Toyota Motor North America


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.

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

For prior Sales Leads editions, click here. 

  • Telemundo & NBC Universo

Publicis Groupe-owned Spark Foundry has been appointed Agency of Record for NBC’s Universal’s Telemundo and NBC Universo following a formal review. Horizon Media was the incumbent for 11 years.Spark Foundry will handle strategic planning, activation and analytics responsibilities across all communications channels for both networks. The account will be handled out of Spark Foundry NYC office and will be led by Stephen Paez, senior VP, multicultural lead. In addition, Spark Foundry will be responsible for promoting Telemundo’s telenovela, super series, and reality programming formats. The shop will handle similar chores for NBC Universo.


  • Avocados from Mexico

Avocados from Mexico has placed its creative advertising business in review, according to Adweek. Avocados From Mexico media agency Havas Media will not be affected by this review.Avocados from Mexico spends US$20 million on paid media last year and US$12.6 million during the first 9 months of 2017, according to Kantar Media.





  • Toyota Motor North America

Toyota is returning to the 2018 Super Bowl like never before. For the first time in the company’s history, Toyota will have three primetime commercials from two different campaigns leading the first quarter, post-halftime and fourth quarter. Two spots will air from its first-ever global campaign, “Start Your Impossible,” which communicates the company’s shift to a mobility company and aims to inspire consumers to take their first step to unleash their potential. The third spot will air from its domestic U.S., longtime campaign “Let’s Go Places,” empowering viewers to see what they’re capable of when unity is embraced.View the :60-second “Good Odds” and “Mobility Anthem” :30-second spot  or full-length version from Toyota’s “Start Your Impossible” Campaign or visit YouTube.com/Toyota. Toyota’s “One Team” spot from the “Let’s Go Places” campaign will first premiere the morning of Saturday, February 3.


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!

  • Ford 

Global auto giant Ford is said to be reviewing its future marketing plans and evaluating its relationship with agency holding company WPP, Ad Age reports. WPP’s dedicated unit Global Team Blue handles most of the automaker’s global advertising. Ad Age interviewed new Ford Motor global chief marketing officer Kumar Galhotra, who says he wants the brand to build up its trust with the consumer. It is still uncertain whether WPP will remain as Ford’s agency or the firm is planning to work with other agency holding companies.




  • Goya Foods

Goya Foods, America’s largest Hispanic-owned food company, launches its Real-Life Chefs Sweepstakes for a chance to win a five-day chef boot camp experience at The Culinary Institute of America (CIA) in Napa Valley, California.Two grand prize winners, each with a guest, will receive a seven-day/six-night trip, including five days of boot camp cooking classes with professional chef instructors at the CIA, round-trip travel, hotel accommodations, a dinner for two at a CIA restaurant, an official CIA chef’s uniform, a chef’s kitchen tools and knives kit and $1,000 to cover additional costs, all provided by Goya Foods. In addition, Goya will roll out a series of 24 short cooking videos featuring tips, tricks and hacks, and delicious recipe ideas, from professional chefs at the CIA.Users must visit goya.com/procheftips from January 22 through March 31, 2018. Founded in 1936, Goya Foods, Inc. is America’s largest Hispanic-owned food company, and has established itself as the leader in Latin American food and condiments. Goya manufactures, packages, and distributes over 2,500 high-quality food products from Spain, the Caribbean Islands, Mexico, Central and South America. Goya products have their roots in the culinary traditions of Hispanic communities around the world.

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

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

(Looking for your next Career move? Check out Portada’s Career Board!)

Univision Communications Inc. announced the appointment of Ramon Pineda to senior vice president and regional general manager overseeing several markets including those in the Southeast and Puerto Rico.In his new role, Pineda will oversee the Company’s station operations in Atlanta, Raleigh, Philadelphia, Cleveland and Puerto Rico.  He will work closely with Eddy Elguezabal, vice president, general manager and director of sales, who leads the teams in Atlanta, Raleigh and Philadelphia, and Mike Gillespie, president and general manager of Univision Puerto Rico. Elguezabal and Gillespie will report to Pineda.






Roberto Yañez is replacing Pineda as head of WXTV-41 and SVP and General Manager. Yañez joined Univision Arizona in 2010.





Alejandra Santamaría has been promoted from Director of Sales to VP, General Manager and Director of Sales of Univision Arizona.Santamaría joined Univision Los Angeles in 1993.





Olivier Ropars has been appointed VP and chief marketing officer at StubHub. He was previously head of global performance marketing at eBay.




Hola Media Group, the Spanish international media company which largely targets the Hispanic market, announced the appointment of Ambassador James Costos as Senior U.S. Advisor, while the company continues its expansion into the U.S. market.Ambassador Costos will oversee growth in the U.S. for the company’s TV channel, print editions, and digital products, helping to build its networks within the entertainment industry while facilitating strategic partnerships with U.S. enterprises. Costos previously worked at HBO TWX, and TOD’S S.p.A.HOLA! USA also produces a U.S. version of its website “hola.com”, with 1.6 million unique visitors according to ComScore. ¡HOLA! launched a Miami-based TV channel in 2013, which reaches 18 million Latin Americans, and 1.5 million U.S. households.The magazine is also published in print either under Hola or Hello title in CanadaMexicoSpainArgentinaChileColombiaVenezuelaUnited KingdomIndiaRussia and up to 30 different countries, with digital editions in many of them.


Manny Miravete, a multicultural marketing veteran experienced in helping brands reach the Multicultural audience segment, left his position as Head of Brand Initiatives-Vertical head, US Multicultural at Google in April to join Remezcla as Chief Revenue Officer. Miravete spent almost 5 years at Google.






Punch TV Studios  / Punch Animation, Inc. announced Rachel Ramos is the new Vice President of Punch TV Studios’ broadcast division, Punch TV. Ramos began her career at Punch TV as Receptionist for the Director of Communications in 2009. Ramos will focus on developing animated series and movies for syndication through Punch TV Network, alongside legendary animators Floyd Norman and Leo Sullivan. As a Latina her position as VP of Punch TV Network allows her the opportunity to use her skills and abilities to continue to give back to the Hispanic community she loves.





DigitasLBi has promoted Linda Piggot to North American Chief Growth Officer. She will continue to report to North American CEO Tony Weisman.Piggot has served as DigitasLBi North America chief integration officer since last August, overseeing Power Of One Publicis Groupe client engagements.
Toyota Motor North America, Inc. (TMNA) is opening its new North American headquarters today in Plano, Texas.Three years ago, Toyota announced its “One Toyota” initiative to create more unified operations in North America, in part, by bringing together its quality engineering, sales, marketing, financial services, and corporate functions in one location.Since then, the company has invested about US$1 billion on the project. Toyota said it will spend US$10 billion in U.S. capital investments over the next five years, an outlay that includes the construction of its Plano headquarters and improvements to its existing manufacturing facilities.The company will have jobs for up to 4,000 Toyota team members in Plano.Toyota Motor North America, Inc., headquartered in Plano, Texas, brings together Toyota’s marketing, sales, engineering and manufacturing arms in North America.



AMResorts, which operates all-inclusive resorts in the Caribbean, Mexico and beyondhas promoted Jan LaPointe to vice president of strategic sales planning for North America.  LaPointe will report to Claudio Zboznovits, vice president of global sales and business development.She will support management of the daily efforts of the U.S. and Canada sales teams.

  • Fusion Media Group

Fusion Media Group, the millennial-oriented media brand owned by Univision Communications, is relaunching the flagship Fusion website. Renamed Splinter, the site will focus on politics, news, science, culture, and entertainment. FMG says that Splinter will aim to be “justice-minded and inclusive.” The revamped site goes live on July 24. In other Fusion Media Group news, FMG’s Gizmodo Media Group has added two new Senior Editors toThe RootDamon Young and Panama Jacksonwill join the African American-oriented news and culture site; the pair previously founded VerySmartBrothas.com. In addition to writing for The Root, they’ll work on its events and multimedia projects.


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