The Coca Cola Company global


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.

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  • Lionsgate

Publicis’ Starcom USA unit has won studio Lionsgate‘s media account. The assignment, which is estimated to bill US$400 million annually, makes Starcom Lionsgate’s media planning and buying agency of record.Lionsgate studio also operates pay TV channels Starz, Pop and Epix.





  • Lexus

Lexus brand will sponsor the web series aimed at multicultural Millennials “I Turn My Camera On” on essence.com, Mediapost has reported. The series features actor and photographer Lance Gross. The 10-episode digital series, created with Macro Digital Studio, explores Gross’s world and his famous crew. The series features Omari Hardwick, Kelly Rowland and her husband Tim Weatherspoon, King Bach, Keke Palmer and Simone Missick. The first episode features Michael B. Jordan. A new episode will be available every Wednesday at 12 noon EST.  Additional episodes will be announced in November.Lexus’ digital content channel L/Studio is sponsoring the series and will feature exclusive behind-the-scenes content on www.LStudio.com.Focused on nuanced storytelling with universal themes, Macro aims to resonate with multicultural Millennials.

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!

  • Coca-Cola

Topo Chico sparkling water from Mexico has become part of the Coca-Cola family. The Coca-Cola Co paid US$220 million to Arca Continental, S.A.B. de C.V., the second largest Coca-Cola bottler in Latin America, which owns the rights to the Topo Chico brand. The deal was made through the American beverage giant’s Venturing & Emerging Brands unit. The vast majority of Topo Chico’s U.S. sales are in Texas — about 70 percent.Topo Chico’s “legacy team” will join Coca-Cola’s VEB unit but remain based in Texas. The acquisition marks a full circle for Topo Chico; the brand’s parent company was the first to bottle Coke outside the United States through a deal struck in the 1920s.


  • Northgate/ Cardenas Market

Anaheim-based Northgate Gonzalez Market has sold its stake in seven Los Altos Ranch Markets in Arizona to rival Hispanic retailer Cardenas Market.The sale comes more than three years after the two leading Southern California Hispanic retailers joined forces to buy Pro’s Ranch Markets, which had seven stores in Arizona, two in New Mexico and two in Texas. The value of the deal was not disclosed.Northgate said selling the Los Altos stores will allow the company to focus on its expansion plans in Southern California. The deal is expected to close in 45 days. During the transition, Northgate said it will continue to provide operational support at the Los Altos stores in Arizona.Northgate operates 40 stores in Orange, Los Angeles and San Diego counties. Northgate did not reveal its growth plans for Southern California.Cardenas operates about 30 stores in Riverside and San Bernardino counties as well as Las Vegas.

  • Astral Tequila

San Francisco-based Erich & Kallman has been appointed agency of record for Astral Tequila, owned by Davos Brands, following a formal review. The agency is tasked with creating a market launch plan for Astral. It will also lead video, digital, print, social and OOH components for the brand.E&K was cofounded last year by Steven Erich, former president and partner of Crispin Porter + Bogusky, and Eric Kallman, former executive creative director at Goodby, Silverstein & Partners and Barton F. Graf, as well as creative director at Wieden & Kennedy. The agency has worked with various brands, including General Mills, Chick-fil-A, New Belgium Brewery, Gusto, Church’s Chicken and MTV.




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.


People change positions, get promoted or move to other companies. Portada is here to tell you about it.

Karina Moises- Yume ::: Lazaro Stern- Datorama  :::  Leonardo Pinto-AlternaTV :::   Javier Garcia – Yahoo  ::: Joe Tripodi – The Coca Cola Company global ::: Richards/Lerma -Quim Gil ::: Dauquén Chabeldín – Circus México ::: Pablo Lacasia – Unilever ::: Paulo Giovanni – Leo Burnett Tailor Made Argentina ::: 

karina-moisesKarina Moises is the new Senior Manager Pan-Regional Sales, Latin America at YuMe.Moises has been been Yahoo!’s Regional Sales Manager for Latin America since september 2011.


38e0ec1Lazaro Stern is the new Regional Director Latam at Datorama, an Omni-Channel-Analytics Platform that last month closed a US$ 15 million round of Series B funding from investors includingGoogle Executive Chairman Eric Schmidt’s Innovation Endeavors. Datorama recently relocated from Tel Aviv to New York City. Stern previously worked at Sizmek (former DG/MediaMind).


Leo PintoAlterna’TV, a subsidiary of Eutelsat Americas based in Miami, has announced the appointment of Leonardo Pinto as Marketing and Distribution Director for Latin America. Leonardo joined Alterna’TV on October 20 to boost the penetration of channels distributed in Latin America. He had been Director of Distribution for BBC Worldwide channels for Latin America and the US Hispanic markets since 2010. He was previously Marketing and Affiliates Sales Manager at TVE Radio Televisión Española from 2007 to 2010, International Label Manager for Univisión Music at Universal Music Latin America from 2004 to 2007 and International Label Manager Anglo Repertoire at EMI Music Latin America from 2001 to 2004.


2bcd5a3Javier Garcia is leaving Yahoo after almost 8 years as US Hispanic GM & LatAm Market Development Lead. Garcia has  taken a job at Comcast as VP of Multicultural Products, where  he will help to grow revenue generation from Hispanic and other key target multicultural segments.



descargaThe Coca-Cola Company has announced that Joe Tripodi will retire after seven years of service as  Chief Marketing and Commercial Officer at the end of February 2015.He will be succeeded by Marcos De Quinto, currently President of the Iberia Business Unit & Vice President, Europe Group. Tripodi joined Coca-Cola in 2007 from Allstate Insurance Company, where he was Chief Marketing Officer. He also served in Chief Marketing Officer roles for The Bank of New York, Seagram Spirits & Wine, and MasterCard International.


2f0d883Agency Richards/Lerma has hired Quim Gil, as head of brand planning, effective immediately.Mr. Gil’s has worked with multinational agencies such as McCann Erickson, Added Value, Ogilvy, and Synovate. He also received his MBA from ESADE, Europe’s top business school. Most recently he was the strategic planning director at LatinWorks, where he led strategy for brands such as Anheuser-Busch, Pepsi, Mountain Dew, Target, Capital One, Kleenex, Huggies and Pull-Ups.


Chaubeldin_Dauquen-Dauquén Chabeldín  is joining Circus, an independent network with offices in Mexico DF, Los Angeles, Buenos Aires and Madrid, as chief creative officer, after serving in agencies like Grey Group and Ogilvy & Mather, Leo Burnett and La Comunidad.


leo-burnett-Leo Burnett Tailor Made Argentina has announced that Paulo Giovanni, partner and president of the firm, will be the agency Charmain.  Marcelo Reis,partner and VP of Creativity and Marcio Toscani, VP of Operations and Finance, will take up the chairmanship of Leo Burnett Tailor Made Argentina.


pablo-lacasia-Unilever has appointed Pablo Lacasia Sustainability Leader for the Southern Cone region, as such, he will lead the strategy of the company’s Sustainable Living Plan in Argentina, Bolivia, Chile, Paraguay, Peru and Uruguay.The Sustainable Living Plan was launched in 2010 and focuses on participation and promotion of a new way of doing business. Through more than 50 goals, the plan seeks to invest in business growth and at the same time reducing environmental impact and multiply human development for 2020.