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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 Multicultural consumers right now.

For prior Sales Leads editions, click here. 

  • LVMH

Dentsu Aegis Network has been appointed french luxury goods company LVMH´s media agency of record in North America. Havas Media was the incumbent agency since 2009. LVMH Moët Hennessy • Louis Vuitton, also known as LVMH, spends about US$400 million on measured media in the U.S. according to Kantar Media. LVMH´s brands include Louis Vuitton, Hennessy, Bulgari, TAG Heuer and Marc Jacobs. Manny González, Senior Director, Multicultural at Moet Hennessy USA is a member of Portada´s Brand Star Committee.

 

 

 

  • Northwestern Mutual 

Milwaukee-based Northwestern Mutual has appointed Horizon Next, Horizon Media´s marketing arm, as its agency of record following a review.Publicis-owned Spark Foundry, the incumbent media AOR, declined to defend the account. Northwestern Mutual spent US$52.9 million on measured media in the U.S. in the first six months of 2018 after spending US$68.6 million in all of 2017 and US$41.5 million in the first half of last year, according to Kantar Media.

 

 

 

  • McDonald’s

McDonald’s announced that the company and its franchisees are investing approximately US$186 million in Florida throughout 2018 and 2019 on the construction and modernization of 240 McDonald’s restaurants, transforming the customer experience inside and outside the restaurant. In total, McDonald’s and franchisees are investing US$6 billion to modernize most U.S. restaurants by 2020, including most restaurants in Florida.In addition to the investments to modernize the restaurant, McDonald’s has also introduced McDelivery with Uber Eats at more than 5,000 US restaurants.

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

  • Lobo City Mex

Lobo’s City Mex Market Convenience Store is expanding into its new location in Lincoln, Nebraska. The old location will become offices for the business.The new market will be a larger version of the shop, housing ethnic foods and produce from Latin America — while also offering check cashing and transferring options. The surrounding neighborhood is more than 13 percent Hispanic alone. That’s why Lobo Mex has diverse drinks, food and products from places like Mexico, Honduras, El Salvador, Chile, Puerto Rico and Argentina.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

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

For prior Sales Leads editions, click here. 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

  • T-Mobile & Sprint

T-Mobile US and Sprint Corporation announced that they have entered into a definitive agreement to merge in an all-stock transaction at  a total implied enterprise value of approximately US $59 billion for Sprint and approximately US $146 billion for the combined company. The combined company will be named T-Mobile. Currently the third-and fourth-largest carriers in the U.S., these companies are both major marketers, particularly toward Hispanic and multicultural audiences. Both companies marketing expenditures amount to several  billion dollars. With T-Mobile spending in advertising alone US $1.8 billion in 2017 and Sprint US $700 million.  T-Mobile has been working with Publicis Seattle for more than ten years. Sprint works with Droga5 and Horizon Media, even though Sprint has its’ own  in-house agency. It is too early to know which (agencies) will be working on the business once marketing is consolidated under the T-Mobile brand.  According to the press release announcing the merger, the new company will be able to light up a broad and deep 5G network faster than either company could separately. T-Mobile deployed nationwide LTE twice as fast as Verizon and three times faster than AT&T, and the combined company is positioned to do the same in 5G with deep spectrum assets and network capacity. According to the press release, the New T-Mobile will employ more people than both companies separately and create thousands of new American jobs. However, it is not clear to outside observers, why functions such as procurement and marketing should not be rationalized. Following closing, the new company will be headquartered in Bellevue, Wash., with a second headquarters in Overland Park, Kan. John Legere, current President and Chief Executive Officer of T-Mobile US and the creator of T-Mobile’s successful Un-carrier strategy, will serve as Chief Executive Officer, and Mike Sievert, current Chief Operating Officer of T-Mobile, will serve as President and Chief Operating Officer of the combined company. The remaining members of the new management team will be selected from both companies during the closing period. Tim Höttges, current T-Mobile US Chairman of the Board, will serve as Chairman of the Board for the new company. Masayoshi Son, current SoftBank Group Chairman and CEO, and Marcelo Claure, current Chief Executive Officer of Sprint, will serve on the board of the new company.Both companies will operate independently until the deal receives approval from regulators.

 

  • LVMH

LVMH (Moët Hennessy Louis Vuitton) has placed its U.S. media account into review, Adweek has reported. Two sources familiar with the review confirmed that an RFI has been issued and agencies invited to pitch. Havas Media has been LVMH’s incumbent since 2009.The company is one of Havas’ largest U.S. clients.The French luxury goods company spent US$386.1 million on marketing efforts in the U.S. in 2017 and US$400.4 million the previous year, according to Kantar Media.LVMH brands include  Louis Vuitton, Marc Jacobs, Dior, Fendi and others; wine and spirits including Château Cheval Blanc, Hennessy and Krug; specialty retailers like Sephora; watches and jewelry such as Hublot and Bulgari; and cosmetics and fragrances including Acqua di Parma, Guerlain and Benefit Cosmetics.

 

  • Nestlé

Nestlé, one of the biggest advertisers in the U.S., is said to be looking to consolidate North America agency relationships, Adage has reported. The move only covers businesses under the Nestlé USA umbrella and is aimed at cutting costs, according to people familiar with the matter. Nestle’s media buying is currently done through  GroupM’s Metavision agency.  Nestlé U.S. operations include eight separate corporate entities: Nestlé USA, Nestlé Waters North America, Nestlé Purina, Gerber, Nestlé Health Science, Nestlé Professional, Nestlé Skin Health, and Nespresso which have a combined media spend of US$2.75 billion, according to the Ad Age Datacenter.

 

 

  • Century 21 Real Estate LLC

Century 21 Real Estate LLC, franchisor of the iconic CENTURY 21® brand, along with the Hispanic Heritage Foundation and Miami Dade College, presented today the 70 newly-licensed real estate agents of the “Empowering Latinas” program, which awarded 70 scholarships to help Latinas in South Floridaearn a real estate license. The winners from South Florida were selected from more than 140 Latinas who applied for the “Empowering Latinas” scholarships. Among the new licensees are teachers, interior designers, nurses, architects, researchers, housewives, and legal assistants.The awardees of the “Empowering Latinas” program received a scholarship that offset the cost to obtain a real estate license in Florida. Subsequently, CENTURY 21 affiliate brokers in the South Florida region provided mentorships to the awardees and offered them the opportunity to hone their craft with a local franchise affiliate.

  • Fresco y Mas

Fresco y Mas has debuted in Central Florida, transforming a Winn-Dixie store into a Hispanic supermarket with vibrant yellow signage, fresh-baked Cuban bread and a butcher slicing up special cuts of meat. The Fresco y Mas rebrand was announced as parent company Southeastern Grocers goes into bankruptcy.According to Southeastern president and CEO Anthony Hucker the strategy is to rebrand some stores under different banners such as Fresco y Mas to cater to specific neighborhoods.“The strategy at Fresco y Mas is really simple — we try to provide them with a really authentic Hispanic shopping experience that truly reflects the specific needs of the Hispanic communities,” Hucker said.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

The Paris-based holding company behind luxury Christian Dior gowns, Dom Perignon champagne and Guerlain perfume has agreed to buy Rome-based jeweler Bulgari SpA in a cash-and-shares deal worth euro 4.3 billion ($6 billion). The deal will see Bulgari's founding family become the second largest family shareholders in LVMH behind that of Chief Executive Bernard Arnault.

France's richest man, Arnault has grown LVMH into a euro 20 billion company since its creation in 1987, acquiring an impressive portfolio of luxury brands that extends to Chateau d'Yquem wine and TAG Heuer watches. Earnings have benefited from a surge in demand in developing countries like China.

Arnault's latest takeover adds the fabled jeweler favored by Hollywood stars like Elizabeth Taylor, whose collection included an 18-carat emerald brooch surrounded by diamonds — the only piece of jewelry she wore to her first wedding to Richard Burton. The jeweler also designed the 1967 gold, emerald, ruby and sapphire necklace worn by Keira Knightley at the Oscars in 2006.

LVMH said in a statement it will exchange 16.5 million of its own shares for the 56 percent stake in Bulgari owned by the company's founding family.

LVMH will offer the remaining Bulgari shareholders euro 12.25 ($17.10) per share in a public offering. Following the deal, the Bulgari family will own 3 percent of LVMH.

The Paris-based holding company behind luxury Christian Dior gowns, Dom Perignon champagne and Guerlain perfume has agreed to buy Rome-based jeweler Bulgari SpA in a cash-and-shares deal worth euro 4.3 billion ($6 billion). The deal will see Bulgari's founding family become the second largest family shareholders in LVMH behind that of Chief Executive Bernard Arnault.

France's richest man, Arnault has grown LVMH into a euro 20 billion company since its creation in 1987, acquiring an impressive portfolio of luxury brands that extends to Chateau d'Yquem wine and TAG Heuer watches. Earnings have benefited from a surge in demand in developing countries like China.

Arnault's latest takeover adds the fabled jeweler favored by Hollywood stars like Elizabeth Taylor, whose collection included an 18-carat emerald brooch surrounded by diamonds — the only piece of jewelry she wore to her first wedding to Richard Burton. The jeweler also designed the 1967 gold, emerald, ruby and sapphire necklace worn by Keira Knightley at the Oscars in 2006.

LVMH said in a statement it will exchange 16.5 million of its own shares for the 56 percent stake in Bulgari owned by the company's founding family.

LVMH will offer the remaining Bulgari shareholders euro 12.25 ($17.10) per share in a public offering. Following the deal, the Bulgari family will own 3 percent of LVMH.

The Paris-based holding company behind luxury Christian Dior gowns, Dom Perignon champagne and Guerlain perfume has agreed to buy Rome-based jeweler Bulgari SpA in a cash-and-shares deal worth euro 4.3 billion ($6 billion). The deal will see Bulgari's founding family become the second largest family shareholders in LVMH behind that of Chief Executive Bernard Arnault.

France's richest man, Arnault has grown LVMH into a euro 20 billion company since its creation in 1987, acquiring an impressive portfolio of luxury brands that extends to Chateau d'Yquem wine and TAG Heuer watches. Earnings have benefited from a surge in demand in developing countries like China.

Arnault's latest takeover adds the fabled jeweler favored by Hollywood stars like Elizabeth Taylor, whose collection included an 18-carat emerald brooch surrounded by diamonds — the only piece of jewelry she wore to her first wedding to Richard Burton. The jeweler also designed the 1967 gold, emerald, ruby and sapphire necklace worn by Keira Knightley at the Oscars in 2006.

LVMH said in a statement it will exchange 16.5 million of its own shares for the 56 percent stake in Bulgari owned by the company's founding family.

LVMH will offer the remaining Bulgari shareholders euro 12.25 ($17.10) per share in a public offering. Following the deal, the Bulgari family will own 3 percent of LVMH.

» Gonzalo Alonso, currently VP of Operations of Globant and former head of Google in all Spanish-speaking markets, recently wrote three articles in his blog that have risen a lot of controversy. Media buying agencies are not happy. Alonso describes, how Latin American media buying agencies and media placement firms increasingly asked media properties for “rebates” (so-called “commissions” for placing in media properties). Now clients are asking media placement firms to give them their money back. According to Alonso, this state of affairs is partly to blame for what, according to Alonso, is a difficult state of affairs in the Latin Marketing and Advertising world. Creative units, and creativity, have suffered the most as media buying and planning agencies have been paid much better than their creative counterparts.

The difference between editorial and advertising is getting even more blurred. As The Guardian writes, luxury brand company LVMH's new online magazine (called Nowness) promises to blur the lines between editorial and promotional content in a 'beautiful' way. The project will blend luxury brands with what LVMH is calling "information reference". The venture is the latest example of editorial and advertising converging in fashion as retailers become publishers themselves.

» New York’s Hispanic newspaper wars. New York daily NY al Dia, launched last spring as first reported by Portada, recently changed its name to NY de Día. The reason? Portada has known that Al Dia Philadelphia holds the right to the Al Dia name nationwide (apparently Al Dia Dallas owns a license from Al Dia Philadelphia for the Dallas/Ft. Worth market.)

Global Media platform Teads recently launched  an  online content series centered around the many ways online creativity in the ad industry is evolving and has been accelerated by COVID-19.  Portada interviewed Jonathan Lewis, Global Head of Studio at Teads, to learn about the latest innovations in digital transformation and its implications for cross-divisional team work (e.g. creative and media) and organizational processes.

Jonathan Lewis on Digital Transformation
Jonathan Lewis, Global Head of Studio, Teads

Lewis, Global Head of Studio, Teads, is an expert who has been tasked with pressure-testing legacy creative processes and accelerate digital transformation within advertising. He notes that Latin America is the best playground for early adoption of initiatives including cross divisional team work and content testing. He claims that “there is without question a greater appetite for innovation and to a degree risk in Latin America.”

Digital Transformation and Cross Division Collaboration

Asked where he sees digital transformation within advertising going in regards to cross-division collaboration in the creative process, Lewis notes that “you certainly hear more about the convergence of creative and media teams, both within client and agency shops and In the main I think this is driven by client needs. At Teads our teams work collaboratively across the spectrum of the platform and the approach we have promoted with regard to our relationships with clients during the creative process is a reflection of this. For the last 2 years we have worked a cross-division, collaborative initiative that combines client
stakeholders, their creative and media agencies with our own creative Studio, data and media insights teams to deliver a specific campaign orchestration together in one (now remote) session. This working session, called L’Atelier is a powerful validation of the value of cross division learning and understanding.
This has been especially so during the current pandemic, where Covid-19 has acted as a reset button in the lives of many and faced, as we are, with an unfamiliar world our habits and needs and desires at any given moment are pretty fluid. So, the cross-collaboration across media, insights and creative functions is essential to ensuring we deliver sensitive creative experiences and give people what they need during this time. Ensuring tonality is on point and cut through to such collaborative approaches can achieve, learning and understanding from each division.”

Faced with an unfamiliar world our habits and needs and desires at any given moment are pretty fluid.

Appropriate Tonality: The Examples of KFC and LVMH

Lewis also stresses the need for the use of appropriate tonality in these challenging times. Digital Transformation also means establishing processes and cross-divisional teams for efficient tonality feedback loops. “Simply put, when we talk of tonality we are referring to what you say, how you say, when and where you say it (the context in which the ad appears is also an important consideration with regard to appropriate tonality) and maybe whether you should be saying it at all. Things can quickly become ‘tone deaf’ to the environment in which we find ourselves. In early stages of lockdown that would include content that had people celebrating, partying, holidaying or simply referring to things that we couldn’t do any longer.” As examples Lewis cites  KFC were unfortunately caught here with the outdoor campaign promoting (finger licking) good chicken.
Appropriate tonality would include messages that are showing support and action to help in the
crises. A good example here would be LVMH who very quickly pivoted to produce hand
sanitizer. “Of course there is a thin line between genuine help and being perceived as trying to
capitalize on a bad situation. So, referring back to the first question, the close collaboration
across teams provides a more stable and reliable way to test the temperature, assess tone and
adjust in a smart and agile way.”

The close collaboration across teams provides a more stable and reliable way to test the temperature, assess tone and adjust in a smart and agile way.

Digital Transformation: Best-In-Class Content Testing…

There are a number of ways a brand can test their content, Lewis argues. “One lifted from the world of TV, of which they should be familiar, is content pre-testing. Assuming your TVC will play out in the same way on a digital device is not advisable. So being able to pre-test that content for a mobile platform and using real time emotional tracking (via a panel and accessing the users web camera) to gage, frame by frame, how users, exposed to such a creative are reacting on an emotional level, is an excellent barometer for understanding how it is likely to perform. At what point during the creative are users happy? When are they surprised? When are they disgusted and how can we use that data to inform how we deliver this TVC as a digital piece fit
for mobile.

Tonality Pre-Testing

Lewis  also advocates for a ‘tonality pre- test: “During COVID via a survey to 300 respondents we are measuring aided brand awareness, reaction to creative (relevance, sensitivity to context) and impact on perception of the brand, ” he notes.

We are also advocating a ‘tonality pre- test during COVID via a survey to 300 respondents where we are measuring aided brand awareness.

Digital Transformation: Evidence based Approach Feeds Back into the Creative Process

Evidence generated from pre-test emotional studies can be a key driver for refashioning digital creatives by using  the positive peaks in emotion to accentuate the creative, Alternatively an evidence based creative process in order to drive actions could involve the use of campaign performance data, live in near-real-time, to identify what’s working, to design tests (AB), to validate a hypothesis and to iterate. Lewis asserts that “for this, you need something akin to a remote war room with your clients to initiate a more or less constant feedback loop. This of course can be a lot of work and time consuming, you will need agile and fast working teams with the ability to understand and redesign creative output, but the payoff is that it could provide the key to a deeper understanding of what resonates with people exposed to your creative on a mobile
device.

  You need something akin to a remote war room with your clients to initiate a more or less constant feedback loop.

Check out:

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Marina Fillipelli, Keith Cartwright, Cris Munoz, Rob Davis Portada is here to tell you about it. Check out last week’s Changing Places here.

Marina Fillipelli, CEO at Orci

Agencia OrciMarina Filippelli has been promoted to CEO at Los Angeles-based agency Orci, succeeding Andrew Orci who has held the position since 2011. He will assume the position of chairman of the board. His parents Hector and Norma Orci founded the agency in 1986. Filippelli was doing double duty at the agency as both Chief Operating Officer and director of client services prior to the promotion. She joined the agency in 2013 after serving as group account director at Heat.  Orci clients include include Stella Artois, Chevron ExtraMile among others.

Rob Davis

Local media-buying specialist Novus Media LLC has launched a new business unit — Novus Next — to focus on geospatial, multichannel media planning and buying.  The new unit is being led by Rob Davis, president local media and Chief Marketing Officer, who joined Novus Media in 2018 after more than 25 years in various leadership roles at Starcom. Novus Media, founded in 1987, originally called Novus Print Media, become ne of the largest print buyers in North America. In recent years, it has added multichannel media to its client solutions. Now, Novus Next has been created as a standalone business unit to focus on the agency’s rapidly growing multichannel discipline.

Keith Cartwright

Keith Cartwright
Keith Cartwright, principal of Cartwright

Creative entrepreneur and agency veteran, Keith Cartwright, a co-founder of SATURDAY MORNING, has launched CARTWRIGHT, a new agency designed to work with brands who want a more direct relationship with agency leadership, and seek a creative product built to stand out in today’s attention crazed economy. CARTWRIGHT is launching with backing from WPP and will work in partnership with global creative network, Grey Group. The new model agency will tap into Grey’s international network of talent and resources to provide fully integrated and curated capabilities to clients around the world. “My goal in structuring our agency this way allows us to maintain the highest level of client interaction and partnership,” says Cartwright, “While giving us the ability to pull unlimited resources and scale globally as needed.”  Among the marketers the start-up is already working with are P&G, Facebook and LVMH Brand Loro Piana.

 

Cris Munoz

Entravision Communications announced the appointment of Chris Munoz to the executive leadership team as the Executive Vice President of National Sales. Mr. Munoz will oversee Entravision’s national spot television, national spot radio, network radio and national digital audio platforms. This appointment is effective as of June 1, 2020. “Chris is an experienced and accomplished executive in the media space and we are pleased to have him join the Entravision team and lead our national sales efforts. He is a proven strategic leader, a passionate advocate for Hispanic media, and possesses extensive client, industry and agency relationships. We look forward to his leadership as we continue to connect advertisers with our dynamic audiences,” said Karl Meyer, Chief Revenue Officer, Entravision.

 

Changing Places LatAm: people change positions, get promoted or move to other companies. Portada is here to tell you about it.

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

Parisian fashion brand  Dior has a new regional director in Latin America, Hugo Charles.  The new regional director, Hugo Charles, has an extensive experience in the retail in industry, especially in Mexican market. Until last December, he worked as the director for the Luxury Division at the El Palacio de Hierro for 3 years, the same chain of department store where Dior had installed two pop-up shops for the holiday season. Dior has been strategizing to expand its presence in South America with the opening of new stores in countries suchs as Mexico, where the company owned by LVMH opened its first stand-alone stores last October. 

 

As of January 1st, 2020 Ana Torres de Navarra will continue representing the NYTS, however she will be doing so via Colibri Media.  The New York Times will be consolidating all of its international business in both the Caribbean and Latin America with Colibri Media

 

 

 

 

Levi Strauss & Co. (LS&Co.) announced a series of executive changes:

Roy Bagattini, executive vice president and president for Levi Strauss Americas, is leaving LS&Co. to assume a group chief executive officer (CEO) position at Woolworths. Marc Rosen, executive vice president and president of direct-to-consumer, will fill in the role.With Bagattini’s departure, Rosen will be responsible for leading the company’s largest commercial operations, spanning all brands and channels across the U.S., Canada, Mexico, Brazil and the balance of Latin America.Rosen, a veteran retailer who has held roles in e-commerce and international expansion at Walmart, will retain leadership of the direct-to-consumer business.

 

 

IPG Mediabrands has made a few senior appointments:

Andrea Suárez has been named new President of Thrive, while Sergio Kessissian is the new IPG Mediabrands Latin America CEO.

Suárez takes over the global leadership of IPG Mediabrands´ Nestlé exclusive unit. She will be responsible for strengthening the partnership between IPG Mediabrands and the brand globally.

Kessissian, who becomes chief executive officer for IPG Mediabrands Latin America, will replace Suárez, who has held that role since 2015.

LLYC, the global communication and public affairs consultancy, has incorporated three new partners:Mariano Vila, General Director of LLYCArgentina; Ana Folgueira, Executive Director of Estudio Creativo; and David González Natal, Senior Director of the Consumer Engagement department.

 

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads US editions, click here.

  • Shasta Pools 

Colling Media, a national digital advertising and marketing agency, continues its growth by adding Shasta Pools to its prestigious roster of clients. Colling Media has been named as Shasta Pools’ Agency of Record and has been retained to create and execute an advertising and marketing campaign designed to increase awareness of Arizona’s #1 pool company.Starting as a family business in 1966, Shasta Industries is the #1 Phoenix new pool builder, having designed and built over 86,000 swimming pools, remodeling over 34,000 swimming pools, run hundreds of thousands of service calls, built 100’s of commercial pools and providing pool products all over the nation and globe thru A&A manufacturing and Xcel Surfaces.

  • Nestlé 

Nestle SA has agreed to sell its U.S. ice cream business to Froneri in a deal valued at US$4 billion, moving control of brands including Häagen-Dazs to a joint venture the Swiss group set up in 2016. Froneri was created after Nestle merged its European ice cream business in 20 countries with R&R, a unit of French private equity firm PAI Partners.With operations in regions including Latin America and Asia, it is one of the largest ice cream companies in the world with a turnover of around 2.9 billion Swiss francs ($2.91 billion) as of last year.Wednesday’s deal expands Froneri’s reach to the United States and is expected to add US$1.8 billion to annual sales.Nestle owns the rights to Häagen-Dazs in the United States, while Yoplait maker General Mills (GIS.N) sells the premium brand in non-U.S. markets.The deal is expected to close in the first quarter of 2020 following regulatory approvals, Nestle said.Nestlé will continue to run its remaining ice cream businesses in Canada, Latin America and Asia.

  • Sephora 

Sephora has launched a North America Media review, according to an invite to pitch obtained by Ad Age. The review will begin immediately and will last for about four months. The document stated the U.S. portion of the review will cover media strategy, planning and buying for all media channels excluding addressable TV. The invite also included a non-disclosure agreement that prevents agencies from discussing the review with the media. Should the agency accept, the invite read, it would receive an RFI. Global management consultancy ID Comms will manage the review. A decision is expected to be made in March, according to the people close to the process. Sources close to the review said that the account is worth approximately US$250 million.The review will not affect other LVMH brands including Dom Pérignon, Benefit Cosmetics, Marc Jacobs and Céline.

  • GlaxoSmithKline

GlaxoSmithKline has consolidated all Pfizer consumer healthcare media with Publicis Groupe following a joint venture the pharmaceutical announced in late 2018.Publicis Media will service the work with platformGSK — a bespoke shop it launched after winning the US$1.7 billion GSK media business. The move brings together brands such as Panadol, Anadin, Aquafresh and ChapStick under one roof with the creation of a new company with annual sales of $12.7 billion. The Pfizer consumer healthcare media is estimated to be valued at around $400 million. The move brings together brands such as Panadol, Anadin, Aquafresh and ChapStick under one roof with the creation of a new company with annual sales of US$12.7 billion.

2019/2020 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

  • Hawaiian Airlines 

Hawaiian Airlines, the largest airline in Hawaii,  is sending lead media and creative duties to Interpublic Group of Cos.’ Mediahub and MullenLowe respectively following a review, Adage reports. The airline operates between 13 North American gateway cities and the Hawaiian islands.MullenLowe and Mediahub will handle the account from their office in El Segundo, California. Hawaiian Airlines previously worked with Anthology Marketing Group in Mountain View, California, and Publicis Sapient. Hawaiian Airlines spent US$2.7 million on measured media in the U.S. in 2018 and US$3 million during the first half of this year, according to Kantar.

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads US editions, click here.

 

  • TaylorMade Golf 

TaylorMade Golf, a leading manufacturer of high-performance golf equipment, announced that the company has selected INNOCEAN USA (INNOCEAN) as its Agency of Record to handle all media planning and media buying responsibilities for the brand.Following a formal review period starting at the end of 2018, the account was awarded to INNOCEAN in September 2019. TaylorMade’s mission is the pursuit of product innovation and reaching new thresholds of performance. INNOCEAN’s new media plan will activate starting January 2020. The agency will manage existing media buys through the end of the year.

 

 

  • Craft Brew Alliance

Craft Brew Alliance, Inc., a leading craft brewing company, announced the launch of La Rubia Blonde Ale in New York and Connecticut. The expansion builds on La Rubia’s robust double-digit growth to date and will be focused on connecting the beer’s easy-drinking style and authentic brand story rooted in family with Hispanic consumers in key markets. Created by father and son duo Luis Brignoni and Luis ‘Pops’ Brignoni, Sr., who are both originally from Puerto Rico, La Rubia quickly gained popularity as the perfect beer for gatherings with friends and family. Over the past several years, La Rubia has grown in popularity across South Florida, where it now ranks in the top 10 of all craft beers. As more and more Latinx fans began connecting with La Rubia’s distinctive flavor and story, CBA saw an opportunity to expand its footprint into new neighborhoods in New York and Connecticut, including Washington Heights, Queens, El Barrio, Bronx, Hartford and New Haven.Created by Latinos for Latinos, La Rubia, which translates to “the blonde one,” is a light-colored ale with a refreshing but distinctive flavor profile. The La Rubia launch strategy into new markets will include packaging, point-of-sale collateral, in-store sampling opportunities, tasting events, out-of-home advertising, media relations outreach and social media engagement, all rolling out this fall.

 

  • United Natural Foods Inc.

United Natural Foods, Incorporated, also known as UNFI, a distributor of natural and organic foods, specialty foods, and related products in the United States, is selling 13 of its remaining 43 Shoppers Food Stores in Baltimore and Washington, D.C. to three separate buyers. The stores are to be sold in three separate deals expected to close between mid-December and February. An affiliate of the Hispanic-focused chain Compare Foods is acquiring five stores and two more stores are going to McKay’s Foods, a family-run independent operator based in Hollywood, according to Winsight Grocery Business. Md. Lidl is the third buyer. UNFI said it will continue to operate its remaining 26 Shoppers stores while marketing them for sale. The Food Partners LLC advised UNFI on these transactions.

  • Wisconsin Cheese Group Holding

Monroe Capital LLC (“Monroe”) announced it acted as sole lead arranger and administrative agent on the funding of a senior credit facility and equity co-investment to support Centre Partners’ investment in Wisconsin Cheese Group Holding, LLC (“WCG”), a leading manufacturer of branded and private label Hispanic foods, including cheeses, desserts, meats and spices.Founded in 1985 and based in St. Paul, Minnesota, WCG maintains an attractive portfolio of trusted, authentic Hispanic food brands, including La Morenita, El Viajero, Reynaldo’s, El Chilar, Lisy, and Orale!, alongside extensive private label capabilities. WCG has nationwide distribution with a strong presence within the mass, club, grocery and specialty / bodega channels and has built an outstanding reputation for customer service and product quality.

 

2019/2020 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

  • LVMH

Luxury giant LVMH has enlisted Brunswick Group for PR support as it acquires Tiffany & Co. in a deal worth US$16.2 billion.Work on the account is being led by Brunswick U.S. senior partner and CEO of the Americas Nik Deogun and partner Jonathan Doorley. Brunswick was hired specifically for this assignment, according to a source familiar with the matter.Tiffany has engaged the services of Sard Verbinnen & Co., an agency the jewelry company has worked with in the past. After weeks of waiting, LVMH and Tiffany jointly announced a deal had been reached at US$135 per share earlier this week after both companies’ boards gave their approval.They expect the acquisition to be finalized in mid-2020 after it clears the necessary regulatory and shareholder hurdles, according to CNBC, which first broke the news.Founded in 1837 in New York, Tiffany rose to become a leading global luxury brand. LVMH, which houses 75 other brands, said in a statement that Tiffany will “transform” its watches and jewelry division.

 

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

What: First Insight has released the results of a study that examined the shopping behavior of U.S. and U.K. consumers, and found that millennials are still the biggest contributors to the success of certain retail models.
Why it matters: Millennials’ growing shopping power forces brands to identify the right ways to connect with this generation.

 

First Insight has published the results of a consumer study conducted in the U.S. and the U.K. to examine shopping habits, purchase behavior, and influences driving purchase decisions. The survey was answered by a sample of more than 1,000 U.S. consumers and 565 U.K. respondents. The study revealed that millennials contribute more than any other generation to the success and longevity of certain retail models, as they tend to spend more, shop more often, and are more open to adopting new retail models such as subscription boxes.

“Where millennials shop, how they shop and when they wear the brands they love are direct reflections of how they define themselves,” declares First Insight’s report. “To tap into this lucrative group of shoppers, retailers must be able to connect with this generation through the right shopping experiences and unique products at the right price.”

 

The Biggest and Most Impulsive Spenders

According to First Insight’s study, millennials in both the U.S. (74%) as well as the U.K. (58%) are most likely to spend more than $50/£50 per visit in-store as well as online. This compares to 71% of Generation X and 65% of Baby Boomers in the U.S., and 42% of Generation X and 38% of Baby Boomers in the U.K.

In both the U.S. and the U.K., millennials have the highest added-to-cart percentage rates both in-store and online. In the U.S., 87% of millennials said they “sometimes or always add items to their carts they weren’t planning to buy when shopping in-store.” This compares to 86% and 78% of Generation X and Baby Boomer respondents, respectively. U.K. respondents mirrored these responses closely: 83% of millennials said the same, followed by 76% of Generation X and 69% of Baby Boomers.

 

Subscription Boxes: A Hit Thanks to Millennials

First Insight’s data shows that usage of subscription box services is driven primarily by millennials, as 31% of respondents from this generation are currently receiving subscription boxes in the U.S. versus 21% and 8% of Generation X and Baby Boomers, respectively. In the U.K., 32% of millennials versus 22% of Generation X and 10% of Baby Boomers are currently subscribers.

However, data shows a significant difference between U.K. and U.S. shoppers when considering the longevity of this model. While in the U.S., 32% of study participants intend to subscribe in the next six months, only 13% of U.K. respondents said the same. Also, significantly more U.K. respondents said they “never subscribed” to subscription boxes than those in the U.S. While 49% U.K. Millennials, 63% of Generation X and 84% of Baby Boomers reported they never subscribed to a subscription box service, in the U.S., 33% of Millennials, 48% of Generation X and 64% of Baby Boomers said the same.

 

Millennials Like to Show Their Love

As the report explains, “Flexing is to wear or display brands to show a personal association with the brand. This can be done to display wealth or status, or to make a statement.” One of the study’s findings was that sports brands are the most popular for flexing in both the U.S. and U.K., with millennials the most likely to flex all brands across every category. In the U.S. and the U.K., respectively, an average of 23% and 24% of respondents said they are flexing sports brands, while only 17% of U.S. respondents and 21% of U.K. respondents flex luxury brands. 

When it comes to items being flexed, people in both the U.S. and the U.K. are flexing clothing the most (57% vs. 51% of U.K and U.S. respondents, respectively), followed by shoes (35% of U.K. respondents and 42% of U.S. respondents), and accessories like watches, jewelry and bags (20% of U.K. respondents and 28% of those in the U.S.)

 

Check out our new round up for brand marketers, where you’ll find the week’s most relevant insight and research.  If you’re trying to keep up, consider this your one-stop shop

SaaS firm Snaplytics released its quarterly metrics report for Q4 2016: 54.8% of followers will open brand stories and 87.5% will complete the full story after opening. Thirteen stories are posted monthly on average per brand with 11 snaps per story, of which 61% are videos.

Satisfaction is the emotion consumers most associate with positive brand experiences, according to recent research from InMoment.

 Nielsen released report A Fresh Look at Multicultural Consumers to help retailers understand the influence multicultural consumers wield across the meat, produce, seafood, deli, and bakery categories. Results: Multicultural households spend a higher share on Fresh as a percentage of their total food spend compared to non-Hispanic White households.

According to a new Accenture study, new “languages of loyalty” are driving customer relationships in the digital age, especially among millennials. The firm argued that marketers should provide digital-driven incentives through tokens of affection, personalization, exciting experiences, the use of influencers and brand partnerships.

Market-research agency MBLM released its 2017 Brand Intimacy Report. The report reveals that the top brands must build deep relationships with consumers through strong and personal engagement. Apple, The Walt Disney Company, Amazon, Harley-Davidson, Inc. and Netflix came in at the top.

Technavio has announced the top six leading vendors in their recent global personal luxury goods market report. This market research report also lists 14 other prominent vendors that are expected to impact the market during the forecast period. Estée Lauder, L’Oréal, LVMH, Richemont and Swatch Group came in at the top of the list.

According to a new report published by Allied Market Research, titled, “Confectionery Market by Type: Global Opportunity Analysis and Industry Forecast, 20142022 the global confectionery market was valued at $184,056 million in 2015, and is projected to reach $232,085 million by 2022. The chocolate confectionery segment dominated the market in 2015 with more than one-third revenue share.

Market research firm TrendForce reports annual tablet shipments worldwide dropped by 6.6% to 157.4 million units in 2016. However, total shipments from branded tablet vendors surpassed expectations because of the robust year-end holiday sales.

According to research firm Gartner, global smartphone sales to end-users hit 432 million units in the fourth quarter of 2016 — a seven per cent increase over the like period in 2015, and  smartphone sales to end-users totalled nearly 1.5 billion units in 2016, an increase of five per cent from 2015.

NPD Group reported that sales of prestige products climbed 6% last year for a total of $17 billion spent in the third year of consecutive growth. Color cosmetics sales climbed 12% and represented 82% of all growth, sales of skincare products gained by 2%, and luxury fragrances grew by 1%.

Danish toy manufacturer Lego was named the Most Powerful Brand in the World by consulting firm Brand Finance. Ferrari came in second.

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

 ::: Andrea Guzman – UM Colombia  ::: MediaCom Argentina – Pablo Spagnoli, Natalia Cappello ::: Pablo Lesulauro – CAAM ::: La Voz Media Group – Michael Mamarella ::: Steve Marcopoto – Time Inc. International :::

Click here for previous Latam Changing Places editions
AndreaGuzman-UMCOAndrea Guzman has joined UM Colombia as Managing Director. She will report to Camilo Concha, CEO at Mediabrands Colombia. Guzman spent more than eight years in the marketing department of Cencosud Colombia. She brings extensive experience in the automotive, insurance and retail sectors, experience that certainly will strengthen the positioning of UM in the country.

 

 

loadMediaCom Argentina has announced the appointment of Pablo Spagnoli as digital director and Natalia Cappello as digital coordinator.

Spagnoli has over 14 years of experience in the advertising field. He has an expertise in direct marketing, strategic planning, new business development, media planning, content generation, creativity and digital production for different national and regional accounts as Unilever, Coca-Cola, Bodegas Chandon, LVMH, L’Oreal, Quilmes, Nissan and Samsung, among others. He previously worked at companies like Reprise Media, Manwë Interactive Knowledge, Media Contacts and Havas Media Media Planning.

Cappello has 8 years of professional career in advertising. She participated in the negotiation of media buying for advertising agencies in Miami and designed regional plans for all Latin America for clients such as PlayStation, Gillette, Symantec, Visa, Coca-Cola, HP, Intel and Budweiser, among others. She worked for companies like IMS Internet Media Services, Metanetwork and Adnetwork.net IMS.

descargaPablo Lesulauro has been appointed chairman of the CAAM (Cámara Argentina de Agencias de Medios.) Lesulauro was serving as Vicepresident of the entity. The Executive Committee is integrated by Horacio Navatta, from Anunciar (Vicepresident); Fernando Alvarez Colombres, from Zenith (Treasurer); and Sebastian Civit, of Midios (Secretary.)

 

 

3044a29La Voz Media Group has added former Managing Director of Accuen Michael Mamarella to the board of advisors. Michael brings extensive expertise in the programmatic world and will help La Voz Media Group plan effective strategies to ensure the continued success of the company by bringing true insight into what the brands and agencies are looking for when trying to reach the coveted US Hispanic demographic. He will also advice and support key revenue initiatives.La Voz Media Group, the company behind La Voz Daily, Mujer Daily, Cocina Daily among other properties, has already reached over 3 Million unique monthly visitors on their websites since launching a little over a year ago.

SJM_casual_400x400Steve Marcopoto has been appointed president of Time Inc. International, following his work expanding Time Inc.’s business portfolio in international markets.Marcopoto worked as president, publisher and managing director of Time Inc. Asia.

There are only three finalists for the Top Panregional Marketing and Media Professional category .The Award Winner will be announced at the Award Ceremony during #Portadalat in Miami on June 3-4. Learn more about the finalists’ background and professional career below:

Latam-Awards-450x253
georgelevyGeorge Levy, Director of Brand Partnerships for the U.S. Hispanic and Latin American Markets, Skyword

George has more than 15 years of professional experience creating and executing online and mobile marketing strategies with a special focus on the US Hispanic and Latin America markets.

Prior to joining Skyword, George was co-founder of Yupi.com, an Internet startup targeting Latin America and the US Hispanic market which was acquired by Microsoft to become what is today MSN Latino.He has been a Regional Partner Development Manager for Microsoft Latin America and Vice President Online Marketing for the World Business Forum | WOBI. Most recently, George served as Chief Operating Officer for Mundial Sports Network, the leading comScore ranked Latino sports network and publisher of Fútbol Mundial.

Over his career, he has developed and executed integrated digital marketing campaigns across a wide range of verticals, and for leading brands including Chevrolet, US Army, Microsoft, IBM and Moët Hennessy. Louis Vuitton (LVMH).George is bilingual in English and Spanish, and conversational in Brazilian Portuguese.

Sesebas-finalbastian Yoffe, Founder y Managing Director de DataXpand

Sebastian es Founder y Managing Director de DataXpand, el primer DMP (Data Management Platform) y Audience Marketplace de publicidad digital en Latinoamerica, US Hispanics y Europa. En el 2014, DataXpand fue galardonada como la empresa digital más innovadora de Latam.

Yoffe ha trabajado fuertemente para que DataXpand en tan solo 3 años sea lider en audiencias segmentadas, estando conectado con más de 40 plataformas líderes en el mundo y gestionando las audiencias propias de grandes anunciantes en Latinoamérica.

Sebastian posee un MBA y más de 16 años en la industria digital. Anteriormente fue Country Manager de ComScore y director de IAB Argentina. Sebastian contribuye continuamente a la industria a traves de su gran expertise en lo que respecta a segmentación de datos y audiencias.

Victor-KongVictor Kong, President, Cisneros Interactive

Victor Kong is a natural leader who has demonstrated over the years his professionalism, with a vision of long-term business and investing in new business, to different projects and broader challenges that the digital industry has daily.

Victor runs the digital business of Cisneros Group. He manages the digital development of all digital endeavors of Cisneros Group, including Redmas and Adsmovil. He lead investments in several companies in the last 12 months related to digital video production, native advertising, data management platform, audio ad exchange among others digital advertising and media start ups.

He is very strategic. He achieved to build a group of companies that in two years grew from $3m in sales to $26m for 2015. His knowledge of the digital market is high, very professional, a leader in the industry. Victor runs the digital business of Cisneros Group. He manages the digital development of all digital endeavors of Cisneros Group, including Redmas and Adsmovil. He lead investments in several companies in the last 12 months related to digital video production, native advertising, data management platform, audio ad exchange among others digital advertising and media startups.

 

What: Mirriad, Universal Music Group (UMG) and Havas partner to offer Native In-Video Advertising.
Why it matters: Havas, through its Havas Media network, becomes the first global agency to partner with Mirriad and UMG for strategic native in-video advertising.The agreement includes  both the Latin American and US Hispanics markets

mirriad_havas-Mirriad, Universal Music Group (UMG) and Havas have signed an agreement that enables UMG to feature digital brand integrations in select music videos by using Mirriad’s video technology.

In addition, Havas, through its Havas Media network, becomes the first global agency to partner with Mirriad and UMG for strategic native in-video advertising from key clients including LVMH, Dish Network, LG, and Coca-Cola.

Havas’s venture Siliwood, a research center launched in collaboration with Orange Silicon Valley, will also incorporate Mirriad technology and UMG content in ongoing research it is conducting in media, content, technology and data science.

“We are thrilled to work with UMG and Havas as we grow our brand globally and extend our technology beyond broadcast television to online digital video.   We want to help bring a better experience to fans”, said Mark Popkiewicz, Mirriad’s Chief Executive Officer .

Mirriad’s technology integrates products, signage, video and other forms of branded assets into professionally produced video content. The company has more than four years of global broadcast experience, working with many of the world’s top broadcasters and content owners. Mirriad’s technology will allow agencies such as Havas Media to run multi-title campaigns in select UMG music videos on-air, online and on mobile. For the first time ever, Mirriad’s native in-video ads can be planned and executed with the same reach and frequency metrics as traditional ad campaigns.

Will Emrick, director of business development and alliances in Latin America at MirriAd, told Portada that the agreement effectively extends to both the Latin America market and US Hispanic markets “regarding our recent announcement,  we are planning for a number of US based Latino Artists to be involved in the very near future, but we are not yet ready to announce which ones.”

we are planning for a number of US based Latino Artists to be involved in the very near future, but we are not yet ready to announce which ones

This agreement builds on Mirriad’s recently announced launch with distribution partner Vevo, the music video and entertaiment platform.

“And with Mirriad’s highly customizable platform, we have the ability to insure that artists’ and brands’ interests are aligned while we remain focused on presenting fans with the most compelling music experience possible, ” said Lucian Grainge, Chairman and CEO, Universal Music Group.

“Partnering with Mirriad and UMG is an innovative way for us to help brands build more meaningful relationships with consumers,” said Yannick Bolloré, Chairman and CEO of the Havas Group.

Ebuzzing & Teads, a video advertising company, today announced the appointment of Christophe Parcot, former head of Yahoo! EMEA, as Chief Operating Officer. Christophe will run all sales and publishers teams out of the company’s international headquarters in London in a move to drive operational excellence on a global scale.

Ebuzzing_and_Teads_logo_landscape_one_lineParcot brings considerable experience from eight years at Yahoo, working with both advertisers and publishers. Prior to this, he co-founded the Liberty Surf Group, launched Overture in Southern Europe and has also held senior positions at Bertelsmann and LVMH. This experience will help fuel Ebuzzing & Teads’ strategy to target consumers with engaging video ad formats which are viewable by design and provide publishers with new monetization opportunities.

Parcot joins an experienced leadership team including Executive Chairman Pierre Chappaz, CEO Bertrand Quesada, Chief Strategic Planning Officer (CSPO) Loic Soubeyrand, CTO Loic Jaures and VP Technology Managed Services Gilles Moncaubeig.

Speaking about his appointment as COO, Christophe commented, “This role gives me a great opportunity to work in a fast growing, and highly innovative company. Ebuzzing & Teads is doing really exciting things in the video advertising space thanks to its world-class publisher partners and its advanced technology platform. Its outstream formats and Cost Per View model are gaining huge momentum across the advertising industry. I am excited to be part of the leadership team who will take this company forward.”

Pierre Chappaz, Executive Chairman of Ebuzzing & Teads said, “We’re delighted to have an executive of Christophe’s calibre join the team. His appointment underlines our ambition as we continue to reinvent video advertising and his experience will be vital to ensure we remain at the vanguard of innovation within the industry.”

Ebuzzing & Teads, a video advertising company, today announced the appointment of Christophe Parcot, former head of Yahoo! EMEA, as Chief Operating Officer. Christophe will run all sales and publishers teams out of the company’s international headquarters in London in a move to drive operational excellence on a global scale.

Ebuzzing_and_Teads_logo_landscape_one_lineParcot brings considerable experience from eight years at Yahoo, working with both advertisers and publishers. Prior to this, he co-founded the Liberty Surf Group, launched Overture in Southern Europe and has also held senior positions at Bertelsmann and LVMH. This experience will help fuel Ebuzzing & Teads’ strategy to target consumers with engaging video ad formats which are viewable by design and provide publishers with new monetization opportunities.

Parcot joins an experienced leadership team including Executive Chairman Pierre Chappaz, CEO Bertrand Quesada, Chief Strategic Planning Officer (CSPO) Loic Soubeyrand, CTO Loic Jaures and VP Technology Managed Services Gilles Moncaubeig.

ChristopheParcotSpeaking about his appointment as COO, Christophe (photo) commented, “This role gives me a great opportunity to work in a fast growing, and highly innovative company. Ebuzzing & Teads is doing really exciting things in the video advertising space thanks to its world-class publisher partners and its advanced technology platform. Its outstream formats and Cost Per View model are gaining huge momentum across the advertising industry. I am excited to be part of the leadership team who will take this company forward.”

Pierre Chappaz, Executive Chairman of Ebuzzing & Teads said, “We’re delighted to have an executive of Christophe’s calibre join the team. His appointment underlines our ambition as we continue to reinvent video advertising and his experience will be vital to ensure we remain at the vanguard of innovation within the industry.”