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.

  • La Voz

NBCUniversal Telemundo Enterprises announced the integrated sponsors for the first-ever Spanish-language version of NBC’s hit series The Voice, which will be premiering on Telemundo on Sunday, January 13 at 9 p.m./8C. Sprint, State Farm and Toyota have signed on to produce creative show integration segments. The highly anticipated musical competition series, La Voz, is hosted by renowned TV personality Jorge Bernal and also features award-winning Latinx music powerhouses, coaches Luis Fonsi, Alejandra Guzmán, Wisin, and Carlos Vives. Sprint is the official Voting Sponsor of La Voz and of “El Family Room de Sprint” during the blind auditions. State Farm will provide a branded backstage area (“La Sala de State Farm”) surrounding saved contestants during the Battles and Live Rounds. Toyota will join the aspiring talent as exclusive automotive sponsor on their voyage to stardom. Fans will also take a behind-the-scenes look at contestants through a sponsored digital series, “Detrás de la Voz” chronicling the stories of each artist as they pursue their dreams. La Voz is a production of Telemundo, Talpa Media USA, Inc. And Warner Horizon Unscripted & Alternative Television. The series is created by John de Mol, who serves as executive producer along with Cisco Suarez, Executive Vice President, Primetime Non-Scripted Programming, Telemundo, Stijn Bakkers, Talpa Media USA, Tim van Rongen, Talpa Media USA and Macarena Moreno, Executive Producer, NBCUniversal Telemundo Enterprises.


  • Novamex

Novamex announced the purchase of Tio Gazpacho, an award-winning drinkable soup company with flavors inspired by Spain. Novamex is a leading importer and marketer of Mexican soft drinks and groceries in the U.S., and is rapidly becoming a platform for the growth and development of natural and organic beverages.Tio Gazpacho was founded by Austin Allan after he spent four years living abroad in Spain. Enamored with the country’s way of life and love of chilled soup, Austin knew that gazpacho could be a great way to bring a little bit of Spain to the U.S. while creating a product as delicious as it is healthy.  After partnering with Michelin-starred chef and restaurateur José Andrés, Tio has expanded its line to five unique flavors of portable chilled soup that are now sold in the Northeast, West Coast and Chicago Markets and online at Amazon.com. Tio Gazpacho had previously raised funds from 301 INC, General Mills’ business developmentand venture capital arm, CircleUp Growth Fund and other investors.


  • GM

General Motors provided full details on the massive marketing campaign for the 2019 Chevrolet Silverado, which will include ads on TV, radio, online, in print and through other mediums designed to reach new customers.First up are three new advertising spots entitled ‘A Little Bit Country, A Little Bit Rock ‘n Roll’, ‘Official Truck of Real People’ and ‘Tailgates‘ which will air on TV, online and in movie theaters throughout the first half on 2019. Chevrolet has also partnered with Amazon to advertise the 2019 Silverado on 7.1 million Amazon delivery boxes. Silverado ads will also appear on Amazon’s homepage and on the homepage of other popular websites such as Bleacher Report, USA Today, CNN and YouTube.Additionally, Chevy has partnered with multiple publications to take out fully sponsored front page cover designs (above). Chevy has also created dedicated, in-language, Hispanic-market versions of the campaign ads “to help ensure Silverado maintains its position as the top-selling pick-up among Hispanic buyers,” it says.The ad blitz for the 2019 Chevrolet Silverado will kick off tonight when the 60-second version of “A Little Bit Country, A Little Bit Rock n’ Roll” airs during the College Football Playoff National Championship, which starts at 8 PM ET.


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.


  • McDonald’s

McDonald’s media buying across the U.S. for local co-operative groups of McDonald’s operators since 2017 has been OMD. The agency also does McDonald’s buying at a national level, Adage has reported. But now, OMD is about to get some competition on the local business. The fast-food chain is conducting a review for the local U.S. media business and after this review, McDonald’s will allow local co-ops to choose from a variety of media agencies to work with. It remains unclear how many agencies are part of the review. Prior to OMD winning the local media buying business, regional co-ops hired their own media agencies, often having creative and media handled by the same shops.



  • Driven Brands

Driven Brands, parent to auto-service brands including Meineke Car Care Centers — has tapped Atlanta-based Publicis Media shop Moxie as its new agency AOR, following a review.Moxie, the marketing solutions agency Publicis Media’s Zenith acquired in 2006, will work on brand strategy, creative and media buying and planning for Charlotte, North Carolina-based Driven, whose brands also include Carstar and Spire Supply. Driven Brands Inc spent an estimated $24.7 million in measured media in the U.S. in 2017, according to Kantar Media.


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. 

  • Delta

Delta Air Lines has consolidated all of its media work with the PHD, Adage has reported. The airline had appointed PHD as its primary media agency in the U.S. two years ago. Digitas, which used to be the incumbent,  still works with Delta on customer relationship management.Delta Airlines spent around US$34.8 million in measured media in the U.S. in 2017, according to Kantar Media.




  • Mercedes-Benz

Mercedes-Benz, the German automaker and a division of the German company Daimler AG, has kicked off a global media agency review, Adweek first reported. The review comes less than three months after hiring Publicis Groupe as its global agency network for creative and digital. Omnicom’s PHD is currently incumbent on the business in the U.S. It is unclear if any of the global regions would be excluded. Mercedes-Benz spends more than US$1 billion on media advertising annually globally.




  • Revlon

>Cosmetics brand Revlon has placed its´ global media account back into review after having consolidated with Mediacom less than a year ago. MediaCom will not  defend. Revlon spent US$420 million on advertising in 2016. Spending on measured media in the U.S. in 2017 was US$81.7 million, according to Kantar Media.

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.

  • Vallarta Supermarkets

Vallarta Supermarkets, one of the nation’s largest Hispanic supermarket chains has announced it is contributing $110,000 to local education organizations to support Latino students seeking a university or college education in markets the company serves.  “We will be using multiple platforms to inform our customers of our scholarship contributions in local markets including: Vallarta Supermarket’s website, social media, and employee briefings,”  said Rick Castillo, Marketing Director of Vallarta Supermarkets.”We hope our customers will take advantage of this wonderful educational opportunity.”

  • Jarritos®

Entravision Communications Corporation, a diversified media company serving Latino audiences and communities, announced  a partnership with Novamex to air and promote its “Destapa Tu Fortuna” campaign on all of Entravision’s radio stations nationally. The campaign, which started on May 1st and will end on September 15th is designed as a way to recognize and give back to Jarritos customers. It will be supported by Entravision’s syndicated radio personalities who will leverage their on-air and social media influences to drive awareness.The “Destapa Tu Fortuna” campaign includes the drinks Jarritos, Mineragua, Sidral Mundet and Sangria Señorial with consumers looking under the cap for a winning code. Prizes include US$300,000 in cash, six cars, and millions of purchase discounts on Vudu and Fanatics. The campaign is in part sponsored by entertainment service Vudu which lets consumers rent, buy, and watch movies and TV shows, and Fanatics, the ultimate sports apparel store and fan gear shop.Customers can find a registration code on the caps of these four drinks – Jarritos, Mineragua, Sidral Mundet y Sangría Señorial and register the code on website, www.MyPrizes.net. The website will prompt you when a winning code is entered and the steps to claim your prize. Jarritos is one of the leading brand in the US in the Mexican soft drink category and has become a Mexican cultural icon.

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

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

  • Nationwide Insurance

NationwideNationwide Insurance on Saturday kicked off its multiyear partnership with the Dallas Cowboys with media, on-site activation, branding and hospitality at Cowboys Stadium, where the Cowboys will take on the Cincinnati Bengals. Nationwide will also be tagging existing “Join the Nation” TV ads with “proud partner of the Cowboys” language. Cowboys defensive end DeMarcus Ware, meanwhile, will be featured in Cowboys-themed radio, digital and print advertising, sharing his experience as a Nationwide Insurance member. Hitching the Nationwide brand to the Dallas Cowboys star makes sense—to both parties, said  Jerry Jones Jr., executive VP and chief sales and marketing officer of the Dallas Cowboys. “As far as the visibility of the Dallas Cowboys and what we believe our brand means, a lot of our partners use that to leverage and their corporate initiatives. That’s the nature of the sports business—taking that visibility and excitement of our fans and tapping into it with the relationship,” he said, adding that the parallels between how the team and Nationwide view their respective constituents quickly became obvious to both parties. “They have a membership that’s very similar to how we look at our fan base and season ticket-holders—they are really members of the organization. That really tied into how we do things.”Texas and the Dallas Cowboys made sense for Nationwide for a number of reasons, Nationwide Executive VP and CMO Matt Jauchius, told Forbes. Texas is a “massive state with a massive population” and a large Hispanic audience, he said, and “because that’s a growth area for us, it all fell together perfectly,” he said. And the Dallas Cowboys “are the most popular team in the most popular sport in the nation.”

  • Taco Bell:Doritos Locos Taco

To promote its latest version of the Doritos Locos Taco, the QSR enlisted a bunch of YouTube “influencers” from this year’s VidCon conference and asked them to create video content to support the product launch.The videos will be distributed through the creators’ Twitter feeds and Taco Bell will post them on assorted social networks. Digitas worked with Taco Bell and YouTube on the campaign and will assist in digital outreach.Taco Bell has made social media a priority in its marketing of the Doritos Locos Taco line, and the video creators are for the most part targeting the millenials demo. The campaign will also include TV sports and radio ads from Deutsch Los Angeles.

  • Laster Group- Culture Span Marketing

The Laster Group, one of El Paso’s largest advertising agencies, has changed its name to CultureSpan Marketing and will focus more on Spanish-language and Hispanic marketing, the firm announced last week.The firm has launched a new Web site, culturespanmarketing.com, and will promote its “transcreation” creative process, it reported. Transcreation is the term the agency uses to describe the process of taking marketing messages developed for English-speaking audiences and turning them into culturally appropriate messages for Hispanic audiences, it reported.”We’ve been doing this for our clients for many years; now we see this as a strategic advantage for our business given the tremendous growth in the Hispanic market,” Nancy Laster, the agency’s president and co-founder, said in a statement. Its emphasis will be on Hispanic marketing, but the agency also will continue to provide general marketing services to existing clients, it reported.

  • Tecate

TecateBeer brand Tecate and Hispanic digital media company Terra are teaming up to find the boldest men in the United States with the “Are You Hombre Enough?” challenge. The off- and online contest will put consumers 21 and older on the spot to prove they know what it means to be a real hombre, for a chance to win a trip for two to a major sporting event and unlimited bragging rights. Bilingual DEPORTadas journalists will travel across Chicago, Dallas, Houston, Los Angeles and Las Vegas to challenge individuals at select soccer games and boxing matches throughout the remainder of the summer. Sports fans 21 and older will have to demonstrate they are real hombres by participating in a variety of challenges.

  • Del Taco

Seven new franchise groups have committed to developing 39 new Del Taco restaurants across the United States, including central California, Colorado, Georgia, New Mexico, South Carolina and Texas. The company has also announced five new markets for multi-unit development and a search for new franchise partners.The new restaurants will be developed over the next 10 years along with other commitments by franchisees that are already in place and new corporate restaurants. The first ever Del Taco restaurant in Alabama opened earlier this year. The next new market to open will be in Oklahoma, which is scheduled for the end of this year. The new markets where Del Taco is looking to develop multi-units and add new franchise partners include Seattle/Portland (60 restaurants), Houston/San Antonio (65 restaurants), southern Georgia (Macon/Augusta/Savannah, 22 restaurants), Tampa/St. Petersburg, Fla. (44 restaurants), and Charleston, S.C. (nine restaurants).Del Taco, one of the nation’s largest Mexican quick-service restaurant chains, has more than 550 restaurants in 18 states

  • Novamex-IMG

Novamex Licensing has signed an agreement with Novamex to expand its popular beverage brand,  Jarritos, into new licensing retail categories. The brand licensing company will pursue new business opportunities, including apparel and accessories, party supplies, health and beauty products, home furnishings, sporting goods and pool/beach products. . The brand was introduced to the U.S. market in the 1980s. Novamex markets a variety of Mexican food and beverage brands. The company holds the exclusive rights of distribution of these brands in the United States through related companies, partnerships, and long-term distribution contracts. “We are excited to partner with IMG Licensing, the largest licensing agency in the world, to expand our beloved Jarritos brand into products inspired by the Jarritos spirit, wit, and cultural relevance,” said David Flynn, marketing director of Novamex. “Jarritos is an iconic beverage in Mexico and one of the hottest niche beverages in the [United States]. The brand is well positioned to move into new licensing areas, as it continues to grow in popularity with consumers across all demographics,” said Daniel Siegel, vice president of IMG Licensing. “Once the licensing community sees the breadth and depth of contemporary and retro assets Jarritos has to offer, we are confident we will build a licensing program befitting this brand that has been loved for generations.”

  • Lynda.com 

lynda.com, an online learning company, has selected Ocean Media, an independent media planning and buying firms, as its agency of record for television media buying. lynda.com helps anyone learn software, technology, creative, and business skills to achieve their personal and professional goals. With a lynda.com subscription, members receive unlimited access to a library of nearly 100,000 high-quality, current, and engaging video tutorials taught by recognized industry experts. The company — which completed a $103 million investment round led by Accel Partners and Spectrum Equity earlier this year — provides a customizable learning environment for its 2.5 million members. Ocean Media will manage the company’s broadcast media planning and buying, focusing on media acquisition initiatives in TV. Spots will air on a variety of major cable networks, including HGTV, Discovery, DIY, A&E and Golf. “We value Ocean Media’s deep experience with leading online brands, the agency’s focus on return on investment, and the effectiveness of its analytics,” said Erik Tarkiainen, VP of Marketing at lynda.com.

  • Werner

Werner announced the launch of several multicultural marketing initiatives that support the company’s growing base of professional contractors and do-it-yourself (DIY) consumers worldwide.  Recently Werner launched a Hispanic advertising campaign in four key markets, including Los Angeles, San Diego,Phoenix and Las Vegas. Select media included radio, online and out-of-home advertising along with soccer sponsorships. These channels included executions in both English and Spanish aimed at engaging Hispanic customers.”With the growing number of multilingual customers and our global footprint, we are continually looking for supportive ways to ensure our customers have the product information, training and resources they need,” said Chris Filardi, Vice President,Werner Co. “Whether it is French content in Canada, Spanish in the U.S. or Chinese in China, Werner continues to adapt to meet our customers’ needs.” Werner has rolled out a comprehensive multicultural platform that includes support for its Spanish, French, Chinese and English-speaking customers. Recently, the company introduced new Spanish and French websites for the U.S. and Canada. These new websites provide customers with complete product information and product literature as well as a Ladder Finder, which helps end-users select the correct item based on preferred ladder style, height, performance rating and material. Additional multilingual resources include training and safety videos and targeted advertising for leading Hispanic markets in the U.S.

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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