Tommy Hilfiger .


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

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Mobvious Media has announced the appointment of George Ruiz to the position of Midwest Sales Director. In this position, Ruiz will help lead the Mobvious business in the Midwest region. Ruiz will report to Heidi Corn, Vice President of Sales.






Henry Zamarripa, hitherto Sales Director, Latin America at Oath, is taking new responsibilities within Verizon Media, he is still in charge of sales in Latin America and emerging markets, as well as responsible for negotiations with different partners in the region.






Havas Canada is appointing Melody Adhami, the agency’s current COO as CEO, replacing current CEO Tom Olesinski, who is leaving the organization after a short transition period. Adhami will oversee the creative business in Canada, reporting to North America Chairman and CEO Paul Marobella.





Nobox has tapped Marcus Kawamura as Chief Creative Officer to drive brands’ engagement with consumers by generating big ideas and delivering them on multiple platforms. Portada conducted an exclusive interview about this opportunity; read more here.





Camila Jiménez-Villa, the former CEO of Univision’s production studio Story House Entertainment, and Silvana Aguirre, creator and showrunner of “El Chapo,” have teamed up to launch their own production company, reported Media Moves. Called The Immigrant, the company will be based in Los Angeles and Miami and produce premium content in the U.S., Latin America and Spain, focusing on multicultural stories and talent that will appeal to international audiences.


Code Worldwide New York has hired Meg Columbia-Walsh as its first US president. She will be responsible for expanding Code’s remit into advanced technologies for marketing automation and personalization in the US.






Tommy Hilfiger has confirmed the departure of Avery Baker as Chief Brand Officer in June.







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!

  • Sprint

Sprint has selected Deutsch LA as its new Agency of Record. The review focused on TV creative advertising, which has been handled recently by Figliulo & Partners, which was awarded the assignment late last year. Starcom MediaVest Group continues to handle media and sibling agency DigitasLBi remains the company’s digital agency. (Read our interview published today with Kymber Umaña, Hispanic Marketing Director at Sprint.)


descarga (6)The Tommy Hilfiger Group, which is wholly owned by PVH Corp., has announces that internationally renowned tennis star Rafael Nadal will appear as the global brand ambassador for the Tommy Hilfiger underwear and Tommy Hilfiger Tailored collections beginning in Fall 2015. Both collections are available at Tommy Hilfiger stores globally, through select wholesale partners and online at tommy.com.The campaign imagery will be photographed in early 2015 in Spain and it will break globally in fall 2015 with dedicated print, online, and out-of-home media placements worldwide. To further support the global initiative and collaboration, Nadal will attend exclusiveTommy Hilfiger launch events in North America, Europe and Asia.


  • Tampico

descarga (7)Beverages Tampico has selected Macias Advertising and Roar Media in the U.S, including General, Total and Hispanic markets. Macias will be handling all of their creative work including brand and content development and Roar Media will be their Digital Media and PR agency. Prior to this Tampico had been working with Bravo as their AOR, only focusing on the Hispanic Market, but now they are expanding their target demographic to a broader audience.

  • Toyota

descarga (8)Toyota has teamed up with actor William Levy to create the first-of-its-kind, choose-your-own adventure video on Instagram with the new 2015 Toyota Camry.Created by agency Conill, the new Toyota campaign is aimed to tell a story that speaks to the hearts and minds of Hispanic consumers and leverages consumer passion points of fun and adventure.To view Instagram CLICK HERE.

  • Mars

imagesMars has appointed WPP’s MediaCom as its global media planning agency of record following a pitch.MediaCom will take control of the account in 2015.Until now, the business has been led by Publicis Group’s Starcom, which will continue to handle media buying for Mars. Mars Incorporated , which owns the Snickers, Galaxy, M&M’s and Maltesers brands, spent more than US $1.5 billion globally on advertising in 2013, including US $680 million in the U.S.,.The win comes shortly after it emerged that MediaCom have also taken Coca-Cola’s US $100m Mexico account and Procter & Gamble’s LatAm and Caribbean digital business from Starcom. This is a massive account and if MediaCom wins the review, it would be the second major planning win for the agency at Starcom’s expense.

  • Coca-Cola

descarga (9)Coca Cola has ended its 13-year ‘American Idol’ sponsorship. Coca Cola has been with the show since its inaugural season (Ford is the other). AT&T joined the show in its second season and departed before the start of last season. Ford plans to remain a sponsor this season. The soft frink company may be following the advice of its media agency MediaVest.American Idol’s last season’s finale drew 10.1 million viewers, down from 38 million in season 2. Those ratings declines led advertisers to spend US $394.7 million on the show in 2014, down 49.5% for the US $781.9 million they spent in 2012, according to Kantar Media data.

  • Kellogg’s

descarga (10)Cereal brand Kellogg’s will go traditional TV commercial formats by shunning the lively morning kitchen—when folks eat breakfast—and show boxes of Kellogg’s cereals set out on a table at night with bowls and spoons ready for the next morning, encouraging consumers with the tagline: “See you at breakfast.”  The campaign is by Leo Burnett and will air in primetime TV and have print and digital elements.Kellogg’s cereal revenues declined 6% for the 52 weeks ending Nov. 30. Kantar Media data finds the most popular time to advertise cold cereals is primetime. Kellogg’s will increase its primetime ad placements by 15%.

  • Puma
  • descarga (11)Pop star Rihanna has signed a multiyear partnership agreement with athletic apparel maker Puma through which she will become the brand’s “global ambassador” for women’s fitness and serve as its creative director for women’s products. The company says she will directly influence the product design process beginning this spring.Although Rihanna is not an athlete, Puma CEO Bjorn Gulden says retro-sneakers and athletic-looking attire have been part of her stage and street persona for years. Its coming campaigns plan to broaden its appeal among women.
  • Avocados
    descarga (5)Avocados from Mexico will bring together almost 1,000 Hispanic stores in key regions for Guac Fiesta, a retail promotion that will offer a US $3,500 prize package to five winners.The campaign is designed to increase consumption through football season among bicultural Hispanics in California, Arizona, Texas, Chicago, Miami and New York City.The program will run from Jan. 1 through Feb. 1 and includes sweepstakes prizes and coupons using mobile, digital, social media and consumer relations.The Guac Fiesta campaign includes a text-to-win contest where consumers have a chance to win a big screen TV for football viewing parties.Retailer support is available and includes tear pad coupons and in-store purchase coupons for shoppers.
  • Bud Light
    descarga (3)Bud Light is rolling out new packaging and marketing with a TV ad that touts the messages printed on labels as “12-ounces of inspiration.”The brand packaging  will eventually feature more than 100 different messages scrolled on bottles. The new labels are part of the brand’s “Perfect Beer For Whatever Happens” campaign.The new ad, which was developed by BBDO, begins a new phase of advertising for the brand that will heavily promote the new packaging. The ad will debut regionally on New Year’s Day during college football bowl games and run nationally during the NFL playoffs. The new ad is notable for its product close-ups and description of the liquid as “crisp,” “smooth” and “refreshing.”


  • Ford
    descarga (4)Ford is announcing the arrival of Ford 2015 F-150 truck with what it says is its biggest truck marketing campaign ever. The campaign, which will debut during the first-ever college football playoff for NCAA Division I teams, centers on sports, especially NFL and NCAA football. There are also sponsorship components around Professional Bull Riding, NASCAR, Future Farmers of America, and country music, with mobile across all platforms. In addition to the TV campaign — which includes two 30-second ads — there is also radio and a country music tie-in. But the effort also includes a separate campaign for the other truck demo, and the fastest-growing one: Hispanic truck owners. A digital video series, “F-150 Tough Science,” is part of the pro-sports tie-in. It features ESPN “Sport Science” creator John Brenkus. Read  “Ford launches largest Truck Ad -Campaign ever with strong Hispanic component.”

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 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!

Everything is ready for our 4th Annual Foro Mexico de Publicidad y Medios (#PortadaMex), starting tomorrow morning at 8:15 am in the the Hotel Presidente InterContinental in Mexico City.

We have exciting last minute additions of major brand marketing and ad agency execs:
Jorge Inda Meza, Marketing Director Corona, Grupo Modelo
Lorenzo Ruiz, Director General, Tommy Hilfiger Mexico
and Aurora Sanabria, Planning VP, JWT

DOWNLOAD the complete #Portadamex program.

Register here!

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

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

  • Tommy Hilfiger 

tommy_hilfiger (1)West coãstiüs, Tommy Hilfiger Spring 2014 global advertising campaign ,will break worldwide in January 2014 as a multi-media program, with an online, print, outdoor and social media presence. It will appear in January 2014 issues, with full print ads running in fashion publications such as Vanity Fair, Vogue, InStyle, ELLE, Glamour, GQ, Details and Esquire. Multi-page inserts will be featured in select issues. Outdoor campaigns will be displayed in main cities like New York, London, Paris, Milan and Hong Kong .

  • MagicJack 

MagicJack, a maker of an Internet voice phone system (VoIP), is looking to build a brand through a message of savings. With the tagline “Do The Math,” the new effort touts the company’s inexpensive offering when compared with more traditional telecommunications companies. The campaign includes new television, radio and print advertising, as well as updated packaging and a redesigned Web site, McDonald says. In addition to running ads on television, SiriusXM Radio, Pandora and Facebook, the brand will also support the effort through aggressive social media outreach, including introducing the hashtag “#magicMath” on its social media platforms. The company is also running Spanish-language advertising to tap into the relatively large Hispanic market that has been using the magicJack product, without any significant marketing to them. The company also recently introduced a Spanish-language site.

  • Pizza Patron 

Pizza PatronAfter 10 years of franchising, Pizza Patrón is suspending its franchise program indefinitely. The company will continue development with some of its existing franchise partners, but will concentrate its growth focus on building company-owned stores. Company officials said the decision was made to ensure high company standards from store to store — the standards of operation, the quality of the products and service, improved marketing execution and more efficient policing of Pizza Patrón’s branding and trademarks. Pizza Patrón also recently signed its first-ever ground lease for a new freestanding prototype.The company estimates a 60-day construction process before it unveils the new freestanding prototype. For now, executives are keeping the address under wraps until the new restaurant’s opening which is anticipated to be sometime around the beginning of April. TruMedia recently took over media planning and buying duties for Pizza Patron.

  • Subway 

The sandwich chain is planning to spend about US $41 million over three years on marketing specifically to kids, which will include TV, digital, in-store merchandising and social media, Ad Age reports. The campaign will launch in February but the first national TV spots, created by MMB, will air in March. The effort will urge kids to consume more fruits and vegetables and will tout new menu offerings. Subway is the first fast food chain to join Partnership for a Healthier America, which is supported by first lady Michelle Obama.

  • Goya

Goya FoodsGoya Foods, the largest Hispanic-owned food company in the United States, has appointed Luis Tejada its vice president of sales. Tejada previously worked at Goya for nine years as a sales account manager.”As we continue to expand Goya’s wellness campaign, Luis will focus efforts on the nutritional benefits of our healthy line of high-quality and affordable products and reaching not only the Hispanic market, but bridging into the general market,” noted Bob Unanue, president of Secauscus, N.J.-based Goya. In his new role, Tejada will oversee Goya’s direct sales delivery (DSD) system of more than 2,200 products, focusing his efforts on strategic development and execution of sales and initiatives, while highlighting the diversity of each of the unique Latin cultures the company serves and meeting those needs from a business perspective. He will also further develop business within the general market while addressing the cross-cultural growth of the evolving U.S. population and the expansion of Goya.

  • REI

Sporting goods and outdoor gear retailer REI is moving its US $40 million ad spending account from OMD, which participated in the review, to SMG’s Spark.

Read previous issues of Sales Leads!

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