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Brand Finance


Entravision Now 100% Owner of Cisneros Interactive, HCode Financed, Kiwilimon-Mundo Hispanico Partnership……Companies get bought and sold, people change positions, get promoted or move to other companies. Portada is here to tell you about it.


Entravision, 100% Owner of Cisneros Interactive

Cisneros InteractiveEntravision acquired the remaining 49% interest in Cisneros Interactive. Entravision now owns 100% of Cisneros Interactive, having first acquired a majority stake in the company in October 2020.  Cisneros Interactive will continue managing the operating business and client outreach, with Victor Kong as its CEO.Cisneros Interactive maintains sales partnerships in 17 Latin American countries, including partnerships with Facebook, Spotify and LinkedIn. The company also offers digital audio solutions and services through the representation of a vast audience reached through 350 publishers.

Victor Kong, CEO, Cisneros Interactive 

With the full ownership of Cisneros Interactive, along with Entravision’s most recent acquisition of MediaDonuts, which added digital capabilities in 7 countries in Asia, digital now comprises 73% of consolidated revenue as of the most recently reported quarter ended June 30, 2021. Digital Segment revenue improved over 1,000% year-over-year to total $130.2 million for the second quarter 2021. “Today’s announcement is a major milestone for the Cisneros Interactive and Entravision team, and I would like to thank them and our partners for making this accomplishment possible,” said Victor Kong, Chief Executive Officer of Cisneros Interactive.

HCode Secures Capital Investment

H Code secured a capital investment to continue to build end-to-end capabilities for publishers and advertisers across both existing and new markets. The investment was backed by Falfurrias Capital Partners (FCP), a Charlotte-based private equity firm focused on growth-oriented, middle-market businesses. In the short term, the capital will be used to develop distinct offerings for various diverse and underrepresented communities.  In June 2021, H Code initiated this strategy with the launch of B Code, media solutions specifically designed for the Black community. As part of the investment, FCP’s Alexander Jutkowitz will join H Code as Executive Chairman. Raised in Chile, then Philly, FCP’s Executive in Residence Alexander Jutkowitz has been an advocate for diverse thinking and innovative content, influencing how today’s marketers and advertisers bring impactful stories to life. H Code also announced that Ad Council President and CEO Lisa Sherman will serve as Board Member.


Kiwilimon and Mundo Hispanico Create Mundo Sabor

Atlanta-based Mundo Hispanico, a Latino-focused digital media company, announced a new partnership with Kiwilimón, a Spanish-speaking digital food platform. The deal will create Mundo Sabor in the United States, bringing Kiwilimón’s  culinary content to Mundo Hispanico’s large American audience. “We’re excited to bring Kiwilimón´s outstanding culinary content to Mundo Hispanico’s large and growing audience,” said Rene Alegria, president and CEO of Mundo Hispano Digital Network, the parent company of Mundo Hispanico.   Mundo will host Kiwilimón on its website (at mundohispanico.com/mundosabor/) and promote its content to its user base. Mundo Hispanico has 10 million monthly unique visitors and a social media fan base that exceeds 9 million. “With this and other new partnerships, we are working with like-minded companies to find and develop the best digital content for our Mundo Hispanico family,” Alegria said. With more than 11 years of experience, Kiwilimón is a global leader in food-branded content production. Led by a team of professional chefs, nutritionists, and food stylists, Kiwilimón provides their audience with the highest-quality content and the very best cooking recipes and tips. Within Kiwilimón is a culinary agency, with extraordinary production capabilities for content development, which they tailor to each brand’s individual requirements. The company continues to expand at a fast pace, with a presence in countries all over the world, including the United States, where the Hispanic population is one of the fastest-growing ethnic groups. Kiwilimón has 34 million social media followers, 7.1 million unique users and generates 107 million video views globally. They also work with top tier consumer brands and major retailers, such as Coca-Cola, Disney, Bimbo Bakeries USA, California Almonds, Avocados from Mexico, and many more. The partnership gives Kiwilimón a bigger audience in the U.S., bringing the most delicious recipes of the Latino Kitchen, as well as international cuisine, to the Foodie community here. 

Ayan Valle

Target, Walmart, Southeastern Grocers, Italbank International, Yum! Brands , Mastercard, Citi, Pernod Ricard USA, Terminix… and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Target

targetTarget Corporation announced its plan to invest approximately US$4 billion annually during the next several years to continue scaling capabilities across its retail platform. Building on years of sales growth and a record 2020 financial performance, Target will increase the total fresh and frozen food pickup assortment. Additionally, adult beverage pickup will be offered in 800 more stores in the next few months .Technology improvements will also offer Drive Up guests a more personalized experience in the Target app. Throughout the pandemic, guests have turned to Target for its multi-category assortment of owned and exclusive brands, national brand favorites and brand partnerships. The retailer will continue to bring brand partnerships to life in stores and online with the opening of approximately 100 Ulta Beauty at Target shop-in-shops in 2021, with plans to add hundreds more over time. Target has also introduced a new Apple shopping destination online and in 17 stores. More locations are scheduled to roll out this fall. Following 30 store openings in 2020, Target plans to accelerate the pace and open 30-40 new stores. In urban centers such as New York City, Los Angeles and Portland, Target will open more small-format stores to reach new guests. In dense suburban areas, Target has identified sites for new mid-size stores to serve new guests that fill retail gaps. Across college campuses, including the University of Georgia and University of Michigan, Target will open new small-format stores to introduce its unique shopping experience to new, college-aged guests to form lifelong relationships. Target expects to accelerate its store remodel program this year and complete approximately 150 in time for the holiday season, with plans to remodel more than 200 stores a year beginning in 2022. The company is testing a new type of facility in Minneapolis called a sortation center and expects to open five more in 2021.The company is also making investments in its supply chain.
  • Walmart

walmartWalmart is said to be looking for a new agency to handle its´ US$600 million U.S. media business. The U.S.-based retail giant  hasn’t called for an official review, though. WPP´s Haworth has been the incumbent since winning the business four years ago. Haworth (49% owned by WPP) took over for then-incumbent Mediavest, part of Publicis Groupe, Mediapost reports. Haworth’s is in charge of media planning and buying, strategy for brand integrations and strategic partnerships in the marketing, media and entertainment arenas.
  • Southeastern Grocers

Southeastern_GrocersSoutheastern Grocers, Inc. (SEG), parent company and home of Fresco y Más, Harveys Supermarket and Winn-Dixie grocery stores, continues its commitment to enhance the company’s supplier network to include a broader range of inclusive business partners which reflect the diverse communities in its Southeast footprint of stores. The grocer will work to identify and increase sourcing from suppliers that are at least 51% owned, operated and managed by people who are: disadvantaged, disabled, LGBTQ+, military veterans, minorities and/or women and sell grocery, general merchandise and/or beauty and personal care products.In partnership with ECRM and RangeMe, a virtual sourcing conference will take place this spring to enhance partnerships with existing minority suppliers and connect with new, diverse businesses to expand store offerings tailored to its unique customers and communities. Participants will have the opportunity to engage with SEG buyers and category managers to share their company background, product information and marketing plans.Additionally, the grocer, together with its generous customers and the SEG Gives Foundation, raised more than $170,000 during Black History Month to help support nonprofits that serve minority sectors throughout the Southeast in the fight for racial equity and social justice.
  • Yum! Brands

Yum! Brands, Inc. has entered into a definitive agreement to acquire the leading artificial intelligence-based consumer insights and marketing performance analytics business of Kvantum, Inc. By acquiring the Kvantum business, Yum! and its KFC, Pizza Hut, Taco Bell and The Habit Burger Grill brands enhance their ability to apply powerful consumer insights and data analytics to drive calendar and marketing spend optimization. The acquired Kvantum business combines machine learning and econometric modeling into its Marketing Performance Analytics Platform in a seamless manner.Yum! Brands’ global technology strategy, in partnership with the KFC, Pizza Hut, Taco Bell and The Habit Burger Grill divisions, is focused on providing a best-in-class digital journey across mobile, online, delivery and restaurant operations. The Company continues to accelerate its digital commerce strategy through data and advanced analytics, and innovative emerging technologies to elevate the customer and employee experience, strengthen restaurant unit economics and unlock new sources of global growth.Yum! Brands plans to combine Kvantum’s artificial intelligence and machine learning approach to understanding human behavior with the unique skillsets of the anthropologists and sociologists at Collider Lab, a culture-based consumer insights and marketing strategy consultancy Yum! acquired in 2015.The Kvantum business unit, as part of Yum! Brands, will continue to offer their consultancy services to external clients outside of the restaurant industry.Yum! Brands’ acquisition of the Kvantum business is expected to close by the end of the first quarter of 2021, subject to standard closing conditions.
  • Italbank International 

Italbank InternationalVeritran, a global company that facilitates digital transformation through its Enterprise Low-Code Platform, announced its first client in U.S territory: Italbank International, an American bank for Latin Americans. Following its mission of facilitating access to accounts in dollars and/or euros for Latinos, Italbank chooses Veritran as its strategic partner to launch its first mobile application: “A Digital Wallet.” With this application, the bank will allow its clients to access their accounts with ease from a mobile device.The application is available for bank customers in Google Play and Apple App Store. Through this new channel, Italbank International customers will be able to make payments using QR codes and in express format (by email or cell phone). The digital wallet is multi-currency and allows users to check balances and movements in both Euros and U.S. Dollars, according to their associated accounts.Marketing ConferencesAt this exclusive virtual event on March 24, 2021, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.
  • Mastercard / Citi 

mocafiMobility Capital Finance [“MoCaFi”], a financial technology, mobile-first banking platform, committed to bringing financially underserved communities in the United States into the digital economy, has raised a US$12 million Series A Round, led by Tom and Wende Hutton and investments from the Citi Impact Fund, Mastercard, 1Flourish Capital, Commerce Ventures, and several family offices.  Previous investors also participated in the Series A Round.    MoCaFi — based in Harlem (NY) and Newark (NJ) – has a business model that addresses limited economic mobility and lack of financial equity in Black and Hispanic communities across the United States. These efforts, bolstered by their current participation in the Mastercard Start Path program, has enabled MoCaFi to scale its mobile banking platform to include both Demand Deposit Accounts as well as disbursement accounts for disaster-related and other payments.  MoCaFi collaborates closely with Equifax and TransUnion to empower customers to improve their overall financial literacy and augment their credit file with the addition of rent payments and other recurring bills that are processed on the MoCaFi platform.Last December, MoCaFi partnered with The City and County of Honolulu to assist almost 4,000 households that suffered economic hardship from the pandemic. 
  • Pernod Ricard USA 

Pernod Ricard USAOgilvy has been selected by Pernod Ricard USA, premium spirits & wine leader, to serve as the lead creative agency for Olmeca Altos Tequila, Tequila Avión, and Del Maguey. The agency designation comes as Pernod Ricard USA consolidates its global agency roster to create a more cohesive ecosystem and greater efficiencies in support of the company’s marketing transformation journey. Ogilvy will coordinate a brand and integrated communications strategy for each of the tequila and mezcal brands with a focus on translating timeless brand stories into timely creative ideas that will drive sustained growth for each of the Pernod Ricard USA brands. Responsibilities will primarily include brand strategy, advertising and personalized content development.
  • Terminix

TerminixTerminix, a leading provider of termite and pest control services in the United States, has named Interpublic Group of Cos.The Martin Agency and Mediahub as its creative and media agencies respectively, following a review that was launched by Terminix Chief Marketing Officer Alex Ho. The appointment ends Terminix’s relationship with incumbent Kansas City-based independent agency Barkley, which handled  creative and offline media businesses since last January. The Martin Agency will handle creative duties including for TV, performance marketing and digital, while Mediahub will oversee all accompanying media responsibilities. Terminix spends US$35 million annually on measured media in the U.S.

Portada Live

At this exclusive virtual event on March 24, 2021, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

Univision buys VIX; What you need to know… Leadspace, The Brandon Agency….Companies get bought and sold, people change positions, get promoted or move to other companies. Portada is here to tell you about it

Univision Buys VIX: What You Need to Know…

Univision Buys VIXUnivision is acquiring VIX. The transaction marks the end of VIX,  until 2017 called Batanga Media, as an independent firm since it was founded in 1999 by Troy McConnell, Luis Brandwayn and Jochen Fischer in North Carolina. Throughout its more than 20 years of existence VIX has been headquartered in Miami, Florida, with operations in 14 countries including Brazil, Chile,  Uruguay, Colombia, Mexico, Peru, and Venezuela.
Univision’s acquisition of VIX reflects the consolidation trend in the digital media space overall, e.g. Bustle Digital Group’s CEO Bryan Goldberg’s recently said that he wouldn’t be surprised if Bustle, Vice Media, Vox Media, Group Nine and Buzzfeed consolidate from five companies to three, and in the Hispanic/Latin American media space in particular (e.g. the purchase of a majority stake of Cisneros Interactive by Entravision).  it is well known that, overall, digital media property valuations (excluding  social media and Google), have been going down over the last 5-6 years. While the acquisition price of VIX by Univision was not disclosed, it is unlikely that VIX investors made a positive return.  VIX, had raised $73.5 million in funding from investors including HarbourVest Partners, Tudor Investments and H.I.G. Capital, according to Crunchbase. In addition, Discovery bought a stake in Batanga in 2016.
Also interesting is that Discovery is letting go of its stake in VIX, probably because it is betting on its own recent launch of Discovery+ through which it  enters the streaming market loaded with content from the company’s network lineup, including HGTV, Food Network, TLC, Travel Channel, Discovery Channel, and Animal Planet, among others. 

Univision’s Acquisition of VIX: Pivot to Video

As video streaming and CTV advertising belong to the highest growth areas of the ad supported media ecosystem, media companies are heavily investing in their streaming services. This is the main rationale for the Univision VIX acquisition. Univision recently announced the launch of PrendeTV, featuring free, premium, 100% Spanish-language ad-supported programming. VIX operates a Spanish-language streaming platform serving Latin American and U.S. Hispanic audiences and includes a content library of 20,000 hours of film and TV programming. On a combined basis, PrendeTV and VIX will have more 30,000 hours of content. The service will be integrated into PrendeTV in the U.S., which, according to Univision, will bring immediate scale through distribution on mobile and connected TV platforms including Roku, Apple TV, Amazon Fire TV and Android TV.
Univision Buys VIX
Rafael Urbina, Univision General Manager/EVP of AVOD Streaming
Inside VIX Purchase by Univision
Samer Deen, Chief Digital Officer, Univision

“VIX is the next key step towards Univision’s goal of building the most comprehensive ad-supported streaming offering ever amassed for Latino audiences,” said Pierluigi Gazzolo, President of Univision and Chief Transformation Officer.  In addition to content and distribution, VIX also brings to Univision a seasoned executive team. After Univision’s VIX acquisition,  VIX CEO Rafael Urbina will serve as Univision General Manager/Executive Vice President of AVOD Streaming and report to Sameer Deen, Univision’s Chief Digital Officer.


LeadSpace Lands Funding and a New CEO

Leadspace Leadspace announced it has raised $46 million in growth funding led by JVP. The funding validates Leadspace as a front runner in a burgeoning Customer Data Platform (CDP) market that is estimated to generate $2.4 billion in 2020, and expand to $10.3 billion by 2025. Leadspace plans to use the funding to grow the team in both Israel and the U.S. and keep up with the increasing demand they’ve seen in the last year. Funding and fresh leadership will enable Leadspace to accelerate growth, product development and customer adoption of its leading AI-driven B2B Customer Data Platform (CDP). Current clients include Salesforce, American Express, Zoom, Microsoft, Verizon, Intel, Autodesk and many more.

The company is also appointing Alex Yoder as its new chief executive officer, whose extensive experience leading transformative growth within the companies he’s led will now help Leadspace redefine the emergent B2B CDP category. Yoder joins Leadspace after successfully building organizations as large as US $ $150 in annual revenue, spanning marketing tech, Ad-tech, SaaS and services. Leadspace has also announced that JVP Founder and Executive Chairman, Erel Margalit, will serve as Chairman of the Board for the company. Margalit has led investments in companies including CyberArk Software, QLIK Technologies and Cogent Communications and many others.

Stephen Childress at the Brandon Agency

Stephen Childress , Chief Creative Officer, The Brandon Agency

The Brandon Agency, an integrated marketing agency in the Southeast, has hired Stephen Childress as Chief Creative Officer. The hire is a new leadership position for the agency, which provides full-service, data-driven marketing solutio

ns to established and emerging brands including Green Giant, Security Finance, ScanSource, Santee Cooper, AgriSupply, stayAPT Suites, WasteQuip, and Wilmington Health.
Childress joins the agency following a background in creative leadership positions, most recently serving as Scoppechio’s Chief Creative Officer since 2017, and working at other agencies during his career like EP+Co and Grey. In his nearly four years with Scoppechio, Childress oversaw all digital, creative, social, content and production for the agency’s portfolio of clients including GE Appliances, Longhorn Steakhouse, Brown Forman and Fifth Third Bank. During his career, Stephen’s work has been recognized in the One Show, National ADDYs, Communication Arts, and more.




The pro-Trump mob that stormed the U.S. Capitol on January 6 was mostly incited by social media driven fake news. It again became blatantly evident that a repluralization of media and a commitment to facts as a public good are crucial to the stability of the U.S. democratic system. Enter Corporate Social Responsibility: Brands and media buyers at agencies should be under pressure to direct advertising to media properties practicing professional journalism. Media dollars should also be directed to  underserved communities. Learn how UM , Cadillac and Realogy  balance the reach vs. responsibility/purpose driven marketing trade off in media buys.

It is not surprising that the  D.C. chaos has actually made many brands to take the decision of pausing social advertising. According to a 2019 study published in Science by MIT Sloan professor Sinan Aral and Deb Roy and Soroush Vosoughi of the MIT Media Lab. They found falsehoods are 70% more likely to be retweeted on Twitter than the truth, and reach their first 1,500 people six times faster. This effect is more pronounced with political news than other categories.  Independent, truth-seeking professional journalists apply reporting methodologies and a code of ethics that makes them accountable and transparent. Corporate social responsibility should make sure that brands advertise in trusted media properties.

However, brand marketers and the media agencies that cater to them not only need brand safety but also reach at a low cost for media buys to be efficient and ultimately obtain leads and sales.

News Sites: How it Works in Practice…

Corporate Social Responsibility
David Queamante, SVP, Client Business Partner, UM Worldwide

David Queamante,  SVP, Client Business Partner, UM Worldwide tells Portada that when he worked at “an Automotive brand, recently, we saw that News Programming has a high index among people who earn the income we wanted to see, and who buy the vehicle segments we were promoting. However, on the Finance brand that I focus on currently, we see that News Programming indexes below 100 for people who will be in-the-market for our type of loan in the next 12 months. I still try to keep News programming as part of the buy, but I’m limited in how much support I can put behind that content when other programming indexes much higher for that target.”

I still try to keep News programming as part of the buy, but I’m limited in how much support I can put behind that content when other programming indexes much higher for that target. 

Queamante add thats “when we run ads for this company on Social Media, we see that our Cost-Per KPIs is much lower than what we see when we run display ads anywhere else. At the end of the day, I can’t  avoid Social Media without lowering my leads and visits. Now, we work very hard with our paid social buyers to avoid controversial/divisive posts and content as much as possible.”

At the end of the day, I can’t  avoid Social Media without lowering my leads and visits. Now, we work very hard with our paid social buyers to avoid controversial/divisive posts and content as much as possible.

Journalist Powered Content Ratings…

Separately, IPG Mediabrands, the owner of UM,  has agreed to begin using NewsGuard’s journalist-powered content ratings system for its digital news media buys in the United States, and other key markets. NewsGuard — which was founded by news media pioneer Steven Brill as a solution to the deluge of disinformation being promulgated by questionable publishers and sources — relies on human intelligence as opposed to machine-learning algorithms to detect, organize and rate the veracity of news and information publishers.  Many brands and media agencies recognize that corporate social responsibility includes advertising in trusted media properties.  IPG/ Mediabrands plans plans to use the ratings as part of its programmatic media buys made on news and information websites. “Our partnership with NewsGuard has already helped expand the scope of quality inventory available while ensuring ads remain in brand-safe and brand-suitable environments,” says Mediabrands Global Brand Safety Officer Joshua Lowcock said in a statement announcing the expansion of its agreement.

Corporate Social Responsibility: How Diversity Media Buys Work  in Practice…

Jason Riveiro, Realogy
Jason Riveiro, Senior Director, Global Growth Markets & Inclusion, Realogy

Another demand consumers have for 2021 is that brands should support media properties that target diverse and underserved audiences. Some members of the brand marketing community agree: “Inclusivity in messaging should be substantial and authentic, but also should include investment in media targeting underserved communities”,  says Jason Riveiro, Senior Director, Global Growth Markets & Inclusion tells Portada.


Advertising in 2021
Alexis Kerr,  Cadillac

How does this work in practice? Alexis Kerr, Cadillac’s Head of Multicultural Marketing | Multicultural Strategy, Content and Execution, notes that she has found creative ways to nurture her multicultural media partners to ensure they serve her in various different ways vs just ROI.  “Media partnerships like Hispanicize and Revolt are great examples of how partners have been able to work with us to meet those goals. We have increased our spend to support diverse communities and partnerships,” she asserts.

MediaBrands has made it an internal mandate to increase or improve our investment on Diversity-Owned media partners. However, we don’t want to just pick an arbitrary % of the media budget.

Custom Solutions that Balance Reach vs. Responsibility

Corporate social responsibility should include that brands advertise in trusted media properties. 
UM’s David  Queamante  notes that his agency
has worked hard to build custom solutions that balance reach with responsibility by making it easier to identify and work with Diversity-owned and Diversity-serving media partners, while still delivering on campaign goals and KPIs. “MediaBrands has made it an internal mandate to increase or improve our investment on Diversity-Owned media partners. However, we don’t want to just pick an arbitrary % of the media budget.  It may not be possible to spend a certain amount of money with diversity-owned partners – many of them lack the scale that non-Diversity-owned partners have. Due to this lower scale, investing an arbitrary amount with these partners may also have negative impact on the campaign reach and exposure to our target audiences.

Corporate Social Responsibility: A Catalogue of Diversity Owned Partners

Queamante adds that the first thing he does is to “start with a database that one of our internal agencies (MAVEN) maintains and updates several times a year. This catalogues Diversity Owned partners across more than just ethnicity. It includes Veteran-owned, Women-owned, Disability-owned and more.
The second step involves to “match the media partners on this list with our custom targets; we call them High Value Audiences (HVA). We identify these audiences using our Acxiom data stack, and we’re able to match these audiences back to media behavior. Based on the HVA media consumption of these Diversity-owned partners we’re able to create investment benchmarks that are specific to each brand and their unique audience.”  “Since these benchmarks factor in HVA media consumption, they have a positive impact on reach and exposure levels for our target.”, Queamante concludes.


Latin America E-Commerce is skyrocketing as the current pandemic has accelerated digital transformation both on the consumer and corporate side . This makes the benefits to be reaped from e-commerce investments and e-commerce marketing very tantalizing to brand marketers and marketing service suppliers.

Portada is very excited to announce Portada Live Latam on November 19. At this by invitation only exclusive virtual Latin American marketing event, key Brand Decision Makers will share and accelerate knowledge about Digital Transformation, including e-commerce marketing and other marketing technologies.

Through a combination of exclusive bespoke workshops, pre-scheduled 1:1 meetings, and collaborative knowledge-sharing sessions, Portada Live Latin America will provide the brand marketing community and marketing service suppliers the ideal platform to gain exclusive insights and develop new business.

Latin American Marketing Event: Brand Marketer Driven Programming 

Portada Live Latin AmericaA key feature of Portada’s Council System of brand marketers is that they drive the Latin American marketing conference programming. The below topics will be discussed by top thought leaders and experts from the Latin American brand marketing community:

Collaborative Knowledge-Sharing Session: How Covid-19 is Accelerating Digital Transformation in Latin America – A cross-industry perspective
Brand marketing executives from the finance, QSR, retail and beauty industries will provide actionable insights about their digital transformation and readiness in these unprecedented times.

Research Spotlight: Consumer Response to Brand Communications in Latin America

An in-depth analysis of consumer receptivity and reaction to brand communications in Argentina, Brazil and Mexico in 2020. Based on proprietary country and sector consumer surveys a deep-dive into the mind of the Latin American consumer will be provided. Based on 2020 findings advice for brand communications in 2021 will be given.

Brand Marketer Challenge: The Holy Grail – Social Selling

In vastly social media over indexing Latin America, a successful social selling practice has become a crucial driver for e-commerce. Understanding the relationship between content and commerce has become hugely important for sales growth. What innovations are currently being created and what will happen next? Hear all about it from the executive at the helm of marketing at Latin American unicorn Rappi.

and much more….

Opportunities for Marketing Service Suppliers

The November 19 virtual Latin American marketing event will also have a strong networking component. According to David Karp, Sales Director at Portada. “Here’s an extraordinary opportunity for Marketing Suppliers to get pre-selected 25-minute meetings with senior-level Latin American marketing buyers who are normally very difficult to reach. Let us help you customize a schedule of 4 to 12 guaranteed meetings to assist you in your new business development efforts.”
Executives at Tech, Media and Agencies can request a Marketing Services Supplier Pass by filling out this form:

To qualify for a Brand Marketer Pass (no costs involved), please fill out this form:

Already confirmed Portada Live Latin America Partners include:

Causal IQ
Treasure Data

What: Leonor Palao (Assistant VP of Brand Marketing and Advertising, Oppenheimer Funds) and Annie Granatstein (Head of the Washington Post’s BrandStudio) had a conversation about branded content partnerships and data-driven content at the Portada Data & Content Marketing Forum in NYC. 
Why it matters: According to a study by McKenzie, data-driven organizations are more likely to acquire and retain customers.

By Dane C. Rogers

Leonor Palao (left) and Annie Granatstein (right)

Leonor Palao, Assistant VP of Brand Marketing and Advertising at Oppenheimer Funds sat down with Annie Granatstein, head of the Washington Post’s BrandStudio, to discuss the branded content partnership that exists between the organizations and how data is used to drive content creation.

A research study by McKenzie showed that data-driven organizations are 23 times more likely to acquire customers, 6 times as likely to retain customers and 19 times as likely to be profitable. Leonor’s team at Oppenheimer Funds took note of this report, and in an effort to reach the niche financial advisor audience, partnered with the Washington Post.

Being an asset management company, certain data hurdles exist for Oppenheimer that caused it to lean heavily on its partners to drive growth. Fortunately, the Washington Post has the AI and data capabilities that can help Oppenheimer reach new potential customers.

Armed with the knowledge that 58% of marketers say that original written content is their most important digital asset, above video. Being viewed as a “thought leader” on relevant topics is at the core of their digital strategy.

With a talented in-house team of content creators that is capable of producing industry-leading pieces on finance and asset management, Oppenheimer had a goal to cut back on the quantity of articles (from 37 in 2017 to 7 in 2018) and focus its marketing strategy on understanding the types of articles that were most engaging and focused on creating great content and getting it on the proper platform.

Leonor mentioned the partnership Oppenheimer has with Nudge Analytics, an analytics company dedicated to standardizing the engagement metrics across the different media publication sites. Thanks to Nudge, Oppenheimer’s marketing team was able to overcome the rampant inconsistency of engagement metrics to determine the true “winners” of the 37 articles written in 2017.

With this more targeted approach, Oppenheimer has determined that year over year, custom content has had the biggest increase in effectiveness (over audio, display, social, videos, indicated content, and dedicated emails).

Oppenheimer’s branded content sees the Washington Post as the gold-standard in using data to drive content decisions. Annie runs the WP BrandStudio, which created branded content for advertisers. The content studio is a completely separate branch of the Post that has no overlap of personnel or reporting with the editorial staff.

Why is working with WP’s BrandStudio more effective than partnering with a standalone content creation agency? Because they are so much closer to the audience than any agency could hope to be. The level of interaction that a publisher has with its active users allows for a deeper understanding of their preferences.

The BrandStudio has segmented its audience into three subgroups: individual consumers, B2B (financial advisers like Oppenheimer) and thought leaders/influencers. Each segment has a separate list of the most engaging topics that they spend time on.

For example, the business client segment engages most with content related to cybersecurity, AI, and business transformation. They prefer to consume content on mobile and tablets and spend the most time on content with dynamic visuals and infographics. (Influencers, on the other hand, gravitate towards the environment, healthcare and smart cities, and visit websites on their computer browsers.)

The BrandStudio uses its internal “Clavis-targeting” algorithms (similar to Amazon’s search recommendations) to push its consumers to the content that each particular client is most likely to engage with. It does this through on-site, in-app, and external (paid social media and Apple News) recommendations.

Oppenheimer’s usage of partners like Nudge and the WP’s BrandStudio has helped it determine the most effective marketing to help it formulate a successful strategy that has show its best-recorded growth this past year.

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


North American marketers are more likely to be increasing their marketing budgets for Amazon than they are for Google, Bing, Facebook or Twitter, according to new research published today. An Amazon-focused study by ClickZ Intelligence, produced in partnership with Catalyst, part of GroupM, has found that 63% of companies advertising on Amazon are planning to increase this budget over the next 12 months, compared to 54% for Google, 53% for Facebook, 27% for Bing and 23% for Twitter.

B2C marketing and analytics company Zaius released a report that shows that companies are not adopting Omnichannel marketing strategies like they claim to be. 40% of those surveyed say they have no omnichannel strategy in place for the 2017 holiday season.

In celebration of its 25th anniversary, the “Beef. It’s What’s For Dinner” campaign is being brought back with a new Millennial-friendly, all-digital media strategy.

The United States, China, Germany, Japan and the United Kingdom have the strongest national brands, according to Brand Finance’s annual study.

More than 90% of leading global companies with high levels of customer satisfaction use artificial intelligence (AI) solutions to increase customer satisfaction, compared to 42% of companies in their fields overall, according to a new report from MIT Technology Review and Genesys.

According to research from digital marketing company Netsertive, 87% of appliance purchasers said they prefer to buy in local stores, rather than online. 

Mintel announced the four key trends set to impact North American consumer markets over the coming year. Transparency, value, self-care, and automation are identified as the four trends to watch.

MediaCom is partnering with ad tech company Unruly to provide access to its proprietary ‘Cultural Connections’ research, which “quantifies culture” for the first time.

Ford has announced a new branding strategy, which is meant to disrupt the auto industry: The shift will include greater focus on accelerating the introduction of smart vehicles and services.

According to a study by coin-counting kiosk company Coinstar, most (65%) holiday shoppers set a budget and 25%  look out for sales to buy all or most of their gifts at a discount throughout the year. 14% shop at the last minute, 7% finish most of their shopping before Thanksgiving and 12% take advantage of Black Friday or Cyber Monday discounts, according to the report. The report claims that Black Friday will be the busiest online shopping day in US history. 


According to research from Nielsen, Mexican consumers are increasingly seeking value as prices rise due to inflation. “As consumers seek higher value for their money, they’re spending more time shopping at discount and wholesale outlets, which allow consumers to shop for retail brands at lower prices. In addition to adjusting the channels they frequent, consumers are assessing price vs. volume in light via promotions, multi-packs, and larger pack sizes.”

New research from Rabobank predicts that demand for premium coffee will rise 6 to 7 percent in Brazil this year, and brands like Nestle and Coca-Cola are hoping to cash in.

According to research firm Gartner, the PC market has stabilized in Latin America, counteracting the decline observed in North America.

Check out our new roundup for brand marketers, where you’ll find the most relevant new insights and research published over the last week.  If you’re trying to keep up, consider this your one-stop shop.

Google, Apple, Microsoft, Amazon and Facebook took the top 5 places in the ‘2017 BrandZ Top 100 Most Valuable Global Brands’ ranking released by WPP and Kantar Millward Brown.

Toyota came in first on the list of the world’s most valuable automakers by overall brand value. BMW took second place.

Marketing Week has released its 100 Disruptive Brands 2017 list.

Twitter and IPG Media Lab conducted a study on the success of paid video ads appearing in users’ feeds. “The Art of the Takeover: Optimizing What Consumers See First” and found that First View — promoted videos that run at the top of users’ time lines — are more effective than “standard view” ads that appear throughout the same feeds.

According to One Click Retail’s research, Amazon‘s consumer product sales in the health and personal care, baby and grocery segments saw double-digit growth in the first quarter 2017, while the overall global health and personal care markets declined 1% and the grocery market declined 10%.Research from Cambridge Analytica, looked at brand preferences by Americans across a wide array of categories, finding that Ford (

Research from Cambridge Analytica, looked at brand preferences by Americans across a wide array of categories, finding that Ford was the most popular auto brand, followed by GM. Men prefer BMW, followed by Ford. Ford is the most desired brand for couples without children and Millennials.

A survey by Ipsos found that 25% of Americans said they had stopped using a brand’s goods or services in the previous three months because of protests, boycotts or the brand’s perceived political leanings.

In the study “Trade Marketing in Transition” from Criteo and Kantar Millward Brown, 50% of respondents rated online sales as “disruptive to hugely disruptive” to their industry. Other worries were Amazon setting prices (29%), conflicts between brand and retail sites (28%), and the complexity of process (27%).

Kantar Media also found the $117.9 million spent on marketing in the U.S. last year by Facebook, Twitter, LinkedIn, Snapchat and Pinterest. 

By 2021, business-to-business ecommerce will reach $1.2 trillion in the U.S., or 13 percent of the space according to Forrester Research said.

Create & Cultivate and marketing research agency Buzz MG surveyed more than 400 millennial females about their jobs, finances and social habits, and found that 51 percent believed that LinkedIn had been the most beneficial social platform for their careers.

Check out our new roundup for brand marketers, where you’ll find the most relevant new insights and research published over the last week.  If you’re trying to keep up, consider this your one-stop shop.

According to a study by online presentation firm Prezi and cognitive neuroscientist Dr. Carmen Simon, 80 percent of consumers forget the majority of information from branded content after only three days, and over half can’t recall a single detail, according to new research.
 Cogent Reports’ new study, The Future of the Financial Advisor shows that one in four advisors (25%) reports less frequent contact with external wholesalers, creating an immediate need for asset managers to reexamine how to optimize their marketing and distribution dollars. American Funds (13%), Vanguard (10%) and BlackRock (9%) emerge as best-in-class technology leaders based on strong brand associations for their respective online educational content, modeling and portfolio tools, and analytic capabilities.

Collective Bias, Inc., the leader in shopper-focused influencer marketing, and an Inmar Company, today announced a milestone for social content measurement and its impact on driving in-store sales. Among other findings, they measured a 7.6x return on ad spend (ROAS) by weighing households exposed to the campaign’s influencer content versus an unexposed control group. The study also measured sales lift for campaigns across several CPG products, finding that in the case of a major laundry detergent, based on a $75k campaign spent, the brand saw a sales lift of $233k – representing a 3.1x ROAS.

According to the Landor Pulse study by global brand strategy and design firm Landor, Johnson & Johnson, Betty Crocker, Dove, Pillsbury, Gerber, and Olay are the top personal care and food brands in the world. The only brand founded in the twenty-first century that made the list is organic baby food company Plum Organics.

The IAB Europe Video Ad Formats survey of approximately 700 advertisers, agencies and publishers from across 31 markets found that in-stream pre-roll format, out-stream in-article / in-page format and broadcast 30 second spots are the dominating ad formats across all devices in the European video advertising market.

Nearly one-third of Americans think ads adjacent to offensive online content imply that the advertiser endorses or approves of that offensive material, according to recent research from YouGov.

The “2017 Financial Marketing Trends” study, sponsored by Deluxe and published by the Digital Banking Report found that in 2017, the biggest challenge for financial marketers is the ability to measure performance and prove results. Only 8% of financial organizations believed this was not a challenge, and 11% of organizations said the same about data analytics.

Check out our new round up for brand marketers, where you’ll find the most relevant new insights and research published over the last week.  If you’re trying to keep up, consider this your one-stop shop.

– A new Google study on Millennials done in partnership with Flamingo and Ipsos Connect revealed interesting insight for marketers: 40 per cent of Millennials are parents; on YouTube, more millennial dads watch parenting-related videos than mothers; and Millennial parents rely on guidance from multiple sources, and are fine accepting advice from companies through branded content.

– Burger King was named Marketer of the Year at the Cannes Lions International Festival of Creativity.

– The 2017 North American Camping Report, supported by Kampgrounds of America, Inc. (KOA), found that 45% of Hispanic campers overall and 46% of Hispanic millennials indicating they would increase their camping trips in 2017; and that Millennials comprise 31% of the adult population, yet account for 38% of campers.

– Starbucks released a letter refuting claims that brand perception dropped after the company vowed to hire 10,000 refugees in response to President Trump’s travel ban order.

– Branding firm Vivaldi and the consultancy CMB released a report called “The Power of Social Currency” with insight on quick service restaurants. Subway came out as the top brand, followed by Olive Garden, Wendy’s, Chili’s and Cinnabon. 

– In a study with Google’s Art, Copy & Code project, Lyft compared the effectiveness direct response ads to a brand ad using Shaq disguised as a driver. The Shaq ad had 2x the branding lift that the direct response ads did, an 8% higher click rate and a similar conversion rate.

– A new report by  The Partnership suggests that the global cost of advertising fraud may have been undervalued: previous estimates were $7.2bn globally each year, but the real cost of ad fraud may have been as high as $12.48bn in 2016.

– Hitwise has revealed that Michael Kors, Ralph Lauren and Coach are the most searched-for luxury brands, receiving 63.5% of the share of online visits to the luxury apparel industry as a whole. Versace, Tom Ford and Yves Saint Laurent are very popular with Millennials.

– Visual IQ announced the results of a Facebook pilot program for telecommunications company O2 and its agency partner Havas: VO2 and Havas’s conversion rates increased from 16% to as high as 123% when Facebook Custom Audience ad placements were used in combination with other digital channels.

– DMA’s Marketer email tracker 2017 revealed that marketers find it increasingly difficult to make their messages interesting or relevant.

In the first article of  Portada’s new Brazil Corner feature, published last week, Sao Paulo based journalist Carla Ponte interviews João Daniel Tikhomir, head of the Brazilian production powerhouse Mixer. Tikhomir described the state of the Brazilian audiovisual sector and the impact of production incentive laws on studios as well as  the relative infancy of branded content and product placement in Brazil. In the below second part of the interview, Tikhomir expands on his expertise in branded integrations, describes new  ways to finance audiovisual content and criticizes the high concentration of the distribution in the Brazilian movie market.

Brazil Corner – Despite all the limitations and the early state of  product placement in fiction content, Mixer has succesful  cases of branded integration.  Please describe them.

JDT – “We have made some deals including the series Mothern – produced for the GNT Channel (Globosat Group) in 2006 and it was  nominated for International Emmy Awards. The series had a very low-cost of production, and was managed in a very creative way. Another series we used product placement in  was “Descolados” for MTV in 2009. To be able to do these product placements deals, it is essential that the partner network is able to pursue these opportunities. Eventually, you may even count on the partnership with an independent producer, but in my opinion the focus should be on the network. It is crucial that our writers work together with the agency that places the product in order to integrate the product in the development of the scene.  Because these professionals have the perspective of both marketing and product positioning to be placed in the context of the series and the character. Product placement only works when it is inserted in the context of the drama.”

Brazil Corner – In American series, they insert a wide product range –  from drinks to games 0 in the scene – and generally this is done in a very organical way. Perhaps one of the best recent examples is the series “House of Cards” on Netflix with hundreds of product placements already on the first season. There was controversy, but nothing that really impacted the success  of the series…

JDT – “There’s a scene with two journalists that, if I’m not mistaken, are talking and one of them says, “want a Stella?”… and then they appear just drinking Stella Artois beer. But everything is done in a very natural way because people talk like that, it is part of our life. The brand  benefits from  exposure of the product but it does not harm the viewing experience. But for this it is essential that the scene is developed for this purpose, along with the writers, so that the product is part of the character’s life. Because our daily lives are filled with products and brands. They are part of our life and we consume naturally.”

Brazil Corner – Another approach and business model that is being used in Brazil l is the partnership between the independent producer a Pay TV network and an Open TV network; this is a way to split the bill and increase viewership through different channels. Does this model have a future in the light of the advance of VOD and OTT? 

JDT – “This is a business model that Mixer started with the series “Julie e os Fantasmas,” in partnership with BAND and Nickelodeon. Last year we debuted another series with this model in partnership with SBT and FOX. I do not see any problems regarding to VOD platforms and this business model. On the contrary, we even have a chance to add  VOD to the model. Nothing prevents us from negotiating with the three players – one in each platform. In my opinion, they are all complementary because the audience of Open TV is different from the audience of Pay TV, which is in turn is different from the audience of the VOD and OTT.  They are different and can watch the same content differently. And, of course, all benefit from this cross-channel approach. Those who heard of the series in Open TV channel or in the Pay TV channel, but prefer to watch the entire season at once will wait for it on VOD/OTT.”

A U.S. Hispanic audience will enjoy a  Brazilian product as long as it connects with the audience and is well dubbed.

Brazil Corner – You just were appointed as president of  SIAESP – Union of Audiovisual Industry of the State of São Paulo – and you are also part of CSC – Superior Council of Cinema / Audiovisual. One of the hottest topics in 2016 was the enforcement of quotas of Cable Law for Web TV channels. This would put the mandatory hours of local content on the VOD and OTT services. What is the current state of the  discussions?

JDT – “These discussions are still very preliminary. Indeed, it was one of the issues on the agenda of the first meeting this year for the Superior Council of Cinema Higher Cinema Council (which includes the audiovisual sector). There is a study done by Ancine currently under public consultation on Ancine’s web site to receive contributions from the public. The goal is to try to regulate the sector. But it is still at a preliminary stage of discussions, because there was a change in the Federal Government in 2016 and recently a change in the Ministry of Culture, a new Superior Film Council of Cinema/ Audiovisual and in May we will have a change in command at Ancine. In other words, there are many changes underway and while things may be going in a certain direction now, they can take another turn with the ongoing discussions and with the new leaders that are coming in. We are at a very early stage of the discussions.”

Brazil Corner – With Trump in the White House, many questions are in the air… But the census projection in the United States indicates that by 2050 the country will have more than 120 million people of Hispanic origin. And the American TV networks are eyeing this market through the production of content in Spanish, but the production is still focused on the United States. Telenovelas and series  are mostly produced in Miami, New York, Los Angeles, Chicago… How can Brazil compete in this market?

JDT – “A winning product in the audiovisual market is one that has quality and that connects with the audience. And today you cannot impose content on the viewer. The audience has to choose what they want to watch and when they want to watch it… And the audience chooses depending on the story, the protagonists, all the elements that will draw you. And to reach out to this Hispanic audience in the US you need to have relevant content. Within this perspective, the series “O Negócio”, even spoken in Portuguese, was very well dubbed by HBO for the Spanish-language market, and got an amazing audience, was broadcast in prime time, not only in Latin American countries, but also in the U.S. Hispanic market.  This shows that the Hispanic audience will enjoy a Brazilian product, spoken in Portuguese, as long as it connects with the audience and is well dubbed. HBO recently announced that “O Negocio” is the most successful series in the history of HBO Latin America. It is  a product created in Brazil, produced by a Brazilian company that offers a universe of women dealing with prostitution by using marketing strategies… It has a lot of humor, it is very intelligent, and it resonates in all countries of Latin languages. In Mexico, for example, the series is a resounding success. At the launch of Season Three, the main actresses made visits to several Latin American countries and were recognized at the airport, on the street etc. This is the proof that a product can travel well when it has universal themes and breaks the language barrier.”

Brazil needs to democratize the distribution and exhibition of movies.

Brazil Corner – Ancine reported that 2016 was a year of record numbers for national cinema, with 143 films released, and 97 works of fiction. And the figures of tickets sold reached close to 30.5 million, the best result since 1984, an increase of 3.5% of the audience share of domestic films. You just released your new feature, “Os Saltimbancos Trapalhões – Rumo a Hollywood”.  Is Cinema a good business in Brazil?
JDT – “It’s a good deal, but for very few companies.  And this is a point that has already been made and was introduced to the CSC agenda and is also a matter SIAESP is looking at. Although the figures look good,  the distribution in Brazil it is all very concentrated in the hands of a large player that holds 81% of the distribution of movies in the Brazilian market.  This is reflected in official figures that were released this year. Another distributor has almost 10%. And then all the other players have to divide the remaining 9%. Not taking away any merit and competence of the company that owns the 81%, it has to be said that in a country like the U.S. this would never happen. The anti-trust law would not allow it. Brazil needs to democratize the distribution and exhibition of movies, because today the choice and the way films are distributed is disproportionate. And in this scenario, we miss great opportunities for Brazilian productions to be better displayed and better distributed. Having large companies is very important, but it is also important to set limits.”

CHECK OUT: The first part of this interview: BRAZIL Corner: João Daniel Tikhomiroff – On the Intricacies of the Brazilian Audiovisual Market (Part 1) .

Check out our new round up for brand marketers, where you’ll find the week’s most relevant insight and research.  If you’re trying to keep up, consider this your one-stop shop

SaaS firm Snaplytics released its quarterly metrics report for Q4 2016: 54.8% of followers will open brand stories and 87.5% will complete the full story after opening. Thirteen stories are posted monthly on average per brand with 11 snaps per story, of which 61% are videos.

Satisfaction is the emotion consumers most associate with positive brand experiences, according to recent research from InMoment.

 Nielsen released report A Fresh Look at Multicultural Consumers to help retailers understand the influence multicultural consumers wield across the meat, produce, seafood, deli, and bakery categories. Results: Multicultural households spend a higher share on Fresh as a percentage of their total food spend compared to non-Hispanic White households.

According to a new Accenture study, new “languages of loyalty” are driving customer relationships in the digital age, especially among millennials. The firm argued that marketers should provide digital-driven incentives through tokens of affection, personalization, exciting experiences, the use of influencers and brand partnerships.

Market-research agency MBLM released its 2017 Brand Intimacy Report. The report reveals that the top brands must build deep relationships with consumers through strong and personal engagement. Apple, The Walt Disney Company, Amazon, Harley-Davidson, Inc. and Netflix came in at the top.

Technavio has announced the top six leading vendors in their recent global personal luxury goods market report. This market research report also lists 14 other prominent vendors that are expected to impact the market during the forecast period. Estée Lauder, L’Oréal, LVMH, Richemont and Swatch Group came in at the top of the list.

According to a new report published by Allied Market Research, titled, “Confectionery Market by Type: Global Opportunity Analysis and Industry Forecast, 20142022 the global confectionery market was valued at $184,056 million in 2015, and is projected to reach $232,085 million by 2022. The chocolate confectionery segment dominated the market in 2015 with more than one-third revenue share.

Market research firm TrendForce reports annual tablet shipments worldwide dropped by 6.6% to 157.4 million units in 2016. However, total shipments from branded tablet vendors surpassed expectations because of the robust year-end holiday sales.

According to research firm Gartner, global smartphone sales to end-users hit 432 million units in the fourth quarter of 2016 — a seven per cent increase over the like period in 2015, and  smartphone sales to end-users totalled nearly 1.5 billion units in 2016, an increase of five per cent from 2015.

NPD Group reported that sales of prestige products climbed 6% last year for a total of $17 billion spent in the third year of consecutive growth. Color cosmetics sales climbed 12% and represented 82% of all growth, sales of skincare products gained by 2%, and luxury fragrances grew by 1%.

Danish toy manufacturer Lego was named the Most Powerful Brand in the World by consulting firm Brand Finance. Ferrari came in second.

Check out our new round up for brand marketers, where you’ll find the most relevant new insights and research published over the last week.  If you’re trying to keep up, consider this your one-stop shop.

Google, PayPal and WhatsApp were named the most Meaningful Brands 2017 in Havas’s global study, which covers 33 countries, 300,000 respondents and 1,500 brands –which looks at brand performance and wellbeing. The study also found that 84% expect brands to produce content but they think 60% of all content created by brands is poor, irrelevant or fails to deliver. Only 40% of the world’s leading 1,500 brands produced content that meets requirements.”

Global brand strategy, design and experience firm Siegel+Gale announced the findings of the seventh annual Global Brand Simplicity Index. Among the findings: 64 percent of consumers are willing to pay more for simpler experiences and 61 percent of consumers are more likely to recommend a brand because it’s simple. 

google-logo-1200x630Google has been named the world’s most valuable brand by the Brand Finance global 500 report. This puts last year’s most valuable brand, Apple, in second place.

According to a report from digital platform Agency Spotter, agencies and design firms’  typical projects now range between $50,000 and $250,000 with the typical annual deals up to $20 million. 30% of decision makers at brands say they typically hire a partner within two to three months, 31% hire an agency within a month, and 39% say it takes them four or more months.

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

The National Association of Minority Automobile Dealers (NAMAD) and IHS Markit honored American Honda with the “Top Overall Ethnic Vehicle” DVL Award for automotive brands dedicated to driving sales leadership with Asian, Native American, Hispanic and African American car buyers.

An Oracle survey found that 34% of brands claim that their sales, marketing and customer service teams work oraclecompletely independently of each other, leading to a lack of customer insight. 33% blame it on their current systems and technologies, while 30% say their corporate culture makes it tricky for sales and marketing teams to align priorities.

Facebook’s Q4 and full year earnings report found an 18% year-over-year increase in daily active users reaching 1.23 billion. 84% of Q4 advertising revenue came from mobile ads, up from 80% the same quarter last year. The tech giant’s mobile daily active users in December hit 1.15 billion, a 17% year-over-year increase.

L2‘s fourth annual intelligence report on social platforms found that Snapchat’s brand adoption rate grew by 50% between January and October in 2016, and that 64% of brands are now on the app.

Clutch’s survey,  ‘Content Marketing Survey 2016, which spoke to 300 content marketers in the US about their objectives, strategies and metrics, found that 49% say brand awareness is the main goal of content marketing strategies followed by search engine visibility (30%) and lead generation (21%).

The MBLM Brand Intimacy 2017 Report, which looks at how brands resonate with consumers on an intimate and emotional level, ranked Apple, Disney and Amazon as the top-ranked intimate brands. 

According to Millward Brown Digital’s 2016 Hispanic American Auto Buyers ReportHispanic American consumers account for $27.9 billion in registered new vehicle transactions, representing 11% of the total market, and annually, the Hispanic population in the United States grows by about one million people.

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Just a glimpse at the headlines surrounding today’s biggest brands suffices as proof that diversity is one of their top priorities. Last Friday, Hewlett Packard sent a letter to all its agency partners requesting a proposal from each one on how they would increase the number of women and people of color on their creative staffs. This followed an almost identical request from General Mills earlier in the week.

So how well are multicultural agencies faring in meeting the increased demand for campaigns shaped by diversity and the inclusion of a wider audience? Throughout 2016, media industry rabble-rousers have stirred up discussion about how well multicultural agencies are serving brands in their targeting efforts, and whether they must find new ways to deliver ROI if they are to stay relevant to their clients.

How can multicultural agencies adapt to shifting demographics, and should media, creative and digital be bundled together? How can marketers look at the media landscape holistically without losing sight of the particular idiosyncrasies of Hispanic audiences?

Take a look at what Nydia Sahagún, Senior Vice President and Head of Diverse Segment Strategy at Wells Fargo Bank; Zach Rosenberg, president of MBMG Media; and Janina Delloca-Pawlowski, Multicultural Marketing Manager at Dunkin’ Brands had to say about Hispanic agencies’ roles in the current media climate.

Do Smaller Segments Require Smaller Efforts? 

Anyone in the business would be hard pressed to call the Hispanic market “small” today. The Hispanic market is growing faster than any other in America, and given the size and purchasing power of Hispanic consumers, it really cannot be considered a separate segment in this day and age. Wells Fargo PROG 2 (21)Bank’s Sahagún asserted that “with Hispanics shaping modern society as we know it, their impact should not solely be measured on size but rather on the influence and impact they have on the broader population.”

But since it is technically still a segment within the general population, misconceptions about the amount of effort, or money, that should go into Hispanic outreach are still giving shape to ineffective Hispanic outreach.

Multicultural agencies need to “drive meaningful conversations and engagement with this audience, which will take prioritization and commensurable investment,” Sahagún said. Dunkin’ Brands’ Delloca-Pawlowski added that even if you do look at Hispanics like a “small segment,”  they “often mean larger efforts because the level of engagement needs to be that much more refined and specialized.”

Misconceptions, Arbitrary Budgets Are a Disservice

An agency, whether it is multicultural or full-service, will often be limited by the budget it allots to Hispanic and multicultural targeting. But Zach Rosenberg, president at MBMG Media, which specializes in integrated media campaigns and counts El Pollo Loco, Shakey’s Pizza and The General Insurance among its clients, highlighted that decisions on budgets can have a significant effect on the success of Hispanic outreach efforts, and that brands sometimes define budgets for multicultural arbitrarily, setting an incidental percentage of the general campaign budget aside for targeting instead of reaching a number through analysis and serious consideration. In this case, hasty budget decisions mean that “segments could end up being underserved,” Rosenberg warned.

On the other hand, “full service agencies may be able to allocate larger budgets to all aspects of their multicultural outreach, as they may fit it into their holistic view of the media instead of putting aside a small amount for targeting particular demographics,” he elaborated.

What’s more, some brands are just starting to grasp the opportunity that Hispanics present them. It may take time for brands to not only wrap their heads around the size and potential of this sub-group, so strategies will take time to develop and engage consumer segments as they hope: “It does not happen overnight and results/ROI should be analyzed accordingly,” Delloca-Pawlowski said.

Sahagún echoed that sentiment, stating that “every brand is at a different point in their journey to understand the impact and influence of the Hispanic market.” Sometimes, integrated campaigns are “a step in the right direction.” In the case of Wells Fargo, the goal is always “to represent the diverse point of view early and often.” But not all brands are that far ahead.

Full-Service Agencies Struggle to Adapt to Current Landscape

Rosenberg cited the rise of digital as another added complex element in an industry that has been highly “debundled,” with creative, digital and media often handled by separate shops. “There are digital shops that manage both creative and media under one roof,” he said, but others believe that the digital ecosystem requires the undivided attention of specialized agencies. Rosenberg argued that “digital is just one other, albeit, complex and ever changing channel, and should be viewed in the context of all media channels which can only be done at a general media agency.”

“Media is media,” Rosenberg asserts. So when it comes to general media versus specialized or multicultural agencies, there is an PROG 2 (15)argument for putting everything under one roof, especially because bigger agencies tend to have bigger budgets and consequently, more negotiating power. But that doesn’t mean that multicultural agencies aren’t necessary: “If the staff at a general media agency doesn’t understand the nuances of marketing to these groups (language, age, geography, media usage, acculturation), then they will be doing a disservice” to their clients, Rosenberg clarifies.

Rosenberg summarizes the dilemma: “The challenge with housing multicultural media with creative under one roof is their ability to achieve the necessary clout in the marketplace to negotiate the best media deals. In a world of specialization, the adage is that it is hard to do two things well. There are very few full service agencies, general or multicultural, relative to the current agency landscape.”

Ensuring Authenticity While Adopting to Changing Consumer Landscapes

Hispanic consumers have taken on a new identity as the country’s demographics have shifted. This, coupled with the rapid adoption of technological tools and platforms designed to inform marketing decisions means that everyone is fighting to keep up.

Delloca-Pawlowski believes that all agencies, not just multicultural, are facing a similar challenge: “All agencies must evolve with the changing consumer landscape, because what worked in the past may not continue to work in the future.” In general, she said, “as consumers’ product preferences and media consumption habits evolve, agencies need to embrace these changes and adjust their plans accordingly.”

PROG 2 (22)She also underlined the importance of ensuring “cultural and language authenticity” instead of simply “translating general market creative.” “At the end of the day,” she said, “every agency must demonstrate their value to the client through overall thought leadership, consumer insights on their respective segments, new communication opportunities and pitching better ways to engage with consumers, as well as reporting competitive activity.”

Brand and Agency Collaboration Key to Success

Ultimately, brands and agencies have a shared responsibility to bring out the best in each other while generating impressive ROI. Delloca-Pawlowski highlighted that it is the “client’s responsibility to foster this kind of teamwork and collaboration among its agencies” to ensure that the “best work will surface and the entire team will shine as a result.”

In that respect, Rosenberg argued that specialized agencies have a leg-up here, as they “have the advantage of strategic adherence across both creative and media,” and that “the burden has fallen on media agencies to ensure collaboration between client and all of their agency partners. This is just as important with multicultural shops, and the future multicultural agency could be one where they drive strategy for creative and media but outsource activation,” Rosenberg estimated.

Perhaps Sahagún summarized it best: “Agencies that rest on their laurels will become obsolete – regardless of their particular specialty.”

The topic of this article will be explored in-depth at At #Portada16 Sept. 14-15 in NYC, in the session “Are Multicultural Agencies Necessary?”
Zachary Rosenberg, President, Milner Butcher Media Group
Mebrulin Franciso, Senior Partner, Director of Marketing Analytics at GroupM
Alejandro Solorio, Hispanic Marketing Director, Comcast
Gloria Constanza, Partner, Chief Contact Strategist, D’Exposito & Partners
Alexander Traverzo, Multicultural Marketing Manager & Strategist, Hola
Lucia Ballas-Traynor, EVP of Ad Sales, Hemisphere TV
Leading practitioners will immerse themselves in the questions below:
• Are Hispanic marketing and media buying justified under the total market approach?
• Agency models for media and content development
• The role of the media agency in the age of programmatic audience buying
REGISTER here at the online promotion price!

What consumer categories are seeing increased demand from Hispanics? We talked to Packaged Facts’s Daniel Grandson, Ana Crandell of OMD Multicultural and Isabella Sanchez of Zubi Advertising to find out.

1.Latinos Are Increasingly Adopting Financial Tools 

A recently published study by research firm Packaged Facts has revealed data that should serve as further incentive to allocate significant time and money to targeting Hispanic consumers. One of the biggest takeaways from the report is that Hispanic consumers are increasingly adopting financial tools like credit packageddcards. Packaged Facts analyst Daniel Granderson noted that “Hispanic consumers have recently registered an exceptionally high increase in credit card ownership, when historically they had a below-average tendency to own and use credit cards.”

US-Hispanics are also buying life, health and automobile insurance at a faster rate than non-Hispanic households. In fact, “Latino households were responsible for 65% of the growth in the number of households with automotive insurance, 52% of growth in the number of households with health insurance and 31% of growth in households with life insurance,” Granderson added.

2. Hispanics Buying More in ‘Nesting,’ Less in Household Products Categories

Ana.CrandellWhen it comes to allocating effort and budgets to reaching Hispanic consumers, Ana Crandell, Group Account Director at Optimum Media Direction (OMD) Multicultural (foto), asserts that she has seen increased interest in prioritizing Hispanic consumers across a wide range of sectors: “It really has been across the board, though I would say the retail and CPG categories seem to be the ones that are starting to allocate more of their marketing dollars toward this segment.”

Crandall’s observations go along with the Packaged Fact’s study findings, as Granderson highlighted that a “noteworthy pattern in recent spending shifts on the part of Hispanic households is an increase in spending on goods and services, such as furniture and in-home entertainment equipment, that fall in the category of ‘nesting.’”

Hispanics have also increased spending on personal services like childcare, and are buying new instead of used cars at an increasing rate, reversing a long-standing trend.

3. Hispanic Americans’ Households Are Growing – Quickly 

If we look at the math, Granderson says, it’s easy to understand why the Hispanic consumer has become a priority for any marketing strategist.

I would consider 2010 to represent the tipping point, when marketers finally started to proactively acknowledge the business opportunity this segment represents to their respective brands.  This latest set of data just further validates this.

“Hispanic households have had and are likely to continue to have an outsize impact on growth in consumer spending in a wide variety of areas,” Granderson says, because Hispanic households are growing at a faster rate than non-Hispanic households, at 8.1% vs. 3.0%.

This is also true of the rates of spending when we look at Hispanics vs. non-Hispanics: while Hispanics still spend less than non-Hispanics, on average, between 2012 and 2015 average annual consumer expenditures by Hispanic households grew at a higher rate (9.7% vs. 8.6%). So this translates into a higher rate of growth in aggregate spending among Hispanics vs. non-Hispanics.

Crandell adds, “We started seeing a substantial increased interest in this particular segment immediately following the release of the last census, 6 years ago.  In fact, I would consider 2010 to represent the tipping point, when marketers finally started to proactively acknowledge the business opportunity this segment represents to their respective brands.  This latest set of data just further validates this.”

Check Out: First half 2016 recap: 11 marketing and media developments you need to know about

4.Luxury Brands Want in on the Action

Isabella Sanchez_Zubi_BWIsabella Sanchez, VP of media integration at Zubi Advertising (photo), affirmed that there is usually “renewed or refreshed interest” in Hispanic consumers whenever a census comes out. This particular report, Sanchez says, and its focus on Hispanics’ increasing income, “is great affirmation to the diversity of the Hispanic market.”

But that increasing income also means that luxury brands, which had operated under the assumption that Hispanics could not afford their products, have started singing a different tune.

The Hispanic market is not such a minority market anymore. Hispanics are the dominant market for the population segment in certain cities, and as companies look to grow their business, they’ve reached a point of saturation in the general market and may be as penetrated as they’re going to be. So the Hispanic market is the most logical…that’s where the growth is in every industry.

Sanchez highlights the case of Lincoln Motors, who turned to Zubi for support in a Hispanic marketing strategy to support their general campaign to compete with popular German brands like Mercedes-Benz and BMW.

Zubi’s work for Lincoln has been “very successful,” and serves as proof of the fact that Hispanic consumers are now a crucial demographic in the luxury market. Before, “luxury was under the impression that Hispanics could not afford these types of things, and that if they could, they could be reached with the general market advertising,” Sanchez remembers. Not anymore.

Are Marketers Really Paying Attention?

4880265002_5bf1a62db3_zWhile marketing professionals, agencies and brands have generally recognized that the Hispanic consumer represents a key demographic, it has been difficult to keep up with the evolution of Latinos in America today.

Marketing professionals that target Hispanics still seem to have an incomplete understanding of who those in this demographic really are and how they make their purchasing decisions, which is why marketers that specialize in multicultural or Hispanic targeting find significant demand for their services.

Zubi Advertising’s Sanchez points out that the interest in the Hispanic consumer is nothing new, but that the key is that “the Hispanic market is not such a minority market anymore.” Today, Hispanics comprise “the dominant market for the population segment in certain cities, and as companies look to grow their business, they’ve reached a point of saturation in the general market and may be as penetrated as they’re going to be. So the Hispanic market is the most logical…that’s where the growth is in every industry.”

Crandell echoes that sentiment: “This is a very dynamic segment that is unlike any other and marketers are therefore continuously looking for a way to get a full grasp of what exactly it is that makes them so – and, more importantly, how to best engage with them.”

But she adds: “That said, I have definitely witnessed increased willingness among marketers to spend the necessary resources to gain a better understanding of them.”

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What: Disney is the world’s most powerful brand, measured on brand strength, thanks to Star Wars’ record-breaking success, according to Brand Finance, which just released its 2016 ranking. Despite slowing sales, Apple is the world’s most valuable brand, up 14% to US$145.9 billion.
Why it matters: Shares of strongest brands, 4 of which are Chinese, tend to outperform the S&P 500 average. This shows what a substantial effect effective marketing can have on brand and shareholder value.

descarga (2)Every year, brand valuation and strategy consultancy Brand Finance puts thousands of the world’s top brands to the test. They are evaluated to determine which are the most powerful (based on factors such familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation) and which are most valuable and ranked to form the Brand Finance Global 500.

The World’s Most Powerful Brands (Top 10)

(brandvalue) 2016
BrandSectorCountryBrand Value 2016 (USDm)Brand Strength Index Score (/100)BrandRating 2016
124Walt DisneyMediaUS31,67491.8AAA+
458PWCCommercial ServicesUS18,56991.5AAA+
5288McKinseyCommercial ServicesUS4,88191.4AAA+
779Johnson’sConsumer ProductsUS15,11590.7AAA+
817Coca-ColaSoft DrinksUS34,18090.4AAA+

Disney is the world’s most powerful brand. Disney’s strength is founded on its rich history and original creations, however its now dominant position is the result of its many acquisitions and the powerful brands it has brought under its control. ESPN, Pixar, The Muppets and Marvel are all now Disney owned, but perhaps its most important acquisition of all has been Lucasfilm, and thus Star Wars.

Star Wars Episode VII ‘The Force Awakens’ has broken countless box office records, becoming the fastest to take US$1 billion, enjoying the most successful opening weekend ($529 million) and based on its total box office gross of nearly US$2 billion is Disney’s most successful film ever. Meanwhile Star Wars toys have generated over US$700 million.

Brand Finance has estimated the value of the Star Wars brand to be US$10 billion, dwarfing the US$4.05 billion Disney paid for Lucasfilm in 2012. Though this might suggest that Disney engineered a very favourable deal, it has undoubtedly contributed to the growth of the Star Wars brand. Disney is managing to exploit the Star Wars concept both rapidly and sensitively, a difficult feat to pull off. Disney styles itself as ‘the happiest place on Earth’. That has proved true not just for its customers but for investors too.

Lego Loses Out

Lego has lost its position at the top of the table. Though it remains a very powerful brand and retains its AAA+ brand rating, the Danish company has been beset by a series of controversies of late which threaten to affect its wholesome image. It has been fined by German regulators for attempting to prevent retailers from discounting its products. It was also accused of colluding in censorship for trying to prevent dissident Chinese artist Ai Wei Wei from using Lego in his work. Lego has since reversed its policy of restricting purchases to be used for political ends following widespread condemnation (including from Ai Wei Wei himself).

Brand strength/power is only the initial part of Brand Finance’s analysis however. Using its Brand Strength Index assessment, BrandFinance determines a royalty rate for each brand, which is then applied to revenue information to calculate the brand’s value.

The World’s Most Valuable Brands (Top 10)

Rank 2016Rank 2015BrandSectorDomicileBrand Value 2016 (USDm)BrandRating 2016BrandValue Change (%)Brand Value 2015 (USDm)BrandRating 2015
32SamsungTechnologyS Korea83,185AAA1.8%81,716AAA-
911China MobileTelecomsChina49,810AAA-4.0%47,916AAA-
1015Wells FargoBankingUS44,170AAA-26.5%34,925AAA-

Apple Not Rotten Yet

Photo: licensed Creative Commons
Photo: licensed Creative Commons

In terms of brand value, Apple comes out on top. Apple has maintained its dominance at the summit of the Brand Finance Global 500.Brand value is up 14%, thanks to the huge success of the iPhone 6 and recently released iPhone 6s. Revenue for Q4 of the fiscal year 2015 was a record-breaking US$51.5 billion with profits at US$11.1 billion while revenues for the year were US$233.7 billion. This huge surge is partly responsible for recent disappointing sales growth (the slowest since the iPhone was launched in 2007). However with 74.8 million handsets sold in the last quarter in a saturated market, assertions that Apple has gone rotten are premature. Apple Pay is beginning to generate traction, potentially heralding the brand’s long-anticipated expansion into the broader arena of financial services, to say nothing of its rumoured foray into the auto industry.

China’s Fantastic 4

Chinese firms are among the top performing from any sector; four of the top ten are Chinese including all four of the top performing brands. WeChat is a good example. Its user base grew over 40% between late 2014 and late 2015 and is now over 650 million, with 70 million outside China. It is often compared to the more familiar (at least in the West) Whatsapp. However WeChat is much more than a messaging app and offers video-gaming and payment services. Brand value is up 83% to US$6.5 billion. Evergrande Real is the fastest growing brand this year, having added 112% to its brand value between 2015 and 2016. While the continued rapid growth of Chinese firms is to be welcomed and lauded, the presence of a real estate brand at the top of the list could be grist to the mill of those claiming that China’s property market is overheated and its economy as a whole set for a shock.

VW Goes into Reverse

Volkswagen is also amongst this year’s worst performing brands. This may come as little surprise given the scale of the scandal that has engulfed the brand, following revelations that it programmed its diesel vehicles to activate their optimal emission-reduction settings only when being tested and that, driven under normal conditions, they would emit up to 40 times the more nitrogen oxide. In December BrandFinance estimated that VW may see brand value fall by as much as $10 billion. In fact the affair has turned out to be even more damaging than that. Brand value is down by US$12 billion to US$18.9 billion leading to a fall in rank from 17th to 56th.

Brand Value and Share Price

In December of 2015 Brand Finance took a retrospective look at the share price of the world’s Programmatic Tradingmost valuable brands and the subsequent stock market performance of the businesses that own them, revealing compelling evidence to suggest that highly branded businesses and those with strong brands can outperform the market.

Between 2007 and 2015, the average return across the S&P was 49%. However by using Brand Finance’s data, investors could have generated returns of up to 97%. Investing in companies with a brand value to enterprise value (BV/EV) ratio of greater than 30% would have generated returns of 94%. Investing exclusively in the 10 companies with the highest BV/EV ratios would have resulted in a 97% return.

115 of the top 500 brand in the 2016 list fall into this category. The group includes luxury goods businesses that one might expect to be highly branded such as Burberry, Gucci and Ralph Lauren, well-known consumer brands such as Audi, Land Rover, Dove, Ikea and Nestle, but also financial and B2B brands such as Shinhan, Fujitsu and Allstate. It will be interesting to see whether these brands deliver similarly impressive investor returns over the coming years.



descarga (1)Havas’ Meaningful Brands 2015 study reveals  that brands do matter in LatAm, as the disconnection to brands is lower  than globally, which means the connection with brands is healthier than in other regions.

Latin America outperforms global results by 7 percentage points in “brand attachment”. In LatAm 47% of the people would care if the brands analysed disappeared, while worldwide it is just 40%. It is more equivalent to Apac, the second most attached region in the world.That’s because in LatAm people still “believe” in brands: the level of Trust is high, as 69% of brands are trusted (global, 50%), with 38% of brands notably improving our Quality of Life (28% global.)

In LatAm people still “believe” in brands: the level of Trust is high, as 69% of brands are trusted while Globally the level is 50%.

The widening polarization brings different challenges that require different approaches. Understanding the key drivers by category and market, a must for brands to reconnect:

CountryTop Brand Per Country
ArgentinaLa Serenisima

Inside LatAm, Colombians are the most attached people: 55% of the people would care if the brands analysed disappeared, while in Brazil that ratio goes down to 44% and in Peru it’s 50%.Food, Beverage, Consumer Goods and Automotive demonstrate to be more meaningful in Argentina than globally, while Technology (influenced basically by telcos brands) and Retail are less meaningful in that country.In Colombia, 41/62 of brands researched have a quality of life value of 50% or higher, which means that 50% of the population consider they are contributing to improve their quality of life.The level of interest in brands in Peru is higher than the global average:54% declare that they regularly seek out information about the behaviour of companies and brands, while worldwide it’s 37%.

Inside LatAm, Colombians are the most attached people: 55% of the people would care if the brands analysed disappeared.

New and actionable Insights on Brand Leadership in Latin America are going to be discussed by cutting-edge Brand Marketers at Portada’s Latin American Advertising and Media Summit in Miami on June 3 and 4. Thought leaders include Jon Suarez Davis, VP, Global Media & Digital Strategy, Kellogg Company, Ruben Leo, Marketing/Digital Marketing Director / Mexico & International, Genomma Lab, Denisse Guerra, Regional Marketing Director, Latin America, The Estée Lauder Companies, Manuel Medina Riveroll, Marketing Director Mexico, Bayer and Pedro Tabera, President/CEO, Mercedes-Benz Mexico.

Mexico results

Most of the brands are well established companies with a long history in Mexico. The rest are tech oriented companies (meaningful because they make life easier, and people feel proud of using them). Home care and Dairy are the sub-sectors with the highest average attachment, Lala and Cloralex are the  leading companies.These are the key findings:

  • Overall happiness in Mexico (7,81/10) is higher than the Global average: 6,85
  • And people also see relationships with brands in a more positive way: 66% believe brands can play a role in improving their quality of life and the wellbeing of their family (52% ww-worldwide)
  •  People in Mexico also like to be informed: 52% regularly seek out information about the behaviour of companies (37% ww)
  • 59% consider the impact of a brand on people’s wellbeing when they are deciding whether or not to buy it (43% ww)

Brazil results

The Brazilian economy has been struggling to grow, and this is reflected in the main drivers of Attachment and perceived Quality of Life.Interesting to see that the Top 5 Meaningful Sectors are those that are taken as a conquest or aspirational to Brazilians since the Economic Boom in 2008 (exclusion of Auto) and taken as conquests on Brazilian daily life.The same happens when we look to the brands – which have an avg. better performance on Quality of Life than Attachment – enhancing Brazilian daily life in many aspects.Key findings:

  • Nestle and Danone bring added value products to Brazilians tables, being leaders inspiring confidence.
  • Google is unquestionable making people’s lives easier and thus providing peace of mind.
  • Natura and O Boticario, the only two Brazilian brands and completely linked to Personal dimension, extremely important to Brazilian.
  • Visa and Mastercard: making life easier by being enablers of recent conquests.
  • And the tech brands that display status, bringing satisfaction and happiness.
  • 72% of Brazilians declare that, when they have a bad experience with a product/service, they often share it with a number of people.
  • But, on the other hand, Brazil is a high interesting market for brands that want to lead and be innovative, as there is an open-minded attitude towards state-of-the-art products: 65% would pay more for high-quality items, 42% could not live without being connected 24/7 and 71% often follow the latest news

Argentina results

The three most important things for Argentinians to be happy and satisfied with their quality of life are: to achieve a better standard of living, take notice of and enjoy the small things in life and have people in their life who really care about them. There are no significance differences between sex or ages.In terms of expectations:

  • 77% of Argentinians believe that companies and brands should play a role in improving their quality of life and wellbeing and 70% consider that companies and brands should be actively involved in solving social and environmental problems. These percentages are slightly lower than those recorded in the previous wave.
  • 56% believe that brands can play a role in improving their quality of life and the wellbeing of their family.
  • While Argentinians will recognize a brand’s role in the quality of life improvement, 66% believe that the change will come from people.
  • Only 27% consider that companies and brands communicate honestly about their commitments and promises.
  • Finally, 38% of Argentinians generally trust brands.

In Argentina meaningfulness varies across categories: Food and Consumer Goods are best valued. In contrast, Telcos, Finance & Insurance and Department Stores have the lower levels of meaningfulness. They have the greatest challenges in the future.

In terms of brands, comparing Argentina’s top ten brands with the Global top ten brands:Samsung, the first brand in terms of Global Meaningful Brand Index, has the second position in the Argentina Meaningful Brand Index. Consumer Electronics.La Serenisima continues to lead the ranking in Argentina.Dove, Gillette, Knorr and Philips have better position in Argentina than Global top ten.

Colombia results

In this country, expectations are really high, but those are not totally covered:

  • 87% believe brands should play a role in improving our quality of life and wellbeing.
  • And 72% think brands can actually play that role.
  • The risk is that just 47% feel brands are working hard at it (global average is 39%)
  • 65% declare they consider the impact of a brand on people’s wellbeing or the environment when they are deciding whether or not to buy it (globally this is just 43%)And even if this trust is not enough to be meaningful (as we saw just 47% of Colombians feel brands are working hard), it is a pre-requisite for brands to deepen connections and be allowed to play a meaningful role in people’s lives

In Colombia, meaningfulness varies across categories: Healthcare and Food are the most meaningful categories. Finance & Insurance scored lower on MBI. Healthcare is one of the worldwide “Star” categories.FMCG’s traditional brands remain amongst the top as they largely contribute to improve our daily lives.

  • Food is one of the most meaningful categories, attaining strong Attachment and Trust. This brands are especially meaningful for making our daily lives better prevailing the rational benefits of savings, convenience, health or better nutritional habits.
  • Technology is becoming increasingly meaningful worldwide. And in Colombia 1/5 declare they could not live without being connected 24/7; and 1/3 say they are always the first to try new products
  • The highest level of Advocacy is for Sony (92% of the people would recommend the brand to their acquaintances). This brand ranks 5th globally, enjoying the high meaningfulness and trust that the whole category shows.

 Peru results

  • In Peru, 50% of people would not care if the brands analyzed disappeared.
  •  52% of Peruvians think those brands notably improve their quality of life.

In Peru the most significant brands belong to the food and beverage industry (Gloria, Inca Kola and Nestlé), while globally the brands that stand at the top are those related to the tech industry (Google, Microsoft, Samsung and HP among others).

  • The level of interest in brands in Peru is higher than the global average:54% declare that they regularly seek out information about the behaviour of companies and brands, while worldwide it’s 37%.
  • 61% declare they consider the impact of a brand on people’s wellbeing when they are deciding whether or not to buy it (43% ww).
  • 62% declare they often buy from companies with a reputation for having a purpose other than just for profit (49% ww)

There is an opportunity for brands to offer a more holistic & meaningful approach, increasingly driven by personal wellbeing, delivering what really matters to people.So the widening polarization brings different challenges that require different approaches. More than ever, a “global approach” is key for global brands to adapt and respond to the context and expectations of each local market.

What: Freedom News Group Spanish-language weekly Unidos en el Sur de California, which was introduced last year by combining the circulation of Excelsior and La Prensa, is now reviving both brands. Freedom News Group is reintroducing its weekly Spanish-language UNIDOS newspaper as two distinctly local editions: La Prensa and Excélsior.
Why it matters: Media brands that are recognized and appreciated by local audiences and the ad-community are very important assets. Freedom News Group is recognizing that and “reviving the Excelsior and La Prensa brands.

Hispanic NewspapersWhen Freedom News Group “killed” the Excelsior and La Prensa brands by launching Unidos en el Sur de California in March last year, several observers who preferred to remain anonymous at the time told Portada, that they did not think it was a good idea to eliminate two established brands from both the audience and advertiser perspective. Now the leadership of Freedom News Group has realized that too: “To actively engage and better serve the 3.3 million Latinos that live and work in Riverside, San Bernardino and Orange counties, Freedom News Group is reintroducing its weekly Spanish-language UNIDOS newspaper as two distinctly local editions – La Prensa and Excélsior – starting today,” the company said.

We discovered we were fighting our legacy a bit, and needed to embrace their local identities again in the same way our communities have from the beginning.

“The brands have always had a reference on the masthead-stated as ‘anteriormente La Prensa’ and ‘anteriormente Excélsior’ following the UNIDOS name change last year,” Orlando Ramirez, publisher of La Prensa and Excélsior,, tells Portada. “We discovered we were fighting our legacy a bit, and needed to embrace their local identities again in the same way our communities have from the beginning. La Prensa and Excélsior have nearly 40 years of combined history. Readers and advertisers come to trust and recognize them,” Ramirez adds.

La Prensa, founded in 1999, concentrates on news and information specific to Riverside and San Bernardino counties. Excelsior, founded in 1992, focuses on Orange County. “If there’s a regional, national or international story that applies to Latinos in both markets, the stories may be the same but have different quote sources, market-specific photos and many other local elements,” says Ramirez.

Additionally, the newspapers will also launch local websites on ocexcelsior.com and laprensaca.com websites this summer, leveraging a mobile-friendly platform that delivers market-specific content and location-based advertising. According to Ramirez, “Digital is an area of high interest and opportunity, particularly on the mobile front. We recognize the importance of a strong digital component and will evolve our online offerings as part of a second phase of enhancements this summer. The priority was to bring local focus back to the print brands—Excelsior and La Prensa—first and then turn attention to digital in the coming months.” Ramirez, a 33-year journalism veteran in Southern California, will be hosting Meet the Publisher events with Latino leaders at the newspapers’ offices to explain how they can be more actively involved and engaged with their local newspapers.

Total Friday circulation for the two newspapers is 170,000. La Prensa distributes 95,000 copies in Riverside and San Bernardino counties, and the eastern tip of Los Angeles County. Excélsior distributes 75,000 copies in Orange County. Both papers are distributed across nearly 3,000 rack and retail locations.

Discontinued Los Angeles Distribution

As part of a renewed local focus in serving core Inland Empire and Orange County markets, Freedom News Group refined its distribution footprint. It pared down distribution in outlying Los Angeles and Coachella Valley areas, and increased distribution in high-traffic rack locations in the core Inland Empire and Orange County markets. “For example, Excelsior added 36,000 additional copies in top-performing distribution locations within South Orange County. That said, La Prensa still has distribution in high-density Latino communities within Eastern Los Angeles County,” says Ramirez.

Ad Sales

Freedom News Group sales teams, both local retail reps and national account reps, will sell the two newspapers from offices in Riverside and Santa Ana. “On the national level, we have a veteran multicultural sales specialist, Anita Grace, who represents La Prensa and Excélsior in front of national and global brands. She has been part of Freedom’s Spanish-language strategy for several years.
According to Ramirez, the categories that are the most promising include “Consumer categories including apparel, grocery, electronics, personal finance and telecommunications are key categories. Among our existing advertising partners are Walmart, JC Penney, Target, Best Buy, CVS and Wells Fargo.”

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Programmatic buying for Time print; Adidas explains how to really align IT and marketing; and SMBs turn to social media marketing while luxury brands are wary.

Time screen shotTime’s print goes programmatic

Time Inc. has jumped on the programmatic bandwagon, allowing advertisers to buy print audience segments in an automated marketplace. The offering comes with post-campaign measurement powered by AdMeasure, and Target, via media agency Haworth, is executing a multi-title print ad campaign.

According to Folio, when advertisers browse Time’s private ad exchange, they now see a “print” tab that leads to the selection of audience segments. Available segments include Women, Men, Lifestyle, Luxury, Business/Finance and Rapid Scale, with audience sizes ranging in size from 5 million to 89 million readers.

Andy Blau, senior vice president and group general manager of ad sales at Time Inc., told Folio that ad sales reps are trained to sell programmatic, too, and they don’t mind if a deal is closed in front of a monitor instead of face-to-face.

Adidas CIO aligns with digital marketing

At Adidas Group, an alliance between tech and marketing let the sports gear manufacturer create a social-media powerhouse for the 2014 World Cup. In an interview with IDG News service, Adidas CIO Jan Brecht outlined the social media strategy, which included a newsroom shared with Google. “We played on every relevant social media platform, certainly not just Facebook and Twitter, but anything we can do to connect, and we didn’t just send messages, but we listened,” he said.

According to Brecht, his IT team acknowledged that it didn’t have the creativity to drive marketing, so the decision was made to fully integrate IT and marketing as the “digital experience team.” IT is even involved in agency selection, as a way to make sure that creative can be successfully and quickly implemented.

photo: Caroline Gagne
photo: Caroline Gagne

Miami digital companies could teach tech about creating a hub

With Miami already a media center, The “Hispanic Hollywood” already knows how to create a healthy ecosystem, media and entertainment executives said at a Miami Finance Forum event. The Miami Herald reports that folks from Cisneros Group, Telemundo, SapientNitro and Imagina USA explained how their community had gathered a critical mass of large and small players to build a thriving local industry.

Now, the city wants to create another hub for technology startups. Maybe – but it will take time. According to the Herald, “Building a tech hub is a long-term play that could take 10 or 20 years, said Bradley Harrison, founder of New York venture capital firm Scout Ventures. He’s bullish though; Scout recently located its first office outside New York in Miami and has made two investments, including one to Rokk3r Labs, a Miami Beach-based co-building company, that was announced at the event.

Social SMBs

Hispanic entrepreneurs are turning to social media to promote their small businesses, according to ABC/Bakersfield. They may start out small, handling their social media presences on their own. But they could turn into a new business source for local and/or regional agencies after that first growth spurt. Meanwhile, Pew Research found that Instagram is more popular with Latino and African American consumers, while Pinterest is more used by whites. However, Facebook still rocks it – seven out of 10 internet users Facebook.

The Guardian: Luxury brands should rethink ROI calculations

There’s a clear trend away from print media for luxury brands, but many top-tier marketers don’t get how to measure ROI. At a panel discussion hosted by The Guardian, marketers were advised to look at return on interaction.

Chris Moody, creative director at brand consultant Wolff Olins, said, “You are building a relationship with people who may continue to use your product for the next 25 years. Those interactions that you have, particularly through social streams that you can get through digital, are super valuable. It would be a shame not to invest in that.”

Click through to the story for many interesting campaign examples, plus more insights.


What: Global video advertising platform Teads has announced a US $30 million  financing operation preparing for a future IPO.50% was raised from an increase in capital, while the other 50% takes the form of a mid-term line of credit.
Why it matter:  The investment will help the company to speed up growth on a global scale while focusing on technology innovation, the United States market as well as new markets including Brazil, Russia, South Korea and Japan.

_xU11djU_400x400Teads, a global video advertising platform, has announced a new financing transacion of US $30 million  as it continues to talk up a potential IPO. 50% (US$15 million) was raised from an increase in capital, while the other 50% takes the form of a mid-term line of credit. The increase in capital is supported by existing investors Gimv, Partech and Elaia as well as BPI. The syndicated banks which supply the additional credit include Bank of China, HSBC, BNPP and BPI.
Last year Teads merged with Ebuzzing, the combined company taking the Teads name.

According to Teads Executive Chairman Pierre Chappaz, the investment will help the company to speed up growth on a global scale.He adds ‘the investment will focus on technology innovation, the United States market as well as new markets including Brazil, Russia, South Korea and Japan’.

The investment will focus on technology innovation, the United States market as well as new markets including Brazil, Russia, South Korea and Japan

Teads, which specialises in premium video advertising formats, supplies its technology to the prestigious publishers in over 40 countries. These include, The Telegraph, The Guardian, The Washington Post, Reuters, Forbes, TF1, Le Monde, Le Figaro, Les Echos, ABC, La Stampa, Axel Springer, Conde Nast, Nikkei, O Globo, etc.Teads’ advertising formats appear within editorial content, rather than video. These formats are the solution for brands looking for high quality environments in which to distribute their video advertising campaigns. Many luxury brands including Cartier, Breitling, Gucci, Piaget, and Jaeger Lecoultre form Teads’ client base, as well as a variety of household names such as Volkswagen, Peugeot, Renault, Hyundai, Kia, Heineken, Nestlé, Microsoft and Samsung.


The platform has around 350 employees across 25 offices worldwide and has achieved an estimated revenue of close to US $95.6 million (£63.5 million) in 2014, an increase of 65% on 2013 (US$58.1 million / £38.6 million). 180 new hires are planned in 2015 to support operations globally.Strong growth within the video advertising market* means demand from advertisers for premium inventory is rising, and Teads is developing its business according to these industry requirements.

Bertrand Quesada, CEO, based in New York, explains ‘Teads’ mission is to reinvent online video advertising. “Our technology is changing the game, allowing premium publishers to distribute our advertising formats within their editorial content and create massive video inventory which just didn’t exist before. We are the only player in the industry able to scale video campaigns globally within a high quality environment”.

Viewable, user-friendly advertising

Teads brings a new solution to the viewability debate which has increasingly become a concern in the advertising industry. The video only plays when it is visible to the user, a concept called ‘view-to-play’ (click here for a demo) which allows Teads to guarantee that the video advert served is viewable by users on screen.

Moreover, Teads video advertising formats respect the user experience, never forcing users to watch a video advert ‘Our formats are non-intrusive, better relations can develop between the advertiser, publisher and user, meaning that our partners’ interests are sustainable long-term.’ comments Loïc Soubeyrand, Co-founder and Chief Strategy Officer.


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