SALES LEADS: Pernod Ricard, Wavemaker, NESCAFÉ Clásico…

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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.

For prior Sales Leads editions, click here.

Get ready for #Portada17 on Sept. 14 in New York City! The Hispanic Sports Marketing Forum on September 13, and the 11th Annual Hispanic Advertising and Media Conference on September 14 will provide you with the best content and unparalleled networking opportunities to succeed in Multicultural America.

  • Pernod Ricard

Pernod Ricard is taking more media buying in-house, according to Digiday. The brand has a small team of media buyers buying inventory directly from demand-side platforms such as Adobe Advertising Cloud (formerly TubeMogul) and Google’s DoubleClick Bid Manager. A quarter of Pernod Ricard’s digital media is bought by its own media buyers rather than its agencies. Pernod Ricard’s own burgeoning media expertise is meant to give it a better understanding of its investments, while simultaneously easing the eroding margins of its agencies. Like it has done with its in-house content-production team, Pernod Ricard takes on more of the day-to-day costs of managing its media investments such as adapting content for different channels and localizing assets, while its’ agencies are tasked with the strategy and creative responsibilities.

 

  • Wavemaker

WPP new media agency, formed by the in-house merger of existing shops MEC and Maxus, has been dubbed Wavemaker. The merger was announced back in June. With US$38 billion in billings, the resulting entity is being positioned as a “media, content and technology agency.” The merged agency network comprises 8,500 people serving clients in 90 countries via 139 offices around the world. According to the agency, the staff includes a mix of digital, data, content and platform/technology experts. Major global clients include L’Oréal, Vodafone, Marriott, Colgate-Palmolive and Paramount. Tim Castree will be the global CEO of MEC and Wavemaker Publicis Media veteran Amanda Richman would be joining in October as CEO of Wavemaker’s U.S. operations. The full rollout is expected to be completed by January 2018.

 

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!

 

  • NESCAFÉ Clásico

Casanova McCann created a new campaign for NESCAFÉ Clásico with Latin superstar Ricky Martin, which is the fourth consecutive year of this creative partnership. Produced by Letca Films and directed by Jorge Colon, the campaign includes TV, radio, OLVs, in-store and digital media. The campaign was shot in Mexico in between Ricky Martin’s latest concert tour dates. The campaign will launch in the U.S. later this year.

 

 

 

 

 

 

  • Barclays

Barclays, a financial services company, has moved its global media account to Omnicom Group following a review that began earlier this year, according to sources.WPP’s Maxus, now in the process of merging with sibling agency MEC into a new entity called Wavemaker, was the incumbent.Barclays spends around US$80 million on measured media annually according to Campaign.

 

 

 

 

NEW FEATURES TO PORTADA'S INTERACTIVE DATABASES
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.

 

Get ready for #Portada17 on Sept. 14 in New York City! The Hispanic Sports Marketing Forum on September 13, and the 11th Annual Hispanic Advertising and Media Conference on September 14 will provide you with the best content and unparalleled networking opportunities to succeed in Multicultural America.


Celeste Martorana @celesmartorana

Celeste joined Portada’s team in 2013. Since then, she has been working as an editor for Portada’s English-language website and compiling information for Portada’s Databases.

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