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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  • Nature’s Way

Nature’s Way, natural health supplements, superfoods and weight loss products company, has selected Publicis Groupe’s Spark Foundry for U.S. media duties following a review. Spark Foundry will be responsible for media planning and buying, data and analytics, search, programmatic and social media. Nature’s Way spends around US$30 million a year on ads in the U.S. It had previously worked with U.S. International Media. Nature’s Way brands include, Alive!, CalmAid and Ginkgold.




  • Staples

Retail chain Staples has appointed Boston-based agency Mediahub, IPG’s MullenLowe media division, as its newest agency partner following a review. Mediahub will handle the offline portion of Staples’ marketing efforts, including TV, out-of-home and print placements. Its first assignment concerns working on the Framingham, Mass.-based company’s big back-to-school campaign.Other IPG agencies working on the business are digital creative shop MRM//McCann and production unit Craft. iProspect currently handles the digital media portion of the business.Staples spends roughly US$100 million on measured media in the U.S. in each of the past two years and US$21.5 million during the first quarter of 2017, according to Kantar.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Infiniti

Auto maker Nissan has appointed 72andSunny without a review to handle global creative responsibilities for its luxury brand Infiniti. The account was being handled by Crispin Porter + Bogusky, which retained its status as U.S. creative agency of record for the Infiniti brand. Last February, japan-based Nissan restructured its US$750 million relationship with Omnicom in the U.S, consolidating all related work on the East Coast in Nissan United, the dedicated Omnicom unit that handles its marketing business within the United States.The holding company formed Nissan United in 2013, which combines teams from Zimmerman on creative, TBWA\Chiat\Day and Nissan United’s NURVE team on digital and social, OMD on media buying, Critical Mass on brand website platform, fluent360 on multicultural marketing and Startacomm managing public relations. Nissan spent approximately US$171 million promoting the Infiniti brand in the U.S. last year, according to Kantar. Nissan is currently the fifth largest American auto advertiser. The Nissan United unit employs hundreds of Omnicom staffers across the country.

  • Toyota/Mazda

Toyota Motor Corporation (Toyota) and Mazda Motor Corporation (Mazda) signed an agreement to enter a business and capital alliance, with the aim of further strengthening their lasting partnership. The companies have agreed to establish a joint venture that produces vehicles in the United States, jointly develop technologies for electric vehicles, jointly develop connected-car technology, collaborate on advanced safety technologies and expand complementary products. In addition, Toyota and Mazda agreed to a capital alliance arrangement that preserves independence and equality for both companies.  John Abel, Senior Director Global Communications & Brand Integration Mazda Corporation, told Portada “The Garage” is indeed the AOR for Mazda in the US. It’s part of a strategic partnership the brand has with WPP Group to operate integrated model agencies in a number of Mazda’s international markets.The Garage was set up in 2010, following a pitch for the North American business (Canada, US and Mexico), building on investment in Europe (22 markets) and now extending to other places like Colombia, Taiwan, South Africa to operate some form of “Team Mazda” agency model. The Garage does more than just marketing / creative. The idea was to have under one roof, all aspects of Mazda’s communications business including Strategy, Account, Creative, Production, Digital, PR AND Media planning and buying.In fact ‘The Garage’ is a joint venture company in which 5 WPP firms have a stake – including JWT, Mirum, H&K (PR) AND Mindshare (Media). The media team at the Garage draw on services and scale from both Mindshare and Group M, but in terms of day to day – they run the media business in house, as part of the integrated “one stop shop”. Young & Rubicam/The Bravo Group, integrated into The Garage Team Mazda, handles Mazda US Multicultural account.


We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

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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.

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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