Management changes at GroupM, Energy BBDO, Nielsen and more. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places here.
John Legere, CEO of T-Mobile, will step down the role on April 30th. Current President and Chief Operating Officer Mike Sievert will take over in May. Legere will remain a member of T-Mobile’s board.
Christian Juhl, who became CEO of GroupM in July, has introduced a new global leadership team.Mark Patterson will take on the role of Chief Operating Officer. Essence chairman and co-founder Andrew Shebbeare has been named CEO of 2Sixty and interim Chief Technology Officer, GroupM. Colin Barlow has filled the role of Global President, GroupM services. Brian Gleason will be Chief Commercial Officer.
WeWork has named Publicis Groupe chairman Maurice Levy interim Chief Marketing and Communications Officer as the brand looks for a way to achieve profitability. WeWork confirmed Thursday layoffs of 2,400 employees.
Tiffany & Co has hired Daniella Vitale as Executive Vice President-Chief Brand Officer, effective December 1. Former CEO of Barney’s, Vitale will be in charge of ‘overseeing and guiding global strategic initiatives’ for both global merchandising and marketing at Tiffany. Vitale exited Barney’s on 1 November following its purchase by Authentic Brands Group.
Energy BBDO has promoted Jeff Adkins from EVP-Managing Director to President and CEO effective January 1. Adkins succeeds Tonise Paul, who’ll be taking on the new role of Chairwoman and will focus on client relationships. Adkins joined Energy BBDO in 2002.
Nielsen Global Connect announced that Jacqueline Woods will join the company as Chief Marketing Officer beginning Dec. 1, 2019. In this role, Woods will lead all aspects of global marketing, supporting the company’s transformation into an independent, publicly-traded company. As CMO, she will join the company’s executive leadership team and will report to Nielsen Global Connect’s Chief Commercial Officer, Pat Dodd.
Nicolás Bertellonimoved from Brazil to Mexico to become Coca-Cola FEMSA´s new Marketing Director.
Xepus Ginebrais Havas Group México new CEO. He will replace Patricia Molina, who has left the agency after 3 years. Xepus comes from GroupM, where he was also CEO.
Realogy Holdings Corp. Senior Vice President of Global Servicing Michael Valdeshas been named the first Corporate Advisory Board Chairman of AREAA Global, the for-profit corporation owned by the Asian Real Estate Association of America (AREAA). AREAA Global has a special focus on expanding connections with international real estate practitioners and investment opportunities around the globe.
What: Multicultural Audience Measurement experts offer Portada insights around the problem of audience under-representation. Why it matters: Measurement firms under-represent multicultural audiences by as much as 25%, which causes a negative impact in media investment and produces overall flawed results.
Audience measurement has never been more complicated, as cultural nuances and consumer behavior shift and change, and the proliferation of new technologies demands multi-channel strategies. The task is even more difficult when it comes to measuring multicultural audiences. Experts tell Portada major measurement firms under-represent these audiences by as much as 25%. If this is the case, the media budget for targeting multicultural audiences should be substantially higher than it is right now. Just for Hispanic marketing, Portada estimates overall expenditures of US 6.07 billion in 2019. However, if firms under-represent audiences by up o 25%, media expenses could increase by up to US 1.5 billion. Admittedly, this is a back-of-the-envelope calculation. Nevertheless, it highlights the importance of accurate multicultural audience measurement in satisfying clients’ needs, and its potential for the multicultural media industry.
The lack of a common audience measurement currency in multicultural audience measurement impacts media investment levels negatively.
For many years now, companies like Nielsen and Kantar have offered advanced TV audience measurement. However, competition has increased. New players offer digital solutions that claim to be more comprehensive. This forces the bigger players to think of new ways to keep up with how audiences move and evolve. Inconsistencies between reported data reveal the lack of a common audience measurement currency in multicultural audience measurement. Hence, there’s a negative impact in media investment.
Furthermore, marketers’ biases lead to incorrect data interpretation. In turn, this leads to bad consumer experiences and negative overall results. How can we expect to move the needle if we can’t even tell where it is? In order to find out more about how to face these challenges, we talked to experts who understand how audience measurement impacts media planning and buying: Dana Bonkowski, SVP, Multicultural Lead at Starcom; Mebrulin Francisco, Managing Partner, Sr Director, MPlatform, GroupM; Nelson Pinero, Senior Digital Director, Senior Partner at GroupM; and David Queamante, SVP, Client Business Partner at UM Worldwide.
Audience Under and Over-Representation
All interviewees agree that multicultural audiences are still under-represented by major measurement firms. One of the reasons for this, explains Mebrulin Francisco, is the lack of insight into how audiences behave. Francisco mentions as an example all those times when data providers collected data on Hispanics. But once her team digged deeper, they realized the majority of Hispanics represented were English-dominant. This is a big issue because “it means the data is not representative of all the Hispanics in the U.S., creating a blind spot,” she says.
The same has happened in the other extreme, where you can have over-representation of Spanish-dominant consumers, creating a blind spot for Bilingual or English-dominant Hispanics. “This is especially the case within sets that depend on cookie level data,” Francisco explained. “If this is true for the Hispanic segment, which is the largest among multicultural consumers, think about the under-representation of African-American or Asian segments. Many data providers do not even report on these multicultural sub-segments.”
Language preference won’t singlehandedly define and capture an audience. So, in many cases, a large portion of a given audience is not captured.
Therefore, the first thing is having a representative sample of the audience. It might seem obvious, but in the words of David Queamante, “Unless measuring companies take the time to ensure they are gathering information from a representative sample of users, they will under-count multicultural audiences by default”. This represents a challenge. As Dana Bonkowski mentions, “engagement with culture-driven content is often the best signal to identify whether or not a person is ‘multicultural’. But language preference won’t singlehandedly define and capture an audience. So, in many cases, a large portion of a given audience is not captured.”
Multicultural Media Consumption is Elusive
Marketers have long assumed that a universal approach can reach audiences. However, “in doing so they fail to identify key nuances in motivations, attitudes, and behavior across consumer segments leading to an incomplete marketplace assessment,” explained Mebrulin Francisco. In the case of multicultural consumers, it’s even more complicated to hit the mark: Since datasets are limited, firms “do not flag multicultural consumers accurately and do not provide a holistic view of the brand’s performance, blurring meaningful insights,” said Francisco.
Multicultural media consumption is concentrated on certain outlets that [aren’t always] included on measurement companies’ surveys and reports. Therefore, multicultural media consumption may seem to ‘disappear’.
Moreover, multicultural audience measurement is rarely accurate. Why is that? As David Queamante explains, “Multicultural media consumption is concentrated on certain outlets that may not always be large or prominent enough to be included on the measurement companies’ surveys and reports. Therefore, multicultural media consumption may seem to ‘disappear.'” Besides, as Queamante mentions, not all measurement companies offer surveys in Spanish. This oversight considerably reduces the representation of Spanish-dominant Hispanic audiences, for example.
Privacy Issues Complicate Measuring Even More
This new era has brought significant advantages. For example, we can measure whatever happens as long as it happens online. However, the fact that it’s now easier to use and collect data as also brought up important privacy issues. Nelson Pinero predicts: “With audiences paying a little bit more attention to how and which personal data is being shared, it will become a bit more difficult to reach a diverse audience.”
However, this is already a reality. Media buyers and agencies are working together around the problem of accurate audience measurement. But “what follows now is all part of the balancing act between data and the years of experience that allow the media buyers to react dynamically to market conditions and to, ideally, optimize plans,” adds Pineiro. “Audiences will take more control of how they are reached, and agencies trying to find the right audience will need to cross-reference their deterministic/probabilistic data to enhance plan performance.”
What Happens Now?
The obvious prediction is that data science will become even more important in the digital world. “Measurement is the new black,” declares Mebrulin Francisco. “As we push towards a data-driven age in marketing, science, quantification, and data are going to continue to be a cornerstone of decision making. If I cannot measure the impact of my investment, understand my audience impression on a site, or reach potential, it will be very hard to make a case for using a partner.”
Start building out multicultural and cultural expertise in house to accurately represent these audiences in your data streams.
Moreover, the immediate future is inescapably multicultural. Marketers need to use art to harness the power of all this data in order to represent audiences accurately. Experts like Mebrulin Francisco believe a good way to start is with first-party data. “If you are in the audience measurement space my recommendation is to start building out multicultural and cultural expertise in house to accurately represent these audiences in your data streams.”
When asked for her views on the future, Dana Bonkowski shared the hope that “marketers invest to better understand the business-building power of multicultural audiences. More than 30% of all Americans fall in one or more ‘multicultural’ audience buckets. The question should be “How can you afford not to invest against better multicultural audience measurement?”
What: Media agency GroupM is leading the New Majority Ready™ Coalition which also includes Disney, Google, iHeartMedia, Meredith Corporation, NBCUniversal, Twitter, Univision and Viacom. Why it matters: The coalition’s aim is to help brands adapt to the changing U.S. demographics and assist in developing their audience planning and media strategies accordingly. The ultimate ambition of the coalition is to increase brand relevance, business growth and create a seismic cultural shift.
The coalition will collaboratively develop tools and solutions to help brands get “ready” to engage the new majority, including: • A benchmark tool – Multicultural Maturity Framework – that will help assess a brand’s “readiness” for this demographic shift across audience, investment, culture, content and more; • Cross-platform content solutions based on the framework assessment and inspired by brand need • A communications program to drive better understanding of America’s population transformation and to assist in driving adoption of new majority-first media strategies that reach, engage and authentically connect to these consumers.
Gonzalo del Fa, President of Multicultural, GroupM (photo), tells Portada that “the multicultural demographic in America is increasingly fueling the economy (they currently represent 40% of the U.S. population) yet the ad dollars committed to them are disproportionately low at just 5%. In addition to that, 2020 will be the first year that a large demographic group (individuals under 18 years old) will be ethnically and racially diverse.”
2020 will be the first year that a large demographic group -individuals under 18 years old – will be ethnically and racially diverse.
Facebook (including Instagram) is not part of the new coalition. Asked why this is the case, Gonzalo Del Fa, President of GroupM, Multicultural, tells Portada that “this first phase represents a handful of media partners across multiple disciplines such as video, print, audio and social media. A really exciting start. Our hope is that we will be able to welcome other leaders to join this movement”. According to del Fa, The New Majority Ready (NMR) coalition was initiated by GroupM to help brands better adapt to the changing of the U.S. demographic. In order to achieve that goal, GroupM is bringing together industry-leading companies across media, technology and publishing”.
The Challenge of Accurate Multicultural Measurement
The need for a more unified measurement of multicultural audiences is a major challenge that has hindered growth of investment in media targeting multicultural audiences. Asked about how the newly formed coalition will approach this particular challenge, del Fa says that “our benchmark tool (Multicultural Maturity Framework) will assess a brand’s “readiness” for the New Majority. This assessment includes brand’s growth potential, audience strategy, consumer perception, resource allocation and corporate impact among others. Based on that assessment, communication strategies and cross-platform content solutions that reach, engage and authentically connect to these audiences will be created to address challenges and opportunities. We will work with each client’s marketing team as well as our own analytics team to accurately measure the level of success of these initiatives.”
What: We talked to multicultural marketing experts, Rent-A-Center’s Maria Albrecht, NFL’s Marissa Fernandez, Group M’s LaToya Christian, and Intuit’s John Sandoval about key brand attributes for successful multicultural marketing. Why it matters: As ethnic minorities become majorities in the U.S., companies will need to do multicultural marketing if they wish to survive.
When is the right time to do multicultural marketing? Who are the right brands to do it? Which are the right attributes for success? Portada talked to a group of multicultural marketing experts. Unsurprisingly, all their answers point unequivocally in the same direction. If you have a business and wish to be relevant, you have to do multicultural marketing. Take note of the following pieces of advice and be ready for the future.
1. Being Inclusive Isn’t Optional Anymore
“Diversity” and “inclusion” are two of today’s buzzwords, but they deserve every tiny part of the buzz. “At this stage of the game just understanding the U.S. landscape, demographics, and the way culture is being adapted is what all brands should be striving for,” says LaToya Christian, Associate Director of Marketing Analytics, Multicultural at Group M. “Work to be culturally inclusive and relevant across the board regardless of what segment you’re referring to.”
Multicultural marketing is no longer an afterthought or checked box; it has become a key strategy for business growth.
There’s no reason why any brand shouldn’t start thinking about doing multicultural marketing. In fact, they’d already be starting late. “Looking at the US population current data, as well as the projections, I’d be hard-pressed to believe there are many businesses that wouldn’t benefit from multicultural marketing,” observed Marissa Fernandez, Director, Marketing Strategy and Fan Development at the NFL. Multicultural consumers are already a significant part of the population, and their presence will continue to grow. Ignoring this would be a missed opportunity for any brand.
“Multicultural marketing is no longer an afterthought or checked box; it has become a key strategy for business growth,” explained along these lines John Sandoval, Senior Brand and Latino Marketing Manager at Intuit. “It’s time for brands to acknowledge this diversity as well. As long as you have customers purchasing your products, you should be considering multicultural marketing.”
2. The First Step is Pure Demographics
Even before thinking about brand attributes, you need to seriously consider whom you’re addressing. Deciding to do multicultural marketing is obviously not enough. The first steps are looking closely at your target, and also at your own positioning. “‘Multicultural consumers’ is a very heterogeneous group,” asserts NFL’s Marissa Fernandez. “Strive to narrow the target based on potential right to win and size of business opportunity.” There’s no way to reach all multicultural consumers at once just as it happens with non-multicultural consumers. Hence the importance of specific targeting.
If you’re not speaking to them, you’re not connecting with them. From a pure demographics perspective that raises a flag for me.
Moreover, as Group M’s Latoya Christian explains, looking at pure demographics gives you an idea of who you should try to reach. “If you’re a regional brand, like a brand we had from Georgia,” she tells us, “one of the first things that I think of is ‘What’s going on with your African-American consumers?‘ By pure demographics that is who is in that area. If you’re not speaking to them, you’re not connecting with them. From a pure demographics perspective that raises a flag for me.”
There is no magical recipe for successful multicultural marketing, except perhaps being true to your values and asking yourself the right questions. “You shouldn’t necessarily alter your brand essence or who you are as a brand to force a fit or to appeal to one specific audience,” noted LaToya Christian. “It should be less about the brand changing itself and more about how it’s positioning itself based on what consumers needs are.”
Multicultural marketing experts must ask brands a few questions to ensure they remain relevant. For example, according to John Sandoval, we need to ask “Is your brand connecting to this audience on an emotional level? Are you listening to them? Are you engaging in two-way conversations with them through social media? Do you have cultural consultants who can help ensure the messages are relevant? Where and how is your product being consumed? Does this differ from general market, or even within the various regions of the country?”
4. Don’t forget Universal Appeal and Relevance!
Having said that, it is possible to observe that brands who are successful in multicultural environments have a few important characteristics; the most important one, though ironically, is relevance independently from segment. In the words of Maria Albrecht, Hispanics Markets Lead Marketer at Rent-A-Center, “A brand’s attributes must have universal appeal and must also leverage the points of convergence and divergence that exists in the market, especially as they relate to customers’ needs, wants, aspirations, and expectations.”
Just as when addressing any audiences, brands targeting multicultural consumers must be sure to be relevant. As John Sandoval would ask, “Could a multicultural audience say ‘This is a brand for me’?”. He says brands also need to be functional and beneficial. In his words, ask yourself these questions: “Is this product something that consumers can use regardless of culture? How will my brand help improve the consumer’s life?” Among the tools Sandoval recommends to be more relevant, brands can try for bilingual/biculturally appealing information, credible brand ambassadors, and distribution in key markets.
5. According to Multicultural Marketing Experts, Here’s What You Shouldn’t Do
Mistakes are easy to make, and more often than not these stem from misconceptions or from going off a tangent. These are the 5 mistakes our interviewees identified as the most common, together with their advice to avoid them:
Misconceptions of the various segments:
“Sometimes a lot of what we see is misconceptions or biases about the various segments,” points out LaToya Christian. “I know in the Hispanic segment marketers sometimes get very lazy and they automatically go to language. So it’s like ‘Oh, if I just do it in Spanish, cool, I’m done.’ You really need to take some time to understand who the consumer group is, how to utilize brands within your category, how to speak to them, what are their nuances beyond just a language perspective”.
Looking at your product through your own biases:
As explained by Christian, “One of the things that unfortunately as marketers we sometimes do is we put ourselves into the minds of the consumers, which is not accurate because we’re not always the consumer of certain brand or product.” Then, marketers need to push their own looking glass aside and really take the time “to understand how consumers are behaving, what they say about their brand, and really taking it from that perspective,” she says.
Multicultural marketing experts must understand their field is an art and a science. Even with all the data in the world at your disposal, you can check off the “Science” box, but there’s still the “Art” side of the equation.
Waiting too long to act:
“I think sometimes companies overanalyze the opportunity and fail to see there is financial risk in inaction,” asserts Marissa Fernandez. “I encourage brands to test, start small, minimize the risk, measure, learn, do research, and grow multicultural efforts, even if it’s slowly over time. The business opportunity is probably too big to pass up.”
Not using enough data:
“Any info needed to develop and execute a winning strategy must be triangulated by at least three sources such as the company’s performance results, internal and external surveys, customer focus groups, qualitative or quantitative research, targeting tools, store/location visits, customer polls, social media feedback, or competition’s moves,” recommends Maria Albrecht. “Relying on one or two sources will only lead to an incomplete view of the market’s landscape. Also, we’d be missing opportunities for the company.”
Relying too much on data:
“Multicultural marketing should not be about building data in order to start. Instead, it should be about leveraging existing data to launch a program and using those real-life examples and results to tailor and improve communication with this audience,” says John Sandoval. “Multicultural marketing experts must understand their field is an art and a science. Even with all the data in the world at your disposal, you can check off the “Science” box, but there’s still the “Art” side of the equation.”
In conclusion, keeping an eye on the future is important, but the future is already here. As Marissa Fernandez points out, “we know the future of our country IS diverse, IS multicultural. I’m a believer that in our lifetime, multicultural marketing won’t be called that anymore— it will just be MARKETING.”
Jose Bello is moving from Hearts & Science, where he served as Senior Director of Total Market for the last 3 years, to a new role as Director, Multicultural and Latam at another Omnicom company: Icon International. Jose will be based out of the newly-opened satellite office in Fort Lauderdale.
After reporting a US $1.01 billion loss on its first quarterly financial report, Uber has announced that Barney Harford, the Chief Operating Officer, and Rebecca Messina, the Chief Marketing Officer, are both leaving the company. Jill Hazelbaker, who runs policy and communications, will add the marketing department to her portfolio. Messina’s tenure at Uber lasted just nine months.
NBCUniversal Owned Television Stations has appointed Jeffrey Stone as Chief Financial Officer. In this role, Stone will manage the financial operations for NBCUniversal’s division that includes 42 NBC and Telemundo owned stations, a regional news network, two multicast networks, and their subsidiary businesses.
GroupM announced a series of U.S. leadership changes implemented by Tim Castree, who was appointed North American CEO last December. Matt Sweeney has been appointed Chief Investment Officer, GroupM U.S. Lyle Schwartz has been promoted to Chief Integration Officer, GroupM U.S. Beth LeTendre has been named CEO of GroupM Performance U.S., where she will lead Xaxis and other performance marketing functions. Jill Kelly joins GroupM as U.S. CMO.
Alejandro Ortega is now SVP at Flimper. In his role, he will drive the company’s growth from its Miami offices.
Being Latino and HLC Media Group have announced a joint venture with the launch of BELatina, a new digital publication for the English-dominant, bicultural Latina. BELatina brings together two industry veterans—Lance Rios, Founder and President of Being Latino and Co-Founder of Supreme Digital, and Lisa Cavalli, Founder of HLC Media Group and HipLatina.
What: CNN’s Robin Garfield, Tecate’s Belen Pamukoff, and GroupM’s LaToya Christian kicked off the Portada Data and Content Marketing Forum with a panel titled How Data and Content Continue to Fuel the Evolving World of Advertising. Why it matters:With 2.5 quintillion bytesof data created each day and 90% of the world’s recorded data being created in the last 2 years, the need to understand data is quite apparent.
By Dane C. Rogers
Wednesday’s Portada Data and Content Marketing Forum kicked off with a panel discussion on How Data and Content Continue to Fuel the Evolving World of Advertising. CNN en Español Anchor and Correspondent Guillermo Arduino moderated the panel which was composed of the following representatives from the network, brand, and advertising media agency areas: Robin Garfield, SVP of Research and Scheduling for CNN, who oversees consumer research and audience analysis in order to schedule programming for various channels and platforms across the network. Belen Pamukoff, Brand Director for Tecate (Heineken), specializes in building healthy brands and improving sales performance. LaToya Christian, Managing Partner, Marketing and Analytics at GroupM, has a 10-year track record of creating and implementing brand strategies for high-impact marking campaigns for various Fortune 500 companies (Target, Google, Unilever, NBCUniversal, and others).
CNN en Español and Portada will partner up again at Portada Miami to offer yet another perspective on the question addressed here. Christine Esteve, VP E-Commerce, Carnival Cruise Lines; Andrew W. Russo, VP Data Science, Starmark; Ana Crandell, Group Account Director, OMD Multicultural; and Seth Holladay, VP of Digital Research & Analytics for CNN will explain how content influences commerce and analyze how data determines their content strategies.
The question-and-answer format brought up a variety of topics that led to an illustrative discussion of the key issues facing media marketing professionals.
With 2.5 quintillion bytesof data created each day and 90% of the world’s recorded data being created in the last 2 years, the need to understand data is quite apparent.
62% of marketers feel that there is too much data out there and they don’t know where to start.
The first major question was: When you look at content and data what comes to mind first? From the network perspective, Robin Garfield said CNN considers data, “What people are watching, which platform they are coming from, and where they are going next. We use that information to program on a real-time basis and also over the long-term, to build products and programming to meet those demands.”
Belen mentioned that data is used in a two-part process to carry out a brand’s strategy. Brands can use data to first, make a message more relevant and, second, to inform that strategy of how to deploy and distribute its content to an audience.
LaToya shared the statistic that 62% of marketers feel that there is too much data out there and they don’t know where to start. The key is to “remember that each data point is an interactive event in which consumers are telling us their preferences” and reiterated the important to “humanize the data.”
When asked about how a news organization weighs discovering the truth with creating targeted content, Robin mentioned the importance of understanding that consumers are people first, and that delivering the news and information that people care about is core to the brand. CNN has been able to couple its user data with surveys and focus groups in order to figure out the interests of its audience to best present the most relevant facts.
LaToya reiterated the question that often arises, Whether data stifles creativity? Her belief is that “data and content live together and fuel one another.” She explains that data is able to present concrete facts that drive engaging stories. It can fuel opinions and grounds vibrant discussions in reality.
Robin added that in her experience, “people love to geek out on data,” especially when it comes to polling and tracking data involving political coverage. In fact, the consumers who really love data often move from television to digital platforms and those multi-platform consumers spend the most total time interacting with CNN, and are the most attractive to advertisers.
Belen opened up about some of the shortcomings of the data available to an alcohol brand that knows its customers primarily through their spending patterns. There are certainlimitations that come from the absenceofon–lineshoppinginformation, and the data Heineken gets is primarily where its Tecate customers shop and their zip codes. The brand knows it is playing without a full deck, as many suppliers are unwilling to share their sensitive customer data.
People will remain willing to share data, provided that a good value proposition exists for the consumer.
Belen also mentioned the importance of understanding the level of diversity that exists within the hispanic audience. A major distinction exists between acculturated and un-acculturated Hispanics, the former who may not even speak Spanish may respond to different tactics than those totally immersed in Hispanic culture. These differences are not often seen on paper, and many decision-making executives only know of the “power of the hispanic market” but oftentimes fail to understand the intricacies of the segment itself. Explaining those differences can sometimes be challenging to non-Hispanic managers. “Even within the LA market, there are significant differences between those who identify as chicanas vs cholos.”
Data, Content and Privacy
A hot topic for any consumer. Latoya said that as she considers things from both the customer and the marketer side, the importance is for those with access to data must act ethically with it, and those questions are being asked more frequently from consumers.
Robin presented the notion of a data exchange, an unwritten contract that exists between consumer and marketer. People will remain willing to share data, provided that a good value proposition exists for the consumer. She made the analogy of a patient being willing to share their health information if it could potentially save their life or offer better treatment. Marketers, too, should offer a benefit.
The panel ended with the major topic of granularity and the quest for a common currency when dealing with Hispanic audience measurement. LaToya said that while granularity may be important, there will always be gaps in data unless a multi-source approach can be reached. As for a common currency of data, Belen believes that it probably cannot be achieved, due to the complex nature of the audience. LaToya said that from a large marketer perspective, because trying to segment the market with only one data source is generally ineffective, it is unlikely that we will ever see one.
What: We talked to Caro D’Antuono, VP of Marketing at Northgate Markets, Robin Garfield, SVP of Research and Scheduling for CNN, Roxane Garzon, Media Director at Casanova and Frances Rubio, Multicultural Marketing Analytics Associate Director for GroupM about their thoughts on the 2020 Census and the question of immigration. Why it matters: The 2020 Census will determine any changes in the number of congressional seats per state and help determine state legislative and school district boundaries.
Mandated by the U.S. Constitution, the census takes place every 10 years. The 2020 Census will determine any changes in the number of congressional seats per state and help determine state legislative and school district boundaries. Responses to the 2020 Census will also inform how more than US $675 billion in federal funding is distributed to local communities, including decisions about how public funds are spent on critical public services such as schools, fire and emergency services, and healthcare.
“The U.S. Census Bureau is on a clearly defined mission to drive awareness and motivate people across America to self-respond in the 2020 Census, which will be supported by paid media efforts in a diverse group of channels,” said Alex Hughes, VMLY&R Executive Director. “We are excited to have a collaborative process and to partner with key agencies for the upcoming paid media campaign with the launch of the 2020 Census Media Vendor Day.”
“The 2020 Census Media Vendor Day will allow for all media channels, no matter their location, audience size, or platform, the ability to participate in this RFP process,” said Julie Lee, Executive Director of Wavemaker. “We want to ensure media outlets from across the United States are able to submit a proposal. The goal of the 2020 Census is to reach everyone, which we can do through an effective paid advertising campaign.”
We reached out to Caro D’Antuono, VP of Marketing at Northgate Markets, Robin Garfield, SVP of Research and Scheduling for CNN, Roxane Garzon, Media Director at Casanova and Frances Rubio, Multicultural Marketing Analytics Associate Director for GroupM in order to find out their thoughts on the immigration question that was added to the census, and how this impacts the industry.
The majority of our customers are Hispanic. While the question added to the census may not seem to impact our business initially, it actually could hurt some of our customers who depend on food programs if they are afraid to answer the question on citizenship. We are very concerned about what will happen to some of our most vulnerable customers if programs suffer due to this question.
From a research perspective, it is very important that the US Census methodology does not change in a way that discourages participation. A variety of research sources and methods rely on it to establish the total, available universe.
It’s interesting from a data perspective, of course this adds an interesting layer of understanding the U.S. population, but the reality is that these are peoples’ lives, and their very real, day-to-day fears on the table. We know that this could instill fear in potentially getting their immigration status checked out. As a result, this will skew and affect our respondents, and we’ll likely get inaccurate numbers, so I’m interested to see how this data changes from the last Census. It’d also be interesting to cross reference the data against other fact think tanks or research companies.
I believe that it would hinder our ability to understand the true makeup of a market. Many people who are not here legally would avoid being counted. If they avoid being counted then any data using census information as a source will be incorrect and lead us to wrong conclusions.
Leading executives from the brand, agency, media, and tech sectors will gather at an exclusive Luncheon Roundtable at our upcoming twelfth annual Portada Miami on April 12 to discuss the topic: Redefining the Role of Miami as a Marketing and Media Hub. During the exclusive lunch meeting, Portada will present the results of its Panregional Marketing and Media Report. The exclusive function will take place within the framework of Portada Miami on April 12, 2019, but will only be accessible to a select group of Miami based brand marketers and other Latin American regional brand marketing decision makers.If you’re interested in attending the Luncheon Roundtable, or wish to know more about the opportunities Portada Miami offers to meet your marketing and networking needs, please reach out to Sales Coordinator Michelle Lopez.
Miami has a rich history and a preeminent role as a Latin American marketing and media hub. In order to grow its leadership, and in light of structural changes in the marketing and media industry, the role of the South Floridian city needs to be redefined by key sector decision makers. Portada, a trade platform that has published the Panregional Advertising and Marketing Report for many years; convenes C-level thought leaders from the Miami brand, agency, tech and media sectors for an exclusive Thought Leadership Luncheon Roundtable under the name “Redefining the Role of Miami as a Marketing and Media Hub”.
Check out the highlights of last year’s Portada Miami!
During the luncheon, Portada will present the findings and market volume forecasts of the “2019 Panregional Marketing and Media Report”. The report will be the stepping stone for a conversation of C-level decision makers about the role, opportunities and growth drivers of the Miami marketplace.
Brand, Media and Agency leaders who will participate in the Luncheon Roundtable include:
Andres Amezquita, Stanley Black & Decker, Inc. (VP Digital and Commercial Excellence Latin America)
Major brand, agency and technology decision makers have been added to the exclusive Luncheon Roundtable: Redefining the role of Miami as a Latin American Marketing and Media Hub, which will be taking place during Portada Miami on April 12 in the EAST Hotel. Brand marketing leaders participating in the thought leadership function include Elena Feoktistova, Regional Head of Consumer and Product Marketing LAC, MasterCard, Denisse Guerra, Marketing Director Latin America, The Estée Lauder Companies and Rafael López de Azua, Head of Media and Digital, LATAM (Director), Coty. Jose Maria Sanabria, CEO, GroupM Latin America and Adriana Bellinatti Grineberg, Regional Director, Pan-regional Latam, CENAM & Caribbean, Facebook have also confirmed their participation. During the luncheon Portada will present the 2019 Miami Marketing and Media report, a new and expanded edition of its annual panregional advertising and media report. The report, based on a thorough survey of brand marketing executives, will be the stepping stone for a conversation of C-level decision makers about the role, opportunities and growth drivers of the Miami marketplace.
“I look forward to understand the position of advertisers, media owners and other media agencies. Their strengths and disadvantages”, Jose Maria Sanabria, CEO, GroupM Latin America, tells Portada. “Miami is important for GroupM because from a single point we can provide an integral service to our clients comprising strategy, media planning, buying and regional coordination in the whole Latin American region”, Sanabria adds.
“Being outside the country gives marketers a broader perspective vs being in a market like Brazil or Mexico, which are huge. We need to be able to show the ROI of having Miami as a hub,” says Rafael López de Azua, Head of Media and Digital, LATAM , Coty.
The growing list of brand marketers, media and tech executives who have confirmed their presence at the exclusive luncheon roundtable includes:
Andres Amezquita, VP Digital and Commercial Excellence Latin America, Stanley Black & Decker, Inc. Adriana Bellinatti Grineberg, Regional Director, Pan-regional Latam, CENAM & Caribbean, Facebook Ricardo Casco, Vice President, International Sales, Avis Budget Group Elena Feoktistova, Regional Head of Consumer and Product Marketing LAC, Mastercard Denisse Guerra, Marketing Director Latin America, The Estée Lauder Companies Lorena Holguin, LAC Sponsorship Director, Mastercard Eric Melis, Sr. Director Carbonated Soft Drinks Category – LATAM Region, Pepsico
The exclusive luncheon will be taking place within the framework of the twelfth annual Portada Miami event on April 12, 2019 in the Hotel EAST, Miami, but will be a by-invitation-only function. Senior executives at agency, media and tech properties who wish to attend the luncheon, please reach out to Sales Coordinator Michelle Lopez.
2019 Miami Marketing and Media Report
During the luncheon, Portada will present the findings and market-volume forecasts of the new 2019 Miami Marketing and Media Report, which will be based on a thorough survey of brand marketing executives conducted by Portada. Panregional and single country buy ad volume growth projections will be broken down by ad-category and media type. In addition, new insights into the panregional media buying process will be provided. Luncheon participants will be getting an exclusive copy of the report in advance. The report will be the stepping stone for a conversation about the role, opportunities and growth drivers of the Miami marketplace.
We need to be able to show the ROI of having Miami as a hub.
We are excited to announce that Nelson Pinero, Senior Digital Director, Senior Partner at GroupM,is joining the Portada Agency Star Committee, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Los Angeles on March 14 in Los Angeles’ Loews Hotel.
Nelson Pinero has worked across General Market and Multicultural accounts for over 20 years. His began as an Assistant Media Planner at DMB&B (Mediavest) working on Burger King, Coca-Cola, TheStreet.com and GT Interactive. After 3 years he moved onto Dentsu CommunicationsAgency, where he served as Senior Media Planner/Supervisor on the Canon, JAL, Takasago, and Businessweek accounts. Here he learned how to drive the clients message across multiple cultures (Japanese, Chinese, Korean, Russian etc) utilizing various niche media tactics.
In 2002 he decided to deepen his exposure to the Multicultural advertising market by joining the Bravo Group where he worked as Supervisor on Sears, Mazda, Wyeth, USPS among others. In 2003, Nelson moved to Mindshare were he served multiple roles over his 9 years at this agency including Senior Media Supervisor on th 1st local digital team targeting total market audiences and head of the Multicultural team focusing on Hispanic and African American markets for Sprint, Boost, Virgin and Assurance Wireless.
He also actively participated in new business pitches and additional projects for CVS, Nestle, and Unilever. He joined MEC in 2014 to work in Vilma’s team developing strategies and executing media solutions for IKEA, KFC, Marriott among others. In 2016 he was appointed to Multicultural Digital Director at GroupM where he assists the digital investment group determine approach to multicultural in the marketplace and developing strategies and best practices for the agencies within the GroupM roster.
He spends his free time traveling occasionally to the Caribbean to see his family, riding his bicycle through the mean city streets during spring, summer and fall, playing guitar and writing music whenever he gets a chance.
What: Three top ad forecasters have revised their ad investment growth predictions for 2019. While GroupM has downgraded 2018 growth expectations from 4.5% to 4.3%, Magna Global and Zenith estimate global advertising will increase slowly. Why it matters: If these predictions are true, it would mean that while global advertising is still growing, it’s doing it slowly, which points to a saturation in media.
GroupM, MagnaGlobal, and Zenith have released their reports of 2019 ad spending forecasts. Though they predict growth, it will be slower than in 2018. If we look at each of the forecasts, we can see their different predictions are directly related to the fact that digital advertising has been growing at great speed since 2010. However, it might be starting to grow less rapidly, giving way to certain formats to become protagonists, such as video.
GroupM Downgrades Ad Investment Growth Predictions
According to GroupM’s statement, WPP’s media investment group downgraded 2018 growth expectations from 4.5% to 4.3%. 2019 growth projections are also whittled from 3.9% to 3.6%, with total new investment anticipated to reach US $19B instead of the US $23B earlier predicted. Stress on the auto category stood out in feedback from GroupM’s worldwide network, as did the absence of any rebound in CPG investment with traditional media.
“GroupM’s still strong but slightly fraying 2018 view ties to macro questions: tighter money, China’s slowing growth, and the potential for pricey trade wars,” said Adam Smith, Futures Director.
GroupM forecasts that ten countries will provide 83% of all 2019 growth. China remains the largest contributor, but 2019 will be the nation’s sixth successive year, with single-digit ad growth. It will mark its lowest growth rate yet recorded. That said, its $90 billion ad market is second only to the U.S. and has doubled since 2010.
Other big contributors to spending growth next year include the U.S., India, Japan and the UK.
Magna Global, on the Other Hand, Raises its Growth Forecast
While Magna released its forecast report right about the same time as GroupM, its results were quite different. Magna, which measured 2018 in retrospect, said global ad spend grew by a record 7.2% this year to $552 billion. And while GroupM revised its ad spend downward, Magna raised its own 2019 forecast from 4.0% to 4.7% to reach $578 billion. Magna’s optimism for 2019 is thanks to a robust global economy and cyclical events, like the US midterm elections and World Cup, that added $6 billion of incremental ad spend to the market.
According to Ad Exchanger, Magna said digital will make up half of global ad spend by 2020, but GroupM still forecasts digital’s share at 42% in 2019. Of the digital pie, Magna said search grew 16%, video 29% and social media 33% this year, while mobile ad sales grew by 32% to make up 62% of digital impressions. GroupM did not break out ad spend by format.
Zenith’s Forecast Slightly Down
Zenith, part of Publicis Media, has forecast that global ad expenditure will grow 4.5 percent in 2018, reaching $581 billion by the end of the year, boosted by the Winter Olympics, FIFA World Cup and U.S. mid-term elections.
The forecast for 2019 is down slightly from its September prediction of 4.2-percent growth, now forecast at 4 percent, but the 2020 forecast is stable at 4.2 percent. The 2021 forecast is for 4.1-percent growth. Overall, Zenith expects advertising expenditure to grow behind the global economy as a whole throughout its forecast period.
By region, North America’s ad market has been growing “fairly steadily but unspectacularly” since 2010, the firm said. North American ad-spend is expected to grow 3% in 2019 and to average 3.4% growth each year to 2021.
By 2021 Zenith expects television and video will have a combined 49% share of global “display” – a higher share than television ever achieved on its own. Further, linear TV’s share is projected to drop to 29.9% in 2021, the lowest point since Zenith started tracking the medium in 1980.
What: GroupM’s Susan Schiekofer and Undertone’s Michael Pallad will discuss inventory quality and brand safety during the Portada New York keynote interview. Why it matters: Needless to say, inventory quality and brand safety are hot topics in the era of fake news and ad fraud.
Everyone has heard the phrase “Safety first” in more than one context. In marketing, the fragmentation of the digital ecosystem has increasingly demanded improved safety measures. Ad fraud and poor inventory quality compromise ad dollars and performance. Serious issues around this topic clearly demand that the industry comes up with serious solutions.
As Steve Wing, managing director UK & Nordics at Rubicon Project explains, poor ad placement is one of the fears pertaining to every brand: “no one wants to appear next to inappropriate content or fake news,” he writes. “In a programmatic world where advertising transactions occur in milliseconds, protecting brand safety requires vigilance across the media supply chain.” And just as he concludes, the only solution is to create our own online protection systems.
Getting An Expert’s Opinion Tends to Help
In the morning of September 25, Portada New York attendees will get the opportunity to listen to Susan Schiekofer, Chief Digital Investment Officer at GroupM. Her experience spans several decades, and now she is responsible for digital trading and implementation at one of the largest media agencies in the world, where her focus is purely on the brands.
She will share her knowledge about trading best practices and possible solutions to brand safety problems across all media formats in a keynote interview conducted by Michael Pallad, president of Undertone. Michael, who formerly filled the director of sales role at Apple Music, joined Undertone as the company’s chief revenue officer in 2015. The now president of the company said he joinedUndertone because its beliefs about what high-impact advertising means were aligned with his own. Today, he is responsible for all aspects of Undertone’s revenue efforts, including sales and service, operations and marketing.
Questions about inventory quality and brand safety will revolve around how digital advertising and policies need to change in the fake-news-proliferation era. Pallad and Schiekofer will discuss how to improve transparency and fight ad fraud. Trust us, you don’t want to miss it.
For an opportunity to be a part of their conversation and hear valuable insights that will help you tackle the future, click on the banner below and get tickets before prices go up on September 7.
What: After a 7-month large-scale review, Mars Inc. has announced it will consolidate all media buying and planning duties with GroupM by January, 2019. Why it matters: Mars Inc. is one of the biggest advertisers in the world, with an average yearly spent of US $1.5 billion on paid media.
Giant CPG conglomerate Mars Inc. has announced the end of a global media review that started in January of this year. The company, which spent US $745 million on paid media in 2017 according to Kantar Media, is consolidating all its media planning & buying duties with WPP’s GroupM.
“This partnership will be a crucial accelerator in our ambition to be quicker, bolder and even more innovative when it comes to meeting our consumer needs,” stated Andrew Clarke, chief marketing and customer officer at Mars. “It brings thought leadership and actionable use of data and insights to meet our media needs.”
The review launched in January and was managed by the Mars Media and Commercial teams, supported by IDComms and Ebiquity. The three agencies that managed Mars Inc.’s media planning duties, MediaCom, Starcom and OMD, were invited to re-pitch for the business, however, the company was looking to consolidate media spend under one agency.
“GroupM created a custom operating model for us which enables us to put data at the heart of our decision making, drive speed at a global, local and campaign level, and use our resources efficiently,” said Mars global media director Rob Rakowitz.
The new arrangement goes into effect on January 1, 2019. MediaCom will retain the business and serve as global media agency of record. The move marks another big win WPP’s GroupM arm, with its agency MediaCom having recently retained Shell’s multi-million dollar account.
Just a few days ago, Mars suspended all YouTube advertising after a Starburst ad was shown before a drill rap video by a group called Moscow 17, reportedly linked to gang violence in London. GroupM’s Chief Digital Investment Officer, Susan Schiekofer, has joined the brilliant speakers of Portada New York; on September 25, she will lead a panel on Inventory Quality and Brand Safety. To hear her expert perspective, click on the banner below.
As soon as you register to Portada17 (September 13-14 in New York City), you will be able to choose your speed-networking table leaders through the Portada17 app! During the speed-networking function taking place at 4:10 pm on Sept.14, attendees will meet seven of the below twelve table leaders (on a first-come-first-serve basis). Register now and choose who you want to meet through the Portada17 app (a link to download will be sent to attendees once they register)!
Check out the Speed-networking Table Leaders at Portada17!
Javier Sánchez has been appointed CEO at Familyes. Familyes leads the largest family content community through leveraging digital technology to discover, produce and distribute the most suitable content about kids, education and home. Prior to this appointment, Sánchez worked at GroupM Miami as Director of Business Development and Director of strategy, Innovation & Programmatic for Mediacom.
Time Inc. has added the general manager title to four execs.Patty Hirsch, Bruce Gersh, Regina Buckley and Edouard Portelette will now serve as GMs. Those four join Meredith Long, who was named GM of the news and luxury group in July. Long’s group includes Time, Fortune, Money, Time for Kids, InStyle, StyleWatch, xoJane, Food & Wine, Travel + Leisure and Wallpaper. Hirsch will serve as senior vp of digital and GM of the sports group, which includes Sports Illustrated, SI Kids, Golf and Fansided. Gersh will serve as senior vp of strategy and business development and GM of the celebrity and entertainment group, which includes Essence, EW, People and People en Español. Buckley will serve as of senior vp of digital business development and business operations and GM of the lifestyle group, which includes Real Simple, Southern Living, Health, Cooking Light, MyRecipes, Coast Living and Sunset. Portelette will serve as senior vp and GM of The Foundry, which includes TheDrive, Extra Crispy and Life VR.
(add)ventures has appointed María Eugenia Ginés as director, strategy/branding. Headquartered in Providence, R.I., (add)ventures has expanded its portfolio of multicultural brand communications since establishing its Miami office in 2008. Ginés will lead the strategic development of various campaigns including marketing, public relations and social media projects in the Latin American and U.S. Hispanic markets. Ginés most recently served as an account supervisor for a global digital agency, in which she implemented creative and social media strategies for Panasonic, Nielsen and PayPal.
As part of the simplified structure, Lyle Schwartz is named President of Investment, North America.Schwartz has more than 30 years of experience at WPP inclusive of his early positions at Y&R prior to its acquisition by WPP.
Phil Cowdellis appointed President of Platform Services, a new organization that encompasses all of GroupM’s data-centric solutions, including programmatic media, search marketing, social media, digital operations and digital analytics.
Schwartz and Cowdell report to Brian Lesser, CEO of GroupM North America.
Rino Scanzoni, GroupM’s Chief Investment Officer in North America, is transitioning to Executive Chairman and CEO of both Midas Exchange, a WPP company focused on corporate trade, and Modi Media, GroupM’s advanced television division in the U.S. Scanzoni will continue to build and expand new trading products as well as contribute to market strategy for the group.
Mary Kay Inc., a top beauty brand and direct seller in more than 35 markets around the world, announced the appointment of Nathan Moore as President of the Mary Kay North America Region at the company’s global headquarters in Addison, Texas.In his new role, Moore will help Mary Kay Inc. guide strategically and confidently into the future while working to create growth in the United States and Canadian markets. He began his career at Mary Kay Inc. as a staff attorney in 1995. Moore replaces Darrell Overcash who has served as President of Mary Kay North America for the past 10 years.
Kingstar Media has announced the launch of its new digital media division, L49 Digital. The media shop also welcomes to its team the efforts of Kristy Pinand, a well known 15 year DRTV veteran and established sales professional, who will continue to expand new opportunities as VP of U.S. business development.In her new role at Kingstar Media, Kristy will help lead the way in delivering efficient Canadian media opportunities and targeted omni-channel ROI-based video content across multiple platforms.
Lori Yeager Davis has been promoted to president of Omnicom’s Minneapolis-based agency Martin Williams.She was elevated from senior VP and director of engagement. Davis has been with the agency for less than a year, joining from Publicis Seattle where she was executive VP and executive business director. She previously spent four years from 2008-2011 at Martin Williams, served as VP of marketing at Activision and held assorted roles at Campbell Mithun.
Angela Zepeda has been named senior VP, business development at Innocean. She was most recently CEO of Quigley-Simpson in Los Angeles and prior to that was president and chief marketing officer at Lowe Campbell Ewald.
What: WPP’s GroupM North America announced a simplified management structure in the U.S. and Canada centered around two fundamental pillars: media investment and platform services. Lyle Schwartz is promoted to President of Investment and Phil Cowdell is appointed President of Platform Services, both reporting to Brian Lesser, CEO of GroupM North America. The multicultural unit will not be impacted by the new structure. Why it matters: Programmatic media buying and other trends are changing the environment for media buying and planning agencies.
GroupM, the media investment group of WPP, announced a simplified management structure in the U.S. and Canada designed to deliver consistent resources to GroupM agencies centered around two fundamental pillars: media investment and platform services.
UPDATE: “The new structure does not impact the multicultural team,” Gonzalo del Fa, president of Group M Multicultural (photo) tells Portada. “GroupM’s vision about the opportunity of the multicultural business remains intact,” del Fa adds.
Media Investment Arm
The Media Investment arm will refocus GroupM’s investment strategies around data and platforms, while the new Platform Solutions division will centralize and scale GroupM technology used by its six agencies.
The changes will streamline the organization, ensuring continued product innovation and better unification of services for GroupM agencies including Mindshare, MEC, MediaCom, Maxus, Essence and M/SIX.
Platform Services will encompass programmatic media, search marketing, social media, digital operations and digital analytics.
As part of the simplified structure, Lyle Schwartzis promoted to President of Investment, overseeing the entirety of GroupM’s investment resources, marketplace analytics and media implementation.Lyle Schwartz is named President of Investment, North America, with responsibility for overseeing investment in the company’s largest region, where more than US$30B (RECMA) is invested on behalf of clients annually.
Schwartz has more than 30 years of experience at WPP inclusive of his early positions at Y&R prior to its acquisition by WPP. Schwartz helped build the research department at GroupM, which is already fully integrated into the trading organization to support insights-driven ‘one voice trading,’ another point of distinction in GroupM’s approach to media investment. Schwartz has made significant contributions to a number of company and industry-wide milestones, including the development of C3 ratings for time-shifted TV, defining viewability in digital and pushing the industry for platform-agnostic video measurement. All North American investment team members across TV, digital, radio, print and local now report up to Schwartz.
Phil Cowdellis appointed President of Platform Services, a new organization that encompasses all of GroupM’s data-centric solutions, including programmatic media, search marketing, social media, digital operations and digital analytics. Schwartz and Cowdell report to Brian Lesser, CEO of GroupM North America.
On Schwartz’s promotion, Lesser said, “This is the first time someone with a research and analytics background has been named trading chief for a major media investment group. This decision underscores our belief that data and insights are fundamental to the success of the entire business.”
In conjunction with Schwartz’s promotion, Rino Scanzoni, GroupM’s long-standing Chief Investment Officer in North America, is transitioning to Executive Chairman and CEO of both Midas Exchange, a WPP company focused on corporate trade, and Modi Media, GroupM’s advanced television division in the U.S. Scanzoni will continue to build and expand new trading products as well as contribute to market strategy for the group.
“Rino Scanzoni is widely recognized as one of the most determined, innovative and influential media investment chiefs, not only in the U.S., but worldwide,” said Irwin Gotlieb, Chairman of GroupM Global. “Rino’s unwavering focus on negotiating the best media opportunities and the best value for our clients, combined with his uncanny ability to find solutions that also benefit our media partners has strengthened the media ecosystem in the U.S. and has driven our clients’ and GroupM’s success. We’re so very pleased that he will continue working with our group in a new capacity focused on Midas Exchange, Modi Media and strategic marketplace opportunities.”
Phil Cowdellis appointed President, Platform Services, North America, a new organization that will encompass programmatic media, search marketing, social media, digital operations and digital analytics. This unified team will enable marketers who work with GroupM’s agencies to find, create and activate their most important audiences and gain a competitive advantage.
For the past two years, Cowdell served as the North American CEO of MediaCom where he has been instrumental in helping the agency win more than US$1.5 billion in new business from companies including Anheuser-Busch InBev, Bayer, Sony Playstation and Mars. With 29 years of industry experience, Cowdell joined WPP’s Mindshare in 2001 and has since held numerous leadership positions across GroupM and WPP in EMEA and North America. (MediaCom North America continues to be led by Sasha Savic, CEO of MediaCom, U.S. and Kevin Johnson, CEO of MediaCom Canada.)
On Cowdell’s appointment, Lesser said: “Aligning our teams and resources under an experienced leader like Phil will expand the support GroupM provides to our agencies and their clients. With his track record leading successful agency teams, he knows very well the need for powerful, nimble and adaptable tools to help drive our clients’ success, and his inspiring leadership will help the Platform Services team do just that.”
How is video marketing evolving in Latin America? What countries do major video ad buyers see as growing the most and where are the main growth opportunities. These questions were answered by dozens of brand and agency executives targeting the Latin American consumer in our just released 2017 Video Marketing Guide! Below is a sneak peek with point of views by Cynthia Evans, Director, Director, Insights and Thought Leadership at GroupM Latin America, Rosanna Saenz, Digital Director, Mindshare Latin America and Martín Carniglia, Data – Insights Director at Havas Media.
Perhaps Cynthia Evans, Director, Director, Insights and Thought Leadership at GroupM Latin America (photo), statement is the best reflection of how video is becoming prevalent: “I wonder if this will even be relevant in five years, the rapid evolution of ‘TV’ into all other media forms is moving so quickly. TV in terms of distribution or delivery mechanic could all be ‘digital’ in five years, if it is not already. In terms of media owners classic linear broadcast TV vs some other digital satellite fed signal the split is already near 60 to 40 percent in terms of viewing eyeballs, in terms of share of viewing linear broadcast TV has decline c. 20 to 25 percent in last five years. So ad dollars will eventually follow consumer eyeballs.”
Strongest Markets: Mexico, Argentina, Colombia
In terms of which markets have the strongest growth, Rosanna Saenz, Digital Director, Mindshare Latin America, in Mexico City tells Portada that “We see the strongest growth in video in Mexico, Argentina, Colombia and Chile, which is consistent with the general digital activity of these countries.” To Martín Carniglia, Data – Insights Director. Havas in Buenos Aires, the strongest markets are “México, Brasil Colombia and Argentina.”
Potential: Frequency Cappings, Dynamic Creative and Video Programmatic
Havas Media’s Carniglia points out that “the biggest opportunity relies both in the capacity of setting frequency cappings to expand reach over a certain audience, as well as personalizing messages using dynamic creatives to deliver different versions to each user depending on his previous online behaviour. Mexico City based Saenz, tells Portada that “definitely there is a huge potential for video programmatic advertising, as it can redefine the way clients and agencies plan their media mix. Very soon clients will be able to see how much more efficient their video investment can be if they buy programmatic video first and then complement the missing TRPs with TV. We can run online video campaigns with the desired campaign effective frequency cap and buy as much reach as possible online, then we will have bought media and impacted a relevant portion of our audience without waste. This is a win-win opportunity for advertisers, for the online media industry and for the consumers”.
Challenges: Data Integration and Device Adaptation
According to Mindshare’s Saenz, “The main challenge will be the integration of audience data among video platforms like Facebook, DSPs and Youtube, in order to avoid unnecessary impacts duplication and be able to plan in the most efficient way. Xaxis, along with its DMP Turbine, is on its path to accomplish this difficult task so its clients have bigger advantages in media execution –and media planning, hand in hand with Mindshare- against their competitors.” Havas’ Carniglia notes that “advertisers must understand that online video requires a different approach to traditional media, nowadays we can create high quality content easier with less budget, and to be timely and relevant is more important. Online Video must be aligned to the context and adapted to each device and user experience.”
The main challenge will be the integration of audience data among video platforms like Facebook, DSPs and Youtube.
Who will be the Winners?
What media properties will profit the most from the explosive growth in online video advertising? GroupM’s Evans says that it is difficult to predict what type of publishers will benefit the most. “It depends on price and consumer response. Right now social sites are pricing very efficiently and are popular with consumers. Premium inventory is more expensive. As all online video pricing moves toward that of open TV, and consumer favor evolves based on interest and preference, it is difficult to say which online vendor will ‘win'”.
Regarding the fastest growing categories, Evans notes that the “3 categories with richest contextual relevance will tend to evolve in online video fastest, travel, telco, luxury, entertainment. Other fast movers will be those tuned in to cost efficiency as some online formats produce cheaper CPMs than TV with audio-visual format.”
Download the 2017 Video Marketing Guide!and find out what these other brand thought leaders have to say: Luiz Schmidt, Head of Marketing, Latin America & Caribbean, Brown Forman, Jorge Rocha, Digital Lead-Latin America, Publicis (Miami, U.S.), Andrés Mociulsky, Head of Programmatic Buying , Havas Media (Buenos Aires, Argentina), Humberto Cruz , Head of Socialyse, (Miami ,U.S.), Maria Carrasquillo, Senior Marketing Manager- Latin America, Jarden Consumer/Sunbeam-Oster, (Miami, U.S.), Gerardo Arce, Director General Havas Entertainment (Buenos Aires, Argentina) and Sergio Barrientos, Chief Strategy Officer, M8 (Miami, U.S.) and many more!
What: Media buying agency network GroupM has issued a statement about Facebook’s recent announcement that its video metrics had been “artificially inflated.” GroupM characterizes this as “careless” and “unfortunate” and stresses the need for third-party verification. Why it Matters: GroupM is one of the largest, if not the largest, media buying networks worldwide. Its agencies include Maxus, MEC, MediaCom and Mindshare. The media buying behemoth emphasizes the importance and need for third-party verification of all media. This way, a third-party not only verifies trading terms , but also the performance of Facebook and other social media properties.
“Facebook has revealed that the metric used for determining average time spent watching videos had been “artificially inflated” since Facebook only counted video views after three seconds had elapsed. The decision to omit this segment from the calculation is careless and unfortunate. This issue further emphasizes the importance and need for third-party verification of all media – not only to verify trading terms, but also to verify performance. While the mistake on Facebook’s part is surprising, the corrected numbers are not. GroupM has had a clear sense of the short duration times since implementing MOAT reporting in Q1 2016. As an independent third-party, MOAT’s data and reporting were not affected. After careful review, we have determined that this error has had no impact on the pricing and audience deliveries of our campaigns. ”
Gonzalo del Fa, president GroupM, Multicultural, Martha Kruse, Senior Director of Multicultural Marketing, Rooms to Go, Maria Cristina Rios, Director Multicultural Customer Strategy, Macy’s, Xavier Turpin, Multicultural Marketing Director, Dunkin’ Brands and Kymber Umana, Hispanic Marketing Manager, Sprint will be the judges of the Multicultural Marketing and Digital Innovation Awards to be announced during the 10th Annual Hispanic Advertising and Media Conference in New York City on Sept. 15 co-produced between Portada and MediaPost.
Nominations are open until Wednesday August 10. NOMINATENOW:
Once award nominees are set, Portada’s and MediaPost’s audience of thousands of marketing and advertising professionals will vote for the three finalists in each of the 12 categories. The three finalists will be announced on August 29 and then the above cited high-ranking executives will choose each of the winners. Winners to be announced at the Award Ceremony on Sept. 15 at the 10th Annual Hispanic Advertising and Media Conference in New York City’s Yotel. Register here at early bird rate (until Wednesday August 10)!
Multicultural is the New Mainstream!
New award categories and descriptions reflect these exciting times. So MediaPost and Portada are adding a new “Total Market Campaign category and have added this phrase to the description of most of the campaigns, “general audiences and include market campaigns that were led by insights on multicultural Hispanic elements (e.g. music, expressions, scenery etc.”
In celebration of these digital and programmatic times we are introducing the Programatico Lopez Digital Innnovator Award, the Top Digital Audio Campaign – presented by Audio.Ad and the Top Online Video Campaign as well as the Top Content Provider (targeted towards content marketing firms and audiovisual studios) are being added. And the “Conquistador” – Top Media Professional of the Year Award is another new Award Category, because let’s face it, to be a successful media professional in these times requires the leadership and shrewdness of a Spanish Conqueror (Conquistador).
The Award categories:
• TOP MARKETER TO HISPANIC AUDIENCES • TOTAL MARKET CAMPAIGN • TOP SPORTS CAMPAIGN • TOP DIGITAL AUDIO CAMPAIGN – Presented by Audio.Ad • TOP MEDIA PROPERTY TARGETING HISPANIC AUDIENCES • TOP CONTENT PROVIDER TO HISPANIC AUDIENCES • “PROGRAMATICO LOPEZ” DIGITAL INNOVATOR AWARD • TOP HISPANIC DIGITAL ADVERTISING CAMPAIGN • TOP INTEGRATED HISPANIC CAMPAIGN • TOP MOBILE CAMPAIGN • “CONQUISTADOR” – TOP MEDIA PROFESSIONAL OF THE YEAR • TOP ONLINE VIDEO CAMPAIGN • 2016 GRAND WINNER/ (most voted award of all categories) NOMINATENOW:
#Portada16 Award Timeline!
July 18 – August 10: Nomination Period
Nominations for the 12 categories are open for submission until August 10. For assistance with any questions or comments about submissions, please email: Awards@portada-online.com
August 15-August 26: Voting Period
August 29: Finalists are announced (3 per category) Finalists are the top 3 most voted nominees per category. The below executives will choose the winners of the winners.
Portada’s Editorial Board Members are: Gonzalo del Fa, president GroupM, Multicultural Martha Kruse, Senior Director of Multicultural Marketing, Rooms to Go Maria Cristina Rios, Director Multicultural Customer Strategy, Macy’s Xavier Turpin, Multicultural Marketing Director, Dunkin’ Brands Kymber Umana, Hispanic Marketing Manager, Sprint September 15: Award Ceremony at #Portada16