State Farm


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.

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  • 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 U.S. consumers right now.

For prior Sales Leads editions, click here.

  • Toyota

The Toyota Corolla, a perennial top seller among light vehicles in the U.S., is on the way with a new platform and feisty personality. While much of the US car market has swung to the booming crossover segment, not all consumers have backed away from cars. Toyota believes there are still pockets of opportunity for car sales with multicultural groups. African-American, Asian and Hispanic consumerswill be key targets as Toyota looks to maximize the sales potential of the 12th-generation Corolla, said Sam De La Garza, Toyota’s senior manager of small-car marketing. The Toyota sedan campaign will have a similar feel to the hatchback’s ads, which are based on the “Greater Than” tagline. The brand is also  developing ads that will target African-Americans, Hispanics, Asians and then total market. Although the Corolla ranks 11th overall when looking at the industry as a whole, it sits at No. 2 among Hispanic buyers, trailing only the Honda Civic. It’s No. 6 among Asian buyers and No. 7 for African-American consumers.


  • Avon

Beauty brand Avon has consolidated its global media buying and planning business with agency Spark Foundry, following a formal review. Media Buying & Planning were previously handled by Publicis Media agency and WPP’s GroupM. From January 2019, Spark Foundry will “hub” the account from London. Key markets outside the U.S. include Argentina, Brazil, Colombia, Mexico, Poland, Russia, South Africa, the Philippines and the UK. Avon spent US$118 million on global advertising in 2017, according to its latest annual report. In 2016,Avon hired Horizon Media as agency-of-record for offline media and activation in the U.S., a move that came after the beauty brand separated from its global parent and became a privately held company in North America.The North American business, which is now majority-owned by Cerberus Capital Management, operates under the name New Avon, but is still known as Avon to consumers and representatives.


  • Hoy Health, LLC

Hoy Health, LLC has announced robust channel partnerships and reseller agreements with diverse healthcare and business entities, opening opportunities to bring quality healthcare programs and services focused on primary care to medically underserved and Hispanic populations. Hoy Health is an emerging health-tech company with solutions for individuals and institutional re-sellers that include affordable Rx drugs, chronic condition management programs and telehealth/virtual care. Hoy Health Establishes Key Partnerships Across Multiple, Varied Business Sectors; Meets Primary Healthcare Needs of Medically Underserved.According to Mario Anglada, CEO, Hoy Health. “Hispanics are the fastest growing population in the US, accounting for US$1.7 trillion in purchasing power.” Channel partners and resellers will offer products that span the Hoy Health ecosystem.



2018/2019 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.


  • State Farm

Insurance giant State Farm, which consolidated its marketing business with Omnicom early this year, is reviewing its PR duties. According to sources, the process involves the company’s relationship with Interpublic’s Weber Shandwick, which has served as State Farm’s lead agency for nearly a decade. As the US’s largest property and auto insurer, State Farm has a hefty marketing spend; In 2016, the company reportedly spent US$726m. Along with smaller regional partners, State Farm works with some non-Omnicom shops, including Translation which has produced multicultural-targeted campaigns for the client.




  • Buffalo Wild Wings

Buffalo Wild Wings parent company Inspire Brands announced that it has chosen The Martin Agency as its new creative AOR after a competitive review. The appointment follows a media agency assessment that resulted in Mindshare picking up the account from Horizon Media. Buffalo Wild Wings spent about US$75 million on ads last year, according to Kantar Media.





  • Volkswagen

WPP has won Volkswagen‘s creative account in North America, following a seven-month global agency review. The incumbent in the U.S. was Interpublic’s Deutsch. Omnicom will handle Europe and South America. The German automaker will centralize its marketing to be run from four main hubs that it calls “powerhouses.” They are based in Berlin, New York, São Paulo and Beijing. VW previously used roughly 40 agencies globally. Omnicom’s PHD remains Volkswagen’s global media agency.As VW’s “Powerhouse” agency for North America, WPP will handle Digital, Creative, Dealer and Production throughout the United States and Canada, with additional responsibility for Mexico. WPP formed a new entity to handle the account called The VW Partnership. The review covered the automaker’s flagship VW brand, not its other nameplates, which include Audi.Volkswagen is the 61st-largest advertiser in the U.S. with US$746 million in spending last year, according to the Ad Age Datacenter.


2018/2019 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.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • PBCPremier Boxing Champions has inked a broadcasting deal with FOX. The fights will appear on both the broadcast network and FS1, including an annual boxing budget that tops $60 million. The deal will kick off in December and calls for 10 championship-level fights on FOX, with at least another 12 shows on FS1.


  • UFC announced a new, multi-year global marketing partnership with Nemiroff to become the first-ever “Official Vodka” Partner. Nemiroff will have a branded presence inside the Octagon at all UFC events, including UFC’s remaining Pay-Per-View events in 2018. Partnership activations will include other promotional opportunities, outside the octagon. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.


  • La Vida Baseball reported reaching more than six million English-preferred Latinos per month and generating more than 1.2 million monthly video views across all digital platforms. In addition, La Vida Baseball partnered with the Smithsonian’s National Museum of American History and The Hispanic Heritage Foundation to host a special event discussing philanthropy through the lens of Latino baseball.

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  • https://pbs.twimg.com/profile_images/926822334773653505/C1QObiyZ_400x400.jpgThe Dallas Cowboys have announced a partnership with Winstar World Casino and Resort. By doing so, the NFL has become the first American football team to partner with a casino. NFL viewership among Hispanics has increased 28% from 2011 to 2016, according to a 2016 Nielsen report.


  • CBS has revealed its plans to stream this season’s NFL Super Bowl for free ‘across more platforms than ever’. Fans will be able to watch the big game without a sign-in through CBS Sports’ website and mobile apps, while the game will also be available on the CBS All Access subscription service.  According to  Forbes, between 2005 and 2015, the total number of NFL Hispanic fans doubled from 750,000 to 1.5 million.


  • The Arizona Cardinals announced an 18-year stadium naming rights deal with insurance firm State Farm. It was not revealed whether the deal with State Farm would earn the Cardinals more than the annual US$7.7 million they received from their agreement with the University of Phoenix, which is staying on as an official education partner of the franchise.

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.

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.

For prior Sales Leads editions, click here. 

  • BIC

BIC, known for making disposable consumer products such as lighters, razors, mechanical pencils, and printed paper products, has appointed New York-based Merkley+Partners as its U.S. media agency of record without a review. BIC spent over US$9.8 million on measured media in 2016, according to Kantar Media.Merkley+Partners will handle media buying and planning in the U.S.





  • Adobe

Adobe has appointed GroupM’s Wavemaker as its U.S. media agency of record, following a review which launched in October. Wavemaker will be handling media buying and planning in the U.S. across Adobe’s Clouds: Creative, Experience and Document products. Wavemaker already handled media buying and planning for Adobe in Europe out of its Switzerland office.Adobe’s creative account will remains with GS&P.




  • L’Bel

Belcorp, a corporation with a presence in Latin America and the United States through its L’Bel brand, will conduct its first National Inspire Tour in the USA. With the desire to encourage the dreams of Latin women living in the United States, the objective of this tour is to get closer to the Hispanic community and inform it of a business opportunity that will allow women to become businesswomen within the beauty industry, and female leaders in their communities. Today, the L’Bel USA brand has thousands of Beauty Advisers, including some who have reported nearly one million dollars in volume of sales. In the National Inspire Tour, women will have the chance to learn about the program’s benefits, domestic and international trips, luxury automobiles, workshop participation, chats, product demonstrations, raffles and many more surprises. The event is open to the public. 


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!

  • Café Bustelo®

Café Bustelo® is partnering with the Hispanic Association of Colleges and Universities (HACU) to launch the fifth-annual Café Bustelo El Café del Futuro Scholarship. Eligible U.S. students can submit their application for the opportunity to receive one of ten $5,000 scholarships. All eligible applications must be received by Friday, May 25, 2018 at 11:59 p.m. ET, and recipients will be announced on or about September 15, 2018. Café Bustelo® contest to award US$50,000 in college scholarships to ten inspiring students.Café Bustelo is asking students of Latino descent to submit an application that includes an 800-words or less essay in English or Spanish describing how their heritage, family, and community have impacted their desire and motivation to obtain a college degree; how they plan to give back to their community; and what they intend to accomplish with their degree.




  • State Farm

Insurance firm State Farm has appointed ReKTGlobal as its agency of record for e-sports. State Farm recently announced its first sponsorship in the esports space with the company serving as the North American sponsor of the 2018 League of Legends World Championship, Mid-Season Invitational and All-Star Event. OMD is State Farm’s media agency of record and The Marketing Arm is its entertainment creative agency.




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.

“Our State Farm sitcom, Los Asegurados, will be uploaded periodically for the next couple of months (through April) on the State Farm Latino Facebook and Twitter pages.  We know that Hispanics over index on social, which is why an online video series is a great way to reach this community,”  Patty Morris, Director of Branded Content at State Farm tells Portada. Morris provides more detailed explanations about the insurer’s  Hispanic millennial social video Campaign.

State Farm’s Los Asegurados Campaign focused on Hispanic l audiences is running through April. The campaign is an example of how major companies can use social media (organic and paid) to reach Hispanic millennials.

The Videos

Patty Morris, Director of Branded Content at State Farm

Los Asegurados (“The Insured”). follows the story of a newlywed couple starting their lives together through a content series that shows slices of their life. “Think “Modern Family” with a Hispanic twist or “Que Pasa USA?” with a mature millennial vibe,” Morris explains. The episodes, running on Facebook and Twitter, follow the young couple as they buy a new car and start saving for their family’s future, showcasing how State Farm is there for them at every stage to help life go right.

Distribution and Promotion

There are a total of eight videos, targeting Hispanic millennials, which are being posted and promoted from December 2016 to April 2017.   The videos are promoted posts within the State Farm Latino Facebook and Twitter pages. “To reach a larger audience, sponsored video posts are targeted to people who aren’t necessarily followers of the pages, which our media partner, Resolution Media, optimizes on a regular basis,” says Morris.

Social is used as a way to build affinity and awareness with the brand within our marketing plan.

All content will have paid promotions on Facebook and Twitter. Morris explains that “Social is used as a way to build affinity and awareness with the brand within our marketing plan.” She adds that Hispanics value inclusive brands. “Using a cross-cultural approach with in-language efforts to reach the Hispanic market helps to demonstrate our commitment to diverse communities through social campaigns such as Los Asegurados as well as our community outreach and philanthropic efforts.”

Morris claims that there already has been positive response and comments on the videos. “For example, one user said in reference to Juan not liking to throw out his things: “That’s my husband he holds on to old stuff…lol…gotta love him.”

How Social Embeds into State Farm’s Overall Marketing Plan

“Los Asegurados is a social campaign that evolved from our Here to Help Life Go Right creative campaign which launched last year,” says MorrisIn June 2016, State Farm hit the refresh button on our brand. People knew that State Farm would always be there when things went wrong. What they didn’t realize is the many ways State Farm is here to help life go right. Some combinations in life go together better than others, like combining your home and auto insurance. Through these campaigns we want to show how State Farm is here to help life go right in an engaging way whether that’s by combining your home and auto insurance or help make financial topics less intimidating and more understandable among Latinos. State Farm agents serve as a great resource to provide needed tools, resources, and education to aid families moving into this stage in their lives. For us, being a good neighbor, Un Buen Vecino, is not just being there when things don’t go as planned; being a good neighbor is also about being “here” in all of life’s moments.

Los Asegurados Credits

State Farm’s in-house team led by Patty Morris, the effort involves a relatively large amount of partners including: Alma (creative), OMD (media), Resolution Media (paid social).


Production Company: Landia, Director: Karina Munition and Editor: Fro Rojas

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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.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

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  • Walgreens Boots Alliance

descargaWalgreens Boots Alliance, Inc.  has awarded WPP  its US$600 million global retail, wholesale, health and beauty product brands businesses after a 1 year review.‘Team WBA’, the bespoke WPP team, will provide services including traditional and digital advertising, media investment management, promotion & relationship marketing, public affairs, media relations and communications for the enterprise, realizing significant benefits globally.Hub office locations for ‘Team WBA’ will be created by WPP in Chicago, London and New York to support Walgreens Boots Alliance and businesses including Walgreens, Boots and Alliance Healthcare businesses.


To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • State Farm

descarga-5State Farm social has released its latest campaign that make finances a little less daunting; particularly for Millennials as the content aims to educate them on handling their personal finances. The Meme-o-nomics campaign is a series of four videos that provide helpful financial tips in the form of metaphorical “memes” or content young adults are used to seeing online (i.e. make-up tutorials, trick shots, cats, etc.). Each video meme is between :45 – :60 seconds and running on Facebook only( Impossible Plays, Makeup,Cake and Cat).All four videos were also adapted for the Hispanic market and named Consejo-nomia (Wisdom-nomics) by Alma. Additionally, online videos were also adapted for the Hispanic audience in a mini-series called Los Asegurados (“The Insured”). The teaser for Los Asegurados launched in December and the series will roll out over the next few weeks. Click below to watch Los Asegurados.

  • bareMinerals

Makeup line bareMinerals has launched a new campaign to highlight the expansion of its foundation range to include 12 new shades, allowing the brand to better cater to a more diverse consumer base.

      • Ruby Tuesday

descarga-6Ruby Tuesday has appointed MARC USA as its AOR following a review. The incumbent agency was American Rogue. MARC USA will be in charge of a new ad campaign to support the dining chain’s expanded salad bar. In addition to a  seven-week TV buy across broadcast and cable channels, the campaign includes a comprehensive digital strategy targeting mom bloggers, videos on social platforms, search and a major presence on the Ruby Tuesday website.Also the campaign will feature local market support with billboards, radio and couponing. Ruby Tuesday spent US$12.76 million on advertising during 2016.Ruby Tuesday has more than 600 restaurants in 42 states of US and 14 foreign countries. Marca, Marc USA Hispanic agency, does not have any involvement in this account.

      • TurboTax

cb_tt_pref_i_rgbTurboTax®, a preparer of federal tax returns from Intuit Inc, is launching a new, integrated marketing campaign developed to empower the Latino community to take charge of their finances, starting with their taxes. The campaign includes TV and digital advertising, media integrations, community events, influencer engagement and social media activations.The campaign “Relájate, Tienes TurboTax.” (Relax, There’s TurboTax) began in early Jan. with Spanish language television spots featuring actress Karla Souza and retired baseball player David Ortiz. The spots, running on Univision, Telemundo and Azteca America among others, will air through the end of the tax season.Consumers are invited to join the conversation on social media and share their tax experience using the hashtag #ConTurboTaxPuedes throughout tax season.


To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

      • The Specialist Works

descarga-3Independent media agency The Specialist Works (TSW) is opening an office in New York, following its acquisition of US agency, Atlanta-based Elarbee Media, last year.




      • Avocados From Mexico

mf4vpnqc_400x400Avocados From Mexico and creative-agency GSD&M are bringing avocados back to the Super Bowl. The spot entitled “Secret Society,” features actor and comedian Jon Lovitz and offers cultural insight that pokes fun at today’s society, heavily reliant on social media and sharing, and therefore its inability to keep a secret. The 30-second spot airs during the first break of the first quarter. AFM’s Super Bowl efforts correlates with a recent public health recommendation from the U.S. Food & Drug Administration to redefine the term “healthy”.



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.

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 Jennifer Chan at 347-840-1311 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!

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  • #LoveYourHair By Dove

mm (2)To alleviate women from these pressures, Dove Hair is announcing the launch of its #LoveYourHair campaign and film – a challenge to conventional beauty norms and a reminder that beautiful hair is not singularly defined, instead it is an expression of self that should make women feel beautiful and confident. As part of #LoveYourHair, the brand will showcase and celebrate all hair types, textures, styles, and colors.  Dove Hair is also working with Elizabeth Benedict, editor of “Me, My Hair, and I: Twenty-seven Women Untangle an Obsession,” to decode the relationship women have with their hair.Women can show how their hair makes them feel beautiful via the hashtag #LoveYourHairç. (Check out:How Unilever’s Dove Uses Paid Media and Content Marketing to Empower Curly Women)



  • Amway/ XS™ Sports Nutrition line

descarga (3)Amway, the world’s leading direct selling company, has announced the launch of the XS™ Sports Nutrition line, marking the company’s expansion in the sports and performance nutrition category and presenting an opportunity for the next generation of Amway Independent Business Owners (IBOs). The XS™ Sports Nutrition line is an extension of the XS™ brand, a line of healthier energy drinks, which Amway acquired in 2015. This further infuses Amway’s product portfolio with the energy, authenticity and quality customers expect. The Sports Nutrition market has grown to a nearly US$19 billion category in the United States. Amway is a us$9.5 billion direct selling business based in Ada, Michigan, USA.

  • DishLATINO, State Farm and Walmart

descarga (2)Telemundo announced a 360° degree sponsorship initiative in support of season four of the network’s hit singing competition “La Voz Kids,” which returned Sunday, April 17th at 8pm/7c, with hosts Jorge Bernal and Patricia ‘Paty’ Manterola and celebrity coaches Daddy Yankee, Natalia Jimenez and Pedro Fernandez. Exclusive brand integrations from DishLATINO, State Farm and Walmart will be featured in the series, which reached a cumulative audience of 2,775,000 total viewers and 1,234,000 adults 18-49 on premiere night, according to Nielsen.DishLATINO will sponsor a special group performance and selfie diaries with the finalists, providing exclusive video content to fans on-air and through a custom digital hub. DishLATINO will also be featured in segments on “Un Nuevo Día” and a Social Synch campaign via Facebook.A State Farm branded video channel will give fans access to exclusive interviews and content. Leading into the announcement of the season four winner of “La Voz Kids,” State Farm will recap the season with the most inspiring highlights from the show. In addition, State Farm will sponsor airings of “Quiero Tu Voz Minuto,” and be featured in segments of Telemundo’s popular newscast, “Al Rojo Vivo.”  Walmart returns as the exclusive retail sponsor and will be featured in-show, as well as have cross-promotional activity.

  • Honda

oXMAw2MS_400x400Honda has announced that the upcoming Clarity Fuel Cell will be joined by two additional variants, the Clarity Electric and Clarity Plug-in Hybrid, launching in the U.S. in 2017. The addition of two new Clarity vehicles, based on the same platform underpinning the new Clarity Fuel Cell, makes Clarity the first vehicle in the industry to offer fuel cell, electric and plug-in hybrid technology on one model platform, offering Honda customers an expanded array of electrified vehicle choices to suit their individual tastes and driving needs.Following the U.S. launch of the Clarity Fuel Cell in late 2016, the Clarity Electric will go on-sale in 2017.  The Clarity Electric will be the first affordable, midsize, five-passenger battery electric vehicle (BEV) to offer premium content and features. The third vehicle in the Clarity series, the Clarity Plug-In Hybrid, will launch in all 50 states later in 2017 and will be the volume leader in the series, seamlessly combining an all-electric driving range in excess of 40 miles with a hyper-efficient gasoline-hybrid extended range mode.

  • Cheerios

-1x-1General Mills is introducing Pumpkin Spice Cheerios, a fall limited edition flavor that will launch around Labor Day.Cheerios is another brand that has suffered from an industrywide U.S. cereal slump. So, GM is relying on pumpkin spice and other innovations to boost sales. Sales of regular Cheerios, a 75-year-old brand, have slipped 18% since 2010.General Mills and Kellogg Co. have both updated their products to cope with shifting tastes, but the days of cold cereal dominating breakfast in the U.S. are probably over, said Ken Shea, an analyst at Bloomberg Intelligence. Fast food’s push into breakfast and the emergence of snack bars and Greek yogurt as viable morning meal options have eroded cereal’s appeal, he said.

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PR Experts and Marketers pay attention! We are Introducing the Portada Buzz Barometer. Each month we will be highlighting the companies among the main marketers targeting the U.S. Hispanic consumer which  make the most buzz.

Translated by Candice Carmel

In this edition of the Buzz Barometer, State Farm and Comcast are the advertisers with the most improvement in their own performance, each earning eight Buzz points. Also noteworthy among the 15 advertisers measured are AT&T and Toyota, each earning over three Buzz points. Kraft and Kellogg’s had negative Buzz, each of them registering a three- point Buzz drop.

Below are the Buzz scores for February for the top 15 advertisers in the U.S. Hispanic market:



State Farm’s increase seems to come from its plans – announced in February – to return to the Florida insurance market and its growth in Georgia, where the company announced it would be creating more than 3,000 new jobs. Comcast generated Buzz in February with its announcement of a joint service agreement with Netflix and its purchase of Time Warner Cable. Netflix may have had an influence on the uptick in AT&T’s Buzz. In February, there was a lot of noise about talks between AT&T and Netflix to accelerate service (similar to the Comcast agreement). For its part, Toyota introduced its Highlander SUV in February and celebrated a decade of entering NASCAR.

Methodology and figures

The figures in our barometer show the monthly change in Buzz points as measured from the traffic generated in Google searches. The scale measures monthly readings from 2004 to today, recording changes and comparisons for each brand’s performance. It is important to note that our barometer does not measure brands against each other, but rather measures only the performance of each brand with respect to itself. Buzz points are derived from the average of the difference between the Buzz measured in the current month of 2014 with the Buzz recorded in the same month in 2013, and the difference between the Buzz measured for the current month of 2014 and the Buzz of the previous month. The formula is: ((AB)+(AC))/2, where A is the Buzz of the current month in 2014; B is the Buzz for the same month in 2013; and C is the Buzz of the month immediately preceding the current month.

The Buzz is a number that can go from 0 to 100 and is measured by the Google Trends tool, which allows us to see the search trend of any term since 2004. A score of 100 denotes the moment when a term has generated the most searches to date since 2004. In some cases, the highest score is recorded in a distant year (such as General Motors, which achieved this score in 2005). In other cases, the highest score has been recorded recently (like Walmart in November 2013). What is important for our study are not the Google Trends scores, but the average changes (arc change) that each brand has achieved with respect to itself within a defined period (the month of the study) compared with the same period last year and the month immediately preceding the current one.

The list of advertisers for the US Hispanic market has been culled from several existing studies on the major advertisers for each of the markets studied. For technical reasons we have left out some advertisers whose names do not appear as a main part of their marketing materials, i.e.: those whose advertising is focused on selling its branded products, but not on generating buzz about their own name (such as P&G).

Below are the figures obtained with this tool for the US Hispanic market, which were used to calculate the Buzz points on our barometer.

Brand100 ScoreFebruary 2013January 2014February 2014BUZZ
State FarmJUL/20138494978
General MotorsJUN/20051616182

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. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at  xavier@portada-online.com

  • Chevrolet

la-cueva-de-la-fieraTelemundo Media and Chevrolet have teamed up to create a new digital sports reality series, “La Cueva de la Fiera,” available on www.Telemundo.com/lacuevadelafiera. The first-ever reality digital exclusive series produced by Deportes Telemundo,is supported by a 360° degree promotional campaign.The weekly episodes, which launched in February, offer fans a glimpse inside Mexican professional soccer’s Club Leon. On-air promotion of the series involves promotional segments on Telemundo series including “Un Nuevo Dia,” “Titulares y Mas,” “Titulares Telemundo” and “Ritmo Deportivo.” The campaign also includes a digital hub with player profiles, game highlights and post-game interviews. Plus, “Pregúntale al Leon,” a social engagement program featuring Twitter chats and digital shorts with players from Club Leon, in addition to a custom hashtag fan engagement. Further digital content includes livestreams of Leon games and a special VOD episode of the complete “La Cueva de la Fiera” series.Viewers will be shown challenges faced by the Mexican soccer champion, including access to training camp, the stadium, the secrets of the locker room and moving stories of the fans. Fans will also experience game day situations along with the players, Gustavo Matosas and his team of coaches, and share moments with Rafa Marquez, the captain and star player of the league and the Mexican national team. Celebrity integrations with Club Leon captain Rafael “Rafa” Marquez with the Chevy Silverado will also be featured throughout the 10-episode run of “La Cueva de la Fiera.”

  • Novo Nordisk

prime accessNew York-based Prime Access has been appointed agency of record for the US Hispanic market for Novo Nordisk, a global health company focused on diabetes care. The agency will be in charge of branded and unbranded strategy development and execution as well as digital and traditional media planning and buying. It will also lead strategic development of Novo Nordisk’s diabetes franchise across other US multicultural markets.Both firms aim helping to improve diabetes prevention, care, and control for Hispanic health care consumers by addressing the psychosocial cultural aspects of the disease.

  • Electronic Arts

eaWK Media will no longer handle Electronic Arts media business. The agency had been holding the company´s media business since 2005.Now Electronic Arts is in search for an agency. Resources International in Santa Monica, Calif. is managing the search expected to be finished in March, Adweek reports.. A’s relationships with its creative agencies and MediaCom, its media shop in overseas markets, remain in place. The company´s game titles include Madden NFL, The Sims, FIFA Soccer, Need for Speed and Battlefield.


  • Nationwide

ntwideNationwide is launching this month a new TV Spot in which a leather-clad insurance pitchwoman is sneaking into a new dwelling: an apartment. The new ad, which will debut Thursday, was made by McKinney, Durham, N.C. Nationwide intends to transmit the company’s shift for the insurer as it puts more emphasis on selling renter’s insurance in addition to home insurance. The company´s goal is to sign up more young-adult customers who continue to delay home-buying in favor of renting and who are still truly not covered.However, while Nationwide is targeting renters, the insurer wanted the ad to also resonate for potential homeowners-insurance customers.The lead character, played by country singer Jana Kramer, replaces fire-damaged appliances like a toaster and coffee maker with new versions. As opposed to last year´s ad, the spot, which will get heavy play during March Madness, is set in an urban apartment rather than a home.

Here is the ad:

[youtube https://www.youtube.com/watch?v=V5dhEala7xs&w=560&h=315]


  • MilleCoors

millercoorsAOL has signed a native ad pact with MillerCoors, which is worth about US $5 million, according to what industry sources have told Mediapost. Through this deal, audience data will be fielded from both social media channels and proprietary data from AOL Advertising, according to AOL Advertising’s CMO Erika Nardini. AOL has agreed to produce about 350 pieces of original content — including 100 videos -before the end of the year. At Miller’s request, each piece will appeal to male millennials, and plug Miller Lite, Coors Lite, Blue Moon, or Redd’s Apple Ale.The editorial content series, “Brew Pub Newsroom,” will extend to AOL properties including Huffington Post, Huff Post Live and the male-focused Mandatory.com.Among other integrations, Miller Lite is sponsoring a segment on HuffPost Live titled “Huff Bros Live,” which will feature millennial men and their thoughts on dating, sports and pop culture.

  • Ashley Furniture

ashley fAshley Furniture is looking for a new creative and media agency. The Wisconsin-based chain’s search is in the early stages and the retailer is offering up US$ 50 million of its annual media spending, according to what sources have told Adweek. Pile + Co., a Boston-based consulting firm, is managing the review.Zimmerman, a unit of Omnicom Group and Ashley Furniture´s current agency, has been working as its´ creative and media shop since April 2009.The agency intends to participate in the review process.

  •  Trulia

truliaTrulia has launched its first national campaign called ´The Moment of Trulia´, in an attempt to draw the attention of home buyers, sellers, and renters to the online marketplace. According to Mediapost, US $45 million were invested in this campaign, which targets women ages 25 to 44. It will run across TV, radio, outdoor, online and mobile. The company´s goal is to get home buyers and sellers to download Trulia’s mobile app.

The campaign was created by FCB San Francisco with media strategy and planning by Initiative Media .It kicks off with “Look,” an ad showing a couple’s journey to find a home and how Trulia turns a moment of confusion into clarity:

[youtube https://www.youtube.com/watch?v=eJCP3oNvSpM&w=560&h=315]
  • AT&T,State Farm®, Kohl’s, Chrysler , Universal Orlando Resort

lavozkidsTelemundo Media announced a 360° degree sponsorship initiative in support of season two of Telemundo’s singing competition “La Voz Kids,” which premiered this Sunday on Telemundo. AT&T, State Farm, Kohl’s Department Stores, Chrysler and Universal Orlando Resort have been secured as Telemundo’s advertising partners for its’ reality program.“La Voz Kids” follows the journey of young Hispanic contestants aged seven and fifteen years of age on their road to stardom, beginning with Blind Auditions and followed by the Battle Rounds as celebrity music coaches Natalia Jimenez, Prince Royce and Roberto Tapia develop them as music stars of the future.

attAT&T returns as the official wireless and voting sponsor that will present a US $50,000 prize in support of Winner’s education. The brand will sponsor a branded Friends and Family Room throughout the first six episodes and will offer fans informative and entertaining custom video content featuring Roberto Tapia and “La Voz Kids” season one winner, Paola Guanche. AT&T integrations will feature devices from the Friends & Family Room with show hosts Daisy Fuentes and Jorge Bernal during various moments within the first six episodes of the Blind Auditions and again when featuring the “La Voz Kids” Digital Reporter, Paola Pedroza, on the AT&T section of www.telemundo.com. Its’ sponsorship also extends to zeebox with the following features: Spot Sync, numerous custom zeetags for each show, sponsored content driving to the “La Voz Kids” homepage and sponsored polling and voting within the platform.

statefarmState Farm ,the insurance sponsor for “La Voz Kids,” will bring its “Get to a Better State” messaging to life featuring thematic integrations, branded out-of-show content and a branded video channel. From two branded lounges, one during the battle rounds and one during the final stage of the competition, the brand will offer viewers a different perspective of the action within the show. A State Farm branded video channel will host the on-air interviews as well as digital interviews and content on the best coaching advice contestants have received during their time on the show. In addition, blind auditions´ content will be shared on State Farm’s Latino Facebook page. Prior to the announcement of the season two winner of “La Voz Kids,” State Farm will bring viewers a custom recap featuring the most inspiring highlights from the season. The brand will also sponsor some airings of “Quiero Tu Voz,” a daily highlight on the competition, as well as promotional segments in the daily newsmagazine show “Al Rojo Vivo.”

kohl´sKohl’s will feature a broadcast and online content series with host Daisy Fuentes, titled “Ritmo En Moda.” During the Blind Audition and Live Performance episodes, viewers will be able to visit the La Voz Kids Style Clubhouse, where Daisy Fuentes and show’s stylist will discuss the looks and trends from the show featuring Kohl’s apparel and home décor items. A custom Kohl’s hub on Telemundo digital platforms will host extended versions of the content and a “Shop the Look” photo gallery.

chryslerChrysler, the auto partner for “La Voz Kids,” will unveil the 2015 Chrysler 200 through broadcast and online integrations that provide viewers with a detailed look into the contestant’s “journeys” and moments during Battles and Live Performances featuring “La Voz Kids” hosts Daisy Fuentes and Jorge Bernal.

uorUniversal Orlando Resort will be “La Voz Kids,” new home .In addition, it will build the momentum leading in to the new season with weekly “Watch & Win” tune-in promos reminding viewers about upcoming episodes and to participate in the “La Voz Kids Question of the Week” to win weekly prizes or the grand prize: a trip to Universal Orlando Resort and its two theme parks, Universal Studios Florida and Universal’s Islands of Adventure. As part of their prize package, the season two winner of “La Voz Kids” will receive a four day, three night family vacation for four to Universal Orlando Resort.



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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




CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at xavier@portada-online.com

Telemundo-logoThree of Telemundo’s main advertisers, Ford, AT&T and State Farm have signed sponsorships for La Voz Kids, the network’s singing competition that premiered May 5th with strong ratings.

AT&T will become the official voting partner for the show, while Ford will integrate vehicles in different phases of the show.  For example, hosts Daisy Fuentes and Jorge Bernal will be driving Ford vehicles and experience new technologies as they make contestant home visits. Meanwhile, coaches (among them Paulina Rubio, Prince Royce and Roberto Tapia) will record messages for the young contenders which will be played through the Ford SYNC system. State Farm, for its part, will showcase its “Get to a Better State” messaging through a campaign featuring integrations and an exclusive branded video channel.

‘La Voz Kids’ premiere on May 5th had an average viewership of 1.7 million total viewers, becoming Telemundo’s highest ranking reality show premiere in network history. It was also the most buzzed about show on zeebox during the night of the premiere. Telemundo in April became the first Hispanic channel to partner with Zeebox, a social networking and social TV platform that provides information second-by-second as people watch TV.

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