descarga Online payments service PayPal recently acquired money transfer company Xoom, for US $890 million.The acquisition is aimed  at expanding its digital payments business before splitting from parent, eBay. Portada talked with Julian KingSr. VP Marketing & Corporate Development at Xoom (photo), about the acquisition and its implications for Xoom’s substantial Hispanic customer base and Hispanic marketing.

Portada: How do you see Paypals Acquisition of Xoom impacting the way Xoom operates in the Spanish and Portuguese speaking world?

Julian King: “We believe the transaction will bring tremendous benefits to Xoom, including access to PayPal’s massive global network and their installed base of 68 million active customers in the United States. With this, Xoom hopes to be able to efficiently grow its global footprint faster and with less execution risk and accelerate active customer growth through greater penetration of current markets and horizontal expansion into new markets.”

Portada: Will Xoom be integrated into the Paypal brand or remain independent?

Julian King: “Xoom will operate as a separate service within PayPal, and you can expect business as usual.”

Portada: How will the acquisition impact Paypal’s and Xoom’s marketing towards the U.S. Hispanic population?

Julian King: “We are pleased with the benefits and opportunities that will come from being part of a larger, global organization, expanding our ability to deliver the best possible experience for our customer. In the future, however, with the added benefit of having access to the resources and support of an industry-leading company like PayPal, we plan to innovate and bring feature improvements to our products faster.”

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

Heritage of conscious consumption

NielsenNielsen celebrates “conscious consumers” during Hispanic Heritage month, with vignettes of real consumers appearing every Monday on its Multicultural YouTube channel from September 15 through October 15. The series features responsible shoppers, that is, ones who research companies prior to making a purchase and who are social change agents for their communities. The videos include interviews with featured consumers, scenes from their daily life and stats from Nielsen. The public is encouraged to take part in the conversation by using the hashtag #ConsciousConsumer.

Hispanics like digital

Another item in the not-so-late-breaking news department: The YuMe and SMG Multicultural survey finds US Hispanics are an emerging force in digital video interaction. Okay, we knew that, but stats to back it up are always welcome. According to the survey of 12,100 consumers, Hispanic households spend 68 percent more time watching digital videos compared to non-Hispanics. For a meatier take, read Carolina Re’s interview with the YuMe research team. You can download the whole research report here.

Targeted videos increase engagement 4.5X

Here’s an eye-opening stat: According to Nicholas Segura, owner of Somos marketing agency, when he produces and publishes videos for clients, their nonpaid, organic engagement goes up 450 percent per video. Segura talked to the Kansas City Star about why the total market approach won’t work.

XoomXoom Campaign Highlights Customer Stories

Digital money transfer service Xoom launched a new campaign with two TV spots. The Spanish-language campaign highlights the reliability and convenience of its service for sending money abroad.

YaVeo aims at mobile Millennials

DirecTV is lining up content for a new, over-the-top service aimed at Hispanics – and it’s just inked a deal with Univision, according to Reuters. The online video service, to be called YaVeo, will be aimed at digital-video hungry Millennials.

Content connection

Camille Padilla Dalmau gives the five best tips for content marketing to Hispanics. While they’re not surprising, they can’t be reiterated enough, can they?

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

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

  • TAJÍN International 

Tajin Photod expósito & Partners has been named as the US agency of record for the total market for TAJÍN International Corp., a company that produces fruits and vegetable seasonings in the U.S. and Mexico. D’Exposito  will provide services for all assignments in the general and Hispanic markets. In 2013, d expósito & Partners provided media planning for TAJÍN in partnership with the Redbean Society.Redbean will continue as  a strategy consultant in 2014.

  • RadioShack

Radio ShackRadioShack is launching a new marketing campaign this week under the“Do It Together (DIT)” tagline.  The campaign will be based on consumer experiences that have differentiated RadioShack and create an emotional connection with its’ associates. RadioShack ushered in the company’s new brand positioning with a 30-second ad featuring ’80s icons during last night’s Super Bowl. The ad is ment to shed outdated perceptions of the brand for consumers in need of a reintroduction to RadioShack.  The spot opens in a throwback RadioShack store; an associate receives a warning phone call before familiar ’80s personalities, including Hispanic celebrity Erik Estrada. In an effort to continue “clearing out the ’80s” and celebrate #InWithTheNew, RadioShack is also hosting a 24-hour sweepstakes via Twitter, which launched in line with our Super Bowl ad.The campaign continues this week and will also target the Hispanic market with Spanish ads being featured in outlets such as Telemundo and Univision, as well as digital print and in-store promotions. Latinworks is RadioShack’s media buying agency. According to Kantar Media, Radio Shack spent $88 million on measured media in 2012. For the first nine months of 2013, the company spent $42.8 million on measured media.  (Read our just published Interview with Javier Figueroa, Director of Integrated Marketing at Radio Shack).

  • Abott (Republican Gubernatorial Candidate in Texas)

Republican gubernatorial candidate Greg Abbott launched a Spanish-language website, targeted at Hispanic voters. The website sees a new version of his campaign logo: Abbott Para Gobernador. Abott’s campaign also introduced a Spanish-language Twitter accout. Abbott and his expected Democratic opponent, Wendy Davis, are both courting the Hispanic vote in a state that’s reliably Republican despite its growing minority population, which tends to identify with the Democratic Party. The gubernatorial hopefuls have both made campaign stops in South Texas and appeared on Spanish-language television, but the Abbott campaign’s Spanish-language website is the first during this election cycle.

  • Xoom

Xoom Corp.,the digital money transfer provider, introduced three new TV commercials for the U.S. Hispanic market. The ads, targeting the Spanish-language audience, began airing on major Spanish-language TV in January and all speak to the message of mobile convenience.

  • Harley Davidson

Harley DavidsonThe 111-year-old motorcycle manufacturer announced Thursday that its fourth-quarter earnings were up about 10 percent compared with a year ago As its core customers age, Harley has diversified its marketing strategy by broadening its product appeal to women and Hispanic, black and younger riders. Maripat Blankenheim, director of external communications for Harley, said the company hired Mark-Hans Richer as chief marketing officer several years ago. Richer’s focus: pumping up sales by broadening the company’s reach. Looking at ways to introduce the brand to those key areas, Harley took a more aggressive stance in getting more people into dealerships.

  • WalMart

Walmart plans to close its one Más Club membership warehouse store that is located in Houston.The store at 8711 North Freeway carries more Hispanic-themed merchandise than does a traditional Sam’s Club, according to the Houston Chronicle. The store will close Feb. 7, Walmart’s director of communications Anne Hatfield said. Más Club opened as a test format in 2009, she said, and Walmart came to realize that it made more sense to incorporate its best working elements, including some of the merchandise, into traditional Sam’s Clubs in Houston and throughout the United States, the report said. There are six Sam’s Clubs within a six-mile radius of Más Club. The store’s 153 associates will be able to find work at an area Sam’s Club or Walmart, Hatfield said.

Read previous issues of Sales Leads!

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


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

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.

  • Kohl’s

Retailer Kohl’s is adding an emotional component to it’s holiday marketing campaign. A new ad that broke yesterday features a couple decorating their elderly neighbor’s apartment for the holidays while she’s out. Michelle Gass, Kohl’s chief customer officer, told Adage that a “a pure brand spot that really spoke to the insights and spirit of the holiday and spoke to our emotional connection [with consumers] and values.”Ms. Gass also said Kohl’s will reach more households this season and is broadening its reach to include a younger audience. Specifically, the retailer is adding morning TV to its media buy. The budget for the holiday campaign will be “comparable to last year, but more effective,” Ms. Gass added. Kohl’s spent $129 million on measured media during the fourth quarter of 2012, according to Kantar Media. Peterson Milla Hook  handled the campaign. Kohl’s does not currently have an agency of record.


Eight months after investing more than $1 million on Hispanic marketing initiatives in Phoenix, NASCAR plans to expand its Spanish-language advertising efforts into key markets such as Texas, California and Illinois, Sports Business Journal reports.

  • Heinz

HeinzFood and condiments marketer H.J. Heinz is conducting a global media agency review, according to sources.
Heinz reported total advertising expenses (including production and communication costs) in 2012 of $442 million, up from about $370 million in 2011. In the U.S. Heinz spent $50 million on measured media in 2012 and a little more than $26 million in the first half of 2013, according to Kantar. Cramer-Krasselt handles creative and media duties in the U.S.

  • Xoom

Xoom Corporation a leading digital money transfer provider, has introduced two new television commercials for the U.S. Hispanic market as a part of the “Better Way” campaign launched in 2011. “No Hablo Español” and “Roulette” are the latest television ads from Xoom targeting the Spanish-language audience. The commercials are running on major Spanish-language television through the end of the year.

  • Jaguar

JaguarLuxury carmaker Jaguar begun a month-long ad campaign on Sunday with spots in NFL games and on BBC America promoting its coming F-Type Coupe, hitting dealers next April. Included in the campaign is a  a 30-second spot during the third quarter of Super Bowl XLVIII on Feb. 2. The “sophisticated” commercial (says Jeff Curry of Jaguar) was  created by in-house agency Spark 44 and directed by Oscar-winner Tom Hooper (The King’s Speech). Jaguar spent less than $40 million on U.S. media advertising last year. That compares to close to $1 billion spent by General Motors’ Chevrolet, which will have multiple Super Bowl spots. But Curry says “the little guy” wants to “disrupt” the auto universe and show off its brand to a wider audience.

  • Post Foods

Post Foods’ Honey Bunches of Oats(®) announced a new brand anthem in collaboration with up-and-coming pop duo, Domino Saints. The exclusive “Smile While You Shake It” music video is the cornerstone of a multi-tiered entertainment program fueled by the positive power of music and is rolling out simultaneously to both general and Hispanic markets.
Inspired by samba beats, the song and signature dance cleverly incorporate the cereal box and breakfast utensils as percussion instruments making it catchy and fun for families to adopt and make it their own.  National bilingual media, social media and website will invite and make it easy for bunches of everyday people to showcase their own versions of the dance, share it digitally, win prizes and be part of a morning music movement that will make America smile from coast to coast.

  • L’Oreal

L’Oreal USA announced that it has named Digitas as its new digital agency of record.Based in New York City, Digitas will be responsible for the digital media planning and buying for all the company’s brands. L’Oreal USA has been on an aggressive path in growing its digital business over the last several years as it continues to be an increasing part of its media mix. The 2013 L2 Digital Index(R) was recently released showing L’Oreal USA brands in the top three in beauty in the Genius Category. These included Lancome, Kiehl’s Since 1851 and L’Oreal Paris.

  • Legacy

Legacy, the non-profit anti-smoking organization, has selected WPP’s MediaCom as its new media agency for planning and buying, according to sources. Annual spending on the account going forward is estimated at between $50 and $60 million, Mediapost reports.
The reviews are being conducted in advance of “a significant effort to expand the campaign at a time when the US Food & Drug Administration and US Centers for Disease Control and Prevention will be in the marketplace with bold anti-tobacco mass media initiatives” Legacy stated in July. The incumbent on the media assignment was Omnicom’s PHD.

  • Spirit Airlines

SpiritAfter a review, Spirit Airlines announced that Barkley is the airlines new agency of record.The agency will handle brand strategy, advertising, digital media, public relations, point-of-sale and media planning and buying. New work is slated to launch in early 2014. The airline operates 250 daily flights to more than 50 destinations in the U.S., Latin America and the Caribbean. Spirit Airlines spent $1.3 million in measured media in 2012, according to Kantar Media and roughly $225,000 between January and June of 2013.

  • Clinique

Clinique consolidated its global digital account with 360i, following a review. The agency will produce creative content for Clinique’s owned and operated global digital channels across North America, Latin America, Europe, Asia-Pacific, Middle East and Africa. It spent US$ $135 million in measured media in 2012 and $60 million between January and June of 2013, according to Kantar Media.

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

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

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

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

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.


  • Thomas Nelson
    Thomas NelsonThe publisher and producer of Christian books, bibles and Videos is introducing a marketing campaign to promote the Spanish-language book “Francisco, el primer papa Latinoamericano” (by Mario Escobar) on the recently elected pope Francis I. The advertising promotional campaign starting on May 7th in the U.S. and Mexico comprehends:
    -Radio Interviews in key Markets (Miami, Puerto Rico, South Texas, Mexico, Los Angeles)
    – TV product placement (Morning Shows – Mexico, Miami, Puerto Rico, Los Angeles)
    – Online Ads (Adwords)
    – Online Ads (Yahoo, Univision)
    – Online Video Ads (Youtube and Pay per view content outlets)
    – “Francisco” will also be promoted through Thomas Nelson direct mailed catalogs.
    Thomas Nelson is the sixth largest American trade publisher and the world’s largest Christian publisher.


  • J3/Identity  Edwin Camacho is the new Group Media Director Multicultural Division at J3 Identity. The position was previously occupied by Malena Bustelo who left Identity last fall to join Carat as SVP Group Media Director, Multicultural.


  • Open English
    Open EnglishOpen English, the online and off-line English-language school originally founded in Caracas, Venezuela, is going to soon target prospects in the U.S. Hispanic market and Spain. Open English has already done substantial marketing and advertising in Latin America, including in Brazil where it is a top 15 cable Advertisers. Mario Cordon, Open English’s Chief Marketing Officer, will be speaking at Portada’s Latin American Advertising and Media Summit in Miami on June 4-5.


  • Absolut Mexico
    Absolut MexicoAbsolut Vodka is bringing its limited edition bottle design Absolut Mexico to the United States for the first time. The bottle debuted in Mexico last year. The release of Absolut Mexico is the latest limited edition offering from the vodka brand and pays homage to Mexican culture and multicultural heritage. This design was created in partnership with Dr. Lakra, one of Mexico’s most renowned contemporary artists and tattooists from Oaxaca, Mexico.  The work of Dr. Lakra has been featured in exhibitions and museums around the world, including the Museum of Modern Art, the Hammer Museum and the Walker Art Center.For Absolut Mexico, Dr. Lakra combines three legendary icons from ancient Mayan culture — Hurakan (Hurricane), Kukulkan (Serpent) and Balam (Jaguar) — and brings them to life on the Absolut bottle through a modern artistic lens that represents Mexico today.


  • Del Taco
    Del Taco has opened its first restaurant in Alabama, opening its doors on April 3 in Dothan, the Birmingham Business Journal reports.  The new Dothan Del Taco, located at 4700 W. Main St. in the Publix shopping center, features a 72-seat dining room, Del Taco’s new salsa bar and drive thru that will be open 24-hours.This is the first of 20 Del Taco restaurants planned by Del Taco franchisee and developer/operator Larry Blumberg & Associates which operates 68 hotels in 11 states, representing the Marriott and Hilton brands.  In addition to the first location in Dothan, Larry Blumberg & Associates is planning at least a dozen locations in Alabama including Huntsville, Montgomery, Birmingham and Tuscaloosa. In Florida, the company is planning locations in Tallahassee and Jacksonville. The Del Taco, menu includes Mexican offerings of tacos, burritos, quesadillas and nachos as well as American favorites like hamburgers, crinkle-cut fries and shakes. Del Taco also serves breakfast featuring a full line of breakfast burritos.


  • Goya  Foods and Beech Nut
    Goya Foods and Beech-Nut launch a unique joing line of authentic, nutritious latin-flavored babyfoods made with Hispanic moms in mind. The joint announcement was made by Beech-Nut President Jeff Boutelle and Bob Unanue, President of Goya Foods.“Our research shows that Hispanic moms have been waiting for just such an offering, which combines the authentic, traditional Latin flavors Goya is famous for with Beech-Nut’s nutritious, natural ingredients free of preservatives,” said Mr. Boutelle. “Our products are as close as possible to home-made, and that’s very important to Hispanic families.”“The Beech-Nut/Goya line of baby food offers mom the best of both worlds,” Mr. Unanue said.


  • Novartis
    Swiss drug maker Novartis is taking a sassy new tack to win converts to its oral multiple sclerosis  treatment, Gilenya. Its “Hey MS, Take This!” campaign shows patients sticking out their tongues with Gilenya capsules on them to show their willingness to fight back against the neurological condition. An image from a video ad from the Novartis campaign for its multiple sclerosis drug Gilenya. The campaign, which begun last week,  is aimed at younger people with multiple sclerosis, a chronic autoimmune disease with symptoms like fatigue, difficulty in walking and blurred or double vision. The campaign will be in national print outlets, including a half-dozen national magazines like People, Shape and Self, and on the Web sites of women’s magazine. A television-style online video will also be available on social media outlets.“MS strikes in the prime of life, and many patients use the Web and social media to connect,” said Dagmar Rosa-Bjorkeson, head of Novartis’s multiple sclerosis unit. “Many are now being diagnosed in their 20s and 30s, and early treatment makes the most impact, so we are trying to target those people who are active and digitally savvy.”Novartis is trying to set the Gilenya campaign apart from other pharmaceutical advertising.All such ads must conform to federal regulatory strictures that consumers receive balanced information that not only includes the drug’s effectiveness but also enumerates its risks in consumer-friendly language. “It’s all about attitude,” explained Mike Devlin, creative director of the campaign’s ad agency, Draftfcb, part of the Interpublic Group, which interviewed the multiple sclerosis patients. Tapestry does media buying and planning. Shortly after Gilenya entered the market, Novartis conducted a smaller marketing effort, with ads in magazines aimed at those with multiple sclerosis as well as a limited placement in national magazines.Its new campaign emphasizes empowered young patients, who use phrases like “No needles for me” and “Take this, you bully” to show their defiant attitude as they cope with the disease.


  • Xoom 
    Xoom Corporation, a global online money transfer provider, launched POWR (Pay Only When Received), to Filipino   last month. Today, Xoom announces that the breakthrough initiative is now available to qualifying remitters throughout Latin America and the Caribbean who choose to send with their bank account(https://www.xoom.com/pay-after-received). Xoom claims to be unlike other money transfer companies in that, if the sender pays with a bank account,Xoom will only withdraw the total amount of the money transfer once the money has arrived.”With POWR, we show once again how Xoom is revolutionizing moneytransfers to Latin America and the Caribbean,” says Julian King, Xoom’s Senior Vice President of Marketing and Corporate Development. “When our customers send money and pay with their bank account, Xoom will not charge them until their loved ones get their money.


  • Unilever and Northgate Gonzalez Partnership
    Hispanic grocery chain, Northgate Gonzalez Market  and Unilever, have  partnered  to launch a shopper marketing promotion that will  reward consumers who purchase Unilever products with an exclusive performance by  multi-platinum Latin artist, Reyli.


  • Esurance
    Esurance has split its media planning and buying responsibilities between Starcom and incumbent Havas Media, following a review, Adweek reports. Starcom will join the brand’s roster in the lead role on strategic media planning for TV, radio, out-of-home, print and digital. Those responsibilities were previously handled in-house. Starcom has also taken on media buying chores for Esurance’s general advertising in TV, radio and out-of-home. Havas, the incumbent on the account, previously handled buying for TV and radio. Out-of-home was handled in-house. Havas Media, formerly MPG, has been on the account since 2005. The agency will retain planning and buying responsibilities for the brand’s direct-response marketing, which includes work in TV, radio and print.Esurance will continue to handle its own digital buying, as well as some tactical digital planning. The other finalists in the review could not be immediately ascertained. Starcom also handles planning and buying for Allstate, which said in May 2011 that it would buy Esurance, a competitor that sells insurance directly to consumers online.


  • HSBC
    Mindshare retained the US $400 million global HSBC Account. GroupM (Mindshare’s holding company) defended against finalist Zenith. The decision on the media account comes only a few weeks after HSBC decided to split its creative business among three different agencies. Two of those agencies, JWT and Grey are, like Mindshare, part of WPP. Reportedly, HSBC asked all the new creative agencies to recommend the best media agency and obviously the two WPP agencies recommended their incumbent sibling.


  • American Airlines
    American Airlines is cancelled  its direct flights Santo Domingo and Santiago to New York as of April 2. “After careful review of our route network, including performance of individual routes within our global network, American has made the difficult decision to cancel service between New York (JFK) and Santo Domingo (SDQ) and Santiago (STI) effective April 2,  2013″, the company announced. It added that ” American Airlines has proudly served the Dominican Republic for over 37 years. We remain committed to the Dominican Republic and will continue to serve the market through our Miami Hub, where we operate four daily flights to Santo Domingo, three daily flights to Punta Cana (PUJ), one daily flight to Santiago (STI) and Puerto Plata (POP) and one seasonal flight to La Romana (LRM). American Eagle also serves La Romana from Miami.”

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

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