Wells Fargo


We are excited to announce that Sara Toussaint, Vice President, Sponsorships at Wells Fargo is joining the Portada Sports Marketing Board, one of the six units of Portada’s Council System. The board’s next in-person meeting will be at Portada Los Angeles on March 14 in Los Angeles’ Loews Hotel.

Sara oversees Wells Fargo’s Major League Soccer, Mexican National Team, and other soccer sponsorships.

Her sports background also includes Director of Business Development for the Boston Blazers, Hispanic Partnerships for the MLS, and Labor Relations for the MLB. The Sports Business Journal named her a 2018 “Game Changer.”

Prior to Wells Fargo, Sara directed all marketing efforts and scouted investment opportunities for Allied Minds and served as Associate Director of Alumni Relations for the University of Chicago.

Sara started her career at the law firm of Covington & Burling, first as a legal assistant and later in PR & marketing. She earned her BA in Public Policy (UChicago) and an MBA (NYU).

Apart from meeting with the Sports Marketing Board on March 14, Toussaint will take the Portada Los Angeles stage on March 15 to talk about: ‘The Promise of Women’s Soccer: How Should Brands Use it for Activations?’. To get her and all the other brilliant speakers’ insights, click here.

Welcome, Sara, to the Portada Council System!

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.


  • Wells Fargo

Wells Fargo is launching a new integrated marketing campaign called “This is Wells Fargo,” highlighting changes the company continues to make to its operations and culture. The campaign launched across the U.S. last Friday, Jan. 25 and will run through the fourth quarter. As part of the campaign, the company also will introduce a new visual identity, including an evolved logo, modern stagecoach, and digitally friendly colors and tone. For the first time in Wells Fargo’s 167-year history, the campaign prominently features Wells Fargo team members helping customers with their everyday financial needs. The campaign will be featured across print, broadcast, online and mobile channels. Future campaign commercials will air in Spanish and Mandarin. Starting later this month, Wells Fargo will introduce new visual identity changes across the company, taking a phased approach beginning with mobile and digital properties, and later extending to Wells Fargo physical locations. The “This is Wells Fargo” campaign was developed with BBDO-San Francisco, Wells Fargo’s agency of record since March 2014. Xochitl A. Leon, VP, Hispanic Segment Strategy Leader at Wells Fargo & Sara Toussaint, VP, Sponsorships at Wells Fargo are both members of Portada´s Council System. 

  • UPS

United Parcel Service, Inc. (UPS) has appointed The Martin Agency as its new creative agency of record. The agency will handle branding and strategic planning efforts in partnership with IPG´s Initiative, which will handle the media portion of the business.




  • Cadillac

GM’s Cadillac has signed a three-year partnership deal with PGA (Professional Golfers’ Association) becoming PGA´s  official vehicle. The deal includes PGA Championship, KitchenAid Senior PGA Championship and KPMG Women’s PGA Championship official vehicle rights. Additionally, Cadillac will have the rights to media buys on CBS and ESPN, which will televise future tournaments.The partnership also includes onsite hospitality at the major championships, vehicle fleets for the players, and Cadillac displays inside Championship Shops for spectators and serving as a partner for the KPMG Women’s Leadership Summit.


2019 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.


  • Hyundai Motor America

Hyundai Motor America won’t renew its deal with the NFL, after four seasons.The automaker will, however, continue to work with the NFL as the sponsor of individual teams (six during the 2018 season: the Arizona Cardinals, Houston Texans, Los Angeles Rams, Miami Dolphins, Minnesota Vikings and Pittsburgh Steelers) as well as the presenting sponsor of  NBC’s “Sunday Night Football” kickoff show, according to Hyundai CMO Dean Evans. Most of the money saved by not renewing the sponsorship will be reallocated to media buys, according to Evans.


  • Adria By Thalia®

Thalia Sodi, world renowned and best selling Latina artists, launches the newest extension of her lifestyle brand, Adria By Thalia. The 7-piece beautifully fragrant hair care collection includes salon quality shampoo, conditioner and five styling essentials.  The unique CAPPA 5™ Complex, found in all of the Adria By Thalia products, includes coconut, agave, passion fruit, peony and avocado extracts full of proteins and amino acids that enhance the overall look, luster, and health of your hair.The brand will begin rolling out this January to most Walmart stores, select Target locations and online at both retailers nationwide. Thalia Sodi is a lifestyle brand encompassing multiple categories including, fashion, accessories and beauty.

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.

  • Daimler

German auto giant Daimler has consolidated its global media business with Omnicom Media Group following a review. As of January 1, 2019, OMG will be responsible for more than 40 markets worldwide and all Daimler divisions (Mercedes-Benz Cars, Mercedes-Benz Vans, Daimler Trucks, Daimler Buses, Daimler Financial Services). Daimler´s spending is estimated at US$950 million.





  • Coinstar / Northgate

Coinstar, LLC, the leader in self-service coin counting, announced its installation of 40 coin-counting kiosks in all Northgate Gonzalez Markets, replacing previous coin-counting machines in the stores. Coinstar kiosks are now installed at all 40 Northgate Gonzalez Markets. Products available at the kiosks include coin-to-cash, no fee coin-to-eGift card and charity donation options. Kiosk locations can be found by visiting www.coinstar.com.







  • Domino’s Pizza

Domino’s Pizza is raising “dough” for the kids of St. Jude Children’s Research Hospital® for the 15th straight year as part of the St. Jude Thanks and Giving® campaign. The recognized world leader in pizza delivery’s fundraising efforts begin today, Oct. 22, 2018, and will continue through Jan. 6, 2019. Domino’s will ask customers online, over the phone and in stores to support St. Jude by adding a donation to their order or rounding up their order total to donate the change. Select customers enrolled in Domino’s Piece of the Pie Rewards®loyalty program will be offered an opportunity to earn bonus points by donating. Details will be emailed to eligible customers during the campaign.Customers can also help the kids of St. Jude by purchasing the St. Jude Meal Deal for US$19.99.Domino’s and its customers raised more than US$8.6 million during the 2017 campaign. This year, Domino’s is hoping to raise US$9.5 million with the help of customers across the country. Alex Tokatlian, Multicultural Marketing & Advertising Program Leader at Domino’s Pizza, is a member of Portada´s Brand Star Committee.


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.


  • Wells Fargo

The United States Hispanic Chamber of Commerce (USHCC) and Wells Fargo will award up to US$100,000 in grants to local Hispanic chambers. The Local Chamber Grants will go towards strengthening programs that increase the scale and capacity of Hispanic-owned businesses, address the specific needs of local Hispanic communities, and target aspiring small business owners to hone their leadership skills. The grants will be awarded to local chambers nationwide during the opening of the USHCC Legislative Summit in Washington, DC on April 2nd, 2019. With Wells Fargo’s generosity, the USHCC will disburse multiple grants ranging from US$5,000 to US$15,000. The grants will be awarded to exemplary local chambers who serve their members and local business communities.The Wells Fargo and USHCC Partnership for Success extends the commitment that Wells Fargo has made to the USHCC Foundation and Hispanic business community over many years. Xochitl A. Leon, Vice President, Hispanic Segment Strategy Leader at
Wells Fargo, is a member of Portada´s Brand Star Committee.


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.

What: Wells Fargo’s campaign featuring Landon Donovan supporting Team Mexico in the World Cup has gained some attention amid some “controversy” regarding the spots.
Why it matters: Marketers can use the window of Mexico’s success and popularity with an American figure who can transcend cultures and casual fans to draw needed awareness here.

Make no mistake about it, Mexico is America’s Team, or at least the Team of the Americas, for the World Cup (@FIFAWorldCup). El Tri’s (@miseleccionmxENsuccess was further cemented over the weekend by a 1-0 first match win over Germany in Group play, and the ongoing drama from Rafa Marquez and his off field involvement or lack of involvement with unsavory business dealings, and now the “controversy” over Landon Donovan supporting Mexico as they make their run.

All of that casual spin, drama and success makes for great opportunities for Mexico as the world’s largest sporting event unfolds in Russia in the coming weeks, and is great news for the first adopter brands who have come on board (with the help of Soccer United Marketing who represents them and the U.S. men’s National team and other properties in the game) looking to grow their demo with not just the Latino fanbase, but the casual soccer fan and the World Cup viewer.

Some of those brands, like AT&T (@ATT), Allstate (@Allstateand Home Depot (@HomeDepot), have used partnerships to grow affinity in key markets where the Mexican following is established in the U.S., like Texas and California, while others have looked to try and reach an even larger market as the World Cup begins, pushing the theme that Mexico is in effect, the club the U.S. fan base could and should be rooting for.

The question is, will other brands already engaged now find a way to ride the Mexican wave, not just with the National team but with Liga MX?

That push by Wells Fargo (@WellsFargo) (see below), also a sponsor of the U.S. Men’s National Team, drew a great deal of fire over the weekend, as the campaign included American legend Donovan using the social space to push the following of El Tri, something which some soccer loyalists saw as blasphemous.

Really? Given the fact that Donovan is of Mexican heritage, grew up outside of LA in a mixed Latino neighborhood, and played in Liga MX last year, it actually seems like a great play and great timing for Wells Fargo, who has Donovan on their team as a paid endorser as well. Add in that the joint bid for World Cup 2026 was now set and the fact that the USMNT was NOT in the field, there is great validity to use the window of Mexico’s success and popularity with an American figure who can transcend cultures and casual fans to draw awareness for a sport that needs to grow.

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For Wells Fargo the buzz in the social space probably got them more exposure than was even expected, and given the spotlight that will now be on Mexico in the coming weeks, that’s a good thing. The question is, will other brands already engaged now find a way to ride the Mexican wave, not just with the National team but with Liga MX (@LigaMxEng), which is already the most watched professional league in the United States for soccer?

“The interest in World Cup, even without the U.S. being in this time, is still huge, and it will continue to grow in the next few weeks, so the brands that found their way in and are ready to activate even more, will do well,” said Chris Lencheski, veteran sports marketer now at M.P & Silva (@MPSworldwide), and professor at Columbia University. “This type of ‘controversy’ is good for all, and if I am a company that has invested and can activate locally, especially in those markets where you know there is a solid following already, the time to strike is now.”

For their part, both Donovan and Wells Fargo did a good job of diffusing the controversy on his participation through his social following. Whether fans continue to see this as some sort of sellout by an American asking for fans to support a rival is really trivial, as Mexico’s success will undoubtedly bring more casual eyeballs than complainers, and frankly, the casual American soccer fan needs someone to root for, so why not Mexico?

As we sit in the midst of group play, Mexico’s brand value may never be brighter for soccer marketers, buffeted by World Cup early success and welcome news for the future, and the well-placed buzz by a participating brand with an established star that caused some fun disruption in the marketplace.

Will other partners now look to push the opportunity even more? There is a solid lineup in place, we will watch and see who scores.

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.

For prior Sales Leads editions, click here. 

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.

  • GlaxoSmithKline

Global pharmaceuticals giant GlaxoSmithKline has put its entire media account under review, three years after awarding the business to Omnicom’s PHD and WPP’s Mediacom.The reappraisal potentially puts a US$1.7bn advertising budget up for grabs and comes as part of a mandatory three-year cycle of reviews at the behest of GSKmanagement, According to Ad Age.




  • Advance Auto Parts

Advance Auto Parts has appointed Dallas-based independent agency The Richards Group for brand and creative work and Dentsu Aegis Network-owned agency 360i for media and analytics following a review, Adage has reported.Crossmedia, the media incumbent, did not participate in the pitch.As of late last year, the company operated 5,054 stores and 129 Worldpac branches and employed approximately 71,000 across the United States, Canada, Puerto Rico and the U.S. Virgin Islands, according to its website. The company also serves 1,218 independently owned Carquest branded stores.Advance Auto Parts Inc. spent US$29.1 million on measured media in the U.S. in 2017, according to Kantar Media.


  • Wells Fargo

Wells Fargo is launching a new, integrated marketing campaign called “Re-Established”. The campaign, launched nationwide on Sunday, May 6, leans into the company’s history and heritage as it acknowledges past issues, communicates the extent of changes made across the organization, and shows how the company is recommitting to its customers and their satisfaction.The first component of Re-Established is a one-minute commercial called “Trust” that airs nationwide and signals Wells Fargo’s intent in a bold way. The advertisements will run across print, digital,broadcast, and mobile channels. As with previous Wells Fargo advertisements, the campaign acknowledges the diversity of the company’s communities through tailored ads for specific audiences, such as in-language messages in Chinese (Mandarin and Cantonese) and Spanish and advertising in African American media. The Re-Established campaign was developed with BBDO-San Francisco, Wells Fargo’s agency of record since March 2014.


  • McDonald’s 

McDonald’s is introducing the new 100% fresh beef Quarter Pounder burgers by launching the “Speechless” campaign,  inspired by the idea that words can’t describe the pure delight, the feeling, and the taste of a hot and juicy burger.  Led by We Are Unlimited, in close partnership with The Marketing StoreBurrellAlma, IW, Resolution and OMD, “Speechless” is an integrated campaign running broadcast, online video, radio, out of home, social media and in digital. Launched nationally on May 7th, work will run through the end of 2018.Charles Barkley, Gabrielle Union and John Goodman help describe customers’ reactions to the taste of McDonald’s hotter and juicier burger. Additionally, Luis Fonsi describes in Spanish just how good McDonald’s Quarter Pounder tastes in spots created for the Hispanic Market. The creative and production of these spots was led by Alma.


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.


  • Amscot Financial

Amscot Financial—the Florida-based leader in providing convenient, consumer-oriented financial services through its network of retail branches— reveals its latest Spanish-bilingual campaign geared toward a growing and evolving Hispanic consumer segment.  The new campaign highlights convenient financial services for the growing needs of the ‘gig economy’ with the rise in entrepreneurship, self-employment and those seeking professional development.  The broadcast media campaign will launch May 14 and air across the largest Hispanic DMAs in Florida — Miami-Dade, Orlando and Tampa, with a rotation of 28 fifteen second combined TV and radio executions.Hispanics represented 51% of Florida’s population growth from 2010 to 2015, according to new population data released by the U.S. Census Bureau.  Nationally, Hispanics have the highest rate of entrepreneurship Standford Business: State of Latino Entrepreneurship.  Amscot Financial launched its first Florida-wide, Spanish-bilingual campaign with Semilla AD in 2013 during Amscot’s expansion to South Florida and continues to actively cater to Florida’s evolving Hispanic market with culturally-dedicated campaigns reflecting their customers evolving financial needs.


  • Heineken

Beer brewer Heineken is moving ad verification in-house, Digiday has reported. The company is running a global search for one ad verification technology it can run directly from all its markets. Once the search ends, Heineken will have effectively brought its ad verification in-house,according to people familiar with the matter. There’s a desire at the company, according to one source, to understand for themselves whether the online ecosystem is delivering against its needs and the best use of budget.Heineken has two media-buying agencies: Dentsu Aegis and Starcom MediaVest.




  • Nestlé – Starbucks

Swiss food giant Nestlé will spend US$7.15 billion for the right to market Starbucks Corp. products. This is the third-biggest transaction in Nestle SA’s 152-year history. However, the company won’t get any physical assets in the deal. By entering a marketing pact with Starbucks, the Swiss company is revealing the limits to growing with Nescafe and Nespresso.Starbucks is the second-most-valuable brand in fast food, according to BrandZ’s Global 2017 report, which estimates it’s worth US$44 billion. Nestle will take over about 500 Starbucks employees who will remain based in Seattle.Starbucks will continue to produce packaged coffee and other goods in North America, while Nestle will be in charge of the rest of the world. In addition, the Swiss company gets the rights to sell packaged coffee products in supermarkets, restaurants and catering operations under the flagship Starbucks brand.



  • Lionsgate

Lionsgate/Pantelion/MGM’s Overboard, a film targeting Hispanic moviegoers and fans of Mexican star Eugenio Derbez, came in 2nd for the weekend of May 4-6 as of Saturday AM with US$14.75M at 1,623 venues, the biggest opening in Pantelion’s history. PostTrak reports a Latino turnout of 41%, with the demo giving the pic an 83% positive. Overboard‘s opening is higher than the Mexican star’s April 28 release last year, How to Be a Latin Lover, which opened to US$12.2M and yielded a 2.6 multiple for a final US$32.1M.  MGM and Lionsgate co-financed Overboard, which cost in the low to mid-teens.


Join us at PORTADA Mexico!

Just a glimpse at the headlines surrounding today’s biggest brands suffices as proof that diversity is one of their top priorities. Last Friday, Hewlett Packard sent a letter to all its agency partners requesting a proposal from each one on how they would increase the number of women and people of color on their creative staffs. This followed an almost identical request from General Mills earlier in the week.

So how well are multicultural agencies faring in meeting the increased demand for campaigns shaped by diversity and the inclusion of a wider audience? Throughout 2016, media industry rabble-rousers have stirred up discussion about how well multicultural agencies are serving brands in their targeting efforts, and whether they must find new ways to deliver ROI if they are to stay relevant to their clients.

How can multicultural agencies adapt to shifting demographics, and should media, creative and digital be bundled together? How can marketers look at the media landscape holistically without losing sight of the particular idiosyncrasies of Hispanic audiences?

Take a look at what Nydia Sahagún, Senior Vice President and Head of Diverse Segment Strategy at Wells Fargo Bank; Zach Rosenberg, president of MBMG Media; and Janina Delloca-Pawlowski, Multicultural Marketing Manager at Dunkin’ Brands had to say about Hispanic agencies’ roles in the current media climate.

Do Smaller Segments Require Smaller Efforts? 

Anyone in the business would be hard pressed to call the Hispanic market “small” today. The Hispanic market is growing faster than any other in America, and given the size and purchasing power of Hispanic consumers, it really cannot be considered a separate segment in this day and age. Wells Fargo PROG 2 (21)Bank’s Sahagún asserted that “with Hispanics shaping modern society as we know it, their impact should not solely be measured on size but rather on the influence and impact they have on the broader population.”

But since it is technically still a segment within the general population, misconceptions about the amount of effort, or money, that should go into Hispanic outreach are still giving shape to ineffective Hispanic outreach.

Multicultural agencies need to “drive meaningful conversations and engagement with this audience, which will take prioritization and commensurable investment,” Sahagún said. Dunkin’ Brands’ Delloca-Pawlowski added that even if you do look at Hispanics like a “small segment,”  they “often mean larger efforts because the level of engagement needs to be that much more refined and specialized.”

Misconceptions, Arbitrary Budgets Are a Disservice

An agency, whether it is multicultural or full-service, will often be limited by the budget it allots to Hispanic and multicultural targeting. But Zach Rosenberg, president at MBMG Media, which specializes in integrated media campaigns and counts El Pollo Loco, Shakey’s Pizza and The General Insurance among its clients, highlighted that decisions on budgets can have a significant effect on the success of Hispanic outreach efforts, and that brands sometimes define budgets for multicultural arbitrarily, setting an incidental percentage of the general campaign budget aside for targeting instead of reaching a number through analysis and serious consideration. In this case, hasty budget decisions mean that “segments could end up being underserved,” Rosenberg warned.

On the other hand, “full service agencies may be able to allocate larger budgets to all aspects of their multicultural outreach, as they may fit it into their holistic view of the media instead of putting aside a small amount for targeting particular demographics,” he elaborated.

What’s more, some brands are just starting to grasp the opportunity that Hispanics present them. It may take time for brands to not only wrap their heads around the size and potential of this sub-group, so strategies will take time to develop and engage consumer segments as they hope: “It does not happen overnight and results/ROI should be analyzed accordingly,” Delloca-Pawlowski said.

Sahagún echoed that sentiment, stating that “every brand is at a different point in their journey to understand the impact and influence of the Hispanic market.” Sometimes, integrated campaigns are “a step in the right direction.” In the case of Wells Fargo, the goal is always “to represent the diverse point of view early and often.” But not all brands are that far ahead.

Full-Service Agencies Struggle to Adapt to Current Landscape

Rosenberg cited the rise of digital as another added complex element in an industry that has been highly “debundled,” with creative, digital and media often handled by separate shops. “There are digital shops that manage both creative and media under one roof,” he said, but others believe that the digital ecosystem requires the undivided attention of specialized agencies. Rosenberg argued that “digital is just one other, albeit, complex and ever changing channel, and should be viewed in the context of all media channels which can only be done at a general media agency.”

“Media is media,” Rosenberg asserts. So when it comes to general media versus specialized or multicultural agencies, there is an PROG 2 (15)argument for putting everything under one roof, especially because bigger agencies tend to have bigger budgets and consequently, more negotiating power. But that doesn’t mean that multicultural agencies aren’t necessary: “If the staff at a general media agency doesn’t understand the nuances of marketing to these groups (language, age, geography, media usage, acculturation), then they will be doing a disservice” to their clients, Rosenberg clarifies.

Rosenberg summarizes the dilemma: “The challenge with housing multicultural media with creative under one roof is their ability to achieve the necessary clout in the marketplace to negotiate the best media deals. In a world of specialization, the adage is that it is hard to do two things well. There are very few full service agencies, general or multicultural, relative to the current agency landscape.”

Ensuring Authenticity While Adopting to Changing Consumer Landscapes

Hispanic consumers have taken on a new identity as the country’s demographics have shifted. This, coupled with the rapid adoption of technological tools and platforms designed to inform marketing decisions means that everyone is fighting to keep up.

Delloca-Pawlowski believes that all agencies, not just multicultural, are facing a similar challenge: “All agencies must evolve with the changing consumer landscape, because what worked in the past may not continue to work in the future.” In general, she said, “as consumers’ product preferences and media consumption habits evolve, agencies need to embrace these changes and adjust their plans accordingly.”

PROG 2 (22)She also underlined the importance of ensuring “cultural and language authenticity” instead of simply “translating general market creative.” “At the end of the day,” she said, “every agency must demonstrate their value to the client through overall thought leadership, consumer insights on their respective segments, new communication opportunities and pitching better ways to engage with consumers, as well as reporting competitive activity.”

Brand and Agency Collaboration Key to Success

Ultimately, brands and agencies have a shared responsibility to bring out the best in each other while generating impressive ROI. Delloca-Pawlowski highlighted that it is the “client’s responsibility to foster this kind of teamwork and collaboration among its agencies” to ensure that the “best work will surface and the entire team will shine as a result.”

In that respect, Rosenberg argued that specialized agencies have a leg-up here, as they “have the advantage of strategic adherence across both creative and media,” and that “the burden has fallen on media agencies to ensure collaboration between client and all of their agency partners. This is just as important with multicultural shops, and the future multicultural agency could be one where they drive strategy for creative and media but outsource activation,” Rosenberg estimated.

Perhaps Sahagún summarized it best: “Agencies that rest on their laurels will become obsolete – regardless of their particular specialty.”

The topic of this article will be explored in-depth at At #Portada16 Sept. 14-15 in NYC, in the session “Are Multicultural Agencies Necessary?”
Zachary Rosenberg, President, Milner Butcher Media Group
Mebrulin Franciso, Senior Partner, Director of Marketing Analytics at GroupM
Alejandro Solorio, Hispanic Marketing Director, Comcast
Gloria Constanza, Partner, Chief Contact Strategist, D’Exposito & Partners
Alexander Traverzo, Multicultural Marketing Manager & Strategist, Hola
Lucia Ballas-Traynor, EVP of Ad Sales, Hemisphere TV
Leading practitioners will immerse themselves in the questions below:
• Are Hispanic marketing and media buying justified under the total market approach?
• Agency models for media and content development
• The role of the media agency in the age of programmatic audience buying
REGISTER here at the online promotion price!

Hello Friends in Hollywood and California! We are looking forward to see you for Portada’s Multicultural Influencer Forum at Digital Hollywood in the Ritz Carlton, Marina del Rey,CA on October 21. We are excited about the fact that key executives from Sony Music, Wells Fargo, Taco Bell, Sprint, StarcomMediaVest, Horizon Media and Acento Advertising will be part of the speaker roster.

We have a top-notch agenda that touches key issues in Entertainment, Online Video, as well Brand and Influencer Marketing targeting multicultural audiences.
The Forum is produced in association with Digital Hollywood  and Portada at Digital Hollywoodcan be attended independently on October 21 (US$ 269 for a full day!) or as part of the overall Digital Hollywood (Oct. 19-22) experienceDigital Hollywood is a marquee conference covering the fields of film, television, music home video, cable and telecommunications.

Major Players who are speaking at Portada’s Multicultural Influencer Forum at Digital Hollywood:

  • Paul Mendoza, Brand Manager, Taco Bell
  • Eduardo Ibarra, Multicultural Brand & Advertising Manager, Sprint
  • Herb Payan, SVP Digital, Sony Music
  • Christina Igaraividez , Digital Associate Director, Starcom MediaVest
  • Jessenia Enriquez Garcia, Digital Director, Maxus
  • Zach Rosenberg, EVP Chief Growth Officer,Horizon Media
  • Sarah Robertson, SVP, Managing Director,Horizon Media
  • Roberto Orci, President, Acento
  • Rochelle Newman Carrasco, Chief Hispanic Marketing Strategist, Walton| Isaacson
  • Xochitl Leon, Hispanic Marketing Manager, Wells Fargo
  • Luiza Ricupero, VP StyleHaul Mundo, Style Haul
  • Emilio Saccone, COO, FAV Networks
  • Andre Swanston, CEO, Tru Optik,
  • Herb Payan, SVP Digital, Sony Music
  • JR de Souza, Head of Licensing – Americas, DreamWorks
  • Lala Castro, Social MediaDirector, GigaSavvy
  • Natalie Rubalcava, General manager Spanish-language media (Excelsior/La Prensa) and Director of Sales Strategy/Development, Freedom Communications
  • Andres Polo, Strategic Communication Director, Mediaedge Mexico

Key Topics they will explore:

    • Find out why Multicultural Audiences and Influencers are crucial to Corporate America’s success.
    • Half a billion people! How Online Video content providers are reaching out to U.S. Hispanic and Latin American audiences
    • Using OTT Media Consumption Data to target Hispanics
    • Movie Marketing: New Insights and Strategies on how the Studios market to the Multicultural Millennial
    • The name of the Game: Product Integration and Branded-Entertainment in Multicultural Markets
    • The Decision Makers: Multicultural Brand Marketers and their goals for 2016

To inquire how to align your brand with Portada’s Multicultural Influencer Forum at Digital Hollywood, please email Kelley Eberhardt, Sales & Marketing Director at kelley@portada-online.com or call her at (212) 685-4441.

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.

  • Sibling

descarga (3)Executives from two Omnicom Group shops in Austin, Texas, are opening a new multicultural agency together to target Hispanic millennials,  called Sibling. The new agency is an effort of Alejandro Ruelas, co-founder, managing partner and CMO of leading Hispanic shop LatinWorks; former LatinWorks Creative Director Rafael “Rafa” Serrano; and GSD&M CEO Duff Stewart.Mr. Ruelas and his LatinWorks co-founder Manny Flores will own a majority share in Sibling, with a 49% stake for GSD&M.Sibling co-founders Mr. Ruelas and Mr. Stewart will keep their jobs at their respective agencies; Mr. Serrano will be fulltime at Sibling.Sibling is likely to function partly as a conflict shop for LatinWorks,one of the biggest Hispanic focused agency,  which is already shut out of numerous categories thanks to a client list that includes Anheuser-Busch, Domino’s Pizza, Mars, Lowes, PepsiCo, Kimberly-Clark and Target.

  • Sprint-Prince Royce

descargaPrince Royce, award-winning artist and one of Latin music’s fastest-rising superstars, has been rehired by Sprint’s new Hispanic Business Unit. He will work with the company to help develop unique music-related initiatives and programs.Prince Royce got his start as a Sprint employee in New York, working toward his goal of becoming a professional musician. Using the money he made at Sprint, Prince Royce recorded the very demo that helped launch his first album and kick-start his musical career. Prince Royce recently scored a mainstream US hit with his first English-language single, “Stuck On A Feeling” featuring Snoop Dogg.  Royce also has a song featured in the “Furious 7” soundtrack, entitled “My Angel” and will soon be releasing “Back It Up” featuring Pitbull, the second single off his upcoming debut album in English, due out this summer. The artist will also be a Special Guest onAriana Grande’s Honeymoon Tour starting in July.  Royce has garnered over 150 nominations from the likes of the American Music Awards, Billboard Music Awards, Billboard Latin Music Awards, Premios Juventud, Premios Lo Nuestro, Broadcast Music Awards, the Latin Grammys, MTV Video Music Awards, Latin Songwriters Hall of Fame and the American Society of Composers, Authors and Publishers Awards. In sum, the royal record producer has won 66 awards for his contributions in the Latin music industry.

  • Goya Foods

descargaGoya Foods, one of the largest Hispanic-owned food company in the United States, has opened new state of the art and sustainable corporate headquarters in New Jersey as part of a US$500 million global expansion over the past 10 years. The opening of the new facility ensures the retention of over 500 existing local jobs and offers 100 new positions. In addition, the three-year project added 150 on-site construction jobs.Goya’s new center features a 600,000-square-foot warehouse for distribution and 42,000-square-foot corporate office space in Jersey City as well as a renovated 240,000-square-foot production facility in Secaucus, totaling nearly 900,000-square-feet on 58 acres of land. Constructed to provide a net zero carbon foot print, the Jersey City facility will be 100% powered by a solar powered energy system using 12,000 panels on 11 acres of rooftop. The system will fulfill the entire facility’s electrical needs without drawing any energy from the public grid. In total, Goya has 26 facilities throughout the United States, Puerto Rico, Dominican Republic and Spain. In 2014, Goya opened up three new facilities in Texas, California and Georgia.

  • Wells Fargo

wells-fargo-01-2015Wells Fargo is embracing diversity in its new brand effort called “Why I Work.” The first of seven spots that will roll out this week, called “Learning Sign Language,” features a lesbian couple that is learning sign language to speak with a young, deaf girl they’re adopting. The company wanted to create a more personal connection with consumers and highlight why people actually work. Wells Fargo’s effort features everyday people and no products. Instead, the company is pushing products through digital and other campaigns, including “Wells Fargo Works,” which breaks this week and caters to small businesses, and the millennial-focused “Done” push.The ads include: “Sales Department,” about a man running a small business on his own; “Gaby,” depicting a Hispanic family with their own business; “Souvenir,” featuring a real-life father and daughter; and “Waiting,” which is aimed at seniors and highlights Wells Fargo’s retirement business. Two additional spots will break in May for a total of 9 TV ads.The spots close on the brand’s iconic real-life horse-drawn stagecoach, as opposed to the illustration used in earlier ads.Wells Fargo will also encourage people to share their work stories with the hashtag “#WhyIWork.” The company tapped social influencers to highlight workers on Instagram and other platforms, and produced a series of profiles and 30-second vignettes showcasing everyday people in their work environments, like a roller derby marketer in California.Multicultural agencies Muse, Acento and DAE also worked on the push, and Omnicom Group’s OMD, andlegacy agency UM, handled media.


  • Bud Light

JRVKWEyr_reasonably_smallAnheuser-Busch InBev is facing negative publicity over a Bud Light marketing message scrolled on some bottles that some critics say can be interpreted as contributing to a rape culture.The message states that Bud Light is the “The perfect beer for removing ‘no’ from your vocabulary for the night.” The message is one of more than 140 different sayings printed on bottles as part of the brand’s “Up For Whatever” campaign, which is by BBDO, New York and is aimed at linking Bud Light with spontaneous fun.The brewer apologized for the message, but the damage was already done.

  • Tesco

descarga (1)MediaCom has won Tesco’s estimated US $140m media planning and buying, ending the brand’s long-standing relationship with IPG Mediabrands’ Initiative.The GroupM agency is believed to have defeated Initiative, M/SIX and ZenithOptimedia in the review.It brings to an end a 20-year partnership between Initiative and the UK supermarket chain.In January, Tesco appointed BBH to handle its creative account, ending its two-year relationship with Wieden + Kennedy.

  • PepsiCo’s

fQcjWxAa_400x400Beginning this month, PepsiCo’s Naked Juice ads will begin appearing along paths at a public park in Dallas and in Ft. Lauderdale, Fla. Negotiations are underway to bring branded bike lanes to Boston and Portland, Ore. The approach is part of the “everything is media” strategy pushed by the marketer’s media agency,Omnicom Group’s OMD. No one has targeted bike lanes on this scale, according to OMD.As Naked consumers are “constantly on the go,” the PepsiCO’s thinks that these branded bike lanes are a creative and authentic way to talk to them where they already are. It is also a relatively inexpensive form of advertising. The Naked ads are a “good audience match” for the park because of the brand’s family and health image.

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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.

      • Coca-Cola

H7R37Fc8_400x400Coca-Cola Co. has put its U.S. media-buying and -planning business in review. Incumbent Starcom Mediavest Group will participate along with three agencies that Coke works with globally: UM, MediaCom and Carat/Dentsu. The review is expected to conclude late this year after formal presentations in mid-July.Coca-Cola spent more than US$406 million on measured media in the U.S. last year, according to Kantar Media. Spending is expected to jump this year as the company implements a global cost-cutting program with some savings poured into media.The review comes as SMG deals with the recent loss of big accounts including Microsoft, U.S. planning forAnheuser-Busch InBev and global planning for Mars Inc.

      • P&G

kYrPoJnL_400x400Procter & Gamble Co. is planning to cut at least US$500 million from agency fees under a new drive to reduce the number of agencies it works with. P&G total spending on agency fees is estimated at around US$1 billion. The move comes as P&G’s top-line results disappointed Wall Street, with organic revenue growth rising 1% last quarter, below the 2% projected by many analysts, and as P&G plans to step up its headcount reductions. By the end of the current fiscal year in June, P&G would hit the high end of its current plan to have reduced non-manufacturing headcount by 22% over two years. Now, it’s stepping up planned job cuts to a 25% to 30% reduction by the end of next fiscal year, exclusive of the impact of divestitures.The firm has already announced divestitures include Iams, Duracell, DDF, the Ace bleach business overseas and a number of small fragrance brands, such as the Avril Lavigne license.

      • Wells Fargo

N5L2uOTF_400x400Wells Fargo has launched its new campaign, a BBDO effort, which leans into the advertising trend of embracing same-sex couples.The ad, which was directed by Lance Acord and edited by Exile’s Matthew Murphy, ends with a female voice saying, “Everyone works hard for a reason. Working together, we can help you prepare financially for when two becomes three.” The tagline remains, “Together we’ll go far.”The effort also includes social media marketing and print, outdoor, digital and radio ads. Wells Fargo did not reveal the cost of the ads, but the bank spends about US$175 million on media annually, according to Kantar Media.For Wells Fargo, the goal is to reflect the diversity of its customers and get beyond products and services to tell emotional stories that illustrate universal truths, according to chief marketing officer Jamie Moldafsky. The ad with the lesbian couple, for instance, captures emotions that any couple feels when adopting a child.Here’s a look at one of the new ads:

      • Huggies

descarga (3)Kimberly-Clark Corp.’s Huggies is re-launching its Huggies Snug & Dry, the brand’s biggest and least-expensive line, which now touts “12 Hour Protection” and improved absorbency. The brand estimates that around two-thirds of moms in North America are “value moms.” Hispanic moms, are more likely to fall into this group, though they’re also very brand loyal.Online at Amazon.com or Target.com, the new Snug & Dry sells at just under 21 cents per diaper with a “Subscribe & Save” discount on a 192-count Size 4 pack. That compares to 24 cents for Pampers Baby Dry diapers from rival Procter & Gamble Co., though P&G’s Luvs remains cheaper still at 17 cents.The Snug & Dry relaunch includes an “Ultra” product sold exclusively at Walmart and Walmart.com, with a “unique quilted liner” that promises to lock away moisture better than regular Snug & Dry. Ultra is priced as low as 22 cents per diaper for Size 4 at Walmart.com. A new TV ad for that product line launched promising “ultra protection at an ultra value.” Huggies also will improve skincare and comfort for its more premium Little Snugglers and Little Movers diapers.

      • Open English

3fo5L5L9_reasonably_smallOpen English is expanding to the U.S., bringing an affordable teacher-led instructional model to Hispanics nationwide. The launch of the company’s U.S. Hispanic efforts will be fueled by a national advertising and marketing campaign.After its success throughout Latin America and Brazil, Open English will now target the U.S. Hispanic market investing in an audience that represents the fastest growing minority population.Open English offers an innovative approach to learning English complete with unlimited live classes with native English speakers and over 2,000 hours of engaging multi-media content. This makes for a convenient, effective and affordable way to learn the language.The company’s model has proven disruptive to the marketplace with over 300,000 students across 20 countries.To learn more, visit www.openenglish.com and follow us on Facebook (Open English), Twitter (@openenglish) and YouTube (Open English TV).

      • Pepsi ‘Limon’

descarga (4)Pepsi will launch a new cola made with real sugar and lime juice that is aimed squarely at Hispanics. The line extension, called Pepsi Limon, will be available at stores beginning May 18 in Chicago, California, Arizona, New Mexico and Texas.Pepsi Limon is made using real lime juice and cane sugar, unlike the previous U.S. version that was artificially flavored. The idea came from an internal Latino/Hispanic employee group called Adelante, whose mission is to create a diverse culture within PepsiCo.The launch will be supported by in-store marketing, radio ads, PR, digital and sampling. The ad agency handling the line extension is SA Studios Global, while PMK BNC is leading PR.

Slippery brands get entertaining, enticing Hispanic consumers to pay attention.

Havas Goes Faux for DishLATINO

streakerTo excite Hispanic consumers about subscribing to DishLATINO, Havas tapped Mexican TV actor and comedian, Eugenio Derbez for a new spot called Streaker. It eased the campaign by “leaking” what looked like a cellphone video showing someone streaking at a soccer game.

According to the agency, “The leaked video garnered 2 million views in less than 36 hours—all from fans surmising whether the streaker was real or fake, trying to guess his identity, and even blaming soccer security guards for letting the fan storm the field in his birthday suit.”

The end of the Streaker video directs viewers to a “choose-your-own adventure” on the Dish site. Havas also created newspaper wraps for in key Latino markets; the wraps purported to be from fictional tabloid site Shocknoticias.com. Scandal seekers who went to the URL were redirected to a landing page on DishLATINO. And … there are even more components to this campaign. Read about the rest of them on Yahoo News.
[youtube http://www.youtube.com/watch?v=5ApZ75-8xYk]

Mazola Taps Professor and Bloggers

photo: Miami Mommy Savings
photo: Miami Mommy Savings

ACH Food Companies, owner of the Mazola corn oil brand, teamed with Latina Mom Bloggers and Florida State University for a digital influencer event in Miami. ACH and the blog network funded a study by Dr. Sindy Chapa, Associate Director for Florida State University’s Center for Hispanic Marketing Communication, finding that 80 percent of Latina mothers believe in keeping to authentic ingredients – like Mazola. The event featured celebrity chef and author Ingrid Hoffmann. The event generated social media coverage, while a sponsored campaign enticed bloggers including Miami Mommy Savings wrote posts featuring the event – and Mazola.

Spanish TV Booms while Mainstream Channels Weep

Mainstream television channels in the United States are suffering declining ad sales and weakening viewership, as younger folks go over the top and ignore professionally produced content in favor of YouTube, Vimeo and the rest. On the other hand, viewers are more than willing to watch appointment TV shows like telenovelas or Liga MX football, according to the Financial Times. Maybe that’s why, in the first two months of 2015, ad spending at Univision and Telemundo rose 11 per cent, while total TV ad bookings fell by 12 percent.

Tono Studio Finds Niche in Nuance

Pundits keep admonishing marketers that their Hispanic-aimed ads must be authentic – and sometimes that authenticity comes down to very nitpicky stuff. A case in point is Tono Studio, the Los Angeles commercial audio company that helps advertisers with every aspect of sound design for a spot, from casting to sound design. A profile in the New York Times explains how Tono can capture a Spanish-speaker’s laugh or make sure that a dog’s bark sounds just right to a Hispanic ear. The studio’s latest focus is bringing that same authenticity to Spanglish.

Sponsored Mobile App Aids SMBs

The Hispanic Chamber of E-Commerce released an app for small businesses. Wells Fargo underwrote the mobile app, which aims to provide Hispanic SMBs with will provide business development opportunities, education, and connectivity.

What: Wells Fargo has shifted its Media and Digital Business after a review that started in February and has not yet been finalized. OMD will pick up Hispanic media from Acento Advertising.
Why it matters: Acento Advertising has handled Well Fargo’s Hispanic Media buying for many years.

N5L2uOTF_400x400Following Wells Fargo latest review, Omnicom Group shops OMD and Organic are said to be in advanced negotiations to take on business handled mainly by Interpublic Group’s units.

OMD, lead agency on traditional media planning and buying, will add responsibility for digital and search, which was previously handled by Interpublic’s UM. In addition, OMD will pick up media planning and buying on multicultural ads, which had been split among agencies like Muse, DAE and Acento.Wells Fargo is also expected to shift its digital creative business from Interpublic’s MRM to Organic.
Acento Advertising has handled Well Fargo’s Hispanic Media buying for many years.  Oscar Mendoza,  Interactive Media Buyer at Wells Fargo spoke last fall at Portada’s Evolving America Summit at Digital Hollywood about Wells Fargo’s Hispanic digital initiative. Mendoza has since moved to work as Digital and Social Media Strategist at Earth Island.

Wells Fargo spent US$177 million in media in 2013.

A year ago Wells Fargo replaced longtime creative agency DDB with its Omnicom sibling shop BBDO after a review.Wells Fargo is the 70th largest advertiser in the U.S., spending a total of US$610 million in 2013 on advertising and promotion, according to its 10-K.  In the Hispanic market, Wells Fargo has sizable initiatives in the Financial Literacy and Sports Marketing sectors. The company spent US$170 million in U.S. measured media in 2013,according to Kantar Media, with more than half devoted to network TV, cable TV and digital display.

Join us at PORTADA Mexico!



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. 32 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.

  • Mountain Dew

GqpjKlWK_reasonably_smallMountain Dew is reviving “Do the Dew” in its first-ever global marketing campaign.The new advertising effort, which aims to elevate one of PepsiCo Inc.’s PEP +0.33% fastest-growing brands, debuts Monday to coincide with the 20-year anniversary of Mountain Dew’s well-known marketing slogan. The campaign will include two spots directed by Hollywood director Justin Lin that will air online and on TV: “Fireboard” and “Directions.” The new “Do the Dew” campaign also includes print, out-of-home and additional digital content.The slogan is “really about being an instigator and making things happen.” The new advertising is being unveiled on the heels of new data from Beverage Marketing Corp. that shows soda consumption in the U.S. declined last year for the 10th straight year. Mountain Dew is an approximately US$9 billion brand globally, according to the company, making it one of the PepsiCo’s biggest and fastest-growing brands.Mountain Dew’s new campaign will be in nearly every market where Mountain Dew is sold, including the U.S., Western Europe, Canada, Latin America, the Middle East, Asia Pacific and India.

  • Bowker

DE27948LOGO-dBowker’s popular MyIdentifiers.com, an online resource for tools that make books more easily discovered, is now available in Spanish, extending the website’s services to a broader range of customers. Just like its English-language equivalent, the new site – www.myidentifiers.com/es/ — makes it easy to purchase ISBNs, barcodes, QR codes and the range of other services Bowker offers to help connect publishers with book buyers.The new site is a reflection of Bowker’s commitment to serving the breadth of American authors and publishers. Spanish is the fastest growing language in the U.S. Of the 50 million Spanish speakers in the US, approximately 38 million use Spanish as their primary language. Further, Bowker will now be better positioned to serve the global community of nearly 500 million Spanish-speakers worldwide.

  • Wells Fargo

N5L2uOTF_400x400Wells Fargo & Company has announced a new update to its mobile banking phone app that provides customers with the option of selecting Spanish as their preferred language. With nearly three in four Latinos owning smartphones according to Nielsen, this new feature on the Wells Fargo app provides Spanish-speaking customers with an easier, more convenient way to view account balances, transfer funds between accounts, deposit checks and access other key banking functions. The upgraded app is available for Apple iPhone, Android and Windows phones. In addition, Wells Fargo is inviting customers to help contribute to the Hispanic Scholarship Fund (HSF). During the month of April, for every customer who sets up or changes their language preference to Spanish and maintains that Spanish language preference in their mobile app through April 30, 2015, Wells Fargo will donate US$1 in support of Latino scholarships, up to US$50,000. Wells Fargo customers can select Spanish by downloading the app from their app store or updating to the new version if they have a previously downloaded version. Once you have the new version on your supported phone, it’s easy to set your language preference. Customers can also benefit from other in-language resources at Wells Fargo such as bilingual online tools, Spanish Text Banking, Spanish account statements, Spanish-language call centers, and Spanish-speaking bankers in stores across the nation.

  • Arizona Diamondbacks

The Arizona Diamondbacks (@Dbacks, @LosDbacks) launched their Hispanic-community focused marketing campaign in 2015 with the goal of embracing the Hispanic community as one. The tagline “Somos Hispanos. Somos D-backs.” translates to “We are Hispanic. We are D-backs.” and will be featured in several print, television and radio spots and will have a strong social media integration that highlights Hispanic players and fans. “This campaign is about embracing the Hispanic community and letting everyone know they have an open invitation to come out to Chase Field to experience our affordable, family-friendly environment,” said D-backs President and CEO Derrick Hall. “More importantly, we hope to continue to make an impact in our Hispanic community and establish a culture of diversity in everything we do. We want to motivate our fans to be an active part of our team and establish a love for the D-backs that will continue to grow.” The first commercial, which features Venezuelan David Peralta, Mexican Oliver Perez and Cuban Yasmany Tomas can be viewed here and will air throughout the marketplace. The D-backs have long been committed to the Hispanic community and since 2008, the D-backs have worn their alternative black jerseys with “Los D-backs” across the front on Hispanic Heritage Day, creating a tradition of honoring their Hispanic players, fans and community.

  • Carl’s Jr.

descarga (2)Carl’s Jr. has launched a new spicy burger called “El Diablo,” the “hottest burger in fast food.”Created by 72andSunny in Los Angeles, the new burger came out of an assignment to appeal to the large and growing Hispanic market in Carl’s Jr.’s core Southwest market, according to Brad Haley, chief marketing officer for CKE Restaurants, parent company of Carl’s Jr. and Hardee’s. But the fast-food chain decided the burger could appeal to consumers at its nearly 3,000 locations nationwide, considering 56 percent of American homes have hot sauce in the fridge, according to NPD research. The Thickburger El Diablo, created by 72andSunny’s art director and designer Gabo Curielcha, has sliced jalapenos, jalapeno poppers, pepper-jack cheese and spicy habanaro-bacon sauce. It’s slated to be in all Carl’s Jr. and Hardee’s locations for the next four to five months as a limited-time offer.To introduce the new burger, 72andSunny created two television spots featuring Victoria’s Secret model Sara Sampaio.The campaign also has a social component, with the hashtag #DiabloDare, which challenges the brand’s target audience to try the burger and share their experience on social media for a chance to win prizes. Check out one of the new spots below:


  • Heinz/Kraft

images (1)Kraft Foods Group and H.J. Heinz will come together under a merger announced between both companies that will create the third-largest food and beverage company in North America and fifth-largest in the world.The deal to create The Kraft Heinz Company was scored by 3G Capital and Warren Buffett’sBerkshire Hathaway. The move comes after 3G acquired Heinz a couple of years ago with financing help from Berkshire. The new company will be based in Pittsburgh and Chicago and have revenues of about US$28 billion and with eight one-billion-dollar brands.Bernardo Hees, CEO of Heinz, will become CEO of The Kraft Heinz Company.Heinz’s brands include its namesake ketchup and Ore-Ida, while Kraft’s brands include Oscar Mayer, Philadelphia, Jell-O, Kool-Aid, Lunchables, Maxwell House and Velveeta.The new company will pursue global expansion, by combining Kraft’s brands with Heinz’s international platform, according to the statement. Read Portada’s Susan Kuchinskas article on why the merger means tighter screws on media agencies and account reviews.

  • Dr. Pepper

Ih3bg494_400x400Telemundo has partnered with Dr Pepper in a multiplatform campaign to engage fans and millennials. Developed with two of Dr Pepper’s advertising agencies, Initiative LA and Identity, the “Atrévete A” (“Dare To”) campaign will focus on building brand awareness around messaging for Dr Pepper, “Dare to discover a unique taste,” by having “Suelta La Sopa” hosts, Jorge Bernal and Erika de La Vega, along with celebrity talent, try something “they’ve always wanted to do,” and encourage viewers to participate in a one-of-a-kind photo contest by daring to try something new with Dr Pepper. On-air promotion of “Atrévete A” will include integrated segments on “Suelta La Sopa,” where hosts and guest celebrities showcase their “dares,” as well as “Suelta La Sopa” “Daring Moments of the Week” editorial segments. In addition, the campaign will feature custom videos to air during commercial time and cross-promotional segments on popular Telemundo series “Un Nuevo Día,” “Titulares y Más” and “Ritmo Deportivo,” and on NBC UNIVERSO.As part of the multiplatform campaign, Dr Pepper will present an “Atrévete A” contest, launching on March 25, in which each segment will end by encouraging fans to submit a photo of themselves with a Dr Pepper logo. Fans will be offered the option to share a link to the contest via their social networks, challenging their friends to taste the one-of-a-kind flavor of Dr Pepper, to have a chance for their photo to be featured on-air in an “Atrévete A” segment during “Suelta La Sopa.” The winner will be flown to Miami to perform their dare, on-air, on the set of “Suelta La Sopa.”The fully integrated campaign will be presented by Dr Pepper within the “Suelta La Sopa” page on Facebook and Telemundo.com, with custom branded digital content, photos from the on-air segments and a branded iFrame for contest submissions.

  • Taco Bell

QjSaxWZ4_400x400“Routine Republic,” is Taco Bell’s new campaign from Deutsch. In the three-minute centerpiece ad below, McDonald’s affable but creepy mascot is reimagined as a sunken-eyed Stalinist clown (though perhaps bearing closer resemblance to Mao). He rules over a small army of look-alikes and an oppressed proletariat in a decrepit, cloistered city with a beefy security apparatus. Run-of-the-mill breakfast sandwiches are his preferred method of subjugation.Taco Bell, meanwhile—aided by “Blitzkrieg Bop”—is the champion of non-conformists, who simply want hexagonal, instead of circular, breakfast foods. The spot even delivers the added gut punch of twisting McD’s promise of happiness. Below the spot:



Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 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!

Join us at PORTADA Mexico!


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.

  • Heineken USA

descargaThis year, Heineken USA’s “Beers of Mexico” seasonal Fiesta pack will include Dos Equis AZUL, a limited edition blend of signature golden wheat lager and blue agave. The variety pack will also contain Dos Equis Lager, Tecate and Sol.Beers of Mexico will be supported by seasonally relevant cross-merchandising offers (where legal) revolving around Cinco de Mayo and other occasions. Channel-specific initiatives include IRCs (instant redeemable coupons) and MIRs (mail in rebates). Custom POS and a 10-case cross-merchandising stacker will provide shoppers with convenient, one-stop shopping and give retailers handy, out-of-section merchandising solutions. Ryan Thompson, brand director for Dos Equis, Heineken USA, says Beers of Mexico satisfies consumers’ growing interest in Mexican brews. According to Nielsen, variety packs have more than doubled retailer profits over the last five years, with Beers of Mexico growing three times faster than the variety pack segment and faster than any other Top 10 Variety Pack on the market.The Beers of Mexico program runs February through July 2015.

  • Wells Fargo

N5L2uOTF_400x400According to a recent Wells Fargo & Company survey (PDF)*, 78 % of Americans want to learn more about money management with 53% of respondents specifically wanting to learn more about credit. To help fulfill this need, the company today announced the launch of Path to Good Credit, a series of interactive websites that offer consumers information about building and improving their credit. Path to Good Credit allows consumers to navigate through quizzes, videos, tips, and infographics that illustrate how good credit can help them succeed financially.The new Path to Good Credit websites are free and offer:Interactive videos, tips, infographics and quizzes, in English and Spanish, that allow consumers to test their knowledge and learn ways to build and rebuild their credit.User-friendly content available via mobile devices for on-the-go lifestyles.Key topics and tips on how to build and rebuild credit, like making minimum payments on time for every account and the importance of reviewing their credit report regularly to check for any incorrect information.Clarity on common misconceptions about rebuilding credit, including the need to keep using credit even if a person has had credit trouble in the past.The new sites join an existing Path to Good Credit site, launched in late 2014, that was designed to help millennials understand credit.

  • ADT-Doner

descarga (2)In June, chief marketing officer Jerri DeVard moved ADT’s creative business back to Doner after only eight months with Arnold. Now Doner’s first work for the security mammoth has been released, featuring actor Ving Rhames as the brand’s first spokesman. The new campaign, which has three spots so far, leans on Rhames’ tough-guy image seen in films like the Mission Impossible series and Pulp Fiction. One spot in particular shows Rhames guarding a home in all sorts of weather conditions. The ads’ messaging also focuses on the technological advances that the Boca Raton, Fla.-based brand has made. The 140-year-old security brand had a 16-year relationship with Doner as its lead creative shop before moving to Arnold.ADT’s annual media spending is estimated at US$75 million.Below, one of the spots:


  • Spotify

9jWq0noU_reasonably_smallSpotify has hired Dentsu Aegis digital shop 360i to handle its entire U.S. media account, including planning and buying.The music-streaming service is shifting the business from incumbent Starcom, owned by Publicis Groupe. However, Starcom will continue to support buying in France and the U.K. The move goes along with a digital-oriented strategy for the popular music site.Spotify spent under US$10 million on domestic measured media in 2013, according to Kantar Media.media clients include the entire media account for Pernod Ricard.

  •  Hard Rock

F3IbyfA-_reasonably_smallHard Rock International has selected New York-based agency The Fearless Group as its media-buying agency of record for 2015.The Fearless Group will provide strategic analysis and implement advertising buys in the digital and mobile media space for the brand, including both its cafe and hotel businesses.Hard Rock spent about us$19 million on ads in 2013 and approximately US$13.3 million in the first nine months of 2014, according to Kantar. Hard Rock International operates 198 venues in 63 countries, including 152 cafes, 21 hotels and 10 casinos.The addition of The Fearless Group rounds out an agency team that includes The Zimmerman Agency, which handles global public relations efforts for the Hard Rock Hotel and Casinos and Coyne PR, which handles global public relations efforts for the brand and Hard Rock Cafes.

  •  Chrysler

u9dltiHF_400x400Automotive giant Chrysler has begun a digital agency review.In May 2010,the company named Sapient Corp.’s SapientNitro its digital agency of record, overseeing interactive duties for Chrysler, Dodge, Ram Truck and Jeep. The scope at the time included services such as interactive experiences, online advertising and site design and development, in addition to support for international websites, Chrysler corporate content and dealer initiatives.Sapient was acquired by agency holding company Publicis Groupe earlier this month, creating a Publicis.Sapient network overseeing other Publicis digital agencies. The network will defend the business.London-based Fiat Chrysler Automobiles, or FCA, owns Ram Truck, Dodge, Chrysler, Jeep and Fiat brands. It took shape in January 2014 after Fiat S.p.A., the automaker based in Turin, Italy, acquired 100% ownership of Michigan-based Chrysler Group. In regulatory filings, it said it spent US$2.79 billion, or 3.86% of worldwide net revenue, on global advertising in 2013.In the U.S., the Chrysler includes Chrysler, Dodge, Jeep and Ram. The company spent US$1.97 billion on total U.S. advertising in 2013, according to the Ad Age DataCenter’s last full year of available spending data. The company has also appointed independent shop Ignite to support social.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 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!

Join us at PORTADA Mexico!


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. 12  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!

NOTE: In last week’s Sales Leads Feature, we wrote that Orci is executing the digital media buys for the Honda Hispanic marketing campaign. That is wrong, MV42 is handling the social and digital media buys for Honda, not Orcí.

  • Oportun

Oportun, formerly known as Progreso Financiero, a mission-driven financial services company serving the credit needs of the growing Hispanic market, has announced the closing of a US $90 million equity raise.The financing round was led by Fidelity Management and Research Company. Morgan Stanley served as the placement agent for Oportun.Oportun charges lower fees and interest rates than widely available alternatives. Since its founding, the company has loaned over US$1.3 billion to more than 485,000 customers.The company announced in January that it will transition from Progreso Financiero to the name Oportun over the coming months as it shares the new name with customers and business partners. The name change will be completed by year’s end.

  • Dr Pepper

Ih3bg494_400x400Dr Pepper is boosting its marketing strategies to Hispanics consumers with a number of new or increased marketing programs including tie-ins with soccer star Hector Herrera. Larry Young, chief executive of Plano-based Dr Pepper Snapple Group, outlined several programs aimed at increasing his brands’ popularity among Hispanics.That includes bringing the Peñafiel brand of mineral waters from Mexico to more of the U.S. The drink, which comes in more than a dozen flavors, already is being sold in a few markets in six states including Texas, California and Illinois.The national rollout is expected to begin this month.During the summer, the company will launch a promotion featuring standout soccer players Tim Howard of the U.S. and Herrera of Mexico. The program will include retail displays with ties to the CONCACAF Gold Cup. The company also plans to give “7Up a face-lift that speaks directly to the Hispanic millennial consumer.”Another large marketing program aimed at a broader audience will feature characters from the Avengers movie on cans of Dr Pepper, Diet Dr Pepper, Dr Pepper Ten Cherry and Dr Pepper Diet Cherry. In 2014 the company spent US$473 million on marketing, advertising and sponsorships.Revenue for the year was US$6.1 billion, up from US$6 billion a year ago. (Read a prior article on Dr. Pepper’s Hispanic Marketing strategy).

  • HSN

lcR1bVlC_reasonably_smallMulticultural marketing agency, XL Alliance, will help interactive entertainment and lifestyle retailer, HSN, to expand its reach among America’s fastest growing consumer segment, the multicultural market.The partnership aims to accelerate one of HSN’s strategic objectives, which is to increase the brand’s relevancy by serving the needs of multicultural consumers, primarily Latinas and their families with great products and lifestyle content at a great value. In its new role, XL Alliance will execute a first-time integration of multicultural holidays and celebrations, into HSN’s mainstream programming, merchandising and digital properties. The agency will also develop cross-cultural vendor programs, facilitate total market talent partnerships, and support the curating of merchandising. To further personalize offerings that meet the lifestyle needs of diverse audiences, XL Alliance will implement targeted shopper and CRM strategies with a top-down championing of cultural competency and integration across all functional groups. The new efforts will continue to amplify and maximize HSN’s established partnership with Univision to have “through-the-line” awareness and engagement of the Hispanic audience.

  • Macy’s

Carat is Macy’s Media Agency.5c17fc87efe78e79be51dbbdbc71976a_reasonably_small The retailer is realigning its organization:




H07MNeT1_reasonably_smallMaria Cristina Rios, Director of Multicultural Media Strategy will shift to the role of Director, Consumer Segments – Multicultural. Her role will solely focus on creating strategies to retain and attract new multicultural customers and will report into Customer Analytics.

The responsibility of multicultural media strategy will shift to Linda Tran, Director of Magazine & Multicultural Media Strategy.

Tamara Weston, National Multicultural Marketing Manager, will stay in media in her current role and will now report to Linda Tran as a part of the new structure effective as of February 9.

  • Wells Fargo

N5L2uOTF_400x400Wells Fargo is in the midst of a review to consolidate its media- agency business through one of its primary partners, Omnicom (OMD) or IPG (UM).A decision is expected in late April.The move comes almost a year after Wells Fargo replaced longtime creative agency DDB with its Omnicom sibling shop BBDO after a review. At the time, the company said MRM will continue to lead digital creative, while OMD and UM will continue to serve as media agencies. Omnicom supports traditional media, and UM has handled digital media.Los Angeles based Acento Advertising handles Hispanic media. Wells Fargo is the 70th largest advertiser in the U.S., spending a total of US$610 million in 2013 on advertising and promotion, according to its 10-K. The company spent US$170 million in U.S. measured media in 2013,according to the Ad Age DataCenter, with more than half devoted to network TV, cable TV and digital display.

  •  Montejo

descarga (3)Montejo and Mexican rock band Maná have announced an official partnership that will make the Mexican lager the official Mexican beer sponsor of Maná’s nationwide concert tour set to begin in June 2015. This announcement comes on the heels of Montejo’s recent entrance into the United States in late 2014.As part of the official partnership with Maná and Montejo, additional sponsored activities will include: branded VIP areas at each concert stop, a consumer promotion where one fan will win a one-on-one experience with Maná, branded visibility in Maná music videos and a live concert event set to take place at a brewery in Mexico later this year.

  •  Boehringer Ingelheim

descarga (4)Boehringer Ingelheim Pharmaceuticals, Inc. (BIPI) has announced the launch of ‘Cuida tu Don,‘ a national public awareness initiative featuring legendary entertainer Mario Kreutzberger, better known as ‘Don Francisco.’ Kreutzberger, who has type 2 diabetes, will serve as an ambassador for the initiative and encourage Hispanics with type 2 diabetes to live a lifestyle conducive to staying healthy. ‘Cuida tu Don,’ translated as ‘Take Care of Your Gift,’ is aimed to engage, educate and inspire Hispanics with type 2 diabetes and their families. The initiative provides resources and information in three key aspects of diabetes – nutrition, fitness and treatment options – to the estimated 3.2 million Hispanics in the United States with the disease.One of the main areas of content on ‘Cuida tu Don’ is the webisodes in which Don Francisco, known for his candid interviews of celebrities, conducts an in-depth interview with a person living with type 2 diabetes. The website also shares videos with tips and advice from various experts like a fitness trainer, a nutritionist and Dr. Luis Salmun, executive director of health sciences executives at BIPI.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 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!

Join us at PORTADA Mexico!



Mariela Ure is SVP Hispanic segment strategy lead for Enterprise Marketing at Wells Fargo. She is responsible for leading the company’s efforts in delivering products and services that meet the needs of the rapidly growing Hispanic market. Mariela oversees segment-specific strategies, the development of business and marketing plans, and defines the company’s priorities to maximize service to Hispanic communities nationwide. Wells Fargo recently partnered with Telemundo for the “Conversemos de tus Finanzas” Campaign. Ure talked to Portada about the details of the “Conversemos de tus Finanzas” effort as well as about other Wells Fargo initiatives in the sports marketing realm.

Portada: Can you please explain the different elements of the Telemundo “Conversemos de Tus Finanzas” campaign? What media was used, what content marketing and PR effort?
Mariela Ure SVP, Hispanic Segment StrategyMariela Ure, SVP and Hispanic Segment Strategy Lead, Wells Fargo:
 “I’m excited to share that Wells Fargo recently collaborated with Network Telemundo for the “Conversemos de tus Finanzas” – a financial literacy campaign specifically designed to empower Hispanics and help them reach their financial goals. The campaign includes informational vignettes and customized content on money management and credit featuring “Un Nuevo Día” hosts Rashel Diaz and Diego Schoening. The campaign is anchored by custom segments on “Un Nuevo Día,”sponsored financial segments on “Al Rojo Vivo” and “Noticiero Telemundo,” social media engagement and a dedicated online page with 30-second web spots hosted on Telemundo.com’s finance section. Wells Fargo also offers online resources, including Mi Guia Financiera and El Futuro en Tus Manos, that provide tools and resources on how to create a budget, manage finances, obtain and build credit, and more. The marketing and public relations efforts supporting the program include a public awareness campaign that includes national trade and consumer media outreach, an audio news release in key Hispanic markets and an amplified social media conversation through a blogger influencer program.”

What agencies (creative, media and PR) were involved in the effort?
 “All creative materials for the platform were created by Telemundo with the guidance of Wells Fargo’s advertising team and Hispanic agency, Acento. The campaign was supported by public relations efforts led by Wells Fargo’s communications team and multicultural public relations agency Golin in collaboration with the Enterprise Hispanic Segment strategy team.”

What have been the results so far?
M.U.: “
While we still have a bit to go before the collaboration ends, we are seeing great results across the board. We know our customers are benefiting from this collaboration and the tools and resources we are providing is what matters most to us.”

Has there been an uptick in the amount of visits to Wells Fargo’s Spanish-language site?
M.U.: “We have yet to finalize the results as the campaign is still in progress. However, our intent is to monitor the success of the campaign through all channels – mainly engagement with the tailored content on Telemundo.com’s finance page and through social media conversations. Our overall goal with this effort is to focus on helping the community have greater access to helpful and relevant content regarding their finances. We want to empower the Latino community to feel informed and prepared to enhance their financial health and reach their goals.”

How has the Wells Fargo Social Media Team worked around the “Conversemos de Tus Finanzas Campaign?”
M.U.: “The Wells Fargo social media team focused their efforts on engaging and partnering with Hispanic social influencers and bloggers to help amplify the social media conversation.The collaboration was also supported through Telemundo’s social media platforms including Telemundo’s Twitter pages and Rashel Diaz and Diego Schoening’s Twitter pages – mainly through a series of posts bringing awareness to the launch of the campaign.”

Our social media team focused their efforts on engaging and partnering with Hispanic social influencers and bloggers.

You are active in sports marketing, particularly in soccer? What are your latest plans in terms of sponsorships of major events?
M.U.:“Earlier this year, we announced a major sponsorship with the Mexican National Team and Major League Soccer (MLS). Soccer is a growing sport in the U.S. with a dedicated fan base. Wells Fargo is proud to support MLS, the Mexican National Team and the ‘beautiful game’ of soccer. We believe this is an incredible opportunity to connect with local communities and soccer fans across the country to share Wells Fargo’s passion for their financial success, as well as the sport of soccer. Interest and participation in soccer in the United States has been on a steady increase over the past 15 years. Not only have we seen a growth in participation in the sport in almost every metro market through youth and adult leagues, but due to recent broadcast deals and team expansion within MLS, the U.S. soccer fan now has direct access to more professional soccer than ever before. Major League Soccer, our country’s premier professional league, is leading much of this growth through team expansion and helping to support growth of the game at the grassroots level.”

 With the arrival of the millennial generation and the growing Hispanic population – soccer and MLS represent an unrivaled opportunity.

How do you measure ROI of your sports marketing sponsorships?
M.U.: “
For commercial partners such as Wells Fargo, we feel that the league offers us opportunities to engage with our customers and employees by sharing in the passion we collectively feel for the game. Additionally, with our country’s changing demographics – the arrival of the millennial generation of consumers and the growing Hispanic population – soccer and MLS represent an unrivaled opportunity for companies looking to market product and services to these fans.”

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 Kelley Eberhardt at 1-212-685-4441 or e-mail her at kelley@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • “Lo que nos hace fuertes”

mlAmerica’s milk companies have launched “Lo que nos hace fuertes“, the new multi-million dollar, cross-platform campaign which is an Hispanic adaptation to the general market “Milk Life” campaign.”Lo que nos hace fuertes” aims to educate the Hispanic community about the nutritional contribution milk makes to the Latino diet by bringing to life how Hispanic families and individuals who include milk’s protein at breakfast make the most of every day.The campaign includes print, TV and digital advertising, consumer and retail promotions, public relations and social media. The first 100 Instagram (@SiempreLeche) followers will be entered for a chance to win free milk for a year. Hispanic audiences can visit www.FuertesConLeche.com, where they can join the Hispanic community that makes a point to be Strong with Milk (Fuertes con Leche) and explore recipes and tips from celebrities and registered dietitians. Milk Life Lo que nos hace fuertes invites audiences to follow the campaign using Siempre Leche (Always Milk) on Facebook, Twitter, and Instagram.People will be able to share their own stories about how to “Milk Life” and view videos from other moms revealing how they make milk part of their family’s life.

  • Wells Fargo

wfWells Fargo is partnering with the National Urban League and the U.S. Hispanic Chamber of Commerce (USHCC) to host a series of small business seminars and workshops nationwide on topics such as: starting a business, access to capital, advice for young entrepreneurs, marketing, and social media strategies. The program is part of Wells Fargo’s annual Small Business Appreciation Celebration. The joint program will provide educational resources and offer additional support for local programs benefiting diverse small business communities, like the National Urban League’s Entrepreneurship Centers  located in various cities in the U.S. In addition, Wells Fargo also introduced a broad multi-year initiative, Wells Fargo Works for Small BusinessSM, to deliver guidance and services to help small businesses achieve financial success. The initiative includes WellsFargoWorks.com and the Wells Fargo Works Project, an online video series, and a national contest where small business owners can compete to win US $25,000 along with mentorship and tailored solutions for their business. Along with this initiative, Wells Fargo announced a goal to extend US $100 billion in new lending to small businesses by 2018.

  • “Johnson & Johnson”

Johnson & Johnson has moved its $1 billion-plus U.S. media buying account to OMD from Interpublic’s J3, a J&J-dedicated unit of UM, the company said. J3 will continue to handle media planning,

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441

Social Media and its integration with digital and off-line marketing continues to be one of the main opportunities and challenges for marketers. In fact, Social Media Marketing is changing the way major brands advertise. Portada talked to the CMO’s of Chrysler and Wells Fargo and asked them how they go about it.  How can America’s largest companies have a spontaneous voice in the midst of corporate bureaucracy? Is there really a need for their brands to be always on? What Wells Fargo, CMO, Jamie Moldafsky and Chrysler CMO Olivier François have to say. (Both executives will be speaking at AHAA’s upcoming Annual Conference next week).

Jamie Moldafsky
Jamie Moldafsky, CMO, Wells Fargo

Wells Fargo has invested substantially to set up its Social Media Marketing unit. Wells Fargo’s CMO Jamie Moldafsky, tells Portada that the financial services company has  “made a significant investment in social media marketing over the past 5 years. Since then the social media team has helped us listen to and evaluate the voice of the customer very quickly and effectively.” “In the past 18 months we established new policies and processes, engaged partners and people, and launched new platforms to move from social test/learn to having a robust social business. We have a hub and spoke model where an enterprise team develops the capabilities, accelerants and guardrails for the company to follow.”

Wells Fargo has a team of more than 75 social practitioners that meet regularly across all of our businesses to build and support our social media content and programs.

Moldafsky adds that “in 2013, we significantly increased engagement, fans and followers and have seen improvements in sentiment by integrating and moving toward a socially engaged business. We’re excited about the engagement we’ve experienced so far.”  We have a terrific team of more than 75 social practitioners that meet regularly across all of our businesses to build and support our social media content and programs. Social media also allows us to spread our marketing messages very quickly and effectively, particularly when integrated into our marketing campaigns. When our millions of fans tell their friends that they like our vehicles, that helps change perception more than anything else.”

In a different sector, automotive, Chrysler also is putting a substantial amount of resources into social media.”At Chrysler Group, we know that our brands and each nameplate appeal to different people for different reasons, and our social media strategy is a reflection of that. We have the ability to talk to people of different ethnicities, but also different life stages, different interests and we use social media to listen to and have conversations with them. The brand voice and tone in social media is consistent with our other marketing channels,” says Chrysler CMO Olivier Francois.

Do Brands have to be always on?

Is there really a need for brands to be always on? How do Chrysler and Wells Fargo answer this question?”The real time feedback is very insightful. We feel that we need to be where our consumers are whenever they need us. As such, we moderate social conversations 24/7, through established social media command centers on both coasts (Charlotte and San Francisco) and a small team presence in Asia,” says Wells Fargo’s Moldafsky. She points out that as , Wells Fargo continues to increase its speed to market, responsiveness and relevance in the market, “we will continue building out relevant capabilities to meet our customers in the channels they prefer.”

You may have seen how quickly our Ram social media team moved when Jimmy Fallon said he was shopping for a new truck on The Tonight Show.
Olivier François
Olivier François, CMO, Chrysler

Should a brand like  Chrysler be “always on”?   “Social media is always on, and it certainly doesn’t stay contained to work hours,” says Chrysler’s François.  As an example he cites the Ram social media team:”You may have seen how quickly our Ram social media team moved when Jimmy Fallon said he was shopping for a new truck on “The Tonight Show” a few weeks ago.  Via Twitter, Ford and GM suggested he look at their vehicles. Ram did the same thing, but took it a step further by Tweeting a challenge, bringing a Ram truck to his studio to test drive, collaborated with key brand partners to help spread the word with a unique hashtag, and ultimately getting an on-air mention. Speed and flexibility are key in leveraging real-time opportunities. But François also cautions that there is a need to be selective when it comes to directing social media resources: “Brands still need to be strategic on how they allocate their resources. Being on 24/7 to cover every social property is a huge investment in resources. Brands need to be strategic in how to provide the most coverage and make the most impact.”

Wells Fargo’s Jamie Moldafsky and Chrysler’s Olivier Francois will be speaking at AHAA’s upcoming Annual Conference in Miami’s Eden Roc Hotel  on April 28-30th, 2014.


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.

  • Wells Fargo

Wells FargoWells Fargo announced it will sponsor the Mexican National Soccer Team for the team’s annual U.S. Tour building on the company’s July 31 announcement of a national sponsorship of Major League Soccer (MLS). Sources at Wells Fargo tell Portada that it negotiated the terms directly with Soccer United Marketing/FMF (Federacion Mexicana de Futbol), with input from their agencies. Annual activation and media plans will be determined year to year throughout the course of the agreement. (For more information read today’s Interview with Mariela Ure, SVP Hispanic Segment at Wells Fargo).

  • Ford Mustang

Ford is launching ‘Mustang Countdown,’an online video series to throw the spotlight on the legendary sports car and the culture that has formed around it all across the globe, and to continue the celebration leading up to the 50th birthday of the car on April 17, 2014. JWT is implementing the campaign which is centered at Ford Mustang’s YouTube channel . The campaign will last until the 50th birthday of the car on April 17, 2014.

  • Time Warner Cable

Time Warner Cable launched a series of national Spanish-language TV spots to celebrate the road to the 2014 soccer World Cup in Brazil, Multichannel reports. The “Every Fan Counts” (“Cada fan cuenta”) campaign targets U.S. Hispanic customers in general but particularly those cheering for Mexico, Argentina and Brazil. The campaign, which focuses on customer acquisition and upgrade, is currently running across Spanish-language broadcast networks, including Univision and Telemundo.

  • Corona Extra

Corona Extra and pop singer Marc Anthony are coming together for the U.S. leg of the multiple (Latin) Grammy Award-winner’s “Vivir Mi Vida” world tour. The nine-city tour will start on Aug. 23 in Miami, with Corona as the official beer sponsor. The sponsorship includes an array of elements to support the brand at retail and at the concerts, including pouring rights at each venue, retail point-of-sale, event signage, brand inclusion in concert promoter media outreach. (Corona is a Crown Imports brand. John Alvarado, Senior Director  Brand Marketing at Crown Imports, will be one of the main speakers at Portada’s Seventh Annual Hispanic Advertising and Media Conference in New York next month on Sept. 26.)

  • Macy’s

The Cincinnati-based retailer said sales in the second quarter of 2013 slid 1% to US $6.01 billion. On a comparable-store basis, sales also receded 1%.“Second quarter sales performance was softer than anticipated,” says Terry J. Lundgren, Macy’s, Inc. chairman and CEO, in its release, “and we are disappointed with the results. Our performance in the period, in part, reflects consumers’ continuing uncertainty about spending on discretionary items in the current economic environment. After a cool spring, we have taken appropriate markdowns and customers are responding favorably.” The company, which says it is intensifying second-half marketing spending as a result of the softer sales, adds that it is encouraged by its early take on back-to-school sales as well as stronger spending in women’s ready-to-wear category.

  • Taco Bell-Doritos Locos/Fiery

Taco BellTaco Bell last week revealed the third flavor in its Doritos Locos Tacos menu line: Fiery. The Irvine, Calif.-based division of Yum! Brands Inc. said the follow-up to the Nacho Cheese and Cool Ranch Doritos Locos Taco flavors will be available nationwide on Aug. 22. The company said the Fiery DLT launch will be supported by television, in-store point-of-purchase materials and radio advertising, staring Aug. 25, as well as the digital and social media activity already underway.

  • Jell-O 

To boost declining popularity and sales, Kraft is shifting directions by scrapping its adult targeted advertising and focusing more on families, Ad Age reports. Kraft will double its previous Jell-O marketing spending on a new campaign that will include TV, print and digital. The tagline of the new campaign is “Fun Things Up.”

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Last week Wells Fargo announced it will sponsor the Mexican National Team for the team’s annual U.S. Tour building on the company’s July 31 announcement of a national sponsorship of Major League Soccer (MLS). Portada talked to Mariela Ure,  SVP of Wells Fargo’s Hispanic Segment Strategy, on these recent sports marketing endorsements.

SoccerPortada: Would you characterize the alignment with the Mexican Soccer U.S. Team as a Total Market strategy? We understand this is not only about reaching U.S. Hispanic consumers right?
Mariela Ure, SVP Hispanic Segment Strategy, Wells Fargo.: 
“Wells Fargo is seeking to reach all soccer fans across the United States. Soccer is very popular worldwide and now one of the fastest growing sports in the U.S. This is a great opportunity to introduce and strengthen the Wells Fargo brand in the minds of soccer fans. These fans are passionate, loyal and community oriented qualities that Wells Fargo and our team members share and embody everyday as we seek to help our customers succeed financially.”

When it comes to the Hispanic consumer, we understand that Wells Fargo is primarily trying to reach Hispanic Small Business Owners. In what way does this sports marketing initiative help achieve that goal or does this strategy also want to reach more the Hispanic consumer?
M.U.: “Our sponsorship of MLS provides a national platform for brand, product and community marketing to the estimated 90 million U.S. soccer fans, including not only fans of soccer across all communities but also two important customer segments – Millennials and Hispanics. With our coast-to-coast presence, the time was right for Wells Fargo to invest in a national sports marketing sponsorship that allows us a unique platform for engaging new and existing customers, increasing our overall brand consideration and continuing to support community initiatives in the communities where we have customers and team members.”

This provides an incredible opportunity to to engage with soccer fans and show them we are as passionate about their financial success as they are about their team.

What media buying are you doing in conjunction with the Mexican National Soccer US Tour sponsorship?
M.U.: “We are actively pursuing the opportunities that come with our sponsorship of both MLS and the Mexican National Team. We launched our support of FMF at their game against Ivory Coast on August 14 at MetLife Stadium in New Jersey.  The first activation of the MLS sponsorship took place during the 2013 MLS All Star Game in Kansas City on July 31 aired on ESPN2 and UniMas. This included use of the LED Field Boards, other in-stadium advertising and participation in the MLS WORKS Community MVP award ceremony during half time. We continue to explore the best ways to connect with soccer fans across the U.S., including through community support activities and brand advertising. Annual activation and media plans will be determined year to year throughout the course of the agreement.”

We understand Acento is your Hispanic media buying and planning agency right?
M.U.:  “Yes. As is the nature for our integrated marketing model, we work with Acento and other partners to best execute on important initiatives like our sponsorships of MLS and FMF. In this case, Wells Fargo negotiated the terms of the agreement directly with Soccer United Marketing/FMF, with input from their agencies.”

Unilever has a similar strategy sponsoring the Mexican National Team. How does the Wells Fargo’s strategy differentiate itself?
M.U.:  “Wells Fargo is not only the sponsor of the Mexican National Team for their U.S.-based soccer matches, but also the exclusive retail banking and commercial lending sponsor of Major League Soccer (MLS) which provides an incredible opportunity to engage with soccer fans and show them we are as passionate about their financial success as they are about their team. In addition to the sponsorship Wells Fargo is working together with MLS on community support programs, including the MLS Works Community MVP program. One Community MVP is selected to represent each of the 19 MLS clubs based on their efforts in the areas of social issues, health issues and community service.”

Wells Fargo  announced the sponsorship of the Mexican National Team for the team’s annual U.S. Tour, beginning with yesterday’s game against Ivory Coast at MetLife Stadium in East Rutherford, N.J. The sponsorship further establishes Wells Fargo’s commitment to supporting soccer in the U.S., building on the company’s July 31 announcement of a national sponsorship of Major League Soccer (MLS). Both agreements run through 2016. Sponsorship of sports events is a big line item in the marketing budgets of major marketers. Particularly, those soccer oriented ones, which according to some estimates make up more than 60% of global sport marketing budgets.  Earlier this year CPG giant Unilever announced it is  expanding its sponsorship deal with the Mexican National Soccer team for three more years until 2015.

“Soccer is a growing sport in the U.S., with a dedicated fan base, and Wells Fargo is proud to support MLS, the Mexican Wells FargoNational Team and the ‘beautiful game’ of soccer,” said Jamie Moldafsky, Wells Fargo Chief Marketing Officer. “We believe this is an incredible opportunity to connect with local communities and soccer fans across the country to share Wells Fargo’s passion for their financial success, as well as the sport of soccer.” Through its sponsorship of the Mexican National Team, Wells Fargo secures a second national soccer platform to introduce and strengthen the Wells Fargo brand in the minds of the 90 million soccer fans across the U.S. The agreement also allows Wells Fargo and the Mexican National Team to work together on philanthropic and community programs during the team’s annual U.S. Tour.

MLS Sponsorhip

Wells Fargo unveiled its support of soccer during the 2013 MLS All-Star Game in Kansas City, KS.  These community programs complement similar efforts within MLS, where Wells Fargo is a presenting partner of the MLS WORKS Community MVP program, recognizing individuals who go above and beyond to make a difference in their communities. Each year, one Community MVP is selected to represent each of the 19 MLS clubs across North America. During the 2013 MLS All-Star Game, Bobby Samra, the 2013 grand prize winner, was presented with a $20,000 donation from Wells Fargo and MLS WORKS to help support the charity of his choice.

“We are excited to welcome Wells Fargo to the soccer family,” said Kathy Carter, President of Soccer United Marketing. “Soccer fans are passionate, loyal and community-oriented – qualities that Wells Fargo and their team members share and embody everyday as they seek to help their customers succeed financially.”

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