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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 CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan  347-840-1311 or e-mail her at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

Click here for previous Latam Sales Leads editions

  • Diageo

descarga (5)Consumer goods companies Diageo, which owns a wide portfolio of world-famous drinks brands, is conducting a global media agency review. The company spends an estimated US$2.3 billion a year on media. Dentsu Aegis Network’s Carat currently handles the largest portion of the assignment, including the U.S., which it won after a review in 2010. The company’s portfolio includes six big global brands: Johnnie Walker, Smirnoff, Tanqueray, Guinness, Captain Morgan and Bailey’s, as well as other regional brands. Diageo spent US$105 million on measured media in the U.S. last year, according to Kantar Media.

  • Western Union

descargaMoney transfer leader firm Western Union is conducting a global media agency review of its US$100 Million Media Business. It is still unknown whether incumbent agency Gravity Media will participate in the review. In the U.S., the company spent around US$20 million on measured media, according to Kantar Media, down from nearly US$40 million in 2014.

  • Starwood Hotels & Resorts Worldwide

descarga (4)Starwood Hotels & Resorts Worldwide, Inc.® has announced that its Aloft brand will soon debut in Veracruz, the main commercial seaport in Mexico, and Queretaro, one of the fastest-growing cities in the country. The hotels are exciting additions to the brand’s existing portfolio in the region, which includes Aloft Bogota Airport in Colombia, Aloft San Jose in Costa Rica, Aloft Panama, Aloft Cancun and Aloft Guadalajara in Mexico; and the recently opened Aloft Asuncion in Paraguay. Aloft is Starwood’s fastest-growing brand in Latin America with a robust pipeline of seven hotels in different stages of development in three countries.

  • Mitsubishi Aircraft

descarga (3)Mitsubishi Aircraft Corp. plans to step up its sales pitch for the Mitsubishi Regional Jet, Japan’s first domestically produced passenger jet, particularly in Latin America, according to the chairman of its U.S. unit. Mitsubishi Aircraft Corporation America Inc. will market the MRJ more to win orders for the first time in the region as “there must be demand” for a small jet like the MRJ. The key factor is increasing air travel by the middle classes nations such as Mexico and Colombia as economies grow. A total of 407 MRJ aircraft are already on order and 20 more will be added to Mitsubishi Aircraft’s order book when the company based in Aichi Prefecture signs a definitive agreement with Aerolease Aviation, an aircraft leasing company based in Florida.

  • Hilton Worldwide

descarga (1)Hilton Worldwide will more than double its presence in Peru over the next three years with the development of seven new properties across four brands: Hilton Garden Inn, Homewood Suites by Hilton, DoubleTree by Hilton and Hampton by Hilton.These new deals underscore the company’s rapid growth and momentum in Latin America, where Hilton Worldwide has been aggressively expanding, now with more than 90 hotels and 15,500 rooms open and welcoming guests across the region.Hilton Garden Inn Lima Surco anf Hilton Garden Inn Lima Miraflores will mark the first dual-branded hotel outside of North America for these particular brands, and one of Homewood Suites first hotels in the region since the brand developed its Latin America and Caribbean prototype in 2015.These projects will be developed and owned by T&C Developments, and managed by Hilton Worldwide.

  • Toyota

descarga (5)Toyota will open a new US$170 million engine plant in Brazil to bolster the automaker’s operations throughout Latin America.Besides supporting Toyota operations across Latin America and the Caribbean region, it also underscores Toyota’s long-term commitment to Brazil, which has been mired in a recession for more than a year and is now engulfed in political turmoil. Besides helping protect Fiat’s position as the top automaker in Brazil from competition from General Motors and Toyota, the new plant is part of FCA’s plan to expand the global reach of the Jeep brand.

What: Toyota will be another automotive brand to advertise in Super Bowl 50 with an ad featuring the Prius.
Why it matters: The new 60 second Toyota Super Bowl commercial will  air in the second quarter and mark the launch of the new “Comedy of Errors” campaign for Toyota’s Hybrid car.

toyota-super-bowl-50-ad-priusToyota will be part of the Super Bowl 50 Advertisers with an ad featuring the Prius.

The new 60 second Toyota Super Bowl commercial will  air in the second quarter and mark the launch of the new “Comedy of Errors” campaign for Toyota’s Hybrid car. The commercial will be a “joy ride” showing off features of the Prius. Hollis said that there will be no celebrity in the Toyota Super Bowl 2016 ad.

2016 Prius was introduced in November of 2015. It is the fourth generation Prius with 3.5 million sold cars to date.The list of Super Bowl 50 Car commercials so far includes Acura, Honda, Hyundai, Mini, Kia, Buick and Toyota.

Super Bowl 50 will take place on February 7, 2016, in Santa Clara, at the Levi’s Stadium. Marketers expect Super Bowl 50 to be a huge TV eventwith Coldplay performing in the Super Bowl 50 Halftime Show and featuring Beyonce as special guest.

CBS is broadcasting the Super Bowl 50 while ESPN Deportes has the Spanish-language broadcasting rights. The Super Bowl 2016 game will be preceded by a weeklong series of public events held throughout the Bay Area. The Super Bowl City fan village, the NFL Experience and the Media Center will be hosted in San Francisco.

 

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 CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan  347-961-9516 or e-mail him at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

::: Starbucks ::: “Vacaciones” by ATMA ::: Mexico/ Ford, Toyota, Kia ::: WPP’s Geometry Global ::: Smurfit Kappa :::

  • Starbucks

ALcBvCnr_400x400Starbucks Corp.  will add a new coffee drink to the menu starting Jan. 5. The Latte Macchiato will be made of steamed and aerated whole milk poured over espresso shots and will be available in the U.S., Canada and select stores in Latin America. The drink will be part of the company’s core espresso drink menu, which also includes the Flat White, cappuccino and the Doppio, which is two shots of espresso straight. Other items being added to the company’s offerings include Guatemala Casi Cielo whole bean coffee, Teavana shaken iced peach green tea lemonade, and a number of food items, like Italian-style ham and spicy salami sandwiches, almond croissants, and a Vermont maple walnut muffin.

  •  “Vacaciones” by ATMA

descarga (2)Appliances brand ATMA has released its latest campaign that aimed to enjoy the most beautiful time of the day: the time we spend at home. The brand understands that women are no longer housewives, but women who love their home and now they can enjoy it without having to work so hard. The campaign can be seen in ATMA’S different platforms such as Facebook, Twitter, Instagram and its site: http://www.atma.com.ar website. The campaign  consists of four spots and was produced locally by the agency FCB.

 

 

  • Mexico/ Ford, Toyota, Kia 

descarga (3)In 2015, Car industry in Mexico became one of the main drivers of its economy mexicana. Towards the end of this year, that industry will be considered the engine of domestic manufacturing and will account for  3.0% of GDP.

Ford has announced this year an investment of US$ 2.5 billion dollars to increase its production capacity in transmissions and engines in Mexico.These investments will go to building a new transmission plant in Guanajuato, with a production capacity of up to 800,000 units annually. In addition to investing in expanding its plant in Chihuahua and building a new engine plant in that same state, to have a production capacity of up to one million engines annually.

Japan’s Toyota has announced an investment of one million dollars in a new plant in Guanajuato in April aimed at producing the Corolla model,  in view of manufacturing 200,000 units per year and create two thousand new job positions.

In addition, Kia is the first Korean automaker to come to Mexico after concluding the construction of its plant in Fisheries, Nuevo Leon and contemplating to begin its production in 2016.

  • WPP’s Geometry Global

BdcFDuIb_400x400WPP’s brand activation agency Geometry Global has acquired Mexican CRM agency Cacto Arte e Ideas S.A., which is based in Mexico City. Cacto’s unaudited gross revenues for 2015 will be close to $30 million Mexican pesos (about US$1.7 million at today’s exchange rate) with gross assets of nearly MXP $27 million (US$1.6 million).Cacto specializes in creating CRM programs for international companies in the automotive and pharmaceutical categories. Founded in 2007, Cacto employs 40 people.

 

  • Smurfit Kappa

YJbxeXsz_400x400Dublin-headquartered packaging group Smurfit Kappa has acquired two Brazilian-based firms for €186m. (approximately US$ 200 million). The two privately-owned businesses, INPA and Paema, combined operate three recycled containerboard mills with a total capacity of 210,000 tonnes, along with four corrugated facilities servicing the Northeast of Brazil, through the Rio and Sao Paulo regions and the south of the country.The combined business employs over 1,700 people and the Group expects to generate synergies of around €6m to be delivered by the end of 2017, primarily through operational improvements and supply chain optimisation as the businesses are integrated.The deal extends Smurfit Kappa’s reach to the entire South American continent and further advances the company’s desire to build its platform in the Americas.The transaction was completed at the end of December 2015 and will be immediately earnings accretive.

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. 10 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!
For prior Sales Leads editions, click here.

  • GlaxoSmithKline

4f04e6a303341df5bbe81beafdf29f33_400x400Pharma and consumer-health giant GlaxoSmithKline awarded its more than US$600 million combined global media agency account, including part of GSK’s recently added Novartis health and vaccine business, to incumbents PHD and Mediacom. Incumbents for GSK and Novartis were invited to pitch. Two years ago, GSK consolidated the bulk of its global media buying and planning account with WPP media agency network GroupM and Omnicom’s PHD.After last reviewing its business in 2011, Novartis selected Publicis Groupe ‘s Starcom as its agency to handle its more than US$600 million global media account. Starcom, which has been supporting the account with help from sibling shop Mediavest, pulled out of the most recent review.Novartis spent US$91 million on domestic measured media in 2014, down 31% from the us$133 million it spent in 2013. By contrast, GSK spent us$453.3 million on measured media in the U.S. in 2014 — 10% less than it spent in 2013. The company spent us$1.11 billion on total global advertising in 2014, according to the Ad Age Datacenter.

  • Doritos Rainbows

E1sDIYnd_400x400Doritos has launched a new multicolored bag of chips dubbed “Doritos Rainbows” , a limited-edition product supporting the lesbian, gay, bisexual and transgender community.It will only be available to supporters of the It Gets Better Project that donate US$10 or more through www.ItGetsBetter.org/DoritosRainbows while supplies last. All proceeds will help fund the group’s efforts.To fight bullying agains LGBT teens, the It Gets Better Project created a Youtube channel to encourage and support young people, sharing their own stories of adolescent turmoil and how they found peace as adults. Now the project is a worldwide movement that has inspired more than 60,000 user-generated videos that have been watched more than 60 million times. The brand is also sponsoring for the first time the Dallas Pride Parade, scheduled for Sunday, Sept. 20. There will be a Doritos-branded booth and a float populated by PepsiCo associates and their families.Donors and supporters will also be encouraged to share photos and videos on social media using the hashtag #bolderandbetter.

  • Toyota/Samsung

ReversionSamsung and Toyota are reaching U.S. Hispanic millennial audiences through product integrations and related promotional support for its new feature film, the sci-fi thriller “Reversion,” with NBCUniversal’s Fluency Productions help.The English-language movie will debut on October 9 in Los Angeles, New York, and Chicago, followed by a wider national release.The movie will also air on Syfy, Telemundo, and NBC Universo, with availability via mobile, Web, and video-on-demand channels.Samsung smartphones and tablets will be integrated in scenes throughout the movie and Toyota’s 2015 Camry and Highlander will feature in some of its more suspenseful situations.In addition to its product integrations, Samsung is sponsoring exclusive original video content, including digital shorts on Telemundo.com; the shorts will be targeted to audiences across NBCU’s properties by NBCU Hispanics Plus, its targeting service.Toyota has developed custom video content featuring “Reversion” star Jeanette Samano about her role in the movie, her life as an actress and her Hispanic heritage. The Toyota content will be featured on a dedicated Fandango Cine page on Telemundo.com, as well as Fandango Cine’s Facebook page.

  • “Stand Stronger”

descarga (1)Republica, an independent cross-cultural advertising, communications and digital agencies, has unveiled “Stand Stronger,” Citizenship Awareness Campaign, a comprehensive campaign designed to encourage the 8.8 million eligible lawful permanent residents to apply for and obtain U.S. citizenship.The campaign is a project of non-profit Civic Nation that will leverage the Obama Administration’s efforts to build a multi-year, nonpartisan, educational, public awareness initiative supported by the public sector (federal, state and local governments), private sector, philanthropy and media. The goal is to educate and empower the millions of eligible permanent residents to become new Americans by pursuing the naturalization process in order to access opportunities and to reach their full potential as U.S. Citizens.Republica is providing its services pro bono, including strategy, branding, creative, digital, messaging and social media platforms for the campaign, which are all focused on demystifying potential obstacles that are inhibiting eligible permanent residents from applying for citizenship.The multi-year effort will be launched in English and Spanish (“Mas Firme. Mas Fuerte.”) and will also include Chinese Mandarin and Tagalog assets, targeting regions with the greatest populations of legal permanent residents – California, New York, Texas, Florida, Illinois, New Jersey, Massachusetts, Virginia, Washington and Arizona.”Stand Stronger” is a multiplatform campaign that features a website (CommitToCitizenship.org) built by Republica, as well as public service announcements, social media platforms and engagement (@StandStrongerUS), digital advertising, and print collateral. Celebrity influencers will also be incorporated into forthcoming creative assets of the campaign.

  • Suero Oral® Inc.

Suero Oral® is expanding  is expanding its market reach by adding new beverage concentrate packaging, designed by tricorBraun. Suero Oral®  is a functional beverage containing electrolytes that replenish the body’s fluids lost either through exertion or through fever or vomiting due to illness. It is based on a traditional Latin American home remedy used by generations of mothers to treat their children losing fluids due to illness, as its name, which translates as “oral serum.”Since 1999, Suero Oral Inc. has sold this product across the United States, targeting the Hispanic market through small bodegas and grocery stores.Suero Oral products are sold in all 50 states and are also exported throughout the Caribbean and to Asia.Now, the company is expanding its market reach by adding new beverage concentrate packaging, designed by tricorBraun.The smaller packaging would also offer Suero Oral the opportunity to place its products in locations that would not accept the larger bottles, such as on store countertops and in convenience stores that were ideal locations to reach these younger, on-the-go customers. It would also let workers carry the restorative supplement more easily and let younger users individualize the amount they dispensed to meet their personal taste and need, which would appeal to that group.From the concentrate bottle designs that TricorBraun had created, Suero Oral chose a fluid, subtly asymmetrical two-ounce squeeze bottle with a flip-top closure for its convenient size and dispensing functionality. Each bottle is decorated with a full body shrink sleeve label carrying an image that reflects the image on the larger bottle of the product.The new concentrate packages were shipped to distributors in early May for placement in Suero Oral’s retail outlets.

  • New York tri-state McDonald’s

descarga (2)New York tri-state McDonald’s independent owners will pay tribute to Gloria Estefan, the most successful Latin crossover artist of all time, as part of McDonald’s “Celebrando Nuestras Leyendas” (Celebrating Our Legends) in honor of Hispanic Heritage Month. In-store materials that will be found in McDonald’s restaurants throughout the New York/New Jersey/Connecticut Tri-State area as of September 18 will highlight Gloria Estefan’s legendary achievements. Additionally, a QR code will lead guests to an exclusive video-tribute honoring Gloria. Customers can also visit https://www.mcdonaldsnytristate.com/gloria_estefan/ to take part in the various activities this program has to offer, including voting for their favorite of two original illustrations created exclusively for McDonald’s: one of Gloria at the beginning of her career and the other featuring the legendary Gloria of today.This is the fourth year of the McDonald’s “Celebrando Nuestras Leyendas” program, which pays tribute to Latin legends in the world of entertainment and sports that have made great contributions to American culture. McDonald’s “Celebrando Nuestras Leyendas” also furthers its commitment to community by donating to charities that the honoree supports. This year, McDonald’s New York tri-state area owner/operators will donate to the Gloria Estefan Foundation, which is dedicated to promoting health, education and cultural development.

 

 

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 CORPORATE 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!

 ::: Toyota/Global ::: Godrej Argentina/ Midios ::: “Idioma madre”/ Cepita :::

Click here for previous Latam Sales leads editions

  • Toyota/ Global

descarga“Fueled by Lemonade” is the third spot of the “Fueled By Everything” campaign, created by Toyota to promote its new Toyota Mirai – the first hydrogen powered vehicle in the world, and to educate about the potential of hydrogen as fuel. It is a warm summer evening and several children are trying to sell lemonade. But unfortunately, they fail to sell the product except from their mothers. To take advantage of that lemonade, Toyota and American comedian Nikki Glaser (MTV, Conan, The Tonight Show with Jay Leno) tell them they can do something else instead of throwing it, like use it as fuel drinkin. The spot was directed by award-winning filmmaker Morgan Spurlock .Each spot shows the search for unexpected sources of hydrogen. Prior to “Fueled by Lemonade”, there were other versions like Fueled by Bullshit and Fueled by Oil Creek. With each episode, on Toyota Mirai’s website(http://www.toyota.com/mirai/), users can find more information about hydrogen, its potential and the processes that are under way for its current production.

https://youtu.be/aYYT7LEBFYo

  • Godrej Argentina

Midiologos has been chosen by Godrej Argentina to handle media strategies for its colouring, hair Care and body care business. It will serve 919, Issue, Roby, Villeneuve and L’eau Vive brands.The account direction will be led by Vicky Elias who, along with her team, is already working on the implementation of the first work for Issue coloration.

  • “Idioma madre”/Argentina

Under Peta Rivero y Hornos general creative direction, Human presents its new campaign for Cepita del Valle. “Idioma madre”(“Mother Language”) looks to pass affection of the offline world to the online world: it focuses on the unique language between mothers and children. To achieve this, Human has specifically created a website  for the campaign, in which all mothers are invited to write the words their children told them and thus, giving way to the “Libro del Cariño”(“Book of Honey”.)The producer was Rebolución.

https://youtu.be/f11qHNj3xjI

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.

  • Hyundai-Kia

Horizon and Innocean are partnering in a joint venture to create media agency Canvas Worldwide with Hyundai and Kia North America as its first first clients.

  • MillerCoors: Henry’s Hard Ginger Ale and Henry’s Hard Orange Soda

MillerCoors, the Chicago-based joint venture best known for Miller Lite and Coors Light, plans to start selling Henry’s Hard Ginger Ale and Henry’s Hard Orange sodas in six packs of 12-ounce bottles (suggested retail price $8.99) and in 16-ounce individual cans to retailers across the country in January. Backed with a national ad campaign that will feature spots on television and digital marketing, MillerCoors is aiming its products at Gen Xers who grew up drinking soda and now have more disposable income to spend on boozy alternatives. Gustavo Aguirre, Associate Brand Manager Coors Light at MillerCoors will be one of the speakers at #Portada15, Portada’s upcoming Hispanic Sports Marketing Forum and 9th Annual Hispanic Advertising and Media Conference in NYC on Sept. 16 and 17.

  • Hillary Clinton Campaign

HillaryHillary Clinton has hired an experienced operative to lead Hispanic media for her campaign, adding Harry Reid’s senior adviser for Latino media, Jorge Silva, the campaign has confirmed, the Yucatan Times reports. Silva, who starts working today, is the latest example of the campaign’s focus on bringing on Hispanic staffers and gives it a deeply experienced team in the crucial swing state of Nevada.He developed and implemented Hispanic media strategy in states like Colorado, New Mexico, and some parts of California, in addition to Nevada, as the senior strategist for the Senate Democratic Caucus. Nathaly Arriola, who worked with Silva under Reid and served on Obama’s Hispanic media team during his reelection campaign, said he has been behind the scenes for every major push the Democratic Party has engaged in when it comes to the Latino community during the last four to five years. She said the Obama campaign modeled their Hispanic strategy after Reid’s successful 2010 reelection with a focus on regional and district-specific approaches to Latino media — something the sprawling Clinton operation can make use of.

  • HefeWheaties

descarga (3)Wheaties has partnered with a craft brewer to sell a beer called HefeWheaties that will be made by the Fulton brewery in Minneapolis and sold in Minnesota’s Twin Cities market for a limited time, according to Wheaties-owner General Mills.The beer is a Hefeweizen, a style “typically brewed with over 50 percent malted wheat, making it a natural fit for Wheaties,” according to General Mills.Ingredients include malted wheat, malted barley and hops from Germany, the U.S. and Australia.The idea came from Tony Libera, who manages the social media accounts for Wheaties and has a friend at Fulton, according to General Mills.

  • LATAM Airlines

descarga (4)Interpublic has created a new agency group led by McCann Worldgroup and IPG Mediabrands to work for LATAM Airlines, which is now the largest airline group in Latin America after the consolidation of the LAN and TAM airlines.IPG won the business after a review, that began in March, which involved five agency holding companies. IPG’s bespoke agency team will be named Graphene and is responsible for global planning, creative, media, performance, social networks and CRM in the 24 countries where TAM and LAN currently operate. Working with Graphene, LATAM Airlines will roll out a new corporate brand image initiative over the next three years.The changes will start to be visible in the first half of 2016.The Chilean-based airline company is not considered a conflict with McCann Erickson client American Airlines, which the agency is defending in a creative review. LATAM and American are both part of the Oneworld Alliance, as is Cathay Pacific, which McCann also handles.The IPG team will include Worldgroup entities Reprise, Cadreon, MRM//McCann and Craft. It will be overseen by IPG svp, managing director Terry Peigh.

  • Toyota

descarga (5)Toyota will offer a Summer Music Festival experience through the eyes of Mexican-American singer-songwriter Becky G and Puerto Rican singer-songwriter and musician Raquel Sofia.Powered by the Toyota Corolla, these artists will share their journey through real-time social media content. The series, “Musica y Destinos con Toyota,” kicked-off on Friday, July 31 with Becky G sharing her musical experience at Lollapalooza at Grant Park in Chicago. The iconic festival featured a diverse range of musical acts, including Paul McCartney, Sam Smith and Metallica.During the three-day event, Becky G met with Gogol Bordello, a Gypsy-punk band. Highlights from the meet and greet were shared via Facebook @ToyotaLatino and @BeckyG, and Twitter @iambeckyg. The artist also captured short videos of her adventure through her story on Snapchat, available to followers.Raquel Sofia joins Toyota for the Outside Lands Festival in San Francisco, Aug. 7-9. The three-day festival features performances by Billy Idol, Kendrick Lamar, Mumford & Sons, Axwell & Ingrosso, Twin Peaks and Clasixx, to name a few.Fans can follow highlights of Raquel Sofia’s journey through Facebook (@ToyotaLatino and @raquelsofiamusica), Twitter (@raquelsofia), and YouTube (ToyotaUSA) as she meets performers and festival attendees. =For each post, Toyota will donate US$1 to VH1 Save the Music.Toyota fans at both festivals can share their personal highlights at #VayamosJuntos.

  • GLORIA

gloriaswing1112x1024Founders and Executive Producers Diego Luna, Pablo Cruz and Eric Bonniot announced the formation of GLORIA, a multi-platform production studio specializing in branded entertainment.The new production house launched with the signing of two of Mexico’s commercial directors, Rodrigo Valdés and Rogelio Sikander of The Maestros. In addition to Diego Luna and The Maestros, GLORIA’s directorial roster also features writer/director Jonás Cuarón (Gravity), who just finished his latest feature, Desierto, starring Gael Garcia Bernal, Alonso Ruiz Palacios, whose feature Gueros debuted at last year’s Tribeca Film Festival, Mario Munoz (Bajo La Sal), and Fernando Frias.Led by partners Luna, Cruz, and Exec Producer Eric Bonniot (Backyard Productions, A Band Apart), GLORIA is comprised of a team of Latin American directors as well as rising new talent at the culmination of thirty years of storytelling expertise, agency relationships, and branding strategy.With offices in LA and Mexico city, GLORIA’s eclectic mix of directors serves both Spanish and English markets.

  • Adidas

descarga (6)Adidas has released the new ad, “Create Your Own,” by agency 72andSunny. The add shows an aspiring football pro leveraging his creative skills to take on some of the sport’s icons including Leo Messi, Gareth Bale, Thomas Muller, Mesut Ozil and James Rodriguez — and even NBA pro Ricky Rubio.Directed by Smuggler‘s Henry-Alex Rubin, the spot goes under the message that athletes need to “unfollow your heroes” and carve out their own path in order to achieve greatness.The new ad is part of the next phase of the Sport15 campaign that began in February with former agency 180 L.A. The new campaign’s focus on “potential greatness” seems to echo recent work for Adidas Originals, created out of Johannes Leonardo, in which Pharrell “passes the baton” of superstardom to up-and-coming artists. The “Create Your Own” ad will be running in more than fifty countries and will live on all channels, paid and owned.

https://youtu.be/hIqC9IYMUOU

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 9 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.

  • Converse

JlnVQAm4_400x400Converse has hired a new agency to plan and buy its media in North America. PHD, a unit of Omnicom Group, has inherited the business from MediaVest after a review. The assignment includes both traditional and digital media, and spending is expected to grow to US$15 million this year. Last year, the brand spent US$7 million in media, according to Kantar Media. A handful of other agencies competed for the account, but the full list could not be ascertained. MediaVest did not defend.

  • Genomma Lab

Genomma Lab, the Mexican marketer of OTC medicines and other consumer products, is expanding its product offerings to the U.S. Hispanic market. Ruben Leo Sarmiento, Marketing Director, at Genomma Lab, and a speaker in Portada’s upcoming Latin American Advertising and Media Summit on June 3-4 in Miami (#Portadalat), says that the plan is to strengthen the U.S. Hispanic market portfolio: “equally in both OTC and personal care areas.”

  • ROK Mobile/Mariposa

GpMyPdvv_400x400ROK Mobile and Mariposa Holdings Group have joined forces to bring to market the Libertad Plan, extending ROK Mobile’s service to the Hispanic community with specific calling packages to include unlimited talk, text, data and music for just US$49.99per month.The Libertad plan includes the ROK Music service which offers subscribers access to a massive catalog of music as well as the ability to personalize their listening experience. In addition, there are plans to roll-out additional value added services to the Libertad plan that could include international calling plans and mobile money solutions to create more value for the Hispanic mobile consumer.

  • ‘Mas Que Un Auto’

descarga (5)To celebrate its tenth year as the most-loved auto brand among the Hispanic community, the brand launched the “Más Que un Auto” (or “More Than a Car”) campaign, created by its Hispanic agency Conill. The heart of the effort was not a TV spot or print ad but a small, symbolic badge that Toyota owners could place on their cars bearing the unique names of their automobiles.That relationship leads many Hispanics to give their cars superpersonal nicks.This tradition inspired Conill’s idea to reward Toyota owners with free custom nameplates, created in the same typeface and material as the official Toyota marque. The campaign invites visitors to go to masqueunauto.com, where they can input the names and order badges, which they receive in the mail in about a week.Since the campaign’s launch, fans have been thanking Toyota, posting their emblazoned cars and sharing their car love stories on social media. In doing so, they’ve also evolved the campaign — Conill will be producing some of those real car tales to share as part of the next phase of the campaign.Other fans have also used the badges as a platform for a cause.Toyota isn’t creating the nameplates directly, so the agency had to do a “talent search” of various suppliers to find one that could match the nameplate style and materials to Toyota guidelines .The campaign has been supported through broadcast, digital and interactive videos, as well as by paid and organic social media. It was also introduced at the Toyota-sponsored Hispanic indie music festival Supersonica in Los Angeles in October. Toyota and Conill just introduced a new phase of the effort, asking customers to imagine what a commercial featuring their beloved ride would look like. Toyota will pick the best idea to produce for a real broadcast ad.

  • ‘Share a Coke’

descarga (6)Coke is bringing back its “Share a Coke” program after a successful run last year. This summer, the brand will extend the program to include more names and to cover more package sizes and formats.Last year, the marketer used the 250 most popular first names among teens and millennials and the program was limited to 20 oz bottles. Additionally, colloquial phrases were put on on cans, such as “superstar” and “bff.” This year, the number of names used is expected to at least triple.

In the video, the South Pacific marketing team explains how they pulled it off:

 

 

Hispanic_mediatrends_thumbnail2Advertisers and demographers are waking up to the value of Latino consumers, with kudos from The Economist and Nielsen, as Toyota says thanks to LA locals.

Hispanics lead edge of media shifts

Not only are Hispanic Americans heavy and enthusiastic users of all kinds of media, their behavior can also help brands and agencies understand the direction the rest of the country will take. Hispanic consumers are bellwethers for overall media use, according to a study by Specific Media and SMG Multicultural.

They spend more time online, more time on mobile and more time multiscreening, the survey found. And, while they are more influenced by friends and family, they also are more influenced by advertising: 36 percent of Hispanic Americans felt smartphone ads often or very often influenced their purchases, compared to 17 percent of non-Hispanic Americans; 33 percent of Hispanics found web ads useful often or very often, compared to 20 percent of non-Hispanic Americans. That’s nice news for advertisers.

economistIn fact, they’re super consumers

So says a new report from Nielsen, thrillingly titled The Multicultural Edge: Rising Super Consumers. They’re talking about Hispanics, African-Americans, Asian-Americans, and all other multiculturals, who already make up 38 percent of the U.S. population. Nielsen says, “[M]ulticultural consumers … simultaneously maintain their cultural heritage and see themselves as part of the new mainstream, allowing them to mix and match endless choices and products to suit their effortless duality in lifestyles and tastes.”

No Latinos? : <

Even the august Economist has woken up to Hispanic Power. A recent Economist article details how important Latinos are to the United States economy. In fact, the growing number of U.S. Hispanics could provide a cultural and economic edge to our country, it says:

From Europe to north-east Asia, the 21st century risks being an age of old people, slow growth and sour, timid politics. Swelling armies of the elderly will fight to defend their pensions and other public services. Between now and mid-century, Germany’s median age will rise to 52. China’s population growth will flatten and then fall; its labour force is already shrinking. Not America’s. By 2050 its median age will be a sprightly 41 and its population will still be growing. Latinos will be a big part of that story.

Google Preferred aims at Hispanics

YouTube recently began offering the ability to run campaigns targeting Hispanic audiences as part of its Google Preferred option, according to the Wall Street Journal blog.

YouTube Hispanic lets advertisers buy upfront for a guaranteed audience, using a variety of factors to find video that will appeal to Hispanics.

Ricky-Martin-Show-Privado_Photo-1Toyota gets personal with LA customers

The automaker celebrated its tenth year as the top automotive brand among Hispanic consumers with a private concert with Ricky Martin. It invited some Toyota owners from the Los Angeles area to the showcase at Nokia Theatre L.A. LIVE and showcased them during the event.

!ahora escuchar esto!

Cisneros Interactive took a majority investment in digital audio advertising network Audio.Ad, which reaches more than 35 million users in Latin America and the U.S. Hispanic market. Cisneros Interactive’s RedMas unit will be the exclusive seller of Audio.Ad advertising solutions in Latin America and the U.S. Hispanic market, delivering spots to internet radio and audio streaming devices.
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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 10  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!

  • Toyota

descarga (1)Toyota is releasing its latest campaign with six different videos that are being incorporated into 70 different ad executions in Facebook and culminated with the brand running two Super Bowl ads yesterday.The video-centric ads are centered around the theme of dads, and come with the hashtag‪#‎OneBoldChoice‬. The idea is an ad campaign that incorporates both social and traditional media, rather than just using the Web to promote a Super Bowl TV spot.Toyota is paying to promote them in people’s Facebook news feeds and target them at close to 20 different specific audience segments. Among the targets are dads (naturally), sports fans, and people who previously engaged with a Toyota Camry video ad campaign from back in November. Toyota will run video ads on Facebook on Super Bowl Sunday using one of the spots aired during the broadcast.

  • Katy Perry: “Shoppable” enables viewers to buy products  

imagesKaty Perry’s Super Bowl halftime was ‘Shoppable’with a system that pitched a range of special merchandise, including a “limited-edition” Katy Perry item. Delivery Agent said its ShopTV platform enabled viewers to buy those products directly via connected Samsung TVs, LG TVs, “shop-enabled” tweets sent by its brand partners, and on mobile devices equipped with Shazam’s auto-content recognition app. Additionally, viewers were able to grab the merchandise during and after the game through the ShopTV t-commerce app on Roku devices.Visa Checkout is the exclusive ShopTV payment provider for the promo,though the effort will be backed by a marketing campaign informing consumers that the limited edition products pitched during the halftime show will be available through a variety of means until tomorrow Tuesday, Feb. 3 at 5:00 p.m. PT.

 

  • Jell-O

3N-mybjl_reasonably_smallKraft Foods Group is introducing Jell-O franchise new positioning and campaign.The effort,by Leo Burnett, is called “Made with JELL-O-V-E” and focuses on what the brand says are the emotional connections formed by families while making Jell-O creations.The campaign includes a new TV spot (above) debuting Monday that shows 35 Jell-O creations with the soundtrack “More Smiles” by The Jump Ups, a Los Angeles-based music duo. Total Jell-O brand sales in the U.S. have fallen from US $815 million in 2012 to US $746 million in 2013 and $692 million last year, according to Euromonitor International.Changes include removing high-fructose corn syrup from the remaining snack-cup flavors that still have it while adding fruit juices to those varieties. Also, Jell-O will market new seasonal flavors like pink lemonade in the summer and pumpkin spice in the fall.The 35 Jell-O creations shown in the TV ad were partly inspired by Pinterest postings, said Sarah Block, a Leo Burnett creative director who worked on the campaign. The Jell-O website will display 101 simple recipes geared for kids, including “Circus Parade,” made by mixing Jell-O pudding, animal crackers, and “Jupiter Fruit,” made by topping a cantaloupe slice with cherry Jell-O gelatin. Kraft Foods Media Buying Agency is Starcom Media Vest.

  • Chipotle

QY1HhceN_reasonably_smallThe quasi-Mexican food chain restaurant Chipotle has announced it is including three Hispanic authors in this year’s list.Julia Alvarez, author of “How the Garcia Girls Lost Their Accents,” Paulo Coelho, author of ‘The Alchemist,” and “The Prince of Mist” and novelist Carlos Ruiz Zafrón are part of the 10 writers, novelists and celebrities to be chosen for the burrito joint’s “Cultivating Thought” series.Along with the three Latino scribes, Chipotle also chose comedian and actor Aziz Ansari, “The Joy Luck Club” author Amy Tan and Pulitzer Prize- finalist Barbara Kingsolver, among others, to pen a short story for the company’s cups and bags.

  • Thalia Sodi Collection

International superstar Thalia will become the first designer to ever launch a collection by live-streaming her runway show on Facebook.The show, a major treat for her 15 million Facebook followers, featured all the hottest designs from the new Thalía Sodi Collection, available exclusively at Macy’s. Fans from around the world tuned in to watch the live feed of the show, and continued to stream it with more than 3 million viewers to-date.

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!

 

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • 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.)

  • TOMMY HILFIGER

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.”

http://youtu.be/zKgLBaXnTW4

  • 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!

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. 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!

  • Mexico Tourism Board

SideBySide-CourtneyLopezChicago-based ad agency Lapiz has launched a new campaign for Mexico Tourism Board called Los Cabos #Unstoppable” . The campaign was created to let North American travelers know that Los Cabos, Mexico, is back open after getting hit by Hurricane Odile on September 14. In just 45 days, Cabo San Lucas and San Jose de Cabo are back open and as vibrant as ever before. Starcom is handling media for this campaign.The campaign count with the TV spot “Ready,”which captures the spirit of the people of Cabo who restored the city making it ready to welcome people back within only eight weeks of the hurricane’s landfall. In the spot, actual Cabo locals, “Cabeños,” were casted and are seen stretching and warming up to welcome guests to their city including real hotel personnel, golf caddies,  ship captains and even an air traffic controller. It will air in the U.S., Canada and Mexico. Lapiz has also sent Mario Lopez, Nick Jonas, Reese Witherspoon and Rosario Dawson down to Cabo San Lucas to Instagram photos from the peninsula showing the city back and better than ever. The “Unstoppable” campaign includes digital, TV spots, radio and out-of-home.

https://www.youtube.com/watch?v=CFZfiAwmbJY

  • New York Lottery

twittter-logo2_400x400Interpublic Group’s McCann and sibling shop UM have been assigned the New York Lottery creative advertising and media responsibilities, respectively beating longtime incumbent DDB.The agreement, still up for bid, will kick off January 15, 2005.The Lottery has an annual budget for its advertising, marketing and media services requirements of US $92.25 million.read more here.

  • Toyota

2014-toyota-highlander-super-bowl-ad-with-coats-and-animal-in-cargo-areaToyota will be at the Super Bowl for its third consecutive year with a new spot starring Team Toyota athlete Amy Purdy.The campaign is aimed to promote the new Toyota Camry.The ad will be handled by Saatchi & Saatchi, Los Angeles. Toyoto has declined to specify how many ads it would run or how long the commercial would be, but said the it is similar to past years. In 2013, the company aired a commercial starring “The Big Bang Theory” actress Kaley Cuoco. The automaker will also sponsor the Toyota Half-Time Report.Mercedes-Benz has also purchased commercial time, while Lincoln and Jaguar are both sitting out.

https://www.youtube.com/watch?v=3zO33gHt1eQ

  • Ciroc

descarga (8)Ciroc, the Diageo vodka brand, is releasing a new multiplatform campaign that includes TV, digital and out-of-home advertising with a new “Step Into the Circle” theme that will replace the “Luck Be a Lady” campaign. Sean ‘Diddy’ Combs has been marketing Ciroc for Diageo since 2009. The new campaign will be more focused on targeting millennials with Combs staring in the spots with a new set of “friends”.Today, Ciroc sells 2 million cases annually. But when Combs involved back in 2009 it just sold 40,000 cases annually.

  • Toshiba

descarga (9)Toshiba Corp is rolling out a global integrated campaign next month to raise awareness of its b-to-b solutions, which account for 84% of total sales.The campaign, dubbed “Bring It Forward,” was created by Gyro San Francisco .Another goal is to increase Toshiba’s b-to-b business to 90% of total sales.The campaign includes online video, digital ads, social media and outdoor placements. The budget was undisclosed. It is aimed at community planners, engineers, state and local government officials and C-level executives responsible for infrastructure planning. Toshiba has begun running some online banners to tease the campaign, which will break on a larger scale close to the new year.

  • American Family Insurance

descarga (10)Agency BBDO New York has won American Family Insurance business.The agency will now handle creative and strategic duties on its account following a two-month review. Grey was the other finalist in the review, which was run by consultant the Blamer Partnership.Ogilvy & Mather Chicago had been creative lead on American Family Insurance since winning the account in 2010, but had to give up the business when Ogilvy New York was added to the Nationwide insurance agency roster.American Family Insurance’s media agency relationships with Mindshare and will not be affected.

  • SPRINT

imagesJust a few months after taking the reigns as the new Sprint Chief Executive Officer, Bolivian native Marcelo Claure , the first foreign-born Latino CEO in the history of the U.S. to lead a telecommunications company, is very committed to engaging and connecting with the Hispanic consumer, and this is the focus of the brand’s next advertising campaign.The national television campaign features Marcelo Claure speaking to Hispanic consumers about Sprint’s commitment to offering more mobile for the money with “the best value in wireless,” as well as providing the latest and greatest mobile devices. Claure’s comments are personable and directly relatable to the Hispanic consumer – a task he takes quite seriously given his Latino heritage and passion for the segment. Sprint’s new campaign will debuted during the Latin Grammy Awards on local Univision affiliates and will then hit the airways on all major Hispanic TV networks as of Friday, November 21.Sprint will continue to offer more relevant products and services, including a robust family data plan as consumers demand and deserve more value from their wireless carriers.

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!

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!

Telefonica ::: Toyota :::  Chandon ::: La Salteña ::: Peugeot :::

Telefonica
TelefonicaStarcom Media Vest has lost the Telefonica Latin America media buying and planning business as Telefonica has entered into a wider global agreement with the Havas Group.

 

 


Toyota – Argentina

mec-Following a tender, MEC Argentina has been chosen again by Toyota to continue providing Sports Sponsorship Consulting services as it has been doing since 2009 with its strategic partner AuditSport.

The agency presented a detailed analysis of how the brand investment generates a return in terms of recovery, following the exposure that it has in the media, in different Sports Sponsorships analysis.

Chandon – Argentina

chandon -Under Peta Rivero y Hornos creative leadership, Human won Chandon social networks management in Latin America, for which it will be responsible for content strategy and community management, among other duties.

The agency has been working for 3 years in the strategy and implementation of Chandon’s digital platforms .As a result of this work it has been assigned the digital development of the brand in four LatAm markets: Peru, Chile, Paraguay and Colombia.

La Salteña – Argentina

la salteña-La Salteña decided to assign their strategy and communication to Don for a new project.With this move,  the agency joines the brands’ communications team to bring creativity and strategic planning in order to help positioning  the brand through innovative ideas.

Peugeot – Chile

raya-Peugeot Chile has chosen agency Raya, founded by Matías Casanova and Alejandro Silberstein, to handle digital media for all its’ automotive products. The partnership seeks to highlight Peugeot elegance and communications technology, through the work of a hundred percent Chile native agency.

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. 30 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • NEWLINK AMERICA/CHANDLER CHICCO

descarga (4)US Hispanic market consulting and communications firm Newlink America and Chandler Chicco Companies, a global health communications group under inVentiv Health, are expanding their alliance with the launch of SALUTEAM. Salutem will help health clients develop and deploy culturally relevant communications to engage with Latinos and achieve their business, policy and communications objectives. The practice combines the healthcare and medical communications capabilities of Chandler Chicco Companies with the insights and resources of Newlink’s Hispanic team of marketing and communications professionals.SALUTEAM is being debuted at DTC Perspectives’ third annual Multicultural Health National conference in Atlanta.

  • Blizzard Entertainment

descarga (3)Blizzard Entertainment has shifted its North American traditional media buying duties to OMD West without a review, according to sources.With this move, Blizzard consolidates its North American media assignment with OMD, which won much of the business in 2011. MEC continues to handle media duties for both Activision and Blizzard in regions outside of North America.

  • General Mills

glogosocial_reasonably_smallAs we mentioned on our previous Sales Leads edition General Mills has selected 5 WPP agencies to consolidate shopper-marketing duties. The agencies selected include Geometry Global, Rockfish, Kantar Retail, Bravo and Barrows. With this move, General Mills is focused on elevating the impact of its multi-cultural Shopper Marketing. The Bravo Group is recognized as one of the leading US Hispanic integrated communications group of Agencies by Advertising Age and is one of the WPP agencies that General Mills has engaged to support Shopper Marketing through its new relationship with WPP.

  • TECATE/TECATE LIGHT

images (2)Tecate and Tecate Light are about to launch regional “Taste of Triumph” retail program.The retail activation surrounds Manny Pacquiao and Chris Algieri, promoted by Top Rank and scheduled to be broadcast live on November 22 on HBO. The three-month retail campaign is anchored on the brand’s “Taste of Triumph” communication platform, which encourages men of carácter to seize and conquer everyday victories. The effort includes commemorative posters, price cards, standees and banners. Fans 21 will be encurage to enter to participate for a variety of prizes through the brand’s “Taste of Triumph” Sweepstakes. By texting “TASTEOFTRIUMPH” to 55678, they’ll be in the running to win the Grand Prize consisting of a VIP trip for two to Macau, China to watch the fight live, including round-trip airfare, hotel for three nights, premium tickets to the fight at the Venetian Macau, and VIP access to various fight week events. One First Prize winner will be awarded a trip for two to Las Vegas during the fight weekend; while ten Second Prizes, consisting of a streaming code to the HBO PPV event and a US $100 gift card, will allow additional fans 21 and older to watch the fight at home con carácter. Additionally, Tecate and Tecate Light will offer savings solutions to drive traffic to stores.

  • McDonald’s

descarga (2)McDonald’s has launched the Transparency social media Campaign, reaching out to Millennials  to answer questions about the composition of its menu items. The fast-food giant is rolling out the first in a series of webisodes asking consumers to submit questions via Facebook, Twitter, YouTube and other social media  tools.  In the webisodes, host Grant Imahara (Discovery Channel’s Mythbusters) raises questions about how the’food is produced and prepared and gets answers from McDonald’s sources.

  • MediaCom

descarga (1)GroupM’s MediaCom has been awarded Anheuser-Busch InBev’s beer U.S. Media Account, that is media planning and buying duties. The beermaker spends about US $575 million annually on advertising in the U.S. The account was previously handled by SMG’s Starcom for planning and A-B InBev’s in-house unit, Busch Media, for buying. MediaCom beat other SMG agency Spark in the review process, which began in July. Four media agencies were previously selected to split A-B InBev’s media outside the U.S.

  • Kohler

FYywDU2M_reasonably_smallKohler, kitchen and bath products manufacturer, has moved its media planning and buying business to PHD after a review with unidentified contenders. PHD is a unit of Omnicom Group. In 2013, the company spent US $34 million in media, up from about US$29 million in 2012.The win comes two weeks after Nathan Brown, the former New York managing director of Interpublic’s UM, joined PHD as its U.S. CEO.

  • NESTLÉ® ABUELITA™

images (1)Day of the Dead (“Día de los Muertos” ) offers the perfect occasion to remember the lives of those who have gone before us and the family traditions they shared. Acknowledging those traditions, NESTLÉ® ABUELITA™, the Mexican chocolate with a hint of cinnamon, celebrates “Día de los Muertos” by creating new traditions through food and cuisine in partnership with celebrity Chef Richard Sandoval.The chef will create NESTLÉ ABUELITA recipe booklet with six exclusive creations and make appearances at four public events, offering in-store sampling of the recipes in the following cities. Recipe booklet giveaways also are scheduled at 250 Hispanic retail locations in Southern California, Chicago and Texas from October 1 through November 2, 2014.

  • Toyota

imagesToyota has launched the “More Than a Car” or “Más Que Un Auto” gratitude campaign, which pays tribute to vehicles’ role in the everyday lives of Toyota’s Hispanic consumers. Drivers can personalize their vehicles with physical car name badges. The raised, 3D-printed badges give fans the chance to formalize the love – and place in the family – for their vehicles.Fans can order their badges through www.masqueunauto.com, or in-person at the Supersonico music festival, the first-ever Hispanic indie music festival sponsored by Toyota in Los Angeles on Oct. 11. Those who cannot make it to the festival can join the fun through the hashtag #MoreThanACar or #MásQueUnAuto. Toyota will engage with fans through its @ToyotaLatino channel.

  • Volaris

descargaMexico’s low-cost carrier Volaris is about to introduce weekly flights to Florida from Mexico City and Guadalajara. With the addition of Fort Lauderdale, Volaris will have eight direct routes from Mexico City to the United States.This comes just a week after Volaris announced the launch of flights from Guadalajara to the U.S. cities of Portland, Oregon and Reno, Nevada.. The Mexico City route will be a first for Fort Lauderdale-Hollywood since AeroMexico ceased service there in September 2007, while the route from Guadalajara is a completely new.The flights from Fort Lauderdale-Hollywood to Mexico City will operate thrice-weekly on Mondays, Wednesdays and Fridays, departing at 1:15 p.m. for arrival in Mexico at 4:20 p.m., Volaris said.The Fort Lauderdale to Guadalajara flights will run Thursday and Sunday, departing at 3:45 p.m. and arriving at 6:45 p.m.

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A recap of major news on the marketing and media front from around the web compiled by Portada Digital Media Correspondent Susan Kuchinskas.

How Maleficent Got Her Hispanic Groove

Casting a Hispanic star or throwing some Spanglish into the marketing isn’t the only way Hollywood studios can attract Hispanic audiences. Sometimes, tweaking the marketing to appeal to consumer values can do the job. In the case of the Disney film Maleficent, movie marketer Jaime Gamboa of Soda Creative knows that Hispanic families like to go to movies together, so he recut the trailer so that it wouldn’t be so scary for little kids. See the original and recut trailers on The Wrap. It paid off: 25 percent of the opening-week audience was Hispanic.

AT&T Hooks Up with Vice to Reach Hispennials

source: AT&T
source: AT&T

Actually, the mobile carrier is working with Virtue, the more family-friendly-sounding offshoot of edgy Vice Media, for #BetweenTwoWorlds, an advertising and social media campaign to reach acculturated Hispanic Millennials. Latino Post notes that one of the video spots uses Spanglish, the fluid merging of English and Spanish, to illustrate this demo’s “ambicultural” lives. Ads will run in  print (People en Español and Latina Magazine), TV (National Spanish TV in programming targeting Millennials + 5 bilingual networks), digital (Spanish sites targeting Millennials) and social (Spanglish content in Facebook/Twitter/Tumblr, and the campaign uses the hashtag #BetweenTwoWorlds.

[youtube https://www.youtube.com/watch?v=EvpKbjpPrT0?rel=0]

 

Toyota Will Compete Hard for Hispanics
Automakers are racing to attract Hispanic consumers. At the National Council of La Raza on Saturday, Bill Fay, group vice president for U.S. sales, told Bloomberg that Toyota will fight to maintain its lead as the top-selling auto brand among Hispanics. He told Bloomberg, “We’re trying to cover all our bases and reinforce the strength of the product and involvement in the different communities.” He noted that Nissan and Ford are among the brands looking to grab some share.

Dems Dropping Political Ad Dollars
The Democratic Congressional Campaign Committee has begun making TV buys on Spanish-language stations in some key Hispanic markets, according to the Sunlight Foundation. Republicans, not so much. One exception is Texans for Greg Abbot. His Republican gubernatorial campaign has spent more than $180,000 in San Antonio. The hottest market for political ad spending on Spanish-language TV, not surprisingly, is Miami.

PR Experts and Marketers pay attention! We are Introducing the Portada Buzz Barometer. Each month we will be highlighting the companies among the main marketers targeting the U.S. Hispanic consumer which  make the most buzz.

Translated by Candice Carmel

In this edition of the Buzz Barometer, State Farm and Comcast are the advertisers with the most improvement in their own performance, each earning eight Buzz points. Also noteworthy among the 15 advertisers measured are AT&T and Toyota, each earning over three Buzz points. Kraft and Kellogg’s had negative Buzz, each of them registering a three- point Buzz drop.

Below are the Buzz scores for February for the top 15 advertisers in the U.S. Hispanic market:

barometro.ush.1

Interpretation

State Farm’s increase seems to come from its plans – announced in February – to return to the Florida insurance market and its growth in Georgia, where the company announced it would be creating more than 3,000 new jobs. Comcast generated Buzz in February with its announcement of a joint service agreement with Netflix and its purchase of Time Warner Cable. Netflix may have had an influence on the uptick in AT&T’s Buzz. In February, there was a lot of noise about talks between AT&T and Netflix to accelerate service (similar to the Comcast agreement). For its part, Toyota introduced its Highlander SUV in February and celebrated a decade of entering NASCAR.

Methodology and figures

The figures in our barometer show the monthly change in Buzz points as measured from the traffic generated in Google searches. The scale measures monthly readings from 2004 to today, recording changes and comparisons for each brand’s performance. It is important to note that our barometer does not measure brands against each other, but rather measures only the performance of each brand with respect to itself. Buzz points are derived from the average of the difference between the Buzz measured in the current month of 2014 with the Buzz recorded in the same month in 2013, and the difference between the Buzz measured for the current month of 2014 and the Buzz of the previous month. The formula is: ((AB)+(AC))/2, where A is the Buzz of the current month in 2014; B is the Buzz for the same month in 2013; and C is the Buzz of the month immediately preceding the current month.

The Buzz is a number that can go from 0 to 100 and is measured by the Google Trends tool, which allows us to see the search trend of any term since 2004. A score of 100 denotes the moment when a term has generated the most searches to date since 2004. In some cases, the highest score is recorded in a distant year (such as General Motors, which achieved this score in 2005). In other cases, the highest score has been recorded recently (like Walmart in November 2013). What is important for our study are not the Google Trends scores, but the average changes (arc change) that each brand has achieved with respect to itself within a defined period (the month of the study) compared with the same period last year and the month immediately preceding the current one.

The list of advertisers for the US Hispanic market has been culled from several existing studies on the major advertisers for each of the markets studied. For technical reasons we have left out some advertisers whose names do not appear as a main part of their marketing materials, i.e.: those whose advertising is focused on selling its branded products, but not on generating buzz about their own name (such as P&G).

Below are the figures obtained with this tool for the US Hispanic market, which were used to calculate the Buzz points on our barometer.

Brand100 ScoreFebruary 2013January 2014February 2014BUZZ
T-MobileSEP/20083038351
McDonald’sOCT/20118286851
VerizonENE/2011555554-1
AT&TJUL/20086465694.5
ToyotaJUN/20087378793.5
DishAGO/20138295912.5
State FarmJUL/20138494978
General MotorsJUN/20051616182
SprintOCT/20115453562.5
UnivisionDEC/2012685761-1.5
KraftNOV/2008525048-3
ComcastAGO/20137999978
FiatSEP/20114544472.5
WalmartNOV/20135255551.5
KelloggsJUN/2006483639-3

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
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  • Pizza Patrón

Pizza Patrón recently announced that it has made TruMedia its media Agency of Record for both the Hispanic and General Market. (Read our interview with Yousef Katan CEO and President of TruMedia about his objectives for Pizza Patrón).

  • Toyota

ToyotaThe automaker’s longtime ad agency Saatchi & Saatchi Los Angeles will take the lead over three other Publicis Groupe agencies that currently handle multicultural marketing duties—Conill Advertising (Hispanic), Burrell Communications (African-American) and Zenith (Broadcast and out-of-home media buying), along with InterTrend Communications (Asian-American marketing). The new unit will be called T2 (Total Toyota) and will become operational on April 1, 2014, the start of Toyota’s new fiscal year. Jack Hollis, VP, marketing for Toyota Motor Sales USA says, “The agencies stay the same. They’re just now going to be working more as one team. There’s no merger, no acquisition, nothing like that. It’s still four separate entities. But working as one—for the total market.”
In addition, Toyota has appointed two communications executives to newly created roles that it says will help the company further engage Hispanic and black consumers in North America. Patricia Pineda, most recently head of the Toyota USA Foundation, was named VP of Hispanic business strategy for North America. She is reporting to Julie Hamp, group VP and CCO for Toyota North America. Pineda will also oversee Toyota’s new Hispanic Business Strategy Group, focusing on increasing awareness of the Toyota, Lexus, and Scion brands to Hispanic consumers. The automaker has also appointed Jim Colon, previously VP of product communications at Toyota Motor Sales, to serve as VP of African-American business strategy for North America. Colon, who has held various roles at Toyota since 1980, will also report to Hamp.

  • Porsche

PHD has Retained the US $100 Million Porsche Global Media Account. The Omnicom Media Group agency has defended its media business with the German automaker in a review that also included WPP’s MediaCom. PHD initially won the media account in 2010.

  • Chevrolet

Chris Perry has left his position as chief marketing officer at Chevrolet U.S. His resignation comes just a week after Mary Barra was promoted to chief executive officer at Chevy parent General Motors. Perry joined General Motors in 2010 and had been global chief marketing officer of Chevrolet until earlier this year when he was replaced by Tim Mahoney. Prior to that he held several different marketing titles. Before joining GM, Perry was a marketing exec at Hyundai.

  • Cottonelle (Kimberly Clark)

Cottonelle is running ads within news and female-skewing mobile sites such as ABC News, Shape, Better Homes & Gardens, Fitness and Women’s Heath. A banner ad expands to a full-page ad when clicked on and the landing page loads two pictures of rolls of toilet paper, one from Cottonelle and one from Charmin, a MobileMarketer.com report says. The ad claims Cottonelle has 25% more sheets than Charmin. “We understand mobile is one of the most important ways to build a relationship with our consumers and spark social sharing,” says Wayne Pirman, commercial program manager for Cottonelle.

  • Liberty Mutual

Liberty Mutual has selected Havas Worldwide, New York, as its creative agency and Publicis Groupe’s Optimedia as its media agency.The Boston-based company had worked with Interpublic’s Hill Holliday since 2005 for creative and media, and it’s believed that the agency will retain a piece of the insurer’s Olympics-related business. Liberty Mutual is a big win for Optimedia, which also picked up the media business for dairy company Lactalis and German personal-care products company SCA in recent months.

  • Burger King

Burger KingBurger King is shifting its U.S. media planning and buying assignment from Publicis Groupe’s Starcom to independent Horizon Media without a review.In the U.S. the fast-food chain spent over $300 million on ads in 2011 according to Kantar. Burger King has been quick to shift agencies on both the media and creative sides of the business in recent years.Starcom had the account for a little over two years. The agency was also awarded the account without a formal review. Before Starcom was handed the assignment, WPP’s Mindshare handled buying and mcgarrybowen handled planning and creative. But Starcom remains on the client roster in other markets, including in Latin America.

  • Dallas Pets Alive

Dallas Pets Alive! (DPA), a non-profit organization focused on promoting and providing the resources, education and programs needed to eliminate the killing of companion animals, has selected creative agency Dieste, Inc. to develop and launch its first media campaign. The Dieste creative and digital teams developed a very emotional campaign to promote the longevity of companion animals. A 60-second film will be launched this Friday, December 20. (link to the video http://youtu.be/HdUnQNLt8Lc)

Read previous issues of Sales Leads!

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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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

What: Fusion, Univision-ABC’s new cable network, has announced the brands it will be partnering with.
Why is it important: The importance of English language is beginning to be recognized among advertisers who want to reach Latino millenials. That is a sign of a major cultural change.

Fusion –the news, pop culture and satire network from ABC and Univision– announced today that several of America’s most recognized brands have signed on as launch partners. Allstate, AT&T, Darden, Disney Parks, Johnson & Johnson Consumer, Kay Jewelers, Rayovac -division of Spectrum Brands-, Samsung, and Toyota are among the advertisers partnering with Fusion, which launched in millions of homes nationwide on Monday, October 28.

All of these brands are aware that marketing for Hispanics doesn’t necessarily mean “Spanish-language marketing“. In fact, Fusion is targeting second and third-generation Hispanics in the U.S., young people who do not like to be considered strictly “Latinos”, but who describe themselves as Americans and want to be addressed as such. Besides, actually, as reported by Pew Research, when it comes to news consumption, a growing share of Latinos prefer English. 90% of Latinos ages 18 to 29 who get their news from television do so in English. When it comes to other forms of entertainment, such as television and music, use of English is higher among younger Latinos.

“Fusion is going to provide quality content that is relevant for a young, digital, and diverse America,” said Catherine Sullivan, Senior Vice President of Sales for ABC News and Fusion. “We are delighted that several of America’s most recognized brands have identified Fusion’s programming as a unique opportunity to reach one of the fastest growing audiences in the country.”

“Hispanic millennial consumers are hungry for content that’s not only engaging, but that they also find contextually and culturally relevant on every screen,” said Lia Silkworth, EVP, Managing Director, Tapestry. “We believe Fusion is an innovative new way to reach this consumer.” Tapestry, a division of SMG Multicultural, specializes in connecting brands with emerging market consumers in the United States.

With a unique mix of original reporting and satire programming that is smart and irreverent, Fusion will inform, empower, and inspire viewers by creating dynamic multi-platform conversations around the most resonant issues facing millennials. Millennials are the most diverse generation in America today, with Hispanics representing one in five adults 18-34. Over the course of the next five years this group is expected to eclipse Boomers at $3.39 trillion in spending power.
About Fusion

Fusion is a news, pop culture and satire TV and digital network. It will engage and champion a young, diverse, and inclusive America with a unique mix of smart and irreverent original reporting, lifestyle and comedic content. Fusion launched in millions of households nationwide on October 28, 2013. Six major distributors are carrying the cable network, including Cablevision, Charter, Cox, AT&T U-Verse, Verizon FiOS and Google Fiber. For more information about Fusion visit fusion.net or follow us on Twitter, @ThisIsFusion, and facebook.com/FusionNetwork. Fusion is a joint venture between Univision Communications Inc. and the Disney/ABC Television Network.

About SMG Multicultural
SMG Multicultural is the largest brand communications organization in the U.S. specializing in Hispanic, African-American, Asian-American and emerging market consumers. Within our three brands -Chicago-based Tapestry and Spark Multicultural and New York-based 42 Degrees at MediaVest (MV42)- we offer a portfolio of strategic services that engage consumers in meaningful ways with some of the top brands across the globe. Whether its media planning and buying, communications planning, performance media, digital communications, data and analytics, branded entertainment, gaming or event marketing, our media experts consistently strive to lead and invent within the multicultural space.

What: Fusion, Univision-ABC’s new cable network, has announced the brands it will be partnering with.
Why is it important: The importance of English language is beginning to be recognized among advertisers who want to reach Latino millenials. That is a sign of a major cultural change.

Fusion –the news, pop culture and satire network from ABC and Univision– announced today that several of America’s most recognized brands have signed on as launch partners. Allstate, AT&T, Darden, Disney Parks, Johnson & Johnson Consumer, Kay Jewelers, Rayovac -division of Spectrum Brands-, Samsung, and Toyota are among the advertisers partnering with Fusion, which launched in millions of homes nationwide on Monday, October 28.

All of these brands are aware that marketing for Hispanics doesn’t necessarily mean “Spanish-language marketing“. In fact, Fusion is targeting second and third-generation Hispanics in the U.S., young people who do not like to be considered strictly “Latinos”, but who describe themselves as Americans and want to be addressed as such. Besides, actually, as reported by Pew Research, when it comes to news consumption, a growing share of Latinos prefer English. 90% of Latinos ages 18 to 29 who get their news from television do so in English. When it comes to other forms of entertainment, such as television and music, use of English is higher among younger Latinos.

“Fusion is going to provide quality content that is relevant for a young, digital, and diverse America,” said Catherine Sullivan, Senior Vice President of Sales for ABC News and Fusion. “We are delighted that several of America’s most recognized brands have identified Fusion’s programming as a unique opportunity to reach one of the fastest growing audiences in the country.”

“Hispanic millennial consumers are hungry for content that’s not only engaging, but that they also find contextually and culturally relevant on every screen,” said Lia Silkworth, EVP, Managing Director, Tapestry. “We believe Fusion is an innovative new way to reach this consumer.” Tapestry, a division of SMG Multicultural, specializes in connecting brands with emerging market consumers in the United States.

With a unique mix of original reporting and satire programming that is smart and irreverent, Fusion will inform, empower, and inspire viewers by creating dynamic multi-platform conversations around the most resonant issues facing millennials. Millennials are the most diverse generation in America today, with Hispanics representing one in five adults 18-34. Over the course of the next five years this group is expected to eclipse Boomers at $3.39 trillion in spending power.

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.

        • Gain
          GainP&G brand Gain is launching its first Spanish-language Internet “novela”. The novela, called “Novela de Amor”, will be launched this Wednesday May 8 on Gain’s Youtube channel (www.youtube.com/Gain). There will be a total of 4 chapters throughout May. Sources at P&G tell Portada that “Aroma de Amor” is being supported with online and mobile banners. For the Online portion Gain is partnering with Maxpoint Interactive, an ad network to distribute the banners driving to the Gain You Tube page. Maxpoint interactive is not only a reach partner, but it specializes in zip-code targeting consumers in key USH DMAs. For the mobile portion, Gain worked with Ads Mobile and Google’s adMob. Ads Mobile has a top Hispanic mobile network where we can reach Latinos through Entertainment and Home focused sites. Our second partner Google ad Mob will enable us to build reach with access to 80K+ mobile app properties.
        • Acento – Century Link
          Acento has beenselected as Multicultural Agency of Record for CenturyLink, thethird largest telecommunications company in the United States, providing Internet, Voice, TV and managed services to business and consumers in 37 states. Acento will contribute significant category experience andDirect Response expertise for reaching Hispanic consumers. The agency will provide strategic guidance,counsel and full advertising services to the CenturyLink marketing team to ensure breakthrough creative concepts are leveraged across a broad channel mix.
        • Zurich Insurance
          Zurich Insurance Group, a life and general insurance product company, has awarded Interpublic Group of Cos. its integrated global marketing account after a holding company review.
        • Kraft Mac & Cheese
          Having scored a hit with the Hispanic campaign it launched last year, dubbed “Sabemos que te va a encantar” (“We know you’re going to love it”), Kraft Macaroni & Cheese has launched a new round of TV spots and other creative focused on driving home the same core message, in humorous fashion: Eating this American favorite doesn’t make Latinos any less Latino. The three new spots all began airing recently, on channels including Telemundo, Univision, Galavision, Azteca, Discovery en Espanol, MTV3, Fox Deportes, ESPN Deportes and Nat Geo Mundo.The campaign also includes targeted radio ads, and in-store point-of-purchase promotions and sampling opportunities. Social media aren’t part of the current Hispanic campaign, but will be key in upcoming efforts, Kraft brand director, Noelle O’Mara, told MediaPost.
        • Negra Modelo
          Negra Modelo beer will air its first TV spots on the new season of Chef Rick Bayless’ Emmy-nominated series “Mexico: One Plate at a Time.”Two new spots, “Judged” and “Meals,” highlight Negra Modelo’s quality and ability to pair well with a variety of meal options, particularly the Latin flavors that Bayless uses to create his dishes. The new season premiered May 4 on PBS. “Negra Modelo is the lead brand in our robust partnership with Chef Bayless because of the brand’s strong history with quality cuisine,” said Jim Sabia, chief marketing officer for Crown Imports, Negra Modelo’s exclusive U.S. importer. “Our new creative for Negra Modelo showcases how the beer pairs so wonderfully with food, which is reflective of Chef Bayless’ culinary approach.” The partnership between Crown Imports and Bayless includes sponsorship of “Mexico: One Plate at a Time,” as well as Negra Modelo appearing alongside Bayless’ Frontera-branded lineup of salsas, grilling sauces and organic chips for a national promotion, which will be leveraged at retail with POS and value-added promotions supporting Negra Modelo and other brands within the Crown portfolio. Crown Imports and Bayless will also introduce branded food pairings and recipes later this summer which will be featured across brand social media channels.
        • Bacardi
          BacardiBacardi USA has consolidated its media-planning and buying activity to Mindshare following a competitive pitchwith the account estimated to be worth US $130m a year. The shift in Barcardi’s agency roster comes as its new management team continues to stamp its mark on the business. An initiative that has taken place since CEO Ed Shirley took over the company last year
        • Caladryl
          Valeant Consumer Products, a division of Valeant Pharmaceuticals North America LLC, multinational and specialty pharmaceutical company, has recognized the size and growth of the U.S. Hispanic Market as a primary pillar for success for its recently acquired over-the-counter lotion Caladryl®. The brand ranks as the number one outdoor itch brand for Hispanics in the U.S. Recognizing an emerging minority-majority market, Caladryl’s new management team has made a strategic decision to focus more clearly on the Hispanic community with the former Johnson & Johnson product. “We are excited to speak to the Latino consumer in their language about a product they grew up with. Caladryl is a familiar product to the Hispanic community, and we want to foster and embrace that connection through communications developed specifically for this audience, regional Spanish TV, and social media initiatives that will engage our key consumers and drive them to purchase,” states Katherine Salazar, Associate Director of Consumer Products at Valeant Pharmaceuticals. Caladryl® has New York and Denver based cultural agency XL Alliance as its Hispanic marketing partner Caladryl® plans to launch new bilingual creative, shopper marketing programs and digital strategies to support its peak period this summer.
        • T-Mobile and Toyota
          Telemundo Media announced two branded entertainment agreements with T-Mobile and Toyota for its hit telenovela “Pasión Prohibida.” Telemundo will bring the novela characters into the branded entertainment multiplatform campaigns. Both efforts were developed by Conill, the advertising and media agency partner for T-Mobile and Toyota.As the exclusive wireless sponsor, T-Mobile will empower lead novela characters Bruno Hurtado and Bianca Santillana to become real social media personas, enabling fans to follow their every move and expanding their experience from a one-hour broadcast to a 24/7 telenovela. Bruno and Bianca will interact on a daily basis with fans and with each other, posting status updates, feelings, thoughts and pictures via Facebook, Twitter and Instagram, granting fans unprecedented access to these characters.
        • Xoom
          Xoom Corporation, a digital money transfer provider, today announced that Mexican radio personality Eddie “Piolin” Sotelo, has become an endorser for the company. Piolin is starring in a series of radio commercials for Xoom and, during his radio show, he provides live shout outs for Xoom.com, advocating how convenient, safe and fast it is to send money home to Mexico and Central America using Xoom. Piolin’s radio show “Piolin por la Mañana” runs weekday mornings on more than 50 Univision and non-Univision affiliate radio stations in the Spanish language format and online. Piolin is also known for his activism in immigration reform, and has often discussed his own experience of immigrating to the United States on his radio program.

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.

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