans with Web data including 2.5 gigabytes of 3G speed,it will cost them around US $45 a month. While one including 2.5GB of 4G data costs US $55 a month.

Univision Mobile packages will come with more affordable phones such as the Samsung Galaxy Light, Galaxy S III, the Alcatel Island and Evolve, according to an article in CNET.   Rick Alessandri, executive vice president of Univision., suggested that in a near future there might be an option to have Univision Mobile on every platform available to customers. Mike Sievert, chief marketing officer of T-Mobile, said that T-Mobile has a higher mix of Hispanic customers than the other national carriers.That is why they aimed to build a product for Hispanics, which represent the fastest growing demographic in the US and by 2015  will have at least US $1.5 trillion in purchasing power, according to  Nielsen.

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

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

  • Capital One

Roger Garcia has been appointed as Hispanic Brand Manager at Capital One. The Mc Lean, VA, headquartered bank is working on a new Hispanic market strategy. Earlier in his career Garcia worked at Multicultural and Hispanic Marketing functions in companies including Miller Coors and Colgate Palmolive.

  • T-Mobile

T-MobileConill in Los Angeles has lost buying responsibilities for T-Mobile and the buying assignment has been consolidated with a Optimedia in Seattle, a Publicis Groupe agency. Hispanicad reports. (Conill (Saatch & Saatchi) is also owned by the Publicis Groupe).  Media buying for MetroPCS, a unit of T-Mobile will continue to be done by Dallas based TruMC. T-Mobile is currently taking on Verizon Wireless in terms of advertising and an LTE network expansion, arguing that Verizon’s ads on network coverage are misleading. The carrier is making that claim in connection with a major LTE net.

  • Sherwin-Williams

Sherwin-Williams announced the launch of its online Spanish platform www.SWLatino.com focusing on Hispanic homeowners, contractors and designers. Sherwin-Williams will feature tips, how-to articles and color information from leading Hispanic bloggers and Sherwin-Williams color experts. The new site, integrated with Sherwin-Williams Facebook and Twitter accounts, will connect Latino paint and color professionals, homeowners and designers with inspiring content in their own voice.”Tapping into the interests of our Hispanic consumers will enable us to more effectively engage with this community and provide content focused on paint products and color insights in a way that will appeal to this growing market,” says Jason Riveiro, multicultural marketing manager, Sherwin-Williams. “We feel that bringing in third-party experts such as Sonia and home and lifestyle bloggers will help round out the content and create an active channel.”

  • Subway 

subwayFor Subway, unlike digital, TV has proven to be still effective for advertising. The company was able to purchase a US$ 4 million slot the Friday before the Super Bowl, after an advertiser dropped out. However, the price the company paid was even lower than the going rate. It was a move that reflected how Subway is facing the challenges of the competitive landscape in the fast-food business and the rise of social media. According to Subway’s Chief Marketing Officer Tony Pace: “Most digital screens are too small to deliver maximum impact. In our business you can see results pretty quickly with television.”

  •  General Mills

g,millsGeneral Mills  will redirect Some TV Money to Target ‘Micro Markets’ via Digital.According to Chief marketing officer, Mark Addicks, the packaged goods company is changing its strategy and moving away from putting all its ad dollars into reaching mass audiences via TV to targeting what he calls ‘micro markets’ where brands can reach specific audience segments such as expectant mothers, or reach new audiences to advertize Betty Crocker as a dessert brand for barbecues.The company will still do mass appeal TV commercials for brands such as Cheerios, but it may also reach different segments of potential Cheerios customers at a lower cost with messages specifically targeted to their needs.



      For detailed contact information on Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to

Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics

      with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory



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

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

  • Honda

Honda Acura Honda launched a new television and digital advertising campaign in support of the 2013 Civic. Targeting millennials and starring America’s Got Talent host and performer Nick Cannon, the “Best Yourself” campaign celebrates diversity and the drive to achieve success through non-traditional paths. The two-minute long form ‘Best Yourself’ video is currently posted on YouTube while the 60-second commercial will make its national broadcast debut on America’s Got Talent on August 11. Both videos showcase individuals working towards their personal goals interspersed with footage of Cannon driving the redesigned 2013 Honda Civic. In the videos, he provides the narration about the will and ambition to improve one’s self. The campaign’s message is incorporated across digital platforms and initiatives that include a ‘Best Yourself’ social campaign that encourages audiences to share their hopes and plans for taking their lives to the next level using the hashtag #BestYourself on Honda Facebook, Twitter and Instagram pages. Media partners for the campaign include AOL/Huffington Post, Complex Media Network and Ballislife.com with video distribution through YouTube and Visible Measures.

  • Quaker Oats

PepsiCo’s Quaker Oats unit has partnered with Univision Communications Inc. (UCI) to launch a new digital destination for Hispanic moms. The Fuente de Energía (Energy Source) destination, part of Univision.com’s Vida y Familia vertical site, is accessible through mobile platforms as well as online. The site features original content including articles, recipes, photo essays, custom trivia and polls, covering health, food and other topics and ideas to help moms keep themselves and their families energized.

  • T-Mobile

T-Mobile announced it has gained 1.1 million customers, including 685,000 contract subscribers, in the second quarter. That compares with a loss of 557,000 contract subscribers, the most valuable type of customer, in the period a year earlier boosted by a big marketing push and its launch of Apple Inc’s iPhone. The uptick represents its largest customer growth in four years. Being able to sell Apple‘s iPhone in April was good for T-Mobile. For the full year, T-Mobile said it expected to add 1 million to 1.2 million contract subscriber. This year T-Mobile also began an overhaul of its network, and started offering lower-cost plans to lure customers from competitors and it also gained extra muscle from its merger with the smaller carrier MetroPCS, which recently announced an expansion into 15 new markets. . T-Mobile’s corporate parent, Deutsche Telekom AG , said it would plow more money into the No. 4 U.S. mobile provider to help it continue to grow.

  • Tampico

TampicoTampico Beverages announced the launch of its ‘Act on Impulse’ social media campaign aimed at multi-ethnic young adults in the United States. Known as the “blend master of flavor,” Tampico is curating and diffusing an eclectic mix of creative content and promotions that are designed to celebrate the irresistible nature of its beverages. From now until September 28, 2013, consumers may go to facebook.com/drinktampico, click the “Act on Impulse” tab, and follow the instructions to get impulsive and enter for a chance to win sweet prizes from Tampico’s “Impulsive Prize Room.” The campaign, developed by Roar Media and Macias Advertising, in Miami, will also be supported by online advertising as well as guerrilla videos and ongoing field marketing activities.

  • Jack in the Box

Burger chain Jack in the Box is running a summer campaign using the Vine mobile/video application and other social platforms. With digital agency-of-record Struck, the QSR brand has produced 101 videos showing its customers how to “Go Big” — part of the chain’s overall promotional theme touting recent menu additions like its Big Stack, Big Waffle Stack, Loaded Chili Cheese Wedges and Really Big Chicken Sandwich.

  • Profero

Digital Agency Profero has moved its New York office to a larger, newly renovated 13,000 square-foot office on Park Avenue South. The new location more than doubles the office previously occupied by the agency, and responds to increased revenue growth and an expanded team. The agency has experienced new hires in all areas, particularly in the Profero Performance team including media, display, paid search, SEO and social. Profero’s presence in Brazil has also resulted in new business for the New York office. A year after its acquisition of a full service Hispanic shop, Profero NY continues to build its cross-cultural muscle as Vox Profero. With revamped Latin expertise that taps the power of digital, the team is establishing the agency’s footprint in Latin America. Profero clients include ASOS, Barclays, Diageo, Lufthansa, M&S, New York Times, Unilever, Vonage, General Motors and Western Union.

  • COR

La Agencia de Orci has introduced a new agency targeting the “new general market”. COR was created by Andrew Orci in partnership with Rich Colby, formerly of Colby & Partners. Their new agency has been operating under the radar for about a year, with clients including Cox Cable, Georgia-Pacific, and Sutter Home Winery.

  • British Airways -Iberia

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

  • Siemens

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

  • Vme

Balsera Communications has been tapped to be the agency of record for Vme Television, the only public Spanish language television network in the United States. Balsera will be leading Vme’s public affairs and public relations strategies.

  • Ellliott Spitzer –New York

Eliott SpitzerThe former governor and attorney general went up with his first Spanish-language TV spot of the controller’s race for New York City last week, appealing to an increasingly powerful voting group with Wall Street war stories.

  • Abogados de Accidente –New York

Catalina Marketing has started a Spanish campaign for personal injury attorney Kevin Gratt. They have created 3 videos – two videos will be displayed on nyaccidents.info and one will be displayed on brooklynpersonalinjurylawyers.co. The three videos are entitled Abogados de Accidente de Bronx, Abogado de Accidente de Queens, Abogado de Accidente de Brooklyn.

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

Join us at PORTADA Mexico!

T-Mobile just announced an expansion of its newly acquired Metro PCS to 15 markets, some of them heavily populated by Hispanics in Texas and California. AT&T recently acquired Leap Wireless (Cricket) and will strengthen and expand the Cricket brand. These wireless subscriber acquisition wars bode well for increased Hispanic Advertising expenditures. The wireless category is already among the top categories in Hispanic marketing.

T-MobileThe “wars” between wireless carriers to acquire subscribers are intensifying. T-Mobile bought Metro PCS back in May. Metro is becoming a prepaid arm for the newly minted T-Mobile US (though it still offers prepaid under the T-Mobile brand), much like Virgin Mobile and Boost Mobile serve as Sprint’s prepaid
T-Moblie just announced  that it will expand Metro PCS footprint into 15 regions where it has never offered service before.

  • Baltimore, MD
  • Birmingham, Ala.
  • Cleveland and Akron, Ohio
  • Corpus Christi, Texas
  • Fresno, Calif.
  • Houston, Texas
  • Memphis, Tenn.
  • New Orleans, LA
  • Rio Grande Valley, Texas
  • San Antonio and Austin, Texas
  • San Diego, Calif.
  • Seattle and Tacoma, Wash.
  • Tallahassee, Fla.
  • Toledo and Sandusky, Ohio
  • Washington, DC

Of the above cited regions, several are heavily Hispanic particularly four regions in Texas  and the two markets in  California. UPDATED: Conill is T-Mobile’s media buying and planning agency. It is not clear yet whether it will also will take over the Metro PCS business.

AT&T Leap Wireless

In July AT&T acquired Leap Wireless (the owner of the Cricket  brand). As part of the deal, AT&T will be acquiring all of Leap’s towers, stores, and all 5.3 million of their subscribers, increasing AT&T’s subscriber count  from 107 million subscribers to 112 — still just behind Verizon in the battle for the biggest US carrier.

This gets us into those Leap markets now, arriving months in advance of AT&T,” MetroPCS Chief Operating Officer Tom Keys, told Bloomberg.

How the Wireless Subscriber Acquisition Wars impact Hispanic Advertising

Marketer/Media Agency

2012 Hispanic Advertising Expenditures (in US $ Millions)

Place in Overall Hispanic Advertiser Ranking

1. T-Mobile (Conill)



2. Verizon Communications (Zenith-Multicultural)



3. AT&T (GroupM-MediaCom)



4. Sprint (Digitas)



Source: Kantar Media and Portada

 T-Mobile was the third largest advertiser in the Hispanic market in 2012 with a US$ 110 million, according to Kantar Media. AT&T was the sixth largest with US$ 92.5 million in advertising expenditure. (Other Wireless market players include Verizon Communications on the fifth place (US$ 93.7 million)  and Sprint (US$ 71.1 million) on fifteenth place.

Join us at PORTADA Mexico!

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

  • Goya Foods

Goya FoodsGoya Foods named Dieste its Advertising Agency of record. Goya’s previous AOR was Wing. Dieste will manage the brand strategy, creative and media planning duties for the U.S. and U.S. Hispanic markets and media buying duties for the U.S. market. According to Goya’s Senior Marketing Manager, Alvaro Serrano, the decision to work with Dieste came after a long review process. “Our decision to designate Dieste as our agency of record reflects our desire to deliver strong creative solutions for the Goya brand and its strategic products,” says Mr. Serrano.Goya, the #1 brand of authentic Latino foods in the United States, recently announced its plans to expand its current headquarters in New Jersey to a 615,000 square-foot headquarters and regional distribution center in Jersey City, NJ. Goya’s ad budget is split 60-40 between U.S. Hispanic and the general market, and is handled by a single agency, said Goya Senior VP Joseph Perez. And it’s a Hispanic shop.

  • T-Mobile

The mobile phone maker begun a TV push yesterday (Sunday), continuing with a major presence in ESPN’s coverage of the Home Run Derby today (Monday) y and in the MLB All-Star game on Fox on Tuesday (tomorrow). The campaign will run through the summer and include four 15-second and 11 30-second ads that star former Saturday Night Live comic Bill Hader, who helped write the spots created by agency Publicis & Riney. T-Mobile hopes to improve on its No. 4 ranking in mobile sales market share. T-Mobile’s commercials take a poke at Verizon and AT&T, which both recently lengthened the amount of time users must wait for an upgrade.

  • Target

TargetWith the critical back-to-school and back-to-college season looming, Target is expanding its offerings for students as well as doubling down on digital experiences and campus events. The retailer said it plans to invest heavily in broadcast TV — it has six ads — followed by print and radio. There will also be a program with Instagram. Ads focus on celebrating kids’ sense of style, a departure from the campaign that has run for the last two years featuring teachers and opening with a salutation to parents. The ads, created by 72andSunny, will air in select markets beginning July 14 and roll out nationwide on July 28.

  • Dodge

The Dodge brand is targeting multicultural millennials with a Spanish/English ad campaign for the 2013 Dodge Dart featuring global music sensation Pitbull. The rapper, who utters his signature “!Dale!” (“Let’s do this!”) phrase in the spots, also composed original instrumental music called “Drop 2 the Bottom” for the commercials: “How to Change Cars Forever” and “How to Break Through and Succeed.”  The campaign reflects the Dodge brand’s focus on targeting multicultural millennials for the compact car segment. The Dodge Dart multicultural ads will air on various national Spanish-language and bilingual networks.  They will also air on the Aspire and BET networks this month.  Digital ads will accompany the TV spots.

  • Kroger

Kroger, the nation’s largest grocery store chain is getting even bigger, Kroger said last Tuesday that it is buying Harris Teeter Supermarkets in a $2.4 billion deal, which will increase by three the number of states in which it operates to 34. N.C.-based Harris Teeter has 212 stores in what Kroger called attractive, high-growth markets in the eight Southeast and Mid-Atlantic states and Washington, D.C., and about $4.5 billion in revenue for fiscal 2012. Kroger CEO, Dave Dillon said that he doesn’t rule out the possibility that jobs could be eliminated or transferred to Kroger’s Cincinnati headquarters. Some functions, such as technology and advertising planning, could benefit from centralization, he said. Earlier this month, Kroger announced that it will stop the long-standing practice of doubling the discount on manufacturer coupons and turn to price slashing instead. Double couponing has been common at Kroger stores since the 1980s. Clip a coupon, take it to the store and Kroger would double the value.

  • Samsung Telecommunications

SamsungSamsung Telecommunications America has appointed R/GA as its new lead digital agency.The business moved from Publicis Groupe’s Razorfish, which won the account last November.Samsung, which manufactures Galaxy phones and tablets, spent $27.9 million on digital marketing last year, according to Kantar Media.


  • Lidervision.com

Hispanic pastors and Christian leaders now have a new online resource that focuses on Spanish-speaking audiences. At the first-ever LiderVision conference in Miami, FL held June 27-29, 2013, Spanish publishing imprints Editorial Vida and Grupo Nelson announced the launch of LiderVision.com, an online portal made specifically for Spanish-speaking leaders. Around 700 attendees were able to preview LiderVision.com’s services, which include free book excerpts, pastoral advice and access to an online store that will provide Spanish-language products and titles.

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

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

        • Gain
          GainP&G brand Gain is launching its first Spanish-language Internet “novela”. The novela, called “Novela de Amor”, will be launched this Wednesday May 8 on Gain’s Youtube channel (www.youtube.com/Gain). There will be a total of 4 chapters throughout May. Sources at P&G tell Portada that “Aroma de Amor” is being supported with online and mobile banners. For the Online portion Gain is partnering with Maxpoint Interactive, an ad network to distribute the banners driving to the Gain You Tube page. Maxpoint interactive is not only a reach partner, but it specializes in zip-code targeting consumers in key USH DMAs. For the mobile portion, Gain worked with Ads Mobile and Google’s adMob. Ads Mobile has a top Hispanic mobile network where we can reach Latinos through Entertainment and Home focused sites. Our second partner Google ad Mob will enable us to build reach with access to 80K+ mobile app properties.
        • Acento – Century Link
          Acento has beenselected as Multicultural Agency of Record for CenturyLink, thethird largest telecommunications company in the United States, providing Internet, Voice, TV and managed services to business and consumers in 37 states. Acento will contribute significant category experience andDirect Response expertise for reaching Hispanic consumers. The agency will provide strategic guidance,counsel and full advertising services to the CenturyLink marketing team to ensure breakthrough creative concepts are leveraged across a broad channel mix.
        • Zurich Insurance
          Zurich Insurance Group, a life and general insurance product company, has awarded Interpublic Group of Cos. its integrated global marketing account after a holding company review.
        • Kraft Mac & Cheese
          Having scored a hit with the Hispanic campaign it launched last year, dubbed “Sabemos que te va a encantar” (“We know you’re going to love it”), Kraft Macaroni & Cheese has launched a new round of TV spots and other creative focused on driving home the same core message, in humorous fashion: Eating this American favorite doesn’t make Latinos any less Latino. The three new spots all began airing recently, on channels including Telemundo, Univision, Galavision, Azteca, Discovery en Espanol, MTV3, Fox Deportes, ESPN Deportes and Nat Geo Mundo.The campaign also includes targeted radio ads, and in-store point-of-purchase promotions and sampling opportunities. Social media aren’t part of the current Hispanic campaign, but will be key in upcoming efforts, Kraft brand director, Noelle O’Mara, told MediaPost.
        • Negra Modelo
          Negra Modelo beer will air its first TV spots on the new season of Chef Rick Bayless’ Emmy-nominated series “Mexico: One Plate at a Time.”Two new spots, “Judged” and “Meals,” highlight Negra Modelo’s quality and ability to pair well with a variety of meal options, particularly the Latin flavors that Bayless uses to create his dishes. The new season premiered May 4 on PBS. “Negra Modelo is the lead brand in our robust partnership with Chef Bayless because of the brand’s strong history with quality cuisine,” said Jim Sabia, chief marketing officer for Crown Imports, Negra Modelo’s exclusive U.S. importer. “Our new creative for Negra Modelo showcases how the beer pairs so wonderfully with food, which is reflective of Chef Bayless’ culinary approach.” The partnership between Crown Imports and Bayless includes sponsorship of “Mexico: One Plate at a Time,” as well as Negra Modelo appearing alongside Bayless’ Frontera-branded lineup of salsas, grilling sauces and organic chips for a national promotion, which will be leveraged at retail with POS and value-added promotions supporting Negra Modelo and other brands within the Crown portfolio. Crown Imports and Bayless will also introduce branded food pairings and recipes later this summer which will be featured across brand social media channels.
        • Bacardi
          BacardiBacardi USA has consolidated its media-planning and buying activity to Mindshare following a competitive pitchwith the account estimated to be worth US $130m a year. The shift in Barcardi’s agency roster comes as its new management team continues to stamp its mark on the business. An initiative that has taken place since CEO Ed Shirley took over the company last year
        • Caladryl
          Valeant Consumer Products, a division of Valeant Pharmaceuticals North America LLC, multinational and specialty pharmaceutical company, has recognized the size and growth of the U.S. Hispanic Market as a primary pillar for success for its recently acquired over-the-counter lotion Caladryl®. The brand ranks as the number one outdoor itch brand for Hispanics in the U.S. Recognizing an emerging minority-majority market, Caladryl’s new management team has made a strategic decision to focus more clearly on the Hispanic community with the former Johnson & Johnson product. “We are excited to speak to the Latino consumer in their language about a product they grew up with. Caladryl is a familiar product to the Hispanic community, and we want to foster and embrace that connection through communications developed specifically for this audience, regional Spanish TV, and social media initiatives that will engage our key consumers and drive them to purchase,” states Katherine Salazar, Associate Director of Consumer Products at Valeant Pharmaceuticals. Caladryl® has New York and Denver based cultural agency XL Alliance as its Hispanic marketing partner Caladryl® plans to launch new bilingual creative, shopper marketing programs and digital strategies to support its peak period this summer.
        • T-Mobile and Toyota
          Telemundo Media announced two branded entertainment agreements with T-Mobile and Toyota for its hit telenovela “Pasión Prohibida.” Telemundo will bring the novela characters into the branded entertainment multiplatform campaigns. Both efforts were developed by Conill, the advertising and media agency partner for T-Mobile and Toyota.As the exclusive wireless sponsor, T-Mobile will empower lead novela characters Bruno Hurtado and Bianca Santillana to become real social media personas, enabling fans to follow their every move and expanding their experience from a one-hour broadcast to a 24/7 telenovela. Bruno and Bianca will interact on a daily basis with fans and with each other, posting status updates, feelings, thoughts and pictures via Facebook, Twitter and Instagram, granting fans unprecedented access to these characters.
        • Xoom
          Xoom Corporation, a digital money transfer provider, today announced that Mexican radio personality Eddie “Piolin” Sotelo, has become an endorser for the company. Piolin is starring in a series of radio commercials for Xoom and, during his radio show, he provides live shout outs for Xoom.com, advocating how convenient, safe and fast it is to send money home to Mexico and Central America using Xoom. Piolin’s radio show “Piolin por la Mañana” runs weekday mornings on more than 50 Univision and non-Univision affiliate radio stations in the Spanish language format and online. Piolin is also known for his activism in immigration reform, and has often discussed his own experience of immigrating to the United States on his radio program.

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

U.S. number-four operator T-Mobile USA launched the GoSmart prepaid mobile brand  nationwide.  The launch signals a new entrant into the nationwide prepaid space.  The Hispanic population is an important customer in the prepaid space.  The GoSmart offering is now available at more than 3,000 wireless reseller stores around the country.   T-Mobile has been trialing the service since December and has signed up “tens of thousands” of customers. “It’s beat our projections pretty handily,” Doug Chartier, senior vice president of marketing for GoSmart, told Reuters.

Metro PCS merger

Mobile phonesThis is one of the first major initiatives of  T-Mobile after it announced its plans to merge with regional player  Metro PCS last year. The merger has still to be approved by U.S. regulators. T-Mobile  is a top 15 Hispanic market  advertiser. In 2011 it invested US$ 71.3 million in Hispanic network TV advertising. Conill is T-Mobile’s Hispanic Advertising Agency. 

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

    • Lexus-T-Mobile

Interactive One has expanded its Latino market influence with the launch of Zona de Sabor , an entertainment news website targeting young, urban Latino Americans. Zona de Sabor serves as a Latino entertainment and news hub, joining an expanding family of Interactive One websites that are leading the category. ZonadeSabor.com is a complement to MiGente.com, Interactive One’s social media site targeting the same demographic, and serves up the hottest music, television, film, and fashion news for acculturated Latinos.”We’re thrilled to have Boost Mobile and Lexus partner with us in launching Zona de Sabor .  Together we will build stronger relationships with the Latino community by providing best in class content,” said Keith Bowen , Chief Revenue Officer of Interactive One. “Lexus recognizes the value of ensuring our readers can access our content anytime, which led them to partner with us to launch Zona de Sabor on the tablet with the goal of providing content for today’s active and on the go consumers.”

    • Quaker Oats

Quaker Oats, a division of Pepsi Co. is preparing to court younger, more diverse mothers, The New York Times reports. The  big news for the Hispanic market is that Quaker is also starting a new campaign   geared toward acculturated Hispanics who are bilingual but use Spanish as  a dominant language. Quaker Oats will be using Television and Newspapers to reach the Hispanic demographic.

    • Mondelez International

Candy and snacks giant Mondelez International will consolidate U.S. media-planning and -buying duties with Publicis Groupe’s MediaVest, while giving Aegis Group more international strategic responsibilities. MediaVest has long handled planning and buying for snack brands — which include Ritz, Oreo, and Wheat Thins — as well as TV and print buying for gum and candy brands, including Trident and Stride. The shop will now assume planning for the gum and candy brands, as well as digital buying. That work had previously been with Horizon Media, which is being cut from the Mondelez roster as the company wants to consolidate its U.S. business with MediaVestThe Mondelez brands spent nearly $245 million on measured media in 2011 in the U.S., according to Kantar Media. The change comes after a lengthy global review that was launched late last year as the marketer began operations as a standalone company after Kraft Foods  split in two on Oct. 1. The other company is Kraft Foods Group, which markets North American grocery brands such as Oscar Mayer and Planters. Its media duties are handled by MediaVest sibling agency Starcom.


    • K. Fernandez & Associates – The Rio Grande Valley

K. Fernandez & Associates is opening an office in Brownsville, Texas.  Based in San Antonio, the agency is coming to Brownville,  with a new focus on the Rio Grande Valley market. The opportunity presented itself when one of the agency’s team members, Wanda Reyes-Rice, relocated to the Valley. One of the agency’s clients, Germania Insurance, is active in the Valley largely thanks to the guidance of Fernandez & Associates  which represents the insurer in 100 markets around Texas. The firm also has signed up a new client, Buffalo Wings Rings, on Ohio-based franchise that has opened locations in Edinburg, McAllen and Weslaco. Fernandez Parker sees plenty of opportunity in the Valley in light of significant growth happening here, partly thanks to the migration of affluent Mexican nationals getting away from the threat of violence at home. Many of those migrating to McAllen are from Monterrey, while Tampico supplies most of the Mexican nationals moving to Brownsville, Fernandez Parker said. An example is The Scooter Store, which hired Fernandez & Associates to advertise its mobility products to Hispanic consumers.


    • Pfizer

Pfizer, inc. will pay $1 million to Oregon and run advertising nationally to correct prior ad campaigns that allegedly misrepresented risks and benefits of products. The new settlement, filed in Marion County Circuit Court, concerns ads for EpiPen, the company’s injectable form of epinephrine, and Zmax, an antiobiotic.In May, the federal Food and Drug administration issued a warning letter saying an ad called “Max’s Birthday Party” had downplayed the “serious risks” of EpiPen. The ad was issued by a firm called Mylan Specialty, L.P. on behalf of Pfizer. The FDA called for corrective advertising. In June the FDA issued a similar warning over an ad for Zmax, known also as zithromax. Pfizer agreed to the Oregon settlement after the state Department of Justice accused it of violating previous agreements with the state, in which the company agreed to not make misleading claims.In the last 12 months, the state has recovered more than $16.5 million in consumer protection settlements from drug and medical product companies.


    •  Zumba

The company behind the popular dance-workout classes recently released a music video on Vevo for a song called “Zumba.” It’s part of a strategy that the company’s CEO Alberto Perlman says he hopes will see Zumba transform from a fitness brand into a broader entertainment and media platform.While Zumba has previously made dance videos for songs used in its classes, the new video uses a track released this past April by Latin pop artist Don Omar that doubles as a promotional tool, dropping the name of the brand several times throughout. It ties into Zumba’s video fitness game on Xbox and Nintendo Wii as well.When the company began via informercials in 2001, it couldn’t have foreseen evolving into a more sophisticated marketer, something that’s happening now as a result of cult following and its explosion into a giant branded empire (as Ad Age reported earlier this year, when reporter Alexandra Bruell took a class with the company’s chief marketer.)In the past six years it has expanded its marketing budget to more than $50 million from just $2 million. Zumba reports more than 14 million weekly class participants in over 140,000 locations across more than 150 countries. That scale has allowed Zumba to begin explore revenue opportunities beyond its fitness classes, including DVDs, apparel a The new music video is entirely in Spanish, so is this a play to bring more Hispanic consumers to classes? Not necessarily. But Mr. Perlman said he’s conscious of not just marketing to English speakers, one reason Zumba classes play songs in various languages. Zumba now has writers and producers in Brazil working on new songs in Portuguese. Others are creating tracks in Hindi based on Bollywood rhythms.

    • Hershey

The Hershey Company is launching a global agency review for all media planning and buying, the confectionery marketer announced. According to the company, the agency review will be by invitation only, and all incumbent agencies will be a part of the review process. OMD is the U.S. incumbent. The company spent an estimated $450 million on ads in the U.S. in 2011, according to Kantar Media. Global spending was not immediately available.Late last year, company CEO John Bilbrey said Hershey plans to increase global ad spend by a low double-digit percentage in 2012, partly to support new campaigns for Jolly Rancher and Rolo as well as the new Hershey’s Simple Pleasures, which the company says has 30% less fat than some milk chocolate products. Hershey said it expects to complete the review by next summer. The review includes all paid media, including TV, print, digital and Hispanic for the U.S. business — the company’s largest — as well as Hershey’s growing global businesses. This includes the company’s key growth markets of China, Mexico, India and Brazil.


    • LatinWorks – Target

Target Corp., which has been seeking a way to pursue Hispanic customers through a combination of English and Spanish advertising, said it has named LatinWorks of Austin, Texas, to handle the job. Until recently Target worked with California-based Grupo Gallegos, also an Hispanic ad agency, Target awarded its U.S. Hispanic account to LatinWorks after a three-month review that also included sibling Omnicom Group shop Dieste.


    • H-E-B

H-E-B is introducing new components of its Healthy at H-E-B initiative to help customers eat and live healthier in 2013. The new features include a nutrition labeling system and a weekly newsletter filled with healthy tips, recipes and coupons. The Healthy at H-E-B is a comprehensive, long-term commitment to improve the health of Texans and provide them with fresh, healthy food that is affordable and easy to prepare.H-E-B will introduce its health initiatives to customers with a “Total Store Event” from Jan. 2 through 15 that will be packed with cooking and fitness demonstrations and free health screenings during H-E-B’s Second Saturday event on Jan. 12 from 9 a.m. – 2 p.m. H-E-B first launched Healthy at H-E-B for its employees in 2004, and in 2012 expanded the initiative to customers in an effort to address Texas’ growing health and obesity crisis. The initiative includes special offers on healthy food, fitness groups, events and competitions organized around the three critical pillars of health — food, body and life. H-E-B will also continue to sponsor and encourage participation in community fitness events.


    • National Pork Board

National Pork Board travels to Texas this week, where more than one of every three residents is of Hispanic descent, to explore opportunities to market more pork to the growing Hispanic population in the United States. The board will meet in San Antonio Jan. 7-9, also conferring with Texas pork production leaders and with Texas and national experts in foreign animal diseases. The Texas meeting continues the board’s tradition of visiting a pork-producing state during January. The board met last year in Illinois and has met previously with state pork leaders in California, North Carolina, Oklahoma and Ohio. “We have successfully focused Pork Checkoff marketing programs on the Hispanic market for a number of years,” Nelson says, “because we know pork historically is an important part of the Hispanic diet. But as the population continues to grow in this country, we need to better understand what we can do to assure that pork continues to satisfy the needs of customers of Hispanic origin.”Board members have invited Ernest Bromley, chief executive officer of Bromley Communications, the nation’s largest Hispanic advertising agency, to discuss marketing trends. Board members also will meet with Dan Marshall, business development director for H-E-B, a major food retailer in the Southwest, review Pork Checkoff marketing programs and tour the Culinary Institute of America in San Antonio.


For detailed contact information on Hispanic Corporate Marketers  at these companies and the decision makers at their Advertising  Agencies, get access to Portada’s Interactive Directory of Corporate Marketers  and Agencies targeting Hispanics of more than 3,000 Leading  Agency and Marketing/Advertising Directors who are targeting Hispanics.  (Downloadable into an Excel Spreadsheet for seamless integration into your own  database!).

If you are a Subscriber to the Directory login  and access the Directory.

Read more: https://www.portada-online.com/2012/12/17/sales-leads-prezi-walmart-dr-pepper-mundofox/#ixzz2HKQLTOY9

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