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

For prior Sales Leads editions, click here.

  • Dove

#WeAllGrow Latina Network, a community of trailblazing digital influencers and creative entrepreneurs, announced Unilever´s Dove as the official title sponsor for their #WeAllGrow Summit 2019, the professional conference for Latina changemakers scheduled for May 30 – June 1 in Long Beach, California. Echoing a longstanding commitment to highlighting real women and building beauty confidence, Dove is taking action in collaboration with Getty Images and Girlgaze to diversify the way women are represented with its latest initiative Project #ShowUs, the world’s largest stock photo library created by women and non-binary individuals to shatter beauty stereotypes. The photos are now available to media and advertisers everywhere to license for future projects, helping to diversify the vision of beauty around the world.To amplify the conversation surrounding the portrayal of women in more realistic, culturally-relevant scenarios and empowering roles, Dove is inviting the diverse community of Latinas attending the #WeAllGrow Summit 2019 to join them in helping expand the definition of beauty by sharing their vision of real female beauty, confidence and success.The brand is bringing the topics of inclusivity and self-defined beauty front and center by hosting a series of immersive experiences and throughout the duration of the event, the #MiMomentoDove Suite will offer attendees a moment to recharge with a variety of services including:Dry styling sessions, luxurious foot cleanse and massages, personalized Baby Dove Rich Moisture Tip to Toe Wash and Lotion duos and dermatologist 1:1 consultations.Centered around the theme “We Are CHANGEMAKERS,” the #WeAllGrow Summit 2019 is bringing together a sisterhood of Latina creators, storytellers and business leaders for the fifth consecutive year to celebrate the power of Latinas as a driving force in this country.


  • McDonald’s

Kansas City-based agency Bernstein-Rein (BR) garbbed additional McDonald’s business after competing against two longtime McDonald’s roster agencies for both the creative and media assignment for the Missouri co-op “Big-MO,” Mediapost has reported. This local co-op media business stretches across southern Missouri to northern Arkansas to Western Illinois to northeastern Oklahoma and includes 124 McDonald’s restaurants. This expands BR’s business with the fast-food giant, lifting the number of restaurants that agency will work with to 365. Late last year, the agency went through a local co-op media agency certification process to become qualified for media in addition to creative services.


  • Unsun Cosmetics

Sunscreen is moving toward greater sensitivity to diverse skin tones, and on a mass scale. Unsun Cosmetics, known for its shade-inclusive SPF-focused products that sell at UnsunCosmetics.com, Credo and Detox Market, is launching a diffusion line called Unsun Everyday. The collection landed in 180-plus metro-focused Target stores and on Target.com to serve customers of color. Unsun is not the only brand to want to teach diverse consumers about sun protection. For the first time in its 22-year history, SheaMoisture is also venturing into sun care. The Unilever-acquired brand debuted its first SPF 35 body product, as well as a pre-swim sun protector for hair and an after-sun body cream, earlier this month exclusively with 3,000 Walmart stores and Walmart.com. SheaMoisture’s sun protection products range from $11.97 to $13.97.Sunscreen that is best suited to multicultural skin tones is made from natural ingredients, such as zinc oxide or titanium dioxide, and then tinted. But many are not tinted enough. Other chemical-based formulas, made up of avobenzone and oxybenzone, may also work but typically require a clear base. Katonya Breaux, Unsun Cosmetics founder, launched Unsun in 2016 because existing sunscreens left a filmy residue on her darker skin. Her recent move with Target not only gives the brand a larger physical retail footprint but it also allows women of color access to sunscreens free of chemicals.With the Target launch, Unsun expects to double 2018 sales at a minimum.According to Nielsen, multicultural consumers (including that African-American, Asian and Hispanic people) account for about 42% of the personal soap and bath needs category, or US$1.3 billion, and 32% of the fresheners and deodorant category, which is over US$774 million. 


  • Target

Target may acquire Triad Retail Media, The Wall Street Journal reported.WPP’s Triad Retail Media unit helps brands design digital advertising campaigns and also sells media space on retailers’ websites. Target has an existing relationship with WPP as a large media-buying client. While Target’s discussions with Triad are reportedly only in the preliminary phase, pursuing the group would make sense for the big-box retailer if it wants to keep up with key rivals Walmart and Amazon that are quickly ramping up their advertising businesses. Triad was acquired by WPP for about US$300 million in 2016.

  • Lexus

Lexus is pleased to fill that role as the official vehicle of Sony Pictures’ “Men in Black: International,” slated to open in U.S. theaters June 14, 2019. The second trailer for the film was released t MeninBlack.com. Lexus vehicles are the official fleet of Men in Black agents globally in the film. The 2020 Lexus RC F stars as the Men in Black agents’ vehicle of choice for their high velocity pursuits. The luxury sport coupe recently underwent an exciting change, making it faster, lighter and even more ready to transport the Men in Black as they save the universe. The Lexus RC F offers the best power-to-weight ratio in its class and the most powerful Lexus V8 to date, generating 472-horsepower – plus in the film it boasts some pretty amazing alien tech. The Lexus RX Hybrid and Lexus LX SUVs are also featured in film scenes with alien encounters.The collaboration between Lexus and Sony Pictures’ “Men in Black: International” includes integration in the film, a co-branded TV spot, a custom Men in Black RC F and sponsorship of the film premiere. The 30-second spot, an effor of Sony and Team One, shows off the vehicle with the two stars of the movie, Chris Hemsworth and Tessa Thompson. The spot debuts on broadcast and will air during cable and network sports including the NHL Stanley Cup Finals, late night including “Late Night with Seth Meyers” and the Tonight Show with Jimmy Fallon, and on prime time and cable, in addition to advanced TV, digital and social.

  • Water Sports Foundation (WSF)

For the third consecutive year, the Water Sports Foundation (WSF) of the United States launches in partnership with Hispanic Communications Network (HCN), a new edition of its successful multimedia educational campaign, to promote the use of life jackets among members of Latino families across the country. The campaign coincides with the completion of the National Week of Safe Navigation (NSBW), from May 24 to 31.Another of the activities of the NSBW includes going one day to work with life jackets, in order to highlight the importance of using the vest as other security elements that are already part of our daily life, such as the safety belt in cars.”Unfortunately, our Latino community has one of the highest percentages of people, especially children, who can not swim. It is proven that the use of vests saves lives. In the case of Latino families, that benefit is more important than among any other group,” said HCN President Alison Rodden.The new campaign seeks to continue efforts to inspire a culture of maritime safety among the Spanish-speaking public, through Public Service Messages in the network of affiliated stations of HCN, in the programming of shows of the Hispanic Network, as well as messages multimedia on their sites on social networking platforms such as Facebook, Twitter and Instagram. The campaign will be broadcast from May 24 to 31 at the national level.

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

For prior Sales Leads editions, click here.

  • Denny’s

Denny’s launched its nationwide “See You at Denny’s” campaign to invite consumers back to its restaurants to experience improvements the brand has brought to life. As part of its brand revitalization over the past few years, Denny’s remodeled over 80% of its restaurants to be more modern and comfortable and overhauled a large majority of its menu to meet shifting consumer tastes. The new “See You at Denny’s” tagline is an invitation for guests to try out the new Denny’s, and with dedicated spots for multiple multicultural audiences, the campaign further solidifies Denny’s position as America’s Diner and its commitment to providing an inclusive and welcoming dining experience.To bring the “See You at Denny’s” campaign to life, Denny’s tapped agencies EP+Co, Conill and Fluent360 to create several spots. The creative was inspired by the diverse demographics of Denny’s guests and captures the inclusive gatherings of families and friends Denny’s is known for across America. The spots include dedicated commercials speaking directly to African-American and Hispanic guests. The advertisements will run on national TV as well as various digital and social platforms including Hulu, YouTube, Vevo, Facebook and Instagram.Denny’s is one of America’s largest full-service family restaurant chains, currently operating over 1,700 franchised, licensed and company-owned restaurants across the United States, Canada, Puerto Rico, New Zealand, Mexico, Costa Rica, Dominican Republic, Honduras, Guam, the United Arab Emirates, Chile, Curaçao, El Salvador, and Trinidad and Tobago, and the Philippines.

  • Target

Retail giant Target unveiled Roundel, its newly revamped in-house agency and media network formerly known as Target Media Network. Roundel will create campaigns and content for clients—namely, brands and agencies, including brands that aren’t sold within Target stores.This is not Target’s first extension into the “sell” side of media, Adweek has reported. The goal of this rebrand is to get people to separate what Roundel does from what Target does.





  • Fresco y Más

Hispanic grocery store Fresco y Más announced the launch of a customer donation program taking place now through May 28 to raise funds for the League Against Cancer (Liga Contra el Cancer), a community based, not-for-profit organization committed to providing free medical care to uninsured cancer patients.Customers who shop at any of the 23 Fresco y Más locations in South Florida during the month of May are encouraged to participate and donate to the local community organization, which has provided more than 66,000 low-income, uninsured men, women and children with world-class medical treatment, screenings and support since 1975. Southeastern Grocers, Inc., parent company of Fresco y Más and Winn-Dixie, has had a long-standing relationship with the League Against Cancer. Since 1980.Founded in 2016, Fresco y Más grocery stores serve Hispanic and Caribbean communities throughout South, West and Central Florida.



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


  • Vallarta Supermarkets

Vallarta Supermarkets, the  Southern California-based, independently-owned supermarket chain announced that it will donate US$130,000 to various non-profit organizations.  Donations will support youth education in the communities Vallarta stores serve.The donations will be made through Vallarta Supermarket’s Gonzalez Family Foundation to educational institutions, scholarship foundations and grassroots organizations working to benefit communities across Vallarta’s 50-store footprint in Southern California, the San Joaquin Valley and the Central Coast. The Foundation has a history of investing in the promise of tomorrow’s leaders, and their gifts will enable these organizations to continue their support of California’s diverse youth.Vallarta Supermarkets was founded in 1985. Since 1985, Vallarta Supermarkets has grown to a total of 50 stores throughout different counties in California (Los Angeles, Ventura, San Bernardino, Kern, San Diego, Santa Barbara, Tulare, Orange and Fresno). The Gonzalez family has adhered to their strong work ethic and has made it part of their company culture ensuring that all their team members.


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

For prior Sales Leads editions, click here. 

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

  • Walmart


After two years as Group Director Multicultural Marketing of The Coca-Cola Company, Javier M. Delgado has started a new position as Senior Director Of Marketing at Walmart.





  • White Castle

White Castle, America’s first hamburger fast-food chain, has announced a special new partnership with Puerto Rican singer and songwriter, Gilmarie. The artist’s new song, Make a Bold Move, was co-commissioned by White Castle and is featured in the chain’s new Hispanic national advertising campaign, and downloads of the song will directly benefit her dream of attending Berklee College of Music in the fall of 2018.Make A Bold Move, which was released on International Women’s Day, is dedicated to the empowerment of young Cravers and encourages them to be bold to keep working to achieve their dreams. The song is currently available on iTunes, Amazon, Spotify, Pandora and YouTube.”When we listened to her voice and then heard her story, we just knew we had to support her incredible talent and motivation through this opportunity,” said White Castle Chief Marketing Officer Kim Bartley. White Castle’s new Hispanic advertising campaign will be comprised of many versions of television and radio commercials advertising discount combos including 10 Cheese Sliders for US$7.99 and a three Cheese Slider combo for US$4.99, and the return of Ghost Pepper Cheese for a limited time. After experiencing her glowing personality, the team decided to feature Gilmarie


  • Target

Starting April 17 on Target.com and May 20 in select stores, Target is introducing eight new cosmetic brands with more than 150 products designed for medium to dark skin tones, the company said in a blog post this week. The brands are Coloured Raine, EveryHue, Haleys Beauty, Hue Noir, The Lip Bar, Makeup Geek, Reina Rebelde and Violet Voss.”Target recognizes the need for affordable, quality products tailored to multicultural consumers, which is why this first national retail partnership for Hue Noir is so gratifying,” Hue Noir founder and CEO, Paula Hayes, said in a statement.Target has been among the biggest spenders on marketing tailored to Hispanic customers, not least a conspicuous tie-in with the hit show “Jane the Virgin” where the retailer’s merchandise and familiar red bullseye logo is often seen.

  • Ford Motor Company

Ford Motor Company has  launched a global creative review, after 75 years WPP’s dedicated unit Global Team Blue .Given the size of the account, it would seem almost certain that this will be a holding group figh. Ford  annual marketing spend in the U.S. is US$1.2 billion. Excluded from the review are Ford’s China business, public affairs, the U.S. dealer business and Ford’s luxury Lincoln brand, now parked at WPP’s Hudson Rogue, according to the memo. Mindshare looks after media buying for GTB. The review is part of a broader corporate drive to improve efficiencies across the business.



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

  • Domino’s Pizza

Domino’s Pizza, one of the largest pizza company in the world based on global retail sales, is launching yet another delivery revolution. Starting today, over 150,000 Domino’s Hotspots are now active nationwide so that customers can receive delivery orders at spots that don’t have a traditional address – places like local parks, sports fields and beaches, as well as thousands of other unexpected sites. Local Domino’s stores around the country have selected these Domino’s Hotspots, which are now locations where drivers can meet customers curbside to hand off orders.Domino’s Hotspots are online-only for prepaid orders on dominos.com and in mobile apps. Once a customer’s location has been determined, local Domino’s Hotspots that are available for delivery will appear on a map for customers to select. Before checking out, customers can leave instructions to help the driver find them.  After completing their order, customers will receive text message alerts about their Domino’s Hotspot delivery progress, including a final text that gives the estimated arrival of the driver at the hand-off spot.

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


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

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

For prior Sales Leads editions, click here.

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  • Post Holdings Brands

Post Holdings Brands has selected Minneapolis agency Public Works as agency of record for its cereal brand Honey Bunches of Oats. Public Works already works with a number 0f Post brands, including Pebbles, Honeycomb, Malt-O-Meal and Great Grains, but Honey Bunches of Oats represents the largest assignment from the client. The agency, which launched last year and employs around 13, also works with the NHL’s Minnesota Wild and Warner Bros. In 2016, Post Consumer Brands appointed LatinWorks Hispanic Marketing Agency of Record for its Hispanic-investment brands. Spark-MediaVest(now Spark Foundry) will remain Post Consumer Brands’ media agency of record.



  • Cardenas Markets LLC

The newly formed Cardenas Markets LLC, the result of the recent merger between Cardenas Markets and California-based Hispanic chains Mi Pueblo Markets, aims to become largest Hispanic retailer in U.S. by adding between 5-10 stores per year going forward. According to John Gomez, the combined company’s CEO, Cardenas Markets has grown 50% in the last six months. Gomez suggests the strength comes from marketing to a growing demographic such as the Hispanic. The company is considering using only the Cardenas brand and operating model in the near future and shedding the Mi Pueblo label.Based in Ontario, Calif., Cardenas Markets currently has 47 stores with 15 being from the former Mi Pueblo network and one a result of the merger.The company is currently only operating on the West Coast and along the Southwest but hopes to expand towards the East in the future.

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

  • Amazon

E commerce giant Amazon, which last week launched a review of its global media planning and buying account, is targeting Hispanic consumers to lure them away from traditional retailers like Target and Walmart, and those consumers are responding positively, Ad Age reports. Amazon is drawing away more Hispanic sales dollars. Hispanic consumers are shopping less at retail stores, citing an 11% drop in shopping visits by Spanish-dominant households in November and December. Meanwhile, Amazon has started a Spanish version of its website and is offering Amazon Prime subscriptions in Mexico. In a survey by market research company IRI, some 23% of U.S. Hispanics said they shop with Amazon at least monthly, compare with 20% of non-Hispanics.The buying power of the nation’s 57 million Hispanics reached US$1.4 trillion last year, 10% of the U.S. total, according to Nielsen. IPG Mediabrands Initiative handles Amazon global media AOR, while WPP’s MEC handles U.S. digital media-buying.

  • Chobani

The yogurt maker Chobani is undertaking a refocused marketing and sales plan to beat rival Dannon as the largest yogurt company in the U.S., Ad Age reports. Its new strategy will be to roll out a new organizational structure: Chobani’s sales, marketing, insights, product innovation and other units, which were largely operated separately, have been brought together in one department, allowing the company to operate with more speed and agility. The brand has also plans for a different sales approach. Chobani currently holds about a 20% share of the overall yogurt market, with about 38% of the Greek Yogurt market.


  • Target Corp. 

Target Corp. announced a US $14 million commitment to youth soccer through two new national initiatives, including an US$8 million local grant program, and a US$6 million partnership with the U.S. Soccer Foundation to build 100 new soccer play spaces by 2020. These are the latest investments by Target in the country’s fast-growing youth sport, and build on relationships with Major League Soccer, Minnesota United FC, US Youth Soccer and the U.S. Soccer Foundation, which were unveiled earlier this year.Through a national application process, Target will provide US$1,000 grants to eligible schools, government agencies, non-profit organizations and non-profit regional/local soccer organization on behalf of each Target store and distribution center in the U.S. All eligible organizations can apply online at Target.com/grants through noon CST Aug 30. The first year of grants will be awarded in November 2017.The first three play spaces built through the partnership will come to life in Chicago – home to the 2017 MLS All-Star Game presented by Target – in 2017. Additional locations and cities will be announced at a later date.The announcement deepens Target’s commitment to furthering youth soccer’s considerable growth in the U.S. and builds on the retailer’s current support of US Youth Soccer.

Jason Riveiro has been appointed as Senior Marketing Partner at American Modern Insurance (AMIG).  Previously, Jason worked as Chief Marketing Officer at NAHREP (National Association of Hispanic Real Estate Professionals.) At AMIG, Riveiro will be working on strategy and branding.




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

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The PortadaLat Awards have announced the 2017 Golazo Award nominees. Voting is open through May 19 to determine the finalists who will battle it out in front of a jury at PortadaLat on June 7! Below are the 16 shortlisted nominees. Peer-to-Peer recognition is a foundation of the PortadaLat Awards and it’s up to you to vote on which candidates move on to the finalist round. Check out the nominees and vote for your favorite now!

Don’t forget to register to join sportscasting celebrity Fernando Fiore, industry leaders and game changers in Miami, June 7-8 for the ninth annual #PortadaLat Conference. The event kicks off on June 7 with a spotlight on the significant role of soccer marketing in the U.S. and Latin America. Learn more about Portada’s new ticket options.

Agencies, including PR agencies, brand marketers, and media properties were invited to nominate campaigns, concepts and ideas that substantially engage consumers in the U.S. or Latin America through soccer content. These are the nominees:

” MLS “”Stand as One Campaign”/Brooklyn Brothers “

https://pbs.twimg.com/profile_images/790548785864867841/414P_m13.jpgThe campaign featured creative elements including television spots, digital and print advertising, in-venue visibility, social content, and storytelling, and was rolled out during the 2016 MLS season. The campaign ran with spots across all MLS’ broadcast partners, along with significant online activation. “Stand as One,” created collaboratively by The Brooklyn Brothers and MLS’ in-house marketing and creative team, was designed to elevate the movement and the sport of soccer in North America. It highlighted the electric and unifying fan and stadium experience that is unique to MLS’ core, as well as the world-class quality demonstrated by its players every week.The campaign was supported by all five of MLS’ national broadcast partners: ESPN, FOX Sports, Univision,

The campaign was supported by all five of MLS’ national broadcast partners: ESPN, FOX Sports, Univision, TSN and RDS, as well as all international and regional MLS broadcast partners. In addition, MLS digital channels, including MLSsoccer.com, MLS Video and MLS’ social media, played a leading role in the campaign. The campaign captured the true essence of MLS by celebrating the stories of MLS’ clubs and local markets. The visual elements reflect the authenticity, unity, and excellence of Major League Soccer, its players and its supporters, who combine to define the sport in the United States and Canada.

“My Inter Jersey” / Gravity

Fans of Inter love to wear their team colors loudly and proudly. Digital natives enjoy generating their own content, especially if they can put their name on it. Our goal was to drive awareness and sales of the new Inter Milan jersey by Nike.

Based on this insight, Gravity proposed to create a web platform that would enable fans to create their own personalized wallpapers for devices depicting the new jersey design.

We targeted fans on social media that re-directed them to a microsite to create personalized jersey. To incentivize fans to purchase the new jersey, the first 10 thousand participates were provided with a discount coupon to buy the jersey from Nike.

Launched in mid-November, it has already attracted more than 24,000 fans from 155 different countries. There are over 12,800 newsletter subscribers and thousands of social mentions and positive sentiment.

Link to Campaign/Brand.

AT&T / MNT / The Marketing Arm

AT&T / MNT / The Marketing ArmIn efforts to connect with Hispanic Millennials, The Marketing Arm (TMA) launched the Expresa Tu Pasión soccer campaign, a collaboration between AT&T and the Mexican National Soccer Team (MNT). This campaign engaged Hispanic Millennials, both socially and in the real world through exclusive experiences and activations. To amplify the program, TMA created the “AT&T Expressions” app. A digital platform, which consisted of customized emoticons that brought soccer fan excitement to life. By using these emoticons, AT&T was able to easily interact with Hispanic Millennials in stadiums, music venues, social media channels, and AT&T retail stores nationwide.

The MNT consumer experience included Retail and exclusive VIP events with MNT legendary players, an interactive zone during the pre-game tailgate parties, Fútbol Fiesta, and leveraged the existing relationship with popular Univision sportscaster Adriana Monsalve as a celebrity guest during every match.

Link to Campaign/Brand.

FC Bayern Audi Summer Tour 2016 / FC Bayern Munich LLC

FC Bayern Audi Summer Tour 2016 / FC Bayern Munich LLC.FC Bayern Munich opened an office in New York (2014) to grow our fanbase and better connect with fans in the U.S.; bringing them closer to the club they love. In three years we’ve seen interest in Bayern grow from 13M to 27M followers.

The 2016 U.S. Audi Summer Tour campaign gave fans that haven’t been to Munich the chance to see their team on home soil. Fixtures in Charlotte, Chicago and New York, appealed to general sports and soccer fans, including the large Hispanic Bayern fanbase and population there.

• Attendance – 180,000+ for three games
• 340M+ people reached via social media
• 43.7M interactions & video views on our social channels
• 12M+ watched TV broadcast
• 65K increase in CRM database, 18K increase in newsletter subscribers
• 43 media appointments
• 20 player activations with partners

Link to Campaign/Brand.

Inter Milan / Gravity

Inter, the Milan-based professional Italian football club, was taking part in the U.S. International Champions Cup, and hoping to make a splash in the U.S. marketplace.

To broaden its reach, Inter worked closely with Gravity to create a campaign that would increase brand relevancy into the lives of U.S. soccer fans.

The campaign featured a video montage of past, and epic, goals, that showcased Inter’s legendary heritage. To further enhance relevancy, these videos used American NBA/NFL/MLB commentators from sports outside of soccer. When Inter was shown scoring a goal, the commentator called out “touchdown” or a “home run” in an effort to “teach America how to cheer.” The unexpected combination of European and American sports promoted Inter in an exciting and engaging way that people (especially soccer fans) across the globe understood.

The four videos were aired globally across Inter’s social media channels as well as boosted with paid social.

Link to Campaign/Brand.

Johnson & Johnson/MLS/U.S. Soccer

Johnson & Johnson/MLS/U.S. SoccerJohnson & Johnson announced a multi-year extension of its sponsorship as official healthcare partner of MLS and US Soccer. The sponsorship was first activated in 2015 and this is the second time the consumer brand renews its sponsorship.Johnson & Johnson Consumer Brands will be integrated throughout different platforms including digital, broadcast and video content, as well as in-stadium exposure. Johnson & Johnson will also continue to create on-site activations during relevant MLS events, such as the All-Star Game, which is presented by Target and the MLS Cup. For the US Soccer partnership, the healthcare company will sponsor both male and female senior and youth national teams. Johnson & Johnson will use its partnership to expose many of its different brands on the field. It will also integrate it into its marketing strategies, including the Johnson & Johnson Donate a Photo app, through which people can connect with causes that they care about and other key platforms and partners.

Pepsi “Momentos”/UEFA Champions League/BBDO

Pepsi™In 2017, in its second year as a sponsor of the Union of European Football Associations (UEFA). Pepsi launched its first global campaign based on a “Moments” creative platform. The campaign is active in nearly 75 countries including most of Latin America and the U.S.
The #PepsiMoment campaign, which features football/soccer stars Sergio Agüero, Alexis Sánchez and Vincent Kompany, looks to build on and associate the Pepsi brand with fans’ excitement in the lead-up to the UEFA Champions League Final on June 3 in Cardiff, Wales. Taglined “Show How Much It Means,” the campaign celebrates the sport’s fans by depicting their passion before, during and after matches. Pepsi posted creative from lead agency AMV BBDO on YouTube, including a 60-second anthem video that’s a montage of game-related moments, called “We Know How Much It Means”; several 10-second videos excerpted from the anthem; and short videos featuring the three brand-rep athletes talking about their favorite football moments. The campaign spans “always-on, exclusive content” and shareable social media creative, including fan-generated content. The campaign lives on Facebook, Instagram Stories, and Snapchat. Digital elements launched this week in the U.S. and most of the other nearly 75 countries targeted for the campaign, a brand rep reports. TV spots are also broadcast in most of those markets.

Link to Campaign/Brand.

Scotiabank/F.C. Barcelona

Scotiabank JamaicaFC Barcelona and the FC Barcelona Foundation announced an official partnership with Scotiabank that designates the Canadian bank as the Official Bank of FC Barcelona in Latin America and the Caribbean. This agreement will allow Banco Colpatria, Scotiabank’s Colombian partner, to sponsor youth-focused programs in Colombia, as well as participate in events and offer soccer experiences to its clients. Because it will support young people from Colombia through various programs sponsored through Banco Colpatria. The winners of the Scotiabank-organized championship will be able to travel and attend training events in Barcelona, Spain. Scotiabank, in association with its Colombian partner Banco Colpatria, will host a four-day FutbolNet Festival, in which a thousand young players will train and learn important sports and life skills.


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What: Ed Carias, Sr. Brand Manager at el Jimador Tequila – North American Region, Brown-Forman, and a speaker at our upcoming PortadaLat conference next month speaks to Portada about what he has learned about strategizing and activating sport sponsorships and sports related ad campaigns. 
Why it matters:
 Sports marketing, particularly as it relates to sponsorships is an area that is strongly growing in the overall U.S. marketing landscape.

Sports background Free VectorWhen you build a sports marketing strategy for your brand, it is very important to first understand what you are trying to accomplish if you want your investment to be successful, explains Ed Carias, Sr. Brand Manager at el Jimador Tequila – North American Region, Brown-Forman.

“To sponsor a sports team or a particular player (celebrity)  may not necessarily  be the right choice. The decision to sponsor a particular property has to be aligned with the brands overall goals,” Carias adds.

The decision to sponsor a particular property has to be aligned with the brands overall goals.

According to Carias,  Sports marketing has become a widely used and accepted piece of the marketer’s toolbox,”  “Of course,  this doesn’t mean that because the opportunity is there you have to grab it. The sponsorship needs to make sense within the overall sports marketing framework. If a sports property can help you advance your overall brand or business goals then it becomes a really good opportunity and conversation, whether you are looking for awareness, or to make a connection with your target consumer.”

Choosing the Right Sport

Another challenge is to choose the right sport, Carias notes. There are so many sports to choose from, that you have to focus on the one that suits your brand best. A great example is what companies like Red Bull and Monster Energy have done through their association with extreme sports. “Once you decide that a sports partnership can help your overall business goals,” says Carias, “you have to take a look at what you want to accomplish with that, and at what resources you have available in order to  leverage  the sponsorship.”

Carias, a  member of Portada’s Sports Marketing Board,  notes that throughout his career he has had experiences with partnerships where he has not been able to fully leverage the rights or the name of the team. “We didn’t activate the partnership as well as we could have. That was a big learning for me,” he explains.

If you don’t have a plan that fully leverages the sports partnership then maybe you are better off doing advertisement around the sport.”

Through learning by doing it became clear to Carias that “if you don’t have a plan that fully leverages the sports partnership then you might be better off  doing advertisement around the sport.”

To know what works best in advance, you have to look at your overall plan and at the resources you have available, and then make a decision. Also, you might have a great marketing plan around a team sponsorship, but if you don’t have the money to invest in activities around the sponsorship,  you might be better off doing  something else.”

Carias has the following rule in order to make sure that a brand has the right level of resources to fund sports marketing efforts: “You need two dollars for every dollar invested in  a sponsorship in order to be able to fully leverage it.”

You need two dollars for every dollar associated with a sponsorship in order to be able to fully leverage it.

Major League SoccerSoccer Marketing…

“In the last ten years, soccer in the U.S. has continued to grow and to get bigger. The difference between  soccer and hockey is very small. They have almost the same popularity right now.” Carias believes.

“I don’t think soccer is approached  just as a way to target multicultural or Hispanic consumers anymore,” Carias emphasizes. In the last decade brands and fans have experienced that in addition to large metropolitan marketers, there is growth in smaller markets. MLS teams such as Seattle and Portland have shown that general market fans are as interested in soccer, “or maybe more interested in soccer,” than they are in other sports.

But soccer brands need to be careful when planning a sponsorship. There are many ways to advertise around soccer, you don’t need a partnership or a main sponsorship. “Billboard advertising as well as  stadium signage and other smaller sponsorship elements are also available.”

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What brands should be really looking for, is for customizable content that only they can provide to sports fans. The truth is, “soccer fans don’t need our brands to be fans, they already are, and they can find information about their team in one thousand different locations,” explains Carias.

Soccer fans don’t need our brands to be fans, they already are.

The key is to come up with content that really engages a brand’s target audience to interact with the brand. “That’s pushing us to do more custom content, and things that are unique.” For example, EL Jimador did a program with Tim Howard, the goalkeeper of the Colorado Rapids and the United States national team. The program  provided consumers a once-in-a-lifetime opportunity to shoot a penalty kick against Howard and potentially win one million dollars.”

“More brands are getting into these  kinds of unique partnerships and custom opportunities versus just having our name on the shirt, or making posters with the team logo for display.”

Carias believes that brands have gotten smarter and savvier on what it takes to leverage sports properties. But part of the challenge is that fans are smarter too. “We have to be more and more creative on how we provide value to the fandom.”

A brand that did a great job, according to Carias, is Heineken and their official sponsorship of MLS rivalry week. “It is a great idea because the rivalry is what fans really get excited about.” Heineken found the way to connect with fans with something that they already want. “They want to celebrate their team and show how their team is better than yours.” (Heineken became the MLS’s official beer starting January 2015. The Dutch brand replaced 20-year associate Budweiser, with a $50 million five-year deal.)

el Jimador Tequila…and why El Jimador Chose Soccer: Celebrations

The place where El Jimador fits into soccer is when a celebrations takes place. That is a natural connection where soccer and sports fans are comfortable engaging with an alcohol partner.

Celebrations are natural connections where soccer fans are comfortable engaging with an alcoholic brand.

Soccer for us feels like the right platform for the strategy that we are carrying out today in the US and in Canada,  because we are trying to connect with a multicultural audience. As a platform soccer allows us to speak to a Hispanic audience and the general market in the U.S. It is a very flexible platform.

Carias notes that soccer is one of the most alcohol friendly sports, “as it is a sport you watch together with friends at a bar, or with a drink in your hand.”

Soccer fans are very smart about their fandom, so you have to be as committed to the sport as they are.

El Jimador’s biggest challenge, Carias concludes, is to understand the sport and the fans. “We have seen over the last few years that soccer fans are very smart around their fandom, so you have to be as committed to the sport as they are.”

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


Image result for target major league soccerTarget announced becoming the official partner of Major League Soccer beginning this upcoming season. It wil also sponsor MLS’ new Minnesota United FC franchise’ jerseys and become the official Retailer of U.S. Youth Soccer. This is the the retailer’s largest-ever push into team sports.

General Electric signed an agreement with the Boston Celtics to become the team’s sponsor during the upcoming seasons. Details on the agreement haven’t been announced jet, but it has been said that the brand’s logo will appear on the NBA team’s jersey.

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After Nike decided to stop producing golf gear, Tiger Woods started using Adidas’ TaylorMade golf clubs. Doing this, the professional golfer will both represent Image result for audi ELEAGUE MajorAdidas and Nike. The first event where both brand will share golf icon will be at the Torrey Pines Golf Resort, in San Diego

Audi decided to bet on esports. The brand joined digital sports short before the start of one of the year’s biggest tournament, the ELEAGUE Major, in Atlanta, Georgia


Brazilian soccer player Ronaldo Nazario, who played for Real Madrid and Barcelona, announced a 50% acquisition of CNB e-Sports club. The club, integrated by Brazilians only, was founded in 2001 and plays at the League of Legends tournament. Among the team’s shareholders are also poker champion Andre Akkari, and Brazilian Series of Poker CEO Igor Federal Trafane.

Image result for chevrolet patrocinio Torneo Verano 2017 argentinaChevrolet became official sponsor of the Argentinian Torneo de Verano 2017, which is played by Argentina’s most important soccer teams, and will be played in Mar del Plata, Salta, and Mendoza.

On February 2nd Boca, from Buenos Aires, will play against Chivas, from Guadalajara. The encounter will only be broadcasted online and through pay-per-view.


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

Check out Portada’s Interactive Database of Corporate Marketers and Agency Executives. 20 new Leads have just been added. GET YOUR 1 WEEK FREE TRIAL! Contact Sales Research Manager Silvina Poirier if you have questions silvina@portada-online.com.

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  • Mattel

imagesMattel has put its US$150 million media planning and buying account in the U.S. in review.It is uncertain whether Mattel will bring on one or two agencies to handle the business.Publicis Groupe’s Starcom is the incumbent on the media planning account since 2005.WPP’s MindShare currently handles media buying for Mattel in the U.S.




  • NHI & DishLATINO

descarga-1The National Hispanic Institute (NHI) and DishLATINO are joining forces to promote leadership and education among the next generation of young Latinos in the U.S. DishLATINO has begun contributing advertising time on nearly 30 top Spanish language networks to tell the story of NHI and its mission to engage achieving high school and college students in community leadership roles.Founded more than 37 years ago, NHI invests in students through educational programs, civic engagement and an emphasis on community service.The ad spot educating DishLATINO customers about NHI can be found here as it airs (Spanish only) and here with English subtitles. DishLATINO also developed a promotional video for NHI’s use which can be found here.The campaign announced aligns with DISH’s broader corporate citizenship program, DISH Cares, which fosters community engagement with an emphasis on STEM education and workforce development.


  • Cargill’s Rumba Meats

na31984893Cargill is repositioning its Rumba line of fresh variety meats with an emphasis on Hispanic consumers, a segment of the U.S. population that enjoys and values traditional ethnic food.  Each element of Rumba’s new marketing effort – including its packaging, logo, point-of-sale materials, online advertising and tagline – was tested with consumers. Vibrant colors, such as red, blue, yellow and green hues that were selected for Rumba Marketing elements with Rumba’s new look include packaging, a Facebook page (https://www.facebook.com/Rumba Meats), Internet website (www.rumbameats.com), digital banner ads, YouTube, Pandora Internet Radio ads and retail point-of-sale elements. Wichita, Kansas, based agency Sullivan Higdon & Sink is Rumba Meats AOR, including for media planning and buying. (Check out our interview today with Carolina Tabares, Senior Brand Manager Rumba Meats at Cargill).

Find out who the brand and agency executives behind these campaigns/moves are. Plus detailed contact information on more than 2,000 Corporate Marketers and Agency Executives targeting U.S. consumers. GET YOUR FREE TRIAL to PORTADA’s Interactive Database! Contact Sales Research Manager Silvina Poirier if you have questions: silvina@portada-online.com.

  • Target

o8aqvwhg_400x400Target has released its’ holiday spots from 72andSunny and Team Arrow Partners aimed specifically at Hispanic shoppers, which over-index in Target’s customer base.Its ads include “The Toycracker,” a Broadway-musical inspired spot which stars a little girl, Marisol, and Target’s mascot, Bullseye the dog, as well as a parade of toys you can buy at Target.John Legend and Chrissy Teigen will appear in two four-minute videos airing during ABC’s broadcast of Frozen on Dec.Target will run 16 TV spots throughout the holiday season, and is increasing its TV spend 21 percent over 2015, with a 67 percent increase in Spanish language TV spend.


descargaMiami tourism organization Greater Miami Convention & Visitors Bureau (GMCVB) has appointed VML as its new global marketing agency of record following a formal review resulting in a four-year contract with an additional one year option for the WPP agency, Mediapost has reported. VML services will include brand strategy, strategic planning, media planning and buying as well as creative development.

  • Dos Equis 

After premiering a trailer of The Most Interesting Man in the World last month, Dos Equis released a full-length commercial today, “Airboat.” The  campaign features a more interactive character whose adventures show why he’s different and how he’s gained his legendary status. The commercial also portrays how the creative and character have evolved over the past decade, reflecting the differences of what it means to be interesting to today’s millennial beer drinkers 21 and older.The creative evolution of the campaign, created by Havas Worldwide, is deeply rooted in research that the meaning of interesting has changed over the past decade.The Most Interesting Man can also be seen giving a nod to the sport, and will be featured in two additional football-themed commercials running from the Playoff through the College Football Playoff National Championship on January 9, 2017. The 15-second spots launch November 14.

We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
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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!

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  • Delta Airlines

descargaDelta Airlines has awarded Omnicom’s PHD its media account after a review. Digitas, part of Publicis Groupe, was the incumbent. The company has spent about US$50 million on ads in the U.S. in the past couple of years and is planning to double that number, According to people familiar with the matter.



  • H&M

8VqJ04Lx_400x400H&M has selected Interpublic Group’s UM as its new media agency in the U.S., Adage reports. The shop, which adds the U.S. to the 15 other markets IPG’s media agency network already supports, replaces incumbent Publicis Groupe’s Zenith.UM declined to comment for this story. H&M and Zenith didn’t immediately respond to requests for comment. The fashion retail giant spent US$34.9 million on measured media in 2015, according to Kantar Media. UM won Coca-Cola, Johnson & Johnson, CVS and the New York State Lottery accounts in 2015.


descarga (1)El Pollo Loco has appointed Harmelin Media as its media agency of record, beginning July 1. El Pollo Loco has more than 430 company-owned and franchised restaurants in Arizona, California, Nevada, Texas and Utah. The company has invested approximately more than US$25 million annually in media planning and buying. El Pollo Loco spent US$16.7 million on measured media in 2015, according to Kantar Media.


  • Target

o8AqVwHg_400x400Minneapolis-based retailer Target  increased its Hispanic marketing effort by airing four 30-second spots as part of its “Lúcete A Tu Manera,” which translates to “Show off your way,” campaign during the Billboard Latin Music Awards last April 28.In addition, the retailer will spend 20% more this year than last year on Hispanic Marketing efforts. In 2014, the company spent US$55.5 million, on Hispanic U.S. measured media, according to the Ad Age Datacenter.Three of the spots will feature Latin influencers including Carmen Carrera and Rita Moreno.The fourth spot will be a compilation of user-generated content from an initiative with Dubsmash, the mobile video app. Shoppers were asked to film themselves lip-synching to “Soy Yo” while wearing Target products. Target worked with Mother New York on the campaign.Two of the Latin infuencer spots will continue to run on English-language TV after the awards, while the third will run on Spanish-language TV through July 2.This effort follows Target’s major Hispanic marketing effort  called “Sin Traducción,” which focused on Spanish terms and moments without English translations.


  • Tecate

nnnnWith less than a week to go before the Canelo vs. Khan Fight Week in Las Vegas, Tecate, the fight’s presenting and exclusive beer sponsor, is launching several digital activations.In February, Tecate, Golden Boy Promotions and boxing’s biggest star Canelo Alvarez, announced they were partnering and would feature the prizefighter in the brand’s upcoming national English and Spanish advertising broadcast campaign which debuted on April 11. Now, Tecate and Golden Boy Promotions are releasing the free Bold Punch iOS app which integrates fans 21+ into all the fight week activities starting on Monday, May 2 via live streams and virtually in the ring during fight night. Wednesday, April 27, Tecate is launching a dedicated Twitter promotion giving fans 21+ the opportunity to win their very own version of the WBC world championship belt by following @Tecate and clicking the button “#BoldestBeltSweeps” from the brand’s latest tweet featuring Canelo. Five winners will be announced by the Tecate Chicas through the brand’s Twitter live stream on Friday, May 6. Additionally, Tecate is offering fight fans one more way to get closer to the match through a simple text-to-win sweepstakes. The sweepstakes will close on April 30.To date, Tecate’s promotion of Canelo vs. Khan includes a national English and Spanish advertising broadcast campaign featuring Canelo in ‘Flashy’; extensive media buys across Las Vegas like building wraps and digital billboards; an aggressive national retail program across 6,000+ stores.

  • Pepsi

descarga (2)Pepsi has released its new emoji-themed commercials with its 100 five-second spots that will air on TV and in search-triggered digital media this summer. Agencies Motive and Quietman developed the creative, while Quietman produced all the spots. The effort its being promoted with the hashtag #sayitwithpepsi. The spots will run on both network and cable TV.

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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.

  • Honey Maid

Monica (1)Honey Maid, a Mondelēz International brand, has released the latest chapter in the “This Is Wholesome” campaign, which underscores importance of acceptance in the changing American culture.The new integrated marketing campaign, which started on April 4,  is runing on television and social media. In addition, the company is introducing the browser app Wholesome Button to allows users experience the Internet through the lens of acceptance and positivity. Droga5 NY worked on the creative and Weber Shandwick did the PR and created the wholesome button.  Carat is Honey Maid’s media agency.Read more.


  • Target Corp.

descarga (7)Target Corp. will consolidate its  US$686 million media and planning account with GroupM.The Minneapolis-based retailer will shift its business from Haworth Marketing & Media, which is 49% owned by Group M, where its relationship dates back to 1970 as a founding client. Target started working with WPP-owned GroupM last fall. Multicultural Marketing Analytics is one of the areas where Target already started working on with GroupM.


  • Walmart

walmart_logo_youtube_400x400Retail chain Walmart, until recently a StarcomMediaVest account, is said to be ‘in conversations’ with WPP Group’s M to move its massive media account.  The discussions come as Target Corp., see above, moves its media and planning business from Haworth to GroupM. Target chief marketer Michael Francis joined Walmart as marketing consultant on Jan. 1. Walmart spent over US$900 million on measured media in the U.S. in 2014, according to the Kantar Media.



descarga (6)NBCUniversal Hispanic Group announced “Movimiento,” a social-first movement based on CultureFirst™– a first-of-its-kind report on U.S. Latinos from NBCUniversal’s consumer insights practice, The Curve Report, in collaboration with Telemundo. The first project of the initiative will be “Movimiento Música,” a social video series with multi-platform extensions. Samsung will power the “Movimiento Música” social-hub, highlighting The Panacea Project aimed at ‘Generation M’ (millennial, mobile, multicultural.) The campaign will make their official debut at the Latin Billboard Music Awards on Thursday, April 28, with a special Red Carpet musical moment and teasers to exclusive digital and social content using the hashtag #themvto to promote the series launch the following night.Samsung will have 100% category exclusivity for the first Música artist and will use the branded content to help introduce their new Galaxy S7 and Galaxy S7 edge smartphones. Samsung and The Panacea Project will also be featured in cross-promotional efforts on the popular Telemundo series, “Un Nuevo Dia,” “Suelta La Sopa” and “Titulares Y Mas,” and a one hour on-air special on NBC UNIVERSO. Additional digital and social elements of the campaign will be highlighted via Social Synch, a branded YouTube Channel, Samsung site takeovers on Telemundo.com, a Facebook Audience Extension and more.


  • Hallmark VIDA

descarga (8)To help meet the ever-evolving needs of Hispanic consumers, Hallmark is transitioning its existing Spanish-language greetings line to a new lifestyle brand called Hallmark VIDA. VIDA, which translates to ‘life’, will include products and services that help people celebrate occasions both big and small, connect with friends and family and help cultivate traditions that are uniquely Hispanic.VIDA will address the needs of Spanish-speaking, bilingual and primarily English-speaking Hispanics in the United States by offering products in both Spanish and English. The available products will include greeting cards, ornaments, home décor and gifts and gift presentation items for both everyday occasions as well as key seasons like Valentine’s Day, Mother’s Day, and Christmas.VIDA will be found wherever Hallmark products are sold including Hallmark Gold Crown stores, mass-channel retailers such as Walmart, Walgreens and CVS and online at HallmarkVida.com.


  • Unilever U.S.

video-20-512X288Unilever’s U.S. Food and Refreshment brands are celebrating Latina moms with a new campaign that combines food and comedy, where the key ingredient is Latinas’ fun-loving nature and culinary creativity. The Tu Twist campaign kicks off with the premiere of an original webseries hosted on ViveMejor.com.The Tu Twist webseries stars Giselle Blondet, the host of Telemundo’s Gran Hermano, and is written by comedian and star of Comedy’s Central’s Alternatino, Arturo Castro. The series features mom’s go-to brands such as Knorr, Hellmann’s, Lipton, Fruttare, Popsicle and Breyers ice cream and how she uses them to keep mealtime fresh and full of her signaturesazón.The videos will be hosted on ViveMejor.com, the online food destination for U.S. Latinos, and the digital campaign kicks-off at the largest event for Latino trendsetters and newsmakers, Hispanicize 2016.Watch the webseries online at ViveMejor.com and use #TuTwist to share photos and your own recipe twists.


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!

Click here for prior Sales Leads issues.


descargaMEC has announced the rebranding of MEC Bravo, one of the leading Hispanic media agencies, to MEC Multicultural to reflect the agency’s expansion into broader consumer segments.he agency has created targeted campaign activations for clients such as AT&T, Marriott, KFC, Citi and Campbell’s, and continues to expand assignments with both existing and new clients, including in the beauty and energy sectors.Read More.

  • Dr Pepper

descarga (2)To continue its celebration of curiosity and individuality, especially among the Hispanic community, Dr Pepper hosted a private concert featuring Santos on Wednesday on July 15 as part of its “Dare to Discover” campaign. The exclusive event kicked  off the brand’s presence at this year’s Premios Juventud and dared fans to discover the unique flavors of Dr Pepper – and life in general. This month, Dr Pepper has chosen two outstanding students to receive US$75,000 in scholarships as part of the “Dare to Discover” campaign, which encourages Hispanic students to follow their dreams and reach for their goals. In addition to the scholarship announcements, the audience was also shown the inspiring stories of the upbringings, passions and aspirations behind each of the winners.Premios Juventud is a Spanish-language television show that celebrates Hispanic youth and recognizes artists in music, film, sports, style and pop culture.

  • American Airlines

VnfmkRNI_400x400American Airlines’ global creative and media accounts are up for review as the marketer prepares to retire the US Airways brand after acquiring the rival carrier.American’s longtime agencies McCann Erickson, New York, and its affiliate in Dallas, TM Advertising, will defend the creative business. Fellow Interpublic agencies like UM handle American’s media internationally and TM works on the airline’s U.S. media. Those incumbents will also participate in the review, which AAR Partners is managing. A decision is expected by early October. Global media spending is estimated at US$60 million. In the U.S. alone, American Airlines spent just under US$30 million in media last year, according to Kantar Media.Read more.

  • GSK-Novartis

4f04e6a303341df5bbe81beafdf29f33_400x400 fUQmgECF_400x400GSK absorbed Norvartis’ consumer brands, including Excedrin, in a March deal. Now GlaxoSmithKline is conducting a global review of media planning and buying for its consumer healthcare brands.In March, GSK and Norvartis closed on a US$20 billion deal in which GSK absorbed Norvartis’ consumer brands and vaccines, and Norvartis took on GSK’s cancer drugs.As a result of the deal, GSK employed no less than three media agencies on its consumer business (PHD, MediaCom and Starcom), setting the stage for a consolidation among roster shops. Global media spending on the account approaches US$900 million. Starcom, which previously worked for Norvartis, is not participating in this contest, leaving GSK U.S. shop PHD against MediaCom, which works for GSK in overseas markets, sources said. In a statement, GSK thanked Starcom for its work on Novartis’ brands, which include Excederin, Theraflu and Lamisil. GSK’s over-the-counter brands include Aquafresh, Sensodyne, Nicorette and Tums.

  • Target

descarga (4)Target is releasing half a dozen new spots starring social media influencers for back-to-school, its second biggest selling season.The effort includes a new tool called “School List Assist” and deals to make shopping easier for parents. The effort aims to establish Target as a one-stop shopping destination during the high-traffic period.”School List Assist” is a new tool on Target.com that provides a curated list of school supplies, which parents can order from online for home delivery or in-store pickup. The retailer worked closely with schools across the country to find the common items that parents will be looking for this back-to-school season.Target tested “School List Assist” last year in select markets and is currently running the tool in beta.The retailer tapped social media stars like dancer Maddie Ziegler — best known for Lifetime’s “Dance Moms” series and Sia’s “Chandelier” and “Elastic Heart” music videos — and EvanTubehd, who has a YouTube series about toys and gaming.Ms. Ziegler will star in a denim spot — airing in August — in which she performs alongside other young dancers to show off Target’s stretchiest denim.The effort makes Target the latest retailer to turn to young, online influencers for its back-to-school push. The six new Target ads begin rolling out on July 19 and each will focus on a different trend and promotion, such as buy-one-get-one offers on licensed products like Star Wars, MInions and Avengers merchandise, and 40% off jeans.The ads also feature a remake of the Jackson Five’s “ABC” performed by artist Tori Kelly, who has a strong following of her own on social media. The song will be available for download on Target’s website as part of a cause-related push. For every download, the retailer will donate US$5 in school supplies — up to US$3.5 million — to the Kids in Need Foundation, a charity it supported during last year’s back-to-school effort as well.Target will use social to highlight products and trends throughout the season. The retailer spent US$1.65 billion on domestic advertising in 2014, according to the Ad Age Datacenter.72andSunny led the campaign for Target, while LatinWorks developed Spanish-language ads for the push. Knock worked on the in-store advertising and Haworth handled media.

  • Nestlé

descarga (5)For Nestlé’s Coffee-Mate Natural Bliss all-digital campaign, the brand’s marketers took over an Irving Farm Coffee Roasters store in New York on April 24 with baristas wearing essentially nothing but body paint.The basement of the coffee shop was the production unit’s mission control, as the Nestlé brand and its agency, 360i, watched the reactions of dozens of unwitting customers. Patrons were also surprised to find that coffee was free for the whole day.Nestlé and 360i created a one-minute, 33-second video and a 30-second clip to be pushed on Facebook, YouTube and other digital channels, with paid ads starting in the next few weeks and running through September. Using the hashtag #NaturalBlissCafé, the team hopes to turn heads on social media with an au naturel strategy that’s slightly skewed toward millennial consumers.Lastly, Nestlé began teasing the ad on YouTube:


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What: CVS Health Corporation and Target Corporation announced that CVS Health is to acquire Target’s pharmacy and clinic businesses for approximately $1.9 billion. Through this agreement, CVS Health will acquire Target’s more than 1,660 pharmacies across 47 states and operate them through a “store-within-a-store” format, branded as CVS/pharmacy. In addition, a CVS/pharmacy will be included in all new Target stores that offer pharmacy services.
Why it matters: After this acquisition, CVS ties, by some measures tops,  Walgreens as the U.S. largest pharmacy store counted by stores with close to 8,000 stores. Consolidation has been a trend in this sector with CVS Caremark, Walgreens and Rite Aid clearly leading in store count. By acquiring the Target pharmacies CVS gains more stores to market, particularly through its circular program which is direct mailed, inserted in newspapers and also circulated in digital format.

CVSCVS Health Corporation  and Target Corporation announced that they have entered into a definitive agreement for CVS Health to acquire Target’s pharmacy and clinic businesses for approximately $1.9 billion. Through this agreement, CVS Health will acquire Target’s more than 1,660 pharmacies across 47 states and operate them through a store-within-a-store format, branded as CVS/pharmacy. In addition, a CVS/pharmacy will be included in all new Target stores that offer pharmacy services. Target’s nearly 80 clinic locations will be rebranded as MinuteClinic, and CVS Health will open up to 20 new clinics in Target stores within three years of the close of the transaction. The new clinics will be part of CVS/minuteclinic’s plan to operate 1,500 clinics by 2017. In addition, CVS Health and Target plan to develop five to 10 small, flexible format stores over a two-year period following the deal close, which will each be branded as TargetExpress and include a CVS/pharmacy.

CVS Health is committing to offering the approximately 14,000 in-store Target health care professionals comparable positions with CVS Health as part of the transition.

Portada asked Chip Weinstein, CEO of Prime Access, a NYC based agency with strong healthcare and pharma expertixe, to evaluate the deal. “What a great move this is for both Target and CVS. Target is one of the more authentic brands out there. They’ve smartly aligned with CVS and will now have a much stronger in-store offering as they move toward becoming wellness experts. This alliance will also allow them to focus on the other aspects of their business that have made them successful. CVS can now reach customers in an environment that appeals to their overall lifestyle. The integration of the two landscapes will be fascinating to watch.”

CVS can now reach customers in an environment that appeals to their overall lifestyle. The integration of the two landscapes will be fascinating to watch.

CVS’ Increasing Marketing Clout

UniWorld Group buys circulars for CVS and Minneapolis based Haworth Marketing and Media, 49% owned by WPP, is Target’s Media Buying  and Planning Agency, including for the Hispanic market. In early May CVS put its media buying business, which for the past 5 years has been run by Mindshare under review. The media review follows last year’s creative search, which triggered a shift from Arnold to BBDO, and once again CVS is using Pile + Co. to manage the process. The company spent nearly US $85 million in media last year, according to Kantar Media.

CVS is reposiotioning itself as a Health Care Provider.

With BBDO, CVS has sought to reposition itself as a health care provider, with the company last year moving to no longer sell cigarettes.The chain also decided to stop selling tobacco products. Instead, CVS is positioning itself as a leading health and beauty destination. To that end, CVS is launching a beauty elevation program across several thousand stores that enhances and personalizes the in-store experience.  CVS is also refreshing 500 stores with a design that eliminates photo departments to introduce healthy food items.

Also, as part of the My CVS Store rebrand, the chain is looking at different “clusters” of demographics, such as Hispanics, to micro-target and tailor store products and messaging to them.  These moves are part of a $200 million consolidation process designed to make the chain more efficient and to identify opportunities.

“This strategic relationship with Target supports the highly complementary customer base, brand and culture we share,” said Larry Merlo, CVS Health President and CEO. “When we introduced the new name for our company, CVS Health, we began a new era of growth with a broader health care focus and an appreciation of the rise of health care consumerism with consumer choice and accountability growing. This relationship with Target will provide consumers with expanded options and access to our unique health care services that lead to better health outcomes and lower overall health care costs.”

“At Target, we’ve talked a lot about the evolving preferences of our guests and this partnership demonstrates that we’re committed to putting them at the forefront of everything we do,” said Brian Cornell, Target Chairman and CEO. “By partnering with CVS Health, we will offer our guests industry leading health care services, and at the same time, sharpen our focus on elevating the way we deliver wellness products and experiences to our guests.”

Following completion of the transaction, Target guests will have access to CVS Health’s leading pharmacy care programs and medical clinic services. Pharmacy programs, including Pharmacy Advisor, Specialty Connect and Maintenance Choice, will help consumers achieve better medication adherence through both improved convenience as well as enhanced pharmacy care counseling. CVS Health has also committed to having a low-cost generic drug option available to Target’s cash-paying guests. In addition, with MinuteClinic at Target locations, Target guests will have enhanced access to high-quality affordable medical care. CVS Health customers will gain the option of an expanded, one-stop Target shopping experience, including apparel, home, fresh food and more, when seeking health care services.

Last year CVS Caremark  agreed to acquire Miami-based drugstore chain Navarro Discount Pharmacy, which has a strong Hispanic customer base. The deal includes Navarro Health Services, a pharmacy that caters to patients who have complex or chronic diseases.Following the acquisition, Navarro’s 33 stores will continue to operate under the Navarro Discount Pharmacy name.

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Spanish-language spots show advertisers’ increasing determination to reach Hispanics, while Skyword provides tips on doing it right.

Enterprise tests Spanish spots

[youtube https://www.youtube.com/watch?v=AtrG-EWfsSk&w=560&h=315]Car rental agency Enterprise released a Spanish-language commercial in six U.S. markets, highlighting its service that picks up customers and drives them to rental locations. The 30-second spot by Bromley, “Vamos Por Ti,” began airing on Telemundo and Univisión in Texas and New Mexico, backed by radio and digital advertising. Lee Broughton, assistant vice president of Enterprise Brand Marketing, North America, told the St. Louis Post-Dispatch, “We’re going after what we believe is a burgeoning demographic for the company,” Broughton said. “We really feel like we have an opportunity to build that demographic.”

Read our interview with Broughton here.

After stumbles, Target to double down on Hispanics

target campaignDuring the recession, Target changed its brand strategy from an emphasis on affordable style to rock-bottom prices. It didn’t work so well. Now, the brand is hoping Hispanics, long a big part of its consumer base, will help it with its own economic recovery. Its new CEO, Brian Cornell, told investors, “Our guest is going to be increasingly a Hispanic shopper.” While just 38 percent of Target shoppers overall identify the store as their favorite, some 54 percent of Hispanic millennials said it was their favorite.

Target’s new campaign, Sin Traducción, was created by LatinWorks, and has a strong social media component. Fans are encouraged to add their own ideas for untranslatable words via Twitter.

Hispanic mobile use not only big but still growing

It’s not late-breaking news to any marketer that Hispanics over-index for mobile and social media. This segment is also growing faster than other demographics, according to Celine Matthiessen of BIA/Kelsey, speaking at the Radio Ink Hispanic Media Conference.

PM Publicidad goes all in on total market

PM3 LogoPM Publicidad, the Atlanta-based, full-service ad agency, relaunched as PM3. The agency wanted to highlight its expertise beyond “just Hispanic,” it said. We’re not sure what they mean by that. But capabilities, backed by new staffing, now include media planning and buying, digital asset management and production services, social media management, experiential marketing, mobile app design and development. For example, PM3 recently created a content integration project with ESPN, beIN Sports, and Fox Deportes on behalf of its client NAPA.

Multicultural or truly localized?

In the marketing world, “multicultural” is often used as a synonym for Hispanic. Biiiig mistake, says George Levy of Skyword. He points out that localization of content needs to take into account the multiple cultures within the U.S. and Latin America. Even the language itself has nuances, Levy points out; for example, the folks in Portugal speak Portuguese differently from those who speak it in Spain. And don’t confuse a quesadilla with an arepa, for Pablo’s sake.

MaxPoint goes public

Adtech company MaxPoint Interactive began trading its stock on the New York Stock Exchange. Its software creates 44,000 “micro zones” called Digital Zips to create what it says is hyper-local advertising. MaxPoint aims to drive in-store sales for advertisers by helping them reach the right neighborhoods online for their local, regional, and national campaigns. Customers include Starbucks, Electrolux and pasta company Barilla.

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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 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.

  • Chrysler

descargaThe Chrysler brand has launched a new multicultural marketing campaign for the all-new 2015 Chrysler 200, featuring acclaimed actor Gael García Bernal (Amores Perros, Y Tu Mamá También, The Motorcycle Diaries). The campaign, which debuted Wednesday, March 4, consists of four national television spots across U.S. Hispanic media – one :60 and three :30 commercials – and also includes digital and social initiatives. Key partners for the Chrysler brand include Univision and Telemundo, for which the brand will be a presenting sponsor of La Voz Kids, a  show for family co-viewing in all of broadcast, regardless of language, on Telemundo. The campaign introduces Hispanic consumers to the all-new 2015 Chrysler 200, giving viewers a close-up view of the Chrysler brand’s class-leading advancements. The story is anchored on the message, “Why choose ordinary when you can have extraordinary?”, and supported with “Un Modelo a Seguir” – a nuanced phrase that in Spanish conveys positive messages such as something that inspires and/or something to pay attention to or follow. (It translates literally to “A Model to Follow,” which in the spot refers as much to the Chrysler 200 as it does to Gael García Bernal).The Chrysler brand campaign was created in partnership with Lopez Negrete. Media buying and planning has been done by IPG Mediabrands. The first spot, “Kid, You’re Not Me,” can be viewed here:

  • Enterprise Rent-a-Car

Rent-EnterpriseEnterprise Rent-a-Car just announced “Vamos Por Ti” (We’ll Come For You) – its first-ever fully-dedicated Hispanic marketing campaign. “Vamos Por Ti” will come to life in TV, radio and digital advertisements, as well as in-store collateral. Advertisements will debut in six pilot markets in Texas and New Mexico, with potential to expand into additional markets later this year. PHD Media Network handles all media planning and buying duties on behalf of Enterprise, and for this campaign, the spot will be seen on Univision and Telemundo networks in six markets – Dallas/Ft. Worth, Houston, San Antonio, Austin, El Paso/Las Cruces and Albuquerque/Santa Fe. There are also digital buys on YouTube, Hulu Latino and Facebook. The campaign began March 2 and runs through April 12. In addition to “Vamos Por Ti,” Enterprise is also debuting a new North American television ad that will launch next week on March 16 across primetime broadcast TV and digital, coinciding with some of the brand’s heaviest media buy. The spot, called “Family Reunion,” uses humor to communicate how often Enterprise employees go above and beyond for their customers. In this particular ad, a young woman asks Enterprise to pick her up from a family reunion, and then introduces family members to her “boyfriend” (a.k.a. the Enterprise employee) who willingly plays along. The “Vamos Por Ti” campaign was developed by Bromley and “Family Reunion” was developed by Cannonball Advertising and Promotion. Read our Interview with Lee Broughton, AVP, Enterprise Brand Marketing, North America.

  • UFC

PINTA Logo (1)Miami based Pinta has been selected as Hispanic agency of record for UFC, helping with marketing efforts, creative public relations, social media, fighter promotions and event support. UFC Ultimate Fighting Championship is the largest mixed martial arts promotion company in the world featuring most of the top-ranked fighters in the sport. Based in the United States, the UFC produces events worldwide.

  • MLB.com

pggGR8TI_reasonably_smallMLB.com At Bat dominated North America in its first three days as excitement builds among baseball fans for the start of Spring Training games today. The new Spanish language capabilities developed for At Bat are part of a larger MLB effort to expand its important relationship with Latino fans.  To further that effort, Major League Baseball has named LatinWorks, the full-service cultural branding firm, as the league’s creative agency to reach Latino fans. MLB will be also handling the media buying.  LatinWorks will direct MLB’s national campaign to emphasize its multicultural diversity and connect with its Latino fans more directly and extensively. There were 193 foreign-born Latino Major League Baseball players, equaling 22.6% of the league, on Opening Day rosters last season, playing alongside many U.S.-born players of Latino descent.LatinWorks’ creative for MLB will incorporate a multi-platform national campaign for the upcoming season, as well as strategic brand activations surrounding MLB Jewel Events including Opening Day, All-Star Game, and Hispanic Heritage Month. The agency’s marketing campaign will be unveiled nationally later this month.In addition to At Bat and its comprehensive bilingual accessibility, Latino fans also will have extensive Spanish-language access to all 30 MLB Clubs through MLB.TV, which will introduce a new audio option in 2015. This technology will give MLB.TV subscribers the ability to switch the live audio feed from the television to Spanish-language radio announcers without disrupting the live video broadcast. MLB buys media in-house.

  • #SinTraducción – Target

Sin-Traduccion1-924x462What do the Spanish words “arrullo,” “sobremesa” and “estrenar” have in common? They all have a starring role in #SinTraducción, Target’s new Hispanic campaign that features words with no English equivalent. A first-of-its-kind for Target, #SinTraducción is a sweeping celebration of moments, traditions and emotions that are treasured by many in the Hispanic culture. Using a number of these untranslatable terms as inspiration, the campaign invites Target’s guests to experience the brand in a more personal way.#SinTraducción, the retailer’s first campaign focused solely on Hispanic guests, launches March 8. Branded with an inviting hashtag, the campaign aims to create a dialogue between Target and its guests on social media.According to Rick Gomez, senior vice president of marketing at Target, #SinTraducción is social by design.

  •  Sensis

sensislogo_2012_400x400Sensis, the cross-cultural agency with digital at its core, will open an office in Austin on March 2 having merged with K. Fernandez Marketing of San Antonio. Karla Fernandez Parker will start immediately as Sensis managing director of Texas.The Austin office, located in a technology corridor, is the fourth office for Los Angeles-based Sensis. Read more.


  •  Rick Perry/ Targeted Victory

80rkMI5v_reasonably_smallTexas Governor Rick Perry has tapped Targeted Victory, an audience targeting firm focused on Republican political candidates, to help reach potential voters for a 2016 Presidential run.Targeted Victory is familiar with Presidential races as in the past it worked on the Romney-Ryan campaign in 2012 and brought those same Romney-Ryan supporter audience segments back for the 2014 midterms.Michael Beach, co-founder of Targeted Victory, will be solely focused on the Perry ticket. Targeted Victory may also work with other candidates for 2016..Beach will serve as senior advisor for digital and television optimization for Rick Perry’s campaign. Chris Gulugian, Targeted Victory’s client strategy director, will serve as an advisor for digital and field operations, per a release.

  • Unilever

puJbbfeF_reasonably_smallUnilever has agreed to acquire Ren Skincare for an undisclosed amount, to ramp up in prestige beauty.Unilever said it expects the deal for the 15-year-old skincare brand, founded in the U.K. by Anthony Buck and Robert Calcraft, to close by May after regulatory reviews.The move comes at P&G is divesting, discontinuing or merging 100 brands globally representing 14% of its sales. Smaller prestige fragrance licenses, such as Avril Lavigne’s signature scent, have already been discontinued.Ren had global sales of more than US$110 million last year, Euromonitor estimates.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 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!

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Programmatic buying for Time print; Adidas explains how to really align IT and marketing; and SMBs turn to social media marketing while luxury brands are wary.

Time screen shotTime’s print goes programmatic

Time Inc. has jumped on the programmatic bandwagon, allowing advertisers to buy print audience segments in an automated marketplace. The offering comes with post-campaign measurement powered by AdMeasure, and Target, via media agency Haworth, is executing a multi-title print ad campaign.

According to Folio, when advertisers browse Time’s private ad exchange, they now see a “print” tab that leads to the selection of audience segments. Available segments include Women, Men, Lifestyle, Luxury, Business/Finance and Rapid Scale, with audience sizes ranging in size from 5 million to 89 million readers.

Andy Blau, senior vice president and group general manager of ad sales at Time Inc., told Folio that ad sales reps are trained to sell programmatic, too, and they don’t mind if a deal is closed in front of a monitor instead of face-to-face.

Adidas CIO aligns with digital marketing

At Adidas Group, an alliance between tech and marketing let the sports gear manufacturer create a social-media powerhouse for the 2014 World Cup. In an interview with IDG News service, Adidas CIO Jan Brecht outlined the social media strategy, which included a newsroom shared with Google. “We played on every relevant social media platform, certainly not just Facebook and Twitter, but anything we can do to connect, and we didn’t just send messages, but we listened,” he said.

According to Brecht, his IT team acknowledged that it didn’t have the creativity to drive marketing, so the decision was made to fully integrate IT and marketing as the “digital experience team.” IT is even involved in agency selection, as a way to make sure that creative can be successfully and quickly implemented.

photo: Caroline Gagne
photo: Caroline Gagne

Miami digital companies could teach tech about creating a hub

With Miami already a media center, The “Hispanic Hollywood” already knows how to create a healthy ecosystem, media and entertainment executives said at a Miami Finance Forum event. The Miami Herald reports that folks from Cisneros Group, Telemundo, SapientNitro and Imagina USA explained how their community had gathered a critical mass of large and small players to build a thriving local industry.

Now, the city wants to create another hub for technology startups. Maybe – but it will take time. According to the Herald, “Building a tech hub is a long-term play that could take 10 or 20 years, said Bradley Harrison, founder of New York venture capital firm Scout Ventures. He’s bullish though; Scout recently located its first office outside New York in Miami and has made two investments, including one to Rokk3r Labs, a Miami Beach-based co-building company, that was announced at the event.

Social SMBs

Hispanic entrepreneurs are turning to social media to promote their small businesses, according to ABC/Bakersfield. They may start out small, handling their social media presences on their own. But they could turn into a new business source for local and/or regional agencies after that first growth spurt. Meanwhile, Pew Research found that Instagram is more popular with Latino and African American consumers, while Pinterest is more used by whites. However, Facebook still rocks it – seven out of 10 internet users Facebook.

The Guardian: Luxury brands should rethink ROI calculations

There’s a clear trend away from print media for luxury brands, but many top-tier marketers don’t get how to measure ROI. At a panel discussion hosted by The Guardian, marketers were advised to look at return on interaction.

Chris Moody, creative director at brand consultant Wolff Olins, said, “You are building a relationship with people who may continue to use your product for the next 25 years. Those interactions that you have, particularly through social streams that you can get through digital, are super valuable. It would be a shame not to invest in that.”

Click through to the story for many interesting campaign examples, plus more insights.


sean muller headshotSean Muller, CEO of  TV advertising analytics provider iSpotTV writes the below exclusive column on how major retailers targeted the Hispanic population over TV during the Holiday period and the impact it had on social media activity related to the airings.  As the Hispanic market continues to grow, big brands have been catching on. And, this season’s holiday and Black Friday advertising for retail stores showed no exceptions. At least, not for JCPenney and Walmart.

Since the 2014 World Cup, JCPenney has switched gears and began tailoring its advertising toward the Hispanic market. Fast forward five months to November, JCPenney still leads with the highest percentage of total ads aimed toward this demographic among Walmart, Target and Macy’s.

Between Nov. 1 through Dec. 31, 43 percent of JCPenney’s ads were in Spanish. Macy’s had the second-highest percentage of commercials in Spanish at 29 percent, Walmart was at 23 percent and Target had the least percentage of commercials in Spanish at 19 percent.

In comparison to Walmart, Target and Macy’s, JCPenney had among the fewest amount of creatives, but had the highest concentration of commercials in Spanish — and spent less money in the process.

Big Spenders (Nov. 1 – Dec. 31, 2014)

RetailerExpenditure in US$ MillionNumber of CommercialsNational Airings

Source: iSpotTV

Most effective Holiday Ads

iSpot has a tool called Ad Effectiveness Rating, a score that measure how well a commercial did in comparison to other commercials in the same category. The score comes from dividing the volume of digital activity that resulted from the commercial (the earned digital impact across social, search and online video of the TV ad,
by the estimated TV spend as compared to all other campaigns on national TV.

Of the top three most effective ads for JCPenney, the top two were in Spanish. The most effective spots advertises the sale “Alístate Para las Fiestas.” One commercial features loved ones opening presents. The commercial has an effectiveness rating of 7.2, while the industry average during the holidays was 3.8. The other spot earned a rating of 7.4.

Walmart’s most effective ad is officially titled “Con Tantos Ahorros de Walmart ¡Saldrás Corriendo por Ellos!” The commercial is about a couple spending time together on a sofa while watching TV. When a commercial for Walmart’s rollbacks, the husband looks toward his wife and realizes she has suddenly vanished. The commercial had an effectiveness rating of 7.9.

Top Three English-language Networks by National TV Airings

(Between Nov. 1 through Dec. 31:)

– JCPenney, Lifetime 7.4 percent, USA Network 6.4 percent, E! 6.1 percent

– Walmart, BET 6.1 percent, UPtv 5.6 percent, TV One 4.9 percent

-Macy’s, Ovation 6 percent, Nick 3.6 percent, MTV 3.2 percent

-Target E! 7.3 percent, Nick 6.4 percent, MTV 5.2 percent

Spanish-language Networks by National TV Airings

Retailer/NetworkProportion of TV Ad Budget spent on UnivisionInvesment in US$ (millions)

Note: Currently, the Spanish-language networks iSpot.tv national monitors are Univision, Telemundo Source: iSpotTVA look at the Univision spendThroughout the holidays, JCPenney, Walmart, Target and Macy’s all aired commercials on Univision. JCPenney and WalMart focused on the Latin network the most.Source: iSpotTV

These efforts are not new to JCPenney. The retailer has been continuing to increase its marketing efforts toward Latinas. JCPenney concentrated on the Hispanic market during the World Cup.Fifty-seven percent of JCPenney’s 14 national commercials were in Spanish – airing more Spanish-language commercials than Walmart, Target and Macy’s.“Hispanics make up nine percent of JCPenney’s customer base and account for a double-digit percentage of store sales, in addition to a single-digit percentage of online sales,” according to an article on Ad Age. “The segment is expected to be the single-biggest source of growth for the retailer in 2014.”Despite that JCPenney has spent less money on national TV airings and has instead focused onproducing new commercials, the message is clear that it continues to reach out creatively to a new, continuously growing market. Hopefully its shift in this multicultural marketing approach will maximize business.

Nydia Sahagun, Group Manager Brand Marketing – Multicultural at Target, is one of the major winners of our recent #Portada14 Annual Conference. Nominated by and voted for by her peers of thousands of professionals in the Marketing and Media sector, Sahagun won the prestigious Award of “Top Marketer to Hispanic Audiences”. We asked Sahagun on what it takes to be a good marketer particularly as it relates to the multicultural and retail marketing space.

Portada:  What are, in your opinion, the main features a good marketing executive should have?

BANNERS SECCIONES FINALNydia Sahagun, Group Manager, Brand Marketing – Multicultural, Target.: “I think successful marketers are thought leaders who stay abreast of trends in the marketing industry and their respective field. They apply their expertise to quickly respond to the changing landscape while leveraging trends, insights and cultural shifts to inform their vision when others don’t see it. And while they’re relentlessly creative and curious, they’re also business savvy.”

Which are the features of a good multicultural marketer?
“As a multicultural marketer, I believe it’s important to lead through insights and expertise while serving as a teacher and coach. Because success doesn’t happen overnight, it’s also important for leaders in this space to build trust, recognize movement and celebrate the wins.”

As you plan for 2015, what are Target’s main marketing objectives when it comes to the Hispanic market?
“We’re focused on creating a more meaningful conversation with our Hispanic guests to drive engagement and build brand love while also recognizing their impact and influence on the total market. Our objectives will address our need to continue to evolve as the needs of our Hispanic guests evolve by offering an exceptional brand experience, supporting local communities, and providing a relevant in-store and online experience.”

 We understand you spent most of your career in retail marketing, to what extent is retail marketing a discipline in itself distinct from overall marketing?

Nydia Sahagun with Marcos Baer, publisher of Portada
Nydia Sahagun with Marcos Baer, publisher of Portada

N.S.: “The retail industry can be extremely fast paced. Whether you’re in consumer packaged goods, quick service restaurants or retail, it’s critical to keep your consumer at the core of everything you do and stay abreast of industry insights, trends and cultural shifts.”

One of the most notable shifts I’ve seen in the multicultural space in recent years is moving from a translation-based approach to a total market approach.

Since you started your career, what has been the most remarkable change in the marketing/advertising/media sector because of the way it impacts your work?
N.S.: “One of the most notable shifts I’ve seen in the multicultural space in recent years is moving from a translation-based approach to a total market approach. At Target, we recognize that the Hispanic market is complex and has a great influence on the total marketplace. And this notion is infused in everything we do. One example is our “The Adventure Begins Here” campaign, which was set to the lullaby “Clap Your Hands.” It included lyrics in both English and Spanish, and featured real families that helped provide an authentic depiction of the emotions parents feel when they successfully wrap their first diaper or make it through bath time unscathed. In addition, Target also was the first retailer to air a Spanish-language spot during the GRAMMYS.”


CHECK OUT: JC Penney’s Lyris Leos: “The best career advice I’ve ever received is Get out of your own way!”

Hispanic YouTube stars come out of nowhere … Una chica makes some videos in her bedroom. Two years later, maybe she’s talking to 15 other kids – or maybe she has 7.5 million subscribers to her YouTube channel.

Source: JustJaredJR.com
Source: JustJaredJr.com

The most high-profile of the latter is Bethany Mota, AKA Macbarbie07. Mota began producing “haul” videos in 2009, showing off new purchases. Her first video shows a shy, subdued tween sitting in an under-lit bedroom rambling on about some makeup she bought.

Fast forward to 2014, and Mota is on the cover of Fast Company and launching her own clothing line from Aeropostale, while flying around the world producing kicky videos about style and shopping – oh, and appearing on Dancing with the Stars.

There are plenty of Hispanic video stars, including Rosanne Pansino, Tiffany Garcia and Divino.

There will always be competition in launching new video destinations, but nothing of the scale that YouTube has achieved.

Why one blows up and another doesn’t is somewhat mysterious. For example, in her second-ever video, Mota gives a shout-out to a mentor, Blair Fowler, known on YouTube as juicystar07. Fowler began covering the style and beauty territory earlier than Mota, yet she’s coasted along at around 150,000 views per video. That’s nothing to sneeze at: Any brand would be happy with that many views of its video. But it can’t compare to the 5 to 8 million views Mota typically garners.

Secret weapons

While YouTube provides information and tools for its creators to help them garner more views, some stars have an extra edge in the form of multi-channel networks, or MCNs. This confusing moniker refers to companies that act as talent agencies and ad-sales networks for video bloggers. Many of them also produce custom content for brands featuring the stars in their networks.

MCN Omni Media and Channel Factory recently launched a joint venture called Content Labs to act as a branded content studio. Channel Factory is a native video marketing and YouTube video-ad-buying platform.
Omnia has a stable of video talent, including Hispanic stars Baby Rasta y Gringo, Divino and Garcia’s iHasCupquake. It aims to continue creating custom branded content employing the digital influencers within its MCN. Channel Factory has expertise in the granular targeting of specific audiences and optimizing videos for high clickthrough rates and ROI, according to Tamoor Shafi, CEO of Omnia Media.

target omni promo2
iHasCupquake promo for Target

“Our focus in the past two years has been working with top influencers. Sales and interest from brands has increased exponentially,” Shafi says. For example, it landed a deal with Target for four iHasCupquake episodes in which Garcia decorated dorm rooms.

Omnia helps video bloggers develop their audiences on YouTube and beyond. For example, EME Music, Baby Rasta y Gringo’s label, had only a small presence on YouTube, so Omnia helped it establish a few new channels and launch content, making use of its expertise about best practices on YouTube, such as the best time to upload, how to properly tag content and search engine optimization.

Divino’s channel had only 5,000 subscribers. When he launched two new songs, Omnia helped EME cross-promote them with strategies including targeted ad buys and placements in more popular playlists, as well as driving views through likes and favorites. The campaign bumped his subscriber numbers up to close to 40,000.

MiTú is another of the many MCNs that provide talent development services as well as opportunities for their stars to participate in sponsorship and ad opportunities. It provides them with an internal platform called MiTuVero.com that lets them check out branded opportunities they might want to participate in, as well as submit their own original content ideas. They can keep abreast of what other channels are doing and what’s working for them.

A lot of Hispanic talent creates content for a global audience.

Says Charlie Echeverry, MiTú’s chief revenue officer, “Analytics means more money and audience for these influencers. Every one of them wants to create new, bigger-budget things that can be upstreamed to other platforms.”


It’s interesting that many of these young online stars are not creating Hispanic-specific content, nor are their fan bases predominantly Hispanic. At the same time, non-Hispanic stars recognize the importance of the Hispanic audience. According to Shafi, Inna has a very large following in Mexico, and Omnia is helping her to optimize her video content to bring in more fans from Latin America. “A lot of Hispanic talent creates content for a global audience,” he says.

Going Over the Top from YouTube?

Next, Omnia Media plans to create branded mobile and web apps for its talent that will be used to deliver their content outside of YouTube. It’s also launched a new ecommerce initiative called iRockCustom.com to sell merchandise for its talent stable. It will design, produce and sell merchandise for its stars; each star will have a unique URL that he or she can market to their fans.

More and more of these young influencers are, with the help of their MCNs, trying to build a strong brand that’s less dependent on YouTube. That’s partly due to the fragmentation of video and the rising importance of sites including Vimeo, Vine, Twitter and Blip.tv.

But it’s also because YouTube takes, in most cases, a 45 percent cut of all ad revenue, although it reportedly is trying to do better in supporting its top stars. YouTube did not respond to several requests for an interview.

Iddo Shah, Kaltura
Iddo Shai, Kaltura

Fueling potential flight from YouTube is a series of acquisitions of MCNs by mainstream entertainment companies. For example, Maker Studios, recently acquired by Disney, likely hopes to move as much of its audience as it can off YouTube and onto Maker.tv, according to Iddo Shai, director of product marketing for Kaltura, an end-to-end, over-the-top video platform.

He points out that right now, it’s difficult for advertisers to do integrated campaigns that include YouTubers’ videos and other media, as well as to create the innovative campaigns that marketers crave.

“On YouTube at this time, that is very hard to do. There are some changes on YouTube, and maybe they will become more flexible in what they especially allow the upper talent to do. But they will never give full access — and rightfully so. They are a strong platform and want to control much of the revenue and the content,” Shai says.

But the MCNs are becoming strong in their own right. They have to race with YouTube to reserve advertising on their stars’ videos. Whoever reserves first gets the inventory, making it harder to plan and execute the larger campaigns that MCNs are increasingly angling for.

Omni’s contracts with talent usually include obtaining exclusive rights to selling their YouTube inventory – except, of course, for YouTube, which also can sell it. Some contracts include the exclusive right to sell brand content on their channels. While Omnia competes with YouTube to sell its stars regular inventory, Shai points out that there are a lot of cases where the companies collaborate, with YouTube handling the media side and Omnia selling the custom ad products.

Will these rising stars flee YouTube altogether? Not a chance, according to Shai. He says, “There will always be competition in launching new video destinations, but nothing of the scale that YouTube has achieved.”

Other articles on the emerging (Hispanic) online video media and marketing sector: MCNs in Hot Pursuit of Brands and Are Multichannel Networks the Future of TV?

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. 25 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!

  • WellPoint

WellPoint is launching a Spanish-language version of its LiveHealthonline.com site in January 2015. The site will be available on mobile, desktop and tablet, Solomon Romano, Multicultural Marketing Strategy Director at WellPoint, said at last week’s Portada Evolving America Summit at Digital Hollywood.

      • McFarlandUSA

McFarlandUSA’s advertising campaign will be led by Hispanic insights. The movie is produced and distributed by Walt Disney Pictures and scheduled for February 2015

      • NBA

descarga (1)The NBA unveiled its Spanish-language campaign “Todos Arriba”(counterpart of Everybody Up ) as part of a comprehensive initiative to grow the game of basketball throughout the expanding U.S. Hispanic market.. The 2014-15 marketing campaign celebrates the NBA’s global community featuring Latin artist Henry Santos in a Roll Call spot. Throughout the season, Spanish-language spots will air nationally on ESPN Deportes, Telemundo, Fox Deportes, EstrellaTV, Discovery en Espanol, nuvoTv, Azteca America, and Mun2.Its first TV spot, “Roll Call,” will be narrated by Dominican singer and songwriter Henry Santos, best known for his time in bachata group Aventura. https://www.youtube.com/watch?v=WhlCpGa9no4

      • Whole Foods

descarga (2)Whole Foods, an organic/natural product grocery store chain, has developed a new TV, print, online and outdoor campaign called “Values matter” , created by Partners & Spade, in an effort to offset organic food competitors like Walmart that has stocked their shelves with organic foodstuffs for lower prices. The campaign is designed to restore customers’ faith in Whole Foods values in two senses: its prices and its ethics. It features 22 video ads, which were uploaded to YouTube in a “Values Matter” playlist . Two 31-second ads are marked as TV commercials—one for produce (above) and one for beef (below). Whole Foods will spend between US$15 million and US$20 million on the campaign

      • Target

TargetHolidayCatalog_coverAmerican retailing company Target is about to release its’ new holiday campaign.The retailer will thread together its holiday advertising with different versions of the same song, “A Marshmallow World,” performed by Karen O of the Yeah Yeah Yeahs. Bullseye will also appear on TV advertising in a bigger way than she has in years past. At 650 stores, a likeness of Bullseye will be on display and shoppers will be encouraged to take selfies.In total, the retailer is rolling out 15 spots, beginning Nov. 2. The spots range from a 60-second to 15-second ads promoting a specific product, like Beats headphones. 72andSunny worked on the holiday campaign.In addition to TV, the campaign includes radio, out-of-home, catalogs and digital. There will be a large digital push, with spending in digital media up 50%. Spending would be up across digital video, search, display, mobile and social. During the November and December period a year ago, Target spent US $167 million on measured media, according to Kantar Media.This year, it will continue to make Instagram shoppable, as it did for a Halloween campaign.The holiday catalog will be interactive, allowing consumers to point their device at a page and immediately add that item to their cart. its existing app, Cartwheel will offer a different toy at 50% off every day between Nov. 2 and Dec. 24.

      • Walmart

descarga (3)Walmart has expanded the role of Saatchi & Saatchi, New York, from work on the retailer’s corporate image advertising to upcoming holiday ads. These include a tear-jerker of a spot in which a little girl saves money to buy dozens of tennis balls at Walmart, presented as wrapped gifts for nursing-home residents, who are puzzled until they realize they’re meant for play during a surprise visit by an onslaught of dogs.Walmart has opened a “holiday hub” to produce thousands of creative executions for the season in one place led by Andy Murray, former Saatchi & Saatchi X CEO and now senior-VP Creative at Walmart. To produce ads for suppliers on Walmart.com, such as a recent Vine campaign for Hillshire Farms, the retailer also has turned to Swirl, San Francisco.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 30 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!

What: The multimedia company and its flagship magazine LatinTRENDS is landing distribution at participating Target, Duane Reade and ShopRite stores in New York and New Jersey and the King Kullen stores of Long Island, which add to its’ current distribution in over 800 outlets.
Why it matters: The partnership gives LatinTRENDS Magazine an additional reach of 832,000 readers per month and the opportunity to execute geo-targeted marketing campaigns for clients.

ZncVWsvS_400x400LatinTRENDS, a multimedia company and its flagship magazine covering “pop culture with a Latin twist,” is landing distribution at participating Target, Duane Reade and ShopRite stores in New York and New Jersey and the King Kullen stores of Long Island. This is added to its’ current distribution in over 800 outlets.

This partnership is a distribution hub of non-traditional outlets with a combined monthly audience of over 1.6 million clients per month. Thus giving LatinTRENDS Magazine an additional reach of 832,000 readers per month, at a discounted rate of 50% of partners top line monthly clients visits.

This partnership is a distribution hub of non-traditional outlets with a combined monthly audience of over 1.6 million clients per month

With these partnerships in place the company can and does execute geo-targeted marketing campaigns for clients.

Juan Guillen, LatinTRENDS’ Founder & CEO, told Portada that LatinTRENDS is not adding any circulation through this agreement but a redistribution to compensate the loss of one distributer, who went out of business. “We have replaced that loss with two new distributers and through them we secured the new outlets.”

LatinTRENDS traditional circulation is 84,000. The company also counts with a non-traditional distribution method of 1,200 plus partners in New York and close to 300 in New Jersey, mainly medical and dental clinics, barbershops and beauty salons. LatinTRENDS’ total combined reach with print ( including traditional and nontraditional), digital and social media is 1.9 million.

LatinTRENDS is a multi-platform media company that connects with the aspirational Spanish-dominant and acculturated Hispanic community. It integrates multimedia company that serves as a platform for sharing relevant content for men and women drawn to “pop culture with a Latin twist.”The brand has a monthly bilingual print magazine for men and women, a weekly e-Newsletter, daily content on www.latintrends.com and daily social media content on www.facebook.com/LatinTRENDS, www.instagram.com/latintrends and www.twitter.com/LatinTrends2010.

Brands and companies that partner with LatinTRENDS include McDonalds, CUNY, New York Presbyterian Hospital, Telemundo 47, US Army, Spanish Broadcasting Systems (SBS), Cibao Meat Products, Univision Radio, Vaughn College, Clear Channel, Resort World Casino, Absolut and Delta. In the health category: Offices of Dr. Pimentel, Healthfirst, Health Plus Amerigroup, and Fidelis Care.

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