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Automotive has been hit less hard than many retail sectors during the pandemic. Car makers have been innovating both in their relationship with dealerships as in the way they reach out to end consumers. To get a better understanding of  the state of automotive marketing, Portada interviewed Pamela Arteaga, Global Marketing Manager Cadillac. Her take on brand-dealer relationships, customer outreach through non-physical channels, her Hispanic heritage, sales attribution models…and more.

The communication between car makers and dealers lies at the heart of automotive marketing. According to Arteaga, the connection between car dealerships and Cadillac has been tight throughout the pandemic. “We started to hear about the pandemic situation in China early on and we developed  some best practices from China and we started tailoring material and using guidelines from our Asian and Chinese teams. These guidelines include the cleaning of cars. The use use of apps so that they don’t  have to go to dealerships, pick up processes and other actions to connect with customers through non-physical channels.”

Automotive Marketing: Learning from China

Arteaga mentions “that  one of the learnings from China was that through a joint effort of brand and dealerships they were doing events via social media like Facebook live and Instagram events.  People went online to watch a review of the car, to learn about technologies etc. ”

In March 2020, just before most lockdowns were instituted, the automaker made its Cadillac Live service available in all 50 states across the United States. Those efforts have included launching online video sessions with brand representatives to explore cars, a service that saw a 50% increase in visitors once the pandemic started, WARC reported. Cadillac Live allows for the reservation of a time for a live agent to tell the prospective buyer about the details of the car. Information of the customer is taken and a test drive and information is shared with the dealer.

Online video sessions to explore cars saw a 50% increase in visitors once the pandemic started.  

Arteaga specializes in brand strategy and is responsible for bringing brand and marketing consistency to Cadillac’s 9 international markets, including China, Canada, Middle East region, Mexico, Russia, Korea, Japan, Europe and Israel.  Out of her work in Mexico she also derives insights that are useful for the multicultural market in the U.S. where she supports U.S. multicultural marketing which is led by Alexis Kerr, Head of Multicultural Marketing, Multicultural Strategy, Content and Execution at Cadillac.

Born in Toluca, Estado de Mexico, Mexico. Arteaga is a proud Mexican woman and mother to a 5-year old

Automotive Marketing

living in Detroit. She graduated from Tecnológico de Estudios Superiores de Monterrey with a bachelor’s degree in Communication Science in 2003 and an MBA in 2014 from the same institution. Automotive marketing became her passion early on as she worked for General Motors Mexico for over a decade where she helped grow Buick, GMC and Cadillac as the Marketing manager and relocated to Michigan in January 2019 to take on her current role.
According to Arteaga, to have a Hispanic-Latin American background can substantially help a brand marketer: “It provides more tools to be thoughtful and holistic about tactics. It also helps tailor messaging and strategy and to see things differently. We want to build a community We have been working for the last couple of years to bringing a face to our advertising but also to the people working on it in-house and in our agencies.. So that the customer feels we are on the same page and have a unique point of view that is tailored to them. ” “When it comes to Hispanic in the U.S., we want to make sure to be authentic and are not necessarily ROI driven.”

A Hispanic background provides more tools to be thoughtful and holistic about tactics and strategy.  

Portada Live Latin AmericaJOIN US AT PORTADA LIVE LATIN AMERICA, NOV. 19, 2020

Cadillac’s Pamela Arteaga will be one of the many leading brand marketing executives to speak at Portada Live Latin America. To find out about Portada’s new virtual knowledge-sharing and networking solutions at PortadaLive Latin America involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

Automotive Marketing: Unique Local Markets and Move to Digital

Asked about what changes she has seen in the markets she oversees over the last 6 months, Arteaga emphasizes that each market is unique  and has its own nuance. “There are differences between Asia and  America in terms of how consumers react to digital tools. Canada and U.S. have the Cadillac live online platform while China is planning to implement it.” Mexico has it for Chevrolet, and Cadillac is exploring to have it for Cadillac (Live) as well.

Arteaga adds that when it comes to the media mix there has been an overall move to digital -including retargeting, social, search and influencers – both in the U.S. and Mexico. “This is a trend that already surfaced before the pandemic, particularly when targeting the luxury consumer.”

Cadillac’s Multitouchpoint and Media Investment Optimization Tool

Sales attribution models also please an important role in automotive marketing. Cadillac uses a high propensity targeting tool that provides details on how likely prospects are to buy a Cadillac. ” We use both a multitouch and media Investment optimization tool,” Arteaga says.  “Our M1 High propensity tool, allows to talk to customers from an audience perspective and follow them via offline and online media. These tools are advanced analytics or machine learning programs that look longitudinal over time examining across dozens of categories of variables and hundreds of individual independent variables.  Dependent variables can be rotated, but most of the time it is sales.   Outputs are ROI by media type, ROI by media type by model, ROI by Marketing activation (e.g. auto shows), Marketing budget needed to hit sales objectives, etc.  These models are 85%+ accurate proven by back testing and a technique using an in sample and out of sample error testing.

Our M1 High propensity tool, allows to talk to a customer from an audience perspective and follow them via offline and online media.

Arteaga notes that the marketing pioneer John Wanamaker (1838-1922) once famously said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”. “In the 21st Century, advanced analytics and machine learning can tell us with a high degree of accuracy the effectiveness of marketing by media and channel,” she concludes.

 

 

Cadillac, Grupo Éxito, Nubank, Rappi-Khiron and more brands targeting the Latin American consumer right now.

  • Nubank

Nubank, the Brazilian financial institution and largest Fintech in Latin America, will be launching in Colombia. This is the second international expansion of the São Paulo, Brazil headquartered bank, after Mexico.  Nubank strategy is to targeting underserved yet tech-savvy populations has supported its rapid growth. Only 45% of Colombians aged 15 years or older have a bank account, but internet penetration at the end of 2017 stood at over 63%, setting up a sizable opportunity for digital banks.

  • Cadillac

Automotive Marketing
Global Marketing Manager Cadillac, General Motors

Pamela Arteaga, Global Marketing Manager Cadillac at General Motors, tells Portada that Cadillac’s marketing in the Mexican market is pivoting towards digital marketing. The trend that was well on the way even before the COVID-19 pandemic, particularly when it comes to reach out to the luxury consumer with high propensity targeting tools which provide details of how likely people are to buy a Cadillac. “There has been an overall move to digital, retargeting, social, search and influencers, both in the U.S. and Mexico,”  Arteaga tells Portada.  Arteaga manages 9 international markets for Cadillac, including China, Canada, Middle East region, Mexico, Russia, Korea, Japan, Europe and Israel. (Watch out for our forthcoming interview with Pamela Arteaga).

  • Mercado Libre

Latin American E-commerce juggernaut Mercado Libre has rebranded its advertising unit  from Mercado Libre Publicidad to Mercado Ads. Juan Lavista, director Marketing and Insights at Mercado Ads, says that the changed name is a result of the company listening to its partners. “We listened our clients in order to reinvent ourselves as an advertising vehicle by using a simple and intuitive brand name.”

Portada Live Latin AmericaJOIN US AT PORTADA LIVE LATIN AMERICA, NOV. 19, 2020

To find out about Portada’s new virtual knowledge-sharing and networking solutions at PortadaLive Latin America involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

 

  • Grupo Éxito

Grupo ExitoColombia e-retailer Grupo Éxito announced the launch and immediate availability of Éxito Media powered by dunhumby data data science, offering brands and advertisers a unique combination of multi-channel media, based on data and insights from the Grupo Éxito ecosystem. The retail media platform will activate over 10 million Éxito shoppers with relevant and personalized communications based on their buying behavior along the entire customer journey, from browsing to purchase. “For Grupo Éxito, the power of data to engage with our clients and always put them first is clear. We are very excited to implement this new retail media platform for brands and their agencies, and thus help them achieve greater consistency between their business objectives and their marketing and media strategies and campaigns, in a ‘Customer First’ model,” said Camilo Reina, vice president of marketing at Grupo Éxito. Grupo Éxito customers will benefit by receiving valuable offers and information on their favorite products or other products likely of interest, related to their purchasing habits, by visiting Grupo Éxito sites, on their social networks, search engines, or in Grupo Éxito stores.

  • Europa +

Europa+ (Europa Más) announced the launch of their new subscription streaming video service that will bring Latin American and Caribbean audiences the latest and most popular television programming from the UK, GermanyFranceItaly, and other European countries. Europa+ is designed to attract the growing audience of European Nationals (Ex-pats), Latin Americans of European descent and the large community of those passionate about European culture who live and work in the region. The company selected Streann Media to provide the award-winning platform that securely delivers leading-edge OTT-TV streaming services rivalling Netflix and Disney+.  OTT services in Latin America are a crowded field with the recent launch of ESPN+ and others being planned, including HBO Max, for 2021.

  • Khiron – Rappi

RappiKhiron Life Sciences Corp., a vertically integrated cannabis leader with core operations in Latin America and Europe, announced that it has entered into an exclusive distribution agreement with Rappi, the leading Latin American last-mile multi-vertical platform that is backed with a US $1 billion investment from Softbank Group Corp., and Softbank Vision Fund. The Expansive agreement starts with a 6-month exclusive distribution between Rappi and Khiron to introduce and distribute the company’s CPG product portfolio across Latin America through the Rappi platform. With the potential for future expansion, the partnership allows Khiron to introduce its CBD product lines in every country where Rappi has an established presence, leveraging a rapidly growing trend toward online sales and last-mile delivery. The agreement is expected to reduce overall product launch and, logistics costs, increasing availability and exposure to millions of consumers, and improving margins for both parties. Rappi is the largest home multi-Vertical app in Latin America and operates in BrazilColombiaMexicoArgentinaChileCosta RicaUruguayEcuador and Peru, which together represent a population of over 600 million people. Rappi’s multi-vertical app provides digital banking and payment services, in addition to everything from food to pharmaceutical products, consumer packaged goods and courier services, with an average of more than 10 million active users monthly, according to research firm Apptopia.

 

 

 

AARP, Cadillac, Giant Foods, Vallarta Supermarkets, Taco Bell, Acura and more brands targeting the U.S. consumer right now.

For prior Sales Leads editions, click here.

 

  • AARP

AARPBBDO New York, part of Omnicom Group, has been named Brand Agency of Record for AARP.  Eager to drive greater familiarity, relevance and engagement among younger segments of the 50-plus audience, AARP is looking to reach prospective members with the benefits of its Health, Wealth and Self offerings, advocacy and information. As such, BBDO’s future marketing efforts for AARP will be developed around the brand’s role as a wise friend and fierce defender for people 50-plus, their families and their communities.New work is expected to launch in early 2021.AARP spent $147 million on measured media last year and $58 million during the first six months of 2020, according to Kantar Media. The finalist pitches were conducted virtually in 2020 as the agencies and AARP worked remotely. Grey NY served as the incumbent.

 

  • Cadillac

Cadillac Escalade 2021Cadillac has enlisted the services of Emmy and Oscar-winning actress Regina King for its latest Escalade TV spot. It revolves around the tagline “Never stop arriving” and highlights Cadillac’s commitment to innovation and excellence regardless of adversity. New technologies and updated vehicle design are part of its effort to regain leadership in the luxury SUV market.
Cadillacs Never Stop Arriving campaign this fall will be highlighting the 2021 Escalade’s new design and technology, which include a curved OLED screen, its AKG automotive audio system and the company’s Super Cruise driver assistance technology. Cadillac is creating podcast ad inserts called “The Roadblock” and broadcasting them across 1,000 podcasts over the next two weeks, Adweek reported. Cadillac also partnered with livestreaming platform Twitch and the web series “60 Second Docs.”
  • Dr. Vranjes Firenze

Italian fragrance company Dr. Vranjes Firenze is appointing Verdes as its creative agency of record following a formal review. Verdes is conducting market research to help Dr. Vranjes further refine its unique luxury product. Verdes’ portfolio includes work for PUMA, Spotify, 1stdibs, Addepar and Rockefeller Center.

Portada LiveJOIN US AT PORTADA LIVE, OCT. 14, 2020

To find out about Portada’s new virtual networking solutions at PortadaLive 2020 involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Giant Food

    Giant Food announced a new integrated eCommerce shopping experience for customers available on the new Giantfood.com website and Giant Food mobile app. The integrated platform joins together the prior Peapod.com and Giantfood.com sites to create a single site on Giantfood.com.According to the greater Washington D.C. regional grocery chain, visitors to the new site can easily access a robust shopping experience with personalized shopping, rewards program benefits, weekly circular and coupons as well as pharmacy, nutrition and wellness content offerings.Customers who had previously opted for pickup or home delivery through Peapod by Giant at Peapod.com will now access the same great eCommerce service through the integrated Giant website or free mobile app. For prior Peapod users, there will be no interruption of service as all Peapod account information, orders and history will transition for users seamlessly to the new Giantfood.com site.At a time when demand for online grocery is at an all-time high, Giant Food is making it easier than ever for customers to safely and efficiently browse aisles, fill virtual grocery carts, plan ahead for an in-store trip and schedule a contactless Giant Pickup or Giant Delivers order.

  • Vallarta Supermarkets

    Vallarta SupermarketsHispanic grocery chain Vallarta Supermarkets is opening two new stores in the Madera and Indio locations in California. With an investment of more than US $ 11 million, Vallarta opened its 60,000-square-foot store in the city of Madera on September 23, employing about 250 people. Vallarta Supermarkets’ 51st store offers a wide variety of food products and services including: “La Cocina” (Authentic Taqueria and Mexican Cuisine) with recipes of authentic foods and fresh sushi prepared daily by an in-house sushi chef. Customers will also be offered a full-service floral department and an expanded selection of liquor/wine.  “We are opening these beautiful stores during Hispanic Heritage Month and being part of the Madera and Indio communities,” said Andrew Lewis, Vice President of Marketing for Vallarta Supermarkets, in a statement sent to Abasto Media. “We will be offering an amazing shopping experience and will work hard to become the preferred supermarket for our new neighbors.” Additionally, on Wednesday October 7, Vallarta Supermarkets will be opening its first store in the city of Indio in Riverside County. The 39,434-square-foot supermarket will employ 175 people in the community. Like the new Madera store, the town of Indio will have departments of meat, seafood, fresh agricultural products, tortilla shop, taqueria, Mexican cuisine, cream shop, deli, bakery, and liquor store.

     

  • ESPN+

    Espn +ESPN+ is launching a brand campaign that aims to show how the streaming channel is doubling down on delivering high-quality live sports and specialized content. The effort from Austin-based creative agency Preacher includes “It Exists Because You Do,” a 30-second anthem spot that breaks today. In addition, a series of 15-second and 6-second ads will run across all of ESPN’s TV and digital properties, and also will be supported by off-channel broadcast, along with digital. While the brand has engaged in marketing its sports and original series programming consistently over the past few years, this marks a broader brand-focused initiative, according to the company. ESPN+ is an over-the-top video streaming subscription service available in the United States, owned by Walt Disney Direct-to-Consumer and International, in partnership with ESPN Inc

  • Dos Equis

Dos Equis is encouraging college football fans to “Tailgate Anything,” giving them the chance to win weekly tailgating-themed prizes all season long. Through an integrated retail promotion and sweepstakes, fans can win weekly prizes including a six-foot cooler, at-home pop-up bar, mini grill, grilling set, tailgating table with chairs, and digital subscription all access codes. One grand-prize winner will receive a larger-than-life tailgate tow trailer, decked out with tailgating essentials such as a grill attachment, cooler, 50-inch LED HDTV, home theater speakers and more. The campaign, which runs through Jan. 11, 2021, is being supported by limited-edition college football-themed cans, merchandise, out-of-home advertising, TV, radio, digital advertising, social media, public relations extensions, and sampling events.

  • Taco Bell

Taco BellTaco Bell  launched its first-ever e-gifting service yesterday Sunday October 4, National Taco Day. The Irvine, Calif.-based Mexican fast-food chain plans to launch the Taco Gifter, a service that lets customers gift their friends menu items through the Taco Bell app or website. To mark the service and get customers to start using it, Taco Bell plans to give free tacos to the first 10,000 people who use Taco Gifter. The company is also adorning its crunchy tacos with a “seasonal gift wrap” for a limited time. Taco Bell said that its Taco Gifter service will be a permanent addition to its app and website, enabling customers to send friends tacos for special events or just whenever. “For years, Taco Bell has been a part of our fans’ milestone moments, from proposals to weddings to graduations and proms, and we’re excited to introduce a fun and convenient service to help celebrate any occasion in between,” Nikki Lawson, Taco Bell’s global chief brand officer, said in a statement. Deutsch LA is the mastermind behind Taco Gifter. To send a taco, customers download the app and find the platform in the menu or visit tacobell.com/gifter. Users select a gif, enter the recipient’s name and a personal message, checkout and send a unique URL to their friend via text, email, direct message or any other form of communications. The Taco Gifter follows the digital launch of Taco Bell’s loyalty program, Taco Bell Rewards.

  • Acura

AcuraThe new marketing campaign for the all-new 2021 Acura TLX sport sedan lets the car do the talking. Led by “Break the Silence” , a :60 short film cinematic-style television spot, Acura is building on its Less Talk. More Drive brand creative for the television debut of the 2021 TLX – the first Acura sedan fully designed around the brand’s Precision Crafted Performance DNA. Acura’s “Break the Silence” 2021 TLX campaign, developed by Acura together with Agency of Record MullenLowe LA, will be featured on national broadcast, including must-watch sports such as NBA and NFL matchups, network cable and video-on-demand, with :60, :30, and :15 versions. Acura also will run Spanish-language, Cantonese and Mandarin-language versions of the TV spot. Other key campaign elements include: Dynamic integrations on audio streaming platforms for both general market and Hispanic audiences (including iHeart Radio, Pandora, SoundCloud and Amazon). Social media activations, including the upcoming “INSIDE TRACK” campaign, an augmented reality driving experience that puts TLX on your tabletop. Challenge friends in real-time through five immersive worlds as misty mountain top roads and skyscraper-lined streets grow out of your coffee table. Media partnerships that include high-impact takeovers and editorial sponsorships on the Huffington Post-curated Hispanic Heritage Month and Latino Voices section, as well as takeovers on Verizon’s Tech Crunch and Yahoo.

 

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

For prior Sales Leads editions, click here.

 

  • Wells Fargo

Wells Fargo is launching a new integrated marketing campaign called “This is Wells Fargo,” highlighting changes the company continues to make to its operations and culture. The campaign launched across the U.S. last Friday, Jan. 25 and will run through the fourth quarter. As part of the campaign, the company also will introduce a new visual identity, including an evolved logo, modern stagecoach, and digitally friendly colors and tone. For the first time in Wells Fargo’s 167-year history, the campaign prominently features Wells Fargo team members helping customers with their everyday financial needs. The campaign will be featured across print, broadcast, online and mobile channels. Future campaign commercials will air in Spanish and Mandarin. Starting later this month, Wells Fargo will introduce new visual identity changes across the company, taking a phased approach beginning with mobile and digital properties, and later extending to Wells Fargo physical locations. The “This is Wells Fargo” campaign was developed with BBDO-San Francisco, Wells Fargo’s agency of record since March 2014. Xochitl A. Leon, VP, Hispanic Segment Strategy Leader at Wells Fargo & Sara Toussaint, VP, Sponsorships at Wells Fargo are both members of Portada´s Council System. 

  • UPS

United Parcel Service, Inc. (UPS) has appointed The Martin Agency as its new creative agency of record. The agency will handle branding and strategic planning efforts in partnership with IPG´s Initiative, which will handle the media portion of the business.

 

 

 

  • Cadillac

GM’s Cadillac has signed a three-year partnership deal with PGA (Professional Golfers’ Association) becoming PGA´s  official vehicle. The deal includes PGA Championship, KitchenAid Senior PGA Championship and KPMG Women’s PGA Championship official vehicle rights. Additionally, Cadillac will have the rights to media buys on CBS and ESPN, which will televise future tournaments.The partnership also includes onsite hospitality at the major championships, vehicle fleets for the players, and Cadillac displays inside Championship Shops for spectators and serving as a partner for the KPMG Women’s Leadership Summit.

 

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

 

  • Hyundai Motor America

Hyundai Motor America won’t renew its deal with the NFL, after four seasons.The automaker will, however, continue to work with the NFL as the sponsor of individual teams (six during the 2018 season: the Arizona Cardinals, Houston Texans, Los Angeles Rams, Miami Dolphins, Minnesota Vikings and Pittsburgh Steelers) as well as the presenting sponsor of  NBC’s “Sunday Night Football” kickoff show, according to Hyundai CMO Dean Evans. Most of the money saved by not renewing the sponsorship will be reallocated to media buys, according to Evans.

 

  • Adria By Thalia®

Thalia Sodi, world renowned and best selling Latina artists, launches the newest extension of her lifestyle brand, Adria By Thalia. The 7-piece beautifully fragrant hair care collection includes salon quality shampoo, conditioner and five styling essentials.  The unique CAPPA 5™ Complex, found in all of the Adria By Thalia products, includes coconut, agave, passion fruit, peony and avocado extracts full of proteins and amino acids that enhance the overall look, luster, and health of your hair.The brand will begin rolling out this January to most Walmart stores, select Target locations and online at both retailers nationwide. Thalia Sodi is a lifestyle brand encompassing multiple categories including, fashion, accessories and beauty.

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 10 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

      • VJ Media and Cadillac

descarga (8)Vanessa James Media will honor five media industry entrepreneurs at her latest installment of VJMedia MixologyIII, a signature event in South Florida that connects brands with media influencers. The event will take place in the Miami art district at the exclusive Studio 255, (255 NW 25th Street, Miami FL 33127) Saturday, July 26 from 6 p.m. to midnight. The “Spirit of Excellence” Award has been created to honor and acknowledge the contributions of leaders from all walks of media. This year it will be presented by Vanessa James and Cadillac.Remy Martin will host the evening as the exclusive Spirits sponsor. Supporting brands include: Remixx Fitness, PhotoMingle, Bai Drinks, Zico Coconut Water, Coca-Cola Alma-Mei, KindSnacks, TinyBites Catering and Tyty’s treats.Miami.com (#Miamisoul) has signed on as the official media partner for VJMMIII and will host a special curated social media suite for patrons to engage.

      • AT&T

lwjFsLn8_400x400AT&T will add bilingual and Spanish ads to a marketing campaign it has been running since March, Ad Age reports. Created by Virtue millennials (the in-house creative agency of Vice Media), the ads are intended at Hispanics. The new Hispanic campaign will offer a shorter scripted video of less than 4 minutes, as well as two 30-second commercials in which young Latinos discuss living across two cultures.The ads will appear on ESPN Deportes and MTV Tr3s, along with print ads in People En Español and Latina.

      • Sweatex

descarga (5)VNS Innovations , manufacturer of disposable underarm sweat pads, is planning to meet expected high demand from sweat suffering and cost conscious consumers by introducing 2x strong sweat pads with enhanced adhesiveness. These new sweat pads are environmentally friendly, more absorbent and stick well.Sweat liners come with aloe scent to keep clothes fresh, thereby reducing need to dry-clean frequently while improving confidence in socially awkward situations. Sweatex product are affordable to everyone and available from http://www.sweatex.com and from few select retail stores.

      • Fiat

imagesFor the second year Fiat is back as the Van’s U.S. Open of Surfing exclusive auto sponsor .The nine-day event happening between July 26 and Aug. 3. The Fiat Chrysler Automobile brand will have its entire lineup of cars on the beach, including the electric Fiat 500e and a Fiat 500L Vans-inspired concept created for the Open. The automaker will also be giving out swag, including Jan and Dean-type Wayfarer sunglasses, branded shoelaces, and Fiat-branded items. In addition to getting a two-hour focus on CBS,sonsors will be broadcast to 110 countries. They also predict the competition will bring in around 500,000 attendees and will get 1.5 million views on coverage.

      • Electrolux

descarga (6)Electrolux , major appliances North America, is shifting its U.S. media strategy, planning and buying businesses to Zenith Media from Prometheus.The appliance company has had relationships with Zenith in its global office in London and, since January, its Middle East office. Electrolux media spending on appliance brands exceeded US $33 million last year, according to Kantar Media, up from 2012’s US $30 million spend.The shift will not affect DDB’s creative assignment.

      • Verizon Wireless

8922b876b0529bf3400c8511130c3654_reasonably_smallVerizon is launching a nationwide loyalty program this week that will offer subscribers rewards in exchange for information about their location and web browsing, as well as other behaviors, the Wall Street Journal reports. Customers who sign up for the “Smart Rewards” program will also be required to choose between another program called Verizon Selects, which tracks customer information and then shares that data with marketers who want to target them with ads. Verizon Selects was created in 2012, but this new effort is aimed at getting more customers enrolled. With this program, Verizon is hoping to capitalize and grow its mobile advertising.

      • Adidas

adidasThe sports shoes and apparel company has partnered with Champs Sports to create four different online shows that will live on the Instagram but still mimick the TV-watching experience. #adicolorTV debuted on Friday and will run for six weeks. To tune in, viewers will have to head over to the champsports’ Instagram page.Lace Up will feature athletes like Dallas Cowboy’s DeMarco Murray and Washington Redskins’ RG3 wearing Adidas items, while Lil Jon will portray a high school science teacher in Elements of GAME. At least 25 episodes will be produced for the photo and video-sharing platform.

      • EBay

NCDCFXva_400x400EBay has hired WPP’sMediaCom and Omnicom’s Goodby, Silverstein and Partners to support its global media and creative business.The online retail giant, based in San San Jose, Calif., has worked with indie agency Venables Bell & Partners on creative in the past. It tapped Digitas as digital AOR couple of years ago for digital and continues to work with the Publicis Groupe digital agency. The company spent US $51 million on U.S. measured media last year, including subsidiaries PayPal and StubHub, according to Kantar Media.

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Changing Places LatAm: people change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Resultado de imagen para Authentic BrandsAuthentic Brands names Mónica Nahúm director for Latin America after opening in Mexico. The executive was placed in front of the business of the American company for the region. The group is the owner of brands like Juicy Couture, Vince Camuto or Volcom, amongst others.

 

 

 

 

Karin T.Karin Timpone, Marriott’s global marketing officer, will be retiring at the end of 2019 to “pursue new opportunities.” Timpone has been at Marriott since 2013, and led the company’s marketing around the new Bonvoy program, which officially launched earlier this year.

 

 

 

 

 

Eliana BanchikEliana Banchik is Michelin new President for Argentina, Paraguay and Uruguay.

 

 

 

 

 

 

Mattel, Inc. logoRafael Alvarez is the new Marketing Manager Dolls Latin America en Mattel, Inc.

 

 

 

 

 

 

 

Liberty Specialty Markets [LSM] announced the appointment of Alexander Montoya as President of LSM – US, Bermuda and LatAm, effective immediately. Liberty Specialty Markets (LSM) offers broad expertise in underwriting and claims handling, providing brokers and clients a wide range of product capability and capacity for specialty insurance and reinsurance markets worldwide.

 

 

 

 

Eileen KiernanInterpublic Group announced a round of leadership changes on Monday. Eileen Kiernan will take over as global CEO of UM.

 

 

 

 

 

Deborah WahlGeneral Motors has elevated Deborah Wahl, the head of Cadillac marketing, to global marketing chief, a position empty since March.She will report to Barry Engle, GM’s president of the Americas .Melissa Grady, director of Cadillac media and performance marketing since September 2018, will replace Wahl as Cadillac’s CMO.The marketing leaders at Chevrolet, Buick, GMC, Cadillac, OnStar, CCA and GM Financial will report to both Wahl and the leader of their respective business unit, according to the memo.

 

 

(Looking for your next Career move? Check out Portada’s Career Board!)

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

  • ESPN is bringing back ESPN8. “The Ocho” will take the place of ESPN2 on Aug. 8, offering 24 hours of off-beat programming. KFC will sponsor all 24 hours of programming in a series of vignettes that will run throughout the day. Within the lineup will be the 2018 Dodgeball World Cup, the US Open Ultimate Championships, the Spikeball East Tour Series, Major League Eating, the Cornhole: ACL Pro Invitational, and the World Championship of Ping Pong.

 

  • Van HeusenVan Heusen has become UFC’s first-ever “Official Men’s Dress Furnishings Provider,” with UFC bantamweight champion TJ Dillashaw and UFC welterweight contender Stephen Thompson starring in a new commercial highlighting the Van Heusen Flex collection of men’s shirts and pants. The commercial and campaign creative will be placed across national and local cable television, and display ads on select retailer sites. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

 

  • OTT DAZN is planning on creating original lifestyle content including documentaries, talk shows and podcasts as part of its international expansion. “In a market like the US where we’re very strong in combat sports rights but don’t have much else, we need original content,” said DAZN chief executive James Rushton, to Digiday. “Part of our challenge is, we have to turn these boxers back into superstars.” The platform is set to launch in September with only boxing and martial arts rights and will be supplementing that coverage with an original daily news show offering an inside look at what fighters get up to outside the ring.

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  • Top Rank BoxingBoxing promotion company Top Rank signed a new seven-year partnership with ESPN. As part of the deal, ESPN will provide live coverage of 54 boxing events per year, as well as delivering previews and post-fight analysis programmes, archive and studio content and new shows.

 

  • UFC confirmed its first-ever event in Beijing, China, taking place at the Cadillac Arena on Nov. 24. “China is the next frontier for the growth of UFC and the sport of mixed martial arts, and this market is paramount to our success internationally,” UFC Vice President of Asia-Pacific Kevin Chang said. UFC will be working together with Endeavor China to deliver the live event.

 

  • Clemson University locked in a 10-year contract extension with Nike, that will run through the 2027-28 academic year and grant the athletic department more than $58 million in apparel allowances, direct cash payouts, and royalties. “Nike is one of the premier brands in the world and we’re excited to build upon our relationship,” said Dan Radakovich, Director of Athletics, Clemson University.

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  • FedExFedEx expanded its partnership with the NBA’s Memphis Grizzlies to become the franchise’s first-ever jersey sponsor. The FedEx logo will be integrated into the team’s newly designed Nike uniforms for the 2018/19 season.

 

  • Major League Baseball and ESPN announced that the 2018 MLB Postseason will begin exclusively on ESPN on Oct. 2. The National League Wild Card Game presented by Hankook will also be available on ESPN Radio, ESPN Deportes, ESPN Deportes Radio and the ESPN App. 31% of MLB players are Latino, according to ESPN.

 

  • UFC signed a multi-year marketing partnership with meal delivery service Trifecta Nutrition. The agreement represents a brand-new sponsorship category for UFC. In return, Trifecta will have a branded presence at the UFC Performance Institute and an activation presence at UFC’s live events. Trifecta will use UFC branding to create custom delivery boxes and to promote national sweepstakes for UFC events.

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Javier M. Delgado is now Senior Director of Marketing at Walmart. Previously, he had been filling the role of Group Director, Multicultural Marketing at Coca-Cola.

 

 

 

 

 

 

AppsFlyer has appointed Guy Flechter as its Data Protection Officer. In this new role, he will lead the company’s data security and privacy. The appointment follows the recent hiring of Flechter as Chief Information Security Officer.

 

 

 

 

 

Jeff Lucas, former global head of sales at Snapchat’s parent company Snap, is joining Oath as vice president-head of Americas sales. In this newly-created role, Lucas will manage Oath’s national and mid-market sales teams in the U.S., Canada and Latin America.

 

 

 

 

 

Pam Hamlin is stepping out from her role as CEO of Arnold Worldwide. Hamlin said in an emailed statement that she has decided to explore “what’s next” for her, and said it was the right time for new leadership to take the agency forward.

 

 

 

 

Nike’s Converse brand has appointed Sophie Bambuck as new chief marketing officer, filling a void created by the departure of Julien Cahn in February.

 

 

 

 

 

SC Johnson has named Christian Gradlmuller new head of global media, Shelf Commercialization, as reported by AdLatina.

 

 

 

 

 

Marketing communications agency Campbell Ewald announced that it has promoted Laura Rogers to Executive Creative Director. Previously Group Creative Director, Rogers will continue to oversee creative for OnStar, Cadillac Magazine and Chevrolet New Roads Magazine, plus content specific programs for clients including Valero and Meritage Homes.

 

 

 

 

Cross-cultural agency The Community has promoted Denise Soberon and Jackie Guerra to the position of idea director.

 

 

 

 

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

US/US-HISPANIC MARKET

According to the Annual Auto Reliability Survey, Cadillac is the least dependable car brand, followed by GMC, Ram, Dodge, and Volvo. 

A study by Mailjet revealed that engagement with Halloween marketing increases by 74% when the show Stranger Things is mentioned.

According to New York-based global communications firm Cohn & Wolfe, Google is the most authentic brand in the country, followed by Microsoft, Amazon, Maruti Suzuki and Apple.

Coca-Cola announced that it wants to release more alcohol mixers and smaller-batch beverages to adapt to people’s changing tastes, which are moving away from mass-produced sodas.

Cuties, a brand of mandarin oranges grown by Pasadena, California-based Sun Pacific Inc., came in on top of the lists of parents’ most preferred mandarin and favorite healthy snack brand according to the 2017 Brand Love Study, released by youth research firm Smarty Pants LLC. The brand saw a 43-point increase from the 2016 study, placing it at number 13 on the list of top 50 parent-preferred brands.

According to a study by Brand Keys, United States consumers feel the most loyalty toward Amazon and Google.

A study by The Ehrenberg Bass Institute (EBI) revealed that most of us take less than 10 seconds to arrive at a decision, while online purchases take 15 seconds or less.

Twitter announced in a company blog post that it’s bringing more transparency into advertising on its platform via an online Transparency Center, along with improving user controls over ad preferences and adopting stricter ad policies. At the same time, the company has agreed to have the industry watchdog the Media Rating Council (MRC) independently audit its ad measurements in order to appease brands, according to Marketing Land.

According to a new study published by Market Research Hub, “Hard Luxury Goods Market – Global Industry Analysis, Size, Share, Growth, Trends and Forecast 2017 – 2022,” with the rising presence of branded products among consumers, fueled by the significant increase in their disposable income, the hard luxury goods market is likely to continue perceiving strong growth over the next few years.

According to a new survey by marketing research center Ipsos and beauty brand Sally Hansen, most women wear makeup because they want it. 84 percent of women say beauty can be empowering, 69 percent say they wear nail polish for themselves, and 49 percent saying having a manicure gives them more confidence.

Facebook announced that it is allowing advertisers to match the most appropriate images and videos with the settings in which the ads will appear for more customized creative in ad placement.

In a new Morning Consult survey, 91 percent of respondents said they’d pay up to $10 per month for Netflix.

Affluencers, a powerful grouping of Affluent consumers who also influence others’ shopping and buying behaviors, represent 71% of all Affluents, according to the Fall 2017 Ipsos Affluent Survey released this month. The Survey defines “Affluent” as adults living in households with at least $125,000 in annual household income, a group that reflects the top 16% of American households.

LATAM MARKET

Cint, an Insight Exchange, today announced a strategic partnership with eCGlobal Research Solutions, a marketing technology solutions provider, to gain significant reach into the Latin America (LATAM) market.

The World Trademark Review’s Country Data Report ranked Mexico among the top countries for trademark registration activity and noted its huge potential in economic growth, alongside other key Latin America jurisdictions.

Emerging technology investment hub VelocityTX is planning a new fast-track program to help companies go international with its Brazilian partner Outsource Brazil.

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

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

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  • Chipotle Mexican Grill

descarga-7Following a 4-month review, Chipotle Mexican Grill has finally appointed agency Venables Bell & Partners for creative advertising duties and agency MullenLowe Mediahub to handle media planning and buying business. Boston-based Mediahub is the global media planning and buying arm of MullenLowe Group, and represents a variety of brands including JetBlue, Netflix, Bose and Shinola, among others. Chipotle spent US$69.3 on advertising and marketing in 2015 according to its annual report for that year. Chipotle will continue its work with incumbent Omnicom’s GSD&M through the duration of its “Ingredients Reign” campaign.

  • KFC

descarga-1Yum Brands’ KFC has appointed Publicis’ Mediavest-Spark to handle its media planning and buying in the United States after a four-month review that began last September. Incumbent WPP’s MEC did not defend. Mediavest Spark will take over all media work on January 30.The assignment includes U.S. media planning and buying across all channels, including digital and social media. Wieden & Kennedy handles KFC’s creative while Edelman handles public relations.KFC spent US$218.8 million on measured media in 2015, according to an Ad Age Datacenter analysis of measured-media data from WPP’s Kantar Media.

To get detailed contact information about the decision makers behind these campaigns and access an interactive database of more than 2,500 marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Target Corp. / MLS

descarga-2MLS and Target just announced a landmark multi-year agreement that means Target will become the official partner of Major League Soccer beginning this upcoming season. In addition, Target becomes the official jersey/kit sponsor of MLS’ new Minnesota United FC franchise and official Retailer of U.S. Youth Soccer. Target will donate US$75,000 to the U.S. Soccer Foundation, which will support the after school program Soccer for Success.The partnership starts in 2017. Target’s relationship with MLS corresponds with the next phase of the League’s evolution. In 2017, MLS’ 22nd season will include two new clubs (Atlanta and Minnesota), new stadiums (Atlanta and Orlando) and new landmark media rights partnerships in Canada with TSN and TVA Sports. The 2017  MLS season kicks off on March 3. The partnership is a multichannel approach with brand integration across broadcast, digital, video, content, in-stadium exposure, and on-site activation at key MLS Events. The deal also includes on-field branding and in-stadium activation rights.

  • Hyundai/Kia

_m06naep_400x400Hyundai Motor America is back for Super Bowl 2017 edition with a new Ad, according to Mediapost. The brand will film a 90-second documentary during the game that will capture some of the best Super Bowl moments. The spot will run in the “post-gun” slot, the first commercial break that immediately follows the conclusion of the game, prior to the trophy ceremony.  Hyundai will also release two teasers during the AFC and NFC Championship weekend. Innocean Worldwide is the creative agency behind the efforts. The brand’s Super Bowl marketing program will also include an on-site activation in Houston at Super Bowl Live. Kia Motors America will also release a Super bowl ad featuring actress Melissa McCarthy. Lexus Super Bowl spot will feature the voice of actress Minnie Driver.

https://youtu.be/p3IPvYaNLuw

  • Chevrolet

xtai37gz_400x400Chevrolet has consolidated multicultural/African American marketing for its main brand with Oakland-based Carol H. Williams Advertising after Brooklyn-based agency SpikeDDB handled that business for more than 6 years. SpikeDDB, partially owned by Omnicom, will no longer work on the main Chevrolet brand but will, however, retain its multicultural agency of record status on Cadillac. McCann’s Casanova has been Hispanic AOR for Chevrolet since early 2014, when the automaker moved its business from LatinWorks.

 

 

 

  •  Johnnie Walker

descarga-9LA-based Latino soul band Chicano Batman and Johnnie Walker are proud to release a reimagined version of the iconic American folk song “This Land Is Your Land,” along with a music video, that is poised to be an inspirational message of hope for modern America. Johnnie Walker first reintroduced the lyrics of Woody Guthrie’s powerful anthem as spoken word with a :60 national TV spot in November 2016, launching the brand’s new campaign, Keep Walking America which celebrates cultural progress and America’s rich diversity. Chicano Batman give a fresh, vibrant sound to the decades-old classic, speaking to a new generation of Americans with the same hopeful messages of positivity, possibility and unity as the original.The song’s music video, created by Anomaly and directed by Ghost + Cow of ALLDAYEVERYDAY Production, takes people on a spirited journey through Chicano Batman’s local Los Angeles community, showcasing the many cultures that have influenced the band and have uniquely shaped our country. The music video can be viewed on the brand’s YouTube channel.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s  Career Board!)
For prior Changing Places editions, click here.

descarga (2)Cris Abrego and Charlie Corwin have taken on wider roles within global content creator Endemol Shine Group as part of new overall deals with the company, adding oversight of Latin American operations to their current North American responsibilities. Abrego and Corwin will now serve as Co-Chairmen, Endemol Shine Americas, while continuing in their roles as Co-CEOs of Endemol Shine North America. The two executives, who are based in Los Angeles, report to Sophie Turner Laing, CEO of Endemol Shine Group. Abrego and Corwin were originally named Co-Chairmen & Co-CEOs of Endemol Shine North America in October 2014, as part of the joint venture creating Endemol Shine Group. Since then, the two executives have overseen the integration of the Endemol USA and Shine America teams.  Both Abrego and Corwin took leadership of Endemol’s North American business in October 2013, after selling their respective production companies to the Group.

 

 

descarga (1)Dieste Inc., a multicultural communications agency in U.S., has named Ciro Sarmiento its new Chief Creative Officer (CCO), effective February 1st. Dieste’s previous CCO Paco Olavarrieta will remain with the agency, as a ‘Craft-Maestro”, adding his experience to specific creative projects.Sarmiento joined Dieste in 2013 as an executive creative director under Olavarrieta’s creative guidance.

 

 

 

descarga Telemundo 40 Rio Grande Valley / KTLM has appointed Joeseph Martinez Weather Anchor for Noticias Telemundo 40 fin de semana. Martinez joins Telemundo 40’s News Anchor Ana Cecilia Mendez, Sports Anchor Hector Zapata and an enterprising and dynamic team of reporters to help provide Spanish-speaking viewers in the Rio Grande Valley. Martinez will make his on-air debut in late February 2016.Martinez earned a bachelor’s degree in Mathematics from the University of Puerto Rico and is a member of the American Meteorological Society, Puerto Rico chapter.

2744d7aArthur R. Rockwell, a veteran of the out-of-home media and multicultural marketing industries, has been appointed to lead Roots Media, Inc.

Roots Media has also added Michael Culver to the team as Vice President, Business Development. Read more.

 

facebook_icon_400x400Brand culture and communications firm (add)ventures is expanding its Miami office with the addition of Miami resident Camila Moller as director of strategy/marketing and Weston resident Michelle Spriegel as specialist of pr/social media. Both fluent in Spanish, they will leverage their passion for creating and expanding multicultural brand communication opportunities and tap their experience from previous marketing and communications positions. Headquartered in Providence, R.I., (add)ventures opened its Miami office in 2008.

0cd70d3As director of strategy/marketing, Moller will partner with (add)ventures managing director Joel Velez on cultivating new business, creating marketing strategies for current clients and producing results-driven campaigns. Prior to joining (add)ventures, Moller honed her marketing skills in the luxury hospitality industry, holding positions at Fontainebleau, Miami Beach and Trump National Doral. She also launched the BleauLive concert series and partnered with artists and brands. Moller is a graduate of Florida International University’s College of Business, where she earned a bachelor’s degree in marketing.

2a386d9As specialist of pr/social media, Spriegel will develop and deliver creative and pertinent content across multiple social media platforms for client profiles and campaigns. She will also be instrumental in providing public relations services to client partners.Before joining (add)ventures, Spriegel was an account executive and social media coordinator for an agency focused on international technology companies. Spriegel is a graduate of Florida International University, where she received bachelor’s degrees in international relations and communications.

descarga (2)Publicis Worldwide has appointed Carla Serrano as CEO of the New York office, Adage reports. She’ll report to North American CEO Andrew Bruce, who was named to that post in December 2013 after being CEO of Publicis Canada.Prior to joining Publicis, Ms. Serrano was CEO at Naked Communications. She previously worked at Berlin Cameron. She began her career at Chiat/Day in Toronto. Account wins for Publicis in the lasts years include Cadillac, Citi’s media and Heineken.

descarga (3)Marco Bertozzi has been promoted to the newly created role of global CEO of performance marketing at Starcom MediaVest Group. He will be responsible for uniting all the SMG agencies’ global social, search and programmatic capabilities into one performance marketing practice, according to Digiday. He will report to SMG president of global operations John Sheehy. Bertozzi was most recently president, global clients, at VivaKi, where he spent the previous five years.

 

Mercedes-Benz Financial Services USA LLC has announced that Mary Hughes has been appointed Director of Human Resources and Administrative Services, overseeing Human Resources strategy and operations for the company’s Americas Region, which includes the United States, Canada, Mexico, Brazil and Argentina. Hughes is a member of the company’s regional executive team and the human resources global leadership team. Previously, she was a Senior Manager of Human Resources.Hughes joined the company in 1998. She holds a Bachelor of Science in Finance and Economics from Lake Superior State University in Sault Sainte Marie, Mich.

 

In addition, Bobbye Sweat joins Mercedes-Benz Financial Services as the Diversity and Inclusion Manager, a newly created role supporting the company’s U.S. Operations. Sweat, a native of Dallas, brings eight years of diversity and inclusion leadership experience to Mercedes-Benz Financial Services. In her previous role, she was the Senior Manager of Diversity and Inclusion with J.C. Penney Co. Sweat holds a bachelor’s degree in business administration from the University of Arkansas in Pine Bluff, Ark. and a Master of Business Administration from City University in Washington in Seattle.

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s  Career Board!)
For prior Changing Places editions, click here.

descarga (7)Joanne Lipman, principal of Surrey Lane Media, formerly editor-in-chief of Conde Nast Portfolio and Portfolio.com, and previously deputy managing editor of The Wall Street Journal, has been named chief content officer at Gannett, a new position. Daniel Bernard, formerly head of product for Time, Fortune and Money Digital at Time, Inc., and previously chief product officer for The Wall Street Journal Digital Network and general manager for The Wall Street Journal Online, has been named chief product officer at Gannett. Both Lipman and Bernard will report to Robert J. Dickey, president and CEO of Gannett.

descarga (6)John McKeon, president and publisher of the San Antonio Express-News, was named president and publisher of the Houston Chronicle on Wednesday, a position from which he will oversee collaboration between Hearst’s Texas media. McKeon’s new role was announced by Hearst President and Chief Executive Officer Steven R. Swartz and Hearst Newspapers President Mark Aldam as McKeon met for the first time with employees at the Chronicle. He begins his new duties on Monday. In naming McKeon president and publisher of the Chronicle, Swartz and Aldam also announced that Susan Pape would become chief operating officer of the San Antonio Express-News. A successor to McKeon as president and publisher of the newspaper will be named shortly, they said.

descarga (5)Univision Communications, Inc. (UCI) announced that Tonia O’Connor has been promoted to the newly created position of chief commercial officer and president of Content Distribution. O’Connor will remain based in New York and will continue to report to Randy Falco, president and chief executive officer. Under O’Connor’s leadership, UCI is putting greater emphasis on diversifying its portfolio of assets by bringing together its Corporate Development and Enterprise groups under one function called Enterprise Development. This division will focus on enhancing UCI’s market position to help incubate and launch new products and businesses. O’Connor will retain her responsibilities leading content distribution, driving the company’s distribution efforts across all screens, including online and mobile, and expanding its content availability and licensing revenue by securing key partnerships and new business models with both traditional and emerging content distributors. Additionally, she will continue to oversee Univision NOW, the company’s new direct to consumer subscription video service.

descarga (1) IPG Mediabrands’s UM Chief Media Officer David Cohen is the new U.S. President of Magna Global, IPG’s central media-buying and forecasting group.He will be effectived Jan. 1, following the departure of Magna Global Exec VP Todd Gordon, who left last month to TubeMogul. Mr. Cohen is a 17-year-veteran of IPG. Mediabrands, the media agency network within Interpublic Group of Cos., comprehends media agencies UM, Initiative and BPN.

 

descargaJoe Tripodi has been named chief marketing officer of Subway. He replaces Tony Pace, who departed in July. Tripodi spent seven years at Coca-Cola where he was executive VP, marketing and commercial officer before departing in Oct. 2014. Prior to that, he spent four years as CMO of Allstate. He also served as CMO at Bank of New York and at Seagrams. Earlier he held marketing positions at MasterCard and Mobil.

 

C9R8ZXxb_400x400Publicis Groupe is reorganizing its agency networks and reallocating people in a move that creates four new groups: Publicis Communications, Publicis Media, Publicis.Sapient and Publicis Healthcare.The reorganization will be effective Jan. 2.

 

 

 

sadounPublicis Communications will be led by Arthur Sadoun, CEO of Publicis Worldwide. The newly formed network will house all of the holding company’s creative shops( Publicis Worldwide, MSL, Nurun, Saatchi & Saatchi, Leo Burnett as well as BBH and Marcel.) Mr. Sadoun was named CEO of Publicis Worldwide in October 2013. Prior to that, he ran the agency’s European operation.Under Mr. Sadoun’s leadership the agency won several accounts including Cadillac, Heineken global and Sears.

 

kingPublicis Media will be led by ZenithOptimedia Global CEO Steve King. King will oversee Starcom Mediavest, ZenithOptimedia, Vivaki, Performics, MRY and Moxie, among other entities.

 

 

desmondLaura Desmond, global CEO of Starcom Mediavest Group, will move into the newly created role of chief revenue officer. She’ll oversee teams of chief client officers and be responsible for the group’s growth through “new business and future developments.”

 

 

herrickAlan Herrick, chief of Publicis.Sapient, will continue to run the group, which is now a hub and includes: Sapient Consulting, SapientNitro, DigitasLBi and Razorfish.

 

 

 

colucciNick Colucci, CEO of Publicis Healthcare Communication Group, will run the healthcare hub, which houses services from new product launches to the transition to generic branding, including digital applications and sales force management.

 

 

 

 

littlewoodAndy Littlewood has been named a managing partner and the first Head of Knowledge at media agency MediaCom. In this new role, he will work with the agency’s media teams and clients to provide faster access to data tools and systems within MediaCom and the other GroupM agencies. He was most recently chief data and ROI officer and head of direct response at MediaCom Australia.

 

Stephanie Starr has been named a group account director at MediaCom, handling the Audi of America account.

 

lordBob Lord will leave his position as president of AOL in early 2016. He joined AOL in July 2013. Prior to that, he was CEO at digital agency Razorfish.  It is expected that Lord will not be replaced.

 

 

AAEAAQAAAAAAAAU0AAAAJDgyMDRlZjVkLTM0MjEtNGVlMi05MzZlLWMzZDM2MTdkOGFlZQJonathan Halvorson, director-global media strategy and branded entertainment at General Motors, has left the company after eight months.The automaker has not named a replacement.Prior to joining the automotive giant, Mr. Halvorson had been global managing director for Publicis Groupe’s Starcom Mediavest Group, where he oversaw the agency’s global relationship with US$35 billion global snacking company Mondelez International.Starcom was GM’s media agency before the auto giant appointed Carat in 2012.GM spent US$1.66 billion on domestic measured media in 2014.

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

Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 8 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-961-9516 or e-mail him at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
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  • J&J

descargaPharma and packaged-goods giant Johnson & Johnson has selected J3 as its media agency around the world after a quick review across all of its consumer, pharmaceutical and medical-device businesses and brands. Among the shops competing were WPP’s MEC, Omnicom’s OMD and J3, the dedicated J&J group that Interpublic Group of Companies created within UM.J3 previously handled some of the international work, while OMD supported parts of the business in Latin America and Asia, and MEC supported parts of Europe.When the review began, the company said the North American market would not be included. Months later, the company moved its US$1 billion U.S. business from OMD back to J3. OMD had won the business from J3 only a year earlier.J&J reported US$2.6 billion in advertising spending in its 2014 annual report. The company spent US$1.09 billion on measured media in the U.S. in 2014, according to the Ad Age DataCenter. Among its top-spending brands were Neutrogena (US$251.1 million), Aveeno (US$124.5 million), Xarelto (US$113.1 million), Zyrtec (US$93.8 million), Listerine (US$79.2 million) and Tylenol (US$68.3 million).

  • American Airlines

descarga (1)American Airlines has appointed MDC Partners’ Crispin Porter + Bogusky andGroupM’s Mediacom as its new creative and media agencies, respectively. The appointments were made following formal review in which CP+B and GroupM’s MediaCom defeated rival pitches from IPG, Publicis Groupe and Omnicom Group. The assignments are global.The incumbent agency was TM, part of Interpublic’s McCann Worldgroup. TM had serviced the account since the early 1980s and did not defend the account. Instead, Martin Agency, also part of IPG, pitched the business.American Airlines spent about US$30 million on ads last year, according to Kantar Media, and that number is likely to increase as the airline has just absorbed U.S. Airways.Read more.

  • Pro Ecuador

descarga (2)Pro Ecuador, the trade and foreign investment arm of Ecuador’s Ministry of Foreign Trade, appointed Fineman PR to promote Ecuador and its technology hub, the newly developed City of Yachay, as an emerging technology market for American investors. Yachay, an environmentally sustainable city, is designed to spur new ideas and support the needs of 21st century technology industries. Fineman PR will focus on major U.S. media markets to raise awareness of Ecuador’s investment potential.Throughout the campaign, Mosaico, the Latino and Multicultural Division of Fineman PR, will work closely with Pro Ecuador to share the steps Ecuador has taken toward a knowledge economy growth strategy among potential investors throughout the Bay Area and in key markets across the nation.

  • Shutterfly

8fkr0he2iamnmcrbnr5r_200x200h05X1bSz_400x400Internet-based image publishing service Shutterfly is partnering with actress Maria Canals-Barrera to introduce new Spanish-language features including customization options, Spanish characters, and in-language customer service, all available on Shutterfly.com/mivida. Maria Canals-Barrera, best known for her role as Theresa Russo in Disney Channel’s Wizard of Waverly Place, will appear in a series of “Mi Vida” (My Life) themed online videos where she will showcase how she uses Shutterfly’s new Spanish-language offerings to turn the special moments in her own life into treasured keepsakes.Starting in late October, Maria will appear in four videos showcasing her favorite products, focusing on special occasions and ways to personalize everything from fall season home décor and Halloween trinkets, to Christmas cards and calendars for the new year. The videos will live on Shutterfly.com/mivida.

  • Cadillac

cadillac-dare-greatly-hed-2015Cadillac has assigned Condé Nast’s new branded content studio 23 Stories its latest effort “Dare Greatly,” a yearlong digital-only campaign, which will start in November and will be made up by 55 pieces of content, comprised of short- and long-form videos and articles, distributed in eight magazine brands (Architectural Digest, Vanity Fair, GQ, Condé Nast Traveler, W, Details, Wired and Bon Appétit )as well as Cadillac’s digital channels.Articles and slideshows will have a small Cadillac logo beside the byline and videos will either open or close with an intertitle mentioning Cadillac.The campaign is an effort to revitalize the brand and create awareness among affluent millennials, according to Cadillac’s CMO Uwe Ellinghaus.

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

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

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  • General Mills

General_MillsGeneral Mills, a marketer that also devotes substantial resources targeting the Multicultural community, is reviewing its media account. General Mills is jumping on the media review bandwagon, joining about a dozen other big advertisers that have called reviews in the last two or three months.Publicis Groupe’s Zenith Media is the long-time incumbent on the assignment. The cereal and snack foods giant spends more than $800 million annually on ads in the U.S., according to Kantar.
Joanne Davis Consulting has been retained to assist with the review process.

  • U.S. Navy

WNCcQQo9_400x400Following a review in which Lowe Campbell Ewald defended one of its largest accounts of 15 years, Young & Rubicam is the U.S. Navy’s new agency. Last year the Interpublic agency, now reconfigured as part of the Mullen Lowe Group, received a contract extension until a review could determine the winner of a five-year contract beginning this year. The agency last defended the business in 2009.Last year the Navy spent US$39.6 million on measured media, according to Kantar Media.The new contract runs for a full year, followed by four one-year options that extend through 2020. Y&R will handle traditional, digital and mobile advertising as well as account and media planning, research, public relations and events.Losing the Navy business is the latest blow for the agency, which lost its biggest client Cadillac last year, an account it worked on as part of a consortium of agencies called Rogue.

 

  • Volkswagen

8680b8a54b32c17d28a9c5d6a175fa42_400x400 (1)Volkswagen Group is holding a global media agency review.VW Group, which owns both Audi and Porsche, currently works with WPP’s Mediacom in various markets, including the U.S. The shop retained its business after a review that took place a couple of years ago.The upcoming review is likely part of a multi-year routine, according to one industry executive.The company spent US$605 million on U.S. measured media in 2014, according to Kantar Media.

 

 

  • Darden Restaurants

Darden_swoosh_400x400Darden Restaurants has split its media agency business between incumbent Starcom and Carat and 360i following a review.Starcom will retain Olive Garden, which is the biggest spender in the portfolio, but lose its LongHorn Steakhouse business to Carat and 360i.The Olive Garden brand spent us$155 million on domestic measured media in 2014, according to Kantar Media. Longhorn spent US$33.5 million.In 2010, Starcom won a consolidation pitch that included the Orlando, Fla.-based Red Lobster, Olive Garden and LongHorn Steakhouse brands. Starcom sibling agency Spark has worked with Red Lobster, which Darden sold last summer. Spark and Starcom are part of the Publicis Groupe-owned Starcom MediaVest Group Network.

 

  •  Sony

u24Glc4J_400x400Sony has kicked Off Global Media Agency Review.The Japanese company spent US$620.3 million on U.S. measured media in 2014.Interpublic Group’s Mediabrands, which owns UM, Initiative and BPN, will likely defend. The network’s UM has worked with the company for over a decade and currently supports Sony Pictures, which accounts for a bulk of the company’s measured media spending in the U.S., as well as various parts of its entertainment and electronics business.In 2013, Sony awarded WPP’s Mediacom global duties for mobile devices. That same year, Carat took home the North American business for mobile, adding to its existing Sony PlayStation business. Carat is part of Dentsu Aegis.

 

 

  • Snyder’s-Lance

imagesHorizon Media has been named Snack marketer Synder’s-Lance’s media agency of record.The agency will handle  four key brands: Snyder’s of Hanover, Lance, Cape Cod and Snack Factory Pretzel Crisps.Horizon takes over from incumbent shop, GKV of Baltimore, GKV of Baltimore, which had all of the brands except for Pretzel Crisps. Snyder’s-Lance — which held a competitive review for the business — spent US$8.6 million on measured media in 2014 across its portfolio, according to Kantar Media.Horizon will be responsible for “all core communications planning and activation responsibilities,” in the U.S.

 

 

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descargaFred Medina, executive VP and managing director of BBC Worldwide for Latin America and the US Hispanic market for the last three-and-a-half years, is to quit his position on 1 July.During his time at BBC Worlwide, Medina was in charge of all the business areas in the region, including channels, content sales, digital platforms, formats and co-productions, leading the company across Latin America and the US Hispanic market from Miami.”I’m honoured to have led the reorganisation process of BBC Worldwide Latin America, which has consolidated different business in the region and brought content to million homes through several platforms,” stated Medina. “But now is time to look for new professional challenges.” “Fred established and led a team which reverted our business in Latin America,” added Paul Dempsy, BBC Worldwide’s president for global markets. “He helped BBC’s brand to grow and created a solid base for the company’s future.”

H2jv8m_d_400x400descargaUnivision Communications Inc. has appointed Mark Lopez executive vice president and general manager, Univision Digital, effective May 1. He will be based in Miami and report to Isaac Lee, president of news and digital for UCI and CEO of Fusion.In his new role, Lopez will lead business responsibilities for Univision Digital across platforms, working closely with Univision’s established sales, product, technology, and content teams. He will also be responsible for ensuring that Univision continues to be a profitable digital business and develops new sources of revenue and innovative multiplatform experiences and opportunities, including entering the native advertising market, expected to grow substanciaally in 2015.Read more.

GlobalHue LogoGlobalHue,a full service integrated marketing agency, has announced the hiring of Chris Surrey, as Executive Creative Director, as well as Creative Directors Mallie Mickens and Phillip Shung.In previous roles, Surrey, Mickens and Shung were associated with GlobalHue for different initiatives for several clients, making the transition to full-time employees organic and fluid. Surrey will lead the agency creative team. He previously work for brands like Domino’s, Ford and Chevrolet. Mickens and Shung are both well-known art directors. They have worked for various global brands, including Adidas and Sony Music. The creative team joins the agency from Pixod Interactive Studio.They have previously  worked in brands like Chevrolet, Cadillac, Intel and American Express in traditional and digital capabilities.

Carmen_Moras-e1429253031285-210x300ZGS Communications has appointed Carmen Moras General Manager of holaciudad.com. Moras will report to Ronald J. Gordon, CEO of ZGS Communications, beginning Monday, April 20.Moras began her career as an advertising sales operator at the Pan-American Sports Network in Miami. She then moved on to E! Entertainment Television Latin America and most recently served as the digital manager for Terra Networks in Miami.

descarga (1)Tim Scott, international CEO and president of the McGarryBowen’s Chicago office, is leaving the agency. Mr. Scott’s departure is the second leadership change in under a month for McGarryBowen, after Simon Pearce ,president and chief client officer, departure. Scott started at McGarryBowen as managing director in 2009, two years after McGarryBowen opened the Chicago office.McGarryBowen said it will begin a search for a new Chicago president with the added title of chief client officer. Laurel Flatt, who has been group managing director on accounts like Disney, will be interim general manager of the Chicago office while the agency looks for a new leader.

50j4fZvh_reasonably_smallChris Zarkowski has been promoted to the newly created position of senior VP, Hispanic Group advertising sales at NBC Universo cable network. He will report to Mike Rosen, executive VP, advertising sales, News and Hispanic Groups, NBCUniversal. Czarkowski was previously VP, Entertainment Advertising Sales Group, where he oversaw cross-platform and branded entertainment opportunities for NBC, USA and Syfy networks. Prior to joining NBCU in 2008, he served in a variety of sales roles at Discovery, Turner Broadcasting and Eurosport.
Harish Peri has been named senior VP of product marketing overseeing ratings and planning products at Nielsen. Peri will be based in New York and report to Megan Clarken, executive VP, global product leadership, and Marcy Shinder, chief marketing officer. Peri was most recently senior director of product marketing and solutions at Salesforce.com. Prior to that, he held assorted roles at Blackrock and at UBS.

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

  • Nissan – Global

Omnicom is creating a dedicated Agency For Nissan called Nissan United, the new unit will be made up of staffers from TBWA (creative), OMD (media), Critical Mass (digital), Interbrand (brand strategy) and Emanate (public relations). TBWA’s creative partner on Nissan in Japan, Hakuhodo, will also be represented. John Castle of TBWA will be president of the new unit, which will be based in New York and have an initial staff of about 30. Nissan joins several other major automakers who have dedicated multi-faceted agency units. Among them: Team Detroit for Ford; Hudson Rouge for Lincoln; Team Mazda; Commonwealth for General Motors’ Chevrolet and Rogue for Cadillac, and Innocean for Hyundai.

  • Newell Rubbermaid – PHD

Newell Rubbermaid is consolidating its lead global agency roles for advertising and media buying, PHD will handle media buying. Atlanta, Georgia-based Newell Rubbermaid owns a broad range of brands, including Sharpie, Paper Mate, Rubbermaid, Irwin, Lenox and Calphalon.Newell Rubbermaid plans to invest more in marketing more of its brands globally, added spokseman David Doolittle, especially in emerging markets like Brazil and China, as well as Mexico and other parts of Asia.

  • Line – JWT – Brazil

Line starts operations in Brazil and is going to work with JWT in the country. The agency has won the pitch against 4 more agencies (names were not disclosed). JWT has launched a campaign for the company, produced by Landia.

  • Google – Flutter – Global

Google has acquired Flutter, a San Francisco-based startup that develops gesture-recognition software, enabling Mac and Windows users to control popular apps via webcam. This new purchase has triggered widespread buzz on whether the new gesture technology will be incorporated into Google’s products, from Nexus handheld devices and Chromebook laptops to Glass.

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

  • Wendy Davis

Democrat Wendy Davis formally jumped into the Texas governor’s race. Davis, a second-term state senator, became a national sensation in June when she stood for nearly 11 hours in her pink running shoes and railed against a bill that would ban most abortions after 20 weeks and impose strict requirements on clinics. Her filibuster stopped the bill initially, but it eventually passed a special session of the GOP-controlled Legislature and was signed into law by Perry.Texas Right to Life is airing radio ads in English and Spanish in South Texas about Davis, aimed at Hispanics and socially conservative voters. The narrator in the spot says Davis is an “abortion zealot” who cast her filibuster as a stance being made on “sacred ground.” “For a Democrat to win in Texas in 2014, there would have to be an unprecedented mobilization and enthusiasm among Latino voters,” said Matthew Wilson, a political scientist at Southern Methodist University in Dallas. “An Anglo woman best known as an abortion champion doesn’t seem well positioned to achieve that.”

  • Ford

FordDavid Rodriguez, Muilticultural Marketing Manager at Ford, told eMarketer that he sees big opportunities in the use of mobile video advertising target Hispanics. “We are seeing an increase in effectiveness in mobile activity—certainly as it relates to video. The trend shows such high engagement and click levels that we can no longer sacrifice one for the other. It’s more of a total digital approach that we try to take. Mobile is definitely becoming a central platform in Hispanic digital activity.”

  • Nissan-Omnicon

Omnicom is creating a dedicated Agency For Nissan called Nissan United, the new unit will be made up of staffers from TBWA (creative), OMD (media), Critical Mass (digital), Interbrand (brand strategy) and Emanate (public relations). TBWA’s creative partner on Nissan in Japan, Hakuhodo, will also be represented. John Castle of TBWA will be president of the new unit, which will be based in New York and have an initial staff of about 30. Nissan joins several other major automakers who have dedicated multi-faceted agency units. Among them: Team Detroit for Ford; Hudson Rouge for Lincoln; Team Mazda; Commonwealth for General Motors’ Chevrolet and Rogue for Cadillac, and Innocean for Hyundai

  • Newell Rubbermaid – PHD

Newell Rubbermaid is consolidating its lead global agency roles for advertising and media buying, PHD will handle media buying.Atlanta, Georgia-based Newell Rubbermaid owns a broad range of brands, including Sharpie, Paper Mate, Rubbermaid, Irwin, Lenox and Calphalon.Newell Rubbermaid plans to invest more in marketing more of its brands globally, added spokseman David Doolittle, especially in emerging markets like Brazil and China, as well as Mexico and other parts of Asia.

  • Mohegan Sun

Mohegan SunMedia Storm has succeeded Horizon Media in the role of planning and buying media for Mohegan Sun. This includes online, outdoor and magazine ads. Newspaper and broadcast media buying remain at Mediaspace Solutions and Mintz & Hoke, respectively.

 

  • Timberland

The footwear and outerwear company Timberland will focus on 25-to-30-year-olds. Jim Davey of Timberland told Ad Age that the latest campaign “is the first big step in relaunching the brand.” It comes after two years of talking with consumers about the brand. The campaign is multi platform but contains a sizable digital segment on Twitter, Instagram, Tumblr, Pinterest, Facebook and Vine.

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This past December, Exponential, a company dedicated to digital media and advertising intelligence solutions, announced the opening of a new office in Mexico. The new office marks the company’s third, with two others located in Buenos Aires, Argentina, and Sao Paulo, Brazil.

All three offices are currently managed by Federico Carrera (pictured), Exponential’s Managing Director for LatAm, who told Portada that the company does not plan “continued expansion in the region right now,” although it is likely to expand to Colombia and Chile in the long term “due to the online growth these two countries are currently having.” Exponential has a presence in a total of 26 countries.

Carrera heads all company operations in Latin America and has 16 years of experience in the market, having previously worked for companies such as Prodigy Microsoft, Sony Pictures and TV Azteca.

The company’s Mexico City office will offer solutions from Tribal Fusion, the global division of advertising for company presentations, and Firefly Video, its advertising solution for video sharing.

Portada: Who are your main customers in Latin America?

Carrera: Our main clients are Samsung, Audi, Renault, Cadillac, Telefonica, Movistar, Qualcom, American Express, Interjet, Jeep, Netshoes, Dafiti, Xbox, Paypal and Readers Digest.

Q: Do you operate pan-regionally or only locally in each country?

C: Both ways, depending on the client and campaign.

Q: Do you think digital ad spending in the region will grow next year? If so, by what percentage?

C: We expect digital technology spending in the region to grow by 20% in the year ahead.

Q: In your opinion, what still needs to be done to increase the development of online advertising in the region?

C: Brands are increasingly requiring different solutions for digital advertising in order to eliminate clutter and help set them apart from competitors. The same holds true for the Latin American market. Further progress in these solutions is what will make the market mature.

Translation: Candice Carmel

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

      • Miller Coors
        MillerCoors is searching for a new U.S. Hispanic agency for Miller Lite after parting ways with Lopez Negrete Communications, which has handled the brand for seven years, AdAge reports.
      • Kohl’s
        Department Store chain Kohl’s has selected Publicis Groupe’s Zenith to handle media duties after a review. The company spent around $330 million on ads in 2011, according to Kantar. Interpublic’s UM was the incumbent on the account. The agency had serviced the account for over a decade. Other contenders included WPP’s MEC and independent Horizon Media.The client put the account in review in late November of last year. The selection comes just about a week after the company announced nine new store openings and a plan to remodel 30 of its locations this year, after remodeling 50 stores in 2012. The company has more than 1,150 stores in 49 states. 
      • Amscot Financial

        Miami-based G ADMarketing Communications, led by advertising veteran Gabriela Alcantara-Diaz, has been appointed by Amscot Financial to spearhead their multi-cultural Hispanic integrated communication and marketing efforts, including creative, public relations and social media.

         

      •  Chevy
        General Motors is unwinding Chevrolet’s advertising merger established by a former chief marketing officer and is considering changes to its Cadillac advertising business. GM plans to shift most Chevy advertising work to New York-based McCann Worldgroup, which had been handling the brand’s marketing in a 50-50 partnership with San Francisco-based Goodby, Silverstein & Partners through a Detroit-based agency called Commonwealth.The Commonwealth agency will continue to operate, but Goodby is out, the source said. Chevy is launching 13 products in 2013, including an all-new Silverado pickup, the redesigned Impala sedan and the much-hyped Chevrolet Corvette Stingray.Carat handels General Motors  (Chevy’s) media buying and planning.  
      • MGM
        MGM Springfield, Massachussetts, has launched a Spanish-language version of its website. The interactive site allows visitors a state-of-the-art view of the residential, retail, dining and entertainment district that MGM is proposing to build in Downtown Springfield.“To better connect with the community at large, we have launched a Spanish version of our website. Our goal has always been to engage as many Springfield residents as possible in this process and this relaunch is just one more way we can do so,” said Bill Hornbuckle, President and Chief Marketing Officer of MGM Resorts.
      •  Costa Farms
        Costa Farms, the largest producer of indoor plants in North America, has brought seasoned and accomplished Hispanic writer Andrés Fortuño onto the team to speak to the growing number of Hispanics who love to garden. Fortuño will be “the voice” for Costa Farms’ new Facebook page, Costa Farms en Español. He will also help develop retail specific programs for the Hispanic market and conduct product knowledge classes in specific retailers in South Florida.“We are taking an active role in our Hispanic efforts to reach this demographic, which has been growing steadily over the last few years,” says Jose Smith, President and CEO of Costa Farms. “Andrés will help us provide content in Spanish through our social media efforts and at the retail level.”
      • Associated Food Holdings
        Private equity firm AUA Private Equity Partners said it has completed a recapitalization of Associated Food Holdings that will allow the company to accelerate new store growth and increase financing to its operators for remodeling and expansion. Terms of the transaction were not disclosed, although AUA said it typically makes equity investments of $10 million to $30 million in family-owned, Hispanic focused businesses. Its managing partner is Andy Unanue, Associated’s chairman and a former chief operating officer of Goya. The firm made the investment in partnership with Associated’s owners. Established here more than 50 years ago, Associated provides distribution, financing, marketing and promotional services to around 250 branded independent supermarkets, most operating under the Associated or Compare banners. Harry Laufer and Ira Gober, co-chief executive officers, will continue to lead the company. Separately this week, Associated said it has appointed Joe Garcia as executive vice president, responsible for merchandising, marketing and information technology. 
      • el Jimador
        The  100 percent blue agave tequila announced the launch of its second annual “Jimi Cup” contest in which participants can win a trip to Mexico to play in an unforgettable match alongside former soccer legends from the U.S. and Mexican National teams at Casa Herradura in Amatitan, Jalisco. Ten lucky winners will enjoy a once-in-a lifetime experience and receive round-trip airfare, accommodations, and local transportation for themselves and a guest. 
        “As a brand that is committed to creating once-in-a lifetime soccer-themed experiences for fans, we are thrilled to launch the second annual Jimi Cup. Through this authentic experience, consumers will have the opportunity to play soccer alongside their idols in the middle of our beautiful distillery while experiencing our passion for tequila first-hand,” said Jesus Ostos, brand manager for Tequila el Jimador.
      • Buick Encore
        General Motors is launching a major advertising campaign for the Buick Encore the subcompact crossover with a nod to the Jurassic Period.The ad features the small crossover vehicle dodging a stegosaurus and navigating through the legs of a brontosaurus in an urban environment. Buick will give it frequent exposure throughout the NCAA Tournament for men’s basketball, which Buick is sponsoring again. It debuted Sunday on ESPN’s “30 for 30” program and launch broadly during the tournament games on CBS, TNT, TBS and TruTV.

        GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

One of the highlights of last week’s Sixth Annual Hispanic Advertising and Media Conference  were the Portada Advertising and Media Awards. Portada’s audience elected the Universal Pictures “Savages” as the Top 2012 Hispanic Advertising campaign.

Below is a description of the campaign.a


1. Objective

To attract the Hispanic audience (both bicultural and Spanish dominant) to Universal's Oliver Stone summer film starring Salma Hayek, Benicio del Toro and Demian Bichir.

2. Creative
A thorough Hispanic campaign that included 7 custom commercials (:30, :15, :60) featuring the song Matador by Fabuloso Cadillacs. Se example here:

3. Media:
Broadcast:
Univision novela pod takeover during ABISMO DE PASION featuring a custom created 2 min preview.

Digital: Also an all-day Univision takeover on Univision.com (homepage skin and section) highlighted by a morning appearance by star Demian Bichir on Despierta America.

Other Media:
Radio,
several online sites and TV broadcast and cable.

4. Results:
5 of the 10 highest grossing theaters were in Latino neighborhoods.