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A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Minor League BaseballMinor League Baseball (MiLB) extended its official partnership with technology and payment service provider FIS Global, as the preferred payment and loyalty technology provider through 2022.
  • For the third time, Taco Bell’s “Steal a Game, Steal a Taco” promotion is officially back for the NBA Finals. When a road team “steals” a win from the local team during finals, fans can get a free Doritos Locos Taco throughout the country. “The NBA Finals and Taco Bell are the perfect matchups, and we can’t wait to once again raise the stakes of an already fierce competition by putting free Doritos Locos Tacos for America on the line,” said Marisa Thalberg, Global Chief Brand Officer, Taco Bell Corp.
  • UFC confirmed its first fight in Russia, to be held on Sept. 15, at the Olimpiyskiy Arena in Moscow for UFC Fight Night Moscow. “Russia is a key part of UFC’s international expansion strategy,” stated David Shaw, Senior Vice President, UFC International, and Content. “The demand from our fans to bring a live event to Russia has been overwhelming, and with the vast potential this market holds for us, we knew this was the perfect time to bring UFC Fight Night to Moscow.” Andre Gromkovski has been appointed as Vice President, UFC Russia.

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  • MiLB, together with Satisfi Labs, has launched bilingual computer assistant bots, both in Spanish and English. The computer system will run through Facebook Messenger and will answer fans’ questions regarding routine details like ticketing, parking, and stadium amenities, as well as more important facts about the teams themselves. The bot is designed to be fluent in both English and Spanish. Some of the teams that are already using this technology are Hillsboro Hops and the Hillsboro Lúpulos.
  • R Λ Z Ξ RRazer signed an official two-year sponsorship deal with Overwatch League squad Los Angeles Valiant, as part of a wider deal with the Immortals global esports organization. “Team Razer is committed to fostering a roster of passionate and truly ambitious esports players,” stated Min-Liang Tan, Razer Co-Founder, and CEO. On average, Hispanics play video games more often than Non-Hispanics (12 hours per week vs. 9 hours for Non-Hispanics), according to a 2014 Think Now Research study.
  • Sports Illustrated TV and Major League Baseball announced a new licensing and original content agreement. Through the arrangement, SI TV will have access to MLB’s library of games, documentaries, and shows, as well as a co-production deal for two original long-form documentaries. The alliance also includes a co-production deal that will partner MLB and SI TV on two original baseball documentaries. 31% of MLB players are Latino, according to ESPN.

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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 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.

  • Tequila Corralejo®

descarga (2)Tequila Corralejo®, marketed by Infinium Spirits, unveiled the premium brand’s first out-of-home advertising campaign in the U.S. created by NYC-based SwellShark, the outdoor ads will run for six weeks in California (Los Angeles & Sacramento) and Texas (Austin, Dallas, Houston & San Antonio). A beloved brand in its home country of Mexico, the line of tequila has been gaining traction in the U.S. in recent years, especially among acculturated and unacculturated Hispanics in the U.S. The new advertisements seek to raise awareness of Tequila Corralejo among second and third generation Hispanics between the ages of 25-45. The brand chose locations concentrated around Hispanic communities and high traffic/night life areas. The bottles featured in the ads, which stand out above other tequilas, inspired the campaign slogan: Those With Pride Stand Tall. Infinium Spirits is a family-owned spirits company founded in 2005 and based in Aliso Viejo, California, Infinium Spirits specializes in the import, sales, and marketing of its distinctive portfolio of brands.This is an out-of-home campaign only, that’s running in CA & TX for six weeks.

 

  • Ashley HomeStore

UiWzv4oc_400x400Furniture retailer Ashley HomeStore has appointed Cincinnati, Ohio-based agency Empower Media Marketing for media planning and strategy across all markets. Icon International will continue to handle media buying.Empower clients include Footwear and Gorilla Glue. HomeStore has 700 mostly licensee-owned locations across 36 countries.The incumbent was McCann Minneapolis. Ashley Furniture Industries spent US$161.7 million in measured media in 2016 for its HomeStore furniture stores, according to Kantar Media.

 

 

  • Jagermeister

Pvl-7Rt3_400x400Agency Crossmedia has been named media agency of record for Jägermeister, following a review.  The agency previously handled the account in 2014. Crossmedia together with Opperman Weiss, Ogilvy, Geometry and Red Peg will launch a multi-channel integrated campaign in the second quarter of 2017 to run though the end of the year. Jägermeister spent US$522,000 on measured media the first 11 months of 2016, down from US$756,000 spent in 2015, 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!.

  • Dynamic International Airways

imagesDynamic International Airways, a low cost carrier, has announced they have launched a new airways route between JFK in New York and Guayaquil, Ecuador.Scheduled to provide one daily rotation beginning in JFK, arriving at GYE, and returning back to JFK, Dynamic International Airways will be offering the route five times per week with the exclusion of Tuesdays and Wednesdays from June 1 to the 30, 2017.After the initial launch in June, the airlines will offer one daily rotation, seven times per week, from July 1 to October 28, 2017.Customers will enjoy the comfort of bilingual – Spanish and English speaking – flight attendants and customer support agents.

 

  • Heineken USA

descarga (3) - copiaHeineken has shifted U.S. creative duties on Tecate to Mexican-based agency Nomades, ending beer marketer’s relationship with Saatchi & Saatchi New York. The brew’s new shop is Nomades, which was founded in Mexico and Argentina in 2013 by Pablo Batlle, an Argentine creative and DDB veteran. The agency would handle Tecate from its Mexico City office. Mediavest Spark handles Heineken USA’s media business while TracyLocke is Heineken’s agency for shopper marketing and InMarketing and for channel driven retail solutions.

 

  • Chipotle

images - copiaChipotle Mexican Grill has released “As Real as it Gets” campaign, the biggest to date. The campaign includes  TV and online videos and features comedians Jillian Bell, John Mulaney and Sam Richardson walking into a burrito and entering a luxurious circular living room. The campaign from Venables Bell & Partners. In January, Chipotle picked Venables for creative and MullenLowe Mediahub for media, each replacing GSD&M. Chipotle plans to spend about 2% of projected sales on marketing and 1% on promotions in 2017. Last year it spent 2.6% of sales on marketing and 2.4% of sales on promotions. The “As Real as it Gets” campaign is set to run in the spring and fall, with the majority of the media buy spent on TV and other forms of video, along with radio, social, search and out-of-home.The effort will likely include reward for its best customers and will debut when Chipotle is ready to launch new versions of its iOS and Android apps.

https://youtu.be/jSnmiKVBvvs

  • Taco Bell

descarga (1)The Ethical Treatment of Animals (PETA) has launched an out-of-home campaign encouraging people to eat at Taco Bell, particularly for its vegan menu.The ad, running on billboards and in bus shelters in Florida, Georgia, and New York, plays off Taco Bell’s brand tagline, showing a chicken confronting passersby with copy demanding: “Let’s All ‘Live Más.’ Would It Kill You to Get a Bean Burrito?”Taco Bell is owned by Yum Brands. Although bean burritos are among its best-selling items, Taco Bell isn’t publicly embracing PETA’s campaign.

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

US/US HISPANIC MARKET

In mid-December Facebook broadcast its first ever live 360 video. The time of the broadcast was synchronized with the emergence of unnamed scientists who were in pods at Utah’s Mars Landscape for the last 80 days. Facebook said,“Today, we are excited to announce a new way to go live on Facebook: live 360.” The live 360 video technology  is built to allow the viewers to watch the events in real-time around the world. The feature of live 360 video was available later in December on Facebook live’s API. Similarly Twitter introduced a 360 live streaming feature in lat December.

Sometime later this year the subscription TV service Hulu, which currently offers a big catalog of on-demand TV shows from major networks, will roll out live TV. The live version of Hulu will cost less than US $40 per month for live channels from ABC/Disney, CBS and Fox as well as a bunch of cable channels (Note: CBS owns CNET). In some cities it will provide local broadcast feeds. It streams over the Internet, lets subscribers cancel and re-up anytime, and doesn’t require any contracts. With YouTube expected to launch live TV later this year, 2017 will bring more alternatives to cable TV than ever.

Portada interviewed key executives from Hulu and Pongalo and VidaPrimo about their OTT monetization plans in 2017.

Mitú, a digital network for Latino youth, announced the launch of its channel on Snapchat Discover. The new partnership will help Snap become a leader in delivering English language content with a Latino lens on Snapchat Discover. “As the leading voice of Latino youth in America, we’re excited that Snap acknowledges and understands the importance of connecting with what is the most strategic demo in American youth today,” Danny Johnson, Chief Marketing Officer of mitu.

Portada estimates that the Hispanic Online Video Ad market volume will climb to US $450 million by 2020. Particularly high growth is to be expected by branded content videos. Among video ad-tipes, in-stream will continue to have the largest share, although out-stream will grow at a higher rate.

LiveIntent and Rubicon Project announced a partnership which automates access to LiveIntent’s email inventory for Rubicon Project’s clients. Rubicon Project will establish a new private marketplace through its Orders technology accessible through its ad platform.

Smartycontent, a company providing advanced digital video solutions that integrates audiences, content, and advertising across the publishing and advertising value chain, and RedMas, a Cisneros Interactive company, announced a joint venture to launch Smartycontent America in Latin America and the United States.
The alliance brings together the technology of Smartycontent – which provides publishers access to a digital video platform for the content management publishing and monetization of their online video content via a variety of video advertising formats – and the scope of RedMas, one of the leading digital advertising networks in the Americas.. The platform, called smartyCenter, integrates the entire process in a 360° format, which provides a full stack video cloud incorporating CMS, CDN (Amazon web services), Hosting, Video Players, DMP, SSP, and a Content Market Place connected to major news agencies for the syndication of content; all without any fixed costs for Publishers,” stated German Herebia, CEO of RedMas. “RedMas, with the support of Cisneros Interactive, has made a significant investment in video, which is the fastest growing category in digital media,” added Gonzalo Alonso, General Director of Smartycontent America.

Taco Bell is working on a substantial branded long-form video content investment that began in early December and will continue with at least 40 pieces of content during 2017. The fast-food restaurant chain is launching “Taco Tales” on YouTube —a six-episode web series that features re-enactments of people’s adventures in retrieving Taco Bell with comedians and YouTube personalities in the starring roles. The series was created in partnership with L.A.-based content studio Madison + Vine, and will be followed up with another six-episode run of a Taco Bell clip show that uses the content that already existed from Bell enthusiasts, with the participation of the creators, in a The Soup or Tosh.O-style format.

Audience-technology firm YuMe launched what it’s calling an “immersive 360-degree video ad format.” The unit aims to offer consumers the ability to control their interactions with ads by simply swiping or moving their mobile device.Among the benefits of YuMe’s 360-degree video ad unit are immersive ad experiences at scale without the need for a dedicated app to view the ad. acustomizable format that enables advertisers to add their own animated introduction, branded overlays, click to action, and image galleries. New reporting metrics on how customers interact with a brand’s creative. For example, marketers can track the area of the video a consumer viewed throughout the duration of an ad, such as tracking engagement based on where a consumer is looking in the panoramic field of view. YuMe said the auto, entertainment travel, and retail verticals have strong potential to create stronger bonds with their customers by using the new format.

Portada‘s 2017 Online Marketing Guide is out! Download it for free and get the latest in opportunities and challenges in the industry, video ad market forecasts and video audience development.

LATAM MARKET

The French mobile programmatic platform S4M announced the end of their Brazilian operations, just after completing one year with local offices in Sao Paulo and two years of local business. The Latin American operations are being transferred to Miami, whereas FTPI/Boobox will begin charge of representing S4M in Brazil. S4M is creating a hub in Miami that will join their business efforts from the New York offices and develop further contracts focusing on Mexico, Colombia and Panama — betting on the potential of the Caribbean market. S4m also intends to offer the Latin American inventory to the U.S. Hispanic market.

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Planeta Digital, part of Brazilian publisher Grupo Estado in Brazil, closed a deal with American company ReachLocal, which is part of Gannett Group. The agreement brings Reach Local’s digital marketing solution to Planeta Digital’s portfolio and vice-versa. One of the goals is to grow the companies’ combined client base, currently reaching 6,000 small and medium businesses, by 30% in the first year. “Accessing these services is a great development for the Brazilian market. Thirty years ago we started by offering marketing services to smb. Now, there are many other opportunities”, said Francisco Mesquita, director and president, Grupo Estado, in a statement published on their main media website, Estadão.

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

Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-840-1311 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!

For prior Sales Leads editions, click here.

  • Boehringer Ingelheim

descarga (2)Boehringer Ingelheim Pharmaceuticals, Inc. (BIPI) has announced that it is launching the “Conoce a Don Francisco” sweepstakes, offering a chance to meet iconic entertainer Mario Kreutzberger (better known as Don Francisco), who for the past two years has been the face of the company’s “Cuida Tu Don” initiative. Aimed at engaging and educating Hispanics with type 2 diabetes, which Don Francisco is affected by, Cuida Tu Don provides resources for treatment options and tips for long-term healthy lifestyle choices.The Conoce a Don Francisco sweepstakes prize includes round-trip airfare for two to Miami, hotel accommodations, and transportation to-and-from a private dinner with Don Francisco. Entries can be submitted by visiting www.ConoceADonFrancisco.com. In order to join the conversation about the sweepstakes, friends and family can share their stories on social media using #ConoceADonFrancisco. The winner will be chosen by June 16, 2016, and the trip will take place between June 27 and July 1, 2016.For official sweepstakes rules, terms and conditions and to enter the Conoce a Don Francisco sweepstakes, please visitwww.ConoceADonFrancisco.com. For helpful tips and resources in Spanish about type 2 diabetes, please visit www.CuidaTuDon.com, and always remember to speak to your healthcare provider about any questions or concerns you may have.

  • Ben & Jerry’s® 

ben and jerryIce cream maker Ben & Jerry’s  is tackling a not so new challenge: the nation’s democracy. The company chose North Carolina to launch its newest flavor and “Democracy Is In Your Hands’ campaign because it is at the epicenter of the fight for voting rights in the United States. Almost immediately following the 2013 Supreme Court decision invalidating a critical section of the Voting Rights Act of 1965, North Carolina passed a package restrictive voting policies that disproportionately impact black, Hispanic, and younger voters. The Democracy Is In Your Hands campaign is a year long effort focused on getting fans and citizens alike to take a stand in support of democracy that truly represents the needs of all Americans. The campaign will engage hundreds of thousands of Americans around an evolving set of calls to action, including Voting Rights Act reauthorization and voter registration. The Empower Mint flavor brings the campaign to life in freezer cases around the country. The flavor is a creamy peppermint ice cream laden with fudge brownies and fudge swirls. It can be found at Ben & Jerry’s scoop shops nationwide as well as at retail locations in pints as a Limited Batch flavor. To learn more about Ben & Jerry’s Democracy Is In Your Hands Campaign, visit benjerry.com/democracy.

  • Sofía Vergara&Avon 

by sofiaAward-winning actress Sofia Vergara and Avon announced a partnership to launch So Very Sofia by Sofia Vergara, a vivacious new fragrance.  Sofia designed the scent to speak to today’s strong, powerful, beautiful modern woman. So Very Sofia is a floral-based fragrance and this warm and fruity scent encourages women to never be afraid to be their true selves. The scent will launch exclusively through Avon this fall and captures Sofia’s passion and confidence.The fragrance was inspired by a bold woman: one who is her own muse and who encourages others to live life with passion. Both feminine and powerful, she’s not afraid to flaunt her beauty, and is always true to herself. The fragrance will be available exclusively through Avon Representatives and will be US$36.

  • Taco Bell

GoNj3QwY_400x400Taco Bell is renovating four California locations with new seating  and lighting elements to become more like a “chic loft” than a fast-food taco restaurant, Adage reports.Four company-owned locations in Orange Country, Calif. will get the new looks this summer, along with plans to expand last year’s new Cantina design to more urban locations this year.The latest designs were worked on internally and follow September’s Cantina openings in Chicago and San Francisco. Cantina locations, with open kitchens and in some cases alcohol on the menu, may also get an expansion. The next city being considered for the so-called urban development is Atlanta, Taco Bell said. Taco Bell remodeled about 600 restaurants last year and opened another 275. The chain has about 7,000 U.S. restaurants and plans to build another 2,000 restaurants by 2022. Taco Bell is not the only U.S. chain giving itself a bit of a makeover.Taco Bell is owned by Yum Brands.

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@BoehringerUS .@AvonInsider @SofiaVergara @tacobell @benandjerrys

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

Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 10 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • Taco Bell

vFkj_MHn_400x400Fast food giant Taco Bell has consolidated its traditional media assignment with Publicis Groupe’s SMG’s Spark after a formal review. Digitas, also part of Publicis Groupe, continues to handle digital media planning and buying. Mec, a unit within WPP’s GroupM, was the incumbent. Spark already handles strategy and planning for Taco Bell since 2012.Read more.

 

  • Hyatt Regency

mJJJx0AU_400x400Hyatt Regency has released the new multi-million dollar global campaign, “It’s Good Not to Be Home.” The campaign, the largest in Hyatt Regency’s almost 50-year history, began with the insight that people enjoy the freedom of traveling, breaking from routine, making new connections and experiencing new things. It will launch in the U.S. and later in the month in the U.K. and India. China and Japan will get a November launch.Hyatt Regency worked with Pereira & O’Dell on the campaign which includes TV, social, digital, outdoor and print media, in-hotel activations and conference take-overs that will roll out through November. The campaign includes two U.S.-specific partnerships: one with Fast Company and one with Comedy Central. Custom content will be pushed through both Hyatt Regency and Comedy Central’s channels.Hyatt Regency is a Hyatt Gold Passport brand with more than 150 locations in more than 30 countries.

https://youtu.be/FLbMObVBs7U

  • GOYA

descarga (1)GOYA has released its new campaign, “Real Life Chefs,” the first created by Dieste focusing on the general market consumer. The campaign, which started running in four different cities in the U.S. – New York, Philadelphia, Boston and Washington, D.C. – highlights GOYA’s cross-cultural appeal and celebrates the diverse lifestyles of its consumers. Each film shows protagonists in real-life situations that occur in their kitchens as they prepare GOYA-inspired meals. The films each have their own theme track inspired by the rhythm and lifestyle of the characters. Dieste also created a fifth film specifically developed for social media. It will be featured, starting in mid-October, on GOYA’s social media channels (YouTube and Facebook), and it is currently running on iHeart Radio properties. The film and concept, according to Ciro Sarmiento, are a special salute to “Real Life Chefs” everywhere.

https://youtu.be/FOdE-oh0bWI

  • Campbell Soup

Cornerstone_in_white_Square_400x400Campbell Soup’s has released a new effort which carries the new tagline “Made for Real, Real Life,” which aligns with the company’s corporate purpose of “real food that matters for life’s moments.”This will be the first major brand push in five years depicts real families, including a gay couple and their son, along with real weather patterns as the soup giant tries to tap into what’s really going on in people’s lives when it’s time for soup.The company aims to show a diverse mix of American families in the spots. The campaign covers a wide variety of Campbell’s branded products from canned soup to “Star Wars” soups; soup in K-Cups; Soup on the Go cups; and Campbell’s skillet sauces. It does not included non-Campbell-branded products such as Pepperidge Farm cookies or Bolthouse Farms beverages.The BBDO campaign includes several 15-second spots. Two have Spanish versions as well, created with the Bravo Group.The “Your Father” spot, which shows two fathers feeding their son “Star Wars” soup while reciting the famous “I am your father” line from the movie franchise, is a :15 and has a :30 version.Campbell Soup Co. spent US$319.7 million on total U.S. advertising in 2014, down from us$361.3 million a year earlier.

https://youtu.be/7rZOMY2sOnE

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

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

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

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

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

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

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 32 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Click here for prior Sales Leads issues.

  • Mountain Dew

GqpjKlWK_reasonably_smallMountain Dew is reviving “Do the Dew” in its first-ever global marketing campaign.The new advertising effort, which aims to elevate one of PepsiCo Inc.’s PEP +0.33% fastest-growing brands, debuts Monday to coincide with the 20-year anniversary of Mountain Dew’s well-known marketing slogan. The campaign will include two spots directed by Hollywood director Justin Lin that will air online and on TV: “Fireboard” and “Directions.” The new “Do the Dew” campaign also includes print, out-of-home and additional digital content.The slogan is “really about being an instigator and making things happen.” The new advertising is being unveiled on the heels of new data from Beverage Marketing Corp. that shows soda consumption in the U.S. declined last year for the 10th straight year. Mountain Dew is an approximately US$9 billion brand globally, according to the company, making it one of the PepsiCo’s biggest and fastest-growing brands.Mountain Dew’s new campaign will be in nearly every market where Mountain Dew is sold, including the U.S., Western Europe, Canada, Latin America, the Middle East, Asia Pacific and India.

  • Bowker

DE27948LOGO-dBowker’s popular MyIdentifiers.com, an online resource for tools that make books more easily discovered, is now available in Spanish, extending the website’s services to a broader range of customers. Just like its English-language equivalent, the new site – www.myidentifiers.com/es/ — makes it easy to purchase ISBNs, barcodes, QR codes and the range of other services Bowker offers to help connect publishers with book buyers.The new site is a reflection of Bowker’s commitment to serving the breadth of American authors and publishers. Spanish is the fastest growing language in the U.S. Of the 50 million Spanish speakers in the US, approximately 38 million use Spanish as their primary language. Further, Bowker will now be better positioned to serve the global community of nearly 500 million Spanish-speakers worldwide.

  • Wells Fargo

N5L2uOTF_400x400Wells Fargo & Company has announced a new update to its mobile banking phone app that provides customers with the option of selecting Spanish as their preferred language. With nearly three in four Latinos owning smartphones according to Nielsen, this new feature on the Wells Fargo app provides Spanish-speaking customers with an easier, more convenient way to view account balances, transfer funds between accounts, deposit checks and access other key banking functions. The upgraded app is available for Apple iPhone, Android and Windows phones. In addition, Wells Fargo is inviting customers to help contribute to the Hispanic Scholarship Fund (HSF). During the month of April, for every customer who sets up or changes their language preference to Spanish and maintains that Spanish language preference in their mobile app through April 30, 2015, Wells Fargo will donate US$1 in support of Latino scholarships, up to US$50,000. Wells Fargo customers can select Spanish by downloading the app from their app store or updating to the new version if they have a previously downloaded version. Once you have the new version on your supported phone, it’s easy to set your language preference. Customers can also benefit from other in-language resources at Wells Fargo such as bilingual online tools, Spanish Text Banking, Spanish account statements, Spanish-language call centers, and Spanish-speaking bankers in stores across the nation.

  • Arizona Diamondbacks

The Arizona Diamondbacks (@Dbacks, @LosDbacks) launched their Hispanic-community focused marketing campaign in 2015 with the goal of embracing the Hispanic community as one. The tagline “Somos Hispanos. Somos D-backs.” translates to “We are Hispanic. We are D-backs.” and will be featured in several print, television and radio spots and will have a strong social media integration that highlights Hispanic players and fans. “This campaign is about embracing the Hispanic community and letting everyone know they have an open invitation to come out to Chase Field to experience our affordable, family-friendly environment,” said D-backs President and CEO Derrick Hall. “More importantly, we hope to continue to make an impact in our Hispanic community and establish a culture of diversity in everything we do. We want to motivate our fans to be an active part of our team and establish a love for the D-backs that will continue to grow.” The first commercial, which features Venezuelan David Peralta, Mexican Oliver Perez and Cuban Yasmany Tomas can be viewed here and will air throughout the marketplace. The D-backs have long been committed to the Hispanic community and since 2008, the D-backs have worn their alternative black jerseys with “Los D-backs” across the front on Hispanic Heritage Day, creating a tradition of honoring their Hispanic players, fans and community.

  • Carl’s Jr.

descarga (2)Carl’s Jr. has launched a new spicy burger called “El Diablo,” the “hottest burger in fast food.”Created by 72andSunny in Los Angeles, the new burger came out of an assignment to appeal to the large and growing Hispanic market in Carl’s Jr.’s core Southwest market, according to Brad Haley, chief marketing officer for CKE Restaurants, parent company of Carl’s Jr. and Hardee’s. But the fast-food chain decided the burger could appeal to consumers at its nearly 3,000 locations nationwide, considering 56 percent of American homes have hot sauce in the fridge, according to NPD research. The Thickburger El Diablo, created by 72andSunny’s art director and designer Gabo Curielcha, has sliced jalapenos, jalapeno poppers, pepper-jack cheese and spicy habanaro-bacon sauce. It’s slated to be in all Carl’s Jr. and Hardee’s locations for the next four to five months as a limited-time offer.To introduce the new burger, 72andSunny created two television spots featuring Victoria’s Secret model Sara Sampaio.The campaign also has a social component, with the hashtag #DiabloDare, which challenges the brand’s target audience to try the burger and share their experience on social media for a chance to win prizes. Check out one of the new spots below:

https://youtu.be/JcjlMNMK5nA

  • Heinz/Kraft

images (1)Kraft Foods Group and H.J. Heinz will come together under a merger announced between both companies that will create the third-largest food and beverage company in North America and fifth-largest in the world.The deal to create The Kraft Heinz Company was scored by 3G Capital and Warren Buffett’sBerkshire Hathaway. The move comes after 3G acquired Heinz a couple of years ago with financing help from Berkshire. The new company will be based in Pittsburgh and Chicago and have revenues of about US$28 billion and with eight one-billion-dollar brands.Bernardo Hees, CEO of Heinz, will become CEO of The Kraft Heinz Company.Heinz’s brands include its namesake ketchup and Ore-Ida, while Kraft’s brands include Oscar Mayer, Philadelphia, Jell-O, Kool-Aid, Lunchables, Maxwell House and Velveeta.The new company will pursue global expansion, by combining Kraft’s brands with Heinz’s international platform, according to the statement. Read Portada’s Susan Kuchinskas article on why the merger means tighter screws on media agencies and account reviews.

  • Dr. Pepper

Ih3bg494_400x400Telemundo has partnered with Dr Pepper in a multiplatform campaign to engage fans and millennials. Developed with two of Dr Pepper’s advertising agencies, Initiative LA and Identity, the “Atrévete A” (“Dare To”) campaign will focus on building brand awareness around messaging for Dr Pepper, “Dare to discover a unique taste,” by having “Suelta La Sopa” hosts, Jorge Bernal and Erika de La Vega, along with celebrity talent, try something “they’ve always wanted to do,” and encourage viewers to participate in a one-of-a-kind photo contest by daring to try something new with Dr Pepper. On-air promotion of “Atrévete A” will include integrated segments on “Suelta La Sopa,” where hosts and guest celebrities showcase their “dares,” as well as “Suelta La Sopa” “Daring Moments of the Week” editorial segments. In addition, the campaign will feature custom videos to air during commercial time and cross-promotional segments on popular Telemundo series “Un Nuevo Día,” “Titulares y Más” and “Ritmo Deportivo,” and on NBC UNIVERSO.As part of the multiplatform campaign, Dr Pepper will present an “Atrévete A” contest, launching on March 25, in which each segment will end by encouraging fans to submit a photo of themselves with a Dr Pepper logo. Fans will be offered the option to share a link to the contest via their social networks, challenging their friends to taste the one-of-a-kind flavor of Dr Pepper, to have a chance for their photo to be featured on-air in an “Atrévete A” segment during “Suelta La Sopa.” The winner will be flown to Miami to perform their dare, on-air, on the set of “Suelta La Sopa.”The fully integrated campaign will be presented by Dr Pepper within the “Suelta La Sopa” page on Facebook and Telemundo.com, with custom branded digital content, photos from the on-air segments and a branded iFrame for contest submissions.

  • Taco Bell

QjSaxWZ4_400x400“Routine Republic,” is Taco Bell’s new campaign from Deutsch. In the three-minute centerpiece ad below, McDonald’s affable but creepy mascot is reimagined as a sunken-eyed Stalinist clown (though perhaps bearing closer resemblance to Mao). He rules over a small army of look-alikes and an oppressed proletariat in a decrepit, cloistered city with a beefy security apparatus. Run-of-the-mill breakfast sandwiches are his preferred method of subjugation.Taco Bell, meanwhile—aided by “Blitzkrieg Bop”—is the champion of non-conformists, who simply want hexagonal, instead of circular, breakfast foods. The spot even delivers the added gut punch of twisting McD’s promise of happiness. Below the spot:

https://youtu.be/kuap4wIGSLg

 

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

Loco por iPhone 6?
The iPhone 6 may have sold 10 million units in its first three days, but Apple’s penetration in Hispanic and Latin American markets is lower, according to the Orlando Business Journal. Experian says 53 percent of Hispanic smartphone owners have an Android and 34 percent have an iPhone; iPhone penetration is even lower in Latin America: In Latin America, 86 percent of Argentineans, 90 percent of Brazilians and 80 percent of Mexicans use Android cellphones. Also, according to Kantar data, more people in Mexico use Microsoft’s Windows phone than the iPhone.
Hernan Tagliani, president of The Group Advertising, thinks this is because Latins value price, convenience and reliability. Many iPhone users think they’re easier to use than other phones, but in Latin America, Macs are seen as less user-friendly, and that likely translates to phones, as well, he says. Apple is great at attracting early adopters, but it needs to hit harder on the convenience messaging.

Pork Inspirations
Everyone needs a Hispanic internet hub, even pork producers. Pork Checkoff, a project of the National Pork Board, launched PorkTeInspira.com, a resource for information on nutrition, cuts, health and safety, as well as cooking tips and recipes.  There’s a strong social media component, too. The Pork Checkoff is promoting the hashtag #sabrososmomentos; it also has a Facebook page, Facebook.com/PorkTeInspira, the Twitter handel @PorkTeInspira and an Instagram account.

Mas Tacos por Tu
Taco Bell turned to Instagram to help launch its new breakfast line, targeting 18- to 44-year-olds. A series of sepia-toned sponsored photos reached 12.5 million people in the target demo in the U.S. across a four-week period. Click through from the blog to a full case study. This general-market campaign uses the Spanglish tagline launched in 2012. With all the interest in Hispanic culture and media, we think more companies should go this route.

Arnold adds Hispanic Desk
While the industry considers the efficacy of the general-market approach, Arnold is having it both ways, developing a Hispanic practice that will be integrated into the agency. Arnold Adweek quoted Arnold CEO Pam Hamlin saying, “They are an integrated part of our team, just like this capability is an integrated part of our services.” We’re getting that déjà vu feeling: The debate – and this move to integrate – reminds us of the early days of digital, when agencies couldn’t decide where or how to expand their digital capabilities.

How We Became “Hispanic”
Here’s a reminder from a UC Berkeley prof about where the term “Hispanic” came from: Unlike a lot of demographic segments that seem to have been invented to benefit marketers and journalists, G. Cristina Mora writes that Americans of Puerto Rican and Mexican heritage wanted the U.S. government to recognize them as separate from “white” citizens. Mora, an assistant professor of sociology at UC-Berkeley and the author of Making Hispanics: How Activists, Bureaucrats and Media Constructed A New American, says the term has enabled Hispanics to unify while celebrating their diversity.

Segmenting Is Key in Attracting Hispanic Ad Dollars

The vast majority of advertisers have engaged in bilingual advertising, according to an academic study of 130 brands by Amy Jo Coffey, an associate professor of telecommunication management at the University of Florida – and 93.9 percent of those campaigns were in Spanish. Coffey found that the ability to segment Hispanic consumers was the most important factor in allocating advertising budgets.

What:  Taco Bell is launching its new nationwide value menu called the Dollar Cravings Menu. Marketing for the menu will start on Thursday August 21 and will be led by Interpublic’s Deutsch, Taco Bell’s lead creative agency as well as Spark for media planning.
Why it matters: Hispanics clearly overindex in attendance to Quick Service Restaurants (QSRs). Yum Brands, the company that operates the licensed fast food brands of Taco Bell, Pizza Hut and KFC,  was a top 35 advertiser to the U.S Hispanic consumer in 2013 and its advertising expenditures increased more than 30%, according to Kantar Media.

Taco Bell Dollar Craving MenuTaco Bell is launching its new nationwide value menu called the Dollar Cravings Menu today August 18. Marketing for the menu will start on Thursday August 21 and will be led by Interpublic’s Deutsch, its lead creative agency as well as Spark for media planning. Taco Bell competitors like McDonald’s, Burger King and Wendy’s have been heavily promoting value menus since early 2013. Wendy’s last year overhauled its value menu, naming it “Right Price, Right Size,” which includes items that range between 99 cents and $1.99. McDonald’s has been pushing its dollar menu since late 2012, and Burger King is on an extended kick promoting its two-sandwiches-for-$5 deal. All these major fast-food chains are vieying to increase purchase intent among Hispanic consumers (see Table below).

 Long John’s lead in Purchase Intent Improvement

BrandScorePrevious ScoreChange in Score
Long John Silvers9.3-4.613.9
Taco Bell30.817.713.1
McDonald’s28.315.213
Arby’s7.4-1.18.6
Burger King29.42.18.4

Note: Purchase Intent Score improvement in Sept. October 2013
Source: YouGov

Hispanics, crucial to success

Taco BellHispanics are also a young demographic, with more than 23 percent of the population under 18 years of age, Liz Geraghty, vice president of brand marketing for Wendy’s recently told QSR Magazine. “As a restaurant brand, you really have to engage and connect with this consumer to succeed and to stay relevant,” she says.

As a restaurant brand, you really have to engage and connect with this consumer to succeed and to stay relevant.

According to research firm NPD, Hispanics have proved to be above-average limited-service users. According to NPD, more than 84 percent of Hispanics’ restaurant visits are at quick serves, and the average Hispanic consumer visits a limited-service restaurant 155 times each year, compared with the general population’s 151 visits.

“Four or five visits more per person per year is quite a bit of volume,” says Bonnie Riggs, restaurant industry analyst at NPD. The demographic also tends to use quick serves more for the breakfast daypart and snacking opportunities, and they’re above-average combo-meal purchasers, she says.

Four or five visits more per person per year is quite a bit of volume.

Taco Bell advertising also resonates well with Hispanics. A p0ll conducted by YaSabe, established that Taco Bell’s was the  most popular commercial with Hispanics at this year’s  SuperBowl.

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Kraft 

In a new promotional campaign for Kraft Singles cheese slices, Kraft uses young soccer players to spread the word about healthy eating. Ads are aimed at Latina moms. Titled “Soccer Star,” the campaign “empowers Latina moms” with an inspirational message that includes how Kraft Singles can benefit her family. It was created by agency of record Lopez Negrete Communications and involves both television and digital media.

  • MaidRightLatino.com

Maid Right Franchising, LLC announced the launch of www.MaidRightLatino.com, a fully bilingual website specially designed to connect Maid Right Master Franchise Owners with Latinos who wish to own a home cleaning business. “Maid Right provides a structured business model that will help Latinos build a business for as little as $1,600,” said Rich Kissane, CEO of Premium Franchise Brands, the parent company for Maid Right.

  • Eli Lilly and Company 

images (1)Eli Lilly and Company is expanding the Lilly for Better Health(TM) program, with non-product-branded health education resources to lillyforbetterhealth.com .Changes to the site include new resources, many of which are available in Spanish, like short videos on nutrition and physical activity, quizzes and interactive activities and brochures. All of these can be downloaded, printed, emailed and shared via social media. A limited number of copies of certain health education materials can be ordered through the Contact Us section. Visitors are invited to provide real-time feedback on the relevance and usefulness of health education resources with a “rate this” star-rating feature, and also are able to respond to a regularly updated knowledge-based health question. The correct response is shown, with tips on incorporating a positive and healthy behavior into everyday life. A sound icon that offers an auditory pronunciation of complex words and phrases has also been addded. The Lilly for Better Health website helps address the health needs of the growing U.S. Latino/Hispanic population with nearly half of the website in Spanish.

 

      • 7-Eleven

descarga (4)International chain of convenience stores 7-Eleven plans to  give away millions of free 12-ounce Slurpees for its 87th birthday celebration.  The convenience store giant will expand its freebie celebration into the following week by handing out everything from free ice cream bars to free cookies to free Big Gulps providing costumers download its app.The chain plans to give out more than 7 million Slurpees from 11 a.m. to 7 p.m. local time.The store is pushing smartphones promotion by requiring folks to download the 7-Eleven app to keep getting freebies July 12-19.The purpose is not only to build long-term relationships, but to boost short-term sales.

      • TGI Fridays

images (2)TGI Fridays has launched the Appetizers” summer promotion that offers all-you-can-eat appetizers for us US $10 per person. Guests can choose either loaded potato skins, boneless buffalo wings and mozzarella sticks and receive unlimited refills. And while sharing is discouraged, that rule will not be enforced by servers.The move comes at a time that many Millennials have moved away from the big casual-dining chains in favor of more local options or more budget-conscious fast-casual chains, such as Panera or Chipotle.

      • Red Lobster

rl_facebook_pic_reasonably_smallPublicis Kaplan Thaler has been named the creative lead on Red Lobster’s business after a review launched in April. The agency takes over from Grey, New York, the WPP incumbent on the account since 2010.Grey, which created the “Sea Food Differently” tagline for Red Lobster, continues to work on Darden’s Olive Garden and LongHorn Steakhouse brands.  SMG’s Spark handles Red Lobster’s media buying.Red Lobster’s media spending reached US $156 million last year, according to Kantar Media.

      • Taco Bell

descarga (5)The Mexican fast-food chain Taco Bell has announced that it is revamping its entire Cantina platform and replacing it with bowls and burritos packed with at least 20 grams of protein that weigh in at 500 or fewer calories as protein has become top-of-mind for many consumers. The Cantina Power Bowls will drop the corn salsa and the creamy cilantro dressing and replace it with a double portion of chicken or steak, reduced-fat sour cream, real cheddar cheese and an avocado ranch sauce. The Power Burritos will drop the rice and beans and replace them with reduced-fat sour cream and cheddar cheese. The new Taco Bell platform launches nationally on July 17.

      • Sour Patch

descarga (6)Sour Patch Kids has launched a five-day Snapchat campaign, which means parent Mondelez International’s initial incursion on the smart phone app as well as the candy brand’s first time utilizing social media influencers. The campaign—named “Real-life Sour Patch Kid”—enlists social media star Logan Paul to take over the brand’s Snapchat account while documenting pranks that he’s pulling in New York.Each day, Logan posts a Snapchat Story to Sour Patch Kids’ account detailing one of his high jinks.The candy brand promoted the @SourPatchSnaps

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF 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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at  xavier@portada-online.com
SEE A DEMO OF THE DIRECTORY!

  • SATA Airlines

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

  • Coca-Cola

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

  • Timberland

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

  • Smirnoff

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

  • Taco Bell vs. McDonald’s

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

 

  • Retailers: Family Dollar and Dollar General

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

  • SanaSana.com

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

  • Bumble Bee Foods

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

 

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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
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SEE A DEMO OF THE DIRECTORY!

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at xavier@portada-online.com

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. MORE THAN 40 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at  xavier@portada-online.com
SEE A DEMO OF THE DIRECTORY!

  • “All you need is Ecuador”

allyouneedisecuadorEcuador is launching the global tourism campaign: “All you need is Ecuador”. Nineteen cities around the world, seven of them located in Ecuador, will see giant 19-foot letters appear on April 1 at 9 a.m.  in emblematic places. These letters, put together, will make up the phrase “ALL YOU NEED IS ECUADOR”, the slogan of this tourism campaign that highlights the tourism attractions this South American country has to offer. The Ministry of Tourism of Ecuador acquired the rights of use of The Beatles’ original song “All you need is love” to be used in promotional pieces .

This initial stage of the campaign consists of a 10-day launch in Paris, Madrid, Sao Paulo, Bogotá, New York, Santiago, Berlin, London, Lima, Mexico City, Amsterdam and Buenos Aires; while the Ecuadorian cities where these letters will appear are: Cuenca, Manta, Loja, Guayaquil, Tena, Santa Cruz and Quito.

Each letter will have a different design representing a product, artistic expression, activity or attraction of the country. These designs were selected by the Ministry of Tourism considering each city’s target audience. Each letter has a quick response (QR) code, a web address and a hashtag (#) inviting the audience to interact with this campaign and find out what the letters mean.

To publicize Ecuador’s tourism attractions, a large-scale campaign was launched on February 28 using social network and digital platforms such as: Twitter , Facebook  and the website. The #AllYouNeedIs hashtag used in these platforms has become a global trend that managed to make an impact on 20 million people within a period of less than 15 days.

  • Taco Bell

tacobellThe Mexican fast food chain Taco Bell, has hired a bunch of real guys named Ronald McDonald, the same name as rival McDonald’s mascot, and has them appearing in new commercials where they tout Taco Bell’s new breakfast menu. The commercials were created by Deutsch Los Angeles. Although they do not make any mention of McDonald’s, the commercials are aimed to get people understand that there are more alternatives to their breakfast routine, according to what Taco Bell president Brian Niccol told Ad Age. As said by Niccol, the campaign spending will be more than what the chain spent on its Doritos Locos Tacos launch.

  • Sprint 

frobinsonsTV spots promoting the wireless carrier’s “Framily Plan,” created by Figliulo & Partners, will introduce the “Frobinsons,” including the patriarch (a hamster voiced by Andrew Dice Clay); an 8-year-old daughter who speaks only French; an African-American grandpa who is a former techie for Jimi Hendrix; and a goth family friend named Gor-Don. The serialized story line will unfold across TV, print and digital and the family will have a dedicated page on the Sprint website. As Sprint is No. 3 in sales among wireless carriers, this campaign is attempted to grab attention and to create more sales.

Here is the spot:

http://youtu.be/fycEGsMk9E4

 

  • NBCUniversal 

nbcuniversalNBCUniversal is reviewing the digital work currently handled by Ignited, El Segundo, Calif., according to Admweek. The assignment covers digital efforts covering NBC broadcast and cable network brands like USA, CNBC, Bravo, Syfy and E!. NBCUniversal spent US $92.3 million on digital marketing in 2013, according to Kantar Media.It cannot be determined which agencies are competing for the account or when a decision will be made. Ignited has been invited to defend, sources said.This review follows an US media agency search triggered by Comcast’s acquisition of NBCUniversal. In July 2011 Publicis Groupe and WPP Group media agencies emerged as the winners.Publicis’s MediaVest and Starcom won the merged company’s cable and theme-park business while WPP was given the rest of what was formerly NBC’s business, including Universal Studios. WPP’s Mediacom continues to work for NBCUniversal overseas.

  • Vodafone

vodafoneVodafone is down to two finalists in its global media agency search: A WPP GroupM team, led by MEC, and a Dentsu Aegis network effort, fronted by Carat, according to adweek. Omnicom’s OMD, incumbent on the Vodafone’s media planning and buying business, was eliminated from the review earlier this month.

Vodafone and OMD have been working together since Vodafone consolidated its global media business with OMD in 2009. OMD went up against Carat and a WPP Group Vodafone team in that previous search.  At the time Vodafone’s global media and spending was estimated at US $1.3 billion.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS!

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

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

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

login

              .

SEE A DEMO OF THE DIRECTORY!

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at xavier@portada-online.com

Ken Muench

Ken Muench (left) and Jeff Fox have left their respective posts at Draftfcb to launch Collider, a strategic marketing consultancy in California.

Collider, which Muench describes as a consultancy that “connects brands to culture through insights, ideas and innovation,” officially opened on Monday, and it did so with a big client: Taco Bell, which is hosting the new partners at their Irvine, California headquarters before they move to a new office in Santa Ana.

“My departure [from Draft] was cool. It was not bitter at all,” Muench tells Portada. In fact, Taco Bell will continue to do its creative work with Draft, but is already working with Collider in several innovation and strategic marketing projects.

“We do not offer creative services, so we have a very neutral position, and do not compete with advertising agencies,” says Muench, who prior to joining Draftfcb worked at Grupo Gallegos and Casanova Pendrill.

Collider is launching with a staff of 5, including Muench, Fox and 3 planners. The new offices, where the partners plan to move to in a few weeks, are strategically located in an up and coming neighborhood in Santa Ana: Next door to a gay & lesbian bar and upstairs from a tortería.

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