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.

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  • Goya Foods

Goya Foods, one of America’s largest Hispanic-owned food company, has launched the ‘Can Do’ campaign, a yearlong series of consumer product promotions and food donations to benefit Feeding America and local food banks.  A minimum of 600,000 pounds of Goya products will be donated to families and individuals throughout the United States who lack access to nutritious, affordable and culturally appropriate meals. The ‘Can Do’ campaign is part of Goya Gives, a national initiative committed to supporting local communities through social and environmental causes.The ‘Can Do’ campaign kicked off June 1, 2017 and will end May 31, 2018.  Throughout the course of the year, Goya will feature a different product promotion, including GOYA® Coconut Water during August, and GOYA® Refried Beans and GOYA® Ready to Eat Red Label Beans during September.

  • Lexus

The Magnificent Seven actor Manuel Garcia Rulfo has won yet another role. Born and raised in Guadalajara, Mexico, the sought-after movie star has been tapped as the new voiceover for Lexus’ Spanish-language marketing initiatives. Garcia Rulfo’s first original work for the luxury automotive brand will be heard later this year as part of a new Lexus campaign created by Walton Isaacson, the brand’s agency for diverse market segments. As part of the transition, his voice has also been incorporated into current Spanish language campaigns. Garcia Rulfo has starring roles in this year’s Murder on the Orient Express, Soldado and Mexiwood movies. Team One is Lexus’ AOR for General Market Media Planning and Zenith is the General Market Media Buying agency.WI is Lexus’ AOR for Black, Hispanic and LGBTQ Media Planning and Buying as well as creative for these markets.

  • Universal & Zumba

In time for the upcoming release of “Despicable Me 3,” Universal Pictures wants to ckeck Latino audiences can make it to all theaters.  Latinos made up about 30% of the Despicable Me and Minion previous movies during opening, according to Forbes. To make sure the trend continues, Universal has teamed up with dance fitness company Zumba to create an original song and workout video as part of a strategic cross-promotion of Despicable Me 3 targeting the Latino audience. Zumba instructor Toni Costa was selected to create the choreography and performs the dance routine in the video with the Minions. The video has been uploaded to Zumba’s Instructor Network, and will be shared on all of its social platforms, including YouTube.  The song will be played in Zumba classes globally.The video will also be heavily promoted in Spanish-language network shows with in-studio demonstrations of the dance. The movie will be  released nationwide on June 30.

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  • Mazda

Mazda North American Operations (MNAO) announced the launch of a new insights-driven Hispanic campaign, seeking to link common attributes shared between the Hispanic community and the brand’s core values. The campaign was developed specifically for the Hispanic consumer, aiming to tap into the existing positive affinity for Japanese-made products.The new campaign is an extension of the Driving Matters general market campaign. In order to first establish that connection, the series will kick off on July 9 with a week-long “disruption” phase that will be in Japanese-only. Following the disruption phase will be three phases, each focusing on relatable Mazda brand philosophies: Passion (KODO—Soul of Motion design), Harmony (Jinba Ittai driving dynamics) and Perseverance (Hiroshima Challenger Spirit).The campaign, scheduled to begin in July 2017, will utilize partnerships with influential Hispanic media outlets, including Telemundo and Univision to amplify the message. Through the partnerships, each outlet will offer unique creative components tailored to their specific audience. The campaign and creative was developed in collaboration with Mazda’s fully integrated and dedicated WPP team agency, Garage Team Mazda in partnership with WPP’s multi-cultural marketing communications network, The Bravo Group. Mazda North American Operations is headquartered in Irvine, California, and oversees the sales, marketing, parts and customer service support of Mazda vehicles in the United States and Mexico through nearly 600 dealers. Operations in Mexico are managed by Mazda Motor de Mexico in Mexico City. (CHEK OUT our interview with Russell Wager, VP of Marketing at Mazda).

  • Combined Insurance 

According to the U.S. Census Bureau, the Hispanic population is projected to represent 30 percent of the American population by 2050. Aligned with this projection, Combined Insurance, a provider of individual supplemental accident, disability, health, and life insurance products, and a Chubb company, is announcing plans to hire 500 Spanish-speaking sales agents throughout Florida, Texas, Illinois and Arizona by the end of 2017. Combined Insurance has continuously found ways to connect with and serve the increasing U.S. Latino/Hispanic market—hiring Spanish-speaking agents, customer service representatives, and managers to support the growth. The firm offers an in-class sales training and onboarding program for new agents entirely in Spanish. That same development and learning continues throughout their career with managers who understand the needs of Spanish-speaking communities and are familiar with the trends among Latinos and insurance. Additionally, sales agent careers offer unlimited income potential and a total compensation package for full-time employees that includes benefits, a 401k retirement savings plan and a discounted stock purchase plan.The company also recently announced plans to hire 2,000 more veterans by the end of 2019.

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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.

    • Lexus-T-Mobile

Interactive One has expanded its Latino market influence with the launch of Zona de Sabor , an entertainment news website targeting young, urban Latino Americans. Zona de Sabor serves as a Latino entertainment and news hub, joining an expanding family of Interactive One websites that are leading the category. ZonadeSabor.com is a complement to MiGente.com, Interactive One’s social media site targeting the same demographic, and serves up the hottest music, television, film, and fashion news for acculturated Latinos.”We’re thrilled to have Boost Mobile and Lexus partner with us in launching Zona de Sabor .  Together we will build stronger relationships with the Latino community by providing best in class content,” said Keith Bowen , Chief Revenue Officer of Interactive One. “Lexus recognizes the value of ensuring our readers can access our content anytime, which led them to partner with us to launch Zona de Sabor on the tablet with the goal of providing content for today’s active and on the go consumers.”

    • Quaker Oats

Quaker Oats, a division of Pepsi Co. is preparing to court younger, more diverse mothers, The New York Times reports. The  big news for the Hispanic market is that Quaker is also starting a new campaign   geared toward acculturated Hispanics who are bilingual but use Spanish as  a dominant language. Quaker Oats will be using Television and Newspapers to reach the Hispanic demographic.

    • Mondelez International

Candy and snacks giant Mondelez International will consolidate U.S. media-planning and -buying duties with Publicis Groupe’s MediaVest, while giving Aegis Group more international strategic responsibilities. MediaVest has long handled planning and buying for snack brands — which include Ritz, Oreo, and Wheat Thins — as well as TV and print buying for gum and candy brands, including Trident and Stride. The shop will now assume planning for the gum and candy brands, as well as digital buying. That work had previously been with Horizon Media, which is being cut from the Mondelez roster as the company wants to consolidate its U.S. business with MediaVestThe Mondelez brands spent nearly $245 million on measured media in 2011 in the U.S., according to Kantar Media. The change comes after a lengthy global review that was launched late last year as the marketer began operations as a standalone company after Kraft Foods  split in two on Oct. 1. The other company is Kraft Foods Group, which markets North American grocery brands such as Oscar Mayer and Planters. Its media duties are handled by MediaVest sibling agency Starcom.


    • K. Fernandez & Associates – The Rio Grande Valley

K. Fernandez & Associates is opening an office in Brownsville, Texas.  Based in San Antonio, the agency is coming to Brownville,  with a new focus on the Rio Grande Valley market. The opportunity presented itself when one of the agency’s team members, Wanda Reyes-Rice, relocated to the Valley. One of the agency’s clients, Germania Insurance, is active in the Valley largely thanks to the guidance of Fernandez & Associates  which represents the insurer in 100 markets around Texas. The firm also has signed up a new client, Buffalo Wings Rings, on Ohio-based franchise that has opened locations in Edinburg, McAllen and Weslaco. Fernandez Parker sees plenty of opportunity in the Valley in light of significant growth happening here, partly thanks to the migration of affluent Mexican nationals getting away from the threat of violence at home. Many of those migrating to McAllen are from Monterrey, while Tampico supplies most of the Mexican nationals moving to Brownsville, Fernandez Parker said. An example is The Scooter Store, which hired Fernandez & Associates to advertise its mobility products to Hispanic consumers.


    • Pfizer

Pfizer, inc. will pay $1 million to Oregon and run advertising nationally to correct prior ad campaigns that allegedly misrepresented risks and benefits of products. The new settlement, filed in Marion County Circuit Court, concerns ads for EpiPen, the company’s injectable form of epinephrine, and Zmax, an antiobiotic.In May, the federal Food and Drug administration issued a warning letter saying an ad called “Max’s Birthday Party” had downplayed the “serious risks” of EpiPen. The ad was issued by a firm called Mylan Specialty, L.P. on behalf of Pfizer. The FDA called for corrective advertising. In June the FDA issued a similar warning over an ad for Zmax, known also as zithromax. Pfizer agreed to the Oregon settlement after the state Department of Justice accused it of violating previous agreements with the state, in which the company agreed to not make misleading claims.In the last 12 months, the state has recovered more than $16.5 million in consumer protection settlements from drug and medical product companies.


    •  Zumba

The company behind the popular dance-workout classes recently released a music video on Vevo for a song called “Zumba.” It’s part of a strategy that the company’s CEO Alberto Perlman says he hopes will see Zumba transform from a fitness brand into a broader entertainment and media platform.While Zumba has previously made dance videos for songs used in its classes, the new video uses a track released this past April by Latin pop artist Don Omar that doubles as a promotional tool, dropping the name of the brand several times throughout. It ties into Zumba’s video fitness game on Xbox and Nintendo Wii as well.When the company began via informercials in 2001, it couldn’t have foreseen evolving into a more sophisticated marketer, something that’s happening now as a result of cult following and its explosion into a giant branded empire (as Ad Age reported earlier this year, when reporter Alexandra Bruell took a class with the company’s chief marketer.)In the past six years it has expanded its marketing budget to more than $50 million from just $2 million. Zumba reports more than 14 million weekly class participants in over 140,000 locations across more than 150 countries. That scale has allowed Zumba to begin explore revenue opportunities beyond its fitness classes, including DVDs, apparel a The new music video is entirely in Spanish, so is this a play to bring more Hispanic consumers to classes? Not necessarily. But Mr. Perlman said he’s conscious of not just marketing to English speakers, one reason Zumba classes play songs in various languages. Zumba now has writers and producers in Brazil working on new songs in Portuguese. Others are creating tracks in Hindi based on Bollywood rhythms.

    • Hershey

The Hershey Company is launching a global agency review for all media planning and buying, the confectionery marketer announced. According to the company, the agency review will be by invitation only, and all incumbent agencies will be a part of the review process. OMD is the U.S. incumbent. The company spent an estimated $450 million on ads in the U.S. in 2011, according to Kantar Media. Global spending was not immediately available.Late last year, company CEO John Bilbrey said Hershey plans to increase global ad spend by a low double-digit percentage in 2012, partly to support new campaigns for Jolly Rancher and Rolo as well as the new Hershey’s Simple Pleasures, which the company says has 30% less fat than some milk chocolate products. Hershey said it expects to complete the review by next summer. The review includes all paid media, including TV, print, digital and Hispanic for the U.S. business — the company’s largest — as well as Hershey’s growing global businesses. This includes the company’s key growth markets of China, Mexico, India and Brazil.


    • LatinWorks – Target

Target Corp., which has been seeking a way to pursue Hispanic customers through a combination of English and Spanish advertising, said it has named LatinWorks of Austin, Texas, to handle the job. Until recently Target worked with California-based Grupo Gallegos, also an Hispanic ad agency, Target awarded its U.S. Hispanic account to LatinWorks after a three-month review that also included sibling Omnicom Group shop Dieste.


    • H-E-B

H-E-B is introducing new components of its Healthy at H-E-B initiative to help customers eat and live healthier in 2013. The new features include a nutrition labeling system and a weekly newsletter filled with healthy tips, recipes and coupons. The Healthy at H-E-B is a comprehensive, long-term commitment to improve the health of Texans and provide them with fresh, healthy food that is affordable and easy to prepare.H-E-B will introduce its health initiatives to customers with a “Total Store Event” from Jan. 2 through 15 that will be packed with cooking and fitness demonstrations and free health screenings during H-E-B’s Second Saturday event on Jan. 12 from 9 a.m. – 2 p.m. H-E-B first launched Healthy at H-E-B for its employees in 2004, and in 2012 expanded the initiative to customers in an effort to address Texas’ growing health and obesity crisis. The initiative includes special offers on healthy food, fitness groups, events and competitions organized around the three critical pillars of health — food, body and life. H-E-B will also continue to sponsor and encourage participation in community fitness events.


    • National Pork Board

National Pork Board travels to Texas this week, where more than one of every three residents is of Hispanic descent, to explore opportunities to market more pork to the growing Hispanic population in the United States. The board will meet in San Antonio Jan. 7-9, also conferring with Texas pork production leaders and with Texas and national experts in foreign animal diseases. The Texas meeting continues the board’s tradition of visiting a pork-producing state during January. The board met last year in Illinois and has met previously with state pork leaders in California, North Carolina, Oklahoma and Ohio. “We have successfully focused Pork Checkoff marketing programs on the Hispanic market for a number of years,” Nelson says, “because we know pork historically is an important part of the Hispanic diet. But as the population continues to grow in this country, we need to better understand what we can do to assure that pork continues to satisfy the needs of customers of Hispanic origin.”Board members have invited Ernest Bromley, chief executive officer of Bromley Communications, the nation’s largest Hispanic advertising agency, to discuss marketing trends. Board members also will meet with Dan Marshall, business development director for H-E-B, a major food retailer in the Southwest, review Pork Checkoff marketing programs and tour the Culinary Institute of America in San Antonio.


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!).

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