Mastercard introduces its first flagship restaurant experience, PRICELESS – An International Culinary Collective, created in partnership with Spring at its venue in New York City. The experience will recreate immersive, multi-sensory experiences from world-renowned chefs and mixologists who are driving what’s next in dining and cocktails. The first three culinary destinations to take up residency at PRICELESS include The Rock from Zanzibar, Tanzania, Teruzushi from Kitakyushu, Japan and Lyaness from London, United Kingdom. The PRICELESS rooftop at Spring will also host a global food experience expertly curated by Chef JJ Johnson.PRICELESS – An International Culinary Collective builds upon Mastercard’s focus on curating exclusive culinary experiences that began with the introduction of PRICELESS Tables. Mastercard has hosted PRICELESS Tables across the globe in landmark locations such as top of a billboard on Times Square, in the Museum of Natural History, at the Christ the Redeemer in Rio and atop Palazzo Beltrami overlooking the Duomo in Milan. Mastercard has also long partnered with some of the most pre-eminent global chefs. Recently, it opened Bistro by Mastercard, a place for more discerning travelers to have a sit-down meal at Rome’s Fumiciano airport.
Hispanic supermarket chain Bravo Supermarkets is growing its Florida locations and will open new Bearss Avenue and Brandon locations in Tampa as other retailers compete for Latin American shoppers.For the past several years, Tampa Bay has had three Bravo stores in Hillsborough and a single location in Dade City. But soon, Tampa will gain another location and Brandon will get its first. In the next six months, Wallin said at least six more Bravo stores will open in Florida.From 2010 to 2018, Hillsborough County’s Hispanic population grew by about 37 percent, according to population estimates by the U.S. Census Bureau. About 29 percent of the county is Hispanic, at about 420,100 people, according to that data.Retailers are increasingly catering to the Hispanic community beyond Miami to stand out in a sea of options.In the past couple of years, Southeastern Grocers has turned Winn-Dixie stores in Hispanic neighborhoods into their new Fresco y Más Brand. Miami has more than 20 Fresco y Más stores and Tampa got two of its own in 2018.
Vistaprint named Starcommedia AOR following a review launched in October 2018. Havas was the incumbent. Vistaprint, a Cimpress company, helps small business owners create expertly designed, up-to-date custom marketing – the assortment of products. Vistaprint spent US$30.27 million on advertising during Q1 2019 and US$151.70 million during the full 12 months of 2018, according to Kantar Media.
Sonic Corp., more commonly known as Sonic, the operator of an American drive-in fast-food restaurant chain based in Oklahoma City, Oklahoma and acquired by Inspire Brands, has named Mother creative AOR. Mother’s Los Angeles office will handle the account and the new work will begin appearing in 2020. The brand will continue working with Zenith on media, VaynerMedia on social and digital, and Signal Theory on areas such as merchandising, printed materials and local assets.
Tricolor Auto Group & Ganas Auto Group
The Tricolor Auto Group in Texas and the Ganas Auto Group in California are again using technology to reach potential Hispanic customers. LivePerson Automotive, a division of global conversational commerce solutions provider LivePerson, recently launched its first WhatsApp implementation for an automotive dealer group, rolling out web and mobile messaging for Tricolor and Ganas, which describe themselves as mission-driven to sell and finance high-quality, certified used vehicles through its premium brands, utilizing advanced data analytics and technology to advance financial inclusion to a highly underserved market.Using the LiveEngage platform, Tricolor and Ganas are looking to provide end-to-end customer conversations using a variety of messaging channels, making it simple for consumers to connect with the dealership groups.Adding LivePerson Automotive’s messaging solutions for car shopping and service, including WhatsApp as a messaging channel, can give the bilingual concierge agents at Ganas the opportunity to connect with shoppers and owners in a messaging channel heavily utilized worldwide. “WhatsApp is the go-to messaging application in the Latino community,” said Mauricio Delgado, Tricolor’s chief product and strategy officer.
2019 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 email@example.com.
The Habit Burger Grill
The Habit Restaurantsappointed Innocean USA as its first creative and media AOR for the burger restaurant chain. Established 50 years ago, The Habit has over 260 restaurants in 12 states throughout Arizona, California, Florida, Idaho, Maryland, Nevada, New Jersey, North Carolina, Pennsylvania, Utah, Virginia, and Washington, and six international locations.The Habit spent just over US$300,000 on measured media in 2018 according to Kantar Media.
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.
Leading executives from the brand, agency, media, and tech sectors will gather at an exclusive Luncheon Roundtable at our upcoming twelfth annual Portada Miami on April 12 to discuss the topic: Redefining the Role of Miami as a Marketing and Media Hub. During the exclusive lunch meeting, Portada will present the results of its Panregional Marketing and Media Report. The exclusive function will take place within the framework of Portada Miami on April 12, 2019, but will only be accessible to a select group of Miami based brand marketers and other Latin American regional brand marketing decision makers.If you’re interested in attending the Luncheon Roundtable, or wish to know more about the opportunities Portada Miami offers to meet your marketing and networking needs, please reach out to Sales Coordinator Michelle Lopez.
Miami has a rich history and a preeminent role as a Latin American marketing and media hub. In order to grow its leadership, and in light of structural changes in the marketing and media industry, the role of the South Floridian city needs to be redefined by key sector decision makers. Portada, a trade platform that has published the Panregional Advertising and Marketing Report for many years; convenes C-level thought leaders from the Miami brand, agency, tech and media sectors for an exclusive Thought Leadership Luncheon Roundtable under the name “Redefining the Role of Miami as a Marketing and Media Hub”.
Check out the highlights of last year’s Portada Miami!
During the luncheon, Portada will present the findings and market volume forecasts of the “2019 Panregional Marketing and Media Report”. The report will be the stepping stone for a conversation of C-level decision makers about the role, opportunities and growth drivers of the Miami marketplace.
Brand, Media and Agency leaders who will participate in the Luncheon Roundtable include:
Andres Amezquita, Stanley Black & Decker, Inc. (VP Digital and Commercial Excellence Latin America)
Major brand, agency and technology decision makers have been added to the exclusive Luncheon Roundtable: Redefining the role of Miami as a Latin American Marketing and Media Hub, which will be taking place during Portada Miami on April 12 in the EAST Hotel. Brand marketing leaders participating in the thought leadership function include Elena Feoktistova, Regional Head of Consumer and Product Marketing LAC, MasterCard, Denisse Guerra, Marketing Director Latin America, The Estée Lauder Companies and Rafael López de Azua, Head of Media and Digital, LATAM (Director), Coty. Jose Maria Sanabria, CEO, GroupM Latin America and Adriana Bellinatti Grineberg, Regional Director, Pan-regional Latam, CENAM & Caribbean, Facebook have also confirmed their participation. During the luncheon Portada will present the 2019 Miami Marketing and Media report, a new and expanded edition of its annual panregional advertising and media report. The report, based on a thorough survey of brand marketing executives, will be the stepping stone for a conversation of C-level decision makers about the role, opportunities and growth drivers of the Miami marketplace.
“I look forward to understand the position of advertisers, media owners and other media agencies. Their strengths and disadvantages”, Jose Maria Sanabria, CEO, GroupM Latin America, tells Portada. “Miami is important for GroupM because from a single point we can provide an integral service to our clients comprising strategy, media planning, buying and regional coordination in the whole Latin American region”, Sanabria adds.
“Being outside the country gives marketers a broader perspective vs being in a market like Brazil or Mexico, which are huge. We need to be able to show the ROI of having Miami as a hub,” says Rafael López de Azua, Head of Media and Digital, LATAM , Coty.
The growing list of brand marketers, media and tech executives who have confirmed their presence at the exclusive luncheon roundtable includes:
Andres Amezquita, VP Digital and Commercial Excellence Latin America, Stanley Black & Decker, Inc. Adriana Bellinatti Grineberg, Regional Director, Pan-regional Latam, CENAM & Caribbean, Facebook Ricardo Casco, Vice President, International Sales, Avis Budget Group Elena Feoktistova, Regional Head of Consumer and Product Marketing LAC, Mastercard Denisse Guerra, Marketing Director Latin America, The Estée Lauder Companies Lorena Holguin, LAC Sponsorship Director, Mastercard Eric Melis, Sr. Director Carbonated Soft Drinks Category – LATAM Region, Pepsico
The exclusive luncheon will be taking place within the framework of the twelfth annual Portada Miami event on April 12, 2019 in the Hotel EAST, Miami, but will be a by-invitation-only function. Senior executives at agency, media and tech properties who wish to attend the luncheon, please reach out to Sales Coordinator Michelle Lopez.
2019 Miami Marketing and Media Report
During the luncheon, Portada will present the findings and market-volume forecasts of the new 2019 Miami Marketing and Media Report, which will be based on a thorough survey of brand marketing executives conducted by Portada. Panregional and single country buy ad volume growth projections will be broken down by ad-category and media type. In addition, new insights into the panregional media buying process will be provided. Luncheon participants will be getting an exclusive copy of the report in advance. The report will be the stepping stone for a conversation about the role, opportunities and growth drivers of the Miami marketplace.
We need to be able to show the ROI of having Miami as a hub.
What: We talked to Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard, about the brand’s recent multi-year partnership with Riot Games, and the decision to become the first global sponsor for League of Legends esports. Why it matters: This first-of-its-kind global agreement represents a diversification of the financial company’s world-class esports and entertainment portfolio. League of Legends esports games are broadcast live to millions of fans in 18 different languages across the globe, with a regular season viewership averaging 90 million hours-watched live, week-over-week, worldwide.
In September of last year, Mastercard announced a new multi-year partnership with Riot Games to become the first global sponsor for League of Legends esports. As the exclusive global payment services partner, Mastercard will focus on three annual global tournaments – the Mid-Season Invitational, the All-Star Event, and the pinnacle of all esports events, the World Championship. This represents a first-of-its-kind global agreement for the brand.
We talked to Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard, about why the global payment services company decided to join the esports market, the marketing strategies it will implement, and why League of Legends esports was the right fit.
Portada: Why did you choose League of Legends esports to enter the esports market?
“First, we took our time in exploring and educating ourselves. We have been looking at esports for about two years. The passion for esports is undeniable. It’s a world-class phenomenon that’s engaging hundreds of millions of fans all over the world. Over the last several years, League of Legends Esports has become a massive cultural force of its own bringing people from different cultures together. It bridges sports and entertainment, and we are excited to be the first global partner of the world’s largest esport.”
First, we took our time exploring and educating ourselves. We have been looking at esports for about two years.
“We have a world-class portfolio with major global sponsorships properties that include the PGA TOUR, UEFA Champions League, Rugby World Cup, the GRAMMY Awards, and Cannes Film Festival, and our sponsorship of esport complements our portfolio perfectly.”
Portada:Why was this the right timing to enter the esports market?
“Mastercard has been a premier brand in sports and entertainment for over two decades. We continually review our partner portfolio to ensure we are staying current with consumers’ passions and to uncover opportunities to engage with new audiences.”
“Our partnership with League of Legends esports opens opportunities for us to engage with this global community through onsite experiential activations like the Mastercard Nexus, and in-game through special Mastercard spend-and-use promotions. We’re also engaging with our banking partners to offer League of Legends Mastercard cards in select markets around the world.”
Esports fans are generally younger but are among the most passionate in the world and rival fans of any other major sports.
“Esports fans are generally younger but are among the most passionate in the world and rival fans of any other major sports. As we continue to deliver amazing experiences for our loyal consumers, we are equally excited about emerging passions and new opportunities. Innovation is core to our company and that reflects our approach to partnerships as well as products and services.”
Portada:Besides special promotions among your clients, what marketing strategies will you use to leverage the sponsorship?
“We are developing unforgettable priceless experiences and unique offers through event activations – like The Mastercard Nexus – as well as through priceless.com and in-game promotions. For example, in the lead up to the World Championship Final, we opened up priceless fan opportunities such as attending the opening ceremony rehearsal, a behind-the-scenes tour, and the chance to play-test the pro-gaming PCs. These experiences all sold out on priceless.com, giving us the confidence that we are headed on the right path with this highly engaged community.”
“First and foremost, we are focused on the fan experience. By collaborating with Riot Games, we are looking to co-create experiences for the fans and the community. We are learning what matters most to them, and this helps us define what is priceless for them.”
Portada:Which platforms will be key to this sponsorship?
“We are delivering this through our Priceless.com marketing platform. Priceless is rooted in the insight that experiences matter more than things, and our sponsorship partners are key to bringing those unforgettable experiences to life. It’s an approach we bring to many of the sports and entertainment events we sponsor and a unique way to bring Priceless to life.”
Join us at PORTADA LOS ANGELES on March 15, 2019, at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics. Felix Palau, VP Marketing, Heineken will discuss “How to measure ROI and transfer best practices between sports marketing platforms.” Other speakers will include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?” Attendees will also be able to benefit from Portada’s meet-up service of three, eight-minute meetings with top brand executives!
Portada:What does a League of Legends fan look like?
“With an estimated audience of 380 million around the globe, it represents a fantastic opportunity for us to engage with a new millennial audience. Being innovative and forward-thinking is core to our DNA, and being at the forefront with new emerging passions like esports is very exciting for us as well.”
Portada:Esports is followed by a rather young population. As a finances brand, how will you manage to connect with them?
“As a payments technology company, Mastercard is the leader in connected commerce. Our primary currency is trust, and safety and security form the core of our DNA. In the era of digital disruption, we have an unparalleled opportunity to bring together our experience and expertise in safe and secure transactions together with the new innovations and solutions that are smart, convenient, and safe for a better customer experience.”
Mastercard is seeing a rise in the usage of digital wallets.
“Mastercard is seeing a rise in the usage of digital wallets. Telephone companies, banks, merchants, device makers, transport companies and others are aggressively competing for consumer adoption. With the introduction of the smart phone, there is now a device for every price point.”
“This, combined with the rise of digital natives, and the increase in social media-led commerce, is leading to consumers using less cash, as phones become the preferred mode of payment.”
Portada:How will you measure your marketing efforts?
“This is the first time that we’re activating around esports, and we’re very pleased with the response so far. We’ve been delighted by the way the community has interacted with the Mastercard Nexus and their overall reaction has been overwhelmingly positive thus far. It’s early days, but this indicates to us that we are on the right path forward.”
Portada:From a marketing perspective, what opportunities do you see in the esports market that other brands shouldn’t be missing out on?
“As a global brand and technology company, we see great synergy for a company like ours to be in this space. Like I said before, our partnership with League of Legends esports opens opportunities for us to engage with this global community through onsite experiential activations like the Mastercard Nexus, and in-game through special Mastercard spend-and-use promotions. These are all opportunities to not only drive our brand and reputation but our business as well.”
We are excited to announce that Elena Feoktistova, VP Consumer Marketing and Sponsorships LAC at MasterCard, is joining the Portada Council of the Americas, one of the seven units of Portada’s Council System. The Council System next in-person meeting will be at Portada New York on September 24 in New York City’s Yotel.
A professional marketer with over 20 years of experience in companies including Unilever, Coca-Cola and Mastercard, Feoktistova currently is Regional Head of Consumer and Product Marketing at MasterCard covering the Latin American and Caribbean markets based in Miami. Prior to that she worked as Regional Marketing Manager for Central and Eastern Europe out of Moscow. At our upcoming Portada New York Conference next Tuesday Sept 25, Feokistova will be interviewing Natalie Bursztyn, Marketing Director at Nalsani-Totto on the topic of DTC (Direct-to-consumers) brands and e-commerce.
We are excited to announce that Lorena Holguin, Sponsorship Director Latin America & Caribbean at MasterCard, is joining the Portada Sports Marketing Board, one of the seven units of Portada’s Council System. The Council System next in-person meeting will be at Portada New York on September 25 in New York City’s Yotel.
Lorena Holguin has a vast brand building experience in both consumer and financial services marketing. For 24 years’ she has gained regional and international experience in building business in both developed and developing countries via product/service innovations, market prioritization and portfolio management. Prior to Mastercard, Holguin was Regional Marketing Director at American Express. Born and raised in Mexico City, Holguin has been living in Miami for 18 years.
What: We touched base with members of Portada’s Council System in order to find out what their views are regarding the future of marketing. Why it matters: In view of the accelerated pace at which the industry is evolving, it is crucial to identify what the future has in store in order to have the necessary tools ready to face it.
Marketing is Bound to Become More Scientific
As technology evolves, marketing is perhaps one of the industries in which scientific advancement is most noticeable as it is inescapable. In the words of Ricardo Arias-Nath, CMO of PepsiCo Latin America, “Marketing is evolving at a dramatic pace, what we’re seeing is disruptive changes in the way people consume media, buy media, and with that, the role of advertisers changes dramatically.”
According to research by Salesforce, artificial intelligence is expected to grow more than any other technology in the next few years. About half (51%) of the marketers who participated in Salesforce’s study are already using AI, and 64% of them agree that it has “greatly or substantially increased their overall marketing efficiency”. Indeed, AI has a projected YoY growth of 53%. As Arias-Nath explains, “The advent of artificial intelligence is going to have a massive impact in the way people choose, in the way people go to market to select the products they consume, so we think the practice will change, it’ll become more and more scientific in time, and that’s what we’re already seeing at the moment.”
Audiences Are More Connected Than Ever, Are We Connecting with Them?
In the era of the fourth industrial revolution, the digital revolution, new media and devices provide consumers with a myriad of options for watching and listening to content. Digital consumption gains more consumers every day; and so TV and traditional media struggle to keep up with video streaming on computers and mobile devices. This forces marketers to rethink every part of their strategy.
“I think what’s happening is the landscape’s changing drastically in the way marketers are communicating through different channels. No longer is it about getting a billboard out there in the field, it’s now about connecting with the consumer through that consumer journey,” says Mike Tasevski, VP, North America Sponsorships at Mastercard. “When we look at consumers they’re so connected to their mobile devices, whether it’s their computer… The way they even consume anything is the biggest feature and that’s how we’re gonna see that landscape change is where do we need to intersect with that consumer journey.”
As Attention Spans Shorten, Staying Relevant Gets Harder
Everyone knows that, nowadays, Social Media is the place to be; particularly young people consume content and communicate mostly on social media. However, social media users don’t look at a piece of content more than 2 seconds, which means creativity is paramount if we want to gain their attention.
“There’s lots of messages out there, people’s attention span is shrinking and shrinking so, as a brand, how can I grab the attention of my consumer and what can I do to get into a conversation with them and stand out for what I think is a unique value contribution that my brand can provide, and then making them actually buy the product, which is always a nice thing too,” comments John Sandoval, Senior Brand and Latino Marketing Manager at Intuit.
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.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at firstname.lastname@example.org.
Mastercard announced the launch of its Start Something Priceless campaign in Latin America and the Caribbean (LAC). For the first time in history, a brand brings together two football superstars of Latin America, Lionel Messi and Neymar da Silva Santos Jr. (Messi and Neymar Jr.), in an integrated marketing and communications platform to score against childhood hunger and malnutrition in LAC.The social movement, #JuntosSomos10 (TogetherWeAre10), will ignite the evolution of Mastercard’s iconic Priceless advertising campaign, transforming it from StoryTelling to StoryInspiring, appealing to today’s socially engaged consumers.As part of their two-year partnership with Mastercard, Messi and Neymar Jr. will seek to inspire fans to join them in fighting childhood hunger and malnutrition through a series of cause-related marketing efforts supporting the United Nations World Food Programme (WFP) and other partners which will be incorporated into the movement over time.The campaign kicks-off on April 10th with the activation of the #TogetherWeAre10 social movement, encouraging consumers to join Mastercard in doing their part to make a difference in the world.Along the 2-year campaign, Mastercard aspires to have made a positive impact in the lives of children in the region by providing more than 10 million meals and supporting the fight against malnutrition across LAC. “Human connections are the foundation of the Latin culture,” says Ana Ferrell, Senior Vice President, Marketing and Communications, Mastercard LAC and Portada Council of the Americas member.
Dentsu Aegis Network Argentina has been awarded beauty and skin care brand Beiersdorf account. The agency will handle strategy development, planning and online and offline media buying for all of its brands, including Nivea, Eucerin and Curitas.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at email@example.com.
Nissan Industrial Complex in Resende, Brazil, has achieved the milestone of 30,000 cars made for overseas markets. The timing coincides with the second anniversary of the plant’s export program, which is exponentially growing due to an increased demand in Latin America.This is in part due to the success of Nissan Kicks as the ultimate addition to the brand’s export portfolio. Since December, the Argentinian market started to sell the crossover produced at the Resende Industrial Complex. Argentina had already been receiving the March hatchback and the Versa sedan from Brazil’s plant. Both models made in Brazil are also sold in Bolivia, Chile, Costa Rica, Panama, Paraguay, Peru and Uruguay.
W.L. Gore & Associates has consolidated its global media business for its fabric division with Dentsu Aegis Network following a review, Adweek has reported.Dentsu’s Gravity, Carat and Amnet agencies will work with Gore-Tex—used in brand products from Adidas, Oakley, Patagonia, Converse and The North Face—across the Americas, Europe and Asia-Pacific.W.L. Gore & Associates’ Gore-Tex spent US$1.5 million on marketing efforts in the U.S. last year, according to Kantar Media.
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.
Major Latin American Brand and Agency Leaders will meet at Miami’s Hotel EAST on April 18-19. These executives are part of Portada’s powerful and exclusive Council System to be officially launched at Portada Miami on April 18-19.
Portada Council System members include: Andres Amezquita, VP Commercial Excellence, Latin America Stanley Black & Decker Peter Amaro, VP, Raine Ricardo Arias Nath, CMO, PepsiCo Latin America Anabela Bonuccelli, Managing Director, Havas Media Group Natalie Bursztin, Marketing Director, Totto José Camargo, E-Commerce Subdirector, Best Buy Mexico Ricardo Casco, Global Sales and Integrated Marketing Strategies, Avis Budget Group Pablo Chiozza, SVP USA, Canada & Caribbean, Latam Airlines Group Angel Carmona, Regional Marketing Manager, Wilson Latin Ameica Yamile Elias, Director of Business Innovation & Marketing, Pepsico Pablo Izquierdo Grandal, VP Client Services Latam, Havas Media Groupes Angel de la Tijera, V. Top Accounts Commercial Head Mexico & Latin America, American Express Alan Duggan, Regional VP Business Development ,The Americas, Meliá Hotels Ana Ferrel, SVP, Marketing and Corporate Communications, MasterCard Marina Gunther, México Head of Trading, GroupM Bruno Lambertini, CEO, Circus Marketing Carlos Leal, Senior Marketing Manager, Latin America, Abbott Laboratories Iker Palazuelos Atolini, Salomon Latam, Brand Manager Tiago Pinto, Head of Gatorade – Latin America, PepsiCo Alvaro Pereda, Latam Deputy Head of Trading, GroupM José Luis Pérez Rodríguez, Head, Marketing Performance, Volaris Luis Perillo, VP, Sales & Marketing, Caribbean & Latin America, Hilton Julian Porras, Chief Executive, Latin America Omnicom Media Group Juan Manuel Romero, CEO, Metro International José Maria Sanabría, CEO, GroupM Latin America Jorge Serrano, Latam Head of Trading, GroupM Jessica Soto, Miami Head of Trading, GroupM Alvaro Valeriani, Regional Vice President Sales & Marketing Latin America & Caribbean, Hyatt Hotels
Mike Tasevski, VP, North America Sponsorships at MasterCard, Dan Donnelly, EVP, Managing Director, Publicis Media Sports and Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment are some of the marketing trailblazers participating at the Sports Marketing Forum in New York City’s Yotel on September 13. The forum is part of Portada17 which also comprehends the 11thAnnual Multicultural Marketing and Media Conference set to take place on September 14 in the same venue.
MasterCard has been at the forefront of innovation in sports marketing and Mike Tasevski, VP, North America Sponsorships at MasterCard, will explain how the global payments and technology company determines which sports and events offer opportunities and uses sports sponsorships to shape brand experiences.
In another session Publicis’ Dan Donnelly and Scout Sport and Entertainment’s Michael Neuman will explain why any marketer overlooking soccer’s tremendous appeal to engage U.S. audiences, is making a huge mistake. The above cited thought leaders will also discuss content preferences of U.S. soccer audiences as well as opportunities around the 2018 Soccer World Cup in Russia.
eSports, Sports Marketing Strategies for 2020 as well as Sports Streaming Technologies are also prominently featured in the agenda. The Golazo Award final pitch contest will be another highlight. Members of Portada’s Sports Marketing Board will ask the award finalists (AT&T, Audi and Inter Milan) to provide solutions to specific soccer marketing related challenges.
DYNAMIC, INTERACTIVE AND MAXIMIZING NETWORKING OPPS
The agendas of both the Sports Marketing Forum and the 11th Annual Multicultural Marketing and Media Conference are designed to provide attendees face to face contact with the most important executives in sports and multicultural marketing. Dynamic and interactive sessions will maximize attendees learning experience. In addition, meetings at the speed networking function will provide attendees the opportunity to develop contacts with key brand and agency executives.
Register to the Sports Marketing Forum on September 13 in New York City’s Hotel and/or to the 11th Annual Multicultural Marketing Conference on Sept. 14:
To align your brand with #Portada17 (Sports Marketing Forum, Sept. 13 and the 11th Annual Multicultural Marketing Conference, Sept. 14) and connect with Portada’s audience of tens of thousands of brand, agency and media trailblazers, please reach out to Marcos Baer firstname.lastname@example.org or call him at 1347 840 13 11.
During the 9th annual PortadaLat convention in Miami, which started yesterday, the winners to the Top Travel Marketing Campaign and “Viajero Inteligente” were revealed.
Determined by readers and an award jury of brand marketers of the Hospitality Sales and Marketing Association International (HSMAI), Portada revealed the winner to its Top Travel Marketing Campaign Award:
Mastercard Priceless Cities/ Universal Mccann
Mastercard looked to develop an exclusive user Journey to drive card usage and preference by leveraging Priceless Cities and inspiring cardholders to experience travel in a different way, the Priceless way.
Also, the “Viajero Inteligente“ Award winner was revealed, who, in addition to the award, received a trip to Mexico.
Sandra Cires Art, YouTube Influencer
Doing collaborations with other influencers in Mexico helped Sandra Cires to grow her Youtube channel and learn a more human and successful approach to business partners.
Panregional Marketing, particularly South Florida based Panregional Marketing, has undergone substantial changes over the last two years. That is why the agenda of PortadaLat this Wednesday and Thursday in Miami incorporates a stellar session called Panregional Marketing: “Values, Passion and Rationale”. Senior executives from MasterCard, Coty Inc, IPG Mediabrands, Mindshare, Facebook, Viacom and Sony Pictures Entertainment will discuss the challenges, the values and their passions for Pan Regional.
This Thursday, on day 2 of PortadaLat, Pan Regional Media Planning and Buying Pros from the agency and brand world and Senior Sales Executives will discuss the challenges, the values and their passions for Pan Regional. Will their arguments and rationales be strong enough?
PAN REGIONAL MARKETING: Values, Passion and Rationale
MODERATOR: Jose Vicente Luque, Head of Media and Agency Relations, Latin America & Caribbean Region PANELISTS: Victor Lopez, Head of Digital, Havas Media Yamileth Bermudez, Media Operations Director, IPG Mediabrands Miami Paulo Cesar, Head of Trading Latin America, Mindshare Maria Esther Nieves Garcia, Ad Sales Manager, Sony Pictures Entertainment Walter La Mendola, VP Ad Sales and Brand Solutions, Viacom Marco Casas, Head of Agency, Miami, Facebook Rafael Lopez de Azua, Head of Media & Digital Latam,Coty Inc
#PortadaLat is this week! We have added new Ticket Types to Meet Your Needs!
GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8.All sessions, keynotes, networking, food and beverage included! (US$549) DAY 2: BRAND INNOVATION DAY (June 8) The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 449!) VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999). DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7): The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199) Secure your spot and start the PortadaLat journey!
More than 50 speakers will take the stage next Wednesday and Thursday (June 7-8) in Miami at PortadaLat. The #PortadaLat agenda has been uniquely curated to provide marketing, media and tech executives with the tools and insights needed to thrive in today’s fast-paced market. We have interviewed some of PortadaLat Top Speakers. They are leading executives from MasterCard, Trivago, Visa, Pepsi, LatAm Airlines and Havas Media. Check out what some #PortadaLat speakers have to say and get ready to get to know them in person!
Victor Lopez, Head of digital media at Havas, says that he is sensing “more optimism around panregional marketing this year.” Lopez also tells us that social and video have come to the forefront and shares his latest experience on their use in marketing efforts.
We talked to Jon Eichelberger, Regional Head, Americas Trivago, in this pre-event interview about the very competitive travel market, particularly as it relates to Spanish-speaking audiences throughout the Americas.
Pepsico’s Latin America Beverages Chief Marketing Officer Ricardo Arias Nath will speak about “How Innovation shapes PepsiCo’s Latin American marketing strategy.” We interviewed Arias Nath who answered several questions about PepsiCo’s approach to Latin American marketing.
Portada interviewed Chiozza to ask him about Latam’s new low-cost strategy, the use of marketing tech to acquire new customers and more.
#PortadaLat is next week! Registration: We have added new Ticket Types to Meet Your Needs!
GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8.All sessions, keynotes, networking, food and beverage included! (US$549) VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999). DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7): The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199) DAY 2: BRAND INNOVATION DAY (June 8) The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included.(US$ 449!) Secure your spot and start the PortadaLat journey!
The tremendous growth of e-commerce and how it impacts the overall marketing discipline and digital marketing in particular is going to play an important role in the program of PortadaLat next Wednesday and Thursday in Miami. We interviewed Patricio Rubalcaba, VP Merchant Development Travel, Retail & Digital Verticals at Mastercard . Rubalcaba is going to participate in the session “We are all e-retailers now.” Rubalcaba provided detailed and in-depth answers to our questions on to development of the Latin American e-commerce and payment sectors.
Portada:How is Mastercard innovating when it comes to payments/e-commerce?
Patricio Rubalcaba, VP Merchant Development Travel, Retail & Digital Verticals at Mastercard: “As a technology company and global payments leader, Mastercard is dedicated to accelerating the continuous transformation of the ecosystem for commerce as well as delivering and creating value for cardholders, financial institutions, and merchants. We have developed and deployed a number of solutions designed to make Mastercard the safest, simplest, and smartest way to pay. We have actually a full-blown innovation lab – Mastercard Labs – working on various streams: Internet of Things (IOT), Artificial Intelligence, Blockchain, etc. Through Mastercard Labs, we also provide Innovation Sessions for our partners – in which we actually enable professional facilitation and management for our partners on select areas of their business, where they are committed to innovate.
We have a full-blown innovation lab – Mastercard Labs – working on various streams: Internet of Things (IOT), Artificial Intelligence, Blockchain, etc.
As merchants are an essential part of the ecosystem, we work very closely with the leading players in different industries: Travel, Retail and the Digital Verticals are of key interest to Mastercard – they represent almost a third of the private consumption in our region. Merchant’s demands vary a lot depending on each segment or vertical they operate, their size etc. But there are some pain points that cut across all of them:
Demand & Revenue Optimization: Merchants want to sell more and optimize their revenue streams. This has become incrementally critical considering competitive dynamics and margin compression. Mastercard can help them to stimulate demand and capture new/better customers, obtain insights through our very powerful data analytics capabilities (as we see global transactions) to empower more efficient marketing efforts, we are very active in customer loyalty/segmentation and engagement programs, and we have a significant focus on adding value in Ancillary Revenue opportunities for our partners.
Ironically payments should be almost invisible in order to deliver an optimal customer experience.
Customer Experience: As merchants become increasingly digital, payment becomes fundamental. Ironically payments should be almost invisible in order to deliver an optimal customer experience. We are fully engaged with industry leaders to enable this customer promise. In today’s world, the more invisible the payment experience, the more relevant we are! We are also working with players that are changing the boundaries of the customer journey. They are daring to change the ways consumers shop… whether on e-commerce/mobile formats (through simplicity) or by optimizing pre-purchasing and ordering with pick up or in-store shopping to avoid lines, etc.
Operations Efficiency & Fraud Prevention: Evidently, payments is fundamental for commerce and for merchants. The ecosystem needs to operate in a seamless way and transactions flow in an optimal way, making sure all good transactions are going through and the bad ones don’t. We are heavily involved in ensuring operations are fluid and that payments are secure and efficient at the same time.
As digital commerce continues to grow, we have to make sure that we drive convergence with these industries. There is much specialization in each industry – our team is focused in ensuring that commerce can continue to evolve in each industry.
How is Innovation particularly impacting payments and e-commerce in the Travel & Entertainment Industries? P.R.: “The Travel Industry focused early and actually led in e-commerce development. Some travel players were born digital. Mastercard works with each to ensure they have a successful journey. We help e-commerce/m/commerce grow and ensure that payments are fluid. We also drive demand to these channels through our marketing programs. I’d like to highlight that we are incrementally working on empowering the integration of the wallet and the app in order to integrate loyalty, customer engagement and ancillary revenue opportunities for players in this category.
-Airline: we have a recent example of a leading airline that we’ve recently enabled purchasing through a messaging app with Chatbox- the experience is awesome… and is a clear adaptation of where the customers are going.
In the entertainment industry I can illustrate with a couple of recent examples:
-Juan Valdez – a leading coffee provider based in Colombia- we collaborated with them to enable their app development … so customers can order and pay without the painful lines… supporting a good customer experience!
-Stadiums- we have deployed solutions in stadiums where you can order food, etc from your mobile in your seat and have it delivered right there.. without loosing a second of the action…Priceless!
How are your retail related initiatives evolving? P.R.: “Some retailers were born digital and they have forced a transformation of their category. Retailers globally are working hard to digitize their channels and offer multi-channel opportunities for customers. We are supporting them in this transformation. Some examples:
-Being able to shop without having to make the line (with Masterpass and a QR Code)
-Data Analytics: We have collaborated very closely with retailers in the data analytics space. We have acquired a few capabilities that are centered in customer segmentation and behavior as well as much work in the cause & effect/test and learn space. We are embedded with Leading Retailers in helping understand their customers better and what drives their behavior and what stimulates the right engagement. We also are working with various players in helping them by measuring in a more holistic and systemic way the effect of their promotions, price and channel mix, product and store format changes. Our privileged position regarding data and our assets provides us with this unique view of how to empower a Retailers competitive dynamics and we are proud of delivering this very tangible value.”
We have collaborated very closely with retailers in the data analytics space.
What about digital players overall? P.R.: “First of all, as you can see in my previous comments, Travel & Retail players have been prioritizing digital as an engagement and distribution/sales channel. It is a priority for them, naturally. We work with these players to support their agenda in the digital space. On the other hand, you have the ‘digital giants’ such as Google, Facebook, Apple, etc. who have been fundamental disruptors and catalysts of the digital revolution. We work with these players in a multiplicity of forms, We work with them in the marketing space, Insights and Analytics, we are partnering with them in their engagement with their digital wallets and the payments world, etc.”
Brand marketing is only as strong as the customer experience.
How do you see the Latin American consumer e-commerce penetration evolving vs. other parts of the world?
P.R.: “The Latin American & Caribbean Region (LAC) is going through a very exciting stage. It is one of the fastest growing regions from an e-commerce point of view, with growth rates of 20-30% per year. However the penetration is still relatively low, with less than 2% penetration of the Total Regional GDP, which would make it the 2nd lowest regional penetration. It is a very dynamic region and we are making sure that we contribute to drive this growth. It is interesting to notice the importance of the mobile revolution in Latin America. We are a region with higher penetration of smartphones than financial products such as debit & credit cards. For that reason, we see many players focusing on mobile. We see some category leaders with above 30% of their sales come from mobile… but even in those with less conversion, we see even over 60% of the traffic to their sites being driven by mobile.”
How do you see Latin American companies adapting to an environment of strong growth in e-commerce and electronic payments? P.R.: “Overall, the region is still in a strong growth stage and starting to shift the balance from ecommerce to mobile commerce and will continue to look at how to adapt or shift their core business and functional assets to leverage the value of digital commerce. We see the full ecosystem evolving in this space… Digital marketing channels have exploded and there are new business models and digital native exploding all over the region. Evidently, they are looking at ways to enable the most convenient payment methods and we are working closely with our partners in this exciting stage. I particularly appreciate the fact that there are regional players that are creating new solutions that are born in and for the region – addressing its peculiarities. Whether you are a global merchant or a local player, you have to adapt to the LAC demographics, culture and consumption habits… I am pleased to see that this is happening. Players in the region are either getting ready to commit to e-commerce or looking at how to improve/expand their capabilities in digital commerce and get to the next level. However, there is still a large segment that is not included currently in the digital landscape. There are new infrastructural shifts that are starting to enable smaller players to be para of the ecosystem. There are also socio-economic considerations – we see significant opportunity in this process to recognize that there are certain segments that perhaps don’t have a bank account and can’t pay online. This is not ideal for the merchants or the consumers. We are working to address this as a priority to the benefit of all parties.”
What role will the “plastic credit card” have in the feature or how will it morph/evolve in the e-commerce process?
P.R. “We are living (and driving) a transformation in this space. We are working diligently with banks to evolve their traditional plastic cards to a digital version of it. Mastercard provides banks with Digital Wallets through Masterpass. Masterpass is a digital wallet that simplifies the checkout process across your purchases online, in-app, and in-store with one secure account. No long checkout forms, forgotten passwords, or fumbling for a wallet. Consumers just create their account and load any participating credit or debit card to get started. Mastercard works with merchants to ensure that all digital wallets are enabled on their sites to enable the acceptance of digital wallets. Needless to say we are shaping what is now digital commerce. You can find more information on this key item on https://masterpass.com/en-us/. Mastercard also has supported the Digital Wallets of players like Google, Apple, Samsung and others that continue to gain significant traction. The next few years will be very exciting!”
What do you think does a brand marketer need to know about e-commerce and electronic payments in order to improve his marketing strategy?
P.R.: “A few things come as top of mind:
First, Brand Marketing is only as strong as the customer experience – this is already top of mind for Brand Marketers. Yet, it is essential to understand that payments is increasingly becoming a core element to enhance the user experience.
Second, The brand experience will go beyond branding as a traditional marketing practice. Brand marketers need to understand the convergence of technologies and channels – and they will need to increasingly expand their knowledge base to achieve meaningful differentiation for their brands. It is not only about reaching the consumers and understanding the new digital formats to get to them, but it is also about how they are engaging and delivering value to their consumers. Much of this part resides in the transactional/operational environment.
Third, Mastercard is happy to partner with Brand Marketers so we can join forces and help them in increasing demand, wowing their customers through priceless experiences that we can co-develop with them, enhancing insights and marketing efficiency through data analytics, strengthen the customer experience and ensure that the payment operation is flawless to help our joint customers receive the best experience possible! We look forward to working with them and delivering value together!”
PortadaLat is next week! Registration: We have added new Ticket Types to Meet Your Needs!
GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8.All sessions, keynotes, networking, food and beverage included! (US$549) VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999). DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7): The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199) DAY 2: BRAND INNOVATION DAY (June 8) The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included.(US$ 549!) Secure your spot and start the PortadaLat journey!
We are thrilled to present Portada Sports Marketing Board, which will feature 12 brand marketing and agency luminaries. This announcement underscores our new commitment to serving the vibrant sports and soccer marketing sectors.As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.
Portada Sports Marketing Board Members
John Alvarado, VP Brand Marketing, Crown Imports
Analia Benedetti, Director of Shopper Marketing and Multicultural, Kellogg
Ed Carias, Sr. Brand Manager el Jimador Tequila – North American Region, Brown-Forman
As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers. “Sports offer the opportunity to establish a meaningful, authentic connection with our consumers and create (and deliver) great content, and successful shopper programs. I personally love Portada’s initiative: by putting this board together, Portada is creating a great space for us to learn from each other, share best practices and bounce ideas,” says Analia Benedetti, Director of Shopper Marketing and Multicultural.
Daniel Keats, the Director of Sports and Sponsorships for consumer marketing at Allstate Insurance, notes that “sports are a major passion point impacting consumers across all segments,” and that t is important to have a specific focus on unique content, programming, and market intelligence when engaging consumers through this powerful medium.” “It is a real privilege to have the backing of this outstanding group of brand marketing and agency executives. This sports marketing board will be essential to our efforts to produce high-quality events and provide value for our partners and sponsors,” says Marcos Baer, the publisher of Portada. “Due to their rapidly growing popularity among overall U.S. and multicultural audiences, we are substantially increasing our coverage of soccer and sports marketing,” Baer adds.
For information on sponsorship opportunities and other creative ways to align your brand with Portada’s Sports Marketing Platform, please reach out to Sales/Marketing Director Kelley Eberhardt at email@example.com
PortadaLat, the two-day annual gathering of key brand marketing, advertising, media and digital leaders from all over the Americas taking place on June 8-9 in Miami, is announcing an amazing speaker roster. PortadaLat comprehends the Latin American Advertising and Media Summit, The Data Marketing Forum, the Travel Marketing Forum and the Online Video Forum. Early bird tickets are expiring this Friday April 29 register now!
Travel Marketing Forum (June 9) Speakers include:
Montserrat Santaella, International Promotion Manager,Grupo Posadas
Christopher Arjona, Director de Mercadotecnia Digital Americas, MeliaHoteles
Dorothy Dowling, CMO, Best Western
Ricardo Rivera,CMO, Volaris
Rolando Aedo, Chief Marketing Officer, Greater Miami Tourism and Convention Bureau
Ismalis Mendoza, Senior Manager of Marketing and E-Commerce, Marriott International
Lara Migliassi, VP, Global Brands – Hyatt Zilara, Hyatt Ziva,Hyatt Residence Club & Hyatt
Carlos Orta, VP Corporate Affairs, Carnival Corporation
Data Marketing Forum (June 8) Speakers include:
Mebrulin Francisco, Partner, Director Marketing Analytics Multicultural, GroupM
Francisco Morillo, Digital Marketing Manager, Xoom
Jose Luis Valderrama, CEO and Founder, Hispanic Group
Ana Crandell, Group Account Director, OMD Multicultural
Oscar Padilla, Senior VP of Marketing, Digital Media & Insights, Pulpo Media
Latin American Advertising and Media Summit (June 8-9):
Carlos Leal, Gerente Senior de Marketing de Consumo, Nestlé
Juan Guillermo Restrepo, Gerente de Marketing Digital, Falabella
Adam Singolda, Taboola, CEO y Fundador>Dorothy Dowling, CMO, Best Western
Jeremy Gilbert, Director Strategic Initiatives, The Washington Post
Carlos Espíndola, e-Hub, Manager Latin America, 3M
Rebeca Ricoy, Digital Strategies, Sr.. Manager Nola, Avon
Maria Carrasquillo, Senior Marketing Manager- Latin America, Jarden Consumer/Sunbeam-Oster
Marta Martinez, SVP Sales Advertising, AOL
Michael Schott, Director of Online Marketing, Open English
Wayne St. Armand, CMO, Brand Networks
Andres Franklin, Director Latin America, Sojern
Cynthia Evans, Director Insights and Analytics, Group M, Latin America
Adriana Grineberg, Head of Operations Miami, Facebook
Online Video Forum (June 9), Speakers include:
Juan Davila,SVP Managing Director, LiquidThread
Borja Beneyto, Digital Director Regional América Latina, Starcom Media Vest
Luiz Schmidt, Head of Marketing, Latin America & Caribbean, Brown Forman
more major speakers to be announced soon!
MAJOR ADDITIONS TO #PORTADALAT in 2016
Data Marketing Forum: Using Data Driven Marketing to reach Latino Consumers #PortadaLat will provide a unique setting for marketers targeting Latin consumers in the U.S. and Latin America to delve into how Big Data can revolutionize marketing efficiency.
Travel Marketing Forum Latin America and the U.S. Hispanic market are a key inbound and outbound destination for global Travel and Luxury marketing companies. Hear how major brands are approaching the region and their innovations in digital marketing.
More Sessions exploring the Marketing Technology Revolution From Content Marketing Technologies and Practices, to Digital Targeting to Crowdsourcing, leading experts will provide actionable insights to major leading practitioners about major innovations. Expanded Speaker Roster of Brand Marketing and Media Stars
Expect the #PortadaLat Speaker roster to be filled with dozens of key brand marketers, major media agency players, key social influencers and media stars.
Online Video Forum A unique hub for excitement and idea sharing on the OTT Revolution throughout the Latin world. Monetization, Viewability, YouTube, Facebook and beyond.
Already Confirmed Sponsors of PortadaLat (June 8-9 at Miami’s Hyatt Regency)
To align your brand with the eight annual edition of PortadaLat, the main conference for Brand Marketers, Digital Innovators, Media Properties and Influencers targeting the Latin American and U.S. Hispanic markets, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at firstname.lastname@example.org
Great storytelling doesn’t come naturally to most people. But if you can harness its power and leverage the impact of content discovery, you can capture your audience in unbelievable ways. Claim your invitation to join Miami’s top marketers for a complimentary, interactive content strategy workshop this Thursday April 23rd in Miami’s Mandarin Oriental Hotel!(Space for this free event is limited and not guaranteed. Please allow some time to confirm your registration.)
Discover how top marketers are transforming their organizations through original brand storytelling. You’re invited to enjoy breakfast and take part in an interactive workshop session with enterprise storytelling champions! You’ll walk away with the necessary tools and insights to develop and implement a dynamic content strategy. Register now!
–Guillermo Morrone, VP Head of Global Consumer and Priceless Cities Content Strategy at MasterCard –Fernando Bazan, eMarketing Manager at 3M Latin America will explain their blueprints for creating content at scale for multiple markets around the world. – George Levy, Director of US Hispanic and Latin American Partnerships at Skyword
7:30-8:00: Breakfast 8:00-8:10: Introduction and Welcome 8:10-9:30: MasterCard and 3M Case Studies 9:30-12:00: Interactive Workshop
• Gain insights into which brand stories to tell and how to build an audience • Develop an action plan for expanding reach, improving customer intimacy, and delivering ROI
Mandarin Oriental 500 Brickell Key Drive Miami, FL 33131 Register now!(Space for this free event is limited and not guaranteed. Please allow some time to confirm your registration.)
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.
Carat – UM – Mastercard – Latin America ::: Bromley – Rent A Car – Latin America & the Caribbean::: Carat – UM – Mastercard – Latin America ::: eBay – Acxiom – Global ::: SapientNitro – Lycra – Global ::: Renault – Nissan – DigitasLBi – Global :::
Bromley – Rent A Car – Latin America & the Caribbean
San Antonio advertising agency Bromley Communications has been selected by St. Louis-based Enterprise Holdings to support its National Car Rental and Alamo Rent A Car brands in Latin America and the Caribbean.
Bromley will create a branding campaign for both brands and develop specialized communications tools to assist franchisees with their in-country marketing efforts.
eBay – Acxiom – Global
eBay Advertising today announced a partnership with Acxiom – a company that specialises in enterprise data, analytics and software as a service – to enhance segmentation and targeting on the platform.
SapientNitro – Lycra – Global
SapientNitro has been appointed global advertising agency of record for the brand Lycra. The agency will be in charge of Lycra’s global brand strategy including advertising, customer experience, digital and social activity development as it aims to bring life to the brand’s positioning.
Renault – Nissan – DigitasLBi – Global
Renault and Nissan have appointed DigitasLBi to handle their global digital accounts. Over the next three years, DigitasLBi will relaunch the websites and mobile platforms for Renault, Nissan, Infiniti, Renault Samsung Motors, Dacia, Datsun and Venucia in every market.
OMD currently handles global media for the partnership.
EGC Group has been named Red Mango’s, frozen yogurt and fruit smoothies retailer, marketing and advertising agency. The assignment implies strategy, creative development, LSM (local store marketing) and digital and social media programs for its 220 locations in the USA.The agency’s retail, digital and LSM experience includes Friendly’s, Sterling Optical, Canon,Jiffy Lube, Project Runway and Brother International, among others.So far, the agency has done a LSM product testing of juices, light food, and smoothies as part of the new Red Mango Cafe & Juice Bar concept. Additionally, it has developed a national Valentine’s Day promotional campaign to be launched on February 7.
MarketVision agency has been chosen to handle total-market digital, social and shopper-marketing promotions for Cargill’s Rumba meats brand.The agency’s initiatives target a diverse consumer base focusing on the cultural insight behind shopper behavior.MarketVision has already designed and carried out digital, social and retail programs for Hispanic Heritage Month and Holiday for Rumba. Rumbameats.com website ,a Facebook page featuring recipes, photo contests and cooking tips, a Pinterest page and a Twitter feed were some of the elements included . The agency has also created a sales e-newsletter and has initiated active food blogger outreach. In February, the agency will launch Rumba’s Black History Month promotion. Agency partner SWEB Development will collaborate with MarketVision’s Rumba work . SWEB Development, a full-service digital agency offering creative digital strategies, graphic design, and development for web, mobile, and social.MarketVision clients include Cargill Meat Solutions, Chrysler Group, ConAgra Foods, Copa Airlines, Hershey’s, Kraft Foods, Mondelez International, Northwestern Mutual, MillerCoors, Centers for Disease Control and United Airlines.
Univision Communications Inc. and SUBWAY Restaurants have announced a new partnership that will include six integrations of SUBWAY® Restaurants products and restaurants into Televisa’s hit telenovela, “Qué Pobres Tan Ricos” (Poor, But Rich).Custom content pieces featuring Univision actor Raul Gonzalez are also included in the agreement. Rodriguez will deliver SUBWAY® Restaurants selling points through his character in “Qué Pobres Tan Ricos”.Since premiering on January 6, 2014, the TV program is averaging 3 million viewers and ranking Univision as the No. 2 broadcast network among young Adults 18-34 ahead of ABC and CBS.SUBWAY® Restaurants products and restaurants will be seamlessly incorporated into storylines. The first integration will show one of the characters surprising another with a SUBWAY® $5 Footlong. The second, features a mother arriving unexpectedly to a birthday party with a SUBWAY FRESH FIT FOR KIDS™ meal. Other integrations will include scenes inside SUBWAY® Restaurants stores and show characters consuming SUBWAY® Restaurants products. In all, integrations will help Univision reaching Hispanic audiences.“Qué Pobres Tan Ricos” airs from Monday to Friday on the Univision Network at 10 p.m. .
AT&T is rolling out a series of TV ads featuring actress Sofia Vergara and Univision sportscaster Fernando Fiore.One spot has been titled ‘Golazo’ (Super Goal) and will air in the form of 15-second and 30-second TV ads, features both TV personalities in a living room watching soccer. The ad shows Fernando and Sofia cheering their favorite team after a goal is scored, and then a reference is made to AT&T’s 4G LTE network. http://www.youtube.com/watch?v=SL20VkDpUaM#t=8 Another similar 15-second spot titled ‘Mas Confiable’ (Most Reliable) will air from Feb. 3 through the end of the month. Directed by Michael Spiller, these TV spots will bring the chemistry this duo had in the 90s to the screen.The spots were carried out by AT&T in collaboration with BRAVO and Lookout Entertainment director Michael Spiller.
Carat has been awarded MasterCard’s media business in the U.S. and worldwide in all markets but Latin America.Universal McCann will retain the business in Latin America.UM has been in charge of global media planning and buying in Latin America since 2010.
Heineken and the UEFA Champions League (UCL) are once again bringing the popular soccer club competition to fans in the United States through various retail elements, from March 1 through May 24.Coinciding with this year’s program launch, Heineken is rolling out a new 16-ounce, three-pack format, designed with permanent UCL creative. Also, at retail, interactive displays and point-of-sale will direct consumers to sign into the UCL mobile site where they can try to digitally match their “Half Ticket” for the chance to win Heineken UCL prizes, such as Adidas-branded merchandise and signed UCL memorabilia. Consumers can also login with Foursquare to earn points every time they “check in” at retail. Additionally, program participants will be automatically entered into a sweepstakes for the chance to win a trip to a UCL match during the 2014-2015 season. Channel-specific cross-merchandising offers on the purchase of relevant items, including salty snacks, meats and ice, will round out the program and provide shoppers with solutions for their at-home viewing occasions, according to the company.”The UEFA Champions League is a proven passion point of Hispanic consumers,” said Belen Pamukoff, brand director for Heineken.”
PayNearMe is growing its reach with a deal to bring its cash transaction network to more than 8,000 Family Dollar locations across the United States.The deal almost doubles PayNearMe’s footprint. Its cash transaction network allows consumers to use cash to repay loans, pay rent, make online purchases, and much more. Consumers can make payments 24/7 in their own neighborhood any of the 17,000 participating 7-Eleven, Family Dollar, and ACE Cash Express stores across the United States.PayNearMe has also closed a $20-million round of financing led by GSV Capital. August Capital, Khosla Ventures, Maveron and True Ventures also participated in the round. PayNearMe will use the funds to continue expansion into existing categories while launching into new vertical markets.
GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.
Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Nicolas Miranda at 1-800-937-5322 or e-mail him at email@example.com
What: Carat has been awarded MasterCard’s media business in all markets except Latin America. Why it matters: Universal McCann will retain the business in Latin America.UM has been in charge of global media planning and buying in Latin America since 2010.
Carat will be MasterCard’s new global media agency. MasterCard will retain UM only in Latin America.
In 2010, MasterCard consolidated global media planning and buying by adding the US to UM’s responsibilities to manage the business abroad. The news of Carat’s addition was not so welcome for UM as it has been supporting the business for a couple of years.
For Carat, this creates an opportunity to run a new business. Another major success for Carat was to win the General Motors account in 2012. Other accounts include include Macy’s, Danone and Sony business in the US. Parent group Aegis has also won Reckitt Benckiser.
It is estimated that MasterCard spent US $126.6 million on domestic measured media in 2012 and about US $250 million globally.
The Mastercard review came down to a group of finalists which also included a team from WPP’s Group M and Omnicom’s PHD, months after then-Chief Marketing Officer Alfredo Gangotena assumed his post.
The company’s new CMO Raja Rajamannar (photo) put the business in review as well. “At this time we can confirm that Carat has been awarded the consolidated media business in all markets except Latin America. Universal McCann will retain the business in Latin America. The integrated McCann XBC team will continue to support MasterCard in other marketing activities, including creative, digital and sponsorships/partnerships,” the company’s spokeman said.