21 Results

Cartier Latin America

Search

¡Hola! magazine has arrived in Central America through a licensing agreement with Grupo Cerca. As of November, the monthly magazine is now publishing a local edition in Costa Rica, Nicaragua, Panama, El Salvador, Honduras, and Guatemala. Portada talked with Marcelo Burman, President and CEO of Grupo Cerca, about the launches and details of its agreement with local partners in each of the six Central American countries, and how ¡Hola! plans to market advertising in the magazine.

Translated by Candice Carmel

This year, ¡Hola! is marking the 70th anniversary of its founding in Spain. Its last product launch was in 1994 with ¡Hola! Mexico. Since then, the glossy’s international expansion has been done through licensing agreements.

In 2010, ¡Hola! made the decision to localize its print magazines in Latin America, where it already publishes ¡Hola! through partnership licenses with La Nación (Argentina), Copesa (Chile), El Comercio (Peru), and El Tiempo (Colombia). The magazine is also present in Ecuador, Venezuela, Puerto Rico, and the Dominican Republic.

Now, through a licensing agreement with Group Cerca, which is overseen and run by Burman, ¡Hola! launched regional editions last November in six Central American countries: Costa Rica, Panama, Honduras, Nicaragua, Guatemala, and El Salvador.

“The magazine didn’t have a licensee in Central America, because of incompatibility between its business model and the size of the Central American countries. That is why we proposed a business concept to ¡Hola! that included a regional Central American framework, as well as localizing [the title] to each country.”

HOLA-COSTA-RICA-Nr-2Grupo Cerca handles publishing, marketing, and distribution of its own titles, and also acts as commercial agent for international titles such as ¡Hola! Burman told Portada that the company works with a total of about 34 titles and plans to launch new ones in 2014.

For ¡Hola!’s regional launch in Central America, Grupo Cerca entered into local joint ventures in the five remaining Central American countries. The agreements call for Grupo Cerca to handle license management, editorial coverage, and marketing of the magazine’s advertising. Local partners will be responsible for the magazine’s marketing and distribution.

While the Central American editions of the magazine have a regional slant to cover all six 6 countries, they also include 30%-40% of local content in each country edition, Burman told Portada. The remaining 60%-70% is international or regional Central American content. Burman explained that all ¡Hola! international licensees can use content produced by any of the other country editions and hopes that “the Central American content will also reach editions published in other countries.”

Every ¡Hola! edition has 30%-40% local content

The launch of ¡Hola! magazine at the regional level was accompanied by an advertising campaign in all partner media (publishing groups or newspapers), TV, radio, public spaces, and social networking. Galas assisted by 250 people were also held in each country, benefitting local organizations and public foundations.

Two editions have been launched to date and a third is expected early next year.

As for the distribution of 56,000 copies that were printed for the region, Burman expects to “adjust the number of copies for each country, before considering a printing increase.”

Portada: Why did you decide to go with a system of local joint ventures?

Marcelo Burman: Because we recognize that we are strong in Costa Rica, but not strong enough to handle the distribution and marketing in the other countries. So we decided to partner with our local partners to maximize and complement our strengths.

We joined forces with our local partners to launch this successful product and complement each other.

¡Hola! Costa Rica

Hola-Costa-Rica-Ed-1In Costa Rica, Grupo Cerca also publishes Advertising Age, Mercados & Tendencias, Audi, and Productor Agropecuario, among others, and will be responsible for the complete production and distribution of ¡Hola! magazine. The edition has an initial circulation of 11,000 copies, and is priced at 2,750 colones (about $5.50).

¡Hola! Nicaragua

Hola-Nicaragua-Ed-1In Nicaragua, Grupo Cerca works with Diario La Prensa. ¡Hola! Nicaragua has a circulation of 6,600, and is sold at 145 cordobas (approximately $5.50).
Hugo Holmann, Publisher of Diario La Prensa, said the partnership “is a strategic alliance, and not just for Nicaragua. This is just the beginning of a larger project.”

¡Hola! Guatemala

Hola-Guatemala-Ed-1In Guatemala, Grupo Cerca is partnered with the Prensa Libre newspaper. ¡Hola! Guatemala has a circulation of 10,100 and will be distributed at points of sales and also sold by subscriptions. The sticker price of the magazine is 48 quetzals (about $5.50).

¡Hola! El Salvador

Hola-El-Salvador-Ed-1El Diario de Hoy is ¡Hola!’s local partner in El Salvador. The magazine has an initial circulation of 8,150 and is priced at $5.50.

¡Hola! Honduras

Hola-Honduras-Ed-1In Honduras, the magazine was launched in partnership with Grupo OPSA, which publishes El Heraldo newspaper. Grupo OPSA distributes the magazine in 250 points of sales and by subscription. ¡Hola! Honduras has a circulation of 8,150 and is priced at 120 Lempiras (also about $5.50).

¡Hola! Panamá

Hola-Panamá-Ed-1In Panama, Grupo Cerca works with Grupo Espasa, publisher of El Panamá América. The magazine has a circulation of 11,000 and is priced at $5.50.

Advertising

Advertising is handled by Grupo Cerca locally in each country. Its main advertisers to date have been premium brands such as Cartier, Audi, Valentino, Bulgari, Cavalli, Tous, Benetton, and Chanel, among others.

Burman added that advertising for ¡Hola! is also sold regionally in Central America, and that the ratio of regional to local advertising is even. Whether brands prefer to advertise locally or regionally “depends on where the advertising comes from,” he said.

We are exceeding sales budgets, both in copies as well as advertising.

Regarding future agreements to also sell ads jointly with Latin America [editions], Burman says that “we are not doing that at the moment, but do not rule it out in the future.”

¡Hola! in Latin America

Magazine

Publisher

Frequency

Circulation

Price

Release date

¡Hola! Argentina

La Nación

Weekly

85.000

20,90 ARS

2010

¡Hola! Colombia

El Tiempo

Fortnightly

30.000

9900 COP

2012

¡Hola! Costa Rica

Grupo CERCA

Monthly

11.000

2750 CRC

2013

¡Hola! Chile

Copesa

Fortnightly

20.000

3000 CLP

2012

¡Hola! Ecuador

Vistazo

Fortnightly

10.000

5 USD

2011

¡Hola! El Salvador

Grupo CERCA

Monthly

8.150

5,5 USD

2013

¡Hola! Guatemala

Grupo CERCA

Monthly

10100

48 GTQ

2013

¡Hola! Honduras

Grupo CERCA

Monthly

8.150

120 HNL

2013

¡Hola! México

Hola S.L.

Weekly

85.000

35 MXN

2006

¡Hola! Nicaragua

Grupo CERCA

Monthly

6.600

145 NIO

2013

¡Hola! Panamá

Grupo CERCA

Monthly

11.000

5,5 USD

2013

¡Hola! Perú

El Comercio

Weekly

14.000

15 PEN

2010

¡Hola! República Dominicana

Mercado

Monthly

20.000

200 DOP

2012

¡Hola! Venezuela

El Nacional

Fortnightly

30.000

70 VEF

2012

Read the article in Spanish

Media buying by U.S. and European based advertisers in Latin American media properties has increased notably in 2007. While 2006 was a relatively good year, in 2007 advertisers are investing in the region because of the continued economic growth and the increased political certainty after election year 2006.

Miguel Chala, Publisher General Interest and Men’s Titles at Televisa Publishing, says that Televisa Publishing’s panregional men’s titles Men’s Health, PC Magazine, Popular Mechanics advertising has increased more than 15% compared to the same period of 2006. Veronica Lizama, Director of Sales at Panregional Business Magazine America Economia, tells Portada that during the January-June 2007 period, advertising increased by over 25% compared to the same period of a year ago.

According to Lezama, the increase has been driven by the Logistics/Travel categories, particularly DHL, and Luxury (Piatek Philippe, Cartier and Rolex) and Finance (Santander, UBS Private Banking). Fifty percent of America Economia’s advertising originates outside of Latin America, while the remaining 50% is generated by local sales. The magazine has a total circulation of 84,528 (Spanish 54,355; Brazilian 30,173) and local editions in Chile, Mexico, Brazil (Portuguese) and Central America. In the fall of last year, America Economia launched Luk, a semi-annual publication that focuses on lifestyle, fashion, and luxury. Panregional digital media buying is increasing at 15% plus annual rate according to various online media properties contacted by Portada.

The U.S. and the panregional digital and print media industries are converging on an increasing pace. This is mostly due to cultural and technological factors, including the following:

  • U.S.-based media buyers buy into Latin American media. With the current expansion of Latin American economies, there has been a substantial increase in media buying activity coming from U.S. based advertisers targeting Latin American customers. Portada estimates the size of the media buys in Latin American media originating in the U.S. to be well over $150 million, with the majority going into TV and cable, but a significant amount, approximately 40%, going into print and digital media. Digital media buys are increasing significantly.
  • Expansion of Latin American media into the U.S. and of U.S. based media into Latin America. Due to the similarities between the Latin American, especially the Mexican, and the U.S. Hispanic market, many Latin American media groups have a strong advantage in the U.S. Hispanic marketplace (including strong brand recognition). This has clearly served to foster an expansion of Mexican and Latin American companies in the U.S. In addition, U.S.-based media companies, including Time Inc., Entrepreneur Magazine and Forbes, have expanded into the Spanish-speaking world Latin America.
  • Cost Factors.  Latin American countries have workers with strong skills and talent. This is particularly good because the cost base to work in these countries is very low. Many U.S. corporations (media companies, call centers, etc…) are taking advantage of this situation. Cuatro Media, the publisher of Fox Sports en Espanol, has its back-office operation in Latin America.


The Internet: U.S. Hispanics like to read content from their home countries and often visit websites to do so. That is why US Hispanic online advertising dollars are being spent in Latin American media properties targeting U.S. Hispanics abroad.

Latin American newspaper websites get up to 20% of their visits from foreign countries.

Through geo-targeting technologies that allow companies to serve online advertising based on the I.P. the user is accessing from, Latin American online publishers sell advertising specifically oriented to U.S. Hispanics. For instance, a Colombian newspaper website will attract Colombians living in the U.S., a segment particularly interesting to airlines flying from Colombia to the U.S. or telecommunications companies serving both countries. Companies including AT&T, Cingular, Nissan, Western Union, Continental, Porsche, Mexicana and Disney have all made use of geo-targeted online advertising in Latin American websites to attract U.S. Hispanic audiences.

The appeal of these Latin American based websites to advertisers targeting U.S. Hispanics is also profound because the CPM rates (cost per thousand impressions) of Latin American websites are often significantly lower than the ones of U.S. Hispanic websites. US Hispanic online advertising dollars are being spent in Latin American media properties to attract U.S. Hispanics eyeballs—and dollars.

“There’s really a better business case to be made for sustaining an online publication, particularly when you consider the international reach of Tiempos del Mundo,” said Jonathan Slevin, a spokesperson for TDM. Slevin also cited the changing habits of readers for the decision, saying that increasingly, they are turning to the Internet to receive their news.

Peru’s El Comercio newspaper’s website is an interesting example of successful geotargeting to the U.S. Hispanic market. “Thirty percent of our website traffic is international and 15% comes from the U.S.,”Beatriz Hernandez Vega, online advertising manager at El Comercio in Lima Peru, tells Portada. Other countries where a sizable amount of traffic is generated are Spain (3% of total traffic) and, interestingly, Japan (2.4%) followed by Argentina and Chile. A quarter of El Comercio’s online advertising revenues come from geotargeted online advertising.

El Comercio has sold geotargeted advertising to the U.S. operations of Western Union, Sprint Nextel and several financial institutions. Vodafone, Endesa, Air Madrid and Iberia target Peruvians who access their home country website (El Comercio) out of Spain.

The CPMs El Comercio charges lie at $10.50, which is relatively expensive for Latin America and speaks to the strong position El Comercio occupies within the Peruvian online advertising area. To foreign advertisers, El Comercio charges a CPM of $11.50. GDA-Charney&Palacios, a print and online advertising sales network, obtains a commission out of that sale.

Harvard Business Review América Latina posee una lista de  anunciantes tan exclusivos como Cartier, BMW, Apple, que constituyen sólo algunas de las aproximadamente 125 empresas que se anuncian en la publicación.

Aproximadamente el 20% de la editorial es escrito exclusivamente para la edición de América Latina, mientras que el resto es una adaptación de la revista en idioma Inglés.

La revista comenzó a publicarse en 2002 y es auditada por el Instituto Mexicano Verificador de Medios.

Crain's, es otra publicación sobre negocios que posee una presencia de América Latina, en la  Ciudad de México con su edición (Crain's México). La revista tiene una distribución de 21.000 ejemplares y se publica cada dos semanas Al igual que  Foreign Affairs en Español, es auditado por la GIV. Los  anuncios de página completa tienen un costo 6183 dólares. En cuanto a sus lectores, el 63% son hombres y el 37% son mujeres. Prácticamente todos tienen títulos universitarios: 63% son de grado, mientras que el 36% posee títulos  de posgrado.

 Al igual que  Harvard Business Review América Latina, la mayoría de los lectores de Crain's México ocupan posiciones de liderazgo dentro de sus empresas: el 37% son directores, mientras que el 29% son directores generales. El resto administradores, directores de administración y gerentes generales. 52% de los lectores de la edición de México tiene acceso a Internet en casa, mientras que el 88% tienen acceso desde la oficina. Dado el enfoque regional de la revista, el contenido de la edición mexicana es original.

The Wall Street Journal (Dow Jones) es ampliamente considerado como el patrón de oro para la información financiera en los EU., se publica en 18 periódicos en 16 países de América Latina, como una sección especial dentro de las secciones de negocios. Tiene una recaudación total de más de 1,7 millones de euros.

La publicidad en el WSJ Américas se vende exclusivamente en el WSJ, y los anuncios de página completa se encuentran entre los 3.600 dólares en el Paraguay  y casi 61.000 dólares en Brasil. En algunos casos, WSJ Américas se publica de lunes a viernes, mientras que en otros se publica  una o dos veces por semana.

The Wall Street Journal también tiene un suplemento en español que se publica en el mercado hispano de los EU. en las siguientes publicaciones: Reflejos, Su Guía, El Sentinel, y Washington Hispanic, como encartado, o como una sección aparte, dependiendo de la publicación.

Newsweek en Español es otra publicación que abarca los asuntos políticos y económicos y está ampliamente distribuido en toda América Latina, cuya editorial en la región es Editorial Vía Satélite.

El propietario  de  Newsweek es  The Washington Post Co. Debido a su diversidad de enfoques, Newsweek en Español es la menos esotérica de sus  publicaciones y por tanto, goza de un numero mayor de lectores.

Su distribución es de 91.000 ejemplares por semana y es auditado por CVC. Un anuncio de página completa tiene un costo de $ 12.500. Está impreso en México. La revista también ofrece a los anunciantes servicios de traducción a precio de costo, estimado en aproximadamente 250 dólares por anuncio.

Como se aprecia en los casos antes mencionados, existe una demanda real de alta calidad en la cobertura política y económica en  América Latina. Con el actual auge económico en muchos países de América Latina, más editoriales con base en  EU buscan sacar provecho de estas oportunidades de expansión.

 

Publicaciones

Frecuencia

Circulación

Precio

Anuncio de página completa

Auditor

Editorial

Foreign Affairs en
Español

Cuatrimestral  

6,000

$8.99

NA

NA

Instituto Tecnológico Autónomo de México

American Interest

Bimensual

40,000

NA

NA

CVC

Independiente

Harvard Business
Review LatAm

Mensual

55,000

$15.00

NA

IVM

Impact Media

Crain’s Mexico

Quincenal

21,000

$10.00

$6,183

IVM

Crain Communications Inc.

Wall Street Journal Americas

De lunes a viernes

1,700,000

Encartado en periódico local

$3,600-$47,000

 

Wall Street Journal (Dow Jones)

Newsweek en Español

Semanal

91,000

$3.50

$12,500

IVM

Editorial Via Satélite

 

Believe it or not, high-brow political and economic publications like Foreign Affairs and The Harvard Business Review have considerable readerships in Latin America. Given the economic and political turmoil that has characterized the region in recent years, this may come as little surprise. Nonetheless, as these publications increasingly adapt their content to cater to Latin American audiences, major advertisers are following suit and reaching out to this same crowd.

Foreign Affairs en Español was launched in Mexico in 2000 to coincide with the election of Vicente Fox. The publication is a co-production of the Council on Foreign Relations in NYC, and the Instituto Tecnológico Autónomo de México (ITAM). Foreign Affairs en Español is essentially a journal of political opinion, giving prominent policy experts a pulpit from which to preach their political beliefs. The publication is non-partisan, and includes both conservative and liberal opinions.  

It is printed in Mexico, and has a combined circulation of 6,000 copies. The cover price is $8.99 USD. Approximately half of the content is original Spanish-language content commissioned by the publishers, while the other half is content adapted from the English-language Foreign Affairs. Its major advertisers include Telmex telecommunications company, and Banco Nacional de Mexico, which is affiliated with Citibank and Mastercard.

The Cato Institute, a right-leaning Washington D.C. based public policy research institute, does not publish its own Spanish-language publication, although it does have an extensive Spanish-language website –http://www.elcato.org– and it publishes many of its studies in Latin American and Spanish newspapers, such as El Mercurio (Chile) and El País (Spain). Although the institute does publish Spanish-language books in conjunction with academic institutions and other research centers, it does not sell advertising in these publications or on its website.


Newcomer

American Interest is a relative newcomer to the political journal scene, and describes itself as “a journal of ideas.” Rather than embrace one political viewpoint, it instead seeks to foster an elevated debate on how U.S. policies affect circumstances internationally.

The bi-monthly magazine has a distribution of 40,000 copies, and its current advertisers include book publishers such as Harper Collins, Random House and a few oil companies. Although the magazine does not currently have a Spanish-language edition, there are plans in the works: “Ideally, we would like to expand to Latin America by next year. Expansion efforts have been put on the back-burner for now, as we are moving from being a quarterly publication to a bi-monthly. It is something we are looking at, though,” says spokesperson Damir Marucic.

The Harvard Business Review America Latina is perhaps the best-known U.S. export in the financial/political publishing realm. It has a combined monthly distribution of 55,000 copies (with Brazil and Mexico accounting for 18,000 each, Argentina, Chile and Central America accounting for 5,000 each, and the remaining 4,000 copies going out to disparate corners of the globe). The cover price is fifteen dollars.

The magazine’s intended audience is “the men and women charting the future of business.” In line with that claim, the magazine boasts a powerful readership among the business elite, with CEOs, chairmen, general managers and partners accounting for 38% of its audience. Vice presidents, directors of finance, operations and marketing managers comprise another 25%, while managers, executives and consultants fill the remaining piece of the pie-chart.

The Harvard Business Review America Latina’s advertiser list is almost as exclusive, with Cartier, BMW, Apple, making up just a few of the approximately 125 companies advertising in the publication.

Approximately 20% of the editorial is written exclusively for the Latin American edition, while the rest is adapted from the English-language magazine.

The magazine began publication in 2002 and is audited by the Mexican Instituto Verificador de Medios.

Another seminal business magazine publisher, Crain’s, also has a Latin American presence with its Mexico City edition (Crain’s Mexico). The magazine has a distribution of 21,000, and is published on a bi-weekly basis. Like Foreign Affairs en Español, it is audited by IVM. Full-page ads cost US $6,183. In terms of its readership, 63% are men and 37% are women. Virtually all have college degrees (63% Graduate) while many have post-graduate degrees (36%).

Like Harvard Business Review America Latina, a majority of Crain’s Mexico readers hold leadership positions within their companies: 37% are managers, while 29% are CEOs. The rest are operations managers, directors of administration and general managers. Fifty-two percent of the Mexico edition’s readership has Internet access at home, while 88% have access from the office. Given the regional focus of the magazine, the Mexico edition features all original content.

The Wall Street Journal (Dow Jones) is widely considered to be the gold standard for financial information in the US, is published in 18 newspapers across 16 Latin American countries as a special section within the papers’ business sections. It has a combined circulation of over 1.7 million. Advertising for the WSJ Americas is sold exclusively by the WSJ, and full-page ads run anywhere between US $3,600 in Paraguay to almost US $61,000 in Brazil. In some cases, WSJ Americas is published Monday-Friday, while in others it is published just one or two times per week.

The Wall Street Journal also has a Spanish-language supplement that it publishes in the US Hispanic market. It is published in Reflejos, Su Guia, El Sentinel, and Washington Hispanic, as either a pull-out, or as a paginated section, depending on the publication.

Newsweek en Español is another publication covering political and economic affairs, and is widely distributed across Latin America by its regional publisher Editorial Via Satélite. Newsweek’s owner is the The Washington Post Co.  Due to its broad focus, Newsweek en Español is less esoteric than the aforementioned publications and thus enjoys a considerably larger readership. Its distribution is 91,000 weekly, and the publication is audited by CVC. A full-page ad runs $12,500. It is printed in Mexico. The magazine also offers advertisers translation services at cost, estimated to be approximately $250 per advertisement.

As is evident from the above-mentioned cases, the word is out that there is real demand for high-quality political and economic coverage in Latin America. With the current economic boom in many Latin American countries look for more U.S. based publishers to capitalize on these expansion opportunity.

 

Publication

Frequency

Circulation

Cover Price

Full Page Ad

Auditor

Regional Publisher

Foreign Affairs en
Español

Quarterly

 

6,000

$8.99

NA

NA

Instituto Tecnológico Autónomo de México

American Interest

Bi-monthly

40,000

NA

NA

CVC

Independent

Harvard Business
Review LatAm

Monthly

55,000

$15.00

NA

IVM

Impact Media

Crain’s Mexico

Bi-weekly

21,000

$10.00

$6,183

IVM

Crain Communications Inc.

Wall Street Journal Americas

Monday-Friday

1,700,000

Local Newspaper Insert

$3,600-$47,000

 

Wall Street Journal (Dow Jones)

Newsweek en Español

Weekly

91,000

$3.50

$12,500

IVM

Editorial Via Satélite

 

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 research from Accenture cited by eMarketer, 41% of consumers have switched the brands they buy from because of poor personalization, and 50% say that they did so because of “poor customer experience” in general. This mistake represents a total of $756 billion in lost retail and brand sales.

A new study from RetailNext found that 2017’s Black Friday event saw less foot traffic, but still experienced a combined 4.8% increase in sales compared to 2016.

A new study released today by Engagement Labs found that an estimated 19 percent of consumer sales are driven by offline and online social conversations. 

Content marketing platform Linqia‘s new study, “The State of Influencer Marketing 2018,” found that 86% of marketers reported using influencer marketing in 2017 — and, of those, 92% said it is an effective strategy.

A recent study by Shutterstock found that 88 percent of U.S. marketers surveyed agreed with the statement “Using more diverse images helps a brand’s reputation.”

StreamOn, a new study by Market Strategies International, has found that only 11% of all streamers pay for live streaming television.

Tiffany & Co. is the favorite luxury jewelry brand among wealthy millennials, followed by Cartier, Pandora, and Chanel, according to a recent survey by consumer-research group MVI Marketing. Rolex was the top brand for watches, followed by Apple, Omega and Cartier.

Research from search intelligence platform Adthena found that Amazon took 49.65% of the consumer electronics category’s click share during October and November of 2017. Director of Product Marketing at Adthena Ashley Fletcher credits this to their preference for pure brand terms, versus generic terms.

LATAM MARKET

Latin American media owners’ net advertising revenues (NAR) are set to grow by +9.3% in 2018, to US$26.3 billion, following a +7.3% growth in 2017;  thanks to a more robust economic recovery in the region, according to MAGNA.  Television remains the top media category in the region with 54% of total advertising sales while Digital advertising in Latin America remains lower than the global average.

According to a new report by research firm Counterpoint, 99 percent of Smartphone Sold in Argentina are LTE Enabled.

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

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

For prior Sales Leads LatAm editions, click here.

  • Amazon 

Amazon has launched a review of its global media planning and buying accountAdweek has reported. The review has invited media agencies to pitch for the business. The estimated US$1 billion-plus media services account includes North American and other markets worldwide. Incumbent IPG Mediabrands’ Initiative handles global media AOR, while WPP’s MEC handles U.S. digital media-buying.

 

 

  • Richemont

Luxury-goods giant Richemont has appointed WPP’s MediaCom to handle its US$400 million global media planning and buying business. Publicis Media agencies handled the account.Richemont brands include Montblanc, Piaget, Cartier and Alfred Dunhill.

 

 

  • General Motors

General Motors Brazil has chosen Dentsu Aegis Network to handle both traditional and digital media buying and planning duties in Brazil. The company’s retail account will continue to be handled by Publicis.

 

 

 

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

 

  • Ubisoft

Gaming giant Ubisoft has appointed IPG’S UM to handle media planning and buying duties in USA. UM office in San Francisco, where Ubisoft’s U.S. operations are based, will oversee the account. GroupM handles global media for Ubisoft and that relationship so far continues. Among Ubisoft’s gaming products are the Assassin’s Creed, Far Cry and Just Dance titles.

 

 

 

  • PHD Mexico

PHD, Omnicom Media Group’s (OMG) media agency, is opening a new office in Santa Fe, physically separating the operations of PHD from the rest of OMG. Julián Porras, CEO OMG Latin America, and local authorities like Riccardo Ferraris, and Manuel Arellano, Mexico’s CEO and CFO respectively and Jean Charles Cabrol, General Manager of PHD México, were all present in the opening. PHD is the media agency of well-known brands in Mexico such as Volkswagen Group, Ferrero, Bayer Laboratories, SC Johnson, HP and Bacardí, among others. PHD has around 4,000 employees in more than 80 offices worldwide.

 

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.

Join us at PORTADA Mexico!

 

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

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

For prior Sales Leads editions, click here.

Join us at PORTADA Mexico!

  • Amazon 

Amazon has launched a review of its global media planning and buying accountAdweek has reported. The review has invited media agencies to pitch for the business. The estimated US$1 billion-plus media services account includes North American and other markets worldwide. Incumbent IPG Mediabrands Initiative handles global media AOR, while WPP’s MEC handles U.S. digital media-buying.

  • Ubisoft

Gaming giant Ubisoft has appointed IPG’S UM to handle media planning and buying duties. Ubisoft spends about US$30 million a year on U.S. measured media. The UM office in San Francisco, where Ubisoft’s U.S. operations are based, will oversee the account. UM will also handle data and analytics for the Ubisoft brand. GroupM handles global media for Ubisoft and that relationship so far continues. Among Ubisoft’s gaming products are the Assassin’s Creed, Far Cry and Just Dance titles.The account win is the fourth for UM in 2017, already having won the media business for fashion brand Coach, streaming service Hulu and the B2B division of consultancy Accenture.

 

 

  • Richemont

Luxury-goods giant Richemont has appointed WPP’s MediaCom to handle its US$400 million global media planning and buying business. Publicis Media agencies handled the account.Richemont brands include Montblanc, Piaget, Cartier and Alfred Dunhill.

 

 

  • Subway

Subway has kicked off a formal North America agency review that could include bringing creative and media together. The company hopes to have a new agency or agencies in place by early next year. “We are evaluating all options, including bringing creative and media together, to drive efficiency and effectiveness across channels in a changing landscape,” Subway said. The review includes current agency partners and other agencies and agency families. The review comes three months after Subway hired Accenture’s Karlin Linhardt to the new role of senior VP-marketing, North America. Subway noted that it has long-standing agency relationships, including 17 years with Mediacom, 14 years with MMB and 10 years with Carat.

 

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Geloso Beverage Group

Leveraging the popularity of two popular Hispanic-inspired cocktail classics, Geloso Beverage Group’s Clubtails brand has launched two new malt based ‘Cocktails in a Can’ under the Clubtails Especial brand. Clubtails was launched in 2012 with four original malt beverage flavors and has since expanded and today features 12 cocktail-flavor favorites.The product appeals to consumers who enjoy traditional cocktail flavors with higher alcohol content that offers a spirit-like finish with the convenience of a can. Clubtails Especial extends the Clubtails portfolio, offering products specifically targeting the Hispanic market with cocktail flavors native to their culture.Clubtails Especial Cuba Libre and Paloma will be available in retail stores where Clubtails are currently sold.

  • Mazda

NBCUniversal Telemundo has created for client Mazda an eight-episode documentary series aimed at Hispanic viewers called Al Bate! (Batter Up!) that features former Major League Baseball Mexican player Ramiro Peña, who is now an infielder for the Hiroshima Carp in Japan.The Spanish-language series will appear on TelemundoDeportes.com starting July 25, accompanied with commercials introducing the new Mazda CX-5. The video’s web page will be co-branded by Telemundo and Mazda.The launch of the series is being preceded by other Mazda marketing materials. In addition to TelemundoDeportes.com, those Japanese materials appeared on Telemundo’s Novelas app and the network’s Facebook Page.NBCU is using premium content to tell Peña’s immigrant story to Hispanic consumers, who want that content wherever they go and view digital media on mobile devices. “This is a way of giving them a different story that is not going to be on television,” she said.Hispanic viewers are also very engaged with sports, and Telemundo research indicates that its viewers are more likely to talk about products they see advertised on the network.

  • UnitedHealth Group

UnitedHealth Group , one of America’s largest health insurance payer, has launched a media agency review. UnitedHealth Group recently issued an RFP calling upon agencies to handle media planning and buying for all of its brands (including UnitedHealthcare) in the United States, according to Adweek.The review remains in its early stages. Agencies from MDC Partners, Publicis Groupe and WPP’s GroupM are involved in the pitch. Omnicom, IPG Mediabrands and Dentsu Aegis cannot participate due to conflicts regarding other health care clients.Independent Minneapolis agency Periscope handled media duties on its most recent campaigns.UnitedHealth Group spending US$242 million on measured media in the U.S. in 2016 and US$44 million during the first quarter of this year, according to Kantar Media.

  • Allstate

As a visible and active supporter of the soccer community, Allstate has renewed its title of Official Insurance Sponsor of CONCACAF, and has wasted no time making a splash with Hispanic fans. Allstate is reaching and connecting with passionate fans is through the new #MalaSuertePrometo campaign, the brainchild of Ad agency Lapiz, which is built on the idea that fans will make crazy promises if it means that their team will win. Built around the 2017 Gold Cup, #MalaSuertePrometo features the sophisticated and clever, yet often mischievous, Mala Suerte character that fans have come to know and love. Through Mala Suerte, Allstate has been challenging fans from its Facebook page to make these crazy promises using the hashtag #MalaSuertePrometo for a chance to win tickets to the CONCACAF Gold Cup final in San Francisco. The campaign includes on-site activations ahead of select Gold Cup matches where fans can fulfill their promises live on camera – everything from fans shaving their heads to wearing crazy outfits – with all footage being shared on Allstate’s Facebook page. For the final match, Allstate will use Facebook Live to broadcast the fulfillment of the winning promise, and it “promises” to be an epic ending to the tournament. (Allstate’s Daniel Keats, Director Sports and Sponsorships and Consumer Marketing Allstate Insurance will be one of the key speakers at Portada’s Sports Forum on Sept. 13.

  • Houston Dynamo

MLS team’s marketing strategy is trying to stand above the crowd in a city with so many sports and entertainment choices. The Houston Dynamo was one of the first teams to join the MLS. It was also the first U.S. team to secure a place in the CONCACAF Champions League, starting in 2008. Portada interviewed Lexie Sidney, Director of Strategic Marketing for the soccer team Houston Dynamo, about the challenges the team is facing in terms of marketing strategies. We also spoke with Alyssa Bruno, Marketing Director for the Colorado Rapids, about what strategies are working the best to grow the team within the MLS.

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.

Join us at PORTADA Mexico!

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 AMERICAN CONSUMERS! with newly introduced upgraded features (see at the bottom of this article. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322  or e-mail her at silvina@portada-online.com.

Click here for previous Latam Sales Leads editions

  • Coty

descarga-5Coty has appointed Publicis Media as its lead media agency globally. Publicis Media’s Zenith will lead the assignment which will include the current Coty brands and P&G Specialty Beauty Business* brand portfolio being acquired by Coty, with the transition expected to be completed in October of this year. Publicis Media will work in close collaboration with Beamly, Coty’s internal digital social and programmatic agency. The combined Coty assignment will span sixteen markets, with Publicis Media responsible for strategy, trading, content and data and analytics for Coty whose brands include color cosmetics brands Rimmel and Sally Hansen, and fragrance brands Calvin Klein, Marc Jacobs, and Davidoff, and post the merger will include leading cosmetics brands COVERGIRL and Max Factor, fragrance brands such as Hugo Boss and Gucci, and haircare brands such as Wella and Clairol.

  • Richemont

imagesSwitzerland-based luxury goods company Richemont has launched a global media agency review, according to MediaPost.The company spends around US$400 million on ads annually.Publicis Media’s Optimedia was the incumbent of the largest portion of the company’s media assignment. The firm’s brands include Cartier, Montblanc, Baume & Mercier and Piaget.

 

  • Marriott Rewards

Marriott Rewards, Marriott International’s loyalty program, has launched a new portfolio marketing initiative featuring loyalty member stories, leveraging key partnerships, and activating at events throughout the year. A key centerpiece of the initiative is a new advertising campaign starring Marriott Rewards members. Using the tagline “You Are Here” across multiple marketing channels, the campaign will debut tonight on U.S. broadcast television during NFL football, followed by placements on Facebook’s new, immersive mobile experience, Canvas, and through multi-platform sponsorship with CNN in over 126 countries. You Are Here will expand globally into markets in North America, Europe, Latin America, Middle East, Africa and Asia.In addition, all Marriott Rewards members will be invited to share their own memorable travel moments at events, on the website, and on Marriott Traveler, the company’s digital travel magazine.

  • Toyota

2016-09-19-11-21-toyotacenterbrazil_cropped_90Toyota’s Brazilian subsidiary (the first of the kind outside Japan, dating back to the 1950s) has opened its first Advanced Research Centre (acronym is CPA in Portuguese) in Latin America, conceived to integrate new products and suppliers’ research and development-related activities.The centre is in São Bernardo do Campo, in the Greater São Paulo area, where Toyota produced the Land Cruiser BJ40 utility (badged Bandeirante here) for nearly four decades.The automaker spent BRL46m/US$14m on the new structure that till now was restricted to producing parts for the Corolla and Etios sold in Brazil together with connecting rods and crankshaft forgings for US-made Camry and Corolla engines.The plant currently employs 1,400 workers.

  • Kodak

j1xetyet_400x400Kodak have enlisted a subsidiary of the CAA-GBG Global Brand Management Group to help expand the company’s branding worldwide.The CAA-GBG offshoot will create a long-term brand extension strategy for Kodak with a particular focus on audiovisual technology and communication sectors. The brand management companies say North America, Latin America and Asia are specific areas where there could be branding growth. Kodak plans to align itself with technology and lifestyle businesses as part of the plan.Through TLC, CAA-GBG has already led branding expansions for Coca-Cola, Jeep, Hershey’s and Jennifer Lopez.One Kodak official said the company looks forward to TLC maximizing the value of Kodak’s brand.

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting Latin American consumers:
New Sales 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.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

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

Check out Portada’s Interactive Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Richemont

imagesSwitzerland-based luxury goods company Richemont has launched a global media agency review, according to MediaPost.The company spends around US$400 million on ads annually, including US$135 million in the U.S.Publicis Media’s Optimedia was the incumbent of the largest portion of the company’s media assignment, including North America. The firm’s brands include Cartier, Montblanc, Baume & Mercier and Piaget.

 

  • Coty

descarga-5Coty has appointed Publicis Media as its lead media agency globally. Publicis Media’s Zenith will lead the assignment which will include the current Coty brands and P&G Specialty Beauty Business* brand portfolio being acquired by Coty, with the transition expected to be completed in October of this year. Publicis Media will work in close collaboration with Beamly, Coty’s internal digital social and programmatic agency. The combined Coty assignment will span sixteen markets, with Publicis Media responsible for strategy, trading, content and data and analytics for Coty whose brands include color cosmetics brands Rimmel and Sally Hansen, and fragrance brands Calvin Klein, Marc Jacobs, and Davidoff, and post the merger will include leading cosmetics brands COVERGIRL and Max Factor, fragrance brands such as Hugo Boss and Gucci, and haircare brands such as Wella and Clairol.

  • el Jimador

4ryoy7cf_400x400el Jimador, #1 selling tequila in Mexico and official sponsor of the Mexican National Soccer Team, is offering soccer fanatics the chance to win a VIP trip with “The Ultimate Fan Experience” as part of the brand’s soccer platform. Now through September 30, fans are invited to enter for the chance to win an exclusive trip to Chicago to watch Mexico’s National Soccer Team take on Panama on October 11, 2016. In addition, winners will have pre-game access to observe player warm-ups on the field. Each winner will receive the trip for two, with round-trip airfare, two nights of hotel accommodation in downtown Chicago, and transportation to the stadium on game day. Fans are invited to enter by texting “Chicago” to 68405 or visiting http://ultimatetrip.eljimador.com/ to complete a submission form. The match will air on UniMás Network LIVE from the Toyota stadium in Chicago on October 11. Ed Carias, senior brand manager of El Jimador, was one of the participants at last week’s Hispanic Sports Marketing Forum (the first day of #Portada16).

 

  • Sofia Vergara & Avon

photo-4-4-512x288Award-winning actress Sofia Vergara and Avon celebrated the launch of So Very Sofia by SofiaVergara, a vivacious new fragrance. The fragrance launched exclusively through Avon. Bold and feminine, the fragrance combines succulent fruits with tropical florals and fragrant herbs for an addictive scent.The scent evolves to reveal a heart of delicate Flor de Mayo Orchid, the national flower of Colombia, Sofia’s native country.Avon fragrances are available exclusively through Avon Representatives. Avon LLC generated over us$1 billion in revenues during 2015, and has nearly 400,000 independent sales Representatives in the United States, Puerto Rico and Canada. Avon features iconic brands such as Anew, Avon Color, Mark, and Skin So Soft, as well as fashion and accessories.

  • Colgate-Palmolive

make-the-u-bannerIn celebration of Hispanic Heritage Month, Colgate-Palmolive announced its third annual partnership with the Hispanic Heritage Foundation (HHF) to launch the company’s Haz la U™educational grant program, now in its eighth year. To promote the importance of education among Latinos and help get them on the path to higher education, Colgate will support the HHF’s Youth Awards program through its community service category, which focuses on community-minded students who have demonstrated excellence in volunteerism and leadership in 10 regions across the nation, totaling up to US$100,000 in grants.Eligible students can apply for grants via Colgate.com/HazLaU through October 15, 2016. Thirty-one Hispanic high school students will be selected by the Hispanic Heritage Foundation to receive the Haz la U™ educational grants to help finance their first year of college.With versions in English and Spanish, her story can be seen on Colgate’s YouTube channel.

  • Brisk® Iced Tea

jeppbevb_400x400Brisk®, the iced tea brand known for its bold flavors, launched the #BriskMode Accelerator Program today, in celebration of Hispanic Heritage Month. #BriskMode empowers aspiring artists to creatively express what their own heritage means to them through art, music and fashion design. The program also provides an online platform with virtual inspiration from influencers in the art, music and fashion fields, and resources that stimulate creative self-expression and provide opportunities for amplified exposure of their artistic passions.The #BriskMode contest entry period opens today, September 15, and runs through Friday, October 7. During this time, budding creatives can visit the #BriskMode website, www.BriskMode.com, to submit art, music and fashion designs to enter for a chance to win a trip to Long Beach, California. The #BriskMode contest is open to U.S. residents who are 18 years of age or older (19 in Alabama or Nebraska).The contest will produce five winners.Creative Director Aerosyn Lex will design a limited-edition T-shirt inspired by his own heritage to commemorate the #BriskMode program.

  • Mary Kay Inc.

1Mary Kay Inc. is breaking ground on a new 480,000 square foot U.S.-based global manufacturing and research and development facility located on a 26.2 acre plot of land in Lewisville, Texas. The new US$125 million building will support the company’s future needs in producing skin care, color cosmetics and fragrances for more than 3.5 million Mary Kay Independent Beauty Consultants in more than 35 countries.The criteria for selecting the new site included employee and logistical considerations, as well as proximity to the company’s other North Texas facilities, including its global headquarters in Addison, a distribution center in Carrollton and a warehouse facility in Dallas.The beauty company employs more than 500 manufacturing and R&D employees and produces up to 1.1 million products per day, of which 57 percent are exported to Mary Kay’s international markets.

 

INTRODUCING 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 Sales 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.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

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.

2ed9b2eGeorge Levy has been appointed Director Business Development Of LearnerNation | Impactly. The company is in the process of rebranding from LearnerNation to Impactly. Levy tells Portada “one of the main areas I am working on is helping them grow further in LatAm as they have multiple clients in the region including Cartier, & Chopard in LAC and Globo in Brazil.” He adds:”Impactly is a people potential management platform that allows marketing teams to accurately benchmark performance, improve team members, and predict business results. Bridging the gap between marketing automation and best-of-breed training, Impactly empowers marketing teams to deliver better results faster.”

 

Patricio Montalbetti is the new founder and partner at SM2 TV, a company that was born to create multi-platform content devoting special attention to the organic integration of brands.  SM2 TV’s first project will be the original Production of the International Surfing Association’s World Championship Series, while the second will be Don Balon USA. Until recently Montalbetti worked us founder and partner of PM3 agency in Atlanta, a position he had 14 years.

descargaTarget Corporation announced the appointment of Monica C. Lozano as new Director of the Board, effective immediately. Prior to Target, Lozano was the CEO of ImpreMedia for four years. Previously, Lozano was publisher and CEO of La Opinion, the country’s largest Hispanic newspaper , where she began his career in 1985.

 

 

 

 

image002Univision Communications Inc.has announced that Jed Meyer has joined the company as executive vice president, Corporate Research. Meyer will be based in New York and will report to Jessica Rodriguez, executive vice president and chief marketing officer of UCI, who oversees the Company’s Corporate Research team.Meyer joins Univision from Annalect, an Omnicom Media Group Company, where he served as Global Research director and U.S. Research director, responsible for leading the firm’s research capabilities and articulating insights across global accounts.

In addition, Roberto Ruiz, Executive Vice President of Strategy and Insights, will also report to Rodriguez and remain based in New York. Rodriguez assumes this new charge from Kevin Conroy, who has chosen to step down to pursue new opportunities in the technology sector. Conroy will work closely with both Meyer and Rodriguez over the next few weeks to support the transition.

 

d-coronell-430x286Univision News, the news division of Univision Communications, Inc. (UCI), has announced the promotion of Daniel Coronell to president of News. He will continue to be based in Miami and report to Isaac Lee, Chief News and Digital Officer for UCI, and CEO of FUSION. Coronell first joined the Univision News team in early 2011 as Vice President and News Director; in 2012 he was named Senior Vice President and Executive News Director, and in 2014 to his most recent position as Executive Vice President and Executive Director of News. He is an internationally renowned investigative journalist with over 20 years of experience in broadcast and print media in his native Colombia. He previously served as director of “Noticias Uno,” a national newscast airing on Colombia’s Canal Uno television network.

luis-fernandez-263x300TELEMUNDO has announced the appointment of Luis Fernández to Executive Vice President of Network News, reporting to Luis Silberwasser, President of TELEMUNDO.  Fernández replaces Luis Carlos Vélez who will join Telemundo News as a news anchor and senior correspondent. Fernández will oversee the network news operations and manage editorial direction, programming and production of all news properties.  Additionally, he will be charged with strengthening the collaborations with TELEMUNDO’s owned and operated stations and leveraging the relationship with NBC News, the leading source of global news and information.Fernández joins TELEMUNDO with nearly three decades of journalistic experience.

 

 

descarga (4)Luis Carlos Vélez joined Telemundo News in 2015 as Executive Vice President of Network News. Before joining TELEMUNDO, he was Anchor and News Director in Caracol Television in Colombia. Prior to that, Luis Carlos was an anchor and reporter for CNN International based in New York and an anchor for CNN en Español.  Vélez earned a degree in Economics from the Universidad de los Andes.

 

 

descarga (2)Consulting firm Newlink has named Cynthia McFarlane as Chief Strategy Officer and Managing Partner.An industry veteran with more than 25 years of experience shaping the face of U.S. Hispanic and Latin American advertising and marketing, McFarlane joins Newlink to drive the company’s strategic vision, spearheaded by its proprietary Orbital Thinkingmethodology; cultivate talent and expand capabilities, ultimately positioning the firm as the leading consulting company in the Americas. McFarlane will also oversee the strategic direction of all Newlink areas of expertise from the company’s headquarters in Miami, where she is based. Before joining Newlink, McFarlane served as President of Saatchi & Saatchi Latin America and Conill Advertising.

 

 

Patty Marrero_2016Being Latino has appointed Patty Marrero as their new Head of Sales, reporting to President and Founder Lance Rios.Marrero will oversee the development of the company’s sales strategy, internal sales structure and all sales logistics as well as assist with the Being Latino’s latest go-to-market efforts and offerings. She will be the company’s main point of contact for all brands and media agencies looking to collaborate with Being Latino and its engaging platforms.Marrero was previously the Senior Vice President of Client Development for Telemundo Media.

 

 

descarga (3)Digilant, a global programmatic buying company, has announced the appointment of Alan Osetek as its new Global CEO. Osetek will oversee all operations in Spain and in the other seven markets in which Digilant operates (Chile, Colombia, United States, Italy, Mexico, Peru and the United Kingdom), and the progress of its technological solutions both in DMP (Data Management Platform) and DSP (Demand Side Platform). Prior to this appointment Osetek was global president of Resolution Media, a company of Omnicom Media Group.

 

 

descarga (5)MundoMax, the newly-rebranded U.S.-based Spanish-language broadcast network wholly owned and operated by media conglomerate RCN Television Group, has announced the appointment of Jose I. Molina to Interim President. Mr. Molina, who will also retain the title of Chief Financial Officer, replaces Ibra Morales, who has stepped down as President to pursue other interests. Mr. Molina joined MundoMax as CFO last October.Prior to joining MundoMax, Mr. Molina served for 14 years at Spanish Broadcasting System, most recently as Vice President of Finance.

C9R8ZXxb_400x400As part of Publicis Groupe’s structural and leadership changes for Publicis Media (see separate article):

 

 

 

 

descargaZenith Optimedia’s Tim Jones will serve as regional CEO for the Americas. Mr. Jones has served as CEO of media agency network Zenith Optimedia in North America.

 

 

 

6871fe16aae0255a228b9ce119d1a4f9John Sheehy will oversee global clients.

 

Lisa Donohue will serve as global brand president for Starcom; Vittorio Bonori for Zenith; Brian Terkelsen for Mediavest/Spark and Andras Vigh for Optimedia/Blue 449.

There will be four U.S. CEOs, all reporting into Publicis Media CEO of the Americas Tim Jones. Chris Boothe will be U.S. CEO of Mediavest/Spark, Dave Ehlers of Optimedia/Blue 449. Lou Rossi will continue to serve as U.S. CEO at Zenith and Lisa Donohue will continue as U.S. CEO for Starcom until a successor is named. All U.S. brand leadership will report into Tim Jones, CEO of Americas.

descarga (1)Publicis also moved Laura Desmond, who has served as global CEO of Starcom Mediavest Group and its individual brands, into a new chief revenue officer role.

 

Join us at PORTADA Mexico!

Portada sits down with Teads CEO Pierre Chappaz to discuss the latest in advertising technology, the company’s pioneering of Outstream video and just what makes Latin American audiences unique.

According to Pierre Chappaz, Teads is the “champion of quality” when it comes to their inventory of native video formats and tailored offerings for publishers. Tead’s spectacular growth (the company distributes one billion videos a month) suggests this may be true, so what’s behind the success?

What is clear is that Chappaz and the team at Teads understands what Internet users want, and they don’t try to fight it. “Outstream means video ads that are sitting outside of the video content. We don’t do pre-roll, which is this forced advertising that the users hate, so we have invented outstream video, which is more precisely described as native video advertising because this is video ads which are inserted in a smart way into editorial content.”

Chappaz described native video advertising as a “gamechanger” that has brought major brands like Samsung, Cartier, Microsoft and UBS to the company as partners for video advertising content. To Chappaz, this impressive roster grew out of Teads’ ability to offer an alternative to pre-roll that users would actually watch.

Chappaz explained that when users see a pre-roll ad, “they open another window, they open another tab, and they come back when the ad is finished,” and that “brands end up spending money for ads that nobody sees.” With Teads’ opt-in native video format, every ad that is viewed has been selected by an engaged, interested user. While it’s easy to assume that nobody would choose to watch an ad, Teads’ success suggests otherwise.

And what about LatAm? Chappaz believes that the space for growth in the region is “absolutely enormous,” which explains the company’s new presence in Brazil, Argentina, Colombia, Mexico and Miami. And the most unique aspect about Latin America? The use of mobile, Chappaz says. Which works for him, because Teads’inventory is much more suitable for mobile than desktop, and since mobile is a very “personal screen,” it is a very effective format for reaching audiences.

Chappaz asserted that Teads is currently the largest video network in all of Latin America except for Brazil, where he believes they will come out on top by the end of this quarter.

When it comes to standards for native video, Chappaz expressed particular concern for those of targeting and viewability. According to MSEAI standards, “a video is considered viewable if you are seeing 2.5 seconds on the player. We would understand that as very weak. Completed views, for instance on mobile, 10 or 15 seconds, on desktop, 30 seconds, this is a completed view. This is a real view a brand should be happy to pay for. But 2 seconds, what is that?”

 

It almost sounds like Teads has it all – they’ve found a way to reach audiences without forcing them to watch videos they don’t like, and they’re conquering markets all over the world. What’s the next big thing? Taking advantage of the migration of users from TV to Internet. Chappaz is sure that the primary screen will be mobile, not TV, sooner rather than later. Teads’ FFP technology, which was released last summer and has been implemented for some of the world’s biggest publishers, is set to trump DSP in terms of quality, says Chappaz.

It’s an exciting time in the industry, and Teads is proof that quality may be better than quantity, and that viewable ads aren’t necessarily forced down peoples’ throats.

Portada sits down with Teads CEO Pierre Chappaz to discuss the latest in advertising technology, the company’s pioneering of outstream video and just what makes Latin American audiences unique.

By Gretchen Gardner

According to Pierre Chappaz, Teads is the “champion of quality” when it comes to their inventory of native video formats and tailored pierreofferings for publishers. Tead’s spectacular growth (the company distributes one billion videos a month) suggests this may be true, so what’s behind the success?

What is clear is that Chappaz and the team at Teads understands what Internet users want, and they don’t try to fight it. “Outstream means video ads that are sitting outside of the video content. We don’t do pre-roll, which is this forced advertising that the users hate, so we have invented outstream video, which is more precisely described as native video advertising because this is video ads which are inserted in a smart way into editorial content.”

Some observers claim that in-article outstream ads will become a commodity and run the same fate as banners and display advertising. Chappaz disagrees, describing native video advertising as a “gamechanger” that has brought major brands like Samsung, Cartier, Microsoft and UBS to the company as partners for video advertising content. To Chappaz, this impressive roster grew out of Teads’ ability to offer an alternative to pre-roll that users would actually watch.

Chappaz explained that when users see a pre-roll ad, “they open another window, they open another tab, and they come back when the ad is finished,” and that “brands end up spending money for ads that nobody sees.” With Teads’ opt-in native video format, every ad that is viewed has been selected by an engaged, interested user. While it’s easy to assume that nobody would choose to watch an ad, Teads’ success suggests otherwise.

We don’t do pre-roll, which is this forced advertising that the users hate, so we have invented outstream video, which is more precisely described as native video advertising because this is video ads which are inserted in a smart way into editorial content.

And what about LatAm? Chappaz believes that the space for growth in the region is “absolutely enormous,” which explains the company’s new presence in Brazil, Argentina, Colombia, Mexico and Miami. And the most unique aspect about Latin America? The use of mobile, Chappaz says. Which works for him, because Teads’inventory is much more suitable for mobile than desktop, and since mobile is a very “personal screen,” it is a very effective format for reaching audiences.

Chappaz asserted that Teads is currently the largest video network in all of Latin America except for Brazil, where he believes they will come out on top by the end of this quarter.

When it comes to standards for native video, Chappaz expressed particular concern for those of targeting and viewability. According to MSEAI standards, “a video is considered viewable if you are seeing 2.5 seconds on the player. We would understand that as very weak. Completed views, for instance on mobile, 10 or 15 seconds, on desktop, 30 seconds, this is a completed view. This is a real view a brand should be happy to pay for. But 2 seconds, what is that?”

It almost sounds like Teads has it all – they’ve found a way to reach audiences without forcing them to watch videos they don’t like, and they’re conquering markets all over the world. What’s the next big thing? Taking advantage of the migration of users from TV to Internet. Chappaz is sure that the primary screen will be mobile, not TV, sooner rather than later. Teads’ FFP technology, which was released last summer and has been implemented for some of the world’s biggest publishers, is set to trump DSP in terms of quality, says Chappaz.

It’s an exciting time in the industry. Teads is proof that quality may be better than quantity, and that viewable ads aren’t necessarily forced down peoples’ throats. It’s a novel concept – perhaps the first of many we will see from this innovative company.

We are glad to announce that we have just published the 16-page program of #Portadalat, the Latin American Advertising and Media Summit and the Latin Online Video Forum, that take place in Miami’s Hyatt Regency Hotel this Wednesday and Thursday June 3 and 4. See you there!

Awards-header

Starting Wednesday Morning, 70 Thought Leaders from the Brand Marketing, Agency, and Media World
in the Americas will take the stage at #PortadaLat in Miami’s Hyatt Regency Hotel on June 3 and 4 for the Latin Online Video Forum and the 7th Annual Latin American Advertising and Media Summit. A guide to help you plan for the unparalleled networking opportunities and to learn about the latest trends from executives of the world’s biggest brands, marketing and media agencies.

“The program will help attendees plan for the unparalleled networking opportunities and to learn about the latest trends from executives of the world’s biggest brands,  first-rate agencies, major media groups as well as Social Influencers,” says Marcos Baer, publisher of Portada.

REGISTER HERE AT THE SPECIAL ONLINE PROMOTIONAL RATE:

For Latin Online Video Forum  (only US $199) or at the Combo Rate including the LatAm Summit (US $699)
https://www.portada-online.com/events/forum/register/

“We have brand marketers, agencies and media leaders coming from all over Latin America and the U.S./Canada who have already registered as attendees. Companies represented include Diageo, General Mills, Microsoft, Estee Lauder Companies, Jarden Consumer Solutions, Avaya, Adobe, Mindshare Mexico, Mindshare Latin America, GroupM Latin America, OMD, Samsung, Starwood Hotels & Resorts, Hilton Worldwide, Cisco Systems, Richemont LAC, Cartier, Starcom MediaVest Group, Havas, Viacom, Disney, Televisa, Yahoo, Grupo Prisa, Sony, The New York Times, The Washington Post and dozens more,” adds Marcos Baer, Publisher of Portada.

SPECIAL SESSION WITH  STAR BAND BOYCE AVENUE

In addition to dozens of top-notch brand marketing, media and agency executives the agenda also includes Boyce Avenue, the most followed band on Social media. Boyce Avenue will delight Entertainment Marketers in  a session called “How Boyce Avenue outdid Beyonce and won the Internet”. The brand members  will  provide key insights on how they use Social and Mobile Media to amplify messages.

#PORTADALAT SPONSORS

LATIN ONLINE VIDEO FORUM

Silver Sponsor:
YuMe 

Bronze Sponsors:

DashBid 

Kaltura 

ZoominTV 

BodenPR 

Online Video Talent Showcase Sponsor:
2btube 

LATIN AMERICAN ADVERTISING AND MEDIA SUMMIT SPONSORS

Evening Party Sponsor:
Guvera 

Leader Sponsor:
Televisa Publishing and Digital 

Distinguished Sponsors:
Alcance Media Group 

MD Latino 

Efe News Services  

Lyris 

Attendee Bag Sponsor:
Latcom 

Wi-Fi Sponsor:
Teads 

Official Wire Sponsor:
Marketwired  

For sponsorship opportunities, contact Kelley Eberhardt, Director of Sales and Marketing at 212-685-4441 (kelley@portada-online.com).

We are glad to announce that we have just published the 16-page program of #Portadalat, the Latin American Advertising and Media Summit and the Latin Online Video Forum, that take place in Miami’s Hyatt Regency Hotel next Wednesday and Thursday June 3 and 4. See you there!

Awards-header

CHECK OUT THE OUTSTANDING PROGRAM HERE:

https://www.portada-online.com/wp-content/uploads/2015/05/PortadaLat_Program_2015.pdf

More than 70 Thought Leaders from all over the  Americas will take the stage at #PortadaLat  for the Latin Online Video Forum and the 7th Annual Latin American Advertising and Media Summit. “The program will help attendees plan for the unparalleled networking opportunities and to learn about the latest trends from executives of the world’s biggest brands,  first-rate agencies, major media groups as well as Social Influencers,” says Marcos Baer, publisher of Portada.

REGISTER HERE AT THE SPECIAL ONLINE PROMOTIONAL RATE:

For Latin Online Video Forum  (only US $199) or at the Combo Rate including the LatAm Summit (US $699)
https://www.portada-online.com/events/forum/register/

“We have brand marketers, agencies and media leaders coming from all over Latin America and the U.S./Canada who have already registered as attendees. Companies represented include Diageo, General Mills, Microsoft, Estee Lauder Companies, Jarden Consumer Solutions, Avaya, Adobe, Mindshare Mexico, Mindshare Latin America, GroupM Latin America, OMD, Samsung, Starwood Hotels & Resorts, Hilton Worldwide, Cisco Systems, Richemont LAC, Cartier, Starcom MediaVest Group, Havas, Viacom, Disney, Televisa, Yahoo, Grupo Prisa, Sony, The New York Times, The Washington Post and dozens more,” adds Marcos Baer, Publisher of Portada.

SPECIAL SESSION WITH  STAR BAND BOYCE AVENUE

In addition to dozens of top-notch brand marketing, media and agency executives the agenda also includes Boyce Avenue, the most followed band on Social media. Boyce Avenue will delight Entertainment Marketers in  a session called “How Boyce Avenue outdid Beyonce and won the Internet”. The brand members  will  provide key insights on how they use Social and Mobile Media to amplify messages.

#PORTADALAT SPONSORS

LATIN ONLINE VIDEO FORUM

Silver Sponsor:
YuMe 

Bronze Sponsors:

DashBid 

Kaltura 

ZoominTV 

BodenPR 

Online Video Talent Showcase Sponsor:
2btube 

LATIN AMERICAN ADVERTISING AND MEDIA SUMMIT SPONSORS

Evening Party Sponsor:
Guvera 

Leader Sponsor:
Televisa Publishing and Digital 

Distinguished Sponsors:
Alcance Media Group 

MD Latino 

Efe News Services  

Lyris 

Attendee Bag Sponsor:
Latcom 

Wi-Fi Sponsor:
Teads 

Official Wire Sponsor:
Marketwired  

For sponsorship opportunities, contact Kelley Eberhardt, Director of Sales and Marketing at 212-685-4441 (kelley@portada-online.com).

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

Baer
Marcos Baer during last Year’s #Portadalat

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

Social Media has substantially decentralized the way we communicate

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

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

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

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

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

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

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

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

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

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

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

Join us at PORTADA Mexico!

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

Baer
Marcos Baer during last Year’s #Portadalat

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

Social Media has substantially decentralized the way we communicate

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

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

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

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

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

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

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

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

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

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

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

Ejecutivos de alto rango, incluidos entre los asistentes incluyeron a: Héctor Costa, Director General de .Fox, Juan Carlos Delgado, Director de Mercadotecnia y Comunicaciones para América Latina de Cartier, Guillermo Plehn, Director Comercial y Editorial  de Televisa Publishing and Digital; José L. Ruiz, Director Gerente de Marketing de Oracle ; Armando Rodríguez, Gerente General de Yahoo! Hispanoamérica y Enrique Cuevas, Director General de la Editorial Mexicana Premiere.

Los siguientes fueron los aspectos más interesantes de la Cumbre: 

  • Las implicaciones culturales de la Convergencia Tecnológica:

Durante su presentación, "la creciente integración de la publicidad y los medios de comunicación de negocios en el mundo de habla hispana", Cynthia Evans, Directora General de GroupM / Mediaedge: cia y Directora de Investigación para América Latina, señaló que la tecnología  permite unir a las personas a través de los medios de comunicación traspasando las fronteras. La cultura, el idioma y el contenido juegan un papel importante en  la determinación de qué tipo de personas se aproximan.

 

  • Marcas:

Tanto Guillermo Morrone, Vicepresidente de Marketing, Jefe de Consumidores y Cuentas Nacionales de Mastercard y el orador de la presentacion principal Edward Pilkington, Director de Marketing e Innovación para América Latina y el Caribe de Diageo, explicaron sus estrategias de mercadotecnia dirigidos a la clases medias y altas latinoamericanas.

Hicieron hincapié en la importancia de la clase media emergente de América Latina y destacaron que América Latina es un lugar excelente para  la conformación y consolidación de marcas, sobre todo aquellas que aspiran convertirse en un valor duradero. Según Pilkington, un consumidor pertenece a la clase media, tan pronto como un tercio de sus ingresos puedan ser dedicados al gasto discrecional.

En América Latina,  eso suele ser el caso de los hogares con ingresos entre 10.000 dólares de los EE.UU. y 15.000 dólares. Pilkington también destacó la importancia de las marcas locales y el concepto de "Premiumisation" (evolución hacia productos de primera categoría).

Según este concepto, los consumidores comienzan adquiriendo un determinado producto, con un precio relativamente bajo,para luego evolucionar, con el crecimiento de su renta, a ser consumidores de productos "Premium". Actualmente,  los productos “Premium” o de alta calidad suponen el 18% de la unidad de volumen y 34% de las ventas de Diageo para América Latina. Pilkington explicó que Diageo ha duplicado su inversión de mercadotecnia en América Latina durante los últimos 5 años. Para Diageo  la planificación de medios equivale a la  "planificación de la conexión con el consumidor". (Diageo vende 400 millones de dólares en América Latina solo de productos marca Johnnie Walker).

 

  • Publicidad para bienes de Lujo:

En el turno de preguntas y respuestas que tuvo lugar a continuancion del panel sobre publicidad para bienes de  lujo varios  ejecutivos de medios  se preguntaron el por qué las marcas de bienes de lujo tienen pequeños presupuestos publicitarios. Myriam Duhau, Directora de Marketing de Salvatore Ferragamo  para América Latina, respondio que las marcas de lujo siempre buscan un entorno editorial adecuado y además estas empresas tienen mucho que ofrecer a los medios en términos de contenido editorial.

Juan Carlos Delgado, Director de Mercadotecnia y Comunicaciones para América Latina de Cartier, señaló que el volumen total de ventas en la categoría de lujo no es lo suficientemente grande como para justificar grandes gastos en publicidad. "Nosotros hacemos publicidad en Caras, Quien y otras revistas, pero la publicidad de bienes de lujo representa  menos del 1% del total de ventas de una empresa grande de medios”

 

  • Panregional vs compra local:

En una interesante presentación, Franklin Vargas, Director de Mercadeo para América Latina de Genius, mostró cómo la estructura de mercado de Tecnologías de la Informacion de cada país latinoamericano influye en su comercialización y compra de medios. Un país con una fuerte distribución de productos al por menor como (Chile) hace necesario un mayor volumen de publicidad dirigido al consumidor. Cuando el distribuidor tiene una presencia muy fuerte en el mercado, es mas importante la publicidad dirigida al distribuidor.   

Tanto Amelie Ferro. Directora General de Publicitas América Latina, quien  presentó a Franklin Vargas, Julián Porras, Director general de Starcom MediaVest América Latina y Myriam Duhau de Salvatore Ferragamo , señalaron que no es cuestion de elegir publicidad panregional vs. Publicidad local, o viceversa, ya que la compra Panregional y la compra local pueden complementarse muy bien.

 

  • Confianza relativamente alta del consumidor:

Jimena Urquijo, Vicepresidente de Desarrollo de Negocios TGI Latina, señaló que una de las principales tendencias de su investigación muestra que los consumidores están pasando de ser receptores a convertirse en generadores de contenido. La reciente investigación de TGI muestra también que la confianza de los consumidores es fuerte en la mayoría de los países de América Latina con la excepción de Argentina.

Los asistentes a la conferencia tendrán acceso a las diferentes presentaciones.

La Conferencia de Publicidad y Medios Panregional 2010 se llevará a cabo el 3 de junio de 2010 en Miami.

 

  • Fotos

Para ver la foto de Ed Pilkington, de Diageo durante su exposición, Clic aquí. (Foto: Joe Kutchera)

Franklin Vargas, de Genius, explicando las ventajas y desventajas de la Compra de Medios Panregional, Clic aquí (Foto: Joe Kutchera)

Guillermo Morrone de Mastercard durante su presentación. Clic aquí (Foto: Joe Kutchera)

Cynthia Evans de Mediaedge's. Clic aquí (Foto: Joe Kutchera)

Alex Banks (Comscore), Igal Rubinstein (S.com.mx), Vinicius Losacco (Warner Brothers) y Giacomo Bertaina (Universal McCann) presentando el estudio de caso durante el panel "Apuntando a Hispano parlantes online", la mesa fue moderada por Joe Kutchera, de ContextWeb's. Clic here. (Foto: Joe Kutchera)

High ranking executives among the attendees included Hector Costa, Managing Director at .Fox Network; Juan Carlos Delgado, Senior Director of Branding and Communications Cartier Latin America, Guillermo Plehn, Commercial Director Televisa Publishing and Digital; Jose L. Ruiz, Senior Marketing Manager Oracle; Armando Rodriguez, General Manager Yahoo! Hispanic Americas and Enrique Cuevas, CEO of Mexican Publisher Editorial Premiere.

The following were the most interesting aspects of the Summit:

  • The Cultural Implications of Technological Convergence

During her presentation, “The Increasing Integration of the Advertising and Media Business in the Spanish-speaking World”, Cynthia Evans, Managing Director at GroupM/Mediaedge:cia and Director of Research for Latin America, noted that technology is bringing people together across media and across borders. Culture and language and content play an important role on what type of people come together.

 

  • Branding to the Latin American Middle Class

Both Guillermo Morrone, VP Marketing Head Consumers and National Accounts at Mastercard Worldwide and keynote speaker Edward Pilkington, Marketing & Innovation Director, Latin America & Caribbean at Diageo, provided the blue chip company approach to marketing to the Latin American consumer. They emphasized the importance of the emerging Latin American middle class and highlighted that Latin America is a great place to build brands particularly as these brands play towards aspirational values. According to Pilkington a consumer belongs to the middle class as soon as a third of his income is disposable income. In Latin America that tends to be the case for households whose income is between US$10,000 and $15,000. Pilkington also emphasized the importance of local brands and the concept of “premiumisation”. According to this concept, consumers start consuming a particular product, with a relatively low price, to later, with an increasing disposable income,  evolve with that product into a premium product. Currently “premium products” amount to 18% of unit volume and 34% of sales for Diageo Latin America. Pilkington explained that Diageo doubled its Latin American Marketing Investment during the last 5 years. To Diageo media planning is equal to “Consumer Connection Planning”. (Diageo sells $400 million in Latin America alone of ifs Johnnie & Walker brand).

 

  • Luxury Advertising

In the Q&A following the panel on luxury Advertising several media executives asked why the luxury goods advertisers have small advertising budgets. Myriam Duhau, Marketing Manager for Salvatore Ferragamo Latin America, answered that luxury brands always look for an appropriate editorial environment and that luxury goods companies also have a lot to offer to media companies in terms of editorial content. Juan Carlos Delgado, Senior Director of Branding and Communications Cartier Latin America, noted that overall sales volume in the luxury category are not large enough to warrant large advertising budgets. “We do advertise in Caras, Quien and other titles but luxury advertising amounts to less than 1% of overall sales of a large media company “.

 

  • Panregional vs. Local Buys

In a very interesting presentation, Franklin Vargas, Director of Latin American Marketing, Genius, showed how the structure of each Latin American country’s IT market influences his marketing and media buying. A country with a strong retail distribution of products (Chile) warrants more consumer advertising. When the reseller has a very strong presence in the local market B2B media has to be used.

Amelie Ferro. CEO of Publicitas Latin America, who introduced Franklin Vargas, Julian Porras, Managing Director of Starcom MediaVest Latin America and Salvatore Ferragamo’s Myriam Duhau, noted that it is not one or the other because panregional and local buys can complement each other very well.

 

  • Relatively Confident Consumers

Jimena Urquijo, VP Business Development TGI Latina, noted that one of the main trends her research shows is that consumers are switching from receptors to generators of content. Recent TGI research also shows that consumer confidence is strong in most Latin American countries with the exception of Argentina.

Conference Attendees will have access to the different presentations.

The 2010 Panregional Advertising and Media Summit will take place on June 3, 2010 in Miami.

 

  • Photos

To see picture of Diageo's Ed Pilkington during his keynote speech, Click here. (Photo credit: Joe Kutchera)

Genius' Franklin Vargas explaining the Pro's and Con's of the Panregional Media Buy, Click here (Photo credit: Joe Kutchera)

Guillermo Morrone of Mastercard during his presentation. Click here (Photo credit: Joe Kutchera)

Mediaedge's Cynthia Evans. Click here (Photo credit: Joe Kutchera)

Alex Banks (Comscore), Igal Rubinstein (S.com.mx), Vinicius Losacco (Warner Brothers) and Giacomo Bertaina (Universal McCann) presenting case studies during the panel "Targeting Spanish Speakers online" which was moderated by ContextWeb's Joe Kutchera. Click here. (Photo credit: Joe Kutchera)

Learn about Opportunities and Network with Thought Leaders

Portada’s Panregional Advertising and Media Summit is taking place tomorrow in Miami’s Mandarin Oriental Hotel. We have some fantastic sessions lined up and great opportunities to network throughout the day. Our full agenda includes speeches and discussions about how best to reach the Latin American emerging middle classes, the pros and cons of the panregional media buy, luxury goods advertising, new ways to target Spanish-speakers online, how the global crisis is affecting the Latin American consumer and much more…

Network with high ranking Marketing Executives of major companies targeting Latin Americans including Sony, Marriott, Samsung, Cartier, Diageo, MasterCard, DHL, General Mills, General Motors, Bacardi and Oracle.

Talk to planners and buyers from top notch agencies such as OMD Latin America, IMS, MPG, Media:edge, Mc Cann World Group and Starcom.

Meet high ranking executives from media companies like Yahoo!, .Fox, Discovery, Grupo Cerca, DirecTV, Editorial Premiere, Conde Nast, ESPN, New York Times and Starmedia.

At the Summit’s Luncheon you will have the opportunity to learn who the winners of the Panregional Advertising and Media Awards are.

To join us, REGISTER here!

Special thanks to our Summit Premium Sponsors: Starcom MediaVest, Grupo Diarios America, NxtbookMedia and Zinio.