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

For prior Sales Leads editions, click here.

  • McDonald’s

The Hispanic Gen Z struggle is real. Born and raised in the U.S., they often find language and cultural barriers keeping them from truly connecting with their extended family from Latin America. But there’s one place that is never lost in translation: McDonald’s.  “Uncle Roberto” tells a story every U.S. Hispanic can relate to in the latest brand spot by ALMA.The Hispanic consumer market work by the ALMA team is the latest addition to a new direction in McDonald’s brand strategy for Fall 2018, highlighting what people across cities, cultures, backgrounds and generations have in common.“It’s a tale every Hispanic can see themselves in fondly, and bringing that familiarity to the iconic family restaurant that is McDonald’s is the ultimate tie-in,” says Luis Miguel Messianu, CEO Creative Chairman of ALMA.

  • Nectar Sleep

E-Commerce mattress retailer Nectar Sleep is expanding its offerings to serve the Hispanic market with a Spanish-language website, dedicated social media, and Spanish language servicing. Additionally, the company has appointed Jose Romero as Business Head for the U.S. Hispanic Market.With these changes, Nectar Sleep becomes the first direct-to-consumer mattress brand with a full-service experience for Spanish-language shoppers available through mobile, desktop, chat and phone, according to Romero. The retailer has tailored the experience to the Hispanic market, which brings US$1.5 trillion in purchasing power, according to The Selig Center for Economic Growth.

  • Perry Ellis International’s Cubavera® Brand

Global fashion house, Perry Ellis International, Inc (PEI), and the company’s Latin-inspired Cubavera® brand are launching #CubaveraIcons, a multi-faceted campaign for National Hispanic Heritage Month.As part of the campaign, Cubavera has partnered with internationally-recognized artists Gustavo Novoa, Alexander Mijares and Edward Granger to produce one-of-a-kind works inspired by the brand’s iconic roots.The three works were unveiled September 24th on www.cubavera.com and on social media via @Cubavera and each artist’s personal page (@mijares, @_edwardgranger, and @gustavonovoapainter).Cubavera and PEI celebrate Hispanic Heritage Month because of their deep connection to Hispanic culture. The Cubavera brand embraces authentic latin lifestyle, infusing iconic styles with modern details to create a unique and fresh approach to fashion.  The three pieces will be live on Paddle8.com from October 15th to November 1st where all proceeds will benefit the National Hispanic Foundation for the Arts, aiming to advance the presence of Latinos in the media, telecommunications and entertainment industries.

 

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

  • Kroger / Walgreens

Kroger and Walgreens have announced a partnership of the companies to test a new format that combines Kroger’s grocery knowledge with Walgreens expertise in pharmacy, health and beauty.Both companies have chosen 13 Walgreen stores in Northern Kentucky to try the new format and will conduct the pilot over the next several months, listening closely to customer feedback, according to a press release.The pilot will let customers buy products and services from both retailers. Customers can order Kroger groceries online and pick them up at participating Walgreens locations.Customers will also be able to order Kroger store brands, including the retailer’s organic and natural brand Simple Truth at participating Walgreens locations.

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

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

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Grupo Gallegos acquires Canvas and RLR Public Relations, changes name to Gallegos United

Grupo Gallegos isgu_logo_splash2x changing its name to Gallegos United. The agency will also buy 30-person New York digital agency Canvas and PR shop RL Public Relations & Marketing, which will operate as Canvas United and ROX United. Business consultancy company Poly and a post-production house called Luna, both already owned by Mr. Gallegos, are re-branding as Poly United and Luna United, with Luna also expanding in content creation. Mr. Gallegos will be CEO of all five companies. Gallegos United, the former Grupo Gallegos, is the biggest piece of United Collective, with about 90 of the total 150 staffers. In 2015 and 2016, Grupo Gallegos’ revenue was flat, at about US$21 million. Grupo Gallegos clients include Comcast, one of its three biggest, along with California Milk Processor Board and Kia, and that ROX United is the AOR for both general market and Hispanic PR for California Milk Processor Board.

  • Walgreens

cx-83687d_hero-1442x435b-1Walgreens has released its’ latest campaign “Let’s Grow Old Together” around HIV awareness, created in partnership with creative agency GSD&M.So, as part of an ongoing effort to provide treatment support for and education around HIV, Walgreens has created an immersive, online community specifically designed for those living with HIV, their loved ones and anyone else looking to understand the diagnosis.Walgreens knows with the right care and support, we can all grow old together. At Walgreens.com/letsgrowoldtogether, anyone living with HIV – from the newly diagnosed to those who have been living with the disease for years and anyone in their community – can access vital information. The site features content that walks visitors through 10 key milestones—like the moment of diagnosis, sharing the news and changes in treatment plans. Each features the stories of and advice from real people living with HIV to help arm others with the knowledge of what to expect and the tools to handle everything along the HIV journey.Site visitors can connect with one of Walgreens’s specially trained pharmacists in real time online or find one of the hundreds of HIV-specialized locations across the country. OMD handles media for this campaign.

 

  •  National Pork Board

national-pork-board-and-heartthrob-carlos-ponce-bring-el-sabor-de-hoy-to-latinos-null-hrThe National Pork Board (NPB) launched ‘El Sabor de Hoy’ campaign, aimed at Hispanic consumers in the U.S. The campaign tries to create awareness of pork’s unequaled flavor and now value making it the ideal protein on any occasion for Hispanic consumers.The campaign features Puerto Rican actor, singer-songwriter, host and pork lover, Carlos Ponce, to heat up kitchens across America and bring ‘El Sabor de Hoy’ campaign to life. It will also include a national sweepstakes that gives fans a chance to win a round trip to Miami to meet Ponce and be his guest at a pork event during one of the country’s favorite food events, the Food Network & Cooking Channel South Beach Wine & Food Festival®. The festival takes place in Miami from February 22-26, and all proceeds from the Festival benefit the Chaplin School of Hospitality & Tourism Management at Florida International University.

  • Sprint

descarga-1Sprint released its’ latest television spot on Friday, January 27. The spot features the iconic Spanish group from the 80’s, Locomía, performing a unique version of their famous song “Locomía.”Created by ALMA, the Miami-based Multicultural Ad Agency, the vision was to continue to deepen consumer awareness and affinity through the love and connection to music. This new spot features the former Verizon spokesperson, Paul Marcarelli, who switched to Sprint.The mission was for the spot to communicate Sprint’s unlimited data plan and evoke the pride of belonging to not just any network, but to a network and family that is getting better everyday. So much so, that more and more people are identifying and resonating with more and more people, hence the main lyric and spot title, “Como la mía.”Music has proven to be a catalyst in re-establishing a relatable and emotional connection with the Hispanic audience for the brand and this music infused campaign has been among Sprint’s best performing spots in persuasion and enjoyment against Sprint norms as well as the overall wireless category.

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Grupo Gallegos acquires Canvas and RLR Public Relations, changes name to Gallegos United

Grupo Gallegos isgu_logo_splash2x changing its name to Gallegos United. The agency will also buy 30-person New York digital agency Canvas and PR shop RL Public Relations & Marketing, which will operate as Canvas United and ROX United. Business consultancy company Poly and a post-production house called Luna, both already owned by Mr. Gallegos, are re-branding as Poly United and Luna United, with Luna also expanding in content creation. Mr. Gallegos will be CEO of all five companies. Gallegos United, the former Grupo Gallegos, is the biggest piece of United Collective, with about 90 of the total 150 staffers. In 2015 and 2016, Grupo Gallegos’ revenue was flat, at about US$21 million. Grupo Gallegos clients include Comcast, one of its three biggest, along with California Milk Processor Board and Kia, and that ROX United is the AOR for both general market and Hispanic PR for California Milk Processor Board.

  • BET Networks

bet_twitterbetlogo_400x400Viacom’s BET Networks has appointed Interpublic Group agencies MullenLowe Mediahub and Identity as media agencies of record following a review. Prior to this appointment, BET worked with Harmelin for 18 years.While the company did not disclose financial details around the dual media agency relationship, said the shops will help BET “make sure our money goes further” through data-enhanced planning solutions and strategic partnerships. Viacom spent US$559.7 million on U.S. advertising in 2015, according to the Ad Age Datacenter.

 

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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.

 

      • Walgreens
        Walgreens announced it has selected OMD  to be its new media planning and buying agency of record.       OMD will be responsible for U.S. and Puerto Rico activity related to  traditional, multicultural, digital and mobile media planning and  buying. The business will be led from OMD’s Chicago office.      “To support our vision of becoming the first choice for health and daily  living, we are pleased to select OMD to manage Walgreens key media  channels and Walgreenslook forward to working with them,” said Graham Atkinson, Chief Marketing and Customer Experience Officer, Walgreens. “The  agency’s expertise across all media channels will help us efficiently  deliver our marketing messages in both the evolving retail and  healthcare markets.”    The media review, which was overseen by consultancy R3:JLB,  followed a creative review  last year that made OMD’s sibling agency,  GSD&M in Austin, Texas, Walgreen’s creative agency of record. The review ends the company’s decade-long relationship with Publicis Groupe’s  Starcom. According to Kantar Media, the national pharmacy and retail chain spent $291.8  million on U.S. measured media in 2012, up from $223.9 in 2011.The agency change comes as the national pharmacy chain, which has about 8,000  locations in the U.S., is expanding its offerings, adding: services at its  pharmacies and clinics, grocery items and fresh food in stores, enhanced beauty  departments and more investment in private label. The first work from OMD is expected to occur in the spring of 2013.

 

      • Cancer Treatment Centers of America (CTCA)
        Cancer Treatment Centers of America (CTCA) has hired San Antonio advertising and public relations firm Creative Civilization as its Hispanic agency of record. Creative Civilization will work to build brand awareness for CTCA to Hispanic consumers and will promote various cancer treatment options offered by the hospital network. CTCA cares for patients from all 50 states via treatment facilities in Atlanta, Chicago, Philadelphia and Tulsa.

 

      • Amazon
        is conducting a media-agency review. Minshare  handles the e-tailers offline media work and MEC supports digital media. Interpublic’s Mullen  handles media buying and planning for the company’s Zappos megabrand. It’s unclear whether or not this review affects the digital business or the separate Zappos account. According to Kantar Media, the Seattle-based company and its Zappos.com and Quidsi brands spent $298.8 million on U.S. measured media in 2012. Amazon is an important network TV and magazine advertising buyer. Separately, Amazon  announced its first TV ad campaign promoting its fashion offerings. Cathy Beaudoin, president of Amazon Fashion, told Women’s Wear Daily that the company hopes a TV campaign will create greater awareness of Amazon.com’s fashion editorial content and brands. The outlet reported: “The overall campaign spans TV, print, outdoor, online display and social platforms and ties back to a ‘really immersive site experience,’ she said.”

 

        • Nationwide
          Insurer Nationwide Insurance is reviewing its Media buying and planning agencies. McKinney currently handles media planning and UM handles media buying for the Columbus, Ohio-based insurance company. UM has done media buying since 2001, defending during a review in 2009 when McKinney was awarded the planning and creative account. Both incumbents are expected to defend. Nationwide CMO Matt Jauchius recently said that the company plans to increase its media spending even more in 2013.

 

      • Unilever
        Unilever is expanding its sponsorship deal with the Mexican National Soccer team for three  more years until 2015. Since 2009 the Mexican National Soccer Team has been sponsored exclusively by  Unilever deodorant brand Degree Men. Perhaps because of budget reasons,   several food brands have been now added to the roster:   Hellmann’s®, Best Foods®, Ragú®, Knorr®, Country Crock®, Bertolli®,  Breyers® and Popsicle®.

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.

Learn more about the enormous role Online Video can play in the Latin (Latin America and U.S. Hispanic) marketing space. Book now for our Latin Online Video Forum, a required event for any marketing professional.

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

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

    • Mars

Mars Chocolate North America introduced M&M’S® Brand’s new integrated marketing campaign called ‘Better With M™,’ which includes a new 30 second television commercial that will air during the first quarter of Super Bowl XLVII.  “‘Better With M’ showcases how M&M’S irresistible chocolate makes moments more fun and delicious,” said Roy Benin, Chief Consumer Officer, Mars Chocolate North America.  “The ‘Better With M’ story is delivered through our colorful spokescandies, whose irresistible chocolate always makes moments even better – be they watching the Super Bowl, baking cookies, gathering the family together for a movie or even tailgating.” In addition to the Super Bowl ad, which was created by BBDO New York, highlights of the year-long ‘Better With M’ campaign include multiple English and Spanish television, print and digital ads, in-store displays, consumer promotions and multiple social initiatives focused on Facebook and the hashtag, #betterwithmms.  The first television ad from the new campaign – starring Ms. Brown – began airing last week.   A cornerstone of the campaign is a new cause-related marketing effort designed to make ‘America Better With M’ by funding the construction of Habitat for Humanity homes across the nation.  As part of the initiative, M&M’S is also encouraging, as well as incentivizing fans to help ‘M-Prove America’ by volunteering at Habitat job sites nationwide.

      • Walgreens and Televisa

Walgreens and Televisa Consumer Products LLC (TCP) are offering a line of over-the-counter and personal care products focused on Hispanic consumers at select stores in the United States. The move is part of an initiative to reach Hispanic consumers and gather insight into the Hispanic community through the introduction of TCP’s health and wellness products. “Walgreens stores serve virtually every customer demographic in the country, and this is another way for us to reach the Hispanic customer, in particular at specific locations,” said Paul Tiberio, Walgreens divisional vice president of inventory strategy and localization. Products include hair care, skincare, cough/cold, and pain/sleep items. Walgreens has recently expanded the availability of these products based on product performance in designated test stores.”We believe our already proven work to promote and offer our products will help our customers build stronger ties to their Hispanic customers and generate additional sales and organic growth for TCP,” added Televisa Consumer Products USA’s CEO Maximo Juda.

  • Red Lobster

Red LobsterRed Lobster, a member of the Darden Family of restaurants and a casual dining seafood restaurant, launched its first Spanish-language advertising campaign. The national campaign is designed to introduce more Hispanic guests to the Red Lobster experience and to highlight the restaurant’s comprehensive menu, which was recently transformed to offer guests more affordable, great-tasting options and greater overall choice and variety. “With the Hispanic population in the U.S. growing at four times the rate of the overall population, the goal of the campaign is to make the brand more relevant to these important guests by reaching them in a more meaningful and impactful way,” said Stewart Marquina, director of marketing, Red Lobster.The first Spanish-language ad, created by WPP’s Wing, is an adaptation of the general market “Real People” advertising campaign that features the “Sea Food Differently” tag. It was created based on Hispanic cultural insights and features the tag “Disfruta un Mar de Sabores” (“Enjoy a Sea of Flavors”), along with Ariana Paz, a real server at the Gainesville, Fla., Red Lobster. Red Lobster is partnering with Univision Communications Inc.To learn more about Red Lobster, to view the ad and to find a local restaurant, visit www.facebook.com/redlobster and the Spanish-language website at RedLobster.com/espanol.

  • Verizon

Verizon is sponsoring the first meeting/symposium of the Center for Hispanic Leadership Atlanta Chapter on January 24 to be held at UPS corporate headquarters and co-sponsored by Verizon.

  • Aflac

AflacAflac, a supplemental insurance company in the United States, introduced its latest Spanish language television commercial, The fresh advertising story begins with a commercial titled Press Conference, in which a “doctor” answers questions about an undisclosed accident that has caused the Aflac Duck to be hospitalized with injuries to his beak and his wing, turning the iconic spokesduck into a policyholder.The integrated campaign seeks to broaden the awareness and understanding of the Aflac brand in the Hispanic marketplace, which is significantly lower than in English-speaking market segments. It will include two attention-grabbing television commercials along with radio and digital activations. In Press Conference, viewers are directed to MejoratePato.com (GetWellDuck.com), where they will find a wealth of information in Spanish about Aflac, its products, and the Aflac Duck. Latinos currently number over 50 million, comprising an estimated 16.4% of the total U.S. population. “With the Latino purchasing power in the U.S. expected to top $1.6 trillion by 2016, we want to raise the relevance of the Aflac brand with individuals whose preferred language is Spanish,” said Aflac Executive Vice President, Chief Marketing and Sales Officer, Michael Zuna . “This campaign will grab the attention of viewers, help educate them about our company in a culturally sensitive way, and prove how Aflac is a vital component of anyone’s financial security.”

  • Alliance Rubber

Alliance Rubber Co. has launched a Spanish-language website to allow more Spanish-speaking distributors to obtain news and information about the company’s rubber bands, office and packaging supplies.The new site is at, http://www.ligasdehule.com. It allows Spanish-speaking consumers to search and compare features and benefits, the company said.

  • American Airlines

American Airlines Inc. unveiled its first new livery and logo since 1968 on Thursday, giving itself a new look only a few weeks before it’s expected to decide whether to merge with US Airways Group Inc. American Airlines said it needed to go ahead with the new look because in two weeks it is introducing a new flagship aircraft, the Boeing 777-300ER, that needs painting. US Airways had no input into the rebranding and didn’t get an advance look at it.To publicize the changes, American kicked off a new advertising campaign handled by McCann Worldgroup. McCann’s FutureBrand unit worked with American on the rebranding. The new design takes the iconic American Airlines eagle — a consistent part of American’s logo and livery for nearly 80 years — off the aircraft’s tail. Instead, a stylized flag of red, white and blue decorates the tail.

  • Houston’s Halloran wins new clients

Houston area marketers are increasing their budgets and plans for expansion in 2013 thanks to a booming energy sector. Hallaron Media, a Houston area advertising agency based in The Woodlands, is enjoying the benefits of this upswing by signing significant new business. Since October, that focus on local industries has paid off with the agency signing on new clients including Vichem Eco Fluids, RSH Engineering, Drilling Technology, Inc., and NexoSolutions. Most of the work includes new website development, branding, digital design and video production. Besides the energy business, Hallaron has also recently signed on new health care work with Cenegenics, Richie’s Specialty Pharmacy and Carrus Hospital in Dallas.

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

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