Last Monday night, while 84 million people tuned into the presidential debate between Democrat Hillary Clinton and Republican Donald Trump, Mexican beer company Tecate provided some comic relief in the form of a “YUGE” wall: a beer wall, that is. We spoke to Felix Palau, Heineken Brand Regional Director at Global Marketing Americas Heineken, about the campaign’s impact, more than a million views on Youtube, as well as Tecate’s impressive growth in the general market.

Felix Palau, Heineken Brand Regional Director at Global Marketing Americas Heineken
Felix Palau, Heineken Brand Regional Director at Global Marketing Americas Heineken

“The time has come for a wall,” says a booming voice projected over a bird’s eye view of the US-Mexico border. “A tremendous wall. The best wall.” The camera zooms in on two groups of men standing on opposite sides of a wall:  “a beer wall” that is revealed to be about, oh, one and a half feet high.

One of the men slams a Tecate beer can down on the wall, which also happens to serve as a perfect resting spot for a can of beer. “A wall that brings us together,” the voice says, as the men leap over, high-five, pull out a cooler of drinks and proceed to party. “This wall might be small, but it’s going to be YUGE,” the voice declares.

The ad, a clear reference to the infamous border wall that Donald Trump may or may not be serious about building (let’s hope we don’t have to find out), was aired on Fox News, Univision and Telemundo during the debate. Filmed on the border by Saatchi & Saatchi New York in Tecate, Mexico, it was the first time that Tecate, whose Tecate Light is the #1 growing light beer in the US, had targeted the general market instead of its typical bicultural Hispanic.

“Beer Is A Great Unifier”

Felix Palau, Heineken Brand Regional Director at Global Marketing Americas Heineken, explained that while targeting the bicultural Hispanic has been a winning strategy for years, the brand was ready to take it to the next level: “the main difference between this campaign and past ones is that the Tecate Beer Wall opened up the conversation with all consumers – regardless of their backgrounds – and is giving everyone a bold taste of the Tecate brand.”

[youtube https://www.youtube.com/watch?v=Bev4NZEFsCQ]

Palau said that the spot, which has been viewed almost a million times on YouTube, has received an “extremely positive” reaction over the past week, and that “by playing into the ongoing conversation of this notion of a wall, and putting a very lighthearted, fun twist on it,” the brand has “created a very non-polarizing campaign that most people really love.”

Palau also asserted that the concept of the Tecate Beer Wall was working well in conveying the concept that “beer is a great unifier,” and that while they “have believed in this campaign from its conception, and it’s really rewarding to see millions of others reacting in a similarly positive way.”

By playing into the ongoing conversation of this notion of a wall, and putting a very lighthearted, fun twist on it, we created a very non-polarizing campaign that most people really love.

And while an ad so focused on border issues might attract more interest from Hispanic or Mexican viewers than the general market, in this case, the buzz surrounding the election (and people’s desperate need for comic relief) has made the spot a hit with all audiences.

Unlike other Tecate campaigns, the “Tecate Beer Wall has really brought these two worlds together,” Palau asserts. “From Mexicans and US Hispanics to the more general market consumer, the idea of people coming together to celebrate over a beer is an idea that resonates with people of all ethnicities.”

While Palau is Mexican born and admits that he lives somewhere between his Mexican and American worlds like many bicultural consumers, his team at Heineken is a big mix, and the campaign reminded him that “there’s something special about what happens when you’re in a melting pot that transcends borders.”

Transcending Borders, Race and Politics in a Polemic Election

While some may interpret the ad as a public endorsement of Hillary Clinton, or a rebuke of the concept of “the wall” or Donald Trump’s candidacy in general, Palau insists that the brand “strategically created the Tecate Beer Wall in a way that does not trivialize the issue or polarize any one group.”

The ad was truly about playing into an ongoing conversation in a lighthearted way, and the goal was “to stay neutral while opening up a dialogue about a very poignant topic that transcends borders, race and politics.”

From Mexicans and US Hispanics to the more general market consumer, the idea of people coming together to celebrate over a beer is an idea that resonates with people of all ethnicities.

So, don’t expect Tecate to go too crazy with its first foray into political satire. While Palau recognized that his team is “always open to new ideas,” he says they are “currently only focusing on this iteration of the Tecate Beer Wall spot.”

And certainly do not get your hopes up for an official Tecate presidential endorsement. This brand is all about getting some laughs out of an increasingly polarized and anxious American public.

“We believe its unifying message of bringing people together is very much aligned with our brand, and something people really need to hear – particularly in a Presidential campaign that has at often times, been very heated, causing a divide in consumers,” Palau says. “The ideal scenario is that whomever wins this long campaign, we can all celebrate with a Tecate or Tecate Light.”

I don’t know if I’ll be celebrating either way, but Palau’s probably got one thing straight: we’ll all need a beer after this election is over.


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.

  • 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.

Join us at PORTADA Mexico!


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

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.

  • Chrysler

descargaChrysler has released its latest campaign for the 2017 Chrysler Pacifica aimed at Millennial dads.The campaign stars comedian Jim Gaffigan.TV and online spots released so far include a 30-second “Dad Brand” launch spot, a 30-second spot called “Tennis,” which shows that to build a strong “Dad Brand,” you’ve got to do everything for yourself; a 30-second spot “One on One Time,” which shows how quality time between a son and his “Dad Brand” is very important and finally, a 30-second spot “Neighborhood Watch,” which shows how even a parked Pacifica can do a lot for your “Dad Brand.” Additional spots will begin airing across television and digital/online throughout the coming weeks and months across national broadcast, including prime time. The campaign includes nine different ads in total with Gaffigan, his wife Jeannie and their five children. The campaign debuts with TV and online spots.The Pacifica replaces the Town & Country minivan and the Dodge Grand Caravan.


  • ALDI

ALDIAbout a month after it debuted its first California stores, grocery retailer ALDI will open its next round of stores in the region this Thursday, April 21. Six of the 10 new stores will be located in Los Angeles County, three in Orange County and one in San Bernardino County. ALDI plans to open approximately 45 stores in Southern California by the end of 2016.Stores celebrating their grand opening on April 21 will host an official ribbon-cutting ceremony at 8:45 a.m. The first 100 shoppers to arrive at each store will receive a golden ticket redeemable for an ALDI gift certificate of various amounts, and all shoppers will be invited to enter an on-site sweepstakes for a chance to win Produce for a Year. Additionally, shoppers on April 21, 22, 23 and 24 will receive a complimentary ALDI reusable eco-bag, while supplies last.

  • Tecate

descarga (2)Tecate has released its first-ever national campaign “Born Bold” with the help of its signature black eagle and featuring two famous Hispanic athletes: Mexican boxing superstar Canelo Alvarez and soccer referee Felipe Ramos Rizo. Saatchi & Saatchi NY was behind the effort.  The brand doubled its investment in digital and social marketing, leveraged its opportunities for sponsorships with Alvarez ahead of two major bouts and planned its first national campaign. The company also turned to global agency Elmwood to redesign its packaging. (CHECK OUT our interview with Felix Palau, Heineken Regional Director Global Marketing Americas Heineken.)


  • Kraft Heinz

KraftCrackerBarrel_PrestigiousAwards16Kraft Heinz will promote its Cracker Barrel macaroni and cheese, which came out in February as an extension of the classical cheese brand, with the aim of winning more consumers who buy prepared macaroni and cheese. The Cracker Barrel macaroni and cheese will be promoted through a new campaign from CP&B called “Award Worth Winning.“Kraft already dominates the shelf-stable boxed macaroni and cheese category with products including the main Kraft macaroni and cheese.Marketing plans include 15-second and 30-second commercials that will run through September, social media and in-store plans promotions.Kraft spent nearly US$11.4 million on Cracker Barrel marketing in 2014, according to data from the Ad Age Datacenter. CP&B is the creative agency on the project, with Starcom on media and Ketchum handling public relations.

  • American Family Insurance

oMadison, Wisc.-based American Family Insurance has released a new campaign  and website to help its customers fulfill their dreams. Under the same tagline “Insure carefully. Dream fearlessly,” introduced last year, the campaign  includes three TV spots which  will roll out regionally to the 19 states where the insurer does business.BBDO New York was behind the effort.This is the first time the brand created a website featuring curated content. Consumers can get pre-recorded advice from 15 different children as part of the digital portion of the campaign. Mirum, a J. Walter Thompson Co.-owned agency, created the feature. Mindshare handled media buying duties.In 2015, the company spent US$194.5 million on measured media in the U.S., according to Kantar Media.

  • StarShop    

StarShop and Tu Visión Canal have announced an exclusive joint partnership in developing a Spanish Language Shopping Portal and Mobile App. This initiative joins the ideology of Tu Visión Canal which considers Language and Culture in giving Spanish Speakers the On-Line Video experience they deserve with high fashion, high quality and the affordable products of StarShop. Together they will capture a large percentage of the US$1.5 Trillion+ U.S. Hispanic retail purchasing power.  StarShop represents brands from renowned retail international companies and examples of brands being sold on StarShop include Guess, Ray-Ban, LG, Canon, Dyson, and Clinique. These brands will be married to Tu Visión Canal Content Creators to integrate organically into their weekly videos uploaded onto Tu Visión Canal, to deliver a unique shopping experience. StarShop “Compra Como Una Estrella” will be available on TuVisiónCanal.com and integrated into the Tu Visión Canal Mobile App, now available for iOS and Android, during the summer of this year.

What: Felix Palau, Tecate’s VP, talks about why the Mexican beer is going after U.S.-Hispanic Millennials, and why the brand chose the sports of boxing and soccer as its focus in engaging with new consumers. (Felix Palau is a confirmed speaker at Portada’s Hispanic Sports Marketing Forum in NYC on Sept. 21.)
Why it matters: Tecate has started a 39-week ad campaign created by Saatchi & Saatchi New York with the goal to appeal to bilingual, millennial Hispanics. The campaign will focus on themes related to soccer and boxing, with the tagline “Born Bold.” The campaign will run on English and Spanish TV, out-of-home, digital ads and social media.

Portada: Why did you choose to go after Hispanic millennials?
FP: “Our former campaign was centered on Hispanic newcomers. These are Hispanics who have been living less than ten years in the U.S. and are Spanish dominant. They represent around 10 or 11% of the whole Hispanic population living in this country. According to the last Census, more than half of the U.S. population’s growth is coming from Hispanics. So 80% of the growth of legal recreation consumers will also come from Hispanics.”

Our consumers and the brand’s growth will come from Hispanic millennials. Out of 23 million Hispanic Americans, 42% are millennials.

TKT2Portada: When putting together a campaign, what specific approach does this generation require?
FP: “Hispanic millennials are a consumer harder to understand. These guys want to be much more visible. They are much more immersed in American culture. They want to stand out and progress. They want to be acknowledged, while they still embrace their cultural values like music, sports, family, etc. They also have fully incorporated American values. That’s the way they live every day in all their relationships. Gathering insight that really resonates with these guys took us a while.”

Portada: How are you approaching your consumers through social media?
FP: “
Hispanic millennials connect via mobile much more than non-Hispanics. They are nearly twice as probable to own a tablet. Hispanic millennials are on Facebook and Instagram a lot.
We shifted our strategy in 2014, when we started having a much more robust media plan to have presence in digital platforms nationally. What we are doing now is leveraging our main activation subjects, which are boxing and soccer, and we create content year around so we can start reaching our consumers in a relevant way. We go on a 360 approach, under the same umbrella related to soccer and boxing.”

Portada: How will your campaign adapt to a bilingual audience?
FP: “Our campaign is built from the insight of a bicultural Hispanic. That gives us the ability to be flexible and do the same idea, which in this case is “Born Bold” and only adapt the language to each specific audience. Our TV creative is going to be exactly the same for our English and Spanish media buy. The only adaptation we do is the language.”

TKTPortada: Why did you choose to work with Saatchi & Saatchi New York instead of a Hispanic based agency?
FP: “
We had many different agencies in mind, some more focused in the international market, and others with a more Hispanic focus. The decision was made based on which agency had the stronger insight creative capabilities to work with our communication strategy. We didn’t necessarily stick to the decision where we needed to align a Mexican brand creative strategy towards the Latino and Hispanic based agencies.”

Portada: What is the relevance of connecting Tecate with sports?
FP: “
Sports are very relevant to us. When we go back to our base consumers, other than family and culture, sports is the next thing that really matters to them. Our strategy is leveraging tools to some of the consumer’s biggest passion points such as boxing and soccer.”

Portada: Why boxing and soccer?
FP: “
We have been relating our brand and positioning it around boxing in the U.S. since 2007. The main reasons are: around 55% of Hispanics in the U.S. are boxing fans. Boxing is a sport that is totally aligned and related to our positioning strategy.
Our slogan is “Born Bold.” Tecate stands for your inner drive to be bold, and what better sport than boxing to represent that? Also, with the resources that we have, we can really stand out in this arena. We don’t only put our logo on the matt; everything we do around boxing has a full activation through the line, from TV to outdoors, to digital, and to the event itself.
On the other hand, we started connecting Tecate with soccer in the U.S. last year. We know that in comparison with other sports, such as football, soccer doesn’t have such a big fan base, but at the end of the day, what we are doing is relating Tecate to Mexican soccer. For this specific consumer, the bicultural consumer, soccer is a very relevant passion point.
We started sponsoring Las Chivas de Guadalajara in the U.S. in 2015. This team has a five million fan base in the U.S., from Texas all the way up to California. So Chivas plays exclusively for Tecate during the summer, when they are off-season in Mexico. And we have major boxing events to fill the gap when Chivas isn’t playing.
We go on a 360 approach. What we are trying to do this year is everything has to be under the same umbrella related to soccer and boxing.”


Join us at PORTADA Mexico!

Portada speaks with some of the key players in multicultural sports marketing to gather insights on their goals and priorities for 2016. Views and forecasts from leaders at Tecate, Amtrak, Elemento, TeamWorks Media, GLR, Fox and AC&M Group.

By Gretchen Gardner

chivasThe growing Hispanic market has become increasingly key for American brands’ marketing efforts. But it’s not an easy task to develop a strategy that works for such a diverse, segmented audience. Hispanic Americans hail from such diverse cultures and geographic regions and have different levels of insertion into American culture, making it difficult to group them all into one market.

But one thing is clear: Hispanic-Americans love sports. In fact, a Nielson study indicated that 94% of Hispanics identify themselves as sports fans, while 56% would say they are avid fans. So how are key players in sports marketing making plans for 2016?

In Portada’s conversations with industry executives, there was a consistent mention of the ever-evolving landscape of digital marketing. There is no single platform that commands the attention of the entire Hispanic market, so messages and branding must be distributed among broadcast media, social media, and physical locations like stadiums or arenas.

Futbol and Boxing Dominate

Speaking of stadiums and arenas, two sports have proven to be key: Soccer and boxing.

Gustavo Guerra
Gustavo Guerra

Gustavo Guerra, Brand Director for Tecate beer at Heineken USA confirms that the brand is focusing strongly on opportunities in these sports, as it wants “to become synonymous with the biggest games and fights focusing on these moments where fans gather to watch their passion points.” The brand worked on increasing engagement around both sports through bringing the fans physically together, bringing Chivas, the most popular football club in Mexico, for a friendly match in the U.S., hosting online forums for the Mayweather Pacquiao fight, for which Tecate was the exclusive beer sponsor, and hosting viewing parties for other big games or fights.

In 2016, Tecate wants to continue to help fans “have familiar and authentic experiences when they’re enjoying their favorite sport.” Tecate plans to build on the fact that it is the #1 beer in Mexico, and assures us that they’ve “just scratched the surface” in this appeal to Hispanics’ biggest passions.

Language is optional, but relevancy is a must!

Marco López, a partner at agency Elemento L2, agrees that

Marco Lopez
Marco Lopez

soccer is the key to reaching Hispanic audiences in 2016, as staying “culturally relevant with a compelling story” is key to his agency’s strategy. And what about language? “Language is optional, but relevancy is a must!” Lopez also mentioned the power of insight as an alternative to those who cannot acquire the rights for properties or teams, citing Beats by Dre during the World Cup as an example.

But it’s not all about soccer. Tab Bamford, Business Development

Tab Bamford
Tab Bamford

Manager at Teamworks Media, a Chicago based Sports Marketing Agency, suggests that their biggest opportunity for 2016 was non-soccer content. “The market is saturated with really good soccer content already, and there are a lot of other sports that Hispanic fans are excited about and engaging with that marketers and sponsors are neglecting,” Bamford said. And not all sports are created equal, as Bamford highlights that “there are nuances that need to be recognized when talking about different sports, much less with different audiences. Being aware of both the macro audiences and the niches is paramount to succeeding.”

The market is saturated with really good soccer content, and there are a lot of other sports that Hispanic fans are excited about that marketers are neglecting.

(2016 Edition: September 21, 2016!)
Nascar Driver Daniel Suarez (VIDEO)
Total Market or Hispanic Market? Who cares, only Gooolaaazos matter (VIDEO)
Gustavo Aguirre Associate Brand Manager Coors Light at MillerCoors (VIDEO)
Fernando Fiore – Interview (VIDEO)

A Focus on Engagement

What’s more, Hispanic sports fans are not just numerous, but also sophisticated and connected, and demand engaging content about the teams they love says Jose Ortega, Director of Digital Media at Fox.

Jose Ortega
Jose Ortega

Ortega emphasizes Fox’s efforts to engage with Hispanic sports fans “in a more user-friendly way,” providing them with “in-depth articles, behind-the-scenes access, programming grids and results for all the leagues and teams across all sports.” Ortega also highlights the importance of expanding the multi-platform presence, re-launching their website to include “more video and mobile experiences for users.”

Luis Gutierrez
Luis Gutierrez

Luis Gutierrez, Vice President of Sales at GLR Networks, the production and distribution arm of PRISA Radio, also spoke of the importance of engaging with Hispanics, not just exposing them to brands, as they continue to provide “great play-by-play spots analysis” for Chivas, and six other teams in the Mexican Liga through coverage by people like DR.Z and Alex Pazos.

Because Hispanic audiences are so passionate about sports, brands

Crystal Hudson
Crystal Hudson

with little connection to sports must find ways to get in on the action. Crystal Hudson , Principal Officer in Sports & Affinity Marketing at AMTRAK says that in 2016, the brand’s biggest opportunities will be in “partnerships with teams and properties that have specific Hispanic marketing initiatives and programs” like the NY Mets with Los Mets and Washington Wizards with Latin Nights. To Hudson, language does present a challenge, though: “sports sponsorships are expensive, so diversifying messages (i.e. using both Spanish and English across assets) becomes very challenging and cost-prohibitive.”

Jaime Cardenas, CEO of AC&M Group, also notes that merely sponsoring sports teams or events for brand exposure is no longer cost or message-effective, as “the main value of a sports sponsorship comes from engaging with fans to expose them to the sponsor’s message, not only on site at games but also at retail, digital and social channels.”

Cost-Effective Alternatives?

While the Olympics, Euro Cup and Copa America Centenario provide many opportunities for sports sponsorships in 2016, like Amtrak’s Hudson, Cardenas acknowledges that not all clients can afford sports sponsorships,and the challenge for 2016 will be to “find creative ways to leverage the heightened awareness to a particular sport or event and turn it into an engagement opportunity for our client’s brand.”

The main value of a sports sponsorship comes from engaging with fans to expose them to the sponsor’s message, not only on site at games but also at retail, digital and social channels.
jaime cardenas
Jaime Cardenas

Cardenas also speaks about the  difficulties associated with customizing messages to targeted fan segments, because “the challenge has always been that the more you customize the message the more expensive it is to produce, and the more waste in terms of exposure.” Instead of giving up on hyper-targeted messages, Cardenas’s agency will be working on delivering those messages through less expensive options.

AC&M is currently exploring one of those options: youth soccer clubs. The agency has found that in terms of ethnicity, household income, age and gender, these clubs hit the mark, providing that magical combination of “content (sport, athlete, league, team, etc.), language (Spanish vs English), and consumer (Mexican, Colombian, Dominican U.S. born, foreign born, moms, millennials, etc)” that so many agencies covet. And it’s no secret that targeting youth is an effective way to spread a message, as young adults are some of the most connected people around.

A seasoned sports agency CEO, Cardenas is well aware of the challenges that 2016 will bring any brand or agency looking to appeal to the Hispanic market. “When you look at how diverse the Hispanic market is, and the number of options available from sports properties and events, it is easy to understand why sports marketing for Hispanics is more complex than for general market. However, we also know that if you find the right mix the results justify why it is important to use sports to connect with Hispanic consumers.” We couldn’t have said it better ourselves.


Gustavo Guerra, Brand Director, Tecate & Tecate Light is the latest addition to the stellar speaker roster of #Portada15. Early Bird Registration has been extended to tomorrow Tuesday August 11 COB. 

Fernando Fiore
Emmy® Award Winner and Broadcasting Star Fernando Fiore

Fernando Fiore, the most recognizable face in the Spanish-speaking sports world, is going to be one of the main attractions at #Portada15 in New York City’s Yotel on September 16 and 17. #Portada15 comprehends the Hispanic Sports Marketing Forum and the 9th Annual Hispanic Advertising and Media Conference. Fiore’s addition complements the presence of dozens of brand marketing and agency executives targeting the Multicultural Space. The latest confirmation has been, Gustavo Guerra, Brand Director, Tecate & Tecate Light.
“Fernando Fiore is the reason why Hispanics love soccer broadcasting in the U.S. He is going to share his unique experiences in the Sports Media and Marketing landscape with hundreds of #Portada15 attendees. As importantly he will tell us where he thinks this exciting sector is moving to,” says Marcos Baer, publisher of Portada.

Early Bird Registration

Early Bird Registration for both the Hispanic Sports Marketing Forum and the 9th Annual Hispanic Advertising and Media Conference is expiring tomorrow Tuesday August 11 COB. Take advantage of the early bird price of only US $499! for the Combo!

Key Content

Sports Marketing and Media have a very important presence at #Portada15 with the Hispanic Sports Marketing Forum (preliminary agenda) and prominent brands and agencies participating including:

Pattie Falch, Director Sponsorships & Events, Heineken USA
Manuel Campos, Hispanic Marketing Director, Sprint
Mariela Ure, SVP, Hispanic Segment Strategy, Wells Fargo
Christian Borjon, Director Hispanic Sales & Marketing, Samsung
Brian Cristiano, CEO Bold Worldwide
Gustavo Aguirre, Associate Brand Manager, Coors Light

On September 17, the second day of #Portada15 the 9th Annual Hispanic Advertising and Media Conference (preliminary agenda) will provide critical insights and networking opportunities for any marketer who wants to succeed in multicultural America.

Topics that will be discussed include:
– New approaches on how national brands reach out to local audiences, hyperlocal targeting and more…
Multicultural Retail Marketing Perspectives for 2016.
– New and actionable insights on how best to reach the Multicultural Milennial
– Solving the challenge of Reaching out to Hispanics via Social Advertising and Search
– The Hispanic Digital Video Explosion

Brand Marketing and Agency Stars participating include:
Ana Crandell, Media Director, OMD Latino
Kymber Umana, Hispanic Marketing Manager, Sprint
Ivonne Kinser, Head of Digital Media Strategy, Avocados from Mexico
Trisha Ranes, Senior Marketing Manager-Latino, H&R Block
César Taveras, Online Marketing Manager, Rosetta Stone
Jason Riverio, Manager, Multicultural Brand Marketing, Big Lots
Maria Fernanda Ordoñez, SVP Media Director , Identity
Vilma Vale Brennan, Managing Partner, MEC Multicultural

#Portada15 Sponsors

Rooftop Party Sponsor:
Batanga Media
Platinum Sponsor:
Gold Sponsor:
Bronze Sponsors:
Evolve Media
Pulpo Media

Badge and Lanyard Sponsor:

Wire Sponsor: PR Newswire

Hispanic Sports Marketing Forum
Golazo Sponsors:
AC&M Group

For sponsorship opportunities, please contact Kelley Eberhardt, Director of Sales and Marketing at 212-685 4441, kelley@portada-online.com

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

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

  • Bromley Accounts: Western Union, NBA, Enterprise Holdings, Cheerios, Fiber One, Yoplait, Pillsbury, Totino’s Progresso

San Antonio based Bromley agency is closing. The shop is No. 22 in the top Hispanic agency ranking, with estimated revenue of less than $10 million. Bromley’s main accounts include General Mills brands, including Cheerios, Fiber One, Yoplait, Pillsbury, Totino’s, Pillsbury and Progresso. Agency execs interviewed by Ad-Age, said that many of those brands are likely to go to Casanova Pendrill and Conill, the Hispanic shops for General Mills’ main creative agencies, Interpublic’s McCann Erickson and Publicis Groupe’s Saatchi & Saatchi. One agency exec said that independent shop Grupo Gallegos might also get one of the General Mills brands. Bromley also handles Western Union, and just broke a campaign for its money transfers to Cuba in a series of TV spots shot in Cuba. It’s unclear where two other accounts, the NBA and car rental company Enterprise Holdings,  will land.

  • Levi’s

descarga (2)Levi’s has unveiled a new women’s denim collection that features a range of styles for different body types, including skinny cuts, shaping styles and curvy fits. The retailer is pushing the line with ads featuring Alicia Keys and other female musicians.The campaign is Levi’s largest-ever effort aimed at women since it debuted its first pair of women’s jeans in 1934. The campaign and the collection touch on the way women feel when they find the right pair of jeans, recognizing that the shopping experience is different than with men.As part of the effort, Levi’s aims to make it easier to shop for jeans and drive traffic in stores. The retailer has revamped its in-store signage and shoppers can make one-on-one appointments with a stylist at select locations.Levi’s is also partnering with PopSugar, a Multichannel Network, on a location-based push and working with cinema ad distributor NCM to retarget ads to moviegoers on their mobile devices within seven days of their visit to the theater.The broader campaign is a continuation of “Live in Levi’s,” created by FCB. The new effort is aimed squarely at women. Levi’s will also run a separate push for men.Ms. Keys stars in the launch spot, opening with the voiceover: “All women are badass.” In the ad, she revisits her hometown of New York City while creating her new song, “28,000 Days.” The 30-second ad will run on TV, cinema and online.The campaign, which includes digital, social, TV, cinema and print elements, also features Japanese drummer Kavka Shishido, American singer-songwriter Ryn Weaver and French-Cuban musical twins Ibeyi, who will star in digital videos.AKQA handles digital content creation for Levi’s. Levi Strauss spent US$28 million on domestic measured-media in 2014, according to Kantar Media. More than US$23 million of that was spent on the Levi’s brand.

  • Hillary Clinton’s Hispanic Campaign

HillaryBuzzFeed’s Adrian Carrasquillo writes about Hillary Clinton’s plans to lure Hispanic voters.”So far, the discussions have concerned engaging a national public relations firm to develop a national message for the Hispanic electorate, complemented by independent messages from statewide firms in a handful of key states like Florida, Nevada, Colorado, and North Carolina, according to multiple sources who have been briefed or were part of the meetings.”


  • Tecate

CJgSgYiUsAAcnT_Tecate kicked off its partnership with Chivas Del Guadalajara on Tuesday, July 7th; Chivas Del Guadalajara begun a special five game season – taking place in stadiums throughout California and Texas.This alliance with Chivas Del Guadalajara is part of Tecate’s sports engagement platform, dubbed, “Taste of Triumph,” which immerses bicultural Hispanic consumers 21 and older in the sports they love ranging from soccer and boxing to auto racing.The Chivas Del Guadalajara games take place during the summer pre-season in July, wrapping up with a final match in September in California, which will be announced in the coming weeks. The current schedule includes:

  • 7/7 (7:30pm) – Chivas vs. Club Leon – Raley Field (Sacramento)
  • 7/10 (8:00pm) – Chivas vs. Club Atlas – Chukchansi Park (Fresno)
  • 7/14 (7:30pm) – Chivas vs. Club Pachuca – Dell Diamond Park (Austin)
  • 7/17 (8:00pm) – Chivas vs. Rayados de Monterrey– BBVA Compass Stadium (Houston)
  • Etihad Airlines Group

AtBTnkRT_reasonably_smallStarcom Mediavest Group (SMG) has been named Global Media Agency for Etihad Airways Partner (EAP) airlines Etihad Airways, Alitalia, Air Berlin and Jet Airways. SMG landed the account after a formal review to consolidate the account and several agency networks were invited to pitch, including Etihad Airways’ incumbent agency Mediacom, OMD (incumbent on Air Berlin) and Universal Media. The incumbent agency on Jet Airways was Vizeum and Alitalia was Mindshare.EAP expects this appointment will save it money through SMG’s ability to deliver scaled benefits by aligning media spending power across key markets and to provide added value and centralized strategic advice and planning to meet the unique commercial needs of the airline grouping. In May, Etihad teamed up with Brand USA, a destination marketing organization for the United States, to encourage tourism to the USA from points across its extensive global network as well as launched a premium Twitter channel. EAP also promoted Universal Pictures’ Fast & Furious franchise with the Fast & Furious 777 branded plane.  Etihad Airways began operations in 2003, and in 2014 carried 14.8 million passengers. From its Abu Dhabi base, Etihad Airways flies to 111 existing or announced passenger and cargo destinations in the Middle East, Africa, Europe, Asia, Australia and the Americas.

  • Doritos

descargaDoritos is running its first mobile-only campaign, featuring 3D video content in order to promote its new Doritos Jacked flavor. To view the content on their smartphones, people need to purchase a bag of the new, limited-edition flavors, Jacked 3D Bacon Cheddar Ranch, or Jacked 3D Jalapeno Pepper Jack, visit www.Jacked3D.com, scan one of the snack chips (as opposed to using a code on the bag or elsewhere), and wear a pair of the Jacked 3D glasses. The glasses are available with purchase at select retail locations across the country, or by contacting Frito-Lay consumer affairs for a free pair. (All 3D videos will also be available in the standard 2D format.)The content includes exclusive videos by YouTube star Freddy Wong, Vine star Zach King and BMX master Tim Knoll. The site will also offer a 3D video-clip preview from the indie band PPL MVR. In addition, starting July 6, visitors can access a preview trailer of “Sharknado 3” (to premiere on July 22 on Syfy) that includes exclusive content.The new Doritos Jacked flavor be available through Sept. 18.

  • Miller Lite

descarga (1)Miller Lite is showcasing Latin music artists by extending the Conciertos Originales music series to Miami. Consumers will have the chance to enjoy a free-ticketed concert experience with two of the biggest urban Latino artists: J Alvarez and Chino y Nacho. Conciertos Originales will take place at the Fillmore Miami Beach at the Jackie Gleason Theater, starting with J Alvarez on July 15 and followed by Chino y Nacho on November 11.Conciertos Originales will return to Miami in November with Latin GRAMMY® Award-winning Venezuelan duo Chino y Nacho.

Join us at PORTADA Mexico!

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

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!

Join us at PORTADA Mexico!

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  • Tampico Beverages

descargaTampico Beverages, a global beverage brand, launched “Emojiball,” a social media game where anyone age 17 or older can comment on specific Tampico Facebook, Twitter and Instagram posts with a combination of five emojis from a selected pool of 24 in an attempt to guess the winning emoji combination. Prizes, including a state-of-the-art smart watch and other tech toys, will be awarded to contestants who use the five correct emojis in the correct order, as well as runners-up selected from contestants with partially correct combinations. The game will run from June 29 to September 18. The Emojiball is currently being promoted through Facebook paid media support (managed both in-house at Roar Media and in partnership with Adaptly), + programmatic mobile and desktop display–largely via Google Display Network and DoubleClick (managed in house at Roar Media.)

  • Johnny Rockets

bkYqz8AR_reasonably_smallRestaurant chain Johnny Rockets is making a more targeted push into Hispanic markets by signing a franchise agreement with Cruzar Group LLC to open at least three restaurants in El Paso, Texas, as part of an aggressive expansion into West Texas, where there is a large Hispanic population.Restaurants are also under construction in San Antonio and Laredo, Texas, and Arizona is another target market with a growing Hispanic demographic where the brand sees potential for growth.Currently, about 18 percent of U.S. consumers are Hispanic, and the demographic group is expected to make up a third of the general population by 2050.By 2020, an estimated 25 percent of Millennials will be Hispanic. Of those, two thirds identify themselves as “foodies,” which fits with Johnny Rockets’ renewed emphasis on food.The strategy is still in beginning stages, but will likely include the use of Spanish on menus. The focus will also be applied to restaurant design.Johnny Rockets is looking to create space in restaurants for larger gatherings as hispanic customers tend to dine out in larger parties of four or more, compared with two or more for the general population.The chain will also look to incorporate regional flavors that will resonate in markets with larger Hispanic populations.

  • Archer Almo acquires Tocquigny

Memphis, TN, based communications agency Archer Malmo has acquired Austin-based Tocquigny, a digital marketing agency founded by Yvonne Tocquigny in 1980. Tocquigny will be rebranded as Archer Malmo over the next few months. Yvonne Tocquigny and Tom Fornoff will continue to lead the Austin office as chief creative and strategy officer and president, respectively. Archer Malmo will also acquire some high profile clients with the deal including USAA, Citgo, Websense, Trusource Labs, NFP Advisor Services and Pivot3.

  • Jeb Bush

Jeb_BushRepublican Presidential Candidate Jeb Bush, whose crew is headquartered in West Miami-Dade County, has hired Pinta, a Miami Beach-based marketing firm, to help with Hispanic strategy, particularly online.


  • Corona-El Rey Network

6f4e291fea09a7d709b32498f2ca060c_400x400El Rey Network, Robert Rodriguez’s English speaking general-entertainment channel, has announced the official launch of ‘The People’s Network,’ a new digital platform for creators, makers, and fans to showcase their talents. With submissions including artwork, ideas, short films and more, the network is kicking off this multi-platform initiative in partnership with Corona Extra, its exclusive beer partner with a promotion entitled The Epic Summer Movie Contest.Beginning on June 29, El Rey Network and Corona Extra will launch a call to action asking fans to tap into their creative side and design the ultimate movie poster, one that reflects how they embrace summer in the most epic way! Deadline to submit via www.elreynetwork.com is Sunday, August 9. Rodriguez and his creative collective will determine the winning artist, who will be featured in an original vignette both on-air and online, and receive a trip for two to Cancun, Mexico. The winner will be announced late summer, 2015.

Join us at PORTADA Mexico!

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: SC Johnson ::: Sony Mobile ::: Wieden & Kennedy – Yoplait  ::: Tecate – Nómades  :::

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  • SC Johnson

CBsvXcdXIAAMKSWSC Johnson has put its global media-buying duties up for review. This follows the company’s January decision to award Omnicom Media Group’s PHD global communications planning duties after a review that also included the media-buying incumbent Maxus, part of WPP.  The planning assignment covers approximately US$300 million in brand expenditures and is managed out of PHD’s Chicago office.The company’s global spend have been as high as an estimated US$1 billion in recent years.Both PHD and Maxus are believed to be in the latest review. A decision is expected later this month. SC Johnson brands include Pledge, Ziploc and Shout, among many others.

  • Sony Mobile

924a39bc5208258d8fa3bb5253a01127_400x400Sony Mobile has released a new global brand campaign, which will have an equivalent marketing spend to the launch of its Z3 handset.It comes just weeks after Sony’s chief executive Kazuo Hirai told the BBC there was “no guarantee” for its mobile or other divisions.  In its most recent quarter, operating profit was 182 billion yen (US$1.5 billion), up 2.2% on its previous forecast, as it was boosted by its PlayStation division and its cost-cutting exercise.To help achieve that growth, a new global marketing campaign created by advertising agency Adam&EveDDB launches on Thursday. Cherry said the Z3 is fast becoming its “best selling smartphone ever” but that is not enough to achieve its goals.

  • Yoplait

UDGc3ecf_400x400Wieden & Kennedy has been chosen agency of record of the  the General Mills’ Yoplait brand. Saatchi & Saatchi, part of Publicis Groupe, that was in charge advertising of the product, will continue working with other General Mills brands such as Cheerios, Progresso, Green Giant and Fiber One.

  • Tecate

ABNxBQDp_400x400With the overall creative direction of Pablo Batlle, Nómades presents its new campaign for Tecate Fútbol. It consists of four fragments: “Yerno”, “Amigos”, “Obsesivo” y “Optimista”. The campaign is aimed to shows that differences between men are resolved in the soccer field.


Facebook’s Hispanic specific strategy got more visible this week through a partnership with beer brands Tecate and Tecate Light. The “Manfidence” campaign is also the first time Heineken owned Tecate uses a social media platform as the main element of a marketing campaign.

This is the first time Tecate leveraged a social media platform to provide creative and media guidance to bring its positioning to life in a way that is relevant to bicultural Hispanic men 21-34. Additionally, it’s the first time Facebook’s Anthology program – a Facebook creative unit that creates original content – has developed a U.S. Hispanic campaign. Tecate worked with MV42, on media recommendations to promote the campaign’s illustrated posts and videos running now through Dec. 31, 2014. 8 things you need to know about this Hispanic Social Media effort.

1. The Target

Bicultural Hispanic men who are 21-34 years old. In other words, Millennials.

2. The Facebook platform (http://www.facebook.com/tecate)

Tecate's Facebook CampaignAccording to Gustavo Guerra, Brand Director at Tecate, Tecate does not have an owned digital media property for the Manfidence effort. It preferred to use its Facebook site. “We partnered with Facebook for this campaign because of their strong Hispanic affinity. With 26 million Hispanic users, they have extensive insights on the type of content that resonates with this audience. We worked closely with Facebook and its Creative Shop on the creation of three videos and illustrated posts, ” Guerra, tells Portada. “Considering that more than 80% of our target consumers are on Facebook, this is the ideal platform to interact and dialogue with our consumers,” Guerra adds. “The campaign lasts for 9 weeks—the campaign’s illustrated posts and videos running now through Dec. 31, 2014. Each week, there is new featured content showcased which comes in the form of either Image Posts or Video posts. Each of these illustrated posts tells a story that exemplifies Manfidence. Facebook’s Creative Shop captured this essence through illustrated posts which were two times more engaging than prior creative,” says Rodrigo Salem, Senior Client Partner (US) at Facebook.

3. Usage of the Hispanic Affinity Segment

The amplification of the message through Facebook’s 26 million U.S. Hispanic Affinity segment is a crucial element of the Manfidence campaign. This allows not only to target Facebook’s Hispanic members on Facebook but also to follow them on other web properties through display and video advertising linking back to the Facebook.com/Tecate page.

4.The Creative Concept

Rodrigo Salem, Facebook
Rodrigo Salem, Facebook Global Marketing Solutions

Manfidence, a concept Tecate created in partnership with Dallas based ad agency iNSPIRE, is an attitude that is shared by men who are confident, comfortable in their own skin, dynamic, and clever. Facebook’s Creative Shop, called Anthology, captured this essence through illustrated posts, which were two times more engaging than prior creative. Anthology, a Facebook creative unit that creates original content, was used in the Hispanic market for the first time.

5.The Language: All English but ‘suegro”

Gustavo Guerra, Brand Director Tecate
Gustavo Guerra, Brand Director Tecate

“We know our target consumer moves fluidly between English and Spanish. However, given that close to half of our consumers (47%) prefer English as their online language, we chose to narrate the videos in English, and include the Spanish word ‘suegro’ as it is a term that is understood by all biculturals”, says Tecate’s Gustavo Guerra.

6. The Video Component

The video series depicts how a man with Manfidence can handle difficult situations involving the in-laws. The 30 seconds clips are available on Tecate’s Facebook page.

7. Testing: In LA and Houston

Tecate’s Guerra notes that “before developing the campaign, we tested the Manfidence concept with consumers in Los Angeles and Houston. We received great feedback on the meaning of the word and its relevancy among men; it was a concept that they easily identified with. Based on this feedback, we moved forward with the OOH and radio components {see point 8 below} and are wrapping up the year with the Facebook videos and posts. We are very excited about our collaboration with Facebook and so far, the posts and videos have generated engagement rates that are beating industry standards by 4 times.”

8. Off-line push: Radio and OOH

The Facebook Manfidence effort is backed by a substantial off-line media campaign. The off-line Manfidence campaign includes English and Spanish language :30 radio spots that bring this attitude to life. This is accomplished through various examples such as a man with enough manfidence to be in a jacuzzi with six girls and uses a “man bag” as a cooler for his Tecate and Tecate Light beers. These spots are aired throughout the sunbelt states including Arizona, Texas and California. The OOH is featured in the same geographic areas and includes situations that any man with confidence and wittiness could face such as “Spend countless hours grooming your chest hair? Blame your Manfidence.”

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

Tecate –  Saatchi & Saatchi New York ::: BlackBerry – Gyro Global ::: Claro – Social Snack Argentina ::: Ford – Blue Hive Argentina ::: Personal y Spotify – Argentina ::: 361 – Avantrip Argentina :::

  • Tecate – Global

Tecate Light -O-Five months after losing the Miller Lite account, Saatchi & Saatchi New York won another beer brand. The Publicis Groupe firm has become Tecate’s, a brand owned by Heineken USA,  agency of record .The agreement includes Tecate and Tecate Light imort from Mexico, plus all potential brand extensions.

The assignment came after a formal review that lasted three months. The agency in charge of Tecate was Inspire, from Dallas, who had won the account in March 2013. Inspire handled all Olabuenaga Chemistri efforts in USA , which controlled the account in Mexico. But Heineken chose Saatchi & Saatchi to “accelerate brand growth and solidify its place as the fastest growing premium light beer in United States southern markets”.

  • BlackBerry – Global

blackberry-BlackBerry has hired top B2B agency Gyro, to lead its change strategy. BlackBerry chose that firm after a pitch to promote the Passport model, the first device produced under CEO John Chen management. The agency will also be responsible for communicating the new company focus on software and business services.

BlackBerry previously worked with BBDO New York and London. Gyro , which has developed  campaigns for HP and SAP, will extend its work to BlackBerry across six offices that operates worlwide.

  • Claro – Argentina

claro-Claro Argentina has chosen Social Snack, a member of the IMS Group, as its digital agency responsible for the strategy, creativity and digital production. Havas remains its offline media agency, while SohoSQ is the creative agency.The telcos strategy, which has over 20 million clients in Argentina, is to work with specialized agencies in each category.

  • Ford – Argentina

Blue_Hive-Blue Hive, a WPP Group unit created to handle Ford Corp. communications in the world, has officially started operations in Argentina, under the leadership of Eduardo Parapugna  as general manager and Sebastián Castañeda as chief creative officer.

A Detroit-based agency with offices in Europe and Asia, it has reached Latin America months ago with an office in Sao Paulo. Now in Argentina, the company will bring together professionals from various companies within the British group in a new operation of around 70 people that combines all communication disciplines apply by Ford in this market.

  • Personal – Argentina

personal spotify-Personal and Arnet clients from now on will have, among other benefits, the ability to access Spotify Premium service through their mobile account or broadband services, due to an agreement between the three companies.

The exclusive partnership will operate only in Argentina, where clients and users will have promotional rates in pesos, special bonuses and preferential benefits, including the ability to access the Spotify Premium account through their Personal mobile service bill and Arnet broadband, even if they do not have an international credit card. The co-marketing agreement will be effective from October.

  • 361 – Argentina

avantrip-Travel agency Avantrip joins the clients’ portfolio of 361 Argentina, led by Pablo Abadie and Coco Mujica. Avantrip is Argentina’s first online travel agency and characterizes for accompany clients throughout their journey, through a reliable technological platform that Argentina 361 will work on to improve its development.

Gustavo Guerra, Brand Marketing Director, TecateGustavo Guerra serves as brand director for Tecate and Tecate Light, Indio and Bohemia, part of the Heineken USA portfolio of Mexican brands.  Guerra is responsible for strategic planning, creative content and public relations for the Mexican beer brands. He also plays a key role in building a strong partnership with the commercial team, the distributors and the brand team at Heineken Mexico. In the below interview with Portada, Guerra talks about how his brands celebrate  the character of all Hispanic bicultural men 21 and older, and highlights that boxing is the second most-watched televised sport for his target audience after  soccer.

Portada: Can you explain Tecate’s involvement with boxing and why this sport is so important for Tecate’sMarketing?

Gustavo Guerra, Brand Manager, Tecate.:“Tecate and Tecate Light have been longtime supporters of boxing and for the last seven years we have positioned the brands very strongly with a 360 degree approach designed to ensure the brand is celebrating the character of all Hispanic bicultural men 21 and older. Not only does the sport align with our communication strategy “con caracter”, boxing is also the second most-watched televised sport among our target behind soccer.”

Portada: When it comes to reach out to Spanish-dominant and English-dominant Hispanics is Boxing as important to reach both Targets or is it different depending on the target?
G.G.: “The great thing about our target, bicultural consumers 21 and older, is that they speak both languages and choose when to use it. Therefore, all of our marketing communications are bilingual to ensure we’re reaching these consumers through a variety of touch points from digital to retail and social media.”

Portada: Please explain what your main Box Marketing activities in the U.S. are
G.G.: “We always take a 360 degree approach that includes retail initiatives (cross-merchandising promotions for viewing parties, POS and displays featuring images of the fighters, mail-in-rebate offers with the purchase of Tecate beer, etc.), social media campaigns to continue expanding the interaction with consumers and support hand-in with Top Rank, one of the most important promoters in the industry, of the biggest boxing fight of the year such as Julio Cesar Chavez, Jr vs. Bryan Vera (March 1, 2014), Manny Pacquiao vs. Timothy Bradley (April 12, 2014) and many more.

How do you support these activities with actual media buys (digital, print and TV)?
G.G.: “We support all of our marketing efforts with a mix of OOH, radio, TV, PR and social media campaigns in both Spanish and English, varying by markets.” (SMV 42 is Tecate’s media agency)

 We know you have the http://deportes.univision.com/solo-boxeo-tecate/ program. Please explain the details of the program (from the actual media buy to more content marketing types of activities).
G.G.: “Since boxing is such a big priority for the brand, we want to be involved in every level by not only supporting big fights but also sponsoring amateur and small fights like the Solo Boxeo Tecate program. Our main marketing activities with this program include PR and branding efforts. Solo Boxeo Tecate is a live action show that features Top Rank contenders as well as up-and-coming superstars such as Jessie Magdaleno, Jose Ramirez, etc.”

We are developing a program around 2014 World Cup that includes a significant media buy.

You were the marketing and commercial director of Club Deportivo Guadalajara S.A. de C.V. How do you see the U.S. Soccer Marketing scene? Do you think Mexican soccer can become even more important?
G.G.: “Since I’ve been living in the U.S. I have seen an increase in the number of brands using soccer as part of their marketing tactics to reach Hispanic consumers at various acculturation levels. Sponsorships and level of activations range from MLS to National teams, as well as support for amateurs similar to what we did in the past with Copa Tecate. Regarding Mexican soccer, we’ve seen a greater presence of talent making an impact in the U.S. For example, the Mexican National Team has executed its U.S. tour for the last few years and teams from La Liga have been invited to play matches in the U.S. so that fans have the opportunity to experience their favorite team live. For Hispanics, soccer is going to continue to be a key passion that will transfer through generations making this sport a stronghold in the marketing world when trying to reach this target.”

Is Tecate planning any marketing around the 2014 World Cup?
G.G.: “Indeed, we are developing a program around 2014 World Cup that includes a significant media buy (TV, radio and OOH campaigns), social media and PR support, as well as grassroots support in key markets.”

Prior Interviews with Tecate brand managers on their Hispanic and general market strategies:

3.1.2013:  Why Tecate chooses Inspire to reach second generation Hispanics

2.7.2012: Tecate’s Felix Palau on the creative agency change

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.

  • Nationwide Insurance

NationwideNationwide Insurance on Saturday kicked off its multiyear partnership with the Dallas Cowboys with media, on-site activation, branding and hospitality at Cowboys Stadium, where the Cowboys will take on the Cincinnati Bengals. Nationwide will also be tagging existing “Join the Nation” TV ads with “proud partner of the Cowboys” language. Cowboys defensive end DeMarcus Ware, meanwhile, will be featured in Cowboys-themed radio, digital and print advertising, sharing his experience as a Nationwide Insurance member. Hitching the Nationwide brand to the Dallas Cowboys star makes sense—to both parties, said  Jerry Jones Jr., executive VP and chief sales and marketing officer of the Dallas Cowboys. “As far as the visibility of the Dallas Cowboys and what we believe our brand means, a lot of our partners use that to leverage and their corporate initiatives. That’s the nature of the sports business—taking that visibility and excitement of our fans and tapping into it with the relationship,” he said, adding that the parallels between how the team and Nationwide view their respective constituents quickly became obvious to both parties. “They have a membership that’s very similar to how we look at our fan base and season ticket-holders—they are really members of the organization. That really tied into how we do things.”Texas and the Dallas Cowboys made sense for Nationwide for a number of reasons, Nationwide Executive VP and CMO Matt Jauchius, told Forbes. Texas is a “massive state with a massive population” and a large Hispanic audience, he said, and “because that’s a growth area for us, it all fell together perfectly,” he said. And the Dallas Cowboys “are the most popular team in the most popular sport in the nation.”

  • Taco Bell:Doritos Locos Taco

To promote its latest version of the Doritos Locos Taco, the QSR enlisted a bunch of YouTube “influencers” from this year’s VidCon conference and asked them to create video content to support the product launch.The videos will be distributed through the creators’ Twitter feeds and Taco Bell will post them on assorted social networks. Digitas worked with Taco Bell and YouTube on the campaign and will assist in digital outreach.Taco Bell has made social media a priority in its marketing of the Doritos Locos Taco line, and the video creators are for the most part targeting the millenials demo. The campaign will also include TV sports and radio ads from Deutsch Los Angeles.

  • Laster Group- Culture Span Marketing

The Laster Group, one of El Paso’s largest advertising agencies, has changed its name to CultureSpan Marketing and will focus more on Spanish-language and Hispanic marketing, the firm announced last week.The firm has launched a new Web site, culturespanmarketing.com, and will promote its “transcreation” creative process, it reported. Transcreation is the term the agency uses to describe the process of taking marketing messages developed for English-speaking audiences and turning them into culturally appropriate messages for Hispanic audiences, it reported.”We’ve been doing this for our clients for many years; now we see this as a strategic advantage for our business given the tremendous growth in the Hispanic market,” Nancy Laster, the agency’s president and co-founder, said in a statement. Its emphasis will be on Hispanic marketing, but the agency also will continue to provide general marketing services to existing clients, it reported.

  • Tecate

TecateBeer brand Tecate and Hispanic digital media company Terra are teaming up to find the boldest men in the United States with the “Are You Hombre Enough?” challenge. The off- and online contest will put consumers 21 and older on the spot to prove they know what it means to be a real hombre, for a chance to win a trip for two to a major sporting event and unlimited bragging rights. Bilingual DEPORTadas journalists will travel across Chicago, Dallas, Houston, Los Angeles and Las Vegas to challenge individuals at select soccer games and boxing matches throughout the remainder of the summer. Sports fans 21 and older will have to demonstrate they are real hombres by participating in a variety of challenges.

  • Del Taco

Seven new franchise groups have committed to developing 39 new Del Taco restaurants across the United States, including central California, Colorado, Georgia, New Mexico, South Carolina and Texas. The company has also announced five new markets for multi-unit development and a search for new franchise partners.The new restaurants will be developed over the next 10 years along with other commitments by franchisees that are already in place and new corporate restaurants. The first ever Del Taco restaurant in Alabama opened earlier this year. The next new market to open will be in Oklahoma, which is scheduled for the end of this year. The new markets where Del Taco is looking to develop multi-units and add new franchise partners include Seattle/Portland (60 restaurants), Houston/San Antonio (65 restaurants), southern Georgia (Macon/Augusta/Savannah, 22 restaurants), Tampa/St. Petersburg, Fla. (44 restaurants), and Charleston, S.C. (nine restaurants).Del Taco, one of the nation’s largest Mexican quick-service restaurant chains, has more than 550 restaurants in 18 states

  • Novamex-IMG

Novamex Licensing has signed an agreement with Novamex to expand its popular beverage brand,  Jarritos, into new licensing retail categories. The brand licensing company will pursue new business opportunities, including apparel and accessories, party supplies, health and beauty products, home furnishings, sporting goods and pool/beach products. . The brand was introduced to the U.S. market in the 1980s. Novamex markets a variety of Mexican food and beverage brands. The company holds the exclusive rights of distribution of these brands in the United States through related companies, partnerships, and long-term distribution contracts. “We are excited to partner with IMG Licensing, the largest licensing agency in the world, to expand our beloved Jarritos brand into products inspired by the Jarritos spirit, wit, and cultural relevance,” said David Flynn, marketing director of Novamex. “Jarritos is an iconic beverage in Mexico and one of the hottest niche beverages in the [United States]. The brand is well positioned to move into new licensing areas, as it continues to grow in popularity with consumers across all demographics,” said Daniel Siegel, vice president of IMG Licensing. “Once the licensing community sees the breadth and depth of contemporary and retro assets Jarritos has to offer, we are confident we will build a licensing program befitting this brand that has been loved for generations.”

  • Lynda.com 

lynda.com, an online learning company, has selected Ocean Media, an independent media planning and buying firms, as its agency of record for television media buying. lynda.com helps anyone learn software, technology, creative, and business skills to achieve their personal and professional goals. With a lynda.com subscription, members receive unlimited access to a library of nearly 100,000 high-quality, current, and engaging video tutorials taught by recognized industry experts. The company — which completed a $103 million investment round led by Accel Partners and Spectrum Equity earlier this year — provides a customizable learning environment for its 2.5 million members. Ocean Media will manage the company’s broadcast media planning and buying, focusing on media acquisition initiatives in TV. Spots will air on a variety of major cable networks, including HGTV, Discovery, DIY, A&E and Golf. “We value Ocean Media’s deep experience with leading online brands, the agency’s focus on return on investment, and the effectiveness of its analytics,” said Erik Tarkiainen, VP of Marketing at lynda.com.

  • Werner

Werner announced the launch of several multicultural marketing initiatives that support the company’s growing base of professional contractors and do-it-yourself (DIY) consumers worldwide.  Recently Werner launched a Hispanic advertising campaign in four key markets, including Los Angeles, San Diego,Phoenix and Las Vegas. Select media included radio, online and out-of-home advertising along with soccer sponsorships. These channels included executions in both English and Spanish aimed at engaging Hispanic customers.”With the growing number of multilingual customers and our global footprint, we are continually looking for supportive ways to ensure our customers have the product information, training and resources they need,” said Chris Filardi, Vice President,Werner Co. “Whether it is French content in Canada, Spanish in the U.S. or Chinese in China, Werner continues to adapt to meet our customers’ needs.” Werner has rolled out a comprehensive multicultural platform that includes support for its Spanish, French, Chinese and English-speaking customers. Recently, the company introduced new Spanish and French websites for the U.S. and Canada. These new websites provide customers with complete product information and product literature as well as a Ladder Finder, which helps end-users select the correct item based on preferred ladder style, height, performance rating and material. Additional multilingual resources include training and safety videos and targeted advertising for leading Hispanic markets in the U.S.

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

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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.

  • Fusion 2013
    Ford’s new model Fusion 2013 is sponsoring a new app for the  iPad  introduced by Televisa’s Vanidades Magazine. The campaign also has print and digital media components. Fusion 2013 is also being advertised in Hispanic TV.
  • Tecate
    Tecate & Tecate LightHeineken USA , the owner of the Tecate brand, selected iNSPIRE! to  reach second generation Hispanics.  iNSPIRE!’s responsibilities will  include supporting billboard, radio and digital campaigns in key brand markets.  Based on the success of Tecate’s Spanish-language creative among  U.S. Spanish-speaking consumers, Olabuenaga Chemistri will remain the  agency of record for all Spanish-language communications for the Tecate  franchise and Indio in the U.S.  MediaVest’s MV42 will continue to lead the  media buying efforts for the Tecate franchise and Indio in the U.S.


  • Heineken
    Heineken launched the Heineken Champions mobile and Facebook app kicking off a nationwide competition for a chance to bring a grand viewing event of the UEFA Champions League final to the winning city on May 25. In connection with its sponsorship of the UEFA Champions League this year, Heineken will create an exclusive viewing party in the United States that is designed to provide an experience only the brand can deliver. Fans over 21 years of age can vote until mid-April for a chance to have the viewing party in their city by taking a photo of themselves enjoying an UCL match, uploading it to the Facebook tab or mobile app, and tagging their location. Every photo uploaded scores a point for their city.
  •  Western Union
    Western Union and the Western Union Foundation have made a two-year grant commitment, supporting education and economic development programs offered through the U.S.-Mexico Foundation (USMF). The combined grant consists of $250,000 from the Western Union Foundation and $250,000 from the Western Union Co. to support the USMF Educational Transformation Fund, which provides educational opportunities to communities throughout Mexico, and the USMF Economic Opportunity Fund, which improves the economic opportunities for marginalized communities in Mexico. The total commitment of $500,000 supports USMF efforts to improve global access to quality education and economic opportunity, according to a release. “The Western Union Foundation is dedicated to creating a better world, where the ability to realize dreams through economic opportunity is not just a privilege for the few but a right for all. With the support of the Western Union Co., its employees and agents, the Western Union Foundation works to realize this vision by supporting education as a pathway toward a better future through Western Union’s Education for Better program,” said Patrick Gaston, president, the Western Union Foundation.
  • Kia Motors America
    Kia ForteKia Motors America (KMA) announced today that it has signed on as the “Official Automotive Partner” for Univision’s “Nuestra Belleza Latina” (“Our Latin Beauty”), one of the network’s top-rated shows.  The sponsorship includes on-air brand integration and related digital activations throughout the season including sponsored challenges for the show’s contestants using various Kia vehicles.  Kia is also awarding this season’s winner with an all-new 2014 Forte compact sedan.”Kia’s U.S. marketing initiatives are focused on raising consumer awareness, perception and consideration for the brand, and sponsoring ‘Nuestra Belleza Latina’ is the latest effort to communicate and interact with the Hispanic community in authentic and meaningful ways,” said Michael Sprague, executive vice president, Kia Motors America.  As the official automotive partner of “Nuestra Belleza Latina,” Kia’s sponsorship will include integrated segments such as a branded challenge and a branded recap that includes the contestants enjoying a day away from the competition with a Kia vehicle.  Digital activations include 11 custom pieces for Univision.com with the contestants, a custom photo shoot of this season’s winner with her all-new 2014 Kia Forte compact sedan, as well as social media mentions via Twitter and Facebook.
  • FAIR Health
    Fair Health, an independent not-for-profit organization dedicated to bringing transparency to healthcare costs and out-of-network reimbursement, has launched the Spanish-language version of FH Consumer Cost Lookup® (consumidor.fairhealth.org or fairhealthconsumer.org). The free Spanish-language consumer website will help more people better manage their healthcare costs by providing free, independent and transparent health insurance information.Both the English- and Spanish-language versions of the FH Consumer Cost Lookup enable individual consumers to search and evaluate cost estimates for user-selected medical and dental procedures and services by geographic area. The tool also allows consumers to estimate the amount that an insurer will reimburse for services received out-of-network. Uninsured individuals can use the tool to obtain an estimate of the full cost of procedures in their geographic area.

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

Heineken USA , the owner of the Tecate brand, just selected Dalas based INSPIRE! to reach second generation Hispanics.  iNSPIRE!’s responsibilities will include supporting billboard, radio and digital campaigns in key brand markets. Based on the success of Tecate’s Spanish-language creative among U.S. Spanish-speaking consumers, Olabuenaga Chemistri will remain the agency of record for all Spanish-language communications for the Tecate franchise and Indio in the U.S.  MediaVest’s MV42 will continue to lead the media buying efforts for the Tecate franchise and Indio in the U.S.

We don’t consider general market a target, necessarily.

In June last year Tecate and Tecate Light consolidated all their advertising with  Mexico-based Olabuenaga Chemistri. The move was not without polemics as the Mexico City based agency was charged with doing English-language work. Portada thought it would be good to get some insight on the why and how of iINSPIRE’s selection as well as the strategy of Tecate going forward. So we interviewed  Felix Palau, VP of Marketing of Tecate:

Portada: Is iNSPIRE! going to do both general market and work targeting the bilingual assimilated Hispanic population?

Felix Palau, VP of Marketing Tecate: ” We don’t consider general market a target, necessarily, but understand that the media consumption Felix-Palau-VP-of-Marketing-for-Tecate-Tecate-Light-Bohemiahabits of bilingual and bicultural Hispanics can be very similar to their general market counterparts. iNSPIRE! has been tapped to develop English-language creative work for the Tecate franchise and Indio that can resonate with this growing population. They will leverage insights and experience to connect with U.S. Hispanics who are more acculturated than newcomer consumers, and pull cues from their Hispanic and American background to create their own identity.”



Do you think Hispanic agencies are better positioned than general market agencies to do work targeting the bilingual-assimilated Hispanic population?
F.P.: “The bilingual, bicultural U.S. Hispanic population is complex in nature, given that they expertly blend the best of their worlds to create a unique culture and lifestyle. As with any market segment, what’s important – both on the agency and brand side – is that there is a deep understanding of who this consumer is, what appeals to him and what drives him to make purchasing decisions.”

What type of media will iNSPIRE! work for in Tecate?
F.P.: “iNSPIRE! will develop English-language radio and out-of-home creative for the Tecate franchise as well as Indio, targeting English-speaking Hispanics in the U.S. We have chosen to keep Olabuenaga Chemistri as the AOR for the Tecate franchise and Indio Spanish-language creative, based on their success in helping the brands connect with Spanish-speaking U.S. Hispanics since 2012.”



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.

NOTE: Portada has currently a 25% Discount  Offer to acquire the Interactive Database of Corporate Marketers targeting Hispanics. Register here and use the following Discount Coupon  NEW-YEAR-25 link. (expires on January 31!)

    • Honda

In December Honda decided to put its media and creative accounts under review. A decision is expected by the end of the first quarter Honda told AdAge. Honda noted that it does not include multicultural assignments, which are handled by Muse Communications and Orci.


    • California Department of Health
California Department of Health
An Ad from a previous Campaign

California Department of Public Health director and state health officer Dr. Ron Chapman has unveiled new ethnic-market advertisements that will continue to educate Californians on the harmful effects of tobacco use. The advertisements, which include radio and print ads for the African American market, will start airing in early January and can be viewed at TobaccoFreeCA.com. In California, Black and Hispanic men smoke at higher rates (18.9 percent and 15.5 percent, respectively) than white men (14.3 percent). Among women, Blacks continue to have the highest prevalence (15.2 percent), followed by whites (11.2 percent).


  • National Milk Mustache – Got Milk Campaign

The National Milk Mustache ‘got milk?’® Campaign print ads for the past 17 years.  The 30-second spot stars Dwayne “The Rock” Johnson, who has managed to successfully balance his tremendous professional career with his family life, which continues to be his main priority. Johnson’s success as an actor, producer, athlete and author has gained him worldwide recognition both in and out of the spotlight. The ad is directed by Peter Berg , actor, director, writer and producer best known for his on-screen role in “Chicago Hope” and who just wrapped production on the film adaptation of “Lone Survivor.”  Created by Deutsch, A Lowe and Partners Company, the ad will air in the second quarter of the game and bring to life how including milk’s protein and essential nutrients at breakfast helps fuel active, successful days. As the campaign continues to evolve, the team begins production on its first Super Bowl TV commercial to appear in the biggest football game of the year. The new morning meal-focused commercial is part of a larger, integrated effort to reinforce milk as the breakfast beverage of choice and spotlight its nutrient contributions as part of a daily breakfast routine.  The effort includes in-store retail and consumer promotions along with extensive digital advertising and social media activity.


    • Tecate

Tecate and Tecate Light, cervezas con carácter, announce the launch of their annual national retail program focused on helping U.S. Hispanics 21 and older celebrate their passion for football from the moment they buy the essentials needed for a viewing party at home or a tailgate. The brand equity will place bilingual thematic POS materials with the slogan “A Man Knows How to Choose His Team” (a reference to Tecate and Tecate Light), cross-merchandise and consumer promotions at off-premise locations across the country between Jan. 1 and Feb. 15, 2013. “Tecate and Tecate Light offer the increasing number of Hispanic men watching football a beer choice that celebrates their boldness and carácter, while providing them with exclusive offers designed to enhance their viewing parties or tailgating celebrations,” said Felix Palau, vice president of marketing for the Tecate equity. “Our thematic retail program falls in line with our successful sports marketing platform as well as our commitment to provide retailers with the relevant programs and tools they need to make adults feel closer to their favorite sports.” As part of the 2013 program, Tecate will offer consumers a text-in sweepstakes where shoppers 21 and older can enter daily from Jan. 1 – Feb. 15, 2013 for the opportunity to win branded tailgating solutions. The Tecate equity’s 2013 football-themed retail program was developed by Dieste.


    • Cinemark

Cinemark Holdings, Inc. announced plans to launch two new 6-screen movie theatres in El Paso and Edinburg, Texas. The Cinemark Movie Bistro – Sunland Park will be part of Simon Property’s Sunland Park Mall development located at 750 Sunland Park Dr., El Paso, TX. The Cinemark Movie Bistro – Edinburg will be part of B-Y Property’s Trenton Crossroads Plaza development located on the northwest corner of Trenton Road and Rhonda Street in Edinburg, TX. Both projects are scheduled to open in the summer of 2013. The two theatres will introduce patrons to Cinemark’s first-run cinema eatery concept, branded Cinemark Movie Bistro.


 NOTE: Portada currently offers a  25% Discount  to acquire the Interactive Database of Corporate Marketers targeting Hispanics. Register here and use the following Discount Coupon  NEW-YEAR-25 link. (expires on January 31!)

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