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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 Latin American consumers right now.

For prior Sales Leads LatAm editions, click here.

  • Best Buy

Big-box consumer electronics retailer Best Buy Mexico is opening a new store in Aguascalientes and 7 other stores in Mexico this year, bringing the total number to 42. Five of the new stores will open in five cities that will be new for the retailer, which will extend its presence to 15 states. The goal of reaching all 32 states. Best Buy intends to invest heavily in distribution centers and electronic control systems. José Camargo Samperio, Ecommerce SubDirector, Best Buy Mexico is a member of Portada´s Brand Star Committee LatAm. 

 

 

 

  • Natura &Co / Avon

Brazilian Natura &Co announced that it is acquiring Avon Products, Inc. in an all-share transaction, creating the fourth-largest pure-play beauty group in the world and a major force for good in the industry.The combination creates a best-in-class multi-brand and multi-channel beauty group, with direct connections to consumers on a daily basis. The group will hold leading positions in relationship selling through Avon´s and Natura’s over 6.3 million Consultants and Representatives, a global footprint through 3,200 stores, as well as an expanded digital presence across all companies. The combined Group is expected to have annual gross revenues of over US$10 billion, over 40,000 associates and be present in 100 countries. The expanded group will bring beauty to over 200 million consumers across the world, anytime, anywhere, every day. By adding Avon to a portfolio that already includes Natura, The Body Shop and Aesop, Natura &Co will enhance its ability to better serve its different consumer profiles and distribution channels and expand into new geographies. As part of this transaction, a new Brazilian holding company, Natura Holding S.A., has been created. Upon closing, the Board of Directors of the combined company will consist of 13 members, 3 of which will be designated by Avon. Closing is expected in early 2020.

 

  • Disney

Disney is about to kicked off a review of its entire global media planning and buying business, Adweek reports. The pitch, expected to kick off in the fall, will involve a series of incumbent agencies from four major holding companies, as well as independent network Horizon Media for the entirety of Disney’s portfolio. Disney recently selected OMD Entertainment to handle U.S. media for 20th Century Fox. Disney spent around US$1 billion on measured marketing globally in 2018.

 

 

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • Life Fitness & Smart Fit

World leader in commercial fitness equipment Life Fitness will equip 450 Smart Fit gyms by the end of 2021 in the region. With more than 600 units distributed in Brazil, Mexico, Chile, Dominican Republic, Peru, Colombia, Argentina and Ecuador, Smart Fit grew 34% last year, reaching 2 million customers.For the next three years, the company’s goal is to continue to grow in the region. Among the plans is the purchase of equipment for 600 units, between new facilities and refresh. Considered as key accounts, the major fitness networks, such as Smart Fit, has a relevant representation on Life Fitness’ revenue.

 

Join us at PORTADA Mexico!

We talked to Yocelin Delgadillo, Media Manager Victoria and Premium Brands at AB InBev during her participation at AdWeek Latam. We discussed new digital strategies for Mexican brands, particularly how marketing for Modelo and other beers has swiatched to digital. In addition, she told us all about partnerships with fairs and festivals, e-commerce, and the company’s plans for streaming entertainment platforms. 

 

E-Commerce and New Digital Strategies

What’s your on and offline media mix?

This year, we’re becoming a digital-first company for the first time ever. This doesn’t mean 100% of our budget goes to digital, but rather that we’re growing in the digital space. For some brands, a digital-first media mix means 60% of their budget goes to digital. This varies throughout our portfolio, but we have many new digital strategies.

For some brands, a digital-first media mix means 60% of their budget goes to digital.
Beer House Caption

Strategies for Stella and Michelob Ultra, brands in our premium portfolio, are very digital and e-commerce-focused. Actually, Stella has a very strong e-commerce perspective. It’s one of the best-selling brands in our e-commerce platform Beer House.

How did you launch and reinforce e-commerce?

The key to enter e-commerce was communication with retailers such as Rappi, Amazon and Mercado Libre. We have entire teams devoted to our relationship with them, designing promotions and creating brand awareness in those platforms. We know we must take awareness as a starting point in order to speed up the funnel. It’s even more efficient in Mercado Libre and Amazon, for instance, because the purchase takes place right there.

Every single piece of digital content of ours contains a call to action. Not all of them are necessarily related to sales, but we redirect users to websites that are mainly devoted to sales. We rarely send any traffic from a branding site to see more content. “If you’ve seen Vicky Chamoy and you’re already interested, you can buy it here.” You click on the CTA and it’ll take you to Beer House or Modelorama to get the product. That’s one of the pros of having our own e-commerce platform in house. We can estimate, optimize, and actually measure sales.

That’s one of the pros of having our own e-commerce platform in house. We can estimate, optimize, and actually measure sales.

Sponsorships of Fairs and Festivals

Tell us a bit about brand presence in festivals like Corona Capital and Flow Fest. 

I’m in charge of four brands: Michelob Ultra, Modelo, Stella Artois and Victoria. Therefore, I need to be very aware of the perspective and muse of each brand. Each brand has a very different target. However, we have them well defined, and that helps us understand what works and what doesn’t, as well as to design new digital strategies for them.

Each brand has a very different target. However, we have them well defined.

Yocelin Delgadillo, Director of Integrated Marketing Communications, AB InBev.

On the other hand, experience marketing has become a platform to showcase all the Modelo brands. Before, you wanted to buy beer at the Corona Capital festival and they only had Corona. Now, Corona is the headliner, but Stella has a VIP bar, or BudLight headlines EDM festivals in the North of the country, but Corona is always there. Now we have full portfolio presence instead of just activating one brand. We’ve been there since 2019. All these experiences have also become perfect sampling occasions (for new products). Fairs are very important sampling points for our new Chamoy line. Victoria is the main brand, but we want to launch the Chamoy variety and that’s where consumers can try it.

How do you manage to get your message across at festivals, which involve so many different sponsors and brands? 

We have an advantage: our experiences team is part of our media area. The name of that whole department is “Connections”, and it’s in charge of all connections with consumers ranging from advertising to events. Because we’re in the same area, we speak the same language and are aware of the same strategies. Actually, at the Experiences team, when we work with OCESA and other organizers of art festivals we try to close deals that are not simply about being another sponsor looking for naming. We want to get involved with the experience, we want to sponsor a stage that receives music that resonates with the brand. 

We want to get involved with the experience.

They know we’re more than just a company that wants its logo on the poster. We want to be a part of the experience. Our advantage is our long relationship with them, they know our message by now.

A Slice of the Streaming Cake

AB InBev e-commerce

What is the marketing team focusing on most intensely at the moment?

Everything related to data. We have a new data expert entering the team who’ll put together campaigns based on first-party data. I think personalization at scale is crucial, it’s one of the area’s KPIs, and a great percentage of our digital impressions are segmented according to affinity instead of just ethnographic information. Also, our business intelligence team sends us daily reports. Together with the agency, we’re constantly monitoring asset performance per audience. We prepare a specific briefing per audience for each campaign.

We have a new data expert entering the team who’ll put together campaigns based on first-party data.

Another new thing is that we have someone dedicated to entertainment, looking at how we take part of series and movies. It’s going beyond product placemant. The question is, are we truly participating in entertainment in an active way? We already have an important relationship with Netflix and Amazon Prime, where our products play an important role in the story.

What changed in the consumer to make you enter those platforms?

People decide what they want to watch. It’s no longer a matter of choosing between open broadcast and cable TV. Many people watch content on Youtube, Hulu, Netflix. If we want our message to reach them, we have to migrate to where they are. Streaming platforms don’t want us there, so it’s interesting how we create a relationship with content creators so that they make us a part of their stories.

If we want our message to reach them, we have to migrate to where they are.

Coronavirus Crisis

In the interview with Delgadillo, we didn’t specifically address the branding difficulties that have resulted from the Coronavirus pandemic. However, other media have discussed the confusion and consequences for the Corona brand.

Even though it could seem obvious that the virus isn’t in any way related to beer, AdWeek reports that between January 26 and February 1, Google Trends registered an important increase in searches such as “beer virus” and “corona beer virus”.

So far, the company behind the Corona brand hasn’t said anything about the subject. On the other hand, social media has created a series of memes to make fun of the confusion. AB InBev has not withdrawn from partnerships with important events such as Corona Capital, scheduled to take place in Guadalajara in May and later on in Mexico City.

Despegar Acquisition of Best Day, Nestlé Upgrades MX Facilities & More Sales Leads LatAm

For prior Sales Leads LatAm editions, click here.

  • Best Day

Despegar.com, Corp., one of the the leading online travel companies in Latin America,  announced it has agreed to acquire Best Day Travel Group (“Best Day”) one of the leading travel agencies in Mexico, for a total consideration of approximately US$136 million. Despegar Acquisition of Best Day is subjected to the occurrence of certain closing and business conditions.A portion of the purchase price is payable on a deferred basis and includes a variable component of up to circa +/- 10% of the total consideration, based on future performance. According to Best Day, during 2019 the company recorded estimated unaudited pro forma revenues and EBITDA of approximately US$140 million and US$8 million, respectively, with online sales accounting for approximately 70% of total sales. Approximately 75% of its revenue is generated in Mexico. The remaining revenue is generated mainly in Brazil, Argentina, U.S. and Canada, among others. Packages, Hotels and Other Travel Products account for approximately 95% of its revenues. Despegar Acquisition of Best Day wont affect brands and network of kiosks as well as key executives. Closing of the transaction is expected to take place during the first half of 2020.

  • Nestlé

Food giant Nestlé has spend US$700m upgrading its facilities in Mexico. The Switzerland-based business said it will use the money to to modernise the 17 factories it operates in Mexico with “state-of-the-art technology” to increase productivity, streamline processes, and expand their productive capacity. It will also accelerate its work on innovation and the development of healthy products to meet the nutritional needs of Mexican consumers.The upgrading work and innovation commitment will generate more than 400 direct and 4,000 indirect jobs in Mexico in the next few years. Nestlé has operated in Mexico for 90 years and recently invested in Mexico-based venture capital firm Angel Ventures in order to boost the growth of food, beverage, and pet care start-ups in Latin America

  • Hasbro
Photo: Licensed creative commons

WPP’s MediaCom is now the global media agency for Hasbro. MediaCom will now handle all of Hasbro’s media duties after taking the U.S. account away from Omnicom Media Group’s OMD.  MediaCom will now handle all the brands under Hasbro in all the markets it has a presence in. Brands under Hasbro include MARVEL, Power Rangers, Transformers, PlayDoh, My Little Pony, Star Wars, Sesame Street, Trolls and more. Prior to the consolidation, OMD held the Hasbro account for 15 international markets including APAC and Europe, while MediaCom was overseeing Latin America. The WPP shop, which looks after the brand’s media in other markets including China and Latam, wooed Hasbro with a consolidation deal, according to people with knowledge of the matter. MG has held the account since 2013. Global media spend for the brand is around $210 million, according to COMevrgence. A spokesperson for Hasbro said: “We’ve made the decision to consolidate media buying for Hasbro under a single agency in order to both drive efficiencies and to provide the best tools and resources for our current collective needs across our global business.”After a thorough review of the agency landscape and our current partnerships, moving forward, all of our global markets will be resourced exclusively through GroupM.”

  • Marriott International 

Marriott International, Inc. announced it signed a record number of rooms in 2019, pushing its global pipeline to approximately 515,000 rooms as of year-end 2019 for the first time in the company’s history. The company signed 815 agreements, representing more than 136,000 rooms, marking the seventh consecutive year of record-breaking volume of organic rooms signings. Growth was fueled by unprecedented levels of organic rooms signed in each of the company’s international regions. During 2019, the company added 516 properties with more than 78,000 rooms in 60 countries and territories – an average of one new property every 17 hours.At the end of 2019, Marriott International’s worldwide system consisted of more than 7,300 properties and roughly 1.38 million rooms in 134 countries and territories. More than half of the company’s record global development pipeline is located outside North America.

  • Aveda

Aveda Corporation, an American cosmetics company founded by Horst Rechelbacher, now owned by Estée Lauder Companies, has landed in South America with the opening of a sustainable salon in Brazil, according to a report published by WWD. The eco-friendly hair care brand has partnered with local firm Laces to open the Sao Paolo space. The brand also launched on Brazilian e-commerce site Slow Beauty at the close of 2019.Aveda’s natural positioning will fit well in Brazil, the birthplace of fellow naturals brands such as Natura. The launch is part of Lauder’s wider strategy to grow the Aveda brand. “We aim to be leaders in the prestige segment [in Brazil],” Daniel Rachmanis, President, Latin America The Estee Lauder Companies, told WWD.

JOIN PORTADA’S KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Director Leslie Zambrano at Leslie@portada-online.com.

  • Johnson & Johnson 

Johnson & Johnson has appointed agency R/GA Buenos Aires as its´ new communication partner for the Southern Cone. R / GA will be in charge of the communication strategy for the Femme Care category and the Neutrogena and Listerine brands in Argentina, Chile, Ecuador, Paraguay, Peru and Uruguay.

  • Like K-pop

Like K-pop, instant ramen from South Korea, builds second US plant with eye to Latin America. Nongshim, purveyor of the spicy Shin Ramyun brand, has decided to build a second factory in the U.S, while rival Samyang Foods increases production at home to sell more of its fiery noodles in China and Southeast Asia.South Koreans are the world’s most voracious eaters of instant ramen. But as the domestic market for ramen becomes saturated owing to a declining birthrate, South Korean noodle makers have expanded overseas. Nongshim will begin construction on a second U.S. plant which will “have an important role in capturing markets in Latin America,” the company said. The brand  aims to double sales to US$600 million by 2025 in North and South America.

Experts in Influencer Marketing campaigns discuss best practices. Vivian Baron, Founder and Creative Chairwoman at Band of Insiders, presented the panelists: Best Buy Mexico’s E-commerce Subdirector José Camargo, Grupo Bimbo’s Global Consumer Engagement Lead Giustina Trevisi, Band of Insiders’ Influencer Marketing Manager Leonardo Vargas, and Pepsico/Drinkfinity’s Director of Business Innovation & Marketing Yamile Elias.

How powerful can influencer marketing campaigns be? Is it for everyone? During the last years, the trend of using influencers as a tool to amplify a campaign or message has grown to a great extent. As Vivian Baron, Founder and Creative Chairwoman of Band of Insiders believes, “It is no longer about the relationship with the media, but rather about how we amplify our client’s message correctly. There’s great interest placed on influencer marketing, but there’s also a great lack of knowledge around it.”

In spite of this lack of knowledge, many brands have tried to take advantage of the opportunity that influencer marketing represents. Unfortunately, not everyone has succeeded. “Digital platforms are so strong today that influencer marketing can have a hugely negative effect,” asserted Baron. “It should be taken very seriously.”

Can (or Should) Any Brand Take Advantage of Influencer Marketing Campaigns?

With the buzz around this type of marketing, every brand wonders if influencers can boost their ROI. While this can and does happen, it isn’t as simple as some could believe, and influencers can help a great deal in things that are not necessarily direct sales. “Influencer marketing is key in any brand, not only to create awareness but for many other things,” said Yamile Elias, Director of Business Innovation & Marketing, Drinkfinity/Pepsico. “At Drinkfinity we’re using it for insights, to ask the consumer certain things. When we have a problem they can help us solve it, but only if it’s a good fit.”

For Giustina Trevisi, Global Consumer Engagement Lead at Grupo Bimbo, brands are already surrounded by influencer marketing, and it would benefit them to adopt a position towards it. “Influencers are something we can’t ignore. It’s a ‘can’t hide’ matter, where the question is ‘how to leverage‘,” asserted Trevisi. Influencers are a great tool in any ecosystem, but it doesn’t work on its own. You’re not supposed to have an Influencer Marketing strategy on its own, but rather include it in your overall communication strategy.” Moreover, she agreed with Yamile Elias that this tool helps in diverse areas, such as crisis management, campaign support, and PR and perception. While these don’t have a direct impact on your ROI, “they obviously expand reach,” she said.

What matters now is the content, sales should only be the consequence.

What Are the Keys to Crafting Successful Influencer Marketing Campaigns?

Giustina Trevisi summarized the essential elements when sharing one of Bimbo’s stories of success: 1. Objective, 2. Target, 3. Creative. “The first step is knowing the objective and whom we intend to reach. We held onto a current event, something that was happening at the moment (Peru qualified for the World Cup), and we focused on getting the formats, times, and platforms correctly,” she told. “You need to choose the correct target and influencers according to your objective and budget. If you show the idea to management and they don’t like it, that is a good sign, as it’s not for them.”

A Matter of Strategy

You need to choose the correct target and influencers according to your objective and budget. If you show the idea to management and they don’t like it, that is a good sign, as it’s not for them.

“Influencer marketing should be carried out in very strategic ways,” added José Camargo. “For Best Buy, something that has worked really well is these people we call ‘insiders’ that don’t even know they are influencers. These kids can get 3-4 thousand people in 20 minutes for an opening.” What matters the most, he emphasized, is a good fit between the influencers’ values and those of the company: “The brand and the influencer should have similar values. Only when the influencer is convinced by the brand are the publications really natural: the brand’s ideals rub off on his or her posts and comments.”

How to Select an Influencer?

As we have seen so far, having a clear objective matters, but so does selecting an influencer that matches that objective. The first thing, then, is knowing what each type of influencer can achieve.”There’s an influence pyramid that we can divide into mega, macro, and micro. Each one of these has different results,” explained Leonardo Vargas. “However, the new trend is ‘hidden influencers’, people who have an impact both online and offline. We need to look at their profile and their basic social circle in order to provoke a more direct impact on sales.”

Having an expert to deal with them helps with the flow and builds long-term relationships.

For Better Results, Employ an Expert

The next thing would be the actual process of selection. For Giustina Trevisi, this is much easier with the help of a specialist. “I would recommend others to work with influencer agencies, to work with experts,” she stated. “It’s important to have someone who knows how to handle them, have a good communication with them. We work with several specialized agencies who take our brief, give it back, then we do a second brief, they give it to the influencer and then they present a creative proposal. If I do the regulation part, I lose the emotional component. Having an expert to deal with them helps with the flow and builds long-term relationships.”

Can Technology Make the Process Easier?

“We have to automatize processes through platforms, technology, data, correlations… We need to use what’s available, but the decision has to ultimately go through a human filter who knows the target and can make sense of everything,” said Giustina Trevisi. “A tool can give you a diagnosis, but a human being has to make de decision. A machine uses algorithms, but the context has to be human.”

“I’m in favor of digitalization and automatization, but the human part is inescapable,” agreed Leonardo Vargas. “Instagram stories, for example, can give you very complete information, but only when you have a team of experts constantly looking at what’s going on on social media. Every day there are more platforms; with just one click you can execute a campaign, but we need to go back to the brief. Everything needs to be taken care of.”

 

What Can We Expect for Future Influencer Marketing Campaigns?

It’s easy to see where we’re going if we take a quick look at where we’ve recently been. As Yamile Elias commented, “If we analyze the number of times people search the word ‘influencer’, we find that the number has grown 200% since 2016, and it grew 60% in the first quarter of this year alone. Estimations show the budget for influencer marketing in the U.S. to go up to 5-10 billion dollars.”

 Facebook, Twitter, etc. have become just another showcase for brands, and consumers don’t want to see that anymore.

According to Leonardo Vargas, there are already a couple of trends that we can expect to see in the near future. “One: strategies linked to SEO and automatized keywords, which are different to Google’s ad words because they get placed on social media,” he explained. “Two: audience marketing for influencers; a type of audience analysis that helps you know what works, not what looks well. A new trend that will be very important, and it’s a great time to be pioneers, is the rise of new social media. Facebook, Twitter, and the others have become just another showcase for brands, and consumers don’t want to see that anymore. There are new social media that are going back to what Facebook and Twitter were about originally, like Mastodon, in which users are in control and it’s free of ads.”

In Conclusion…

In short, we should try to go deep into the influencer marketing campaigns tool instead of staying at a superficial level. Influencers are for every brand only if the strategy is very clear. Objectives, channels and the influencers themselves should fit, not only to minimize crisis risk but to ensure good results overall. It’s very important to analyze the data, be aware of the results you’re aiming at. We shouldn’t underestimate Influencer marketing, it isn’t easy, but it can really bring you success. It should be a part of your whole marketing strategy, not as an isolated campaign but as a long-term program. If we do it well, it’s a great bet. Otherwise, it can really hurt you. That’s why you should partner with experts.

 

What: The internet offers seemingly infinite ways for consumers to research products and services before making a purchase. Aeromexico and Palace Resorts explain how they leverage key benefits of marketing automation to start a conversation and turn consumers’ digital research into online and offline sales.
Why it matters: No matter how much technology brands throw at marketing, excellent content, and the human factor count for a lot, especially when consumers are purchasing an experience and not just on price.

Consumers’ Digital Research Speaks Volumes

Palace Resorts is not just any resort. Its 10 oceanfront properties spread across Jamaica and Mexico on the Caribbean and the Pacific offer an all-inclusive vacation of a lifetime. That’s why consumers looking for an exceptional experience do a lot of digital research before making their purchases.

“We’re not a commodity you buy on a budget. So we talk a lot about our destinations,” Gerardo Garcia, Palace Resorts’ Vice President of Sales and Marketing in the USA, told Portada during a sit-down interview at Portada Miami. “We try to bring the customer into a conversation.”

Our core business is to run successful hotels, so we have to find the right people on the technology side.

Potential guests often visit 20 websites before booking. So, Palace Resorts has to be sure it has excellent content at each of those touch points so as to engage consumers and promote the brand. “People dedicate a lot of time to their process of buying a vacation. Their digital research process creates that inspirational moment,” Garcia told Portada.

Key Benefits of Marketing Automation: Balancing the Human Factor With Technology

Palace Resorts loves it when customers buy online, but a large percentage of its guests have lots of questions before booking. Thus, having a call center and live chat are key tools in the purchasing process.

Garcia’s marketing team includes 15 people dedicated solely to responding 24/7 to customers’ questions posted on social media or at Trip Advisor. “The more I learn about technology, the more I value the human factor,” Garcia said.

Gerardo Garcia (left) at Portada’s Travel Marketing Board’s Portada Miami Meeting

Working with third-party vendors is a critical part of Palace Resorts’ marketing strategy. Allowing vendors to manage technologyallows us to focus on our marketing strategies and find the right channel to launch that campaign. Our core business is to run successful hotels, so we have to find the right people on the technology side. Otherwise it becomes overwhelming,” Garcia explained.

Automated behavioral email is also one of the most important channels for communicating with existing customers. In addition to its CRM software tool Clever, Palace Resorts uses HubSpot to send emails based upon customers’ preferences.

 

 

A First for Aeromexico

Aeromexico is the first brand in Latin America to create a chatbot to respond to customers’ questions on WhatsApp. According to the airline’s Paola Camacho Stern, senior specialist co-brand partnerships, other brands are taking notice.

If customers don’t get the answers they need, the chatbot transfers them to Aeromexico’s call center. Ppersonnel there has actually been reduced thanks to the assistance of the chatbot.

In spite of the technology, the human factor remains a critical component for ticket sales since Aeromexico prides itself on the superior experience it provides travelers both in the air and on the ground.

We are using both traditional and online channels. Whenever I do a campaign, I try to do both of them.

“We have a lot of people that want to talk to a human being. What we are looking for is a balance. I don’t think the call center is going to disappear, but our digital will grow more until it finds a balance,” Stern said.

 

 

Communicating the Experience with Content

 

Aeromexico relies heavily on social media to communicate its brand and the airline’s experience. “We have very strong social media channels, a lot of followers. We are focusing on making people feel like we’re not just an airline but the best company to take them from one place to another,” Stern explained.

Paola Camacho Stern at Portada’s Travel Marketing Board’s Portada Miami Meeting

The airline buys paid advertising, and uploads videos on Facebook which is its “strongest” social media channel.

Traditional media, too, plays an especially important role in Latin America. It includes the use of radio, outdoor advertising print, the airline’s inflight magazine as well as advertising before feature films in cinemas.

Key benefits of marketing automation include email, and Aeromexico uses it to launch campaigns and promotions and tell customers about new routes. It does extensive a/b testing to find the best messaging. Aeromexico also segments its databases to personalize offers.

“We are using both traditional and online channels. Whenever I do a campaign, I try to do both of them. Traditional channels are more expensive. You need to find a mix. You can’t put everything in digital.”

 

What: IAB Mexico has presented the results of its 11º Study of Media and Device Consumption, based on a survey of 1297 Mexican internet users.
Why it matters: The media landscape has evolved a great deal in the last 10 years; advertisers need to understand the different types of internet users to be able to cater to their needs in an effective way.

 

In a private event held in Mexico City this week, IAB Mexico presented the results of its 11º Study of Media and Device Consumption, developed by Kantar with sponsorship from Televisa Digital. In this edition, the study explores the habits of Mexican internet users and their relationship with digital advertising by dividing their behavior into four areas that correspond to the different devices, platforms, and activities related to the online world: digital, social, entertainment, and e-commerce.

In order to find out how consumers’ online habits have changed in the last 10 years, 1297 people between the ages of 13 and 70 were surveyed (49% women; 51% men), and their answers revealed that the percentage of connected population in Mexico grew from 30% to 67% (about 75.8 million internet users).

 

Digital Devices Continue to Rise

According to the study, there’ll be about 29 billion connected devices by 2022. Today, 90% of Mexican internet users own a smartphone, and 7 in every 10 declare owning a complementary device such as Smart TVs and speakers, wearables, streaming devices, etc. As explained in the report, “accurate understanding of all the different types of internet users provides the industry with tools to segment them according to their needs.

 

Social Media: Your New Best Friend?

A big majority (84%) of Mexican internet said they use an average of 4 different social media every day, and even though most of the social networks that were predominantly used 10 years ago have disappeared, two of them (Facebook and Twitter) are still on the top three.

As the study shows, users go to social media both to consume (86%) and to create content (94%), and 61% say they follow their favorite brands in order to keep themselves informed about news, discounts, and other consumers’ opinions. “In the last ten years, social media have evolved from a social communication space to a key ally for brands,” says the report.

 

Online Streaming Gives Consumers Freedom to Choose

From music to TV and videogames, 83% of surveyed respondents declared having access to online streaming services. The video platforms with more sustained growth are Netflix, Claro Video and Prime Video; Spotify leads the music category; and Xbox and Twitch are the videogame streamers with more users.

According to the report, advertisers have an opportunity to gain consumers’ attention provided that they take into account what really matters to them. Only 18% of viewers say they “always pay attention” to online ads, and the main reasons why the remaining respondents pay attention “sometimes” or “never” is that ads are simply not attractive, or that they feel their experience is being interrupted in an annoying way.

 

A Majority of Respondents Have Tried E-Commerce

Even though the growth has been slow, the study reports that e-commerce is gaining relevance among Mexican internet users, as 67% declares having completed an online purchase recently. Among the main reasons why they decided to buy online, they said “there was a special offer”, “it was quick and easy”, or “it was cheaper”. One of the things that have favored this growth, as said in the report, is the increase of connectivity both in and out of the store that allows consumers to compare prices. In average, consumers completed 3.5 e-commerce activities, with the top 5 categories being bank transactions, payment of services, clothes, electronic devices, and music.

However, it is still difficult to get the remaining 33% to make purchases online. Among those who declared not completing any transactions online recently, the main reasons were not having a credit card (42%), distrust when asked to share personal information (36%), and a wish to see the product before buying it (29%).

 

All images except feature image by Freepik.

Feature image by IAB Mexico / Kantar 

What: Portada has revealed the dazzling agenda for this year’s #PortadaMX, to take place on October 17 at Casa Lamm.
Why it matters: #PortadaMX will be the setting for the last 2018 meetings of the Portada Brand Star Committee Latam and Agency Star Committee Latam, and attendees will network one-on-one with major executives from both units of the Council System. Get tickets now!

Portada announced today the agenda of Portada México, taking place October 17 at Casa Lamm in Mexico City. Sponsored by Futbol Sites, this edition of Portada México will be a success.

 

BRAND EXECUTIVES TAKING PART IN #PORTADAMX INCLUDE:

Ángel Carmona, Business Manager Latin America, Wilson Sporting Goods
José Camargo Samperio, Ecommerce SubDirector, Best Buy Mexico
Andrea Echániz Cuenca, Senior Project Manager, Grupo Bursátil Mexicano
Yamile Elias, Director of Business Innovation & Marketing, PepsiCo 
Iker Palazuelos Atollini, Brand Manager, Salomon Latam 
Carlos Leal, Marketing Director, Rappi 
Rafael López de Azua, Head of Media and Digital, LATAM (Director), Coty 
Martín Jones, Digital Director South Cluster, Philip Morris International 
Guillermo Rivera, Senior Marketing Manager, Amazon 
Juliana Sarria, Manager of Consumer Engagement, Grupo Gepp – PepsiCo México 
Eduardo Angulo, Marketing Director, Unilever Mexico

 

 

For the first time Portada will be including in the event in Mexico its Portada Meet-Up service, which allows attendees to hold one-on-one meetings with four brand and agency executives chosen beforehand by the attendees when acquiring their tickets. The executives are members of the exclusive Portada Council System, which brings togetherprominent brand and agency representatives in Latin America. As part of Portada México activities, members of the Brand Star Committee Latam and Agency Star Committee Latam will meet behind closed doors to discuss important issues.

In addition to high-level networking opportunities in a beautiful home from the early 20th Century, all attendees of #PortadaMX can participate in two interactive workshops with experts on trends that are transforming the marketing industry. First, Carlos Leal, marketing director at Rappi, will offer a workshop on App-Marketing. Later on, Javier Martínez Morodo, director general of Grupo Bursátil Mexicano, will share his insights in a workshop on Fintech innovations.

To acquire tickets to Portada México, which include admission to the two interactive workshops and the Portada Meet-Up service, please visit the event website at https://www.portada-online.com/events/portadamexico/ and register as soon as possible.

What: Ariela Nerubay, CMO of Curacao, talked to Portada about the evolution of the company and how its new services will cater to Hispanics’ every need in a more effective way.
Why it matters: Hispanic communities have trusted Curacao for decades; the new initiatives will engage the newer generations and the company’s humanitarian efforts will continue helping Latinos aspire to a better life in the U.S.

Curacao, the Hispanic-centric retailer that has been serving diverse communities the West Coast for over 35 years, is about to announce a series of initiatives to attract Hispanic millennials and reposition the company as the first choice for the new generation of Hispanic Americans.

The company shift encompasses internal and external initiatives tailored to modernize, engage and advance the customer experience. This will be accomplished through the promotion of aggressive competitive pricing and interest beat guarantees, implementation of progressive store policies and enhancement of the stores’ interiors with contemporary features and technology. Ariela Nerubay, who entered the company in February as CMO, talked to Portada about how Hispanics and other multicultural audiences will benefit from the initiatives she is leading.

Did you know Ariela Nerubay is a Portada Award Finalist in the category of Top Marketer Driven by Multicultural Insights? Don’t miss the chance to see her win at #PortadaNY and get tickets for the award ceremony!

Portada: What would you say were the priorities of Hispanics when Curacao first opened?

Curacao’s Ariela Nerubay

Ariela Nerubay: “As we continue to ask our clients what their priorities are and learn every single day about the constant evolution of Hispanic Americans, we realize that, 35 years ago when we went out with our offers and we really extended credit to the Hispanic community that was just settling into the United States, our philosophy was to make them feel comfortable that they’ve come to a store where they speak their language and have products and services that are relevant to their countries of origin… It was kind of a home away from home.

The first generation would come to our store and speak to our customer services in Spanish, they would send wire transfers or have products shipped to Latin America, so if they had family back home and it was, let’s say, mother’s day, you could come to Curacao and process on a payment basis a nice gift that you could send to grandma. So all of your needs were taken care of; if you needed to travel to Mexico or to Nicaragua and you didn’t have the money to do that, you could come to Curacao and use your credit card and then on small payments you could travel today without having to pay until tomorrow.”

Portada: And how are things different for the second and third generations?

A.N: “Half of our customers are still a big representation of that generation, Spanish-dominant Latinos, but I would say half of our customers are second and third generation Latinos who were already born into the U.S., whose dominant language is English. Because of that, we have updated all of our training and our associates to become bilingual, and something else we have done is renovate our stores so that people can be exposed to the new technology. We buy products that we don’t necessarily sell at the store, but we created an entire innovation center where we feature a showcase of about 10 products that are completely innovative; just to highlight one of them, there’s a pancake machine that literally you put the pancake dough into it and you can create 3d sculptures. Really fascinating stuff that we want our digital-savvy customers to experience.”

Portada: What else are you doing in terms of innovation?

A.N.: “We also have virtual reality games. These games are located throughout different places in the store and just by having your Curacao credit card you can come in without paying any money and ride the rides. It’s a very innovative, different way to experience virtual reality in a store environment. Another way in which we’re evolving with our customers is that families have been coming in with their children for years, but we know that nowadays the shopping experience is very important, it’s not just about coming, getting your item and leaving, but it’s about having a memorable experience. We’ve created ‘kid zones’, where parents can leave their children with our trained attendants so that they can not only take care of them, but also engage them in educational activities and expose them to the latest trends in technology that we have to offer, so that the parents can go out and explore the store at their leisure. At the end of the day, we really want to establish and position Curacao not only as a store of choice, but as a spot for innovation, discovery, and entertainment.”

Portada: How have things changed with the new administration? Has it been reflected in the business and the way you do marketing?

A.N.: “The rhetoric has been changing, but our position has always been in favor of our community, we always put ourselves out there with programs to educate our community regarding their rights and the things that they need to know in order to operate in America. We don’t see our business changing, people still come to us as a source of trust because we have been in the community for 35 years, a lot of the people that come to us were able to get their first credit card with us, build their credit and then over time be able to get their first house or their first car.”

Portada: What does Curacao do to serve the community?

A.N.: “We have a foundation that’s been around for 20 years, which provides Latino families with access to all the things they need, such as free refrigerators, free beds, free mattresses. We send our staff out on a weekly basis to evaluate the hundreds of requests we get from non-profit organizations, social services, and schools that could benefit from charitable donations, we assess their needs and then provide them with the first furniture that they need in order to have a dignified life because we don’t want any child to sleep on the floor. That is really at the core of what we do.”

We want to make sure the community evolves, hold their hands and make sure they grow.

“We’re also giving away a whole bunch of scholarships; the foundation conducts these 30,000-people events annually in celebration of children in April and we give away between 5 and 10 scholarships to preschool children so that they can continue supporting their education and go towards a higher education. For many years we partnered as well with USC to put children in college and make sure Latinos increase their rate of graduations when it comes to university degrees. All those things have an impact with the community that’s growing and we are at the core because we want to benefit them and make sure the community evolves, hold their hands and make sure they grow.”

Portada: What could be the most important new service you’re leading?

A.N.: “I joined the company in February and led the way with two major initiatives in addition to the new remodels and the products and services that we’re bringing from an inside store perspective, there are pricing guarantees that we just rolled out some months ago, and these are at the core of securing customers and reassure them that when they come to Curacao they will never pay more than on Amazon or Walmart or any other place. We have a department that checks our prices every single day, so when a customer comes and happens to see the one or two items that are a little bit more expensive, we have this pricing guarantee that tells them that if you show us the link to the same item, same SKU on Amazon, Walmart or any other, we will not only drop the price to that competitor’s price but we will add an additional discount.”

Portada: What is the other initiative you’re leading, and what does your marketing strategy look like?

A.N.: “The same thing applies with interest; if you have a credit card with us and then you get offered a solicitation from a different store, we will not only match the interest rate they’re offering but will add an additional discount so that you can be assured that your interest rate will also be lower. This year I started an adjustment in our media; traditionally we used to lead very heavily Spanish-language broadcast and radio, but this year we rolled out the introduction of a massive digital campaign, we certainly do a lot of mobile efforts because we have a database of hundreds and thousands of customers that we reach out to through mobile and e-blasts. And we have seen a major shift in the interactions that we have with our customer relationship management towards digital platforms. So we are at the forefront of technology not only on the way that we offer products and services, but also from a marketing perspective by reaching out to our audiences in a major way on digital and mobile platforms.”

Portada: Now that we’re on the back-to-school season, how much of a big deal is it for Curacao?

A.N.: “Very. We are a technology-driven company; computers, laptops and cellphones are our bread and butter together with televisions. On the back-to-school season, we focus on making people know that not only can you get the best prices in terms of technology here, every single line of computer they might need we carry it because we carry the top premium brands. Something that is very unique to the Hispanic culture in the way that we have positioned our store, and something you will never find on BestBuy or anywhere else, is that when you come and make a purchase, you get a gift.

For example right now if you spend US $555 on a computer or a phone, we give you a free tablet with PantaYA pre-loaded on it, which is a streaming service of Spanish language films. We know it’s the time of the year when students need to be prepared and parents need to find a way to finance the computers that their children need. Now they can come to Curacao and not only leave the store with a computer in hand, but also have a tablet with a free service of movies that they can enjoy, or if you come and make a US $100 purchase or more you can get a free backpack loaded with utensils. Yeah, back to school is very important for us.”

Portada: Do you have non-Hispanic clients? How do you make them feel welcome?

A.N.: “Absolutely. In fact, part of the initiatives that I’m leading is to open it up, because traditionally and for the longest time we’ve been serving the Hispanic community, but as you know, neighborhoods change. Our headquarters are in downtown Los Angeles, that in the beginning was mostly a Hispanic neighborhood, but now Koreatown has expanded. So at this point, our stores welcome Koreans and African Americans and all kinds of multicultural audiences.

Our doors are open to everybody; part of our new policies is to ensure that we have a bilingual staff that is available and ready to service any customer.

We are, in fact, starting to advertise in English and this is something that we’d never done before, all our advertising efforts used to be in Spanish on Telemundo and Univision. Right now we’re expanding to English-dominant Latinos and others that live within a five-mile radius of our stores, because we know that generally speaking, if you’re within a five-mile radius of our store it’s convenient and you’re likely to come and shop with us. Our doors are open to everybody; part of our new policies is to ensure that we have a bilingual staff that is available and ready to service any customer with any language proficiency from an English language perspective.”

Portada: What does it mean that Curacao is reinventing itself?

A.N.: “For a long time, Curacao used to be very hard-sale driven like any other retailer, and the way that we have evolved and started to serve our younger communities is very content-driven, we actually just recently unveiled our in-house studio where we’re gonna be doing unboxing of new products from all our vendors. If you look at our social media platform, we have instituted a new philosophy of content-driven. It’s not about specifically selling price-points, it’s about selling a lifestyle and it’s aspirational; it’s about showing people how products and services for us Latinos signify the achievement of the American dream. Curacao provides them with this accessibility. You can buy today, live today, enjoy today, travel today, and then not have to worry because you’re gonna pay it slowly without affecting your pocket too hard. Now it’s a soft-sell that’s about embracing the new reality of the consumer today, which is ‘we buy because we want to aspire to a better life‘”.

We should all stand united together. That’s the message we’re gonna give.

Portada: Anything you’d like to add?

A.N.: “Going back to the foundation again, the foundation is very dear and important to me personally because it’s all about supporting the community. In Hispanic Heritage Month, we’re gonna be leading the way with an initiative that is a massive unifier. We’re still finalizing the details, but it’s a unifying Latino effort that’s gonna be focused on fundraising to elevate the efforts of our foundation to a completely new level, and all that money that we’re gonna be raising is going directly to supporting the communities that we serve. So, it will be about celebrating the union of the community, especially because Hispanic heritage month is gonna be a pivotal month this year with elections. We want to make sure that we tap into the space and the psyche of being united as one community instead of being Salvadoreans, Guatemalans or Mexicans. We’re ultimately all Latinos, we’re made from people who come from third to fourth generations, people that speak Spanish or English and everything in between, and we should all stand united together. That’s the message we’re gonna give.”

What: Last week, Accenture Interactive launched a programmatic ad buying services unit. It will handle media planning, buying, and management. Consecuently, we talked to agency executives in the U.S. and Latin America to find out their perspective. The interviewees were: Juan Pablo Jurado, Bruno Lambertini, Alberto Pardo, Ana Ramos, John Santiago, and Vilma Vale-Brennan.
Why it matters: Some industry players have argued that Accenture’s move into programmatic ad buying represents a conflict of interest. That’s because Accenture carries out media audits of agencies.

Accenture Interactive, the digital area of the consultancy giant, has jumped into the agency territory with its new programmatic services offering. As a result, the Accenture Interactive Programmatic Services unit will include media planning, buying and management. According to Accenture Interactive, the aim is to help clients ‘take control and ownership of their data and technology. It will provide them with greater transparency. It will enable them to achieve greater business outcomes and regain trust.

According to Adweek’s interview with Scott Tieman, the global lead for the new Accenture Interactive unit, clients are looking to “in-house” their programmatic ad buying. That’s because they’re looking to take back control of their media capabilities. As a result, instead of managing an agency, the company is now deep in the world of media planning, activation, measurement, and optimization. These are territories it hadn’t worked in before.

For some agencies, this move is “a clear conflict of interest.” That’s because Accenture’s Media Management arm carries out media audits of agencies and runs pitches. Stephen Allan, global chief executive of MediaCom, called Accenture’s dual roles “troubling”, according to Campaign Live.

Accenture Defends Its Move Amidst Doubt

Accenture has insisted that it can avoid any conflict of interest and that it “would not provide auditing and programmatic services to the same client.” But the American Association of Advertising Agencies has said it will invite all agencies to take some time to reconsider participating in any review Accenture is conducting, and to really think if they will allow Accenture to audit their media. We talked to members of Portada’s Council of the Americas and Agency Star Committee. We also spoke with other guest interviewees to find out more about their perspective. As Ana Ramos, Publicis Media’s Marketing Director in Mexico points out, “big consultancy firms are moving into the media agency space is a sign of the strategic importance that advertising plays in business.” She said it’s crucial that we know where we’re standing as the industry moves.

At the Face of Change, the Winner Is the One that Moves Faster

Bruno Lambertini, member of Portada’s Council of the Americas

The business of advertising is changing at an unprecedented pace. As Bruno Lambertini, founder and CEO of Circus Marketing told Portada in a previous interview, we don’t even know where technology is taking us. According to him, the only way to successfully respond to these changes is to adapt. “The faster the structure and the more adapting speed you have, the better chance you’ll have to generate value in this new industry.”

They think they can get involved, but it’s complicated to start moving in the programmatic business. I don’t think they’ll be satisfied at all.
Vilma Vale-Brennan, member of Portada’s Agency Star Committee

For Vilma Vale-Brennan, General Manager of Vale Network, organizations will have to face the future with creativity. As she points out, “the entrance of Accenture and other consultancy firms like PwC, IBM and Deloitte bring a new dynamic to the always evolving advertising world.” Brennan says she can imagine their programmatic ad buying data and capabilities providing value to clients, “but lets not forget that advertising is not only data and placing media efficiently. With the advent of ad blocking, skipping, and the decline of TV ratings, advertisers need to go beyond TV ads and paid social to reach consumers.”

However, some agencies believe Accenture might not be ready for this new move.  Juan Pablo Jurado, CEO of Wunderman, Latam, believes that Accenture might be biting more than it can chew. “Accenture doesn’t have clear what it’s getting into,” he says. “The communication business is changing and it’s starting to mix with consulting, so that’s why they think they can get involved. But it’s complicated to start moving in the programmatic business. I don’t think they’ll be satisfied at all.”

When the Future Arrives, It’s Best to Bid it Welcome

“The same applies to programmatic: it’s one of the most transformative digital disciplines,” comments Publicis’ Ana Ramos. “A good approach to programmatic not only generates good communication results for advertisers. But it’s an unparalleled source of insights to optimize other media or even creative messaging and product.”

Networks could not move as quickly as technology and data demanded it, losing their strategic role and leaving room for new players like consultancies, independent agencies, and media themselves.

“In this new era of communication, there’s a complete reshaping of the value chain structure taking place,” asserts Bruno Lambertini. “Networks could not move as quickly as technology and data demanded it, losing their strategic role. That leaves room for new players like consultancies, independent agencies, and media themselves.”

“Programmatic is the first step towards machine learning and artificial intelligence. In this sense, Accenture’s making a great move which can pave the path to the world of future media centres,” adds Lambertini.

Accenture Shouldn’t Overlook Challenges Ahead; Neither Should Industries

Alberto Pardo, member of Portada’s Council of the Americas

One of the first challenges that agencies will face is the direct competition with consultancies and in-house teams. “Here there is an important transformation of the traditional media business,” comments Alberto Pardo, Founder & CEO of Adsmovil. “Where previously it was focused only on the agencies and now the agencies, in a certain way, are competing with the consultant’s companies and also with the in-house teams.”

Another challenge is the need for sensitivity and experience in the business. Add to that the ability for agencies to adapt. “Advertising still has an art to it and the creation of the right experience and messaging to the right audience is an expertise mastered by advertising agencies,” says Vilma Vale-Brennan. “The issue at hand is how fast agencies can implement their data and analytics models versus consultancies acquiring creative shops and integrating them into their ways of working.”

For Bruno Lambertini, Accenture still lacks the sensitivity of knowing how to build a brand from scratch. “Accenture is getting into the agency business, but agencies are getting into Accenture’s business. In this sense, the one who adopts the other’s capabilities first will be the winner.”

The 4A’s have a right to be concerned. Accenture should consider a firewall for clients who they are contractually doing auditing services for.
M8’s John Santiago

Agencies Express Concern Over Conflicts

The main concern for agencies is that Accenture could now use sensitive information in its programmatic ad buying for purposes that could pose a conflict of interest, as the 4A’s have affirmed. “It’s concerning when a company that has had, for years, access to sensitive advertising agency information in their role as advisor to brands, evolves to include themselves in the role of competitor and begin to offer those very same services,” points out John Santiago, CEO of M8.

“Since Accenture’s clients are asking them to assist with their programmatic media spend while providing an existing range of digital marketing services, I think it’s a natural progression for their business,” adds Alberto Pardo. “I do believe however that the 4A’s have a right to be concerned. Accenture should consider a firewall for clients who they are contractually doing auditing services for.”

Accenture Programmatic Ad Buying: What Should We Expect?

As our experts say, this move could be a good thing. As the industry evolves, new players could carve a path to a future. That future teaches us how to reach objectives in different ways. Vilma Vale-Brennan says, “At the end, advertisers will end up with a better solution to reach consumers and drive stagnant sales for most categories.” It has to do with a way of looking at things. Accenture could help agencies rethink priorities and reevaluate their own organization. “Accenture is welcome in Latam. It can help us add to the solutions agencies have in order to give more value to our clients,” adds Bruno Lambertini.

As it happened with many executives, Alberto Pardo isn’t surprised by Accenture’s move. “Accenture has a different relationship with customers than an agency does. So historically, they have done more focused on business strategy and in many cases have relationships with several people inside on the companies,” he said. “On the advertising side, they started doing consulting work for clients and the next step was naturally to get into the interesting world of the advertising and media business.” This means other consulting agencies could take a similar step.

Is it unfair for them to have had the proverbial ‘look under the hood’ of many agencies? Yes. Will it push agencies, who have the talent and creativity under their roofs, to deliver more value to brands? Also, Yes.

“The competition is healthy and welcomed. Is it unfair for them to have had the proverbial ‘look under the hood’ of many agencies? Yes. Will it push agencies, who have the talent and creativity under their roofs to deliver more value to brands? Also, yes,” declares John Santiago. “Finally, we are starting to see more and more bespoke agency solutions. And we’re seeing the re-aligning of creativity and media distribution. I think that will help. But the agency business needs to never stop looking for ways to add more value to the brands they serve.  I think there are bigger threats to the traditional agency business model than consultancies like Accenture.”

Major Latin American Brand and Agency Leaders will meet at Miami’s Hotel EAST on April 18-19. These executives are part of Portada’s powerful and exclusive Council System to be officially launched at Portada Miami on April 18-19.


Portada Council System members include:


Andres Amezquita,
 VP Commercial Excellence, Latin America Stanley Black & Decker
Peter Amaro, VP, Raine
Ricardo Arias Nath, CMO, PepsiCo Latin America
Anabela Bonuccelli, Managing Director, Havas Media Group
Natalie Bursztin, Marketing Director, Totto
José Camargo, E-Commerce Subdirector, Best Buy Mexico
Ricardo Casco, Global Sales and Integrated Marketing Strategies, Avis Budget Group
Pablo Chiozza
SVP USA, Canada & Caribbean, ‎Latam Airlines Group
Angel Carmona, Regional Marketing Manager, Wilson Latin Ameica
Yamile Elias, Director of Business Innovation & Marketing, Pepsico
Pablo Izquierdo Grandal, VP Client Services Latam, Havas Media Groupes
Angel de la Tijera, V. Top Accounts Commercial Head Mexico & Latin America, ‎American Express
Alan Duggan, ‎Regional VP Business Development ,The Americas, ‎Meliá Hotels
Ana Ferrel, SVP, Marketing and Corporate Communications, MasterCard
Marina Gunther, México Head of Trading, GroupM
Bruno Lambertini, CEO, Circus Marketing
Carlos Leal, Senior Marketing Manager, Latin America, Abbott Laboratories
Iker Palazuelos Atolini, Salomon Latam, Brand Manager
Tiago Pinto, Head of Gatorade – Latin America, PepsiCo
Alvaro Pereda
, Latam Deputy Head of Trading, GroupM
José Luis Pérez Rodríguez, Head, Marketing Performance, Volaris
Luis Perillo, VP, Sales & Marketing, Caribbean & Latin America, Hilton
Julian Porras, Chief Executive, Latin America Omnicom Media Group
Juan Manuel Romero, CEO, Metro International
José Maria Sanabría, CEO, GroupM Latin America
Jorge Serrano, Latam Head of Trading, GroupM
Jessica Soto, Miami Head of Trading, GroupM
Alvaro Valeriani, Regional Vice President Sales & Marketing Latin America & Caribbean, ‎Hyatt Hotels

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American 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 Sales Manager Isabel Ojeda at isabel@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • Converse

Nike-owned Converse, a skating shoes and lifestyle brand footwear best known for its’ Chuck Taylor sneakers, has kicked off a global media buying and planning review, according to AgencySpy. Converse is said to be looking to consolidate the entirety of that business with a single agency network.Back in 2015, Omnicom snatched Converse account away from Mediavest.

 

 

 

  • Wolf brand

Luxury brands agency HERA LATAM is to represent jewellery accessories label WOLF in Mexico and Central and South American territories.According to the company, HERA LATAM’s expertise is based on strong experience in export sales across Latin American domestic and travel retail markets. HERA LATAM focuses on a small portfolio of brands including Montegrappa, Von Arkel Switzerland and Cuervo y Sobrinoas.

 

 

 

  • Boeing & Aeromexico

Boeing and Aeromexico celebrated the delivery of the first of up to 90 737 MAX airplanes. Mexico’s global airline plans to use the more fuel-efficient and longer-range MAX jets to expand its network across the Americas.In 2012 Aeromexico placed an order for up to 90 MAX airplanes, including the MAX 8 and the larger MAX 9 variant. The two models offer the airline the flexibility to fly between approximately 160 and 190 passengers on flights of about 3,550 nautical miles (6,570 kilometers), both with better operating costs and passenger experience.Aeromexico, the largest airline in Mexico, operates one of the most technologically-advanced fleets in the region. It is a leading operator of the 787 Dreamliner.The 737 MAX is the fastest-selling airplane in Boeing history, accumulating more than 4,300 orders from 93 customers worldwide.

  • Kimberly-Clark

Consumer packaged goods giant Kimberly-Clark has launched a global creative review, Adweek first reported.  The review includes only creative. WPP’s Mindshare, part of its GroupM unit, handles media planning and buying and is not part of the review. Although K-C has increasingly taken programmatic operations in-house.

 

 

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

  • Hyatt

Hyatt Hotels Corporation announced the expansion of its loyalty program, World of Hyatt, to the leading provider of home service accommodation, known as Oasis. Guests opting for the home sharing space with Oasis can earn and redeem Hyatt’s loyalty points. Oasis’s operations across the globe expand Hyatt’s footprint in untapped markets like Barcelona, Ibiza, Punta del Este (Uruguay) and Trancoso (Brazil). The above move, thus, underscores Hyatt’s relentless expansion strategies to strengthen its brand position globally. It also indicates the company’s commitment toward devising ways to enhance guest experience and raise occupancy. Under the World of Hyatt loyalty program, members would be rewarded with 5 Base Points per dollar spent on Oasis nights and are allowedto redeem 15,000 points for a $200 credit toward an Oasis stay. Elite members can earn bonus points and are given late check-out options.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm 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 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.

  • CenturyLink

CenturyLink, a global communications and IT services company, has engaged cross-cultural agency Pinta to tap the burgeoning Hispanic market. The scope of work includes advertising, digital content creation, media buying, social media management, public relations and activating the agency’s proprietary in-store platform, Bodega Media®.

 

  • Southwest Airlines

Southwest Airlines has appointed Media agency Spark Foundry, part of Publicis Media, as its’ new paid media agency following a review that included various agencies. Dallas-based Camelot Strategic Marketing & Media was the incumbent for about 30 years.The Company spent more than US$230 million on advertising last year according to its annual report. The agency will handle media planning and buying, data and analytics, measurement and performance and content marketing.

 

 

 

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!

  • Mexico Tourism Board

The Mexico Tourism Board unveiled a new global campaign, “A World of Its Own,” in New York City. The campaign represents the next chapter in Mexico’s global tourism positioning and promotion and focuses on the vibrant experiences that keep visitors coming back to Mexico and its hundreds of destinations, time and again. The “A World of Its Own” positioning highlights the sheer scale and diversity of Mexico’s tourism offering and comes at a time when Mexico has climbed from the 15th (2012) to the 8th most visited country in the world (source: UNWTO), outpacing the global industry average in growth, by several times.The multi-faceted global marketing campaign will begin to roll out immediately, with its first phases focused on the visitmexico.com website, digital and social media programs, and public relations efforts. Advertising, promotions and events in partnership with the tourism industry, and Mexico’s many destinations, will begin rolling out across global markets in October.  A new digital platform will launch in December, allowing for interaction with the “World Of its Own” video, with 360-degree views of Mexico experiences and a Mexico bucket-list building tool for consumers.

  • Tequila CAZADORES

Tequila CAZADORES®, a 100% blue agave premium tequila, debuted a new limited-edition blanco bottle, reimagined by legendary tattoo artist Mister Cartoon in honor of Día de los Muertos. The hand-rendered bottle design features Mister Cartoon’s signature fine point style, nodding symbolically to the Día de los Muertos traditions Mister Cartoon values most. Available nationwide, the Mister Cartoon X Tequila CAZADORES Día de los Muertos bottle will hit shelves in mid-September, ahead of the November holiday.  Mister Cartoon has also created a set of skull bandanas – inspired by illustrations from the limited-edition bottle – that will be available through MisterCartoon.com/shop with 100% of proceeds from sales going towards disaster relief in Mexico.

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.

 

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

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

For prior Sales Leads LatAm editions, click here.

  • Delta

descarga-6 lmvooex5_400x400Delta Air Lines intends to acquire up to an additional 32 percent of the outstanding capital stock of Grupo Aeroméxico S.A.B. de C.V. through a cash tender offer for MXPUS$43.59 per share. This investment will strengthen the airlines’ partnership, provide more travel options for customers in the U.S. and Mexico and deliver the industry’s best customer experience.Currently, Delta owns approximately 4.1 percent of the shares of Grupo Aeroméxico and holds an option to acquire an additional 8.1 percent. Separately, the Delta pension trust holds options to acquire approximately 4.6 percent of Grupo Aeroméxico. Following completion of the tender offer, Delta and the Delta pension trust collectively would own and/or have options to acquire up to a total of 49 percent of the outstanding shares of Grupo Aeroméxico.

 

 

  • Tang

images-2Ogilvy & Mather Argentina has released juice brand Tang latest campaign “Tenemos que hablar” (“We need to talk”) which seeks to give a slight attention to parents through two new spots, “Beso” & “Auriculares” (“Kiss” and “Headphones.”) The campaign is the first of the brand’s new communication strategy. Starcom Mediavest Argentina is the Tang’s  media agency.

 

 

 

  • Long Island Iced Tea Corp.

descarga-7Long Island Iced Tea Corp. is continuing its’ LatAm expansion with a new partnership to distribute its beverages in Colombia through Diviza S.A. (“Diviza”).This is the company’s first partnership in South America and continues the international expansion of the flagship Long Island Iced Tea® brand as well as the recently acquired ALO Juice® brand. Diviza S.A. distribution covers approximately 40% of Colombia.

 

 

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

  • Points /Copa Airlines

0edvu285_400x400 onknefyb_400x400Points, leader in powering loyalty commerce, announced a partnership with Copa Airlines to enable ConnectMiles program members to buy, gift or transfer their reward miles. The partnership supports Points’ expansion into the Central American market and allows Copa Airlines to better engage their ConnectMiles members.By leveraging Points’ Loyalty Commerce Platform, Copa Airlines can better engage with their loyalty members by providing opportunities for them to earn and then use their reward miles more quickly.

 

 

  • BODOG

descarga-9Betting Partners, the affiliate marketing partner of Bodog and its related family of online brands, announced today that Bodog will soon feature a Latin American presence, with the Bodog brand soon to become available to online gamblers in 16 different Central America and South America nations.The move marks a sharp reversal from the slowly dwindling lineup of countries where Bodog has offered its services in recent years.  Prior to the upcoming expansion, which goes into effect on February 15th, Bodog-related sites have only been available in four countries — the United States, Canada, China, and Vietnam.Bovada Sports and Casino’s entry into Mexico means that that country will join the United States as the only two nations serviced by that brand.  Mexicans already have access to the online poker services at Ignition Casino, should they so desire, along with literally hundreds of global brands.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm 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.

The Interactive Advertising Bureau (IAB) and its Multicultural Council have launched a “multicultural hub” to establish best practices across all multicultural considerations and segments. Portada spoke to Joe Laszlo, VP, Industry Initiatives at the IAB, to discuss the significance of this initiative and how the hub hopes to foment more thoughtful, effective multicultural campaigns.

Helping Digital Advertisers Thrive in a Multicultural, Digital World

A simple glance at recent statistics on the American population provide more than enough justification for an increased focus on reaching diverse, multicultural audiences: over 50% of the U.S. population is diverse, non-white Americans. In fact, just the numbers about Hispanics alone are impressive as well: Hispanics are the fastest growing population segment in the United States, and the population of Hispanics is expected to exceed 58 million by the end of 2016.

Joe Laszlo, VP of industry innovation, IAB
Joe Laszlo, VP, Industry Initiatives

“We needed to establish best practices on how to navigate challenges, develop authentic creative and be more effective in our approach as marketers,” Laszlo explains. So with the aid of the 60+ companies within the Council, and under the leadership of Co-Chairs Diego Antista, U.S. Multicultural Agency Head, Google, and Liz Blacker, EVP, Multicultural Strategy and Sales, iHeartMedia, the organization created an initiative to establish best practices that will support buy-side agency and brand partners in navigating multicultural advertising in the “new America.”

The Multicultural Council was created about five years ago, Laszlo says: “Members of the Hispanic community came to us and said, ‘We care about the Latinos in the US, but our titles cover a much broader group than that.'” As the IAB puts great effort into conducting research and producing resources like white papers, infographics and reports for those in the industry, it follows that the organization would create a group dedicated solely to promoting the growth and strength of the multicultural marketplace with regards to content, marketing, and corporate culture both in their initiatives and employee diversity.

The goal is to develop downloadable, single-page sheets on topics like multicultural programmatic, U.S. Hispanic search and strategies for LGBTQ audiences.

The goal is to develop downloadable, single-page sheets on topics like multicultural programmatic, U.S. Hispanic search and strategies for LGBTQ audiences to “help digital advertisers thrive in this digital world we live in,” says Laszlo.

Multicultural More than Hispanic 

It is not unusual for people to equate “multicultural” with simply “Hispanic,” but other demographics are growing at significant paces as well. Asia is projected to replace Latin America (including Mexico) as the minority-majority source of new U.S. immigrants. And African Americans have unprecedented buying power, reaching $1.2 trillion as of 2015 (up 275 percent from 1990).

But it is undeniable that the Hispanic community has contributed to raising awareness of the importance of speaking to each demographic and developing personalized messages for not just Hispanics, but also Asian Americans, African Americans, Latinos, Blacks, LGBTQ individuals, Veterans, as well as addressing Body Positivity and Gender Equality. The Multicultural Council started as a Hispanic Council, but it didn’t take long for it to evolve.

Multicultural needs to be more than just a checked box. That won’t resonate with audiences. Multicultural is much more about a strategy that can be adapted and transformed.

Laszlo agrees that many advertisers and marketers’ introductions to multicultural occurred through their Hispanic targeting efforts. In their efforts to better comprehend today’s Hispanic, they realized that each demographic has its own nuances and sets of values. “In the past, marketers and brands would say, ‘We have our mainstream marketing message, we’d better do it in Spanish too.’ Then they realized just translating wasn’t the most authentic way to speak to that audience. As that realization hit, they realized that the way to speak authentically to other audiences and demographics requires subtlety and nuance and expertise as well.”

The industry’s journey with Hispanic audiences has taught it “how to listen and understand an audience,” Laszlo asserts.

Best Practices for the “New America”

When asked to elaborate on the concept of establishing best practices for the “new American,” Laszlo says, “Multicultural needs to be more than just a checked box. That won’t resonate with audiences. Multicultural is much more about a strategy that can be adapted and transformed.”

“Everyone has radar for inauthentic messages. Smart brands and agencies want to do the right thing, and the fallout for being clumsy or insensitive with strategies will backfire.”

“It’s the death of media mass communication,” Laszlo continues. Platforms and tools for making practical use of Big Data for analytics and targeting mean that there is no excuse for failing to speak to consumers as individuals.

“It’s about a subtle shift in the balance of ‘we’re all Americans, and there are certain values that resonate with all of us’ versus ‘we are unique individuals that identify with many communities,’ and in terms of the way that marketers strategize, that shift is reflected in their planning,” Laszlo explains.

Laszlo believes that multicultural tactics will become general marketing tactics with time, as the industry moves “from mass undifferentiated communication to sensitivity to different interests,” because “everyone wants to be spoken to in a way that is authentic and meaningful to them.”

The conversation has gradually shifted from advertising buyers outside of multicultural specialist agencies asking “why would I need to do more than just translate”  to “how can I build a multicultural tool kit that’s going to work.”

IAB’s Multicultural Hub is showcased through this link, accessible to anyone on the website. The organization will also be distributing copies at multicultural related events. The goal is to show the industry that the IAB takes multicultural audiences very seriously, and imply that other industry professionals should as well.

“Everyone has radar for inauthentic messages,” Laszlo says. “Smart brands and agencies want to do the right thing, and the fallout for being clumsy or insensitive with strategies will backfire.”

Join us at PORTADA Mexico!

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

U.S./U.S.-HISPANIC MARKET

APP NEXUS RELEASES DIGITAL ADVERTISING INDEX FOR Q4 2015: App Nexus‘s index for Q4 2015 revealed that average CPMs rose from below 20 cents last summer to $1.60 in the span of a few months as part of the company’s anti-fraud efforts against invalid traffic. Impression transactions went down more than 90% from December to September. The company says that this drop came from getting rid of the single impressions that were sold multiple times before being served to a real person.

R3 RELEASES TRENDS IN AD-TECH: Global marketing consulting firm R3 put together a report, Adtech 40, with the best examples of ad-tech across the globe. Asia and North America were responsible for 30% of the winning examples, 47% leveraged technology to increase engagement, a fifth of the winners incorporated a mobile component, and in general, marketers were found to be moving away from AORs to collaboration with other agencies, vendors.

SNAPCHAT DEVELOPING API? Maybe, according to sources. The move would open huge opportunities for advertising on the platform, as advertising options are currently limited to ‘Snapchat Stories’. Insiders also claim that Snapchat is making a general move towards large-scale advertising, and will allow ad tech companies to connect with Snapchat users through micro targeting similar to that of Facebook and Twitter.

VERIZON INVESTS IN DATA MINING: The telecommunications giant has invested $5.5 million in Qualia, which focuses on mining intent data. The move suggests that telecommunications firms are looking for ways to acquire cross-screen data and increase revenue through revenue streams other than mobile subscriptions.

MORE ACQUISITIONS: Time Inc. has reportedly acquired Viant, an ad-tech company that also owns MySpace, the advertising cloud product Vindico, Specific Media and Xumo. As a part of the deal, Time will run Viant as an independent business and create a Big Data-driven advertising operation using Viant’s first-party data and programmatic capabilities. Time Inc. Chairman and CEO Joe Ripp says that through the move, Time ” will be able to deliver advertisers’ messages targeted to optimal audiences across all types of devices, along with the ability to measure ROI.”

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (6)TELENOR ACQUIRES TAPAD: Multinational telecommunications company Telenor has acquired NY-based cross-device retargeting startup Tapad, for $360 million, covering 95% of the company. Tapad focuses on cross-device marketing tech, and tracks billions of data points on multiple screens for mobile, PC and TV to understand consumer behavior online.

OPERA RECEIVES BUYOUT OF US$1.2 BILLION: A consortium of Chinese companies, including investment fund Golden Brick Silk RoadKunlun Tech (a gaming company), Qihoo 360 (anti-virus and browser software) and Yonglian (Yinchuan) Investment Co., Ltd., bought Opera Mediaworks, the subsidiary for Opera’s desktop and mobile browser products.

WIDESPACE SECURES €15.8m IN GROWTH CAPITAL INVESTMENT: Mobile ad tech firm Widespace secured millions in investment to solidify its strategic position in Europe and invest in automation and data visualization.

Join us at PORTADA Mexico!

LATIN AMERICAN MARKET

APPLE CHANGES APP STORE PRICING IN MEXICO: Bad news, Mexico, New Zealand, Israel, Russia, Singapore and South Africa – Apple has informed developers that the App Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (3)Store pricing will change slightly, including prices for in-app purchases. These changes come from fluctuations in exchange rates, and it is not the first time Apple has made similar moves.

ISOBAR ANNOUNCES NEW VP OF TECH: Alexandre Santos will take over as vice president of technology and operations out of ad agency Isobar‘s Sao Paulo office as part of the agency’s efforts to incorporate disruptive communications into its ad-tech strategy. Santos was previously the technology and project director at Isobar, and will be working on accounts for SKY, Fiat, Jeep, Whirlpool and Nivea.

COMSCORE RELEASES DATA ON DIGITAL ADVERTISING IN LATAM: comScore released its report, “Lessons in Digital Advertising,” which contained a few valuable insights into the industry in Argentina, Brasil, Chile, Colombia and Mexico. Clicks and traffic were revealed to have less of a direct relation to the effectiveness of an advertisement (measured through increases in sales), targeting with cookies is effective for precise messages and obtaining data on demographics and behavior, but 29% of Latin American users eliminate them from their websites. And last but not least, the report revealed that audiences consume more and more content from different platforms and devices.

YOUNG & RUBICAM ARGENTINA HIRES A NEW HEAD OF PLANNING: Gonzalo Fonseca, ex director of planning and integration at Havas, will take over as head of planning at Y&R, where he will expand the agency’s planning and brand development efforts. His more than 25 years of experience at agencies like BBDO, McCann Ericsson, Grey, Casa Matriz, APG Argentina and J. Walter Thompson assure us that he is fit for the job.  

OGILVY BRAZIL ACQUIRES NEW DIGITAL AGENCY: The WPP Group acquired majority participation in the agency 3yz, which specializes in online marketing. WPP is comprised of Ogilvy & Mather, Ogilvy One, Ogilvy PR, Ogilvy Salud, David, Etco Ogilvy, 9ine, Foster and Jussi Intention Marketing, but 3yz will function as a part of Ogilvy Brazil. The move is a part of WPP’s efforts to expand digital revenue, and 3yz’s clientele – Tramontina, Reebok, Shopping Iguatemi and Grenadine are clients – gives us reason to believe that they will be pleased with the results.

MEDIAMATH TEAMS UP WITH DYNADMIC: MediaMath, the company behind the TerminalOne marketing platform, and DynAdmic, dedicated to programmatic online video, are collaborating so that the latter’s premium online video inventory, which is based on an audio-recognition technology that classifies the videos being watched on the Internet at any given time, can be used to connect with consumers more efficiently.  Through the deal, MediaMath can offer clients a better, more transparent way to buy inventory on Ad Exchanges.

 

 

 

 

Travel Marketing is one of the categories that are changing at the most rapid pace. As Dorothy Dowling, SVP of Marketing and Sales for Best Western International, puts it” you have to be able to pivot very quickly. ” The 30-year hotel industry veteran directs all Best Western’s marketing and sales strategies, including the brand’s loyalty program, consumer and field marketing, advertising, public relations and e-commerce. We interviewed Dowling to ask her about the latest (digital) marketing trends and about Best Western’s forays into the U.S. Hispanic market. 6 things you need to know.

BANNERS SECCIONES FINALWith 88% of Best Western’s hotel bookings done online, it goes without saying that digital marketing is a make or break area for Best Western. The Phoenix, AZ, headquartered hotel chain operates more than 4,000 hotels worldwide of which more than half are in the U.S. As Dowling (photo) says “hotel rooms are perishable goods, “you have to be able to pivot quickly. You need to understand the numbers based on the KPI’s of the organization. For instance, what amount is going to what channel.”
As an example of how quickly things are changing Dowling says that “channel distribution is having a lot of changes. Mobile surpassed desktop in search last year, although conversion is still bigger in desktop.” Things are shifting very fast, she adds. Other reflections of the fast paced industry are algorithm changes in Google as well as in the travel search engine Kayak. In addition, Best Western uses social media to monitor customers and understand customer issues.

1. Online Leads Customer Acquisition, though Voice is coming back.

According to Dowling, “88% of Best Western business comes through electronic distribution. Voice used to be the dominant channel. Only 10 years ago voice had a share of approximately 30%, this ratio is coming back up because of voice activation through mobile. The main properties Best Western uses for customer acquisition are Tripadvisor, Google and the Online Travel Agencies (OTA’s). Asked whether she fears what is commonly known as the OTA duopoly (Priceline and Expedia group of companies), Dowling notes that she is not too concerned about market concentration: “There are disruptors coming in all the time.”

Only 10 years ago voice had a share of approximately 30%, this ratio is coming back up because of voice activation through mobile.

2. The Demise of Last Click Attribution…

Puerto VallartaDowling says that one metrics that is being disrupted is that of last click attribution. Last click attribution was easy and simple: Whatever ad was clicked most recently must have driven the purchase. But it’s not just the last click that drives the sale because consumers are interacting with multiple ads on multiple devices to complete a purchase. Dowling emphasizes that only “econometric models get you to that kind of understanding. The interest to purchase might have started on TV or on social”. As an example of how different media impact the consumer much before the last click, she cites Google stats according to which 75% of consumers watching TV are also online. In fact, she notes that online search queries for Best Western increase substantially around the times the company advertises on broadcast TV.

Online search queries for Best Western increase substantially around the times the company advertises on broadcast TV

In terms of the path to purchase of hotel rooms, Downling notes that social media is more effective on upstream -influencing – than for downstream -converting-. The demise of the last click attribution metrics also impacts, the cost metrics Best Western looks at: “The cost per acquisition is now mostly measured through CPA (Cost per acquisition) and not anymore through CPC (Cost per click),” Dowling says.

CHECK OUT: Social Advertising in Travel Marketing according to Ricardo Rivera, CMO of Mexican airline Volaris.

3. Search and Display are bought Programmatically

Best Western buys programmatically most of its digital display and search advertising, Real Time Bidding plays an important role as the number of empty hotel rooms changes all the time. “The science is that you need to know how many (empty) rooms you have in the hotel.” The bulk of Best Western’s off-line and online media buy is done during the spring for the Summer Season (families), as well as from early February to mid-May and during autumn for the business traveler.

4. The Hispanic Market Bet…

Best Western is also jumping on the  Hispanic market opportunity buoyed by the fact that the average spend of U.S. Hispanics per trip is higher than that of the average U.S. traveler. According to a recent Think Now survey from 2014, on average, Hispanics spend about US $2,400 on a vacation traveling within the U.S., rising to over US $3,600 among affluent Hispanics. Hispanics spend more than non-Hispanics across all income brackets, in part because they are more likely to fly and have larger families on average.

Hispanics spend more than non-Hispanics across all income brackets, in part because they are more likely to fly and have larger families on average.

Best Western’s clientele has two segments: The leisure and the  business traveler (mid-market and upper mid-market). Business travelers  mostly make decisions around location. “For business it’s where they want to be. Location is the trump card still. Leisure is more place oriented,” Dowling notes that, in addition, a another effort, mostly through trade show participation,  is directed to Hispanic hotel operators who may want to become members of the Best Western International network.

5. …and How it is Activated.

Dowling explains that the Hispanic market activation is mostly focused on mainstream media buys in properties that have a large Hispanic following. The initiative has focused on national and regional markets where there is a higher propensity of U.S. Hispanics. These buys include general market TV, as its substantial reach also drives search, digital as well some sports TV properties and radio. There is also a Social Media and Blogger outreach, including bloggers Manny Ruiz and Cesar Milan. Those Best Western partner agencies are Ideas Collide for creative, Allison and Partners for PR and Initiative for media planning and buying.

 

6. Content Marketing

Content Marketing
Content Marketing

Content marketing also plays an integral role for Best Western’s marketing strategy. “Content scores in terms of placement. We can optimize performance through channel mix,” says Dowling.
Best Western’s content marketing platform is YouMustBeTrippin.com, which includes Mi Gente Hispanic targeted section. Influencers Cesar Milan and Manny Ruiz are contribute in video and text to those sites. Video is an area of investment for Best Western. It recently established the BW Content Studio. The company is also advertising and promoting videos on YouTube.

Content scores in terms of placement. We can optimize performance through channel mix.

Travel and Travel Marketing will Play a Crucial Role at PortadaLat 2017 in Miami June 7-8

Some of the programming Portada is readying!
TRAVEL CONTENT: Leveraging travel-related content for multicultural and Hispanic audiences
Manuel Delgado,  Trivago
An exclusive session for journalists and influencers,
presented by Trivago

THE HOTEL OF THE FUTURE
Take a look at how innovators are using the latest technology to shape the hotel of the future through VR, the IoT, and connected experiences.

HOSPITALITY MARKETING: How blue chip players are engaging today’s evolving travelers
PANELISTS:
Luis Perillo, Vice President, Sales & Marketing, Caribbean & Latin America, Hilton
Diana Plazas, VP Brand, Marketing and Digital, Marriott
Montserrat Santaella, Senior Marketing Manager, Grupo Posadas
Amy West, Travel and Lifestyle Influencer
Three major hotel brands share insight on how the hotel of the future will impact the hospitality business’s marketing priorities.

TECHNOLOGY: How tech is redefining luxury and travel services
MODERATOR:
Trip Barrett, Travel Marketing Expert
PANELISTS:
Claudio Zboznovits,VP of Global Sales & Business Development, Am Resorts
Jon Eichelberger, Head of Americas, Trivago
Carmen Edelson, Founder & CEO, Carmen’s Luxury Travel

– Personalizing customer experience
– Segmentation: How to cater to demographics with different tastes
– Is virtual reality a game changer?
– How successful tech partnerships can add substantial value to your businessCheck out the rest of the agenda here!

What: Accenture has acquired independent Brazilian digital agency AD.Dialeto,strengthening its digital marketing services provided through Accenture Interactive, part of Accenture Digital.
Why it matters: Acquisition nearly doubles Accenture Interactive footprint in the Brazilian market and increases its ability to serve clients throughout Latin America.

2RT5DHBS_400x400Accenture has acquired independent Brazilian digital agency AD.Dialeto,to strengthen its digital marketing services provided through Accenture Interactive, part of Accenture Digital.

As part of the acquisition, Accenture will enhance its ability to serve clients in the growing Latin American market with digital marketing and commerce services that help maximize a return-on-investment (ROI) of their digital programs. Terms of the transaction were not disclosed.

Led by Leo Cid Ferreira and Philippe Jorge, AD.Dialeto is a recognized player in digital marketing and commerce in Brazil, with a focus on campaigns that drive measurable results. In 2014, the agency was named Best Digital Agency elected by the largest e-retailers in Brazil at the eAwards.The agency provides end-to-end marketing services across strategy, media planning, search, mobile and social, through to digital commerce.

“Brazil represents a huge and rapidly evolving market for many of our global clients and our mission was clear – to help them reach their target customers in this increasingly connected market,” said Brian Whipple, senior managing director, Accenture Interactive. “In today’s world, marketing demands accountability, and AD.Dialeto has developed a tested formula for marketing ROI and a keen focus on performance at the core of its DNA. With AD.Dialeto, we’ve found the right company that is strategically and culturally aligned to best position our clients for success, not only for Brazil but for the rapidly growing Latin American market.”

José Gonçalves, leader for Accenture Interactive in Latin America, added that, “The addition of AD.Dialeto to our ecosystem here will enhance our digital customer capabilities, providing a true customer journey transformation to our clients.” In the beginning of 2015, Accenture Interactive also launched the Brazilian operation of its design studio Fjord.

Sao Paulo-based AD.Dialeto has grown into one of the larger independent digital agencies in Brazil by headcount. The agency’s work is noted for its innovative strategies that generate results for a multi-national and local clients including B2W, Electrolux, Accor Hotels, Rossi Telhanorte and Serasa Experian.

Leo Cid Ferreira, president and chief executive officer of AD.Dialeto, added, “With Accenture we’ll be able to deliver performance-driven digital marketing and commerce services to an even broader set of clients, both nationally and across Latin America.”

Today’s news follows Accenture’s acquisition of Gapso, a Brazilian-based analytics company, last February. It’s part of Accenture Digital’s overall initiatives to strengthen its position in Brazil, and offer even more disruptive services to clients in Latin America.

 

What: MTG has acquired 51% of Zoomin.TV, the online video entertainment network, content production and advertising sales house. following its  investments in ESL (the world’s largest esports company) and Splay (Scandinavia’s number one MCN and digital content creator).
Why it matters: The agreement will improve Zoomin.TV business speed globally, including in the US and Latam, and bring great opportunities opened up by MTG’s recent digital investments as gaming video content alone already attracts 468 million online viewers and is one of Zoomin’s key verticals.

descarga (3)MTG has acquired 51% of Zoomin.TV, the online video entertainment network, content production and advertising sales house. This follows MTG’s announced investments in ESL (the world’s largest esports company) and Splay (Scandinavia’s number one MCN and digital content creator) in the last few weeks, and reflects MTG’s strategy to invest in relevant, complementary and scalable digital brands, content and communities. MTG’s fast growing digital portfolio also includes the Viaplay Nordic subscription video on demand service, esports platform Viagame, and advertising video on demand TV sites in 8 European countries.

MTG is acquiring the shares based on an Enterprise Value of EUR 88 million(around US$95.4 million.) Zoomin’s two founders – Jan Riemens and Bram Bloemberg – will continue to lead the company’s development. Zoomin.TV was founded in 2002 in Amsterdam and also has offices in London, Brussels, Paris, Dusseldorf, Hamburg, Madrid, Barcelona, Milan, Miami, Los Angeles, Mexico City, São Paulo, Montevideo and Kerala.

The opportunities opened up by MTG’s recent digital investments are tremendous. Gaming video content alone already attracts 468 million online viewers, and is a US $3.8 billion revenue opportunity according to a recent report by Superdata. Online gaming is one of Zoomin’s key verticals, and Zoomin will work closely with ESL and Viagame to drive higher viewership and monetization rates. At the same time, Splay will leverage Zoomin’s global distribution network to promote its web talents, while in turn providing best-in-class influencer marketing tools to Zoomin and its publisher network. The now global digital footprint and advertising sales capability of this combined group will benefit all of MTG’s video entertainment products.

Gaming video content alone already attracts 468 million online viewers, and is a USD 3.8 billion revenue opportunity

Latin America and U.S. Hispanic Market

Sources from Zoomin.tv told Portada that this agreement will improve the business speed globally, including in the U.S. Hispanic market and Latin America.”It will make us stronger in the short and long-term with cross-selling, global reach and all kind of resources, not just financial, to provide a better solution for partners, publishers and brands worldwide and in America in particular.”

descarga (4)This combination of global web talent and content, massive reach amongst millennials, and proven monetization capabilities confirms our position as a leading player in the global online video entertainment space. It is now clear that we are creating an online video eco-system that is fully prepared to capitalise on the next steps in the evolution of social video. It will enable both Zoomin.TV and our other market leading digital brands to expand even faster by leveraging our combined consumer insight, reach and cross-promotional potential. We will now operate right across the digital video entertainment spectrum, just as we have done so successfully with our TV content production studios, channel brands and distribution platforms. So…welcome to the Zoomin.TV team, and we look forward to realising some big ambitions together, said Jorgen Madsen Lindemann, MTG President and CEO (photo).

We are extremely happy to have found the right strategic partner in MTG. We wanted to team up with a company that knows the content arena inside out and that will elevate Zoomin.TV to become an even bigger global player in the online video space. MTG’s near 900,000 hours of acquired and annually broadcast content, together with its leading in-house production studios, demonstrate this knowledge and platform. We have a proven business model for creating and monetizing online video reach. Now we will accelerate our growth further by working with MTG to position ourselves as the ideal partner for video publishers looking to succeed internationally. On behalf of all our talents, partners and employees, we look forward to working with MTG,  Madsen Lindemann added.

Zoomin is the 5th largest MCN in the world, attracting more than 2 billion monthly video views and 100 million subscribers worldwide on YouTube. Zoomin.TV also has a network of 2,000 publishers, including leading media brands such as Yahoo, AOL, Bild and Telegraaf. Zoomin’s daily production includes more than 400 premium short video clips in 18 languages and 27 categories from video journalists all around the world. Zoomin’s in-house sales team sells advertising solutions on Zoomin and third-party channels in 45 territories to leading consumer brands including P&G, Philips, Volkswagen and Unilever. Zoomin has generated 36% average sales growth over the past 5 years, and 70% growth in 2014 alone.

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What: MTG has acquired 51% of Zoomin.TV, the online video entertainment network, content production and advertising sales house. following its  investments in ESL (the world’s largest esports company) and Splay (Scandinavia’s number one MCN and digital content creator).
Why it matters: The agreement will improve Zoomin.TV business speed globally, including in the US and Latam, and bring great opportunities opened up by MTG’s recent digital investments as gaming video content alone already attracts 468 million online viewers and is one of Zoomin’s key verticals.

descarga (3)MTG has acquired 51% of Zoomin.TV, the online video entertainment network, content production and advertising sales house. This follows MTG’s announced investments in ESL (the world’s largest esports company) and Splay (Scandinavia’s number one MCN and digital content creator) in the last few weeks, and reflects MTG’s strategy to invest in relevant, complementary and scalable digital brands, content and communities. MTG’s fast growing digital portfolio also includes the Viaplay Nordic subscription video on demand service, esports platform Viagame, and advertising video on demand TV sites in 8 European countries.

MTG is acquiring the shares based on an Enterprise Value of EUR 88 million(around US$95.4 million.) Zoomin’s two founders – Jan Riemens and Bram Bloemberg – will continue to lead the company’s development. Zoomin.TV was founded in 2002 in Amsterdam and also has offices in London, Brussels, Paris, Dusseldorf, Hamburg, Madrid, Barcelona, Milan, Miami, Los Angeles, Mexico City, São Paulo, Montevideo and Kerala.

The opportunities opened up by MTG’s recent digital investments are tremendous. Gaming video content alone already attracts 468 million online viewers, and is a US $3.8 billion revenue opportunity according to a recent report by Superdata. Online gaming is one of Zoomin’s key verticals, and Zoomin will work closely with ESL and Viagame to drive higher viewership and monetization rates. At the same time, Splay will leverage Zoomin’s global distribution network to promote its web talents, while in turn providing best-in-class influencer marketing tools to Zoomin and its publisher network. The now global digital footprint and advertising sales capability of this combined group will benefit all of MTG’s video entertainment products.

Gaming video content alone already attracts 468 million online viewers, and is a USD 3.8 billion revenue opportunity

Latin America and U.S. Hispanic Market

Sources from Zoomin.tv told Portada that this agreement will improve the business speed globally, including in the U.S. Hispanic market and Latin America.”It will make us stronger in the short and long-term with cross-selling, global reach and all kind of resources, not just financial, to provide a better solution for partners, publishers and brands worldwide and in America in particular.”

descarga (4)This combination of global web talent and content, massive reach amongst millennials, and proven monetization capabilities confirms our position as a leading player in the global online video entertainment space. It is now clear that we are creating an online video eco-system that is fully prepared to capitalise on the next steps in the evolution of social video. It will enable both Zoomin.TV and our other market leading digital brands to expand even faster by leveraging our combined consumer insight, reach and cross-promotional potential. We will now operate right across the digital video entertainment spectrum, just as we have done so successfully with our TV content production studios, channel brands and distribution platforms. So…welcome to the Zoomin.TV team, and we look forward to realising some big ambitions together, said Jorgen Madsen Lindemann, MTG President and CEO (photo).

We are extremely happy to have found the right strategic partner in MTG. We wanted to team up with a company that knows the content arena inside out and that will elevate Zoomin.TV to become an even bigger global player in the online video space. MTG’s near 900,000 hours of acquired and annually broadcast content, together with its leading in-house production studios, demonstrate this knowledge and platform. We have a proven business model for creating and monetizing online video reach. Now we will accelerate our growth further by working with MTG to position ourselves as the ideal partner for video publishers looking to succeed internationally. On behalf of all our talents, partners and employees, we look forward to working with MTG,  Madsen Lindemann added.

Zoomin is the 5th largest MCN in the world, attracting more than 2 billion monthly video views and 100 million subscribers worldwide on YouTube. Zoomin.TV also has a network of 2,000 publishers, including leading media brands such as Yahoo, AOL, Bild and Telegraaf. Zoomin’s daily production includes more than 400 premium short video clips in 18 languages and 27 categories from video journalists all around the world. Zoomin’s in-house sales team sells advertising solutions on Zoomin and third-party channels in 45 territories to leading consumer brands including P&G, Philips, Volkswagen and Unilever. Zoomin has generated 36% average sales growth over the past 5 years, and 70% growth in 2014 alone.

Latin America’s key brands, media agencies and media owners will gather for #Portadalat in Miami next Wednesday and Thursday (June 3 and 4.) Top industry leaders will give insight into the region’s marketing, technology and media landscape. A Q&A with Marcos Baer, publisher of Portada, expains why the 7th annual iteration of the event will be the best yet. The major players, key insights and networking opportunities you will benefit from.

Baer
Marcos Baer during last Year’s #Portadalat

Portada: First and foremost, it’s all about networking right? Who is already registered to #Portadalat?
Marcos Baer, publisher Portada: “Brand marketers, agencies and media leaders from all over Latin America and the U.S/Canada are registered as attendees. Companies represented include Microsoft, Estee Lauder Companies, Jarden Consumer Solutions, Avaya, Mindshare Mexico, Mindshare Latin America, GroupM Latin America, OMD, Samsung, Starwood Hotels & Resorts, Hilton Worldwide, Cisco Systems, Richemont LAC, Cartier, GroupM, Starcom Media Vest, Havas, OMD, Viacom, Disney, Televisa, Yahoo, Grupo Prisa, Sony Pictures and Television, The New York Times, The Washington Post and dozens more.”

Social Media has substantially decentralized the way we communicate

Why did Portada choose “Brand Leadership in a disruptive World” as the theme of the 2015 #Portadalat edition?
M.B,publisher Portada: “There has been an explosion in the amount of content distributed and the velocity of that distribution. In addition, Social Media has substantially decentralized the way we communicate. Paid and Earned Media programs are creating a lot of noise, but only effective brand leadership can translate it into impactful marketing programs that ultimately mean higher sales. We will have the privilege to hear how major global brand marketers like Kellogg, Genomma Lab, Estee Lauder and Bayer successfully meet this challenge and zero-in on Latin audiences in a world dominated by technological disruption.”

Advertising Technologies are quickly entering the Latin American region. Will the challenges and opportunities presented by programmatic buying, marketing automation and data-driven marketing be analyzed at #Portadalat?
M.B.: “Absolutely. We will have Ad-Tech pioneers and the brightest leaders in the sector speaking about the impact of the Ad-Tech revolution on Latin America. Erich Wasserman, Founder and CRO, MediaMath will have an on-stage conversation with Fernando Monedero, Head of Digital Latin America, MEC on “Where is LatAm now and where it should be in 2025.” In addition, Tomas Salvagni, Manager Commercial Division, AGEA-Grupo Clarin, one of Latin America’s media powerhouses, will provide the view of the media owner on this all-important topic.

The Latin Online Video Forum is going to be the first half day of #Portadalat on June 3. Why is this the case?
M.B.: “Online Video, including mobile video, is a very large opportunity for marketers, content creators and media owners. Nowhere more so than in the audio visually crazed U.S. Hispanic and Latin American markets. The opportunities offered by online video technologies are enormous. Yet, there are a myriad of open questions including monetization, viewability, fraud, audience fragmentation, programmatic video buying and much more…”

Who will address these questions?
“A major highlight will be an on-stage conversation between Dr. Shay David, CRO and Co-Founder, Kaltura and Jan Riemens, CEO, Zoomin.TV, a global Multichannel Network. Other companies represented at the Online Video Forum include L’Oreal, 3M Facebook, Starcom, Havas, Teads.TV, Stylehaul, Batanga and Playwire.”

The opportunities offered by online video technologies are enormous. Yet, there are a myriad of open questions including monetization, viewability, fraud, audience fragmentation, programmatic video buying and much more

We see the #Portadalat agenda also puts emphasis on Influencers and Online Video Creators….
M.B.: “That is right, through the emergence of Social Media, access to Online Video Talent has become very important for many media companies. For the first time #Portadalat will be hosting an Online Video Talent Showcase presented by 2btube and offer this constituency the benefit of meeting brands, interact with Multichannel Networks and get key content on Video Marketing. A session will analyze how Online Video Content Creators and Multichannel Networks targeting the Latin World (U.S. Hispanic market, Latin America and Spain) can work together and what they need from each other.”

Will any Social Media and Entertainment Stars participate in #Portadalat?
M.B.: “I am very excited to announce that attendees will be able to enjoy a session with Boyce Avenue, the most followed band on Youtube. With 7 million followers Boyce Avenue has more followers than Beyoncé and Lady Gaga combined. Entertainment Marketers will learn key lessons on Content Virality and Amplification as well as about Branded Entertainment Integrations.”

Mobile and Entertainment Content Delivery are two hot topics…
M.B.: “Entertainment content and its delivery will be a key theme of the on-stage conversation between Charlie Hunter-Schyff, Head of Planning & Insights, Mobile Advertising, Telefónica and Stephen Deane, Global Commercial Director at Guvera. These two experts will discuss how mobility and other factors are changing the delivery of entertainment content and advertising forever.”

Latin American Marketing, particularly if it is done out of Miami always faces the tension between local and regional/centralized marketing…
M.B.: “Yes, and ways to face this challenge are  going to be addressed in several sessions including a presentation by Ruben Leo Sarmiento, Marketing Director, Genomma Lab on the way the Mexico born OTC products giant markets in Latin America and the rest of the world. Panregional vs. Local marketing and advertising decisions are also going to be analyzed at a panel on Luxury Goods and Services with Alexis Thanasoulas, Managing Director Latin America, Zenith Optimedia Group, Pedro Tabera, President and General Manager, Mercedes-Benz Mexico, Stephanie Peña, Regional Sales Director Americas, Longchamp and Javier Martinez Staines, Director General Editorial, Televisa. Another session on the important topic of sports marketing will address some of these questions too.”

Ok, this is great content, but what about fun functions and more networking opportunities?
M.B.: “Of course! We have a great Evening Party presented by Guvera on June 3rd in the Riverwalk Terrace, with wonderful views over Miami. We also have the long-awaited Award Ceremony in which each member of Portada’s Editorial Board of 5 brand marketers will decide which of the finalists in the 10 different Award Categories will get the coveted awards. Last but not least, our popular speed networking session will be led by 20 different agency and brand marketing executives providing attendees ample opportunities to network even more!.”

Tickets for next weeks Latin Online Video Forum (June 3 in the morning) and the 7th Annual LatAm Summit are going fast. Take Take advantage of the online promotion rate!

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