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By Sebastian Yoffe, Managing Director – Latin America, Lotame

COVID-19 changed it all. As marketers, and as people, we know that the way consumers live has been altered at a fundamental level by the virus and the resulting economic upheaval and social distancing practices.

Before COVID-19

In the pre-COVID-19 environment, it was easy for marketers to rely on a familiar set of personas.

Of course, creating those personas took work. Using first-party data as a foundation, marketers learned the basic habits and preferences of their audience, but they still needed third-party data to fill in the gaps in their knowledge. That meant breaking down data silos, scrubbing all the data, and deriving insights to build a working model. And once that work was done, you still had to test the results to see if they worked, or fail and start all over again. Still, the process had its rewards.

People aren’t eating, shopping or exercising the way they did just a few months ago.

Before the global pandemic changed our lives in profound ways, we could make some safe assumptions about how people lived based on available first-party data. We could guess, within reason, how the preferences of a 30-something male with a suburban ZIP code might differ from those of a woman in her twenties living in the heart of a major city.  But COVID-19 changed all that. As marketers, and as people, we know that the way consumers live has been altered at a fundamental level by the virus and the resulting economic upheaval and social distancing practices. People aren’t eating, shopping or exercising the way they did just a few months ago. They’re still doing all of those things, but daily habits have changed in ways that simply aren’t going to be captured by first-party data alone.

COVID-19 marketerSince COVID-19

Consider this simple example:

Imagine a male consumer in his mid-twenties visiting an automotive site in late 2019. He lives in a major city and his visit involves looking at a few two-door models and browsing the features. It’s behavior that would suggest he’s single, maybe in the market for a new car. When that same user logs on in June of 2020, his online behavior hasn’t changed that much. He might visit more frequently and spend more time customizing a car. He might even still be browsing two-door models but has expanded his search to SUVs and jeeps with more storage capacity. Yet his life has changed dramatically.

[…] using only first-party data there’s no way to tell that he’s probably a better target for ads […]

There’s not enough detail in the auto site’s view of this consumer to tell you that he’s now working from home, or that instead of looking to buy his first car for weekend trips, he’s now more interested in moving to the suburbs and replacing airline travel with road trips. He won’t be going overseas for a long time, but using only first-party data there’s no way to tell that he’s probably a better target for ads about a crossover model’s great gas mileage or its ability to tackle tough terrain for his trips to the mountains. Instead of the speed of a sportscar he might need in-car WiFi, roadside assistance, and the best sound system on the market.

All these changes are invisible to the OEM and its dealerships. From their perspective, he’s still a man, still the same age and living in the same location, and he’s interested in their cars.

Advertisers looking to connect with in-market car shoppers are missing out on closing this potential customer by speaking to his needs right now, rather than months ago. With the intel they have from first-party data alone, their ads are likely to fall flat, creating the kind of wasted spend that no one needs during a global recession.

Understanding a New Consumer

To understand what consumers’ lives really look like now, marketers will need to rely on third-party data. Without it, there’s no way for any digital marketer using a connected channel, to make the connection between distinct behaviors.

Data CollectThird-party data segments can reveal valuable insight for marketers. Consider the data available from third-party sources around discretionary spending. Before the pandemic, you could expect that a consumer who shopped regularly at a high-end retailer was probably in the market for work attire. Today, in a world where pajamas qualify as work clothes, someone visiting that high-end retailer might be better served with ads for outdoor wear, sleepwear, or casual clothes better suited to social distancing in the park than making a statement at the office.

These changes aren’t easily captured unless you have the data to build a complete picture of the customer.

Likewise, someone searching for a minivan might be planning a road trip for a COVID-safe summer vacation rather than to take the kids to futbol practice. These changes aren’t easily captured unless you have the data to build a complete picture of the customer. Reaching these audiences in ways that are relevant and respectful of how their lives have changed can have a big impact. But in all these cases, third-party data is the key to unlocking the right insights.

Surviving in a Changing World

COVID-19 marketers
Sebastian Yoffe, Managing Director – Latin America, Lotame

We’re in a critical moment. Many businesses are fighting not just for relevance but for survival. In this fiercely competitive new world, having a clear view of who your customers are and how they’ve changed in the last few months can mean the difference between surviving and thriving. To succeed in the rapidly changing environment, marketers need to make connections between data points and signals that first-party data alone can’t provide. For advertisers and publishers alike, third-party data closes the loop.

To succeed in the rapidly changing environment, marketers need to make connections between data points and signals that first-party data alone can’t provide.

Personally, I never could have anticipated the ways that my personal and professional life has changed in the last few months. While there’s definitely been disruption, it’s also been an opportunity to learn. Right now we’re focused on making changes that will help us cope with the new environment, but for us to connect with customers now and in the future, the digital ecosystem needs to improve. For advertisers, publishers, and consumers alike that represents a huge opportunity.

Are you using data to get a clear view of your customers? I would love to learn about your data strategy; please send me a note directly: syoffe@lotame.com

Global Media platform Teads recently launched  an  online content series centered around the many ways online creativity in the ad industry is evolving and has been accelerated by COVID-19.  Portada interviewed Jonathan Lewis, Global Head of Studio at Teads, to learn about the latest innovations in digital transformation and its implications for cross-divisional team work (e.g. creative and media) and organizational processes.

Jonathan Lewis on Digital Transformation
Jonathan Lewis, Global Head of Studio, Teads

Lewis, Global Head of Studio, Teads, is an expert who has been tasked with pressure-testing legacy creative processes and accelerate digital transformation within advertising. He notes that Latin America is the best playground for early adoption of initiatives including cross divisional team work and content testing. He claims that “there is without question a greater appetite for innovation and to a degree risk in Latin America.”

Digital Transformation and Cross Division Collaboration

Asked where he sees digital transformation within advertising going in regards to cross-division collaboration in the creative process, Lewis notes that “you certainly hear more about the convergence of creative and media teams, both within client and agency shops and In the main I think this is driven by client needs. At Teads our teams work collaboratively across the spectrum of the platform and the approach we have promoted with regard to our relationships with clients during the creative process is a reflection of this. For the last 2 years we have worked a cross-division, collaborative initiative that combines client
stakeholders, their creative and media agencies with our own creative Studio, data and media insights teams to deliver a specific campaign orchestration together in one (now remote) session. This working session, called L’Atelier is a powerful validation of the value of cross division learning and understanding.
This has been especially so during the current pandemic, where Covid-19 has acted as a reset button in the lives of many and faced, as we are, with an unfamiliar world our habits and needs and desires at any given moment are pretty fluid. So, the cross-collaboration across media, insights and creative functions is essential to ensuring we deliver sensitive creative experiences and give people what they need during this time. Ensuring tonality is on point and cut through to such collaborative approaches can achieve, learning and understanding from each division.”

Faced with an unfamiliar world our habits and needs and desires at any given moment are pretty fluid.

Appropriate Tonality: The Examples of KFC and LVMH

Lewis also stresses the need for the use of appropriate tonality in these challenging times. Digital Transformation also means establishing processes and cross-divisional teams for efficient tonality feedback loops. “Simply put, when we talk of tonality we are referring to what you say, how you say, when and where you say it (the context in which the ad appears is also an important consideration with regard to appropriate tonality) and maybe whether you should be saying it at all. Things can quickly become ‘tone deaf’ to the environment in which we find ourselves. In early stages of lockdown that would include content that had people celebrating, partying, holidaying or simply referring to things that we couldn’t do any longer.” As examples Lewis cites  KFC were unfortunately caught here with the outdoor campaign promoting (finger licking) good chicken.
Appropriate tonality would include messages that are showing support and action to help in the
crises. A good example here would be LVMH who very quickly pivoted to produce hand
sanitizer. “Of course there is a thin line between genuine help and being perceived as trying to
capitalize on a bad situation. So, referring back to the first question, the close collaboration
across teams provides a more stable and reliable way to test the temperature, assess tone and
adjust in a smart and agile way.”

The close collaboration across teams provides a more stable and reliable way to test the temperature, assess tone and adjust in a smart and agile way.

Digital Transformation: Best-In-Class Content Testing…

There are a number of ways a brand can test their content, Lewis argues. “One lifted from the world of TV, of which they should be familiar, is content pre-testing. Assuming your TVC will play out in the same way on a digital device is not advisable. So being able to pre-test that content for a mobile platform and using real time emotional tracking (via a panel and accessing the users web camera) to gage, frame by frame, how users, exposed to such a creative are reacting on an emotional level, is an excellent barometer for understanding how it is likely to perform. At what point during the creative are users happy? When are they surprised? When are they disgusted and how can we use that data to inform how we deliver this TVC as a digital piece fit
for mobile.

Tonality Pre-Testing

Lewis  also advocates for a ‘tonality pre- test: “During COVID via a survey to 300 respondents we are measuring aided brand awareness, reaction to creative (relevance, sensitivity to context) and impact on perception of the brand, ” he notes.

We are also advocating a ‘tonality pre- test during COVID via a survey to 300 respondents where we are measuring aided brand awareness.

Digital Transformation: Evidence based Approach Feeds Back into the Creative Process

Evidence generated from pre-test emotional studies can be a key driver for refashioning digital creatives by using  the positive peaks in emotion to accentuate the creative, Alternatively an evidence based creative process in order to drive actions could involve the use of campaign performance data, live in near-real-time, to identify what’s working, to design tests (AB), to validate a hypothesis and to iterate. Lewis asserts that “for this, you need something akin to a remote war room with your clients to initiate a more or less constant feedback loop. This of course can be a lot of work and time consuming, you will need agile and fast working teams with the ability to understand and redesign creative output, but the payoff is that it could provide the key to a deeper understanding of what resonates with people exposed to your creative on a mobile
device.

  You need something akin to a remote war room with your clients to initiate a more or less constant feedback loop.

Check out:

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COVID-19 is already having a huge impact on marketing, advertising and media.  How are advertisers reacting to COVID-19? How will different media types ad revenues be impacted by the coronavirus health crisis? Portada got insights from brand and media agencies of the Portada Council System in order to gain some clarity. The answers to 7 crucial questions.

1. How are advertisers reacting to COVID-19?

“In this period, we know that consumers focus on basic needs and expect brands to supply and deliver them reliably. Consumers don’t want brands to stop advertising, but it must not be exploitative or insensitive,” Joseph Kiwanuka, Senior Manager, Cross-Cultural Connections, at UM tells Portada.  A CPG brand marketer in the Portada network says that since the start of the coronavirus crisis, “marketing practices have remained consistent, one insight consistently being practiced is empathy. Messaging reinforces reassurance and value,” he adds.

2. How are brand marketers adjusting marketing expenditures?

Some corporations are freezing or postponing their plans  (e.g. Turbotax as the tax deadline has been postponed to July 15). UM’s Kiwanuka notes that,some of our clients are being tasked with pausing media campaigns and/or turning back media dollars to their corporations to help alleviate the impact to sales. Many matters regarding media budgets are still up in the air and it is still unclear as to the direction that media budgeting for the rest of the year will go. We are taking things a day at a time.”

Many matters regarding media budgets are still up in the air and it is still unclear as to the direction that media budgeting for the rest of the year will go.

3. How are different ad-categories being impacted?

The impact on business and marketing activity will vary across industries, depending on how much demand How are Advertisers Reacting to COVID-19?and investment will be delayed as opposed to destroyed during this crisis. MAGNA, a centralized IPG Mediabrands resource that develops intelligence,  expects the impact to be severe for the travel, restaurant, and the theatrical movie industry, significant for retail (check out Macy’s announcement to furlough 130,000 employees), finance and automotive, moderate for packaged food, drinks, personal care, insurance and pharma, and potentially positive for e-commerce and home entertainment. While the overall impact of the coronavirus on advertising will undoubtedly be negative (more details below), some sectors are actually starting to profit from the increased demand of families for home entertainment.  “We are in a unique position during this crisis since we are the market leader in providing families online education at home. Day to day efforts include accelerating campaigns/creative to be in market sooner and even revising some original copy to align with current events,” a brand marketer in the online education sector tells Portada.

We’re in a unique position during this crisis since we’re the market leader in providing families online education at home. Day to day efforts include accelerating campaigns/creative to be in market sooner.

4. Advertiser COVID-19 Reaction

MAGNA released its revised March 2020 Ad Forecast last Friday and expects all-media full year ad sales to decrease by -2.8% this year as the spending cut from most industry verticals will be mitigated by the incremental political spend ($4.9 billion, up +26% vs 2016), and a V-shaped rebound in the second half (Magna). It remains to be seen if this forecast is realistic, as there is a significant downside risk (see question 7 below).

5. Which media types will be particularly hard hit?

How are Advertisers Reacting to COVID-19?Linear ad sales will suffer the most.  MAGNA released its revised March 2020 Ad Forecast last Friday and it expects media suppliers’ total linear (National and Local TV, Radio, Print and OOH) ad sales to decline by -12% (-20% in the first half, -2.5% in the second half). The decline forecasted by MAGNA would be larger were it not for the political advertising revenues (2020 elections) to be obtained by linear TV, radio and print outlets later this year. Media vendors’ linear ad sales will shrink by -12% (incl. political) this year compared to approx. -4% per year in recent years. The decrease in advertising sales will reach -13% for national TV, -12% for OOH, -25% for print and -14% for radio. The outlook will be slightly more positive for broadcasters and publishers when including digital ad sales. Local TV’s non-political ad sales will also decline massively but political spending (almost US $5 billion, +26% vs 2016) will stabilize full year revenues (+1%).
The sharp decline in ad dollars is not necessarily a reflection of lower linear media usage in the last few weeks. In fact, the opposite is true: for instance in the multicultural space, Spanish-language news viewing increased as much as 50 percent last week among Hispanic adults 18-34 compared to the week prior and 123 percent versus last year. Hispanics over the age of 50 are already heavy news consumers, but their viewing has increased as well (29 and 46 percent, respectively). In addition, for the week of 3/16 -3/22 linear TV usage had as much as 182 percent increase among Asian American teens, compared to the same day the prior week.

The other major loser is experiential marketing as mass gatherings are out of the picture in the next few months. One brand marketer interviewed by Portada who wanted to remain anonymous told us that  “investment is mantained in all channels except experiential.”

Investment is mantained in all channels except experiential.

6. Digital Advertising: More Resilient

How are Advertisers Reacting to COVID-19?At this stage, the total market decline anticipated (-3% or -$6.2bn vs 2019) remains less severe than the decline experienced in 2008-2009 (-20% or -$33bn vs 2007), mostly because of the weight and resilience of digital advertising today. Magna expects digital advertising to be more resilient at +4% (-2% in the first half, +10% in the second half). Digital media ad sales will grow by +4% this year and re-accelerate to +7% next year. Search will slow down to +4.5% growth while social and digital video (including Connected TV) will continue to grow by high-single digits. 

It has to be said that at least in the short term digital advertising, see above  -2% in the first half of 2020,  will be negatively impacted. Third party revenue generating platforms have begun altering their payment processes. Altice-owned Teads and ad tech company GumGum Inc have sought changes to their payment arrangements with publishers, with Teads invoking force majeure on contractual arrangements and GumGum proposing extended payment terms.

Search will slow down to +4.5% while social and digital video (including Connected TV) will continue to grow by high-single digits.

7. Is the advertising forecast realistic? “V” vs “U” shaped recovery

According to Magna, “at this stage, both the macro-economic outlook and the corresponding advertising forecast present a high degree of uncertainty and significant downside risk for 2020. The key question is how long the social distancing imposed demand shutdown will be. The U.S. economy has never been through a period like this in modern economic times. Right now, governments are substantially repressing economic demand through social distancing rules.

Right now, governments are substantially repressing economic demand through social distancing rules. The key question is how long the social distancing imposed demand shutdown will be.

While in Europe substantial efforts are being made to make sure  that companies don’t go bust and employees don’t lose their jobs, that is not true for the U.S. despite the recently signed U.S. 2 trillion fiscal plan. This will become even more of an issue should the shutdown be expanded beyond April 30. Should the social shutdown be expanded to the late spring and summer, the economic and advertising recovery will be U shaped rather than V shaped. Therefore, the 2020 decline in advertising will be larger than the one in the Magna forecast.

Once the virus  is under control the economy needs to be available to hit the ground running and that means that most employees need to remain employed to keep processes and know-how at their companies.
Another caveat poised by analysts is about the quality of the data regarding economic activity (and advertising demand). Most economic data is based on surveys. Are consumers and businesses going to be filling out surveys in this environment? Will data be reflecting accurate information or meaningless noise?

 

Bayer, Dick’s Sporting Goods, Cacique, Jacuzzi Group, Honda, Jeep, Wee, Pattern. … and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Bayer

According to media reports, German multinational pharmaceutical and life sciences company, Bayer has called for a global media review. Estimates put the media duties for the pharma company at $800 million. Incumbent agencies handling the account are WPP and PHD. Pharma, wellness, and healthcare categories have seen an enormous traction during the first and second waves of the Covid-19 pandemic.

  • Dick’s Sporting Goods

DicksContinuing to bet on its experiential marketing strategy Dick’s Sporting Goods recently opened its  second Dick’s House of Sport store concept at West Town Mall in in Knoxville, Tennessee. This interactive shopping experience will serve as a research and development for emerging retail trends and will influence what happens inside more than 700 Dick’s Sporting Goods stores nationwide. The store includes 100,000 square feet of indoor shopping and activity space, along with a 24,000-square-foot outdoor field. Dick’s Sporting Goods hope this niche brand of stores will draw in consumers who want to test out athletic equipment before purchase and keep them in-store longer through fitness events and experiential programming. “Certainly you can research a bat, but there’s nothing that’s going to replace coming in and swinging it, and understanding your speed,” Toni Roeller, senior vice president of in-store environment and visual merchandising told Knox News. Dick’s is using the two House of Sport locations for R&D to see which of the experiences and services can be scaled back and added into its existing store fleet.  But it also sees the format as a viable concept going forward. A third House of Sport will open next spring. “We are evaluating the opportunities across key markets in the U.S. to help us understand the opportunity we have to expand this concept further,” Roeller said.
  • Cacique

Cacique
(PRNewsfoto/Cacique® Inc.)

Cacique, a privately-owned Hispanic foods company and maker of the #1 brand of authentic Mexican-style cheeses, cremas and chorizos in the U.S. – officially broke ground on an US $88 million dairy processing facility in Amarillo, Texas. The new 200,000 square-foot facility will help meet the growing demand for Cacique’s products nationwide. The company is planning to begin operation at the new facility in the fall of 2022 and expects to create approximately 200 new full-time jobs. The new facility, which is being constructed at 8647 S. Georgia St., will be equipped to handle dairy processing, including production of the company’s authentic Mexican-style cheeses, cremas and yogurts. In addition to expanding production capacity with the introduction of the new plant, Cacique intends to increase R&D to drive product innovation and to continue to sustainably enhance its national presence as part of the company’s long-term growth strategy.

  • Jacuzzi Group

Jacuzzi GroupIndependent brand shop McGarrah Jessee (McJ) has been named strategic partner for Jacuzzi Group. McJ will be charged with branding and creative expression services. Jacuzzi Group, the eponymous global manufacturer of premium spas, swim spas, whirlpool, soaking, bathtubs, showers, and related bathroom products, and owner of the famous, globally recognized Jacuzzi® trademark, represents decades of innovation, design, performance and ease of use. The Jacuzzi® Brand is trusted by millions of customers globally for promoting lifelong well-being through innovation. “After a thorough search for the right agency, we know McJ is the right partner for the job. The work they have done to grow brands with fandoms like Yeti YETI and Shiner aligns with our strategy to take the Jacuzzi® Brand to the next level,” said Anne-Marie Nealy, Sr. Director of Brand Marketing, Jacuzzi Group.

 

Portada LiveAt this exclusive virtual event on September 22, 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 Coordinator Michelle Lopez at michelle@portada-online.com.

 

  • Honda

The virtual 2021 Honda Civic Tour will conclude with a unique collaboration between OVO Sound Recording artists and burgeoning pop duo, Majid Jordan, along with Grammy-winning R&B powerhouse and Civic Tour headliner, H.E.R., and the global debut of the all-new 2022 Civic Hatchback: http://honda.us/announcingcivictourremix. H.E.R.’s collaboration with Majid Jordan will bring fans into a first of its kind audio-visual mixed reality setting to experience the remixed sounds of H.E.R.’s recent jaw-dropping 20th Anniversary Civic Tour performance. The Civic Tour “Remix” performance will take place June 23 at 6 p.m. PDT on the Honda Stage YouTube Channel, and is free to fans everywhere and produced by Live Nationyoutube.com/HondaStage. Honda has had a long-standing commitment to music through the Honda Civic Tour, going strong for two decades. Honda’s music programming also includes partnerships with premier music festivals, including Austin City Limits and Governor’s Ball, and additional online music content, exclusive performances and interviews. Honda Civic Tour has provided these one-of-a-kind experiences to more than five million fans over the past 20 years. To continue the efforts on offering music content to fans, Honda works hand in hand with entertainment leaders including: Live Nation, Billboard, Universal Music Group and Vevo.

  • Wee

Weee!Freemont, Calif.-based Weee has hired Guillaume McIntyre as VP of marketing to accelerate customer adoption and engage Asian and Hispanic communities with personalization and social commerce features, the online ethnic grocer said in a release. Weee currently operates in Washington, D.C., and nine states: California, Maryland, Massachusetts, New Jersey, New York, Oregon, Pennsylvania, Texas and Virginia. McIntyre was with Netflix from 2013 to 2015, and is credited with helping the company build presence in Latin America by driving digital marketing initiatives. He then joined Instacart, where he helped build out its acquisition marketing team and contributed to the company’s growth, and later co-founded direct-to-consumer startup Pique Tea. He is a graduate of the University of California at Berkeley’s Walter A. Haas School of Business. Weee was founded in 2015 and fulfills more than 7,000 orders a day, according to its website. 

  • Jeep

JeepVolta Industries, an industry leader in commerce-centric electric vehicle (EV) charging networks, is partnering with the Jeep® brand as it introduces the all-new Jeep Wrangler 4xe to consumers. “As the new Jeep Wrangler 4xe becomes firmly established in the marketplace, this unique network takeover with Volta Industries allows the brand to reach drivers at key moments in their daily commutes as they charge their vehicles,” said Marissa Hunter, vice president, marketing, North America Stellantis. “And as the first brand, automotive or otherwise, to implement Volta’s unique, dynamic weather-based technology, capturing the local outdoor conditions on 55-inch screens, it also creates an authentic connection to our drivers and the Jeep brand’s legendary status as the go-anywhere, do-anything vehicle for any lifestyle.” Volta’s unique charging stations, which feature large, eye-catching digital displays, provide an optimal content-viewing experience for drivers who plug-in their vehicles when and where they shop. To raise awareness around the Jeep Wrangler 4xe, Jeep brand campaign videos will be seen in select California markets on Volta’s charging stations throughout July 2021. The campaign will use Volta Charging’s dynamic weather-based ad capability to serve two different creative concepts from the Jeep brand. When it is sunny out, the advertisement will feature a Jeep Wrangler 4xe with the top down, going out and exploring, while the second ad emphasizes that even in the cloudiest weather, the Jeep Wrangler is still your go-to vehicle. Created by Huge Inc., the ads feature the taglines, “embracing nature has never felt more natural” for the sunny day version and “charge ahead and take on the elements” for the bad weather version.

 

  • Pattern

PatternPattern, a family of brands with the shared mission of enjoying daily life, announced that it has raised US $60 million of debt and equity capital. The capital will be used to accelerate the business to its next phase and acquire a select number of direct-to-consumer (DTC) businesses with healthy and sustainable margins, a loyal customer base, and a focus on home-centric goods that are thoughtfully-made and design-forward. The financing included participation from existing investors Kleiner Perkins, RRE Ventures and Primary Venture Partners, as well as participation from new investors Victory Park Capital, HOF Capital and RSE Ventures. Pattern also announced that its first acquisition is GIR (“Get It Right”), a kitchen accessories brand that launched in 2012 and has grown into a much-loved, profitable, multi-million-dollar business with a line of over fifty products changing the cooking world. As of today, GIR will join Pattern’s other brands, Open Spaces and Equal Parts, on newly relaunched PatternBrands.com, the company’s centralized, curated shopping destination that makes it easier for consumers to shop across a growing category of home goods products with a set of shared values.

Portada LiveAt this exclusive virtual event on September 22, 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 Coordinator Michelle Lopez at michelle@portada-online.com.

A brand is an emotional concept. A name or symbol can evoke images, ideas, feelings, lifestyles, and aspirations. Businesses work hard to cultivate and develop their brand identity – they use their brand to say this is who we are, this is what we do, and this is what we can accomplish together.

This article is part of a thought leadership article series on Marketing Innovation presented and written by Moxtra, a company that helps businesses deliver client experiences for the digital age.

No matter how many moving parts there are within an organization, a brand influences how a company is perceived, making it crucial to constantly look for ways to improve that perception.

For client-focused businesses, brand loyalty represents a relationship between a client and an organization. This relationship is built on a client’s trust in a brand to be reliable, communicative, and effective. If a business can maintain a brand identity that aligns with a client’s ideas, the relationship is positive and generates revenue.

High-touch service brands are associated with exceeding expectations, individualized attention to detail, and adjusting to their clients’ needs. Clients who choose first-class service providers are paying more for an experience that promises to do more – they are paying for a brand that caters to them personally.

High-touch service brands are associated with exceeding expectations, individualized attention to detail, and adjusting to their clients’ needs.

Digital means allow people to connect with those they love most, keep a record of their conversations, store their photo albums and have the ability to capture memories. Their e-mails, banks, and even wallets have all been transforming digitally. People can digitally map where they are going, order transportation, board a plane, or call for help. Digital devices are so personally tied to each person, that to even unlock them can take a fingerprint or facial identification. For a client, mobile phones and digital portals can get them almost anything they need. With these consumer expectations, businesses need to adopt a digital strategy to provide the most convenient service delivery to their clients.

Brand Identity

While many businesses have seen the value in employing a digital presence, developing a business app is complicated. As Moxtra’s Head of Marketing, Leena Iyar explains that without a set template for a functional mobile and web app, the process of developing a digitally resilient brand is daunting.

Developing a branded app allows clients to associate the convenience of digital engagement with the brand’s identity.

The Moxtra platform enables organizations to power OneStop digital business destinations to engage and collaborate with their clients anywhere, anytime.

By analyzing the business-client relationship, as well as digital expectations, Moxtra has classified a successful mobile strategy as one that…

…is under the organization’s unique brand

Developing a branded app allows clients to associate the convenience of digital engagement with the brand’s identity.

…is a OneStop virtual business destination

In order to establish trust within a digital platform, a OneStop virtual workspace should be secure and controlled for managing internal teams along with external relationships in order to process high-value transactions, with a paper trail and the ability to review and sign timely documents and other collaborative interactions.

…offers just-in-time service delivery to clients

While maintaining the convenience of digital accessibility with clients, businesses should deploy an app that provides just-in-time service delivery, allowing for timely customer experiences without exhausting resources.

Exceptional service means meeting every client where they are when they want. A business-client relationship starts with a brand’s perceived promises to a client. A client remains loyal to a brand that delivers on its promises. In order to stay competitive in today’s digital age, high-touch service providers need to evolve with their client expectations to provide the most convenient customer experience over digital.

A OneStop digital strategy evokes a brand that is personal, relevant, and resilient. Get in touch today to get started with an app for your business.

Written by Moxtra

Godiva, Tom’s of Maine, Chispa, Volkswagen, ipMargs… … and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Godiva

Godiva

Godiva announced the launch of its new global advertising campaign, titled “That’s The Wonder of GODIVA,” which includes a series of whimsical digital vignettes, created to spark curiosity, evoke wonder and demonstrate the decadence in every GODIVA treat. Created by TracyLocke, the campaign aims to raise awareness of GODIVA’s national availability in food, drug, grocery and mass retailers, and serves as a continuation of the brand’s expansion in the consumer-packaged goods and premium chocolate categories, as the U.S. chocolate market alone will reach an estimated at $16 billion by 2023.  The brand’s growing presence in the chocolate aisles of supermarkets and drugstores is part of its effort to make its products more accessible. GODIVA’s portfolio in those channels include Signature Mini Chocolate Bars, Chocolate Domes, Chocolate Masterpieces and Goldmark Gift Boxes, alongside seasonal items available during the holidays. “The launch of “That’s The Wonder of GODIVA” builds on the work we started last year, to amplify GODIVA’s availability at retailers and grocery stores nationwide,” says John Galloway, Chief Marketing and Innovation Officer, GODIVA.  That’s The Wonder of GODIVA advertisements will be distributed across a variety of media properties including BuzzFeed and Chicory, in addition to leading media publishers like Hulu, Youtube and Amazon. In North America, the brand is investing over $5 million on the new ad campaign.

  • Tom’s of Maine

Tom's of Maine

Tom’s of Maine, a company that makes natural products including toothpaste and deodorant, new packaging fuses retro look with modern-day activism. As part of the biggest visual overhaul in the brand’s history, Tom’s of Maine will lean into its long history of doing good, while graphically illustrating its commitment to a better future. Reflecting the iconic buttons and badges of the ’70s, Tom’s of Maine’s packaging features a mosaic of button-sized icons reminding people that even the smallest action can lead to big change — “Real Action,” “Small Steps,” “Activist For Everyday Good.” Other icons reinforce the company’s longstanding everyday good commitments (“10% For Charity,” “Certified B Corporation”) and product attributes (e.g., “Not Tested on Animals,” “First-of-Its-Kind Recyclable Toothpaste Tube”). In addition to the new logo and packaging, Tom’s of Maine will introduce an online store for the first time at TomsofMaine.com, inviting real-time feedback to meet the evolving needs of today’s social-change-minded consumers. “Our new packaging brings to life the passion and pattern of badges that represent our values to make the world a better place,” said Esi Seng, General Manager at Tom’s of Maine. “The timing felt right as we see a renewed sense of activism among consumers — and now, when they buy our product, they know they are pledging their commitment to be an activist for everyday good.”

  • Chispa

ChispaJulia Estacolchic Director, Brand Marketing, Match Affinity at Match, tells Portada that upcoming marketing initiatives for Match Group’s Latin Chispa brand will include more testing around around podcasts as well as creating original and interactive content for social platforms. Estacolchic also says that Chispa will be  launching a new brand campaign especially created for the bicultural US Latino audience. Chispa will be counting on agency partners Dieste, the multicultural agency owned by Omnicom will support Chispa’s in-house marketing team; H&M Communications for public relations and by Viral Nation for influencer marketing.  Chispa buys most of its media in-house except for radio.

 

  • Volkswagen

Even though COVID-19 vaccines are becoming more widely available across the U.S., there’s still understandable hesitation for some when it comes to going to a crowded dealership to see a new car. That is why Volkswagen and NBCUniversal, Parks and Rec and Good Girls star Retta, are partnering to provide customers with an augmented reality showroom experience of the VW ID.4 — right from the comfort of their own homes. NBC viewers will be treated to a series of spots with Retta as their personal guide. Potential ID.4 drivers will be able to scan a QR code on their TV screen with their smartphones to start the AR showroom experience. “Our ID.4 electric vehicle is a technologically impressive vehicle, and NBCUniversal’s @homeShopping lets us communicate its innovation in an easily accessible and customizable way,” said Kimberley Gardiner, senior vice president of marketing at Volkswagen of America.

 

Portada LiveAt this exclusive virtual event on September 22, 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 Coordinator Michelle Lopez at michelle@portada-online.com.

 

  • ipMARGS

ipMARGS announced the launch of their new independent and iconic margarita-focused brand. Their ready-to-drink sparkling margaritas are made with real, top-quality tequila and are low in calorie, low sugar and low carb, offering an all-natural great-tasting, authentic margarita in a can. Currently, sipMARGS are offered in four innovative and refreshing flavors: Classic Sparkling Margarita, Sparkling Coconut Margarita, Sparkling Mango Margarita and Sparkling Mezcal Margarita. “With the launch of sipMARGS, we want to appeal to a wide audience of consumers who enjoy fun, fruity flavors as well as those who appreciate top-quality craft tequila and mezcal,” said co-founder Joey Angelo. “We’re excited to offer a unique RTD margarita brand to the market that can be associated with positive experiences.”

Giapenta

GIAPENTA LOUNGE

Giapenta, the Miami based lingerie brand which sells their collection of intimates online, is unveiling GIAPENTA LOUNGE and setting a new standard of comfort for women’s loungewear. GIAPENTA is best known for killing the comfort game and incorporating temperature-regulating fabrics into their collection of intimates, proving that performance, fashion and comfort can co-exist in lingerie. Ashely GreeneKarlie Kloss and Gabriel Union are just a few celebrities who are fans of the GIAPENTA brand. The company’s community-based design approach played an integral part in the development of the new GIAPENTA LOUNGE collection. “Staying with the ethos of our brand, the move into loungewear came directly from our customers and community. We continued to hear how much they loved and were living in our bras, undies and bodysuits and wanted ultra-comfy wardrobe pieces to add to their collection. Enter GIAPENTA LOUNGE,” says founder Kris Strouthopoulos.

 

Portada LiveAt this exclusive virtual event on September 22, 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 Coordinator Michelle Lopez at michelle@portada-online.com.

 

 

 

 

 

 

 

 

 

Chedraui acquires Smart & Final, United Airlines, Toyota-AARP, Allstate, Harper Collins, Chick Fil-A, Heineken, Plant Fuel … and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Chedraui Acquires Smart & Final

Chedraui acquires Smart & FinalGrupo Comercial Chedraui (GCC) announced that its subsidiary, Bodega Latina Corporation, has entered into a definitive agreement to acquire Smart & Final Holdings for approximately US $620 million, including the assumption of certain indebtedness. Chedraui already owns supermarket chains El Super and Fiesta Mart in the U.S. Celebrating its 150th anniversary in 2021 and headquartered in Commerce, Calif., Smart & Final operates more than 250 stores under two banners: Smart & Final and Smart & Final Extra!, in California, Arizona and Nevada. There are an additional 16 stores in Northwestern Mexico operated through a joint venture. Smart & Final stores service both household and business customers, representing approximately 70% and 30% of revenues, respectively. For the fiscal year ended January 3, 2021, Smart & Final generated U.S. GAAP revenues of approximately U.S.$4.1 billion and Adjusted EBITDA of U.S.$167 million. “Smart & Final, with a unique go-to-market and operating strategy, is an attractive fit that is aligned with our business strategy in the U.S., utilizing differentiated formats to focus on growing, but underserved markets,” said Carlos Smith, President and CEO of Bodega Latina
“With a brand that resonates with consumers, geographic fit in key markets, and a consistent record of profitable growth, Smart & Final will complement the platform we’ve built with El Super and Fiesta. We look forward to welcoming Smart & Final’s talented team of over 11,000 employees in working together to create a premier food retail platform in our markets.,” Smith added. The acquisition continues GCC’s strategic objective to grow in the U.S., by further bolstering GCC’s U.S. footprint and strategic capabilities, broadening and diversifying GCC’s customer base by including business customers. In addition, the transaction creates a creates a leading diversified chain in Mexico and a multi-format food retail platform in the U.S., with consolidated pro forma sales in excess of U.S.$11 billion.

  • United Airlines

UnitedEnding a 10-year run with Chicago-based Dentsumcgarrybowen, United Airlines announced that Los Angeles-based 72andsunny will become the carrier’s AOR, Campaign reports. “We’ve spent the last year facing down the most disruptive crisis in our history by innovating at a record pace to better serve our customers under extraordinary circumstances – and our approach has set up United Airlines to emerge as the global leader in our industry,” Maggie Schmerin, managing director, advertising and social media at United Airlines, said in a statement. United chose 72andsunny for their “thoughtful approach to strategic and creative direction,” and their willingness to “collaborate to achieve great work that builds on United’s rich history and capitalizes on our bright future,” Schmerin added. Dentsumcgarrybowen created United’s 2020 Olympics campaign, which will debut in June. The airline’s roughly $80 million global media business will remain with Dentsu’s Carat, which won the consolidated account in 2018. United is looking for a brand refresh as the accelerated pace of vaccinations causes air travel to pick back up in the U.S.

  • Toyota-AARP

AARP is teaming up with Toyota and local Dallas organizations in the fight against COVID-19 through a new transportation initiative. Utilizing the newly launched AARP Ride@50+℠ Program – a program where multiple modes of transit can be found, booked and AARPpaid for in one place – residents can now book essential rides, including transportation for COVID-19 vaccine appointments.

 

 

  • Allstate

For Soccer Ventures announced the Hispanic women’s soccer programAllstate Sueño Alianza de Futbol. The 10-city tour will offer aspiring female players, free tryouts in front of scouts representing National Women’s Soccer League, Liga Bancomer MX and the Federacion Mexicana de Futbol Asociación A.C. – as well as college recruiting departments from across the country. For Soccer Ventures is also proud to announce Club América’s Janelly Farías and Club Tigres María Sánchez.

 

Portada LiveAt this exclusive virtual event on September 22, 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 Coordinator Michelle Lopez at michelle@portada-online.com.

 

  • Harper Collins

Harper CelebrateHarperCollins Focus announced the launch of its new gift book imprint, Harper Celebrate, expanding the publishing company’s footprint into celebratory, seasonal and lifestyle books. The imprint will produce uplifting and inspiring, visually striking books using high-quality design and sophisticated detail in both the interior and exterior packaging. Harper Celebrate will be based in Nashville, under the direction of vice president and publisher, Michael Aulisio. Harper Celebrate will look to acquire projects such as daily readers, lifestyle books, journals, photography-driven books, literary graphic novels, hospitality, home decorating, organization, and crafting; poetry, personal time management, and mindfulness; and occasion-focused titles such as holiday celebrations, graduation, and gifts for special persons. It is scheduled to release its first titles in fall 2022. Harper Celebrate is part of HarperCollins Focus’ key objectives to connect with great writers and readers who rely on the global reach and distribution network of HarperCollins Worldwide.

  • Tecate

Tecate became the Official U.S. Sponsor of Liga BBVA MX. The official sponsorship and its associated activations reflect the long-standing affinity and passion for Mexican soccer here in the U.S. The agreement includes the use of logos, names, and images of teams and players participating in LIGA BBVA MX, interviews with Mexican soccer legends, presence in matches during the season openings and closings, access to exclusive items, and a presence in the best match highlights on LIGA BBVA MX social platforms. Check out our interview with Oscar Martinez, Senior Brand Director Tecate USA on on how Liga MX U.S. audiences align with the Tecate brand and soccer activations and sponsorships going forward.

  • Heineken

HEINEKEN USA will be sponsoring its first-ever National Football League (NFL) team as the exclusive import beer and hard seltzer partner of the Miami Dolphins and Hard Rock Stadium. The import beer category exclusivity includes alcohol-free beer, hard seltzer and the company’s flagship beer, Heineken®. Through this partnership, fans will be able to enjoy eight Heineken® branded bars throughout Hard Rock Stadium, with concentrated branding in the southwest corner quadrant of the stadium. A reimagined two-story lounge will become the Heineken® Hideout to bring fans an exciting new experience when the 2021-2022 NFL season begins this summer. HEINEKEN has a long history of supporting national sports teams, with team partnerships across Major League Soccer (MLS), National Women’s Soccer League (NWSL), National Hockey League (NHL) and Formula One (F1), but this is the brand’s first sports partnership with an NFL team and stadium. “We are incredibly proud to partner with the Miami Dolphins and Hard Rock Stadium as we welcome fans back to experience live entertainment and sporting events again this fall,” said Jonnie Cahill, HEINEKEN USA CMO.

  • Chick Fil-A

Chick-Fil-AChick Fil-A announced that it will be launching a new concept focused on variety, delivery, and innovation later this year in Nashville and in 2022 in Atlanta. This new delivery kitchen concept is named Little Blue Menu after Chick Fil-A’s Founder S. Truett Cathy’s original “blue” menu at the Hapeville Dwarf House, which he was continually changing to give customers what they wanted most. Little Blue Menu will harness the entrepreneurial spirit and hospitality of Chick-fil-A, serving both the classic menu plus a variety of different cuisines — think salads, roasted chicken, wings and more — all made under one roof, arriving in one bundled order. The QSR has been testing ghost kitchens over the last few years, and opened a location inside DoorDash Kitchens in 2019, but this appears to be its first virtual brand. The innovation reflects a growing trend among chains to diversify with off-premise-only concepts that have no storefront.

  • Plant Fuel – GNC Distribution

PlantFuel Life Inc., the scientifically focused plant-based wellness company, announced a nationwide distribution agreement with retailer GNC. The distribution agreement will launch in August 2021.
PlantFuel is an all-new premium Plant Fueled® nutritional supplement brand that aims to deliver the absolute best-possible products available, successfully bridging the gap between healthy, plant-based nutrition and peak performance – and that does so with eco-conscious and responsibly sourced packaging. “GNC is coming back in a big way and has always been the leader in nutritional supplement innovation for up-and-coming brands, which ultimately sets the tone for the category within the marketplace. We’re proud to be able to work with a great partner like GNC to introduce exciting, new plant-based innovations that deliver on our brand promise to be good for the body and good for the planet,” said Brad Pyatt, PlantFuel founder. GNC has more than 2,300 locations across the United States. PlantFuel will be available online and in stores in August, and will roll out additional, unique innovations at GNC in the fourth quarter of 2021.

 

Portada LiveAt this exclusive virtual event on September 22, 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 Coordinator Michelle Lopez at michelle@portada-online.com.

 

 

 

 

 

 

 

 

 

 

L’ATTITUDE, the premiere U.S. business, and economic event focused on the New Mainstream Economy, enters its fourth year stronger than ever offering an in-person experience between September 29 and October 2, 2021, in San Diego, CA. The L’ATTITUDE Mainstream Experience is the largest gathering in the country focused on the New Mainstream Economy and the U.S. Latino cohort leading economic growth across nearly every business sector. 

L’ATTITUDE will again boast a who’s who list of high-profile CEOs, financial executives, business leaders, political leaders, key media, and entertainment celebrities all focused on leveraging America’s unique economic power, the U.S. Latino cohort. The 2021 event will include the release of the latest data from the annual U.S. Latino GDP Report provided by the Latino Donor Collaborative (LDC), which experts predict will demonstrate the economic output of the U.S. Latino cohort surpassing Great Britain and France to become the sixth-largest economy in the world.

L'Attitude 2021
Sol Trujillo, co-founder of L’ATTITUDE

“The goal of L’ATTITUDE is to identify and inspire actions that help grow the New Mainstream Economy in our country, not simply talk about growth in theoretical terms,” said Sol Trujillo, co-founder of L’ATTITUDE.  “As we begin to see the light at the end of this pandemic, it’s never been more critical to unlocking exponential growth. The New Mainstream Economy led by the U.S. Latino cohort has fueled our nation’s recovery dating back to the Great Recession, and will once again lead us into the next stage of economic prosperity.”

As we begin to see the light at the end of this pandemic, it’s never been more critical to unlocking exponential growth.

A series of special features will play a prominent role at L’ATTITUDE 2021, showcasing Latino(a) business leaders who demonstrate benchmarking action on boards and leadership teams, and commitment to serving the growing U.S. Latino cohort. The announcement of the 50 Most Powerful Latinas will take place in partnership with the Association of Latino Professionals for America (ALPFA), recognizing the powerful women driving business growth across our economy. Match-Up at L’ATTITUDE will take place as a special feature, growing this year to fund up to two-dozen emerging Latino-owned companies that are ready to scale and become market leaders, while L’ATTITUDE Ventures, supporting Match-Up, is rapidly becoming the largest Latino-owned and focused venture capital fund in the country. LATINXT at L’ATTITUDE is expanding this year to introduce the world to the next big superstars in not only entertainment, but across all sectors including technology, business, retail, housing, healthcare, politics, and sports.

An important addition this year will be L’ATTITUDE Connections, where executives of America’s biggest companies will connect with new mainstream Latino businesses and suppliers.

Among the many exciting new additions to the L’ATTITUDE Mainstream Experience, will be Festival at L’ATTITUDE, which will feature The Taste of L’ATTITUDE, a seaside culinary experience and celebration of Latino chefs and influencers that have been negatively impacted by COVID-19. Joining in this tribute onsite will be world-famous Chef Jose Andres whose organization, World Central Kitchen, has served millions of free meals during the food shortages of COVID-19.

As part of Festival at L’ATTITUDE, musical entertainment will be provided in the adjacent Performance Shell featuring the next generation of Latino bands and singers during the afternoon, leading up to a once-in-a-lifetime evening of superstar entertainment, produced by L’ATTITUDE partner, Emilio Estefan. With top-tier names soon to be announced, and others left as surprises, this will be a can’t-miss addition to L’ATTITUDE that will be remembered for years to come.

Estefan added, “It gives me the greatest joy to complement this premier business and economic event with Festival at L’ATTITUDE, a celebration of rising Latino(a) talent and world-renowned artists, each intent on giving unforgettable performances for the first time ever at the San Diego Performance Shell.”

Attendees will leave with new insights, new ideas, new memories, and a new appreciation for the New Mainstream Economy in America, and how U.S. Latinos are driving it.

“L’ATTITUDE has been described as the only gathering in the country where you can hear, interact with, learn from, and be inspired by such a robust and diverse list of participants and celebrities,” added Gary Acosta, L’ATTITUDE co-founder. “Attendees will leave with new insights, new ideas, new memories, and a new appreciation for the New Mainstream Economy in America, and how U.S. Latinos are driving it.”

Pre-registration for L’ATTITUDE 2021 is now available with the full agenda and list of participants to be announced in the coming weeks. Interested participants are encouraged to register early as heavy demand is expected at the host venue, the Grand Hyatt of San Diego. To learn more, visit www.lattitude.net.

Chedraui acquires Smart & Final, United Airlines, Toyota-AARP, Allstate, Harper Collins, Chick Fil-A, Heineken, Plant Fuel … and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Chedraui Acquires Smart & Final

Chedraui acquires Smart & FinalGrupo Comercial Chedraui (GCC) announced that its subsidiary, Bodega Latina Corporation, has entered into a definitive agreement to acquire Smart & Final Holdings for approximately US $620 million, including the assumption of certain indebtedness. Chedraui already owns supermarket chains El Super and Fiesta Mart in the U.S. Celebrating its 150th anniversary in 2021 and headquartered in Commerce, Calif., Smart & Final operates more than 250 stores under two banners: Smart & Final and Smart & Final Extra!, in California, Arizona and Nevada. There are an additional 16 stores in Northwestern Mexico operated through a joint venture. Smart & Final stores service both household and business customers, representing approximately 70% and 30% of revenues, respectively. For the fiscal year ended January 3, 2021, Smart & Final generated U.S. GAAP revenues of approximately U.S.$4.1 billion and Adjusted EBITDA of U.S.$167 million. “Smart & Final, with a unique go-to-market and operating strategy, is an attractive fit that is aligned with our business strategy in the U.S., utilizing differentiated formats to focus on growing, but underserved markets,” said Carlos Smith, President and CEO of Bodega Latina
“With a brand that resonates with consumers, geographic fit in key markets, and a consistent record of profitable growth, Smart & Final will complement the platform we’ve built with El Super and Fiesta. We look forward to welcoming Smart & Final’s talented team of over 11,000 employees in working together to create a premier food retail platform in our markets.,” Smith added. The acquisition continues GCC’s strategic objective to grow in the U.S., by further bolstering GCC’s U.S. footprint and strategic capabilities, broadening and diversifying GCC’s customer base by including business customers. In addition, the transaction creates a creates a leading diversified chain in Mexico and a multi-format food retail platform in the U.S., with consolidated pro forma sales in excess of U.S.$11 billion.

  • United Airlines

UnitedEnding a 10-year run with Chicago-based Dentsumcgarrybowen, United Airlines announced that Los Angeles-based 72andsunny will become the carrier’s AOR, Campaign reports. “We’ve spent the last year facing down the most disruptive crisis in our history by innovating at a record pace to better serve our customers under extraordinary circumstances – and our approach has set up United Airlines to emerge as the global leader in our industry,” Maggie Schmerin, managing director, advertising and social media at United Airlines, said in a statement. United chose 72andsunny for their “thoughtful approach to strategic and creative direction,” and their willingness to “collaborate to achieve great work that builds on United’s rich history and capitalizes on our bright future,” Schmerin added. Dentsumcgarrybowen created United’s 2020 Olympics campaign, which will debut in June. The airline’s roughly $80 million global media business will remain with Dentsu’s Carat, which won the consolidated account in 2018. United is looking for a brand refresh as the accelerated pace of vaccinations causes air travel to pick back up in the U.S.

  • Toyota-AARP

AARP is teaming up with Toyota and local Dallas organizations in the fight against COVID-19 through a new transportation initiative. Utilizing the newly launched AARP Ride@50+℠ Program – a program where multiple modes of transit can be found, booked and AARPpaid for in one place – residents can now book essential rides, including transportation for COVID-19 vaccine appointments.

 

 

  • Allstate

For Soccer Ventures announced the Hispanic women’s soccer programAllstate Sueño Alianza de Futbol. The 10-city tour will offer aspiring female players, free tryouts in front of scouts representing National Women’s Soccer League, Liga Bancomer MX and the Federacion Mexicana de Futbol Asociación A.C. – as well as college recruiting departments from across the country. For Soccer Ventures is also proud to announce Club América’s Janelly Farías and Club Tigres María Sánchez.

 

Portada LiveAt this exclusive virtual event on September 22, 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 Coordinator Michelle Lopez at michelle@portada-online.com.

 

  • Harper Collins

Harper CelebrateHarperCollins Focus announced the launch of its new gift book imprint, Harper Celebrate, expanding the publishing company’s footprint into celebratory, seasonal and lifestyle books. The imprint will produce uplifting and inspiring, visually striking books using high-quality design and sophisticated detail in both the interior and exterior packaging. Harper Celebrate will be based in Nashville, under the direction of vice president and publisher, Michael Aulisio. Harper Celebrate will look to acquire projects such as daily readers, lifestyle books, journals, photography-driven books, literary graphic novels, hospitality, home decorating, organization, and crafting; poetry, personal time management, and mindfulness; and occasion-focused titles such as holiday celebrations, graduation, and gifts for special persons. It is scheduled to release its first titles in fall 2022. Harper Celebrate is part of HarperCollins Focus’ key objectives to connect with great writers and readers who rely on the global reach and distribution network of HarperCollins Worldwide.

  • Tecate

Tecate became the Official U.S. Sponsor of Liga BBVA MX. The official sponsorship and its associated activations reflect the long-standing affinity and passion for Mexican soccer here in the U.S. The agreement includes the use of logos, names, and images of teams and players participating in LIGA BBVA MX, interviews with Mexican soccer legends, presence in matches during the season openings and closings, access to exclusive items, and a presence in the best match highlights on LIGA BBVA MX social platforms. Check out our interview with Oscar Martinez, Senior Brand Director Tecate USA on on how Liga MX U.S. audiences align with the Tecate brand and soccer activations and sponsorships going forward.

  • Heineken

HEINEKEN USA will be sponsoring its first-ever National Football League (NFL) team as the exclusive import beer and hard seltzer partner of the Miami Dolphins and Hard Rock Stadium. The import beer category exclusivity includes alcohol-free beer, hard seltzer and the company’s flagship beer, Heineken®. Through this partnership, fans will be able to enjoy eight Heineken® branded bars throughout Hard Rock Stadium, with concentrated branding in the southwest corner quadrant of the stadium. A reimagined two-story lounge will become the Heineken® Hideout to bring fans an exciting new experience when the 2021-2022 NFL season begins this summer. HEINEKEN has a long history of supporting national sports teams, with team partnerships across Major League Soccer (MLS), National Women’s Soccer League (NWSL), National Hockey League (NHL) and Formula One (F1), but this is the brand’s first sports partnership with an NFL team and stadium. “We are incredibly proud to partner with the Miami Dolphins and Hard Rock Stadium as we welcome fans back to experience live entertainment and sporting events again this fall,” said Jonnie Cahill, HEINEKEN USA CMO.

  • Chick Fil-A

Chick-Fil-AChick Fil-A announced that it will be launching a new concept focused on variety, delivery, and innovation later this year in Nashville and in 2022 in Atlanta. This new delivery kitchen concept is named Little Blue Menu after Chick Fil-A’s Founder S. Truett Cathy’s original “blue” menu at the Hapeville Dwarf House, which he was continually changing to give customers what they wanted most. Little Blue Menu will harness the entrepreneurial spirit and hospitality of Chick-fil-A, serving both the classic menu plus a variety of different cuisines — think salads, roasted chicken, wings and more — all made under one roof, arriving in one bundled order. The QSR has been testing ghost kitchens over the last few years, and opened a location inside DoorDash Kitchens in 2019, but this appears to be its first virtual brand. The innovation reflects a growing trend among chains to diversify with off-premise-only concepts that have no storefront.

  • Plant Fuel – GNC Distribution

PlantFuel Life Inc., the scientifically focused plant-based wellness company, announced a nationwide distribution agreement with retailer GNC. The distribution agreement will launch in August 2021.
PlantFuel is an all-new premium Plant Fueled® nutritional supplement brand that aims to deliver the absolute best-possible products available, successfully bridging the gap between healthy, plant-based nutrition and peak performance – and that does so with eco-conscious and responsibly sourced packaging. “GNC is coming back in a big way and has always been the leader in nutritional supplement innovation for up-and-coming brands, which ultimately sets the tone for the category within the marketplace. We’re proud to be able to work with a great partner like GNC to introduce exciting, new plant-based innovations that deliver on our brand promise to be good for the body and good for the planet,” said Brad Pyatt, PlantFuel founder. GNC has more than 2,300 locations across the United States. PlantFuel will be available online and in stores in August, and will roll out additional, unique innovations at GNC in the fourth quarter of 2021.

 

Portada LiveAt this exclusive virtual event on September 22, 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 Coordinator Michelle Lopez at michelle@portada-online.com.

 

 

 

 

 

 

 

 

 

 

The Post Covid Consumer Journey and e-commerce growth keeps more than 50% of the brand marketers in the Portada network up at night, according to a real-time poll conducted during our recent Portada Live exclusive brand decision maker workshop. The need for Brand Marketing Solutions is shaping of our upcoming Portada Live, September 22 exclusive brand decision maker workshop.

 

More than 150 brand marketing decision makers in the Portada network shared which marketing challenge keeps them up at night at our March 24 Portada Live event.

Through a real-time poll, participants were asked which one of the below topics keeps them up at night:
– My Boss (CEO/C-Level Buy-In)
– Customer Personalization at Scale
– I need more First-Party Data!
– The post Covid-19 Customer Journey
– E-Commerce Growth
– Other

Need for Brand Marketing Solutions

 

More than a third of respondents (36.1%) noted that  “the post Covid-19 Customer Journey” is a key challenge for them, while 16.7% chose “E-Commerce Growth.” Therefore,  more than half of the responses are related to the increased digitization of the consumer purchase journey and experience brought on by COVID-19 and the imperative for all brands, including CPGs and other sectors that traditionally used brick and mortar sales channels, to increase e-commerce growth.

Need for Brand Marketing Solutions

The need for new brand marketing solutions related to the increased digitization of the customer experience was also a key insight in the recent Portada survey about Marketing Technology Investment Needs of Brand Marketers. Per the recently published survey,  the share of brands who will prioritize MarTech investments related to the Customer Experience  over the next 18 months grew by more than 150% compared to our 2020 survey. (DOWNLOAD the 20 page survey here.)

How the customer journey will evolve post Covid-19 and the related need for increased e-commerce revenues are key challenges for brand marketers in the Portada network. 

The need for first party data keeps 13.9% of brand marketers up at night. The demand for more first party data has two key drivers. First CPG’s are increasingly compelled to find direct relationship with customers as they set up D2C sites. Second, new privacy laws and Google’s phasing out of third party cookies, make it imperative for corporations to find new ways to establish direct connections with consumers.

CEO/C-level buy in, likely related to the need of multicultural brand marketers to get segment marketing buy- in a the C-level of Corporate America, keeps 11.1% of the marketers in the Portada network up at night. Finally, Customer Personalization at Scale, obtained a share of 8.3%.

 

Portada LiveThe need for Brand Marketing Solutions for the above cited challenges will be   shaping the content for our September 22, 2021  Portada Live exclusive Brand Decision Maker Workshop.  Marketing Service Suppliers will share and accelerate knowledge on key topics related to the above cited challenges. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Enzo Araujo at Enzo@portada-online.com.

 

McDonald’s Hispanic Specific Move, HHS, Chispa, KFC, Facebook, Weee!… and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Mc Donald’s Marketing Approach

McDonald's MarketingMcDonald’s has appointed Canvas Worldwide and Houston-based, Hispanic-owned full-service agency Lopez Negrete Communications to handle Hispanic media communications for McDonald’s in the U.S. This will include media planning, strategy and consumer insights. The partnership between Canvas WW and Lopez Negrete Communications will be known within the two agencies as “Navigation Blvd,” which is a nod to one of the most historically significant, vibrant neighborhoods within Houston, one of America’s most diverse cities. Canvas WW will staff a majority of the full-time employees working on the business while Lopez Negrete Communications will oversee the Hispanic consumer insights portion of the account. The account team will be led by Chicago-based Laura Willis. 

McDonald’s Marketing: More sophisticated Approach Toward Hispanic Media

McDonald’s move to carve and designate agencies for Hispanic media planning, strategy and costumer insights runs somewhat counter the trend of the last few years where most multicultural, and Hispanic media specific work of major corporations has been included in their general marketing agency scope of work. “We believe this union is going to be a catalyst in transforming how media plays a vital role in multicultural marketing from a too-often oversimplified practice to a much more sophisticated approach that consumers deserve,” said Jose Lopez Negrete, President and CEO of Lopez Negrete Communications.

McDonald’s move to carve and designate agencies for Hispanic media planning, strategy and costumer insights runs somewhat counter the trend of the last few years where most multicultural, and Hispanic media specific work of major corporations has been included in their  general marketing agency scope of work. 
According to Lopez Negrete, the alliance between McDonald’s, Canvas Worldwide and Lopez Negrete seeks to “break through old paradigms and siloed models in order create a more workable, real-world model that is fueled by actionable consumer insights, relevant, real-time data and analytics, and most importantly, higher levels of collaboration.”  Mc Donald’s creative duties are handled by Wieden and Kennedy, while OMD is McDonalds corporate media agency in the U.S.  In November last year, McDonald’s announced a new corporate growth strategy.

 

  • Department of Health and Human Services (HHS)

DHSThe Biden administration on Thursday unveiled a large-scale effort to encourage Americans to get vaccinated against the coronavirus, rolling out its first national ad campaign and announcing a national network of community organizations, sports leagues and other leaders to boost confidence in the vaccines. The Department of Health and Human Services is spending $10 million to air four new TV ads this month, two administration officials told CNN, framing vaccination as a way for Americans to fight back against the pandemic and reclaim their lives with the slogan “We can do this.” One of the ads is in Spanish and another, narrated by Henry Louis Gates Jr., the prominent intellectual, author and filmmaker, is aimed at Black Americans. The rollout comes as the Biden administration prepares for the next phase of the US’s vaccination effort, with vaccines becoming more accessible and more widely available. All adults are expected to be eligible to get their shot by May 1, putting concerns about vaccine hesitancy front of mind. The ads can be seen on the below

Beyond TV ads, the administration’s vaccine confidence campaign centers around efforts to equip trusted voices with the information and resources to tout the safety and efficacy of the coronavirus vaccine. Nearly 300 organizations — including doctors’ groups, sports leagues, rural organizations, unions and religious groups — have signed up to be part of that effort, which the administration is calling the COVID-19 Community Corps.HHS and the US Centers for Disease Control and Prevention are also launching new profile picture frames on Facebook to help Americans who have or plan to get vaccinated to encourage their friends and families. Facebook will promote the frames and encourage influencers to use them, HHS said in a statement.

 

  • Facebook

Social media giant Facebook’s global media account worth US $750 million is up for review, according to media reports. The pitch, which is being managed by ID Comms, will see participation from incumbents Mindshare and Dentsu. The media mandate will include media planning and buying across Facebook’s entire businesses which includes Instagram, Facebook, WhatsApp, and Messenger. Facebook is one of the biggest spenders on ads with its ad spends increasing by 43% in 2020.
Facebook’s creative mandate is managed by multiple agencies. These include Ogilvy (Instagram), Wieden + Kennedy (Facebook), Leo Burnett (Messenger), BBDO (WhatsApp), and Droga5 (corporate brand). Over and above this, Facebook’s internal creative agency Creative X works across brands.

Portada LiveAt this exclusive virtual event on September 22, 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 Coordinator Enzo Araujo at Enzo@portada-online.com.

  • KFC

KFC held the final pitches in its CRM review last week, with Havas, MRM and Rapp still in contention. The fast food chain is seeking the successor to its current partner, Iris, which did not participate in the process handled by AAR.

 

 

 

  • Weee!

Weee!Weee!, a leading ethnic e-grocer, announced US $315 million in Series D financing led by existing investor DST Global. New investors include funds managed by Blackstone, Arena Holdings, and Tiger Global; significantly deepening the company’s capital base. The new capital will be used to further accelerate the company’s geographic expansion with the most efficient fulfilment technology, build a stronger and more diverse product assortment, recruit exceptional talent, and invest in engaging the broader Asian and Hispanic communities with state-of-the-art personalization features. “Ethnic communities have been overlooked in the online and retail space. We believe the opportunity to provide these fast growing communities access to exciting and affordable groceries is tremendous,” said Larry Liu, founder and CEO of Weee! “We are thrilled to leverage DST Global and our new investors’ strategic view on the future of retail and vast experience building and scaling technology companies to accelerate our mission.” “Weee! has a unique understanding of how explosive growth can be achieved sustainably in the emerging online grocery space,” said Rahul Mehta, managing partner at DST Global. “The team’s back-to-basics focus on merchandising, everyday low prices, and remarkable social shopping approach are what sets Weee! apart, and we’re excited to deepen our support for their mission.” While grocery remains the lowest penetrated retail segment within the e-commerce landscape, the grocery market for ethnic customers is expected to surpass $464 billion by 20301. Weee!’s current category assortment spans ethnic ingredients essential to Asian and Hispanic cuisines, catering to an underserved population with >20% growth since 20102. Weee! Currently serves 14 key regions coast-to-coast and aims to expand to 30 cities across North America by 2024.

 

  • Chispa

ChispaMatch.com owned Chispa, a dating app designed for Latinx singles, recently reached a new milestone of 4 million downloads just as they announced the official launch of a new feature in partnership with Tragos, a card game for Latinos, that will take users’ dating app experience to the next level. Chispa’s user base, which has grown 28% year-over-year (Q1 2020 vs Q1 2021), can now experience a one-of-a-kind version of the card game within the app. Earlier this year, Chispa surveyed members and found that 56 percent of Latino users have a hard time starting a conversation on a dating app, and 74 percent of users said a game would help as an icebreaker when meeting potential matches. With the Chispa and Tragos feature, singles will have new, clever conversation-starters to bond over answers to a series of culturally relevant questions. “Breaking the 4 million downloads mark in just over three years since Chispa’s launch is no small feat and we’re proud to be the first dating app for Latinx singles to reach that milestone as we continue to look for innovative and culturally relevant ways to connect our members,” said Julia Estacolchic, Director of Brand Marketing for Chispa. “Partnering with Tragos for this new feature was a no-brainer for us; we are thrilled to have Tragos onboard to help us make the process more relatable and entertaining for Latinos by providing them with the opportunity to answer a series of light-hearted questions that will inevitably spark conversations based on their responses.”

 

Portada LiveAt this exclusive virtual event on September 22, 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 Coordinator Enzo Araujo at Enzo@portada-online.com.

 

 

 

 

 

 

Pepsi®, Avocados From Mexico, Tru Alchemy, EmblemHealth, Coppertone, Target, CÎROC, Trinity Health, Verizon Media, Noodles & Co., Gentleman Jack… and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

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  • Pepsi®

pepsiPepsi is excited to announce the nationwide rollout of Pepsi Mango, the brand’s first new permanent flavored cola in five years. Beginning Monday, March 22, Pepsi Mango will be available nationwide for all to enjoy this surprising mix of cola and tropical fruit flavor. To support the launch, Pepsi created a new national TV commercial which will also run digitally. Set to the uplifting top 40 hit “Take You Dancing” by award-winning superstar Jason Derulo, the spot shows a mango pop out of a fruit bowl and roll over to its perfect match – a can of Pepsi – to create the exciting new flavor, Pepsi Mango. in early April, Pepsi is turning its advertising inventory on select social media platforms into real dating advertorials for a handful of interesting, young singles. The series, partly inspired by the video dating fad of the 80’s, will introduce the singles to the world with fun personality introductions and contact information so other singles at home can shoot their shot. Pepsi, together with longtime partners at ViacomCBS and its in-house branded content studio, Velocity, will unveil a fully integrated perfect match themed series starring some of the most adored dating reality show stars. Fans should stay tuned for more details in the coming weeks. Beginning Monday, March 22, Pepsi Mango will be widely available at grocery stores, mass retailers and convenience stores nationwide in Regular and Zero Sugar varieties, in 12oz 12 packs and 20oz bottles.

  • Avocados From Mexico

afmAvocados From Mexico (AFM), the No. 1 selling brand of avocados in the U.S., announced the launch of Avocado Nation Studios, the latest digital innovation from AFM which employs data intelligence to offer predictions, recommendations and personalized content tailored to each viewer. Featuring exclusive videos created by a network of content creators, the platform provides fresh and fun ways to engage with the brand.Thalia Sodi, the global superstar singer, songwriter, author and entrepreneur will partner with AFM once again for a brand-new campaign titled, “Salud, Ejercicio y Grasas Buenas” con Thalia, meaning “Health, Fitness & Good Fats” with Thalia. Thalia’s Spanish channel will be centered around health, wellness and ways to incorporate the heart-healthy fruit into diet and exercise routines. Thalia’s Avocado Nation Studios content series is an extension of a partnership forged last year with her brand, “Cooking Healthy with Thalia,” a consumer program that promoted thThalia leads a roster of top content creators that have partnered with Avocados From Mexico to develop various videos that both entertain and educate audiences about avocados. Deborah Berebichez, the first Mexican woman to graduate from Stanford University with a PhD in Physics and a data scientist, TV host, educator and entrepreneur, explores the science of avocados. Instagram darlings Mila and Emma Stauffer have a channel detailing their adorable adventures with AFM, while Ally Brooke of the girl group Fifth Harmony takes viewers along with her for a virtual tour across the U.S.e positive impact avocados have as part of a healthy diet. Avocado fans can explore a host of content creators and more by visiting https://www.theavocadonation.com/.

 

  • Tru Alchemy

truScale Media has just unveiled Tru Alchemy, an innovative selfcare brand with a powerful lineup of scientifically-formulated and nourishing skincare products. Tru Alchemy is Scale’s sixth CPG brand to launch in the wellness and beauty space, expanding the tech-driven DTC company’s mission to create healthier and happier lives through the seamless integration of science, technology, nature and health education.Tru Alchemy’s product family transcends conventional skincare by using clean, gentle and wholesome formulas with intentional ingredients and immersive applications to deliver instant gratification and lasting results. The five selfcare products embrace Scale’s holistic approach to innovation at the intersection of beauty, nature, science and consumer experience:GLOW SERUM, QUENCH CRÈME, CELESTIAL CLEANSER, EYE ELIXIR, SPOT CHECK. The Tru Alchemy products are available to order at TruAlchemySkin.com.

  • EmblemHealth

EmblemHealth, one of the United States’ largest nonprofit health plans with 3.1 million members, has named WPP’s VMLY&R as agency of record across the entire family of companies, following a review.  VMLY&R will be responsible for brand communications, marketing strategy, creative assignments and media planning for all of EmblemHealth’s companies, which include New York medical group practice AdvantageCare Physicians, and Connecticut-based health insurer ConnectiCare. The agency will partner with EmblemHealth on creative campaigns and integrated marketing initiatives across all of its properties. VMLY&R will be responsible for brand communications, marketing strategy, creative assignments and media planning for all of EmblemHealth’s companies, which include New York medical group practice AdvantageCare Physicians, and Connecticut-based health insurer ConnectiCare. The agency will partner with EmblemHealth on creative campaigns and integrated marketing initiatives across all of its properties.
  • Coppertone 

CoppertoneCoppertone, the top brand in the sun protection & sun care industry, is changing creative agency partners, nearly two years after getting a new parent company. Following Nivea-maker Beiserdorf’s acquisition of Coppertone from Bayer in 2019 for US$550 million, Coppertone has named IPG agency Huge as its creative agency of record. Huge will be responsible for integrated marketing, including brand creative, retail support and activation. Wunderman Thompson previously handled the business.

 

 

 

  • Target 

Mondo LlamaTarget  has launched the Mondo Llama arts and crafts brand.The Minneapolis-based retailer’s new store-owned arts and crafts brand, Mondo Llama, is now available online at Target.com, the chain’s mobile app and will roll out to stores nationwide by March 28, company officials shared exclusively with USA TODAY. Items range from paints, crayons and canvases to project boxes, craft supplies and drawing kits. Prices start at US$1.75, and most items cost less than US$25.Target began developing its first crafting brand in more than a decade before the coronavirus pandemic as arts and crafts have grown in popularity in recent years, Julie Guggemos, the company’s senior vice president and chief design officer, told USA TODAY. More products will be added to Mondo Llama in the future.

 

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.

  • CÎROC

CÎROC together with Sean “Diddy” Combs are bringing an early taste of summer with the arrival of their newest seasonal flavor CÎROC Summer Citrus. With warmer weather, longer days and the yearning to celebrate with friends and family, this limited time offering comes just in time for people to raise a glass to the season with delicious golden hour cocktails. CÎROC Summer Citrus will be making a splash all summer long! As a brand rooted in inspiring celebrations within the community and culture, this is just the beginning of what’s to come this summer. Just like other seasonal offerings, CÎROC Summer Citrus is only available for a limited time, while supplies last. Fans of CÎROC (21 and over) can find the new flavor nationwide (wherever spirits-based beverages are sold) with a suggested retail price of US$33.99. CÎROC Ultra-Premium Vodka is gluten-free and distilled from fine French grapes; a process inspired by over a century of wine-making expertise and craftsmanship, providing a crisp, clean taste and citrus nose. Launched nationwide in January 2003, DIAGEO – the world’s largest spirits and beer company – made spirits history in October 2007 by entering into a strategic alliance with entertainment entrepreneur Sean “Diddy” Combs, in which Mr. Combs and Combs Enterprises assumed the lead on all brand management activities for CÎROC.

  • Trinity Health

Trinity HealthTrinity Health, one of the nation’s largest multi-institutional Catholic healthcare delivery systems, launched It Starts Here, a COVID-19 vaccine education initiative focused on communities of color.The US$1.6M radio and social media influencer campaign features Black and Brown influencers with large followings in 14 underserved communities across the country to educate, raises awareness, and promotes the availability of the vaccine. According to the Center for Disease Control and Prevention (CDC), COVID-19 related deaths are highest among those in the Hispanic or Latino and Black communities in the United States. Recognizing a long history of mistrust in the health community from those of diverse racial and ethnic backgrounds, this campaign centers around an intentional, targeted approach to address vaccine hesitancy.It Starts Here is the latest initiative in a set of multi-faceted efforts from Trinity Health to reduce vaccine hesitancy including social media campaigns, colleague/community surveys and virtual town halls.Trinity Health serves diverse communities that include more than 30 million people across 22 states. Trinity Health includes 92 hospitals, as well as 113 continuing care locations. Based in Livonia, Michigan, and with annual operating revenues of US$18.8 billion, the organization returns US$1.3 billion to its communities annually in the form of charity care and other community benefit programs. 

  • Verizon Media 

Epsilon® and Verizon MediaEpsilon®  and Verizon Media  are expanding their long-standing partnership with the interoperability of Epsilon’s CORE ID and Verizon Media’s ConnectID. The new integration enables Publicis Groupe and Epsilon clients to build persistent custom audiences in Epsilon PeopleCloud, the marketing platform for personalizing consumer journeys with performance transparency, and access and activate those audiences through Verizon Media’s DSP. The stability and accuracy of CORE ID, when mapped to similarly deterministic IDs like Verizon Media’s ConnectID, will drive increased reach and improved performance and consumer experiences across all channels.Epsilon’s CORE ID is anchored in deterministic and transactional data, not cookies or mobile ad identifiers. It has been validated to have 96% accuracy as well as industry leading match and reach rates. Built in 2012 using open web standards and with Privacy by Design & Default, the persistency of CORE ID allows Epsilon to maintain consumer choice over time while identifying and serving 98% of brands’ ads to individuals, not orphaned cookies or device IDs.The expanded partnership follows several identity-related announcements made by both companies in December 2020, including Epsilon’s work with Prebid and the launch of the Verizon Media ConnectID.

  • Noodles & Company 

NoodlesNoodles & Company, known for serving classic noodle, Zoodle, and Cauliflower Noodle dishes from around the world, announced that it has taken the CEO Action for Diversity & Inclusion pledge, to advance a more inclusive and diverse Company culture.Noodles and Company’s CEO Dave Boennighausen joins the CEOs of nearly 2,000 leading companies and business organizations from around the country in taking the CEO Action pledge. CEOs who sign the pledge commit to elevate and support a more inclusive workplace by cultivating environments that support open dialogue on complex and difficult conversations; implementing and expanding unconscious bias education and training; sharing best-known diversity and inclusion programs; and engaging the board of directors in the development and evaluation of inclusion and diversity strategies. As Noodles works to further its commitment to people, food, and community, the Company will tie the progress made in these important areas to its executive annual incentive plan. Since 1995, Noodles & Company has been serving noodles your way, with noodles and flavors that you know and love as well as new ones you’re about to discover. From indulgent Wisconsin Mac & Cheese to better-for-you Zoodles and Other Noodles, the company serves a world of flavor in every bowl. Made up of more than 450 restaurants and thousands of passionate team members, Noodles was named one of the Best Places to Work by the Denver Business Journal for its unique culture built on the value of “Loving Life” which begins by nourishing and inspiring every team member and guest who walks through the door. 

 

  • Gentleman Jack

Gentleman JackJack Daniel’s  Gentleman Jack, an exceptionally smooth double charcoal mellowed Tennessee whiskey created by women and men who are experts at their craft, has partnered with Jessica Williamson (aka “The Whiskey Chick”), actress Maria Canals-Barrera and Shelly Bell for a campaign launching today entitled, “We Share One Spirit.”Filmed remotely, the diverse influential women from different industries in Florida share their stories, their drive to success, and raise a glass to the unsung women frontline essential workers. Their inspirational, moving videos will release one by one this week and run throughJD Women’s History Month, which coincides with the one-year anniversary of the COVID-19 pandemic.With the World Economic Forum reporting last month that women comprise 70 percent of frontline workers, now is a poignant time to look back at female essential workers who have been working tirelessly to keep their communities safe. In the concept of sharing “One Spirit” during Women’s History Month, Gentleman Jack and its partners are calling attention to the contributions and importance of these women.”We Share One Spirit” will be presented on Jack Daniel’s YouTube channel and on social media with the hashtag, #GJOneSpirit. In addition to this content launch, Canals-Barerra, The Whiskey Chick and Bell will share their stories on their social channels. All content will also live on the brand’s “One Spirit” platform microsite. More information about Gentleman Jack’s “One Spirit” program for Women’s History Month can be found at GJOneSpirit.com

 

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.

Purpose driven community engagement and marketing is a big imperative for Corporate America. Houston headquartered national mortgage Lender Envoy Mortgage just initiated the Gift of Home program, an example of a brand that does the talk and the walk when it comes to corporate social responsibility and diversity. Erin Schwartz, Corporate Communications Director at Envoy Mortgage, explains to Portada how the Gift of Home program works and her overall approach to community engagement.

 

Erin Schwartz, Corporate Communications Manager at Envoy Mortgage
Erin Schwartz, Corporate Communications Director at Envoy Mortgage

Corporate Social Responsibility should not be taken lightly by corporations, particularly in times of COVID-19. Houston headquartered Envoy Mortgage, a top 100 national mortgage lender, is acting accordingly and recently introduced the Gift of Home program through which it will gift 50 households across the U.S. up to $150,000 in mortgage assistance, including taxes, as part of this program designed to show gratitude during a challenging time for customers. Through June 2021, Envoy Mortgage will randomly select 50 of its customers from across the country to receive one month’s mortgage payment and tax assistance. The recipients will be announced by surprise from market to market.

“Traditional community engagement is not doing it anymore. We wanted to do something meaningful that has an impact on people’s lives.” Erin Schwartz, Corporate Communications Director at Envoy Mortgage, based in Houston, tells Portada. Schwartz, who leads all internal and external communication functions for Envoy’ Mortgage, adds that “when the pandemic hit many sectors were deeply impacted. There was a lot of uncertainty in financial services and mortgage services. However, lower interest rates did very well for the real estate industry. So we decided to give back and do something for people suffering in the pandemic.”

To ensure the greatest good, Gift of Home recipients are customers who play essential roles in their communities To select recipients Envoy Mortgage looks into two subsets of its customer database: Borrowers of VA (Veteran Loans) and FHA Loans (Loans that have a federal assistance). Within these two subsets they looked for first responders, nurses, educators and small business owners and their employees. Recipients are mostly in urban areas or within 30 miles of urban areas nationwide throughout Envoy Mortgage’s footprint of 130 branches nationwide .

Traditional community engagement is not doing it anymore. We wanted to do something meaningful that has an impact on people’s lives.

Community Engagement: Hispanic and African-American

Josue Rios Gift of HomeThe program officially launched in Envoy Mortgage’s hometown of Houston, where the company surprised Josué Rios, a firefighter from Mexican descent, who contracted COVID-19 while working on the frontlines. Envoy Mortgage is making all of Mr. Rios’ mortgage payments, January through December 2021. “2020 was a challenging year, not only for my family, but also for so many others in our community. I’m overwhelmed and so grateful to be receiving the Gift of Home from Envoy Mortgage,” says Rios, who works at Fire Station 83. “This is life changing and means the world to me and my family.”

There are three Hispanic winners so far. The third winner was announced last Wednesday March 10 when Sandra Velasquez, a local Senior patient representative at the Children’s Pediatrician & Associates, COVID survivor, mother of four, head of HH, from Salvadorian origin in the DC area was surprised and delighted with Gift of Home from Envoy Mortgage, gifting her a month of her home loan mortgage payment including taxes. According to Schwartz, particularly Hispanics and African-Americans  are a great target for the Gift of Home program as well as for Envoy Mortgage’s  overall community engagement strategy which includes consumer education virtual seminars that educate about different mortgage programs whose down payment requirement is below 20%. Diverse population segments are particularly underrepresented in the real estate industry. This is not the case at Envoy Mortgage: 17% of Envoy team members identify as Hispanic, 15.71% of loans funded in 2020 were to borrowers that identified as Hispanic or Latino in their application. The Hispanic borrower average funded home loan amount was US $242,317.

Community First Communication Approach

Schwartz notes that Envoy Mortgage is a community first organization. “Being involved in our community is just part of our DNA. Our customers are our neighbors. Despite our advances in technology, people want to talk to other human beings. We are a high touch organization that wants to be involved with real persons.  This is our secret to ensuring our customers love their mortgage experience.” 

The recipients also become informal spokespersons and ambassadors and are interviewed on the radio and other local media outlets.

The microsite https://giftofhome.envoymortgage.com/  is the cornerstone of Envoy’s outreach and
the central dashboard and repository for showcasing the program and the recipients.  “It’s all about the recipients and their stories,” Schwartz asserts. Envoy Mortgage did do a paid social campaign (Instagram, Facebook and LinkedIn) for the kick-off of the program.  However, Schwartz notes that most of their outreach is  purely organic:  “The story tells itself. We engage local team members and loan officers who feel really proud to work for a company that does so much for the community. The recipients also become informal spokespersons and ambassadors and are interviewed in the radio and other local media outlets.”
The community engagement initiative has obtained a substantial amplification on social media. From January 12, 2021 to March 1 the Gift of Home initiative has garnered 1,169,509 impressions, 455,163 video views and 63,410 engagements

The Gift of Home community engagement program will run through the fall when it will be culminated with another grand winner. It is planned that there also will be a program during the holiday season every year.

We just published the Portada Insight Report on E-Commerce in Latin America in partnership with ComScore. The report (“El Marketing de Comercio Electrónico en Latinoamérica: Datos y Enseñanzas para Ejecutivos de Marca”) analyzes website traffic in three categories: Department Stores/Malls,  Food/Supermarket/Grocery and Fragrances/Cosmetics in Brazil, Mexico and Argentina.  In addition, website visits and social media marketing of the main Mexican retailers in the Food/Supermarket/Grocery categories are analyzed. Plus insights and best practices from 12 major brand marketers, including Marriott’s Diana Plazas, L’Oreal’s Pablo Sanchez Liste and PepsiCo’s Hernan Tantardini. 

E-Commerce in Latin America

E-Commerce in Latin America is one of the hottest sectors worldwide and, with it brand marketers need for MarTech, is growing in leaps and bounds.  While penetration over retail sales in Latin America lies at approximately 5% vs. 20% in China and 15% in the U.S, COVID-19 has brought a huge increase in e-commerce and e-commerce marketing in Latin America. We just published the Portada Insight Report on E-Commerce Marketing in Latin America in partnership with ComScore. The report in Spanish, (“El Marketing de Comercio Electrónico en Latinoamérica: Datos y Enseñanzas para Ejecutivos de Marca”) analyzes website traffic of three key categories (Food/Supermarket/Grocery, Department Stores/Malls and Fragrances/Cosmetics) in Brazil, Mexico and Argentina.

In addition, website visits and social media marketing of the main Mexican retailers in the Food/Supermarketing/Grocery categories are analyzed. Brand Marketers in the Portada Network provide intelligence about the correlation between social media marketing and website visits as well as best practices. They include senior brand marketing executives from PepsiCo, Colgate Palmolive, Best Buy, New York Life, Seguros Monterrey, Walmart Mexico, Nestle, Grupo Exito, L’Oreal, Marriott and Walmart Mexico.

E-Commerce in Latin America

Did you know that unique visitors to websites in the Food/Supermarket/Grocery Category in Brazil, Argentina and Mexico grew by 65% to 63.3 million unique users between March 2019 and September 2020? Find out how social media marketing by major retailers grew and how it impacted website visits. DOWNLOAD the report here.

 

 

 

 

Global consumer spending on media content and technology grew an estimated 6.1% to US $2.012 trillion in 2020, driven by the COVID-19 lockdown that kept consumers at home binging on multiple forms of digital entertainment as relief from the pandemic, according to new research from PQ Media®.

The gain was a sharp acceleration from the 3.8% growth in 2019, signaling the fastest expansion in both global and US consumer media & tech spending in five years, fueled by surging expenditures on streaming audio and video subscription services, and digital and console-based videogame software and hardware, according to PQ Media’s Global Consumer Spending on Media Forecast 2020-2024.

If not for traditional film & home video spending plummeting after movie theaters were shuttered worldwide, consumer media spending growth would have been the strongest in 10 years worldwide, while US media spending growth would have been the fastest since 1996. Consumer media spending growth is projected to slow in 2021, but only slightly to 6.0%, as many consumers remain at home working, children continue schooling virtually, more fiscal stimulus is distributed, and moviegoers begin returning to theaters later in the year.

PQ Media expects the growth of consumer spending on media content and technology will begin to decelerate markedly in 2022 and 2023, as many of the pandemic-driven forces that sparked the atypical end-user spending splurge in 2020 begin to fade in the second half of 2021, as the COVID-19 vaccine rolls out worldwide.

“Nevertheless, PQ Media expects the growth of consumer spending on media content and technology will begin to decelerate markedly in 2022 and 2023, as many of the pandemic-driven forces that sparked the atypical end-user spending splurge in 2020 begin to fade in the second half of 2021, as the COVID-19 vaccine rolls out worldwide, adult workers begin returning to office buildings and children start repopulating physical schools,” said PQ Media CEO Patrick Quinn. “We forecast last year that consumer media spending would likely reach an inflection point and stop growing in 2023. While the pandemic briefly interrupted key secular trends in 2020, this was a near-term disruption of long-term trends that will resume in the 2021-2024 period, such as the deceleration of growth or outright decline of expenditures on print newspapers, magazines and directories, as well as mobile phones, DVDs and in-theater movie tickets.”

Overall digital media content devices was the largest of the nine major digital and traditional media platform categories in 2020, generating US $440.5 billion, while digital content subscriptions was the fastest growing, up 20.7%. The shift to digital media content and technology is clearly evident in the 12-point shift in market share to digital from traditional media in the 2014-2020 period, as the digital segment now commands 71.1% of all consumer media outlays, according to the Global Consumer Spending on Media Forecast 2020-2024.

Global Consumer SpendingConsumer spending on all media content & tech worldwide averaged US $352.96 per capita in 2020, up 5.3% from 2019, driven by strong growth in digital media streaming services. Of the 28 digital media categories, the fastest growing in 2020 was digital audio subscription services, which rocketed 40.0% to US $30.98 billion worldwide. The growing popularity of podcasts was among the primary drivers behind the double-digit increase, as Spotify, iHeart and Amazon all dived deeply into podcasting in 2020, striking numerous deals involving new talent, content and ad services. The number of US podcast listeners grew more than 30% to more than 100 million in 2020, when Spotify acquired sports and pop culture network “The Ringer” and the exclusive rights to “The Joe Rogan Experience,” while Amazon Music and Audible added over 100,000 new and original podcast channels and shows, featuring celebrities like DJ Khaled and Will Smith.

Global Consumer SpendingGlobal consumer spending on OTT video services, including streaming video subscriptions and SVOD programming, was the second-fastest growing digital media category, soaring almost 30% in 2020. New streaming video services proliferated during the year as their audiences grew simultaneous to COVID-19 forcing consumers indoors for longer periods. Netflix added 26 million global subscribers in 1H20 compared to only 12 million in 1H19, as original hit series like “Tiger King” and “The Queen’s Gambit” provided fresh content to growing stay-at-home audiences. Just one year after its launch, Disney+ amassed nearly 75 million paid subscribers by year-end 2020.

Meanwhile, global consumer spending on traditional film & home video plummeted 46.2% in 2020 to $43.05 billion. “While we expect to see an uptick in the growth of in-theater movie ticket sales in 2021 and 2022, albeit versus extremely deflated comps in 2020 and 2021 – PQ Media believes that physical movie ticket spending, as well as the entire film & home DVD category, will never again reach the high watermark of nearly US $85 billion in 2019,” Quinn said.

The entire film & home DVD category, will never again reach the high water mark of nearly US $85 billion in 2019.

A good portion of the near-term growth in movie ticket sales will be the result of the staggering delays of blockbuster movies throughout the 2020-2024 period, due to the plethora of halted productions during the pandemic lockdowns. “Perhaps even more critical is the massive shift to streaming video services in recent years, which was amplified by the stay-at-home orders in 2020 and further accentuated when major studios decided to test the streaming waters by launching several hit movies via OTT video services in 4Q20,” Quinn added.

Among the studios that took the leap – and much criticism from theater chain owners and traditionalist producers, directors and actors – were Disney, which debuted both “Mulan” and “Soul” on its Disney+ service, and Warner Media’s simultaneous release of the much-anticipated “Wonder Woman ’84” in theaters and on HBO Max.

Global Consumer SpendingWhile videogames tend to buck trends in typical years, with spending slowing down or declining prior to major hardware upgrades, this was not the case in 2020, as digital videogame software and hardware spending on multiplayer online games, various gaming apps, in-game microtransactions and traditional console-based gaming all surged throughout the year – even before the long-awaited releases of Sony’s PlayStation 5 and Microsoft’s Xbox Series X in 4Q20.

Of the 14 traditional media & tech categories, cable TV subscriptions remained the largest at $220.6 billion, followed by print books & directories, and newspaper & magazine subscriptions. Print books & directories was the fastest growing traditional media spending category, up 7.8%, as 10 of the 14 traditional categories grew in 2020, including pay-per-view and TV sets.

The US remained the largest global market in 2020 with total consumer media spending of US $472.16 billion (23.5% share), followed by China, Japan and India. Russia was the fastest growing market, up 10.8%, trailed by South Africa, India and Argentina. Japanese consumers spent the most per-capita, averaging US $1,486.02 in 2020, while the US ranked third with per-capita spend of US $1,419.45.

According to data presented by Finaria, global search advertising revenues, the largest segment of the digital ads industry, rose by 6.7% year-over-year to US $152.6bn in 2020. The trend is set to continue in 2021, with the entire market reaching US $171.6bn value, US $19bn more than a year ago.

The year 2020 was a challenging year for the entire digital advertising industry, with even the largest players like Google witnessing significant revenue drops amid the COVID-19 crisis.

However, as millions of consumers shifted from brick-and-mortar stores to webshops, the entire market bounced back by the end of the year showing strong growth across all regions.

Mobile Search Ad Revenues to Jump by 16% YoY to US $86B

Thousands of companies, especially the big ones, have been hit hard by supply chain disruptions and customer challenges caused by the pandemic. To cope, many of them stopped their digital ad campaigns and reduced search advertising bids in the first half of 2020. As a result, cost per acquisition (CPA) and cost per click (CPC) were down across verticals and markets.

The shutdown in the travel industry, which spent most of its advertising budget on search ads before the COVID-19, caused another major hit.

Global Search Ad

Global Search Ad

In 2019, brands and media buyers spent US $142.9bn on search engine advertising worldwide, more than social media, video, and banner ads combined, revealed Statista Digital Market Outlook. In 2020, this figure jumped by almost US $10bn, despite the sharp fall in ad spending in the first two quarters of the year.

Brands and media buyers spent US $142.9bn on search advertising worldwide, more than social media, video, and banner ads combined.

Statistics show the global search advertising revenues are expected to jump by 12.4% in 2021. The increasing trend is set to continue in the next few years, with search ad revenues reaching US $211.4bn by 2025.

Mobile search engine advertising revenues are forecast to jump by 16% and hit US $86bn this year. By 2025, this segment of the search advertising market is expected to hit a US $120.2bn value.

Ad spending in the desktop search advertising segment is forecast to witness modest growth in the next few years, with the figure rising from US $85.5bn in 2021 to US $91.1bn in 2025.

Search Engine Advertising: The United States to Generate 40% of Global  Revenues

Analyzed by geography, the United States represents the world’s leading search advertising market, expected to hit US $67.74bn value in 2021, or almost 40% of total spending this year. Statistics show the US search ad revenues jumped by nearly 20% amid the COVID-19 crisis. By 2025, the entire market is expected to hit US $82.2bn value.

As the second-largest market globally, search ad spending in China is expected to grow by 11.3% YoY to US $37.4bn in 2020. The United Kingdom follows with a 14% year-over-year growth and US $12.3bn in ad spending.

Japan and Germany ranked as the fourth and fifth-largest markets globally, with US $6.7bn and US $5.1bn in search ad revenues, respectively.

Statistics show the combined ad spending in the five largest markets is expected to jump by 22% YoY and hit US $157.2bn value by 2025.

Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company tells Portada how the beverage giant is pivoting to a more direct-to-consumer oriented strategy through owned media platforms, digital retail partnerships and more…

Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company, is an Ecuadorean executive, who recently took over the reigns of Latin American marketing at Coca Cola out of Atlanta, Georgia, although, as he says, “he lives on the plane.” 

These are times of change,  also for the Coca Cola Company as the company recently announced a reorganization in nine operating units, Latin America being one of them, in order to streamline the organization and better enable the Coca-Cola system to pursue its “Beverages for Life” strategy. These newly created operating units focus on regional and local execution that will work closely with five marketing category leadership teams that span the globe to rapidly scale ideas. According to Meza, this is  a new way of working “with more emphasis on global coordination.”

Coca-Cola Marketing in Latin America: Direct-to-Consumer

Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company
Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company

Direct-to-consumer relationships have become crucial for The Coca-Cola Company in order to ensure its brands are “within a click’s reach of desire” as online shopping continues to surge due to COVID-19. “We are  doing a lot in that realm,” Meza notes.  “Covid-19  has accelerated our conviction in direct-to-consumer investments,”  he adds. As one example, he mentions CocaCola en tu Hogar, a direct-to-consumer platform that lets consumers order beverages and groceries for home delivery available in Mexico, Chile, Colombia, Central America and other parts of Spanish-speaking Latin America.  A launch of the platform in the Brazilian market is also planned.

Covid-19  has accelerated our conviction in direct-to-consumer investments.

Another element of Coca Cola’s e-commerce strategy is Wabi, in the words of James Quincey, Chairman & Chief Executive Officer of The Coca Cola Company, “a  multi-platform venture available in 23 cities across five continentsthat connects Coca Cola’s system and other consumer-products companies to store owners and end consumers through an ecosystem of digital apps.”

The Coca-Cola Company is also partnering with multi-vertical company Rappi as well as with other Latin American e-commerce players like native third party marketplaces Amazon and Mercado Libre as well as working with brick and mortar retailers who have a substantial e-commerce presence.

Coca Cola is pivoting its marketing and advertising from a more traditional approach to one that incorporates e-commerce marketing elements. “We are shifting toward a more performance/transaction oriented marketing approach with click to purchase as a key objective,” Meza notes.

Social Selling and Expansion in Owned Media

Overall, the number of CPG and beverage companies, selling directly on Instagram and other social media properties has increased substantially over the last year. According to Meza, Instagram selling is particularly interesting when it comes to offering new products and product innovations. “Generally, Instagram can help to drive awareness and click-trough rates tend to be higher for innovative products,” he claims.

The increase in Direct-to-consumer efforts and the need to acquire first-party data is also guiding The Coca-Cola Company’s expansion into owned and operated media platforms.  “The need to obtain more first party data is definitely one key aspects of our marketing going forward. Our answer to that is to create our owned media platforms like  Coke Studio globally and “Coca Cola en tu Hogar” in Latin America.  This priority is also guiding Coca-Cola’s Marketing Technologies investments. “Owned media platforms will help us achieve scale and more efficiency,” Meza says. “Owned Media Platforms and Customer development platforms (CDPs) will help us capture, maintain and leverage data”, he concludes.

 

Read about Coca Cola Latin America’s recent advertising campaign  in today’s Sales Leads Latam.

 

Betterware, Interproteccion, Coca-Cola, Valoreo, United Airlines….. and more brands targeting the Latin American consumer right now. 

  • Coca-Cola

Coca Cola MarketingCoca-Cola recently worked on the campaign “Comparte una Coca-Cola” together with Wunderman Thompson. The global campaign provides Latin Americans, mostly teenagers the opportunity to use coke cans as a way to express themselves via digital platforms by using alphabet letters on its cans and PET bottles to create words and positive sentences to share with the world (Share a Coke-Alphabet).  The concept reinforces the “Juntos para Algo Mejor” (Coming Together) motto.  “Few brands in the world have a communication legacy like Coca-Cola. This is the result fo a continous search to be connected with new generations via pop culture. Our brand continues to innovate and launch packaging with alphabet letters, an initiative that will reach more than 40 Latin American countries and invites people to express and share messages about what they are open to in 2021, a year that came with many expectations and optimism.”, Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company, tells Portada. The campaign uses influencers to  present audiences with the new packaging and many point of sale activations.  Local influencers also provide the campaign a local flavor. In addition, a movie will be produced and adapted for each region and Out of Home Media, and social media advertising is being activated. According to Meza, the “Juntos para Algo Mejor”  messaging is in sync with the current phase of consumer response to COVID-19.  “After a first phase of shock, at which Coca-Cola stopped advertising for one month and donated US  $100 million to help the Red Cross, a second phase of relative calm, Meza describes this third phase “as the new normal, an inspirational phase to reshape priorities and do what is important. As people are rebalancing priorities let us share what their new priorities are through the alphabet.” (Read Portada’s interview with Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company.)

  • Betterware

Betterware de México S.A.B, a  leading direct-to-consumer company in Mexico that focuses on home organization and solutions segment with a two-tier distribution model, announced the launch of its biggest marketing campaign to-date. The campaign launched on January 15 and will run through 2021. Created by Terán TBWA, the 60-second and 20-second video advertisements, radio commercials, OOH media and social content highlight Betterware de Mexico’s vast array of easy to use and accessible products for organization and practicality. Both television spots support the company’s efforts to help customers “find the solution” with Betterware products. The videos feature women, men, couples and children using everyday products around the home, including shoe racks, closet organizers, space savers, inventive kitchen cleaning products and more. “We’re thrilled to start off the year by launching our biggest campaign yet,” said Andres Campos, Chief Executive Officer.  The campaign will run across national Mexican television, radio, billboards, subway and bus stations, and social media. The two video advertisements were produced in Spanish, but will feature English subtitles where possible to reach a broader audience. An estimated 65 million consumers are expected to interact with the campaign. All products are available on Betterware’s newly launched direct-to-consumer website: www.betterware.com.mx.

 

Portada Live

Latin American Brand Marketing leaders will be participating at Portada Live on March 24 and talk on the topic “Understanding the new Latin American consumer journey map”. C-level executives will include Camilo Reina, VP Marketing & Innovation, Grupo Exito , Roberto Ramirez, SVP Marketing and Communications, at Mastercard and Mercedes Lopez Arratia, CMO and Customer Executive Director at Banco Azteca. To find out about how to participate in this virtual event, including networking solutions involving a myriad of brand decision makers, please contact VP Sales David Karp at David@portada-online.com.

 

  • Interproteccion

InterproteccionFormula 1 team Red Bull Racing has signed up Mexico’s insurance company Interprotección as a sponsor for the 2021 season. The move coincides with the arrival of Mexican driver Sergio Pérez as the team for this year’s grand prix series. Interprotección became the team’s first Mexican sponsor in the 2018 season when it sponsored Red Bull Racing at three races: the American, Mexican and Brazilian Grands Prix. Under the new agreement, Interprotección branding will feature on the RB16B of Pérez and Max Verstappen, as well as several other team assets.

  • Valoreo

Latin American eCommerce acquirer Valoreo has raised $50 million in a seed funding round to expand its operations in the region. The funding was one of the largest seed rounds in the region, according to an announcement from Angel Ventures, one of the investors in the seed round. Other investors included Upper90, FJ Labs and Presight Capital. Valoreo acquires, scales and consolidates eCommerce businesses, focusing on companies in Latin America. The Mexico City-based firm acquires companies that it deems ready to scale to “the next phase of growth,” but are in need of liquidity. “Over the last decade, Mercado Libre and Amazon have created a unique ecosystem that allows a new generation of forward-thinking entrepreneurs across Latin America to create unique eCommerce brands from scratch,” Angel Ventures’ announcement said. “However, these entrepreneurs currently lack both the resources to reach the next chapter of growth for their brands as well as access to liquidity to pursue new ventures.”

  • United Airlines 

UnitedUnited Airlines has kicked off a global review of its creative business. Dentsumcgarrybowenformerly Mcgarrybowen, has been the incumbent since winning the account in 2011. The agency has been invited to participate. Carat continues to hold media responsibilities for United Airlines. The airline declined to name other agencies invited to take part. The move comes as the airline suffers from massive dips in travel due to Covid-19. In the fourth quarter of 2020, United Airlines posted a US$1.9 billion net loss. United is looking to refresh its brand and creative platform in the wake of “the most sustained, seismic disruption in the history of commercial aviation,” a United Airlines spokesperson said in a statement.

 

 

MarTech Investments in 2021 and beyond. The share of brands who choose the Customer Experience  MarTech category as their main area of investment over the next 18 months grew by more than 150% compared to our 2020 survey.

Portada Insights Report: What Brand Marketers Need from MarTech in 2021 and Beyond!

Our Portada Insights report “What Brand Marketers Need from MarTech in 2021 and Beyond” includes the aggregated results of brand marketers preferences in MarTech investment categories over the next 18 months. Results are broken down by the 5 Top MarTech investment categories and geographically (U.S and Latin America). Additionally, results for the top two categories  (Advertising & Promotion and Customer Experience) are broken down.

200 brand marketers in the Portada network throughout the Americas were polled. The survey took place in December 2020 and January 2021.

The 20 page report also includes qualitative statements of  brand marketers interviewed by Portada as well as advice and best practices from a select group of marketing service providers on how to best leverage marketing technologies.
Below are the key results of the report:

  • The share of brands who chose the Customer Experience  MarTech category as their main area of investment over the next 18 months grew by more than 150% compared to our 2020 survey. This increase is related to the acceleration of digitization and e-commerce propelled by the COVID-19 pandemic.
  • Regionally, the increase of the expected investment in MarTech related to Customer Experience is more pronounced in Latin America compared to the U.S.
  • Advertising & Promotion continues to be the leading category in the U.S. and is the second one in Latin America. The advent of Internet privacy regulations has increased the need of brands to invest in technologies that foster first-party data capture-maintenance and analysis as well as in technologies that are viable in a cookieless world including contextual targeting.

DOWNLOAD the 20 page report!

 

Dr. Scholl, Makita U.S.A., Inspire Brands, Driven Brands, Avocados From México, Taylor Reach Group, Price Chopper/Market 32, Tops Markets, QVC® US / HSN®, Panda Express® ….. and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Dr. Scholl

DR SCHOOLDr. Scholl, an American footwear and orthopedic foot care brand owned by Scholl’s Wellness Company, has appointed OMD USA to handle its´ media account. The agency won following a fast-paced review that began in December 2020. Dentsu Mcgarrybowen was the incumbent. 

 

 

  • Makita U.S.A. 

 

makita

Makita® U.S.A., Inc., a worldwide manufacturer of industrial power tools, pneumatics power equipment and janitorial-sanitation products,  is continuing its commitment to future growth in the U.S. market with the purchase of 80 acres in Georgia. The land, located northeast of Atlanta in Hall County, is the target for planned future development to address continuing growth in the United States.Over the past three years Makita has made significant investments in the U.S.A. The Atlanta-area purchase follows the August 2020 opening of a new distribution, training and service facility in Reno, NV, and the 2017 opening of a similar facility in Wilmer, TX. Makita’s distribution chain also includes operations in Mt. Prospect, IL, Buford, GA, and La Mirada, CA. Additionally, the manufacturing plant in Buford is one of ten Makita manufacturing facilities worldwide.Makita U.S.A., Inc. is located in La Mirada, California, and operates an extensive distribution network throughout the U.S.A. With 50 years in the United States and over 100 years worldwide.

  • Inspire Brands

Inspire BrandsRestaurant group Inspire Brands, a multi-brand restaurant company whose portfolio includes nearly 32,000 Arby’s, Baskin-Robbins, Buffalo Wild Wings, Dunkin’, Jimmy John’s, Rusty Taco, and SONIC Drive-In restaurants worldwide, has named Publicis Groupe its´ media AOR following a review that began in early August. Following this appointment, a dedicated media strategy team within Publicis called Inspire Media Engine will be formed and led by Publicis agencies Zenith and Digitas. Inspire Media Engine will handle national media buying and planning for Inspire’s portfolio that also includes Baskin-Robbins, Buffalo Wild Wings, Jimmy John’s and Sonic, as well as local media planning and buying for Dunkin’, Jimmy John’s and Sonic. The appointment does not include national paid search or social for some brands as those duties are handled in-house or through an agency partner not affected by the review. The account is valued at about US$600 million, according to a source familiar with the account.

  • Taylor Reach Group

spiritsOne of the world’s largest and fastest-growing premium spirits companies has enlisted the aid of The Taylor Reach Group, Inc. (TRG) to assess their current capabilities and support the design of a new Direct to Consumer (DTC) organizational vision.The DTC channel will support consumers across the globe. Consumer support and experience will be delivered across multiple channels and across dozens of popular and premium liquor brands. The full roll out of this process is expected to take three years.The Taylor Reach Group, Inc., is a globally-recognized contact center, customer experience consulting and managed services firm focused on optimizing consumer engagement. The firm’s role in this massive undertaking is to perform a sweeping audit of the client’s current consumer service channels, determine how those channels compare against industry best practices, and make recommendations on improvements to support the DTC strategy.Taylor Reach has helped major retail, publishing, education, and financial brands, as well as government agencies at all levels, provide world-class consumer support and customer experience.

  • Driven Brands

Driven BrandsCharlotte, NC-based Driven Brands has appointed San Francisco-based agency Erich & Kallman AOR for Meineke Car Care Centers and Take 5 Oil Change. The appointment includes strategy, creative and production for national and regional campaign work, including TV, radio, OOH, social, and digital. Media planning and buying for offline media (TV, Radio, OOH) at both national and regional levels is also included.  (360i handles digital media).Moxie and Mythic were the incumbents for Meineke and Take 5 respectively. With over 2500 units in operation today, Driven Brands is the number one choice when considering a franchise in the automotive industry. (Check out a Portada interview with a leading Driven Brand executive.)

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.

 

  • Avocados From México

afmAvocados From México has selected Omnicom´s GSD&M as its´ new AOR without a review. The agency will lead creative and brand for both general market and Hispanic, with the first work set to launch in early 2022.

 

 

  • Price Chopper/Market 32 – Tops Markets

topsNortheastern grocers Price Chopper/Market 32 and Tops Markets plan to merge, creating a supermarket retailer with nearly 300 stores in six states. Financial terms of the deal weren’t disclosed. Scott Grimmett, president and CEO of Schenectady, N.Y.-based Price Chopper/Market 32, will serve as CEO of the merged company and on its board of directors, overseeing the operations of 292 Price Chopper, Market 32, Market Bistro and Tops Markets stores in New York, Vermont, Connecticut, Pennsylvania, Massachusetts, and New Hampshire. Frank Curci, chairman and CEO of Williamsville, N.Y.-based Tops, will serve on the combined company’s board and as a consultant to aid in the transition.The new parent company will be based in Schenectady. Both supermarket chains will retain their main offices in Schenectady and Williamsville and continue to be managed locally by their respective leaders.

 

  • QVC® US / HSN®

QVS

Qurate Retail Group’s QVC® US and HSN®, leaders in building brands through livestream video storytelling across multiple platforms, announced plans to introduce more than 90 emerging brands in apparel, accessories, beauty, culinary, home décor and innovations, and electronics throughout 2021. Two-thirds of the winning brands have self-identified as either women-owned or minority-owned, reflecting QVC and HSN’s commitment to developing a diverse and inclusive vendor community.  QVC and HSN discovered the brands through The Big Find®, the retailers’ second annual international search to discover entrepreneurs. Twenty-three brands are expected to launch by the end of March, including Pili Ani and 54 Thrones (beauty); Nude Barre and Poppy + Sage (accessories); Pacific Northwest Cookie Company, Curly Girlz Candy and Pure Food by Estee (culinary); and Go Hang It! and The Strapper (home innovations). After seeing the increased demand specifically in categories like home decor, food, and electronics during the COVID-19 pandemic, judges looked for products to address customers’ shifting needs as well as great storytellers who are authentic and passionate about their brand. Additional Big Find brands will launch throughout Q2 and through the rest of 2021.QVC and HSN form one of the world’s largest video commerce platforms, reaching more than 90 million homes in the U.S. (380 million worldwide) via broadcast channels and millions more via streaming, web, mobile, and social platforms. 

  • Panda Express® 

Panda E

Panda Express, one of the largest family-owned and operated Asian dining concepts in the U.S., has sparked a celebration in honor of Lunar New Year, one of the world’s biggest festivals centered around food, family and togetherness. Through Feb. 28, guests can visit www.PandaLNY.com on their mobile phones to send their own virtual celebrations and personalized well-wishes to loved ones through this digital red envelope experience. Panda will also share special offers with every guest who sends and receives a digital red envelope during the festivities.To bring to life the spirit of Lunar New Year and invite those who may be unfamiliar, Panda unveils a new 3-minute short film that tells a story through the lens of a young man discovering the meaning of the holiday in his own way. The short explores the idea that a person’s desire to come together with loved ones and wish them good fortune is in fact a shared value that connects us all.The auspicious holiday is not complete without a family meal filled with symbolic dishes that bring forth new beginnings. Panda Express’ Firecracker Chicken Breast® returns with the same bold and loud flavors. 

 

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.