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FedEx, U.S. Century Bank, Gatorade… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • FedEx 

FedEx has put its media business in review, Mediapost has reported. Omnicom’s OMD has held the assignment for more than two decades since winning the account in 1996.FedEx spends an estimated US$130 million on global media annually, according to agency research firm COMvergence. About US$118 million of that is earmarked for the U.S.

 

 

 

  • U.S. Century Bank

Chemistry Cultura, until recently Pinta, has announced a new partnership with the U.S. Century Bank, one of the largest community banks in Florida. The 5-star rated institution (Bauer Financial) underwent an IPO in 2021. U.S. Century retained Cultura as its agency of record for strategy, content, social media, comms, and community relations.

 

 

 

  • Gatorade

Gatorade used last weekend’s NBA All-Star Game to “debut a campaign that pushes its ‘Fuel Tomorrow’ initiative,” and it is the “first big marketing push” for the PepsiCo-owned brand under Gatorade CMO Kalen Thornton, according to Jade Yan of AD AGE. Gatorade, the leader in sports fuel, announced Fuel Tomorrow, a new multi-year initiative to help everyone have equal opportunities to play sports and realize their potential. Playing sports can improve an athlete’s chances of succeeding in school, going to college and provide other long-term benefits like lower levels of depression, higher self-esteem and more productivity at work. Yet, there are significant barriers that prevent many kids, especially girls, those from low-income backgrounds, and Black, Brown and LGBTQ+ youth, from playing sports. Gatorade’s plans to use its brand platform to educate about the power of sport and help remove barriers by focusing Fuel Tomorrow on three areas: Programs, Access and Training. Fuel Tomorrow creative campaign is a manifestation of the brand’s vision for a world where everyone has access to sport. The campaign will feature a hero film (link) and integrated marketing efforts across TV, digital and social platforms. The film features basketball superstars Candace Parker and Damian Lillard alongside young phenom Izzy Escribano and will debut during NBA All-Star Weekend 2022 with on-the-ground efforts to support the local Cleveland community. The brand plans to give US$10M to community organizations such as Athlete Ally, which “aims to end homophobia and transphobia in sports,” and Honest Game foundation, which “preps students to meet NCAA requirements,” over the course of five years. The campaign also aims to “leverage the attention” around the NBA All-Star Game. 

 

Portada LiveAt this exclusive event on March 31, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • HBO MAX

HBO Max is reviewing its creative account, AdAge reported last week. BBDO, which currently holds the account, is believed to be participating.

 

 

 

 

 

  • Costa Farms

Costa Farms, the largest ornamental plant grower in the world, is launching its largest marketing campaign ever in April, Mari Carrasquillo, Senior Director Brand & Channel Marketing, Costa Farms tells Portada. Check out our article How Costa Farms is Stepping on the Marketing Gas Pedal.

  • Calzado Andrea 

Calzado Andrea has chosen to work with 11/11 Media, a Hispanic Digital Marketing Agency that has collaborated with different companies nationally and internationally with unparalleled results.Calzado Andrea was sprung in León, Guanajuato, and remains a 100% Mexican-owned retailer. A leader in catalog sales, it boasts 45 years’ experience in the footwear and clothing industry, enjoying a strong presence throughout the Mexican Republic and the U.S.In addition, Andrea supports the development of clients, employees, suppliers, authorities, and shareholders for economic well-being, eco-friendly practices, and social development. The company‘s objective is to offer new consumers and future partners unique business opportunities such as a better e-commerce experience, fast delivery, and a lovely experience to fulfill their aspirations and enhance their personal and professional development.With a presence in Arizona, California, Illinois, and Texas, Andrea plans to launch a new e-commerce platform (https://us.andrea.com) in 2022 to expedite access to and purchase of its quality shoes.In the States, the Hispanic population is booming. According to Statista, 60.5 million U.S. inhabitants were of Hispanic origin at the end of 2019, then jumping to 62.1 million in 2020, a number that is set to swell to 111.22 million by the year 2060. Andrea is betting on this market as the main objective, while not leaving out other demographics.

 

  • Costa Imc

Costa Imc announced the acquisition of CAM Advertising & Media. CAM was founded by Carlos Morales and has been operating in Central America and the Andean region for the past 10 years. Among the agency's current clients are leading brands such as Anheuser-Busch InBevDel Monte, Sabic, Saudi Aramco and Discovery Networks.

  • FedEx

FedEx is breaking a global campaign via BBDO under its "FedEx delivers to a changing world" platform that centers on a digital-content platform that serves up global business trends and insights via The Economist Intelligence Unit to people who visit www.Experience.FedEx.com.

The campaign is being executed in eight languages across 14 markets, including Brazil, Mexico, China, Japan, South Korea, Germany, India and the United Kingdom. The campaign will include print and online advertising.

  • Esteve

Bassat Ogilvy Group has been selected by Esteve to develop communication efforts for two of its brands. This is the first time the company hires a global communication service for its brands.

The agency will be in charge of strategic repositioning and the creation of a new communication strategy for the brands.

  • Amnesty…

Amnesty, Save the Children, Oxfam and ActionAid are among the charities to have teamed up to launch a campaign to mark the centenary of International Women's Day (IWD) on 8 March 2011.

Marketing activity is expected to kick off early in the New Year. Singer Annie Lennox is one of several celebrities backing the campaign, which will run throughout 2011. The drive will focus on the UK, but have a global reach through member organisations such as Oxfam. The ads will target 16- to 30-year-old women.

  • Reckitt Benckiser

Ricardo Monteiro, Regional Media and PR Director, Reckitt Benckiser Latin America tells Portada that his company is considering print for its panregional media mix in 2011. Read the interview here.

Online Directory of Corporate Marketers and Media Buyers/Planners targeting Latin Americans

An interactive online directory. with detailed contact information of more than 500 Leading Agency and Marketing/Advertising Directors who are targeting Latin Americans and/or consumers in the Latin world.

Search fields include:
Name
Company
Job -Title
Address
City 
E-mail
Accounts under management
Phone 
Other Comments

Methodology:
Contact acquisition happens through Portada's own subscriber lists, conference attendees, barter with tradeshows, other research etc…
Portada's team continuously updates and proofs the lists through procedures including routine phone calls, e-mail testing and USPS NCOA lists.

Price: 
Annual Subscription: $499 includes unlimited access to all of Portada's premium articles and special discounts at Portada conferences.

Questions? Please call 1-800-397-5322 if you have any questions. (From outside the U.S. please call 1212 685 44 41).

  • Costa Imc

Costa Imc announced the acquisition of CAM Advertising & Media. CAM was founded by Carlos Morales and has been operating in Central America and the Andean region for the past 10 years. Among the agency's current clients are leading brands such as Anheuser-Busch InBevDel Monte, Sabic, Saudi Aramco and Discovery Networks.

  • FedEx

FedEx is breaking a global campaign via BBDO under its "FedEx delivers to a changing world" platform that centers on a digital-content platform that serves up global business trends and insights via The Economist Intelligence Unit to people who visit www.Experience.FedEx.com.

The campaign is being executed in eight languages across 14 markets, including Brazil, Mexico, China, Japan, South Korea, Germany, India and the United Kingdom. The campaign will include print and online advertising.

  • Esteve

Bassat Ogilvy Group has been selected by Esteve to develop communication efforts for two of its brands. This is the first time the company hires a global communication service for its brands.

The agency will be in charge of strategic repositioning and the creation of a new communication strategy for the brands.

  • Amnesty…

Amnesty, Save the Children, Oxfam and ActionAid are among the charities to have teamed up to launch a campaign to mark the centenary of International Women's Day (IWD) on 8 March 2011.

Marketing activity is expected to kick off early in the New Year. Singer Annie Lennox is one of several celebrities backing the campaign, which will run throughout 2011. The drive will focus on the UK, but have a global reach through member organisations such as Oxfam. The ads will target 16- to 30-year-old women.

  • Reckitt Benckiser

Ricardo Monteiro, Regional Media and PR Director, Reckitt Benckiser Latin America tells Portada that his company is considering print for its panregional media mix in 2011. Read the interview here.

Online Directory of Corporate Marketers and Media Buyers/Planners targeting Latin Americans

An interactive online directory. with detailed contact information of more than 500 Leading Agency and Marketing/Advertising Directors who are targeting Latin Americans and/or consumers in the Latin world.

Search fields include:
Name
Company
Job -Title
Address
City 
E-mail
Accounts under management
Phone 
Other Comments

Methodology:
Contact acquisition happens through Portada's own subscriber lists, conference attendees, barter with tradeshows, other research etc…
Portada's team continuously updates and proofs the lists through procedures including routine phone calls, e-mail testing and USPS NCOA lists.

Price: 
Annual Subscription: $499 includes unlimited access to all of Portada's premium articles and special discounts at Portada conferences.

Questions? Please call 1-800-397-5322 if you have any questions. (From outside the U.S. please call 1212 685 44 41).

  • Costa Imc
Costa Imc anunció la adquisición de CAM Advertising & Media. CAM fue fundada por Carlos Morales y ha operado en Centro América y la región Andina desde hace 10 años. Entre los clientes de la agencia se encuentran Anheuser-Busch InBevDel Monte, Sabic, Saudi Aramco y Discovery Networks.
  • FedEx
FedEx lanzó una campaña global a través de BBDO con el eslogan “FedEx lleva a un mundo mejor”. La principal plataforma es la digital y la campaña se centrará en las tendencias de negocios a través de la unidad de The Economist Intelligence.
La campaña está siendo ejecutada en 8 lenguajes diferentes y en 14 mercados incluyendo Brasil, México, China e Inglaterra. También se desarrolla, aunque de manera menos importante, en medios impresos y avisos en línea.
  • Esteve
Bassat Ogilvy Group ha sido elegido por Esteve para desarrollar la comunicación integral para sus dos marcas. Esta es la primera vez que la compañía contrata una agencia global para el manejo de sus marcas.
La agencia estará a cargo del reposicionamiento estratégico y de la creación de una nueva comunicación estratégica para las marcas.
  • Amnesty…
Amnesty, Save the Children, Oxfam y ActionAid se asociaron para el lanzamiento de una campaña que destaque el centenario del Dia Internacional de la Mujer el próximo 8 de Marzo del 2011.
El lanzamiento del mercadeo se espera para año nuevo. Annie Lennox será una de las estrellas de la campaña que comenzará en el 2011. Se enfocará en Inglaterra pero tendrá alcance global. La campaña apunta a una audiencia femenina de entre 16 y 30 años.
  • Reckitt Benckiser
Ricardo Monteiro, Director Regional de Medios y Comunicación para Reckitt Benckiser Latinoamérica le dijo a Portada que la compañía está considerando publicitarse en medios impresos en el 2011. Para leer la entrevista completa ingrese aquí.
 
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La adquisición de contacto pasa a través de listas de suscriptores propias de Portada, asistentes a las conferencias, intercambio en eventos del área, otras investigación, etc .. El equipo de Portada actualiza continuamente y realiza las pruebas de las listas a través de procedimientos que incluyen llamadas telefónicas de rutina, pruebas de e-mail y listas de USPS NCOA.
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¿Preguntas? Por favor comuníquese con nosotros llamando al 1-800-397-5322 si tiene alguna pregunta. (Fuera de los Estados Unidos por favor comuníquese al 1212 685 44 41)
  • Costa Imc

Costa Imc announced the acquisition of CAM Advertising & Media. CAM was founded by Carlos Morales and has been operating in Central America and the Andean region for the past 10 years. Among the agency's current clients are leading brands such as Anheuser-Busch InBevDel Monte, Sabic, Saudi Aramco and Discovery Networks.

  • FedEx

FedEx is breaking a global campaign via BBDO under its "FedEx delivers to a changing world" platform that centers on a digital-content platform that serves up global business trends and insights via The Economist Intelligence Unit to people who visit www.Experience.FedEx.com.

The campaign is being executed in eight languages across 14 markets, including Brazil, Mexico, China, Japan, South Korea, Germany, India and the United Kingdom. The campaign will include print and online advertising.

  • Esteve

Bassat Ogilvy Group has been selected by Esteve to develop communication efforts for two of its brands. This is the first time the company hires a global communication service for its brands.

The agency will be in charge of strategic repositioning and the creation of a new communication strategy for the brands.

  • Amnesty…

Amnesty, Save the Children, Oxfam and ActionAid are among the charities to have teamed up to launch a campaign to mark the centenary of International Women's Day (IWD) on 8 March 2011.

Marketing activity is expected to kick off early in the New Year. Singer Annie Lennox is one of several celebrities backing the campaign, which will run throughout 2011. The drive will focus on the UK, but have a global reach through member organisations such as Oxfam. The ads will target 16- to 30-year-old women.

  • Reckitt Benckiser

Ricardo Monteiro, Regional Media and PR Director, Reckitt Benckiser Latin America tells Portada that his company is considering print for its panregional media mix in 2011. Read the interview here.

Online Directory of Corporate Marketers and Media Buyers/Planners targeting Latin Americans

An interactive online directory. with detailed contact information of more than 500 Leading Agency and Marketing/Advertising Directors who are targeting Latin Americans and/or consumers in the Latin world.

Search fields include:
Name
Company
Job -Title
Address
City 
E-mail
Accounts under management
Phone 
Other Comments

Methodology:
Contact acquisition happens through Portada's own subscriber lists, conference attendees, barter with tradeshows, other research etc…
Portada's team continuously updates and proofs the lists through procedures including routine phone calls, e-mail testing and USPS NCOA lists.

Price: 
Annual Subscription: $499 includes unlimited access to all of Portada's premium articles and special discounts at Portada conferences.

Questions? Please call 1-800-397-5322 if you have any questions. (From outside the U.S. please call 1212 685 44 41).

Comida y Familia (1,000,0000 each issue, 5X) recently won the WalMart account for the first time. In addition, the custom publication published by Kraft also won two Johnson & Johnson brands (LactAid, Splenda). Both brands are going to advertise as third party advertisers in the magazine for the first time.

Fox Sports en Español , the 750,000 circ. monthly publication published by New York and Buenos Aires-based Cuatro Media, recently broke into several new accounts, as can be seen in the publications March, April and May 2007 issues. New accounts active in the publications pages are: Heineken Light, Army, AT&T, G Patriot, Marines, Bridgestone, Allstate, and Wrigley’s.

Hispanic Target (circ. 15,000, monthly, Spanish) recently got Fedex as a new advertisers for the magazine. Media buying for Fedex is handled out of OMD in New York.

To get access to a complete Online Directory of more than 2,000 Leading Agency and Marketing/Advertising Decision Makers please click here.

LOS ANGELES–(BUSINESS WIRE)–#fashion–Tanya Brinich, Senior Director, Resale-as-a-Service (RaaS) Client Success for thredUP is the featured guest this week on the Impact Podcast with John Shegerian. The show is hosted by Shegerian, Co-Founder and Executive Chairman of ERI, the nation’s leading fully integrated IT and electronics asset disposition provider and cybersecurity-focused hardware destruction company.

At thredUP, one of the largest online resale platforms that makes it easy to buy and sell secondhand, Brinich is responsible for building and growing scalable resale experiences for thredUP’s RaaS brand partners – from Clean Out loyalty programs to white-label resale shops.

“It was an honor and privilege to have Tanya on the show,” said Shegerian. “The thredUP concept is an innovative, user-friendly way to reduce clothing waste and I know our listeners will be excited to learn more about it from Tanya, a genuinely seasoned ecommerce strategy and client success leader focused on sustainability and new business models that create win-win scenarios for consumers, brands and the planet.”

“Secondhand apparel has so many benefits from a sustainability perspective,” said Brinich, “and I loved having the opportunity to speak with John on this topic.”

Impact Podcast guests are invited as thought leaders to share with listeners first-hand accounts of how they are able to help make the world a better place on a daily basis.

Recent guests have included leaders from Verizon, Best Buy, Samsung, General Motors, Ford, Unilever, Procter & Gamble, Johnson & Johnson, JetBlue, Comerica Bank, Goodyear Tire, Virgin, Dell, GE, IBM, Qualcomm, Nestlé, Texas Instruments, Adobe, Gap Inc., Kimberly-Clark, Timberland, UPS, Hertz, The Hershey Company, FedEx, Intel, NVIDIA, T. Rowe Price, New York City, Beyond Meat, Panasonic, EPAM, Molson Coors, Seventh Generation, the NBA, the US Tennis Association, FICO, Waste Management, and a number of fascinating game-changers, including Martin Luther King III; best-selling author Ryan Holiday; Homeboy Industries founder Father Gregory Boyle; real estate powerhouse and television personality Ryan Serhant; writer/comedian/author Jeannie Gaffigan; ultra-endurance athlete Rich Roll; and hundreds more.

The Impact Podcast with John Shegerian is available for listening on ImpactPodcast.com, Apple’s iTunes, Amazon Music, Google Podcasts, Spotify, libsyn, and as part of iHeartRadio’s digital broadcast, reaching over 120 million users.

For more information, visit ImpactPodcast.com

Contacts

Paul Williams, 310/569-0023, paul.williams@eridirect.com

MEMPHIS, Tenn.–(BUSINESS WIRE)–Ridgeline, a Memphis, Tennessee-based early-stage venture capital firm led by founding partners Ryan Clinton, Ben Walker, and Andrew McMahon, closed its inaugural $52m Fund. The firm’s thesis is to invest in technologies and businesses that have the potential to transform large enterprises across both software and hardware.

People often underestimate the power of places outside Silicon Valley in venture capital. The advantage of Ridgeline is their relationships with their strategic corporate limited partners (LPs) —including Fortune 500 companies FedEx, AutoZone, and Dollar General, all headquartered in Tennessee—representing foundational industries that impact the lives of many Americans every day. These strategic corporate LPs, through investing with Ridgeline, intend to drive innovation in their organizations by conducting meaningful pilots and proofs of concept with the firm’s portfolio.

“Ridgeline’s thesis is shaped by the digital transformation they have witnessed over successful careers in the military and in the corporate world,” said Frederick W. Smith, Founder and Executive Chairman of FedEx Corporation, and Bill Rhodes, Chairman, President, and CEO of AutoZone, in a jointly written letter. “They understand a business’s need to analyze data at scale, incorporate machine learning into data flows, and integrate autonomy and robotics into operations. This value chain provides a great early-stage investment opportunity as it creates the ability to solve complex and costly business problems, in an accelerated way, creating value for both customers and shareholders alike.”

“At Dollar General, we are supportive of new and innovative ways to meet the needs of our customers and better serve our local communities,” said Todd Vasos, Dollar General’s CEO. “We look forward to combining the experience and technologies Ridgeline will bring with our unique store footprint and reach across the country in an effort to further enhance our operations, supply chain and both the employee and customer experience.”

Additional LPs include Staley Cates’ community foundation donor-advised fund; Kevin Ryan, CEO AlleyCorp and co-founder of MongoDB; and Ray Rothrock, CEO of FiftySix Investments and former General Partner at Venrock. Advisors include Kevin Compton, Co-Founder and Partner at Radar Partners; and Michèle Flournoy, Co-Founder and Managing Partner of WestExec Advisors.

Ridgeline’s portfolio highlights so far include:

  • Wallaroo—providing a simple, secure, and scalable deployment capability for last-mile machine learning. Ridgeline invested in Wallaroo in January 2020, helping the company grow its revenue across multiple government and commercial customers. The company raised a $25m Series A from M12 in January 2022.
  • PlanetWatchers—bringing the analysis of synthetic aperture radar (SAR) to the commercial world with use cases in agriculture, climate, and insurance. Ridgeline invested in PlanetWatchers in June 2021, helping the company gain traction with government customers starting with the USDA. In August 2022, the company raised a $11m Series A led by Seraphim Space and Creative Ventures.

Ridgeline was established to identify, partner with, and serve founders as they prepare to go to market. The firm leverages its expertise and deep network to surround founders with the resources and relationships they need to navigate the fraught terrain between product potential and product market fit. Early-stage technology companies that receive investment from Ridgeline notably gain meaningful access to FedEx, AutoZone, and Dollar General.

All of Ridgeline’s founding partners come from a background of service and realized it was faster to solve problems in national security from the private sector. Ryan Clinton and Ben Walker are graduates of West Point and served together in combat operations overseas. Andrew McMahon is a former Obama Administration appointee. Prior to Ridgeline, Clinton was a lead for growth and business development at Anduril and head of strategy and business development for the Brand Development group at Comcast NBCUniversal. Walker helped to build Deloitte’s Silicon Valley practice and was a co-founding Partner at Harpoon Ventures. After his government service, McMahon was Chief Revenue Officer of The Dcode Group, a business development consulting firm serving growth stage start-ups.

Ridgeline plans to invest in early-stage enterprise software and hardware companies at the seed and Series A stages. The firm has made 17 investments in Fund I to date and expects to invest in up to 30 companies throughout the life of the fund.

Contacts

Ridgeline Partners

Andrew McMahon

301-461-5874

andrew@ridgelinepartners.co

U.S. Bank, P&G, Fedex, Target, Jack in the Box… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • U.S. Bank 

The Women’s National Basketball Association (WNBA) announced that the U.S. Bank will become a WNBA Changemaker through a new multiyear relationship with the league. WNBA Changemakers is a collective of purpose-driven companies that harness their power to elevate women in sports and support the league’s mission around advancing diversity, equity and inclusion. As a supporter of the league, U.S. Bank will serve as the Official Bank of the WNBA. U.S. Bank will also become the official bank of future marquee events such as the WNBA Commissioner’s Cup presented by Coinbase, AT&T WNBA All-Star, and the WNBA Draft 2022 presented by State Farm®.As an official WNBA Changemaker, U.S. Bank will provide players and alumni access to financial resources and will create programs to increase financial education across the country. A cornerstone of the relationship will be the creation of a new league-wide financial wellness program, where U.S. Bank will implement benefits and resources that include access to advisors for all WNBA players so they can create a game plan for their financial futures.As part of the relationship, U.S. Bank will provide financial education and opportunities to WNBA players. Through these touchpoints, U.S. Bank will provide players with networking and mentorship opportunities, internships, training seminars and work to educate them about the importance of setting financial goals to prepare them for their post-playing careers.In addition, the WNBA and U.S. Bank will identify and work with a non-profit organization to develop a tailored program aimed at supporting young women in underserved communities. U.S. Bank joins a growing lineup of WNBA Changemakers including: AT&T, the Official 5G Innovation Partner of the WNBA; Deloitte, the Official Professional Services Provider of the WNBA; Nike, the Official Outfitter of the WNBA; and Google, the Official Trends and Fan Insights Partner of the WNBA.

 

  • Target-Levi’s Partnership

Target and Levi’s are expanding their partnership. The big-box retailer and the San Francisco-based denim company are expanding the distribution of Levi’s products from roughly 500 Target stores to about 800 this spring.  Target’s assortment of Levi’s denim products includes jeans, shorts, jackets and dresses.
“Strategic partnerships like Levi’s continue to drive preference for Target, and guests turn to Target for the very best national brands alongside more than 45 incredible owned brands,” says Jill Sando, executive vice president and chief merchandising officer, Target. “Since offering our guests Levi’s Red Tab label for the first time more than two years ago, paired with our unmatched owned brand offerings, we’ve established Target as a go-to place for denim. With more must-have, quality styles available in more stores across the country in 2022, we’re thrilled to offer a dose of inspiration and joy through our growing Levi’s assortment at an incredible value.”

  • Fedex

As Earth Day approaches on April 22, FedEx and BBDO New York are launching a new film in the Where Now Meets Next campaign called ‘Camper Scouts’, focused on sustainability. The new spot features a camper scout troop who spread the word about a sustainable camping supply store to their entire global network after seeing a new FedEx EV parked out front. Such a dramatic increase in reach can be problematic for small businesses who are not prepared. Good thing FedEx has the network to help them deliver worldwide, while also making sustainability a priority with more electric vehicles and new reusable packaging. These sustainability efforts are part of the brand’s larger 2040 goal for carbon neutral operations. The spot launches approximately one year after the announcement of Fedex’s 2040 pledge. The work was directed by Noam Murro/Biscuit Filmworks.

  • P&G

Group Black, a unique media collective and accelerator dedicated to the advancement of Black-owned media properties, secured a nine-figure media investment from the consumer goods corporation Procter & Gamble, Adweek reports. The pledge from P&G is the largest single investment that Group Black has received. By the end of the year, the collective aims to deploy US$500 million in Black-owned media. Its partnership with P&G officially debuted this month with a South by Southwest activation that featured the brands Charmin and Bounty, but the multi-year deal will extend into linear, OTT, digital audio and print channels as well, La Niear said.

  • Jack in the Box

Fast food chain Jack in the Box has appointed TBWA\Chiat\Day LA as its lead creative agency.David&Goliath has been the incumbent since 2015. The agency will be in charge of reinvigorating the brand in culture and helping to grow the business.The client also added three other agencies to its roster including: the Ryan Reynolds-founded Maximum Effort, which will develop video content, Small Girls PR for public relations and Conscious Minds to develop digital and social initiatives and content series.

 

 

Portada LiveAt this exclusive event on March 31, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

  • GreenBox

GreenBox POS, an emerging and rapidly growing FinTech company, announced the appointment of INNOCEAN USA as its first advertising and branding agency of record.INNOCEAN has been tasked with the mission of building global awareness of GreenBox’s capabilities, products and services, creating a world class brand that will stand the test of time. This will be accomplished by a far-reaching 360-degree branding campaign to include design of all brand assets, along with a robust communications plan, in order to drive global awareness across a variety of different platforms.GreenBox’s proprietary blockchain ledger and smart contract token technologies create seamless payment processing solutions using digital encryption keys to verify, secure and record details of each transaction conducted within its private system. There was no formal RFP for the assignment, although several agencies were interviewed prior to INNOCEAN being named AOR.

Marcus, Eddie Bauer,Estrella Jalisco, Corporate Spending Innovations, SIA Scotch Whisky… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Marcus (Goldman Sachs)

MarcusGoldman Sachs’ Marcus consumer banking arm is launching its biggest advertising campaign since its launch in 2016. Advertisements for products including Marcus Loans and Savings will include upcoming products such as Marcus Checking. In the new campaign, Marcus will be touted as a one-stop consumer banking platform suited to people’s spending, borrowing, savings and investment needs. The campaign launched last week is the latest version of the bank’s “You Can Money” campaign and draws heavily on humor. The ads featured Hollywood actress Rosamund Pike taking a dig at other banks’ benefits like free pens and coffee, and annual percentage yields that are four times the national average. The campaign’s first two ads promote Marcus’ loan and savings products; Goldman said future ads will highlight its “robo-advisory” service Marcus Invest and MarcusChecking, which is set to launch later this year. The company said the campaign is for the first time making more use of digital channels such as connected TV versus traditional channels. The bank expects to spend twice as much as it has for previous campaigns. According to Kantar, Goldman Sachs spent more than US $28 million on advertising (excluding social channels) for Marcus in 2020.

  • Eddie Bauer

Eddie BauerEddie Bauer launched a Gear Rental program.  Through its partnership with Arrive Outdoors, it launched aq camping gear and outdoor product rental business. The program is designed to make the outdoors accessible to people who want to head outside but may not have the equipment needed. Customers can log onto the brand’s website and reserve men’s and women’s apparel and gear such as backpacks, sun shelter tents, sleeping bags, and headlamps for a specific number of days. The order is then sent via FedEx to their homes, offices, or hotels or can be picked up at local FedEx facilities. A free return label is included with every order that needs to be dropped off at a FedEx office when being returned. The program is a brand-new initiative to overcome common barriers to adventure — namely, budget constraints and convenience. “Rentals offer consumers unique opportunities to try items before they commit to a large purchase, secure quality gear for a once-a-year trip when they need it, or try a new activity altogether,” the brand said in a press release.

  • Colombe Coffee Rosters

La Colombe Coffee RoastersLa Colombe Coffee Roasters, a premium, specialty coffee roaster with 34 cafes nationwide, unveiled its summer integrated marketing campaign to celebrate increased national distribution of its beloved ready-to-drink (RTD) Draft Latte product. The summer campaign is a multifaceted strategy, including media, field & experiential, PR, and merchandising, designed to build brand awareness for the La Colombe Draft Latte among the coffee curious in key markets. La Colombe used key points of distribution and worked alongside New York City-based media agency, Big, and their proprietary market and media planning team, to identify three key markets to roll out the campaign – Los Angeles, Chicago, and D.C. La Colombe’s in-house creative team partnered with Brooklyn-based StarFish to create video ads. As part of the summer advertising campaign, La Colombe’s field marketing team will hit the road for a 3-month cross-country tour, beginning in July in New York and ending in September in Los Angeles. The team will be traveling in a branded RV that reads, “Cruising on Cold Brew Day Dreams,” surprising and delighting people with Draft Latte at retail stores, national parks, hospitality partners, universities, etc. The taglines, Taste Your Frothy Cold Brew Dreams, A Cloud of Cold Brew Daydream, and Frothy Boost of Cold Brew Joy, speak to the aspirational drinking occasion. Whether it’s a strong morning run, check-in from a friend, or a delicious Draft Latte, this campaign is designed to embrace moments that elevate the mind and mood of the consumer.“If you love cold brew and cold lattes, you will want to grab a Draft Latte after you see the deliciously frothy creative,” said Kathryn O’Connor, SVP of Brand, Marketing, and eComm for La Colombe.

  • AB-InBev

AB-InbevVaynerX, a division of Vayner Media, announced the launch of a new project, VaynerNFT focused on Non-Fungible Tokens (NFT). With the announcement, VaynerNFT signed on  Budweiser’s parent company AB InBev.  VaynerNFT will serve as the ‘NFT agency of record’ for Budweiser, a first-of-its-kind agency representation deal for a brand as large as Budweiser. VaynerNFT will serve as consultants for strategic NFT integration for brands. The team will look to be NFT projects that have long-term value, expand new revenue streams that leverage IP and owned assets, and create unique value-adds for NFT holders. “At AB InBev, we’re always looking for new ways to innovate and provide the best experience for our consumers,” stated Head of Global Brands for AB InBev, Richard Oppy.

  • Estrella Jalisco 

Estrella Jalisco

Estrella Jalisco, the Mexican beer brand with more than 100 years of brewing tradition, is making summer 2021 the most flavorful yet with the introduction of its new Classic Michelada, an expansion of  its line of canned michelada offerings. Featuring a 3.5% ABV, the Classic Michelada is made by blending a Mexican-style lager with Clamato and lime juice to create a refreshing balance of sweet, savory and spicy that tastes just like a traditional michelada should.To celebrate the new flavor, Estrella Jalisco is teaming up with modern media company, Tastemade, and a lineup of award-winning chefs to introduce ‘Michelada Mondays,’ a chance for fans to win prizes and enjoy delicious new recipes. As part of ‘Michelada Mondays,’ Estrella Jalisco is commemorating our return to togetherness by encouraging people to take time off. Over the next few months, Estrella Jalisco will pay five lucky fans to take a Monday off work – and deliver a Michelada-inspired feast curated by Tastemade partner, TV star and cooking competitor, Chef Maria Mazon. Winners will also receive exclusive access to a virtual cooking class hosted by Chef Mazon. Estrella Jalisco is giving fans everywhere the chance to create their own ‘Michelada Mondays’ at home with help from Tastemade. Together, they’ve developed a collection of michelada-inspired recipes and are offering a complimentary three-month trial of Tastemade+, a subscription video-on-demand service featuring ad-free, premium lifestyle programming. Fans will be able to access the recipe content and trial by scanning the QR code on the back of all Classic Michelada cans. Recipe content, along with other co-branded programming, can also be found at https://www.tastemade.com/estrella-jalisco/ anytime and across Tastemade and Tastemade Español social channels throughout the summer.

  • Corporate Spending Innovations 

Corporate Spending Innovations, an Edenred Company, and leader in business-to-business payments automation, announced that it has completed a major upgrade of its visual identity, branding and launched a new website. The rebranding effort was prompted by a desire to bring the company’s website in line with the company’s future-forward mission.Founded almost three decades ago, Corporate Spending Innovations first established itself in North America with fleet cards. Since then, the company has built new solutions to service new industries, and unlocked opportunities in new territories across the continent. With a design lead by Mayday, a New York-based agency with expertise in FinTech, the new brand and website succeeds in visualizing three strategic goals for Corporate Spending Innovations: to expand globally, to set the future of corporate payments and to deliver a tailored experience.With this shift in branding and new website launch, Corporate Spending Innovations is pressing on its mission to define and build the future of payments.Corporate Spending Innovations provides innovative payment solutions to world-leading brands with their highly secure corporate payment solutions. CSI customers can automate 100% of B2B payables including virtual credit card, ACH, check, or foreign exchange with cross-border payments settled in local currency. CSI is a certified Mastercard processor and has obtained Visa Ready for Business Solutions approval.

  • SIA Scotch Whisky 

Carin Luna-Ostaseski and group

In the United States, multicultural entrepreneurs have reportedly received only a 2% share of venture capital annually over the last decade.[1] SIA Scotch Whisky, an award-winning spirits brand founded by a first generation Hispanic entrepreneur, is looking to help bridge this gap by partnering with celebrated activist, actor and producer Wilmer Valderrama to launch The Entrepreneurial Spirit Fund by SIA Scotch. Spearheaded by SIA’s founder Carin Luna-Ostaseski and inspired by her journey of building the brand from the ground up, this initiative aims to challenge conventions and inspire others to achieve the unexpected.This disruptive new grant program will deploy a quarter of a million dollars to multicultural small business owners in need of support, especially after the additional challenges they face because of COVID-19. It will also offer recipients access to mentorship opportunities with SIA’s founder, who is one of the first Hispanic people in history to create a Scotch Whisky, and who faced a myriad of challenges during her own entrepreneurship journey.The Entrepreneurial Spirit Fund by SIA Scotch launches in partnership with Hello Alice, a free online platform that guides business owners through the growth of their company and matches individuals with the resources to make their dreams a reality.The Entrepreneurial Spirit Fund by SIA Scotch will award US$10,000 grants to 25 qualifying entrepreneurs who self-identify as people of color, for a total of US$250,000. To apply, visit siascotchfund.helloalice.com. To be eligible, the business owner must be a citizen or legal permanent resident of the United States, 25 years or older, and must operate in at least one of the following states where SIA is sold: California, Florida, Illinois, Nevada, New York and/or Texas. 

  • Mirror by Lululemon 

At-home fitness company Mirror, recently acquired by Lululemon, has named Known its first agency-of-record, Adage reports. Mirror has appointed agency  Known following a pitch process. Founded in 2020, Known works with big-name clients such as Amazon, Microsoft and Beyond Meat. Knowm  will provide growth strategies, creative branding, media planning and buying, according to Known President Ross Martin.New marketing, including on linear TV, audio channels, out-of-home and social search and digital display, will debut in October. Known’s appointment marks the first time Mirror has designated an agency of record.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • AHLA & AHLA Foundation

To help fill thousands of open hotel jobs and communicate the benefits of a career in the hotel industry, the American Hotel & Lodging Association (AHLA) and its charitable giving arm, the American Hotel & Lodging Foundation (AHLA Foundation) announced a new advertising campaign across five major hotel markets.The new advertisement will run until early August on digital platforms, radio and in print in select markets.With leisure travel resuming, the hotel industry needs to fill thousands of open positions to meet an uptick in consumer travel demand. To entice more workers to join the industry, hotels are offering employees more competitive pay, flexible scheduling, and additional benefits, including paid time off, health care benefits, retirement savings and more. With open positions in housekeeping, management, food and beverage, guest services and more, hotels also provide transferable skills that allow for career opportunities around the globe.The hotel industry offers 200 different career paths with transferable skills that allow workers to move across positions throughout the global hotel industry. To help associates advance in their careers, the AHLA Foundation awards nearly US$100,000 in professional development scholarships each year and offers two registered apprenticeship programs, which combine on-the-job learning with related education to help associates advance and earn a fast-track to a raise and promotion. The AHLA Foundation also awards US$1 million in academic scholarships each year and works with over 70 affiliated schools.The HotelsareHiring.com portal will provide resources for job seekers to help them learn about a career in the industry and apply for open jobs.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • National Pork Board 

Inspired by the traditional Latino cookout, or asado, The National Pork Board launched Menú Urbano OUTDOORS, a campaign that will take consumers on a culinary journey from coast to coast, to share the best grilling recipes that give flavor to our summer cookouts. Leveraging key summer holidays, Menú Urbano OUTDOORS will focus on two cities with the largest Hispanic population, New York and Chicago, to showcase the different flavors that have been inspired by the Latino communities that represent each destination.Menú Urbano OUTDOORS aims to offer a fresh take on this summer’s grilling season with a series of fresh, delicious, and easy-to-make recipes with pork as the main ingredient. Menú Urbano OUTDOORS will encourage consumers to explore the endless flavor possibilities pork has to offer for the summer season and beyond. The campaign, launching just in time to kick off this year’s grilling season, is a continuation of the original Menú Urbano campaign that launched in late 2020 to find the best pork-centric street food in select U.S. cities.As part of Menú Urbano OUTDOORS, the National Pork Board has again enlisted M exican TV personality Karla Martínez as spokesperson, along with two Latina content creators who will share their favorite grilling tips and recipes to showcase what a traditional cookout, or asado, looks like for them and their families.Menú Urbano Outdoors influencer partners include: Natalia Saenz , chef and fitness influencer, known for her nutritious and delicious recipes, and Karen Delgado , a Mexican food blogger and YouTuber known for her quick and easy recipes.The recipes of Menú Urbano OUTDOORS are ideal for summer holiday cookouts and gatherings and were developed with convenience and flavor in mind.According to NPB proprietary research , 79% of Hispanics cook meals to retain a connection to their native culture and 62% say they prefer food that reminds them of their family’s traditions. In addition, 62% of Latinos agree that “healthy means fresh to me.” 

 

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

  • https://pbs.twimg.com/profile_images/877433269029089281/FVfZXf-H_400x400.jpgUefa is planning to launch its own over-the-top (OTT) streaming service. The new platform will also focus on giving additional exposure to categories other than men’s soccer, such as the women’s game and futsal. Uefa’s flagship club competitions the Champions League and Europa League will remain in the hands of major broadcasters which account for much of the governing body’s revenue. “It is not ready yet, but we are building our own OTT platform to really go beyond the current content,” stated Uefa’s marketing director Guy-Laurent Epstein.

 

  • In the esports business, UEFA is exploring options to launch an official esports tournament that will take place during EURO 2020. The soccer organization is looking for a firms interested in “creating, developing and operating an official esports tournament,” according to Inside World Football. The relevant advertising, marketing, promotion and operation of the E-Sports Tournament will be subject to UEFA’s approval and guidelines,” said UEFA.

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  • ESPN acquired the Coppa Italia U.S. broadcasting rights. The deal includes the Italian Super Cup, the annual curtain-raising fixture between the reigning Serie A champions and the holders of the Coppa Italia.

 

  • Real Madrid C.F.Real Madrid renewed its regional sponsorship agreement with healthcare provider Sanitas until 2021, for three more seasons. The Bupa subsidiary will continue to provide medical expertise, treatment and specialist healthcare technology.

 

  • The Uefa Europa League has extended its sponsorship deal with delivery company Fedex Express. The company will now become an official sponsor of the competition until the end of the 2020/21 season.

 

  • Major League Soccer locked in long-term broadcast partnerships with four networks in the US and Canada. Univision, ESPN, TSN, and TVA Sports will carry the first annual Campeones Cup, the new competition between the league champions of MLS and Liga MX.

What: We talked to Santi Tefel, Senior VP at Pinnacle Financial Partners, about why the banking company decided to become USL team Nashville FC’s newest sponsor.
Why it matters: This is Pinnacle’s third professional sports partnership, and its first soccer sponsorship. The firm has been the official bank of the Tennessee Titans since 2009 and the official bank of the Memphis Grizzlies and FedExForum since 2016.

On July 6, Pinnacle Financial Partners announced a new agreement to become a corporate partner and the official broadcast presenting sponsor of the Nashville Soccer Club. This partnership began with Pinnacle serving as the presenting sponsor for the team’s premier match against FC Cincinnati at the Nissan Stadium, back in July.

Santi Tefel
Santi Tefel, Senior VP at Pinnacle Financial Partners.

Established in downtown Nashville, in 2000, Pinnacle Financial Partners provides a full range of banking, investment, trust, mortgage, and insurance products and services. Since its beginnings, the company has grown to approximately US $22.9 billion in assets as of March 31, 2018. This makes it the second-largest bank holding company headquartered in Tennessee.

During the past ten years, the banking company set its eyes on sports marketing as a way to connect with customers, both the ones it already had as well as potential ones. In 2009 Pinnacle Financial Partners became the official bank of the Tennessee Titans, and in 2016 it locked an agreement as the official bank of the Memphis Grizzlies and FedExForum.

This year, it was time to enter the soccer industry through local club Nashville FC. Through an exclusive interview, Santi Tefel, Senior VP at Pinnacle Financial Partners, spoke to Portada about why the bank decided to enter the soccer industry now, and what their marketing expectations are.

Portada: Why do you believe soccer is a good fit for Pinnacle’s sponsorship?

Santi Tefel: “In general, we like sports partnerships because they can be good business decisions. We have two existing partnerships with the NFL team in Nashville and the NBA team in Memphis. We don’t advertise, nor do we get into deals like this so we can slap our logo on an arena and call it a day. We are primarily a business bank, not a retail one, so we look for opportunities to develop relationships and reach specific market segments as part of our retail play.”

We don’t advertise, nor do we get into deals like this so we can slap our logo on an arena and call it a day.

“As for soccer specifically, there’s an opportunity to get in on the ground floor in Nashville. We have tremendous local support for the sport, as evidenced by the huge attendance at USMNT and other matches played here. We also have some of our strongest business and civic leaders behind this team, including our own Chairman, Rob McCabe, who was part of the organizing committee that brought MLS here.

But at the end of the day, we are Nashville’s largest homegrown bank, so it makes sense for us to be big supporters of our homegrown teams.”

Portada: Which type of brands or businesses should be investing in soccer in the US, and why?

Pinnacle FinancialST: “Soccer offers such a diverse fan base, from young people with disposable income who grew up with the sport to families who have children playing it now to a growing international community in our major cities that come out for the games. So it should have a broad appeal to many businesses.”

Portada: What does your sponsorship deal include?

ST: “We can’t get into the specifics of it, but we are the official presenting sponsor for all broadcast games. It also includes some shared marketing opportunities in-game and off the field.”

It includes some shared marketing opportunities in-game and off the field.

“But we don’t like all the attention on ourselves. In sponsorships, we often turn it around and use it as a chance to shine the spotlight on our favorite nonprofits to bring more attention and awareness to them. At Nashville SC’s game against FC Cincinnati, we were the presenting sponsor and got to do a special presentation on the field with Make-a-Wish. It was awesome.”

Portada: Have you set a specific marketing goal for this relation?

ST: “I won’t get into specific numbers, but I think this partnership is perfect for the club’s first year and will give us a good idea of what to expect and what we should do in the future.”

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Portada: How are you planning on leveraging your sponsorship year around, in and outside of the field?

Nashville SCST: “As I said earlier, we have some shared marketing opportunities on TV, on the field and off the field, as well. In our other partnerships, we offer banking products and credit cards tied into the team, like TitansBanking.com and GrizzliesBanking.com. But with Nashville SC’s season already halfway over, it didn’t make sense to start that with this partnership just yet.”

But with Nashville SC’s season already halfway over, it didn’t make sense to start that with this partnership just yet.

Portada: Which platforms will you use? (online, social media, team’s website, offline…)

ST: “All of the above! As I said, we don’t do a lot of advertising, so we look for opportunities to spread awareness of our firm in partnerships like these.”

Portada: What is the key to a successful sports sponsorship?

ST: “For us, it goes far beyond advertising. Some companies will be happy with logo exposure and 30-second TV spots. We are more focused on relationships and having people really know who we are as a firm.”

Portada: What challenges is soccer still facing in the US to become a more attractive sport to sponsors?

ST: “It’s not clear to me that the game has really caught on with older generations, and they are often the ones controlling the sponsorship budgets.”

The game has really caught on with older generations, and they are often the ones controlling the sponsorship budgets.

“We’re fortunate in this firm to have leadership who recognize its potential as both a business decision and a good civic decision that will benefit the city as a whole. Getting over that hump in other cities and at other companies could be challenging.”

Photo: Santi Tefel, Senior VP at Pinnacle (left), Court Jeske, CEO of NSC (middle), and Rob McCabe, Chairman of Pinnacle Bank (right).

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

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

 

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

 

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

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

 

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

 

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

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

 

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

 

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

What: The Miami Open, one of the five largest tennis tournaments in the world, has a strong roster of Latino partners led by Presenting Sponsor Itaú.
Why it matters: Situated in a strong Hispanic market and moving even deeper into a dense Hispanic population next year, the event is an increasingly valuable property for marketers.

Play has begun in the main draw of the Miami Open (@MiamiOpen), which is completing its last year of competition at its longtime home, the Tennis Center at Crandon Park Key Biscayne, Fla., and moving north to Hard Rock Stadium in Miami next year. While that has occasioned some consternation among tennis traditionalists in South Florida, the increase in acreage, courts and various accompanying sponsor areas could open up more partnership opportunities, including those courting the Latino fan base, for whom the Hard Rock’s adjoining Florida Turnpike may offer easier access than the Rickenbacker Causeway to the Keys has.

Latino companies abound among the roster of sponsors for the event, which has spanned more than three decades with various names, prominently the Lipton Championships and Ericsson, NASDAQ-100 and Sony Ericsson Open. Three years ago, Itaú (@itau), headquartered in Brazil, became the presenting sponsor, and boasting 5,000 branches in Latin America, it is the most visible Latino brand on the Key Biscayne grounds.

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But it’s far from the only one. Latin American telecommunications giant Claró and Juan Valdez coffee (@JuanValdezCafe), the popular brand name of the Colombian Coffee Growers Federation, are at the Host Sponsor level, among such international brands as FedEx, Lacoste, MasterCard and Peugeot. The Brazilian high-end tennis tour agency Faberg (@fabergtour) rounds out the list.

The companies that align themselves with the Miami Open get the best of both worlds, an association with the best players in the world at a time when tennis is just coming into focus in North America this year, and the ability to showcase their brand as best in class across both the Latin American and American tennis audience.

“As a legacy sport that reaches a high net worth audience, tennis, especially an event like Miami that is now being transformed under Steve Ross, is still a prime activation spot for brands,” said Chris

Roger Federer practicing on Wednesday at the Miami Open

Lencheski, longtime sports marketer now at MP & Silva as well as teaching at Columbia University. “The companies that align themselves with the Miami Open get the best of both worlds, an association with the best players in the world at a time when tennis is just coming into focus in North America this year, and the ability to showcase their brand as best in class across both the Latin American and American tennis audience. It’s a smart play on both sides.”

March and August are the two months during which the tennis world focuses on the U.S. Annually following the successful WTA Premier and ATP 1000 event in Indian Wells, Calif., another high-profile, two-week tournament in a region with high Hispanic influence, Miami has often billed itself as the “fifth major.” That status, during a time when the sport gets so much attention here, has made it a good fit for marketers.

Even more so than in Indian Wells, Latino brands have connected to the multicultural fan base in Key Biscayne. The move 25 miles north into the more densely populated Miami Gardens, potentially accessible to tens of thousands more fans, many of Hispanic heritage, gives Miami Open partners a huge advantage in reaching that base.

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

cover image courtesy Miami Open

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!)

Join us at PORTADA Mexico!

Michael Raso has joined mcgarrybowen’s New York office as global ECD on the Mastercard business, according to Adweek .Raso was most recently EVP/ECD at Crispin Porter + Bogusky.

 

 

 

 

 

 

Sanjay Gupta has left his position as chief marketing officer at Allstate after five years. Allstate confirmed his departure, but hasn’t named his successor. Prior to Allstate, Gupta held marketing roles at General Motors auto lending division Ally, at Bank of America and at FedEx.

 

 

 

 

 

Jenny Awasano has been promoted to senior VP, group creative director at DigitasLBi, where she will oversee the American Express consumer account, among other duties. She’s been with the agency for close to 10 years and was most recently VP, group creative director.

 

 

 

 

 

Edward Felsenthal has been appointed editor-in-chief of Time, following Nancy Gibbs departure after 32 years. Felsenthal, who has served as Time’s digital editor since 2013, is the 18th editor to lead the title since it was founded in 1923.

 

 

 

 

 

Zenith U.S. and Moxie have hired Jennifer Randolph as senior vice president of talent. She will report jointly to Zenith U.S. and Moxie CEO Sean Reardon and Publicis Media Americas chief talent officer Barb Jobs.

 

 

 

 

 

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!)

rk6xydxv_400x400Cross-cultural agency the community, part of SapientNitroannounced the promotion of three key executives to new leadership roles as VPs.Effective immediately, Ricky Vior and Rodrigo Butori will be elevated to Vice President, Executive Creative Director. They will continue to oversee the day-to-day creative work for the community’s clients such as Verizon, Constellation Brands, Converse, The Kroger Company, BMW, and more. They will continue to report to Co-Founder & Chief Creative Officer Joaquin Molla.

 

descarga-2Vior joined the community in 2000. Throughout his career, he has worked with iconic brands like Pepsi, Nike, Volkswagen, Fedex, Audi, MTV, VH1, Citibank, and Subway.

 

 

 

 

 

aaeaaqaaaaaaaafiaaaajdrjndzlymy5ltm5njitnde5ns04ngjmlwy5nzu0nthmm2i4nwA native of Brazil, Butori joined the community in 2009. Prior, Butori held creative roles in both the U.S. and Brazil including at David&Goliath, TBWA\Chiat\Day, Lowe Lintas Brazil, and Young & Rubicam Brazil, among others.

 

 

 

 

descarga-1Ana Bermudez, who currently serves as Group Account Director, will be promoted to Vice President, Group Account Director. Bermudez will continue to head up the agency’s largest accounts, Verizon and Kroger, among others, and will be tasked to help lead the agency’s future growth efforts as well. She will continue to report to President Luis Montero. Bermudez joined the agency in 2015. Prior to joining, she was a Group Account Director at Alma DDB.

 

 

11385bdcb825b474e196bd9fa20aa01d_400x400Telemundo has appointed Daniela Chaparro Vegas as Vice President of Marketing. Based in Miami, she’ll be responsible for marketing strategies to help grow the network’s brand, as well as expanding the reach of the company within the U.S. Hispanic market.She’ll report to Aileen Angulo-Merciel, SVP of Marketing and Creative.Prior to joining Telemundo, Chaparro Vegas was VP of Marketing and Digital at NBC Universal International Networks Latin America for six years.

 

 

rodger-wells-circle-headshot-2DashBid, a Video supply-side platform, has promoted Rodger Wells from CRO to CEO. Former CEO Tom Herman and former CTO Jon Bloch will both join the board of advisors.

 

 

 

 

 

descarga-3Anthony Noto has been named chief operating officer of Twitter. He will succeed Adam Bain, who is leaving the company. Noto was most recently chief financial officer, a post he has held since joining Twitter in 2014. Noto, among his other new duties, will be in charge of global advertising sales. Noto spent 13 years with Goldman Sachs.

 

 

 

ldamesLaura Dames has been promoted to executive VP and general manager of Turner Studios. A 24-year veteran of Turner, she was most recently senior VP and GM of the studios.

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

 ::: Skyword – George Levy ::: Eduardo Carbia – IMPAKTU ::: IPG Interpublic Group – Matt Seiler – Henry Tajer ::: MediaCom – Toby Jenner  ::: Claudia Gioia – Hill + Knowlton ::: Chris Thomas – BBDO Worldwide :::

Click here for previous Latam Changing Places editions

8eda7239d1fd010de1a9a771fd2cab2a_400x400Skyword, a content marketing and services company, has announced the appointment of George Levy as Director of Brand Partnerships for the US Hispanic and Latin American markets. In this position, George will lead the efforts to help major brands build meaningful connections with customers in these markets through original storytelling.Fluent in English, Spanish, and conversational in Portuguese, Levy comes to Skyword with 15 years of experience creating and executing digital marketing strategies across Latin America and the US Hispanic market. He served as Regional Partner Development Manager for Microsoft Latin America and was part of the founding team at Yupi.com, a Spanish-language portal that Microsoft later acquired. Most recently, he was Chief Engagement Officer at Mundial Sports Network, a leading Latino sports network ranked #1 by comScore. Levy earned a Bachelor’s degree at Florida International University. He lives in Miami, Florida with his wife and daughter.Read more.

11b7769Eduardo Carbia has been appointed Country Manager Mexico at Video Online Ad-Network IMPAKTU. As this is a newly created position, Carbia will not replace anyone, but will report to both founders Javier Salom (CEO) and Carly Bellis (COO.) For almost three years and until last February 23, Carbia was Relations Manager with IAB Mexico (Interactive Advertising Bureau Mexico).

MduX1UGK_400x400IPG Interpublic Group has announced some changes within the Mediabrands’ unit:

 

 

 

AAEAAQAAAAAAAADNAAAAJDE0NmRiZmQ1LWU4Y2QtNDczNy1iODEyLWY4MDk2ZmRjYjdmMAMatt Seiler will leave his post as Global CEO of IPG Mediabrands and will remain as Chairman of the group throughout 2015, to ensure Henry Tajer transition to the leadership, effective on May 1.

 

 

n_Le2Bkg_400x400In January 2014, Mr. Tajer was named Global COO of Mediabrands, and now will move to a full-time position in New York from Sydney, where he will serve as CEO of the successful operations of the group in Australia.

 

 

rsz_toby_jenner_preferred_headshotMediaCom’s global business development and marketing officer Toby Jenner, has been promoted to the role of worldwide chief operating officer. Jenner will retain his current global business development and marketing responsibilities, while adding a number of additional areas to his new remit. This includes spearheading the agency’s global roadmap and business plan, driving content and connections positioning globally, and supporting the firm’s global account directors and specialist function units.Jenner brings a wealth of experience to the worldwide COO role. He was previously COO for MediaCom in APAC and has also held senior leadership roles in the UK and Australia for both MEC and MediaCom.

Claudia_Gioia_Ejecutiva_Diciembre_2014_Foto_2Claudia Gioia will join the Hill + Knowlton Strategies team as President and CEO of the company for Latin America, on April 1. In this new role, she will report to Mike Coates, President and CEO for the Americas, to handle operations in six markets with a portfolio of global and local brands. Gioia joins H + K from Burson-Marsteller, which also belongs to the WPP group, having held various positions in that firm for 19 years. Her most recent role was Executive Vice President of the Miami office. Over two decades, Gioia was responsible for clients such as Walmart, PlayStation, IBM, Intel, Sony, SAP, Goodyear, HP, Mondelēz, Visa, Raytheon, Repsol / YPF, Fresh Del Monte, Odebrecht, Danone, FedEx, Unilever, Pfizer and Johnson & Johnson, among others. Gioia will take over from Antonio Tamayo, who will retire.

imagesChris Thomas has been promoted to CEO of the Americas at BBDO Worldwide.He will oversee 21 agencies in the U.S., Canada and Latin America. He will also continue in his role as chairman of I&S BBDO Japan and as chairman of BBDO digital unit Proximity. As CEO of the Americas, Thomas fills the role last held by Troy Ruhanen in 2013. Thomas will give up his post as CEO of Asia, the Middle East and Africa.

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 new Career Board!)

Leila Cobos is the new Editor of  Nexos, American Airlines’ Spanish-language publication for the Americas. The magazine had been edited until recently by Ana Cristina Reymundo. Leila Cobos is a Colombian TV host, novelist and journalist. For the past 10 years, Cobos has been director of Latin content at Billboard magazine. Nexos is being relaunched this month. American Airlines magazines, including American Way and Nexos, which for the last 48 years had been produced in-house by American Airlines Publishing, are now being published by London based publishing house Ink Global.

e714dc9c1abec8e57f7fa6c9bda4dc64_400x400Univision CEO Randy Falco‘s contract has been extended till January 2018, amid preparations for a possible public stock offering.Falco, a former top NBC and AOL executive, remains in charge of the media company for another three years.Univision has added a number of cable channels under Falco’s watch, including the fast growing Univision Deportes sports channel. It rebranded its secondary broadcast network UniMas and invested in upstart channels El Rey and Fusion. (Fusion is a joint venture with Walt Disney Co.’s ABC).

B88O8FbIAAEEzosEric Silver is the new regional chief creative officer of McCann Erickson North America. Silver, who has worked at network agencies like BBDO and DDB, was most recently chief creative officer at Silver + Partners, New York.His agency, namesake, will close. In November it lost its biggest client, CarMax to McKinney, which became the lead creative shop after a review in which the incumbent did not participate. Other agency clients had included Ben & Jerry ‘s, Coca-Cola’s Honest Tea, Patron Company’s Ultimat Vodka and MSG Networks. It’s expected some of Silver + Partners’ remaining clients and execs will follow the CCO to McCann.There was no one previously in the role of regional North America CCO.Silver started his ad career as a writer at Chiat/Day before moving to Portland to work on Nike and ESPN at Wieden + Kennedy. He then went back into the ad business as a creative director at Cliff Freeman. He moved on to BBDO where he was an executive creative director, working on FedEx, Monster and the BBC. In early 2009 he joined DDB, New York as CCO and left a year later.

1d3c5bd13b0969337a90c96726710188_400x400Laura Arciniega has joined The Raben Group’s senior team as a principal in their Los Angeles office.Laura brings a wealth of experience in public policy, politics, and strategic planning to the firm, and strong relationships with a vast network of stakeholders from government, philanthropy, the advocacy community, and the private sector.Prior to joining The Raben Group, Laura served as the district director for Representative Xavier Becerra, Chairman of the House Democratic Caucus, for nine years. Her tenure with Rep. Becerra also included two years as his legislative counsel. Laura also served as acting chief of staff, managing both the Washington and Los Angeles offices.Most recently, Laura worked as a consultant to AEG and the Staples Center Foundation.

YyeBzXch_reasonably_smallTV personality Martin Amado has hired Publicist and Endorsement Liaison Aida Phillips PR to handle all publicity and endorsements.Martin Amado is currently the home décor contributor to Un Nuevo Día,Telemundo’s national morning program.

 

 

imagesLeo Burnett Chicago named Nancy Hannon as executive vice president, executive creative director to manage creative teams behind Kraft brands including Philadelphia Cream Cheese, Crystal Light and Breakstone’s as well as Kellogg’s Special K. Hannon joins Leo Burnett from EnergyBBDO where she was executive vice president, executive creative director overseeing Quaker and vitamin brands like Flintstone’s, Citracal and One a Day. Prior to EnergyBBDO, Hannon spent time at The Martin Agency, DDB and Y&R. “Nancy is known as a leader in portraying women in advertising with attitude, intelligence and depth. We welcome her contributions and leadership in this space,” said Susan Credle, Chief Creative Officer of Leo Burnett USA.

IPGlogo_twitter_reasonably_smallInterpublic Group will appoint three new independent that will replace two current directors, Jill Considine and Richard Goldstein, who will step down March 1:

 

 

 

0144403 (1)Deborah Ellinger, former CEO of The Princeton Review.

 

 

 

 

Henry Miller, chairman of Marblegate Asset Management.

 

 

descarga (1)Jonathan Miller, partner at Advancit Capital, former chief digital officer of News Corporation and former CEO of AOL.

 

 

6410c449ff657882d82dc9e4024c9b71_reasonably_smallHavas Worldwide New York has formed a new leadership team, effective immediately.Global CEO Andrew Benett has appointed staff to newly-formed managing partner roles:

 

 

B9JPvaCIgAAE3tHNew York Chief Strategy Officer Tim Maleeny (right)

Global Chief Digital Officer Sean Lyons (left)

Global Chief Marketing Officer Matt Weiss (middle)

In addition to their current responsibilities, they will run day-to-day operations in the New York office with each exec overseeing a section of the agency’s client roster. Clients include Liberty Mutual Insurance, Keurig Green Mountain, TD Ameritrade and Dos Equis. The trio will also be tasked with reinvigorating the agency’s offering, acquiring new business and creating new sources of revenue.They will report to Mr. Benett, who has personally overseen the office since former New York co-Chairman and Global Brands President Matt Ryan’s departure in late 2013.

 

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 new Career Board!)

DerekBond_630IMAGINA US, an independent production company in the U.S. and Latin America, has announced it has named 20-year television and film industry veteran Derek Bond to the newly created position of President & CEO of its content division.  Effective today, November 3, Bond will run all original content and productions for IMAGINA US, overseeing scripted and non-scripted formats from development and production to distribution. Bond will report to IMAGINA US President and CEO Roger Huguet. Most recently, Bond founded Bond Entertainment .Until late 2012, Bond served as Telemundo’s Senior Executive Vice President of Studios, Production & Broadcast Operations overseeing all productions at Telemundo Studios in the U.S. and Latin America.

Sergio Mankita has been appointed VP, Market Research & Business Development at SaberesPoder, a media network that is based on community touchpoints and consulates throughout the U.S., allowing to reach and positively impact 8+ million Latino community. Mankita previously had worked as Marketing Manager at Univision Enterprises.

27613_GrupoGallegosLogoGrupo Gallegos, an, independent advertising agency, has announced today the addition of two top advertising industry creative leaders to its line-up.Juan Perez and Carlos Tornell have joined the agency as Group Creative Director and Creative Director, respectively. They both will report to Grupo Gallegos Chief Creative Officer Marty Orzio. In their new roles:

Perez will be leading creative efforts for several clients, in addition to supporting new business initiatives. Perez comes to Grupo Gallegos from Blitz, where he worked on Naked Juice, CC’s Pizza and Mirage Resort & Casino.

Tornell will be leading creative work for Comcast while contributing to projects and functions across the agency. Tornell was most recently a VP, Creative Director at the Young & Rubicam Group in Miami, where he led work on Dell, Hershey’s, FedEx, AT&T Mobile, WinnDixie, and Wendy’s.

descarga (3)207e308U.S. Hispanic creative group Circulo Creativo has announced that it has named Luis Miguel Messianu(left), President & CCO at Alma, its new Chairman of the Board, and Gustavo Lauria(right), Partner & CCO at We Believers, its new President.In the coming weeks Circulo will be announcing more additions to the leadership team. Messianu and Lauria will be in charge of extending the roster of collaborators outside the creative world to include planners, content developers, production companies, media partners, PR agencies, clients and advertisers and expand the national jury across the board to bring more representative agencies into the fold.

descarga (4)Yahoo has announced the appointment of LisaUtzschneider as SVP of sales, Americas. She will report directly to Marissa Mayer, Yahoo’s CEO. Utzschneider was most recently VP of global ad sales at Amazon, focusing on the online retail giant’s display ad efforts. At Amazon, Utzschneider will be succeeded by Sath Dallaire, currently VP of North American advertising sales. The move to acquire Utzschneider strengthens Yahoo’s presence as it looks to turn things around.

descarga (5)In addition, Yahoo has moved Ned Brody, formerly head of Americas, to the newly created position of SVP of advertising technology and strategy. He will focus on the deployment of advertising technologies and go to market strategies for Yahoo across its advertising portfolio.

1de8ae6Jake Phillips joins Horizon Media as senior VP, managing director, where he will oversee the media agency’s financial services clients. Most recently, he was U.S. group account director and global business director at Omnicom Media Group. Prior to that he was senior media planning manager at Kraft Foods, and earlier was VP, group media director at PHD and an account director at MPG.

Rob Kabus, ElevenInterpublic Group media agency BPN has appointed Eleven President Rob Kabus its new global CEO. He will succeed BPN CEO Mauricio Sabogal in June Mr. Sabogal left to join WPP out-of-home group Kinetic as CEO.Mr. Kabus joins Interpublic from San Francisco-based Eleven .Mr. Kabus started out on the creative agency side of the business, with senior strategy titles at shops like Goodby Silverstein & Partners and Interpublic’sMcCann. After leaving McCann as exec VP-strategy in 2005, he joined media agency network Dentsu Aegis . In 2011, he joined Eleven, where he was most recently president and CMO.

descarga (6)Toby Byrne will serve as president-advertising sales, for Fox Networks Group, where he will be responsible for overseeing ad sales functions and revenue-generating strategies for the company’s domestic entertainment and sports TV businesses, which include Fox Broadcasting, Fox Sports and its cable channels.Mr. Byrne, who has served as president of sales for Fox Broadcasting since 2010, will continue to report to Randy Freer, president and chief operating officer of Fox Networks Group. Fox cable sales chief Lou LaTorre will report to Mr. Byrne.

1ea9d76Simon Sikorski has been  appointed chief client officers at Craft, the global adaptation and production agency within McCann Worldgroup.Based in New York, Sikorski was most recently managing director, North America at Craft and has been with McCann Worldgroup since 2006.

 

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

joe-kutcheraJoe Kutchera is co author and editor of E-X-I-T-O: Su estrategia de marketing digital en 5 pasos.

This article is part of a series of articles/interviews from the new book E-X-I-T-O: Su estrategia de marketing digital en 5 pasos.

Latin American retailers have historically struggled to bring buyers online because of inconsistencies in shipping and logistics, according to eMarketer. Customers oftentimes do not trust the postal service because it lacks consistency in service, or packages may never arrive. And FedEx and UPS are oftentimes prohibitively expensive.

As a result, service businesses such as airlines and movie theaters have historically dominated e-commerce in the region because they do not require any shipping. They can sell tickets directly to consumers through websites.

So, how can we resolve these obstacles in order to grow e-commerce sales?

1- Virtual Stores: Go to Where the Consumers Want to Shop (with Smart Phones)

If you want to grow your e-commerce revenues, approaching the problem digitally may not be the correct approach. Instead, put yourself in the shoes of your customers and brainstorm ideas that bring the digital shopping into the real world, with solutions that make your customers’ lives easier. Here’s one great example.

tesco.home.plusWhen the UK-based grocery chain Tesco wanted to expand its market share in South Korea, it came up with a brilliant idea. South Koreans work long hours and have little time to shop. The executives at Tesco developed a new and efficient way to sell its products that fit commuters’ lifestyle in the capital city of Seoul. The company’s Korean subsidiary, Home Plus, installed billboards in subway stations that mirrored the shelves in stores with the same products and layout. A QR, or Quick Response code, accompanied each product. Using these virtual displays, commuter-shoppers could scan the QR code of the products that they wanted to buy with their Homeplus mobile application and arrange for home delivery later that day. And so, in August 2011, the world’s first virtual store was born in the Seoul Subway.

tesco.home.plus.2The results were phenomenal. Tesco Homeplus’ Smartphone application became the number 1 shopping application in Korea, with over 900,000 downloads since it launched in April 2011. People placed the majority of orders using this application on their way to and from work. It was most popular amongst 20 to 30 year olds, so the new stores will open close to a local university. The London Design Museum nominated Tesco’s Virtual Store for ‘Design of the Year’, as one of 2011’s best digital designs. The program was so successful that Tesco Homeplus expanded its virtual stores to more than 20 bus stops in South Korea, giving commuters the opportunity to do their grocery shopping ‘on the go.’

Watch this video of the retailer’s Virtual Subway Store in South Korea:

2 -Disruptive Technology: 3D printing

Henry Ford famously said about the advent of automobiles, “If I had asked people what they wanted, they would have said faster horses.”

We can say the same about e-commerce online. Consumers say they want more efficient and reliable shipping and logistics of durable goods. But perhaps, a new technology, that we do not even see yet, may enable the growth of e-commerce across the Americas.

FormLabs 3D Printer
FormLabs 3D Printer

One example could be the 3D printer. What if we could “print” children’s toys, a car part, or perhaps even artificial organs, all made from plastic. In an ideal world, people could buy an item on their smart phone, pick it up at their local store and bypass any shipping costs. These community hubs could collectively share the cost of such technology, utilizing shared CAD (Computer Animated Designs) and those local retailers wouldn’t need to carry any inventory, just download the design and “print” the product in-store.

Today, these machines cost approximately $2,000 USD each, from companies such as Formlabs and Makerbot. And they used to cost far more: tens of thousands of dollars. But as the technology improves, and competition increases, prices will fall just as PC’s and mobile phones have. Soon, 3D printers could be installed in neighborhood electronics or copy stores where these shared cell phones connected the townspeople to the outside world. 3D printers may very well be within reach in the not-too-distant future. And e-commerce “shipping” will never be the same.

Watch the video of the making of Formlabs’ 3D Printer

3 – Free shipping and cash on delivery

Linio hopes to change this by providing services that were previously unheard of: free shipping and accepting cash upon delivery. Ulrich Noel opened the company’s office in Mexico City in 2012 and hired 100 employees to launch its e-commerce website, according to CNNExpansion. Rocket, a privately held investment company based in Germany, owns Linio.com.mx and many other Internet businesses around the world. Some people criticize Rocket for blatantly “copying and improving” web business models while bringing them to new markets. The company has successfully copied eBay with Alando, Groupon with CityDeal and AirBnB with Wimdu, all in Germany. Now, the company has rolled out similar models in Mexico, establishing itself in Mexico City first as a launching pad for expanding into Latin America.

4 -E-Commerce Lockers

Amazon hopes to solve the all-too-common challenges of lost or stolen packages by installing large metal cabinets in convenience stores and drugstores that function like virtual doormen. These “Amazon Lockers” accept packages for customers who ship their items to a locker at one of a number of U.S. chains like 7-11. Once a package arrives to the locker, customers receive a code via email that unlocks the door containing their merchandise. Lockers only hold smaller items such as books, DVDs or electronic devices like phones or tablets and users have several days to retrieve their merchandise.

Even though Amazon pays a small fee each month to store owners where lockers reside, Amazon has reduced the hurdles that guaranteed delivery entails by making it easier for the customer to pick up the product. Many of these lockers are located in stores that remain open 24 hours a day. At the same time, Amazon saves on shipping costs by delivering many deliveries to one of these “Amazon Locker” locations all at the same time.

If implemented at universities and shopping centers, these lockers could resolve the challenges that Latin American e-commerce players currently face in convincing more buyers to shop online.

More “Sounding Off”

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