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Clorox, PNC, JC Penney, Unilever, Mondelez, El Pollo Loco, Mars … and more brands targeting the U.S. consumer right now. 

  • Clorox

Clorox is overhauling Liquid-Plumr’s “Will It Clog” campaign in response to changes in consumer behaviors and the brand’s changing demographic during the pandemic.The product remains a hot seller. Over 20 million viewers have watched the “Will It Clog” creative that begin airing a couple of years back to see if Liquid-Plumr could indeed unclog extreme obstacles including an entire Thanksgiving meal and the world’s largest gummy worm.However, in light of COVID-19, Clorox approached Reach Agency to reevaluate its tone and messaging, as well as explore targeting possible new audiences to maintain relevance.

  • PNC

    PNC BankIn an affirmation of physical banking, PNC Financial Group has struck a deal to buy BBVA USA from its Spanish parent unit of Spanish financial group BBVA for US $11.6 billion. PNC said in a statement that the transaction, expected to close in mid 2021, “significantly accelerates” its national expansion strategy, and will leave it with a presence in 29 of the 30 largest markets across the United States. BBVA’s US subsidiary  operates more than 630 branches in Texas, Alabama, Arizona, California, Florida, Colorado and New Mexico. PNC intends to rebrand these branches, while continue to market some BBVA services like BBVA International Money Transfer Service, which PNC wants to push out to the entire PNC system after the merger. Once the deal closes, PNC will have more than $560 billion in assets, making it the fifth largest retail bank in the United States, according to the company, behind JPMorgan Chase, Bank of America,  Wells Fargo and Citigroup. PNC said in a statement that the transaction “significantly accelerates” its national expansion strategy, and will leave it with a presence in 29 of the 30 largest markets across the United States. IPG owned Deutsch is PNC’s advertising agency. Last January, BBVA , BBVA awarded tenders for media management and the digital ecosystem to WPP Group and Accenture Interactive, respectively.

     

  • JC Penney

JC PenneyJ.C. Penney Co. said that it has launched a new women’s brand, Stylus, that offers comfortable clothing, like jumpsuits and tees, in sizes ranging from XS to 3X. Items are available online and in 363 J.C. Penney stores, and are priced between US $26 and US $89. It was announced this week that the courts approved the sale of the bankrupt retailer to its two largest landlords, Brookfield Asset Management Inc. and Simon Property Group Inc.

 

Portada LiveJOIN US AT PORTADA LIVE March 24, 2021

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

 

  • Unilever

    UnileverUnilever US Bath and Body team has partnered with PB Creative to design collections of bath and body products under the label ‘Find Your Happy Place,’ so people can immerse themselves in positive experiences shared by others. ‘Find Your Happy Place’ is designed to transform your mood and help wash away a little of life’s daily stress and anxiety. Each collection is an invitation to return to these happy experiences which awaken the senses through the use of color, scent and emotion. PB Creative has commissioned a selection of illustrators with distinctive styles to bring these experiences to life. The first collection, which launches this month, will encompass special moments including catching the sunrise, lazy weekends, under the starlit sky and home for the holidays. PB has considered every aspect of the design to express the personality of the brand and bring each individual story to life.

  • Mondelez

    MondelezMondelez International has awarded its global content production and management account to MediaMonks and Publicis Groupe after a competitive pitch to consolidate the business. MediaMonks, part of Sir Martin Sorrell’s S4 Capital, will manage the confectionery and snack food group’s global tech infrastructure, global websites and content production for North America, Latin America, Asia, the Middle-East and Africa. The owner of brands such as Cadbury, Oreo, Philadelphia, Ritz and Trident is one of the world’s largest advertisers, spending US $1.21billion on advertising expense in 2019.

  • El Pollo Loco

El Pollo LocoFire-grilled chicken restaurant chain El Pollo Loco is bringing the design-forward vision to life at every touchpoint of the customer experience, from packaging to in-store merchandising and gift cards. The focus on design is consistent with the company’s ongoing commitment to match its high-quality food and service. “This is another milestone in our continued efforts to evolve the brand and offer customers the highest quality experience,” said Bernard Acoca, President and Chief Executive Officer at El Pollo Loco.  As part of the design-first approach, El Pollo Loco released a selection of contemporary and stylish promotional in-store elements to celebrate seasonal moments. The latest release comes just in time for the holiday season, featuring holiday-themed drink cups, side cups, tray liners and gift cards. The new look is simple, fresh, and is part of El Pollo Loco’s vision to make artistic creative a tradition that marks the start of the holidays each year.The company will also continue its commitment to visual storytelling and celebrate its Mexican-American roots with the restoration of murals across Los Angeles. El Pollo Loco will dedicate even more of its storefronts as canvasses for new murals in 2021.

  • Mantel Mount

    Mantel MountMantelMount, a television mounting  manufacturer, has created its first television advertising campaign to promote awareness of the MantelMount Brand and its patented  solutions for problems inherent in mounting a TV high on the wall. The commercials are meant to create widespread exposure for MantelMount’s brand and overall awareness for its patented product category. MantelMount’s TV ads begun airing November 23 and will consist of both 1- and 2-minute commercials, with shorter versions (30- and 15-seconds) created for later broadcast TV and online use. A holiday version, to run during the Black Friday time frame, will be added to the mix. During the initial test run, the ads are scheduled to appear on a variety of national cable networks, appearing within news and sports programming. Some of the higher-profile outlets include Fox News, MSNBC, DirecTV News, and the BBC. Sports-related media outlets include Dish Sports and the Sportsman Channel. The largest percentage of the commercials will be aired in daytime slots. Prime time and overnight slots will fill out the rest of the schedule. MantelMount sells a complete line of above-fireplace and pulldown flatscreen TV mounts, both manual and automated.

  • Mars’ Kind Acquisition

    MarsMars Inc., the maker of M&M candy and Ben’s Original rice, has agreed to acquire snack-bar maker Kind North America. Kind will become “a distinct and separate business within the Mars family of companies,” Mars said in a statement. The companies had already partnered in an effort to expand Kind products into international markets. Kind North America and Kind International will become “one organization operating across 35 countries, functioning as a distinct and separate business within the Mars Family of Companies,” Mars said. Kind, founded in 2004, has captured market share in the snacking category by marketing itself as healthier and touting simple ingredients without artificial sweeteners. Consumers have gravitated toward packaged food that’s marketed as natural and without additives in recent years.

  • Vallarta Supermarkets – Instacart

    Vallarta Supermarkets announced the launch of “Vallarta Go” in partnership with Instacart by introducing same-day delivery.  The new delivery service is available at several locations in California. Customers can begin shopping from Vallarta for same-day delivery through Instacart by downloading the Instacart app on their mobile device.

 

 

Hershey, Clorox, Booking.com, Pernod Ricard, Heineken  and Dunkin’ more brands targeting the U.S. consumer right now.

  • Hershey

HersheyCandy giant Hershey is reviewing its U.S. media agency roster. The review will encompass services across all paid media, including linear, digital, social, programmatic and retailer, for Hershey’s U.S. candy, mint and gum business. All incumbent agencies including UM are invited to pitch. Hershey’s recorded advertising expenses of US $513 million last year, according to its latest annual report.

  • Clorox
    According to a CNBC article, Clorox is intending to increase its ad budget in the current quarter. The company increased spending on advertising by almost 30% in Q3 and Linda Rendle, who took over as chief executive in September, expects spending to be up again in the current Q4 quarter. The company’s increased advertising spending followed a 14% spend gain in the March quarter and 28% in the June quarter. 
  • Booking.com

Booking.comBooking.com launched an “America is for Everyone” campaign with a full-page ad in The New York Times supported by a US $1 million investment in media placements, including Twitter’s 24-hour promoted Trend and influencer collaborations. The push spotlights properties in communities across America that have a strong international influence, such as Little Ethiopia in Silver Spring, Md., and Germantown in Frankenmuth, Mich.

 

Portada LiveJOIN US AT PORTADA LIVE March 24, 2021

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

 

  • Pernod Ricard

    Pernod RicardPernod Ricard invited brands to join its #EngageResponsibly initiative, which suggests marketers report their “hate footprint” based on media spend on leading platforms and offset their negative footprint by donating money to groups that fight hate speech. Through this effort, Chief Marketing Officer Pam Forbus says they wish to “bring more awareness to the issue and bring it to brands so they can decide if they want to be marketing responsibly [or] endorse these platforms that might have more hate on them.”
  • Heineken

    HeinekenHeineken is moving all media buying and planning services to dentsu as of 1 January 2021. Dentsu Red Star, which currently holds the majority of Heineken global billings, will become the sole media agency, as Heineken evolves its media operating model. The move aims to maximize its global media investment to drive sustainable business growth. As a partner, dentsu will be implementing a future media model allowing Heineken to access more specialist capabilities and talent to accelerate the growth of its brands. Publicis Groupe will retain media duties in its home country of France. On the creative side, Heineken together with Publicis Groupe, will be creating Le Pub, a new creative agency model headquartered in Amsterdam. With a team across Amsterdam and Milan and powered by Epsilon and Publicis Sapient, the new model will integrate creativity, data and brand experience for Heineken.  According to the brand, the creation of Le Pub demonstrates that “innovation is at the heart of the Heineken brand’s marketing and communication strategies”.“Innovative in both structure and approach, the new model will deliver greater agility, localisation and personalisation at scale for Heineken,” the release added.

 

  • Dunkin’ Introduces Colombian Coffee

    Dunkin'

    Dunkin’ announced that it will be introducing its first-ever single-origin coffee blend at locations across Massachusetts. The Canton-based coffee chain’s newest java blend — 100 percent Columbian coffee — offers well-balanced taste in a bright and crisp medium roast, with notes of sweet fruit, brown sugar, and toasted nuts. The original blend, decaf, and dark roast coffee blends will continue to be offered on Dunkin’s menu. “Over the past 70 years, Dunkin’ has built a unique personal connection with coffee drinkers who count on us for that perfect cup, made just the way they want it,” said Jill Nelson, Vice President of Marketing Strategy. “With the launch of our first single-origin hot coffee, 100 percent Colombian, we’ve turned to one of the most famous coffee-growing regions in the world to bring our guests in Massachusetts an even more high-quality variety with a nicely-balanced taste.”
    Dunkin’ and Inspire Brands announced that the later company is purchasing Dunkin’. “Dunkin’ and Baskin-Robbins will be operated as distinct brands within Inspire. “By joining Inspire, these brands will add complementary guest experiences and occasions to our current portfolio,” said Paul Brown, co-founder and CEO of Inspire. It remains to be seen whether Inspire and Dunkin’ will be consolidating media and creative agencies.

     

 

 

 

 

 

 

 

 

 

Sales Leads LatAm is 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.

  • LATAM Airlines Group

Interpublic Group announced that Graphene, a customized team of talent and resources from a range of Interpublic Group agencies, led by McCann Worldgroup and IPG Mediabrands, has been selected by LATAM Airlines Group to continue as its global marketing agency.Graphene has served LATAM since 2015 in 13 markets like Australia, Mexico, the United States and countries in South America and Europe, and the new multi-year assignment will cover all marketing needs from brand strategy and creativity, to digital marketing, performance, CRM and content development across all the airline group’s markets. The dedicated IPG team retained and expanded the relationship after a competitive pitch, which included multiple globally-integrated marketing firms.

  • Duracell 

Duracell has called a global review of its media planning and buying business.Publicis Media’s Starcom is the current incumbent.The review is being managed by ID Comms.

 

 

 

 

  • Clorox 

The Clorox Company, the consumer goods manufacturer, is tapping the power of brand purpose as it seeks to connect with consumers in Latin America, Warc has reported. Catalina Abadia, brand engagement lead at The Clorox Co., discussed this subject at the 2019 Festival of Media Latin America (FOMLA). According to Abadia, an important driver of success involves demonstrating how the organisation’s brands fulfil a core underlying mission.Cleanliness is a brand attribute that needs to be included in the Clorox messaging, according to Abadia.Marketing efforts that show “men and women together” taking joint responsibility for keeping – and thus enjoying – a clean house.A related case in point involves a campaign that ran in Argentina earlier this year that tackled this issue – and built on a tongue-in-cheek expression that whenever a man does domestic chores, he “deserves a monument”Building on this theme, Abadia suggested that programs of this type elevate Clorox’s brands from being just a product to having a clear purpose. 

For prior Sales Leads LatAm editions, click here.

  • Softbank Group Corp

Softbank Group Corp said its Latin American fund is investing 580 million reais (US$138 million) in e-commerce software provider VTEX, together with Brazilian funds Gavea Investimentos and Constellation Asset Management. VTEX provides e-commerce support in Latin America for clients including cosmetics brand Boticario, cellphone maker Motorola and appliance maker Electrolux.Its founder and CEO, Geraldo Thomaz, said in a statement that the proceeds will be used to expand research and development, including new artificial intelligence software for e-commerce.The investment is the latest in a series of bets on Latin American technology startups from Argentina to Mexico by SoftBank’s US$5 billion fund dedicated to the region.

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

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Armando Gutierrez at 1-800-937-5322 or e-mail him at  armando@portada-online.com
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  • Tippit & Moo

t&mThe Houston-based advertising agency Tippit & Moo, which provides advertising, marketing and creative services, will handle premier clients such Fiesta Mart, Inc., Sonic Drive-Ins, Gabbanelli Accordions, Michaels Stores, Professional Sports Partners, Universal Technical Institute, InComm, and Zadok Jewelers, among others. Its’ team, led by the recently named General Manager David Flynn will, be in charge of these brands.

  • Clorox

Clorox signed an agreement with MLS (Soccer United Marketing) according to which the CPG company will sponsor the U.S. Mens and Women National Soccer Team as well as the Mexican National Soccer Team (FMF).

  • Volvo

volvoMindshare will take over all Volvo’s media duties worldwide. The company will replace Havas Media, which used to handle the automaker’s media buying and planning in Europe and China. Volvo’s goal was to create more collaboration between the US and global marketing teams. Its’ US spending was about US $80 million and US $300 million globally in 2012.

  • Lipton

liptonUnilever launched a global Lipton brand Campaign on Oscar Telecast . DDB was in charge of its creation and Mindshare of handling the media.A 60-second spot featuring the Muppets and a new brand slogan—“Be More Tea”—debuted on Sunday night during the ABC broadcast of the annual awards. Unilever had previously released a 90-second teaser ad on YouTube. During the Academy Awards telecast, a Lipton social media command center sent out live tweets. Lipton is planning to double its ad spending this year, increasing it to US $40 million.

  •  The Milk Processor Education Program

got milkMilkPEP is replacing its 20-year national ad slogan with a new campaign with the tagline “Milk Life.” However, the company will continue to use the Got Milk? tagline. The campaign, which launches this week, was created by Lowe Campbell Ewald, New York.

  •   Heineken

fdtd El Rey will integrate Heineken USA into the channel’s programming during 2014. Financial terms have not yet been disclosed. The deal will begin with appearances of Dos Equis, a Heineken USA beverage imported from Mexico, in episodes of “From Dusk Till Dawn: The Series.” The series, to debut on March 11, is meant to elaborate on the vampire-rich plot of the film that inspired it.Here is the official trailer:

The deal with Heineken USA is the second such agreement with El Rey for 2014.

  •   Saffron – Christie International

saffron_christies_09Spanish agency Saffron is working  with Christie’s International Real Estate in a rebranding campaign.

 

 

  •  Jack Daniels –Global

jack.daniels.sinatraJack Daniels has launched a US $2.3 million campaign focusing on Frank Sinatra. The whisky brand is marking the run up to the 100th anniversary of the screen legend’s birth with its Sinatra Select campaign from Arnold Worldwide.

 

Read previous issues of Sales Leads!

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Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Nicolas Miranda at 1-800-937-5322 or e-mail him at  nicolas@portada-online.com

The  latest news in (Hispanic) Sports Marketing. Clorox to sponsor U.S. and Mexican National Teams. ESPN reigns in digital audience rankings, MLS buys Chivas USA and will rebrand it, TheSporting Nation partners with Askmen.com.

Do you want to become a Soccer Marketing Expert? DOWNLOAD Portada’s 2014 Soccer Marketing Guide (free registration required)!

Clorox inks SUM Deal

Sports MarketingThe Clorox Company reached an agreement with Soccer United Marketing (SUM), the commercial arm of Major League Soccer (MLS), making it an official partner of the U.S. Soccer Federation and the Federacion Mexicana de Futbol (FMF – also known as the Mexican National Team). Under the terms of the agreement with SUM, Clorox will support the U.S. Men’s and Women’s National Teams through sales and marketing efforts highlighting the company’s Clorox, Kingsford, Hidden Valley and Glad brands. It will support the Mexican Men’s Team in the United States through similar efforts involving the Clorox, Kingsford and Glad brands.”Our company’s affiliation with the sport of soccer is a natural fit for us because we share a strong appeal among families,” says Benno Dorer, executive vice president and chief operating officer – Cleaning, International and Corporate Strategy. “With soccer’s legions of followers from around the world —myself included — we hope this partnership will enable us to build awareness of our brands with the sport’s hugely loyal, enthusiastic and diverse fan base.”The partnership involves sales and marketing efforts along with in-store support from major retailers. Activities under way this year include TV ads for Kingsford charcoal and Glad trash bags; custom packaging; a consumer sweepstakes for a chance to win up to $25,000; and in-store ads, coupon offers and messaging at point of sale.”Ahead of this year’s events in Brazil, there has never been a better time to align with the sport of soccer,” says David Wright, senior vice president of global sponsorship for Soccer United Marketing. “We’re excited that the family of Clorox products is now a member of our soccer family.”

 

ESPN, the most widely trafficked U.S. sport site in January

ESPN held the top spot of the most trafficked sport site in January 2014 for the fifth month in a row. It will be interesting to see if it can hold that position in February (Fox had the exclusive for the streaming of the Superbowl which took place in February). ESPN digital properties include  ESPN.com, WatchESPN and the SportsCenter app. ESPN captured 32% of the sports category and 41.3 million fans used ESPN mobile properties. With an audience of more than 115 million unique users ESPN, almost tripled the audience of the next contender: Yahoo-Sports-NBC-Sport Network.  Bleacher Report/Turner Sport Network came in third with an audience of more than 34 million uniques. In terms of minutes per visit ESPN also topped the list with 83 minutes per user followed by Cinesport with 55 minutes (see table below).

Rank

Average minute audience

Share of category audience

Total unique visitor(000)

Minutes per user

Sport Category

361,422

100.0%

173,450

93.0

1

ESPN

115,284

31.9%

62,007

83.0

2

Yahoo Sports-NBC Sports Network

44,347

12.3%

57,890

34.2

3

Bleacher Report-Turner Sports Network

34,662

9.6%

47,418

32.6

4

NFL Internet Group

31,893

8.8%

39,268

36.3

5

Sporting News Media/Perform Sports

29,856

8.3%

29,430

45.3

6

FOXSports.com on MSN

21,913

6.1%

46,807

20.9

7

CBS Sports

17,443

4.8%

30,917

25.2

8

USA Today Sports Media Group

15,125

4.2%

41,593

16.2

9

CineSport

9,744

2.7%

7,890

55.1

10

MLB

8,597

2.4%

11,091

34.6

Source: ESPN Research & Analytics.Analysis of comScore multi-platform(US)data(persons +18),January 2014.

MLS buys Chivas USA and will rebrand team, Rodriguez new president

Major League Soccer has purchased Chivas USA, its worst-performing franchise, from owners Jorge Vergara and Angelica Fuentes. MLS will operate the club for now, with an eye on selling the team in coming months to an ownership group that will keep it in the Los Angeles area. The team’s name will remain Chivas USA through the 2014 season, and will be rebranded for 2015. “We will continue to ramp up discussions that we have been having for a number of months with some investors,” Don Garber, Commissioner of Major League Soccer and CEO of SUM, said during a conference call with reporters last Thursday, though he did not immediately clarify just who those investors are. In addition, MLS  announced that Nelson Rodriguez  has been appointed president of Chivas USA, effective immediately. Rodríguez will oversee all aspects of Chivas USA’s business and sporting operations while MLS continues its search for a new ownership group.

TheSportingNation partners with Askmen.com

The SportingNation.com ,a digital sports property targeting the bicultural Hispanic, recently started to contribute  sports content to the Latino-focused site Hermanos, part of the Askmen.com network.  The SportingNation aims to  tell great stories from across all of the major professional sports and spotlight the contributions, achievements and awesomeness of Latino athletes. In addition, the Los Angeles based digital media property founded by Robert Rodriguez intends to provide opportunities for Latino sports journalists looking to find their way in the ultra-competitive sports industry.

Do you want to become a Soccer Marketing Expert? DOWNLOAD Portada’s 2014 Soccer Marketing Guide (free registration required)!

In today’s article of our CONTENT MARKETING  series presented by Skyword, we examine how three major companies, two major CPG’s (P&G and Clorox) and one Beverage Company (Tampico)  target the Hispanic demographic via Content Marketing activities. In all cases the content marketing effort in owned media properties (websites and social media) is complemented with paid, mostly but not only, digital media advertising. In addition, these marketers put a lot of emphasis in having multiple touch points with the consumer (e.g. desktop, mobile, social media and in-store).

1. P&G´s Orgullosa Programm

John Sandoval Senior Multicultural Marketing Manager at Procter&Gamble
John Sandoval, Senior Multicultural Marketing Manager, Procter & Gamble

Late in 2012 P&G announced a marketing investment in non-traditional media. As John Sandoval Senior Multicultural Marketing Manager at Procter&Gamble told Portada at the time: “We are starting to significantly invest in non-traditional media to respond to “ethnic consumer media usage trends when and where they are receptive.”

The cornerstone of P&G’s content marketing initiative is the Orgullosa program. Orgullosa  targets bicultural Hispanic woman between their early twenties and their late forties. John Sandoval, heads the Orgullosa initiative and leads Procter & Gamble’s Multicultural Center of Expertise.

Orgullosa is all about celebrating the inspiration and the pride of Latina women.

In addition to the website, other Orgullosa digital properties include Facebook (www.facebook.com/Orgullosa), Twitter (www.Twitter.com/Orgullosa), and YouTube (www.YouTube.com/MiOrgullosa). These are all  engagement points that surround Orgullosa’s different activities, such as the Board of Faldas announcements, and the P&G Orgullosa “Skirts Only” Fashion Show which celebrated” mujeres con la falda bien puesta.”

“This is something that was developed from the ground up with specific  consumer insights about the bicultural spectrum and targeting the Bicultural Latina,” says Sandoval.  “Right now the language used to connect  with the bicultural Latina is Spanish. There will be an English-Spanish toggle.  Even if we are targeting the bicultural Latina, even if she can speak English, we know that we want to provide her with the relevant topics interest areas in Spanish. We use language as a tactic, not a strategy.”

How it is produced…

orgullosaOrgullosa is produced in-house by P&G, with the support of a wide array of P&G brands . “We have lots of P&G brands behind us,” says Sandoval.

It is just as simple as looking to our brands and see what have you done on your website, translate and develop a more relevant tone.

P&G also draws from the expertise of copy writers across agencies to develop content. Agencies  include Fleishman Hillard (PR), Citizen Relations (PR), Starcom (Media) and Dieste (Creative). Most importantly, a substantial part of the content is produced by the community itself (posts, polls) and a blogger network as well as the Orgullosa Board. Board of  Faldas, or Board  of Skirts, members provide content ideas.   Board of Faldas members includes lifestyle expert Evette Rios; international motivational speaker, Maria Marin; and entrepreneur and chocolatier, Maribel Lieberman. Belinda C. Voice, Editor and P&G Community Manager coordinates contributions. Social media is also  pushed via a partnership and integration with the Despierta America show (Univision).

As Sandoval puts it, “Orgullosa is about authentic content and authentic conversations. It is integrated and seamless.” The mostly digital content marketing driven orgullosa platform has also a real life extension through the “Entre nosotras” parties where P&G Hispanic women consumer gather to party.

…and promoted via paid media

In addition to owned and earned media , Orgullosa is also promoted through media buys. “We are investing more in digital including mobile for both Hispanic and General Market as we continue to follow the media habits of the consumer.  By brand, the role of digital in the marketing mix varies, but we are continuously seeking the best ways to interact with consumers in social media, online, in-store and across touch points,” Sandoval notes. Orgullosa has also been promoted via ads in Top-Spanish-language magazine buys.

 

2. Clorox’s Always on Principle

cloroxIn an earnings call two weeks ago Benno Dorer,  Clorox’s EVP  and COO of Cleaning, International & Corporate Strategy, said that a key principle enabling the company’s success is the “Always on Principle” which is applied through digital technology.

The  principle that we’re pursuing here is called Always On.

According to Dorer, “wherever the consumer is on her shopping path, we are going to be there with dedicated engagement managers.” “So if she’s looking for Disinfecting Wipes, so searching Disinfecting Wipes on babycenter.com, we have an opportunity to deliver a custom ad. If she’s on Facebook chatting with friends or being exposed to a product on Facebook, we are there with her. We can send her, through Amazon.com, to buy our products. If she’s on a retailer app like Safeway, we can engage with her. Even in-store, we will engage with her. We are Always On. We’re always there with her. ”

Another insight that Dorer talked about is consumer fragmentation and how it applies to target the Hispanic demographic. “The world is getting more fragmented. So we’ve added Hispanic, and now we’re also adding millennials, ” he said.  Last year Clorox announced a Spanish-language marketing platform targeting Hispanics called Clorox Fragancia. to promote the following three product lines: Floors –  (Multipurpose Cleaner), Toilets & Bathrooms (Liquid Rim hanger), Aircare: Aerosols (Air fresheners).Dorer,  Dorer cited the Fraganzia program as an effort  that is expanding.

When targeting the  Hispanic consumer, as you can imagine, it is very important to have very tailored, very targeted marketing plans.

Dorer added that technology helps him reach the desired demographic: “With help from our partners at Google and together with our customer target, we designed a program that allows us to target consumers who live within 5 mile’s radius of a Hispanic-designated target store. And then if you live there, if you’re Hispanic and if you engage in content either on your favorite website or on a mobile app, we can send you an online coupon. So that’s geo-targeting and an example of our capabilities as they evolve with digital technology.”

 

3. Tampico’s Brand Engagement programm

tampicoBeverage Company Tampico has an active content marketing program targeting the Hispanic consumer . related to its Act-on-Impulse campaign.

According to Marta Gerdes, VP of Marketing at Tampico Beverages, the  “objective of the #Act-on-Impulse campaign is to continue Brand Engagement efforts with the Young Adult consumers.

” The campaign has a strong social media component which is all about real-time interactions.

According to Gerdes, the “brand’s relevance is increased  through multiple digital touch-points and key field marketing events that are relevant and “irresistible” to young adult consumers.

Our content marketing strategy centers on a combination of Brand, Curated and Promotional initiatives that tap into consumers’ habits and “impulsive” tendencies.

“We support the content marketing strategy with art cards that visually support the content, as well as we visually brand our Facebook wall.” ,  Gerdes says.

Tampico also activated an offline and online  national paid media campaign over the  last Summer until the end of September. POS (Point of Sales) media were  also bought “to maximize synergies as the impulsive acts are extended to many of the field marketing activities implemented throughout our core markets,” Gerdes notes.

This series of articles about “Content Marketing” is brought to you by Skyword. Skyword provides a wide range of services so that companies may connect with their audiences and generate a higher degree of engagement via top-quality contents for online search and social networking, currently the two main sources for content consumption.

Other articles of the CONTENT MARKETING SERIES:

CONTENT MARKETING: What do we mean when we talk about “content marketing”?

CONTENT MARKETING: Flying Through the Fog: A Marketer’s Guide to Navigating Search After Google Keywords Were Encrypted

CONTENT MARKETING: What we can learn from Iron Mountain, IBM and Autotrader

CONTENT MARKETING: Should Media Firms become Content Marketing Agencies?

CONTENT MARKETING: Spanish Language: What opportunities does it afford?

CONTENT MARKETING: How P&G, Clorox and Tampico engage Hispanic audiences

CONTENT MARKETING: How Pepsi’s “Cultural Fluency” concept translates into Content Marketing executions

 

Breaking Ads Mexico, presented by Portada and Media Economics Group, today analyzes a selection of Mexican digital campaigns active in  July. The advertising campaigns were tracked through Media Economics Group´s MexicoWebMonitor™. Below are digital campaigns from Disney, MasterCard and Clorox.

 

Disney

llanero

Advertiser: Walt Disney Company (The)

Campaign: “El Llanero Solitario” Movie

Language: Español

Description: Mexico campaign for Disney’s “Lone ranger” (“El Llanero Solitario”) movie opening in Mexico on July 18, 2013.

Sites: ElUniversal.com.mx, Record.com.mx, Yahoo! Mexico

Servers: mi.adinterax.com (Yahoo!), RealMediaDigital.com (24/7 Media), e-Planning.net

 

MasterCard

master

Advertiser: MasterCard International, Inc.

Campaign: “Priceless Cities Mexico”

Language: Español

Description:  Mexico campaign – part of the MasterCard Priceless Cities benefits program (dining, entertainment, sports, etc.)

Sites: CNNExpansion.com, Chilango.com, ElUniversal.com.mx, Quien.com, Reforma.com

Servers: creatives.GrupoReforma.com, mdn.net (DoubleClick), RealMediaDigital.com (24/7 Media)

 

 

Clorox

clorox

Advertiser: Clorox Company (The)

Campaign: Clorox “Power Gel”

Language: Spanish

Description: New Clorox “Power Gel” multi-surface cleaner + bleach.  Ads re-direct to MujeresClorox website

Sites: Terra.com.mx

Server: ds.serving-sys.com (MediaMind)

Source: Media Economics Group, MexicoWebMonitor™.  For more information please call: 1 (704) 841-2030.

Para el mejores prácticas de hoy, analizamos el caso de la Cadena de Protección realizado por Clorox Chile y cómo su campaña viral, “42 formas de enfermarse este invierno”, ayudó a conectarlos con su audiencia.

Empresa : Clorox Company

Marca : Clorox

Campaña: Cadena de Protección “42 formas de enfermarse este invierno”

Agencia : iCrossing Latinoamérica/España

País : Chile

Esta campaña viral nació a partir del esfuerzo del Clorox Chile para proteger a los usuarios de enfermedades de invierno, Cadena de Protección. Con su propio sitio web y página de Facebook, la marca inició una conversación con su público sobre cómo mejorar la limpieza y evitar la transmisión de bacterias en la casa (el producto principal de Clorox es su cloro líquido que limpia y desinfecta superficies). Para aumentar el tráfico, conexión y número de fans, la marca creó junto con iCrossing Latinoamérica/España el video viral “42 formas de enfermarse este invierno”.

Viralidad para crear audiencias

El video viral muestra como un papá muy poco precavido inicia una cadena de infección a partir de sus muy malos hábitos, contagiando a su familia y a todo aquel que se tope con él. La viralidad del video reside entre lo humorístico y asqueroso del mismo, generando esa necesidad de compartirlo para que otros lo vean (morbo colectivo).

El video se hizo viral de forma instantánea. En un mes le generó a la marca un incremento de 94% en sus fans de Facebook, 38% más comentarios y un alcance orgánico de 184% (más de 460 mil vistas en Youtube al día de hoy). Hoy la marca en Chile cuenta con 35’980 fans y 1966 personas compartiendo su contenido en la famosa red social.

Conexión entre página de redes sociales y sitio

La campaña cuenta con su propio sitio web donde se pueden ver tips para el invierno, noticias, información sobre la cadena de protección, videos e información de los productos Clorox.

El sitio en todo momento muestra del lado derecho el número de fans que la marca ha conseguido en Facebook y botones para compartirla, llevando tráfico del sitio a la red social. Por su parte, en la red social incluyen junto con imágenes y textos, links que apuntan hacia información en el sitio; creando así un flujo de tráfico entre ambos y complementando las herramientas que cada uno ofrece.

Three more high level marketers confirmed that they will be speaking at our 6th Annual Hispanic Advertising and Media Conference in New York City ‘s Scholastic Auditorium with Greenhouse & Rooftop Terrace on Sept. 20th 2012. 

They are: 

David Cardona , Multicultural Marketing Manager, Clorox

John Dillon , VP Brand Marketing & Product Innovation, Denny's

Dawn Marie Gray , Senior Manager Multicultural Marketing, CVS

In addition, Trevor Hansen, CEO EPMG 360 will be moderating the panel on Hispanic retail marketing.

Purchase your ticket now and make sure you take advantage of the early bird price. It expires this Friday!

Other confirmed speakers include:

Confirmed Speakers

Ivan Adaime , VP Digital Media, Impremedia

Justin Byrd, Head of Multicultural Marketing, Chrysler

Ronald Mendez , VP Group Account Director, MPG Diversity

Felix Palau , VP Marketing, Tecate

Maria Cristina Rios , Director, Multicultural Markting & Media Strategy, Macy's

Rodolfo Rodriguez , Multicultural Marketing Director, General Mills

Marc Strachan , VP Brand Marketing, Diageo North America

Deidre Smalls,  EVP Managing Director at Mediabrands/Identity

Emma Velez Lopez , Director Acquisition Marketing (Advertising US Hispanic)

To register to Portada’s 6th Annual Hispanic Advertising and Media Conference and/or to the Hispanic Mobile Marketing Forum (which takes place in the same venue on Sept. 19 at the Special Early Bird price please go here and/or call Nicolas Miranda, Online Sales Manager Portada at 1-800-397-5322.

Twitter #Portada 12

Clorox just announced a major new marketing platform targeting the U.S. Hispanic market called Clorox Fragancia.  According to David Cardona, Multicultural Marketing Director at Clorox (photo), this is the first time a line of cleaning products is designed for and marketed exclusively to U.S. Hispanics.  “This is only the beginning we are truly and deeply committed to the Hispanic consumer for many years”, he says and adds that “Right now the focus is clearly Hispanic. There is a strong level of Level of commitment from top management and this will translate in an increase in ad-spend.”.

Portada interviewed Cardona to understand why and how Clorox intends to reach out to the Hispanic consumer. We also asked him about  the research Cloros has done to derive its current marketing strategy.

1. The C-Level Outlook: Multicultural as a Top Priority

In 2011 Clorox turned 100 years old. The company was founded in 1911. Clorox Top Leadership identified 4 Megatrends for its Centennial Strategy, the company’s strategy for the next 100 years.
Cardona tells Portada that these four megatrends are: “Health & Wellness, Affordability, Sustainability, and Multicultural.” Within multicultural, “right now the focus is clearly Hispanic. There is a strong level of commitment from top management and this will translate in an increase in ad-spend.”.

2. Research Insights: Hispanic Consumer Behavior

Research company TNS conducted a study in February 2011 about Hispanic consumption habits. TNS interviewed 600 Hispanic consumers. In addition, Clorox took a look at its Latin American subsidiaries to research about commonalities between Latin American and U.S. Hispanic consumers.

One of the main insights was that Hispanic consumers have a three step  approach to house care and cleaning: “Hispanic consumers clean, disinfect and aromatize.” In contrast,   general market  consumers, mostly do one step that is a combination of the three steps.  According to Cardona, “Hispanic consumers are much more involved in cleaning than non Hispanics. A low acculturated Hispanics cleans on an index basis 140 vs. non Hispanics.”

3. Research Insight: Use of Media and Advertising

Respondents were also asked about the preferred advertising medium that best communicates a new product.  According to Cardona, the results showed that TV remains the main way to perceive a brand. Online is increasing, while print, mostly magazines, and radio also play a significant role.

These insights have been taken into consideration when designing the media plan with the help of Clorox Hispanic agency OMD Latino. The one year plan started yesterday July 16 with TV spots on Univision  and Telemundo. Initially the main focus is being put on TV, radio, digital and in-store activation (coupons placed on top of products, stickers) as well as direct mail.
On the B2B site Clorox is emphasizing through PR outreach that innovation is driving product design and marketing towards the Hispanic consumer. Cardona notes that there has been “a lot of Hispanic innovation in food, apparel, services but very little as it relates to cleaning products.”

4. The Platform

How items are rated on a value and uniqueness standpoint.
“Clorox Fragancia is a scented platform”, Cardona notes. It comprehends three product lines:

Floors –  (Multipurpose Cleaner)

Toilets & Bathrooms (Liquid Rim hanger)

Aircare: Aerosols (Air fresheners)

The marketing and advertising campaign is done around the platform, not so much around each individual product.

5. The Language (Spanish)

Clorox Fragancia is clearly a Spanish-language platform. All advertising is in Spanish. A Spanish-language Facebook page promoting Clorox Fragancia will soon be introduced. And Spanish-language online media will be bought for that purpose.

However, product labels are bilingual. “All our labels are bilingual. With English on top and below in Spanish. Asked on whether Clorox intends to specifically target bilingual and English-dominant Latinos with English-language advertising, Cardona notes that “There is definitely an opportunity to expand into English, just not right now.”

Clorox is a top 45 advertiser in the U.S. Hispanic market (US $32 million in 2011, according to Kantar).

Clorox today introduces a new marketing and advertising campaign leveraging its new Clorox Fragancia Marketing Platform. The platform is an umbrella for Clorox products for the Floor, Toilets & Bathrooms and Air Care.  The campaign goes on air today on Telemundo and Univision. Other campaign elements include radio, digital, direct mail (coupons) and in-store activation.  Advertising is in Spanish.

The new platform and the new strategy are based on extensive research on the behavior of Hispanic consumers Clorox has conducted with the help of research company TNS. Media planning and buying has been done by Clorox’s agency OMD Latino while creative by Alma DDB. The direct mail portion of the campaign (solo mailers for the Clorox Fragancia platform) has been done in cooperation with retailers with the goal of driving traffic to the stores through coupons and high value discounts.

“This is only the beginning we are truly and deeply committed to the Hispanic consumer for many years”, David Cardona, Multi-Cultural Team Leader at Clorox, tells Portada (watch out for an in-depth Interview with Cardona tomorrow in our Tuesday‘s “Marketer Interview” regular feature).

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

  • Siboney
    New York headquartered Hispanic advertising agency Siboney USA is closing. Employees have received 90-day notice, a source in Siboney tells Portada. Siboney accounts include Colgate-Palmolive.
  • Clorox – Hispanic Nurses Network

The Clorox Company, in partnership with the National Association of Hispanic Nurses (NAHN), announced the launch of the Hispanic Nurses Network, a new healthcare resource for Hispanic families.

  • Wells Fargo
    Wells Fargo announced the addition of Mariela Ure to the Enterprise Marketing team as the Hispanic Segment Business Manager.  In her role, Ms. Ure will coordinate Wells Fargo’s efforts in meeting the needs of the rapidly growing Hispanic market.  Ms. Ure will oversee the delivery of products and services to Hispanic consumers and leverage internal partnerships, channels and key markets to maximize consumer satisfaction. Mariela understands the Hispanic consumer and will spearhead Wells Fargo’s efforts as “America’s #1 small business lender” to Hispanic and women-owned small businesses.
  • United Healthcare
    United Healthcare’s Latino Health Solutions launched a bilingual mobile website that provides health and wellness information tailored to Hispanics’ specific cultural and language needs. The mobile website, which can be accessed by entering m.uhclatino.com on a smartphone browser, offers extensive, culturally relevant health and wellness information, tools and resources in both English and Spanish. “Better health and wellness education leads to better health. With Hispanics leading the charge in using mobile devices to access health information, the time was right for a mobile website that provides hundreds of pages of health information that Hispanics can relate to and can use while they are on the go,” said Russ Bennett, United Healthcare’s vice president of Latino Health Solutions.
  • Crown Imports – Modelo Especial 
    Crown Imports, a beer import JV between Mexico’s Modelo Group and Constellation Brands, confirmed last week that it has begun a multimedia advertising campaign for Modelo Especial, designed specifically for Hispanic consumers in the US. The campaign, which forms part of the 'Descubre lo Especial' ('Discover What’s Especial') program in the country, launched late last month and consists of two, 30-second TV ads. The first TV ad, which can be viewed below, began airing nationally two weeks ago, on Telemundo, Univision, Telefutura, Azteca, ESPN Deportes, Estrella, Fox Deportes, Galavision and Gol TV. Both spots will be supported by radio spots and out-of-home presence. Earlier this month, “For Modelo Especial, the first-ever English language TV campaign will highlight the quality of Modelo Especial and engage the general market consumer. Separate advertising will continue for the Hispanic consumer as well”, Robert Sands, President and CEO Constellation Brands during the recent Q2 2012 Earnings Call. 
  • Mendoza Group
    Mendoza Group, Inc. announced Lisa Fell as its new Director of Client Services. Ms. Fell will be responsible for implementing comprehensive advertising and marketing strategies, including oversight of all creative and media services for Mendoza Group's expanding roster of multicultural clients. Ms. Fell's previous position was Vice President of Operations for MediciGlobal, a clinical trials marketing company.
  • AT&T
    AT&T announced the launch of a new ad campaign with Ricardo Arjona.  AT&T has launched a new ad campaign that brings to life how AT&T devices and mobile technology enhance consumers' daily lives. AT&T has started to air the first Spanish-language commercial featuring the new "It's What You Do With What We Do" campaign line. Titled 'The Shoot', the spot shows how a teenage boy uses his Nokia Lumia 900 device to record Guatemalan singer-songwriter Ricardo Arjona's performance. Later in the spot, the boy hands his mother a Nokia Lumia 900 and shows her the various features, including the Live Tiles and the People Hub. The spot ends with the teenager playing the Arjona video he recorded earlier with his Windows Phone and Arjona giving him a sign of approval. The spot will air during Mother's Day promotional window through May. The second spot is titled 'Beautifully Different Like Your Mom' and will air in time for Mother's Day.
  • Dieste – TXU energy

TXU Energy, a retail electricity provider in Texas, has selected based Dieste Inc. as its Hispanic advertising agency.

  • McDonald’s

McDonald's Hosts Latino Bloggers for a "Chill Evening at Sea" Soiree to Kick Off the Third Annual Hispanicize Conference.

  • AP Spanish – Shmoop

Shmoop Launches AP Spanish Language and AP Spanish Literature Test Prep. Shmoop is a digital curriculum and test prep company that makes fun, rigorous learning and teaching materials.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS!

For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics. of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).
If you are a Subscriber to the Directory login and access the Directory.

Sales Leads: IDT, Clorox

• Gravity-IDT 
New York based advertising agency Gravity Media has won the IDT calling cards account for multicultural media buying and planning.

• Clorox
Chris Tucker is the new multicultural marketing director at Clorox. Tucker oversees al multicultural marketing initiatives at Clorox. David Cardona Clorox until recently Marketing Director, Oral Care, at Colgate was recently hired by Clorox to oversee retail customer marketing for the cleaning division out of Oakland CA. Cardona reports to Chris Tucker.

• El Pollo Loco

El Pollo Loco, is firing up the brand this month through a multi-faceted campaign that includes new television and radio ads, new social media components and new in-restaurant signage.

• RNC – Hispanic voters

The Republican National Committee is up with a new television commercial in three battleground states that could determine the outcome of next year's presidential election. It’s going up with a Spanish language radio ad. The idea is to aim the Hispanic community.

• Nielsen – Walmart

Nielsen has signed a cooperation agreement with Walmart to receive and analyze sales information from Walmart’s U.S. stores.

• Farmers Insurance – LA Galaxy/The Home Depot Center

Farmers Insurance announced that they have entered into a partnership agreement with the LA Galaxy and The Home Depot Center.

• Pepco – MAYA

• Pepco launched a Latino Advertising Campaign with the support of Washington DC based MAYA Advertising and Communication.

Arizona legislature
Arizona’s Tea Party-led legislature is launching a $50 million online fundraising campaign to erect an additional border wall between Arizona and Mexico.

  • Rent-A-Center

Troy Aikman, three-time Super Bowl champion and member of the Pro Football Hall of Fame will be featured extensively in Rent-A-Center’s marketing efforts starting in February.

The integrated campaign, created by Rent-A-Center Marketing Alliance partners Launch Agency, RAZOR and Hispanic specialist Co. Jones will include print, broadcast, Web and in-store marketing. OMD Chicago plans and places the broadcast media.

 

  • H&R Block

H&R Block recently launched an ad campaign called "Bien Hecho," which emphasizes getting taxes right. "Bien Hecho" builds on the theme that H&R Block tax professionals are trained and able to help Latino clients find credits and deductions that apply to them.

"The 'Bien Hecho' campaign increases awareness of how H&R Block can help Latino clients and their tax situations in a relevant manner,"  Luis Altuve, the new Multi-Cultural Vice President said. "In today's economy, our clients need to understand how to get every credit and deduction they're due."

 

  • The Clorox Company

Univision Communications Inc. has partnered with The Clorox Company, to co-develop original content while simultaneously creating an interactive platform through which Latinas can discuss topics relevant to their lives. Based on the insight that much of what a Hispanic woman knows about running her home is learned from her family and social network, “Compartiendo Entre Amigas” (Sharing Among Friends) will encourage and empower women of all ages to share stories that will help improve their everyday lives. The multi-platform deal between The Clorox Company and Univision was negotiated by OMD, along with their agency partners OMD Latino and Alma DDB.

Clorox® Regular-Bleach and Pine-Sol ® Cleaners will be the primary products integrated into content that will run concurrently across the Spanish-language media company’s Univision Network, Univision Radio and Univision.com.

 

  • Wildwoods (NJ) Tourism

Wildwoods Tourism launches new spanish-language website. The website, www.wildwoodsnj.com/bienvenidos-a-Wildwood.cfm, uses the same vibrant colors, eye-catching graphics and flash animation as the English version; however all of the content is in the Spanish language. The Spanish website targets Hispanic Americans. The website content was translated using the Latin American dialect of the Spanish language.

“We expect the new Spanish website to draw more traffic to the Wildwoods website and to increase the number of vacation information requests in 2010 by Hispanic Americans.” said Ben Rose, Director of Marketing and Public Relations for the Greater Wildwoods Tourism Improvement and Development Authority.

 

  • Kraft

Today the Univision channel on YouTube is being launched. Built upon its longstanding partnership with Univision, Kraft Foods has already signed on as exclusive launch sponsor. “We’re thrilled to be the first advertiser to partner with Univision and YouTube for the launch,” said Kelley Woodland, senior director, consumer relationship marketing at Kraft Foods North America. “From everyday dinner to special celebrations, we provide Latin moms with recipe ideas, tips and cooking videos."

Click here, for detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies. In addition to information on more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).

Consumers in Argentina, Chile, Colombia, Peru, Uruguay and Venezuela will have access to products available elsewhere in the world under Sara Lee's Ambi Pur brand.

The commercial agreement encompasses Sara Lee electrical plug-ins, rim blocks and car air fresheners – a strategic fit with the instant air fresheners and laundry fragrances in Clorox's portfolio. The new products will further strengthen the Poett and Mistolin brands, which already hold top-two positions in almost every Latin American country where they compete, according to the companies.

Perfetti-Van Mele,  Tecate, Airbnb, Noodles & Co, Sanofi, Post Cereal, Nike, Chico’s, Walmart, Clorox and more brands targeting the U.S. consumer right now. 

  • Tecate

  • Tecate
    Tecate logo (PRNewsFoto/HEINEKEN USA Inc.)

    London, UK, headquartered Mirriad Advertising, a global technology company and developer of native in-video advertising, is supporting Heineken beer brand Tecate in an advertising campaign launched on New Year’s eve. Tecate is using a video  in Spanish-language with the music theme “Pa’ Que No Te Anden Contando,’ by the artist Giovanny Ayala, Mediapost reports. In the song Ayala sings about a former girlfriend who he says is not important to him anymore and asks her to leave him alone. Mirriad Advertising, who manages an AI-powered technology to analyze content  (e.g. context and emotions) to identifiy the most relevant context for brands , inserted Tecate banners in the video. The campaign aims to connect the brand with Mexican Americans between the age of 21 and 35 on YouTube, Apple Music, Amazon, FB, TikTok Instagram and other platforms in the U.S. and Mexico. In February of 2020 Tecate introduced a new brand positioning and modernized visual identity in order to grow cultural relevance with consumers with the launch of the “Mexico is in US” campaign for the Tecate’s USA portfolio, which includes the brand’s signature Tecate Original and Tecate Light products, as well as Tecate Titanium and Tecate Michelada. The campaign honed in on soccer and music and also marked the point of departure with boxing. Prior to 2020, Tecate was a major sponsor of boxing events in the U.S.

  • Perfetti van Mele

    Perfetti-Van MelleWavemaker announced that it has been named Media Agency of Record (AOR) by Perfetti Van Melle USA, one of the world’s largest manufacturers and distributors of confectionary and gum, including global and regional brands such as Mentos, Airheads, Chupa Chups, and newly launched Fruit-tella. The appointment is effective immediately. The confectioner sought to consolidate its global agency roster and integrate its business, and selected Wavemaker following a review for its strong track record of innovation and proven expertise driving growth for consumer-packaged goods (CPG) brands. “A key differentiator for Wavemaker was its ability to fuse global and local expertise across multiple disciplines, from media and data sciences to ecommerce and shopper media,” said Rachel Chambers, Vice President, Marketing, Perfetti Van Melle USA. “We’re thrilled to partner with Perfetti Van Melle to connect with consumers in ways that are both playful and sales predictive,” said Amanda Richman, CEO, Wavemaker, US. The appointment expands Wavemaker’s global relationship with the candy-maker, which now spans the US, China, Netherlands, India, UK, MENA, Belgium, Turkey and Indonesia.

  • Ford

    FordPulling time originally intended to promote its new F-150 pickup, Ford Motor Co. launched a nationwide ad campaign on New Year’s Day asking Americans to “Finish Strong” in the battle against Covid-19 by wearing masks and taking other scientifically recognized steps to reduce the spread of the disease.  Produced by Peter Berg, the Hollywood director known for films such as “Patriots Day,” and narrated by “Breaking Bad” actor Bryan Cranston, the 30-second spot will air during the first three days of 2021 during college bowl and NFL games, while being backed up with an expansive social media campaign. Approximately half of the media buy originally intended for the launch of the new F-150 pick up was still by Ford toward that purpose.  Five multi-channel 2021 Ford F-150 advertising spots aired on January 1  during college football playoff games. The creative used was developed by Wieden + Kennedy.

  • Airbnb

Droga5 has been named lead creative agency by Airbnb.  Wieden+Kennedy had previously worked with the brand, which invested US $36 million in U.S measured media in 2019, per COMvergence estimates. Advertising expenditures  are expected to increase as the global economy recovers from COVID-19 in 2021 and 2022. Droga5, now owned by Accenture, has picked up the ad account, reportedly without a pitch.

Portada LiveJOIN US AT PORTADA LIVE March 24, 2021

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

  • Noodles & Co.

NoodlesFast casual restaurant chain Noodles & Company announced Fortnight Collective as its agency of record through 2021. Fortnight Collective, a Boulder, CO based international creative agency specializes in an immersive, collaborative and speed based, go-to-market process. The agency is leading in its class for providing the right talent around the table at the right time to accelerate brand momentum via rapid marketing prototyping. Noodles brought on Fortnight Collective amid the pandemic, seeking an agile creative agency to adapt to shifting consumer needs and deliver advertising that generates awareness, builds brand loyalty, and evokes a positive emotional connection from current and future consumers. “Following the commencement of the first project in March 2020, the two have partnered to develop a series of creative and compelling marketing campaigns and have plans to carry over into the new year. “Having previously worked with Fortnight Collective, I immediately knew when COVID hit that their team would bring the right mix of agility and top creative talent to help us achieve strong results during this unprecedented environment,” said Stacey Pool, chief marketing officer at Noodles & Company.

 

  • Sanofi

SanofiFrench pharma company Sanofi selected Omnicom Media Group as its new media agency of record for markets outside the U.S. In the U.S. the company retained Havas Media as its media AOR. Sanofi’s annual global ad spend is estimated at about $1 billion, with a little more than half earmarked for the U.S.

 

  • Post Cereal

Post CerealBarkley has been named agency of record for four Post Cereal brands: Honey Bunches of Oats, Great Grains, Honeycomb and the PEBBLES family of cereals (Fruity, Cocoa, and Marshmallow Fruity PEBBLES). With the partnership set to kick off in January 2021, the agency is tasked with heading up strategy and creative and will be partnering with brand teams to provide breakthrough relevant, whole brand thinking for the Post Cereal brands. The Post portfolio of brands spans a wide array of consumers, and the company is looking to increase household penetration and re-energize the breakfast cereal category with these iconic brands. PEBBLES, which is celebrating its 50th birthday in 2021 and today is the top kids cereal brand, has been one of the fastest-growing cereal brands for five consecutive years. “We look forward to building on our strong foundation by leveraging Barkley’s deep understanding of the CPG category and demonstrated ability to to reach consumers with vastly different tastes and preferences,” said TD Dixon, chief growth officer at Post Consumer Brands. “Barkley’s modern consumer expertise and vision made them a clear stand out during the review process.” For Barkley, the Post Cereal win follows nine account wins in the past 12 months, including Motel 6, Delta Faucets, San Jose State University, SummaCare, Copper Mountain Resorts and Security Benefit.
  • Nike

Nike

Nike is upping its virtual-reality game, adding 3D holographic content to some of its ecommerce offerings. And while a long list of retailers, including Levi’s, Gap, Macy’s, Wayfair and Ikea, have been trying to turn tech like virtual reality, augmented reality and 3D into viable selling tools for years, the pandemic may be pushing consumers to new levels of open-mindedness regarding such tools. Nike is working with Omnivor, a Seattle-based tech company, creating the Nike Virtual View at both Finish Line and JD Sport. The technology lets shoppers pick a hologram that matches their size and body type.

  • Chico’s

ChicosWomen’s clothing and accessories retailer Chico’s FAS seeked improvement in its sales trends during the holiday season by offering same-day delivery from its Chico’s, White House Black Market and Soma boutiques across the U.S. through a partnership with Roadie. The retailer said the same-day service is available in 97 percent of its 1,310 boutiques in the U.S. Through the Roadie delivery platform, Chico’s said orders made online will be delivered within four hours from the time the products are available at curbside or by BOPIS (buy online, pick up in store). Customers are charged a flat rate of $17.99.“Chico’s FAS moved swiftly to provide same-day delivery as an additional shipping option for customers, even when holiday shipping deadlines have passed,” said Molly Langenstein, president and chief executive officer of Chico’s FAS. Major retailers including Amazon, Target, Best Buy, CVS and Walmart have been offering same-day delivery for some time.

  • Walmart

WalmartWalmart conducted an hour-long Holiday Shop-Along Spectacular, its first ever shoppable live stream event,  on the video-sharing social networking app Tik Tok. Shoppers were able to snap up merchandise from brands like Champion, Jordache and Kendall + Kylie, as well as private labels Free Assembly, Scoop and Sofia Jeans. According to the Bentonville, Ark.-based company, 10 TikTok influencers from around the world — including Michael Le, or @justmaiko, who has 43.1 million followers on the platform — donned clothing, footwear and accessories from the retailer’s fashion portfolio. During the event, pins for those products  popped up, and viewers were able to tap on them to add the items to their cart. They were then directed to mobile checkout or have the option to look through their selections at the end of the event.

  • Clorox-Unilever and Facebook

    With sales soaring during the pandemic and commitment to maintain spending, Clorox has turned to TikTok, Google and long-term strategies to support new habits. Clorox also plans to slowly resume Facebook and Instagram advertising following a six-month hiatus that’s contingent on the platforms’ continued work controlling harmful content, says Chief Marketing Officer Stacey Grier. Most of Unilever’s brands also will restart their Facebook and Twitter advertising, based on the same contingencies. Facebook has already seen a partial exodus of large companies this year. The #StopHateforProfit boycott that began in July and attracted big-name brands like Clorox, Verizon, and Coca-Cola put a dent in Facebook’s revenue growth in the third quarter. It also delivered a noticeable lift for rivals like Pinterest  and Snap.

 

 

 

 

 

 

 

 

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!)

Jesús Ríos has been promoted to marketing director by Clorox Andina. He previously worked for more that 15 years  at Procter & Gamble.

 

 

 

 

 

With more than 5 years at Microsoft Argentina, Cecilia Cuff will be in charge of leading the marketing and commercial planning strategies  in the country. Cecilia has over 18 years of experience and had previously worked at American Express.

 

 

 

 

Agency Grey Argentina has promoted Pablo Sánchez Rubio to CEO and has appointed  Diego Medvedocky as president. Pablo’s previous role was chief operating officer and joined the company 16 years ago. Diego joined the company five years ago and since 2017 is regional CCO.

 

 

 

 

Oriol Marín, who joined Henkel Ibérica in 1999, has been named marketing director. He previously held the role of brand manager.

 

 

 

 

 

Nicolás Fernández is the new marketing manager of  YPF. Nicolás joined the company in 2016 and had previously worked at General Motors.

 

 

 

 

Eva Ziegler has been appointed marketing director by Pronovias. She comes from companies such as Saatchi & Saatchi, Toyota, Starwood Hotels & Resorts, C&A Fashion y Fiskars Group.

 

 

 

 

 

The shopping website TiendaMIA Argentina has named Fiorella di Fiore as marketing manager. She joined EasyTaxi in 2016 as creative strategy specialist and later held the role of head of marketing.

 

 

 

 

 

Manuel Kaver has been named CEO by Ingenium Latam. Manuel has more than 20 years of experience at GBM Corporation, where he held the position of CEO for 10 years.

 

 

 

 

 

Philip Morris has appointed Enrique Jiménez as general manager for Iberia. He joined the company in 20014 as maketing director for Portugal. The company has also named Mario Masseroli as general manager for Canada and Latin America. Mario joined Philip Morris in 2005 as general manager for Guatemala.

 

 

Soda Stream Argentina has hired  Bruno Mazzucchelli as brand managerHe will be in charge of  branding, public relations, online and offline advertising, e-commerce and the launching of new products.

 

 

 

 

 

Hilton has announced the appointment of  Jorge Giannattasio as senior vice president and head of operations for the Caribbean and Latin America. Jorge joins from SBE Entertainment Group, where he was director of operations.

 

 

 

 

 

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 a study from Shareablee, brands get more bang for their buck paying a publisher or influencer to produce a branded-content post through their Pages and paying to promote that post as an ad instead of a post published to the brand’s own Page.

A study from Persistence Market Research (PMR) is predicting that the global programmatic advertising platform market is set to enjoy a compound annual growth of 33.3% from 2017 to 2025 when it will likely be worth around $30 billion.

Dentsu Aegis Network announced Wednesday the acquisition of U.S.-based HelloWorld, a promotions and loyalty group that will roll into Merkle’s loyalty division to improve on the agency’s people-based marketing offerings.

This piece looks at trends in the luxury market for 2018.

The ANA (Association of National Advertisers) has acquired another leading trade group, the Word of Mouth Marketing Association (WOMMA), a group of companies committed to progressing the word of mouth marketing industry through advocacy, education, and ethics.

According to InMoment’s 2017 Retail Trends Report, more than 50% of consumers value in-store interactions with friendly and knowledgeable staff, and positive in-store interactions can raise customer satisfaction by 33% — with higher rates reported in fashion and sports retail sectors.

Amazon and consumer product companies like Procter & Gamble and Clorox are discussing the possibility of advertising via the e-commerce giant’s Echo devices and Alexa voice assistant, according to sources from CNBC.

Gen Z is the first generation fully comfortable online and offline with a demonstrated ability to simultaneously utilize digital, physical and hybrid tools, according to a report by business intelligence platform PSFK.

eMarketer estimates nearly 84% of U.S. digital display dollars will transact programmatically by 2019.

LATAM MARKET:

L’Oreal will expand a media ownership strategy it piloted in Mexico to other Spanish-speaking countries to generate first-party cookies from its customer base.

Adoption of self-service kiosks, which help brands get closer to consumption patterns and consumer behavior, is gaining momentum in the emerging countries such as Brazil.

 

What: We caught up with industry pioneer Rochelle Newman-Carrasco of Walton Isaacson at the ANA Multicultural Conference and asked her a few questions about the growing momentum of The Alliance of Multicultural Marketing (AIMM).
Why It Matters: Carrasco shared insight from the founding members of AIMM in order to provide a range of perspectives on areas of importance to the industry.

In October 2016, the Association for National Advertisers took an important step in encouraging the industry’s progress when it established the Alliance for Inclusive and Multicultural Marketing to establish a “powerful, unified voice for the advancement of multicultural marketing.” A year later, the group is working cooperatively, transparently, and methodically to set the groundworks for a marketing industry that better reflects today’s diverse audiences.

Industry Must ‘Separate Excuses from Legitimate Concerns’

When the AIMM met in August 2017, it was stated that accessibility, accuracy, and affordability of multicultural-specific data were some of the most significant obstacles in developing effective strategies for advancing Multicultural. But what strategies are in place to tackle these challenges?   

Carlos Santiago, President of Santiago Solutions Group explained: “The Alliance is identifying issues that are standing in the way of progress and then bringing unified industry clout to the table in order to change supplier behavior insofar as diverse consumer groups are concerned.”

There is a tendency (perhaps due to lack of access effective data) to make excuses when it comes to Multicultural, and “the key is spending the necessary time to separate excuses from legitimate concerns – having zero tolerance for cop-outs like ‘it’s too hard’ or ‘it’s too expensive,’” Santiago added.

Santiago explained that the “siloed approach to problem solving” may not work as well as “having diversity of thought come up with innovative solutions,” which is why the Metrics and Measurement Committee, led by Gonzalo del Fa of Group M Multicultural (who is also a Portada Editorial Board member), has “laid out a really robust plan of action, and [the group is] moving into a very exciting stage of implementation that will include a Multicultural Data Roundtable.”

‘It’s No Longer Possible to Keep this Failure Hidden’

This is not the first time that marketers have sounded the alarm and expressed how urgent this Multicultural crisis is. So what’s different this time?

Rochelle Newman-Carrasco, EVP at Walton Isaacson, insisted that “it’s no longer possible to keep this failure hidden, especially from internal and external stakeholders for whom ‘multicultural’ is more than a department.”

Failing to reach and connect with Multicultural audiences has real implications for all serious brands in today’s world, and “for many consumers and employees, multicultural matters are life and death matters — matters of image and identity that can inspire or alienate generations to come,” Carrasco said.

‘Whole Communities of Consumers Are Missing or Minimized’

Perhaps one of the first steps in making real progress is holding brands accountable for their lack of effort. Carrasco explained that “poor performance is directly related to segment-specific neglect, whole communities of consumers are missing or minimized throughout the marketing cycle—missing from staffing, budgeting, and creative representation.”

Poor performance is directly related to segment-specific neglect, and whole communities of consumers are missing or minimized throughout the marketing cycle—missing from staffing, budgeting, and creative representation.

While some more visionary brands are stepping up to make their Multicultural efforts more than a symbolic gesture, “other brands are having their course corrected by consumers who will no longer accept failure at their expense,” Carrasco insisted. “Marketers must understand that culturally-specific marketing is not just a theoretical exercise or something to track in the P&L or on a spreadsheet.”

Brands ‘Discovering Ways to Balance the Benefits of Collaboration with Restrictive Guardrails’

While sharing Best Practices and lessons learned from experiments in Multicultural are key if the industry as a whole is to progress, “certainly there is a natural reticence to share proprietary details” said Lisette Arsuaga, Co-President and COO of Davila Multicultural Insights. But she emphasized that this is changing, and that “brands are discovering ways to balance the benefits of collaboration with restrictive guardrails.”

What do brands get out of sharing and collaborating? “Participation in an exchange that triggers discovery and progress in ways that hunkering down and walling off a brand do not,” Arsuaga said.

Within the framework of AIMM, we see brands seizing opportunities to enter into dialogue with one another and to offer up their processes while taking in the learnings of others.

“Within the framework of AIMM, we see brands seizing opportunities to enter into dialogue with one another and to offer up their processes while taking in the learnings of others.”

Arsuaga also added that making a unified effort to bring in new, diverse talent is key: “Multicultural cannot reach its full potential without filling a pipeline with new talent and joining together to do so.”

The ‘Total Market’ Problem

After the August meeting, Carrasco of Walton Isaacson asserted that the AIMM was exploring the effectiveness of the term ‘Total Market,’ saying that “while the Total Market Committee has not yet repealed and replaced the phrase ‘Total Market,’ there is data to support that its usage, and often random application, has hindered rather than helped marketers to powerfully connect with multicultural communities.” Since then, AIMM’s Total Market Committee, led by David Cardona of Clorox and Javier Delgado of Coca-Cola, has dedicated a significant amount of effort to reaching a definitive conclusion on how well ‘Total Market’ works for the industry, launching a campaign called #TotalMarketDoneRight.

Gilbert Davila, Chair, ANA Multicultural Marketing and Diversity Committee asserted that “AIMM’s aim is to shatter myths and address the many misinterpretations that have occurred since this concept was introduced several years ago.”

Davila explained that “Total Market was intended to level the playing field and bring multicultural marketers to the mainstream marketing table where they rightly belonged…Instead, the concept became a convenient excuse for eliminating resources and budgetary line items in the name of efficiencies.”

While Total Market was supposed to address the “absence of multicultural consumers in what is often referred to as ‘mainstream’ marketing, it was not intended to eliminate culturally targeted marketing nor was it meant to make cultural specialists irrelevant,” Davila clarified.

‘If You’re Not Reflecting Diverse Audiences You’re Rejecting Diverse Audiences’

Where will the AIMM go from here? While Davila reinforced that “AIMM is laser-focused on bringing back the integrity of marketing that is both universal and unique,” the renewed and refreshed commitment to this topic will require concrete actions that the group is ready to spearhead.

Marketers create messages that impact the mirror we hold up to America and the world – if you’re not reflecting diverse audiences you’re rejecting diverse audiences and that’s not solved with casting, it’s only solved with clarity and commitment.

Santiago of Santiago Solutions Group described the AIMM’s approach as “going down a path of disruption and innovation and avoiding the well-worn traditional approaches to quick but unremarkable fixes.”

The intent is there, but hopefully action will follow. “Marketers create messages that impact the mirror we hold up to America and the world – if you’re not reflecting diverse audiences you’re rejecting diverse audiences and that’s not solved with casting, it’s only solved with clarity and commitment,” Carrasco emphasized.

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!)

Ana Paula Assis has been promoted IBM general manager for Latin America. She will replace Rodrigo Kede, who was appointed General Manager of IBM’s North America Global Technology Services unit in New York.

 

 

 

Maggie Solé has been appointed new Head of Marketing & Communications at WinClap Argentina. WinClap is an ad-tech company, that delivers technology for advertisers and media partners to acquire and engage users worldwide. Previously Solé spent almost 4 years as Global Marketing Manager of Headway Digital.

 

 

 

 

Luis Miguel Sánchez is Havas Group Peru new CEO. In this new role, Sánchez will be supported by a team led by José Manuel Jurado, who was appointed general director of Havas Media Group.

 

 

 

 

 

 

Dany Aizen is Jaguar and Land Rover Argentina new manager. He will be in charge of management, sales, marketing and after sales efforts for all Jaguar and Land Rover models. He will report to Ditecar’s general manager.

 

 

L’Oréal Peru named Javier Malla new marketing and retail manager of makeup and skin care categories.

 

 

 

 

Atento S.A., provider of customer relationship management and business process outsourcing solutions  in Latin America, announced the appointment of Shay Chor as Corporate Treasurer and Investor Relations Director.Shay Chor is responsible for the communication of Atento’s strategy, growth prospects, operational effectiveness and financial performance to the global investment community. Mr. Chor is also responsible for the optimization of Atento´s capital structure to fund the Company´s capital needs. Based in Sao Paulo, Mr. Chor reports to Mauricio Montilha, Atento’s Chief Financial Officer.

 

 

Luciano Landajo is the new Chief Operating Officer of agency FCB Buenos Aires.Landajo will be responsible for integrating FCB Buenos Aires group offering between the creative agency, Infinity Media FCB media agency and the offshore digital production unit for the international network. In addition, he will continue as VP of Accounts, a position he has held for more than a year, working for clients such as Clorox, FCA, Navent and Bimbo, among others.

 

 

Pablo Haase is the new marketing, sales and services director of Ford Group Southern operations. The Chilean executive will be responsible for all activities in the region including Chile, Argentina, Paraguay, Peru and Uruguay.

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