7 – Eleven


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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  • Bel Group

descarga (2)Multinational cheese marketer Bel Group, owner of brands like Boursin, Laughing Cow and Mini Babybel, has appointed Mediavest Spark as its media agency across 20 markets including the United States.The business was previously handled by Omnicom’s OMD.Publicis Groupe’s Mediavest Spark is primarily overseeing the account from Paris, with other offices pitching in, including Chicago for the U.S. work. Bel Group’s global media spent is said to be around US$135 million range. The U.S. business accounts for more than one-third of that total.WPP’s Y&R retains the creative account for Bel Group.




  • Terry Hines Multicultural Division Rebrand

descarga (1)Entertainment marketing outfit Terry Hines & Associates is rebranding its multicultural division as The MRKT, with company veterans Marcos Barron and Bree Bosselmann atop the unit as president and SVP, respectively. They will report to owner/CEO Grant Nemirow. The company has been behind Hispanic- and African American-focused marketing campaigns for Disney’s Marvel Universe films and Rogue One: A Star Wars Story; animated hits including Oscar winner Zootopia and Trolls; Lionsgate’s Instructions Not Included.


      • E*Trade

descargaE*TRADE Financial Corporation has announced it has chosen MullenLowe, an Interpublic Group agency, to be its new strategic and creative agency of record. The creative agency selection comes as E*TRADE continues in its work to drive organic growth and improve market share within its core brokerage business.E*TRADE and MullenLowe engagement is effective April 1, 2017, with strategic and creative development leading toward new brand campaigns later in Q2 2017.In June 2016, E-Trade hired MDC’s Assembly as its new media agency.The digital trading firm spent US$62.1 million on measured media in the U.S. during 2015, according to Kantar Media. That’s down from the US$85.7 million it spent in 2014.




  • Sprint’s Plan Conectados 

sprint“We are Planning a 360 Campaign for Plan Conectados involving TV, Radio, Online, Social, Direct Email, SMS and Search”, Sprint’s Multicultural VP Alberto Lorente tells Portada in an interview. The media and influencer plan also includes Prince Royce and a few other celebrities to help spread the word.”



  • 7-Eleven

descarga (5)Retail chain 7-Eleven, Inc. has entered into an agreement to buy convenience stores and gas stations from Sunoco LP for about US$3.3 billion.The chain will acquire approximately 1,108 convenience stores located in 18 states from the Texas-based company. Sunoco will enter into a 15-year take-or-pay fuel supply agreement, under which Sunoco will supply approximately 2.2 billion gallons of fuel annually. This supply agreement will have guaranteed annual payments to the Texas company, provides that 7-Eleven will continue to use the Sunoco brand at currently branded Sunoco stores and includes committed growth in future periods. 7-Eleven, Inc. has 8,707 stores in the United States and Canada. This acquisition will bring their total number of stores to 9,815 in the U.S. and Canada. The transaction is expected to close in the second half of this year.Last January the firm selected Deutsch as its lead creative agency of record. Camelot continues to be 7-Eleven’s strategic media planning and buying agency.


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      • Party City

descarga (6)Boston-based Party City, an American publicly traded retail chain of party supply stores, has appointed Hill Holliday as its lead agency for creative, digital and media duties following a review. Zimmerman was the incumbent since 2009. Consulting firm Roth Ryan Hayes supported the review.



      • Target

descarga (8)72andSunny is no longer Target’s creative agency after approximately five years working together. Both companies have been working together for X-Mas holiday campaigns. 72andSunny and Target confirmed that the retailers holiday work has been awarded to Deutsch L.A., which partnered with Target in the past. WPP’s GroupM, appointed last year, will continue to be the chain’s media agency of record through its Minneapolis, MN, based Team Arrow Partners unit.


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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 10 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.


  • General Mills 

glogosocial_400x400WPP’s Mindshare has been named cereal giant General Mills’ new media agency. The agency’s Chicago and New York office will oversee buying and planning for the snack food and cereal giant starting October 1. General Mills will spend US$823 million on advertising during fiscal 2015, down from us$866.4 million last year.  The incumbent agency Publicis Groupe’s Zenith Media had held the account since 2001. (Check out today’s Interview with General Mills’ Monica Granados on its relaunched Que Rica Vida content marketing initiative.)


  • Citi

CitiBlueWave_400x400Citi has consolidated its global media business with Publicis Groupe following a review that began in May.Publicis Groupe created One Citi Global to house creative, digital and production duties on the Citi account one year ago. One Citi Global will now hold all of the work Citi puts out, including the new media assignments.Media incumbents include WPP’s MEC, which handles Citi media in the U.S. and international regions, and Publicis Groupe’s Starcom MediaVest Group, which supports the client in a couple international markets through One Citi Global.Through separate media operations, Publicis Groupe now supports Visa (Starcom), Bank of America (Starcom) and Citi (One Citi Global).The financial services company spent US$332.5 million on domestic measured media in 2014, according to the Ad Age DataCenter.

  • Pepsi

descarga (2)Pepsi-Cola is releasing a new spot together with Omnicom’S  BBDO, New York in the U.S..The new spot features Seattle Seahawks star Marshawn Lynch that plays off his notoriously evasive approach with the media. The ad was quietly posted on Pepsi’s YouTube page last weekend and has since garnered more than 720,000 views.The brand would soon be running it on TV. She also confirmed that BBDO, New York is the agency. BBDO, New York has regularly produced work for PepsiCo-owned Mtn Dew and the company has a long-running relationship with Omnicom. BBDO has also been involved in global Pepsi work in recent years. But BBDO, New York has not made a TV ad for brand Pepsi for the U.S. since 2008.

  • Snickers

SnickersSnickers has launched a new packaging gimmick featured in a new ad.The Mars-owned candy bar’s personalized wrappers jibe with its “You’re not you when you’re hungry” campaign. The bars feature 20 words like Cranky, Grouchy, Snippy, Loopy, Sleepy, Rebellious and Whiny.In the ad, named “Dial-A-Snickers,” a call center operator takes phone calls from people requesting a Snickers for a hungry loved one. The operator seeks to diagnose which bar would be appropriate for that person, given his or her “symptoms.” A bike messenger then brings the designated Snickers to the needy party.Snickers has 20 versions of the new packaging.

  • 7-Eleven/PayNearMe
7-Eleven's new Bill Pay App operated by PayNearMe makes paying thousands of bills with cash convenient 24/7 (PRNewsFoto/7-Eleven, Inc.)
7-Eleven’s new Bill Pay App operated by PayNearMe makes paying thousands of bills with cash convenient 24/7 (PRNewsFoto/7-Eleven, Inc.)

PayNearMe, a financial services technology company, has partnered with 7-Eleven, Inc. to introduce the PayNearMe Bill Pay app, enabling U.S. consumers to pay over 17,000 national and local billers with cash using a convenient barcode scan at participating 7-Eleven stores. The domestic bill payment service is the first in a line of affordable financial services that the company plans to offer cash-preferring U.S. consumers and extends the reach of PayNearMe’s existing cash merchant processing offering for businesses.The PayNearMe Bill Pay app serves as a full-service bill payment center, allowing cash users to keep track of payment history, set reminders, and securely pay their bills in under 60 seconds with one trip to their local 7-Eleven store. Most of 7-Eleven’s nearly 8,000 U.S. stores are open 24/7, allowing users with even the tightest schedules to easily and conveniently stay on top of their bills.The wide range of billers that are payable include cable companies, utilities providers and insurance companies, as well as PayNearMe’s existing merchants such as Greyhound bus, and Indego, the city of Philadelphia’s bike share program. With money transmitter licenses already secured in all 48 states where they are required, PayNearMe expects to add national and regional retailers to its payment location network in the coming months. Other financial services are expected to follow.Both the PayNearMe Bill Pay and 7-Eleven Bill Pay Operated by PayNearMe apps are available to download for free in the Google Play store or iTunes App Store. Consumers can begin paying bills in three easy steps.


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!

  • Kraft 

In a new promotional campaign for Kraft Singles cheese slices, Kraft uses young soccer players to spread the word about healthy eating. Ads are aimed at Latina moms. Titled “Soccer Star,” the campaign “empowers Latina moms” with an inspirational message that includes how Kraft Singles can benefit her family. It was created by agency of record Lopez Negrete Communications and involves both television and digital media.

  • MaidRightLatino.com

Maid Right Franchising, LLC announced the launch of www.MaidRightLatino.com, a fully bilingual website specially designed to connect Maid Right Master Franchise Owners with Latinos who wish to own a home cleaning business. “Maid Right provides a structured business model that will help Latinos build a business for as little as $1,600,” said Rich Kissane, CEO of Premium Franchise Brands, the parent company for Maid Right.

  • Eli Lilly and Company 

images (1)Eli Lilly and Company is expanding the Lilly for Better Health(TM) program, with non-product-branded health education resources to lillyforbetterhealth.com .Changes to the site include new resources, many of which are available in Spanish, like short videos on nutrition and physical activity, quizzes and interactive activities and brochures. All of these can be downloaded, printed, emailed and shared via social media. A limited number of copies of certain health education materials can be ordered through the Contact Us section. Visitors are invited to provide real-time feedback on the relevance and usefulness of health education resources with a “rate this” star-rating feature, and also are able to respond to a regularly updated knowledge-based health question. The correct response is shown, with tips on incorporating a positive and healthy behavior into everyday life. A sound icon that offers an auditory pronunciation of complex words and phrases has also been addded. The Lilly for Better Health website helps address the health needs of the growing U.S. Latino/Hispanic population with nearly half of the website in Spanish.


      • 7-Eleven

descarga (4)International chain of convenience stores 7-Eleven plans to  give away millions of free 12-ounce Slurpees for its 87th birthday celebration.  The convenience store giant will expand its freebie celebration into the following week by handing out everything from free ice cream bars to free cookies to free Big Gulps providing costumers download its app.The chain plans to give out more than 7 million Slurpees from 11 a.m. to 7 p.m. local time.The store is pushing smartphones promotion by requiring folks to download the 7-Eleven app to keep getting freebies July 12-19.The purpose is not only to build long-term relationships, but to boost short-term sales.

      • TGI Fridays

images (2)TGI Fridays has launched the Appetizers” summer promotion that offers all-you-can-eat appetizers for us US $10 per person. Guests can choose either loaded potato skins, boneless buffalo wings and mozzarella sticks and receive unlimited refills. And while sharing is discouraged, that rule will not be enforced by servers.The move comes at a time that many Millennials have moved away from the big casual-dining chains in favor of more local options or more budget-conscious fast-casual chains, such as Panera or Chipotle.

      • Red Lobster

rl_facebook_pic_reasonably_smallPublicis Kaplan Thaler has been named the creative lead on Red Lobster’s business after a review launched in April. The agency takes over from Grey, New York, the WPP incumbent on the account since 2010.Grey, which created the “Sea Food Differently” tagline for Red Lobster, continues to work on Darden’s Olive Garden and LongHorn Steakhouse brands.  SMG’s Spark handles Red Lobster’s media buying.Red Lobster’s media spending reached US $156 million last year, according to Kantar Media.

      • Taco Bell

descarga (5)The Mexican fast-food chain Taco Bell has announced that it is revamping its entire Cantina platform and replacing it with bowls and burritos packed with at least 20 grams of protein that weigh in at 500 or fewer calories as protein has become top-of-mind for many consumers. The Cantina Power Bowls will drop the corn salsa and the creamy cilantro dressing and replace it with a double portion of chicken or steak, reduced-fat sour cream, real cheddar cheese and an avocado ranch sauce. The Power Burritos will drop the rice and beans and replace them with reduced-fat sour cream and cheddar cheese. The new Taco Bell platform launches nationally on July 17.

      • Sour Patch

descarga (6)Sour Patch Kids has launched a five-day Snapchat campaign, which means parent Mondelez International’s initial incursion on the smart phone app as well as the candy brand’s first time utilizing social media influencers. The campaign—named “Real-life Sour Patch Kid”—enlists social media star Logan Paul to take over the brand’s Snapchat account while documenting pranks that he’s pulling in New York.Each day, Logan posts a Snapchat Story to Sour Patch Kids’ account detailing one of his high jinks.The candy brand promoted the @SourPatchSnaps

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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

Staples has selected Dentsu agencies to handle its North American marketing business. The team includes McGarryBowen for integrated creative duties and Carat for media.





Verizon Wireless’ Viva Móvil
YaSabe has been selected by Viva Móvil by Jennifer Lopez as provider of local information, the companies announced today. Under the agreement, whose financials were not revealed, Verizon Wireless’ Viva Móvil will help to promote and distribute YaSabe local search applications to its subscribers. YaSabe will help promote Viva Móvil’s new retail locations and wireless service.

manzanitasolManzanita Sol
Manzanita Sol unveiled its new “Haz Lo Diferente” campaign, inviting consumers to embrace their own uniqueness and “Do What’s Different.” In addition, two new delicious, true-to-fruit flavors – Mango Citrus Sol and Piña Sol – join the current portfolio which includes Manzanita Sol, Toronja Sol and Tamarindo Sol. To bring the campaign to life, Manzanita Sol enlisted world-renowned percussionist, Rafael Padilla, and international flautist, Pedro Eustache, to create the music for the brand’s award-winning TV commercial using only Manzanita Sol bottles, caps and straws, showcasing a truly creative and unique production technique. “Manzanita Sol’s true-to-fruit flavors have always been a refreshing alternative to lemon-lime and cola beverages, and now, with the addition of Mango Citrus Sol and Piña Sol, our consumers have even more of an enjoyable selection to choose from,” said Martha Bermudez, Brand Director, Manzanita Sol. ” Created by LatinWorks, Manzanita Sol’s new TV and radio spots will be launching in Texas, California, Illinois and New Mexico on June 3rd, 2013; while OOH will hit the same regions on June.
iig10th Instituto Internacional de Gastronomia (IIG)

Instituto Internacional de Gastronomía (IIG),  a Spanish-language online culinary school, has hired Precise Engagement, LLC as their digital agency-of-record handling their South American demand generation. IIG was founded in 2011 by Leandro Beer and is based in Miami, FL. They offer professional culinary training with renowned chefs and sommeliers delivered through an innovative online platform.“We are delighted to work with Leandro Beer and his team as IIG expands their reach into South American markets, beyond US Hispanic and México,” said Arthur Rockwell, President & CEO of Precise Engagement. “IIG has a unique and high-quality product that we believe will fulfill a need in the Latin American marketplace.”“IIG has ambitious plans for a pan-regional expansion and Precise Engagement has provided us with an end-to-end solution to deploy our presence in Colombia, a main market for us”, commented Leandro Beer, President of Instituto Internacional de Gastronomía.

7eleven7 – Eleven
With the introduction of its Breakfast Empanada Bites, 7-Eleven, Inc. builds on the success of its first Latin-inspired hot foods snack introduced last year, Mini Tacos. 7-Eleven’s breakfast snack fits with several current food trends – the growth of breakfast and snacking occasions, and the continuing popularity of all foods Latin. Add to that portion control, portability, high-protein content and value pricing. “Breakfast and snacking are both growth areas in the food industry and strong day parts for 7-Eleven,” said Kelly Buckley, 7-Eleven vice president of fresh food innovation. “Mornings are our busiest time of day, and 7-Eleven is a destination for snacks and drinks all day long. The Empanadas Bites meet a need for a hot, savory, high-protein breakfast and a snack option. And, at a dollar for three, customers can get big flavor on a budget.”

BACARDI launched a new marketing campaign, “Vivimos,” in celebration of the brand’s storied origins in Cuba. A pioneer in rum-making and key player in Cuba’s fight for independence starting in the late 1800s, BACARDI rum’s founder Don Facundo Bacardi Masso and other revolutionary family members including Emilio Bacardi, brought ground-breaking change to the rum industry and to Cuba despite endless challenges. The new campaign will drive consumer awareness and excitement while reinforcing the brand’s rich, courageous heritage at a time when authenticity and masculinity are key themes among target consumers. The campaign’s TV and digital films were directed by filmmaker Jake Scott and depict stories that were inspired by actual historical events that shaped the brand. The television spot “Cuba Libre” takes place during a time of political unrest in Cuba in the late 19th Century, when the country was fighting for freedom from Spain. Scott used this historical backdrop to shape his story on how the Cuba Libre, more commonly called BACARDI and cola, is the original cocktail of freedom.

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