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

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

For prior Sales Leads LatAm editions, click here.

  • Hyatt House

Hyatt House Mexico City/Santa Fe has opened, marking the first opening of a Hyatt House hotel in Mexico and Latin America. With the new property, the Hyatt House brand enters the Latin American market with an innovative hospitality offering. Grupo Presidente, a Mexican hospitality company, will be responsible for hotel operations.

 

 

 

 

  • InterContinental Hotels Group 

InterContinental Hotels Group (IHG) announced the opening of the Crowne Plaza Barranquilla hotel marking the Crowne Plaza brand’s return to Colombia. The 76-room new-build hotel is located within the Torres del Atlántico business complex.Owned and managed by Hoteles Cacique Internacional S.A.S., the Crowne Plaza Barranquilla hotel is franchised by an affiliate of IHG and is part of IHG’s diverse family of brands in nearly 100 countries and territories.Hoteles Cacique Internacional S.A.S also owns Holiday Inn® Bucaramanga Cacique hotel, which opened in the northeastern Colombian city of Bucaramanga in 2013.The Crowne Plaza Barranquilla is located in the Buenavista neighborhood.The hotel is IHG’s fourteenth property in Colombia and second property in the city, the first being the Holiday Inn Express® Barranquilla Buenavista that opened last year.Some of IHG’s most iconic properties in Mexico, Latin America and the Caribbean announced a series of multi-million dollar renovations.IHG has hotels in nearly 100 countries, with 223 hotels and 37,846 rooms throughout Mexico, Latin America and the Caribbean. With roots in Latin America, IHG’s first InterContinental® hotel opened in Belem, Brazil in 1946.

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

  • Hertz/Aeroméxico

Hertz Global Holdings, Inc. has announced that its wholly owned subsidiary, The Hertz Corporation, has signed a three-way and exclusive partnership agreement with Hertz Mexico (operated by Avasa) and Aeroméxico, Mexico’s leading airline. Aeroméxico passengers can now book car rental at the best available rates for Hertz and Firefly in Mexico and with Hertz, Dollar, Thrifty and Firefly in any of the airline’s rest of world destinations, via the airline’s website (Aeromexico.com) and call center.The special rates for Hertz and Firefly in Mexico are also available to customers who present an Aeroméxico boarding pass at the brands’ car rental desks in airports across the country. In addition, Hertz Mexico will display Aeroméxico branding and customer offers on its website and at all of the car rental company’s airport locations.Aeroméxico is a major international airline serving more than 20 million customers, flying to 84 destinations in Mexico; North, South, and Central America; the Caribbean, Europe, and Asia.

  • Long Island Iced Tea Corp.

Long Island Iced Tea Corp, a growth-oriented company focused on the non-alcohol ready-to-drink tea segment in the beverage industry, announced new partnerships to distribute its beverages in Ecuador through Dinusa S.A. (“Dinusa”) and in Costa Rica through Gaia Foods CRC S.A. (“Gaia Foods”).Consistent with the company’s strategic focus on Latin America, Long Island Iced Tea® is now distributed across four countries in Central and South America.

 

 

 

 

  • Dentsu Aegis Network

Dentsu Aegis Network has rebranded Dentsu Media as dentsu X, an integrated agency network combining communication, media planning, content creation, technology, data and behavioural insight.The new agency was conceptualised around the idea that personalised and relevant experiences are key for brands to attract customers.dentsu X will roll out in key markets in Europe, Middle East and Africa within this year, with subsequent expansion into the US.Takaki Hibino, will continue as the global brand president of dentsu X.

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

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

SPECIAL 50% OFF HOLIDAY OFFER for the subscription to Portada Interactive Database of Marketers targeting LatAm consumers. Please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription at the special offer price (offer expires Dec. 23!.)

Click here for previous Latam Sales Leads editions

  • Anheuser-Busch InBev

mmlsf1g__400x400Brewer company Anheuser-Busch InBev is said to be considering reviewing its global ad buying business, following its recent takeover of rival SABMiller, Mediapost reports.The company will hire a consulting firm to review existing practices, according to The Wall Street Journal.The company currently works with several ad buying firms including WPP, Publicis Groupe, Dentsu and Interpublic.The review is expected to be conducted in the second quarter of 2017 and cover North America, Europe, APAC, LATAM and Africa amongst other markets.

 

 

  • Aeromexico

descargaAeromexico, Mexico’s Global Airline, announced the launch of Aerobot, a chatbot (automated system which engages in conversation with a user) for Facebook Messenger which lets customers search for flight and other information. Aeromexico is the first airline in the Americas to offer a chatbot, which is available in Spanish and English.Travelers can use Aerobot to search for Aeromexico and partner flights, entering information (origin/destination and dates) to obtain flight schedules and pricing. To complete the transaction, users are linked to Aeromexico’s new mobile-friendly website. (Version in English for the U.S. market: http://m.me/AeromexicoNA)Aeroméxico, recently launched its new digital ecosystem including an all-new website, new check-in kiosks at airports, and soon, a new mobile app, which all together will offer an omnichannel experience to making traveling easier.

  • Hertz/Localiza

descarga-12Hertz Global Holdings, Inc.  has reached a long-term agreement with Localiza, South America’s largest rental car company and the market leader in Brazil, to form a strategic partnership encompassing co-branding in Brazil and use of the Localiza brand in other select markets, customer referrals and the exchange of technology and information.  As part of the agreement, which is subject to approval by the Brazilian antitrust authority (Administrative Council for Economic Defense or CADE), Localiza will purchase the Hertz operation in Brazil.Under the agreement, Localiza customers traveling outside of South America will be referred to Hertz reservation channels. Hertz customers traveling to Brazil will be referred to Localiza, with “Localiza Hertz” branding in many locations, providing them access to a broader network of locations and a larger vehicle fleet than currently offered by Hertz Brazil.The purchase price for the Hertz Brazil operation, which includes both rental car and vehicle leasing, is expected to be R$337 million. Both companies will continue to operate independently until the agreement receives anti-trust approval.

  • Hyatt Regency

descarga-13Hyatt Hotels Corporation has confirmed the opening of Hyatt Regency Cartagena, the first Hyatt-branded hotel in Colombia.The opening of Hyatt Regency Cartagena represents Hyatt’s on-going commitment to developing global brand footprint in key gateway markets, many of which are located in the thriving Latin American region. Located in the Boca grande district, Hyatt Regency Cartagena is designed around one objective: to connect today’s travellers to who and what matters most to them.

Find out who are the brand and agency executives behind these campaigns/moves. Plus detailed contact information on more than 1,500 Corporate Marketers and Agency Executives targeting Latin American consumers.GET YOUR FREE TRIAL to PORTADA’s Interactive Database! Contact Sales Research Manager Silvina Poirier if you have questions: silvina@portada-online.com

  • LATAM Airlines 

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICAN CONSUMERS! with newly introduced upgraded features (see at the bottom of this article. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322  or e-mail her at silvina@portada-online.com.

Click here for previous Latam Sales Leads editions

  • Hertz’s

PROG 2 (2)WPP’s MEC is car rental company Hertz new media agency of record in the US, Canada and Latin America.MEC will replace incumbent agency Florida-based FKQ Advertising.The win follows a “media pitch which consolidates media investment, planning, strategy, digital, SEM, SEO, mobile, analytics and insight, and affiliate marketing with one agency,” according to MEC.In 2015, the company reported total advertising costs of US$170 million.

 

 

  • Harley-Davidson

5PbTWa3G_400x400Harley-Davidson has selected a customized team from a range of Interpublic Group agencies to handle its global creative, media and digital marketing account.The team is Headquartered in Detroit, with regional hubs in New York, London and Singapore.The newly-created Team Ignite is comprised of creative and strategic resources drawn from a range of IPG agencies. The partnership will also be executed across Harley’s top 12 country markets, which includes the U.S., Brazil, France, DACH region (Germany, Austria, Switzerland), Italy, UK, Australia, India, Japan and China. Publicis Groupe’s Starcom and Digitas are also no longer on Harley’s agency roster.

 

  • ESPN/Rio 2016 Olympic Games

nnnESPN has unveiled its roster of major pan-regional sponsors for ESPN’s coverage of the Rio 2016 Olympic Games. Gillette, Issey Miyake Parfums, Marriott and Samsung Electronics are among the brands that will be showcased across ESPN networks throughout Latin America and the Caribbean during its more than 2,800 hours of multimedia coverage of Rio 2016. ESPN will bring fans closer to Rio 2016 by allowing brands to enhance their messaging and connect with consumers across the region via ESPN’s highly-localized content.In addition, local advertisers will be featured in Argentina, Brazil, Colombia, Mexico and Central America.ESPN digital platforms will complement the television coverage with daily news, updates, and immediate video reporting and results. ESPN’s social media channels will also feature special content with dedicated reporters onsite.

 

 

  • Nacional Monte de Piedad

MQprj7nM_400x400Initiative, IPG Mediabrands’ global communication network and part of Interpublic Group, welcomes its new client Nacional Monte de Piedad, I.A.P. Nacional Monte de Piedad was founded in 1775 and has become the oldest financial institution in the Americas. IAP is a Private Assistance Institution which has over 320 branches across the country and helps those in need through car loans, financial services and investment. The initiative’s team will work together with IAP’s marketing team within the institution to conduct marketing activities and brand products. The team will also handle consulting and analysis of traditional online and offline media.

 

 

  • Aeromexico

Aeromexico, Mexico’s global airline, announced its plan to add more frequencies on five of its principal international routes during summer 2017.The carrier will significantly increase flights to Amsterdam, London, Madrid, Shanghai, and Santiago on a weekly basis. In Europe, Aeromexico will offer daily flights from Mexico City to Amsterdam and London Heathrow. The carrier will also increase its seat capacity to Madrid by 15%, giving a total of 12 flights per week.The airline is also planning to increase its service to Asia by more than 65%, which gives Shanghai five flights per week. In South America, a daily service to Santiago, Chile, will also be added to the current service of five flights per week.All these new frequencies are already available in our different sales channels.

 

 

  • Grey

descargaWPP’s global marketing agency Grey has acquired a majority stake in Ecuadorian full-service communications firm Maruri Publicidad SA, according to M&M Global. Maruri is a market leader in Ecuador, with gross revenues of almost US$10m in December 2015.Based in Guayaquil with an office in Quito, it works with clients including DIRECTV and SABMiller.The acquisition comes as part of WPP’s strategy to invest in faster-growing markets such as Latin America.

 

  • Nissan

9MmPsdT1Nissan reportedly paid about US$250 million to sponsor the games, a campaign that highlights its recent investment in Brazil and a brazen bet that the country’s battered economy is on the verge of recovery. The company is using the games to unveil a new compact sport utility vehicle, the first time any major automaker, Nissan included, has ever used Brazil to launch a model destined for a global market.The CUV, called the Kicks, was conceived with the help of Nissan’s Rio design team.Nissan hopes to sell 50,000 Kicks in Latin America in the next 12 months. The price for a fully loaded model starts at about 85,000 reais (us$26,850). For now, Nissan will import the new CUVs from Mexico. Then the company plans to add production at its new 2.6 billion reais factory in Resende, an industrial town 160 km northwest of Rio. The company introduced a campaign on TV and online featuring Huck, a high-profile Brazilian talk-show host. Most of it is typical, factory-tour stuff, but in one stunt, Huck whisked an unsuspecting 22-year-old Brazilian salesman out of the Rio airport to Japan, where they eat sushi, try to sell perfumed Brazilian panties on the streets of Tokyo, and eventually tour a Nissan factory.

 

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting Latina American consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

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

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

For prior Sales Leads editions, click here.

  • Hertz’s

PROG 2 (2)WPP’s MEC is car rental company Hertz new media agency of record in the US, Canada and Latin America. MEC will replace incumbent agency Florida-based FKQ Advertising.The win follows a “media pitch which consolidates media investment, planning, strategy, digital, SEM, SEO, mobile, analytics and insight, and affiliate marketing with one agency,” according to MEC.In 2015, the company reported total advertising costs of US$170 million.

  • Coca Cola

Coca Cola is activating the 2016 Rio Olympic #ThatsGold Campaign. Broadcasters NBC and Telemundo are featuring #ThatsGold throughout the Games. Digitally #ThatsGold will be threaded throughout the NBC Olympics website featuring live updates from Rio. All this, will be supported by OOH, Cinema, and Retail activation. The campaign will also be social in nature, featuring a series of three video vignettes, produced in partnership with NBC, that focus on some of the happiest and most triumphant moments enjoyed by athletes. (READ our Interview with Melissa Palacios, Associate Brand Manager, Coca-Cola Brand Team, Adult Consumer Segments)

  • Toyota

Toyota continues to celebrate the Corolla’s 50th anniversary across the U.S., and is made a stop at the 2016 “Celebrando Latinas” conference taking place August 6, 2016, at the Hilton San Diego Bayfront in San Diego, California. Toyota is a proud sponsor of the sixth annual conference, which is the nation’s largest Latina-focused event conducted entirely in Spanish. Toyota’s participation will come to life via its Recorriendo Historias themed interactive booth where passersby are encouraged to draw their favorite road trip memories on a canvas-wrapped Corolla, then share their stories, photos and videos on social media for the chance to win prizes.)

  • Harley-Davidson

5PbTWa3G_400x400Harley-Davidson has selected a customized team from a range of Interpublic Group agencies to handle its global creative, media and digital marketing account.The team is Headquartered in Detroit, with regional hubs in New York, London and Singapore.The newly-created Team Ignite is comprised of creative and strategic resources drawn from a range of IPG agencies. The partnership will also be executed across Harley’s top 12 country markets, which includes the U.S., Brazil, France, DACH region (Germany, Austria, Switzerland), Italy, UK, Australia, India, Japan and China. Publicis Groupe’s Starcom and Digitas are also no longer on Harley’s agency roster.

  • Ford

fkzXsoN__400x400Ford Motor Company is launching its most aggressive Snapchat ad campaign to-date, centered around the 2016 Olympic Games in Rio de Janeiro, Brazil. However, Ford is not being an official sponsor and is not permitted to use any of the Olympic Committee’s protected phrases.According to Automotive News, the campaign will feature the 2017 Ford Escape crossover , and will consist of more than thirty 10-second Snap ads. The spots will be unmistakably Olympic-themed, without encroaching upon the Committee’s restrictions. The campaign will be an extension of Ford’s recent string of Escape ads which feature the phrase: “Life is a Sport. We are the Utility.”Automotive News reports that Ford is being so cautious with regard to the US Olympic Committee’s list of protected phrases that Digital Marketing Manager Lisa Schoder didn’t so much as use the word “Olympic” at any point during a recent interview. The automaker is being very mindful of What is happening in culture to identify opportunities that align with its brand promise, says Lisa Schoder. Broadcast and digital launch Aug. 5 and will be joined by a Snapchat lens, launching Aug. 13. This is the first time Ford has ever purchased a sponsored lens, according to Mediapost.  For 24 hours, Ford’s lens will enable U.S. Snapchat users to paint their face in a red, white and blue design and activate a confetti shower.On Twitter, Ford will share more than 200+ pieces of real-time content based on its SUV brand personality, using emojis and GIFs tied to different sports over the duration of the competition using the @Ford handle.

  • Henry’s Hard Soda

descarga (6)Following a strong launch at the beginning of the year, MillerCoors is expanding its Henry’s Hard Soda offerings to include Henry’s Hard Cherry Cola. Now available on shelves nationwide, Henry’s Hard Cherry Cola joins the rest of the Henry’s family of flavors, Henry’s Hard Ginger Ale and Henry’s Hard Orange Soda.The brand is supported with a national, Gen-X targeted marketing campaign that kicked off in January 2016 and features adults who have grown up, but have not grown old. The campaign includes TV, digital media, social media, billboards and point-of-sale marketing.Fans can share how they #LiveHardish by following @HenrysHardSoda on FacebookTwitter and Instagram.Henry’s Hard Soda is available nationwide at most grocery, liquor and convenience stores in 6-pack 12-ounce bottles and 16-ounce single cans. For specific retail locations, visit the product locator at HenrysHardSoda.com/locator.

  • Honda

Honda is introducing a new integrated marketing campaign to promote the completely redesigned 2017 Honda Ridgeline, now available in dealerships nationwide, featuring creative from the Academy-award nominated stop-motion artist PES. Launching online as a sneak peek ahead of its official debut during the Summer Games in Rio, the multi-channel campaign is led by a new 60-second TV spot, “The Power of Ridgeline,” that showcases the versatility and comfort of the all-new Honda pickup truck.The new campaign features a strong experiential presence, as well as print and out of home media activations, social media programming, digital media and original content that showcases some of the pickup’s most unique features..Honda also has launched a new Hispanic marketing campaign that debuted with the Ridgeline’s official sponsorship of the Univision Deportes’ broadcast of “Campeón de Campeones,” the emblematic Mexican soccer championship match between the winners of the two most recent Liga MX seasons that took place in Los Angeles and aired on Univision. A new Ridgeline Hispanic TV spot, “NO ES NADA” debuted during “Campeón de Campeones,” featuring the all-new Ridgeline as a ‘mid-size truck with a big-sized heart.’ National media will run on network cable, broadcast, and online video within top-rated programming and fall premieres. To create greater impact at launch, the Ridgeline campaign will include portal homepage takeovers, such as on Yahoo! and MSN.

https://youtu.be/hiIa1d5qs48

 

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

Join us at PORTADA Mexico!

What: WPP’s MEC is car rental company Hertz new media agency of record in the US, Canada and Latin America.
Why it matters: MEC will replace incumbent agency Florida-based FKQ Advertising.

Car rental company Hertz has appointed WPP’s MEC as its new media agency of record in the US, Canada and Latin America.

The win follows a “media pitch which consolidates media investment, planning, strategy, digital, SEM, SEO, mobile, analytics and insight, and affiliate marketing with one agency,” according to MEC.

MEC will replace incumbent agency Florida-based FKQ Advertising for media planning and buying duties.

“We’ve determined that MEC is the right media planning and buying partner for Hertz Global and our portfolio of brands. We look forward to tapping their strategic planning, creativity and best-in-class analytics and insights capabilities in the digital space as we go to market in support of our Hertz, Dollar and Thrifty brands,” said Hertz’s EVP and chief marketing officer Matt Jauchius on the appointment.

In 2015, the company reported total advertising costs of US$170 million.

 

See also:
SALES LEADS LATAM: Marriot, Hertz, Dove…

Join us at PORTADA Mexico!

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICAN CONSUMERS! with newly introduced upgraded features (see at the bottom of this article. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322  or e-mail her at silvina@portada-online.com.

Click here for previous Latam Sales Leads editions

  • Marriott/AC brand

wWhm2V5C_400x400Marriott debuts the AC brand in Brazil.The highly-anticipated 225-room AC Hotel Rio de Janeiro Porto Maravilha and the 378-room AC Hotel Rio de Janeiro Barra da Tijuca, have opened their doors, inviting guests to experience Brazil’s newest class of lifestyle hotels.The two Rio openings debut the brand in Brazil following a successful launch in Latin America with openings in Guadalajara and Queretaro Antea, Mexico. Later this year, AC Hotels by Marriott is scheduled to expand its portfolio with hotels in Mexico City (Mexico), Panama City (Panama), and Santiago (Chile).

 

 

  • Hilton Worldwide

descargaHilton Worldwide, a leading global hospitality company with 13 distinct brands spanning more than 4,660 properties in more than 100 countries and territories around the world, is making a significant effort to continue its expansion into the Latin American market with new hotel openings and brands.The company is actively pursuing additional Latin American growth opportunities and currently has a robust pipeline of more than 50 hotel projects throughout the region, including developments in Argentina, Brazil, Chile, Colombia, Costa Rica, Honduras, Mexico, Paraguay, Peru and Uruguay, among others.Hilton Worldwide currently has a portfolio of more than 90 hotels and resorts open and welcoming travelers in Latin America.

 

  • Hertz/ AccorHotels

descarga (1)Hertz,  car rental provider, and AccorHotels, the world’s leading hotel operator, have partnered to provide Le Club AccorHotels’ members with special car rental offers, including exclusive benefits, globally. With this partnership, Hertz expands its presence across key global markets. The partner agreement runs until March 2019.Le Club Accorhotels is the AccorHotels Group’s multi-brand loyalty program for Sofitel, Pullman, MGallery by Sofitel, Novotel, Novotel Suites, Mercure, ibis, ibis Styles, Adagio and Thalassa Sea & Spa. Le Club Accorhotels offers its more than 25 million members worldwide advantages and tailor-made services available at every stage of the customer journey. Members from Europe, Asia Pacific, Africa, Middle East, Latin America and Canada will now also be able to enjoy a unique rental experience.

  • Dove

descarga (3)Just in time for the Olympics, Dove has release a new chapter of “My Beauty My Say” campaign with an athletic spin, calling out the media for its looks-focused coverage of female champions on the court, in the arena and on the playing field.The effort includes this film, presented as a letter to the media as well as digital billboards in Times Square featuring a similar effect as the ads.There is also an accompanying campaign website around the theme “Have Your Say” reinforcing the story.

  • VidaPrimo

descarga (2)AdShare, a monetization service for music, film, television and sports rights holders, is rebranding in Latin America as VidaPrimo. The announcement was made by AdShare CEO Jason Peterson. Last year AdShare bought VidaPrimo, one of the world’s best-viewed multi-platform music networks, to forge a partnership in which artists engage fans and advertisers reach Latin Millennials.VidaPrimo is a multi-platform network much like VEVO and MTV, built specifically for the Hispanic audience and fans of Latin music. Recent numbers tells the story of VidaPrimo’s ability to engage the Latin Millennial audience. The VidaPrimo advertising platform leverages its massive reach of engaged Latin Millennials, connecting them with brands by producing and distributing premium branded entertainment content executing flawless digital media campaigns mainly focused on video advertising opportunities. More than 25 major brand advertisers including Miller, Anheuser Busch, Wells Fargo, Dunking Donuts, and Jeep have looked to VidaPrimo to reach Hispanic Millennial and Generation X consumers.

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

What:Anheuser-Busch InBev, one of the world’s largest brewers, has kicked off a global media planning and buying agency review for its US $2 billion global media assignment.
Why It Matters: The company owns eight agencies spanning all major holding companies to handle media operations in more than 50 countries. The number of agencies that the company aims to globally consolidate has not been determined.

descarga (4)Anheuser-Busch InBev, one of the world’s largest brewers, has kicked off a global media planning and buying agency review for its’ US$2 billion global media assignment.

WPP’s MediaCom, the current US incumbent, has held the account since late 2014. Globally, the company has eight agencies from the six major groups — Mediacom, WPP, Publicis, Omnicom, Interpublic, Havas and Dentsu — spanning all major holding companies to handle media operations in more than 50 countries. AB InBev is inviting the six major holding companies to put together teams to pitch the assignment.

Media Link is the company’s search consultant, while Media Path will handle auditing.The review will be led by the brewer’s global marketing team, which is based in New York. The process, beginning in April, is expected to close by the second half of this year.

The review comes several months after AB InBev acquired SABMiller for US$103 billion. AB Inbev is the 20th-largest U.S. advertiser. The brewer spends an estimated US $624 million on ads in 2015 and about US $695 million from January through November 2016 in the US, according to Kantar Media. Globally, the company spends upwards of US $2 billion a year annually on ads in more than 50 countries around the world.

Join us at PORTADA Mexico!

A summary of the most exciting recent news in online video and ad tech in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

Hulu has added programming from to its new live TV streaming service from 21st Century Fox, Walt Disney/ABC Television Group, ESPN, Fox News, FX Networks, Fox Regional Sports Networks and National Geographic. The service is set to launch in early 2017, and will offer limited commercials for $7.99 per month or commercial-free for $11.99 per month.

Univision Digital, the digital division of Univision Communications Inc. (UCI), announced the launch of “CNCO Evolution,” a new web series that tells the story of how the winners from “La Banda” are dealing with their newfound success and how they prepared for the launch of their first album, Primera Cita. The six-episode series presented by Walmart, premieres today on LaBandaOficial.com.

Video compression products provider EuclidIQ has announced the immediate availability of OptiiQ.ly, an Online Video Platform (OVP) that offers a simple end-to-end channel solution for distribution of live and pre-recorded video content over the internet.

teadsNative video platform and outstream video provider Teads is looking into adding haptic feedback to its mobile ad video solutions. Teads’s studies reveal that haptic video ads, which include a small motor in the phone that creates vibrations so that people can experience sensations from videos, increase user attention, engagement, and interaction vs. non-haptic ads.

Online video platform providers Brightcove, Vidyard and Kaltura came in at the top of a study by Forrester Research that rated platforms’ abilities to support sales and marketing efforts in the enterprise segment. Competitors include Adobe, IBM and Ooyala.

Portada‘s 2017 Online Marketing Guide is out! Download it for free and get the latest in opportunities and challenges in the industry, video ad market forecasts and video audience development.

FilmStruck, Turner Classic Movies’ new streaming service for film lovers, has now launched. The service features a collection of hundreds of classic, indie, foreign, and cult film, and will cost $7 per month.

Sojern, a marketing engine for travel brands with clients including Marriott, Disney, Emirates, and Hertz, announced it is the first company in travel to become a DoubleClick Certified Marketing Partner.  The list of approved members is hand-selected and vetted by Google and partner companies have proven expertise in successfully delivering results on DoubleClick’s suite of advertising products at scale.

LATAM MARKET

A report from Newzoo has revealed that the Latin American games market is the second fastest growing sector in the world, and that this year the region will generate $4.1b in video game revenues for a year-on-year rise of 20 per cent.

A new IMS survey found that about 90% of people connected to the Internet in Latin America own a smartphone, and that Android is the preferred operating system.  There is also going to be an estimated 200 million smartphones in the region by 2018. This annual study tracks regional trends in digital consumption and mobile apps.

PORTADA RESEARCH: Hispanic Online Video Ad Market to Soar to US $450 million. In a new report, Portada estimates that the Hispanic Online Video Ad market volume will climb to US $450 million by 2020. Particularly high growth is to be expected by branded content videos. Among video ad-tipes, in-stream will continue to have the largest share, although out-stream will grow at a higher rate.

Opera TV has announced a partnership with Claro video, a premium video on-demand service, to bring its service to millions of devices through participation in Opera TV’s Certification operaProgram and distribution through the Opera TV Store. Through the partnership with Opera TV, Claro video is increasing its presence in the growing Latin American market by streamlining its app development and deployment efforts, making it available on a variety of ecosystems and devices where over-the-top (OTT) is enabled by Opera TV.

According to the Mexico Total Telecommunications Services Market from Frost & Sullivan’s Digital Transformation team, the current Mexican telecommunication services market is mostly monopolized by Telmex and its mobile arm Telcel. But in the PayTV segment, Televisa has the largest share.

Last Wednesday, the Argentine Ministry of Communications met with the FCC in Washington to discuss the issue of regulating emerging technology and platforms in the OTT market as a part of Argentina TIC Day, a business round set up by businessman Oscar Aguad to attract investment in Argentine telecommunications companies.

Thanks to OTT subscriptions to services like Netflix and Claro Video, Brazil and Mexico are the markets with the second and third-highest growth (26 and 25 percent, respectively) in the segment in Latin American and OECD countries.

Carlos Slim and his company, América Móvil, are expressing interest in entering the pay TV market in Mexico. During a conference, Daniel Hajj, América Móvil’s general director, said that the company is following the rules for entering the pay TV market, which were set by Mexico’s Federal Telecommunications Institute. América Móvil already has pay TV services in Chile, Colombia, Peru, Ecuador, Brazil and soon Argentina.

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

Click here for previous Latam Changing Places editions
TravisJohnson
IPG MPROG 2ediabrands, a division of Interpublic Group, announced that Ansible, its comprehensive mobile agency, will launch and expand its product offering throughout Latin America. For that purpose, Ansible is opening its offices in Mexico and Argentina. Ansible Mexico will be led by Enys Castro and Ansible Argentina by Daniel Cao.

 

image-profileChristopher Krefft has been appointed  Business Development Director at Televisa Publishing and Digital. Krefft is based in Miami and will work on expanding Televisa Publishing’s panregional and Latin American business. Previously Krefft worked as Business Development Director at Axium Digital.

 

 

AAEAAQAAAAAAAASYAAAAJDEyZjM4NDJhLTBhYTUtNDVhMC04NzE3LTI3Yzk2MDYzODlhZQAtos company is about to open its’ offices in Peru and will appoint Carlos Abril as Country manager of that entity. The executive will add this new responsibility to his current position as CEO of Atos for Argentina, Colombia and Uruguay. Atos Peru will report to Atos Argentina and within the organization to Atos South America, headquartered in Brazil.

 

 

 

 

imagesHertz has appointed Vincent Gillet vice president, marketing international to lead the marketing strategy and plans for the Hertz, Dollar, Thrifty and Firefly brands.He will oversee regional marketing, e-commerce, partner marketing, product development and branding in Europe, Middle East, Africa, Asia Pacific and Latin America.Gillett will report reports to Hertz chief marketing officer Matt Jauchius and to senior vice president of sales, marketing and revenue management, international, Jim Mueller.Prior to joining Hertz, Gillet served as global vice president of brand at Nissan.

 

 

 

descarga (1)Cristiane Pereira is the new Customer Care Executive Director of FCB Brazil.

 

 

 

 

 

descarga (2)BBDO Mexico has announced the appointment of Arturo Rodriguez as General Director of Proximity, as well as integration director of BBDO. The executive comes to BBDO after having  served as creative development and innovation director at WebAr Interactive. Rodriguez will report to Carlos Vaca, president and CEO of BBDO Mexico.

 

 

 

 

 

Miami Headquartered Agency Media 8 is rebranding as M8. The rebranding reflects the fact that in today’s world advertising and media are a component of the marketing discipline but do not represent its entirety.  “We’re much more than media; we’re multicultural, multiscreen, marketers headquartered in Miami,” John Santiago, CEO of M8, tells Portada. The rebranding happens after Santiago bought out his former busines partner Paul Suskey. A new executive leadership has been appointed and new personnel is being added in NYC, Los Angeles and Mexico City.

John Santiago, CEO of M8
John Santiago, CEO of M8

“Today, with everyone now living a life on screens, we continue to focus on understanding users, the technologies and platforms that enhance their lives, and looking to find creative ways to open a dialogue with them and introduce them to the brands we love. We’re much more than media; we’re multicultural, multiscreen, marketers headquartered in Miami. We are now M8,” M8’s CEO John Santiago tells Portada.

M8 has a headcount of 80 employees. It also has offices in  Buenos Aires & Córdoba Argentina and is reopening its Mexico office in November. “We also just hired account personnel in NYC and Los Angeles to begin expansion and coverage for clients in those cities,” Santiago adds. M8 has also strengthened its senior management team, adding Sergio Barrientos, formerly SVP and Managing Creative Director at Havas Media, as Chief Strategy Officerand Joaquin Lira, formerly Digital Creative Director at Lopez Negrete, as Chief Creative. M8 clients include General Mills (Que Rica Vida CRM Program), Starwood Hotels and Resorts, Hertz and SONY.

Our team monitors and addresses the most trending and relevant subjects that fit our clients’ culture with on-brand, on-the-fly, snackable creative pieces.

According to Santiago, Facebook’s new Atlas cross-device tracking technology, released earlier this month, included M8 as its launch success story which demonstrates M8’s commitment to leading with technology and insights to build successful initiatives for its clients.

Content Studio “The Beat”

When asked what has been the most remarkable change in the marketing and media sector in the 13 years since Media 8 was founded, Santiago notes that “Advertising can no longer be an interruption; it must be woven into the consumer experience. The drastic change is that consumers are now in control and truly involved and participate in the brand experience. This is why the art of storytelling is so important to our business and our industry now and journalists understand this instinctively. It’s why we named our content studio ‘The Beat’. The Beat is housed in M8’s new office headquarters and aims to create in-the-moment, responsive content. Our team monitors and addresses the most trending and relevant subjects that fit our clients’ culture with on-brand, on-the-fly, snackable creative pieces that resonate with their audiences, ” says Santiago.

M8 hired Zain Deane more than 2 years ago to develop and lead the agency’s Content Department. Deane is the Director of Content and previously worked as Senior Editor for HCP/Aboard, a division of the Miami Herald. Santiago adds that Deane  leads a team of writers and creatives that develop unique, compelling content to support our client’s platform, social and distribution initiatives.”

El Gobierno colombiano puso ayer en marcha el proceso para la subasta del servicio de internet móvil de cuarta generación (4G), con condiciones que limitan la participación de la operadora mexicana Claro por su posición dominante en el mercado.

La multinacional de Carlos Slim solo podrá pujar por la banda de 2.500 megahertz, según el nuevo y último borrador de condiciones para este concurso, que fue divulgado en Bogotá por el Ministerio de las Tecnologías de la Información y las Comunicaciones (MinTic).

La operadora Claro criticó esta limitación unas horas después de la divulgación del documento previo de condiciones por considerar que con ella no se le permite “competir en igualdad de condiciones”.

“Por consiguiente va en contravía de la inversión, la seguridad jurídica y retrasará el despliegue de la banda ancha móvil en el territorio nacional”, agregó en un comunicado esta multinacional, que anunció que espera conocer en detalle el borrador para “analizar sus alcances e implicaciones”.

La subasta, que será abierta y simultánea, asignará cinco licencias entre los actuales cuatro operadores de telefonía móvil en el país, y facilitará el ingreso de uno nuevo.

Además de Claro, cuya participación en el mercado es del 61,5 por ciento, podrán concurrir el español Movistar, el luxemburgués Tigo y el colombiano UNE.

El titular del MinTic, Diego Molano, dijo en una rueda de prensa que el borrador recoge el escenario que, según el Gobierno, es el más conveniente para este proceso de subasta.

“Luego de un proceso transparente, justo y participativo, esperamos que, con las condiciones propuestas, ingrese un nuevo operador”, agregó Molano.

También, dijo luego, se espera que todos ellos “dinamicen el mercado, generen servicios de mayor calidad para los usuarios y garanticen un beneficio para los sectores más vulnerables de la sociedad”.

Según el funcionario, este borrador hace evidente el interés del Gobierno del presidente Juan Manuel Santos para que 4G ofrezca un internet móvil de alta velocidad para los usuarios actuales y uno inalámbrico para los estratos de población más pobres, el uno y el dos.

El límite impuesto a Claro promueve un “escenario de competencia más equitativo” para los actuales operadores y propicia la entrada de uno nuevo, añadió Molano, quien defendió que el escenario elegido resultó de un “proceso de discusión transparente y participativo”.

Todos los interesados pudieron participar en este proceso, que implicó más de treinta reuniones públicas y privadas, y la decisión final tuvo el acompañamiento de la Agencia Nacional del Espectro (ANE), la Comisión de Regulación de Comunicaciones (CRC) y la Superintendencia de Industria y Comercio (SIC), dijo Molano.

El MinTic espera realizar la subasta en febrero del año próximo y fijó para junio de 2014 el plazo para que los operadores tengan garantizada la cobertura con internet 4G en la totalidad de las cabeceras municipales del país.

En el caso de las bandas de AWS y 2.500 megahertz, los operadores que reciban la concesión deberán compartir sus infraestructuras con otras empresas que quieran prestar servicios de telecomunicaciones y ofrecer “roaming” nacional.

Además, deberán cumplir con las metas de penetración de internet y poner a disposición planes comerciales con la inclusión de tabletas o computadores portátiles para estudiantes y profesores de estratos pobres.

El MinTic advirtió de que este proceso de subasta está condicionado a una mejora en la calidad del servicio, a partir de indicadores que están por establecerse y mediciones mensuales y más eficaces.

Como ya anunciamos la semana pasada, la cumbre Portada de Medios y Publicidad 2012 se llevará a cabo en el prestigioso hotel Fountainebleu el dia 6 y 7 de junio.

Portada se vio obligada a cambiar el hotel en el cual se llevará a cabo el LatAm Summit debido a imprevistos trabajos de construcción en el Perry South Beach.

El Foro de TV Paga Portada, presentado por Business Bureau también tendrá lugar en el hotel Fountainebleu.

El LatAm Summit cada día más cerca!!

¡Inscríbase ahora!

A continuación los datos e instrucciones a tener en cuenta para llegar a nuestra Cumbre:

Cómo llegar al Hotel Fontainebleau (por taxi)

El Hotel Fontainebleau está situado en el 4441 de la avenida Collins de Miami Beach, en Miami, FL. Teléfono (305) 674-4772.

Pida ser dejado en la entrada Chateau Lobby: una vez que vea el hotel, pase la primera entrada y tome la segunda entrada a la derecha para llegar al Chateau Lobby.

Estacionamiento

Servicio valet parking
Una vez que vea el hotel, pase la primera entrada y tome la segunda entrada a la derecha para llegar al Chateau Lobby.

• 0 – 4 Horas $20.00
• 4 – 12 Horas $26.00
• 12 – 24 Horas $36.00 + impuestos

Estacionamiento alternativo
Ubicado a una cuadra de distancia, al lado del Hotel Eden Roc (tarifas más económicas)

GLIMMER 5-6-7 (Una vez que esté dentro del Fontainebleau)

Desde el vestíbulo principal Chateau Lobby, cerca de la barra Bleau Bar, pase la escalera “Staircase to Nowhere" (la escalera quedará a su derecha si usted está de frente a las puertas de entrada del hotel). Diríjase a la recepción principal Chateau Front Desk (a la extrema izquierda). Pase la recepción, seguido por el Hertz a la izquierda y The Egg Wall (la pared de jarrones) a la derecha; suba por las escaleras de mármol y cruce el vestíbulo de mármol hasta la zona alfombrada delante de la escalera mecánica.

Tome las escaleras mecánicas/ascensor hasta el 4to piso. En la parte superior de la escalera mecánica/fuera del ascensor, diríjase hacia la zona East (a la izquierda). El salón Glimmer Ballroom está ubicado al final del pasillo. El foro “Pay-TV Forum presented by Business Bureau”  y la cumbre Latam Summit se celebrarán en los salones Glimmer 5/6/7. La mesa de inscripción estará ubicada junto a la entrada del salón Glimmer 5.

Los esperamos!!

Tras la venta de Chilevisión a Time Warner, la compra mayoritaria de acciones de canal 13 por parte del Grupo Luksic y la nueva conformación del directorio de TVN, se configura en Chile un nuevo escenario mediático. Esta nueva situación habilita el tratamiento del proyecto de una nueva Ley de Televisión Digital para el país del Sur de Latinoamérica.

 

La sociedad del Presidente chileno Sebastián Piñera, Bancard Inversiones Ltda., informó la venta de Chilevisión a la cadena norteamericana Inversiones Turner International II Ltda. Aunque no se comunicó la cifra, se estima que el monto involucrado en la transacción es cercano a los US$150 millones.

La propiedad de Chilevisión en manos del Presidente de la Nación constituía una irregularidad que fue superada mediante la venta del 100% de las acciones en manos del mandatario. El senador Andrés Zaldívar sostuvo que tras la confirmación de la compra de Chilevisión por parte del grupo estadounidense Time Warner, se clarifica un tema complejo relacionado con el conflicto de interés del Presidente Sebastián Piñera, lo que permitirá tramitar los nombramientos de TVN y el Consejo Nacional de Televisión (CNTV) en el Senado de ese país.

Por su parte, el presidente del Senado chileno, Jorge Pizarro, sostuvo que “sin duda esta venta va a ir normalizando la situación anómala que se ha vivido en todo este año en el mundo de la televisión”. Sin embargo, indicó que espera que ahora no hayan excusas y no hayan problemas, y que el Presidente “se pueda ir desligando de las empresas que todavía controla” entre ellas Blanco y Negro.

Según el experto de la Universidad Católica de Chile, Sergio Godoy, "desde un punto de vista empresarial Time Warner es una buena opción, porque representa la punta de lanza de cómo se gestionan las comunicaciones en este ámbito, es decir, un consorcio grande, internacional, que integra desde la fase de producción hasta distintos sistemas de distribución como televisión de pago o abierta".

En tanto, el presidente de la Asociación Regional de Canales de Televisión de Señal Abierta, Lorenzo Marusic, dijo que el tema, en general, no les influye y que el mercado es "atractivo para los grandes conglomerados o empresas que tienen un gran capital". Y agregó a la agencia Orbe que "una de las cosas que hemos impulsado en la nueva ley de TV digital es que la legislación mencione una red de frecuencia única, con la cual evitemos una competencia como la de hoy, que consideramos desleal, de las cadenas nacionales con nuestros asociados".

Durante el 2009, las seis estaciones abiertas en Chile facturaron unos US$ 450 millones. Pero las que mayores recaudaron fueron TVN, Canal 13, Chilevisión y Mega.

Días antes de la venta de Chilevisión, el grupo Lukic, que también posee una importante participación en los mercados de minería, bancario, alimentos, hoteles y ferrocarriles, y en mercados internacionales de la región (Argentina, Colombia y Brasil) en los sectores de manufactura de metales, agricultura y distribución de vehículos, compró el 67% de las acciones de canal 13 insertándose en el mercado de las telecomunicaciones, y abriendo la posibilidad al grupo de participar en la distribución y producción de contenidos simbólicos.

La compra de canal 13 a la Universidad Católica de Chile implicó un acuerdo en donde se establece la opción de negociar una re-compra por parte de la UC para llegar a la mitad de las acciones en los próximos años. Luego de la venta, la universidad se queda con el 33% del patrimonio.

La venta de canal 13 también suscitó cuestionamientos sobre las causas del traspaso de manos. El monto de las acciones vendidas es de 55 millones de dólares, suma que equivale a la deuda de la emisora. Según los trabajadores del canal, la venta se realizó bajo condiciones casi secretas, sin transparencia y a un precio vil.

Especialistas en telecomunicaciones afirman que el momento en que se han producido las ventas es un excelente momento de compra en tanto que se está por producir uno de los mayores avances tecnológicos en la industria de la televisión: la TV digital. En Chile ya se han invertido alrededor de 100 millones de dólares en infraestructura para que se produzca el cambio de sistema analógico a digital.

Este traspaso permite que los 6 megahertz de frecuencia de cada canal analógico se conviertan en dos canales de alta definición o 6 en definición estándar que quedarían en manos de los licenciatarios. Además de permitir TV abierta en los celulares y TV paga.

Rafael Ruano, de PriceWaterhouseCoopers (PWC), califica como centrales a los nuevos negocios que aportará la era digital, sumando razones a por qué invertir en este momento en televisión en Latinoamérica y Chile. Según Ruano, los mercados latinoamericano y chileno se comportan como el europeo, y allí, los ingresos por televisión terrestre crecerán un 18,4% entre 2010 y 2014 y la TV en celulares crecerá un 407%.

Se dan ahora las condiciones, con la venta de las acciones en manos del Presidente, para un debate en el congreso chileno sobre la ley de TV digital. Uno de los temas en discusión es la autorización o no a los canales abiertos de emitir su programación en los celulares, sin intermediación del operador de telefonía móvil. Al respecto, Henry Northcote, gerente general de la Asociación Chilena de Agencias de Publicidad, señalo que “en un país como Chile, donde la penetración de la telefonía celular no es un tema menor, se abrirán prácticamente 17 millones de pantallas", remarcando la importancia que el sector de televisión móvil tendrá en el nuevo mapa mediático de la República de Chile.

Media buying by U.S. and Europe-based advertisers in Latin American media properties has increased notably in the first part of 2007. While 2006 was a relatively good year, in 2007 advertisers are investing in the region because of the continued economic growth and the increased political certainty after election year 2006. The box below shows brands active in current campaigns:

U.S based Media Buys in Latin America

Sector

Company/Brand

Tourism

Hertz, Continental Airlines, Sheraton

Automotive

BMW, Mercedes Benz, Porsche

Finance

Scotiabank, Citibank

Education

College, Kaplan University, University of New South Wales

Consumer Goods

Tetra Pak, Nestle

Source: US Media Consulting and Portada

  •  Latin 3(Online): Disney, Microsoft, General Mills, Dell and Pepsi

  • Captura Group(Online): US Government, Ford Corporate

  • Latin Medios(Online): Travelocity, HBO (U.S. Hispanic); Discovery, Microsoft, Dell (LatAm)

  • Media 8(Online): Unilever Hertz (Latin America), Starwood (Latam and U.S. Hispanic search)

  • Zenith Optimedia: Hewlett-Packard (Miami/Panregional) and Hewlett-Packard (NYC/U.S. Hispanic) 

 

To get access to Portada’s Media Buyer/Planner Directory, click here.

States like California, Florida, New Mexico and Texas are well known for their burgeoning Hispanic populations and represent the old guard of Hispanic-heavy states; presently, however, we see a whole slew of states emerging as second-tier Hispanic markets with significant spending powers. These states include Arkansas, North Carolina, Tennessee, Georgia, Nevada, Minnesota and Colorado. Each has registered growth in Hispanic buying power of at least three-fold over the last 15 years, and in some cases buying power has grown as much as ten-fold.

While we know what the big markets are, let’s take a look at the up-and-comers to see where the new marketing and publishing opportunities exist.

> ARKANSAS conjures up images of different things for different people, but the booming growth rate of its Hispanic buying power is probably not one of them. Nonetheless, since 1990 the state has registered a stunning 1175% growth rate in Hispanic buying power, and has emerged as the fastest growing Hispanic economy in the nation, although in absolute dollar amounts it is still dwarfed by many on the second tier list. Its Hispanic population has also grown considerably during the same period, up 615% to 137,442 over the modest 19,000 Hispanics that were there in 1990.

Hola Arkansas (15,000, biweekly, bilingual) is one of two main Hispanic publications in the region. It is distributed through racks and stands and at various events that the paper sponsors throughout the year. It also has a website that is a member of the Hispanic Digital Network.

Arkansas’ other main paper is La Prensa del Noroeste de Arkansas (13,000, weekly, Spanish) and is distributed in Northwest Arkansas and SW Missouri in Hispanic churches and stores. They also do some home delivery. The paper covers a lot of immigration-related news. Advertising is mostly local, although it does draw some national interest from retailers like Wal-Mart. In volume, the state’s national print advertising market is still very small, with advertisers investing just over $30,000 in ROP in 2006, according to Portada Ad-Tracking.

> NORTH CAROLINA is a prime example of a second tier Hispanic market that is positively booming. In 1990, its Hispanic population measured just over 75,000, representing a spending power of about $840 million. By 2005, the Hispanic population had ballooned to over 500,000, spending upwards of $9.5 billion.

While this marked growth has considerably changed the ethnic face of North Carolina, it has also created a ripe market for Hispanic national print media advertising, which was worth about $420,000 (ROP) in 2006, according to Portada Ad-Tracking.

Qué Pasa (85,000, weekly, Spanish) is North Carolina’s largest Hispanic newspaper and is also an established radio property. Between the two mediums, the company claims to reach 90% of North Carolina’s Hispanics every day. The paper is distributed in Charlotte, Raleigh/Durham/Chapel Hill and the Greensboro/High Point/Winston-Salem Metro areas. Qué Pasa features a combination of both local and regional advertising, such as Lowe’s Food, Lion Supermarkets, as well as national advertising for companies like Motorola, Burger King, Colgate, etc. The paper also does a fair amount of inserts for retailers like Walmart, and auto parts companies. The paper does offer a combined radio and print buy. As for its digital presence, “We feel that the market is not ready yet for online. Our average online story will get between 80-110 hits a week, which is not a lot,” says editor Francisco Camara. “Our audience is composed mainly of new immigrants and blue-collar Hispanics. Our website at this point is basically a sales tool.”

North Carolina’s oldest Hispanic newspaper is La Conexion (20,000, Weekly, Spanish), having opened its doors in 1996. The paper is distributed at Hispanic restaurants, grocery stores and libraries in what is known as “The Triangle,” consisting of Raleigh, Durham, and Chapel Hill.

“Most of our advertising is local, although we also get some national advertising such as Delta, SunCom and Hertz Equipment Rental through the North Carolina Press Association, of which we’re members,” says Vania Garcia, office manager at La Conexion.

In the online space, social network site Migente.com is a major player, serving over 2.7 million  Latinos. While it was founded in North Carolina, the site's viral nature has extended its presence far beyond the North Carolina's borders.

> TENNESSEE may be famous for cowboy music and whiskey, but mariachi and Tequila are quickly gaining ground. With 70% of the state's Hispanics of Mexican heritage, their buying power stands at a solid $3.7 billion, up from just $4 million in 1990. The Latino population is up almost 500% in the same time frame. La Prensa Latina (43,000, weekly, bilingual) is Tennessee’s largest Hispanic paper, and it also distributes in Arkansas, Mississippi, and Kentucky. The paper was founded in 1988 and covers a range of regional and national news.

Tennessee’s other Hispanic paper is the Knoxville-based Mundo Hispano.

The paper started in 2000 and now claims to have the largest geographic coverage of any Hispanic paper in Tennessee. We are very thankful for the way our readers respond to each edition, many store owners where we put a stand with newspapers can witness how fast they get empty,” says Carlos Nicho, founder and editor.

> GEORGIA is a state whose Hispanic population more than quintupled between 1990 and 2006, where it currently measures close to 700,000. Latino spending power grew 832% during the same period to almost 12.5 billion in 2006. About 40% of the state’s Latinos are Mexican, while 25% are South American, and the remaining are from Central America and the Caribbean. National Advertisers invested almost $1.5 million in ROP advertising in Georgia newspapers during 2006, according to Portada Ad-Tracking.

Portada estimates that the volume of Hispanic print advertising (national and local) in the Atlanta DMA is approximately US $6 million.

Mundo Hispánico (weekly, circ. 68,000, bilingual an an additional 7,000 in Gainesville and Athens), was acquired in 2004 by the Atlanta Journal Constitution (Cox Enterprises) has launched coordinated ad-sales projects in collaboration with the Atlanta Journal Constitution to sell advertising in Mundo Hispánico pages in seven different Atlanta neighborhoods. Mundo Hispánico publishes an automotive supplement called Motores as Paginas Amarilas, an annual Yellow Page book published in Spanish and English.

Atlanta Latino (30,000, weekly, bilingual) covers the Atlanta metro arena and is available for free at area racks and stands, as well as at Hispanicowned businesses. While the paper is bilingual, a strong majority of its readers – 81% — say that they prefer Spanish to English, which is reflective of their relatively un-acculturated, recent immigrant status. When asked what major purchases they plan to make in the coming year, almost half of the respondents said they plan to buy a vehicle, 37% said they plan to buy furniture, about 25% said they plan to buy a major home appliance.

The paper is CVC audited and is a member of the NAHP. Founded in May of 2000, La Visión (60,000 weekly copies, daily, Spanish) is the first Hispanic paper in the state to distribute on a daily basis. It is available at racks and stands, and home-delivers approximately 30% of its distribution. La Visión also publishes a special sports edition on Monday named “Vencedores” and an entertainment supplement on Friday called “Variedades.” The paper is also online and receives thousands of visitors each day.

> NEVADA is not only home to the country’s fastest growing city – Las Vegas – but is also home to a growing number of Latinos. Between 1990 and 2006, the Hispanic population spiked 366% to well over half a million, representing a buying power of $11.5 billion, up 750% from 1990. While ad investment is still relatively small, with just $100,000 invested in ROP in 2006, it is relatively diverse, covering the Financial, Home Furnishings/ Improvement, Insurance, Alcohol, Retail and Telecommunications categories.

The state’s two Hispanic papers are Ahora Spanish English News and El Mundo.

Advertisers are increasingly targeting Spanish-dominant Hispanics via online advertising. There is a big opportunity for large Hispanic online media properties, such as Univision.com, MSN, Terra, AOL Latino, Batanga and others to capitalize on this trend. This opportunity also extends to properties that were born as print vehicles and are now establishing themselves online, since Latin American newspaper and magazine publishers have a wealth of content and their websites generate heavy traffic.

Currently, only 30% of Hispanic Internet users are Spanish-dominant, although this is the segment of the Hispanic Internet user population which is growing the most: “This subsegment is growing at an annual rate of approximately 40% per year,” said Lee Vann, founder and president of San Diego-based Captura Group.

The number of Spanish-dominant Hispanics accessing the Internet has increased by 40% during the last twelve months. “1.3 million new Hispanics came online. Of those 1.1 million were Spanish-dominant,” Vann notes. One of the reasons for this increase is that Internet service providers have been sharply lowering the prices they charge for Internet access.

Websites of Latin American newspapers that are frequently visited by Hispanics “provide excellent prospects for some of our clients,” says Debra Nason, Hispanic online media buyer at San Antonio-based Bromley.

Bruno Almeida, ad-sales director of Miami-based Media Consulting Group, tells Portada® that in 2006 advertisers targeting U.S. Hispanics will spend between $3 million to $5 million in buying online advertising in Latin American websites. With the Hispanic online advertising market growing at an annual rate of over 40% that figure is going to grow: “We run home country online campaigns for our clients that target solely U.S. Hispanics. Disney, for instance, advertises in Puerto Rico’s El Nuevo Día website and you can only see the ad if you log into the website from a U.S. IPaddress.”

Other campaigns targeting U.S. Hispanics in Latin American newspaper websites include one by Verizon, which goes after U.S. residents of Argentinean, Colombian, Peruvian, Costa Rican and Mexican origin by placing online ads in La Nación (Argentina), El Tiempo (Colombia), El Comercio (Peru), La Nación (Costa Rica) and El Universal (Mexico). Mexicana de Aviación (Mexican Airlines) is running a similar campaign, as are Sprint-Nextel, America-Tel and Philip Morris.

Philip Morris’ Youth Smoking Prevention initiative advertises in Mexican and Puerto Rican websites and aims to convince Hispanic parents to talk to their children and prevent them from smoking.

U.S.-BASED TRAFFIC

Between 8% and 25% of Latin American newspapers web-traffic comes from the U.S. Argentina’s Clarin newspaper website has almost one-quarter of its traffic coming from outside Argentina (6.3% from the U.S., 4.5% from Spain and 0.6% from Canada). “We use our own and proprietary technology, such as “Open AdStream” to direct geo-targeting campaigns throughout the region,” says Marcelo Cacciola, Online Division Director for Publicitas Latin America. Cacciola says this gives them a unique market advantage, since some websites do not have the capability to perform comprehensive analysis of the ad-traffic they generate, while Publicitas does have this capability.

Publicitas recently ran pan-regional campaigns that targeted U.S. Hispanics and Latin Americans online for Xoom (Dominican Republic), Palm (Brazil), Xerox (Brazil), Hertz (Central America), Symantec (Costa Rica, Venezuela, Guatemala, Panama, Colombia, El Salvador) and LD Communications (Mexico, Brasil). Publicitas represents some of the main Latin American newspapers for print and online media ad sales.

Dan Austin, head of client services at Black Sheep ad agency in Miami, has used Latin American websites in order to promote his clients. One such client is Voy, a multimedia platform of non-fiction content designed to inspire, motivate, and entertain Latino audiences, to U.S. Hispanic audiences.

“We managed two campaigns for a Mexican client who was trying to reach Mexicans living in the United States through advertising in Mexican newspaper websites. It's not something we see a lot demand for, but it is something we've done before,” says Jacques Hart, VP of sales for Click Diario, a site representation company in the Spanish-speaking sector, that reaches 30 million users per month.

A DESIRABLE MARKET

D’Alessio IROL, an Argentine consulting firm, recently published a survey of more than 530 Latin Americans who live in the U.S. stating that out of every 10 Latin-Americans living in the U.S. who visit sites from their countries of origin: 1 holds high positions in their companies, 3.3 are self-employed professionals and/or middle managers and two are technicians and/or employees. Their income levels are relatively low, compared to the general U.S. population, but high compared to Latin American salaries. The majority, independent of their country of origin, can be found in the $18,000-24,000 income bracket, a quarter of the Mexicans, Uruguayans and Colombians declare incomes between $50,000-$75,000.

Very important for online advertising and e-commerce purposes is that 9 out of every 10 Latin Americans who access news sites from their countries of origin have at least one credit card. The most used ones are Visa (67%), MasterCard (47%) and American Express (29%). Three of four have a broadband connection and more than 75% have bought products or services over the Internet.

COUNTRIES OF ORIGIN

According to the survey, these Latin Americans living in the U.S. connect to sites in their countries of origin, especially newspapers. For every ten Latin Americans who live in the U.S. and access newspaper sites from their countries of origin: eight use it to decide on the purchase of goods and services, seven to purchase goods and seven access the site of a newspaper from their country of origin, with U.S. specific advertising. A full 87% of these users read their home country newspapers to be up-to-date, and 76% do it because “it’s my link with my country’s events.” National news, sports, business and finance rank as the main sections visited.

Interestingly, the fourth most visited section is news about the U.S. Eight in 10 participants also visit U.S. versions of Spanish-language sites like (Univision.com 45%, Yahoo en español/Telemundo (44%), MSN Latino (23%), Terra.com (14%) and AOL Latino (7%). The percentage is particularly high in income brackets below $24,000.

Twenty-nine percent of Latin Americans who visit newspaper sites from their countries of origin choose Spanish as the language they prefer when they connect to the Internet, while 53% choose bilingual.

UNCONVENTIONAL MEDIA

Latin American newspaper websites are by no means the only Latin American online media properties that are heavily trafficked by Hispanics. Grupo Televisa’s Esmas.com gets 6 million unique users per month from the U.S. Hispanic market. Esmas.com links to Tarabu, an online music store that was launched last year with the backing of Universal Music,

Sony BMG, Warner Music and EMI. Sources at Grupo Televisa note that Mexico has 1.8 million broadband subscribers. But the biggest prize is the estimated 4 million U.S. Hispanic broadband subscribers. Some websites that are not owned by media companies are also starting to offer online advertising. Travel site Despegar.com sells banner advertising on its U.S., Argentinean and Brasilian website channels to Mexicana de Aviación (Mexican Airlines).

JUMPTV.com, a distributor of Latin American movie programming, is advertising its own product to Latin Americans outside of Latin America (mostly in Europe and the United States), says channel partner engineer, Ricardo Vegas.

Eurail.com, a European website that sells train tickets, is building a website to target U.S. Hispanics and Latin Americans and may sell advertising on its own website as well as buy advertising on travel related websites trafficked by Spanish-speaking audiences.

LATIN AMERICANS ALSO VISIT U.S. WEBSITES

Of course, it goes the other way around as U.S. Hispanic websites are heavily trafficked by Latin Americans. Luis Eduardo Baron, publisher of La Guia (several editions in Florida) and 7 Dias (Tampa) notes that 15% of La Guia’s website traffic comes from outside the U.S. (mostly from Mexico, Peru and Argentina). 10% of 7 Dias traffic comes from outside the U.S. (mostly from Spain and Argentina).

U.S. Casinos advertise in Latin American media to attract visitors to Las Vegas – not surprising when you consider that Mexicans account for 9.3% of international visitors to Las Vegas while Central American Casino Resorts advertise in Hispanic media to attract Hispanic visitors. U.S. educational institutions also buy advertising on websites that target the Latin American business community. Panregional business magazine and website America Economia is running online advertising by the Kellogg School of Management.

BEHAVIORAL TARGETING

Due to the strong integration between the Latin American and the U.S. Hispanic economies, the amount of marketers in both regions who are going after Hispanics through “behavioral targeting” in online media is poised to grow.

This is one of the most promising developments in the digital media industry for Spanish-speaking audiences. Research firm eMarketer estimates that marketers will spend $1.2 billion on behavior-targeted online advertising in 2006 in the U.S. – and forecasts that the market will surge to surpass $2 billion in 2008.

According to eMarketer, behavioral targeting helps marketers get better results from fewer impressions. Publishers like that behaviorally-targeted ads deliver more revenue from secondary pages and users find this type of advertising to be more relevant to their needs.  

How large is the Online Hispanic Newspaper Advertising Market?

Spanish-language newspaper websites still have a very small share of overall Hispanic online advertising. Websites like Univision.com, Batanga.com, telemundo.yahoo.com, terra.com and Starmedia are ad revenue leaders.

In the general market, in 2005 online newspaper advertising amounted to $2 billion a year or approximately 5% of the $40 billion general market newspaper advertising market.

Portada® estimates that the Hispanic newspaper market advertising market volume in 2005 was approximately $400 million ($325 million local advertising and $75 million national advertising). The Hispanic Internet is less developed and particularly the readers of Spanish-language websites often still lack e-mail access. This ratio implies that probably 1% – 2% of total Hispanic newspaper advertising is advertising bought at these newspapers websites (between $4 million and $8 million). Large advertising agencies are taking notice of Spanishlanguage newspaper websites. Chicagobased Tapestry recently bought online advertising for Philip Morris in La Opinion's website (Impremedia). LaOpinion.com had $680,000 in online advertising revenues in 2005, according to TNS Media Intelligence.

La Vibra, a weekly entertainment publication developed by Los Angeles based La Opinión (introduced in L.A., summer 2000), was launched in Houston by the The Houston Chronicle (Hearst Newspapers, average daily circulation 549,300) on April 23rd. The Spanish-language publication, which comes out every Friday, targets young (18-34 year olds), hip, urban Latinos. It covers music, celebrities, as well as movie, concert and event information. “The total distribution is 100,000 copies weekly in neighborhoods with Hispanic penetration of 65% or more,” Emily Cohen, public affairs manager at The Houston Chronicle tells Portada®.

The first issue was a 28 page, full color pub, on celebrities and entertainment. All editorial was in Spanish, although some classfied advertising was published in English. The Chronicle's Cohen says that in the future La Vibra's editors might sprinkle some English into the publication. Seventy-five percent of La Vibra's content is produced by La Opinión (national content), while 25% is produced locally.

The contract between La Opinión and The Houston Chronicle gives The Chronicle exclusive distribution rights in the Houston area. La Opinión and The Houston Chronicle will co-promote La Vibra's content. Neither La Opinión nor the The Houston Chronicle would disclose the financials of the transaction or whether there is an advertising revenue split agreement between the newspapers. Advertisers who have bought space in the first few issues come from diverse sectors, including big department stores such as Northstrom and Foley's, as well as the local race track (Sam Houston Racepark), Hertz, Firestone Tires, car dealerships, local music events, jewelry stores, restaurants, and a casino based in Louisiana.

…faces a distribution challenge…

The distribution of La Vibra offers some clues as to the challenges publishers and advertisers face in trying to reach Houston's Hispanics. Out of 100,000 papers distributed, 13,000 are home-delivered to subscribers and 50,000 are home-delivered to non-subscribers. (Even in neighborhoods with at least 65% Hispanic penetration, The Houston Chronicle only has 13,000 paying Hispanic subscribers. The free Spanish-language weekly La Voz de Houston [independently owned, circ. 108,000] has a relatively low circ./total Hispanic hh ratio of 34.23%, according to data provided by Geoscape International.) “The 63,000 copies that are home delivered are in a bag that also includes The Houston Chronicle,” Cohen explains. On Fridays, an additional 18,000 stand-alone copies of La Vibra are distributed in free, specially-designed racks at area retailers and on street corners in Hispanic neighborhoods. Finally, 19,000 copies are inserted into the Sunday Houston Chronicles sold at newsstands in Hispanic neighborhoods.

…but La Vibra won't stop at Houston.

La Opinión is now considering publishing La Vibra content in other U.S. markets.

“It was a natural evolution for La Vibra to expand into markets outside of Southern California. We are very excited about this partnership and are evaluating other opportunities,” Mary Zerafa, vice president of Market Development and New Media at La Opinion tells Portada®.