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What: Carnival Cruise Line’s Christine Esteve, OMD Multicultural’s Ana Crandell, and CNN’s Seth Holladay kicked off the twelfth edition of Portada Miami with a panel entitled How Data and Content Continue to Fuel the Evolving World of Advertising.
Why it matters: Data continues to drive marketers’ efforts to gain the best and most granular understanding of markets and consumers, but Portada’s panelists offered some surprising back-to-basic advice as they enlightened the audience about the rapidly changing data and advertising landscape.

Data, and more of it, continues to guide strategy and content for media companies like CNN and brand marketers such as Carnival Cruise Lines. But participants in Portada Miami’s kickoff panel How Data and Content Continue to Fuel the Evolving World of Advertising had some surprisingly non-technical advice for their audience.

“You have to understand what you are trying to achieve. Then you have to find the data to support that,” panelist Andrew W. Russo, VP of Data Science at Starmark, advised the audience.

“It’s still about who, when, where, how, and what. I always ask: what is your objective when you start a project?”

Carnival Cruise Line’s VP of Ecommerce Cristine Esteve offered similar back-to-basics advice, noting that marketers sometimes make the mistake of using data that is drawn from samples that are not truly representative of the target audience they are trying to reach.

“It is imperative to know the sample from which the data is being sourced to be sure it is representative of the full breadth of the U.S. Make sure that the sample accurately represents against the segment you are planning,” she advised.

Esteve also emphasized the importance of having clear goals and objectives before wading into the complexity of using data to drive content.

You have to understand what you are trying to achieve. Then you have to find the data to support that.

OMD Multicultural’s Group Account Director Ana Crandell advised not to let the science obscure the importance of creativity in content creation. “The infusion of data has placed most of the focus on the science, but we as an industry need to swing the pendulum back to the artistic part as well.”

A/B Testing Alive and Well

A/B testing of content is alive and well at Carnival Cruise Lines, which uses it hundreds of times every day, according to Esteve, as it guides the use of headlines, product positioning, and how to build content that has a broad reach.

“Because of the complexity of all the data, and the fact that we can personalize content, we do a lot of A/B testing so that we are specifically talking to the different personal segments.

It is imperative to know the sample from which the data is being sourced.

A/B testing comes before machine learning, said CNN’s Seth Holladay, VP of Digital Research & Analytics for CNN. “Before you run a marathon, you have to be able to run a 5K.”

Insight: How CNN Mixes Data and Content

Panel moderator Guillermo Arduino, CNN Anchor and Correspondent for Encuentro
CNN en Español 
drilled down with questions aimed at understanding how CNN uses data to inform its content, audience understanding, and editorial strategy.

CNN collects data to both inform its editorial decisions and to give advertisers the most granular view of CNN’s wide and widely varied audience of viewers.

“We need to figure out what data to collect so that we can handle those dueling objectives,” Seth Holladay said.

CNN collects “tons of data” based on its audience’s viewing choices. “They are giving us tons of signals coming in the forms of what people are clicking on, where they are not clicking, what is causing them to leave the site, so we’re looking across the consumer touch points that we have. Then we connect this with our editors to inform their decisions on what they program, what content we program, where we put our resources,” Holladay said.

How Data Drives Content

Segmentation and statistical models are required to take data gathered from cookies and create a richer, more accurate knowledge of the target audience, according to Starmark’s Andrew Russo.

“We look for those statistical nuances to build content. I do a lot of work with digital marketing so I am looking at cookie data but it doesn’t tell me everything. We need to understand more about who we are targeting,” Russo said.

OMD Multicultural uses data to “inform content and develop the most important pieces of creative that then represent a perfect match to influence the consumer,” said Ana Crandell.

OMD also uses data on the “back end” to then validate that its creative strategies are working.

But creative still requires an artistic component, she emphasized. “Remember that the practice of media planning is both an art and a science.”

What: The Portada Miami agenda has been updated to include executives at Carnival Cruise, Perry Ellis, Visa, and WeWork.
Why it matters: Portada Miami, on April 12 at the EAST Hotel, will explore the advance of MarTech in Latin Markets, as well as the role of Miami as a Marketing and Media Hub. Register here.

 

The twelfth annual edition of Portada Miami on April 12 (EAST Hotel Miami) will focus on how technological innovation is reshaping the Latin American and U.S. marketing space. Brand Marketing leaders from disruptor firms and Fortune 500 companies will dissect how AR, AI, VR, Biometrics and other technologies can be best used for brand communications. The top-notch program also includes an opportunity for attendees to have three meetings with brand and media agency leaders to share insights and explore business opportunities (see below). In addition, three units of the Portada Council System will have their private meetings at Portada Miami: the Americas Board, the Travel Marketing Board, and the Brand Star Committee Latam.

The Top-Notch Agenda Includes

Content to Commerce: the Latin Story 

Andres Amezquita, VP Digital and Commercial Excellence, Stanley Black and Decker Latin America, will explain how the company is using Latin America as a major market to test innovations. As the end-user’s consumption and shopping behavior are changing by digital platforms, SB&D is proactively changing its marketing approach and producing content geared to ultimately increase sales. Learn why and how the manufacturing tools and household hardware giant is shifting from traditional commercialization strategies to an end user-centered e-commerce approach to marketing.

 

The Advance of MarTech in Latin Markets

WeWork’s Ana Cristina Rivadeneyra

In this session, Valentin Bueno, CEO, Latcom; Alejandro Clabiorne, CEO, PHD Latam; Ana Cristina Rivadeneyra, Senior Marketing Lead, WeWork; and Ana Hoyos, Director of Meltwater Latin America, will be analyzing how brand marketers can reap benefits from the advance of Artificial Intelligence, Virtual Reality and Digital OOH in Latin America.

 

 

 

 

How Technology is Turning Event Experiences Upside Down

Visa’s Andres Polo

Andres Polo, Global Head of Innovation & Strategic Partnerships Marketing at Visa, will be explaining how disruptive technologies like the use of biometrics for ticketing, artificial reality and smart stadiums are redefining the consumer experience at events. A myriad of opportunities are opening up for marketers.

 

 

 

Data, Content and Commerce

OMD’s Ana Crandell

Audience interactions with content provide a gold mine of data. But how to make sense of it and avoid analysis paralysis? Cristina Esteve, VP E-Commerce Carnival Cruise Lines; Andrew W. Russo, VP Data Science, Starmark; Ana Crandell, Group Account Director, OMD Multicultural; and Seth Holladay, VP of Digital Research & Analytics for CNN will explain how content influences commerce and analyze how data determines their content strategies.

 

Miami’s Evolving Role as a Marketing Hub: A Brand Marketer’s View

Joseph Roisman, EVP at Perry Ellis International, the global sportswear and clothing player will discuss the distinctive advantages of Miami as a global marketing hub.

 

Portada Meet-Up

Attendees will enjoy our Portada Meet-Up offering of one-on-one meetings with major pre-screened brand and agency executives, including more than 50 members of Portada’s Council System. Make your choices on a first-come-first-served basis after you get your ticket.
Check out the full agenda and register now here!

 

ROPO: A Deep Dive

ROPO (Research online purchase off-line) by consumers has become a crucial determinant of sales. It has also impacted digital vs. offline marketing attribution. Get the latest insights from Carlos Leal, Marketing Director at Rappi and Kate Canel, Director, Performance Media at The Shipyard.

 

Panregional Marketing Case Study

Adapting global campaigns to Latin American local markets Learn how Pepsico successfully launched a global marketing concept in Colombia and then expanded it throughout Latin America leveraging local relevance.

 

 

Don’t miss this edition of Portada Miami, click here or on the banner below and network with the best!

 

What: The Portada Miami agenda has been updated to include executives at Carnival Cruise, Perry Ellis, Visa, and WeWork.
Why it matters: Portada Miami, on April 12 at the EAST Hotel, will explore the advance of MarTech in Latin Markets, as well as the role of Miami as a Marketing and Media Hub.

 

The twelfth annual edition of Portada Miami on April 12 (EAST Hotel Miami) will focus on how technological innovation is reshaping the Latin American and U.S. marketing space. Brand Marketing leaders from disruptor firms and Fortune 500 companies will dissect how AR, AI, VR, Biometrics and other technologies can be best used for brand communications. The top-notch program also includes an opportunity for attendees to have three meetings with brand and media agency leaders to share insights and explore business opportunities (see below).

The Top-Notch Agenda Includes

The Advance of MarTech in Latin Markets

WeWork’s Ana Cristina Rivadeneyra

In this session, Valentin Bueno, CEO, Latcom; Alejandro Clabiorne, CEO, PHD Latam; Ana Cristina Rivadeneyra, Senior Marketing Lead, WeWork; and Ana Hoyos, Director of Meltwater Latin America, will be analyzing how brand marketers can reap benefits from the advance of Artificial Intelligence, Virtual Reality and Digital OOH in Latin America.

 

 

 

 

How Technology is Turning Event Experiences Upside Down

Visa’s Andres Polo

Andres Polo, Global Head of Innovation & Strategic Partnerships Marketing at Visa, will be explaining how disruptive technologies like the use of biometrics for ticketing, artificial reality and smart stadiums are redefining the consumer experience at events. A myriad of opportunities are opening up for marketers.

 

 

 

Data, Content and Commerce

OMD’s Ana Crandell

Audience interactions with content provide a gold mine of data. But how to make sense of it and avoid analysis paralysis? Cristina Esteve, VP E-Commerce Carnival Cruise Lines; Andrew W. Russo, VP Data Science, Starmark; Ana Crandell, Group Account Director, OMD Multicultural; and Seth Holladay, VP of Digital Research & Analytics for CNN will explain how content influences commerce and analyze how data determines their content strategies.

 

 

Miami’s Evolving Role as a Marketing Hub: A Brand Marketer’s View

Joseph Roisman, EVP at Perry Ellis International, the global sportswear and clothing player will discuss the distinctive advantages of Miami as a global marketing hub.

 

Portada Meet-Up

Attendees will enjoy our Portada Meet-Up offering of one-on-one meetings with major pre-screened brand and agency executives, including more than 50 members of Portada’s Council System. Make your choices on a first-come-first-served basis after you get your ticket.

 

Check out the full agenda and register now here

 

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

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

For prior Sales Leads LatAm editions, click here. 

  • Norwegian Airlines – Argentina

Agency Vizeum Argentina, part of Dentsu Aegis Network group and led by Mario Freire, has been assigned Norwegian Airlines account. One of the main low-cost airlines worldwide, Norwegian operates more than 450 routes to more than 130 destinations in Europe, the United States, the Caribbean, the Middle East, Thailand and North Africa.In addition, the low-cost airline is planning a further expansion of its long-haul flight network with London Gatwick as its major global base, and more routes to Latin America and Asia. The carrier’s first direct flight from the UK to South America departed last Wednesday, with a 787 Dreamliner taking its maiden flight from Gatwick to Buenos Aires.

 

 

 

  • Supermercados Día – Argentina

Supermercados Día has chosen once again Havas Media for media management. The agency and supermarket chain have been working together for almost 17 years. Havas Media will continue to be responsible for the strategy, planning, negotiation and media buying from the supermarket chain.

 

 

 

 

  • Tito’s Handmade Vodka

Tito’s Handmade Vodka is set to increase its presence in the Americas duty free in 2018 via activations at airports and on cruise lines.Tito’s has posted high double-digit sales growth in Americas duty free over the last year and the company is looking to build on that momentum. The company will increase its visibility on cruise lines via more branding on back bar displays and the creation of specialty menus, featuring new cocktails and ‘standout’ retail promotions. Tito’s is partnering with a number of cruise lines, including Celebrity, Royal Caribbean Cruises, Norwegian Cruise Line, Carnival Cruise Line and Disney Cruise Line.In Latin America, Tito’s has announced a new partnership with Dufry which will see the brand launch in Brazil, Argentina, Chile, Peru and Uruguay. Supporting promotions will take place later in the year.

 

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

 

  •  Puerto Madryn

Quiroga Medios and creative agency Meyer Action have been assigned Argentine city Puerto Madryn integral communication. The agencies will handle strategy design, off & online media buying and planning.

 

 

 

 

 

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

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

Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-840-1311 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!

For prior Sales Leads editions, click here.

  • Carnival Corp

descarga (3)Carnival Corporation has consolidated its media agency business in North America and the U.K. with Omnicom’s PHD.PHD, which has served as the incumbent agency for two of the company’s 10 brands, including Carnival Cruise Line and Cunard Line brands in the U.S., will now add digital and traditional planning and buying in the U.S. and U.K. for Carnival Cruise Lines, Fathom, Holland America Line, Princess Cruises, P&O Cruises U.K. and Seabourn. The move is part of the company’s effort to “consolidate its purchased media strategy across its 10 global cruise brands. Carnival spent US$68.7 million on U.S. measured media in 2015, according to Kantar Media. The consolidation follows a competitive review.

  • Hass Avocado Board

CaalZmX-_400x400Independent creative agency Grupo Gallegos has been named the digital and social agency of record (AOR) for Hass Avocado Board (HAB), the agriculture promotion group dedicated to endorsing consumption of Hass Avocados in the U.S. The appointment followed a consultant-led review.Grupo Gallegos will lead the charge in bringing out-of-the-box strategic solutions, content creation and creative engagements to promote Hass Avocado consumption nationally. The agency will be utilizing its digital and social capabilities to target all consumers within the U.S., including health and wellness professionals who may not be aware of the nutritional benefits of avocados.

 

  • Honey Bunches of Oats

descarga (2)Honey Bunches of Oats, the number one cereal amongst Hispanics, announces the launch of its new campaign, Voces con Dedicación (Voices with Dedication) in collaboration with Mexican recording sensation, Sofia Reyes, which will award US$10,000 to five young Hispanic musicians to continue their passion for music and follow in Reyes’ successful musical footsteps. Through this initiative, Honey Bunches of Oats will provide recognition, positive exposure and direct financial means to support the next generation of dedicated young Latino musicians.During the campaign, which will launch from May 2016-September 2016, Reyes will select young artists across the nation who are exemplifying the same dedication and passion for music that she did prior to being discovered, by performing and creating music being shared on the Internet. In addition to the reward, Honey Bunches of Oats will provide the selected recipients with the opportunity to take center stage and perform live in their hometown in front of friends, family and fans.

  • Dunkin’ Donuts & Coca-Cola

descarga (1)Dunkin’ Donuts, in partnership with Coca-Cola, is offering people who join DD Perks this week the opportunity to win tickets to one of the most exciting U.S. sporting events of the summer, the COPA America Centenario. Kicking off today and running through Friday, May 27, anyone in a participating area who enrolls in DD Perks using the special promo code “COKE” will be eligible for a chance to win two tickets each to a COPA America Centenario match. The oldest international continental football competition will be hosted outside of South America for the first time, with global stars coming to the United States for matches June 9 through June 14. Dunkin’ Donuts and Coca-Cola will award five pairs of tickets for each of eight COPA America Centenario Group Stage matches in cities throughout the U.S., including Orlando, Phoenix, Los Angeles, Chicago, New York, Boston, Houston and Philadelphia. The Dunkin’ Donuts & Coca-Cola COPA America Program is open only to legal residents of FL, AZ, CA, IL, NY, NJ, CT, MA, NH, VT, TX and PA who are 18 years of age or older at the time of entry and who are not currently enrolled in the DD Perks Reward Program. Additionally, all who enroll in DD Perks using the promo code “COKE” will receive not only a free any-size beverage, but also automatically earn 100 points towards a second free beverage.

  • Applebee’s

descarga (4)Applebee’s has hired WPP agency Cohn & Wolfe as its global PR agency for consumer, corporate and franchisee communications. The agency won the business for both Applebee’s global PR and parent company DineEquity’s corporate communications, which includes corporate social responsibility, executive visibility and issues management as needed, according to Adage.  said Steven Coe, executive director, communications at DineEquity, via email. He declined to provide further detail about the review process. Applebee’s spent US$165.4 million in U.S. measured media last year, according to Kantar Media.

  • Dunkin’ Donuts’

One of Dunkin’ Donuts’ favorite holidays is National Donut Day — celebrated this year on Friday, June 3 — and once again the brand will ring in the day in a most delicious, delightful and delectable way, offering guests a free classic donut of their choice* (while supplies last) with the purchase of any beverage. The offer is good all day onJune 3 at participating Dunkin’ Donuts restaurants nationwide. Additionally, Dunkin’ Donuts is helping guests across the globe celebrate the joy of donuts by making this special offer available in participating restaurants around the world.Leading up to National Donut Day, Dunkin’ Donuts is bringing its sweet celebration to its social communities with several days of donut-themed content: OnWednesday, June 1, Dunkin’ Donuts will kick off its National Donut Day festivities with a day of Snapchat events, including a donut design and frosting lesson with members of the brand’s culinary team.OnThursday, June 2, Dunkin’ Donuts will host a Facebook Live session with Dunkin’ Brands’ Manager of Donut Excellence Rick Golden. Finally, on National Donut Day,June 3, Dunkin’ Donuts fans can display their love for donuts with special brand Snapchat filters celebrating the holiday. The National Donut Day themed geofilters are the latest additions to Dunkin’ Donuts’ lineup of seasonally themed filters, and will be available for fans to share with friends and followers all day in or around all Dunkin’ Donuts restaurants nationwide.

 

Join us at PORTADA Mexico!

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. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-840-1311 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • Radisson

descarga (1)Radisson has appointed Solve its agency of record following a review, Mediapost reports. Solve will handle global brand positioning and identity, media buying and messaging across traditional, digital, and social channels. Radisson ad spending stood at US$1.9 million in 2014 and US$1.4 million the first nine months of 2015, according to Kantar Media.

 

 

 

  • Anheuser-Busch:Estrella Jalisco

nbbnbThe competitive imported Mexican beer marketplace will get a new player with Anheuser-Busch InBev bringing the Estrella Jalisco brand to the United States. The 106-year-old Pilsner brand was first brewed in the city of Guadalajara, the capital and the largest city in the Mexican state of Jalisco.Estrella Jalisco’s packaging reflects its roots with the red, blue and yellow color scheme inspired by the flag of Jalisco, and the crest on the label inspired by the coat of arms of the city of Guadalajara. Anheuser-Busch InBev is betting on Hispanic consumers who will recognize and be familiar with the brew. The brand will be distributed in 10 states, including California, Texas, Illinois, New Mexico and New York.Anheuser-Busch began limited distribution of Montejo, another beer from the Grupo Modelo portfolio, in 2014. Montejo was similarly positioned as “authentically Mexican,” but the brand’s largely regional status within Mexico limited its ability to catch on here in the U.S.

  • Chipotle

descargaWith help from Avocados From Mexico,  Mexican Grill Chipotle will give customers the chance to win free chips & guacamole, one of its most popular items, in an effort to bolster sales, Adage reports.In order to win, customers need to play an online “Guac Hunter” game in which they are supposed to quickly spot several differences between very similar pictures. Chipotle incorporated assets and facts provided by industry marketer Avocados From Mexico into the game.In between the rounds, the site will offer some education about avocados. Chipotle hopes the game will appeal to those who have enjoyed its guacamole in the past.Those who play the game can share their contact information to get a text good for a free order of chips and guacamole at any Chipotle restaurant in the United States or Canada. The game will run through March 31.Chipotle’s other marketing strategies include sending 21 million pieces of direct mail, with food offers that run through May 15, and billboards up in major markets such as Chicago, full-page print advertisements and its upcoming Cultivate festivals.

  • Carnival Corporation

Carnival Corporation & plc, the world’s largest leisure travel company, has announced that Cuba has granted approval for the company to begin travel to Cuba starting on May 1, 2016. Following U.S. authorization granted in July 2015, Carnival Corporation is now cleared to operate the 704-passenger MV Adonia to Cuba through its newest brand Fathom. This marks the first time in over 50 years a cruise ship is approved to sail from the United States to Cuba.During each sailing, Carnival Corporation through its Fathom brand initially will visit Havana, Cienfuegos and Santiago de Cuba, three ports of call for which Carnival Corporation has obtained berthing approval.As part of this historic sailing in this inaugural year, travelers will enjoy an exciting Cuban experience and will sail aboard the 704-passenger MV Adonia, where they can choose to partake in onboard experiences, including Cuban- and Caribbean-inspired music and film options, as well as Cuban-inspired menu options.

  • Southwest Airlines

Southwest Airlines confirmed that it has concluded its digital agency review by sending portions of its business to RPA and OgilvyOne, the consumer engagement wing of the WPP shop. Incumbent VML declined to participate in the review conducted by SRI, and news of the win means that Publicis’ Razorfish–which played the tech support role, redesigned the homepage and participated in the most recent RFP–will no longer work on the account moving forward. GSD&M continues to be Southwestern Airlines creative AOR. The Austin, TX, basesd agency recently expanded its share of the business by winning responsibility for the Rapid Rewards program.

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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan  347-840-1311 or e-mail her at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

::: Hilton Worldwide ::: Carnival Corp. ::: Omnicom ::: Pernod Ricard :::  Radisson® :::

  • Hilton Worldwide

Stop_Clicking_Around_imageHilton Worldwide has launched a global campaign encouraging people to book directly instead of using third party sites. To launch the “Stop Clicking Around” campaign, Hilton Worldwide enlisted the help of Fold7, a London-based marketing and advertising agency. The campaign, Fold7 first work for Hilton after winning the global business, was created by Wayne and will run across TV, print, digital media, cinema and out-of-home channels. Media planning and buying was handled by OMD LA.The ad will be rolled out across the rest of Europe, the Middle East, Asia-Pacific, Latin America and Canada. Hilton Worldwide has recently announced that Hilton HHonors members can now receive an exclusive discount on room rates by booking directly through its brand websites, award-winning Hilton HHonors mobile app and reservation call centers, or through preferred corporate travel partners and approved travel agents. This guaranteed discount is available at more than 4,500 hotels around the world.Hilton’s new “Stop Clicking Around” marketing campaign  will also emphasize the other benefits of booking direct and being an HHonors member.

https://youtu.be/0JLoX6Dp20o

  • Carnival Corp.

descarga (2)Carnival Corporation has begun evaluating its global media agency relationships and costs across brands, according to Adage. However, this is not a formal agency review. Carnival Corp. is the owner of other brands like Carnival Cruise Lines, Princess Cruises, Holland America, Seaborn and Costa Cruises, among others.Carnival spent US$115 million on U.S. measured media in 2014, according to Kantar Media. In 2013, the company carried out a media agency review and selected  PHD.

  • Omnicom

_ZlQ6EXu_400x400According to Omnicom CEO John Wren, the holding company will be launching a third global media agency network within the next few weeks. The new shop would join OMD and PHD in the holding company’s stable of global media agency brands. Wren said the new agency would give the company “additional capacity to manage more client relationships.” In addition, Wren said the new agency would be structured differently than the existing two networks.

 

 

  • Pernod Ricard

b2a3927f0e81a406455c2389b3c1f8c8_400x400 (1)French liquor group Pernod Ricard SA said Thursday it will reorganize its North American business to focus on its core U.S. market, where demand for its Jameson whiskey brand is growing while sales of Absolut vodka remain in a slump.Pernod said it has reorganized its Americas business, separating Canada and the U.S. into a stand-alone North America division. Meanwhile the Latin American operations will now be part of Pernod’s Europe, Middle East and Africa business.Philippe Dréano, the head of Pernod Ricard Americas, will be retiring from the company after a 27-year career at the firm, the company said.

  • Radisson®

kNp-Tya9_400x400Radisson®  hotel brands has announced the opening of the Radisson Hotel Recife near Boa Viagem Beach, one of the most visited beaches in Northeastern Brazil. Located in the city of Recife, at Avenida Boa Viagem, 1906, the hotel offers 164 guestrooms and 67 residential suites.The hotel is conveniently located near the Recife International Airport, the Boa Viagem Beach and local shopping destinations.

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.

  • Toyota- Scion

This upfront season saw plenty of growth in the auto category, at least if you were selling inventory in the Hispanic market. That’s one of the reasons that Toyota brand Scion saw fit to make its first Spanish-language upfront buy this year. Starting in October, it’ll roll out across Univision’s various properties, including an integration in Gossip Girl Acapulco, Adweek reports. “It is not new for Scion to reach the Hispanic youth,” said Nancy Inouye, national marketing manager for Scion. “But in the past we’ve been targeting the acculturated youth.” Inouye said that the outreach to bilingual Hispanics was a relatively new one for the company. Last year, it began advertising with Univision and this year decided, with agency Zenith Optimedia, to bring the network on board for Spanish-language creative with a comprehensive buy that includes sports, scripted shows and a Q2 buy that will incorporate bumpers branded to Univision’s movie programming.

  • Safeway

SafewaySafeway is teaming up with Food Network host, top-selling cookbook author Marcela Valladolid to create the Marcela Valladolid brand. The new Safeway-exclusive brand offers an assortment of quality and flavorful food products that make it easy for shoppers to bring home a real taste of Mexico.”Growing up in Mexico, I know what real Mexican food is — and isn’t,” Valladolid said. “Hispanic shoppers are important to Safeway and we are excited to team up with Marcela to bring this innovative brand to all our shoppers seeking a real Mexican eating experience,” said Joe Ennen, senior vice president of consumer brands for Safeway. “Marcela has been a fantastic partner for us to work with on our mission to make authentic Mexican foods accessible and approachable for Safeway shoppers everywhere.” Marcela Valladolid products, made exclusively for Safeway, will be on shelves in more than 1,400 Safeway stores nationwide beginning this month.

  • Aflac

Columbus-based Aflac debuted its new Spanish-language television commercial called “Rehearsal” on Spanish television and radio stations in key Hispanic markets.The commercial is the third Spanish-language commercial in 2013, and is the final installment of the company’s “Out of Work Duck” campaign, the company said.
The campaign chronicles the Aflac Duck through an unexpected injury, recovery, and now his quest to get back to work as Aflac’s famous spokesduck, Aflac said in a statement.According to the company, “In this new ad, the Aflac Duck is rehearsing backstage to get the ‘word’ out, using a variety of popular Latin cliches to connect with the diverse Hispanic community, about the company that pays policyholders cash benefits so they can focus on recovery rather than worry about their finances . The ‘word,’ of course, is ‘Aflaaaac!'”
Aflac Executive Vice President and Chief Marketing Officer Michael Zuna said of the campaign, “As the diverse Hispanic market continues to grow, we want to remind all Spanish-speaking consumers about the peace of mind that Aflac policies can help provide.””Rehearsal,” which is targeting all Hispanic adults, will air on Spanish television and radio stations in New York, Miami, Los Angeles, Houston, Orlando, Puerto Rico, and San Francisco, the company said.
.

  • Macy’s

This fall in celebration of Hispanic Heritage Month, Macy’s honors Latino-Americans contributions to fashion, music and culture in partnership with Vanidades, a Spanish language women’s lifestyle magazine published by Televisa Publishing and Digital.With special events at select locations across the country, Macy’s is set to commemorate the cultural influence of the Latino community while also paying homage to two international stars and named this year’s Macy’s Icons of Style — singer, actress, author and fashion designer Thalia and Nickelodeon’s animated preschool heroine Dora the Explorer.Macy’s Hispanic Heritage events will take place at select stores across the country. Customers who join the celebration will have the opportunity to take a look Inside Thalia’s Closet and/or meet Dora the Explorer.The celebrations kick off Sept. 20 with a Dora the Explorer event at Macy’s West Covina in West Covina, Calif., at 5 p.m., and continue through Oct. 12.

  • Carnival Cruise Lines

CarnivalA 60-second TV spot will begin running next week on primetime TV shows such as CBS’ How I Met Your Mother and NBC’s Parks and Recreation, as well as on various cable networks, The New York Times reports. It will feature snippets from videos and photos submitted by former passengers, as well as from folks specifically hired to take cruises on Carnival and shoot photos. The campaign will also include digital and radio advertising.
Carnival hasn’t run any TV advertising and only limited digital ads since the February fire that stranded 4,200 passengers and crew in the Gulf of Mexico for five days. Jim Berra of Carnival said the campaign was “designed to accelerate recovery in advance of the wave season in the first quarter of 2014.”

  • Burger King

Fox Sports YouTube and Fox Sports have agreed to jointly sell ads on the sports network’s YouTube channel, the companies said, signing up Burger King as the initial sponsor.As part of the program, which began earlier this month to coincide with the start of the NFL season, Burger King branding and ads appear on the fantasy football-themed section “Inside Fantasy.” The fast-food chain is running pre-roll ads against videos there along with banners promoting its Buffalo Chicken Strips. Its branding is also featured within the videos — on a news desk, for example, bearing the Burger King logo.

  • Bud Light

Univision Deportes, Univision’s sports division, announced that it will produce “Primero y Diez Presentado por Bud Light” (“First and Ten Presented by Bud Light”), a weekly web series jam-packed with the latest and greatest in NFL news, reviews and play-by-play breakdowns, for the NFL’s official Spanish-language websiteNFL.com/Español. The show is available every Friday at 10a.m. ET thereafter, through the close of the NFL season.“Our first season-long, branded effort in partnership with the NFL and Bud Light, ‘Primero y Diez’ marks a turning point for Hispanic American football fans,” said Juan Carlos Rodriguez, president, Univision Deportes. “By providing up-to-the-minute news, analysis and highlights—specially curated for Hispanic viewers, and delivered by commentators from the Univision Deportes family—we are able to provide fans with a more relevant and complete overview of the NFL season.”

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on 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 with more than 3,000 Leading Agency and Marketing/Advertising Directors. (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.

Join us at PORTADA Mexico!

What: Marketing disruptors and innovators shared insights on the advance of marketing technology in Latin Markets at Portada Miami on April 12. Here are some of the takeaways that you missed.
Why it matters: In its twelfth annual edition, Portada Miami gathered over 100 decision-makers involved with major brands across all sectors, and provided a space for top quality networking and knowledge-sharing.

 

 

Rappi’s Carlos Leal and The Shipyard’s Kate Canel

This fragmented, hyper-connected world forces us to adapt to the new trends as soon as they appear. And even though data, the blueprint of this ship we’re all on, is there to guide us through the process, the fact is there’s too much of it available to even comprehend.

Technology is an enabler, but it demands early adoption. As demonstrated throughout the Portada Miami series of talks and panels last Friday, tools like AI are here to help, but there are barriers that have kept certain markets behind. However, both brands and service providers are getting ahead, and it is precisely spaces like Portada Miami that allow collective knowledge to grow.

Ana Laura Acevedo and Latam Airlines’ Pablo Chiozza at the Travel Marketing Board private meeting

During the private activities of the Portada Council System on Thursday, three of the council units, the Travel Marketing Board, the Americas Board, and the Brand Star Committee Latam discussed relevant topics like social media’s evolving role, knowing your customer in a multi-channel world, digital organization, brand differentiation, and strategic video use. Right after the meeting, Travel Marketing Board Ana Laura Acevedo, SVP, Marketing & Business Development at RCI Latin America, sent an email to her team to put in practice an idea that had come to her while talking to her peers.

Portada Meet-Up

Attendees could network with members of the Portada Council System the day after, and listen to the brilliant speakers on the Portada Miami agenda, who also discussed the role of the city and its future as a marketing hub. At the Portada Meet-Up session, ticket holders held one-on-one meetings with brand and agency executives of their choice. Here are some of the key takeaways of the #PortadaMIA panels.

 

 

 

“Contextual relevance is what earns you the right to engage with the multicultural consumer. We use data to vet that environment or content.”

(Ana Crandell, Group Account Director, OMD Multicultural)

 

 

“Have very clear goals and objectives, stick to your strategy and plan, and know it takes time to reach your objectives.”

(Christine Esteve, VP E-Commerce, Carnival Cruise Lines)

 

 

“Performance is something that has a very clear outcome. Make sure to understand your consumer, don’t do content for content’s sake.”

(Andrés Amezquita, VP Digital and Commercial Excellence, StanleyBlack&Decker Latin America)

 

 

“As marketers we need to understand consumers and identify what the barriers and frictions are, and only then look at how technology can help.”

(Andres Polo, Global Head of Innovation & Strategic Partnerships Marketing, Visa Inc.)

 

 

“The online consumer today is not determined by demographics but by their interaction with digital. “

(Carlos Leal, Marketing Director, Rappi)

 

 


“We started from the premise that especially in Latin America, when you really love something, you live it.”

(Carlo Espinoza, Senior Marketing Manager, Latin America Beverages

Pepsi)

 

 

“The diverse Miami workforce reflects what the United States will look like in years to come.”

(Joseph Roisman, EVP, Perry Ellis International & Jaap Donath, Ph.D., Senior Vice President, Research & Strategic Planning, The Miami-Dade Beacon Council)

 

 

What: CNN’s Robin Garfield, Tecate’s Belen Pamukoff, and GroupM’s LaToya Christian kicked off the Portada Data and Content Marketing Forum with a panel titled How Data and Content Continue to Fuel the Evolving World of Advertising.
Why it matters: With 2.5 quintillion bytes of data created each day and 90% of the world’s recorded data being created in the last 2 years, the need to understand data is quite apparent.

By Dane C. Rogers

(L to R) Robin Garfield, Belen Pamukoff, LaToya Christian.

Wednesday’s Portada Data and Content Marketing Forum kicked off with a panel discussion on How Data and Content Continue to Fuel the Evolving World of Advertising. CNN en Español Anchor and Correspondent Guillermo Arduino moderated the panel which was composed of the following representatives from the network, brand, and advertising media agency areas: Robin Garfield, SVP of Research and Scheduling for CNN, who oversees consumer research and audience analysis in order to schedule programming for various channels and platforms across the network. Belen Pamukoff, Brand Director for Tecate (Heineken), specializes in building healthy brands and improving sales performance. LaToya Christian, Managing Partner, Marketing and Analytics at GroupM, has a 10-year track record of creating and implementing brand strategies for high-impact marking campaigns for various Fortune 500 companies (Target, Google, Unilever, NBCUniversal, and others).

CNN en Español and Portada will partner up again at Portada Miami to offer yet another perspective on the question addressed here. Christine Esteve, VP E-Commerce, Carnival Cruise Lines; Andrew W. Russo, VP Data Science, Starmark; Ana Crandell, Group Account Director, OMD Multicultural; and Seth Holladay, VP of Digital Research & Analytics for CNN will explain how content influences commerce and analyze how data determines their content strategies.

The question-and-answer format brought up a variety of topics that led to an illustrative discussion of the key issues facing media marketing professionals.

With 2.5 quintillion bytes of data created each day and 90% of the world’s recorded data being created in the last 2 years, the need to understand data is quite apparent.

62% of marketers feel that there is too much data out there and they don’t know where to start.

The first major question was: When you look at content and data what comes to mind first? From the network perspective, Robin Garfield said CNN considers data, “What people are watching, which platform they are coming from, and where they are going next. We use that information to program on a real-time basis and also over the long-term, to build products and programming to meet those demands.”

Belen mentioned that data is used in a two-part process to carry out a brand’s strategy. Brands can use data to first, make a message more relevant and, second, to inform that strategy of how to deploy and distribute its content to an audience.

LaToya shared the statistic that 62% of marketers feel that there is too much data out there and they don’t know where to start. The key is to “remember that each data point is an interactive event in which consumers are telling us their preferences” and reiterated the important to “humanize the data.”

When asked about how a news organization weighs discovering the truth with creating targeted content, Robin mentioned the importance of understanding that consumers are people first, and that delivering the news and information that people care about is core to the brand. CNN has been able to couple its user data with surveys and focus groups in order to figure out the interests of its audience to best present the most relevant facts.

LaToya reiterated the question that often arises, Whether data stifles creativity? Her belief is that “data and content live together and fuel one another.” She explains that data is able to present concrete facts that drive engaging stories. It can fuel opinions and grounds vibrant discussions in reality.

Also read CNN en Español: What Are the Ways Data Can Fuel the World of Advertising?

Robin added that in her experience, “people love to geek out on data,” especially when it comes to polling and tracking data involving political coverage. In fact, the consumers who really love data often move from television to digital platforms and those multi-platform consumers spend the most total time interacting with CNN, and are the most attractive to advertisers.

Belen opened up about some of the shortcomings of the data available to an alcohol brand that knows its customers primarily through their spending patterns. There are certain limitations that come from the absence of online shopping information, and the data Heineken gets is primarily where its Tecate customers shop and their zip codes. The brand knows it is playing without a full deck, as many suppliers are unwilling to share their sensitive customer data.

People will remain willing to share data, provided that a good value proposition exists for the consumer.

Belen also mentioned the importance of understanding the level of diversity that exists within the hispanic audience. A major distinction exists between acculturated and un-acculturated Hispanics, the former who may not even speak Spanish may respond to different tactics than those totally immersed in Hispanic culture. These differences are not often seen on paper, and many decision-making executives only know of the “power of the hispanic market” but oftentimes fail to understand the intricacies of the segment itself. Explaining those differences can sometimes be challenging to non-Hispanic managers. “Even within the LA market, there are significant differences between those who identify as chicanas vs cholos.”

Data, Content and Privacy

A hot topic for any consumer. Latoya said that as she considers things from both the customer and the marketer side, the importance is for those with access to data must act ethically with it, and those questions are being asked more frequently from consumers.

Robin presented the notion of a data exchange, an unwritten contract that exists between consumer and marketer. People will remain willing to share data, provided that a good value proposition exists for the consumer. She made the analogy of a patient being willing to share their health information if it could potentially save their life or offer better treatment. Marketers, too, should offer a benefit.

The panel ended with the major topic of granularity and the quest for a common currency when dealing with Hispanic audience measurement. LaToya said that while granularity may be important, there will always be gaps in data unless a multi-source approach can be reached. As for a common currency of data, Belen believes that it probably cannot be achieved, due to the complex nature of the audience. LaToya said that from a large marketer perspective, because trying to segment the market with only one data source is generally ineffective, it is unlikely that we will ever see one.

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!)
Click here for previous Changing Places editions

ab45d8c9ccaab24b_orgTelemundo 40 Río Grande Valley / KTLM announced that Adolfo Muñíz has been named Video Journalist for Noticias Telemundo 40, which airs weekdays at 4 PM, 4:30 PM, 5 PM and 10 PM. Muñíz joins a dynamic team of reporters to provide the latest local breaking news and up-to-the-minute information about the issues that affect Spanish-speaking viewers in the Río Grande Valley. Muñíz will make his on-air debut in early April.Muñíz joins Telemundo 40 after working as a reporter at KINT Univision 26 El Paso.

 

 

 

 

PYXdH08v_400x400Mazda North American Operations announced the addition of Tim Olson to its public relations team as Program Manager, Public Relations.Olson comes to MNAO from the Powersports industry, where he spent the last decade as the public relations manager for Yamaha Motor Corporation and Suzuki Motor of America. Prior to that, he spent a decade working in the editorial space as managing editor for one of the most prominent motorcycle magazines.In his new position, Olson is responsible for managing day-to-day PR activities and storytelling related to product, corporate, lifestyle and motorsports communications. He will report directly to Eric Booth, Senior Manager, Public Relations, and will be based out of MNAO’s corporate headquarters in Irvine, Calif.  Mazda North American Operations is headquartered in Irvine, California, and oversees the sales, marketing, parts and customer service support of Mazda vehicles in the United States and Mexico through more than 600 dealers. Operations in Mexico are managed by Mazda Motor de Mexico in Mexico City.

 

descargaRepublica, an independent marketing and communications agency, announced the appointment of Melissa Bartolini as head of strategy, and Fredda Rodriguez as director of channel strategy, new executive positions that aim to reinforce the agency’s brand strategy, media, and analytics practices.

MelissaBartoliniMelissa Bartolini brings 15 years experience as a brand strategist to the firm. Prior to joining Republica, she was director of account planning at Razorfish, where she led the consumer and brand insight development for key clients including AT&T, Bridgestone Tires, Burt’s Bees, and Carnival Cruise Lines. Before Razorfish, Bartolini was a senior brand planner for McCann Worldgroup, developing branding and communications campaigns for national and global brands including Coca-Cola, MasterCard Latin America and The Island of Aruba.

FreddaRodriguezFredda Rodriguez brings more than ten years experience in digital marketing and media. She joins Republica from OMD where she served as a digital account director, building media strategies for brands such as Intel, Cisco, Bridgestone and Activision, and managing award-winning campaigns in programmatic and first-in-market paid social media. Previously, Rodriguez managed U.S. multicultural and Latin American media strategies for several agencies, including Y&R Bravo, Alma, and Starcom, serving clients such as State Farm, The Clorox Company, ESPN, AT&T, Avon, and Payless.

Anomaly Los Angeles  announced the final additions to its leadersPaco & Beto_small.jpghip team with two new Executive Creative Directors & Partners – Paco Conde & Beto Fernandez.  Paco & Beto join Anomaly LA’s Chief Strategy Officer, Aisea Laungaue and Managing Director Jiah Choi to lead the newest Anomaly office, which opened its doors in Venice last April. The office got off to a flying start rapidly hiring 30 staff, gaining several new business wins including the appointment by The Coca Cola Company to manage Diet Coke and also launched two highly visible global campaigns for Beats.Paco & Beto – an art director and a copywriter. A Brazilian and a Spaniard, began their partnership as ECDs at Ogilvy Brazil.

 

 

 

NBCUniversal Telemundo Enterprises announced it has named Beau Ferrari to Executive Vice President of NBCUniversal Telemundo Enterprises. Ferrari previously served as Executive Vice President, Corporate Strategy and Development for Univision Communications Inc. He will be based in Miami and will report to Cesar Conde, Chairman of NBCUniversal International Group and NBCUniversal Telemundo Enterprises.In this role, Ferrari will oversee finance, operations, corporate strategy and development to manage growth and profitability for NBCUniversal Telemundo Enterprises.Ferrari held various senior leadership and operating roles during his eight years at Univision Communications. Prior to Ferrari joining Univision Communications, he was co-founder and partner at Royal Palm Capital Partners.

 

 

 

descarga (10)Dave Watson has been promoted to president and CEO of Comcast Cable. He succeeds Neil Smit, who was elevated to vice chairman of Comcast Corp. Watson has been chief operating officer of Comcast Cable since 2010 and has held several executive positions at Comcast since joining the company in 1991.

 

 

 

 

descarga (9)Jeff Jones is leaving his post as president of Uber after less than a year.  He was previously chief marketing officer at retail chain Target.

 

 

 

 

 

 

 

descarga (8)72andSunny has promoted Jenny Campbell to managing director of its Los Angeles office. Her responsibilities include overseeing the agency’s growth through new business initiatives and management of its existing client relationships. She replaces Chris Kay who was recently promoted to partner and now has an international remit at the agency.Campbell originally joined the agency in August to run HECHO EN 72, the maker lab and production studio located inside the MDC Partners-owned agency.

 

 

bobBob Rupczynski has joined McDonald’s Corp.as  Global VP-media and customer relationship management.Rupczynski joins McDonald’s from Mondelez International Inc., where he was VP-head of global media and digital.Mr. Rupczynski reports to McDonald’s Exec VP and Global Chief Marketing Officer Silvia Lagnado. McDonald’s said he will work on accelerating the company’s push to “target, personalize and optimize its marketing effort.”

 

 

descarga (6)Marcos de Quinto is leaving his position as global chief marketing officer of Coca-Cola. He has held the post since Jan. 2015 and joined the Coke marketing department in 1982. De Quinto will not be replaced, however, Coke is restructuring by consolidating its marketing, customer and commercial leadership strategy into one function to be led by newly named chief growth officer Francisco Crespo, according to an Ad Age report. Crespo has been with Coke for 28 years and is currently president of the company’s Mexico operations.

 

 

 

 

 

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!)
Click here for previous Changing Places editions

faget Mariano Faget has been appointed regional sales manager Texas for BeInSports managing their digital and their sponsorships across all platforms. Faget worked for the past 20 years at Televisa Publishing and Digital.

 

 

 

 

descargaEntravision Communications Corporation, a diversified media company serving Latino audiences and communities across acculturation levels, announced that it has promoted Jeffery Liberman to the additional position of President, effective immediately. As Entravision’s President & Chief Operating Officer, Liberman will continue to lead the management and operation of all of Entravision’s radio, television and digital media properties, and will continue to report directly to Walter F. Ulloa, Chairman & Chief Executive Officer of Entravision.Jeffery Liberman joined Entravision in 2000 following the company’s acquisition of Latin Communications Group.

 

 

ToyotaToyota is shifting some of its marketing executives in an effort to strengthen regional integration in North America:

 

 

 

Ed_LaukesEd Laukes has been promoted to group VP for marketing at Toyota Motor Sales in North America. Laukes was previously in charge of media and motorsports for Toyota in the U.S. Hollis has been with Toyota for 25 years.

 

 

 

 

Jack HollisHe will succeed Jack Hollis who has been elevated to group VP and general manager for Toyota in North America.

 

 

 

 

carterEffective April 1, Bob Carter, currently senior vice president, automotive operations, will become executive vice president, sales for TMNA, president, TMS, and executive general manager, TMC. Carter will have responsibility for sales, marketing, distribution and customer service for the Toyota and Lexus brands in North America. Carter will report to Lentz.

 

 

 

 

Bill FayBilly Mann, group vice president and general manager, Toyota Division, is named senior vice president, automotive operations, for Toyota and Lexus brands, succeeding Carter. Fay will report to Carter.

All are based out of Plano, Texas, at Toyota’s North American manufacturing, sales and marketing, and corporate operations. The new designation of its operating entity is Toyota Motor North America (TMNA).Ten other executives in other areas of the company were also shifted.

 

 

Henry Hughes - CEO - KaleioIntercom Americas, the holding company for JeffreyGroup, Pinta, Webfluentials and PubTracker has announced the launch of Kaleio, an international branding and business consulting firm to be headed by Henry Hughes, an experienced industry veteran.During his career, Hughes has lived and worked in the U.S., Europe and Latin America successfully leading business initiatives for top companies including Burger King, Carnival Cruise Lines, Home Depot, Hunter Douglas, and Johnson & Johnson. Hughes, who in addition to being co-founder and partner will serve as CEO of Kaleio.Intercom Americas has operated JeffreyGroup, the specialized Latin America marketing and communications firm, since 1993. Other businesses in its portfolio include Pinta, the U.S. Hispanic marketing and advertising agency; Webfluentials, an online influencer targeting platform; and, PubTracker, a tracking and analytics service covering traditional and social media channels.Current clients of Intercom Americas firms include Airbnb, Airbus, Amazon, American Airlines, Bayer, Diageo, Facebook, Instagram, Marriott, McCormick, NFL, Nike, Samsung, Splenda, Sony T-Mobile, and Xerox.

billyMusic Industry Veteran Billy Mann joins 2btube’s Board of Directors. Billy Mann is a renowned Grammy nominated record producer, hit songwriter and entrepreneur who has worked with many of the leading names in today’s global music industry, including P!nk, David Guetta, Pablo Alborán, Alex Aiono, Celine Dion, Tiziano Ferro, Helene Fischer, Take That, Sting, Ricky Martin, Jessica Simpson and Art Garfunkel. 2btube, the digital talent network, has over 60 employees in its offices in Madrid, Miami and Mexico city.Billy Mann will contribute to explore new segments in music. The appointment signals a more robust focus for 2btube on music and international expansion.

marlaMarla Kaplowitz has been appointed President and CEO of the American Association of Advertising Agencies (4As). She joins the ad industry trade association from media agency MEC, where she was North America CEO. She will succeed Nancy Hill, who has held the position since 2008 and who had announced last year that she would be leaving. Kaplowitz joined MEC in 2011. Prior to that she spent 12 years at MediaVest, where she rose to executive VP, media director and oversaw North America communications planning for the P&G account. She also worked as a senior VP, media director at Ammirati Puris Lintas and as a VP, assistant media director at DMB&B.

 

provencioMarla Provencio has leaft her position as executive VP and chief marketing officer at ABC. She was promoted to the post in 2011 and has been with the network since 1979.

 

 

 

Marc ZanderVideo advertising marketplace Teads has appointed former Mars Chocolate’s global media director Marc Zander to global vice president of client partnerships. Zabder will lead Teads’ efforts to work closely with advertisers and bolster its approach to servicing media and creative agencies.He joins Teads after a five-year spell at Mars.

 

 

Claudia FoghiniTelemundo announced that Claudia Foghini has been promoted to Executive Vice President, Talent Management and Production Services at Telemundo Networks and Studios. She will continue to be based in Miami and report to Luis Silberwasser, President, Telemundo Network and Universo Channel.

 

 

 

 

Vanessa PomboIn addition, Telemundo announced that Vanessa Pombo has been promoted to the newly created position of Vice President of Production Management and Business News, Telemundo Network. She will report to Luis Fernandez, Executive Vice President, News, Telemundo Network.

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. 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-840-1311 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • Heineken

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (6)Following a review, Heineken announced that Omnicom’s TracyLocke is its new agency of record, leaving aside Geometry Global in less than a year, Agency Spy reports. TracyLocke becomes therefore Heineken’s new gency for shopper marketing and InMarketing and for channel driven retail solutions. Geometry had been AOR for Heineken USA’s Commercial Marketing, National Accounts Off-Premise and Regional Marketing business for several years prior to being named AOR for “Hispanic and Total Market retail and shopper marketing” in early 2015. TracyLocke will handle national brand portfolio work for the entire roster of U.S. Heineken brands including Tecate, Dos Equis, Newcastle, Amstel Light and more. It will also be in charge of regional marketing and designing localized market activations.The appointment marks the end of Heineken’s relationship with Geometry Global in the U.S., but not globally.

  • E*Trade

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (5)Financial company E*Trade has put its media agency assignment into review, according toMediapost. GroupM is the incumbent and has held the assignment since 2014 when  the company shifted the business from PublicisGroupe’s Spark without a review. GroupM is expected to defend.

 

 

 

  • Delta Airlines

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (7)Delta Airlines has kicked off a media agency review with Joanne Davis Consulting supporting the search, Adage reports. PublicisGroupe’s Digitas is Delta Airline’s current incumbent. Delta spent US$54 million in domestic measured media in 2014, according to Kantar Media.

 

 

 

  • Omnicom

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (8)According to Omnicom CEO John Wren, the holding company would be launching a third global media agency network within the next few weeks. The new shop would join OMD and PHD in the holding company’s stable of global media agency brands. Wren said the new agency would give the company “additional capacity to manage more client relationships.” In addition, Wren said the new agency would be structured differently than the existing two networks.

 

  • Carnival Corp.

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (9)Carnival Corporation has begun evaluating its global media agency relationships and costs across brands, according to Adage. However, this is not a formal agency review. Carnival Corp. is theowner of other brands like Carnival Cruise Lines, Princess Cruises, Holland America, Seaborn and Costa Cruises, among others.Carnival spent US$115 million on U.S. measured media in 2014, according to Kantar Media. In 2013, the company carried out a media agency review and selected  PHD.

 

  • Wendy’s

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (1)Wendy’s® has launched a new marketing campaign, internally dubbed Deliciously Different™, designed to allow customers to learn what makes Wendy’s Deliciously Different. The first installment will focus on Wendy’s signature hamburger – Dave’s Single™ (and Dave’s Double™ and Dave’s Triple™). The advertising focuses on Wendy’s promise to deliver fresh beef from locations close enough to its restaurants that the beef never has to be frozen*, and on improvements such as the new bakery style bun. The creative also includes “Easter Eggs” hinting to other experiences on Google, Tumblr and a microsite at Othr-Guyz.com (Hispanic: othr-guyz.biz) which educate the consumer through an infomercial about all the great things one can do with frozen beef, besides eat it. The campaign has both general and Hispanic market elements, with unique executions tailored to both demographics.

  • BURGER KING®

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (10)BURGER KING® restaurants are bringing the signature flame-grilling technique they’ve been perfecting for more than 60 years to hot dogs with the launch of Grilled Dogs. The new menu item will be available at participating restaurants nationwide, starting February 23rd.  The launch will be accompanied by a campaign that will rely heavily on digital and social media, with a TV spot that is rolling out a few weeks after the Feb. 23 launch. Digital efforts will be handled by Code and Theory, while David Miami is in charge of the TV campaign.Horizon Media handles TV and digital media buying. Other agencies involved are Alison Brod PR for public relations and 500 Degrees for merchandising.Internal training videos about the hot dogs, which will also be released publicly, feature rapper Snoop Dogg for English-speaking restaurant employees and TV personality Charo for Spanish-speaking ones. With this launch, BURGER KING® restaurants will serve hot dogs in more restaurants than any other restaurant chain in the U.S.1Grilled Dogs will be available in BURGER KING® restaurants and drive-thrus every day of the week throughout the year.

  • Pernod Ricard

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (11)French liquor group Pernod Ricard SA said  it will reorganize its North American business to focus on its core U.S. market, where demand for its Jameson whiskey brand is growing while sales of Absolut vodka remain in a slump.Pernod said it has reorganized its Americas business, separating Canada and the U.S. into a stand-alone North America division. Meanwhile the Latin American operations will now be part of Pernod’s Europe, Middle East and Africa business.As part of the reorganization, Pernod is promoting Paul Duffy to Chairman and Chief Executive of Pernod Ricard North America from his post as Chief Executive of Absolut. Philippe Dréano, the head of Pernod Ricard Americas, will be retiring from the company after a 27-year career at the firm, the company said.

 

 

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.

Wikot – Colombia ::: Penn National Gaming – Carnival Cruise Lines – Latin America ::: Andrey Shakov – Mexico  ::: AB Inveb – Latin America :::AB Inveb – Latin America

  • Wikot – Colombia

Wikot Colombia has won the Kimberly Clark digital account during for the 2014. The agency will also manage the Kimberly Clark Health account.

  • AB Inveb – Latin America

AB Inveb has chosen Zenith Optimedia Argentina to manage its media account in Latin America: Argentina, Bolivia, Paraguay, Uruguay, Chile and Peru.

AB Inveb has been working with different agencies in the region on each country and with Zenith Optimedia is unifying the business. In Argentina, AB Inveb has been working with UM.

  • Claro – Peru

Claro Peru has launched a new promotion providing unlimited access to Facebook. For PEN 0.10 for 30 days, customers can access the social network via the m.facebook.com mobile portal from a Claro mobile phone. Pre-paid customers must make a PEN 0.50 top-up by 31 January and have at least PEN 0.10 of credit to access the promotion.

  • Penn National Gaming – Carnival Cruise Lines – Latin America

Penn National Gaming struck a marketing deal with Carnival Cruise Lines in which customers of regional gaming giant can redeem player loyalty points on cruises to the Caribbean, Bahamas, Mexico, and other destinations.

Starting in mid-April, guests of Penn National’s 18 Hollywood-branded and Argosy-branded casinos will be eligible to receive complimentary Caribbean and Mexican cruises.

  • Andrey Shakov – Mexico

Dr. Andrey Shakov, a premier plastic surgeon in Tijuana, Mexico, has launched an updated website. The website changes are part of a comprehensive online marketing campaign designed to make Dr. Shakov’s practice more accessible to patients in Mexico and the United States.

  • Facebook – Global

Facebook has announced that it will withdraw its sponsored story advertisements commencing April 9. The controversial feature, which rolled out in 2011, shows when a user’s Facebook friend interacts with a sponsored page, app or event.

 

 

A summary for 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.

  • Echo / San Jose Network – Latin America

ECHO Incorporated, a manufacturer of professional-grade, high-performance outdoor power equipment for professional and residential use, has appointed The San Jose Network, Ltd. (SJN) as their agency of record for the U.S. Hispanic and Latin American market. SJN was selected for its in-depth knowledge of the U.S. multicultural and Latin-American consumers, in-country channel expertise and its ability to manage an entire scope of marketing communications services from its central location. SJN's assignment will begin with an extensive brand development exercise of ECHO and Shindaiwa for equity building in Latin America. SJN will develop strategies and insights aiming to improve brand positioning and differentiation, and will look to develop digital assets utilizing new media channels. The group will also provide direction and structure for centralized quality control of a communication platform that will be easily accessed by distributors across 18 Latin American markets.

  • Rexona / R/GA – Global

Unilever has appointed R/GA as the global digital agency of record for its deodorant brand Rexona. The agency will be tasked with developing the digital strategy across Rexona’s global portfolio, which includes Degree, Rexona and Sure. The account will be managed from its offices in New York, San Francisco, London, Singapore and São Paulo.

In the past, Rexona's digital activity has been dealt with on a country-specific basis.

  • Etihad / M&C Saatchi – Global

Abu Dhabi-based international airline Etihad Airways has awarded its $157m global advertising account to M&C Saatchi Worldwide. M&C Saatchi will take over the creative duties from incumbent TBWA, who has held the account since 2005. The account will be led from London.

  • Coca-Cola / Mother – Global

Coca-Cola has released the first global commercials for its fully-integrated ‘Move to the Beat’ London 2012 Olympic Games marketing campaign. Created by Mother London.

  • Carnival Cruise / MPG – Global

Carnival Cruise Lines has awarded its $12.7m media planning and buying account to MPG Media Contacts.

  • Huawei / BBH – Global

Chinese telecoms company Huawei has awarded its global advertising account to Bartle Bogle Hegarty (BBH). BBH will work on Huawei’s devices unit and will manage the account from its London and Shanghai offices.

A summary for 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.

  • Echo / San Jose Network – Latin America

ECHO Incorporated, a manufacturer of professional-grade, high-performance outdoor power equipment for professional and residential use, has appointed The San Jose Network, Ltd. (SJN) as their agency of record for the U.S. Hispanic and Latin American market. SJN was selected for its in-depth knowledge of the U.S. multicultural and Latin-American consumers, in-country channel expertise and its ability to manage an entire scope of marketing communications services from its central location. SJN's assignment will begin with an extensive brand development exercise of ECHO and Shindaiwa for equity building in Latin America. SJN will develop strategies and insights aiming to improve brand positioning and differentiation, and will look to develop digital assets utilizing new media channels. The group will also provide direction and structure for centralized quality control of a communication platform that will be easily accessed by distributors across 18 Latin American markets.

  • Rexona / R/GA – Global

Unilever has appointed R/GA as the global digital agency of record for its deodorant brand Rexona. The agency will be tasked with developing the digital strategy across Rexona’s global portfolio, which includes Degree, Rexona and Sure. The account will be managed from its offices in New York, San Francisco, London, Singapore and São Paulo.

In the past, Rexona's digital activity has been dealt with on a country-specific basis.

  • Etihad / M&C Saatchi – Global

Abu Dhabi-based international airline Etihad Airways has awarded its $157m global advertising account to M&C Saatchi Worldwide. M&C Saatchi will take over the creative duties from incumbent TBWA, who has held the account since 2005. The account will be led from London.

  • Coca-Cola / Mother – Global

Coca-Cola has released the first global commercials for its fully-integrated ‘Move to the Beat’ London 2012 Olympic Games marketing campaign. Created by Mother London.

  • Carnival Cruise / MPG – Global

Carnival Cruise Lines has awarded its $12.7m media planning and buying account to MPG Media Contacts.

  • Huawei / BBH – Global

Chinese telecoms company Huawei has awarded its global advertising account to Bartle Bogle Hegarty (BBH). BBH will work on Huawei’s devices unit and will manage the account from its London and Shanghai offices.

Latino Future is really interesting content-wise. It’s a dual audience magazine, in that it appeals to both males and females,” says William Vasquez, who is repping the magazine through Hispanic Media Representatives. “It’s a cross-section from arts and entertainment to business. It’s entertaining but inspirational.”

According to Vasquez, 46% of Latino Future’s readers report incomes of $75K/yr or more, which places them among the more affluent Hispanic segment.

The magazine was developed and launched in Phoenix, and 2/3 of its 25,000-copy circulation is in the Southwest, though it has expanded to L.A., Texas, and is now available nationally through Borders and B&N, and now has been picked up by newsstand distributor.

“The magazine has mostly regional advertisers now,” says Vasquez, who adds that they are starting to pursue a national ad strategy, and have garnered interest from some liquor accounts, State Farm, McDonald’s and Chevrolet, among others.

Latino Future is also quite active with live events, and they currently sponsor two high-profile events: Latino Baseball Awards, where Latino Hall-of-Famers come out and the Alma Awards.

IPR

As far as IPR goes, the company has developed a relationship with Meredith and has secured west coast representation for the following general market magazines: At Home (owned by Century 21), Currents (Carnival Cruise lines) and Figure, a fashion magazine for full-figured women.

The new initiatives are in-line with IPR’s track record of working with corporate custom pubs like Kraft’s Comida y Familia and Disney en Familia.

Related Article: Independent Publishers Representatives to Sell Advertising for Kraft’s Food and Family

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

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

A recent AAA survey has shown that more than one-third of Americans (35%) are planning on taking a vacation involving two or more immediate family members 50 miles or more away from home in the next 12 months.

One of the reasons Americans are open to the idea of traveling more is lower gas prices. AAA estimates that U.S. drivers have saved nearly $12 billion on gas so far this year compared to the same period in 2015, and drivers this summer should pay the lowest gas prices in the past 12 years. 50% of Americans say they are more likely to take a road trip this year due to lower gas prices.

Road trips (69%), national parks (49%) and theme parks (42%) are the most popular types of vacations for families planning to travel in the next year. Vacations to international destinations (26%) and cruises (19%) round out the top five most popular vacation options for traveling families.

“Two-thirds of Americans say spending quality time as a family is the most important part of taking a family vacation,” said Bill Sutherland, AAA senior vice president of Travel and Publishing. “Whether it’s a cross-country road trip or a dream vacation to a far-off destination, travel offers busy families an excellent opportunity to share experiences and connect with each other in meaningful ways.”

Skyscanner started promoting Microsoft Travel’s newly launched car rental search across 49 markets This is just another representation of the extension of the partnership between Skyscanner for Business and Microsoft. Last year the site began powering flight search for MSN Travel across all 31 global markets. And this year they added 18 more.

Microsoft’s car rental data is powered by Skyscanner for Business, Skyscanner’s independent B2B unit, which launched a car rental White Label earlier this year. Skyscanner now powers car rental search for many different businesses across the travel industry.

“We are delighted to have extended our partnership with Microsoft to power their new car rental product. Skyscanner’s car rental data is among the strongest and most comprehensive in the industry, including 30,000 pick-up locations across 190 countries worldwide. We are proud to be working with MSN to offer their users access to our world-class search technology,” said Hugh Aitken, commercial director at Skyscanner.

Carnival Corporation announced it will sail as planned from the U.S. to Cuba with all travelers, including Cuba-born passengers, for the company’s week-long voyages to Cuba, starting with its historic inaugural voyage on May 1, 2016.

Fathom’s 704-passenger Adonia luxury cruise ship will begin sailing to Cuba every other week, marking the first time in over 50 years that a cruise ship has been able to sail from the U.S. to Cuba, as well as the first time in decades that Cuban-born individuals will be able to sail to and from Cuba.

“We made history in March, and we are a part of making history again,” said Arnold Donald, CEO of Carnival Corporation. “More importantly, we are contributing to a positive future. This is a positive outcome and we are extremely pleased. We want to extend our sincere appreciation to Cuba and to our team who worked so hard to help make this happen.”

Sabre Corporation has acquired Airpas Aviation, a leading provider of real-time route profitability and cost management solutions for the commercial airline industry. Based in Braunschweig, Germany, Airpas Aviation has become a leader in helping airlines improve profitability and better manage operational costs with solutions to calculate the cost of each flight. Through analyzing the fluctuating operating costs of individual routes such as fuel costs, airport and navigation charges, ground operations, catering and crew expenses, carriers can adjust routes and aircraft and schedules during daily operations to optimize profitability.

With the integration of Airpas Aviation’s solutions into the Sabre portfolio, airline customers can benefit from the efficiency of a commercial planning solution and working with one provider that understands and helps meet their commercial planning needs. In addition, the acquisition will open the Airpas solutions to Sabre’s global customer base.

The Travel Marketing Forum, part of #PortadaLat on June 8-9 in Miami’s Hyatt Regency Hotel, is going to bring together all the big players in travel marketing from the Americas, including Volaris, Grupo Posadas, Best Western, Royal Caribbean, Hyatt, Sojern and many more. Get your early bird tix!

LATIN AMERICAN MARKET

Starwood Hotels & Resorts Worldwide keeps growing in LatAm. This time it was with its Aloft brand debut in Peru, adding two new properties in the country’s capital. Set to open in 2018, Aloft Lima Miraflores and Aloft Lima Costa Verde will bring tech-forward innovation and a modern style to the city’s most visited sector. Both hotels are owned by and managed by Grupo Libertador, the same operator that owns and manages three Starwood hotels under The Luxury Collection brand in Cusco, Urubamba and Paracas and The Westin Lima Hotel & Convention Center.

“Latin America continues to be a key priority for the Aloft brand, and we look forward to expanding our presence to Lima, one of South America’s most sought out destinations,” said Brian McGuinness, Senior Vice President, Specialty Select Brands for Starwood. “With more than 100 hotels globally and a bullish pipeline, Aloft continues to debut in some of the world’s most dynamic destinations.”

Grupo Aeroportuario del Sureste (ASUR), Mexico’s first privatized airport group and operator of Cancún Airport and eight other airports in southeast Mexico, announced an 8.93% increase in passenger traffic for the three-month period ended March 31, 2016. Their total revenues increased by 15.63%, reflecting increases of 15.42% in aeronautical revenues and 28.88% in non-aeronautical revenues, partially offset by a decline of 25.90% in construction services revenues.

It also showed a 13.04% increase in domestic passenger traffic, driven by increases across most of ASUR’s airports, with the exception of Minatitlán and Villahermosa, where traffic declined 1.81% and 1.15%, respectively. A 6.53% growth in international passenger traffic resulted mainly from an increase of 6.92% in traffic at the Cancún airport.

https://www.enterprise.com/content/dam/ecom/nav/nav-locations.jpg.wrend.1280.720.jpegEnterprise Holdings Inc. announced the opening of 22 new Enterprise Rent-A-Car locations throughout Latin America and the Caribbean. Through its regional subsidiaries, the company operates the largest fleet of vehicles in the world through a global network of more than 9,000 neighborhood and airport locations. It also owns National Car Rental and Alamo Rent A Car.

Enterprise Rent-A-Car’s debuted in the Caribbean in 2014 and was launched in Latin America in 2015.

“Our new openings in Latin America and the Caribbean will provide travelers access to our renowned service in some of the most popular tourist and business travel destinations,” said Peter A. Smith, vice president of global franchising at Enterprise. “Launching our brand in seven new countries and territories is an exciting milestone, but it’s just the beginning of our planned growth in this region.”

Enterprise Rent-A-Car will open 13 airport and downtown locations in Belize, Honduras, Mexico, Tortola, Trinidad & Tobago, Turks & Caicos and Uruguay by April 2016. An additional eight Mexico airport locations will come online by May 2016 as well as a new Cancun, Mexico, location opening in June 2016.

Despegar Colombia has announced Felipe Botero as its country manager. Although Botero has no previous experience in the tourism industry, he has more than 15 years of experience in the massive retail market. He has worked for multinationals like Kellogg Co, leading the sales team for Colombia, as well as Philip Morris International and Nestle.

 

 

2014 was an interesting year for Panregional and Latin American Marketing with the Soccer World Cup and other major “marketing events” taking place. 2015 presents many challenges and opportunities. Below are  9  New Year’s Resolutions Panregional Marketing Executives should make.

1. Be a proud Panregional Marketer!

Take into account that, no one can get the insights and a holistic view of what is going on in the Latin American marketing and media space like a Panregional Marketer. Yes, the Panregional often South Florida based Marketer, is  more removed from each of the local Latin American markets, but they are also able to abstract from local details and get a holistic view. And, let’s not forget,   panregional multi-country media buys can get substantial discounts  (particularly the case for cable and print!).

2. Be “social” and invest in Social Media

facebook latin americaLatin America is the region with the highest social media penetration in the World. Make sure to incorporate this fact into your plans, as Latin American millenials practically live on Social Media. Any paid media program has to have a social media component and, most likely, also a paid social media element.
MAGNA GLOBAL forecasts expect that”social” is going to be the number 2 media within digital in Latin America by 2019. “By ‘social’, MAGNA GLOBAL’S President World Markets Shaffia Sanchez refers to any “paid media” format carried by social media networks like Facebook, Twitter, and LinkedIn, excluding peer-to-peer video networks.

3. Be patient with Programmatic and try to learn

ProgrammaticProgrammatic has been gaining steam in LatAm, with some researchers saying that automated transactions (incl. RTB-Real Time Bidding) already amounted to US $500 million in 2014. However,
the data quality of DMPs (Data Management Platforms) active in Latin America is still a concern as cookies often have not run long enough to have a solid history in order to be able to predict consumer behaviours. In addition, the industry still lacks awareness and understanding on the marketers side.   As a marketer make sure to get acquainted with the different Advertising Technologies and learn what they can and can not do for you.

4. Demand Transparency from your Agency and Media Partners!

For the credibility and long-term viability of the panregional marketing and media sector, it is crucial that the media buying processes are transparent and measurable. As a panregional marketer you have a responsibility to make sure that this is the case and demand transparency from your agency and media partners. Make sure you understand the inner workings of the media buy as well as the rebate schedules.

5. Be “Mobile First”

mobilesLatin America has some of the strongest social media engagement rates in the world, alongside a remarkably mobile-first population. Mobile has to be a the center of your strategy. Mobile Advertising has to have a role, definitely when it comes to target smart phone users like the majority of the Latin American middle classes.

6. The World Cup is over, but focus on the 2016 Olympics

Major events, like the 2014 Soccer World Cup, are very important for panregional marketing as major brands, e.g. Coca Cola, coordinate their efforts on a supranational-panregional level. The 2016 Olympics in Rio de Janeiro are one of these mega events and major marketers should focus on it way before 2016 starts.

7. Bet on Content Marketing to complement Media Buys

Content MarketingAccording to Portada’s soon to be released 2015 Panregional Advertising and Media report, a substantial amount of panregional marketers are tying their paid media campaigns to content marketing efforts. Owned and earned Media activities can be very efficient to amplify messages and ultimately increase sales. Particularly, in Latin America which is not yet saturated with content marketing activities.

 

8. Be aware that the Cuban “Thaw” helps the Travel and Tourism categories

International Cruise Lines (e.g. Royal Caribbean, Carnival Corp. and Norwegian Cruise Line) and Tourism operators are great panregional marketers. On December 17, 2014, U.S. President Barack Obama and Cuban President Raúl Castro announced the beginning of a process of normalizing relations between Cuba and the United States, which media sources have named “the Cuban Thaw.” The agreement will see the lifting of some U.S. travel restrictions, fewer restrictions on remittances of U.S. banks access to the Cuban financial system. The Latin American middle and upper socio economic classes are very identified with the developments in Cuba and are eager to visit the “new” Cuba over the next few years. That bodes well for the Travel and Tourism categories as a whole.

9. Carefully plan around high Inflation Countries

LatAm, for the most part, has now been macroeconomically stable for two decades. However, there are two exceptions: Argentina and Venezuela which have high inflation rates and fixed foreign exchange rates. This has implications for both revenue expectations, as the fixed exchange rates are not stable,   well as for the dollar value of the repatriation of profits.

CHECK OUT: 2014 Panregional Marketing Trends